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International Journal of Science, Strategic Management and Technology

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A STUDY ON THE IMPACT OF BRAND IMAGE ON CUSTOMER PURCHASE DECISIONS OF HATSUN DAIRY PRODUCTS LTD, CHENNAI

AUTHORS:
Dr. Dhaneesh V
Mentor
Affiliation
School of Management, Dhanalakshmi Srinivasan University, Tiruchirappalli,Tamil Nadu-621112.
DOI: 10.55041/ijsmt.v2i5.531
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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Abstract

This study examines the impact of brand image on customer purchase decisions of Hatsun Dairy Products Ltd, Chennai. The dairy industry in India is highly competitive, and brand image plays a crucial role in shaping consumer behaviour. Customer purchase decisions are significantly influenced by brand perception, product quality, packaging, advertising, and brand loyalty.


The study aims to analyse the brand image of Hatsun Dairy Products and identify the key factors that influence customer purchase decisions. Primary data were collected from 100 customers through a structured questionnaire in Chennai.


Percentage analysis, correlation analysis, and regression analysis were used for data interpretation. The findings reveal that brand reputation, product quality, price competitiveness, and packaging significantly influence customer purchase decisions. The study concludes that a strong brand image positively impacts customer loyalty and purchase intentions for Hatsun dairy products.

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PUBLICATION DETAILS
Review Type:
Double-Blind Peer Review
License:
CC BY-NC 4.0
Volume/Issue:
Volume 02, Issue 05
Review Rounds:
2
Article Type:
Research Article
Publication Date:
May 30 2026
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V, D. (2026). A Study on the Impact of Brand Image on Customer Purchase Decisions of Hatsun Dairy Products Ltd, Chennai. International Journal of Science, Strategic Management and Technology, 02(05). https://doi.org/10.55041/ijsmt.v2i5.531

V, Dhaneesh. "A Study on the Impact of Brand Image on Customer Purchase Decisions of Hatsun Dairy Products Ltd, Chennai." International Journal of Science, Strategic Management and Technology, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i5.531.

V, Dhaneesh. "A Study on the Impact of Brand Image on Customer Purchase Decisions of Hatsun Dairy Products Ltd, Chennai." International Journal of Science, Strategic Management and Technology 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i5.531.

References
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2.Kotler, P., & Keller, K. L. (2021). Marketing Management (15th ed.). Pearson

3.Aaker, D. A. (2020). Building Strong Brands. Free

4.Armstrong, G., & Kotler, P. (2019). Principles of Marketing (17th ed.). Pearson

5.Ramesh, N., Vijayashankar, U., & Bharathi, S. (2026). Service quality and customer satisfaction in star hotels: Evidence from Madurai, India. Minnesota Journal of Business Law and Entrepreneurship, 1, 1231–1240.

6.Schiffman, L. G., & Kanuk, L. L. (2019). Consumer Behaviour (11th ed.). Pearson

7.Gupta, C. B. (2020). Marketing Management. Sultan Chand &

8.Aswathappa, (2021). Human Resource Management: Text and Cases (10th ed.). McGraw-Hill Education.

9.Robbins, S. P., & Judge, T. A. (2019). Organizational Behavior (18th ed.). Pearson

10.Bharathi, S., & Rethika, R. (2026). Study on effectiveness of training and development at Digipin Technology in Chennai. International Journal of Business and Administration Research Review, 13(1).

 
Ethics and Compliance
✓ All ethical standards met
This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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