Impact of Branding Strategy on Consumer Buying Behavior

The study was aimed to understand the branding strategy practiced by marketers, and its impact on buying behavior of the consumers. The central theme of the study was that firms have various choices regarding the branding strategy such as Independent, Corporate, and Mixed branding strategies and these strategies influence the product market as well as consumer motivation. Consumer buying behavior consist of five stages and marketers try to influence them at each stages. This study presents how the branding strategy influence each stages of consumer buying behavior viz. Need recognition, Information search, Evaluation, Purchase, and Post Purchase behavior