Car Buying Behaviour

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Pacific Business Review - A Quarterly Refereed Journal
A Study of Behaviour of Maruti SX4 and Honda City Customers in Jaipur

A Study of Behaviour of Maruti SX4 and Honda City Customers in Jaipur Dr. Manish Kumar Srivastava
Faculty Member, Faculty of Management Studies, ICFAI University Dehradun

Dr. A.K.Tiwari
Faculty Member, Faculty of Management Studies, ICFAI University Dehradun

Abstract
In the present era of globalization, companies are finding it difficult to attract the customers towards their offerings. Proper understanding of consumer buying behavior will help the marketer to succeed in the market. In India, with increase in purchasing power of people leading to the change in their life style, there has been a huge demand for automobiles with modern technologies. A3 segment cars have a very good market in India. The objective of this paper is to study the behavior of consumers while they go for the purchase of A3 segment cars especially Maruti SX4 and Honda City and also to analyze the attributes of the car which are considered important. Keywords : Consumer Behaviour, Customer Perception, Satisfaction, A3 Segment Cars, Maruti SX4, Honda City etc.

Introduction
In general, human beings are very complex individuals. It is very difficult and sometimes impossible to predict about human behavior. Today the business world very well recognizes that consumer rules the market and correct prediction about when, why, how, and where consumers do or do not buy a product is crucial for them to succeed. Consumer behavior is a blend of Economic, technological, political, cultural, demographic and natural factors as well as his own characteristics which is reflected by his attitude, motivation, perception, personality, knowledge and lifestyle. Marketers can rationalize their existence only when they are able to understand consumer behavior. As we know that in this present era of marketing all the business activities revolves around customer and his needs and wants so it has become mandatory for the marketer to understand the customer and then plan the marketing strategy accordingly. Understanding the customer is not an easy task as it is very difficult to infer what is going on customers' mind. Sometimes the customers positively

respond to company's offerings and sometimes they straight away reject it. This strange behavior of customer makes the study of consumer behavior very important. Understanding how customer makes buying decisions can increase the marketer's probability of getting success in the market. With the start of LPG regime in India in the year 1991, the Indian automobile industry started to flourish. Foreign automobile companies opened their production facilities in the country. With the growth of middle class population and their purchasing power leading into the change in the life style, strong technological capability, there has been a huge demand for automobiles in India. The Indian car industry is also growing like never before. The Indian car industry is now the seventh largest car manufacturer in the world. According to Society of Indian Automobile Manufacturers, in India, cars can be categorized into eight segments viz. A1, A2, A3, A4, A5, A6, B (SUV) and C (MUV) segments which are shown below.

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Pacific Business Review - A Quarterly Refereed Journal
Dr. Manish Kumar Srivastava, Dr. A.K.Tiwari
Cars A1 Mini A2 Compact A3 Midsize A4 Executive A5 Premium A6 Luxury B Utility Vehicles (SUV) Description Maximum length 3400 mm Length 3401 - 4000 mm Length 4000 - 4500 mm Length 4501 - 4700 mm Length 4701 - 5000 mm Length 5001 mm & above B1 Maximum mass 3.5 tonnes, number seats including driver not exceeding 9 B2 Maximum mass 5 tonnes, number seats including driver not exceeding 13 Van type; maximum mass not exceeding 3.5 tonnes Example Maruti800, Tata Nano Maruti Alto, Wagon R Maruti SX4, Honda City Honda Civic, Corolla Honda Accord, Sonata BMW 7 series Toyota Fortuner, Mahindra Xylo...
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