Impact of Brand on Consumer Buying Behavior
- Author Zubair Ahmad Wani
- Co-Author Sanjay Agarwal
- DOI
- Country : India
- Subject : Consumer Behavior
Keywords : Brand; Brand Management; Consumer Behavior; Brand Preference; Motivation
Abstract
The study of consumer behaviour is very important field of study. The paper deals with the results of the primary research which purpose was to examine the impact of brand on influencing consumers to purchase a product. The objective of the paper is to stress the fact that the brand has an impact on customer decision- making process. Original primary data within the primary research were collected by using a quantitative method of questionnaire. Into the quantitative research was involved selected group of 650 respondents. Partial results of the complex research conducted in January 2016 to June2017 are subject to the content of the paper. Primary research was conducted continuously during the period of four months in 2017 in Indore. An established questionnaire was pilot tested and revised before it was used. As the statistical method was used chi-square test. Based on above stated subject area of research have been formulated two hypotheses focused on relationship between the age of respondents and purchasing branded products and between the age of respondents and brand preference.
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