ABSTRACT
Purpose:

Brands these days have become a symbol of status. World over customers prefer branded products. But there is a question “WHY”. Is it the quality that lures customers towards brand or there is some other factor? Purpose of this study is to analyze impact of branding on consumer buying behavior. For the study, apparel brands are chosen and geographical area of study is Ranchi.

Design/Methodology/Approach:

The research is descriptive in nature where primary data has been collected through questionnaire and secondary data has been collected from websites, journals and books.

Findings:

It is derived from the study that branding creates awareness and increase the preference towards a particular brand during the buying decision.  

Research implications:

Results of this study may help in creating long lasting impact in customers’ minds towards a particular brand and may influence their buying behavior and hence may be very useful for marketers for marketing and selling their brands.

For full text of this article, Contact Mr. Jitender Sharma at jitender.sharma@jaipuria.ac.in

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