A study on brand preference to HONDA two wheelers among Youths

Brand preference is the measure of brand loyalty in which a consumer will choose a particular brand in presence of competing brands, but will accept the substitutes if that brand is not available. Brand preference is the selective demand for a company's brand rather than a product; the degree to which consumer prefer one brand over the another. Brand loyalty refers to the extent of the faithfulness of consumer to a particular brand, expressed through their repeated purchases, irrespective of the marketing pressure generated by the competing brands.