Abstract:
Brand is a powerful tool to attract more consumers to buy particular products. Some may even regarded it as equity as it can add values to the products. This research work examines the impact of branding on consumer behavior with respect to the movie industry in Ghana. In conducting this research work, the four aspects of brand equity, notably brand awareness, perceived quality, brand loyalty and brand association were all addressed.
Description:
In this era, globalization is increasingly important. Most of the industries are thinking of expanding their market worldwide. However, before they can do so, they need to study their respective market and identify the factors that will steer them to success.
Thus, the same concept applies here where the factors which influence consumer purchasing behavior should be identified in order to ensure the success in the FMCG industry for a manufacturer. Without the purchasing stage, the consumer decision-making process in considered not complete or not success since there will be no action taken after the evaluation stage.
