Abstract

Brand positioning is a concept related to a firm’s products and services which are offered to its present and potential customers both. This helps in building brand image in the customer’s mind and creation of brand which suits the requirements of the customers. The marketers have to know about the need of their customer in order to survive. Therefore, consumer’s purchasing pattern and brand positioning is very significant filed of research and development for marketers.
This paper focuses on the impact of educational status of the consumer on buying behavior in relation to brand positioning. It also studies the influence of demographic elements on consumer’ purchasing pattern.

Key words: Brand positioning, Consumer, Buying Behavior, Demographic Factor, Education.