Research on "Analysis of the effects of

branding on consumer behaviour "

Submitted to: Prof. Shreyas Murdeshwar

Section: Sparta

Name USN
Basavraj Desai 2019MBA189
Harsh Betala 2019MBA210
Pallavi Deshpande 2019MBA230
Satyanarayan Hegde 2019MBA258
Vaishnavi Obaleppanavar 2019MBA274
Contents
Executive summary/ Abstract.............................................................................................................2
Background..........................................................................................................................................2
Problem Definition –...........................................................................................................................3
Statement of the problem....................................................................................................................4
Research Objectives............................................................................................................................4
Significance of the Study -...................................................................................................................5
Scope of the Study -.............................................................................................................................5
Limitations of the Study -...................................................................................................................5
Literature Review................................................................................................................................6
Research design...................................................................................................................................9
Population to be studied:...............................................................................................................10
Sample Size: The substantial portions of the target customer that are sampled to achieve reliable
result are 50.....................................................................................................................................10
Source of Data................................................................................................................................10
Collection Technique:....................................................................................................................10
Questionnaire.....................................................................................................................................10

Executive summary/ Abstract

The Impact of Branding on Consumer Buying Behaviour -
The research paper is about the impact of branding on consumer behaviour.
Brand knowledge is a very important factor. As the consumer is more aware of
the brand and he has all the knowledge about its price, quality etc., the more he
will be attracted towards that brand. The loyalty level increases with the age.
Family is the most influential reference group. The consumers, who are more
social, are affected by their friends like on Facebook. The consumers who are
more status conscious are more status conspicuous than those who are not status
conscious. The next part is of methodology and analysis. According to the
research, all the factors are statistically significant but just gender is the only
variable which is not statistically significant and its value is different from the 0.
In the reliability table, it is calculated that the research validity and reliability is
89.6% which is great. In the end, it is concluded that the branding impacts the
consumer behaviour in relation to the different dependent and independent
variables.
Branding play a crucial role to boost up any business performance, is
an implied tool which can positively change people’s buying behaviours. In
Present marketing scenario, the Study of Consumer Behaviour has become
essential. Consumers are the kings of markets. Without consumers no business
organization can run. All the activities of the business concerns end with
consumers and consumer satisfaction. Customer behaviour study is based on
consumer buying behaviour, with the customer playing the three distinct
roles of user, payer and buyer. Consumer buying behaviour has become an
integral part of strategic market planning.

Background
Consumer buying decision is a process that involves different steps like the
recognition of need, search for the information, evaluation of alternatives,
selection and in the last post purchase behaviour. There are lots of factors which
affect the consumer behaviour and those factors lead him towards purchasing.
In this research paper we will see the impact of branding on consumer
behaviour means the factors of consumer behaviour which helps him/her to
choose a particular brand according to his need and choice. Globalization leads
the entire world to become one market. Whole world led to becoming single
Universal community to serve different cultures. With the increase in global
competition, the company’s focus to serve local markets has find themselves at
a disadvantage and loosing competitive edge that they so much strived to
achieve.
This all led to decline the importance in national borders and more
emphasis on what the consumers actually demand. From consumers’ point of
view, the reaction toward global brands seem differently among different
people. On one hand consumers appraise global brands as their status symbol
and on other hand globally known brands are criticized to threatening national
customs by imposing their culture that’s led to loss of cultural identity.
O’Cass said that due to the globalization, competition is increased and
every time innovation is needed for making the brands globally known and for
maintaining their status. For every brand to be successful, brand identity and
recognition is very important. Now people perceive the brands as their
recognition, achievement, and status symbol. On the other hand, Woods
explained that consumers are emotionally attached to different brands of their
choice. Like if the brand ambassador of a brand is favourite celebrity of a
consumer. He will buy that product because if he will also want to look like his
favourite personality. So celebrity branding is basically leads to arousal of
emotions and we can say that branding influence the behaviour of consumers
and consumers behave in response according to various dimensions of
consumer behaviour. So here we will examine those dimensions of consumer
behaviour which influence them in selecting a branded product and impact of
brands on consumer behaviour. We will try to explicit the relationship between
branding and consumer buying behaviour. Organizations start to do business in
order to gain money in terms of profitability which is exceed of income then
their expenses utilize in the business when organization start business they
think for the whole scenario of consumer purchase behaviours with intention to
gain more income and growth than the competitors so they create a long term
bond with consumers in the shape of brands that will take the organization
towards success and higher profit margins also results in strong market position.
People perceive the brands differently according to their preferences and
sometimes may be depends on past experiences and their decisions are directly
or indirectly related to these perspectives.

