A Study on Customer Perception and Brand Image of Renault

Abstract

            The automobile industry in India is among the most competitive sectors, where brand image and customer perception play decisive roles in shaping purchase behaviour and long-term loyalty. This study examines customer perception and brand image of Renault at AR.A.S., P.V.P.V Automobile Private Limited, Parvathipuram, Tamil Nadu. Primary data were collected from 100 respondents using a structured questionnaire and convenience sampling. The study focuses on two principal objectives: first, to analyse customer perception towards the availability of spare parts and maintenance cost of Renault vehicles; and second, to study the impact of brand awareness and promotional activities on customer perception of Renault. One-Way ANOVA was employed to examine differences in perception across age groups on dimensions of accessibility, cost effectiveness, product quality, customer experience, and service reliability. The Chi-Square test was applied to assess the association between promotional activities including advertising, sales promotion, influencer marketing, public relations, and social media and customer perception. Results of the ANOVA indicate no statistically significant difference across age groups (all p > 0.05), implying uniform perception irrespective of age. Chi-Square analysis likewise reveals no significant association between promotional activities and customer perception (all p > 0.05), suggesting that lived product and service experience, rather than promotional exposure, is the primary driver of brand perception. The study concludes that Renault has achieved consistent brand perception across demographics, and recommends strengthening service quality, adopting experience-led marketing, and formalising customer engagement programmes to sustain competitive advantage.