AWARENESS ON CONSUMER BUYING BEHAVIOR AND BRAND PERCEPTION IMPACT

The difference between brand perception and brand awareness needs to be more clear in the minds of the
consumers. The broad objective of this research is to investigate the impact of brand perception and brand
awareness on consumer buying behavior from the perspective of cosmetic companies, focusing especially
on the consumer purchasing decision aspect. The paper will help to understand how marketing strategies
can uplift the brand perception in the minds of consumers. The study aims to find out that the major decision
taken by the consumer while purchasing the product is based on Brand perception or on Brand awareness.
It even helps to understand that the purchasing decision taken by the consumer on the bases of Brand
perception related to the product might change once the consumer is aware about the brand. As it is not
necessary that the perception of the brand may be the reality of the brand, which might have an impact on
the purchasing decision of the consumer. The marketing strategy creates a Brand perception within the
minds of the buyers but doesn't provide complete knowledge about the brand so that the consumer is aware
of the brand. Social media plays an important role in influencing purchasing decisions. As the brand now
has given a position to the brand ambassadors on social media as ‘Social Influencers’. This paper is an
outcome of both primary and secondary data which seeks to investigate one of the major factors that
influence the purchasing decision of the consumer.