Factors Affecting Consumer’s Brand Preference of Small Cars

Abstract

The purpose of this study is to identify the factors affecting consumer's brand preference of small cars in Chennai. The majority of consumers prefer Maruthi Suzki brand of small car. The value, comfortability, efficiency, accessibility, ambition and need are the factors affecting consumer's brand preference of small cars. The regression analysis shows that value, comfortability, efficiency and need are positively influencing the consumer's overall satisfaction about small cars at one per cent level of significance, while accessibility is also positively influencing the consumer's overall satisfaction about small cars at five cent level of significance. Therefore, the small car manufacturers should also focus on value-creating activities as such so that consumers will have a better perception of quality of the brand. By incorporating these factors, it also delivers a functional benefit such as creating a differentiation from industry competitors. There is cut throat competitions in the market on price front and so they have to find out better quality and low cost product. Indians are conscious about the price and fuel efficiency.