1

Brand Preferences and Brand Loyalty of Consumers towards

Automobiles- A consumer Behaviour Survey in Himachal
Pradesh.
Dr. Rakesh Kumar
Assistant Professor in Commerce
Shaheed Bhagat Singh College
University of Delhi- India
Contact No: +919654438326
Email ID: rakeshkumardoctor@yahoo.in

ABSTRACT
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. Higher brand preference usually indicates more revenue and profit, also making it an
indicator of company financial performance. In this research paper an attempt has been made
to know which brands are commonly preferred by the automobile consumers. There are
so many brands of four wheeler which are available in the market like Maruti Suzuki,
Mahindra & Mahindra, Tata Motors, Hyundai Motors, T oyota 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 . Consumer
behaviour is the process whereby, individuals decide whether, what, when, where, how, and from whom to
purchase goods and services. The automobile industry today is the most lucrative industry.
Key Words: - Consumer Behaviour, Brand Preferences, Brand Loyalty and Commitment to Purchase.

INTRODUCTION
Consumer is a king in the kingdom of market. To understand his behaviour is very necessary for the
marketing man. Consumer is the focus of all the marketing activities. Knowledge of his activities and
behaviour is one of the most important aspects of the marketing. The consumers buy the goods to satisfy a
number of needs and drives. Human wants are unlimited and varying time to time; from place to place and
man to man. The study of consumer behaviour holds great interest for us as consumers, as students and
scientists, and as marketers.

2
Consumer Behaviour is a rapidly growing discipline of study. There are various reasons why the
study of consumer behaviour developed as a separate marketing discipline are shorter product life cycles,
increased interest in consumer protection, growth in marketing services, growth of international marketing,
development of computer and information technology and increasing competition, etc. Consumer research
process involves six major steps (1) defining research objectives (2) collecting and evaluating secondary
data (3) primary research design (4) collecting primary data (5) analysing data and (6) report preparation.
Consumer behaviour doesn't remains the same or constant in every situation it changes time to
time. There are various factors which affects consumer behaviour. As the change comes in these factors,
consumer behaviour also changes. Following are the factors which affect consumer behaviour: (1) age (2)
sex (3) marital status (4) income (5) family background (6) education (7) occupation (8) family size (9)
geographic factors (10) psychological factors. In this grim battle for snatching maximum share of market,
only those producers are destined to emerge victorious who will be able to read the pulse of the buyers.
And this is here, where buyer behaviour has a very important role to play.

REVIEW OF LITERATURE
John P. Maggard (1971), explained that as the Negro continued his drive toward better
education, better income, and an increased social and economic role in society, the
importance of answering such questions as these a separate and distinct Negro
market? If such a market, in fa ct, existed how does it differed from the traditional 'white
market? takes an increasing importance. This apparent reality of the Negro market
indicated that "if a firm had desired to communicate effectively to this market, Negro
oriented media should be used, of which the most effective seemed to be Negro -appeal
ratio." More important than media selection to reach this market may be the "lack of
research in the area of consumer motivation" among black people.
Joyce Matthews Munn (1978 ), discussed the use of consumer complaints as pre purchase information to inform consumer of the unsatisfactory purchase experiences of
others. The another discussed and evaluated the quality of Better Business Bureau
reports on specific business firms. Three major aspects of BBB reports are investigated
report on companies, records for resolving the consumer complaints, reports on
government actions, and reports of other relevant information. The author questioned
the academy of BBB reports concerning a firm's complaint handl ing. It pointed out that

