Measuring Brand Awareness of Customers towards Domestic and Foreign Brands of Cosmetics with Special Reference to Kerala

Key objective of the present research work is to measure the brand awareness of customers towards cosmetic brands. In order to fulfill the objective, a total of 1124 cosmetic customers in the state of Kerala consisting of 574 customers of domestic brand and 550 customers of foreign brand were selected with the help of pretested structured questionnaire. Theoretical constructs in brand awareness measured with the help of 7 point Likert- type questions. The collected data were used to test the hypothetical relationship in the hypothesized model. Multi group Analysis (MGA) and Structural Equation Modelling was used to test the hypothetical relationship. Here the researcher used AMOS 21 to perform structural equation modeling. It is found that there is significant difference between the customers of domestic and foreign brand with regard to brand awareness.