International Journal of Economics, Commerce and Management United Kingdom Vol. II, Issue 10, Oct 2014 Licensed under Creative Common Page 1 http://ijecm.co.uk/ ISSN 2348 0386 AN ASSESSMENT OF HOW BRANDING INFLUENCES THE PURCHASE BEHAVIOUR OF FEMALE COSMETIC CONSUMERS: A CASE OF CAREER WOMEN IN THE WA MUNICIPALITY, GHANA Sakara, Ahmed Department of Marketing, Tamale Polytechnic, Tamale, Ghana sakara412@yahoo.com Alhassan, Fatawu Department of Hotel, Catering & Institutional Management, Tamale Polytechnic, Tamale, Ghana alhassanfatawu29@yahoo.com Abstract The survival and growth of any organisation largely depends on the extent to which its brands dominate others in the industry and are accepted in the exercise of customers’ purchasing power. The cosmetics market is one major area branding plays a major role in the success of products and for that matter 200 career women in the Wa Municipality were purposively sampled after randomly choosing the municipality. Questionnaires were personally administered on the career women and in that sense, survey method of collecting primary data was employed. In spite of the important role branding plays in differentiating and identifying organisations’ products, nothing has yet being established as how branding influences the buying behaviour of female cosmetic consumers; especially, career women. It was found that perceived quality of cosmetic products greatly sways consumers buying decision than any brand equity dimension. Brand performance and cost are the major attributes that easily persuade career women’s choice. It was also revealed that country of origin as brand associate is very effective in promoting a cosmetic brand among career women. The researchers among others recommended that future researcher should try to establish the scientific relationship between Corporate Social Responsibility and brand resonance.