Building Brands a Study with Special Reference to Small Car Market in India

Abstract

The purpose of this research article is to explore and examine the key determinants Brand Building Strategies practiced by the automobile manufacturers in the Indian Small Car Market. Taking the literature support from the past Brand Management researchers the survey is designed to study the Brand building Dimensions such as,Brand Awareness/Brand Knowledge, Brand Image, Brand Identity, Brand Positioning, Brand Trust, Brand Associations, Brand Loyalty, and Perceived quality,across the small car manufacturers in the Indian Automobile market. The survey is limited to five major cities of Karnataka state (Mysore, Bangalore, Mangalore, Davanagere and Gulbarga) focussed on the automobile brands such as Maruti-Suzuki, Tata motors, Mahindra and Mahindra, Hyundai and Toyota. The Sample survey is designed with the help of multi stage sampling method & the sample size is 1000 small car users across the state. SPSS is used to develop the associated mean and standard deviation measures to analyse the formations of Strong/Weak brands. The research article provides substantial evidence to claim that the Indian automobile Market is completely saturated with existence of highly saturated Red Oceans (Where Competition snubs Innovation) and the article may initiate the automobile manufacturers in the Indian small car market to create highly evolved/Innovative Blue oceans.