2023, Vol. 8, Special Issue 6

A brand is a name, term, design, symbol or any other features that distinguish one seller’s goods or service from those of other sellers. The objectives of this research are to study the influence of various factors affecting buying behaviour and to have an idea about the parameters which customer considers before purchasing the branded products. Hence, an approach is made in this study to investigate the buying behaviour of buyers of branded products in Solan Town. This research is descriptive in nature where primary data has been collected from 100 respondents through questionnaire. To fulfil the objectives of the study percentage analysis, mean, standard deviation & ANOVA test is used and descriptive statistics for demographics. Branded products are perceived as a sign of self-esteem symbol. The study has put forward that males are found to be more fashion conscious and latest trend & self-esteem are the most important factors that stimulates them to shop lifestyle branded products.