ANALYSIS OF THE EFFECTS OF BRANDING ON

CONSUMER BUYING BEHAVIOR

SUBMITTED TO: PROF. SHREYAS MURDESHWAR

SECTION – SPARTA
NAMES USN
BASAVARAJ DESAI 2019MBA189
HARSH BETALA 2019MBA210
PALLAVI DESHPANDE 2019MBA230
SATYANARAYAN HEGDE 2019MBA258
VAISHNAVI OBALEPPANAVAR 2019MBA274
 EXECUTIVE SUMMARY
• The research paper is about the impact of branding on consumer behavior
• The report is aimed to investigate the effects of branding on consumer
buying behavior how much consumers are prepared to pay for branded
products, how important they consider price, brand or other factors during
their purchasing decisions
• 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 other
• Branding is an effective marketing strategy tool that has been used with
frequent success in past.
 BACKGROUND
Consumer buying decision is a process that involves different steps like the
recognition of need, search for the information, evaluation of alternatives,
selection and in the last post purchase behavior. There are lots of factors
which affect the consumer behavior and those factors lead him/her towards
purchasing.
In this research paper we will see the impact of branding on
consumer behavior means the factors of consumer behavior which helps
him/her to choose a particular brand according to his need and choice.
Globalization leads the entire world to become one market. Whole world led
to becoming single Universal community to serve different cultures. With the
increase in global competition, the company’s focus to serve local markets
has find themselves at a disadvantage and loosing competitive edge that
they so much strived to achieve. People perceive the brands differently
according to their preferences and sometimes may be depends on past
experiences and their decisions are directly or indirectly related to these
perspectives
PROBLEM DEFINITION
• Brand image possibly affects how consumers perceive the brand
and hence their purchasing behavior.
• There may be products on the market with similar quality and
design. However, the specific brand image attached on a product
may differentiate itself from the others
 OBJECTIVES
• The main objective of the study is to analyze the impact of branding on
consumer behavior and its effect on the domestic industry.
• Consumer's choose brands and trust them the way they trust their
friends and family members to avoid uncertainty and quality related
issuesobjectives -
General
i. The general objective of this study is to focus on influence of branding
on consumer buying behavior.
ii. This study intends to find out if consumer buying behavior is
influenced by factors such as premium price of branded goods,
perceived quality of branded goods, societal status and brand name
associated with the consumption of brand.

Specific Objectives -
Within this paper, the specific objectives of the research were to reveal
iii. the importance of branding when it comes to consumers’ buying
decision
iv. the importance of branding when assessing the perceived risk
associated with the purchase.
 LITERATURE REVIEW - 1
Impact of Branding on Consumer Buying Behavior: An Evidence of
Footwear Industry of Punjab, Pakistan.
Author: Muhammad Ashraf, Madiha Naeem, Mehwish Shahzad
iInternational Journal of Academic Research in Business and Social
Sciences 7 (7), 592-603, 2017

Purpose–This paper is to examine the relationship between consumer buying

behaviour and some marketing variables namely advertisement, brand
image, brand association and brand loyalty in footwear industry. The primary
focus of this paper is to understand impact of branding on consumer buying
behavior in foot wear industry.

Findings–
Model was good fit and reveals strong relationship between dependent
variable and independent variables.
 LITERATURE REVIEW-2
The Influence of Brand on Consumer Buying Behaviour of in India.
Author: Syed Irfan Shafi, C MadhavaiahJournal Of Marketing &
Communication 9 (2), 2013

Review:
This paper is aimed to investigate the interrelationship between the measure of
brand and consumer behaviour in purchasing branded products. Brand equity
dimensions such as brand awareness, brand loyalty, perceived quality and
brand association have been considered as the most attributing features of
brand equity

Findings –
The results revealed that all the four elements of brand equity have highest
impact on consumer buying behaviour. However, results also showed the
highest impact on consumer purchasing behaviour refers to brand loyalty
 LITERATURE REVIEW-3
Influence of brand name on consumer choice & decision
Author: Umer Shehzad, Salman Ahmad, Kesti Iqbal, Muhammad Nawaz,
Saqib Usman
Journal of Business and Management 16 (6), 72-76, 2014

