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Survey Paper | Business Management | Volume 15 Issue 5, May 2026 | Pages: 577 - 580 | India
Branding and Buying Behaviour: A Survey of College Students in Mumbai
Abstract: Branding has evolved into a crucial factor influencing consumer decision-making, particularly among young and educated individuals. This study investigates how branding affects the buying behaviour of college students pursuing professional courses such as LLB, MBA, B.Tech, and Pharmacy in Mumbai. The research examines the role of brand awareness, perceived quality, pricing, advertising, and peer influence in shaping purchase decisions. A structured questionnaire was administered to 120 students across different academic streams. The collected data were analysed using percentage and tabular methods. The findings indicate that branding significantly impacts students' purchasing behaviour, with a strong inclination toward branded products due to perceived reliability, social identity, and quality assurance. The study concludes that branding strategies, especially through digital platforms, play a vital role in influencing youth consumers.
Keywords: Branding, consumer, decision making, strategies, advertising and purchasing, behaviour
How to Cite?: Dr. Rajeshkumar Yadav, "Branding and Buying Behaviour: A Survey of College Students in Mumbai", Volume 15 Issue 5, May 2026, International Journal of Science and Research (IJSR), Pages: 577-580, https://www.ijsr.net/getabstract.php?paperid=SR26507190214, DOI: https://dx.dx.doi.org/10.21275/SR26507190214