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“A STUDY ON BRAND PREFERENCE OF CUSTOMERS TOWARDS SEDAN CARS WITH

SPECIAL REFERENCE TO COIMBATORE DISTRICT” Abstract: This research investigation is
an attempt to make a study on the brand preference of customers towards sedan cars
with special reference to the Coimbatore district. The researcher has drawn a sample
study of 205 customers from the Coimbatore region and had also collected some
needed information by observing them.

Brands give consumers a sense of identity, stimulate their senses and enrich their life
experiences. People need to associate and surround themselves with things they know
well, trust and desire to be. From the point of customers, a brand is a signal of quality
and creates a bond of trust with the manufacturers behind them.

The difference between the company's products and services of which customers might
be aware of real brands with strong brand equity. Hence, strong brands are more than
trademarks and trade names (logos that identify the products and services). The present
study attempted to understand the brand preference of consumers and factors
influencing consumers towards sedan car purchasing.

Before purchasing a sedan car, consumers also consider the after-sales and services
availability of the company. Most of the respondents in the study area preferred the
brand Hyundai and Tata. The major factors influencing the purchase decisions towards
sedan cars are the design of the car and word of mouth communication, technology and
durability, feature, money value, and services. Keywords: Brand name, Brand image,
Consumer buying Behavior, and Purchase Decision Making.
INTRODUCTION Every brand differs in names or symbols like logo, trademark, design
and packing. The product area unit has recognized through these parts & so creates its
potential to differentiate one product from the opposite. A brand is a signal to protect
the customer from similar brand names and protect the producer from their
competitors.

Brands also have a symbolic value which helps the people to choose the best product
according to their need and satisfaction. Usually, folks don't get sure brands only for
style and demand, however conjointly to boost their self-worth within the society. Some
brands have a very strong position in the market as they are more consumers friendly
and customer purchases these branded products on trust and without any hesitation.

A brand name represents many things about a product and gives information about it
to the customers and also presents the customer or potential buyer about the product.
Furthermore, it represents the customers' convenient outline like their feelings, data,
and experiences with the complete. More over customer do not spend much time to
find out the details about the product.

Customers consider purchasing by evaluating the product immediately by reconstructed

products from memory and cued by the brand name. Most of the customers prefer to
buy a branded product because they know that the product has been developed by
maintaining the protocols, like from the health and environmental perspective, quality,
etc.,

They also use the latest machinery for improving the product quality, shape, design, use
of computer graphics in labeling of the products, etc. Brand preference is that the
selective demand for a company's complete instead of a product; the degree to those
customers prefers one complete over another. To create complete preference
advertising, the advertising must persuade a target audience to consider the advantages
of a brand.

If the advertising is eminent, the target customer will choose the particular brand over
other brands in any category. Over the past few years, brands have increased their
importance. A distinguishing tool of the company's products or services is called
branding. The theme or combination of themes, that can be associated with brands such
as trademark, logo, name, identity, image, personality, value and evolving entity, create
the brand.
In general, marketing is defined as a consumer-based process that permeates
organizational functions and processes, and balances the companies' objectives and
customer satisfaction. Branding is a marketing tool perceived to be important for both
the company and the consumer. Brands are important valuable intangible assets for
companies, a distinctive tool that builds a long-term relationship with the consumers,
and protects its' rights.

For customers, brands reflect their experience and knowledge; simplifying the
processing of information accumulated over time about the company and its products
or brands. Also, brands reflect consumer's experiences and knowledge; thus, simplify the
processing of information accumulated over time about the company and its products
or brands.

Consequently, brands act as signals for products of high quality and low perceived risk,
which enables the consumers to capture both cognitive and non-cognitive values
expressed in the positive feelings and self-expression experienced. Consumer's
expectation from the brand is crucial in shaping their preferences and determining their
choices.

