Does Brand Image Impact on Consumers’ Buying Behavior: Special Reference to Fermented Dairy Products

Abstract

Dairy sector is one of the most important of all livestock sub-sectors in Sri Lanka with a grate potentiality to contribute economic development. Categories of fermented dairy products are usually high energy yielding food products as well as popular among consumers. The research question has been developed as whether the brand image effects on consumers’ buying behavior of Fermented dairy products and the main research objective developed to determine the impact of brand image toward consumers’ buying behavior of Fermented dairy products. Both primary and secondary data had been collected and proportionately chosen 200 respondents as the sample. Structured questionnaire has been used as the survey instrument to primary data collection. Brand image dimensions; brand attitude, brand attribute and perceive benefits were considered as the independent variables and consumers’ buying behavior was considered as dependent variable and the SPSS 16 package has been used to analyze. Results indicated that there is positive relationship between the brand images on consumers’ buying behavior as brand attitude, brand attribute and perceive benefits. The study concluded that brand attribute and perceive benefits significantly impact on consumers’ buying behavior of fermented dairy product brands rather than brand attitude. Recommendations provided as to focus on marketing strategies towards brand attributes of price, shelf life, quality and color as well as the perceive benefits of health and safety of the product, need satisfaction through the product, taste, smell, feel, delight, and frequency of use. Further establishing a cost based advertising strategy to be positioned the brand in the consumer’s mind has been proposed.