some image

Volume II Issue II 2016

Volume II Issue II 2016
FACTORS INFLUENCING PURCHASE BEHAVIOUR TOWARDS BRAND EXTENSION STRATEGIES IN CONSUMER DURABLE SEGMENT - AN EMPIRICAL STUDY IN ODISHA REGION

Year:2016 Volume II Issue II

Print ISSN :2454-6542,Online ISSN:2454-6542

Received on:30th May 2016, Received in Revised Form:3rd June 2016, Accepted On:14th June 2016

Dhananjy Beura
Doctoral Scholar Department of Business Administration,Centurion University of Technology and Management, Bhubaneswar

Corresponding Author: beurabapu@rediffmail.com

Abstract

Brand name helps the consumer to identify products that benefit them & also help them to find out the better perceived quality about the brand. Consumer durable industries especially in automobile segment rely completely on branding and their parent brand reputation plays a major role in purchase decision of extended brands. It is found that a powerful brand has high brand equity, higher brand loyalty, name awareness, perceived quality, and strong parent brand associations especially in automobile segment. If a brand extension fails it may harm consumer attitude towards the other products that carry the same brand name. Thatís why companies are constantly innovating newer marketing strategies to reap maximum benefit out of parent brand name. This research paper trying to explore the factors that influence brand extension strategies in case of consumer durable segment and also tried to verify the influence of mediating variables like age, income, gender, education, profession and family size etc. The research is an in depth descriptive and empirical study aimed at finding out the influence of various factors like Perceived Risk, Similarity, Reputation, consumer innovativeness, Perceived quality and brand concept consistency in case of consumer durable segment. The study is based on the primary survey of 250 consumers across Odisha region about their purchase criteria of consumer durable segment especially in automobile segment and their extensions. In this study the overall effect of brand extension strategies in both already extended parent brand and hypothetical extension of parent brands (Mahindra & Mahindra) are examined.

Keywords

Brand Extension, Already extended brand, Hypothetical extension, Consumer Durable brands, automobile brands,Perceived Risk, Similarity,Reputation, Consumer innovativeness, Perceived quality, Brand concept consistency

Download