International Journal of Advanced Science and Technology

Vol. 29, No. 7, (2020), pp. 4460-4465

Impact of Branding In Consumer Buying Behaviour and Influence of

Advertisement on Branding
Lekshmi D Nair1, MS Jeevandas2
Department of Commerce and Management
Amrita Vishwa Vidyapeetham, Amritapuri, Kollam, Kerala, India
lekshminaird4797@gmail.com

Abstract

Consumer buying behaviour is an irreplaceable aspect in market structure. It is briefly defined as the
measures taken by the customer before the actual purchase of goods or service. Brand image is the
crucial driving force towards brand value that implies the customer's mainstream observation and
notion about a brand and it encompasses an impact on buyer behaviour. This study is manifested in five
parts namely; introduction, literature review, research methodology, presentation of the research
findings, final result, discussion and conclusion. The major intent of the research is to discover the
impact of brand awareness in buying behaviour of consumer goods, influence of advertisements in
brand preferences, changes in brand preference with changes in income level of consumers and the
factors that make an individual to buy a specific product. Here in this study special emphasis is given
on branding of mobile phones, laptops and other allied accessories. An average sample size of 200 was
considered and the data was collected through well-structured scaled questionnaires from employed
youth in South Kerala especially within an age group of 22-32. The accumulated data was aligned and
structured in SPSS Software and statistically tested with correlation analysis, chi square test and
regression analysis and the conclusion inferred that youth were brand aware only on the basis of their
income. Psychological, Social, Cultural and Economic factors behind buying behaviour was also
analysed from the accumulated data.

Keywords: Brand, brand preference, brand awareness, consumer buying behaviour, Brand equity.

I. INTRODUCTION

Brand image typically means the judgement and perception a customer keeps towards a brand. It is the
fundamental guiding aspect towards brand equity which in turn means the commercial value that
adheres a particular product or service due to the brand image. Brand image and brand equity can trigger
consumer’s buying motive and in turn the consumer buying behaviour. It is a known fact that,
advertisements plays a crucial role in building brand image in the minds of prospective customers. The
crucial rationale behind every advertisement is to impact their brand and product to the taste and
preference of its potential customers. Setting up a brand image in the intellect of a customer is a very
strenuous chore of the manufacturers and subsequently the marketers of the product and services. An
effective brand image can assuredly escalate the sales of the product or services concerned. Brand value
or brand equity is a common area of research analysed by several scholars over several period of time.
Brand Management is an ever popularising area of research within the management thinkers. Most
investigations assess brand equity from the perspective of purchaser or from the organization itself. In
one aspect, few analysts accept that customers' emotional discernment (e.g., demeanour, judgement,
appraisal, fulfilment,) of the brand is the way to speckle. Some researchers suggest that even though
brand preference is a known fact, purchase decision is completely the customer’s own decrement. Brand
preference is always dependent on brand tactics and efforts by the manufacturer. Regardless of the
variations in purchasers' buying conduct and the method of data accumulation, brand image remains the
predominant key behind brand selection and brand usage. Some researchers investigated that brand
equity ought to be assessed in terms of monetary and non-monetary terms, so as to exhibit on the basis
money flow. Also, a number of investigations suggest monetary execution and non-monetary execution
as the visualisation of brand equity. Money related explanation of brand equity can be portrayed as
brand premium and non-budgetary execution includes to the brand concern, brand dishonour, brand
fixation and brand affiliation. Aforementioned brand equity examination from the standpoint of buyer

ISSN: 2005-4238 IJAST 4460

Copyright ⓒ 2020 SERSC
 International Journal of Advanced Science and Technology
Vol. 29, No. 7, (2020), pp. 4460-4465

and on the viewpoint of non-monetary execution, an investigation concludes to connection between

brand image and brand equity by looking at customers' taste and preferences and their purchase
intention. These days, brand is a significant device to elevate the economy of any nation. Purchasing
conduct of individuals can be changed by the assistance of brand name and value.

This paper only focusses on branding, aspects of brand image that attracts a customer, brand awareness
and subsequently brand preferences. Questionnaires is prepared after close evaluation and analysis of a
number of standardised questionnaires from various authors and their studies. The whole research work
deliberately concentrates on the following objectives;

 To study the Influence of advertisements in brand preferences

 To analyse the changes in brand preference with changes in income level of consumers
 To evaluate the factors that influence individual to buy a specific product.

