Last Updated on October 12, 2023 by Fiza Khurram
Ayesha Shakeel and Muhammad Asif from the Department of Economics and Business Management at the University of Veterinary & Animal Sciences provide a persuasive study on the “Impact of Branding on Consumer Buying Behaviour: An Evidence of Footwear Industry in Pakistan.”
The duo’s research aims to explore the significant influence of branding on consumer decisions in Pakistan’s thriving footwear industry. The study focuses on major marketing variables and employs a quantitative research approach using a sample of 200 consumers. The researchers investigate the complex relationship between customer purchasing behavior and numerous marketing variables using a properly developed questionnaire and SPSS software analysis.
Despite its small sample size, the study provides important insights into the issues influencing Pakistan’s footwear sector. Notably, the study emphasizes the substantial relationship between dependent and independent variables, demonstrating that branding has a significant impact on customer behavior. The study also provides the framework for future research by suggesting that brand equity be investigated as a potential mediator variable.
This inquiry is an important resource for both academia and industry professionals, providing a greater knowledge of the processes at work in the consumer decision-making process within the footwear sector.
