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Trucks and Brand: Role of Brand in Selling Heavy Trucks in India

Author

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  • Abhijit Sarkar

    (Sikkim Manipal Institute of Technology, Majitar, India)

  • Ajeya Jha

    (Department of Management Studies, Sikkim Manipal Institute of Technology, Majitar, India)

  • Diganta Mukherjee

    (Mukherjee, Indian Statistical Institute, Kolkata, India)

Abstract

This paper identifies the key aspects of purchasing a heavy truck / multi - axle truck in India and the role of brand image for a potential truck buyer. It considers the two largest brands of Indian heavy truck industry, Tata and Ashok Leyland and develops a logistic regression through a series of rank weighted purchase scores derived from some key buying factors to determine the purchase decision of a particular brand of heavy truck. It also proposes an adapted version of Keller's CBBE model in B2B context – ‘Trucker's CBBE Model.'

Suggested Citation

  • Abhijit Sarkar & Ajeya Jha & Diganta Mukherjee, 2019. "Trucks and Brand: Role of Brand in Selling Heavy Trucks in India," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 10(2), pages 1-30, April.
    • Handle: RePEc:igg:jabim0:v:10:y:2019:i:2:p:1-30
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