Manuscript Details - IJGRD1020

ManuScript Details
Paper Id: IJGRD1020
Title: PERCEPTION OF NON-OWNERS ON JEEP VEHICLES: FACTORS INFLUENCING BRAND IMAGE AND PURCHASING INTENTIONS
Published in: International Journal of Global Research and Development
Publisher: IJGRD
ISSN: ISSN Applied
Volume / Issue: Volume 1 Issue 3
Pages: 10
Published On: 6/29/2026 8:33:21 AM      (MM/dd/yyyy)
Main Author Details
Name: Dr.Ranjith Somasundaran Chakkambath
Institute: AMITY KOCHI
Co - Author Details
Author Name Author Institute
Dr. Shamsi Sukumaran AMITY KOCHI
Anagha Anirudhan AMITY KOCHI
Abstract
Research Area: Business and Marketing
KeyWord: Brand Perception, Purchasing Intentions, Jeep Vehicles, Consumer Behaviour, Brand Image
Abstract: This study examines the perceptions of non-owners regarding Jeep vehicles, focusing on factors that influence brand image and purchasing intentions within the Ernakulam district of Kerala, India. Employing a descriptive research design with convenience sampling, data was collected from 120 respondents through a structured questionnaire and analyzed using percentage analysis and exploratory factor analysis. The findings reveal that Jeep enjoys a generally favourable brand image, with design, quality, and reliability receiving the most positive ratings from respondents. However, a notable gap exists between brand awareness and actual purchase consideration, as many respondents remained neutral about purchasing a Jeep in the near future, indicating that awareness alone does not translate into purchase intent. Factor analysis identified six key dimensions influencing consumer perceptions: vehicle attributes (safety, technology, after-sales service, fuel efficiency, price, brand history, and off-road capability), brand perception and quality, transactional and promotional factors, personal and familiarity factors, demographic factors, and barriers to purchase. Safety concerns and design apprehensions emerged as primary deterrents, while environmental impact received comparatively lower positive ratings, suggesting a potential vulnerability for the brand in an increasingly eco-conscious market. The study recommends targeted marketing strategies emphasizing value and reliability, enhanced safety features, technological advancements, and improved after-sales services to convert positive perceptions into tangible purchasing outcomes. These findings provide actionable insights for Jeep to strengthen its market position and appeal to potential buyers in the competitive automotive landscape.
Citations
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IEEE
Dr.Ranjith Somasundaran Chakkambath, Dr. Shamsi Sukumaran, Anagha Anirudhan, "PERCEPTION OF NON-OWNERS ON JEEP VEHICLES: FACTORS INFLUENCING BRAND IMAGE AND PURCHASING INTENTIONS", International Journal of Global Research and Development, vol. 1, no. 3, pp. 71-80, 2026.
MLA Dr.Ranjith Somasundaran Chakkambath, Dr. Shamsi Sukumaran, Anagha Anirudhan "PERCEPTION OF NON-OWNERS ON JEEP VEHICLES: FACTORS INFLUENCING BRAND IMAGE AND PURCHASING INTENTIONS." International Journal of Global Research and Development, vol 1, no. 3, 2026, pp. 71-80.
APA Dr.Ranjith Somasundaran Chakkambath, Dr. Shamsi Sukumaran, Anagha Anirudhan (2026). PERCEPTION OF NON-OWNERS ON JEEP VEHICLES: FACTORS INFLUENCING BRAND IMAGE AND PURCHASING INTENTIONS. International Journal of Global Research and Development, 1(3), 71-80.
PERCEPTION OF NON-OWNERS ON JEEP VEHICLES: FACTORS INFLUENCING BRAND IMAGE AND PURCHASING INTENTIONS
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