ABSTRACT:

In this study we analyzed the impact of branding on the customers buying behavior. We identified the
factors of branding which directly influence on the customer buying psychology. To understand the
customers needs, we needed to take customer opinion on branding. We commenced our study and
created a questionnaires for the responses of the people. We used four dependent variable and one
independent variable in our questionaries. The main motive of taking feedback of the people is to
understand the people perception on the branding. We needed to identify the customer needs what
they expect from a brand. We segregated the customers into demographic segments of the society by
their age group, gender, income level, education. Through segmentation of customers we reached to
the right target market of the customers who have the influence of branding of the Ideas by Gul
Ahmed.

LITERATURE REVIEW:
The buying behavior of customers has been changed during the last decade. Brands played a
significant role in changing perception of customers about the branded fashion fabrics. The marketing
strategies adopted by the companies has gained the customers attention towards the brands. In the last
decade many companies changed their strategy and started working on the psychographic
segmentation through advertisement and not only created brand awareness of their products but also
they increased their market share. It has been observed that people feel confident whenever they wear
branded clothes, these clothes gives them a sense of satisfaction and elegant look. A huge segment of
the customers usually preferred branded fabrics due to the high quality fabrics which these brands
fulfilled and to buy the branded clothes they are ready to pay higher prices. The brands identified the
needs of different segments of the society and worked on it. They targeted their customers by
fulfilling their needs and established a strong profitable relationship with them. The fashion brands of
the fabrics created the successful positioning of the brands and enjoyed the brand loyalty.