Factors Affecting Consumer Buying Behaviour for Branded Products - Research Paper Example

Factors Affecting Consumer Buying Behaviour for Branded Products Abstract The research paper aims to investigate the critical factors that influence consumer behaviour while purchasing a branded product. The research has adopted qualitative and quantitative methods to conduct the analysis. This includes a primary survey, which has been carried out with a closed-ended questionnaire. The paper is prepared after an empirical study on psychology of the consumers and ways in which marketing activities influence their perceptions. The project ends with mentioning limitations of the project and few recommendations, which would allow brands to cope with the consumer demand. Such suggestions would provide opportunity for further studies. Contents Introduction 3 Research Aims 3 Research Methodology 3 Findings 5 Discussion 7 Conclusion 9 Recommendation 9 Reference List 10 Appendix 12 Introduction The rise in consumerism has allowed a number of brands to emerge who offer best quality products to the consumers. With the growing number of brands available, consumers have adequate options to choose from while purchasing a particular product. The brands can afford to retain their consumers by studying their psychological aspects, which affect purchase decisions (Perner, 2010). The marketing strategies of the brands must be formulated after studying ways in which a consumer perceives and reasons while choosing among alternatives. This research aims to investigate the factors that influence a consumer’s decision making while purchasing a brand. A strong brand does not only imply the high value of a product, but also signifies consumers’ relationship with the brand and in turn makes consumers rely on the product (Chernatony, D. L. Mcdonald and Wallace, 2011). A unique added value that a strong brand can put in product offered can help to overcome the competition. Strong brand is an important determinant when individuals get the same product at the same price from different brands. (Lois Geller 2012). A strong brand is a marketing asset because a company needs to pay for advertising and promotions for establishing faith on the brand among consumers (Stewart M 2008). This can benefit the companies by creating huge streams of future income. Therefore, it is wiser to create a Consumer Model. Research Aims The factors that have affected consumer behaviour while purchasing branded products. The required steps taken by brands in order influence the consumer’s purchasing decision. Research Methodology This section enumerates steps that have been taken and the tools used in order to conduct the research (Kothari, 2008). Research Philosophy The research primarily aimed to investigate and find out the factors affecting the consumers’ purchasing behaviour regarding brands in recent times (Kruger, 2008). Given that this is a study of human perception, where psychology of buyers has to be interpreted, the research was based on interpretive philosophy (Duval, 2005). Research Approach There are two kinds of research approaches. Inductive approach, where a new theory is generated from the data and the research aims to prove the same and deductive approach, where the researcher studies on the hypothesis set and then comes to a conclusion. Inductive Approach was adapted for this research. This approach is selected because the research aims to identify the factors influencing the consumers’ purchasing behaviour without setting any hypothesis (Gabriel, 2013). Research Strategy The research strategy is focused on factors such as, convenience and swiftness in data collection and accuracy of the data collected. It is assumed that the external factors are constant. Method of Analysis Both qualitative and quantitative methods are used in the research (Fischer, 2011). Data Collection and Sampling Technique The data collection for the research has been done through a closed-ended questionnaire. Simple random sampling is used, where respondents within the age group of 30-50 years are considered (Fridah, 2004). The total sample size for the research is 50. The questionnaire has been provided in the Appendix. Findings Figure 1: Income is an important factor while choosing brand (Source: Author’s Creation) It has been found out that income is a critical determining factor for consumers’ decision. Figure 2: Age is a determinant factor while choosing brand (Source: Author’s Creation) Most of the consumers perceive that age determines the selection of brand. Figure 3: Are the customers brand loyal (Source: Author’s Creation) Most consumers are not brand loyal. Figure 4: Brand popularity or word of mouth (WOM) determines brand choice. (Source: Author’s Creation) Most of the consumers are of the opinion that Brand Popularity or word-of-mouth (WOM) determines the brand choice. Figure.5.Which is the critical factor for choice of a brand (Source: Author’s Creation) Creativity and technology as well as quality of the product have been chosen by most of the respondents as aspects that help them select a brand. Figure.6. Service is a critical factor for brand choice (Source: Author’s Creation) Most of the respondents opined that service is the critical factor for choosing a particular brand. Figure.7. Advertising and promotion influence consumers (Source: Author’s Creation) Most of the respondents said that advertisements and promotions have influenced the brand choice. Discussion The findings of the research reflect the following: It has been found out that the brand choice of a consumer is mostly dependent upon income. This finding proves that contemporary consumers are rational and are attracted toward those brands, which provide quality products in affordable prices. This fact supports the findings of previous researches (Nanji, 2013). Most of the respondents have opined that the