Driving Perception: The Role of Socio-Economic Factors in Shaping Luxury Car Brand Image

Brand image is the overall impression of the customers about a brand. Brand image of customers has an impact on their level of satisfaction and loyalty towards the brand, especially in the case of high-involvement products like automobiles. The present study aims to examine the factors influencing the brand image of luxury cars and to analyse the influence of socio-economic factors on the perception of customers towards the brand image of luxury cars. The primary data was collected from 190 owners of luxury cars through a structured questionnaire. The area of the study is limited to Kerala state, India. Findings of the study reveal that there is a statistically significant difference regarding the perception of respondents on brand image of luxury cars across their age, marital status, income, family type, and educational qualifications. Respondents agreed that the brand of car they owned offers them a feeling of luxury.