Problem Definition –

Brand image possibly affects how consumers perceive the brand and hence their
purchasing behaviour. There may be products on the market with similar quality
and design. However, the specific brand image attached on a product may
differentiate itself from the others

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 (Aaker, 1996). In this increasable competitive market, companies
are attempting to gain better position for them by becoming more customer-
oriented (Hartmann, 2007). Companies are facing wider range of competitors
who offer a similar product to same customers at different prices (Kotler, 2005).
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.

Research Objectives

• The main objective of the study is to analyse the impact of branding on

consumer behaviour and its effect on the domestic industry.
• Consumer's choose brands and trust them the way they trust their friends and
family members to avoid uncertainty and quality related issues

• General objectives -
The general objective of this study is to focus on influence of branding on
consumer buying behaviour. This study intends to find out if consumer buying
behaviour is influenced by factors such as premium price of branded goods,
perceived quality of branded goods, societal status and brand name associated
with the consumption of brand.
• Specific Objectives -
Within this paper, the specific objectives of the research were to reveal
I) the importance of branding when it comes to consumers’ buying decision
II) the importance of branding when assessing the perceived risk associated
with the purchase.

Significance 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 helps 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 is by understanding how variables such as pricing,
quality, perceived societal status and brand name can influence consumer
buying behaviour of branded goods.

Scope of the Study -

This research focus on influence of branding on consumer buying behaviour in
Kinondoni Municipality- Dar es Salaam. This location is strategic due to the
fact that the city is blessed with different types of industries and multi-cultural
differences hence it is simple to collect data as due to large number of people
living in this city. This study employ just three different items on different
industries and will base on consumer only.

Limitations of the Study -

The biggest challenges of this study were: -

Data availability, the ability of a user to access information or resources in a
specified location and in the correct format. this is the main problem of using
questionnaires as a method of data collection. Due to the fact that this is not a
face to face interview kind of questions, sometimes the respondents might not
be willing to give exact answers for some questions and they may refuse to
respond to a question on the grounds that they are scared on what will be done
with the questionnaire, either will sent direct to the responsible companies.
Bureaucracy, this is another problem that the researcher was faced during the
fieldwork. Some respondents were not able to provide data until they got
permission from their superior. Even though bureaucracies sometimes seem
inefficient or wasteful, setting up a bureaucracy helps ensure that thousands of
people work together in compatible ways by defining everyone’s roles within a
hierarchy. Confidentiality of Data, a property of data, usually resulting from
legislative measures, which prevents it from unauthorized disclosure. The
procedures in place to prevent disclosure of confidential data, including rules
applying to staff, aggregation rules when disseminating data, provision of unit
records some of the respondents were not providing their true opinions during
the interviews because they regard some of the questions as sensitive. However,
this group was small and the researcher assumed it did not affect the overall
results and conclusions.

Literature Review
1) According to Impact of Branding on Consumer Buying Behavior: An
Evidence of Footwear Industry of Punjab, Pakistan written by
Muhammad Ashraf, Madiha Naeem, Mehwish Shahzadi
International Journal of Academic Research in Business and Social Sciences 7
(7), 592-603, 2017
Purpose–
This paper is to examine the relationship between consumer buying behaviour
and some marketing variables namely advertisement, brand image, brand
association and brand loyalty in footwear industry. The primary focus of this
paper is to understand impact of branding on consumer buying behaviour in foot
wear industry.

