Brand Preference on Car Purchase - A Study with Consumers in Tamil Nadu

Abstract

A car is essential and one in our day-to-day life. Nowadays, there is a drastic change in society on purchasing cars. Unambiguously there is a healthy race to buy the various brand cars among adolescents and young adults due to the generation gap and trend change. In Tamil Nadu, the customers have a unique concern in buying and using the cars. The young adults and youth customers have a craze for purchasing luxurious cars to make uniqueness and trendy look among their friends. This paper aims to find the brand preferences by the consumers on the cars among various brands available in the market. This study helps to know different factors that stimulate the customers to buy specific car brands. The primary data was collected through a questionnaire from 300 respondents using the purposive sampling technique. Chi-square tests have been performed to discover the association between the variables. All four factors like brand uniqueness, brand image, brand quality and brand sentiments have a positive and significant influence on the customers brand preferences towards a car purchase. Furthermore, the researcher identified that buyers normally purchase new cars from exclusive showrooms. The paper concludes with a discourse of the managerial implications.

Keywords: Brand Uniqueness, Brand Image, Brand Quality, Brand Sentiment and Brand Preferences

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