Influence of Brand Name on Consumer Choice &amp; Decision

Shehzad, Umer; Ahmad, Salman; Iqbal, Kashif; Nawaz, Muhammad Zahid; Usman, Saqib

doi:10.9790/487x-16637276

Cited by 21 publications

(19 citation statements)

References 8 publications

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“…The importance of brand name (BN) has been revealed in this study as it was found to positively and significantly influence consumer buying behaviour, with a coefficient value of 0.251 and significance level of 0.001. Previous study by Shehzad, Ahmad, Iqbal, Nawaz and Usman (2014) reveal that brand name has a significant positive relationship with consumer buying behaviour. The authors further argue that consumers are brand conscious and prefer branded products.…”

Section: Regression Analysismentioning

confidence: 91%

The Influence of Packaging Elements on Buying Behaviour for Convenience Goods amongst Customers

Tinonetsana

Penceliah

2017

JEBS

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The role of packaging has changed with the move to self-service retail formats. Marketers have transformed packaging to become one of the major promoting tools to products. There was a necessity to explore packaging and its elements in order to understand which of these elements influence international university students purchase decisions. Thus, this paper seeks to determine the relationship between international university studentsâ€™ buying behaviour and package elements through linear regression analysis. A quantitative, non-probability research approach was employed. A convenience sample was used to select study 400international students from two South African universities. Research findings reveal that international studentsâ€™ perception of packaging elements influence their buying behaviour. The results also show that there is a significant relationship between consumer perception and students buying behaviour. Findings also reveal that there is a significant relationship between consumer buying behaviour and seven predictor variables; colour, graphics, packaging technology, label information, brand name, time pressure and level of involvement. It is thus imperative for the marketers to understand that packaging elements have various influences on the consumer depending on context and on product. If the package elements are properly combined, the package will be more attractive and attention grabbing.

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Section: Regression Analysismentioning

confidence: 91%

The Influence of Packaging Elements on Buying Behaviour for Convenience Goods amongst Customers

Tinonetsana

Penceliah

2017

JEBS

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“…Shehzad et al, [6] concluded that brand plays an important role to boost up the economy of any country. Brand is only tool that can change the buyer's behavior.…”

Section: Review Of Literaturementioning

confidence: 99%

Impact of Celebrity Endorsement on Brand Conscious Consumers: A Case Study in Pakistan

Rabia¹,

Babar²,

Akram³

et al. 2019

JSS

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Celebrity endorsement of brands is gaining popularity in the Pakistani markets. Most Pakistani brands gain popularity if any celebrity advertises their products and gets the attention of consumers. There are multi-million industries in the World. Brands usually use celebrities in their advertisement to increase their sales and change the point of view of consumers, which positively impact on their buying behavior. This research focuses on the celebrity endorsement and its impact on the brand conscious consumers and on their point of views regarding the brands. A quantitative method is used. The data of 263 respondents are collected through questionnaire and the results are analyzed using SPSS (Statistical Software). The students of Govt. College Women University Sialkot have been selected as respondents to know their point of view regarding celebrity endorsement on brand conscious consumers. It is noticed that brands advertised by celebrities are more attractive than the brands that are not advertised by celebrities. Moreover, products advertised by celebrities show a positive relationship with the buying behavior of consumers and help in brand promotion.

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“…Hasil penelitian Shehzad et, al., (2014) di Pakistan, brand image berhubungan positip signifikan dengan perilaku membeli. Mahasiswa masuk ke universitas karena branding.…”

Section: Pendahuluanunclassified

Analisis Swot Dan Ahp Sebagai Acuan Strategi Optimasi Student Body

Wiyono¹,

Welsa²,

Prayekti³

2019

jrbm

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The purpose of this research is to find out how to build competitive strategy of higher education institution, and also to know the preference of students to make their choice in a college. The research method applied mix method that is the combination of quantitative and qualitative methods. The sample uses informant validated by 72 respondents. The analysis technique used in this research is SWOT method, with Cochran Q Test technique to test the SWOT identification perception similarity. To know student preference, this research uses Analytic Hierarchy Process (AHP) method. The results of this reseach showed that the position of the institution in the SWOT quadrant is already being known, also known the segmentation of students with different preferences. Implications of the findings of this research showed that: First, the development of strategies should take account of the quadrant positions; second, using the findings of student preferences for each segmentation as a basis for developing appropriate marketing strategies for each segmentation.

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Influence of Brand Name on Consumer Choice & Decision

Cited by 21 publications

References 8 publications

The Influence of Packaging Elements on Buying Behaviour for Convenience Goods amongst Customers

The Influence of Packaging Elements on Buying Behaviour for Convenience Goods amongst Customers

Impact of Celebrity Endorsement on Brand Conscious Consumers: A Case Study in Pakistan

Analisis Swot Dan Ahp Sebagai Acuan Strategi Optimasi Student Body

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