Chapter 06: Summary & Conclusion

6.1 Introduction
Based on the discussion, this section will draw logical conclusion for the findings and further,
develop the answers for research questions while examine achieving the research objectives
built for the study. The researcher expects to explores justification of research findings and
the decision of identifying ““the impact of Brand Awareness, Brand Loyalty, Brand
Association and Perceived quality on customer purchase intention in terms of branded tea in
Sri Lanka”.

6.2 Summary
The study conducted as a quantitative study and collected primary data from structured
questionnaire from 364 respondents who consuming branded tea available in Sri Lanka.
Through the literature review the researcher identified Brand Awareness, Brand Loyalty,
Brand Association and Perceived quality has a greater impact on customer purchase intention
in terms of branded tea in Sri Lanka.

The study considers 12 different tea brands that are available in Sri Lanka. Dilmah tea, Zesta
tea and Watawala tea is mostly consuming tea brands in Sri Lanka. The consumers who
consume branded tea were mostly at the age of 26–35 and 46–55 years, who are females,
graduates, government employees and married.

These consumers know the exact tea brand they want to buy from the store and were able to
recognize their tea brand among competing brands. They know what product what it looks
like and they found that their choice of brand's tea packaging is very interesting. Most of the
consumers feel that they can quickly remember some of the characteristics of product of their
choice and are willing to recognizing logo or symbol of product of their brand. They notice
the unique concept of their tea brand. Consumers pay attention on high product quality of
their tea brand and the positive image of the tea brand that inspires them to buy. Accordingly,
most of the branded tea consumers interested in product features of the tea such as freshness,
smell, colour and its flavour. The consumers’ willingness to continue the brand their brand
has value for money and pay premium price for their tea brand to stick to the brand of their
choice is a extra advantage for the marketers.
6.3 Conclusion
From the survey analysis this study intended to find out the impact of Brand Awareness,
Brand Loyalty, Brand Association and Perceived quality on customer purchase intention in
terms of branded tea in Sri Lanka. The findings of this study indicates that the Brand
Awareness, Brand Loyalty, Brand Association have strong positive relationship with
customer purchase intention in terms of branded tea in Sri Lanka. Also the analysis indicates
that there is no relationship between Perceived quality and customer purchase intention in
terms of branded tea in Sri Lanka.