Impact of branding on consumer buying behavior towards Samsung Smart Phone / Mohd Sharizami Mohd Rohari

Branding is an image for a business where they were used by the consumer as perception towards the brand. The purpose of this study is to investigate the impact of branding on consumer buying behavior towards Samsung smart phone. Advertisement, brand image, brand association and brand loyalty are th...

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Bibliographic Details
Main Author:	Mohd Rohari, Mohd Sharizami
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2018
Subjects:	Marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Online Access:	http://ir.uitm.edu.my/id/eprint/21550/ http://ir.uitm.edu.my/id/eprint/21550/1/PPb_MOHD%20SHARIZAMI%20MOHD%20ROHARI%20M%20BM%2018%20_5.pdf

id	uitm-21550
recordtype	eprints
spelling	uitm-215502018-11-16T03:30:15Z http://ir.uitm.edu.my/id/eprint/21550/ Impact of branding on consumer buying behavior towards Samsung Smart Phone / Mohd Sharizami Mohd Rohari Mohd Rohari, Mohd Sharizami Marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Branding is an image for a business where they were used by the consumer as perception towards the brand. The purpose of this study is to investigate the impact of branding on consumer buying behavior towards Samsung smart phone. Advertisement, brand image, brand association and brand loyalty are the characteristics of consumer buying behavior that used in this study. This study was conducted in Bandaraya Melaka by using purposive sampling technique. Data were collected from 100 respondents by using structured questionnaire and Statistical Package for the Social Sciences (SPSS) were used to analyze the results. The results shows that advertisement, brand image, brand association and brand loyalty have positive relationships with consumer buying behavior. Moreover, the variable that gives the most impact towards consumer buying behavior is brand association. Based on this study, there were some recommendation that has been made for the company and the future researcher. Faculty of Business and Management 2018 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/21550/1/PPb_MOHD%20SHARIZAMI%20MOHD%20ROHARI%20M%20BM%2018%20_5.pdf Mohd Rohari, Mohd Sharizami (2018) Impact of branding on consumer buying behavior towards Samsung Smart Phone / Mohd Sharizami Mohd Rohari. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
spellingShingle	Marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Mohd Rohari, Mohd Sharizami Impact of branding on consumer buying behavior towards Samsung Smart Phone / Mohd Sharizami Mohd Rohari
description	Branding is an image for a business where they were used by the consumer as perception towards the brand. The purpose of this study is to investigate the impact of branding on consumer buying behavior towards Samsung smart phone. Advertisement, brand image, brand association and brand loyalty are the characteristics of consumer buying behavior that used in this study. This study was conducted in Bandaraya Melaka by using purposive sampling technique. Data were collected from 100 respondents by using structured questionnaire and Statistical Package for the Social Sciences (SPSS) were used to analyze the results. The results shows that advertisement, brand image, brand association and brand loyalty have positive relationships with consumer buying behavior. Moreover, the variable that gives the most impact towards consumer buying behavior is brand association. Based on this study, there were some recommendation that has been made for the company and the future researcher.
format	Student Project
author	Mohd Rohari, Mohd Sharizami
author_facet	Mohd Rohari, Mohd Sharizami
author_sort	Mohd Rohari, Mohd Sharizami
title	Impact of branding on consumer buying behavior towards Samsung Smart Phone / Mohd Sharizami Mohd Rohari
title_short	Impact of branding on consumer buying behavior towards Samsung Smart Phone / Mohd Sharizami Mohd Rohari
title_full	Impact of branding on consumer buying behavior towards Samsung Smart Phone / Mohd Sharizami Mohd Rohari
title_fullStr	Impact of branding on consumer buying behavior towards Samsung Smart Phone / Mohd Sharizami Mohd Rohari
title_full_unstemmed	Impact of branding on consumer buying behavior towards Samsung Smart Phone / Mohd Sharizami Mohd Rohari
title_sort	impact of branding on consumer buying behavior towards samsung smart phone / mohd sharizami mohd rohari
publisher	Faculty of Business and Management
publishDate	2018
url	http://ir.uitm.edu.my/id/eprint/21550/ http://ir.uitm.edu.my/id/eprint/21550/1/PPb_MOHD%20SHARIZAMI%20MOHD%20ROHARI%20M%20BM%2018%20_5.pdf
first_indexed	2023-09-18T23:06:48Z
last_indexed	2023-09-18T23:06:48Z
_version_	1777418537408659456

Impact of branding on consumer buying behavior towards Samsung Smart Phone / Mohd Sharizami Mohd Rohari

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