A STUDY ON AFFECT OF BRANDING ON CONSUMER PURCHASE
DECISION OF DURABLE GOODS
Submitted in partial fulfilment of the requirement for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
Submitted To: Submitted By: Ms. Alpana Sharma Tripureshwar sah GNA-IMT BBA-6thSem Faculty Guide GNA-IMT
PUNJAB TECHINICAL UNIVERSITY
I hereby declare that the project work entitled A STUDY ON AFFECT OF
BRANDING ON CONSUMER PURCHASE DECISION OF DURABLE GOODS
submitted to the PTU JALANDHAR, is a record of an original work done by me under the guidance
of MS . ALPANA SHARMA
T h i s p r o j e c t w o r k i s s u b m i t t e d i n t h e p a r t i a l f u l f i l l m e n t o f t h e
requirements for the award of the degree of Bachelors of business administration. The results
embodied in this thesis have not been submitted to any other University or Institute for the
award of any degree.
(Signature of the candidate)
CERTIFICATE BY GUIDE
This is to certify that the report of the project submitted is the outcome of the project work
entitled A STUDY ON AFFECT OF BRANDING ON CONSUMER PURCHASE
DECISION OF DURABLE GOODS carried out by Tripureshwar sah bearing Roll no.
1205816 carried by under my guidance and supervision for the award of degree in Bachelor of
Business Administration of Punjab Technical University, Jalandhar.
To the best of my knowledge the report
I. Embodies the work of the Candidate himself.
II. Has duly been completed.
III. Fullfills the requirement of the ordinance relating to the BBA degree of the university.
IV. Is up to the described standard for the purpose of which is submitted.
(Signature of the Guide)
Ms. Alpana sharma
Management is a profession wherein no work can be accomplished without the help and assistance
of a large number of people, be it your superiors or subordinates. A good manager is the one who
knows how to get the work accomplished with the help of his colleagues. As future managers, we
are taught to practice such behavior at every step. This project is also a part of it.
I would like to thank GNA Institute of Management and Technology for providing me with this
great opportunity to work on this report and choosing my own topic of interest.
Further I would also like to thank everyone in GNA Institute of Management and Technology with
whom I have come in contact during the preparation of this dissertation.
I wish to express my sincere gratitude to Ms. Alpana for their extended support during the study
and preparation of the report. All have been profoundly instrumental in making the project
undertaken the source of knowledge providing all the support and necessary guidance.
Punjab techinical University
Brand is a Guarantee, an assurance for a defined standard of quality for the first time and for every
time but not the vice versa. Brand is name or logo that plays the role in the mind of the customer.
Brands do not compete in the product area but compete for the mind space of the customer. A
brand once established in the mind of the customer becomes indelible when customer identifies
itself with that particular Brand.
Branding is an effective marketing strategy tool that has been used with frequent success in the
past. Branding can be an effective and powerful tool for all types of business organizations. If
brand owners use their product correctly, the payoffs can be substantial. However, if brands are
mismanaged, the results can be damaging.
This report is aimed to investigate the Affect of brand on consumer buying behavior. How much
consumers are prepared to pay for branded products, how important they consider price, brand or
other factors during their purchasing decisions. The Report aimed at comprehensive literature
review on branding, brand loyalty, brand awareness, brand equity and brand perceptions, price
sensitivity and willingness to pay.
TABLE OF CONTENTS
1. Chapter 1 Introduction 8-10
1.2 Project Objectives
1.3 Limitations of the Project
2. Chapter 2 Literature Review 11-31
2.1 Understanding Branding 12-19
2.1.1 History of Branding
2.1.2 Branding in todays Markets
2.1.3 Importance of Branding
2.1.4 Development of Brand Equity
2.1.5 The Competitive Advantage of Brand Loyalty
2.2 Understanding Consumer Buying Behavior 20-23
2.2.1 Factors Affecting Consumer Buying Behavior
2.2.2 Consumer Buying Decision Process
2.3 Brandings Influence on Consumer Purchasing Behavior 24-29
2.3.1 Impact on the Consumer Learning Process
2.3.2 Impact on Consumers Perception of Brands
2.3.3 Impact on Consumers Attitudes towards Brands
2.4 Positioning 30-31
2.4.1 Usefulness of Positioning
2.4.2 Brand Positioning
2.5. Elements of Positioning 31
3. Chapter3 - Research Methodology 32-33
3.2 Research Approach
3.2.1 Primary Data
3.3 Data Collection Tools
4.Chapter 4. Data Analysis 34-39
5. Chapter 5 Findings 40-41
4.1 Primary Research Findings
4.2 Secondary Research Findings
6. Chapter 6- Conclusions & Recommendations 42-44
Brands are like human beings. They are born, fed and nurtured, made strong and responsible so
that they can be faithful friends of the people (customers), form mutually beneficial and satisfying
relationships with them and become their companions for life. Such brands, make their parents
(organization or corporate) proud of them. The best brands are the ones who help in forming and
sustaining strong long term parent-brand-people relationships. These brands form the potential
for present growth and future expansion. They help the organizations conquer peaks at the time of
booms and stay afloat and swim at times of depression.
We come across a number of brands in our daily lives. Our morning starts with using a toothpaste
(Colgate, Pepsodent or Close-up), using a bathing soap (Lux, Fairglow or Cinthol) and shampoo
(Clinic All Clear or Vatika), wearing clothes ( Allen Solly, Levis or Raymonds), breakfast bread
(Britannia or Modern) and butter (Amul) or jam (Kissan), lunch and dinner (Nature Fresh or
Pillsbury flour and Safal vegetables), morning and evening tea and coffee (Tetley, Nescafe or Bru),
going out in a car (Hyundai Santro, Honda Accord or Mercedes Benz).
Talking on the cell phone (Motorola, Nokia, Siemens or Samsung), watching television in the
evening (LG, Sony or Philips) or listening to music (Philips or Apple) etc. But how often do we
think of what all a company does to put a positive imprint (fight for a shelf space) in the mind of
Today nearly all the companies are focusing more and more on building strong brands. The concept
of brand equity and its management has come to the fore like never before. More and more
companies are refocusing on select strong brands.
This project is thus a timely stuffy of the importance of brands, what it takes to build them, what
benefits do they give to different stakeholders (organization, distributors and customers), how can
they be leveraged, what is the impact of modern technology on branding, branding on the web,
branding in mergers and acquisitions etc. examples have been given and cases discussed at every
suitable point to bring out an application oriented understanding of building and managing
1.2 Project Objectives
To study the effect of brands on consumer buying behavior in relation to the companies product.
To analyze the branding strategies adopted by some of the companies best product to woo the
consumers into buying their products.
To do a comparative study of the branding strategies adopted by the companies in the different type of product.
AFFECT OF BRANDING ON CONSUMER BUYING BEHAVIOUR
In order to fully answer this research question, the following objectives have been set:
Set a valid and sustainable research question in order to ach