Awais Sharif Yaser Ali Aasim Mushtaq Ayesha Arshad Rubab Arshad Saba Tabassum Ayesha Mubashar Mehreen Khalid

Researchers:

The Impact of Branding on Consumer Buying Behavior

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

Introduction

Stretching market Globalization Consumer perception for buying brands Intrinsic factors Extrinsic factors Some independent factors

The Impact of Branding on Consumer Buying Behavior

Dependent factor Research area Research problem Sample size Preliminary information

This research is conducted in Mandi Bahauddin in province of Punjab.

There is no research conducted in this area at this topic ever before.

Research area

Branding impact on consumer buying behavior.

To analyze intrinsic and extrinsic factors connected with brands to affect the consumer buying behavior.

Research problem

Brand QualityBrand Price

Intrinsic factors

AdvertisementCountry of originSocial status

Extrinsic factors

Preliminary information is gathered through some research papers.

Sample size

Sample size is 200

Preliminary information

Base paper by Zeenat Ismail, Sara Masood and Zainab Mehmood Tawab. Factors Affecting Consumer Preference of International Brands over Local Brands 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.

Helping Papers

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.

2-Helping research by Gregory, R. Elliot and Ross C.CameronConsumer Perception of Product Quality and the Country-of-Origin Effect

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.

3-By Jon-Benedict EM Steenkamp, Rajeev Batra and Dana L Alden How Perceived Brands Globalness Creates Brand Value

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.

4-By Francis M Ulgado,Na (Amy) Wen, and Moonkyu Lee Country Image and Brand Equity Effects of Chinese Firms and Their Products on Developed-Market Consumer Perceptions

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.

5-By Tanja Dmitrovic and Irena VidaConsumer Behaviour Induced by Product Nationality

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.

Our Research

Existing data A questionnaire Secondary data Collection of data through questionnaire and surveys Qualitative data Some hypothesis

Methodology

Dependent variable is the consumer buying behavior.

Dependent variable

Independent variable Product Quality Product Price Country of origin Advertisement Social status

Price Quality Country of origin Status Symbol Fashion and Trends Family and Friends

Conceptual Design

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.

Working

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.

Results

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

Conclusion

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

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