KASBIT Business Journal, 5:56-61(2012) http://ideas.repec.org/s/ksb/journl.html Analysis of Influential Factors on Consumer Buying… 56 A. Nasar, S. K. Hussani, E. Karim and M. Q. Siddiqui Analysis of Influential Factors on Consumer Buying Behavior of Youngster towards Branded Products: Evidence from Karachi Asim Nasar 1 , Syed Karamatullah Hussani 2 , Emadul Karim 3 and Mohammad Qutubuddin Siddiqui 4 ABSTRACT The aim of this study is to find out the factors that influenced on the consumer buying behavior towards the branded products. The specific objective is to find out the relationship of consumer buying behavior with the distinguish features, quality standard and comfort feeling of branded products. Consumer’s purchase intension works as catalyst to enhance the brand equity in challenging and competitive market. Several organizations pay worthy attention towards building brand image and spend money for designing marketing strategies and practices. The primary data has been collected from customers who were engaged with several branded products. This study has also collected secondary data from different resources. This study reveals that there is a significant relationship of consumer buying behavior with the distinguish features, quality standard and comfort feeling of branded products. It is recommended that the company should focus on the distinguish features, quality standard and comfort feeling of branded products and retain the customers for a longer period of time. JEL. Classification: L67; D91; L17. Keywords: Brand equity, Brand value, Consumer buying behavior, Marketing. 1. INTRODUCTION From last few decades, many international brands are worried about their recognition among their clients and interested to enhance their brand value and equity for a longer period of time. Commercial and societal marketing techniques come on priority basis to satisfy the needs and wants of the customer. Invisible market competition becomes a major cause of brand failure and customer retention towards branded products. Ultimately, organizational goals are directly associated with the brand equity and its recognition on timely basis. Marketing activities attract the loyal customer with respect to their needs and wants but the brand value and equity can’t be measured through promotional campaigns, it is directly The material presented by the authors does not necessarily represent the viewpoint of editors and the management of the Indus Institute of higher education as well as the authors’ institute. 1 Research Scholar, Khadim Ali Shah Bukhari Institute of Technology, Karachi, Pakistan, Email: aasimnasar@gmail.com, Mob: +92 334 413 7920 2 Deputy dean Khadim Ali Shah Bukhari Institute of Technology, Karachi. Email:karamat@kasbit.edu.pk 3 Faculty at Khadim Ali Shah Bukhari Institute of Technology, Karachi. Email: emad@kasbit.edu.pk 4 Head of Marketing dept., College of Business Administration, Ajman University of Science and Technology, United Arab Emirates (UAE), Email: m.siddiqui@ajman.ac.ae. Acknowledgements: Authors would like to thank the editors and anonymous referees for their comments and insight in improving the draft copy of this article. Author further would like to declare that this manuscript is original and has not previously been published, and that it is not currently on offer to another publisher; and also transfer copy rights to the publisher of this journal. Received: 25-07-2012; Revised: 19-08-2012; Accepted: 25-12-2012; Published: 31-12-2012: