6.

4 Interview analysis According to research, brand loyalty of Toyota Corolla and Honda City are existing between customers perception and fulfillment of perception, the fulfillment of perception is the responsibility or obligation of associative companies. Regarding this I have taken an interview session with Mr. Mazher Ghauri, Deputy Manager of Indus Motors authorized dealer (Toyota Southern Motors). And second interview taken from Honda Atlas Companys Dealer (..). 6.4.1 Interview from IMC Dealer Q1. Tell something about yourself? A. My name is Mazher Ghauri and I am Deputy Manager of Southern Motors (IMC). Q2. Tell me about your organization? A. We have dealership of Indus Motors Company which we have been dealing Toyota vehicles range comprises of TOYOTA COROLLA, CAMRY, COURE and HILUX They are having capacity of 225,000 units. We have good growth since last 5 to6 years now there is a decline in sales. There are some reasons behind it, the main reason is the increase of interest rate, control of SBP monetary policy. Now the sales are stagnant after so many years of good growth. Anyways the highest level of sales in 1300cc cars is Toyota Corolla and in 850cc car is Coure is top of the list. Q3. What most of buyers require or demand to you about Toyota Corolla? A. According to requirements of customers they perceive that money in term of benefits like superior quality, reliability, performance and its cost. We assure to provide them Toyota Corolla in customers point of view because Indus Motors Company is very conscious to provide its product at the level of brand loyalty for its customers. Q4. How much of you spent your time on customer to briefing about the Toyota Corolla?

Regarding Toyota Corolla, this 1300cc brand has well worth and well known overall in Pakistan. Mostly we do not need to briefing about Toyota Corolla, customers just came to dealer and purchase its loyal Toyota Corolla car in either cases they have word-of-mouth information and personal experience. Off course, we just provide information regarding new addition or technological enhancement in the car. Q5. From year 2005, the ban was lifted from imported cars. So the sales of Suzuki cars got affected? A. Not changed because the main reason was that we can not produce more as well as we continued our other imported car i.e. PRADO. Q6. There is a concern about the quality of Toyota Corolla cars. What do you say about it? A. Ill not accept it with as far as any car is concern of Toyota. The reason is that our customers are very sensitive. Our customers are middle and upper class persons who are very conscious about that vehicle. So for our vehicle segment they are very much focused and mostly customers are well known about the Toyota Corolla related concern. If you talk about quality our record is world over. But sometimes something happens .We have market share of around 62% so lots of people are talking obviously! The car comes to the dealer and is being repaired there and customer doesnt know what happens with it. Q7. How do you maintain Brand loyalty of Toyota Corolla? This is really critical part of our customers because if any customer get clue regarding its satisfaction so the result will go opponent to us for that we have to very careful to deal and maintain our Brand (Toyota Corolla) positioning in customers mind. For that instance, we provide them 3S (Sales, Service and Spare Parts) very effectively and efficiently. Our aim is to get close more and more to customer. Q8. How do you compare that Toyota Corolla is better than Honda City? Usually customers are not well aware regarding identify difference between Toyota Corolla and Honda City for that instance, we also provide them technical specification information which customer may come to understand easily.

Q9. For improve/maintain brand loyalty of Toyota Corolla, what does Indus Motors Company? Indus Motors Company has a mission to provide quality brand and customer satisfaction. For that IMC directly involved in every aspect and monitor all activities that engaged with the customer, the monitoring system is very straightforward and fair in which they does not compromise in any situation. We periodically asked to our customers and encourage them to feel free complaint, and appreciating those suggestion and comments. 6.4.2 Interview from HACPL Dealer Q1. Tell something about yourself? A. My name is Mazher Ghauri and I am Deputy Manager of Southern Motors (IMC). Q2. About HACPL? A. The Honda Atlas Company Pakistan limited (HACPL) is third largest automobile company in Pakistan and we are authorized dealer of it. which we are dealing wide range of Honda brands that comprises of HONDA CITY, CIVIC, ACCORD and CR-V. They are having capacity of 150000 units. HACPL deal in other wide range of product line which we have good growth since last 25 years and in car category 8 to 10 years, in automobile market we also affected in recession to go through decline in sales where there are some reasons behind it, the main reason is the increase of interest rate, control of SBP monetary policy. Anyways the highest level of sales of Indus Motors Company in 1300cc cars is Honda City and Honda Civic are top of the list. Q3. What most of buyers require or demand to you about Honda City? A. our customers are economically very curious, majority of customers perceived about Honda City is reliability, performance quality and they are highly demanding economically affordable with respect to fuel consumption so Honda City fulfilling those need in term of our customers expectation. We have an honor that Honda City is successfully perceived our customers requirement and assure to provide them Honda City in customers point of view. Q4. How much of you spent your time on customer to briefing about the Honda City?

Our customers are very sensible about Honda City, this 1300cc brand has provide them briefing and information itself and we makes it possible to provide them information with presence of Honda City because our perception is that, the customers believed at eye witness so we do not need to give much briefing as customers perceive themselves. Q5. From year 2005, the ban was lifted from imported cars. So the sales of Honda City cars got affected? A. it is not much affected by bans lifted from imported cars because we also imported cars in which our most famous brand introduced i.e. Honda Accord, CR-V. Q6. There is a concern about the quality of Honda City cars. What do you say about it? A. I will not accept it because some time something or anything could be happen but for instance, most of the time we surveyed about Honda Citys reputation in the market and our surveyed report tell us that those customers who do not have experience about Honda City they just go through word of mouth but our experienced customers are much loyal to quality of Honda City. Our customers are middle and upper class persons who are very conscious about that vehicle. Q7. How do you maintain Brand loyalty of Honda City? One of the issues about brand loyalty is maintain brand position in customers mind in which we provide them more and more satisfaction. We follow just in time strategy and provide 3S and 2S services to facilitate our customers. Because before buying, customers may think about sales location, appropriate location of service and availability of Spare Parts. For our customers we facilitate them with additional Service and spare parts which our customers may easily reach those target requirement. Q8. How do you compare that Honda City is better than Toyota Corolla? As I told you in last question that our customer are highly appreciated Honda City because of its fuel consumption and more over this, some of technical specification are makes difference that which factors Honda City is better than Toyota Corolla. in technical aspect, usually customers

are not well aware and they do not have sufficient technical information about Honda City which they identify difference and betterment of Honda City.

Q9. For improvement/ maintain brand loyalty of Honda City, what does Indus Motors Company do? HACPL is very conscious about its customer, in brand loyalty aspect, company makes it possible as those slogan Power of Dreams for achievement brand loyalty (Honda City). In this instance, Honda Atlas Company directly involved and all its authorized dealers follow its standard. We maintain our brand loyalty through given more importance to our customer because we are not selling the Honda car, instead that, we focused on develop and maintain long term customer relationship. Analysis: Mr. Mazhar Ghauri of Indus Motors Company and Mr. Jamil of Honda Atlas Company are very experienced candidates and they have over 15 years experience in respective companies. They provided very handful information for me. Although they did not speak against associated companies, but they tried to prove those point. According to associated persons, the sale actually has gone up mainly due to the fact of brand positioning in customers mind as they perceived if any of factor that incurred in affected sales that reason surely economy has been shattered and the de valuation of currency had increased the prices of cars. They inclined that the quality of the cars are going up as he told us that the vendor are the same and the quality of parts a re been standardized and maintained. They said more about associated 1300cc cars (Toyota Corolla and Honda City) that it is having the expected result as they still have achieved the goals of it. Due to time constrained they might have provided a great knowledge more. But still, those interviews provided good information regarding brand loyalty.