Impact of a Brand on Consumer Decision-making Process

In today''s material world brands have a great influence on all of us. People''s attention is focused on brands more and more by each day and while some are more deluded and some less we all seek and strive towards buying brands. Inspired by this economic development the purpose of this work is to investigate and explain the effects of branding on consumer decision-making process or rather precisely said how people react on branded products and are they their primary choice when purchasing.