The Impact of Brand Awareness on consumers Purchase Intention

Abstract

This thesis explores the impact of brand awareness on consumer purchase intention, with a specific focus on the Algerian home appliance market. It aims to understand how consumers react to familiar brands and what role brand recognition, trust, and perceived quality play in their buying decisions.The research is divided into two main parts. The first part presents the theoretical background of key marketing concepts such as branding, consumer behavior, and purchase intention. It also introduces well-known models like Aaker’s Brand Equity Model and the Theory of Planned Behavior.The second part is practical and includes a field study based on both qualitative and quantitative methods. Interviews with sellers and a structured questionnaire given to 60 consumers helped gather insights into how brands like Hisense, Condor, and Cristor are perceived in Algeria.The results show that brand awareness strongly influences purchase intention. Consumers are more likely to buy from brands they recognize, trust, and associate with good quality. This thesis highlights the importance of brand visibility and reputation for companies in competitive markets.