THE IMPACT OF THE BRAND IN THE PRODUCTS' DECISION MAKING PROCESS

Muhamed SOGOJEVA, Aida YZEIRI BAFTIJARI

Abstract

Brands play an important role in the consumer decision-making process. In addition to guaranteeing the reliability and quality of the product to the consumer, they at the same time facilitate the mental process of choosing between different products. The purpose of this paper is to analyze the effect that brands have on the decision-making process for the purchase of products. To achieve this goal, a survey was conducted with 400 Kosovar consumers using the online survey method through convenient sampling. Factor analysis, reliability analysis, linear regression analysis, correlation analysis, t-test analysis, and One-Way ANOVA were used for data analysis. The results of the factor analysis for the brand characteristics questionnaire highlighted seven factors: brand love, brand loyalty, brand commitment, brand awareness, price awareness, brand attraction, and brand image. The results of the factor analysis for the purchasing involvement rate questionnaire provided six factors: desire to purchase, brand relevance, evaluation of alternatives, discount advertising, price relevance, and post-purchase satisfaction. The results of the regression analysis show that brands have a significant impact on the purchasing decision process. In addition, it has been found that brand characteristics differ according to purchasing habits and demographic characteristics of consumers. At the same time, it has been found that the buying process also differs according to some buying habits and some demographic characteristics of the consumers.

Pages: 160 - 173