Influence of Brand Name on Consumer Choice & Decision

Abstract

Brand image or Brand name plays a crucial role to enhance the performance of any company or business. Brand name is the tool which can positively change people's buying behavior. The purpose of this study is to examine the Effect of brand name on consumer buying behavior in University students of Gujranwala, Faisalabad and Lahore. Questionnaire survey was used to collect the data by using non probability convenient sampling technique. The researchers sent 300 questionnaires to the different university students in above mentioned cities, in which 250 responses were collected in the period of one month. Findings show that brand image or brand name has significant positive relationship with consumer buying behavior. This study was conducted in university students of Gujranwala, Faisalabad, and Lahore and it shows that they are brand conscious and prefer branded products. In the last part of article with conclusion the future recommendations and practical implications are also included. I. Introduction In the modern age, Brand plays an important role to boost up the economy of any country. Brand is the only tool that can change the buyer"s behavior. Today people are more conscious about the brand than the past. This study is conducted to examine the buying behavior of people in respect of a brand name or brand image. In this busy life people need shortcuts they need a brand identity in selection of products. There are number of cues present in environment that guide public in selection. One of them is branding. It is considered more powerful mental shortcut in selection. The focus of this study is too aware the role of branding in decision making. This study is conducted due to two reasons: First, brain and behavioral sciences have expanded our understanding how much we can store in our mind and how we can make decisions. Now we know how much information is needed to take decision. This scientific knowledge is too much beneficial for the consumer and organizations that are brand conscious. Second, this study is conducted to understand the effects of brand on consumer choice for the best interest of the public. A brand can influence whether consumer notice the products or not. Moreover branding can influence how consumer quickly buys the product. This depend how consumer feel your product. Brand attention also effect on consumer decision. A more attractive producthave more consumers. How it look different from other products? Consumer buys those products which are more beautified. It is estimated that we do not pay any attention nearly half of available products in the market or a particular store. According to Alamgir, Nasir, Shamsuddoha, and Nedelea (2010)people Often purchase branded cars because they are aware of the brand performance. Their study was on influence of Brand name of purchasing of cars. According to Krizanova and Stefanikova (2012)market information is used and then brand is positioned in market according to market strategy and most consumers think that brand is the guarantee of quality. The purpose of this study is to examine and explore the impact of brand name on consumer buying behavior on the university students of Gujranwala, Faisalabad and Lahore.In this paper section two is representing the objectives and literature review section three is representing methodology and hypothesis development, section four is representing results, findings and Discussion and section five comprises of conclusion and future recommendations.