Cars and the consumer

Jul 20 2014, 21:52 IST
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SummaryWhy are attitudes of car owners in India different from those in the advanced automobile markets?

in the number of recalls can be found in a marketing model called The Rule of Six, which is related directly to consumers levels of emotional engagement, and thus loyalty, to a brand. It works like this: Brands that possess higher levels of engagement and loyalty before a crisis are six times more likely to be given the benefit of the doubt after some catastrophe transpires. Maruti, Ford and Honda were clearly doing something right to offset the wrong.

The writer is Group Editor, Special Projects & Features, The Indian Express

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