Brand equity in the market of automobiles in the city of Rioverde S.L.P.

Abstract

The objective of this research is to analyze the brand equity for companies involved in the auto market in the city of Rioverde, San Luis Potosi. The study is quantitative approach, descriptive and correlational scope, consumers of cars in the city of Rioverde San Luis Potosi, the sample size of 194 elements, multistage sampling was used, the internal consistency of the instrument was evaluated, resulting 0.722 considered acceptable. The main results are that the market consists mostly male consumers and married  people,  virtually  all  consumers  are level C-, C, C + or A / B indicating that are high strata. The market share and brand preference dominates the Nissan brand. Regarding the value  marks  the  best  evaluated  dimension is quality, in the dimension loyalty highlights the Dodge brand, the quality dimension also highlights  Dodge  as  the  best,  in  notoriety highlights Nissan and Toyota, the image dimension is less and highlight by Nissan, and finally higher value in the auto market in the city of Rioverde is Dodge, followed by Nissan and Toyota. On the other hand it was also found that the sociodemographic characteristics of the consumer as sex, age and marital status does not determine the   brand equity, however the socioeconomic level prove negative influence in  brand  value,  and  the  market  share  and brand preference are related to brand equity. Five segments determined by the dimensions of brand equity through cluster analysis were also identified.