Brand Name and Consumer’s Buying Intention

Aikaterini-Apostolia Balatsou, Efstathios Dimitriadis
International Journal of Economics and Business Administration, Volume VIII, Issue 4, 861-874, 2020
DOI: 10.35808/ijeba/636


Purpose: This study examines the degree of consumer’s buying intention from products with brand name and from other different reasons that theoretically affect consumer’s buying intention. Moreover, the relationship between the factors of packaging and advertising are examined. Design/Methodology/Approach: To achieve the objectives of this study, the research was conducted using a structured questionnaire in March until June 2019. The final sample of this study consists of 395 consumers in Greece. The data were tasted for content and construct validity and the techniques that were applied were ANOVA, Correlation and Regression analysis, using SPSS 23.0. Findings: The results showed that the branded products as long as the advertising are the most important factors in buying intention, followed by the packaging of the product. Consumers though, are affected by branded products and packaging differently, depending of their age and how strongly are influenced from the advertising. Practical Implications: During the realization of this research some limitations came up with the most important the size of the sample. Moreover, the term of private label that was used in some questions made the consumers confused so, in order to understand the explanation examples were used mentioning some private labels of products. This might lead them to answer the questions thinking about a certain label and not with their own thoughts. Originality/Value: This survey shows consumer’s buying intention influenced by products with brand names in Greece.

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