Impact of Branding In Consumer Buying Behaviour and Influence of Advertisement on Branding

Abstract

Consumer buying behaviour is an irreplaceable aspect in market structure. It is briefly defined as the measures taken by the customer before the actual purchase of goods or service. Brand image is the crucial driving force towards brand value that implies the customer's mainstream observation and notion about a brand and it encompasses an impact on buyer behaviour. This study is manifested in five parts namely; introduction, literature review, research methodology, presentation of the research findings, final result, discussion and conclusion. The major intent of the research is to discover the impact of brand awareness in buying behaviour of consumer goods, influence of advertisements in brand preferences, changes in brand preference with changes in income level of consumers and the factors that make an individual to buy a specific product. Here in this study special emphasis is given on branding of mobile phones, laptops and other allied accessories. An average sample size of 200 was considered and the data was collected through well-structured scaled questionnaires from employed youth in South Kerala especially within an age group of 22-32. The accumulated data was aligned and structured in SPSS Software and statistically tested with correlation analysis, chi square test and regression analysis and the conclusion inferred that youth were brand aware only on the basis of their income. Psychological, Social, Cultural and Economic factors behind buying behaviour was also analysed from the accumulated data.