The concept “branding” has drained major attention from researchers. Consumer behavior influence by the components of branding that are price, quality, and country of origin, status symbol, and family & friend’s reference. Today there are a variety of branded products. Therefore, keeping rapidity with this propagation of diverse brands in the market has become terrible for the simple consumer. Buyers view a price of the product’s as high, low or reasonable, which eventually effects on consumer behavior to buy the product. The consumer gives high importance to high quality products. Label of the country and the first choice of customer influence the purchase intention. People feel satisfaction when they recognized in society, friends and family in connection of specific brands, which is mostly used by a person. Now people want to have everything branded from the food they eat, clothes they wear to the decoration of their homes everything. The consumer behavior is also influenced by the group. It is argued that the important reference group of consumers is the friend & family, which affects their behavior and attitude towards brands and the selection of brands. The customer’s behavior is to meet the needs and demands of him/her. Consumer behavior includes the selection of products and consumption of goods and services. The current literature demonstrates that all of the variables present in this paper have a relationship with consumer buying behavior.

This study aims to investigate the impact of SMS advertisement on Pakistani female consumers. A conceptual model is created that is based on a prior literature to discover factors affecting female consumer’s acceptance on mobile marketing. A survey is conducted by self-administered questionnaire and 200 samples are collected from Pakistan through online and offline questionnaires and seven hypotheses are tested, using analysis. This study focuses on three basic factors, i.e. personal information, accessing contacts and perceived value as independent factors and mobile marketing acceptance as dependent factor. The result of the study signifies that there is a great connection between these variables and mobile marketing acceptance. Conclusion, study limitations and future study are presented in this paper. Mobile marketing is considered as an innovative form of marketing and gives expose to the corporations, to do firm Marketing action performance via mobile devices, these devices allow advertisers to indirectly communicate with likely customers in a quick speed and despite the geographical differences. Mostly people are running after smart phones, for that reason the researches about attitude towards mobile advertising was accepted according to cultural orientation. Recently, the reasons for fastest growth in Smartphone are growing functionality and low cost data plans. These advance functionalities have raised new challenges for marketing researchers and marketers.