Abstract :

This Study Explores The Role Of Branding In Influencing Consumer Purchase Behaviour With Specific Reference To Bajaj Electronics. The Objectives Include Identifying Key Branding Elements, Evaluating Branding Strategies, And Understanding Their Impact On Consumer Loyalty. Branding Elements Like Logo, Tagline, Advertising, Packaging, And Brand Reputation Significantly Affect How Consumers Perceive And Choose Products. Primary Data Was Collected Through Structured Questionnaires From Regular Customers. The Findings Show That Strong Branding Creates Brand Recall, Trust, And Loyalty, Especially Among Working And Middle-income Groups. Consumers Are More Likely To Prefer And Recommend Bajaj Electronics Due To Its Consistent Branding. In-store Promotions, Advertisements, And Packaging Contribute To Repeat Purchases. However, The Brand Needs To Improve Its Digital Presence And Emotional Appeal. The Study Confirms That Effective Branding Plays A Major Role In Shaping Consumer Preferences And Driving Long-term Loyalty In A Competitive Market. Keywords: Branding, Consumer Behaviour,Purchase Decisions, Brand Loyalty, Bajaj Electronics, Marketing Strategies

Published:

08-7-2025

Issue:

Vol. 25 No. 7 (2025)

Page Nos:

137-145

Section:

Articles

License:

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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