3
the case studies used were not randomly selected and the adequacy of BBB reports
may vary among bureaus. The results, therefore, should not be generalized
statistically.
Rook, Dennis W. (1987), studied about impulse buying. Despite the marketing and life
style factors that encouraged it, impulse buying was not then well understood. This was
due to part to the longstanding absence of a compelling conceptualization of that
distinctive type of purchasing behaviour. This - article reviewed extant research on
impulsive behaviour and then introduced a new interpretation of impulse buying.
Following

were

the

results

of

an

explanatory

study

which

investigated

the

phenomenology of consumer's impulse buying episodes. The research identified: (1 )

the subjective experiences which distinguished the onset of the buying impulse, (2)
how consumers coped with their impulse urges to buy, and (3) the type of negative
consequences they incurred as a result of their impulsive buying.
Yadav, Manjit S. (1994 ), observed that bundling, the joint offering of two or more
items, was a common selling strategy, yet little research had been conducted on buyers
evaluation of bundle offers. The author developed and tested a model of bundle
evaluation in which buyers an chored their evaluation on the item perceived as most
important and then made adjustments on the basis of their evaluations of the remaining
bundle items. The results of two computerized laboratory experiments suggested that
people to examine bundle items in a decreasing order of perceived importance and
make adjustments to form their overall evaluation of bundle.
Battolio, Raymond C., Edwin B. Fisher (2005) , study describes the general structure
of controlled

economic environment and

reports the

results of

series of

experimentally induced price changes on consumer behaviour is one such environment.

The

experimental

results

demonstrate

the

suitability

of

controlled

economic

environments as laboratories for the experimental analysis of consumer behaviour an d

add to our understanding of consumer behaviour, particularly with report to the
continuing effects of temporary price change on the composition of consumption.
Yeung, W. M. and Robert S. (2009) , when consumers get verbal information about a
products att ributes, the influence of the affect they are experiencing on their product

4
evaluations depends on their belief that the product should be judged on the basis of
hedonic versus ultitarian criteria. When consumers see the product before they receive
attributes information, however, the products appearance can stimulate them to form an
affect-based initial impression that they later use as a basis for judgments independent
of the criteria they would otherwise apply. Consequently, the mood that consumers
happen to be in has different effects on their judgments than it would otherwise.

OBJECTIVES OF THE STUDY:

The objectives of the present study are:
1.

To study the brand preferences & brand loyalty of consumers towards automobiles.

2.

To examine the level of satisfaction of consumers from different brands of automobiles.

HYPOTHESIS:
Null Hypothesis-H 0 : Each brand is equally preferred by the consumers.
Alternative Hypothesis -H 1 : Each brand is not equally preferred by the consumers.
Null Hypothesis-H 0 : Consumers are loyal towards every brand.
Alternative Hypothesis -H 1 : Consumers are not loyal towards every brand.
Null Hypothesis-H 0 : Consumers are satisfied with ever y brand.
Alternative Hypothesis -H 1 : Consumers are not satisfied with ever y brand.

RESEARCH METHODOLOHY:
1. METHODOLOGY OF DATA COLLECTON :
The present study has been conducted with the help of primary and secondary
data to understand the consumer behaviour towards Four Wheeler.
PRIMARY DATA
The primary data for the study has been collected with the help of
interviews, personal observation, pilot survey and questionnaire.
SECONDARY DATA

5
The secondary data has been collected from the following sources:
1.

Books and journals.

2.

Research reports.

3.

Dealers.

4.

Magazine s, articles from newspapers.

5.

Websites.

2. SAMPLE SIZE AND SAMPLE DESIGN :

The complete Himachal Pradesh acts as the universe and every consumer who
has four wheeler of any company in the state under study is the population for the
study. Keeping in view the time factors for the completion of the present study only a
sample of 1000 consumers has been selected. The sample constitutes proportionately
all major brands of four -wheeler sold by different companies in the state under study.
Further, designing a sample, due care has been taken to cover all demographic
variables like age, sex, income, education, background of consumers, etc. in order to
make the sample more representative.
3. SAMPLING METHOD:
Multiple -stage sampling has been used:
Stage One: At this stage, using cluster sampling, the whole area of Himachal Pradesh
has been divided into four groups, taking three districts in each group.
Stage Two: At this stage, by using judgme nt-cum-convenience sampling each group
has been divided into rural & urban area.
Stage Three: At this stage, by using quota sampling, a sample of 1,000 consumers has
been taken proportionately from rural and urban population keeping in view the number
of four wheeler sold in rural & urban areas.
Stage Four: At this stage, the ultimate sample was selected on the basis of
convenient -cum-judgment sampling.

