EFFECTS OF BRAND EQUITY ON THE CONSUMER BUYING BEHAVIOR: CASE OF MARKS & SPENCER

Abstract

Marks and Spencer Pic. (commonly known as M&S) is one of the well-known UK retailer focused on selling of clothing, home product and food, which has more than 700 retail outlets, customer means the people who are engaged in buying procedure only but consumer refers those who are engaged in different activities like evaluating, acquiring, using and disposing of products or services”. If the company is able to understand the needs and desire of targeted consumers along with unique image then it could make association between the brand and its consumers commonly referred as brand equity. explain that “effective marketing and quality product according to desire and need of consumers are essential for success in the competitive market”. Consumers’ purchasing behaviour in the clothing sector is highly influenced by brand equity. Two products of the same quality can be sold at higher or lower price and their demand might be higher or lower because of brand. Why there is such a difference?