Price

Price plays a vital role on consumer buying behavior due to the element of price
frequency of purchasing products can either be increased or decreased. So thats
why different pricing strategies have been used to know consumer buying behavior
how it changes when those strategies are applied. (Hameed, Soomro, & Hameed,
2012).
Pricing is the process of determining what a company will receive in exchange for its
products. Pricing factors are manufacturing cost, market place, competition, market
condition, Quality of product. Price is the amount for which products, services or
ideas are exchanged or offered for sale, regardless of its worth or value to potential
purchasers. Within the framework of classical economic theory, prices are arrived at
in a relatively determined manner. (Cannon, 1998).

Brand Image
Brand image is the key driver of brand equity, which refers to consumers general
perception and feeling about a brand and has an influence on consumer behavior.
For marketers, whatever their companies marketing strategies are, the main
purpose of their marketing activities is to influence consumers perception and
attitude toward a brand, establish the brand image in consumers mind, and
stimulate consumers actual purchasing behavior of the brand, therefore increasing
sales, maximizing the market share and developing brand equity. Brand equity is
the focus of both academics and practitioners; however, there is no paradigm
among the brand equity studies by now. (Zhang, 2015).
Brand image is also regarded as opinion and consumer confidence in the quality of
products produced by organizations and organizational honesty in the products
offered to consumers.(Aaker, 1997; Cannon, Perreault, & McCarthy, 2009). In the
analogy stated that if a consumer think that the organization has a consumer
oriented perspective, so consumers have confidence in the brand over the image of
the brand owned by the organization (Delgado-Ballester & Munuera-Aleman, 2005).

Reference Group