4. METHODS OF DATA ANALSING AND INTERPRETATION :

1.

Percentage Method.

6
2.

Chi-Square Method.

LIMITATION OF THE STUDY:

1.

The study has been conducted with the help of primary data collected randomly.
Therefore the results may be affected by the sampling error.

2.

Incomplete and wrong information and poor responses to some questions could
not be avoided. In certain cases, the r espondents were found irrelevant, the
assurance was given to maintain secrecy of data, yet the desired success could
not be achieved.

3.

Further, time and cost factor did not permit the researcher to cover all the
aspects of consumer behaviour.

4.

Because the area of four wheeler industry is so vast, so it was not possible to
give consideration on all types of four wheelers available in the market.

DATA ANALASIS AND INTERPRETATION:

TABLE-1.1
AGE OF CONSUMER AND BRAND OF FOUR WHEELER
AGE

BRAND OF FOUR WHEELER

MARUTI

MAHINDRA

TATA
MOTORS

HYUNDAI
MOTORS

SUZUKI

&
MAHINDRA

BELOW

132

30 YEARS
30-45
YEARS

TOYOTA

62

41

20

(51.8)

(24.3)

(16.1)

(7.8)

187

78

78

70

40

20

473

(39.5)

(16.5)

(16.5)

(14.8)

(8.5)

(4.2)

(100.0)

ABOVE

131

60

31

10

10

30

272

45 YEARS

(48.2)

(22.1)

(11.4)

(3.7)

(3.7)

(11.0)

(100.0)

TOTAL

450

200

150

100

50

50

1000

(45.0)

(20.0)

(15.0)

(10.0)

(5.0)

(5.0)

(100.0)

MOTORS

__

ANY
OTHER*

TOTAL

__

255
(100.0)

7
2 =96.504
P<0.01
Note:

Figures in parenthesis depicts the percentage.

Source:

Data collected through questionnaire.

Any other*: Fiat, Ford, Skoda, Honda, Chevrolet etc.

The table 1.1 reveals that the demand of four wheelers of Maruti is higher
among the age group below 30 years. The demand of Maruti, Tata, Hyundai is higher
among the age group 30 -45 years. Among the age group above 45 years the demand of
Maruti, Mahindra and other brands of four wheeler is higher.
While applying 2 test, it is found that calculated value of 2 test (96.504) is
higher than the table value at the 1% level of significance, which leads to reject the
null hypothesis and accept the alternative hypothesis. Thus it can be concluded that
there is significa nt relationship between age of consumer and brand of four wheeler.
TABLE-1.2
MARITAL STATUS OF CONSUMER AND BRAND OF FOUR WHEELER
BRAND OF FOUR WHEELER

MARITAL

MARUTI

MAHINDRA

SUZUKI

&

STATUS
MARRIED

UNMARRIED

TOTAL

TATA
MOTORS

HYUNDAI

TOYOTA

MOTORS

MOTORS

ANY
OTHER*

TOTAL

MAHINDRA
346

150

121

80

50

40

787

(44.0)

(19.1)

(15.4)

(10.2)

(6.4)

(5.1)

(100.0)

104

50

29

20

--

10

213

(48.8)

(23.5)

(13.6)

(9.4)

(4.7)

(100.0)

450

200

150

100

50

50

1000

(45.0)

(20.0)

(15.0)

(10.0)

(5.0)

(5.0)

(100.0)

2 =12.544
P>0.01
Note:

Figures in parenthesis depicts the percentage.

Source:

Data collected through questionnaire

8
Any other*:

Fiat, Ford, Skoda, Honda, Chevrolet etc.

