Influence of Branding on Consumer Buying Decisions

Customers all over the world now prefer branded products. This study is aimed at analyzing the effect of brand on consumer buying behavior. Along with finding the effect of brand on consumer buying behavior the purpose of the study is to have an in depth knowledge of what actually is branding and consumer behavior. To study the relationship between brand and consumer behavior the following methodology is opted: Consumer Survey on the effect of brands on their buying behavior through questionnaire. The key results of the study are: The degree brand of consciousness goes on decreasing in higher age groups; price & brand were the major attributes that customers gave most importance and 80% people believe that Brands in fashion industry have become a status symbol. 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. According to the research, all the factors are statistically significant but just gender is the only variable which is not statistically significant and its value is different from the 0. In the reliability table, it is calculated that the research validity and reliability is 89.6% which is great. In the end, it is concluded that the branding impacts the consumer behavior in relation to the different dependent and independent variables