Factors Effecting Consumer Brand Preferences in Automobile Industry (original) (raw)
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Determinants of Automobile Brand Choice
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Branding is the process which involved in making unique name and image from product in its customer's mind. It also targets to set a significant and distinguish its presence in the market which could attract and preserve loyal customer. Nonetheless, there is disparity between brand preference and brand loyalty. The first there subsequent involved in the decision making stage of brand loyalty integrate the focal of brand preference. The aim of this study is to understand the relationship between the customer brand value and customer brand preference in the perspective of local car industry. This study manages to distributed 200 questionnaires and 128 received. Five Likert scale were used to conduct this survey to gauge the responses. The finding of this study in hope to help the car industry to determine and enhance customer brand value towards our local car industry.
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South Asian Studies, 2018
In this modern age, brands are more concentrating on consumers’ quality of life style as these reflect their status symbol or social class through the company’s products. The current study is aimed to check the effect of brand name, awareness, and price and brand quality on the brand loyalty of the product of automobiles, after that brand loyalty effect is examined on the product purchase intention specifically in South Asian context. For checking the effect of the variables brand name, brand awareness, brand price and brand quality were considered as independent variables and brand loyalty was considered as a dependent variable. The study was correlational as it shows the relationship of different dependent and independent variables. This study has been conducted through a survey design. The population was considered as the citizens of Bahawalpur, one of the oldest stateS in South Asian region and for the data collection random sampling technique was used. A total number of 300 que...
Factors affecting brand preference in passenger car buying in Nepal
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In today's complex and highly competitive marketplace, marketers, realizing a need to develop sustainable strategies, have turned to branding as a solution. Understanding the brand preferences of consumers is always under discussion. In such context, this study measured the effects of price, attributes, brand personality, appearance, and self-congruity on brand preference in buying a passenger car. A deductive reasoning approach, quantitative method, and positivist epistemology with predetermined hypotheses were used. A six-point Likert scale structured survey was utilized to gather the primary information. The sample included 411 passenger car users in Nepal. A judgmental sampling technique and a causal research design were used. Through path analysis, the effect of price, attributes, brand personality, appearance, and selfcongruity on dependent variables was identified using structural equation modeling. The study's outcome showed that attribute (β = 0.062, p > 0.05), price (β =-0.041, p > 0.05), and appearance (β = 0.022, p > 0.05) have no significant positive impact on consumer brand preference. Moreover, the study discovered that brand preference is influenced by self-congruity (β = 0.297, p < 0.05) and brand personality (β = 0.232, p < 0.05) in buying passenger cars in Nepal. It is concluded that brand image and prestige are more critical for high-involvement products. These outcomes provide a road map for future scholars and business people with a view of the emerging context of market development.
Influence of brand name on consumer decision making process-an empirical study on car buyers
2011
In the modern society brands not only represent the product or company but also have a strong association with perceived quality, consumers' life style, social class, taste etc. The purpose of this paper is to create a deeper consideration of what influence a brand name can have, when people go for purchasing, choose the products between different brands, especially private vehicle like car. Moreover, this paper also tries to explore the relation between brands and the consumer decision making process. This study has been conducted through literature study as well as questionnaire administered survey. Simple random sampling procedure has been used to determine sampling frame and size and a convenience sample of hundred respondents of different age groups, income and occupation have been considered for the survey. The collected data were analyzed to comply with the objectives and also to draw conclusions. From the study it is revealed that when consumer purchases a car, brand names do influence his/her choice. The study also reveals that branded cars have a great place in consumer mind, when customers go for purchasing a car, they prefer to purchase a well known branded car. Customers do not want to try new or unknown branded cars because they have not much information about the lesser known brand. Key Words: Brand, Brand name, consumer behavior, purchase decision, level of involvement JEL Classification: M 3 Introduction:
THE IMPACT OF BRAND ON A CAR PURCHASING DECISION PROCESS
The concept of "brand" has provoked a huge curiosity among researchers from around the world because it plays a very important role in all marketing activities. This study aims to provide an overview of the impact of brand names on Kosovo consumers’ behavior and on their decision for car purchasing. The study will also investigate the other factors that consumers consider important when buying cars such as price, quality and country of origin, and among others the study will also investigate what is their opinion on the role of the car brand in determining the social status of the person and its impact on a persons’ self-esteem. This research is of an empirical nature and is carried out by collecting primary data via a self-administered questionnaires distributed electronically to 100 randomly selected car possessors. The study has pointed out that brand is not the decisive factor when making a decision to purchase a car. The price, quality and country of origin of cars are considered the most important attributes in determining the purchase. The results of this paper can be used by marketing managers and car dealers who, based on the data obtained from this research, can create new price strategies or even implement other promotional forms that put more emphasis on price, quality and country of origin of cars in order to better access their customers.