BRAND INFLUENCE ON CONSUMER DECISION MAKING Cover Image

BRAND INFLUENCE ON CONSUMER DECISION MAKING
BRAND INFLUENCE ON CONSUMER DECISION MAKING

Author(s): Eva Kretiková
Subject(s): Social Sciences, Psychology, Media studies, Sociology, Behaviorism, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; consumer; consumer decision making; experiment; product;

Summary/Abstract: Consumer decisions are influenced by several stimuli. The perception of the brand of goods or service itself belongs to one of these factors. Looking at two competing brands of substitute products, we can see how consumers perceive these brands when buying. The aim of this paper is to point out the impact of the brand on the consumer choice in the buying process. To fulfil this objective we use information from a primary source, which is a survey of experimental design.

  • Issue Year: 4/2016
  • Issue No: 1/1
  • Page Range: 142-148
  • Page Count: 7
  • Language: English