STUDY ON CONSUMER BEHAVIOUR TOWARDS BUYING CARS IN INDIA

Abstract

It is true fact that if you are pleased, you will promote it to others. Word of mouth and customer happiness are critical factors in shaping market perception of a car. Because market perception impacts a company's performance, it is critical for vehicle manufacturers to gauge the "willingness of existing consumers of a product to promote it to others." Customers are also interested in this since it helps them make a purchasing decision. Considering the exponential growth in the number of cars purchased, this research seeks to investigate and comprehend the patterns of customer behaviour while purchasing a car. The sample for this project consisted of 86 respondents out of which 58% were Males and 42% were females from differing background and occupations. The questionnaire administered for the study was developed by me and the data was collected online using Google forms. Percentage Analysis was carried out to interpret the data. Obtained results showed that buying a car was considered to be a necessity and more than 72% of the respondents consider test driving a car very important aspect. This was followed by Price, Brand Reputation and car Performance. Overall Maruti Suzuki, Hyundai & Toyota were the most liked car brands due to their affordable price range, features & comfort.