International Scientific Journal of Engineering and Management

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ISSN: 2583-6129

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A STUDY ON CUSTOMER BRAND LOYALTY TOWARDS TWO WHEELER

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A STUDY ON CUSTOMER BRAND LOYALTY TOWARDS TWO WHEELER

 

  1. Deepalakshmi.S1 Dr. N. VENKATESWARAN B.E, M.B.A., Ph.D.,2 
  1. II MBA Student, Panimalar Engineering College.
  1. . Assistant Professor, Department of Master of Business Administration, Panimalar     Engineering College.

 

ABSTRACT:

The study explores customer brand loyalty in two-wheeler showrooms in Anna Nagar, focusing on factors like product quality, brand image, and customer satisfaction. The findings aim to improve brand loyalty strategies and foster long-term customer relationships. The research uses percentage analysis, Mann-Whitney U test, and Spearman correlation analysis to understand trends and relationships. Honda's focus should be on product quality, service excellence, diverse marketing strategies, and word-of-mouth marketing to strengthen its position in the two-wheeler market.

Keywords:

Brand, loyalty, Honda, customer, factors, quality, product ,employed ,loyal customers ,marketing, competitors, business, product, defending.


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