Author 1 :- Megha Agrawal ( Research Scholar )
Author 2 :- Dr. Shiv Narayan Sharma ( Assistant Professor )
Kingko Food, a small and medium-sized business in the frozen food sector, has seen a notable drop in sales. The purpose of this study is to conceptualize how brand perception, product quality, and digital marketing affect consumers' intentions to repurchase frozen food items. The importance of purchasing decisions as an intermediary component is given special attention. The study uses a causal design approach in conjunction with a quantitative technique. It focuses on customers who have made purchases from Kingko Food in the past and investigates how their impressions and experiences—shaped by brand image, digital marketing initiatives, and product quality—affect their choice to make another purchase. The goal of the study is to map out how the three major factors—digital marketing, brand image, and product quality—affect customers' intentions to repurchase. It specifically looks at how these variables affect consumers' decision to buy, which is thought to have an impact on whether or not they will repurchase the goods. The study intends to offer greater insights into the factors influencing repeat business and consumer loyalty in the context of the frozen food sector by exploring these relationships. It is anticipated that these insights will be helpful in making decisions related to strategic marketing and product management, particularly for SMEs with difficult markets like Kingko Food.
