Factors such as quality, price, felt need for the product, and brand name influence customer's decision to purchase products. When a product is of good quality, consumer confidence in the product grows and the stronger becomes the decision of the consumer to purchase the product. A reasonable price and good brand name also induce the consumers to purchase the product. The more the consumer needs the product, and the better the price, the quality and the brand name, the greater the prospect for the consumer making the decision to buy the product. Usually, the better known the brand name, the greater the desire to purchase a product bearing the good brand name. However, if a prospective consumer happens to have a string brand loyalty for another brand than the one marketed, then the brand name of the product will not influence the purchase decision. Only for those who do not have a strong brand loyalty to a different product, will the relationship between brand name and purchasing the product hold true.

a) Dependent variable

b) Independent variable

c) Moderating variable

d) Intervening and mediating variable

e) Problem question

f) Formulate hypotheses