Consumer Market

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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 of satisfied consumers. All the business activities should be carried out in ways which are directed towards the satisfaction of the consumer needs.

Consumer behavior is affected by a host of variables ranging from personal, professional needs, attitudes and values, personality characteristics, social economic and cultural background, age, gender, professional status to social influences of various kinds exerted a family, friends, colleagues, and society as a whole. The combination of these factors help the consumer in decision making further Psychological factors that as individual consumer needs, motivations, perceptions attitudes, the learning process personality characteristics are the similarities, which operate across the different types of people and influence their behavior.

There are four major factors which influences on the buying behavior of consumer.

• Cultural factors

• Social factors

• Personal factors

• Psychological factors

So a study had been conducted on "Consumer Behaviour towards Car" in the Bardoli with a sample of 100 consumers by selecting car i.e. Maruti, Hyundai, Tata and Ford and data had been collected through structured questionnaire.

REVIEW OF LITERATURE

Although extensive research has been conducted on different aspects of direct marketing, one area receiving scant attention is how consumers' schema of the three elements of direct marketing (source, media, and response channel) affects their purchase behavior. This lack of research on schematic information processing is not surprising, given the newness of the field of direct marketing. Only recently have scholars from such diverse areas as consumer behavior, cognitive psychology, and marketing communication begun to contribute to the literature on cognitive processes related to the direct marketing phenomenon. What is encouraging for direct marketing though is that a vast body of literature exists on how consumers engage in schematic...
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