Published Paper Details:

Consumers are influenced by many internal (motivation, learning, attitude, perception) and external (environment, cultural, social) factors that influence their perception towards a brand. Brand as a tool has the potential to influence consumers to buy a particular product, and has not only played an influential role in luxury market but also in FMCG market. Brand image not only forms the most important factor in building a strong brand but also builds a base for consumer brand loyalty. The research aims to find out the effect of brand image on consumer buying behavior through a comparative study of Amul & Nestle dairy products in Mumbai. The quantitative research method was applied in this study. Questionnaire Survey was conducted among 200 respondents who were selected using non probability convenient sampling technique. Out of which 133 forms were collected online and 67 forms were collected offline. Researcher predicted that there is a relationship between brand image and consumer buying behavior. And thus this research helped to prove that the prediction done is true and that consumers are influenced by brand image.