Correlation Table # 6.5 CP CA CBB BI CP 1 0.341 0.000 0.367 0.000 0.468 0.000 CA 1 0.133 0.000 0.325 0.000 CBB 1 0.328 0.000 BI 1 Interpretation Hence correlation table shows that all the variables are correlated with each other and has significant valueless than 0.05. Regression Table # 6.6 Adjusted R2 Independent Variables Dependent Variables CP CBB BI 0.202* CA 0.361* CP 0.40* BI 0.067* CA 0.176* (*) shows sig. value. Interpretation Table 6.6 shows that to deal with mediating variable multiple regression is applied through SPSS. The above table shows that 20% change occur in Consumer Perception due to Brand Image while 36% change occurs due to Consumer Awareness. Consumer Perception is actually playing a role of mediating variable. Similarly 6% change in Consumer Buying behavior occurs due to Brand Image while 17% change occurs due to Consumer Awareness. CBB is dependent
Kuwait Chapter of Arabian Journal of Business and Management Review Vol. 4, No May. 2015 34 variable. Consumer perception has the major effect in the change of consumer buying behavior because 40% change occurs in Consumer buying Behavior due to Consumer Perception. Conclusion and Recommendations Hence the above discussions and results of analysis show that there is difference between the perceptions of both cities customers about branded clothes. Almost same questionnaires are filled from both cities and their results are also same. Result shows that males are more brand conscious rather than females. Hence Consumer Perception has more influence on Consumer Buying Behavior instead of Brand Image and Consumer Awareness. Researchers can do more study with more variables to know the influence of variables. Similarly marketers can work to build strong perception of consumers about their brands by using multiple ways i.e. advertisement, quality, availability etc.