期刊名称：International Journal of Business Administration
印刷版ISSN：1923-4007
电子版ISSN：1923-4015
出版年度：2016
卷号：7
期号：1
页码：p59
DOI：10.5430/ijba.v7n1p59
语种：English
出版社：Sciedu Press
摘要：The purpose of this study is to provide an insight into the impact of branding on impulse buying behavior in FMCG’S sector Pakistan and to examine whether branding has sufficient influence on impulse buying behavior. As branding for packaged products is on rise in competitive markets and significance of packaging considered as a vehicle for communication. A questionnaire derived from the previous studies and relevant literature was completed by 180 university students who often engage in impulse buying. Survey examine how packaging elements can affect impulse buying behavior and to understand consumer behavior toward such products. Convenience sampling technique was used. Multiple regression analysis assessed the impact of branding on impulse buying behavior. Result indicates that branding has a significant impact and predict good proportion of variance in impulse buying behavior. It is reasonable to conclude, on this evidence, that impulse buying behavior can be reinforced and retained by marketers through branding, nice packaging and labeling in a sophisticated manner. The relationship investigated in this study deserves further research because the data collected is from one sector in one country, more studies required before general conclusion can be drawn.
其他摘要：The purpose of this study is to provide an insight into the impact of branding on impulse buying behavior in FMCG’S sector Pakistan and to examine whether branding has sufficient influence on impulse buying behavior. As branding for packaged products is on rise in competitive markets and significance of packaging considered as a vehicle for communication. A questionnaire derived from the previous studies and relevant literature was completed by 180 university students who often engage in impulse buying. Survey examine how packaging elements can affect impulse buying behavior and to understand consumer behavior toward such products. Convenience sampling technique was used. Multiple regression analysis assessed the impact of branding on impulse buying behavior. Result indicates that branding has a significant impact and predict good proportion of variance in impulse buying behavior. It is reasonable to conclude, on this evidence, that impulse buying behavior can be reinforced and retained by marketers through branding, nice packaging and labeling in a sophisticated manner. The relationship investigated in this study deserves further research because the data collected is from one sector in one country, more studies required before general conclusion can be drawn.
