Role of Brand Characteristics and Its Impact on Consumer Buying Behavior

Abstract

Social classes can affect the behavior of consumers towards the product or services with respect to the features of product like brand image, price and quality of services. Consumer buying behavior is highly dependent on two variables income and brand characteristics. Sometimes consumers are not willing to buy a product or avail a service but for his/her status symbol the buying behavior of that consumer gets affected, here the social status retention shows the impact of brand characteristics on different social classes buying behavior. Globally there are three main classes I.e. Upper. Middle .and Lower classes. Each class of people have different behavior, attitude, preferences, interest, standard of living and income power, these are the variations that segments the individuals personality into distinct classes which are mentioned above. This study analyzed that how brand characteristics like brand image, price and quality can affect the buying behavior of middle and lower social classes for cell phone purchase.