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

Abhijit Sarkar, Ajeya Jha and Diganta Mukherjee
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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

International Journal of Asian Business and Information Management (IJABIM), 2019, vol. 10, issue 2, 1-30

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.'

Date: 2019
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