Syed Mohd Murtuza Bukhari
According to theory, customers choose a brand they recognize, before an unfamiliar brand. If the consumers do not choose according to theories, what are the factors that have a greater effect on the buying behavior? There is not much research about the effect of brand awareness on brand choice, which is why this subject is investigated. One of the purposes of this paper was to do a research about brand awareness; to see to what extent it matters when purchasing the first time in an unfamiliar environment. One of the objectives was to determine if there were any differences in buying behavior between the chosen or different cultures. The research group is limited to students from china, India and Iran. The Conclusion of research paper was that all investigated factors had some importance for choice of brand, while quality had a greater effect on brand choice than brand awareness. Further, there was no difference in buying behavior between the cultures.