‘An Empirical Study on Customer Preference and Loyalty on Automobile Brands (Cars) Among IT Professionals in Bangalore’

The automobile industry today is the most profit making industry in India. It is one of the largest in the world which contributes to the global sales of automobiles which is set to grow. It plays a significant role in the economic development around the world. Consumer attitude towards the purchase of product varies due to the dynamic change in the standard of living, change in technology and trend. Therefore knowing and analysing these factors is important. Knowing consumer behaviour is vital, as it acts as a successful tool for marketers to achieve their sales objective. Study of consumer behaviour is still a researchable area, with respect to brand loyalty in particular. Brand loyalty has become an important strategy and has greatly contributed to the brand success. This study empirically attempts to investigate the relationship between some of the major dimensions of brand loyalty among the IT professionals in Bangalore. The main aim of the study is to discuss and analyse the brand loyalty of consumers towards the car brands. This research work provides an insight of the brand preference of the customers and the reasons for shifting from one brand over the other. Therefore an online survey through questionnaire survey of 120 respondents was conducted in Bangalore city. From the data collected through questionnaires, the findings which can be reflected is that the majority of the customers are ready to buy the same brand even if the brand price is increased in comparison to its competitor's brand. Hence it is evident that customers are loyal to their car brands. Finally it introduces a number of recommendations and set of directions for future research