Review:
Brand image or Brand name plays a crucial role to enhance the performance
of any company or business. Brand name is the tool which can positively
change people’s buying behavior. The purpose of this study is to examine
the Effect of brand name on consumer buying behavior

Findings –
Findings show that brand image or brand name has significant positive
relationship with consumer buying behavior
 LITERATURE REVIEW-4
Effect of Branding On Consumer Buying Behaviour: A Study in Relation to
Fashion Industry
NEYATI AHUJA [Subject: Commerce] International Journal of
Research in Humanities & Social Sciences
Vol. 3, Issue: 2,February:2015

Review: Study says that consumer buying behavior is dependent on emotional

and mental state of human being while selecting products which involves
elements from Psychology to Economics. Social factor, psychological factor and
personal factor influence consumer buying behavior. Psychological factors means
process of aiming for equality in the society, which motivates oneself to buy
products similar to other. Social factors means influence made family members or
reference group in buying activity Personal factor means the process of realization
or requirements, which includes those factors which are unique to a person and
influence purchase behavior

Findings : The effect of brand on consumer buying behavior, Brand is name or

logo that plays the role in the mind of the customer. . A brand once established in
the mind of the customer becomes indelible when customer identifies itself with
 LITERATURE REVIEW-5
Consumers' intentions of buying own‐label premium food products
Ioannis E Chaniotakis, Constantine Lymperopoulos, Magdalini
SoureliJournal of Product & Brand Management, 2010

Purpose–Each own‐label product enjoys different levels of customer acceptance

and perceived risk and requires different attention with respect to the different
elements of the marketing mix. This paper explores the factors affecting
consumers' intentions to buy an own‐label premium food product. More
specifically, this study focuses on the case of own‐label olive oil.

Finding –
Data analysis results, using structural equation modeling, showed that
consumers' purchase intention is directly affected by consumers' attitudes
towards own‐label olive oil, which in turn are influenced by consumers'
perceived benefits, economic situation, brand loyalty and trust. Moreover, the
level of income has a direct negative impact on both consumer attitudes and
purchase intention
 LITERATURE REVIEW-6
The Literature Review of Brand Equity and Consumer Buying Behaviour:
1980~ 2014
Le Wang, Benjamin Addei-Duah, Wanliang Dai, Xiaoshu Wang
International Conference on Mechatronics, Electronic, Industrial and
Control Engineering (MEIC-14), 2014

Review:
This literature review presents an overview of the definition of brand,
important roles of brand, followed by the characteristics of successful brands,
consumer buying behavior and finally the models of consumer behavior.
Brands are so important that they are regarded as the equity to a firm. Brand
equity can be divided into four dimensions, including brand awareness,
perceived quality, brand loyalty and brand associations.
 LITERATURE REVIEW-7
The impact of cause branding on consumer reactions to products: does
product/cause'fit‘ really matter?
This paper examines the issue of 'fit' between causes, companies, products and
brands in the field of Cause Related Marketing (CRM). The linking of charitable
causes and commercial ventures via their branded identities has become very
widespread in the last ten years. The literature states that obtaining a good 'fit', in
terms of the positioning and objectives of both product and charity, is very
important to the success of CRM initiatives. However, there is no empirical
support for this common assertion. This paper describes an experiment that was
designed to test the assumption that 'fit' is important. The results of the
experiment indicate that the degree of 'fit' between products and causes does have
a significant effect on consumers' evaluations of products that carry a cause 'brand
identity' as part of a CRM campaign. The results also indicate that cause cues in
low involvement purchase situations create their impact by disrupting existing
decision heuristics, rather than by the creation of new heuristics of assessment.
This finding has implications for commercial managers when they are assessing
the 'fit' and potential benefits of CRM associations
RP Hamiln, Toni Wilson
Journal of marketing management 20 (7-8), 663-681, 2004
 LITERATURE REVIEW-8
Brand trust in the context of consumer loyalty
The existing literature of brand loyalty has been essentially focused on the roles
of perceived quality, brand reputation and especially satisfaction, due to the
fact that they summarise consumers’ knowledge and experiences, guiding their
subsequent actions. In this context, the shifting emphasis to relational
marketing has devoted a lot of effort to analyse how other constructs such as
trust predict future intention. The fact that there are conceptual connections of
trust to the notion of satisfaction and loyalty, and that this effort is especially
lacking in the brand‐consumer relationship, moves the authors to focus on
analyzing the relationships existing among these concepts. Research
methodology consisted of regressions and multivariable analysis with a sample
of 173 buyers. The results obtained suggest the key role of brand trust as a
variable that generates customers’ commitment, especially in situations of high
involvement, in which its effect is stronger in comparison to overall
satisfaction.
Elena Delgado‐Ballester, José Luis Munuera‐Alemán
European Journal of marketing, 2001
 LITERATURE REVIEW-9
Consumer-based brand equity conceptualization and measurement: A
literature review
George Christodoulides, Leslie De Chernatony
International journal of research in marketing 52 (1), 43-66, 2010

