The Effect of Branding on Consumer Buying Decision Behavior of Local Leather Foot Wear Products Perspectives from Prague, Czech Republic
Abstract
This study examined the effect of branding on consumer buying decision behavior for local leather footwear products in Prague, Czech Republic. With the primary aim of identifying how branding elements such as brand name, logo, character, slogan, and packaging influence consumer purchasing choices. Utilizing an explanatory research design and a quantitative approach, the study employed a non-probability purposive sampling method to select a sample size of 384 consumers aged eighteen and above who had purchased locally produced leather footwear within the past five years. Data was collected through structured questionnaires and analyzed using descriptive and inferential statistical techniques. The results indicate that branding elements, particularly brand name and packaging, have a significant positive impact on consumer buying decisions, while other elements like slogan and brand character showed a moderate influence. The findings highlight the need for local manufacturers to prioritize effective branding strategies to enhance consumer loyalty and competitiveness in the market. Ultimately, this study provides actionable insights for both practitioners and policymakers, supporting the growth and sustainability of Czech Republic’s leather industry, and contributes to the broader academic understanding of branding’s role in shaping consumer behavior in emerging markets.
Keywords: Branding, Consumer behavior, Buying decision, Brand element
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