Page 1 of 6
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 665
Impact of Branding On Consumer Buying Behaviour
Poonam Sharma
39 Friends colony, Hisar
Contact no- 9812094646
Email id- ps707216@gmail.com
ABSTRACT:-
In current environment, consumers are overwhelmed with plenty of brands and products.
Primarily, consumers are influenced by their individual attitudes, professed values but also by
the environment in which they spend their lives. Brand is a factor that has got an impact on
consumer purchase preferences. Branding used as a differentiation strategy when the product
cannot be easily distinguished in terms of tangible features. 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 status conscious are more status conspicuous
than those who are not status conscious. In the end, it is concluded that the branding impacts
the consumer behaviour in relation to the different dependent and independent variables.
KEYWORDS:- Branding, Consumer, Consumer buying behaviour, Branding strategy,
Brand Loyalty, Brand Preference.
OBJECTIVES OF THE PAPER:-
To understand the concept of branding.
To understand the concept of consumer behaviour.
To study the factors affecting consumer behaviour.
INTRODUCTION:-
Brand these days have become a status symbol. Customers all over the world now prefer
branded products. Marketers use brands as to get the competitive advantage on other
competitors playing an imperative role in the success of companies. Brand holds a great
importance in consumer’s life. The information we have stored about brands is crucial in
guiding our decisions. Branding has become one of the most important aspects of business
Page 2 of 6
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 666
strategy. Branding is central to creating customer value, not just images and is also a key tool
for creating and maintaining competitive advantage.
BRANDING:-
Branding ultimately works as a signal. It allows consumers to quickly recognise a product as
one they are familiar with or one they like. It acts as a memory cue, allowing consumers to
retrieve relevant information from memory. Branding is the process of creating a relationship
or a connection between a company's product and emotional perception of the customer for the
purpose of generating segregation among competition and building loyalty among customers.
Products are what companies make, but customers buy brands. Branding is a process, a tool, a
strategy and an orientation to build long term relationship with the customers.
Kotler expands on the concept of identity by stating that a brand is capable of conveying up to
six different levels of meaning to a targeted audience. This is known as the “Six Dimensions
of The Brand”
1. Attributes- A brand will communicate specific attributes, such as prestige.
2. Benefits- A brand strengthens a product’s attributes by communicating a set of benefits
that makes it more attractive.
3. Values- A brand represents a company’s core values and belief system.
4. Culture- A brand is representative or target a target audiences socio cultural
characteristics.
5. Personality- A Brand can project behavioural personality patterns of targeted
consumers.
6. User- The brand, in some cases, can emulate the end user.
CONSUMER BEHAVIOUR:-
Consumer behaviour refers to the mental and emotional process and the observable behaviour
of consumers during searching, purchasing and post consumption of a product or service. It
involves study of how people buy, what they buy, when they buy and why they buy. It blends
the elements from psychology, sociology, socio psychology, anthropology and economics. It
also tries to assess the influence on the consumer from groups such as family, friends, reference
groups and society in general.
CONSUMER PREFERENCE:-
Page 3 of 6
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 667
Concept of consumer preference comprises of two main components; consumer acceptance
and consumer satisfaction, components are considered to be closely linked however, are
distinct from each other. Consumer acceptance is the willingness to tolerate product, whereas,
satisfaction is the fulfilment of the desired needs of consumer from product. Nevertheless,
acceptance and satisfaction fall in same continuum but it is not completely certain that,
acceptance will lead you to satisfaction. Consumer can be satisfied only when the required
needs of the customers are fulfilled.
Consumer makes purchase decisions, without conscious mind, “ninety-five percent of the
thought, emotion, and learning, that drive consumer purchases, occurs in the Sub-conscious
mind” .
EFFECT OF BRANDING ON CONSUMER BEHAVIOUR:-
A Consumer’s behaviour may be either positive or negative, depending on the outcome of their
learning and evaluating process. The evaluation of consumer attitudes towards brands has
quickly become a major part in conducting marketing research. The development of positive
attitudes towards brands can lead to not only the sustaining of competitive advantage, but in
the bettering of the financial health of a company. Branding has been found to be a key in
formation of positive attitudes towards products, especially those involving low-levels of
consumer involvement. However it has been noted that there are factors that might negate the
effects of the formation of positive attitudes. One being that the effects of positive attitudes can
dissipate should the consumer not purchase the product within a certain timeframe. Another
factor that might negate the effects of positive attitudes might be an overtly high pricing policy,
which might have a contrary effect to the consumer’s positive attitudes towards the brand and
result in a non sale.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR:-
Consumers’ purchasing process is affected by a number of different environments , such as,
cultural, social, personal, educational, and psychological , some of the factors are not under the
control of marketers. However, mentioned factors must be taken into consideration in order to
reach target consumers effectively.
There are several factors affecting consumer buying behaviour, which can be broadly classified
as:-
