Abstract:
This study explores the role of brand authenticity in shaping consumer purchase intentions, using Amul as a
focal brand. In today’s competitive marketplace, consumers increasingly seek brands that are perceived as
genuine, trustworthy, and value-driven. Amul, a leading Indian dairy cooperative, has established a strong brand
identity rooted in quality, tradition, and social responsibility. This research aims to analyze how the perceived
authenticity of Amul influences consumer trust, emotional connection, and ultimately, their intention to
purchase. Primary data was collected through a structured questionnaire administered to a diverse sample of
consumers. The findings suggest a significant positive relationship between brand authenticity and purchase
intention, highlighting the importance of maintaining consistent brand values and transparent communication.
This study contributes to existing literature by emphasizing the strategic value of authenticity in brand
management and offers insights for marketers seeking to strengthen consumer-brand relationships in the FMCG
sector.
