THE IMPACT OF COST AND BRAND IMAGE ON THE DEMAND OF RECONDITIONED CARS MARKET: A CASE STUDY OF AUTOMOBILE INDUSTRY IN PAKISTAN

Abstract

Purpose.This research study is performed with the aim to determine the market for reconditioned cars in Pakistan and make animpact of low cost and brand image of reconditioned cars in Pakistan. In addition, in this study the scope of reconditioned car’s market is explored to understand the different factors responsible for the development of reconditioned automobile market in the country. This study further discussed the market for reconditioned cars in Pakistan, growth of reconditioned cars in Pakistan and sales and low cost or brand image on a demand of purchase reconditioned cars in Pakistan. Research Methodology:The research Methodology is positivist and quantitative in nature. Regression analysis has been used in the study to determine the impact of cost factors and brand image on the demand of reconditioned cars in Pakistan. Findings of the Research: The analysis found out that both cost and brand image of the reconditioned cars is important and consumer take both the factor into account when making purchases of reconditioned cars. Brand Image, however, was rated more important than cost. Practical Implications:This research study helps to understand the different policy measures to improve the market for the reconditioned cars and identify different factors that are directly and indirectly determining the impactof cost and brand imageon the reconditioned cars markets. Companies should focus on both cost and brand image when targeting customers for reconditioned cars.