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A STUDY ON INFLUENCE OF VALUE, ATTITUDE AND LIFE STYLE FOR DETERMINING BRAND EQUITY OF BRANDED MEDICINES

Dr.C. Ramesh Kumar and V.Radhika

Abstract: This study aims to measure the influence of Psychographic factors for determining Brand Equity of branded medicines while public going for self medication. Today emotional spending is now based on wants not needs. Individual have used medicines as a form of nonverbal communication to indicate their healthiness. Value, attitude and lifestyle may not be influenced by gender, age or income but instead related to emotion and feeling that gain from taking treatments. The purpose of this study is to investigate influencing factors from the perception of public to determine brand equity of medicines and it was represented in the questionnaire. The questionnaires composed of three parts, first part regarding the demographic factors that consist of personnel gender, age, education qualification, occupation, income and marital status. The second part regarding the psychographic factors that consist of VALS questionnaire. The third part regarding brand equity of luxury handbags that consist of brand awareness, brand loyalty, perceived quality and brand association. Model fitness tools used to test the hypothesis with the model and degree of freedom. Hence it is inferring that this model significantly fit for measuring the influence of VALS as a source for determining brand equity. Key Words: VALS, Brand Equity, Brand Associations,

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