A Study on Customers Brand Preference in SUVs and MUVs: Effect of Marketing Mix Variables

Abstract

The heterogeneous behaviour of consumers towards the choice of various brands in a particular segment can be explained by the influence of various factors underlying their decisions and its brand equity. The objective of this study is the identification and study of factors influencing customers’ brand preferences of the economy segment SUV’s and MUV’s as well as brand equity as a function of product choice. Brand affinity or emotions associated with brand preference in an economy segment of SUV’s and MUV’s were also considered to study the effect of marketing mix elements towards consumer preferences. A total of 143 respondents were included among which 98 met the target group criteria set for the study. The data collection was made through direct interaction and customer intercepts survey using printed questionnaires. Descriptive Analysis was used to transform data into understandable format and factor analysis was used for identification of factors influencing customer preference. Friedman’s test was used to identify the prominent emotions customers associated to the utility vehicle. The study identified the six factors that influence brand preference. This study and identification of marketing mix elements and associated brand equity from individual customer’s perspective is important because it suggests both strategies and tactics, and areas where research can be useful in managerial decision making to increase customer preference of brand.

Keywords: Brand preferences, Marketing Mix, Factor analysis and Friedman’s test