CONSUMER’S BRAND CHOICE BEHAVIOR FOR CAR

Abstract

The Main objective of the study is to identify attributes that affect the brand choice behavior of car and to identify why consumers give special emphasis to some particular tributes. The study reveals that Toyota is the most favourite brand followed by FORD, BMW, HONDA, MERCEDES -BENZ AND VOLVO. Availability of spare parts, brand image and durability has emerged as the most potent factors for preferring a specific brand motor car. Consumer also considers design, co lour, resale value, less fuel consumption spend and driving method as the impotent ones. Consumer belonging to different educational, occupational, income and age categories reveal more or less similar pattern in rating different factors considered for brand choice. For the purpose of the study consumers were asked how important each factor was to the respondents in making a car purchase. Safety was the top consideration followed by quality, value performance, design, technology and environment.
They could be used  as an index for improving their product and formulating marketing strategy accordingly