EFFECT OF BRANDING ON CONSUMER BUYING BEHAVIOUR

Abstract

Brand is a Guarantee, an assurance for a defined standard of quality for the first time and for every time but not the vice versa. Brand is name or logo that plays the role in the mind of the customer. Brands do not compete in the product area but compete for the mind space of the customer. A brand once established in the mind of the customer becomes indelible when customer identifies itself with that particular Brand. Branding is an effective marketing strategy tool that has been used with frequent success in the past. Branding can be an effective and powerful tool for all types of business organizations. If brand owners use their product correctly, the payoffs can be substantial. However, if brands are mismanaged, the results can be damaging. The buying decision by consumer on certain branded product is an important issue that previous researchers have studied so far and it is still continuing till present day. Growing recognition of different brands and brands becoming a status symbol plays a vast role in influences the Consumer buying behavior. Brand image is an implied tool which can positively change people’s buying behaviors and the purpose of this study is to examine the impact of brand image. The social media and the digital marketing of brands also plays a vital role. The ways by which the consumer perceives the quality and the extents to which he/she considers its importance is very influential and it can be perceived that the quality of branded products is rather good than most of the nonbranded products. The most important factor of all is purchasing power of customer survey that was used to collect the data by using non probability convenient sampling technique. A sample of 50 questions were used in which 116 responses were collected within the period of three months. The scope of this study is will focus on respondents of both male and female with a wide variety of age range as well as Salary. The relevance of this study will eventually provide information about the important factors which directly impact on the consumer themselves and their buying behavior for branded products over non branded products. As these factors will influence their purchase decision process.