How Does Branding Affect Buyers Purchase Decision - Coursework Example

There is also a detailed study on Consumer Decision Process. There is a good enough introduction on the consumer buying process besides an extended and detailed introduction on Branding and Marketing emphasizing the difference between the two and how the concepts are different from each and in what way there can be a delineation between the two. There is an explanation on the different stages of Consumer Buying Behaviour, namely Need Awareness, Information Search, Checking Options, Purchase Decision, and Post Purchase Behaviour. There is also a detailed explanation on Types of Consumer Buying Behaviour in the form of Routine Response Behaviour, which is prevalent in the form of day to day items that do not need though process and are bought instantly, Limited Decision Making, which requires product research to an extent, Extensive Decision Making, which involves products that are unfamiliar, infrequently bought and expensive. The last form of Buyer Behaviour is Impulse Buying which includes buying on an impulse. There is also a detailed talk about the effect of Brands on Buyer Behaviour, which includes concepts like Brand Loyalty, Influence of Brands on consumers and contribution of Brands in helping a Consumer in Buying Process, Co-relation between Brand Image, and self-image, Brand Equity, and so on. There is also an introduction of factors that influence Purchase decisions besides Brand. These factors are mentioned in the form of two main headings namely, Internal Factors and External Factors.

Perceptions, Knowledge, Attitude, Personality, and Lifestyle are some such Internal Factors whereas Culture, Situation, are some of the External Factors. The final part of the study explains the general methodology to do research along with the secondary data collected. The methodology part also talks about the CDP cycle in detail. The methodology part also tries to answer, why a consumer prefers some brands or stores over others and what are the basic reasons and linking factors connected to his choice.

Introduction and Background
In today’s world where there are so many products thronged over every nook and corner of the market, it is an extremely difficult task for a buyer to choose amongst the products. Globalization has made it even more difficult with the entry of several new firms into any business. A buyer while purchasing or making a purchase decision goes through a process and reaches a final decision in favor or against the product, however, Branding is perhaps the only powerful tool that not only helps a corporate establish goodwill, but also helps a buyer in taking a fast decision regarding whether to go for a product or discard it. So Branding undoubtedly facilitates faster decision-making with ease. The reason behind this phenomenon is that buyers are generally skeptical about buying any product because they have to spend money and part away from it, in lieu of some goods, which they may not trust in the beginning, until they have used and experienced them for a while. So they look up to a Branded product, as their savior in such uncertainty. This purpose makes it important for us to do a study on the topic and analyze the importance of Brands and their value in consumers’ minds and the way these big brands help consumers make buying decisions.