Brand Management–Alternatives: An explorative study of Brand Associations of Indian Automobile Industry

Mr. Manjunatha.V; Dr Amulya M

Volume : V, Issue : I, January - 2016

Brand Management–Alternatives: An explorative study of Brand Associations of Indian Automobile Industry

Mr. Manjunatha. V, Dr Amulya M

Abstract :

The purpose of this research is to explore and examine the Brand Management alternatives, more specifically the Brand Associations in the Indian automobile industry. The study attempts to examine and to establish the relationship between the market performance and the Brand Management alternatives through the establishment of Brand Image, Brand Awareness /Brand Knowledge, Brand Identity, Brand Loyalty, Perceived Quality, Brand associations. Probably the marketing Managers of the automobile companies may understand the sensitivity of Brand Associations and the extent to which they may/may not influence the market performance of the companies. Factor analysis and integrated analysis techniques are used to determine the principal components of various Brand Associations related to select automobile companies in India. The survey is conducted in the Mysore city of Karnataka state. The companies like Maruti–Suzuki, Tata motors, Toyota motors, Hyundai motors and Mahindra & Mahindra are considered for the survey. A sample of 174 passenger car users are identified by using Snow Ball technique & interviewed and the cognitive responses are noted .The research is conducted in four quarters of the year 2014 to ensure randomness and to reduce the monotony of the feedback given by the respondents. The research attempts to record the best possible empirical evidences to build the relationship between the Brand Associations and Market performance.