A STUDY ON LEVEL OF BRAND PREFERENCE TOWARDS PRODUCT ATTRIBUTES FACTORS OF MARUTI CARS

Abstract

The products' brand plays a crucial role in determining who buys them in the marketplace. An upper-funnel campaign that succeeds may be indicated by brand preference. In the marketing funnel, increasing brand awareness through real-world customer interactions is an efficient upper-funnel strategy. Sorting through the noise to determine if the target audience knows and appreciates their brand is one of the hardest things a brand has to do. As a customer moves through the customer journey, if they prioritize your brand, it indicates that you have connected with them to the point where they are growing more brand loyal. This is not the same as just observing a rise in brand recognition. The argument could be based on the product itself, the brand's advertising, or even the brand's values. The goal of brand preference building is to establish a direct relationship with customers who become loyal advocates by keeping your brand at the forefront of their minds when making purchases. In light of this, this study attempted to explore the degree of brand preference regarding Maruti car product attributes in the Tiruchirappalli District of Tamil Nadu.

KEY WORDS: Brand preference, purchase behaviour, customer satisfaction, consumer awareness, purchase decision, customer attitude, brand Loyalty , brand image