Impacts of Brand on Consumer Decision Making: Case Study of Beer Brands in Nepal

International Journal of Research, Volume 05 Issue 16, June 2018

13 Pages Posted: 25 Jul 2018

See all articles by Ousanee Sawagvudcharee

Ousanee Sawagvudcharee

Center for Creating Coherent Change and Knowledge

Sujan Shrestha

Tribhuvan University

Shrawan Mandal

Shinawatra University

Date Written: June 2018

Abstract

This study aims to examine a consumer purchase decision for beer brands by in Nepal. The concept of knowing the consumer purchase decision while purchasing beer brands in Nepal is a new concept and to address the gap the paper analyzes the factors which have relationship with the consumers more focused and priorities factors for purchasing particular beer brands in Nepal. It was conducted using a quantitative method with a 400 sample sizes of customers from four different channels i.e. Restaurants, clubs, Hotels and Local Bhatti’s from Kathmandu, Nepal. The study also used five points Likert scale questionnaires instrument which were conducted for data collection. Moreover, the collected data were analyzed using correlation and regression analysis. The paper found a positive significant relationship between the independent variables: brand awareness, perceived quality and brand association, and the dependent variable consumer purchase decision. Whereas, brand loyalty had a positive but not significant causal relation with consumer purchase decision for any particular beer brands. Moreover, pricing strategy, revenue management strategies and promotional strategy should be the main focus to develop consumer purchase decision of the beer companies. Further, branding activities, campaigns to promote beer brands through mass media and ad agencies, partnering up with specialized agencies, providing discounts and value-added promotional activities etc. were essential to promote the beer brands of the beer companies and attracts the consumers towards to buy their particular beer brands. To sum up, all the elements of brand are equally important for understanding the consumer decision making.

Keywords: Brand Equity, Consumer Decision Making Process, Beer Brands, Branding Elements

Suggested Citation

Sawagvudcharee, Ousanee and Shrestha, Sujan and Mandal, Shrawan, Impacts of Brand on Consumer Decision Making: Case Study of Beer Brands in Nepal (June 2018). International Journal of Research, Volume 05 Issue 16, June 2018. Available at SSRN: https://ssrn.com/abstract=3208606

Ousanee Sawagvudcharee (Contact Author)

Center for Creating Coherent Change and Knowledge ( email )

Liverpool John Moores University
Liverpool, Liverpool
United Kingdom

Sujan Shrestha

Tribhuvan University ( email )

Kirtipur
Kathmandu, Bagmati 44600
Nepal

Shrawan Mandal

Shinawatra University ( email )

10th Floor Shinawatra Tower III
Ladyao, Chatuchak
Bangkok 10900
Thailand

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