Impact of Brand on Consumer Behavior

The paper deals with the results of the primary research which purpose was to examine the impact of brand on influencing consumers to purchase a product. The goal of the paper is to stress the fact that the brand has an impact on customer decision-making process. Original primary data within the pri...

Full description

Saved in:
Bibliographic Details
Published in:Procedia economics and finance 2015, Vol.34, p.615-621
Main Authors: Chovanová, Henrieta Hrablik, Korshunov, Aleksander Ivanovich, Babčanová, Dagmar
Format: Article
Language:English
Subjects:
Brand
Brand Management
Brand Preference
Consumer Behavior
Marketing
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The paper deals with the results of the primary research which purpose was to examine the impact of brand on influencing consumers to purchase a product. The goal of the paper is to stress the fact that the brand has an impact on customer decision-making process. Original primary data within the primary research were collected by using a quantitative method of questionnaire. Into the quantitative research was involved selected group of 1,250 respondents. Partial results of the complex research conducted between 2009 and 2014 are subject to the content of the paper. Primary research was conducted continuously during the period of six months in 2014 in Slovakia. An established questionnaire was pilot tested and revised before it was used. As the statistical method was used chi-square test. Based on above stated subject area of research have been formulated two hypotheses focused on relationship between the age of respondents and purchasing branded products and between the age of respondents and brand preference. We have found that purchasing of branded products and preference of brand origin depends on the age of consumers.
ISSN:2212-5671
2212-5671
DOI:10.1016/S2212-5671(15)01676-7