Product Brands and Consumer Decision Making in the Purchase of Fast Moving Consumer Goods Among Kampala International University Students (A Case Study of Mukwano Cooking Oil)

ABSTRACT The purpose of this study was to explore the tendency of decision making by consumers while purchasing product brands when considering the importance of the brand name. The study was conducted among Kampala International University students. The main research objective was on how consumers’ choices are made in respect to available products as a result of the influence branding in fast moving consumer products. Branding of products by producers makes consumer decision and analysis at the time of purchase not very easy, as consumers have to critically analyze available options from which to choose from. The study adopted a cross sectional survey design with a quantitative methodology. Primary data was obtained through administering questionnaires to a sample 217 students of Kampala International University from a population of 500 students and secondary data was obtained from the academic journals and other publications related to the study variables. SPSS was used in the entry and analysis of the data. Correlation analysis showed that there is a significant very strong positive relationship between product brand and consumers’ choice. Brand has power! It defines the customer’s social class or status in the society. When people use the branded products, it shows the user status or class. People from different classes have different preferences and choices than each other. Some branded products belong to different social classes because every class’ person cannot afford the same brands products. The importance of branding begins with creating a simple name for your company, which would help consumers remember the brand, making sure that the brand can be associated with a positive value, characteristic, or position as part of the importance of branding.