Influence of Brand Name on Consumer Decision Making Process - An Empirical Study on Car Buyers

Va Trimitem Atasat, Vol. 10, No. 2, p. 12, 2010

12 Pages Posted: 6 Mar 2011 Last revised: 12 May 2011

See all articles by Mohammad Shamsuddoha

Mohammad Shamsuddoha

Western Illinois State University; University of Chittagong

Mohammed Alamgir

University of Chittagong

Tasnuba

University of Science and Technology Chittagong (USTC) - Faculty of Business Administration

Alexandru Nedelea

Stefan cel Mare University Suceava

Date Written: March 5, 2010

Abstract

In the modern society brands not only represent the product or company but also have a strong association with perceived quality, consumers’ life style, social class, taste etc. The purpose of this paper is to create a deeper consideration of what influence a brand name can have, when people go for purchasing, choose the products between different brands, especially private vehicle like car. Moreover, this paper also tries to explore the relation between brands and the consumer decision making process. This study has been conducted through literature study as well as questionnaire administered survey. Simple random sampling procedure has been used to determine sampling frame and size and a convenience sample of hundred respondents of different age groups, income and occupation have been considered for the survey. The collected data were analyzed to comply with the objectives and also to draw conclusions. From the study it is revealed that when consumer purchases a car, brand names do influence his/her choice. The study also reveals that branded cars have a great place in consumer mind, when customers go for purchasing a car, they prefer to purchase a well known branded car. Customers do not want to try new or unknown branded cars because they have not much information about the lesser known brand.

Keywords: Brand, Brand Name, Consumer Behavior, Purchase Decision, Level of Involvement

JEL Classification: M30

Suggested Citation

Shamsuddoha, Mohammad and Alamgir, Mohammed and Nasir, Tasnuba and Nedelea, Alexandru, Influence of Brand Name on Consumer Decision Making Process - An Empirical Study on Car Buyers (March 5, 2010). Va Trimitem Atasat, Vol. 10, No. 2, p. 12, 2010. Available at SSRN: https://ssrn.com/abstract=1778163

Mohammad Shamsuddoha (Contact Author)

Western Illinois State University ( email )

School of Management and Marketing
Macomb, IL 61455
United States
61455 (Fax)

HOME PAGE: http://www.wiu.edu

University of Chittagong ( email )

Department of Marketing, Faculty of Business Admin
University of Chittagong, Bangladesh
Chittagong, Chittagong 4331
Bangladesh

HOME PAGE: http://www.shamsuddoha.webs.com

Mohammed Alamgir

University of Chittagong ( email )

Chittagong
Bangladesh

Tasnuba Nasir

University of Science and Technology Chittagong (USTC) - Faculty of Business Administration ( email )

Chittagong, 4202
Bangladesh

Alexandru Nedelea

Stefan cel Mare University Suceava ( email )

Str. Universitatii nr. 13
Suceava, Suceava 720229
Romania
+40740019277 (Phone)
+40230520080 (Fax)

HOME PAGE: http://www.seap.usv.ro/ct

Register to save articles to
your library

Register

Paper statistics

Downloads
2,778
Abstract Views
12,227
rank
4,212
PlumX Metrics