Therefore, companies need to build their brands based on consumer's expectations of

the brand. DEVELOPMENT OF BRANDING Without any doubt, branding is not a new
phenomenon. This can be proved by a variety of literature in the field of branding. It is
potential to trace back the utilization of brands, all the way to the Stone Age when
hunters used weapons of specific "brands" to succeed in the hunt.

Brands of today have taken shape over time. The British ceramist Josiah Wedgwood and
the French designer Rose Bertin were acknowledged for the establishment of the
earliest known brand. Back in 1970 businesses started to think about their consumers for
the first time.

The brands of that time were developed to become story-telling brands to create a
meaning for their consumers. This concept was more established and
relationship selling emerged. To establish long-term relationship marketers must create
prosperity and mutual satisfaction among all constituents. A brand requires a deep
understanding of stakeholders' needs, goals, and desires to develop strong relationships
with them.
The importance of relationship within branding argues that the focus now is on building
long-lasting relationships which involve deep emotional contacts and loyalty that leads
to post-purchase activities. Therefore, businesses need to understand the importance of
branding to gain customer satisfaction to increase their business performance.

OBJECTIVE OF THE STUDY To know the brand preference of customers towards sedan
cars in the Coimbatore region. To determine the factors influencing the customers to
purchase a particular brand. To identify the customer satisfaction level of price, quality,
delivery, and service. To study customer opinion on the performance of the product.

LIMITATIONS OF THE STUDY Coimbatore is one of the biggest and fastest-growing

cities in Tamil Nadu, both in terms of economy and population. The majority of
individuals area unit educated and it's straightforward to search out many purchasers
UN agency owns the merchandise of my chosen automobile merchandise. The above
reasons made this place, Coimbatore, the most suitable place for this study, so to
conduct the survey. Initially, respondents were limited in size.

The data collection was restricted within the city of Coimbatore in Tamil Nadu. It is not
possible practically to go to different places for the survey. Due to the time restrictions
and busy schedule, many people in certain classes may have been left out hesitated for
answering the survey questionnaire and due to some unknown reasons may have
prompted to alter some information.

Secondly, there is not much time involved in the gathering of data because it takes
much longer for a contact to be made and for a questionnaire to be answered. Thirdly,
the questionnaires prepared are targeted only to consumers, which in the future further
research can be done to incorporate others also. The sample size may even be enlarged
to other components of the country.

REVIEW OF LITERATURE Krishna (1994) according to the study conducted by buyers

purchase behavior can be influenced not only by the current price of a product but also
by the price they expect in future. The speed, comfort and safety square measure the
foremost vital factors that influence the acquisition of Sedan automobile by the
shoppers within the United States of America market.

Schiffman and Kanuk, (1997) his study of client behavior elaborates as however, folks
construct their shopping for preferences to utilize their resources like time, money,
effort on consumption-related things. Consumer behavior could be a study of the
method involved once folks opt for, purchase, use, or eliminate products, services, ideas,
or experiences to satisfy needs and desires.

White (2004), the study by, discussed the factors those plays a vital role in choice of car
buyers and observed that consumer negotiate with dealers over price and pursue them
to every extent to avail incentives furthermore as low-interest payment plans. He
terminated that with associate degree increasing trend of multi-car households,
automobile dealers and advertisers ought to target the proper audience, taking into
thought the ability of youngsters and therefore the impact of life stage.

Even once the fact that ladies square measure the first consumers of most new cars,
study terminated, the motor trade has historically been scornful of women's role within
the car-buying method. Sagar, Ambuj and Chandra (2004) mentioned in their paper
regarding however the Indian automobile trade has advanced technologically driven by
a confluence of things like intense competition, hard client preferences, government
policies and global strategies of various players.

They ascertained that cars factory-made in Asian country square measure supported
styles, incorporating advanced technologies, that square measure typically comparable
those on the market globally and Indian automobile exports are growing. Chidambaram
and Alfred (2007) the studies by suggested that few factors helps in affecting the
preferences of customers.

