AN EMPIRICAL STUDY OF BRAND EVANGELISM FOR RECOMMENDING CARS-A QUALITATIVE & SYSTEMATIC REVIEW OF LITERATURE

Abstract

India is one of the world"s fastest growing automobile markets and is poised to become the third largest passenger"s car market by 2020 (Philip, L. 2016, Economic Times). The recorded sales growth of 4 wheelers like passenger car & utility vehicle has also risen up to 7.87 % and 6.25% respectively during April-March 2016 (SIAM, 2015-16). But what makes a car maker like Japan"s Maruti Suzuki and Korea"s Hyundai enjoys more than 67% of market share while others like US car makers Ford India and General Motors combined market share is just 4-5%(Philip,L.2016,The Economic Times). Sales in the North & East region have evidenced only 5%of changes in the FY16 which is comparatively lower than the west & south region (Khan,A.N,2016, The Economic Times). The Japanese car makers(Honda, Hyundai, Isuzu Motors, Nissan &Toyota) achieved an average of 48.01% of growth till July 2016 having a better stand from the Indian car makers (Hindustan Motors, M&M,M&S, Tata & Force motors) i.e. 6.74% (Autocar Pro News Desk, July 2016). In this study the researcher explored the causes how a customer become a diehard fan of any brand and advocate for the brand with its strong features and create a great WOM for company which is an organic marketing strategy.