Influential Factors of Consumer Buying Behavior Towards Branded Products: Evidence From Dhaka
Keywords:
Consumer Buying Behavior, Brand Image, Purchasing Intention, Economic Factors, Branded Products.Abstract
This study examines the relationship between key determinant factors and consumers’ purchasing intentions toward mobile phones by analyzing their buying behavior. The findings are based on a cross-sectional, quantitative survey conducted among 424 respondents using a pre-tested, structured questionnaire across various locations in Dhaka, Bangladesh. Descriptive statistics, along with univariate and bivariate analyses, were used to present the results. The study reveals that consumers show a stronger preference for foreign-branded mobile phones compared to local brands. An analysis of brand image in relation to purchasing behavior reveals a significant association between brand image and multiple influencing factors in the selection of branded mobile phones. Correlation analysis indicates that several factors are related to consumers’ purchase intentions, with income emerging as the strongest determinant among economic factors. Overall, the study concludes that brand image positively influences consumer purchasing behavior and recommends incorporating qualitative approaches in future research to gain deeper insights into real-life consumer decision-making contexts.
References
Aaker, D. A. (1996). Building strong brands. Free Press.
Ahmed, N., & Ahmed, N. (2013). Consumer behavior towards clothing apparel of designer brands:
A study on boutiques and fashion houses in Bangladesh. Dhaka University Journal of Business
Studies.
Ahmed, S., Munir, M. S., & Islam, T. (2022). Online shopping: A survey on consumer buying
behavior in Bangladesh. European Scientific Journal.
Asim Nasar, et al. (2012). Analysis of influential factors on consumer buying behavior of youngsters
towards branded products. KASBIT Business Journal, 5, 56–61.
Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing
communications perspective (6th ed.). McGraw-Hill.
Chowdhury, T. A., & Rahman, M. (2018). Consumer decision-making process for branded products
in Bangladesh. Journal of Business Research.
Donald R. Lichtenstein, Peter H. Bloch, & William C. Black. (1988). Correlates of price acceptability.
Journal of Consumer Research, 15(2), 243–252. 3.
Dulal, M. (2018). A study on consumer buying behavior towards foreign and domestic branded apparels. Global Journal of Management and Business Research.
Jie Zhao, et al. (2022). Advertisement influence on consumer buying behavior and brand loyalty
through brand awareness. Frontiers in Psychology, 12, 803348.
Kapferer, J.-N. (2004). The new strategic brand management: Creating and sustaining brand equity
long term (3rd ed.). Kogan Page.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., Armstrong, G., & Wong, V. (2001). Principles of marketing (3rd European ed.). Prentice
Hall.
Muhammad Bilal Musharraf, & Tahir Ali. (2013). Factors influencing consumers’ purchase
intentions towards private brands. JISR Management and Social Sciences & Economics, 11(2).
Masood Hassan, et al. (2022). The impact of advertising on consumer buying behaviour. International
Journal of Management Sciences and Business Research.
Papavee Niamthap, Benjawan Sangthong, & Tuenchai Sangthong. (2025). Factors influencing
customer decisions to purchase branded cosmetic products. Journal of Rattana Bundit University,
20(1), 76–88.
Philip Kotler, & Gary Armstrong. (2018). Principles of Marketing (17th ed.). Pearson Education.
Rahman, A., & Chatterjee, R. (2024). Social media marketing and its effect on consumer buying
behavior, brand loyalty and brand relationships in Bangladesh. Journal of Technology and
Humanities.
Rahman, M., & Khan, A. (2021). The impact of product quality and price on consumer purchase
intention in Bangladesh. Asian Journal of Business and Management.
Sarker, M. N. I., & Islam, M. (2019). Factors influencing consumer purchasing decisions in
Bangladesh retail market. International Journal of Business Research.
Swait, J., & Adamowicz, W. (2001). The influence of task complexity on consumer choice: A latent
class model of decision strategy switching. Journal of Consumer Research, 28(1), 135–148. https://
doi.org/10.1086/321952
S. Chattopadhyay, & P. Dutta. (2013). Brand loyalty in consumer durable goods: A study on
consumers. Journal of Marketing Perspectives.
Sultana, S., & Hasan, M. (2020). Influence of brand loyalty on consumer buying decision in
Bangladesh retail sector. Journal of Marketing and Consumer Research.
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
IBR contents are under the terms of the Creative Commons Attribution License. This permits anyone to copy, distribute, transmit and adapt the work non-commercially provided the original work and source is appropriately cited.
