Angamuthu, B (2019) A STUDY ON PROBLEM WITH BRAND OWNERSHIP AND BRAND SWITCHING BEHAVIOUR – CAR OWNERS’ PERCEPTION IN THE COIMBATORE DISTRICT. Research Guru: Online Journal of Multidisciplinary Subjects (Peer Reviewed), 13 (1). ISSN 2349-266X

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Abstract

Brand switching behaviour refers to change of ownership from present brand to another. This descriptive research aims to investigate problems which are affect car owners switching to new car brand, in Coimbatore District of Tamil Nadu. A selfadministered survey was hand-delivered to the targeted sample of car owners and distributed 500 questionnaires , from which 485 were deemed valid for the analysis,
corresponding to the percentage of (97%) which indicates the validity of the study. This study reveals that only 26.39% of the car owners were faced problem with car
which brand they have. Maintenance cost, starting trouble and less mileage are most important problems faced by the car owners. Based on the car owners‟ perception,
this study expected that more than 6/10th of the car owners are change their car brand which they have at present. Brand switching behavior depended on the car owners‟ gender, occupational status and residential area

Item Type: Article
Uncontrolled Keywords: Automobile Industry, Brand Ownership, Switching Behaviour, Customer Perception
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Mr Team Mosys
Date Deposited: 02 Mar 2022 08:26
Last Modified: 02 Mar 2022 08:26
URI: http://ir.psgcas.ac.in/id/eprint/520

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