CONSUMER BEHAVIOUR TOWARDS PASSENGER CARS - A STUDY IN NCR

Abstract

The automotive industry is challenging, constantly changing and tough. The need for repeat business and customer loyalty makes every customer experience matter. This ensures that all metrics address each client’s unique information needs, market position, opportunities and objectives. This research is done on NCR region. A detailed analysis of Auto industry has been covered in respect of competitive analysis and consumer behaviour towards passenger cars. This paper explores the consumer behaviour towards passenger cars in NCR. The scope of the study is limited to certain important behavioural aspects like information search and evaluation, brand preference and brand loyalty and factors of motivation. Understanding the customer’s satisfaction of the product will help the automobile manufacturer in developing their products to meet customer’s needs and designing the proper marketing programs and strategy. At the end conclusion and recommendations have been specified so as to make the project work more meaningful and purposeful.