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

Abstract

In order to determine the factors and sources that contribute to brand awareness and the significance of brand awareness in the purchasing decision, this research project measures brand awareness of Heritage. It also aims to access brand awareness lives of various car brands that are available in the market. In terms of brand awareness, it is discovered that the majority of respondents possess Heritage, and almost all of them are aware of the majority of automobile brands that are on the market. Advertising is crucial in raising respondents' knowledge of these brands. Before making a purchase, the majority of respondents take price, quality, and durability into account. All things considered, Heritage was able to raise public knowledge of the brand to a considerable degree. In addition to other conventional media, it is advised to concentrate more on television for advertising.