Influence of Branding on Consumer Purchasing Behavior -

ABSTRACT
A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, colour combination or slogan. The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.

Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. The main objective of the study is to know the influence of branding on Consumer Purchasing behavior. The proposed study will be based on the both primary and secondary source of data. The primary data will be collected from the various consumers and the secondary data will be collected from the concern company website, reports, journals and other literary sources. Thus the collected data uses various statistical tools for analysis and evaluation to know the findings and recommendation of the study