Abstract
INFLUENCE OF BRAND PERCEPTION ON CONSUMER PURCHASE BEHAVIOR
Pramod Matolia* and Dr. Pawan Kumar Verma
ABSTRACT
Nowadays growing brand equity and perception become a necessity for every businesses whether small or multinational company. Especially in Afghanistan as there was less study done in this field. This study mainly focused on automobile customer in Kabul Afghanistan. The main objective of the study is to identify the influence of brand perception on consumer purchase behavior in automobile industry in Kabul. In this study, researcher used regression analysis to test the hypothesis. The study conclude that there is strong influence on brand perception in customer mind has effect on their purchase behavior.
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