REVIEW OF LITERATURE

Uvaisuvi KSB, Calicut conducted a study on Brand Awareness, with special

reIerence to Maruti Ritz at Indus Motors. In his study he tried to Iind out the 'inIluence oI Brand
Awareness on buying behaviour and through his extensive analysis concluded that brand
awareness has a real and signiIicant inIluence on the buying behaviour oI the customers.

Madukar N conducted a study on ' Brand Awareness towards Santro Hyundai Irom AYS Hyundai in
the city oI Visakhapatnam, In his study he concluded that the brand awareness oI santro Hyndai was
quite high and the brand was Iacing a tough competition Irom other small car industries like Maruti,
Iord etc.

B.Amarnath and vijayudu Venkateswara University, Tirupati. conducted a study on Brand
awareness in rural Area, Based on their study 'The people`s education, product package and
price are the Iactors inIluencing brand awareness towards Fast Moving Consumer Goods.

Dr.Hsin Kuang Chi, Nanhua University, Taiwan. Conducted a study on Brand Awareness on
Consumer purchase Intention, Based on his study 'Perceived quality will meditate the eIIects
between brand awareness and purchase intention on Chiyi Cellular phone.