Although there is a large body of research on brand equity, little in terms of a

literature review has been published on this since Feld wick's (1996) paper.

To address this gap, this paper brings together the scattered literature on
consumer based brand equity’s conceptualization and measurement. Measures
of consumer based brand equity are classified as either direct or indirect.
Indirect measures assess consumer-based brand equity through its
demonstrable dimensions and are superior from a diagnostic level. The paper
concludes with directions for future research and managerial pointers for
setting up a brand equity measurement system
 LITERATURE REVIEW-10
Customer-based brand equity
Chieng YL Fayrene, Goi Chai Lee Researchers World 2 (1), 33, 2011

This paper will only study the customer-based brand equity which refers to the
consumer response to a brand name. The aims of the study are to review the
dimensions of customer-based brand equity by drawing together strands from
various literature and empirical studies made within the area of customer-
based brand equity. A conceptual framework for measuring customer based
brand equity is developed to provide a more integrative conceptualization of
brand equity
 RESEARCH DESIGN
• Type of Research – Descriptive

• Population to be Studied – Whole population of

India who are aware of brand and eligible to buy
branded products

• Sample Size – 50

• Source of Data – Primary – Questionnaire

Secondary – Books, Articles
 QUESTIONNAIRE
Name
________

Gender
o Male
o Female
o Prefer not to say

Age group you belong

o 15-20
o 20-30
o 30-40
o 40+
What is Brand according to you?
________________

Are you a price sensitive consumer?

o Yes
o No
o Maybe

Do you buy only branded products?

o Yes
o No
o Maybe
o Quality is important
Do you think branded products are better than unbranded?
o Yes
o No
o Maybe

What do you think about rankings of product?

o They are based and influenced
o They are fair and give a true picture
o They are not fully reliable

Do you think focusing on brand while purchasing is correct?

o Yes
o No
o Maybe
Brand has become a status symbol, do you agree?
o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree

How much do you agree that social media will help you in acquiring info
about the fashion brand
1 2 3 4 5
How did you hear about the brand?
 TV or Radio
 Newspaper
 Online media advertising
 Word of mouth

Which all categories of products you would like to have branded?

 Casual clothes
 Corporate wear
 Accessories
 Watches
When shopping for fashion products
o You return to same brand
o Try out new brands
o Look out for special offers and decide brand

How often do you shop for apparels & accessories

o Once in a month
o Twice in a month
o Once in 3 months
o Once in 6 months

Do you follow brand on social media

o Yes
o No
Which of the following brands you are aware of?
 Jack& Jones
 Provogue
 United colors of Benetton
 Gucci
 Levi’s
 Louis Vuitton

Who influence you to purchase the brand?

 Family
 Friends
 Self
 Celebrity’s style
 Advertisement
How much do you care about using brands
1 2 3 4 5

Does your brand always reach your expectations?

o Yes
o No
o Maybe

Which is your favorite brand in clothing?

__________________
Thank you