Impact of Brand Awareness On Consumer Behaviour.

      Аннотация: Today, consumers make buying decisions every day of their lives and marketers want to understand the factors that influence their decision making concerning which product or services to buy. The question is whether brand awareness influences consumer behaviour. The paper presents the findings of the study aimed at finding out whether brand awareness is an important factor when making purchase decisions of Mirinda and Coke on the Zambia market.

Ключевые слова: marketing, Branding, consumer, Zambia, purchase, brand influence, marketing influence, Coca Cola, mirinda