Brand Conscious Influence On Consumer Decision Making

Brand conscious is also the important factor that will influence the consumer decision on purchase between domestic and imported brand clothing. Brand conscious decision-making defines as a consumer’s orientation towards the purchase of expensive and well-known brand (Sproles and Kendall, 1986). Brand consciousness consumers tend to buy the branded products by paying higher price. According to Sproles and Kendall (1986), the brand consciousness rank at second between the eight factors of CSI. The consumers who make preference on the branded products on their purchase decision tend to focus on how well-known and good image the brand it is. Brand has a direct influence on consumer’s purchase decision (Hafstrom, et al., 1992).

Brand is identified

The brand consciousness consumers will make comparison between the brands of same category of products. Consumers have different views and attitudes when they make purchase decision between domestic and foreign brand (Elliott and Cameron, 1994). The previous research in China also studied that the brand consciousness consumer tends to view the domestic and imported brand differently (Wang et al., 2002). The brand conscious decision making style can influence the consumer purchasing on domestic and imported brand

The consumers thought and feeling about the brands on the clothing products will be different with each other and also different between countries when they make purchase decision between the domestic and imported brand clothing. In other words, the brand name has strong influence on the consumer who is brand consciousness to purchase between domestic and imported brand clothing (Isabel J. Grant Graeme R. Stephen, 2005). Previous study, brand image also has a significant positive influence on consumer preferences in choosing an international brand (Tee Poh Kiong, Behrooz Gharleghi, Benjamin Chan Yin Fah, 2013). The brand conscious set a high expectation on foreign brand clothing. Previous study, the brand name is very important to the Korean consumer in order to make purchase decision between clothing products (Jin and Koh, 1999). The study from Jin and Koh (1999) had identified that Korean consumers prefer well-known international brands compared with domestic brands. Brand conscious consumer’s decision making styles have direct relationship with the purchase on domestic and imported brand