AIOU COL MBA Project synopsis brand loyalty

Sunday, May 24, 2015

AIOU COL MBA Project synopsis brand loyalty

AIOU COL MBA Project synopsis on Brand loyalty

Automotive industry in Pakistan has been fast and efficient field since inception of Pakistan; however it could not progress the way it should have been in spite of transfer of technology from original manufacturer and localization of many components which faced quality output but never the less Pakistan was able to produce its first vehicle in 1953 as per record of Ministry of industry .Generally there are few car manufacturing brands in Pakistan who have set assembly plants independently or joint venture like Toyota and Honda.There was very high boom observed in car industry during 2006-07 and sale was at high peak compared to past decades. Most probably it was supported by bank leasing on low interest rate.

ABOUT THE PROJECT & NEED TO RESEARCH

In this project brand loyalty and customer satisfaction of two different products (Cars) i.e. Honda City Brand A, and Toyota Corolla Xli brand B among the customers will be measured against the competitions in the industry of Pakistan.

The need of this research / project is needed due to the following two main reasons:-

a. What is the impact on the customers after introduction /import of new brands of similar car with same features, weather brand loyalty and customer satisfaction of product changed or otherwise?

b. By the cheap Import of imported cars by the private importers in Pakistan, Customers brand loyalty and customer satisfaction of customers changed or otherwise.

c. Why brand loyalty and customer satisfaction exist for Honda city (brand A) and corolla xli (brand B) in spite of availability of related features products in the market.

For this purpose primary and secondary data will be collected from marketing office, dealers of both the brands, Duration of this project is 07 Nov 2013 –10 Jan 2014.

BACKGROUND

Cars manufacturer and sellers have introduced many models in Pakistan in past decade to capture the market by customer satisfaction and brand loyalty but defeating two well renowned particular brands of cars i.e. Honda city and Toyota corolla xli has been challenge to the competitor’s .The sale of Honda city has gained tremendous growth in profit during the year 2013.During the period of July-September 2012 the Indus motor net sale was Rs 6828 billion increased by 13 %. The total units sold were 4400 during 2013 i.e. Increase by 3% compared to previous year sale of 4300 units .The company market share were also increased by 200 bps to 15% although this was primarily due decreased interest rate by financial institutions and government also reduced age limit of old imported cars from 5years to 3 years obviously this factor caused narrow competition. On the other side brand b corolla sale (total sale) was 38517 units in 2013. Low sale as compared to previous year’s i.e. 55060 in 2012, 50943 units in 2011 and 52063 in 2010.