INFLUENCE OF THE BRAND ON PURCHASE DECISION

Abstract

The influence of the brand on purchase decision has been and is still extensively studied by marketers, researchers, economists, manufacturers (especially the multinational companies). In the present study we aimed to find out if the brand influences the purchase decision of consumers in general (brand products/services). A survey has been conducted in September 2016 on a number of 225 people, residents of Tîrgu Mureş city, from Romania, aged between 15 and 65+. The collected data were analyzed to comply with the obiectives and also to draw conclusions. From the study it is reveal that the purchase decision of a potencial buyer is influenced by a number of factors, in particularly by the quality and price. We chose to study the influence of brand on purchase decision, a very topical subject that can never be fully exhausted.

Keywords

• Brand
• purchase decision
• purchase intention
• brand preference