CONSUMER BEHAVIOR AND BRAND POWER : A STUDY ON BRAND INFLUENCE IN PURCHASE CHOICES

Abstract

brand is a sign of respect and uniqueness that influences the customer's purchasing decisions. It is a name or logo that represents a certain degree of quality and, once established in the client's mind, is indelible. Branding is a powerful marketing approach that has shown to be effective in the past and may benefit a wide range of organizations when used appropriately. A brand is what makes it stand out in the bevy of competitors and cheap rip-offs, a brand is what lures people to act towards a certain product or service. However, brand mismanagement may be devastating. The goal of this study is to investigate the impact of branding on consumer behaviour, specifically how much customers are willing to pay for branded things and how much importance they place on price, brand, and other factors when making purchase decisions. The study will include a comprehensive literature examination.