choice of brand is dependent upon age of the consumer, which are aligned with results from previous researches (Petro, 2012). For example, in apparels, a middle-aged management professional would select brands that sell professional apparels, but a teenaged person would be attracted to those selling trendy apparels. Most of the people have responded negatively when asked about their loyalty towards brands. This response also conform the previously found data (Surowiecki, 2014). Such negative response clearly shows that due to availability of multiple choices in the present market, consumers find it wiser to select the best product according to them. Loyalty would limit their options and the opportunity to avail products from other brands. It has also been found that brand popularity or WOM influences the purchase decision of consumers in a positive manner. The word-of-mouth is being considered as the most accurate and trustworthy mode of advertisement for the consumers (Petro, 2012). Creativity and Quality scores the most among those factors determining a brand choice. Price and brand value are elements, which are least important while choosing a brand as per the respondents (Pantano, 2013). This finding supports previous research results and proves that consumers at present are willing to pay for a quality product. They are mostly attracted to the brands that offer creative products to suit the needs of consumers and are technologically advanced (Rohi and Khan, 2013). Service has been considered as the critical factor, which every brand must emphasize. This finding supports that of previous works conducted in the similar context. The present market is consumer dominated. As a result, all consumers desire a world class service during the purchase and even post purchase (Rohi and Khan, 2013). The marketing activities of the companies through advertisements and promotions are also regarded as important determinants of choosing a particular brand. All companies have efficient research and development units, which monitor the present consumer behaviour and enable to showcase the product in a way that generates the need for the product among customers (Pierce, 2013). This finding is also in line with that of the previous researches made on the same variable (Rohi and Khan, 2013). Conclusion The research had certain limitations. The questionnaire was closed-ended, which is why there was limited scope to gather information. The research was time bound so more responses could not be collected. Despite these limitations, the research proved to be effective in finding out the factors determining customer preferences for brands. One of the most important findings was that the present consumer base is greatly inclined towards technology advancement and creativity in products offered. Service offered by the brands also represents one of the critical requirements. The brands need to be aware of the fact that presently, there are very few brand loyal consumers; hence, they must treat every consumer in the best possible manner to facilitate consumer retention. The brands also need to invest and emphasize on their R&D activities so as to ensure survival in the competition. Recommendation The big brands in the fashion industry need to adopt the strategy of diffusion line as more numbers of consumers are inclined towards creativity (TFL, 2014). Presently, technology has very short shelf life, which is why the brands operating in this sector must be prompt in developing newer technologies, thereby gaining an edge over the competitors (Pierce, 2013). Reference List Chernatony, D. L., Mcdonald, M. and Wallace, E., 2011. Creating powerful brands. London: Routledge. Duval, Y., 2005. Primary data collection methods: Survey design. [pdf] Unescap. Available at: [Accessed 27 June 2014]. Fischer, C. T., 2011. Qualitative research methods for psychologists: Introduction through empirical studies. London: Academic Press. Fridah, W., 2004. Sampling in research. California: Sage. Gabriel, D., 2013. Inductive and deductive approaches to research. [online] Available at: [Accessed 27 June 2014]. Kothari, C. R., 2008. Research methodology: Methods and techniques. Delhi: New Age International. Kruger, W., 2008. Research methodology. Cape Town: Oxford University Press. Nanji, A., 2013. Consumer price sensitivity and deal seeking up in 2013. [online] Available at: [Accessed 27 June 2014]. Pantano, E., 2013. Ubiquitous retailing innovative scenario: From the fixed point of sale to the flexible ubiquitous store. Journal of technology management & innovation, 8(2), pp. 1-22. Perner, L., 2010. Consumer behavior: The psychology of marketing. [online] Available at: [Accessed 27 June 2014]. Petro, G. 2012. Are retailers reaching consumers of new millennium? [online] Available at: [Accessed 27 June 2014]. Pierce, M. L. 2013. Brandable magnetism: Advances in packaging attract the consumer. [online] Available at: [Accessed 27 June 2014]. Rohi, S. and Khan, S., 2013. Investigating the factors affecting youth brand choice for mobile phones purchase– A study of private universities students of Peshawar. [pdf] Management & Marketing Challenges for the Knowledge Society. Available at: [Accessed at 27 June 2014]. Surowiecki, J., 2014. Twilight of the Brands. The New Yorker. 17 February. TFL, 2014. Is a resurgence of diffusion line upon us? [online] Available at: [Accessed 27 June 2014]. Appendix Do you think income determines the choice of brand? Yes No Do you think age determines the choice of brand? Yes No Are you a brand loyal person? Yes No Does brand popularity or word of mouth determine the brand choice? Yes No Which of these play the most critical role in choosing a brand? Quality, Creativity & Technology, Price, Brand Image. Is service an important factor to choose brand? Yes No Does advertisement and promotions influence consumer decision? Yes No Read More