The table 1.2 indicates that whether the consumers are married or unmarried, it
does not effect the selection of Brand of four wheeler. All consumers irrespective of
their marital status like four wheeler of Maruti, Mahindra and Tata Motors.
While applying 2 test it is found that calculated value of 2 test (12.544) is less
than table valued at 1% level of significance. So, it can be concluded that there is no
significant relationship between marital status of consumer and Brand of four wheeler.
TABLE-1.3
OCCUP ATIO N OF CONSUMER AND BRAND OF FOUR WHEELER
BRAND OF FOUR WHEELER

OCCUPATION

MARUTI

MAHINDRA

SUZUKI

&

TATA
MOTORS

HYUNDAI

TOYOTA

MOTORS

MOTORS

ANY
OTHER*

TOTAL

---

355

MAHINDRA
SERVICE

BUSINESS

PROFESSION

AGRICULTURIST

TOTAL

214

40

51

40

10

(60.3)

(11.3)

(14.4)

(11.3)

(2.8)

111

118

80

40

20

30

399

(27.8)

(29.6)

(20.1)

(10.0)

(5.0)

(7.5)

(100.0)

66

11

10

10

20

20

137

(48.2)

(8.0)

(7.3)

(7.3)

(14.6)

(14.6)

(100.0)

59

31

10

--

---

109

(54.1)

(28.4)

(8.3)

(9.2)

450

200

150

100

50

50

1000

(45.0)

(20.0)

(15.0)

(10.0)

(5.0)

(5.0)

(100.0)

(100.0)

(100.0)

2 =197.269
P<0.01
Note:

Figure in parenthesis depicts the percentage

Source:

Data collected through questionnaire

Any Other*: Fiat, Ford, Skoda, Honda, Chevrolet etc.

9
It has been observed from the table 1.3 that majority of service holders have
purchased Maruti and Tata brand.

Majority of businessmen have purchased Mahindra

and Maruti brand, Majority of professionals have purchased Maruti & other brand and
majority of agriculturists have purchased Maruti & Mahindra brand.
While applying 2 test, it is found that calculated value of 2 test (197.269) is
greater than table value at 1% significance level. This leads to re ject null hypothesis
and accept alternative hypothesis. It means that there is significant relationship
between occupation of consumer of brand of four wheeler.
TABLE-1.4
B ACKGRO UND OF CONSUMER AND BR AND OF FOUR WHEELER
BRAND OF FOUR WHEELER

BACKGROUND

MARUTI
SUZUKI

MAHINDRA
AND
MAHINDRA

TATA
MOTORS

HYUNDAI
MOTORS

TOYOTA
MOTORS

ANY
OTHER*

RURAL

279

151

112

50

20

20

632

(44.1)

(23.9)

(17.7)

(7.9)

(3.2)

(3.2)

(100.0)

171

49

38

50

30

30

368

(46.5)

(13.3)

(10.3)

(13.6)

(8.2)

(8.2)

(100.0)

450

200

150

100

50

50

1000

(45.0)

(20.0)

(15.0)

(10.0)

(5.0)

(5.0)

(100.0)

URBAN

TOTAL

TOTAL

2 =52.403
P<0.01

Note:

Figure in parenthesis depicts the percentage

Source:

Data collected through questionnaire.

Any Other*: Fiat, Ford, Skoda, Honda, Chevrolet etc.

It is obvious from the table 1.4 that the demand of the four wheeler of Maruti,
Mahindra and Tata Motors is higher in rural area than that of urban area. On other
hand, in urban area the demand of Maruti, Hyundai, Mahindra and other brand is
higher.

