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Branding And Consumer Behaviour Essay

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Role of Brand in Influencing Consumer Behaviour Bushra Mateen Assistant Professor (Contract) D.S.B. Campus, Kumaun University Nainital. Email id: bushra17mateen@gmail.com Abstract: In today’s changing world brand is emerging as a powerful instrument in influencing consumer behavior. Brand refers to identified mark such as trade mark, trade name, symbol, logo etc… Brand in itself gives a meaning and unique identity to the products. It creates a relationship between the customer and the manufacturer. Thus Brand is a specified name given to the product or combination of products from the creator. The basic objective of this research is to assess the role of brand in influencing consumer buying behavior, by tapping the responses of 50 respondents. Keywords: Brand, Buying, …show more content…

A customer purchases products to satisfy their needs or wants which influences a consumer behavior to buy products to meet their need. According to Philip Kotler,”Consumer Behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas and experiences to satisfy their needs and wants” Factors Influencing Consumer Behaviour There are different factors which are responsible for influencing Consumer Behaviour. • Economic Factors-Economic factors are the factors which directly affects the financial condition of consumer. Economic factors such as personal income, family income, government policy, discretionary income etc…influencing the consumer behavior in buying a product. • Psychological factors: Psychological factors such as need, motivation, personality, lifestyles etc affects very much in influencing consumer behavior as they purchase only to satisfy their needs. • Social factors: Social factor such as status, caste, sub-caste plays an important role in buying decision of consumers. Review of

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