Analysis of Influential Factors on Consumer Buying
Behavior of Youngster towards Branded Products: Evidence
from Karachi
Asim Nasar
Syed Karamatullah Hussani
Emadul Karim
Mohammad Qutubuddin Siddiqui
Abstract
The aim of this study is to find out the factors that
influenced on the consumer buying behavior towards the
branded products. The specific objective is to find out
the relationship of consumer buying behavior with the
distinguish features, quality standard and comfort
feeling of branded products. Consumer’s purchase
intension works as catalyst to enhance the brand equity
in challenging and competitive market. Several
organizations pay worthy attention towards building
brand image and spend money for designing marketing
strategies and practices. The primary data has been
collected from customers who were engaged with several
branded products. This study has also collected
secondary data from different resources. This study
reveals that there is a significant relationship of
consumer buying behavior with the distinguish features,
quality standard and comfort feeling of branded
products. It is recommended that the company should
focus on the distinguish features, quality standard and
comfort feeling of branded products and retain the
customers for a longer period of time.
JEL. Classification: L67; D91; L17.
Keywords: Brand equity, Brand value, Consumer buying behavior, Marketing.
