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Analysis of Influential Factors on Consumer Buying Behavior of Youngster towards Branded Products, Evidence from Karachi

Author

Listed:
  • Asim Nasar

    () (Khadim Ali Shah Bukhari Institute of Technology, Karachi)

  • Syed Karamatullah Hussani

    () (Khadim Ali Shah Bukhari Institute of Technology, Karachi)

  • Emadul Karim

    () (Khadim Ali Shah Bukhari Institute of Technology, Karachi)

  • Mohammad Qutubuddin Siddiqui

    () (Ajman University of Science and Technology, United Arab Emirates)

Abstract

The aim of this study is to find out the factors that influenced on the consumer buying behavior towards the branded products. The specific objective is to find out the relationship of consumer buying behavior with the distinguish features, quality standard and comfort feeling of branded products. Consumer’s purchase intension works as catalyst to enhance the brand equity in challenging and competitive market. Several organizations pay worthy attention towards building brand image and spend money for designing marketing strategies and practices. The primary data has been collected from customers who were engaged with several branded products. This study has also collected secondary data from different resources. This study reveals that there is a significant relationship of consumer buying behavior with the distinguish features, quality standard and comfort feeling of branded products. It is recommended that the company should focus on the distinguish features, quality standard and comfort feeling of branded products and retain the customers for a longer period of time.

Suggested Citation

  • Asim Nasar & Syed Karamatullah Hussani & Emadul Karim & Mohammad Qutubuddin Siddiqui, 2012. "Analysis of Influential Factors on Consumer Buying Behavior of Youngster towards Branded Products, Evidence from Karachi," KASBIT Business Journals, Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 5, pages 56-61, December.
  • Handle: RePEc:ksb:journl:v:5:y:2012:p:56-61
    as

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    File URL: http://kasbit.edu.pk/KBJVol_5/8%20Asim%20Analysis%20of%20Influential%20Factors%20on%20Consumer%20Buying%20Behavior.pdf
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    References listed on IDEAS

    as
    1. Lichtenstein, Donald R & Bloch, Peter H & Black, William C, 1988. " Correlates of Price Acceptability," Journal of Consumer Research, Oxford University Press, vol. 15(2), pages 243-252, September.
    2. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Oxford University Press, vol. 29(4), pages 595-600, March.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Brand equity; Brand value; Consumer buying behavior; Marketing;

    JEL classification:

    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L17 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Open Source Products and Markets

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