IMPACT OF BRANDING STRATEGY ON CONSUMER BUYING BEHAVIOUR

Abstract

The study was aimed to understand the branding strategy adopted  by the marketers, and its impact on buying behaviour of the consumers. The main of purpose  of this  study is to find how the  branding strategies influence the product and consumer motivation. Consumer buying behaviour consists of five stages and marketers try to influence them at each stages.   Brand knowledge is a very important factor. The Consumer is aware of the brand and has full knowledge about the price and quality of the products.  Buyer decision process helps the markets to identify how the consumers will make purchase decisions. The buyer decision process will enable to set a marketing plan that convinces them to purchase the product or service for fulfilling the buyers or consumers problem .There are lots of factors which affect the consumer behaviour and those factors lead him towards purchasing . 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 .