Impact of Brand on Consumer Decision Making: A Case Study of Beer Brands of Nepal

Abstract

This study aims to examine consumer purchase decision for beer brands in Nepal. The study has analyzed the factors that determined purchasing beer brands in Nepal. The study examined brand awareness, perceived quality and brand association, with the consumer purchasing decision. The study revealed that brand loyalty had a positive but not significant causal relation with consumer purchase decision for any particular beer brands. Moreover, pricing strategy, revenue management strategies and promotional strategy should be alternative focus to develop consumer purchase decision of the beer companies.