Jaipuria International Journal of Management Research

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Impact of Branding on Customer Buying Behavior


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1 MBA Department, Amity University Jharkhand, City Campus Main Road Nivaranpur Beside Overbridge, Ranchi, Jharkhand, India
     

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Purpose: Brands these days have become a symbol of status. World over customers prefer branded products. But there is a question “WHY”. Is it the quality that lures customers towards brand or there is some other factor? Purpose of this study is to analyze impact of branding on consumer buying behavior. For the study, apparel brands are chosen and geographical area of study is Ranchi.

Design/Methodology/Approach: The research is descriptive in nature where primary data has been collected through questionnaire and secondary data has been collected from websites, journals and books.

Findings: It is derived from the study that branding creates awareness and increase the preference towards a particular brand during the buying decision.

Research Implications: Results of this study may help in creating long lasting impact in customers’ minds towards a particular brand and may influence their buying behavior and hence may be very useful for marketers for marketing and selling their brands.


Keywords

Apparel, Brands, Consumer Buying Behavior, Advertisement, Brand Image, Brand Loyalty, Brand Association, Brand Recognition.
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  • Muhammad A., Madiha, N. &, Mehwish, S. (2017). Impact of Branding on Consumer Buying Behavior: An Evidence of Footwear Industry of Punjab, Pakistan. International Journal of Academic Research in Business and Social Sciences, 7 (7), pp. 592-63.

  • Mishra, S. & Agrawal, A. (2017). A Comparative Study on Buying Behavior of Customers Towards Branded Apparel over Non Branded Apparel with special reference to Raipur City. International Journal of Scientific Research and Management, 5(6), pp. 5763-5769.

  • Deepali S. (2016). Consumer Buying Behavior towards Fashion Apparels - A Case of Delhi. IOSR Journal of Business and Management. Special Issue. pp.82-86

  • Bakewell, C. & Mitchell, V. W. (2006). Male versus Female Consumer Decision Making.

  • Shetty, S. A. (2001). India's Textile and Apparel Industry: Growth Potential and Trade and Investment Opportunities. Washington: U.S. International Trade Commission.

  • Belch. G.L. & Belch M.A. (2010). Advertising and Promotion: An Integrated Marketing Communication Perspective, McGraw Hill/Irwin, New York, 7th ed., pp. 56-65.


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  • Impact of Branding on Customer Buying Behavior

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Authors

Durga Ghosh
MBA Department, Amity University Jharkhand, City Campus Main Road Nivaranpur Beside Overbridge, Ranchi, Jharkhand, India

Abstract


Purpose: Brands these days have become a symbol of status. World over customers prefer branded products. But there is a question “WHY”. Is it the quality that lures customers towards brand or there is some other factor? Purpose of this study is to analyze impact of branding on consumer buying behavior. For the study, apparel brands are chosen and geographical area of study is Ranchi.

Design/Methodology/Approach: The research is descriptive in nature where primary data has been collected through questionnaire and secondary data has been collected from websites, journals and books.

Findings: It is derived from the study that branding creates awareness and increase the preference towards a particular brand during the buying decision.

Research Implications: Results of this study may help in creating long lasting impact in customers’ minds towards a particular brand and may influence their buying behavior and hence may be very useful for marketers for marketing and selling their brands.


Keywords


Apparel, Brands, Consumer Buying Behavior, Advertisement, Brand Image, Brand Loyalty, Brand Association, Brand Recognition.

References





DOI: https://doi.org/10.22552/jijmr%2F2021%2Fv7%2Fi1%2F209143