The Impact of the branding on consumer buying behavior: A field study: Dal Company for Food Industries Ltd. - Khartoum State

Abstract

The study aimed to kbnow the impact of the brand on consumer purchasing behavior by applying it to Dal Company for Food Industries Ltd. Khartoum State in the period from (2018- 2020). The study assumed that there is a statistically significant relationship between the brand and consumer purchasing behavior. The study used the descriptive analytical approach, The study was conducted on employees of Dal Company for Food Industries Ltd. and a random sample of (120) individuals was withdrawn, (106) were used through the statistical packages for social sciences program (spss), and through the analysis the study reached a number of results: Commercial products have a positive and moral impact on consumers' purchasing decision-making for the products of Dal Company for Food Industries Ltd. at a significant level (0.013). The trade name has a positive and moral effect on the mental image of Dal Company for Food Industries Ltd. at a significant level (0.017), which is less than (0.05). There is no relationship between the trade name and the purchasing decision-making of consumers for Dal Food Industries Ltd. products، where the percentage of the level of significance indicated to (0.787), which is greater than (0.05). That Dal Food Industries Co. Ltd. works on developing brands and demonstrating the quality of the products offered to attract more consumers to deal with companies. The necessity of the interest of Dal Company for Food Industries Ltd. to satisfy the desires and needs of customers and consumers in order to gain their loyalty in order to maintain the trade name and market share. Dal Food Industries Co. Ltd. should continue to improve the quality of products and link them to trade names, considering that consumers rely on the quality of products and the trade name when making a purchasing decision.