Does branding influence on consumers' buying decisions

Abstract

This study aims to answer the question whether brands influence on consumers in their grocery shopping. To reach this goal, a research questionnaire was created concerning the decision making process of the consumers and the motivation towards brands. The theoretical framework was based on theories on brand management and consumer behavior concept to ascertain the motivat at which consumers act to make decisions when it comes to their daily grocery shopping. The research method was quantitative. The data was collected straight from consumers returning from the shop. A total number of fifty consumers completed a successful multiple choice questionnaire. Thirty-three were females while the remaining seventeen were males.

The study successfully answered the research question and the purpose. study identifies the major reasons why suppliers try to invest in brand image persuade consumers to purchase their brands and also identifies the consumer determinate factors as to their decision making towards brands. The survey revealed that there is something important which plays major influenced factor on their decision making.