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IMPACT OF BRANDING ON CUSTOMER BUYING BEHAVIOR
1
Author(s):
MAHIMA
Vol - 6, Issue- 5 ,
Page(s) : 22 - 31
(2015 )
DOI : https://doi.org/10.32804/CASIRJ
Abstract
A Brand to some may be a simple name, logo or symbol whereas to others it may be a promise, guarantee, reputation or identification. Branding is a process of stamping a product or a group of products or something else which the marketer offers, with some identifying name and mark or combination of both. It creates individuality in the offering facilitating it to be easily distinguished and recognized in the market from rival offerings. The purpose of this study is to examine the influence of brand on consumer’s buying behavior and understand the key factors of branded products which influence consumer’s involvement towards trendy branded products. This paper expands the understanding of consumer buying behavior related to Indian environment and highlights the brand factor that highly influence consumer involvement in product purchase.
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