“A Study on Impact of Branding on Consumer Buying Behaviour Towards Smartphones in Bengaluru”

Main Article Content

Niveditha.M.U, K Gayathri Reddy

Abstract

This study explores the impact of branding on consumer buying behavior in Bengaluru smartphone Market, surveying 150 respondents primarily comprised of young, educated individuals with moderate incomes. Key findings indicate that brand awareness and reputation are critical factors influencing purchasing decisions, as most respondents recognize various brands and stay informed through advertisements. Trust in established brands and perceived quality lead many to prefer reputable smartphones, often willing to pay a premium. Brand loyalty significantly affects choices, with promotions and celebrity endorsements playing a role, while social media influence remains moderate. Despite general satisfaction with current brands, some consumers switch due to dissatisfaction, underscoring the need for high-quality products and services. The study recommends that smartphone brands enhance visibility, improve quality and engage consumers effectively to build a loyal customer base in Bengaluru.


DOI: https://doi.org/10.52783/pst.1155

Article Details

Section
Articles