Impact of Branding on Consumer Behaviour

  • W Thangamani Associate Professor, Department of Economics, National Defence Academy, Pune, India
Keywords: brand, consumer behavior, domestic industry


Liberalization, globalization and privatization policies have not only improved the global position of the Indian economy but also affected the demographic trends, lifestyle and culture of the people by the various brands and its performance.  The main objective of the study is to analyse the impact of branding on consumer behavior and its effect on the domestic industry.   Brand holds a great importance in consumer’s life. Consumer’s choose brands and trust them the way they trust their friends and family members to avoid uncertainty and quality related issues. Fashion industry of the country has advanced tremendously in the recent years. The increasing use of fashion goods and the emerging market has attracted foreign as well as local brands to provide services to its customers. All data and result based on literature is collected from mainly books, journal, articles, and online material.

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