The Impact of Brand Name on Consumer Buying Behaviour: A study on small Car Buyers

Rajeev K. Shukla¹ , Deepa Joshi² , Ashutosh Vyas³

Section:Research Paper, Product Type: Journal-Paper
Vol.2 , Issue.1 , pp.18-25, Mar-2014

Online published on Mar 30, 2014

Copyright © Rajeev K. Shukla, Deepa Joshi, Ashutosh Vyas . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
Life is challenging in a world where everyone wants to have a place in the elite class of society, by possessing the things which sets them apart from the rest of people in the society. In present society and living styles, the Brands not only represent the symbol of the company or product but to a larger extent define the general life of a person. In this era customers are very deeply connected to the brands. When they purchase any product like a car, mobile, items of daily need, brand name influence the consumer’s choice. This study deals with analysis, whether brand name influences the consumer choice when they go for purchasing a car. Initially the car production was dominated by few companies and one or two countries. With the passage of time, technological collaborations and new innovations the market started to grow .In the modern world scenario cars have become a need, instead of luxury.

Key-Words / Index Term :
Brands, consumer behaviour, perception

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