RESEARCH PROPOSAL ON BRAND PREFERENCE TOWARDS SWARNAMBIGAI

BAJAJ., SALEM
INTRODUCTION ABOUT THE TOPIC:
The research is on the basis of A study on brand preference in Swarnambigai
Bajaj. Due to changes in technology and to meet various demands of the customers
and to withstand the place in the global market the company has to focus on Brand
Preference and customer satisfaction. Brand Preference is the measure of Brand
Loyalty in which a consumer will choose a particular brand in presence of competing
brands, but will accept substitutes if that brand is not available.
NEED FOR THE STUDY:
The research is conducted in order to find out the brand preference among the bajaj
customers before and after purchasing the product and their preferences to measure the various
attributes as price, comfort, availability of spare parts, mileage, design and style, brand value,
sales service and support that may satisfy their expectation towards the products.
The study is to analyse the various factors that may create a brand preference in the mind of
the customer and to measure the customer services that the company is providing to their
customers.
IMPORTANCE OF THE STUDY:

The study tries to know why the customers prefer the particular brand in presence of

competing brands.
It is useful for analyzing the brand preference of customer towards Bajaj brand bikes.

To know the impact of attributes on brand preference.

CONCEPTUAL FRAMEWORK:
A primary function of the brand is to provide convenience and clarity in decision making
by providing a guarantee of performance and communicating a set of expectations thereby
offering certainty and facilitating the buying process. On the emotional side, the function of a

brand is to evoke a set of associations and furthermore symbolize the consumers persona
through brand imagery.
Brand Preference is the measure of Brand Loyalty in which a consumer will choose a
particular brand in presence of competing brands, but will accept substitutes if that brand is not
available. Brand Loyalty refers to the extent of the faithfulness of consumers to a particular
brand, expressed through their repeat purchases, irrespective of the marketing pressure generated
by the competing brands.
REVIEW OF LITERATURE:
Sha Yang, Gerg M. Allenby and Geraldine Fennel (2002), in their article titled,
Modeling Variation in Brand Preference: The Roles of Objective Environment and
Motivating Conditions discussed: People consume products in a variety of environments.
They drink beer, for example, by themselves, with close friends, on the beach, when playing
cards, at tailgate parties, and while having dinner with their boss. Within these environments, an
individual may prefer Schaefer beer when drinking alone, Budweiser when having a party,
Corona when lying on the beach, and Heineken when dining out. Preferences change across
environments because the benefits sought by the consumer change. Consumers may feel thirsty
while lying on the beach, and they may want to display refined tastes while dining out.
Moreover, the effect of environment may not be homogeneous, as some people enjoy meeting
new peoplein social gatherings while others may prefer to visit with those who are more familiar.
Even though consumers face the same objective environment, different motivating conditions
and brand preferences may arise.
DenfordChimboza and Edward Mutandwa (2007) in their article titled, Measuring
the determinants of brand preference in a dairy product market discussed: Branding is
increasingly being used as a strategy for managing markets in developed countries while
developing countries still lag behind. The objective of the study was to assess the level of brand
awareness and factors underlying brand preference of dairy brands in Chitungwiza and Harare
urban markets in Zimbabwe. A total of 90 respondents who included individual and institutional
consumers were selected using judgmental and simple random sampling respectively. Primary
data was collected using structured interview schedules developed for each category of

consumers. Consumer product awareness indices, cluster analysis and factor analysis were the
main tools used in the analysis. The findings of the study showed that 52% of the respondent
consumers were aware of ARDA dairy brands despite having come across few ARDA DDP
advertisements. Four factors were identified as key determinants of dairy product choice namely
promotion, price and availability of product, attractive packaging and product quality.
RESEARCH GAP:
From the review of literatures it clearly shows there was some research gaps in the
conducted surveys. The survey covers only some of the attributes, it fails to cover some of the
important attributes like advertisement, brand value etc., while conducting the research survey.
OBJECTIVES OF THE STUDY:

To study the consumers brand preference towards Bajaj bikes.

To know the impact of attributes on brand preference.

To get suggestions from the customers regarding the features of the Bajaj bikes, to
know their expectations.

RESEARCH DESIGN:
Research design is purely and simply the frame work of the plan for a study that guides
the collection of the data. In this study the research has used descriptive research design, which
explains the relationship between two or more variables.
TYPE OF DESIGN:
In this study the research has used Descriptive research design, which explains the
relationship between two or more variables.
RESEARCH UNIT:
Sampling unit refers to process of defining the target population that will be sample.
Sample size plays a critical role, because the generalization of the conclusion depends on sample
size. I took 180 respondents as sample.

RESEARCH METHOD:
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically.
SAMPLE DESIGN:
A Sample is a subset from the total population. It refers to the techniques or the
procedures the researcher would adopt in selecting items from the sample.
SAMPLING METHOD:
Convenient random sampling techniques were used in this project. Since population was
not of a homogenous group, Stratified technique was applied so as to obtain a representative
sample. The Customers were stratified into a number of subpopulation or strata and sample
items were selected from each stratum on the basis of convenient random sampling
techniques.
DATA COLLECTION:
SOURCE OF DATA: Both the Primary and Secondary data collection method were used in
the project.
Primary data:
First time collected data are referred to as primary data. In this research the primary data
was collected by means of a Structured Questionnaire.
Secondary data:
Data which has already gone through the process of analysis or were used by someone
else earlier is referred to secondary data. This type of data was collected from the books,
journals, company records etc.
ANALYTICAL FRAME WORK:
The collected data have been tabulated and analyzed in a systematic manner using SPSS
software package. The following tools have used in this study, They are,

Weighted average

Chi-Square

Correlation

STATEMENT OF PROBLEM:
The study tries to know why the customers prefer the Bajaj brand in presence of
competing brands. I hope the findings and suggestions of the research study will help the
company to gain brand loyalty and satisfaction from their customers.
TIME PERIOD:
The time duration of the research study is about three months.