BRAND PERCEPTION AND CONSUMER BEHAVIOR FOR SMALL CAR’S IN MANDI TOWN, HIMACHAL PRADESH

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Nitin Thakur; Dr. Avinash Rana; Dr. Jyoti Sondhi; Mr. Hemant Kapoor; Dr. Divya Rai

BRAND PERCEPTION AND CONSUMER BEHAVIOR FOR SMALL CAR’S IN MANDI TOWN, HIMACHAL PRADESH

Authors: Nitin Thakur, Dr. Avinash Rana, Dr. Jyoti Sondhi, Mr. Hemant Kapoor, Dr. Divya Rai

Unique Paper ID: 182664
Volume: 12
Issue: 2
PageNo: 2755-2758

Keywords: Brand perception Consumer behavior small cars Mandi town Purchase decision Likert scale Marketing strategy

Abstract:
In the evolving landscape of India's automobile sector, small cars have emerged as a popular choice among urban and semi-urban populations. This research examines the dynamics of brand perception and consumer behavior in the small car segment within Mandi town, Himachal Pradesh. By employing both primary and secondary data sources, including structured questionnaires answered by 100 respondents, the study explores key factors influencing brand preference, purchasing behavior, and post-purchase satisfaction. The findings highlight that safety, performance, and color are the most significant determinants in purchasing decisions. Maruti and Tata dominate brand ownership and future preference, with Maruti being the most owned brand and Tata ranking highest in purchase consideration. The data also reveal that the majority of consumers prefer new cars and rely heavily on friends and advertisements for information. Furthermore, individual autonomy dominates purchase decisions, with minimal spousal influence. The analysis includes graphical interpretations based on Likert scale rankings and percentage distributions. Ultimately, the study emphasizes the importance of spare part availability, vehicle solidity, and after-sales service in shaping brand perception. Recommendations suggest the need for tailored marketing strategies, enhanced service delivery, and innovative communication channels to better align with the evolving expectations of small car consumers in Mandi.

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ISSN: 2349-6002
Volume: 12
Issue: 2
PageNo: 2755-2758

BRAND PERCEPTION AND CONSUMER BEHAVIOR FOR SMALL CAR’S IN MANDI TOWN, HIMACHAL PRADESH

Available:https://ijirt.org/Article?manuscript=182664

Impact Factor
8.01 (Year 2024)

UGC Approved
Journal no 47859

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