Abstract:
Purpose
Consumer buying decision is an important area for concern as organizations always try to get more
customers for purchase. The problem occurs as people now a days have variety to choose among
different options. This creates pressure on organizations on what to consider and how to get more
The main purpose of this study is to find the impact of product quality, price and brand
image on consumer buying decision.
Methodology & Design
The research is quantitative in nature. The data is collected with the help of questionnaire. The sample
size ofthis research is 160. The questionnaire was based on 5 point Likert scale. The collected data was
analyzed through SPSS. By regression analysis, relationship between variables was identified.
customers
Findings
The findings of the study indicated that there is a positive impact of product quality, price and brand
image on consumer buying decision. The result is supported by number of previous researches.
Consumers buys the product when they see it has some advantages and perfectly matches with the price.
Furthermore, brand in consumer’s mind it consumer has certain perception about the company or
reflects in their purchasing decision. They only like to buy those products that have good brand image.
Limitations
This study is limited to convenience stores therefore results cannot be generalized. Moreover, the data is
collected from Karachi only, different geographical area may result difference in findings. The finding
of this research cannot be implemented in western context. This research consists of only 3 variables
that have impact on buying decision, there are other variables too that can have impact on buying
decision.
Recommendations
It is recommended to management to appropriate plan strategies that could help in attracting
candidates towards the products. Moreover, further researchers are suggested to explore this domain by
considering other dependent variables that could affect the consumer buying decision