The study undraped the necessary factors that influence preferences as fuel potency,
brand name, good quality, reasonable, durability. Satya Sundaram (2008) analyzed how
the competition makes the automobile manufacturer launch at least one new model or
a variant of the model every year. This survey additionally discovered that diesel
cars are getting standard in Asian nation and also the announcement of reductions in
excise duties by the govt have helped to some extent.

Dongyan and Xuan, (2008) the studies that Safety, value for money, and riding comfort
are the most important factors that influence the purchasing decision of the Chinese
consumers towards passenger cars Clement Sudhakar and Venkatapathy (2009) he
studies by established the significance of peer group in the purchase behavior of car
about Coimbatore District. It conjointly disclosed the impact of friends that is larger for
the acquisition of little sized and midsized cars.

RESEARCH METHODOLOGY: Research Methodology is a mode to resolve the research

problems. It may well be unstated as a science of studying how research is done
systematically. As this research was aimed to study the customer’s perceptions, brand
preference, purchase pattern among cars is descriptive in nature. It was designed to
discover, analyze, and interpret the motivations, attitudes and behavior of those
consumers who purchase sedan cars.

The researcher then used a modified form of content analysis to organize and interpret
the data that aims to combine relevance to the research purpose with economy in
procedure the analysis style employed in this study was descriptive. Source of Data In
this study, both primary and secondary data sources will be used in the research work
Primary Data For primary data research survey method has been considered. To hold on
the analysis a survey administered personal-contact approach has been used.

The questionnaire was pre-tested on a small sample of fifteen respondents and based
on this minor changes were created to boost the clarity of the questionnaire. The
sampling procedure used for the study was simple random sampling. A convenience
sample of 205 customers of Coimbatore, Tamil Nadu had been chosen for the research.
Secondary Data The secondary data is based on textbooks, electronic pages, articles,
journals and data which have already been collected by someone else as a researcher in
the selected industry. This section explains the population as so much the analysis thinks
about.

It includes the population to be interviewed and the method that carrying the study. In
order to analyze the data descriptive statistics were employed. The statistical distribution
had been used as a descriptive applied mathematics tool. Data Collection Instruments In
this study the questionnaire tool was used to collect the data.

Both closed-ended and open-ended have been used in the survey to gain the best
insights. Closed-ended questions have been used to provide respondents with fixed
alternative answers from which to choose the most appropriate. One format of closed-
ended questions that has been used is called dichotomous.

This question provides participants with two answer categories, for example, female or
male. The dichotomous questions are very simple and lead to only one perception.
Secondly, the extended format is another choice how to ask closed-ended questions
and provides multiple answer categories. The benefit of multiple choices is that
respondents can choose various answers among the alternatives that fit with their
attitudes.
Sample Size The sampling frame refers to the list of all units in the population from
which the sample is selected. It is not possible to obtain a list of the population (sedan
car users). A sample size of this study is 205. Determining the sample size is very
complex as it depends on other factors, such as the degree of certainty, size of
population, and the statistical techniques.

Large samples are representative of the population; however, they are expensive,
difficult to obtain and affect results. Some statistical software set the threshold for the
sample size. Finally, the sample of 205 respondents is taken for this study. Population of
the study Firstly, it is important to define the population and identify the sampling
frame.

For the current study, the population is the consumers of sedan cars from both genders,
aged over 20 and residing in Coimbatore. The study adopts the cross-sectional research
design; data collected at single time from the cases defined. Sampling techniques
Simple random sampling procedure was used for selecting the respondents in this
study.

Simple random sampling is the simplest form of probability sampling techniques. The
principle of simple random sampling is that every object has the equal probability of
being chosen. Research Approach In this study, qualitative research approach has been
followed for the purpose of this research work which allows to tell the story of a
particular groups experiences in their own words, and is therefore focused on
description (whereas quantitative research focuses on numbers).

