Influential factors of consumer buying behavior towards branded products: evidence from Dhaka

Abstract

This study examines the relationship between key determinant factors and consumers' purchasing intentions toward mobile phones by analyzing their buying behavior. The findings are based on a cross-sectional, quantitative survey conducted among 424 respondents using a pre-tested, structured questionnaire across various locations in Dhaka, Bangladesh. Descriptive statistics, along with univariate and bivariate analyses, were used to present the results. The study reveals that consumers show a stronger preference for foreign-branded mobile phones compared to local brands. An analysis of brand image in relation to purchasing behavior reveals a significant association between brand image and multiple influencing factors in the selection of branded mobile phones. Correlation analysis indicates that several factors are related to consumers' purchase intentions, with income emerging as the strongest determinant among economic factors. Overall, the study concludes that brand image positively influences consumer purchasing behavior and recommends incorporating qualitative approaches in future research to gain deeper insights into real-life consumer decision-making contexts.