A Synopsis on

“A Study on Brand Value and Customer Perception towards

Toyota with special reference to Viva Toyota, Hebbal, Bengaluru”
Submitted by:
Gautham Shetty

USN: 1GA21BA024
Submitted to

GLOBAL ACADEMY OF TECHNOLOGY (AUTONOMOUS)

Affiliated to
Visvesvaraya Technological University, Belagavi

In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION
Under the guidance of

Internal Guide:
DR. prof.
Associate Professor

External Guide:

Department of Management Studies and Research Center

GLOBAL ACADEMY OF TECHNOLOGY
Raja Rajeshwari Nagar Bangalore 560098
2021 – 2023
“A Study on Brand Value and Customer Perception towards Toyota with special reference to
Viva Toyota, Hebbal, Bengaluru”
Introduction:

A key factor in a company's success is its brand value. A strong brand may boost market
share, foster client loyalty, and set a business apart from rivals. Therefore, for businesses that
wish to establish and maintain a strong brand reputation, understanding the aspects that
contribute to brand value is crucial. A brand value study is a research endeavour with the goal
of determining how a brand is regarded by the people who will use it. Such surveys can offer
insightful information about how consumers view a brand, including how aware they are of
it, what they think of its goods or services, and how likely they are to use it again.
Researchers can gather information on customer impressions of a brand using a variety of
research techniques, such as surveys, interviews, and focus groups, and then analyse the
findings to pinpoint the critical elements that contribute to brand value. These elements may
include customer service, marketing and advertising initiatives, and general brand perception.
Companies can create targeted strategies to enhance their brand value, boost consumer
loyalty, and maintain competitiveness in their market using the findings of a study on brand
value. Therefore, for any business seeking to build and maintain a solid brand reputation,
completing a study on brand value is an essential first step.

Company profile:

The history of TOYOTA:

One of the largest and best-known firms in the world today is Toyota, which also happens to
be a major automaker.

Sakichi Toyoda created Japan's first power loom towards the end of the nineteenth century,
completely altering the nation's textile industry. He founded the Toyoda Spinning and
Weaving Company in January 1918, and in 1924, with the aid of his son Kiichiro Toyoda,
Sakichi realised a longstanding ambition to construct an automatic loom. In 1926, Toyoda
Automatic Loom Works was established. Innovator Kiichiro was also introduced to the
automobile industry on trips he took to Europe and the United States in the 1920s.Kiichiro
Toyoda built the first Toyota Motor Corporation in 1937 with the £100,000 that Sakichi
Toyoda obtained for selling the intellectual rights to his automatic loom. Aside from TMC
itself, one of Kiichiro Toyoda's major legacies is the Toyota Production System. The "just-in-
time" concept of Kiichiro, which focuses on creating just precise amounts of already ordered
things with the least amount of waste possible, played a significant role in the creation of the
system. The global automobile industry started to gradually adopt the Toyota Production
System.

HISTROY

Laxmanrao Kirloskar, the company's founder, is where the Kirloskar tale begins. a man who
thought that the creation of ground-breaking industrial tools required a thorough awareness of
one's surroundings and reality. The first Kirloskar product, the iron plough, was created from
this unwavering conviction. The plough, which was initially created as a vital tool for
agriculture, quickly evolved into a symbol of reform and revolution.

The group's early history is highlighted by Kirloskarvadi, the country's first industrial
township. a prototype factory-village built by Laxman Rao and his team of hardworking
employees.

OBJECTIVE OF THE STUDY:

STATEMENT OF THE PROBLEM:

Despite spending money on marketing and advertising, Company X has seen its brand worth
drop recently. Reductions in market share, customer loyalty, and brand recognition all point
to this. The business wishes to pinpoint the main causes of the brand value drop and create
measures to reverse it.

The problem statement draws attention to the problem of diminishing brand value and the
requirement to look into the root reasons. The goal of the study is to pinpoint the causes of
the brand value drop and devise plans to reverse it. By doing this, the study hopes to offer
perceptions that can aid the business in growing brand awareness, client loyalty, and market
share.

HYPOTHESIS:
 LITERATURE REVIEW

Research Design:
Type of research: Empirical research, it is the research which analysis done through
empirical evidence.

Source of data: primary data which is collected through the company.

Sample size: 120

Period of the study: March 2023 to MAY 2023

Tools and techniques: Descriptive research, Correlation analysis, Regression analysis.

Expected outcome:

Identification of key factors: The study could identify the key factors that contribute to brand
value, such as product quality, customer service, marketing, and advertising efforts.

Analysis of consumer perceptions: The study could analyse consumer perceptions of the
brand, including awareness, loyalty, and likelihood to purchase.

Identification of strengths and weaknesses: The study could identify the strengths and
weaknesses of the brand in terms of its market position and customer perception.

Development of strategies: The study could provide recommendations for strategies to

improve brand value, such as enhancing product quality, improving customer service, and
optimizing marketing and advertising efforts.

Improved brand value: The ultimate outcome would be to improve brand value, which could
result in increased brand recognition, customer loyalty, and market share.

Reference: