BRAND TRUST AND BUYING DECISIONS: A CONSUMER BEHAVIOUR STUDY ON TATA MOTORS

Abstract

The automobile industry in India has witnessed significant transformations due to changing consumer preferences, rising competition, and the growing emphasis on sustainability. Tata Motors, one of India’s leading automotive manufacturers, has strategically positioned itself through innovation, affordability, and reliability. This study explores the role of brand trust in shaping consumer buying decisions with specific reference to Tata Motors. The research identifies key behavioural factors such as perceived quality, after-sales service, emotional connection, price sensitivity, and environmental consciousness. Findings suggest that strong brand trust positively influences purchase intent, brand loyalty, and word-ofmouth advocacy. The study emphasizes the importance of consumer-centric strategies and sustainable practices to maintain a competitive advantage in the Indian automotive market.