Effect of brand design on consumer purchasing behaviour, case of Brasimba Company-Beni Branch

This study examines the effect of Brand Design on Consumer Purchasing Behaviour especially in Brasimba Ltd., Beni, DRC. Using a mixed-methods design, it combines quantitative and qualitative methods of data collection where a sample of 400 consumers of Brasimba Ltd products and 10 senior managers in Brasimba Ltd was selected via simple random and purposive sampling techniques. The primary data were collected by questionnaires and semi-structured interviews while secondary data were collected using document analysis techniques. Data analysis involved descriptive statistics, regressions analysis, and thematic qualitative assessment for relation between Brand design and consumer purchasing Behaviour. After analysis, the study founded that, the effect of Brand Design on Consumer Purchasing Behaviour is significant since the regression indicated that Visual Identity (β = 0.38), Packaging and Labelling Design (β = 0.35), Brand Design Appeal (β = 0.40), and 66.2% of variance (R2= 0.66; F = 486.38, p < 0.001). Furthermore, the qualitative findings indicated disciplined design standards, centralized oversight and regulatory compliance that reinforce brand consistency and effectiveness. The study concluded that, well managed brand design fosters customer loyalty, repeat purchasing, and competitive advantage this as a strategic and managerial driver of the market. Based on the results, Brasimba Ltd should make sure that communication, packaging and design are keep improved. The results show that, consistent design, quality control, and communication improve consumer perception and loyalty, which extend the theoretical models of brand equity to emerging economies.