A STUDY ON EFFECT OF BRANDING ON CONSUMER BUYING BEHAVIOUR
Author(s):
Dr.P.Yasodha, Ms.C.Sarnitha
Keywords:
Branding-Consumer buying behaviour-Adervestisement-Brand loyalty-Buying decision-Branded products
Abstract
The study deals with the results of the primary research which purpose was to examine the effect of branding on consumer buying behaviour. The goal of the study is to stress the fact that the brand has an impact on customer decision making process. Original primary data within the primary research were collected by using a quantitative method of questionnaire. Into the quantitative research was involved 100 respondents. The study used two statistical methods for analysis. They are simple percentage method and Chi-square test. Based on above stated subject area of research have been formulated three hypothesis focused on relationship between the gender of respondents and influence of brand in buying decision, between Factor influence to buy branded products and care about using brands and between brand preference and brand loyalty. I have found that brand influence in buying decision.
Article Details
Unique Paper ID: 151983

Publication Volume & Issue: Volume 8, Issue 2

Page(s): 170 - 173
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