ABSTRACTThe saying that "the first impression remains forever in mind" is also applicable to buying decision making. The name and nature of the product tend to attract a first-time buyer of a beauty product who has no prior contact with the product. In the same way, it can also turn …
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ABSTRACTThe saying that "the first impression remains forever in mind" is also applicable to buying decision making. The name and nature of the product tend to attract a first-time buyer of a beauty product who has no prior contact with the product. In the same way, it can also turn away the first buyer. Branding serves many purposes, ranging from product protection to attracting consumer attention. It is the selling tool that should promote and sell the product by catching consumer's attention, defining the products' identity, providing information, ensuring safe use and protecting the product. This study sought to find out how the branding of products can influence consumer decision making in the Sunyani Municipality. The researcher used both primary and secondary data collection methods. The sample size was 180, and the convenient sampling technique was used to administer the questionnaire to collect data. Data was analysed through SPSS and Sphinx software and applied both descriptive and inferential statistics. The findings showed that as consumers get older, their sensitivity to branding decreases. It was due to health issues, both physical and psychological, making them tend to dislike. The study showed that consumers' purchase decision is dependent on the branding and its features. Branding elements like colour, size, shape, brand name, price of fragrance, label, functionality, reuse impact consumer decision-making purchase of perfume. The researcher recommended that producers of products improve on attributes such as colour, size, shape and others to catch up with more customers in this dynamic and competitive world. Producers should also consider the environmental factors of the country when producing. This piqued the researcher's curiosity, and he wanted to see if the brand name influenced the consumer's decision when purchasing a product. I chose this product since it is one of the few that has piqued my interest for various reasons. The study shows that branded products have a great place in the consumer mind; when customers purchase a product, they prefer to buy a well-known branded product. Customers do not want to try new or unknown branded new because they have no information about the new unknown brand. Usually, people purchase well-known branded products because they are familiar to individuals or have information about them from other sources.This makes customers feel more at ease during the decision-making process because they are less confident in their knowledge of competing brands. Consumers are concerned about branded and unbranded products because they believe branded products are more reliable than unbranded products. Customers trust the quality of branded products, according to this study. People do not think about the environment when buying a product. People are particularly connected to certain brands; therefore, a lesser-known brand is a good option. Some individuals are devoted to a certain brand.
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