DETERMINATS OF CONSUMER BRAND PREFERENCE IN THE CASES OF LOCAL ASSEMBELED AUTOMOBILE

Abstract

This study aims to investigate the determinates of consumer brand preference in the cases of local assembled automobiles. This study tries to answer which automobile brands are more preferred and comparing the local assembled brands with other international and well-known brands. In order to find out the Consumer brand preference of automobile owners, the study considered five factors that affects the Consumer brand preference in the cases of local assembled automobiles. Those are Brand Awareness, Perceived Quality, Price of the Product, Brand Equity and Brand Personality. The research used descriptive research design and primary data was collected using questionnaire. In order to assess the determinates of consumer brand preference in the cases of local assembled automobiles the researcher uses a quantitative research approach technique and take a sample size of 266 was selected by using Non probability sampling technique with respect to convenience sampling technique. Based on the theoretical frame work and objectives of the study 28 items were provided in a 6 major points in Likert scale to the respondents. The analysis revealed that brand awareness and price of a product were the major criteria and have a strong affiliation for selecting automobiles. In addition, the rest three factors those are (brand equity, perceived quality and brand personality) dimensions are also the major influential factor and determinates of consumer brand preference in the cases of local assembled automobile. The study concludes that local assembled automobile are the least preferable brands rather than the well-known and international brands due to a lot of reasons such as lack product quality and brand awareness. Finally, the study recommend that local assembled automobile must provide automobile that are perceived to be high quality, concentrate on creating brand awareness, must improve their product quality, build their brand equity and brand personality.