Measuring Brand Power through Brand Image and Customer Satisfaction in Two Wheeler Automobile Industry

Abstract

Due to the rapid changes in the global market and the increased competition experienced between firms, “Brand Management” has become more important. Good brand management brings about clear differentiation between products, ensures consumer loyalty and preferences and may lead to a greater market share India is the second largest producer of two-wheelers in the world. In the last few years, the Indian two wheeler industry has seen spectacular growth especially driven by the youngster's preferences for latest technology, variety and stylish look motorbikes. Customers of Two Wheelers are also getting multiple options to choose their product or brands by considering quality and other features due to presence of competitive brands in the market and managing brand is really a challenge for brand managers. The purpose of present study was to identify the perceived brand image by customer, how brand image affects the purchase decision for two wheelers, Brand loyalty of customers and their overall satisfaction with brand. For identifying this, a survey was done using questionnaire having required. Respondents were selected randomly for this purpose both from urban and rural locations and spread in demographic characteristics. Findings of the study revealed brand wise significant difference in customer's perception towards Brand Image and Brand Loyalty for different brands of Two Wheelers. However, there was no significant difference observed in satisfaction level of customers towards their owned brands of Two Wheelers.