we conducted a survey on customer behavior while purchasing. We have created a set of questionnaire & we use random sampling mathod

1. Study of Consumer
Bahavior While Purchasing

2. 2
INTRODUCTION
1. Our Research
2. Purpose of Our Research
3. Methodology
4. Intrinsic Factors
5. Extrinsic Factors

3. INTRODUCTION
6. Research Area
7. Research Problem
8. Sample Size
9. Consumer Perception For Buying Brands
3

4. Hypothesis
4
H0:- Branding Does not affect the Customer Behaviour While
purchasing
H1:- Branding Does affect the Customer Behaviour While
purchasing

5. Objectives
5
To understanding the concepts of branding.
To study the factors affecting consumer behaviour.
 To study the effect of brands on consumer buying behaviour.

6. Data collection method
6
The data required for the study was collected by both primary &
secondary sources.
Primary Source :- The primary data was collected through well
structured questionnaire.
Secondary Source :- We have referred some web portals, papers
published, journals.

7. Conceptual Design
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8. Understanding Consumer Behaviour
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• Behavior could be positive or negative
• Overly high pricing policy
• Loyal with brand

9. Understanding Branding
9
• Benefits
• Value
• Culture
• Personality
• User
• Position

10. Limitations
10
Only one city (Mumbai) of the country had been considered.
Findings might vary according to the location, income level, standard
of living etc. and all of those factors had not been considered
separately.

11. Results
11
 Product quality & product price strongly impact the consumer buying behaviour.
 Advertising, country of origin & social status has nominal role on consumer
buying purchases.
 Popular celebrities help building brand image.
 Even if price is increased (up to a certain level) customers will stay loyal to a
brand.
 Internet advertisement persuade more than television, radio, newspaper,
magazines.

12. Conclusion
12
 Global brands possess strong strategies regarding the prices of their products,
quality of their products, advertisement of their brand and developing strong image of
their brands.
 People are under demonstration effect and want to get superiority on others by
using different international and global brands.
 There is no correlation between age and brand influence on purchasing behaviour.
Thus we reject the null & accept the alternative that “ Branding does affect the
consumer behaviour while purchasing”.

13. Suggestions
13
 Indian brands need to improve quality & meet international
standards.
 Improved features are needed over international brands to acquire
new customers.
 Adequate research is needed to improve technology for brand
manufacturing.

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THANKS!Any questions?