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

Abstract

Consumer behavior can be measured by the prospective user’s intention as it is considered as a determinant factor of user’s behavior towards the product. This is important to examine the factors that determine the consumers’ purchase behavior to buy a particular product such as mobile phone. This study investigates the relationship between determinant factors such as consumers’ social and economic status and various market factors with the purchasing intention of mobile phones by observing their behavioral process. This study also aims to examine the factors affecting brand formation and its effect on consumer behavior. The findings of this study are based on a cross-sectional survey collecting quantitative data where information was collected from 424 respondents through a pretested structured questionnaire deployed to cover different sites of Dhaka city in Bangladesh. Along with descriptive statistics, study findings are presented in univariate and bivariate tabular format. The study presents an analysis of the correlation between branded products with various factors in relation to purchasing behavior. The study results showed that the respondents preferred foreign-branded mobile phones over local ones. The analysis of brand image against purchasing behavior initially reflected the relationship between the brand image and various factors while choosing branded mobile phones. In the statistical analyses, correlation coefficient levels according to factors found related to respondents’ purchasing intention and reasons for choosing branded products.