A Study on Brand Authenticity in Consumer Purchase Intentions in Amul

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.