Impact of

Brand
Awareness on
Consumer
Buying
Behavior
Footwear industry of Pakistan
 • Brand awareness, as one of the vital dimensions of brand equity, is often measured to
be a criterion of consumers’ buying decision, as it signifies the main factor for
comprising a brand in the consideration set. This research study effectively highlights
the impact of brand awareness on Consumer Buying Behavior in Footwear Industry of
Pakistan. The present study aims to investigate the impact of brand awareness on
Consumer Buying Behavior in Footwear Industry of Pakistan. Questionnaire was
adapted for the collection of primary data from peoples of different fields. For analysis
of the data, Pearson Correlation and Simple Regression Analysis have been employed
using SPSS 20. This study shows the positive relationship between brand awareness
and consumer buying behavior with mediating effect of brand image, perceived quality
and perceived risk. The study suggests that Footwear manufacturers must to build a
brand and promote its brand awareness through sales promotion, advertising, and
other marketing activities. When brand awareness is high, its brand image will also
increase, which positively affect the consumer buying behavior.
• Key Words: Brand Awareness, Brand Image, Perceived Quality, Perceived Risk,
Consumer Buying Behavior

Abstract
 • Macdonald and Sharp (2000) mention that even though consumers familiarize and are
willing to purchase a product, brand awareness is still an important factor to influence
purchase decision. When consumers want to buy a product, and a brand name can
come to their minds at once, it reflects that product has higher brand awareness.
Consumers’ purchase decision can be influenced if a product has higher brand
awareness. (Kuang Chi, Ren Yeh, & Yang, 2009). In particular, brand image is a critical
issue in the field of brand management. Brand image is a composite of perceived
quality and esteem dimensions. In other words, brand image is a perception of a brand
held in customer memory and reflecting a positive brand image can be considered as a
crucial ability of a corporation to hold its market position. ( Wu , 2011)
• Buying behavior is set of attitudes that characterize the patterns of consumers'
choices. Apart from the essential internal factors, which are recognized as influential to
buying behavior, there are a number of external situational contexts that affect
consumer choices. Consumer behavior is a combination of customers' buying
consciousness and external incentives which are likely to result in behavior remodeling.

Introduction
• The rationale for this research is embedded in assured gaps that came
into thought after the wide review of literature. One of the key gaps
recognized is to explore the impact of Brand Awareness on Consumer
Buying Behavior particularly in the context of the Footwear Industry
Pakistan. Mostly research on Brand Awareness and Consumer Buying
Behavior is primarily conducted in the European countries and USA
which are developed economies regardless of implications for
organizations across the globe. Brand Awareness in Pakistan is still
under-researched.

Rational of the Study

• However no particular focus has been observed with respect to the
impact of Brand Awareness on Consumer Buying Behavior. Hence, I
observe this phenomenon in the contexts of Pakistan to add new
knowledge in the literature on Marketing.
• The Justification of selecting the Footwear Industry is the significant and
rapid development in Marketing Activities of Footwear Industry of
Pakistan. This rapid development caused a considerable changes in the
functions of Consumer Buying Behavior which eventually provides a
strong rational or justification to conduct this research.

Rational of the Study

 Research Aim Research Objectives

• The aim of this study is to measure • The aim of this study is to measure
the impact of Brand Awareness on the impact of Brand Awareness on
the Consumer Buying Behavior in the Consumer Buying Behavior in
Footwear Industry of Pakistan. Footwear Industry of Pakistan.
Ho = There is no relationship between Brand Awareness and Brand image.
H1 = There is a relationship between Brand Awareness and Brand image.

Ho = There is no relationship between Brand Awareness and Perceived Quality.

H2 = There is a relationship between Brand Awareness and Perceived Quality.

Ho = There is no relationship between Brand Awareness and Perceived Risk.

H3 = There is a relationship between Brand Awareness and Perceived Risk.

H0 = There is no relationship between Brand Image and Consumer Buying Behavior.

H4 = There is a relationship between Brand Image and Consumer Buying Behavior.

Ho = There is no relationship between Perceived Quality and Consumer Buying Behavior.

H5 = There is a relationship between Perceived Quality and Consumer Buying Behavior.

Ho = There is no relationship between Perceived Risk and Consumer Buying Behavior.

H6 = There is a relationship between Perceived Risk and Consumer Buying Behavior.

Ho = There is no relationship between Brand Awareness and Consumer Buying Behavior.

H7 = There is a relationship between Brand Awareness and Consumer Buying Behavior.

Research Hypothesis
• Different studies have been conducted and concentrated on the impact
of Brand Awareness on Consumer Buying Behavior, while this study is
concentrating on impact of Brand Awareness on the Consumer Buying
Behavior in Footwear Industry. This contribution of this study is twofold;
it will enrich the existing literature of Marketing and secondly to the
specialists and specially the Footwear Manufacturers by providing
information about the impact of Brand Awareness on Consumer Buying
Behavior and their relationship with mediating effects of other variables.

