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This handbook emphasizes on how perceptions create an influence on brand selection in consumers´ minds in the tyre industry. The study allows companies to have an alternate view on: Which perceptions about a brand dominate customers´ minds? Which factors lead them to these perceptions? It can also be used as a ´supplemental´ strategy to gain more customer insights especially in new geographic markets.

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Lamba, Vijay
Vijay Lamba is a marketing management professional who loves writing. At Griffith College, Dublin (Ireland) he successfully defended his Master´s thesis that explored perceptional buying behavior of consumers when they select brands. He is also a prominent content contributor to an Irish automotive e-news publisher.

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