BRANDING: HOW INFLUENCES CUSTOMER BEHAVIOR?

Abstract

The topic selected for the thesis was “Branding- How it Influences Customer Behavior”. The main aim of the thesis was to assess and examine the influences of branding on customers so that marketers can develop convincing brand messages to target the right customer using the right message. Branding is developing into one of the most successful tactics of marketing teams in recent times; so much that it has almost become a prioritized area of study for future marketers. This was the main rationale behind conducting the research to understand how branding influences the customer psyche and purchase inclinations so that marketers exert more efforts towards branding as a constant activity for increased brand equity and enhanced company image. The literature review of the thesis discussed different factors influencing customer behaviors, the characteristics of brands that work in a customer-centric marketing environment, various components of brands in an effective marketing environment and how different attributes of brand and its image affects consumer attitudes and intentions for purchase. A comprehensive linkage between branding effectiveness and positive purchase outcomes was found through literary evaluation of past researches. Through a quantitative research methodology, a survey questionnaire technique was undertaken to find out how customers are influenced by brands in Turkish shopping scenario. The sample size of the research comprised of 200 customers chosen randomly from Marmara Forum and Forum Istanbul which are two busiest shopping places across Turkey. The data analysis procedures contained an SPSSbased analysis in which regression, correlation, ANOVA and frequency distribution were obtained through running the collected data on the software. Based on the findings from the survey, it was ascertained that branding process is a very important milestone in creating the need of purchase based on its correct and careful projection of the features of the product/service. Positive outcomes on customer buying behaviors were found as a result of effective branding strategies. In the light of the research investigation, it was concluded that branding affects and influences the customers’ mindsets and their ways of buying a product or service. Branding affects the personal judgement of the customer and helps him make sustained purchasing decisions. Hence, it was recommended that marketers should pay attention towards branding activities, and must make efforts to convey powerful brand messages based on actual product features