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Branding

BROAD PROBLEM AREA

The consumer decision-making, regarding purchase and utilization of different products and services, is influenced by many internal as well as external factors. Among the external factors, the most important and significant are the attributes of the product itself, the brand and the package in which it is incased. Attributes are those descriptive features that characterize a product or service- what a consumer thinks the product or service is or has and what is involved with its purchase or consumption. Product-related attributes are the functions of the product or service. Non-product-related attributes are the external aspects of the product or service that relate to its purchase or consumption, like the price information, packaging or product appearance, user imagery (i.e. what type of person uses the product or service) and usage imagery (i.e. where and in what types of situations the product or service is used) (Keller, 1993).

Consumer buying behavior......


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Approximate Word Count: 22719
Approximate Pages: 91 (250 words per double-spaced page)

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