A Study on the Impact of  Branding on Consumers in Purchasing Decisions

Deepthi Madhu; Fathima Nijna V N; Ebinesar P; Athira Murali

doi:10.34293/sijash.v12iS1-June.9132

Deepthi Madhu Final Year Student, Department of Computer Application, Bharata Mata College (Autonomous), Thrikkakara, Edappally, Kochi, Kerala
Fathima Nijna V N Final Year Student, Department of Computer Application, Bharata Mata College (Autonomous), Thrikkakara, Edappally, Kochi, Kerala
Ebinesar P Final Year Student, Department of Computer Application, Bharata Mata College (Autonomous), Thrikkakara, Edappally, Kochi, Kerala
Athira Murali Assistant Professor, Department of Computer Application, Bharata Mata College (Autonomous), Thrikkakara, Edappally, Kochi, Kerala

DOI: https://doi.org/10.34293/sijash.v12iS1-June.9132

Keywords: Brand Image, Brand Loyalty, Brand Awareness, Purchasing Behaviour, Brand Equity, Brand Reputation

Abstract

Branding has become a crucial aspect of the marketing strategy, as it enables the businesses to differentiate themselves from competitors and build a loyal customer base. This analysis aims to examine the role of branding on peoples purchase decisions. A mixed-method designs has been used for the research, and the quantitative methods to offer a complete understanding of this topic. A survey of 50 consumers was conducted to gather quantitative data. The result suggest that the branding had played a big role in peoples purchasing decisions and with factors including things like how well people know the brand, how much they stick with it and brand image plays a crucial role. This study also found that people are happy to spend more on brands they believe offer great quality and that match their personal values. What the study found is the important consequences for businesses, highlighting the need to invest in the branding strategies that build strong relationships with the consumers and differentiate themselves from the competitors.