EFFECT OF BRANDING ON THE CONSUMER’S BUYING BEHAVIOR IN MUSICIAN INDUSTRY

The e overall objective of this is research is to evaluate the effect of branding on the consumer’s buying behavior in the music industry within the Accra metropolis in Ghana. The study made use of quantitative research method. Data for the study were accumulated from both primary and secondary sources. The study employed convenience sampling technique to 50 respondents to administer the questionnaires through electronic mails. The data were analyzed using Google form survey software. The discovered that a very huge percentage of the respondents have high knowledge about the branding strategies however some respondents acknowledged that branding is about Name, labeling, Company logo and slogan. A very high amount said it is all of the above. The study also revealed that branding has a significant link between branding and customer buying behavior. Again the study had also revealed that recognition of brand has a positive effect on consumer buying behavior. Moreover the study had revealed that how customer view brand or brand perception also have a huge impact on customer buying behavior. The study revealed that the purpose of branding which allows keeps the management of brand in checks has a huge link between branding and consumer buying behavior. The study also revealed that a good brand is mostly liked by many consumers which in the long run accumulate income. The study therefore recommends that the musician union of Ghana conducts regular scientific studies to identify measures to improve and sustain the brand. This could be customer survey on brand performance assessment