A Study of an Influencing Factor in the Expansion of Brand in the Road Machine Market: An Impassive Study on the Heavy Machinery Production Company (HEPCO) Prajapati Kalpesh1, Dr. Bhatt Viral2 1Research Scholar, Indus University, Ahmedabad 2Director, SAL Institute of Management, Ahmedabad Online published on 31 December, 2019. Abstract The analysis of the factors influencing the expansion of the brand may be the study of five factors such as the assessment of the parent marks, the difference in the perceived quality of the brand portfolio, the perceived fit, the behavioural intentions of the Consumer and the setting extension. With the brand extension we can deliver a new product with the current brand on the market. This research is about identifying the relationship between the five factors mentioned above and the assessment of brand expansion. In relation to the purpose classification, research is an applied and descriptive survey in relation to the collection of data. A questionnaire was used to collect data. The statistical population groups include the road and Transport organization's street development companies. Since the statistical population was a small number of members, the all-count method was used. The control unit comprised purchasing managers of these companies. By analyzing the data of 87 companies, it can be said that there is no correlation between the expansion of the HEPCO nut brand and the perceived quality with the expansion of the HEPCO brand. However, two factors of consumer behavioral intentions and the perceived fit are related to the brand expansion of the HEPCO brand. There is also a correlation between independent variables and consumer attitudes. In addition, the attitudes and behavioral intent of consumers are linked. Additional tests showed that there is an interactive effect between these two variables. However, there is no relationship between the extension of the HEPCO nut brand and the perceived fit and between perceived quality and consumer attitudes. Top Keywords Brand enhancement evaluation, perceived quality, felt fit, consumer attitudes to brand expansion, behavioral intensions, parent brand evaluation. Top |