Abstract

Brand image is an influential means to cajole new customers by inducing their behaviour with numerous schemes that will make them dedicated to one brand. The focus of brand value creation was on individual goods whereby customers make use of brands to exhibit ownership. The main objective of this study is to analyze the relationship between brand image and buying behaviour in Funaab. This study focuses on soft drinks and tries to investigate brand equity and customer consumption values in order to compare different purchase behaviours. Stratified sampling technique was adopted for this research study. A structured questionnaire was used to get data from the respondents. The data was analyzed using through the data preparation grade and Statistical Package of Social Sciences (SPSS) version 20.0. Sample size of one hundred (100) were employed out of the total population of undergraduates in Funaab. The study uses descriptive analysis in interpreting the results of the research work. The research work adopted statistical tools such as regression analysis and ANOVA in testing the hypothesis. The result shows that there is a significant relationship between brand name and buying behaviour, brand value and buying behaviour, price and buying behaviour, packaging and buying behaviour. The study observes that brand image is an influential means to cajole new customers. In view of this finding, certain recommendations were arrived at; adequate provision of funds, provision of adequate facilities, allocation of adequate time, provision of development strategies and marketing research on brand image in most business organization should be properly done. The finding of this study provided useful information which is helpful not only for the students but also as a successful guidance to the brand managers for future marketing strategies and policies