“A study on influence of brand on habitual buying behaviour of consumers: With special reference to Raipur”

Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand consumer wants. A brand is a symbolic embodiment of all the information connected to the product & serves to create associations and expectations around it. Many brand oriented companies markets say “brand is the name, term, sign, symbol or a combination of them intended to identify the goals or service of one seller or group of sellers to differentiate them from those competitors.”

Habitual buying behaviour exhibits little perceived difference between the possible brands and low consumer involvement. This is a product that consumers purchase often and they will typically buy a particular brand out of habit. Consumers do not extensively search for information because they buy based on brand recognition. Marketers of habitual products typically use lower prices and sales to stimulate the habit of buying their particular product. The basic purpose of this study is to identify connection between brands and buying behaviour of consumers and what parameter of brand influences consumers the most. This research will be helpful to marketers to formulate strategies and to monitor new brands available in market. To accomplish objectives of this research we have used various factors of brand which may influence habitual buying behaviour. Varied parameters of brands which may influence habitual buying behaviour of consumers are: the dependent variable is brand buying behaviour and independent variables are brand information search, price of brand, quality of brand, brand availability and retailers choice. For the analysis techniques used are factor and regression analysis. The marketing strategies can be designed in accordance with the result.