Volume : III, Issue : IX, September - 2013

Role of Brand Name in Purchase Decision of Passenger Cars

Ms. Deepthi Sankar

Abstract :

Brand name play a vital role when people look for products to purchase, use and to evaluate before they buy or dispose of products and services in which they expect will satisfy their wants and needs. In the present scenario companies use consumer driven approaches to substantiate their abilities to satisfy the countless emerging needs and wants of the modern consumer. Amongst these consumer driven approaches, anding has emerged as one of the crucial activities required in the building of a loyal customer base and the creation of an effective and image. Consumers want to associate themselves with certain ands and this makes a large influence on their buying behavior . Understanding consumers’ behaviour is a crucial factor in the companies’ success around the world. Brand is a combination of name, symbol and design. Brands represent the customer’s perceptions and opinion about performance of the product. The powerful and is which resides in the mind of the consumer. Brands differ in the amount of power and worth they have in the market place .The purpose of this paper is to analyze role of and name when people take a purchase decision, especially in the purchase of car. The objective is to identify if buyers of passenger cars consider the and name as an important cue while evaluating different alternatives.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Ms. Deepthi Sankar Role of Brand Name in Purchase Decision of Passenger Cars Indian Journal of Applied Research, Vol.III, Issue.IX September 2013

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