HOW BRANDING INFLUENCES CUSTOMER DECISION

Authors:

Muhammed Dhanish, Nived Shekharan

Research Paper Guide: Nompi Raj

University: Department Of Commerce, Jain Deemed to be university, Bangalore, Karnataka, India

Email : 23bcr00225@jainuniversity.ac.in

23bcr00261@jainuniversity.ac.in

Abstract

In today’s highly competitive and fast-changing marketplace, branding plays a major role in influencing how consumers make purchasing decisions. This study focuses on understanding how different elements of branding—such as brand awareness, brand loyalty, perceived quality, and brand image—affect consumer behavior. The research is based on primary data collected from 60 respondents through a structured questionnaire, mainly targeting individuals between the ages of 18 and 35.

The findings show that most consumers prefer branded products because they associate them with better quality, reliability, and trust. Branding also helps reduce confusion when multiple choices are available, making the decision-making process easier. In addition to logical factors like price and quality, emotional factors such as brand image and social influence also play an important role.

The study further reveals that many consumers are willing to pay a higher price for branded products, which shows the strong value attached to well-known brands. The growing role of advertising and social media is also highlighted, as these platforms significantly influence consumer perception and awareness. Overall, the study concludes that branding not only affects purchasing decisions but also builds long-term relationships between consumers and brands.

Keywords: Branding, Consumer Behavior, Brand Loyalty, Brand Awareness, Purchase Decision, Brand Image