Analysis of consumer’s perception on Rebranding with reference to automobile industry (Two-wheeler segment)
LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT NEW DELHI
1. PROJECT TITLE: Analysis of consumer’s perception on Rebranding with reference to automobile industry (Two-wheeler segment) 2. RATIONALE OF PROPOSED INVESTIGATION:
Branding or rebranding a product is often a high cost investment for owners, but does not always result in a significant improvement in the consumer satisfaction and financial performance of the firm. . Despite this uncertainty, many two wheeler companies have
Undertaken or are contemplating this risk because they understand there are changes in market demands and the decision to re-brand in the hope that it would allow them to leverage on an established brand name and operations framework promoting hike in operational efficiency and profitability. Companies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. The purpose of this project paper is to study drivers of the corporate rebranding phenomenon and to analyse the impact of such strategies on consumer behaviour. Moreover study from financial highlights of these firms will give us insights about whether the strategy adapted was a success or failure .This would help us to understand what kind of strategy works while rebranding in this volatile and unpredictable market A rebranded product can be a success or can give negative returns therefore as a future manger, it is important to study how rebranding can effect consumer buying behaviour and financial performance of an organization in order to justify the huge investments involved.
3. LITERATURE REVIEW
* “Review on Models and Reasons of Rebranding”- 2011 International Conference on Social Science and Humanity IPEDR vol.5 (2011, Singapore by Chai-Lee Goi and Mei-Teh Goi This paper gives insights about the current concepts of rebranding and reasons why marketer goes for it (both external and internal).Also, it tells us about 6 strategic options for rebranding out which one or a combination can be adapted by firms. It presented a detail research about the rebranding models like the rebranding process model introduced by Muzellec and Lambkin and Lomax et al.’s,
* “Learning rebranding from experience of –2007 “ by Pooja Bahl ,Jayashree Badal and Priya Sabhlok This paper talks about what rebranding means - What is original brand and what to change in it . Also, what are drivers of rebranding i.e. why companies go for it and the issues that lead to decision of rebranding. The paper explains it with various examples of such firms in the year of 2007 e.g. Hutch to Vodafone, BSNL, HLL to HUL-various strategies adopted by them and consequently its impact on consumer loyalty
* Consumer perceptions of rebranding by Saleh Abdulaziz Alshebil presented to the faculty of the graduate school of the university of Texas at Arlington, August 2007
In this research, the author proposed to study what consumers think of a brand Changes and what goes on in the consumers’ minds when exposed to a brand change. The author developed some hypothesis and tested the same which were related to - (1) The effect of the perceived degree of brand change on curiosity, scepticism, and resistance towards it. (2) the effect of curiosity, scepticism, and resistance toward rebranding on
brand attitude after rebranding process.
(1) To understand the reasons behind rebranding and study its impact
(2) To analyze and study rebranding pertaining to two wheeler -automobile industry in India
(3) To learn consumer behaviour and actions in response to rebranding of two wheeler products and firms.
On the basis of constructs like –perceived degree of rebranding,...