FACTORS EFFECTING CONSUMER BRAND PREFERENCES IN AUTOMOBILE INDUSTRY

Abstract

Purpose: The purpose of the study was to examine whether or not brand participation, brand advocacy, brand involvement, quality of brand and price of brand effect the brand preference of consumers in automobile industry.
Methodology: The already developed questionnaire was adapted. The total of 120 valid. questionnaires were collected and entered in SPSS (16.0) and data analysis was conducted by using regression analysis. Data was collected from residents of Lahore.
Findings: The findings shows that there was significant impact of brand participation, advocacy, involvement, quality and price on consumer brand preference.
Limitations: The limitation is that the other effects of brand preference like brand image, brand promotion and brand loyalty is ignored, furthermore the sample size was also small.