- Thursday, Apr 2nd, 2026
| TITLE | Influence of Branding on Consumer Purchasing Behaviour: An Empirical Study |
|---|---|
| ABSTRACT | In the contemporary competitive marketplace, branding has emerged as a powerful strategic tool influencing consumer perceptions, preferences, and purchasing behaviour. This study examines the influence of branding on consumer purchasing behaviour with specific reference to brand name, brand trust, brand loyalty, advertising, packaging, social media presence, and corporate social responsibility. A descriptive research design was adopted, and primary data were collected from 200 respondents using a structured questionnaire. Quantitative techniques such as percentage analysis were employed to analyze consumer responses. The findings reveal that branding significantly influences purchase decisions, repeat buying behaviour, and brand advocacy. Factors such as brand reputation, online reviews, after-sales service, and word-of-mouth recommendations were found to play a crucial role in shaping consumer behaviour. The study provides valuable insights for marketers to develop effective branding strategies aimed at building trust, loyalty, and long-term customer relationships. |
| AUTHOR | Kummari Suresh, B. Kanaka laxmi Student, Department of MBA, CMR Technical Campus, Hyderabad, India Assistant Professor, CMR Technical Campus, Hyderabad, India |
| VOLUME | 11 |
| DOI | DOI:10.15680/IJARETY.2024.1105041 |
| 41_Influence of Branding on Consumer Purchasing Behaviour An Empirical Study.pdf | |
| KEYWORDS | |
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