International Research journal of Management Science and Technology
ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST
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A STUDY ON INFLUENCE OF COUNTRY OF ORIGIN ON CONSUMER BASED BRAND EQUITY AMONG SECONDARY SCHOOL TEACHERS WITH SPECIAL REFERENCE TO AUTOMOBILES IN KOTTAYAM DISTRICT
1 Author(s): UNNI. P. V
Vol - 8, Issue- 3 , Page(s) : 219 - 224 (2017 ) DOI : https://doi.org/10.32804/IRJMST
As an effect of globalization, the choices of the customers are wide. To sustain in a highly challenging market place, more than the utility of the product some additional standards and preferences should be added in the product so that the consumer select the specific product. The emergence of international brands competing in various types of markets has given rise to the issue of how brands should be managed in a global scenario. In addition to the measurement of brand equity, it is important to understand how brand equity influences attitudes and consumer behavior Automobile market is widely developing and challenging. Preference of the customer as per the country of origin of the automobile is taken in to consideration in this study