Impact of brand on consumer buying behaviour: A study on Yamaha and Hero Honda motor cycles in Kathmandu, Nepal

by

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I [type your full first names & surname here], declare that this dissertation represents my own work, except where due acknowledge made, and that it has not been previously included in a thesis, dissertation or report submitted to the University or any other institution for a degree, diploma or other qualification.

Signed __________________ Date _________________

ABSTRACT

The customers of Kathmandu, Nepal have different perception of buying motor cycles; this study is conducted to examine their preferences over the different brands of motor cycles. The study main theme is on the consumer buying behaviour. It would also discuss the impact that brands have on the buying behaviour of the consumers. This study examine the consumer buying behaviour for motor cycle brands such as Yamaha and Hero Honda and analyze the strategies of the two brands in order to assess the consumer buying behaviour. This study would help to assess views and perceptions of consumers and would also help the researcher know the improvement that both companies can make in their brands.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER # 1: INTRODUCTION1

Background of the Study1

Problem statement2

Company Background3

Aim of the Study5

Objectives of the Study5

Rationale of the study5

Research Hypothesis5

Significance of the Study6

Thesis Disposition6

Chapter summary6

CHAPTER # 2: LITERATURE REVIEW8

Introduction8

Internal Brand Building8

The Brand as Personified9

Buying Behaviour10

Brand Image12

Brand Personality14

Brand personality source variables16

Consumer Behaviour and Attitudes17

Consumer Purchasing Decisions19

Automobile Buying Behaviour20

The Impact of Context21

The Context of Communication21

The Context of Purchase21

The Context of Use21

Demographic Correlates of Automobile Buying Behaviour22

Personality Correlates of Automobile Brand Behaviour22

The Country of Origin Effect for Specific Products and Brands24

The Country of Origin Information Cue and Consumers' Buying Behaviour26

Consumer behaviour, morals and business ethics27

Intrinsic Versus Extrinsic Cues33

Summary34

CHAPTER # 3: RESEARCH METHODOLOGY36

Introduction36

Overview of Quantitative Research Approach37

Research Method and Design Appropriateness38

Research Process38

Participants38

Research Instrument38

Data Analysis39

Informed Consent39

Confidentiality40

Validity40

Reliability41

CHAPTER # 4: FINDINGS43

Introduction43

Demography of Respondents43

Descriptive Analysis45

Research Hypothesis54

Summary57

CHAPTER # 5: CONCLUSION58

Primary Use of Brand Loyalty Correlates59

Past Research Findings60

Suggestions for Further Study60

Recommendations61

Implications of Findings for Marketing Strategy in the Automobile Industry62

REFERENCES63

APPENDIX67

CHAPTER # 1: INTRODUCTION

Background of the Study

Interest has increased in recent years in brand loyalty as a research area in consumer behaviour (Horak 2007 32). It has been an area of intense investigation and discussion within automobile companies for the last decade. If there are differences in the degree of brand loyalty among different brands, car lines, consumer demographic characteristics, etc., it may be desirable to develop a marketing program that takes these differences into account (Hollis 2008 55). The literature on brand loyalty stressing theoretical descriptions of factors influencing brand loyalty mentions some of the many interacting ...