Not like quantitative research, in which researcher’s classify suggestion and then collect
data to empirically test them, most qualitative research employs an inductive approach
in which the researcher first collects data and then attempts to derive explanations from
those data and the same has been followed in this research. The finishing printed report
has a set construction consisting of introduction, literature and theory, methods, results,
and discussion.

Related to qualitative researchers, people who utilize during this kind of investigation
have statement regarding attempting theories deductively, arrangement in protections
against bias, dominant for various explanations, and being able to generalize and
replicate the findings. Statistical Tools The collected data were tabulated and analyzed
with some of the statistical tools listed below.
Some of these analyses were done through SPSS (Statistical Package of Social Science).
Simple Percentage Analysis Chi- Square Test Weighted Average Mean Test DATA
ANALYSIS & INTERPRETATION Table No: 1 FACTOR INFLUENCING PURCHASE
DECISION OF THE RESPONDENTS Factors Influencing Purchase Decision _Frequency
_Percent _ _Dealer Reputation _18 _8.8 _ _Brand Reputation _93 _45.4 _ _Financing
Option _46 _22.4

_ _Friend/Family Recommendation _44 _21.5 _ _Others Specify(Performance) _4 _2.0 _

_Total _205 _100.0 _ _ Chart No: 1 Chart showing the Factor influencing purchase
decision of the respondents _ INTERPRETATION: It is observed from the survey that
buying factor of the respondents are 8.8% of the respondents have preferred dealer
reputation, 45.4% of the respondent have preferred brand reputation, 22.4% of the
respondent have preferred financing option, 21.5% of the respondent have preferred
friend and family recommendations and 2.0% have preferred others.

Table No: 2 FAMILY SIZE OF THE RESPONDENTS Family Size of the Respondents
_Frequency _Percent _ _2 _13 _6.3 _ _3 _38 _18.5 _ _4 _80 _39.0 _ _5 _69 _33.7 _ _More
than 5 _5 _2.4 _ _Total _205 _100.0 _ _ Chart No: 2 Chart showing the Family Size of the
respondents _ INTERPRETATION: It is observed from the survey that buying factor of the
respondents are 6.3% of the respondents have 2 members in their family, 18.5% of the
respondents have 3 members in their family, 39.0% of the respondents have 4 members
in their family, 33.7% of the respondents have 5 members in their family, 2.4% of the
respondents have more than 5 members in their family.

Table No: 3 BRAND OF SEDAN CAR PREFERRED BY THE RESPONDENTS Brand of Car
_Frequency _Percent _ _Maruthi Suzuki _34 _16.6 _ _Tata _30 _14.6 _ _Toyota _18 _8.8 _
_Honda _22 _10.7 _ _Hyundai _26 _12.7 _ _Nissan _21 _10.2 _ _Ford _19 _9.3 _
_Volkswagen _23 _11.2 _ _Others (Specify) _12 _5.9 _ _Total _205 _100.0 _ _ Chart No: 3
Chart showing Brand of Sedan Car Preferred by the Respondents _ INTERPRETATION: It
is experiential from the survey that preferred car brand of the respondents are 16.6% of
the respondents have preferred Maruthi Suzuki, 14.6% of the respondent have preferred
Tata, 8.8% of the respondent have preferred Toyota, 10.7% of the respondent have
preferred Honda, 12.7% of the respondent have preferred Hyundai, 10.2% of the
respondent have preferred Nissan, 9.3% of the respondent have preferred Ford, 11.2%
of the respondent have preferred Volkswagen, 5.9% of the respondent have preferred
other cars.
Table No: 4 CONVENIENCE IN DRIVING SEDAN TYPE CARS Convenience in Driving
Sedan Type Cars _Frequency _Percent _ _Highly Satisfied _70 _34.1 _ _Satisfied _94 _45.9
_ _Neutral _32 _15.6 _ _Dissatisfied _5 _2.4 _ _Highly Dissatisfied _4 _2.0 _ _Total _205
_100.0 _ _ Chart No: 4 Chart showing the Convenience in Driving Sedan Type Cars _
INTERPRETATION: It is observed from the survey that comfort in driving Sedan type cars
of the respondent are 34.1% of the respondents were highly satisfied, 45.9% of the
respondents were satisfied, 15.6% of the respondents were neutral, 2.4% of the
respondents were dissatisfied, 2.0% of the respondents were highly dissatisfied.

