Trucks and brand: Role of brand in selling heavy trucks in India

Article Type

Research Article

Publication Title

International Journal of Asian Business and Information Management

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’.

First Page

1

Last Page

30

DOI

10.4018/IJABIM.2019040101

Publication Date

4-1-2019

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