Trucks and brand: Role of brand in selling heavy trucks in India
International Journal of Asian Business and Information Management
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’.
Sarkar, Abhijit; Jha, Ajeya; and Mukherjee, Diganta, "Trucks and brand: Role of brand in selling heavy trucks in India" (2019). Journal Articles. 895.