10
While applied 2 test, it is found that the calculated value (52.403) is higher
than table value at 1% level of significance. So null hypothesis is rejected and
alternative hypothesis is accepted. Thus, it can be concluded that there is significant
relationship between ba ckground of consumer and brand of four wheeler.
TABLE-1.5
INCOME OF CONSUMER AND BRAND OF FOUR WHEELER
BRAND OF FOUR WHEELER
TATA
HYUNDAI
TOYOTA
MOTOR
MOTORS
MOTOR

INCOME

MARUTI
SUZUKI

LOW

48

INCOME

(82.8)

MIDDLE

209

48

39

80

20

10

406

INCOME

(51.5)

(11.8)

(9.6)

(19.7)

(4.9)

(2.5)

(100.0)

HIGH

150

121

68

20

20

10

389

INCOME

(38.6)

(31.1)

(17.5)

(5.1)

(5.1)

(2.6)

(100.0)

SUPER HIGH

43

31

33

---

10

30

147

INCOME

(29.3)

(21.1)

(22.4)

(6.8)

(20.4)

(100.0)

TOTAL

MAHINDRA
&
MAHINDRA
---

10

----

---

ANY
OTHER*

TOTAL

---

58
(100.0)

(17.2)

450

200

150

100

50

50

1000

(45.0)

(20.0)

(15.0)

(10.0)

(5.0)

(5.0)

(100.0)

2 =252.511

P<0.01
Note:

Figures in parenthesis depicts the percentage

Source:

Data collected through questionnaire.

Any Other*: Fiat, Ford, Skoda, Honda, Chevrolet etc.

The table1.5 reveals that the consumers whose income level is less, they have
purchased four wheeler of Maruti company and the consumers whose income level is
higher, they have purchased four wheeler of Tata Mot ors, Mahindra and other brands.
After applying 2 test, it is found that calculated value (252.511) of 2 is greater
than table value at 1% level of significance. So it can be concluded that there is
significant relationship between income of consumer an d brand of four wheeler.

TABLE-1.6

11
AGE OF CONSUMER AND COMMITMENT OF PURCHAS E
ANY SPECIFIC BRAND
COMMITMENT TO PURCHASE ANY SPECIFIC
BRAND
AGE

TAKE WHAT
THE SELLER
OFFER

ASK FOR NEXT

PREFERENCE

SAME BRAND
FROM OTHER
SHOWROOM

TOTAL

BELOW

10

236

255

30 YEARS

(3.5)

(3.9)

(92.5)

(100.0)

30-45
YEARS

49

58

366

473

(10.4)

(12.3)

(77.4)

(100.0)

10

19

243

272

(3.7)

(7.0)

(89.3)

(100.0)

68

87

845

1000

(6.8)

(8.7)

(84.5)

(100.0)

ABOVE 45
YEARS
TOTAL

2 =36.785
P<0.05

Note:

Figures in parenthesis depicts the percentage

Source:

Data collected through Questionnaire.

It is clear from the table 1.6 that the consumers fall among age group below 30
years and above 45 years are too much conscious towards a specific brand. 10.4%
consumers of age group between 30 -45 years have replied that they will take what the
seller offers, if they do not get the fav ourite brand with the particular dealer.
While 2 test is applied, it is found that the calculated value of 2 (36.785) at
5% level of significance is higher than table value, which leads to calculate that there
is significant relationship between age of consumer and commitment to purchase any
specific brand.
TABLE-1.7
SEX OF CONSUMER AND COMMITMENT TO PURCHASE
ANY SPECIFIC BRAND

12

COMMITMENT TO PURCHASE ANY SPECIFIC

BRAND
SEX

TAKE WHAT
THE SELLER
OFFER

ASK FOR NEXT

PREFERENCE

SAME BRAND
FROM OTHER
SHOWROOM

TOTAL

MALE

39

68

725

832

(4.7)

(8.2)

(87.1)

(100.0)

29

19

120

168

(17.3)

(11.3)

(71.4)

(100.0)

68

87

845

1000

(6.8)

(8.7)

(84.5)

(100.0)

FEMALE

Total

2 =38.165
P<0.05

Note:

Figures in parenthesis depicts the percentage

Source:

Data collected through Questionnaire.

