Effect of Brand Awareness and E-Word of Mouth On Customer Perceptions and Buying Attitudes in Automobile Industry of Pakistan

Abstract

This study is focused mainly on identifying the impact of brand awareness and e-word of mouth on customer perceptions and buying attitudes. This study has used brand awareness and e-word of mouth as independent variables. Whereas, customer perceptions and buying attitudes is used as the dependent variable. However, automobile industry of Pakistan has been the sector chosen for this study and customers associated with automobile industry of Pakistan have been finalized for data collection. Research instrument used within this study for the collection of data from respondents has been the structured questionnaire. Various statistical instruments (such as descriptive frequencies, reliability, correlation, regression, etc.) have been used primarily to identify the relationship between variables of this study. Results have been drawn through statistical instruments mentioned above, with the help of SPSS software. Based on the findings, it has been found that brand awareness and e-word of mouth (independent variables) have significant impact on customer perceptions and buying attitudes (dependent variable) in automobile industry of Pakistan. Conclusively, this study has proved that brand awareness and eword of mouth have significant relationship with customer perceptions and buying attitudes in automobile industry of Pakistan