Impact of Branding On Consumer Purchase Decision

This paper is about studying the impact of branding on consumer purchase decisions. Brand affiliation put a high impact on consumer buying patterns. Now, the consumer is more knowledgeable about various brands and factors such as price, quality, value, and other factors. Brands create a sense of status in society so consumers are now starting to use various brands according to the trends or fashion. The consumer wants a sense of recognition that’s why they prefer to buy branded products or expensive products over non-branded ones to show their status. The sense of status gives recognition in society, family, and friends that make the consumer happy. Branding is imperative marketing through which observation of buying behavior of consumers and their viewpoint towards brands can be studied. The purchasing decision towards brands is also affected by the nature of the consumer, age factor, income, gender, or personality traits. The word loyalty also comes in branding if consumers are fully loyal to branded products then he/she may prefer brands over brands. Branding association can affect organizations in a positive or negatively way, if brand image is positive then consumers prefer to buy products and repeats purchases also. But if there is negative image of the brand in the eyes of consumers then there will be no repetition of purchases and retention of consumers. So firms incur huge amount of expenditure on the advertisement to maintain their brand image and also organizes brand equity management programs