From the table 1.7 , it has been observed that commitment to purchase any
specific brand is higher among male consumers than female customers.
While 2 test is applied, it is found that calculated value of 2 test (38.165) is
higher than table value at 5% level of significance. So null hypothesis is rejected and
alternative hypothesis is accepted. Thus is can be concluded that there is significant
difference is the opinion of different sex over the commitment to purchase any specific
brand.
TABLE-1.8
MARITAL STATUS OF CONSUMER AND COMMITMENT OF PURCHASE
ANY SPECIFIC BRAND
COMMITMENT TO PURCHASE ANY SPECIFIC
BRAND
MARITAL
STATUS

TAKE WHAT
THE SELLER
OFFER

ASK FOR NEXT

PREFERENCE

SAME BRAND
FROM OTHER
SHOWROOM

TOTAL

13

MARRIED

UNMARRIED

Total

68

77

642

787

(8.6)

(9.8)

(81.6)

(100.0)

---

10

213

(4.7)

(95.3)

213
(100.0)

68

87

845

1000

(6.8)

(8.7)

(84.5)

(100.0)

2 =27.134
P<0.05

Note:

Figures in parenthesis depicts the percentage

Source:

Data collected through questionnaire.

It is revealed from the table 1.8 that majority of consumers do not agree to make
compromise with the brand in case of durable goods. But analysis also depicts that
commitment to purchase any specific brand is much higher among unmarried
consumers as compared to married consumers. Among m arried one-fifth consumers
opine that they may ask for next preference or take what the seller offers in case they
do not get their favourite brand.
While 2 test is applied, it is found that concluded value of 2 (27.134) is much
higher than the table v alue, which also leads to conclude that there is significant
difference in the opinion of different marital status consumers over the commitment to
purchase any specific brand.
TABLE-1.9
EDUCATION OF CONSUME R AND COMMITMENT OF PURCHASE ANY
SPECIFIC BRAND
COMMITMENT TO PURCHASE ANY SPECIFIC
BRAND
EDUCATION

TAKE WHAT
THE SELLER
OFFER

ASK FOR
NEXT
PREFERENCE

SAME BRAND
FROM OTHER
SHOWROOM

TOTAL

BELOW

10

19

97

126

14
MIDDLE

(7.9)

(15.1)

(77.0)

(100.0)

MIDDLE TO
PLUS TWO

40

30

235

305

(13.1)

(9.8)

(77.0)

(100.0)

18

38

513

569

(3.2)

(6.7)

(90.2)

(100.0)

68

87

845

1000

(6.8)

(8.7)

(84.5)

(100.0)

GRADUATION
OF ABOVE
TOTAL

2 =43.212
P<0.01

Note:

Figures in parenthesis depicts the percentage

Source:

Data collected through questionnaire.

It is evident from the table 1.9 that the consumers whose education level is
higher, the commitment of tho se consumers is much higher towards a specific brand.
They can leave the dealer but cannot leave their favourite brand.
While 2 test, is applied, its val ue (43.212) is found greater than the table value
at 1% level of significance, which leads to reject null hypothesis and accept alternative
hypothesis. So, it can be concluded that there is significant relationship between
education of consumer and commitm ent to purchase any specific brand.
TABLE-1.10
INCOME OF CONSUMER AND COMMITMENT OF PURCHASE
ANY SPECIFIC BRAND
COMMITMENT TO PURCHASE ANY SPECIFIC
BRAND
INCOME

LOW
INCOME

TAKE
WHAT THE
SELLER
OFFER

ASK FOR
NEXT
PREFERENCE

SAME BRAND
FROM OTHER
SHOWROOM

TOTAL

10

10

38

58

(17.2)

(17.2)

(65.5)

(100.0)

15

MIDDLE
INCOME
HIGH
INCOME

39

50

317

406

(9.6)

(12.3)

(78.1)

(100.)

27

353

389

(2.3)

(6.9)

(90.7)

(100.0)

10

---

137

147

(93.2)

(100.0)

SUPER
HIGH
INCOME

(6.8)

TOTAL

68

87

845

1000

(6.8)

(8.7)

(84.5)

(100.0)

2 =58.216

P<0.01
Note:

Figures in parenthesis depicts the percentage

Source:

Data collected through questionnaire.

