“EFFECT OF BRANDING ON CONSUMER BUYING BEHAVIOR - A STUDY IN RELATION TO FASHION INDUSTRY” Submitted in partial fulfilment of the requirement for the award of the degree of “BACHELOR OF BUSINESS ADMINISTRATION”
Mrs. Astha Sharma and
Dr. Richa Gupta
BBA (Gen.) 6th Sem.
IDEAL INSTITUTE OF MANAGEMENT AND TECHNOLOGY
(Affiliated to Guru Gobind Singh Indraprastha University
16x Karkardooma Institutional Area, Delhi)
This is to certify that Sudhanshu leekha pursuing Bachelor of Business Administration from Ideal Institute of Management and Technology has completed this project under my supervision and guidance. He has taken care of all necessary aspects and shown interest and sincerity during the completion of the project report on Effect Of Branding On Consumer Buying Behavior to my full satisfaction.
I certify that this project is up to my expectations as per the guidelines laid down by Guru Gobind Singh Indraprastha University.
Mrs. Astha Sharma and
Dr. Richa Gupta
Management is a profession wherein no work can be accomplished without the help and assistance of a large number of people, be it your superiors or subordinates. A good manager is the one who knows how to get the work accomplished with the help of his colleagues. As future managers, we are taught to practice such behavior at every step. This project is also a part of it. I would like to thank Ideal Institute of Management and Technology for providing me with this great opportunity to work on this report and choosing my own topic of interest. Further I would also like to thank everyone in Ideal Institute of Management and Technology with whom I have come in contact during the preparation of this dissertation. I wish to express my sincere gratitude to Mrs. Astha Sharma and Dr. Richa Gupta for their extended support during the study and preparation of the report. All have been profoundly instrumental in making the project undertaken the source of knowledge providing all the support and necessary guidance.
Brand is a Guarantee, an assurance for a defined standard of quality for the first time and for every time but not the vice versa. Brand is name or logo that plays the role in the mind of the customer. Brands do not compete in the product area but compete for the mind space of the customer. A brand once established in the mind of the customer becomes indelible when customer identifies itself with that particular Brand. Branding is an effective marketing strategy tool that has been used with frequent success in the past. Branding can be an effective and powerful tool for all types of business organizations. If brand owners use their product correctly, the payoffs can be substantial. However, if brands are mismanaged, the results can be damaging. This report is aimed to investigate the effect of brand on consumer buying behavior. How much consumers are prepared to pay for branded products, how important they consider price, brand or other factors during their purchasing decisions. The Report aimed at comprehensive literature review on branding, brand loyalty, brand awareness, brand equity and brand perceptions, price sensitivity and willingness to pay.
TABLE OF CONTENTS
1. Chapter 1 – Introduction
1.2 Project Aims & Objectives
1.3 Limitations of the Project
2. Chapter 2 – Literature Review
2.1 Understanding Branding
2.1.1 History of Branding
2.1.2 Branding in today’s Markets
2.1.3 Importance of Branding
2.1.4 Development of Brand Equity
2.1.5 The Competitive Advantage of Brand Loyalty
2.2 Understanding Consumer Buying Behavior
2.2.1 Factors Affecting Consumer Buying Behavior...
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