Abstract: In today’s competitive real estate market, branding plays a significant role in shaping consumer purchase decisions. This study aims to understand the impact of branding strategies on customer behavior in the context of DAC Developers Private Limited. With the increasing involvement of digital media and rising consumer expectations, branding is no longer optional but an essential element for builders to distinguish themselves. The research methodology included a structured questionnaire filled by 110 participants, and data was analyzed using various statistical tools such as percentage analysis, Chi-Square, and ANOVA. The study revealed that branding components such as trust, brand image, digital presence, and communication have a direct impact on the consumer decisionmaking process. It was also observed that demographic factors have minimal influence, with the exception of educational qualification impacting views on investment safety. This article offers practical insights and recommendations for real estate firms to develop customer-centric branding strategies.

Keywords: Real Estate, Branding, Consumer Behavior, Digital Marketing, Purchase Decision, Trust, ANOVA, Chi-Square.

| DOI: 10.17148/IARJSET.2025.12544