Brand Possession of Car: Customers’ Perception across Demographics in the Coimbatore District

The brand possession is a concept ownership of a particular product, including automobile products in comparison is perceived in the context of competitive alternatives in the mind. It is needed to be clear about why it is important to brand possession. The reason is that today there are many choices in brands. That is, the brand choices are so varied and the differentiation is very narrow in terms of brand functionality. In the market, a brand communicates through buyers’ experience with the product and through various communication media. This descriptive research design aims to find out the brand possession of car across various demographic factors and also to assess the respondents’ experience level towards car brand. 485 valid responses were used for the final study. This study reveals that Tata, Maruti Suzuki and Honda brand of cars is familiar brand across demographics. The ownership of car brand depends on the various demographic factors namely gender, occupational status, residential area, proportion of saving.