AN EMPIRICAL STUDY ON THE INFLUENCE OF DEMOGRAPHICS ON BRAND EQUITY – WITH REFERENCE TO SURYAPETA DISTRICT, TELANGANA, INDIA

This study investigates the influence of demographic variables—namely age, educational qualification, occupation, and location—on various dimensions of brand equity including brand experience, brand trust, brand engagement, and brand loyalty. Conducted in the Suryapet district of Telangana, the research focuses on understanding how consumers’ socio-demographic backgrounds shape their perception and interaction with brands, particularly in rural and semi-urban contexts. A total of 238 respondents participated in a structured survey, and data were analyzed using Chi-square tests to identify significant relationships between demographic characteristics and brand equity indicators. The findings reveal that educational qualification and occupation have a strong impact on all components of brand equity, while age shows selective influence on brand experience and engagement. Location, though traditionally assumed to be influential, was found to affect fewer brand equity elements. These insights are crucial for marketers aiming to develop targeted and demographically informed branding strategies. By tailoring their communication and engagement initiatives to specific consumer groups, brands can foster deeper loyalty, increase customer satisfaction, and enhance overall brand equity in diverse markets like those found in rural Telangana.