Literature Review 4
Adithya, H.S., Customer Perception and Behaviour of Car Owners-an Empirical Study in Bangalore City, Global Research Analysis, Volume: 2, Issue: 1, January 2013, Page: 104.
Automobile Industry is one of the fastest growing sectors in our country. Cars were once considered as a luxury and now it has become a necessity. The purchase is normally influenced by many including their own perceptions and behaviour. Hence it is as complicated as human mind. It becomes imperative for the marketers to understand the consumer behaviours and perceptions before formulating a marketing strategy. Strong competition in the market has also resulted in many companies fighting for a place in the consumer’s mind.
The purpose of this research is to study the behaviour of consumers, perception of product attributes and level of satisfaction. The following are the objectives:
• To present the historical perspective of the Indian Passenger Car Industry. • To analyze the socio-economic profile of the sample respondents. • To evaluate car owner’s perception and behaviour pertaining to the purchase and use of cars.
• To identify and analyze the factors influencing the purchase of cars.
A sample of 100 consumers were selected for the study around Bangalore City which is in Karnataka. It consisted of 50 consumers from Bangalore Urban and 50 consumers from Bangalore Rural. A structured questionnaire was designed and administered among the respondents to give a fair representation to various attributes of the consumer. The secondary data was collected from various published articles, through internet, journals and magazines. For the purpose of evaluation, the percentages, chi-square test have been used for meaningful analysis and clear presentation.
Stratified random sampling is generally applied in order to obtain a representative sample. Here under stratified random sampling method the population is divided into different sub-populations called “Strata” which are more homogeneous than
Automobile Industry is one of the fastest growing sectors in our country. Cars were once considered as a luxury and now it has become a necessity. The purchase is normally influenced by many including their own perceptions and behaviour. Hence it is as complicated as human mind. It becomes imperative for the marketers to understand the consumer behaviours and perceptions before formulating a marketing strategy. Strong competition in the market has also resulted in many companies fighting for a place in the consumer’s mind.
The purpose of this research is to study the behaviour of consumers, perception of product attributes and level of satisfaction. The following are the objectives:
• To present the historical perspective of the Indian Passenger Car Industry. • To analyze the socio-economic profile of the sample respondents. • To evaluate car owner’s perception and behaviour pertaining to the purchase and use of cars.
• To identify and analyze the factors influencing the purchase of cars.
A sample of 100 consumers were selected for the study around Bangalore City which is in Karnataka. It consisted of 50 consumers from Bangalore Urban and 50 consumers from Bangalore Rural. A structured questionnaire was designed and administered among the respondents to give a fair representation to various attributes of the consumer. The secondary data was collected from various published articles, through internet, journals and magazines. For the purpose of evaluation, the percentages, chi-square test have been used for meaningful analysis and clear presentation.
Stratified random sampling is generally applied in order to obtain a representative sample. Here under stratified random sampling method the population is divided into different sub-populations called “Strata” which are more homogeneous than