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Abstract
In the development of science and technology today's innovation becomes obsolete tomorrow. The tastes and preferences of the consumers are also changing at a rapid rate. The marketers are finding it difficult tocope up with the changing need of the customers. These changes in the expectations of the customers are due to many reasons, butoneof themain reasons is changing buying behavior. Buying behavior changes are more seenamong the youth than the younger childrenand old age people. The buying behavior of younger generation not only influences their individualbuying behavior, but also it influences the buying behavior of the family. As a marketer one needs tounderstand the changing needs of the customers and produce the goods and services accordingly. With advertising expenses is getting expensive due to that it suffered where consumers overwhelmed by quantity of traditional advertisements (e.g. flyers, brochure, etc.) which difficult to attract their interest. Andit also, affects the consumer behavior towards brand awareness. For example, consumers nowadays spent alot of time on internet such as online shopping which they not only to buy a product but to compare about the productor services, compare the price, product features, to get information, etc. towards online marketing rather than conscious about the brand. Therefore, to ensure the product or service success,awareness level must be managed across the entire product life-cycle - from product launch through tomarketdecline..
Introduction
Brand these days have become a status symbol. Customers all over the world now prefer branded products. But why is the question. Is it the quality that attracts customers towards brand or some? Another related factor? This study is aimed at analyzing the effect of brand on consumer buying behavior. Alongwith finding the effect of brand on consumer buying behavior the purpose of the study is to have an in-depth knowledge of what actually is branding and consumer behavior. Digital marketing has changed how customers look at brands. With the emergence of advanced technology, customers are going to get more power over their shopping experience. For businesses, however, the same incessant development in technology helps manipulate the purchasing habits of their potential customers. It's going to be quite interesting to see how digital marketing will shape the future of consumerism. All...