BRANDING & CONSUMER BUYING BEHAVIOUR

Running Head: BRANDING & CONSUMER BUYING BEHAVIOUR

Influence of Branding on Consumer Buying Behaviour

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Table of Contents

Chapter I: Introduction         4

Introduction         4

Research Objectives         6

Purpose Of The Study         7

Consumer pledge for Imporved Working Conditions         8

Hypothesis         10

CHAPTER II: LITERATURE REVIEW         11

Anti-dandruff Labeling Campaigns and Consumer Behavior         11

A expression Study         21

Introduction         22

Method         24

Results         25

Discussion         31

CHAPTER III: METHODOLOGY         34

Sample and Procedure         34

Questionnaire         35

CHAPTER IV: info ANALYSIS AND RESULTS         39

Respondent Profile         39

Identification of Hair wash Brand Users         40

Relative utility of Product Characteristics         41

Prediction of Future Hair wash Shampoo Purchases         42

The hedonistic Framework         44

Psychographic and Demographic Characteristics of Brand Users versus Nonusers         49

CHAPTER V: DISCUSSION         53

CHAPTER VI: CONCLUSIONS         60

ENDNOTES         65

REFERENCES         67

APPENDIX         77

Influence of Branding on Consumer Buying Behaviour

Chapter I: Introduction

Introduction

The haircare manufacture is in a state of flux, characterized by change beingness the rule rather than the exception.



A relatively stable surroundings has been replaced by constant threats of branding, mergers, reorganizations, and liquidations. The only thing certain is that the manufacturing will never be the same.

During the last several years, the British economy developed a trickle-down effect which altered the perceptions of the consumer, and therefore the shampoo retailer and wholesaler, about victimization shampoo in terms of priorities, needs, and desires. The unsettled times of the 90s changed the buying habits of the British consumer, who has pass away more aware of style and pricing considerations.

The demand for using shampoo has been affected by considerations, including the following:

        Downsizing and the prospects of retrenchment have diminished the disposable income consumers are willing to portion out to shampoo purchases.

        Corporate U.K.s increasing trend to relaxed hair care...

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