THE IMPACT OF PRODUCT QUALITY, PRICE AND BRAND IMAGE ON CONSUMER BUYING DECISION OF CONVENIENCE STORES

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