MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Advertising and Brand Management

Effectiveness Of Brand Name on Consumer Buying Decision Making – A Case Study of Alokozay International Company In Kabul, Afghanistan

  1. Noman Kawash
  2. Mohammad Salem Hamidi

Abstract

This article explores the impact of brand names on consumer decision-making, with a specific focus on Alokozay International Company in Kabul, Afghanistan. The study seeks to understand how brand perception shapes purchasing behavior and to identify the critical factors that influence consumer choices in a developing market. By conducting a thorough literature review, analyzing consumer behavior, and undertaking empirical research, the paper highlights the connection between brand recognition and customer loyalty. Given the competitive landscape of today's market, this topic holds significant relevance. Data for the study was collected from Alokozay International Company's main branch in Kabul, which employs 1,165 individuals. A random sample of 285 employees was interviewed for the research. The study employs an applied research approach, incorporating both qualitative and quantitative methods. Findings reveal that brand names have a substantial influence on purchasing decisions, offering valuable insights for marketing strategies in similar markets. This research emphasizes the role of branding in driving consumer choices and loyalty in emerging economies like Afghanistan. The case of Alokozay International Company demonstrates how strategic branding initiatives can enhance market share and foster customer loyalty.
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