car industry
IJRMEC
Volume2, Issue 2(February 2012)
ISSN: 2250-057X
CAR MARKET AND BUYING BEHAVIOR- A STUDY OF CONSUMER
PERCEPTION
Nikhil Monga
Assistant Professor & HOD, Department of Management Studies, Phonics Group of Institutions,
Roorkee
Dr. Bhuvnender Chaudhary
Dean, Phonics Group of Institution, Roorkee
Saurabh Tripathi
Assistant Professor, Department of Management Studies, Phonics Group of Institutions, Roorkee
ABSTRACT
The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have increased at the rate of 38% per annum in June 2005-06 over the corresponding period in the pervious year. Further competition is heating up in the sector with a host of new players coming in and other like Porsche, Bentley, Audi, and BMW all set to venture in the Indian markets. One factor that could help the companies in the marketing of their product is by knowing and creating a personality for their brands. This research attempts to answer some of the questions regarding brand personality of selected cars in India by conducting the market research. This personality sketching will help in knowing what a customer (or a potential customer) thinks about a given brand of car and what are the possible factors guiding a possible purchase. Similarly, the idea of measuring the customer satisfaction will serve the same purpose of determining the customer perception. Thus, by measuring the” willingness of existing users of a car to recommend it to others” will help the car manufacturers to chalk out the entire Customer Buying Behavior. This research will be helpful for the new car entrant companies in India to find out the possible gaps between the customer expectations and the present market offerings. It will be mainly a primary research and the information will be gathered from both primary and
Volume2, Issue 2(February 2012)
ISSN: 2250-057X
CAR MARKET AND BUYING BEHAVIOR- A STUDY OF CONSUMER
PERCEPTION
Nikhil Monga
Assistant Professor & HOD, Department of Management Studies, Phonics Group of Institutions,
Roorkee
Dr. Bhuvnender Chaudhary
Dean, Phonics Group of Institution, Roorkee
Saurabh Tripathi
Assistant Professor, Department of Management Studies, Phonics Group of Institutions, Roorkee
ABSTRACT
The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have increased at the rate of 38% per annum in June 2005-06 over the corresponding period in the pervious year. Further competition is heating up in the sector with a host of new players coming in and other like Porsche, Bentley, Audi, and BMW all set to venture in the Indian markets. One factor that could help the companies in the marketing of their product is by knowing and creating a personality for their brands. This research attempts to answer some of the questions regarding brand personality of selected cars in India by conducting the market research. This personality sketching will help in knowing what a customer (or a potential customer) thinks about a given brand of car and what are the possible factors guiding a possible purchase. Similarly, the idea of measuring the customer satisfaction will serve the same purpose of determining the customer perception. Thus, by measuring the” willingness of existing users of a car to recommend it to others” will help the car manufacturers to chalk out the entire Customer Buying Behavior. This research will be helpful for the new car entrant companies in India to find out the possible gaps between the customer expectations and the present market offerings. It will be mainly a primary research and the information will be gathered from both primary and
References: 1) Kotler et al. (2004) Chapter 7, pp. 242-244, 'Consumer behaviour ' and 'A model of consumer behaviour '.