The Impact of Branding on Consumer Buying Behavior
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Awais Sharif
Yaser Ali
Aasim Mushtaq
Ayesha Arshad
Rubab Arshad
Saba Tabassum
Ayesha Mubashar
Mehreen Khalid
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The Impact of Branding on Consumer Buying Behavior
Helping paper
Literature reviews of all papers
Our research
Researchers
Purpose of our research
Conceptual design
Methodology
Workings
Results
Conclusions
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Stretching market
Globalization
Consumer perception for buying brands
Intrinsic factors
Extrinsic factors
Some independent factors
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Dependent factor
Research area
Research problem
Sample size
Preliminary information
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research is conducted in Mandi
Bahauddin in province of Punjab.
 There is no research conducted in this
area at this topic ever before.
 Branding
impact on consumer buying
behavior.
 To analyze intrinsic and extrinsic
factors connected with brands to
affect the consumer buying behavior.
 Brand
Quality
 Brand Price
 Advertisement
 Country
of origin
 Social status
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Preliminary information is gathered through some research
papers.
Sample size
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Sample size is 200
Base paper by Zeenat Ismail, Sara Masood and Zainab Mehmood Tawab.
Factors Affecting Consumer Preference of International Brands over Local Brands
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The main purpose of this study was to determine the preference of internal
brands instead of local brands in Pakistan.
Data was collected from 200 respondents of different universities, shopping
malls and from other forums by using close ended questionnaires.
Frequency distribution and bar charts had been used as research methodology.
The results had showed that in Pakistan consumer prefer international brands
over local brands due to their price, quality and image.
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The main purpose of this study was to check the consumers’ perception of product
quality and to determine the country of origin effect.
The data was collected by conducting a face to face survey of 401 respondents from
20 shopping malls.
Data was analyzed through qualitative approach and compaign preposition.
The results had suggested that consumers express a general preference for locally
made brands. When the price and quality of these brands is equivalent or better than
those of international brands. The important conclusion of this study was that country
of origin effected generally and buy local compaigns in particular were indeed
potentially important influences on consumers’ purchase decision making behavior.
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This study had been conducted in Korea and United States.
The main purpose of this study was to determine that how some consumers prefer
global brands to local brands and to determine that how Perceived Brand
Globalness (PBG) influence upon the purchasing decision.
Data was collected by conducting surveys by using questionnaires and through focus
group from both of countries.
Structural equational modeling methodology was used for testing the hypothesis.
The results had showed that brands that are neither clearly global nor strongly local
are in the most difficult competitive position.
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This study had been conducted in China.
The main purpose of this study was to examine the weakness of Chinese products
brand equity in United States and their need for developing an effective strategy for
success in U.S market.
Data was collected through a survey approach.
Pilot study was used as research methodology to test the hypothesis.
The results had showed that country of origin has a significant Impact upon product
quality evaluation and purchase intention.
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The main purpose of this study was to determine that how consumer behavior
induced by product nationality.
Data was collected by studying different journals.
Data had been analyzed by using different scales.
The results had showed that when a country has a strong and effective image its
directed towards stronger product evaluation.
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We were curious to know that how consumers in Pakistan prefer
international brands on local brands. To resolve our confusion we
conducted a research to know about this impact on Pakistani consumers.
First of all we collect some secondary data through the study of different
research papers published in different journals.
We visit different shopping malls and forums to collect more information
for our research. We observe that of at consumers who belong to high and
middle classes were more possessive in the selection of brands due to
demonstration effect and to get superiority over others.
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Existing data
A questionnaire
Secondary data
Collection of data through questionnaire and surveys
Qualitative data
Some hypothesis
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Dependent variable is the consumer buying behavior.
Product Quality
 Product Price
 Country of origin
 Advertisement
 Social status
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Price
Quality
Country of origin
Status Symbol
Fashion and Trends
Family and Friends
Consumer preference
purchase behaviour
To prove our research we develop different hypothesis such as
 Hypothesis1: Brand quality has an impact on consumer buying behavior.
 Hypothesis2: Price of brand has an impact on consumer buying behavior.
 Hypothesis3: Country of origin has an impact on consumer buying
behavior.
 Hypothesis4: Advertisement has an impact on consumer buying behavior.
 Hypothesis5: Social status has an impact on consumer buying behavior.
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Product quality and product price strongly impacting on
consumer buying behavior.
Advertisement , country of origin and social status nominal
role on attitude of consumer for brands of product.
When the difference is much greater between local and global
brands then consumers prefer international brands.
Where product quality and product price is not much different
then consumers also prefer some local products.
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Usually prefer international and global brands
National and local brands are less demanded
Global brands possess strong strategies regarding the prices of their
products, quality of their products, advertisement of their brand and
developing strong image of their brands
People living in developing countries usually are under demonstration
effect and want to get superiority on others by using different international
and global brands
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Should improve quality
If quality is low then lower the price
Advertise the products
COO is much important than COM
Improve features
Create brand image
Adequate research is needed to improve technology for brand
manufacturing