INTRODUCTION

People in our society are so conscious about their status and they prefer to use branded
products to show off their status symbol. brand is considered as implied device through
which any business can attain the attraction of people and can enjoy the competitive
edge. in our local scenario it also considered as a valuable asset for any business as it
can change peoples’ buying behavior. it can play a vital role to expand any business.
marketing valuable strategies and tools can develop the brand of any product. if brand is
managed in effective ways, a business can enjoy maximum number of customers and
can build long term profitable relations with customers. refine quality of products and
social responsibilities of any business can positively affect the behaviors of people
regarding brand image, satisfaction and loyalty

In today’s business environment, companies must work harder than ever before to
achieve some degree of differentiation in their products. many companies have sought to
achieve this differentiation by branding their products, simply putting the company’s
name on product

The market is flooded with new and old brands and strength of brand war is increasing
day by day. the popularity of a brand is an instrument for survival and success of
company in the market. in this respect companies present different packages to
customers with the use of different resource weapons in this rivalry war for raising
awareness among the customers about the branded product.

Today in a competitive market, the question is about the survival of the company in the
market. but the answer depends on companies to survive by packaging, design, price,
quality, distribution channel and other means. the proper strategic planning is needed to
achieve revenue, sales, quality and market share. a good strategy differentiates company
brand to other competitor’s brands. the intention to offer marketing package for
consumer benefits by a marketer is to win the competition by creating new and decisive
consumer value.

Due to increase of globalization an homogenization of consumers preference in the

world, global branding has become more widespread. research in marketing has
concentrated more on discussing how to raise sales rather than how to satisfy create
loyal customers (lee 2006). that it is why it is important to be aware of different brands. in
tanzania most of branded goods influence consumers hence industries are in
competition to win the market in a manner that, producers should be able to create loyal
customers and not concentrate on increase sales only

while studying the literature, it was found out that there is not much research about
branding and consumer behaviour. most research is focused on more complicated
knowledge structures such as attitude, awareness and brand image as factors
influencing consumer buying behaviour of luxury branded goods (khor eng tatt 2010)
from university sains malaysia and a study to indicate the importance of brand
awareness in brand choice- a cultural perspective (fred posner, 2005) from kristianstad
university. therefore, this research focuses on brand and how it affects consumer’s
choice.

Statement Of The Problem

Consumers have their attributes and forces behind before and during the process of
purchasing branded goods/product. if customers trust a brand quality it makes a positive
connection to the brand and customers will have a reason to become a loyal to the
brand. loyalty and trust of the customers is very important for a company because it
reduces the chance of attack from competitors

consumers have their attributes and forces behind before and during the process of
purchasing branded goods/product. if customers trust a brand quality it makes a positive
connection to the brand and customers will have a reason to become a loyal to the
brand. loyalty and trust of the customers is very important for a company because it
reduces the chance of attack from. in this increasable competitive market, companies are
attempting to gain better position for them by becoming more customer-oriented .
companies are facing wider range of competitors who offer a similar product to same
customers at different prices. usually most of products lack differentiation, competitors
and potential competitors are also like to copy what the leading company does. usually
we get information and knowledge during our life. this depends on our judgment and
beliefs. as things like education, work and other factors have a continuous influence on
human life. human judgment and beliefs change over time. a good strategy differentiates
company brand to other competitor’s brands. the intention to offer marketing package
for consumer benefits by a marketer is to win the competition by creating new and
decisive consumer value
Importance Of The Study
This study is exploring the relations between variables that affect the buying decision of
consumer on brands. understanding of variables such as price, quality, brand name and
societal status if are able to help further understand how these variables affect the
choice making of consumer.

this study help the present marketing managers to better reposition their brands and
advertising strategy to capture the correct target market to improve the sales in times
where economy is at a challenge. with such study, the impact on advertisement is clearly
an influential media to promote branding of products and variables that influence buying
decisions is surely a focus to ensure the marketing communications are done correctly
and effectively. ensuring effective execution of strategy are by understanding how
variables such as pricing, quality, perceived societal status and brand name can
influence consumer buying behaviour of branded goods

Objectives Of The Study

Within This Paper, The Specific Objectives

1. The Importance Of Branding When It Comes To Consumers’ Buying Decision

2. The Importance Of Branding When Assessing The Perceived Risk Associated
With The Purchase,
Methodology:

Source Of The Data

The primary methods of data collection that is questionnaire technique was used to
collect the data required. no of respondents include both male and female. convenience
sampling method has been adopted under the non-probability sampling technique and
about 100 samples have been collected for the study.

