BRAND IMAGE OF CONSUMERS TOWARDS E-COMMERCE COMPANIES

This research paper mainly focuses on brand image of consumer towards e-commerce companies like Amazon, Flipkart and Snapdeal. Nowadays online consumer are increasing and penetration of internet and smart phones in rural areas are also increasing. So, for the e-commerce companies it is essential to understand various factors that affect brand image and consumer satisfaction. For this research paper total 500 respondents have filled structured questionnaire in the Gujarat. Analysis of primary data conducted on SPSS software. Regression analysis conducted for Amazon, Flipkart and Snapdeal. After analyzing age and gender wise data, overall satisfaction among consumer is highest among Amazon than Flipkart and least in Snapdeal. This study attempts to apply the concept of brand image to the e-commerce companies setting by addressing differential consumption decision-making process. In addition, different gender and age groups reveal unique preferences and consumption patterns.