Brand Image Brand Loyalty and Brand Switching A Study among Car Buyers of Kamrup Metro

Abstract

[xxiv] newlineBrand Image, Brand Loyalty and Brand Switching: A study among car buyers of Kamrup Metro newlineABSTRACT newlineThe global automobile industry is one of the largest and fastest-growing industries in the world market. The industry also plays a significant role in driving the economic prosperity of various countries across the globe. The industry is also listed as one of the most profitable industries in the world and is also one of the largest employment generators in the world. A population of around 9 million people is directly employed in this industry which counts for 5% of the world s total manufacturing employment. The automobile industry also serves as one of the greatest revenue generators for governments as the Government is able to collect the huge amount of revenue from the industry across the globe. The industry also invests heavily in its research and development as well as in the production of vehicles. newlineThe Indian Automobile industry also emerges as one of the fastest-growing industries in the world. The industry also plays a significant role in the production and sale of small cars in the global market. The industry is also one of the leading exporters of vehicles in the global market and also has an immense opportunity for higher growth of exports in the coming years. newlineBranding plays a significant role in the automobile industry. A strong brand is the engine that ignites the purchase decisions of the customers, drives consumer loyalty and thus propels a company to pole position in the market. Customers look for brands as an assurance provider of the best product or services that are available in the market. Consumers are ready to purchase a car at a higher price for the intangible value that comes with the brand s history, heritage and exclusivity. Thus Branding has become an hour of the need in the marketing world, as carmakers can navigate the winding roads of this industry towards ultimate success. The current research has made an attempt to newline[xxv] newlinedetermine the factors that influence customers to selec