Consumer behavior is an applied discipline. Its application exists at two different levels of analysis. One is at the micro level perspective and other at the macro level perspective. Micro level seeks application of the knowledge faced by the individual, firm or an organization. The macro perspective applied knowledge of consumer include the aggregate level of problem faced by large groups or by society as a whole. Buying behavior is an attempt to understand and predict human actions in the buying role. The issues that dealt within the discipline of consumers’ buying behavior are: What products and services do the consumers buy?
How do they buy?
Why do they buy?
From where do they buy?
When do they buy?
Consumer behavior provides a sound basis for identifying and understanding consumer needs. It is the act of the individuals directly involved in obtaining and using economic goods and services. The study of consumer behavior is an essential component of marketing. The adoption of marketing concept by the marketers provides the impetus for the study of consumer behavior. In case of New Product Introduction in the market, there is a risk of product failure. To increase the chances of success of new products, better information of the consumer behaviour is required. Their desires, tastes and preferences are to be taken care of. So from all these aspects the study of consumer behavior is important.
About the Project Since in the car selection, a number of choices are available to the Indian consumers so a question arises as to why different people choose different brands and what are the features they look for while purchasing a car, in context to Maruti Suzuki. In order to make a dent into the query a study was undertaken in India among the car owners. Objectives of the study are:
1) To determine the factors influencing the choice for a Maruti Suzuki cars. 2) To know about consumers’ expectations from Maruti Suzuki...