Impacts of Brand on Consumer Decision Making : Case Study of Beer Brands in Nepal

This study aims to examine a consumer purchase decision for beer brands by in Nepal. The concept of knowing the consumer purchase decision while purchasing beer brands in Nepal is a new concept and to address the gap the paper analyzes the factors which have relationship with the consumers more focused and priorities factors for purchasing particular beer brands in Nepal. It was conducted using a quantitative method with a 400 sample sizes of customers from four different channels i.e. Restaurants, clubs, Hotels and Local Bhatti's from Kathmandu, Nepal. The study also used five points Likert scale questionnaires instrument which were conducted for data collection. Moreover, the collected data were analyzed using correlation and regression analysis. The paper found a positive significant relationship between the independent variables: brand awareness, perceived quality and brand association, and the dependent variable consumer purchase decision. Whereas, brand loyalty had a positive but not significant causal relation with consumer purchase decision for any particular beer brands. Moreover, pricing strategy, revenue management strategies and promotional strategy should be the main focus to develop consumer purchase decision of the beer companies. Further, branding activities, campaigns to promote beer brands through mass media and ad agencies, partnering up with specialized agencies, providing discounts and value-added promotional activities etc. were essential to promote the beer brands of the beer companies and attracts the consumers towards to buy their particular beer brands. To sum up, all the elements of brand are equally important for understanding the consumer decision making