Table No: 5 DUE CONSIDERATION OF THE RESPONDENT ON COMPETITIVE EDGE OVER

OTHER DEALERS Competitive edge over other dealers _Frequency _Percent _ _Price _49
_23.9 _ _Advertisement _51 _24.9 _ _Customer Service _80 _39.0 _ _Special Offers _21
_10.2 _ _Others _4 _2.0 _ _Total _205 _100.0 _ _ Chart No: 5 Chart showing the Due
Consideration of the Respondents on Competitive Edge over other Dealers _
INTERPRETATION: It is observed from the survey that competitive edge over other
dealers of the respondent are, 23.9 % of the respondent has chosen price, 24.9 % of the
respondent has chosen advertisement, 39.0

% of the respondent has chosen customer service, 10.2 % of the respondent has chosen
special offers and 2.0 % of the respondent has chosen others. Table No: 6 CHI-SQUARE
ANALYSIS - the gender with the branded product signifies the social class Hypothesis:
Ho = There is no significant association between the gender with the branded product
signifies the social class Branded product signifies the social class Gender _Yes _No
_Total _ _Male _64 _47 _111 _ _Female _46 _48 _94 _ _Total _110 _95 _205 _ _ Observed
frequency _Expected frequency _(0i - Ei) _(0i – Ei)2 _(0i – Ei)2 / Ei _ _64 _59.6 _4.4 _19.7
_0.096 _ _47 _50.9 _-3.9 _15.2

_0.074 _ _46 _50.4 _-4.4 _19.7 _0.096 _ _48 _43.6 _4.4 _19.7 _0.096 _ _Total _0.362 _ _
Degree of freedom = (C-1) (r-1) =5 For degree of freedom at 5% level of significance =
3.84 Calculated value=0.362 Table value = 3.84 Interpretation: The above table depicts
that calculated chi- square value is 0.362 which is less than the table chi-square value.
Hence the null hypothesis is rejected.

This signifies that there is significant association between the genders with the branded
product signifies the social class. Table No: 7 CHI-SQUARE ANALYSIS - the gender with
respondent recommend the car brand they use to their friends and relatives. Hypothesis:
Ho = There is no significant association between the gender with respondent
recommend the car brand they use to their friends and relatives.
Recommend the brand to friends and relatives Gender _Yes _No _Total _ _Male _82 _29
_111 _ _Female _75 _19 _94 _ _ Total _157 _48 _205 _ _ Observed frequency _Expected
frequency _(0i - Ei) _(0i – Ei)2 _(0i – Ei)2 / Ei _ _82 _85.0 _-3.0 _9.1 _0.044 _ _29 _111.0 _-
82.0 _6724.0 _32.800 _ _75 _72.0 _3.0 _9.1 _0.044 _ _19 _22.0 _-3.0 _9.1 _0.044 _ _Total
_32.933 _ _ Degree of freedom = (C-1) (r-1) =5 For degree of freedom at 5% level of
significance = 3.84 Calculated value = 32.933 Table value = 3.84 Interpretation: The
above table depicts that calculated chi- square value is 32.933 which is greater than the
table chi-square value.

