Ascertaining customer retention through brand reputation — A descriptive study with two-wheeler brands

The concept of Brand is always exciting to study. Every product or service gets associated with a brand name that helps the customers to differentiate it when making a purchase. Brand building does not stop with naming a brand; it is about creating value with regard to the offering of the organization. Creating and nurturing a brand involves creation of value as perceived by consumers, creation of brand associations to reflect the value created, adapting the value to the changing environment influenced by competition and adapting the brand associations to the changing environment in a contemporary and consistent manner. The success of any business mainly depends on the customer satisfaction and the ability of the company to sustain its customers for a prolonged period. The customer sustainability along with the profitability of the organisation can be increased by minimizing the costs incurred in obtaining new customers. Due to heavy competition and availability of many brands of two-wheelers the strategies followed by the brand managers to acquire the market is of crucial importance. Among the various components of Brand Equity, the attribute which captures loyalty among the customers is the next important task for the brand managers. Comparison of each brand of two-wheeler with its counter parts is essential to know which factor of brand equity has played an important role in establishing a strong brand. The impact created by brand equity in retaining its customers should be used to project the future brands of two-wheelers. Hence, this paper attempts to ascertain the customer retention value for the different brands of two-wheelers with the help of descriptive analysis.