BRAND PREFERENCES AND BRAND LOYALTY OF CONSUMERS TOWARDS AUTOMOBILES : A CONSUMER BEHAVIOUR SURVEY (IJMSS Book 3)

Brand preference is the indicator of the strength of a brand in the hearts and minds of customers. Brand preference represents which brands are preferred under assumptions of equality in price and availability. Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and minds of customers. In this research, an attempt has been made to know which brands are commonly preferred by the automobile consumers in Himachal Pradesh. There are so many brands of four wheeler which are available in the market like Maruti Suzuki, Mahindra & Mahindra, Tata Motors, Hyundai Motors, Toyota Motors, etc. In this study we also tried to know the brand loyalty of consumers. Here, we have made an attempt to know whether the consumers are loyal towards a particular brand are not. The study discusses about the brand preferences and brand loyalty of consumer towards automobiles in Himachal Pradesh.