Primary Data& Secondary Data:

To Achieve The Objective Of The Study, The Primary Data Have Been Collected Through
Questionnaire. This Questionnaire Aims To Gather Information Related To Customers
Expectations And Observations (Satisfaction).The Secondary Data Means Already
Available Data. (Books, Library)

Sample Design:
A Research Design Is The Arrangement Of Conditions For Collection And Analysis Of
Data In A Manner That Aims To Combine Relevance To The Research Purpose With
Economy In Procedure”

Sampling:

SAMPLING SIZE :

the study was conducted towards people. the size of the population is 100 and the
survey was conducted in pudukkottai city.

SAMPLING METHOD :

convenience sampling was adopted in the research work under non-probability sample
method
TOOLS USED:

Percentage Analysis:

the percentage procedure provides statistics and graphical displays that are useful for
describing many types of variables. the percentage procedure is a good place to start
looking at your data.

Weighted Average Analysis:

the weighted average method, where the importance of the items varies, it is essential to
allocate weights to the items. thus weight age is a number standing for the relative
importance of the items. weighted average can be defined as an average of component
items.

Chi- Square Analysis: chi – square is a non parametric test of statistical significance for
bivariate tabular analysis. non parametric test, like chi – square, is a rough estimate of
confidence. chi – square is used most frequently to test statistical significance of results
reported in bivariate tables is integral to interpreting the results of chi – square test. this
was used to find out the significance of relation between the factors that are compared.
the quality x 2 describes the magnitude of discrepancy between theory and observation
and we are in a position to know whether a given discrepancy between theory and
observation may be attributed to chance or whether it results from inadequacy of the
theory to fit observed facts. if x 2 is zero it means observed and expected frequencies
coincide completely.
Degrees Of Freedom = (Row-1) (Column-1)

Where O = Observed Frequency

E = Expected Frequency

the calculated value of x 2 is compared with the table value, of x 2 for given degrees of
freedom at a certain specific level of significance (generally 5% level) if calculated value
is greater than the table value the difference is considered to be significant and null
hypothesis is rejected if calculated value is less than the table value the difference is not
considered as significant and null hypothesis is accepted

HYPOTHESIS OF STUDY

• The study attempts to understand the influence of branding in consumer buying

behaviour.

• The study concentrates in depth on area like

1. Branding

2. Consumer buying behaviour

3. Advertisement

PERIOD OF STUDY

Top ten Boutique have been selected for the present study and proposed study is
limited to a select sample of boutique shop during the period of 2015-2023.

LIMITATION OF STUDY
Due to time constraint this study did not cover the effect of branding on a very large
scale, only a small population was studied.

• The sample respondents of the study were restricted to 100.

• The respondents were reluctant to answer the question and the response may be
biased.

• The study is based on the present, the preference and choice of the respondents may
be changed according to time and situations.

• Questionnaire were collected through google forms, so it was difficult for illiterate
people to answer the questions

LIMITATIONS OF THE STUDY

• The study is restricted to the respondents in and around pudukkottai

• The findings are substantially based on the information given by the respondents.

LITERATURE REVIEW
A Study on Effect of Branding on Consumer Buying Behaviour - Dr. P. Yasodha1 , Ms. C. Sarnitha2
1Assistant Professor, Department of Commerce, NIFT – TEA College of Knitwear Fashion,
Tiruppur641606 2B.Com, NIFT-TEA College of Knitwear Fashion, Tiruppur-641606

Effect of Branding On Consumer Buying Behaviour: A Study in Relation to Fashion Industry -

NEYATI AHUJA Research Scholar, Department of Commerce Delhi School of Economics, University of
Delhi Delhi (India)

THE INFLUENCE OF BRAND EQUITY ON CONSUMER CHOICE IN BRANDED BOTTLED WATER

AMONG SUPERMARKET CUSTOMERS IN NAIROBI CENTRAL BUSINESS DISTRICT, KENYA -
REUBEN K. NJUGUNA B.COM, ANU MBA, MSU

THE INFLUENCE OF BRANDING ON CONSUMER BUYING BEHAVIOUR: A CASE OF KINONDONI

MUNICIPALITY - Rose Lwitiko Mwambusi