International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 4 (July-August 2026) Submit your research before last 3 days of August to publish your research paper in the issue of July-August.
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Volume 8 Issue 4
July-August 2026

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Study on Brand Awareness and Customer Perception towards Wildcraft products at Bagalkote

Author(s) Mr. Veeresh V Karani, Dr. Rajeshwari Tapashetti
Country India
Abstract Abstract

Brand awareness and customer perception play an important role in influencing consumers' buying decisions, especially in the outdoor and lifestyle products market. This study examines how brand awareness, marketing exposure, and customer perception affect consumers' purchase intention towards Wildcraft products. A descriptive research design was adopted, and primary data were collected from 100 respondents in Bagalkot using a structured questionnaire. Since the study focused on consumers who were familiar with the Wildcraft brand, responses from 60 aware participants were considered for detailed analysis. The collected data were analysed using descriptive statistics and regression analysis through SPSS.

The findings indicate that social media is the most effective source of creating brand awareness. Respondents generally perceived Wildcraft as a trusted brand offering quality, durable, and stylish products at reasonable value. The analysis further revealed that both brand awareness and marketing exposure have a significant positive influence on customer perception. In addition, customer perception was found to have a strong positive impact on purchase intention. The study also confirms that customer perception acts as a mediator between brand awareness and purchase intention, showing that customers are more likely to buy Wildcraft products when they develop a favourable opinion about the brand.

The study concludes that strengthening brand awareness, maintaining product quality, and implementing effective marketing strategies can improve customer perception and encourage purchase intention. These findings provide practical insights for marketers and business managers in developing strategies that enhance customer satisfaction, brand loyalty, and long-term business growth.
Keywords Keywords: Brand Awareness, Customer Perception, Purchase Intention, Marketing Exposure, Wildcraft, Consumer Behaviour.
Field Business Administration
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-07-26
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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