ABSTRACT

Branding is an essential tool in the business world that boosts consumers buying behavior. Consumers are influenced by many psychological, social and personal factors that influence their perception of a brand. Branding is a powerful tool to attract more consumers to buy particular products and, has become important in the mobile network operators in Buea. A very important factor that influences consumer’s perceptions of a brand is strong brand image. The main purpose of this study was to examine the impact of branding on consumer buying behaviour in mobile network operators in Buea. The random sampling technique was applied resulting in a sample of 397 mobile network users in Buea. The study made use of primary data. The data collected was analyzed with the use of mean and Statistical Package for Social Sciences (SPSS) closed ended questionnaires were administered to respondents. The results show that 65.82% respondents assess that branding has a significant relationship on consumer buying behaviour. It is recommended that companies should engage in these branding strategies this is because conditions are changing rapidly and companies that strategize and react to these changes promptly are the most successful.

BUSINESS ADMINISTRATION PROJECT TOPICS WITH MATERIALS