Price

Price plays a vital role on consumer buying behavior due to the element of price frequency of purchasing products can either be increased or decreased. So that’s why different pricing strategies have been used to know consumer buying behavior how it changes when those strategies are applied. (Hameed, Soomro, & Hameed, 2012).

Pricing is the process of determining what a company will receive in exchange for its products. Pricing factors are manufacturing cost, market place, competition, market condition, Quality of product. Price is the amount for which products, services or ideas are exchanged or offered for sale, regardless of its worth or value to potential purchasers. Within the framework of classical economic theory, prices are arrived at in a relatively determined manner. (Cannon, 1998).

Brand Image

Brand image is the key driver of brand equity, which refers to consumer’s general perception and feeling about a brand and has an influence on consumer behavior. For marketers, whatever their companies’ marketing strategies are, the main purpose of their marketing activities is to influence consumers’ perception and attitude toward a brand, establish the brand image in consumers’ mind, and stimulate consumers’ actual purchasing behavior of the brand, therefore increasing sales, maximizing the market share and developing brand equity. Brand equity is the focus of both academics and practitioners; however, there is no paradigm among the brand equity studies by now. (Zhang, 2015).

Brand image is also regarded as opinion and consumer confidence in the quality of products produced by organizations and organizational honesty in the products offered to consumers.(Aaker, 1997; Cannon, Perreault, & McCarthy, 2009). In the analogy stated that if a consumer think that the organization has a consumer oriented perspective, so consumers have confidence in the brand over the image of the brand owned by the organization (Delgado-Ballester & Munuera-Aleman, 2005).

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