The Impact of Brand Image on Consumer Buying Behavior: A Field Study in a Group of Major Retail Markets in Baghdad

Abstract

The current research aims to understand the importance of the role and influence of brand image on consumer purchasing behavior in large retail markets in Baghdad. The research problem was represented by an important question: "How can retail markets consolidate brand image in the minds of the final consumer in light of fierce competition?" To explain the relationship between the main research variables, two main hypotheses were formulated for correlation and influence, from which sub-hypotheses were derived. To achieve the research objectives, the descriptive analytical approach was used to survey a number of large retail markets in Baghdad. The sample included (108) respondents from a total population of (150). The intentional sampling method was used, and their opinions were surveyed using a validated questionnaire. To analyze the data, the statistical programs SPSS and Excel were used. Among the statistical methods used were (Spearman's correlation coefficient and simple linear regression coefficient). The research reached a number of conclusions, the most important of which is that there is a significant correlation and influence between brand image and consumer purchasing behavior. This indicates that a positive brand image is a key element in guiding consumer behavior in the large retail markets in Baghdad. Furthermore, brand identity plays a significant role in shaping consumer purchase intention and behavior, as it contributes to building trust and creating the first impression that motivates consumers to purchase. Among the most important recommendations reached by the researcher are enhancing ethical aspects of marketing practices through honest advertising, respecting brand promises, and focusing on customer satisfaction, which increases consumer confidence and motivates their purchasing decisions. It also aims to leverage local laws, such as Trademark Law No. (21) of 1957 and Consumer Protection Law No. (1) of 2010, to regulate the market and prevent misleading practices that undermine the brand image.