Paper Details

This research paper deals with impact of branding on buying behaviour of the customers about consumer durable products. Today, the consumer has been changed in terms of different demographical factors like education, income, occupation, and reference group and media habits. Customer satisfaction is important factor for the success of an organisation. This research paper highlights that branding plays an important role in customer satisfaction and their loyalty. It is believed by the researcher that brand is a mirror of organisation where the customers are loyal to the products and services. To achieve the high customer happiness, companies must know when and how their customers are satisfied about the products and services. A brand is significantly correlated and having positive and negative impact on customers psychological perspectives and with the potential buying behaviour of the customers. Brand awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. There is a shift in consumer brand preference for durables products for the past decade with the arrival of modern technology. This research paper deals with the number of customer’s opinion (incidence) with their responses to different questions from the well-structured questionnaire which is related to the different variables and parameters of correlation of branding and buying behaviour. The researcher used the frequency, percentages, mean and standard deviation and C.V. for analysing the scores of branding and buying behaviour and its variables measured for samples in Kolhapur city. Correlation was computed to understand the relationship between branding and buying behaviour and its different variables. The researcher drawn conclusions and suggestions based on fair and constructive findings from the data collected through respondents.

Consumer, Loyalty, Psychological Perspectives, Brand