Brand Evangelism Customer Satisfaction Of Car Purchase

Abstract

Developing countries like India and many more are having common challenges like pollution, lack of investment by private sector and inadequate funding for education makes difficult for organisations for spreading awareness of their products and services with many diversities like religion, culture with various ethnic and linguistic barriers making it further challenging for organisations to stimulate the black box of the consumer and hence need for creating a different experiences during the buying process and when it is coming to complex buying behaviour of Indians where the product is very high in terms of expenses and there are many attributable differences like House, Laptop/ desktop, and car. In India cars are still high on the aspirational list for most of the emerging middle class and will continue to grow in future days too. In a report by World Bank it has been mentioned that in India only 22 people out of 1000 own a car in comparison to US where 837 people out of 1000 own a car and this sector has grown exponentially since 2001-02 to 2017-18 from 13.11% to 14.22%. Hence in this study the focus is to explore different factors that influence the purchases of cars, examining the impact of demographic and Socio-economic factors of consumers on choice of different car brands, creating satisfied customers and in turn creating evangelist for different brands. This study also aims at studying the influence of dealer on persuading choice of brands and creating satisfied customer and to analyse the influence of brand evangelist on recommending a particular brand of cars by becoming a brand evangelist for creating customer satisfaction for a new user. To achieve this objective data were collected sample of 320 to generalise the result for a larger population by adopting a purposive sampling technique and by adopting a 7 point likert scale and developed an instrument after pilot test to achieve the objective and recommend a model to Dealer. Various tools and techniques were used like Descriptive statistics, Independe