SANGHVI INNOVATIVE ACADEMY
(Affiliated to D.A.V.V., Indore)
“A comparative study of customers’ brand loyalty towards Maruti Suzuki & Tata Motors”
GUIDED BY: SUBMITTED BY:
Prof. SURBHI GANGRADE TARUN PORWAL
Formerly known as Maruti Udyog Ltd., Maruti Suzuki India has been a market leader in passenger vehicles for over two and a half decades and perhaps has the widest array of cars in India.
The company has faced stiff competition for years but now has started succumbing to ...view middle of the document...
Tata Motors is South Asia’s largest automobile company; it is the leader in commercial vehicles and among the top three in passenger vehicles. Worldwide it is the world's fourth-largest truck manufacturer and second-largest bus manufacturer.
The extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands.
"The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category"
REVIEW OF LITREATURE
Barbara Olsen (1993),in his study "BRAND LOYALTY AND LINEAGE: EXPLORING NEW DIMENSIONS FOR RESEARCH”Stated that It is clear from the interviews that brands are an important component in generational bridging. McCracken reflects that each family now has a limited role connecting generations. Goods we purchase are often replacements for what we no longer inherit and their meaning changes to suit the moment (1990: 52). What we now pass on to those generations, demonstrated by this study, is the brand itself. The product becomes a symbol of the socialization process and can function as a "bridge" or "fence" as individuals interpret their own identity.
Sharyn Rundle-Thiele, in his study “Assessing the performance of brand loyalty measures”Stated that We examine a model of six latent constructs and propose that true brand loyalty can be explained as a result of five distinct antecedents: brand credibility, affective brand conviction, cognitive brand conviction, attitude strength, and brand commitment. Data from experimental conditions with manipulations of eight product classes and two involvement levels lend support for the proposed model, demonstrating that brand loyalty can be considered as truly loyal only when mediated by a high degree of affective and cognitive brand conviction, and attitude strength. Advertising and marketing implications for the relationships among the six constructs under different manipulation conditions are discussed.
Choong Lyong in his study “the Theory of Reasoned Action Applied To Brand Loyalty” stated that The purpose of this paper is to integrate the three aspects of brand loyalty which are cognitive...