SEMINAR PAPER

ON
IMPACT OF BRANDING ON
CONSUMER BEHAVIOUR

Submitted in the partial fulfillment of the requirements for the award of

Master of Commerce (M.COM)

SUBMITTED BY: -
Harshit Raj
Roll No - 200960
INTRODUCTION

In the current scenario the market is more consumers oriented

than ever before and due to the increasing value of the service
sector. For the development and survival of a firm, it needs to
process true and exact information about customers like their
approach of buying, what they purchase, from which place they
purchase etc .To mould and use that information for earning the
customer loyalty.
Branding is the tool that enables the marketers to build their
image , earn customers and retain their loyalty.
 OBJECTIVES OF STUDY

This paper examines the role of branding in economic development of India and
also the changes occurred till day by differentiating the developing and developed
economic growth of India.This report studies these aspects:

• How likely are they to change their opinion about a product based on branding.
• To examine the knowledge of branding among consumers
BRANDING ATTRIBUTES
 BRANDING STRATEGIES

 Personal Branding  No-Brand Branding

 Product Branding  Company Name Branding
 Corporate Branding  Individual Branding
 Service Branding  Attitude Branding
 Co- Branding  Brand Extension Branding
 Online Branding  Private-Label Branding
CONSUMER BEHAVIOUR
Consumer behavior is the study of consumers and the processes
they use to choose, use (consume), and dispose of products and
services, including consumers’ emotional, mental, and behavioral
responses.
Consumer behavior incorporates ideas from several sciences
including psychology, biology, chemistry, and economics.
In this guide, we’ll take a look at the different aspects and facets
of consumer behavior, and we’ll discuss the most effective types
of customer segmentation.
Factors Influencing Consumer Behaviour
 Factors Influencing Consumer Behaviour

• Psychological Factors: Human psychology plays a crucial role in designing

the consumer’s preferences and likes or dislikes for a particular product
and services. Some of the important psychological factors are Motivation,
Perception, Learning and Attitudes and Beliefs.

• Cultural Factors: It is believed that an individual learns the behavioral

patterns from the culture where he or she is brought up. Several cultural
factors are Culture, Subculture and Social Class.
 Factors Influencing Consumer Behaviour

• Personal Factors: There are several factors personal to the

individuals that influence their buying decisions. Some of them
are Age , Income , Occupation and Lifestyle.

• Economic Factors: The last but not the least is the economic
factors which have a significant influence on the buying
decision of an individual. These are Personal Income, Family
Income, Income Expectations, Consumer Credit, Liquid Assets
of the Consumer and Savings.
 Factors Influencing Consumer Behaviour

• Social Factors: The human beings live in a complex social

environment wherein prople have different buying behaviors.
Since the man is a social animal who likes to be accepted by all
tries to imitate the behaviors that are socially acceptable. Some
of the social factors are Family , Reference Groups and Roles
and status
ANALYSIS AND INTERPRETATION of BRANDS and their
STRATEGIES

 Ratan Tata
 Coca - Cola
 Proctor and Gamble
 Jio Networks
 Nike
 Apple
 # Ratan Tata

Personal Branding
Ratan Tata is one of the most successful businessmen in India.
But, if you pay close attention, he also has a very strong
personal brand. He is a man of conviction, hard work and is also
a visionary.
Here the brand is known by the people who lead it and their
personality identifies with the brands.
TATA has , through its
personal branding,
expanded itself in
almost every segment in
the market and been
very successful .
 # Coca - Cola

The company resorted to product and name branding and

established its name with a great product that was
associated with being a medicine . Its mission is about
creating significant positive change in the world to make it
a better place, rather than selling products.
Significant Campaigns :
• Jo Chaaho Ho Jaaye, Coca Cola Enjoy
• Thanda Matlab Coca Cola
• Sabka Thanda Ek
• Open Happiness
Over the years coca-
cola has constantly
earned the praises
and loyalty of
consumers through
its proper branding
techniques.
 # Proctor and Gamble

P&G is a parent company and it advertises its different products

as different individual items despite being under the same
umbrella. It offers the products under five major segments-
beauty, grooming, family and baby care, fabric and home care
and health care segments. Some of the famous brands of P&G
are Head and Shoulder, Olay, Pampers, Gillet, Oral-B, Always,
Bounty, Old Spice and Ariel.
P&G achieving the
growth in line with
its branding
techniques that make
it stand out and
retain its customers
in the market.
 # Jio Networks

Jio has tapped into the Indian market on the grounds of a low data
speed, poor connectivity and high prices for the data packs used by
people. The company tapped the attitude branding and earned its
base in the market.
It has targeted the audience that wanted a better performing network
at comparatively lower prices as prevailing in the market.
They used the popular icons of the country to advertise their products.
Shahrukh Khan -- " Now India will fly, jio is here "
" The Dhan Dhana Dhan " campaign further aggravated the influence of
the brand and its penetration in the market grew.
 # Nike
Nike’s core values and mission are recognizable across all of
their platforms and products. Nike’s mission statement is
“To bring inspiration and innovation to every athlete in the
world.” And its slogan, next to their famous swoosh check
mark logo, is “Just do it”.
Nike has established itself as the brand that has authentic
and durable products. They have framed an attitude in the
mind of the customers that the products are made keeping
end users in mind.
Nike leading the
market share with its
on point consumer
oriented branding.
 # Apple
Apple began as a personal computer company. They have
since extended into MP3 players, wireless headphones,
credit card providers, a music streaming service, and more.
They have first created a market that is loyal to it and then
have extended its line of products. The customers have
been loyal throughout and have invested into the products
launched by the company.
Apple grossing high
in the market due to
its premium
branding that
focuses on a
particular segment
of consumers.
 Conclusion

The brands have opted the strategies of branding and have

used different branding strategies to tap into the market
potential and gained an irreplaceable consumer base.
The effect of branding is powerful, or nearly every company
would not feel the need to have a name and a logo. The power
of branding is to influence actions; a strong brand can lubricate
the process of asking for purchases, likes, shares, donations, or
whatever action a business desires.
 AN K YO U
TH
Harshit Raj
M.Com
200960