Brand Influence On Consumer Choice Essay

INFLUENCE OF BRAND NAME ON CONSUMER DECISION IN CAR CHOICE
Sekhar Choudhury
Kirloskar Institute of Advanced Management Studies, Harihar.

Abstract
In this new era brands not only represent the product or company but also have a strong association with perceived quality, life style, social class, taste etc. This research will create an idea of what influence a brand name can have, when people go for buying cars between different brands. This research will also help to find the relation between brands and the consumer decision making process. Consumer buying behaviour is dependent on many factors, one of them is psychographic where consumer look for status, beliefs, attitudes and value systems influence the buying behaviour, where brand plays vital role in selection of high end product like car. In this study samples of 50 respondent has to be collected which will help in knowing the influence of brand name while purchasing a Car.

Key Words: Brand, Brand name, consumer buying behaviour

Introduction:

The car market in India has evolved over the years with only three brands till 1991 when the market was opened to the present scenario with every global automaker trying to have a

Fitzsimon, Vicki G. morwitz has done detailed research on the topic “The effect of measuring intent on brand level purchase behaviour”, and he has talked about the brand level purchase effect on consumer, where he talked about the previous users of brand, new user of the category of the car which gave him practical implication for using intent data and finally he concluded that current owners of car are likely to repurchase the brands they currently own when they are asked intent questions. In addition, he demonstrated that the purchase behaviour of current car owner is more consistent with their rand attitude when they’re asked intent questions. First time car buyers, on the other hand are more likely to purchase brands that have more market share when asked intent