Factors affecting brand awareness in Automobile Paint Industry

Pages: 242-244
Kuldeep Kumar Chaudhary and Vikas Madhukar (Department of Management, Amity University, Gurgaon, Haryana)

In today’s world of growing competition where there are numerous brands selling the same products, consumers have an abundant number of choices and many diverse factors influence their buying behavior. With the ever-increasing penetration of internet and social media, the purchasing behavior of Indian consumers has changed dramatically. Urbanization is taking place in India at a dramatic pace and is influencing the life style and buying behavior of the consumers. Consumer behavior is complex and very often not considered rational. The recent trends which are found in the Indian market are celebrity influence, online shopping, freebies and popularity of eco-friendly products. The present study is to analyze the various influencing factors which make the consumer’s intent into purchase decision.