Royal Enfield Bikes Case Study
1.1 INTRODUCTION The Internship is concerned about the post purchase behaviour of Royal Enfield bikes. It includes a wide preview of understanding different aspects of consumers to ascertain the satisfaction, perception and loyalty levels and its influencers, to measure the impact of the above analysis on future sales, suggests suitable recommendations for improving the level of customer satisfaction. It also helped to analyze the dealer's attitude towards the service and benefits rendered by the company. This study also helps the management graduates and fellow researchers who would like to increase their knowledge on the subjects which might be of help in the near future while looking for works.
1.2 TITLE
The project study
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The study revealed that, marketers stand to consumer behaviours with respect to their brand, for example brand loyalty and positive word-of-mouth. Further, it also revealed that, the selection of appropriate target markets, the development of strong product image, promotion and operation for domestic market may be recommended as specific marketing plans. They also indicated that, there is a strong relationship between brand image and each of the preference measures utilized in the study. Across this category, the brand with the greater market share yielded substantially higher levels of brand acceptability. In turn, the brand with the higher image in the category generated significantly greater …show more content…
They also reveal that, brand image is the totality of consumer perceptions about the brand, or how they see it, which may not coincide with the brand identity. they concluded that, brand image is sometimes clear as the reasoned or emotional perception consumers attach to specific brands.
Keller (1993) studied on brand image they revealed that, brand attributes consist of ‘bits’ of information that are linked to a brand name in consumer memory and that, when combined with the brand name, make up a brand’s image. Further they also opined that, the brand attributes themselves come from a variety of sources, including consumer experiences, marketing communications, and/or word of mouth. There are linkages between the brand name, its attributes, and other brands in the marketplace mean that associated attributes can be unique to the consumer, unique to the brand, or shared with other
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