BRAND INFLUENCE ON CONSUMER DECISION MAKING
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
Consumer decisions are influenced by several stimuli. The perception of the brand of goods or service itself belongs to one of these factors. Looking at two competing brands of substitute products, we can see how consumers perceive these brands when buying. The aim of this paper is to point out the impact of the brand on the consumer choice in the buying process. To fulfil this objective we use information from a primary source, which is a survey of experimental design.
Authors and Affiliations
Eva Kretiková
Keywords
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