The Relationship Between Branded Sales Point and Consumer Purchasing Behaviour: A Case of the West Hills Mall

Abstract

The study examines the relationship between branded sales points and consumer purchasing behavior, a case in the West Hills Mall. To do so, this research reviews literature for understanding branding and some of the branding strategies, consumer perception, consumer attitude, and consumer purchase behavior. West Hills Mall is chosen as a case study. A descriptive survey of consumers within the mall was carried out through the use of questionnaires as a research instrument. Three hundred and fifty consumers were selected for this study. This design was therefore chosen as the study seeks personal views, opinions, attitudes, and perceptions about the relationship between branded sales point and consumer purchasing behavior. The descriptive research design involves the entire population adopted due to the large sample size of the target population. Data obtained from the field was analyzed by the use of charts and tables, to establish the relationship between the various tenets. The SPSS (Statistical Package for Social Sciences) was used to analyze the data. The data presentation was in the form of descriptive statistics. Statements of the facts found were used to further explain the findings of the research. The study established that the brand image and branding strategies employed by shopping centers have a positive impact on the shopping center. The study further established that consumers' perception and consumer attitude towards shopping malls (West Hills Mall) is positive and significant. Also, the study established that the brand image of the mall has a strong and positive effect on consumer purchasing behavior. The general conclusion of this study is that branded sales point and consumer purchasing behavior, a case of the West Hills Mall share a very strong and positive relationship.