Brand Building Strategies and Customer Buying Decisions: A Study on Growing up Milk Powder Market of Sri Lanka

Abstract

Growing up Milk Powder Market of Sri Lanka seems to be an aggressively a competitive context since multinationals largely operate with extended brand building strategies. The promotional budget and operational investments undertaken by those brands should be rationalized in par with brand performance. Researcher has focused this context in building the research problem and accordingly conceptualized the study with three independent variables namely brand values, brand benefits and brand personality as brand strategies. The dependent variable was customer buying intention. It has followed a deductive approach as the overall research design. Three hypotheses were tested in this study by using correlation analysis and descriptive statistical analysis was conducted to reveal the customer responses towards branding strategies undertaken by practitioners. It has given the conclusion along with key recommendations as contribution to practice at the end of the paper.