It is clear from the table 1.10 that majority of consumers have opined that they
can not compromise with the brand of their choice . The study also reveals that the
consumers whose income level is higher their commitment towards a specific brand is
also higher, whereas the consumers whos e education level is low, their commitment
towards a specific brand is also low.
The discussion is also supported by the calculated value of 2 (58.216) which is
significant at 1% level of significance.

TABLE-1.11
BR AND OF FOUR WHEELER AND COMMITMENT OF PURCH ASE
COMMITMENT TO PURCHASE

BRAND

TAKE WHAT
THE SELLER
OFFER

ASK FOR
NEXT
PREFERENCE

SAME BRAND
FROM OTHER
SHOWROOM

TOTAL

MARUTI

19

29

402

450

SUZUKI

(4.2)

(6.4)

(89.3)

(100.0)

16

MAHINDRA &

29

162

200

MAHINDRA

(14.5)

(4.5)

(81.0)

(100.0)

TATA
MOTORS

---

141

150

(6.0)

(94.0)

(100.0)

HYUNDAI

10

20

70

100

MOTORS

(100.0)

(20.0)

(70.0)

(100.0)

ANY OTHER*

---

10

40

50

(20.0)

(80.0)

(100.0)

68

87

845

1000

(6.8)

(8.7)

(84.5)

(100.0)

TOTAL

Note:
Source:
Any Other*:

2 =96.347
P<0.01
Figures in parenthesis depicts the percentage
Data collected through questionnaire.
Fiat, Ford, Skoda, Honda, Chevrolet etc.

It is evident from the table 1.11 that commitment to purchase Tata Motors,
Maruti Suzuki and Mahindra & Mahindra is very strong, commitment to purchase
Hyundai and Toyota and other brand is quite unsatisfactory.
While 2 test is applied, its value (96.347) is found greater than table value.
Thus, it can be concluded that there is significant relationship between the brand of
four wheeler and commitment to purchase that brand.
TABLE-1.12
BRAND OF FOUR WHEELER AND SAME BRAND IN NEXT PURCHASE
SAME BRAND IN NEXT PURCHASE
BRAND
MARUTI SUZUKI

MAHINDRA &
MAHINDRA

TOTAL

YES

NO

363

87

450

(80.7)

(19.3)

(100.0)

162

38

200

(81.0)

(19.0)

(100.0)

17

TATA MOTORS

102

48

150

(68.0)

(32.0)

(100.0)

HYUNDAI

60

40

100

MOTORS

(60.0)

(40.0)

(100.0)

TOYOTA
MOTORS

40

10

50

(80.0)

(20.0)

(100.0)

30

20

50

(60.0)

(40.0)

(100.0)

575

243

1000

(75.7)

(24.3)

(100.0)

ANY OTHER*

TOTAL

2 =34.525
P<0.01

Note:

Figures in parenthesis depicts the percentage

Source:

Data collected through questionnaire.

Any Other*: Fiat, Ford, Skoda, Honda, Chevrolet etc.

It is evident from the table 1.12 that majority of consumers are satisfied with the
brand they have bought. But it can also be seen after analyzing this table that the
consumers of Mahindra & Mahindra, Maruti Suz uki and Toyota Motors are higher in
percentage who have responded that they are ready to buy the same brand in next
purchase. Two-fifth consumers of Hyundai, one -third consumers of Tata Motors and
one-fifth consumers of other brands are not ready to buy th e same brand in next
purchase.
After applying 2 test, its value (34.525) found greater than table at 1% level of
significance. So null hypotheses is rejected and alternative hypothesis is accepted.
Thus, it can be concluded that the opinion of consumers over the same brand in next
purchase is not equally distributed.
TABLE-1.13
BRAND OF FOUR WHEELER AND RECOMMENDATION OF S AME
BRAND TO OTHERS

18

RECOMMENDATION OF SAME
BRAND TO OTHERS

BRAND

MARUTI
SUZUKI

TOTAL

YES

NO

384

66

450

(85.3)

(14.7)

(100.)