Hence the null hypothesis is accepted. This signifies that there is no significant
association between the genders with the respondent recommends the car brand they
use to their friends and relatives. WEIGHTED AVERAGE MEAN Table No: 8 ESSENTIAL
FACTORS IN CHOOSING THE CAR BY THE RESPONDENTS Variable No _Essential factors
in choosing the car _WEIGHTED AVERAGE SCORE (Swx/Sw) _Rank _ _X1 _Price of car _3.5
_3 _ _X2 _Fuel Consumption _3.5 _4 _ _X3 _Safety _3.6 _1 _ _X4 _Size (capacity) _3.3 _5 _
_X5 _Brand Popularity _3.2

_6 _ _X6 _Resale Value _3.1 _7 _ _X7 _Maintenance _3.6 _2 _ _X8 _Loan and Payment
Facilities _2.7 _8 _ _ INTERPRETATION: The above table shows that variable X3 and X7
secured maximum weighted average score of 3.6 and ranked 1st and its is inferred that
the respondents preferred the safety and maintenance because they really like to give
first priority to it.

WEIGHTED AVERAGE MEAN Table No: 26 IMPORTANT FEATURES OF CAR OF THE

RESPONDENT Variable No _Important Features of Car of the Respondent _WEIGHTED
AVERAGE MEAN (Swx/Sw) _Rank _ _X1 _Facilities _3.6 _4 _ _X2 _Design _3.8 _1 _ _X3
_Service _3.7 _3 _ _X4 _Mileage _3.8 _2 _ _X5 _Appearance _3.5 _5 _ _ INTERPRETATION:
The above table shows that variable X2 and X4 secured maximum weighted average
score of 3.8

and ranked 1st and its is inferred that the respondents preferred the design and mileage
because they really like to give first priority to it. IV. FINDINGS The factors influencing
the purchase decision were 45.4% of the customers considered brand reputation, 22.4%
of the customers considered financing option, 21.5% of the customers considered
friends/ family recommendation and remaining by dealers and others. Nearly 39.0%
customers family size is 4, 33.7% customers is 5, 18.5% customers is 3, 6.3% customers is
2 and 2.4% of the customers is more than 5. Out of 205 samples 16.6% customers own
Maruthi Suzuki, 14.6% own Tata, 8.8% own Toyota, 10.7% own Honda, 12.7% own
Hyundai 10.2% own Nissan, 9.3% own Ford, 11.2% own Volkswagen and others 5.9%.
Most of the customers (45.9%) are satisfied in driving sedan type cars, 34.1% of the
customers are highly satisfied, and 15.6% customers are neutral. In considering the
competitive edge over other dealers most of the respondent preferred 39.0% have
opted customer service, 24.9% have opted advertisement and 23.9% have opted price of
the car. Majority of the (3.6

WAM) respondents in choosing the cars important factors has given first priority to
safety and maintenance as and second priority has given to price of car and fuel
consumption with 3.5 WAM. SUGGESTIONS Special consideration should be given for
the customers who purchase cars through net cash to encourage the customers to get
the product through cash instead of purchasing through installment. Price is also a
constraint for the consumers. Since middle-class people cannot afford it.

Few customers feel that there was a delay in service so that the company could take
some effective steps to reduce the gap and satisfy the customers. The Company could
concentrate on individual attention of customer because few of the respondents are not
satisfied. CONCLUSIONS This study was conducted with a broad objective of brand
preference of customers towards sedan cars with special reference to Coimbatore
district for these purpose 205 customers were selected and obtained the various
responses based on the questionnaire method.

The data was collected and consolidated using simple percentage method, chi-square
analysis, and weighted average mean, graphics and diagrams, tables were used to
representation to achieve the objective of the study. Sedan car manufacturers are the
major players in the car segment and there is a tough competition among Hyundai, Tata
Motors, Maruthi Suzuki, Honda, Ford, etc.,

the authorized dealers for the sedan car company have initiate lots of stepladder to
boost sales operations. They sell different models to gain more volume and more
availability to the customer. So dealers’ preference to push a particular brand to the
customer plays a major role in the sedan cars.

The dealers’ marketing and promotional schemes all along with other schemes also
affect the customer’s willingness. Consumer prefers a global or cosmopolitan brand due
to excellence and exactly greater features. The present study attempted to understand
the brand preference of consumers towards sedan car purchasing.
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