Article: A study on customer buying behaviour based on brand equity and satisfaction towards organised retail stores Journal: International Journal of Intelligent Enterprise (IJIE) 2026 Vol.13 No.2 pp.113 - 127 Abstract: The findings elucidate that brand equity is significantly differing amidst profile of customers in organised retail outlets. Brand awareness, brand association, perceived quality and brand loyalty have significant and positive influence on buying behaviour of customers in organised retail stores. Brand equity, buying behaviour and satisfaction of customers in organised retail stores are positively and significantly interrelated with each other. Organised retail stores should adopt efficient advertisement and sales promotional strategies for improving awareness and association of brands among customers. In addition, organised retail stores should take necessary efforts to improve the customer's perceived quality and brand loyalty by creating a better image of the brand that helps customers distinguish the brand along with its superiority over other competitive brands, and thereby fostering loyalty towards the brand. These improve further buying behaviour and satisfaction of customers in organised retail stores. Inderscience Publishers - linking academia, business and industry through research

Title: A study on customer buying behaviour based on brand equity and satisfaction towards organised retail stores

Authors: K. Suregka Felix; M. Hema Nalini; Muthukrishnan Nagarajan

Addresses: PG and Research Department of Commerce, Thanthai Periyar Government Arts and Science College (Autonomous), Tiruchirappalli – 620023, Tamil Nadu, India; Affiliated to: Bharathidasan University, India ' PG and Research Department of Commerce, Thanthai Periyar Government Arts and Science College (Autonomous), Tiruchirappalli – 620023, Tamil Nadu, India; Affiliated to: Bharathidasan University, India ' Alagappa Institute of Management, Alagappa University, Karaikudi – 630003, Tamil Nadu, India

Abstract: The findings elucidate that brand equity is significantly differing amidst profile of customers in organised retail outlets. Brand awareness, brand association, perceived quality and brand loyalty have significant and positive influence on buying behaviour of customers in organised retail stores. Brand equity, buying behaviour and satisfaction of customers in organised retail stores are positively and significantly interrelated with each other. Organised retail stores should adopt efficient advertisement and sales promotional strategies for improving awareness and association of brands among customers. In addition, organised retail stores should take necessary efforts to improve the customer's perceived quality and brand loyalty by creating a better image of the brand that helps customers distinguish the brand along with its superiority over other competitive brands, and thereby fostering loyalty towards the brand. These improve further buying behaviour and satisfaction of customers in organised retail stores.

Keywords: brand equity; buying behaviour; customer; satisfaction; Tamil Nadu.

DOI: 10.1504/IJIE.2026.152970

International Journal of Intelligent Enterprise, 2026 Vol.13 No.2, pp.113 - 127

Accepted: 10 Jul 2025
Published online: 17 Apr 2026 *

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Title: A study on customer buying behaviour based on brand equity and satisfaction towards organised retail stores

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