BRAND EVANGELISM & CUSTOMER SATISFACTION OF CAR PURCHASE

Developing countries are having common challenges like pollution, lack of investment by the private sector and inadequate funding in R&D makes it difficult for organizations for spreading awareness of their products and services with many diversities & challenges for organizations to stimulate the black box of the consumer especially with complex buying behavior process of Indians where the product is very high in terms of expenses & with many attributable differences. In India, cars are still high on the aspirational list for most of the emerging middle class and will continue to grow in future days too. Hence in this book, we explore differently factors that affect the car purchases, impact of SED factors of consumers on choice of different car brands, creating brand evangelist for different brands. This study also aims at studying the influence of brand evangelist on recommending a particular brand of cars by becoming a brand evangelist for creating customer satisfaction for a new user.

Autorentext

Dr Madhusmita Choudhury, Assistant Professor, Centurion University of Technology & Management, Vizianagaram, Andhra Pradesh. Prof.(Dr) B.B.Mishra, Professor, Utkal University, Bhubaneswar, Odisha. Prof.(Dr.) P.K.Mohanty, Dean, School of Management Studies, Centurion University of Technology & management, Bhubaneswar, Odisha.