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Study on Brand Image

By | April 2011
Page 1 of 43
CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION OF THE STUDY

The aim of marketing is to meet and satisfy target customers needs and wants. Understanding the consumer behavior and consumers is never simple. Consumers may say one thing but do another. They may not be in touch with their deeper motivations. They may respond to influences that change their minds at the last minute. Studying customers provides clues for developing r new products, product features, prices, channels, messages and other marketing mix elements.

Marketers have researched consumer behavior for many years, and many articles have been published in marketing journals explaining how consumers make purchasing decisions. Brand preferred by the customers are largely based on certain factors which are important to them. These factors may change everyday depends upon the changes happening in the world around him. One factor which is important for one consumer need not be important for others

The study is undertaken for Amana Toyota, a Toyota dealer in Calicut, in order to find out the Brand Preference of sedan cars and their service. It is to aim that to understand, the most preferred brand of sedan cars and their services and the factors that considered as important by the customers while preferring a sedan car. Convenience Sampling method with the questionnaire were used under the study to collect primary data from the Sedan car customers. The study also tries to know about customers’ expectations, their level of satisfaction with the dealer service, opinion and suggestions about Toyota brand.

1.2 RESEARCH PROBLEM

It is very difficult to exist and grow in the current competitive environment for a manufacturer in an Automobile industry. Managing for the future has become competing for the future. Today, marketers are finding different ways to impress customers with various things in order to achieve increased corporate profitability. Thus a marketer must have a clear...

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