II. LITERATURE REVIEW

 Brand image and Brand preference

Development and renovation of the brand image is an essential condition to the corporate administration
[1]. Studies have revealed that, all goods and services need to be tested by way of practical, illustrative
or exploratory elements, through which product image is established. Until now, scholars have not yet
come to a settlement on the definition of Corporate image. Keller arrived with a new concept namely,
“CUSTOMER-BASED MANUFACTURER EQUITY (CBBE)” in 1993, which was defined as the
number of reactions to the branding initiatives from customers who have information of the corporate
in various standards [2]. In another research conclusions, brand image and company consciousness are
the idea and the provenance of company equity. Consistent with Keller effective brand image should
be mounted through attaching the special and robust manufacturer affiliation with consumers’ affiliation
and remembrance about the brand through advertising campaigns. In such an instance, the brand
understanding must be developed and acknowledged before the consumers can react emphatically to
the branding campaign. Brand equity came from the customers’ trust towards a brand. The larger their
trust they region within the brand, the more probably they're inclined to remunerate an excessive rate
for it [3]. A dominant effect of brand name equity on patron retaliation towards the branding campaign
Brands are a sophisticated phenomenon that has been alive already for hundreds of years [4. Brand
introduces stability into business, assist protect towards competitive imitation, and enable buyers to
save lots of confidently in an increasingly complicated world [5]. When clients make a choice a few
company and its associations, they're often loyal thereto company and that they will still purchase the
merchandise from the identical brand it within the future, will recommend it to their friends, and can
clearly choose the merchandise over others, even those with higher aspects or decrease costs[6]. Several
studies and numerous conclusions have been processed regarding Brand Image and brand image being
directly linked to goods and service along with its marketing efforts [10].

 Consumer Buying Behaviour

Consumer conduct are often defined as “the selection technique and workout engaged in when
evaluating, acquiring, the usage of or removing goods and services.” A grasp of client behaviour is of
quintessential importance to all or any humans engaged in any shape of selling activity. This perception
permits the entrepreneurs to seek out behaviour of consumers, to affect their behaviours and to control
the influencing variables to get advantage. Researchers concluded in their lookup that company image,
brand have faith and perceived quality some factors of company equity features an effective influence
on patron buy decision, but manufacturer delight and trip have a coffee or moderate have an impact on
buy decision. This research has targeted food area of Iran and consequences are received by 165 samples
that are accumulated by using simple sampling [7]. Inferences can have an impact on how humans
consider products. Family participants play a crucial function within the purchase decision process, and
this procedure is taken at an equivalent time or individually [8]. The essentiality and role of family in
customer buying behaviour and purchase decision is well investigated. [9].

ISSN: 2005-4238 IJAST 4461

Copyright ⓒ 2020 SERSC
 International Journal of Advanced Science and Technology
Vol. 29, No. 7, (2020), pp. 4460-4465

So, we will define purchase deciding as system through which (a) buyers recognize their needs, (b)
gather relevant market data, (c) consider available substitutes or alternatives, and (d) make the
acquisition settlement. The above mentioned steps are decided by intellectual and mostly economic
factors, and are greatly dependent on environmental elements like cultural, group, and social values [9]

In other phrases manufacturer picture is what involves the thought of the customer when a manufacturer
title is allude. Predominantly, brand image mentions the consumer’s convictions, emotions and notion
within the direction of the manufacturer [11]. Corporate product image is that the outcome of the
reciprocity betwixt the customer and the seller therefore the product itself. Elements that are bestowed
to the event of manufacturer image are: product attributes the firm, the marketing mix, the person or
woman expectancy about the brand, personal values, past circumstances, sort of manufacturer
customers and context variables. Sources of Brand Image emergence is elementarily through direct
experience or brand conversation with an experience satisfied user [12].

