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Abstract-the research paper is about the impact of branding on consumer behavior. Brand knowledge is a very important factor. As the consumer is more aware of the brand and he has all the knowledge about its price, quality etc., the more he will be attracted towards that brand. The loyalty level increases with the age. Family is the most influential reference group. The consumers, who are more social, are affected by their friends like on Facebook. The consumers who are more status conscious are more status conspicuous than those who are not status conscious. The next part is of methodology and analysis. According to the research, all the factors are statistically significant but just gender is the only variable which is not statistically significant and its value is different from the 0. In the reliability table, it is calculated that the research validity and reliability is 89.6% which is great. In the end, it is concluded that the branding impacts the consumer behavior in relation to the different dependent and independent variables.
IndexTernts-Brand knowledge, brand image, consumer behavior, emotional exploitation, loyalty.
I. INTRODUCTION
According to Gajjar products are made for consumers and consumers are those who buy different product according to their needs. They consume those products in order to satisfy their needs and wants. Consumer buying decision is a process that involves different steps like the recognition of need, search for the information, evaluation of alternatives, selection and in the last post purchase behavior. There are lots of factors which affect the consumer behavior and those factors lead him towards purchasing. IN this research paper we will see the impact of branding on consumer behavior means the factors of consumer behavior which helps him to choose a particular brand according to his need and choice. Globalization leads the entire world to become one market. Whole world led to Becoming single Universal community to serve different cultures. With the increase in global competition, the company's focus to serve local markets has find themselves at a disadvantage and loosing competitive edge that they so much strived to achieve. This all led to decline the importance in national borders and more emphasis on what the consumers actually demand. Fromconsumers'point of view, the reaction toward global...