Comprehensive Analysis on Role of Branding on Consumer Buying Behavior - A Case Study of Automobile Segment

Abstract

Consumer behavior research is a crucial area of study. The major goal of the research, which is discussed in this article, was to explore how brands affect customer decisions to buy products. The purpose of the paper is to emphasize how the brand affects the way that customers make decisions. The primary research's original primary data were gathered utilizing a quantitative approach of questionnaire. Two hypotheses centered on the association between respondents' ages and brand choice and brand purchases have been developed on the basis of the study topic just mentioned. The global automotive business is currently one of the most competitive. Therefore, the customer also makes choices while making purchases. We have conducted a poll to find out how consumers distinguished between different Tata models and brands and those of rival automakers. The major goal is to understand how brand influences customer purchasing behavior. The goal of the study was to ascertain the degree to which branding has an impact on consumers' purchasing decisions, to investigate the interactive relationships among the variables that affect brand image and loyalty, to ascertain the brand image and loyalty of  Tata cars, and to propose strategies for brand development in the state of Uttar Pradesh. 50  Tata automobile owners were chosen as a convenience sample, and their answers to a questionnaire were used to obtain the data.