IMPACT OF BRAND IMAGE ON BUYING BEHAVIOUR AMONG TEENAGER IN FMCGS

Abstract

The objective of this research study is to analyze the buying behavior of the Pakistani teenager towards FMCGS, study of Coca-cola its Choice of brand, source of information, factors affecting buying decision, source of finances and the level of satisfaction with the product were the main variables of the study and researcher analyzed the data revealed from selected schools and colleges of the Karachi. The sample of the study is 300 in which 150 students were chosen from schools and 150 students were selected from colleges of Karachi. Two schools and two colleges were selected for this research study. Data was collected through a structured questionnaire SPSS analysis was made with the help of Pearson correlation and regression analysis. The results revealed that values of regression analysis shows that there is 33.7% variance of buying behavior of teenagers explain by the impact of advertisement on buying behavior, advertisement’s impact on brand image and brand image impact on brand loyalty. The results of Pearson correlation shows that teenagers buying behavior is significantly 36% correlated with teenager’s loyalty and 49% with advertisement impact on brand image. The teenagers buying behavior is also 38.8% positively and significantly correlated with advertisement. The results of correlation also interpreting that the all relationship is positive and high significant at 0.01 level.