ROLE OF BRANDING IN ATTRACTING AND INFLUENCING ON CONSUMER PURCHASING DECISIONS
Ms. Hepzhibah Roselin S
, Mrs.Grace Prasanna
Consumer buying behaviour, Branding, Consumer Purchase Behaviour, Brand Image, Brand Awareness.
Branding is the most crucial element and plays a vital role in defining the Customer’s behaviour. Customers’ preferences change with time because of the emergence of the new branding. Consumers’ behaviour changes with their preferences. The consumers purchasing decisions are created based on their preferences towards branding. This study is about the role of brand, in attracting and influencing customers purchasing decisions. The purchasing decision of a customer depends on time. In today’s marketing scenario consumer behaviour is a kingmaker of the market. Any organization cannot operate without a consumer. The consumer buying behaviour is affected by factors such as the excellent price of branded products, perceived quality of branded products, marital status, and brand name associated with brand consumption of the people. The sample data is taken from 100 customers to analyze their customer behaviour and purchasing decisions in the market. The result show that the Brand impacts the consumer behaviour and their purchasing decision.
"ROLE OF BRANDING IN ATTRACTING AND INFLUENCING ON CONSUMER PURCHASING DECISIONS ", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.7, Issue 11, page no.393 - 398, November-2022, Available :https://ijsdr.org/papers/IJSDR2211063.pdf
Volume 7
Issue 11,
November-2022
Pages : 393 - 398
Paper Reg. ID: IJSDR_202482
Published Paper Id: IJSDR2211063
Downloads: 000347183
Research Area: Management
Country: Kottur, Tamil Nadu, India
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
