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brand preferences and brand loyalty

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Brand Preferences and Brand Loyalty of Consumers towardsAutomobiles- A consumer Behaviour Survey in HimachalPradesh.

Dr. Rakesh Kumar

Assistant Professor in Commerc

Shaheed Bhagat Singh CollegeUniversity of Delhi- India

Contact No: +919654438326Email ID: [email protected]

ABSTRACT

Brand preference is the indicator of the strength of a brand in the hearts and minds of customers. Brand

preference represents which brands are preferred under assumptions of equality in price and availability.

Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and

of customers. Higher brand preference usually indicates more revenue and profit, also making it an

indicator of company financial performance. In this research paper an attempt has been made

to know which brands are commonly preferred by the automobi le consumers. There are

so many brands of four wheeler which are avai lable in the market l ike Marut i Suzuki,

Mahindra & Mahindra, Tata Motors, Hyundai Motors, Toyota Motors etc. In this study

we also tr ied to know the brand loyalty of consumers. Here we have made an attempt

know whether the consumers are loyal towards a particular brand are not. Consumer

behaviour is the process whereby, individuals decide whether, what, when, where, how, and from whom to

purchase goods and services. The automobile industry today is the most lucrative industry.

Key Words: - Consumer Behaviour, Brand Preferences, Brand Loyalty and Commitment to Purchase.

INTRODUCTION

Consumer is a king in the kingdom of market. To understand his behaviour is very necessary for themarketing man. Consumer is the focus of all the marketing activities. Knowledge of his activities and

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marketing man. Consumer is the focus of all the marketing activities. Knowledge of his activities and

behaviour is one of the most important aspects of the marketing. The consumers buy the goods to satisfy a

number of needs and drives. Human wants are unlimited and varying time to time; from place to place and

man to man. The study of consumer behaviour holds great interest for us as consumers, as students and

scientists, and as marketers.

Consumer Behaviour is a rapidly growing discipline of study. There are various reasons why the

study of consumer behaviour developed as a separate marketing discipline are shorter product life cycles,

increased interest in consumer protection, growth in marketing services, growth of international marketing,

development of computer and information technology and increasing competition, etc. Consumer research

process involves six major steps (1) defining research objectives (2) collecting and evaluating secondary

data (3) primary research design (4) collecting primary data (5) analysing data and (6) report prepa

Consumer behaviour doesn't remains the same or constant in every situation it changes time to

time. There are various factors which affects consumer behaviour. As the change comes in these factors,

consumer behaviour also changes. Following are the factors which affect consumer behaviour: (1) age (2)

sex (3) marital status (4) income (5) family background (6) education (7) occupation (8) family size (9)

geographic factors (10) psychological factors. In this grim battle for snatching maximum share of market,

only those producers are destined to emerge victorious who will be able to read the pulse of the buyers.

And this is here, where buyer behaviour has a very important role to play.

REVIEW OF LITERATURE John P. Maggard (1971) , explained that as the Negro cont inued his dr ive toward better

educat ion, better income, and an increased social and economic role in society, the

importance of answering such quest ions as these a separate and dist inct Negro

market? I f such a market, in fact, existed how does i t di f fered fro m the tradit ional 'white

market? ’ takes an increas ing impor tance. This apparent rea l i ty o f the Negro market

indicated that " i f a f i rm had desired to communicate effect ively to this market, Negro

oriented media should be used, of which the most effect ive seemed to be Negro

rat io." More important than media select ion to reach this market may be the " lack of

research in the area of consumer motivat ion" among black people.



research in the area of consumer motivat ion" among black people.

Joyce Matthews Munn (1978) , discussed the use of consumer complaints as pre-purchase information to inform consumer of the unsat isfactory purchase experiences of

others. The another discussed and evaluated the qual i ty of Better Business Bureau

reports on specif ic business f i rms. Three major aspects of BBB reports are invest igated

report on companies, records for resolving the consumer complaints, reports on

government act ions, and reports of other relevant information. The author quest ioned

the academy of BBB reports concerning a f i rm's complaint handl ing. I t pointed out that

the case studies used were not randomly selected and the adequacy of BBB reports

may vary among bureaus. The results, therefore, should not be general ized

stat ist ical ly.

Rook, Dennis W. (1987), studied about impulse buying. Despite the market ing and l i fe

style factors that encouraged i t , impulse buying was not then wel l understood. This was

due to part to the longstanding absence of a compel l ing conceptual izat ion of that

dist inct ive type of purchasing behaviour. This- art ic le reviewed extant research on

impulsive behaviour and then introduced a new interpretat ion of impulse buying.

Fol lowing were the results of an explanatory study which invest igated the

phenomenology of consumer's impulse buying episodes. The research ident i f ied: (1)

the subject ive experiences which dist inguished the onset of the buying impulse, (2)

how consumers coped with their impulse urges to buy, and (3) the type of negat ive

consequences they incurred as a result of their impulsive buying.

Yadav, Manjit S. (1994 ), observed that bundl ing, the joint of fer ing of two or more

items, was a common sel l ing strategy, yet l i t t le research had been conducted on buyers

evaluat ion of bundle offers. The author developed and tested a model of bundle

evaluat ion in which buyers anchored their evaluat ion on the i tem perceived as most

important and then made adjustments on the basis of their evaluat ions of the remaining

bundle i tems. The results of two computer ized laboratory experiments suggested that

people to examine bundle i tems in a decreasing order of perceived importance and



make adjustments to form their overal l evaluat ion of bundle.

Battol io, Raymond C. , Edwin B. Fisher (2005), study describes the general structure

of control led economic environment and reports the results of a ser ies of

experimental ly induced pr ice changes on consumer behaviour is one such environment.

The experimental results demonstrate the suitabi l i ty of control led economic

environments as laborator ies for the experimental analysis of consumer behaviour and

add to our understanding of consumer behaviour, part icular ly with report to the

cont inuing effects of temporary pr ice change on the composit ion of consumption.

Yeung, W. M. and Robert S. (2009), when consumers get verbal information about a

products attr ibutes, the inf luence of the affect they are experiencing on their product





































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