• Dr. Satyender Yadav
• Nandini Agarwal

Brands influence the consumer's decision-making process. The four main points in this case are logo awareness, common sense, market share and product loyalty. The logo, image and emotions of the brand play an important role in helping customers to remember and think about the brand in various situations. Research shows that the relationship between brand perception created by brands and consumers greatly affects purchasing behaviour, especially in the clothing industry. The purpose of this study is to investigate the impact of the product on consumer needs and to examine the relationship between various aspects of the product equation (such as brand, market share and product loyalty) and consumer behaviour when choosing a brand. For this reason, the fixed budget of the brand is important in the choice of customers in the clothing industry. The findings indicate that branding significantly affects purchasing decisions, brand loyalty, and consumer attitudes. The study highlights the importance of effective branding strategies in gaining a competitive advantage and emphasizes the need for continuous innovation and direct marketing for non-branded products.

Brand equity; customer buying behaviour; brand recognition; brand association; customer behaviour.

"Effect of Branding on Consumer Buying Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 6, page no.c521-c530, June-2024, Available :http://www.jetir.org/papers/JETIR2406266.pdf

"Effect of Branding on Consumer Buying Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 6, page no. ppc521-c530, June-2024, Available at : http://www.jetir.org/papers/JETIR2406266.pdf