• P.SHINEY

Branding is the process involved in creating a unique name and image for a product in the consumers mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. The primary data are collected through structured schedule from a sample of 50 customers. The main purpose of the study is to analyze the role and influence of branding in the buying decisions of smart phones. To identify factors influencing brand preference of smart phones. To study importance of branding and its influence on consumer buying behavior to conclude, branding has a positive impact on majority of smart phone users.

branding, prefrerence,mobile phone,buying behaviour

"Influence of branding on the consumer buying pattern of smart phone customers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.594-599, April-2019, Available :http://www.jetir.org/papers/JETIR1904L94.pdf

"Influence of branding on the consumer buying pattern of smart phone customers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp594-599, April-2019, Available at : http://www.jetir.org/papers/JETIR1904L94.pdf