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IMPACT OF BRAND IMAGE AND PRODUCT ON CONSUMER BEHAVIOUR

ABHISHEK KALAKOTI

ABSTRACT
Customers all over the world now prefer branded products. This study is aimed at analyzing the effect of brand on consumer buying behavior. Along with finding the effect of brand on consumer buying behavior the purpose of the study is to have an in depth knowledge of what actually is branding and consumer behavior. To study the relationship between brand and consumer behavior the following methodology is opted: Consumer Survey on the effect of brands on their buying behavior through questionnaire. The key results of the study are: The degree brand of consciousness goes on decreasing in higher age groups; price & brand were the major attributes that customer‟s gave most importance and 80% people believe that Brands in fashion industry have become a status symbol.

Keyword. Consumer Buying, Brand , Product