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Brand Name and Consumer’s Buying Intention

Author

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  • Aikaterini-Apostolia Balatsou
  • Efstathios Dimitriadis

Abstract

Purpose: This study examines the degree of consumer’s buying intention from products with brand name and from other different reasons that theoretically affect consumer’s buying intention. Moreover, the relationship between the factors of packaging and advertising are examined. Design/Methodology/Approach: To achieve the objectives of this study, the research was conducted using a structured questionnaire in March until June 2019. The final sample of this study consists of 395 consumers in Greece. The data were tasted for content and construct validity and the techniques that were applied were ANOVA, Correlation and Regression analysis, using SPSS 23.0. Findings: The results showed that the branded products as long as the advertising are the most important factors in buying intention, followed by the packaging of the product. Consumers though, are affected by branded products and packaging differently, depending of their age and how strongly are influenced from the advertising. Practical Implications: During the realization of this research some limitations came up with the most important the size of the sample. Moreover, the term of private label that was used in some questions made the consumers confused so, in order to understand the explanation examples were used mentioning some private labels of products. This might lead them to answer the questions thinking about a certain label and not with their own thoughts. Originality/Value: This survey shows consumer’s buying intention influenced by products with brand names in Greece.

Suggested Citation

  • Aikaterini-Apostolia Balatsou & Efstathios Dimitriadis, 2020. "Brand Name and Consumer’s Buying Intention," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(4), pages 861-874.
    • Handle: RePEc:ers:ijebaa:v:viii:y:2020:i:4:p:861-874
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    References listed on IDEAS

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    1. Morwitz, Vicki, 2014. "Consumers' Purchase Intentions and their Behavior," Foundations and Trends(R) in Marketing, now publishers, vol. 7(3), pages 181-230, November.
    2. Brad Sago & Craig Hinnenkamp, 2014. "The Impact Of Significant Negative News On Consumer Behavior Towards Favorite Brands," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 8(1), pages 65-72.
    3. Mohammed ALAMGIR & Tasnuba NASIR & Mohammad SHAMSUDDOHA & Alexandru NEDELEA, 2010. "Influence Of Brand Name On Consumer Decision Making Process- An Empirical Study On Car Buyers," The Annals of the "Stefan cel Mare" University of Suceava. Fascicle of The Faculty of Economics and Public Administration, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration, vol. 10(2(12)), pages 142-153, December.
    4. Mbaye Fall Diallo & Jean-Louis Chandon & Gérard Cliquet & Jean Philippe, 2013. "Factors influencing consumer behaviour towards store brands: evidence from the French market," Post-Print hal-01796015, HAL.
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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