A Study on Impact of Brand Equity on Purchase Intention o f Educational Toys in India

Objective: This research investigates the influence of brand equity on parents' purchase intentions for educational toys in India, with a focus on brand awareness, brand association, quality perception, and loyalty. Methods: A structured questionnaire with 20 closed-ended questions was delivered to parents of children aged 0 to 14 in Pune, Mumbai, Delhi, and Nagpur. The survey used a five-point Likert scale to assess brand equity perception and purchase intention. 156 complete and valid responses from the 200 parents surveyed were analyzed using SPSS. Regression analysis was performed to quantify the impact of brand equity components on purchase intention and Cronbach's alpha was 0.852, suggesting high reliability. Findings: The descriptive statistics revealed that consumers had intermediate brand knowledge and familiarity, as well as good evaluations of brand quality and attributes. Regression analysis showed that brand association (p = 0.036), quality (p < 0.001), and loyalty (p < 0.001) had a substantial influence on purchase intention, while brand awareness did not (p = 0.321). The model explained 60.1% of the variation in purchase intentions, with loyalty having the greatest influence. Novelty: This research provides insights into the Indian educational toy industry, stressing the role of brand equity in influencing purchase intentions. It provides useful information for toy producers and marketers in developing strategies to increase brand loyalty and drive sales. Keywords: ­ Educational Toys Brand Association, Brand Equity, Brand Loyalty, Quality, Brand Awareness Purchase Intention