The Effect of Brand Image on Consumer Behavior

The general objective of the study was to assess the effect of brand image on consumer behavior. Specifically, the study sought to;

1. Identify the brand image strategies adopted by Coca-Cola in influencing consumer behaviour within the Takoradi metropolis.
2. Examine the views of customers of Coca-Cola’s brand image within the Takoradi metropolis.
3. Assess the effect of Coca Cola brand image on consumer buying behavior within the Takoradi metropolis.

The study adopted a descriptive study approach. The study was purely quantitative in nature. The population of the study comprised both employees and customers of the company. The population of the study comprised consumers of Coca Cola products within the Takoradi metropolis. The sample size for the study was 278. A non-probability sampling specifically convenience sampling was used for the study. Questionnaires were used as the data collection tool. The Statistical Package for Social Sciences (SPSS v.16.0) was used to analyze the data collected.