Impact of Branding on Impulse Buying Behavior: Evidence from FMCG’s Sector Pakistan

Abstract

The purpose of this study is to provide an insight into the impact of branding on impulse buying behavior in FMCG’S sector Pakistan and to examine whether branding has sufficient influence on impulse buying behavior. As branding for packaged products is on rise in competitive markets and significance of packaging considered as a vehicle for communication. A questionnaire derived from the previous studies and relevant literature was completed by 180 university students who often engage in impulse buying. Survey examine how packaging elements can affect impulse buying behavior and to understand consumer behavior toward such products. Convenience sampling technique was used. Multiple regression analysis assessed the impact of branding on impulse buying behavior. Result indicates that branding has a significant impact and predict good proportion of variance in impulse buying behavior. It is reasonable to conclude, on this evidence, that impulse buying behavior can be reinforced and retained by marketers through branding, nice packaging and labeling in a sophisticated manner. The relationship investigated in this study deserves further research because the data collected is from one sector in one country, more studies required before general conclusion can be drawn.