III. RESEARCH METHODOLOGY

Research design is the core of a research work that enumerates the methods used in research, data
collection, analysis, sampling, analyzing etc. This research work depends on primary data on a greater
extent but still have a thorough review of literature although at the beginning of the work. This study
encompassed graduated and employed youth. The sample size was estimated using systematic random
sampling and was counted to 200 mostly from the southern districts of Kerala as it was easily accessible
by the author. The entire primary data was collected from the selected sample with the help of a
structured and standardized questionnaire covering main aspects such as inclination of youth towards
branded with a special emphasis given on mobile phones and even their related accessories and also
influence of advertisements on brand preferences. The questionnaire was administered to the samples
directly and through google form as per their convenience whereas secondary data were procured from
published research works and textbooks.

Hypothesis
H0A: Advertisements do not have influence on brand preference.
H1A: Advertisement have an influence on brand inclination or brand preference.

H0B: There is no relationship between income level of customers and their brand preference.
H1B: There is an underlying relationship between income level of customers and brand preference.

A. Reliability and Validity Test of Analysis

Table 4.1 Reliability Statistics
Cronbach's Number of Items Checked
Alpha

0.923 40

Table 4.1 shows the reliability statistics of the analysis where Cronbach’s alpha states the internal
consistency and undimentiality of items in the study. The alpha value is 0.923 indicating a high level
of internal consistency and thus the research is valid as 92.3% out of 100.

Table 4.2 Descriptive Statistics of Respondent Demography

B. Profile of the respondents

The sample size of the study was estimated to 200 but the total reliable responses counted to 190. The
study was focussed on employed youth within the age group of 22-32 as they were assumed to be more
inclined towards brand preferences. Efforts were taken to ensure equitable distribution of samples in

ISSN: 2005-4238 IJAST 4462

Copyright ⓒ 2020 SERSC
 International Journal of Advanced Science and Technology
Vol. 29, No. 7, (2020), pp. 4460-4465

every age group ranging from 22-32 but a greater part of sample were included within the age group
of 25-30. From the assimilated data, 46.4% were female and 53.6% were male. The other demographic
details of the respondents can be enumerated in a descriptive statistics table as given below; (Table 4.2)

Frequency Percentage Valid Percent

Male 102 53.6 54%

GENDER
Female 88 46.4 46%

Undergraduate 22 11.57 12

QUALIFICATION Graduate 65 32.2 32%

Postgraduate 96 50.5 50%

PhDs 12 6.3 6%

Below 15000 14 7.3 7%

15000-25000 58 30.5 30%

MONTHLY 25000-35000 60 31.5 32%

INCOME
35000-45000 30 15.7 16%

Above 45000 28 14.7 15%

C. Correlation Analysis

A Pearson Correlation analysis was undertaken to identify the influence of advertisements on brand
preference of youth. The relation between advertisement and brand preference was analysed and
presented in Table 4.3.

H0: Advertisements do not influence on brand preference

H1: Advertisement have influence on brand preference
Table 4.3 Correlations

Adverti Brand
sement Preferen
ce
Advertisement Pearson 1 0.53
Correlation
Significant 0.461
(2 tailed)
Brand Pearson 0.53 1
Preference Correlation
Significant 0.461
(2 tailed)

D. Chi-square Analysis

ISSN: 2005-4238 IJAST 4463

Copyright ⓒ 2020 SERSC
 International Journal of Advanced Science and Technology
Vol. 29, No. 7, (2020), pp. 4460-4465

In this study, Chi square analysis is done to determine change in brand preference with change in income
level. A hypothesis is formulated and then tested using chi square tool and also chi square analysis tool
is employed to figure out the statistically significant dissimilarity between the two categorical variables.

H0: There is no relationship between brand preference and income level

H2: There is significant relationship between brand preference and income level.

Table 4.4 Chi Square Test

Significanc
Value df e (2-sided)
Pearson Chi- .199a 1 .859
Square
Continuity .085 1 .568
Correction
Likelihood Ratio .174 1 .559
Linear-by-Linear .143 1 .560
Association

IV. RESULTS
The Pearson correlation analysis was proceeded to test the influence of advertisement on brand
preference and the table 4.1 shows a correlation coefficient of 0.53 which indicates a strong positive
correlation between advertisement and brand preference and hence it is statistically significant. Since
there is a strong positive correlation, the stated null hypothesis shall go to rejection and simultaneously
alternate hypothesis can be to acceptance.
Chi square analysis was advanced to test the hypothesis relating brand preference and income level and
the Table 4.4 extracted from the analysis shows that the p value obtained from running the test is 0.859
which is greater value than the significant value 0.05. Thus it enables us to reject the null hypothesis
and thereby accept the alternate hypothesis.

