Effect of Brand Image on Consumer Behavior: A Study on Footwear Product in Bangladesh

In Bangladesh footwear market is so vast and saturated. Thus, to attract customer marketers trying to create strong brand image. This paper aims to investigate the impact of brand image on customers buying behavior of footwear products. It also tries to reveals that how the customer decides to purchase and how much the customers willing to take risk. This study is carried out based on primary data. Data has been collected from 300 respondents from the different part of the country. Data has been collected through a structured questionnaire. This paper finds the ‘positive brand image’ as the influential factor for purchasing footwear brand. Customers are classified into four groups on the continuum of decision dominance and risk-taking ability. It also found that customers most of cases take rational decision and seeks information before purchase. This paper will contribute in the field of behavioral study and will help the marketer to understand the behavior of the footwear customer