CUSTOMER PREFERENCES ON TWO WHEELERTYRE PURCHASE - A STUDY ON BRAND AWARENESS

The aim of this study is to measure the brand awareness among the customers about the various brands in Motorcycle Tyre industry and to study the customer preferences while purchasing a motorcycle tyre. Brand awareness is always considered to be an unavoidable criterion in determining a consumer's purchase decision. Brand awareness can be depicted into 3 facets – Top of the Mind Recall, Unaided Recall and Aided Recall, each of these 3 facets having its own influence on the customer's buying decision. This paper tries to study the brand awareness of the motorcycle tyre brands in all the three facets. Apart from brand awareness it also aims at capturing some of the important customer buying preferences and criteria for making a purchase decision and the brand association. The analysis has been conducted in explorative and descriptive phases with respondents focused in the state of Kerala.