This document proposes a market research project to study the effect of country of origin on Indian consumers' brand personality perceptions of cars from Japan, South Korea, and India. The research will use Aaker's brand personality scale to assess perceptions on 5 dimensions. It will survey 150 prospective car buyers aged 25-40 in Jamshedpur across 3 panels, each exposed to a car from one of the 3 countries. Differences in perceptions will be analyzed using MANOVA. The study aims to provide implications for marketers and advertisers on how to position brands and alter perceptions to be more aligned with desirable personality dimensions. Limitations include the non-random sampling and potential panel differences.

1. Market research project proposalTopic : Country of origin effect on Indian consumer’s brand Personality Perception of cars from Japan, South Korea & India

2. 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.

3. Research objectiveTo assess the country of origin (COO) effect on Indian consumer’s brand personality perception of cars from Japan, South Korea & India

4. Brand personality ScaleDavid Aaker’s multi-dimensional Brand Personality scale. Responses will be captured using 5-point Likert scale

5. Hypothesis5 Dimension of Brand Personality

6. Research model : pictorial depictionBrand PersonalitySincerityH2ExcitementH3Country of OriginPurchase IntentionH4CompetenceH5SophisticationH6RuggednessNote: Moderating factor Age (if significant sample size)

7. Research designResearch Instrument: Self administered Structured questionnaire. Research Methodology: 3 experimental panel groups Each panel will be randomly assigned to one panel group

8. 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

9. The subject will be administered the Brand personality scaleData CollectionSample size – Total 150 (50 respondents per panel X 3 panel)Respondent Profile: Prospective buyer (within next 6 months)

10. Decision makers on purchase of cars

11. Age group : 25-40 yrs

12. SEC A,BCentre of study: Primarily Jamshedpur (Web or Face-to-Face questionnaire)