MAHINDRA &
MAHINDRA

162

38

200

(81.0)

(19.0)

(100.0)

TATA MOTORS

92

58

150

(61.3)

(38.7)

(100.0)

HYUNDAI

60

40

50

MOTORS

(60.0)

(40.0)

(100.0)

TOYOTA
MOTORS

40

10

50

(80.0)

(20.0)

(100.0)

ANY OTHER*

30

20

50

(60.0)

(40.0)

(100.0)

768

232

1000

(76.8)

(23.3)

(100.0)

TOTAL

2 =64.558
P<0.01
Note:

Figures in parenthesis depicts the percentage

Source:

Data collected through questionnaire.

Any Other*: Fiat, Ford, Skoda, Honda, Chevrolet etc.

It is apparent from the table 1.13 that consumers of Maruti Suzuki, Mahindra &
Mahindra and Toyota Motors are quite satisfied with their brand and ready to
recommend the same brand to others, but consumer s of Hyundai, Tata Motors and
other brands are not highly satisfied with the brand .
While 2 test is applied, its value (64.558) is found greater than table value at
1% level of significance. So null hypothesis is rejected and alternative hypothesis is

19
accepted. So, it can be concluded that there is a significant difference in the opinion of
consumers of different brands over the recommendation of the same brand to others.

CONCLUSION:
The research paper has been divided into two parts on the basis of its objectives. The first objective of the
study is to know the brand preferences & brand loyalty of consumers towards automobiles. And it is
observed from the study that 45% consumers have purchased four wheeler of Maruti Suzuki, 20%
consumers have purchased four wheeler of Mahindra & Mahindra, and 15% consumers have purchased
wheeler of Tata Motors. Only 5% consumers have purchased four wheeler of other brands. It shows that
demand of the four wheeler of Maruti, Mahindra & Mahindra and Tata Motors is quite high and it covers
the 80% of the total market of four wheeler. The study further revealed that commitment to
purchase Tata Motors, Maruti Suzuki and Mahindra & Mahindra is very strong,
commitment to purchase Hyundai, Toyota and other brand s is quite dissatisfactory. The
second object of study is to examine the level of satisfaction of consumers from different brands of
automobiles. And it is observed from the research that consumers of Maruti Suzuki,
Mahindra & Mahindra and Toyota Motors are quite satisfied with their brand and are
ready to recommend the same brand to others, but consumers of Hyundai, Tata Motors
and other brands are not satisfied with the brand and are not ready to recommend the
same brand to others.

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Joh n P. Mag gar d.(1 971) .N egro Mar ket - F ac t or Fi ct io n . Ca lif orn ia Man age men t Re vie w .
Joy ce Ma tth ew s. (19 78). C ons umer C omp la int s a s P repur cha se In form at ion . T he Jour na l o f Co nsu mer
Af fai rs .
Roo k, D enn is W . ( 198 7). T he Bu yi ng Imp ul se . The j o urna l o f c on sum er re se arc h.
Ya dav , M an jit S .(1 994 ). Ho w Bu yer s Ev al uat e Bu ndl e s . A Mod el of Anc hor ing a nd Ad ju stm ent .
Bo tto li o, Ra ymo nd C., E d wi n B. F ish er . ( 200 8) . An Ex per ime nta l i nv es tig at ion of c on sum er be ha vio ur
in a c ontr ol le d .
Ye ung , W.M . An d Rob er t S. (2 009) . Af fe ct, Appr ais al an d Con sum er Jud gmen t . T he jo urna l of
con sum er r ese arc h

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ww w. maru ti su zuk i. com
ww w. hyu nd ai. com
ww w. tat amo tor s.c om
ww w. toy ot a.c om
ww w. mah ind ra. com
ww w. car wa le. co m
ww w. gaa di .co m
www.google.com