Overview
Consumer buying behavior involves their decision-making prowess that is stimulated by sensory messaging in the form of sight, sounds, smell, taste, and stories. A brand signifies a connection other than what is derived from its tangible product/services. This chapter aims to simplify the understanding of how branding affects perception and the potential it has to amplify the overall brand experience. Extensive research on the behavior of consumers is showcased whereby culture and social status are presented as examples of major factors that influence consumer buying behavior. Upon zooming out, the variants of buying behaviors are easily recognizable based on the product or service. Complex buying behavior, habitual buying behavior, ...
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