P/M/441. Dissertation. How does branding affect consumers purchasing decision?

This dissertations aims to investigate how does branding affect consumer purchasing decisions, how much consumers are prepared to pay for branded products, how important they consider price, brand or other factors during their purchasing decisions. Dissertation provides comprehensive literature review on branding, brand loyalty, brand awareness, brand equity and brand perceptions, price sensitivity and willingness to pay. Primary research in the form of questionnaire survey have revealed consumer perceptions of branded good and services, whether consumers are prepared to pay more for branded goods and other important findings. Findings of the study have been statistically analysed using SPSS software. The result finally presented a strongly positive relationship that could lead firms pay more attention to branding strategy according to the consumer buying behaviour relationship with branding.