Brand Personality of Cars
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This document provides a market research proposal that examines the effect of country of origin on Indian consumers' perceptions of brand personality for cars from India, South Korea, and Japan. The proposal outlines the research objectives, hypotheses, model, questionnaire, data collection plan, and analytical tools. It will use a survey with a 5-point Likert scale to measure consumers' ratings on five brand personality dimensions for cars from the three countries. The results will be analyzed using MANOVA to identify differences in perceptions based on country of origin. The implications may help marketers and advertisers develop strategies to change negative perceptions.
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Brand Personality of Cars
- 1. Market research project proposalTopic : Country of origin effect on Indian consumer’s brand Personality Perception of cars from Japan, South Korea & India Amit Kumar(06), Hussein (20), Manish (87)
- 2. Hypothesis 5 Dimension of Brand Personality
- 3. Reason for selection India is growing as a manufacturing hub for low-cost compact car. India 4th largest car market in Asia. Domestic sale of passenger vehicles is growing at CAGR of 12.2% Passenger cars accounting for 78% of total passenger vehicles in Indian market growing at CAGR 15% In light of these development, it seems appropriate to investigate how consumers in India will perceive the brand personality of the cars based on their country of origin.
- 4. Research model : pictorial depiction Brand Personality Responsibility H2 Activity H3 Country of Origin H4 Aggressiveness H5 Simplicity H6 Emotionality Note: Moderating factor Age (if significant sample size)
- 5. Scale Ref: ( A New Measure of Brand Personality, Maggie Geuens, Bert Weijters,Kristof De Wulf) Dec 2008, UNIVERSITEIT, GENT
- 6. Questionnaire & DATA Collection Web Questionnaire, Three Panels contacted separately potential buyers 150 each & received 49 , 47 & 47 for India, Korea & Japan.
- 8. Research Findings Cronbach Alfa Values Responsibility 0.579 Activity 0.865 Aggressiveness 0.810 Simplicity 0.740 Emotionality 0.694
- 9. Research objective To assess the country of origin (COO) effect on Indian consumer’s brand personality perception of cars from Japan, South Korea & India
- 10. Brand personality Scale David Aaker’s multi-dimensional Brand Personality scale. Responses will be captured using 5-point Likert scale
- 11. Research model : pictorial depiction Brand Personality Sincerity H2 Excitement H3 Country of Origin Purchase Intention H4 Competence H5 Sophistication H6 Ruggedness Note: Moderating factor Age (if significant sample size)
- 13. Respondents in each panel will be exposed to a car with similar feature. The only difference being the country of origin: India, South Korea, Japan
- 15. Decision makers on purchase of cars
- 16. Age group : 25-40 yrs
- 17. SEC A,BCentre of study: Primarily Jamshedpur (Web or Face-to-Face questionnaire)
- 18. Analytical tools Differences in consumer perception will be analyzed by country of origin of the automobile using a multivariate analysis of variance (MANOVA). The dependent variables will be the five brand personality dimensions.
- 19. Limitations Representative sample – The sampling is not strictly random. Due to small sample size, the results there might be a few inconsistencies Geography bias since the respondents are concentrated mainly in Jamshedpur. Respondent profile differences across the 3 panels could influence the findings.
- 20. Implications Marketers : Car companies might consider product repositioning strategies that attempt to change consumer brand perception to be more on personality scale. Ex: Like suppose Indian cars are perceived as less intelligent, successful & upper class than Japanese, Indian companies may wish to develop marketing strategies that attempt to address & change the perceptions. Advertisers Tailor communication to alter perception
- 21. Thank You Amit Kumar (06) Hussein H. Rassiwalla (20 ) Manish Kumar (87)