Impact of Branding on Consumer Purchase Behaviour
Author: Muhammad Salman Younas

Branding has become a very famous buzz word among social groups especially among youth. The present study is about the trendy behaviour of youth of Islamabad. A total of 100 respondents from different universities in Islamabad were taken into consideration for the research. Respondents were 70% male mostly of the age interval between 21 & 24. It has been found that mostly people buy branded items related to clothing and apparel of average prices. Social circle and friends play an important role to promote a specific brand. Image of a brand get affected by the trust which consumers have in a product whereas quality and reputation in the market is high among the respondents. In this research Regression analysis was run and the analysis of independent variables which are Perceived Value, Perceived Quality, Brand Awareness and Brand Image has given the result of about 92.1% variance in the dependant variable consumer buying behaviour. Supervisor:- Dr. Usman Mustafa

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Keywords : Branding, Consumer Behaviour
Supervisor: Usman Mustafa

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