Analysis of Influential Factors on Consumer Buying Behavior of Youngster towards Branded Products, Evidence from Karachi
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.
Volume (Year): 5 (2012)
Issue (Month): (December)
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- 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.
- 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 243-52, September.
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