Impact of brand image on consumers’ purchase decision

Abstract

Branding is a set of marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers. In the competitive market a company can make significant impact on business environments through the creation of their own brand. This paper has shown the impact of brand image on consumers’ purchase decision regarding laptop of three brands in Bangladesh. We have taken 100 consumers’ perception on three brands of laptop. This 100 respondent have been selected randomly out of which 45 people purchased Hewlett-Packard (HP) laptop, 30 people purchased Dell and 25 people purchased Asus brand of laptop. We have tried to show the factors which is influencing at the time of selection of certain brands. The result of this study has shown that brand image has strongly positive impact on consumers’ purchase decision of laptop in Bangladesh.