Literature Review on Honda Brand Equity

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LITERATURE REVIEW

In recent days India is witnessing a change in consumerism. The market is now predominantly Consumer driver. The focus is shifting for product based marketing to need based marketing. Consumer is given many options to decide. Two wheeler segment is no exception to this general trend. An effective market communication is imperative for reaching the target audience. So it is important that we study the consumer perceptions and behavior of the two wheeler owners which with give us feedback on how marketing strategies can be worked.

Brand awareness is a marketing concept that measures consumer knowledge of brands existence. In general means the extent to which the associated with a particular product is documented by potential and existing customer either positively or negatively.

1) Mandeep Kaur and Sandhu (2006),

Purpose- of study that important features which a Customer considers while going for the purchase of a new bike. Findings- The study covers the owners of bikes living in the major cities of the State of Punjab and the Union Territory of Chandigarh. So the manufacturers must design the product giving maximum weightage to these factors.

2) Chidambaram and Alfread (2007),

Purpose- to study that there are certain factors which influence the brand preferences of the customers. Approach- Within this framework, the study reveals that customers give more importance to fuel efficiency than other factors. Findings- customer believes that the brand name tells them something about product quality, utility, technology and they prefer to purchase the passenger cars which offer high fuel efficiency, good quality, technology, durability and reasonable price.

3) Satya Sundaram (2008),

Purpose- to analyze how the competition makes the automobile manufacturer to launch at least one new model or a variant of the model every year. Findings- This survey also pointed out that bikes are becoming popular in India and the...
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