Impact of Branding on Consumer Buying Behavior: An ...

1 International Journal of Academic Research in Business and Social Sciences 2017, Vol. 7, No. 7. ISSN: 2222-6990. Impact of Branding on Consumer Buying behavior : An Evidence of Footwear Industry of Punjab, Pakistan Muhammad Ashraf Lecturer, Department of Management Sciences, University of Gujrat, Sub-campus Narowal, Pakistan Email: Madiha Naeem Department of Management Sciences, University of Gujrat, Sub-campus Narowal, Pakistan Email: Mehwish Shahzadi Department of Management Sciences, University of Gujrat, Sub-campus Narowal, Pakistan Email: DOI: URL: Abstract: Purpose This paper is to examine the relationship between Consumer Buying behaviour and some marketing variables namely advertisement, brand image, brand association and brand loyalty in footwear industry.

2 The primary focus of this paper is to understand Impact of Branding on Consumer Buying behaviour in foot wear industry. Methodology Primary data used for this study the data was analysed with using multiple regression and Pearson's co-relation run on SPSS to check the relationship between Consumer Buying behaviour and other marketing variables. Data collection For analysis purpose, the primary data were collected through questionnaire 170 respondents are selected and 16 questions are asked from them to measure the Impact and the relation between both dependent variables and independent variables.

3 Random sampling and Likert scaling technique used for this study. Findings Model was good fit and reveals strong relationship between dependent variable and independent variables. Research restraints- The study is limited in selection of sample size. Data can also be taken for larger sample sizes to increases the generalizability of the findings. Originality/value- This study may help the future researcher to find the Impact of Branding on Consumer behaviour, advertisement Impact in the region of Punjab on Consumer behaviour. Keywords Branding , Consumer Behaviour, Brand, Brand Association, Brand Performance 592.

4 International Journal of Academic Research in Business and Social Sciences 2017, Vol. 7, No. 7. ISSN: 2222-6990. 1. Introduction: As the traditional marketing tools and techniques has been replaced by the modern marketing tools and techniques as there are the producers are generally the factories for the production of goods and services and the buyer purchase that goods for its use or to eliminate the problem that is being faced by buyer. As time passes the producer tries to make their product different from the other producer of the same product. These things give a birth to a new marketing dimension and new era of marketing by the emergence of Branding .

5 In olden days the Brands were just a mark, sign or some sort of number to differentiate their goods. The brand then builds many function which creates the value in the mind of the customer. Like the advertisement which is the function of the Branding and it creates a unique association and memory link in the minds of customer on one side and on other hand it creates the demand for your goods and services as it attracts the customer, it creates awareness about your production and also educate to the customer about the use of the goods and services. The unique place in the minds of customer attracts and sometime it retains the customer on your goods and services.

6 As the Consumer Buying behaviour has the second step of information search in this step customer got attracted towards your product by advertisement. This advertisement creates the perception in your customer mind. Customer expect many things from your product before using it only by the brand image and brand association. Brand image can be positive and creates many customers and build strong customer relationship with them and maintain loyalty. But if the brand image is negative it will be a harmful as no customer repetition and retention. So firms pay a huge investment on advertisement to maintain the brand image and brand equity management programs.

7 As brand image create perception in customer mind so after post purchase if cognitive dissonance occurred due to customer unhappy then customer Buying behaviour changed. Brand association will Impact the Consumer Buying pattern and behaviour. These associations will affect your decision positively if the brand image is positive, from this way the customer purchase the product again and again and repeat its purchase. Brand loyalty reduce the cost for the firm to retain the customer forever. A loyal customer is helpful for the firm to create new customers. When a loyal customer Buying goods and services when you have a number of brands in shop of same product you will definitely choose that brand about which you have association and are loyal to the brand.

8 Generally, brand has greater Impact on Consumer Buying behaviour. But at local level, behaviour of Consumer has also changed due to branded product and services. Customers are people who purchase the product. Consumer Buying behaviour is the study of actions of Consumer toward planning, purchasing and consuming goods and services. Consumer Buying decision consists of seven steps, 1) need recognition, 2) information search, 3) Pre-Purchase 593. International Journal of Academic Research in Business and Social Sciences 2017, Vol. 7, No. 7. ISSN: 2222-6990. evaluation, 4) choose alternative 5) Purchase consumption, 6) post consumption evaluation and 7) feedback.

9 Brand management become the most important from traditional Brand management. To manage the brand of the firm has to full fill the desires and wishes of their consumers, in this way the firm manages the brand. Recently there are many kind of brands for one product. Consumer not only attracted towards brand by their attitudes and values but with trend environment they spend their life. It has changes the Consumer life style also. So the brand is the factor which have greater Impact on Consumer Buying behaviour. Now market has become too much competitive due to hyper competition in the market.

10 The best way is to compete these conditions to develop strong brand image. Brand image means a brand is easily too remembered by people. The key driver of brand equity is simply brand image. By easily remembering brand, quality production increased which leads to sales increases and makes more profits which leads to gain high goodwill and market share enhanced and leading towards more brand equity. It is the way which leads towards maximizing market share and to sustain competitive advantage and strong position in the market. This study is classified into different sections in which section 2 is explains the literature review.