EFFECT OF BRAND IMAGE ON CONSUMER PURCHASE DECISIONS

Abstract

This present study is titled "Effect of Brand Image on Consumer Purchase Decisions". The main aim conducting the study was to investigate the importance and impact brand image consumer decisions of the Indian market environment, particularly in Delhi and NCR. With the fast-paced changes occurring in the consumer world, brands have become major distinguishing factors in terms of influencing both functional and socio-emotional aspects of consumers' choices. The increasing availability of various goods and services makes brand image a critical factor in decision-making processes. Hence, this research study attempted to explore the influence brand image of consumer decisions through an empirical analysis. This study used a descriptive approach in combination with a convenient sampling strategy. The survey was conducted among eighty (80) respondents using a well-designed questionnaire posted on Google Forms. The questionnaire consisted of both Likert scale statements such as 'Brand influence on consumer choice', 'Consumer Trust in Brand', 'Quality Perception of Brands', 'Willingness to Pay a Premium', 'Advertising Effects', 'Packaging Attractiveness', 'Brand Loyalty', 'Recommendations to Others', 'Social Media Influences', and 'Negative Influence of Brand Reputation'. Nominal scales were utilized for capturing demographic data and preferences of consumers. Descriptive statistical analyses as well as inferential tests such as reliability testing using Cronbach's Alpha (α = 0.81), Pearson Correlation test, Multiple Linear Regression Analysis, Independent Samples T-test, Chi-Square Test, and One-way ANOVA were employed using MS Excel software. Each test was followed by hypothesis testing. Important results show a highly significant positive influence of brand image on consumer purchasing decisions. Most of the consumers agree and strongly agree with the statement regarding brand name, brand influence, brand trust, social media, and perceived quality influencing their choices. The reliability test was done using Cronbach's Alpha that resulted in α = 0.807. The Regression analysis showed that the variables of interest i.e., brand influence, brand trust, quality perception, and social media account for about 32% of variance in consumer loyalty. Moreover, the One-Way ANOVA showed that there exists a highly significant difference in consumers' willingness to pay premium depending on their age groups (F = 3.87; p = 0.007).