Do Brand Elements Affect Customer Purchasing Behavior?

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Table of Contents
1. Abstract…………………………………………...02 2. Introduction……………………………………….03 3. Research Question/Problem Identification……….04 4. Hypothesis………………………………………..05 5. Research Design………………………………….05 6. Data Collection…………………………………...08 6.1.Secondary Data………………………..08

6.2.Primary Data…………………………..11
7. Data Analysis and Interpretation…………………11 8. Suggestions & Recommendations……………….19 9. Conclusion……………………………………….20 10. Limitations……………………………………..20 11. References……………………………………….22 12. Appendix …………………………………........24

1. Abstract:
The importance of involvement is demonstrated by the defining role of fashion clothing in society. Further, fashion clothing's continual and cyclical nature implies people are often drawn into the “style” or fashion of the moment and that there are those who place a great deal of emphasis on their clothing.We have chosen the clothing industry especially fashion clothing brands which are Nishat Linen, Ideas by Gul Ahmad and Junaid Jamshed. Our purpose of the study is to know the effect of brand elements on customer purchasing behavior. Brand elements are brand image, brand association, brand name, brand logo and brand awareness. Our findings from the literature and primary data shows that brand elements have significant impact on customer purchasing behavior and success of the firm. We have also given the recommendations and suggestions for the future researchers.

2. Introduction:
Clothing, in fact, is a kind of necessity that helps keep our bodies warm. Human beings cannot live without the protection from clothes in adverse conditions and this signifies how important clothing is for us. Nowadays, in addition to the basic functions, clothes can also serve as fashion items, which can tell how significant an individual is, express the status an individual has and what their personal image is like. Thus, clothing can help represent our personal identity. Shopping for clothes is one of the popular pastimes among people from all ages, different genders and cultural backgrounds. Due to the increase of brands in the clothing sector, consumers need to take serious consideration during the buying processes. Once consumers make a purchasing decision, consumers may need to identify their personal needs, read product information, decide which and where to buy, decide whether to buy again from the same retailer, choose the buying modes, show satisfaction to the services or product quality and finally be loyal to the brand. According to a research conducted by Freeride Media LLC (1998) on shopping habits, nearly one-fourth of the respondents are likely to impulse-buy clothes and accessories. When deciding which products to purchase, consumers would have their preferences, which are developed in accordance with their perceptions towards the brand. Successful branding could make consumers aware of the presence of the brand and hence could increase the chance of buying the company’s products and services. The fashion related apparel businesses in Pakistan are witnessing growth at an exponential rate and are increasingly appealing the entire world. The varied and competitive nature of the Pakistani market has a major impact on consumers buying behavior, and with the continuous development in fashion designs, there is increased competition for domestic firms. The fashion industry is well explored by the marketing researchers. We can find a lot of information regarding fashion clothing on the bases of age, gender, nationality etc. Consumer behavior means more than just how person buys products. Marketing efforts therefore also focus on consumers consumption of services, activities and ideas. The manner in which consumer buys is extremely important to marketers. The increased access to information and competition has empowered consumers to demand more and to...
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