Analysis of Customer Perception on C.S.R. and Brand Loyalty with reference to Automobile Sector

Abstract

The present-day markets are highly competitive. The degree of competitiveness is quite high in the automobile
sector in India. Every company attempts to provide advanced and unique features in their Motor Cars to attract
as well as retain customers. Apart from providing advanced technological features in their products, building
goodwill for the organization is also being seen as a strategy to increase the market share.
In this direction, the companies are adopting the C.S.R route for building up their goodwill as well as creating
brand loyalty. In this regard, it becomes pertinent to study whether the Automobile customers are aware of the
concept of C.S.R. and initiatives of the automobile companies in this direction and does the CSR initiatives
influence the Brand Loyalty in the Automobile Industry. The objective of this study is to evaluate consumer
awareness of CSR and understand the role of CSR in Brand Loyalty in the Automotive Sector. To examine the
issue, the research study was undertaken with a structured questionnaire with special reference to the automobile
sector. The results show that awareness about the concept of C.S.R is not significantly high and the nature of
activities undertaken also widely differ across the automobile companies. CSR initiatives do influence Brand
Loyalty.