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Factors Affecting Brand Choice

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In today’s fiercely competitive world, it is very important for the marketers to discover and figure out the aspects that are essential to deal with the competitors, changing customer tastes and preferences. The intense competition in terms of product similarity and increased number of competing brands in the market have led the marketers to consider and study the factors that are influential in consumers’ brand choice decisions and behaviors (Das, 2012).
For marketers, youth market is one of the most appealing and attractive market, as they believe to earn a huge return on their investments by targeting this age group. Youths, nowadays, are considered to have more pull/[power] in their key family decisions and purchases. Hence, a major center …show more content…

Factors affecting brand choice
According to Mokhlis and Yaakoop (2012) there are countless factors that influence the way a consumer perceives a particular brand and prefers it over the others. Meyer and Kahn (1991) describe that the extensive attention has been paid to understanding the relative influence of the factors which affects the choice of consumers between various substitute brands of products and services that are purchased frequently. Rogers (1995), Tornatzky and Katherine (1982), Mason (1990) and Charlotte (1999) in their studies observed that various factors influence the consumers when they are making a choice among alternate brands. These factors consist of price, perciever risk, compatibility, triablity, relative advantage, complexity, image and observability. In this research article, the influence of following factors on brand choice has been measured: price, quality, features, family and friends’ recommendations, brand image, innovative features, promotion effectiveness, celebrity endorsement, user friendliness, stylish appearance, post-purchase services.
The price has a vital role in consumer’s purchase decision or in other words, we can say that most of consumer buying behavior and choices are determined

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