Effect of Brand Image on Consumer Behavior: A Study on Footwear Product in Bangladesh
Author (s)
Md. Mehedul Islam Sabuj
Abstract
In Bangladesh footwear market is so vast and saturated. Thus, to attract customer marketers trying to create strong brand image. This paper aims to investigate the impact of brand image on customers buying behavior of footwear products. It also tries to reveals that how the customer decides to purchase and how much the customers willing to take risk. This study is carried out based on primary data. Data has been collected from 300 respondents from the different part of the country. Data has been collected through a structured questionnaire. This paper finds the ‘positive brand image’ as the influential factor for purchasing footwear brand. Customers are classified into four groups on the continuum of decision dominance and risk-taking ability. It also found that customers most of cases take rational decision and seeks information before purchase. This paper will contribute in the field of behavioral study and will help the marketer to understand the behavior of the footwear customer.
Keywords: Brand image, Consumer Behavior, Footwear, Consumer Decision Making.
| Title: | Effect of Brand Image on Consumer Behavior: A Study on Footwear Product in Bangladesh |
|---|---|
| Author: | Md. Mehedul Islam Sabuj |
| Journal Name: | International Journal of Science and Business |
| Website: | ijsab.com |
| ISSN: | ISSN 2520-4750 (Online), ISSN 2521-3040 (Print) |
| DOI: | https://doi.org/10.5281/zenodo.7014672 |
| Media: | Online |
| Volume: | 5 |
| Issue: | 9 |
| Acceptance Date: | 13/09/2021 |
| Date of Publication: | 15/09/2021 |
| PDF URL: | https://ijsab.com/wp-content/uploads/815.pdf |
| Free download: | Available |
| Page: | 192-203 |
| First Page: | 192 |
| Last Page: | 203 |
| Paper Type: | Research Paper |
| Current Status: | Published |
Cite This Article:
Md. Mehedul Islam Sabuj (2021). Effect of Brand Image on Consumer Behavior: A Study on Footwear Product in Bangladesh. International Journal of Science and Business, 5(9), 192-203. doi: https://doi.org/ 10.5281/zenodo.7014672
Retrieved from https://ijsab.com/wp-content/uploads/815.pdf
About Author (s)
Md. Mehedul Islam Sabuj, Assistant Professor, Department of Marketing, Hajee Mohammad Danesh Science and Technology University & M.Phil. Fellow, Institute of Bangladesh Studies, Rajshahi University, Bangladesh.
DOI: https://doi.org/10.5281/zenodo.7014672