Brand Consciousness, Brand Loyalty, Consumer Satisfaction and Buying Behavior of Teenagers for Apparel and Clothing

Abstract

This research has been designed with the goal of examining relationship among brand consciousness, brand loyalty, buying behavior and consumer satisfaction of teenagers towards clothing and apparel. This is hypothesized that brand consciousness, brand loyalty, buying behavior are likely to be significant predictors of consumer satisfaction. The sample comprised of n-200 young students enrolled in different public and private sector colleges of Lahore and Sahiwal. The measures comprised of Brand Consciousness Questionnaire, Brand Loyalty Questionnaire, Buying Behavior Scale, and Consumer Satisfaction Scale. The data was analyzed through SPSS version 21.00. The findings revealed that brand loyalty is positively and significantly correlated with brand consciousness, purchasing conduct and customer fulfillment. Brand cognizance and purchasing conduct are strong and positive predictors of brand loyalty resulting in increased consumer satisfaction. Both the genders are equally affected by brand consciousness, brand loyalty except for buying behavior.

Keywords: Brand consciousness, Brand loyalty, Buying behavior, Consumer satisfaction