Abstract:
This research study aims to investigate the ‘Impact of branding on consumer buying behaviour’ in the Pakistani context. It also explores various dimensions related to the core concept which help explains it in depth. The findings tell about different determinants which are involved in driving a consumer’s buying behaviour, the tendency to follow what others do in their social circle and the influence of media upon their perception about brands and their counterfeit products available and being sold in Pakistan. It also shed light upon counterfeit products and the issue of substituting brands. Various factors influencing the purchase decision of the Pakistani consumer include income, status branding, social circle, brand attitude, self concept, trust, sincerity and brand loyalty had a positive impact on the buying behaviour of the consumer while increasing the consumer involvement in fashion clothing. While discovering the role of brands on the consumer buying behaviour, it was found that loyalty, superiority, extra value, long lasting product, confidence and many other factors are there which tend to affect a consumer’s buying behaviour. On the contrary interestingly, those who usually like branded clothes and actually do wear them, mentioned brand as a symbol of quality perceived by the people. They seemed to be more loyal to their respective brands and one of the reasons which supports it was that most of them never mentioned the price tag issue during their advocacy for branded clothing. Those who thought that counterfeit was a blessing in disguise, where off the opinion that it has actually let many people from different income groups to follow the latest trends. They suggest that before that it was impossible for them to even get simple branded clothing. They think that the low value of the counterfeit products keeps the point of affordability in mind regardless of being on the lower side in quality. This research has been carried out with the help of qualitative means in gathering and understanding the information. It uses in-depth interviews and findings to outline a conclusion.
