The Impact of Branding On Consumer Buying Behavior: June 2014
The Impact of Branding On Consumer Buying Behavior: June 2014
The Impact of Branding On Consumer Buying Behavior: June 2014
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Tot 78 100.0
al
Commitment Consumer
Satisfaction Trust
Reliability
Perception
Friends Neighbors
Brand Loyalty
Price
Cultural values
Branding Consumer
Values Brand Knowledge
Buying Behavior
Personal values
Brand
Image Brand Knowledge Demographic Status
Social factor
Status Consumption
Conspicuous Consumption
Brand Awareness
Gender Age
Fig. 1. Factors That Effect Relation of Branding and Consumer Buying Behavior
Valid Cumulative
Frequency Percent Percent Percent
Valid below 40 51.3 51.9 51.9
15000
15000_2500 15 19.2 19.5 71.4
0
25000- 11 14.1 14.3 85.7
35000
35000_4500 4 5.1 5.2 90.9
0
above 55000 7 9.0 9.1 100.0
Total 77 98.7 100.0
Missing System 1 1.3
Total 78 100.0
Valid Cumulative
Frequency Percent Percent Percent The analysis of Table VI shows that the status of
Valid below 15000 40 51.3 51.9 51.9 individuals are also grouped into five categories which are;
student, employees, businessman, unemployed and housewife.
15000_25000 15 19.2 19.5 71.4 The frequency differs for every group according to the number
25000- 11 14.1 14.3 85.7 of responses. The scale used id 1-5 and the cumulative
35000 percentage is 100%.
35000_45000 4 5.1 5.2 90.9
above 55000 7 9.0 9.1 100.0
Total 77 98.7 100.0 TABLE VII.MODEL SUMMARY (FIGURE 1)
Missing System 1 1.3
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 0.740a 0.548 0.509 0.37106 TABLE IX. COEFFICIENTSa
a. Predictors: (Constant), gender, value, age, knowledge, reference,
exploitation
Unstandardized Standardized
Coefficients Coefficients
Figure 1 basically shows the result of survey and it
Model B Std. Error Beta t Sig.
interprets the relation of dependent and independent variables.
It is the summary of the model. In our research model, 1 (Constant) 0.074 0.241 0.308 .759
branding is independent variable which includes the following knowledg 0.272 0.075 0.310 3.636 0.001
factors; gender, personal and cultural values, age, brand e
knowledge, reference groups and emotional exploitation. On reference 0.267 0.070 0.356 3.839 0.000
the other hand, the consumer buying behavior is dependent age 0.308 0.072 0.352 4.314 0.000
variable which includes the following factors; social status,
exploitatio 0.144 0.073 0.186 1.979 0.052
status conspicuousness, brand loyalty, brand perception, n
quality and social factors.
value -0.140 0.068 -0.182 -2.066 0.043
Here we have to define the relationship between dependent
and independent variables according to the results of above gender 0.086 0.061 0.126 1.408 0.163
model. The R in the Table VII represents the correlation which a. Dependent Variable: consumer behavior.
is .740 and it represents that there is a moderate degree of
correlation between dependent and independent variables.The The scale used in the questionnaire for questionnaires is
next is R square which indicates that the variability of given below in Table X;
dependent variable according to the independent variable. TABLE X.SCALE USED IN QUESTIONNAIRE
Here the analysis of Table VII shows the value of R square 1 2 3 4 5
is .548, it means the variability level of independent variable is
54.8% which is nears to 55% and is moderate value, and it is StronglyAgree Agree Neutral Disagree StronglyDisagree
not very high but not very low too. So it is found that branding
affects the consumer behavior at the variability level of 55%.
TABLE VIII. ANOVAb I. Hypotheses
1. Brand Knowledge affects consumer behavior.
Sum of Mean 2. Reference groups are very influential in buying branded
Model Squares Df Squar F Sig.
products.
e
3. As the age increases, people tend to become more loyal to
1 Regression 11.669 6 1.945 14.125 0.000a
specific brands.
Residual 9.638 70 0.138 4. Emotional exploitation is important for affecting
Total 21.307 76 consumer buying behavior.
a. Predictors: (Constant), gender, value, age, knowledge, reference, 5. Personal and culture values affects the consumer
exploitation behavior.
b. Dependent Variable: consumer behavior 6. Consumer behavior fluctuates on the gender basis.
Family
[Fatima Sarwar] | Introduction 61
Reference Groups
Figure 5show that every individual perceives the The next hypothesis is that the consumer behavior
advertisement according to its own values and culture. fluctuates on the basis of gender. As the significance level of
Emotional exploitation affects the consumer behavior on basis gender according to the survey and analysis of Table IX is
of perception of consumers. So the hypothesis is accepted and 0.163 which is greater than 0.05 and it shows that the
proved. significance level is low. There is positive correlation among
Consumer Buying Behavior
the variables but the level of correlation is very small.
Emotional Exploitation According to the survey questions females are more status
conspicuous and they do more status consumption than males.
But according to the survey results, the coefficient value is not
significant in relation to the statistics, which shows the either
Perception it is male or female, it does not affect the consumer buying
behavior while buying branded clothes.
Fig. 5.Perception of Consumers is the Basis of Emotional Exploitation The significance level is not very large according to the
analysis of Table IX; it has some effect on consumer behavior
E. Positive Relationship between Value System and but not to moderate significant level. Hence it is proved that
Brand Loyalty the females are not more status conspicuous and don’t do
more status consumption than males. So the hypothesis as the
The values include the personal and cultural values of Fig. 7 shows that ‘’ Consumer behavior fluctuates on the
consumers. According to the results of Table IX, the gender basis’’ is rejected and is not proved.
significance level is 0.043 which is smaller than 0.05. There is
positive correlation among the values and consumer behavior
according to the consumer behavior. The coefficient value is
statistically significant and differs from 0. The consumer
Female Consumer Buying Behavior
behavior differs according to the difference in values among
Gender
different consumers.
The Fig. 6 throws the light on the loyalty of consumers on Male
basis of their values. Figure 6 and analysis of Table IX shows
that the loyalty towards the brands depends on the value Status Consumption
system every individual have. If the person is taught to be
loyal and consistent in your life, then he will be definitely Status
loyal in all the aspects of his life, although it is buying
Status Conspicuousness
decision.
This shows that there is cause and effect relationship
among dependent (consumer buying behavior) and Fig. 7.Effect of Gender on Consumer Buying Behavior
independent variable (personal and cultural values). So the
results are positive and hypothesis is accepted. IV. Discussion and Conclusion
The independent variables are reference groups, brand
Cultural Values knowledge, age, gender, emotional exploitation and personal
values. On the other hand, the dependent variables are
branding loyalty, Status consumption, status conspicuousness,
Consumer Buying Behavior
Brand Loyalty social factor and quality. All the variables are discussed in
detail with different references. Comparing and contrasting is
done at every step in order to discuss the views of different
Personal Values authors about different variables in literature review.
According to the research results, coefficient values of all
the dependent variables are statistically significant and are
Fig. 6.Positive Relationship between Value System and Brand Loyalty
different from 0 except only one variable which is gender.
F. Effect of Gender on Consumer Buying Behavior According to the results, gender is not so much important and
it does not affect the consumer behavior to that extent at which
other variables do. So it is proved that branding is very
important now days in effecting consumer behavior.