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A Study On Customer Perception and Brand Loyalty Towards Hero Motocorp
Subject area: Management and Commerce · Area of research: Marketing
DOI: https://doi.org/10.64388/IREV10I2-1722350
Abstract
This study examines customer perception and brand loyalty towards Hero MotoCorp in the Indian two-wheeler market. The two-wheeler industry is highly competitive, with customers having several alternatives based on price, fuel efficiency, product quality, design, performance, technology, and after-sales service. In such an environment, understanding how customers perceive a brand and the factors that influence their loyalty is important for maintaining long-term customer relationships. The study focuses on understanding customer perceptions of Hero MotoCorp and identifying the major factors that contribute to customer satisfaction, preference, repeat purchase intention, recommendation, and brand loyalty. The study adopted a descriptive research design using convenience sampling, with primary data collected from 100 respondents through a structured questionnaire. Secondary information was obtained from books, journals, company-related sources, and online reports. The study evaluates customer perceptions regarding product quality, value for money, performance, fuel efficiency, design and features, after-sales service, availability of spare parts and service centres, advertising, reliability, and ability to meet daily transportation needs. Brand loyalty was assessed through customer preference, intention to repurchase, willingness to recommend the brand, overall experience, satisfaction, and continued loyalty. The findings indicate that customers generally have a positive perception of Hero MotoCorp. Fuel efficiency and cost-effectiveness emerged as important factors influencing customer perception. Respondents also expressed favourable views regarding product quality, value for money, performance, fuel efficiency, service availability, and brand reliability. The findings further indicate a positive relationship between customer satisfaction and brand loyalty, with many respondents showing preference for Hero MotoCorp, willingness to repurchase, and willingness to recommend the brand to friends and family. At the same time, the study identifies areas requiring improvement, particularly in modern design, advanced technology, premium features, and consistency in after-sales service.
Keywords
customer perception, brand loyalty, customer satisfaction, hero motocorp, two-wheeler industry, brand image, fuel efficiency, after-sales service.
How to cite this paper
@article{1722350,
author = {Anjal Suhail, Dr. Shaheeda Banu S},
title = {A Study On Customer Perception and Brand Loyalty Towards Hero Motocorp},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {10},
number = {2},
pages = {1500-1503},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1722350.pdf},
abstract = {This study examines customer perception and brand loyalty towards Hero MotoCorp in the Indian two-wheeler market. The two-wheeler industry is highly competitive, with customers having several alternatives based on price, fuel efficiency, product quality, design, performance, technology, and after-sales service. In such an environment, understanding how customers perceive a brand and the factors that influence their loyalty is important for maintaining long-term customer relationships. The study focuses on understanding customer perceptions of Hero MotoCorp and identifying the major factors that contribute to customer satisfaction, preference, repeat purchase intention, recommendation, and brand loyalty. The study adopted a descriptive research design using convenience sampling, with primary data collected from 100 respondents through a structured questionnaire. Secondary information was obtained from books, journals, company-related sources, and online reports. The study evaluates customer perceptions regarding product quality, value for money, performance, fuel efficiency, design and features, after-sales service, availability of spare parts and service centres, advertising, reliability, and ability to meet daily transportation needs. Brand loyalty was assessed through customer preference, intention to repurchase, willingness to recommend the brand, overall experience, satisfaction, and continued loyalty. The findings indicate that customers generally have a positive perception of Hero MotoCorp. Fuel efficiency and cost-effectiveness emerged as important factors influencing customer perception. Respondents also expressed favourable views regarding product quality, value for money, performance, fuel efficiency, service availability, and brand reliability. The findings further indicate a positive relationship between customer satisfaction and brand loyalty, with many respondents showing preference for Hero MotoCorp, willingness to repurchase, and willingness to recommend the brand to friends and family. At the same time, the study identifies areas requiring improvement, particularly in modern design, advanced technology, premium features, and consistency in after-sales service.},
keywords = {customer perception, brand loyalty, customer satisfaction, hero motocorp, two-wheeler industry, brand image, fuel efficiency, after-sales service.},
month = {August},
doi = {https://doi.org/10.64388/IREV10I2-1722350}
}