2) According to Influence of brand name on consumer choice & decision

written by Umer Shehzad, Salman Ahmad, Kesti Iqbal, Muhammad Nawaz,
Saqib Usman
Journal of Business and Management 16 (6), 72-76, 2014
Brand image or Brand name plays a crucial role to enhance the performance of
any company or business. Brand name is the tool which can positively change
people’s buying behaviour. The purpose of this study is to examine the Effect of
brand name on consumer buying behaviour
Findings -
Findings show that brand image or brand name has significant positive
relationship with consumer buying behaviour

3) According to “The Influence of Brand on Consumer Buying Behaviour of in

India”. Written by Syed Irfan Shafi, C Madhavaiah
Journal of Marketing & Communication 9 (2), 2013
This paper is aimed to investigate the interrelationship between the measure of
brand and consumer behaviour in purchasing branded products. Brand equity
dimensions such as brand awareness, brand loyalty, perceived quality and brand
association have been considered as the most attributing features of brand
equity

4) According to Effect of Branding On Consumer Buying Behaviour:

A Study in Relation to Fashion Industry
Written by NEYATI AHUJA
[Subject: Commerce] International Journal of
Research in Humanities & Social Sciences
Vol. 3, Issue: 2, February:2015
ISSN:(P) 2347-5404 ISSN:(O)2320 771X
Study says that consumer buying behaviour is dependent on emotional and
mental state of human being while selecting products which involves elements
from Psychology to Economics. Social factor, psychological factor and personal
factor influence consumer buying behaviour. Psychological factors mean
process of aiming for equality in the society, which motivates oneself to buy
products similar to other. Social factors means influence made family members
or reference group in buying activity Personal factor means the process of
realization or requirements, which includes those factors which are unique to a
person and influence purchase behaviour
finding: The effect of brand on consumer buying behaviour, Brand is name or
logo that plays the role in the mind of the customer. A brand once established in
the mind of the customer becomes indelible when customer identifies itself with
that particular Brand.

5)According to Customer-based brand equity: A literature review

Written by Chieng YL Fayrene, Goi Chai Lee
Researchers World 2 (1), 33, 2011
This paper will only study the customer-based brand equity which refers to the
consumer response to a brand name. The aims of the study are to review the
dimensions of customer-based brand equity by drawing together strands from
various literature and empirical studies made within the area of customer-based
brand equity. A conceptual framework for measuring customer based brand
equity is developed to provide a more integrative conceptualization of brand
equity

6) According to Consumer-based brand equity conceptualization and

measurement: A literature review written by George Christodoulides, Leslie De
Chernatony
International journal of research in marketing 52 (1), 43-66, 2010
Although there is a large body of research on brand equity, little in terms of a
literature review has been published on this since Feldwick’s (1996) paper. To
address this gap, this paper brings together the scattered literature on consumer
based brand equity’s conceptualisation and measurement. Measures of
consumer based brand equity are classified as either direct or indirect. Indirect
measures assess consumer-based brand equity through its demonstrable
dimensions and are superior from a diagnostic level. The paper concludes with
directions for future research and managerial pointers for setting up a brand
equity measurement system

7) According to The Literature Review of Brand Equity and Consumer Buying

Behaviour: 1980~ 2014
Written by Le Wang, Benjamin Addei-Duah, Wanliang Dai, Xiaoshu Wang
2014 International Conference on Mechatronics, Electronic, Industrial and
Control Engineering (MEIC-14), 2014
This literature review presents an overview of the definition of brand, important
roles of brand, followed by the characteristics of successful brands, consumer
buying behaviour and finally the models of consumer behaviour. Brands are so
important that they are regarded as the equity to a firm. Brand equity can be
divided into four dimensions, including brand awareness, perceived quality,
brand loyalty and brand associations.

8) According to Consumers' intentions of buying own‐label premium food

products
Written by Ioannis E Chaniotakis, Constantine Lymperopoulos, Magdalini
Soureli
Journal of Product & Brand Management, 2010
Purpose
Each own‐label product enjoys different levels of customer acceptance and
perceived risk and requires different attention with respect to the different
elements of the marketing mix. This paper explores the factors affecting
consumers' intentions to buy an own‐label premium food product. More
specifically, this study focuses on the case of own‐label olive oil.
Finding -
Data analysis results, using structural equation modelling, showed that
consumers' purchase intention is directly affected by consumers' attitudes
towards own‐label olive oil, which in turn are influenced by consumers'
perceived benefits, economic situation, brand loyalty and trust. Moreover, the
level of income has a direct negative impact on both consumer attitudes and
purchase intention

9)According to “The impact of cause branding on customer reactions to

products: does product/ cause fit really matters?
Written by RP Hamiln, Toni Wilson
Journal of marketing management 20 (7-8), 663-681, 2004
The literature states that obtaining a good 'fit', in terms of the positioning and
objectives of both product and charity, is very important to the success of CRM
initiatives. However, there is no empirical support for this common assertion.
This paper describes an experiment that was designed to test the assumption that
'fit' is important. The results of the experiment indicate that the degree of 'fit'
between products and causes does have a significant effect on consumers'
evaluations of products that carry a cause 'brand identity' as part of a CRM
campaign.

