Impact of Branding on Consumer Buying Behavior: An Evidence of Footwear Industry of Punjab, Pakistan

Abstract

Purpose – This paper is to examine the relationship between consumer buying behaviour and some marketing variables namely advertisement, brand image, brand association and brand loyalty in footwear industry. The primary focus of this paper is to understand impact of branding on consumer buying behaviour in foot wear industry. Methodology¬¬¬ – Primary data used for this study the data was analysed with using multiple regression and Pearson’s co-relation run on SPSS to check the relationship between consumer buying behaviour and other marketing variables. Data collection – For analysis purpose, the primary data were collected through questionnaire 170 respondents are selected and 16 questions are asked from them to measure the impact and the relation between both dependent variables and independent variables. Random sampling and Likert scaling technique used for this study. Findings – Model was good fit and reveals strong relationship between dependent variable and independent variables. Research restraints- The study is limited in selection of sample size. Data can also be taken for larger sample sizes to increases the generalizability of the findings. Originality/value- This study may help the future researcher to find the impact of branding on consumer behaviour, advertisement impact in the region of Punjab on consumer behaviour.