Consumer Market
A Study of Consumers Behaviour towards Purchasing Decision of Car
Mrs. Apurva Jain
Assistant Professor, Department of Management, (MBA Programme), Shrimad Rajchandra Institute of Management & Computer Application, Uka Tarsadia University, Bardoli
apurva.jain@utu.ac.in
94277337227
Abstract: Consumer behavior represents the study of individuals and the activities that take place to satisfy their realized needs. That satisfaction comes from the processes used in selecting, securing, and using products or services when the benefits received from those processes meet or exceed consumers' expectations. Through this process, the individual sets out to find ways to fulfill the need he has identified. That process includes the individual's thoughts, feelings, and behavior. When the process is complete, the consumer is faced with the task of analyzing and digesting all the information, which determines the actions he will take to fulfill the need. The consumer decision making process has constantly been the subject of research in understanding the factors that influence and shape consumer choices as well as the consumer thought process. This research empirically examines the factors impacting consumers' purchasing behavior toward car. The research also identifies relationship between demographic variables and purchase decision as well as ownership of car.
Key Words: Car, Consumer Behaviour, Consumer Decision, Purchase Decision.
A RESEARCH PAPER
INTRODUCTION
The marketing concept is consumer oriented and the emphasis is more on the consumer rather than on the product. The essence of modern marketing lies in building of profit along with creating meaningful value satisfaction for the costumers, whose needs and desires have to be coordinated with the set of products and production programmes. Therefore, marketing success an enterprise depends as its ability to create a community
Mrs. Apurva Jain
Assistant Professor, Department of Management, (MBA Programme), Shrimad Rajchandra Institute of Management & Computer Application, Uka Tarsadia University, Bardoli
apurva.jain@utu.ac.in
94277337227
Abstract: Consumer behavior represents the study of individuals and the activities that take place to satisfy their realized needs. That satisfaction comes from the processes used in selecting, securing, and using products or services when the benefits received from those processes meet or exceed consumers' expectations. Through this process, the individual sets out to find ways to fulfill the need he has identified. That process includes the individual's thoughts, feelings, and behavior. When the process is complete, the consumer is faced with the task of analyzing and digesting all the information, which determines the actions he will take to fulfill the need. The consumer decision making process has constantly been the subject of research in understanding the factors that influence and shape consumer choices as well as the consumer thought process. This research empirically examines the factors impacting consumers' purchasing behavior toward car. The research also identifies relationship between demographic variables and purchase decision as well as ownership of car.
Key Words: Car, Consumer Behaviour, Consumer Decision, Purchase Decision.
A RESEARCH PAPER
INTRODUCTION
The marketing concept is consumer oriented and the emphasis is more on the consumer rather than on the product. The essence of modern marketing lies in building of profit along with creating meaningful value satisfaction for the costumers, whose needs and desires have to be coordinated with the set of products and production programmes. Therefore, marketing success an enterprise depends as its ability to create a community