IMPACT OF BRAND

IMAGE AND
ADVERTISEMENT
ON BUYING
BEHAVIOR OF
CONSUMERS

Bhaskar Suri
19-MBA-15

INTRODUCTION
People in our society are so conscious about their status and they prefer to

use branded products to show off their status symbol.

Brand is considered as implied device through which any business can

attain the attraction of people and can enjoy the competitive edge.
Brand image is a Valuable asset as it can change peoples Buying Behavior.

If brand is managed in effective ways, a business can enjoy maximum

number of customers and can build long term profitable relations with
customers.

BRAND ATTRIBUTES ARE VIEWED AS IMPORTANT

FACTORS IN A CONSUMER'S DECISION-MAKING.
Brand Name: Well-known brand names can broadcast product benefits and lead to

higher recall of advertised benefits than non-famous brand names.

Product Quality: Product Quality encompasses the type and characteristics of a

product or service that bears on its ability to satisfy stated or implied needs.
Price: Consumers with high brand loyalty are willing to pay a finest price for their

preferred brand, so, their purchase intention is not easily affected by price.
Promotion:

Promotion is a marketing mix component, which is a kind of

communication with consumers. Promotion includes the use of advertising, sales
promotions, personal selling and publicity.

OBJECTIVES OF THE STUDY

To study the impact of Brand Image

on Consumer Buying Behavior.

To study the impact of Advertisement

on Consumer Buying Behavior.

RESEARCH
METHODOLOGY
To examine the impact of brand image and advertisement on
consumer buying behavior secondary data is used. Information
is mostly gathered from published work on the related topics
and websites. Other sources include journals, newspapers,
government and non-government organizations.

 According to Hsieh, Pan, and Setiono (2004), "a successful brand image allows consumers to

recognize the needs that the brand satisfies and to distinguish the brand from its
competitors, and increases the probability that consumers will purchase the brand" (p. 252).

Past

purchasing experiences and familiarity with the brand can generate consumer

perception and can enhance their buying decision (Aaker, 1991).

Brand image plays an important role in customers perception about overall quality of a

product or service (Aaker, 1991; Keller, 1998; Yasin, 2007).

According to Bishnoi and Sharma (2009) , TV ads play a vital to role to enhance the

involvement of people in product selection and purchase decision.

CONCLUSION
The purpose of this study was to examine the relationship between brand image,
advertisement and Consumer buying behavior. Information gathered shows that brand
image has strong positive impact on Consumer buying behavior as its an implied device
that can change peoples buying behaviors positively.
Advertisement also has positive impact on consumer buying behavior. After these results
and finding we can summarize this research that if people will be well aware about the
brand and they have good brand perception, loyalty and association then automatically
brand image will be more and stronger in their minds and that brand will become the part
of their buying behavior. In the light of this study it can be said that now days
advertisement is a big marketing weapon to attract your customers and to stay in
customers mind.

PRACTICAL IMPLICATION
This research provides the insight to the companies and business that how
they can make better their marketing and promotional tools to capture
their customers. With the help of this study Marketing Managers of
companies can understand that how important a brand image and
advertisement is to boost up any business. This is a real picture of society
that brand image and advertisement playing a crucial role to change the
peoples buying behavior.

THANK
YOU