Role of Brand Characteristics and Its Impact on Consumer Buying Behavior

Dr. Shahzad Khan

Role of Brand Characteristics and Its Impact on Consumer Buying Behavior

Dr. Shahzad Khan * § M.Sc. (Management Sciences), MBA (Master in Business Administration)

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§ Lecturer City University of Science & I-T Peshawar P...

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Abstract

Social classes can affect the behavior of consumers towards the product or services with respect to the features of product like brand image, price and quality of services. Consumer buying behavior is highly dependent on two variables income and brand characteristics. Sometimes consumers are not willing to buy a product or avail a service but for his/her status symbol the buying behavior of that consumer gets affected, here the social status retention shows the impact of brand characteristics on different social classes buying behavior. Globally there are three main classes I.e. Upper. Middle .and Lower classes. Each class of people have different behavior, attitude, preferences, interest, standard of living and income power, these are the variations that segments the individuals personality into distinct classes which are mentioned above. This study analyzed that how brand characteristics like brand image, price and quality can affect the buying behavior of middle and lower social classes for cell phone purchase.

References

8 Cites in Article

Reference Format

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. Dr. Shahzad Khan. 2012. "Role of Brand Characteristics and Its Impact on Consumer Buying Behavior". Global Journal of Human-Social Science - C: Sociology & Culture GJHSS-C Volume 12 (GJHSS Volume 12 Issue C13).

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GJHSS Volume 12 Issue C13

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Journal Specifications

Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

Keywords

Brand image Consumer buying behavior price Quality and Cell phones purchases Social Classes

Classification

GJHSS-C Classification FOR Code: 160305

Submission ReceivedFebruary 12, 2012
Peer Review Double Blind
Handling Editor
Accepted March 2, 2012
Published October 13, 2012

Version of record

v1.2

Issue date

October 13, 2012

Language

English

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Article Matrices

Total Score: 106

Country: Pakistan

Subject: Global Journal of Human-Social Science - C: Sociology & Culture

Authors: Dr. Shahzad Khan (PhD/Dr. count: 1)

View Count (all-time): 342

Total Views (Real + Logic): 1233

Total Downloads (simulated): 56

Publish Date: 2012 03, Thu

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Total Views: 1.2K

Total Downloads: 56

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