AN EVALUATION ON CONSUMER’S PERCEPTION TOWARDS BRANDING IN UK WITH REFERENCE TO HONDA CITY

PUBLISHED BY

Dr. MAHASWETHA D. MA, M.Phil, PhD

YEAR: 2011

CONTENTS……………………………………………………..PAGE NO

  1. INTRODUCTION………………………………………………………………………7
    1.1 Consumer Perception……………………………………………………………..8
    1.2 About the Company……………………………………………………………. …9
    1.3 Aim of the study……………………………………………………………………10
    1.4 Objectives of the Study…………………………………………………………..11
  2. CORPORATE PROFILE……………………………………………………………13
  3. LITERATURE REVIEW…………………………………………………………….20
    3.1 Brand…………………………………………………………………………………..20
    3.2 Brand Perception…………………………………………………………………..21
    3.3 Consumer perceptions of a brand and its influencing factors………24
    3.4 Perceived Quality………………………………………………………………….26
  4. RESEARCH METHODOLOGY…………………………………………………29
    4.1 Research Design……………………………………………………………………29
    4.2 Research Approach………………………………………………………………..29
    4.3 Sampling Technique……………………………………………………………….30
    4.4 Limitations of the study………………………………………………………….31
  5. THEORETICAL BACKGROUND OF THE STUDY…………………….32
    5.1 Origin of Brand……………………………………………………………………..32
    5.2 How does a brand affect consumer perceptions………………………….32

Sehrservicesltd 2011

3

5.3 Evolutionary stages of brand…………………………………………………..31
5.4 Brand Image………………………………………………………………………….33
5.5 Brand Awareness……………………………………………………………………33
5.6 Brand equity…………………………………………………………………………..35
5.7 Honda as a brand and Consumer Perception………………………………37
5.8 Marketing………………………………………………………………………………38

  1. THE STUDY……………………………………………………………45
    6.1 Findings of the Study………………………………………………………………..45
    6.2 Analysis of data collected……………………………………………80
  2. An evaluation of secondary and primary data…………………………………..85
  3. CONCLUSIONS AND RECOMMENDATIONS……………………..85
    APPENDIX

REFERENCES
QUESTIONNAIRE

4

OVERVIEW OF THE STUDY

The automobile industry manufactures different types of motor vehicles to be available to
people for mobility. The automobile sector has been emerging fast as a leading business
sector for the last few years all over the world. Car or cars are essentially the important
purchases that any family in the UK makes. With the increasing demand for cars placed on
the UK automobile market, the various car manufacturers have to compete to get the
consumers’ attention to purchase their brand. Thus, it is crucial to find out what perception
the UK consumer has about the available cars, especially the Honda Civic brand, in order to
identify the needs and issues that influence their purchase.
The ‘Honda Civic’ is an extremely unbeaten car in the UK market. The consumer’s
perception most commonly about this car is it fulfils their needs in every aspect. They have a
preconceived perception that apart from providing luxury, the Honda Civic is very reliable.
They also perceive that unlike Honda, other car manufacturers are unable to provide them
with the same competitive price as Honda. Providing the consumers with all the comfort and
luxury required in a car, the Honda Civic has penetrated into the minds of people as a ‘brand’
thus gaining a very significant place in the UK market. .
Hence it was significant to recognise the factors responsible for the success of the car with
reference to its branding which has set itself a place in people’s perception. Therefore, at the
background of this information this research was undertaken to provide an in depth study of
consumers’ perception towards the Honda Civic car in the UK automobile market.
Keywords:
Brand , Brand Image, Consumer perception, and Brand Loyalty.

Leave a Reply

Your email address will not be published. Required fields are marked *