The influence of branding on consumer buying behaviour: A case of Kinondoni municipality
No Thumbnail Available
Date
2015
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Mzumbe university
Abstract
Branding plays a crucial role to boost up any business performance, is an implied tool which can positively change people’s buying behaviors. In Present marketing scenario, the Study of Consumer Behavior has become essential. Consumers are the kings of markets. Without consumers no business organization can run. All the activities of the business concerns end with consumers and consumer satisfaction. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Consumer buying behavior has become an integral part of strategic market planning. The study presented into five chapters the introduction, literature review, research methodology, presentation of the research findings, data analysis and discussion, and summary, conclusion and recommendations. The objectives of the study focus on examine influence of branding on consumer buying behavior, to find out if consumer buying behavior are influenced by factors such as premium price of branded goods, perceived quality of branded goods, social status and brand name associated with the consumption of brand in Kinondoni municipality and the study will base on three industry mobile phones, drinks and electronics. Questionnaire survey, interview and observation were used to collect the data. A sample of 110 questionnaires was used in which 106 responses were collected within the period of one month. Findings show that branding has strong positive influence and significant relationship with Consumer buying behavior.
Description
A dissertation submitted to Mzumbe University as a partial fulfillment of the requirements for the award of the degree of Masters of Business Administration in Corporate Management(MBA-CM) of Mzumbe University
Keywords
Branding, Commodity purchase risk, Consumer behaviour, Business performance
Citation
APA