Significance of the Study

• Brand Awareness
• Brand Image
• Perceived Quality
• Perceived Risk
• Consumer Buying Behavior

LITERATURE REVIEW
 Brand image

Brand Awareness
Perceived Quality Consumer buying behavior

Perceived Risk

Theoretical Research Model

RESEARCH METHODOLOGY
The Positivist Paradigm
The Deductive Approach
Quantitative Research
Methodology
• This study is conducted to take primary, accurate, reliable and relevant
data regarding impact of Brand Awareness on the Consumer Buying
Behavior in Footwear Industry of Pakistan. For this purpose, Peoples
from different from fields in Pattoki Area are targeted. 100 Peoples are
selected for getting information. All the data has been taken from the
respondents in the form of printed questionnaire so that this
quantitative type of data can be analyzed and conclusions about this can
be made statistically.

Methodology
• Positivists consider that certainty can be detected and defined from an
objective point of view because it is established. In this study impact of
Brand Awareness , researcher aims to test prior assumptions so positivist
paradigm is good to follow.

The Positivist Paradigm

• A research approach which works from the more general to the more
specific. Researchers use to call it as a "top-down" approach. In the
current study it is supposed that Brand Awareness has impact over the
Consumer Buying Behavior in Footwear Industry of Pakistan so deductive
approach is more appropriate.

The Deductive Approach

• A research method in which phenomena is explained by collecting
numerical data. As the researcher assumes that Brand Awareness will
have a significant impact on Consumer Buying Behavior in Footwear
Industry, that’s why quantitative research will be used in present study.
Quantitate research is quite suitable whenever researcher intends to
verify or test a study.

Quantitative
 Data validity and Reliability
 Descriptive Statistics
 Inferential Statistics

ANALYSIS AND RESULTS

Constructs Valid Number of Chronbac
N Items h’s Alpha
Brand Awareness 100 10 .699

Brand Image 100 10 .880

Perceived Quality 100 06 .664

Perceived Risk 100 06 .658

Consumer Buying Behavior 100 10 .606

Data Validity and Reliability

 Statistics

Gender Age Qualification Occupation Organization Brands income

Valid 100 100 100 100 100 100 100
N
Missing 0 0 0 0 0 0 0
Mean .5600 1.9500 3.1200 3.1200 3.2200 4.7000 2.9100
Median 1.0000 2.0000 3.0000 3.0000 4.0000 5.0000 3.0000
Mode 1.00 2.00 4.00 1.00 4.00 4.00 4.00
Std. Deviation .49889 .91425 1.20000 1.72492 1.12439 2.22247 1.06453
Skewness -.245 .748 -.343 .196 -.969 .247 -.535
Std. Error of Skewness .241 .241 .241 .241 .241 .241 .241
Minimum .00 1.00 1.00 1.00 1.00 1.00 1.00
Maximum 1.00 4.00 5.00 6.00 4.00 9.00 4.00

Descriptive Statistics
Histogram
Histogram
Histogram
 Independent and Dependent variables

Brand Brand Image Perceived Perceived Risk Consumer

Awareness Quality Buying behavior

Valid 100 100 100 100 100

N
Missing 0 0 0 0 0
Mean 3.2180 3.5410 3.2800 3.3800 3.5550
Median 3.3000 3.7500 3.3333 3.3333 3.6000
a
Mode 3.60 3.80 3.33 3.33 3.10
Std. Deviation .61716 .80618 .71062 .70236 .51353
Skewness -.377 -.660 -.220 -.310 -.346
Std. Error of Skewness .241 .241 .241 .241 .241
Minimum 1.90 1.50 1.33 1.17 1.90
Maximum 4.60 5.00 4.83 4.83 4.70

a. Multiple modes exist. The smallest value is shown

Independent and Dependent variables

Scatter Plot
Scatter Plot
Histogram
Histogram
Correlation
Regression
• Main agenda of this study was to investigate the impact of Brand
Awareness on the Consumer Buying Behavior in Footwear Industry of
Pakistan. Despite of these encouraging result, the current study still have
unavoidable restraints, the most apparent limitation of the current study
is the time and cost and sample size that reflects on response rate.
Finally, it is obvious that researchers didn’t have the access to top
management which could to identify the type of strategies adopted by
the companies to enhance the Brand Awareness.

Limitation
• After all the analysis and results the study strongly recommends that
study suggests that Footwear manufacturers should pay much attention
to the effects of brand awareness on Consumer Buying Behaviors. The
study finds that if consumers can identify a brand name when they want
to buy Footwear, it means that the Footwear holds higher brand
awareness. When a product has a well-known brand name, it can win
consumers’ preferences and increase their purchase intention. Thus,
Footwear manufacturers must to construct a brand and promote its
brand awareness through sales promotion, advertising, and other
marketing activities. The study may add value to the literature with
regards to Brand Awareness and Consumer Buying Behavior

Recommendation
Considering the current study which focuses on impact of Brand
Awareness on the Consumer Buying Behavior in Footwear Industry of
Pakistan, future study could be conducted by:
• Brand awareness is a need of time. Managers all over the world should
actively promote and improve the brand awareness of the customers to
enhance their purchase intentions.
• A comparative study using the same concept can also be conducted on
South Asian or East Asian countries by increasing the sample size to
reach greater generalizability.

Future Research