THE IMPACT OF BRAND PERCEPTION AND BRAND IMAGE ON CONSUMER PURCHASING BEHAVIOR IN AZERBAIJAN

Abstract

Different perspectives are considered while evaluating branding strategies. Brand perception and brand image are one of them. These two components of brand are necessary part of performance of the firm. Brand perception is analyzed as a mental association, and brand perception plays an important role in creating emotional connections with perspective consumers. Consumers also consider their attitude toward brands when choosing between competing brands. On the other hand, brand image is another significant factor having positive impact on consumers’ purchasing behavior. The main objective of the article is to conduct a research to look for the impact of brand perception and image on the buying behavior of consumers living in Azerbaijan. Author used questionnaire survey as data gathering method and nonprobability sampling method was a subject to determine the samples. 300 questionnaires were distributed and only 251 proper replies were collected during the 1 month and 10 days. Research findings showed that brand perception and brand image have significant impact on consumer purchasing prosess and behaviour. Consumers of Azerbaijan, especially Azerbaijani youth are aware of the social status they have and it creates a reason to prefer branded products and in addition, brand perception also has super impression on Azerbaijani consumer’s purchasing behaviour.