EFFECT OF BRANDING ON THE CONSUMER’S BUYING BEHAVIOR

The research paper is about the impact of branding on consumer behavior. Brand knowledge is a very important factor. As the consumer is more aware of the brand and he has all the knowledge about its price, quality etc., the more he will be attracted towards that brand. The loyalty level increases with the age. Family is the most influential reference group. The consumers, who are more social, are affected by their friends like on Facebook. The consumers who are more status conscious are more status conspicuous than those who are not status conscious. The next part is of methodology and analysis.Збірник наукових статей магістрів. Факультет товарознавства, торгівлі та маркетингу. Факультет харчових технологій, готельно- ресторанного та туристичного бізнесу. – Полтава : ПУЕТ, 2019. – 425 с