Role of Employee Attitude in Shaping Brand Perception: A Study of Aavin Customers in Villupuram District

Abstract

This study is based on the project titled "Impact of Showcasing Employee Attitude Towards Work on Aavin’s Brand Perception Among Customers at Villupuram District Co-operative Milk Producers’ Union Ltd." The research examines how employees’ attitudes and workplace behavior influence customers’ perceptions of the Aavin brand. It identifies the key factors that shape brand perception, customer satisfaction, and loyalty, including service quality, employee responsiveness, professionalism, and customer interaction experiences.Primary data were collected from 117 respondents through a structured survey questionnaire. The collected data were analyzed using statistical tools such as percentage analysis, Chi-square test, and correlation analysis to understand the relationship between employee attitude and customer perception of the brand.The findings provide valuable insights into customer behavior, satisfaction levels, and the role of employee attitudes in strengthening brand image and customer trust. The study emphasizes the importance of fostering positive employee attitudes and customer-oriented service practices to enhance brand perception, improve customer loyalty, and maintain a competitive position in the dairy industry. The research also offers recommendations for management to develop strategies that align employee performance with organizational branding objectives.