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Brand Building Strategies of Sports Utility Vehicle Cars: A Discriminant Analysis

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Sachin Sudan, Dr. Vinod Kumar
» doi: 10.31838/ecb/2023.12.si6.217


The word 'Brand' alludes to offerings that is discernable from other products or services and which is easily to be communicated and attracts attention of the customer easily. With accessibility of different products and services there exists cut throat competition. Consequently it is fundamental for every organization to establish and build up their image for its endurance. The present study includes endeavors of the brand building factors of the consumers of the Sports Utility Vehicles (SUV’s) cars which impacts purchase intention and helps in building strong brands. An empirical study using structured questionnaire among 450 users of SUV cars (comprising each 150 SUV users of TATA NEXON, MAHINDRA SCORPIO AND HYUNDAI CRETA) in tricity (chandigarh, panchkula, mohali) and Haryana (ambala, kurukshetra) was conducted in order to examine the purchase intention factors and factors of brand building. The findings on the basis of analysis revealed that Brand awareness, Brand association, Brand loyalty, Brand preference were significant factors affecting brand building. This study also highlight the rationale of Brand Building strategies, further the outcomes of this study represents exact prerequisites for all corporate and planners who are seeking to exploit full leverage of the theory of Brand Building.

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