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Impact of Branding on Consumer Buying Behavior: An Evidence of Footwear Industry of Punjab, Pakistan

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  • Muhammad Ashraf
  • Madiha Naeem
  • Mehwish Shahzadi

Abstract

This paper is to examine the relationship between consumer buying behaviour and some marketing variables namely advertisement, brand image, brand association and brand loyalty in footwear industry. The primary focus of this paper is to understand impact of branding on consumer buying behaviour in foot wear industry. Primary data used for this study the data was analysed with using multiple regression and Pearson’s co-relation run on SPSS to check the relationship between consumer buying behaviour and other marketing variables. For analysis purpose, the primary data were collected through questionnaire 170 respondents are selected and 16 questions are asked from them to measure the impact and the relation between both dependent variables and independent variables. Random sampling and Likert scaling technique used for this study. Model was good fit and reveals strong relationship between dependent variabl and independent variables. The study is limited in selection of sample size. Data can also be taken for larger sample sizes to increases the generalizability of the findings. This study may help the future researcher to find the impact of branding on consumer behaviour, advertisement impact in the region of Punjab on consumer behaviour.

Suggested Citation

  • Muhammad Ashraf & Madiha Naeem & Mehwish Shahzadi, 2017. "Impact of Branding on Consumer Buying Behavior: An Evidence of Footwear Industry of Punjab, Pakistan," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(7), pages 592-603, July.
    • Handle: RePEc:hur:ijarbs:v:7:y:2017:i:7:p:592-603
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    References listed on IDEAS

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    1. van Osselaer, Stijn M J & Janiszewski, Chris, 2001. "Two Ways of Learning Brand Associations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 202-223, September.
    2. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
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