DOI: 10.36347/sjebm.2020.v07i12.004

Pages: 451-455

Branding is often said to affect the buying behaviour of customers. The customers’ decision to buy a product may be influenced positively if the brand image is positive thus customers purchase the product over and over repeating the same purchase. This study sought to determine the relationship between branding and customer purchase behaviour. The study was conducted in Eldoret Town, Kenya in a Pragmatic world view. A mixed methods research design was used employing both qualitative and quantitative techniques. The study targeted all individuals/homes who owned Pay TV decoders in the town and company stakeholders. Using Survey’s [20] formula, a sample of 400 participants was therefore obtained comprising of 394 pay TV decoder customers and 6 stakeholders in the respective companies. By use of questionnaires and interview schedule, the data was collected after which analysis were done descriptively and using inferential statistics. From the findings of the study, it was established that purchasing behaviour was wholly influenced by communication of the brand values by the creator of the brand.