The Impact of Branding Strategies on Customer Purchase Behaviour: A Study of Small Businesses in India

Author(s)	Ms. Brinda Modupalli, Ms. Navya HR
Country	India
Abstract	Branding has evolved from being a marketing tool used primarily by large corporations to becoming a strategic necessity for small businesses operating in increasingly competitive and digitally connected markets. With consumers exposed to numerous products and services through online platforms, branding has become a critical factor influencing customer awareness, trust, purchasing decisions, and long-term loyalty. This study investigates the influence of branding strategies adopted by small businesses on customer purchase behaviour in India. The research focuses on key branding elements, including brand identity, logo design, product packaging, social media marketing, digital presence, and customer reviews, and examines how these factors shape consumer perceptions.
Keywords	Branding, Small Businesses, Consumer Behaviour, Brand Equity, Digital Marketing, Customer Perception, Social Media Marketing
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-07-16

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International Journal For Multidisciplinary Research