INTRODUCTION

According to market experts consumers are those who buy various products
according to their desire and needs. Consumer buying decision is a process
that involves different stages like recognition of needs, search of information,
evaluation of alternates , selection of products.
There are lot of variable factors that affect the purchase of consumer are
Quality, Size, Ingredients, Packing, Taste and Preferences etc. People
perceives the brand as their recognition , social status symbol etc .
Woods explain “Consumers are emotionally attached to different brands
of their choices”. Like the brand ambassador of brand is favorite celebrity of
a consumer.
 REVIEW OF LITERATURE
Literature review is a conscious effort of reviewing the existing literature
and gaining fruitful insight from the same . The studies on consumer
behavior have been in abundance and the authors had to ponder on
selecting relevant and effective studies conducted across the industries.
• According to Khasawneh and Hasouneh (2010) people favor branded
goods with upper prices because they study that branded goods have
more value than local goods .
• According to Nepolia (2011) to accomplish brand means to apply
marketing tackles for particular good .
• According to Furthermore Dooster and Abadi (2012) said that brand is
important tool that helps out to corporations to receive a competitive
advantage.
OBJECTIVE
• General objective of this study is to focus on influence of branding on
consumer buying behavior in Dehradun. This study trends to find out
if consumer behavior is influenced by factors such as price of branded
goods , perceived quality of branded goods , social status etc.

• Specific Objectives
1. To know the consumer preference.
2. To know about consumer loyalty about brand .
3. To know how firm differentiate their products.
RESEARCH METHODOLOGY AND ANALYSIS
• In this study, both Primary and Secondary Data sources will be used in
the research work . The primary data will be based on both quantitative
(use of questionnaire) and qualitative methods. The secondary data
would also be based on textbooks, articles and journals.
• The research method used for analysis is survey by using questionnaire
and a sample of 100 people from which 50 Males and 50 Females .
• Scales used in Questionnaire.
• Strongly agree-1.
• Agree-2.
• Neutral-3.
• Disagree-4.
• Strongly disagree -5.
HYPOTHESIS
• Brand knowledge affects consumer bheaviour .
• Reference groups are very influential in buying branded goods in
Dehradun .
• As the age increases , people tends to become more loyal to specific
brands .
• Personal and cultural values affected the consumer behaviour