A STUDY ON IMPACT OF BRANDING STRATEGIES ON PURCHASE INTENT OF HERITAGE FOOD PRODUCTIONS

Abstract

Branding is a pivotal strategic tool in the highly competitive fast-moving consumer goods (FMCG) and dairy sector. Heritage Foods Limited, one of southern India’s most trusted dairy and food brands, has sustained market leadership through consistent branding, product diversification, and consumer engagement. This study investigates the impact of branding strategies—comprising brand awareness, brand image, brand loyalty, perceived quality, and brand association—on consumer purchase intent toward Heritage food products. Primary data was gathered through a structured questionnaire administered to 120 respondents across Hyderabad, Telangana. Secondary data was drawn from Heritage Foods annual reports, academic journals, and FMCG sector publications. Analysis employs percentage analysis, weighted average method, correlation analysis, and chi-square testing. Findings reveal that brand trust, product quality perception, and packaging design are the most significant drivers of purchase intent. Price sensitivity moderates the brand loyalty–purchase intent relationship, particularly among middle-income consumers. The study concludes with strategic recommendations for strengthening Heritage’s brand equity through digital engagement, regional branding, and premium product positioning.