• Er. Amit kumar sen
• Dr. manjusmita dash

Abstract: This research intends to find out how branding affects the decision making of the consumers. As we know, in today’s world, branding plays a huge role in the decision making of the consumers. This research paper is an attempt to find out whether branding affects the decision making of the customer or not and also to find out whether there is a strong relationship between the brands and the customers using the hypothesis test. In this paper we have made an effort to evaluate the likes and dislikes of the consumers. We are taking the hypothesis test as it is considered good for figuring out the relationship between the consumer’s decision making and the different effects of branding. The variables considered include social status, brand loyalty, budget constraints and comfort ability. Our main source of collection is through questionnaires and personal interviews. The results of this research predict that branding does influence the decision making of the consumers.

Key Words: Branding, decision making and consumer behavior

"Branding affects Decision making ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.463-470, December-2018, Available :http://www.jetir.org/papers/JETIR1812759.pdf

"Branding affects Decision making ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp463-470, December-2018, Available at : http://www.jetir.org/papers/JETIR1812759.pdf