Analysis of Customer Perception on C.S.R. and Brand Loyalty with reference to Automobile Sector

The present-day markets are highly competitive. The degree of competitiveness is quite high in the automobilesector in India. Every company attempts to provide advanced and unique features in their Motor Cars to attractas well as retain customers. Apart from providing advanced technological features in their products, buildinggoodwill for the organization is also being seen as a strategy to increase the market share.In this direction, the companies are adopting the C.S.R route for building up their goodwill as well as creatingbrand loyalty. In this regard, it becomes pertinent to study whether the Automobile customers are aware of theconcept of C.S.R. and initiatives of the automobile companies in this direction and does the CSR initiativesinfluence the Brand Loyalty in the Automobile Industry. The objective of this study is to evaluate consumerawareness of CSR and understand the role of CSR in Brand Loyalty in the Automotive Sector. To examine theissue, the research study was undertaken with a structured questionnaire with special reference to the automobilesector. The results show that awareness about the concept of C.S.R is not significantly high and the nature ofactivities undertaken also widely differ across the automobile companies. CSR initiatives do influence BrandLoyalty.