A COMPREHENSIVE STRATEGIES FOR BUILDING AND MEASURING BRAND AWARENESS IN COMPETITIVE MARKETS AT TATA MOTORS

Abstract

This research project deals measuring brand awareness of Heritage, the study is intended to access brand awareness lives of different car brands available in the market and also about Heritage, to identify the factors/source creating brand awareness and also to know importance of brand awareness role in the buying decision. It is found that majority of respondent owns Heritage coming to brand awareness, almost all respondent are aware about most of the car brands available in the market advertising plays important role in the creating brand awareness among the respondents. Price, Quality, Durability factors are considered by majority of respondent before making purchasing decision. Over all Heritage could able to create significant levels of brand awareness among the public. It is suggested to focus more on television media for advertising apart from other traditional media.