V. CONCLUSION AND FUTURE SCOPE

The study was entirely concentrating on branding preferences and the impact of branding on consumer
purchase intentions. The study was mostly based on literature surveys that would enable us to make an
extensive knowledge about aspects of brand image, brand equity and brand preferences. Then the
influence of advertisements on branding was analysed and finally the change in brand preference with
change in income level was also analysed. This study has been progressed systematically in defined
steps and the conclusions made are enumerated below;

 The study was reliable with a high internal consistency

 The study was concluded and analysed within the targeted category itself ranging within an age
group of 22-32 and majority of them were employed postgraduate with an average monthly salary
of 25000.
 Influence of advertisements in brand preferences were statistically tested using correlation analysis
and the result gained shown a high positive correlation and hence it can be concluded that
advertisements will influence brand preferences of customers.
 Relationship between brand preference and income level were tested using chi square analysis and
the result shown that brand preferences of employed and salaried youth is greatly affected by their
income level.

ISSN: 2005-4238 IJAST 4464

Copyright ⓒ 2020 SERSC
 International Journal of Advanced Science and Technology
Vol. 29, No. 7, (2020), pp. 4460-4465

The study has a greater scope in future as branding is an area of research that can be ever refreshed and
re studied. Ultimately brand is something that always lives in the minds of the customers. The study has
also confronted some limitations. The area of research was mostly urban and semi urban. Results will
be widely varied if the area of study is being expanded to rural areas and metro cities.

VI. REFERENCE

[1] Park, C., & Young, S. (1986). Consumer Response to Television Commercials: The Impact of
Involvement and Background Music on Brand Attitude Formation. Journal of Marketing
Research, 23(1), 11-24. Doi: 10.2307/3151772
[2] Keller, K. (2003). Understanding brands, branding and brand equity. Journal of Direct Data
Digit Mark Practices, Volume 5, 7–20, 1 July 2003.
[3] Lassar, W., Mittal, B., Sharma, A. (1995). Measuring Customer Based Brand Equity. Journal
of Consumer Marketing, Volume 12, Issue 4, 1 October 1995.
[4] Attila, S., Jozsef, B. (2015). A Causal Model of Consumer-Based Brand Equity. Acta
Universitatis Sapientiae: Economics and Business. 3. 10.1515.
[5] Aaker, David. (1991). Managing Brand Equity. Business and economics Published textbook.
Press Release, September 1 1991.
[6] Washburn, H., Plank, R. (2015). Measuring Brand Equity: An Evaluation of Consumer Based
Brand Equity Scale, Volume 10, Issue 1, December 7 2015.

[7] Heidarian, E., Bijandi, M. (2015). The Role of Cause-related Marketing on Brand image
Perception in the Garment Industry. International Journal of Academic Research in Business
and Social Sciences, volume. 5(6), pages 416-422, June 2015.
[8] Huber, J., McCann, J. (1982). The Impact of inferential beliefs on product evaluations. Journal
of Marketing Research, Volume 19, Issue 3 , 324–333.
[9] Xia, Y., Ahmed, U., Ghingold, M. (2006). Spousal influence in Singaporean family purchase
decision-making process A cross-cultural comparison. Asia Pacific Journal of Marketing and
Logistics, Volume 18, Issue 3, 201–222.
[10] Kazemi, A.,Mohammadi, M., Seify, M. (2013). The Effect of Brand Extension Strategies upon
Brand Image in the Mobile Market. International Journal of Academic Research in Business
and Social Sciences. Volume 3. Issue 10.
[11] Roy, D., Saikat.B. (2008). CARE-ing Strategy for Integration of Brand Identity with Brand
Image. International Journal of Commerce and Management. Volume 17. 140-148.
[12] Dawn,D.,Zinkhan,G. (1990). In Search of Brand Image: a Foundation Analysis.Advances in
Consumer Research Volume 17, Pages: 110-119.

ISSN: 2005-4238 IJAST 4465

Copyright ⓒ 2020 SERSC