Brand Awareness and Its Influence on Customers’ Buying Behavior: Basis for Determinants of Customer Acquisition

Vol.4, No.1

Abstract

Happy Pill is a home décor store that has been in business for almost eight years. They are
located at Katipunan Ave. Diliman Quezon City. The business offered different types of
home decorations, like motivational wall décor, hanging wall décor, and different rule
decorations for home and office. The business started from the partnership of the cousin and
the owner. The Happy Pill name was created because the owner believes that home
decorations can make every customer's home beautiful; just by seeing their home, they can
feel relaxed, at peace, and happy. Brand awareness is very important in every business
because if the business has a strong brand, it can easily attract more potential customers,
which is why the researchers studied the brand awareness of Happy Pill to know if the
business is known by its target market.
Findings revealed that brand awareness and other factors like brand name, sales promotion,
advertising, and first-mover advantage are key components in influencing customer buying
behavior. Also, the study indicates that brand awareness and customer buying behavior
have a significant relationship with each other.
Based on the research findings and recommendations, improving brand awareness can help
acquire more potential customers, and understanding the buying behavior of the customers
can help the business formulate the right strategies and marketing approaches. In addition,
one of the challenges encountered by the potential customer is that the business fails to
provide adequate product information. Creating a tagline, Logo, and TikTok for the business
is the output, and utilizing social media platforms is recommended for a business to increase
its awareness. In this manner, the business awareness will increase.