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 whic…