10)According to “brand trust in the context of customer loyalty”

Written by
Elena Delgado‐Ballester, José Luis Munuera‐Alemán
European Journal of marketing, 2001
The existing literature of brand loyalty has been essentially focused on the roles
of perceived quality, brand reputation and especially satisfaction, due to the fact
that they summarise consumers’ knowledge and experiences, guiding their
subsequent actions. In this context, the shifting emphasis to relational marketing
has devoted a lot of effort to analyse how other constructs such as trust predict
future intention. The fact that there are conceptual connections of trust to the
notion of satisfaction and loyalty, and that this effort is especially lacking in the
brand‐consumer relationship, moves the authors to focus on analysing the
relationships existing among these concepts. Research methodology consisted
of regressions and multivariable analysis with a sample of 173 buyers. The
results obtained suggest the key role of brand trust as a variable that generates
customers’ commitment, especially in situations of high involvement, in which
its effect is stronger in comparison to overall satisfaction.

Research design
Research design specifies the methods and procedures for conducting a
particular study. A research design is the arrangement of conditions for
collection and analysis of the data in a manner that aims to combine relevance
to the research purpose with economy in procedure. Research design is broadly
classified into three types as:
• Exploratory Research Design
• Descriptive Research Design
• Causal Research Design.
The type of research we have done is Descriptive Research.
Descriptive research is defined as a research method that describes the
characteristics of the population or phenomenon that is being studied. This
methodology focuses more on the “what” of the research subject rather than the
“why” of the research subject.

Population to be studied:
We have considered samples amongst all the youth who are well aware about
the online shopping.
The sampling process and plan: The sampling process adopted is simple random
sampling, since every item in the population as an even chance of being selected
as a sample.

Sample Size: The substantial portions of the target customer that are sampled to
achieve reliable result are 50.
Source of Data
The study was conducted by the means of personal interview with respondents
and the information given by them were directly recorded on questionnaire.
For the purpose of analysing the data it is necessary to collect the vital
information. There are two types of data, this are-
• Primary Data
• Secondary data

Collection Technique:

1. Primary Data- Questionnaire method

2. Secondary Data -Books
Journal

Questionnaire

Name
________
Gender
o Male
o Female
o Prefer not to say

Age group you belong

o 15-20
o 20-30
o 30-40
o 40+

What is Brand according to you?

________________

Are you a price sensitive consumer?

o Yes
o No
o Maybe

Do you buy only branded products?

o Yes
o No
o Maybe
 o Quality is important

Do you think branded products are better than unbranded?

o Yes
o No
o Maybe

What do you think about rankings of product?

o They are based and influenced
o They are fair and give a true picture
o They are not fully reliable

Do you think focusing on brand while purchasing is correct?

o Yes
o No
o Maybe

Brand has become a status symbol, do you agree?

o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree

How much do you agree that social media will help you in acquiring info about the
fashion brand
1 2 3 4 5

How did you hear about the brand?

 TV or Radio
 Newspaper
 Online media advertising
 Word of mouth

Which all categories of products you would like to have branded?

 Casual clothes
 Corporate wear
 Accessories
 Watches

When shopping for fashion products

o You return to same brand
o Try out new brands
o Look out for special offers and decide brand
How often do you shop for apparels & accessories?
o Once in a month
o Twice in a month
o Once in 3 months
o Once in 6 months

Do you follow brand on social media

o Yes
o No

Which of the following brands you are aware of?

 Jack& Jones
 Provogue
 United colors of Benetton
 Gucci
 Levi’s
 Louis Vuitton

Who influence you to purchase the brand?

 Family
 Friends
 Self
 Celebrity’s style
 Advertisement

How much do you care about using brands?

1 2 3 4 5

Does your brand always reach your expectations?

o Yes
o No
o Maybe

Which is your favorite brand in clothing?

__________________