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Branding play a crucial role to boost up any business performance, is an implied tool
which can positively change people’s buying behaviors. In Present marketing scenario,
the Study of Consumer Behavior has become essential. Consumers are the kings of
markets. Without consumers no business organization can run. All the activities of the
business concerns end with consumers and consumer satisfaction. Customer behavior
study is based on consumer buying behavior, with the customer playing the three distinct
roles of user, payer and buyer. Consumer buying behaviour has become an integral part
of strategic market planning.
The study presented into five chapters the introduction, literature review, research
methodology, presentation of the research findings, data analysis and discussion, and
summary, conclusion and recommendations. The objectives of the study focus on
examine influence of branding on consumer buying behavior, to find out if consumer
buying behaviour are influenced by factors such as premium price of branded goods,
perceived quality of branded goods, social status and brand name associated with the
consumption of brand in Kinondoni municipality and the study will base on three
industry mobile phones, drinks and electronics.
Questionnaire survey, interview and observation were used to collect the data. A sample
of 110 questionnaires was used in which 106 responses were collected within the period
of one month. Findings show that branding has strong positive influence and significant
relationship with Consumer buying behavior. |
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