FACTORS INFLUENCING THE BRAND PREFERENCE AND BRAND LOYALTY OF RURAL CUSTOMERS TOWARDS AUTOMOBILE INDUSTRY IN THIRUVARUR DISTRICT

Abstract

The survey has been interpreted to analyse the impact of component causing the brand preference and brand loyalty on selected brands of passenger cars among rural customers in Thiruvarur region in the state of Tamilnadu.  The sample size of the study was 350 rural customers from the study area, they were selected using simple random sampling method.  The researcher selected Maruthi Suzuki, Tata, Mahindra and Renault brands for the study.  A structured questionnaire was utilized to collect primary data.  The researcher applied mean, standard variation, constant of variation, Factor analysis and Regression analysis as statistical instrument to analyse the data.  The survey found that among the six major factors considered for the study, the Comfortability factors, Financial Factors and Value Factors had high level of influence on rural customers’ brand preference and brand loyalty of passenger cars in the study area.  Sales and service factors and Safety factors did not have significant influence on rural customers’ brand preference and brand loyalty of passenger cars in Thiruvarur district.