Maruti Suzuki Theory

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LITERATURE REVIEW
(Farquhar et al., 1991; Simon and Sullivan, 1992).Brand equity has been examined from two different perspectives – financial and customer based. The first perspective of brand equity that is not discussed in this article is the financial asset value it creates to the business franchise. This method measures the outcome of customer‐based brand equity. Researchers have developed and effectively tested accounting methods for appraisal of the asset value of a brand name (Keller, 1991, 1993) Brand equity was conceptualized as consisting of consumers′ brand associations that include brand awareness, knowledge and image As stated earlier, brand equity is regarded as consisting of two components – brand strength and brand value. …show more content…

It helps to know the practical applicability of theories studied in class room. This helps to narrow the bridge between the classroom and real business situation. The study is concerning on the co- relation between brand equity and consumers buying behavior with respect to the maruti Suzuki car brands in Bangalore.
This study helps:
• To know how Maruti Suzuki brand influence the buying behavior of people in Bangalore.
• To know the hopes of people towards Maruti Suzuki brand.
• To know the approach of people towards Maruti Suzuki brand.

OBJECTIVE OF THE STUDY
• To identify various brand strategies of Maruti Suzuki those influence the buying decision.
• To analyze the significance of various factors like brand knowledge, brand loyalty,etc. in Maruti Suzuki market in Bangalore.
• To find out the relation between brand equity and consumers buying behavior towards maruti Suzuki cars.
• Understand the consumer complications while using the car and help the company to resolve these types of issues.

SAMPLING TECHNIQUES
Convenience sampling technique is used for the study , because of time limits.

SAMPLE SIZE The sample size of this study was 60 customers in

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