Last Updated on October 20, 2023 by Fiza Khurram
Ayesha Shakeel and Muhammad Asif of UVAS’s Department of Economics and Business Management conducted research into the fascinating connection between branding and consumer purchasing behavior in Pakistan’s thriving footwear industry. Researchers employed a number of marketing variables in an effort to better understand how brand recognition influences consumer decisions in this niche sector.
There are two primary goals for this study work. The primary objective is to analyze the variables that have a major impact on Pakistan’s footwear market. Second, it explores the complex relationship between branding and consumer purchasing behavior, shedding light on the role that marketing variables have in influencing consumers’ final purchases.
Two hundred people who make frequent purchases of shoes are represented in the survey. Researchers used quantitative techniques, chiefly surveys, to compile their findings. Relationships between dependent and independent variables were analyzed using the robust statistical tool, SPSS program.
Primary data, in the form of questionnaires, were collected from 200 participants to form the basis of the study. A total of 157 questions were presented to these individuals with the goal of gauging the role of branding, its influence on customer purchasing behavior, and other marketing characteristics. Random sampling and evaluations using Likert scales were used in this study.
The findings are persuasive and show that there is a significant correlation between branding and customer purchasing behavior in the Pakistani footwear market. The study’s findings should be interpreted with caution, however, because of the small size of the sample used. These results lay the groundwork for future studies that may investigate the moderating effect of brand equity on consumer behavior.
This research is helpful for shoe companies in Pakistan because it shows how branding influences customer decisions and how that has an effect on advertising, brand awareness, brand equity, and brand loyalty.
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