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International Journal of Innovation and Scientific Research
ISSN: 2351-8014
 
 
Sunday 20 June 2021

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  Call for Papers (August 2021)  
 
 
 

INFLUENCE OF BRANDING ON CONSUMER BUYING BEHAVIOR


Volume 21, Issue 2, April 2016, Pages 414–425

 INFLUENCE OF BRANDING ON CONSUMER BUYING BEHAVIOR

Shaista Kamal Khan1, Farishta Nadir2, and Maha Mukhtar3

1 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
2 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
3 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan

Original language: English

Copyright © 2016 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract


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.

Author Keywords: Brand, Price, Quality, Country of Origin, Family & Friends, Consumer Behavior.


How to Cite this Article


Shaista Kamal Khan, Farishta Nadir, and Maha Mukhtar, “INFLUENCE OF BRANDING ON CONSUMER BUYING BEHAVIOR,” International Journal of Innovation and Scientific Research, vol. 21, no. 2, pp. 414–425, April 2016.