C/B/803. Dissertation. How Does Branding Affect Consumer Purchasing Decisions?

This dissertation aims to investigate how does branding affect consumer purchasing decisions, to establish if any relationship exists between branding and consumer purchasing decision; to establish the changes in the relationship between branding and consumer purchasing decision; to identify the major aspects of branding that influences the consumers purchasing decision; and to examine the consumers' tendency to recommend brands and its effect on purchasing decisions of their friends and family. This research employed a questionnaire as the main research method to obtain primary data. The questionnaire was customised for measuring customer attitude, perception and behaviour for choosing branded products. The secondary data used in this research is obtained from various sources such as journal articles, textbooks, websites and newspapers. The data analysis focuses on several aspects of consumer behaviour, perception, attitude and brand influence which are based on theory and practice. Also, the factors that influence customers to purchase or prefer one brand over another are examined. The strategies to increase brand awareness and recognition for other brands are also evaluated along with the analysis of possible marketing tools. Proposal matching this dissertation is also available on our website under the name: C/B/805. Proposal. How Does Branding Affect Consumers' Purchasing Decisions?