The Effect of Brand Equity on Purchase Intention : An Empirical Investigation with Special Reference to Car Owner in West Delhi

Brand equity is a set of brand asset and liability linked to a brand its name and symbol add to or subtract from the value provided by a product or service to a firm and/or to the firm's customer. Strong brand not only enables marketer to reduce their marketing cost but also helps to charge premium price for their product. Thus, Brand equity plays very important role in purchase decision for a particular brand of product.Indian car industry is growing at a rapid rate. India's passenger vehicle market ranks seventh largest; larger than markets like United Kingdom, France and Spain by volume. Almost every big manufacturer is expanding its market in India with their new competitive products. The study was based on the Aaker's Model with the object to establish the relationship between Brand Equity and Purchase Intention in relation to car owner in west Delhi.The empirical study was done through the structured questionnaire with the sample size of 200. The data was collected using convenient random sampling from various areas in west Delhi. The data was analysed using SPSS 19.0 software various statistical tests viz., correlation, regression, and Structural equation modeling is used to test various hypotheses.The finding revels that brand equity has significant positive effect on purchase intentions. So, the marketer should carefully consider the brand equity components while designing their strategies