IMPACT OF ADVERTISING AND BRAND ON CONSUMER BUYING BEHAVIOUR WITH RESPECT TO WHITE GOODS

The research specifically focuses on the effect of brand image and ads on consumer's buying behavior towards electronic products (Washing Machines, Inverters, and Microwave ovens). Further, this proposed work find out the factors that are affected by the brand image and ads and ultimately impact consumer buying behavior. The reasons for choosing electronic products (Washing Machines, Inverters, and Microwave ovens) are because of the increasing preference of customers towards these products. The study would help the readers to know the consumer buying behavior in specific to electronic products like washing machines, Microwave ovens, and inverters, based on which the policymakers or advisors of the organizations can make suitable strategies to advertise the products and brand establishment in a better way in the competitive environment.