Institute of Engineering and Technology, Lucknow

Batch 2022-24

Research project

report on
Buying Behavior of Consumer in Automobile Sector

Submitted In Partial Fulfillment of the Requirement for the Award of Degree of

Two Years Full Time Master of Business Administration (MBA) Program

Under the guidance of

Dr. Durgawati Kushwaha
Department of Business Administration

Submitted by:
Roll No.:
MBA II year (Sem - 4)

1
 Department of Business Administration
Institute of Engineering & Technology Lucknow

Student Declaration

I undersigned, hereby declare that the research report titled A study on Buying Behavior of Consumer in

Automobile Sector submitted in partial fulfillment for the award of Degree of Master of Business

Administration is a bonafide record of work done by me under the guidance of Dr. Durgawati

Kushwaha. This report has not previously formed the basis for the award of any degree, diploma, or

similar title of any University.

Place- Name -

Date- Roll no -

2
 Department of Business Administration
Institute of Engineering & Technology
Lucknow

Certificate from Institution

This is to certify that Mr. Aditya Rawat, final year student of Master of Business Administration, Institute

of Engineering &Technology, and Sitapur Road, Lucknow has completed the research report entitled A

study on Buying Behavior of consumer in Automobile sector in partial fulfillment of the requirements for

the award of the Degree of Master of Business Administration.

Date:

Place:

Dr. Durgawati Kushwaha

Co- Convener

3
 Department of Business Administration
Institute of Engineering & Technology
Lucknow

Certificate from Faculty Guide

This is to certify that Mr. Aditya Rawat, Final year student of Master of Business Administration,

Institute of Engineering &Technology Sitapur Road, Lucknow has completed the research report entitled

A study on Buying Behavior of consumer in Automobile sector towards partial fulfillment of the

requirement for the award of the Degree of Master of Business Administration under my supervision.

Date: Name:

Place:

4
 PREFACE

Every study is incomplete without having a well concrete exposure, of the research management studies

are not exception that scopes, of the project at this level are very wide ranging. Students of management

are successfully processed and refined through Research Project so that they may have a complete

exposure to present scenario. This Research Project has been taken as a part of MBA degree course. The

purpose of the study is to use and apply our academic knowledge gained during the curriculum in

getting valuable insight of corporate culture with all its attendants completes. I have a lot of hard work

despite of all my sincere efforts. This is possibility that there may be some areas which may remain

uncovered in study. I once again think to all who help one directly or indirectly in preparing my projects.

5
 ACKNOWLEDGEMENT

A formal statement of acknowledgement will hardly meet the end of justice in the matter of expressing my
deep sense of gratitude to all those who help me in completion of my project.

I would like to give thanks Dr. Durgawati Kushwaha, Faculty of Institute of engineering and technology
Lucknow guiding me from time to time right for giving direction to the research to prepare the report. She
provided with valuable suggestion and information related to the project and really cooperated a lot during
my project.

I offer my sincere and heartfelt regards to Prof Vineet Kansal, Director, Institute of Engineering and
Technology, Lucknow for allowing me to carry out this dissertation work.

I wish to express my sincere thanks to Dr. Virendra Pathak, Professor & Co-ordinator of self-financed
courses department of Institute of Engineering and Technology, Lucknow allowing me to carry out this
dissertation work.

I am heartily thankful Dr. Durgawati Kushwaha, Co-convener faculty of IET Lucknow and all faculty
other members of IET for their kind consideration, taking effort, constant encouragement and valuable
advice throughout the study of the present research problem as well as preparation of the project report.

I also wish thank to my friends and classmates who were a source of inspiration during the project work.

Finally, I would like to thank God, for letting me through all the difficulties. I have experienced your
guidance day by day. You are one who let me finish my research report. I will trust you in future.

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 TABLE OF CONTENT

S.No Conten Page Number

t
1. Introduction 9-18

2.  Maruti Suzuki India L.T.D 10

3.  Kia Corporation 11

4.  Tata Motors 11

5.  Honda Motors Corporation L.T.D 11

6.  What is consumer Behavior? 12-18

7. Review of Literature 20-23

8. Research Methodology 25-26

9. Data Analysis 28-49

10. Finding, Limitations & Conclusion 51-53

11. References 54

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CHAPTER- 1

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 INTRODUCTION
Indian Automobile passenger car market is witnessed by the presence of many national and multi-national
manufactures post liberalization 1991. The availability of many alternatives within the city provides an
opportunity to the consumers to make a rational decision after considering all the options while purchasing
the car. Today is an era which is characterized by a consumer market where the manufacturers and marketers
not only takes into consideration the consumer orientation to make them satisfy but goes one step ahead of
achieving consumer delight. Consumers look for those differentiating parameters, which may help them for
best decision and can be proved as value to money proposition for them. It makes more important to analyze
the consumer behavior towards the hatchback car owners which will give the feedback pertaining to
designing the marketing strategies. The objective of this study is to investigate those differentiating
parameter and effect of reference group that influence the consumer buying behavior of car owners within
the city of Delhi/NCR. The primary data was collected from 197 respondents, located in Delhi/NCR region
using convenience sampling. Various statistical tools and techniques were used for the analysis of the study.
The results revealed the strong influence of attributes like price, fuel efficiency on the buying decision of the
consumer and importance of reference group.

Maruti Suzuki India Ltd.

Maruti Suzuki India Ltd., founded in 1981 as a joint venture between the Government of India and Suzuki
Motor Corporation, has grown to become a dominant force in the Indian automobile industry. Initially
focused on importing cars, Maruti Suzuki began manufacturing vehicles in 1983 with the introduction of the
Maruti 800. Over the years, they expanded their product range, introducing popular models like the Zen,
Esteem, Baleno, and Swift. With Suzuki increasing its stake to 50% in 1992, Maruti Suzuki underwent
significant growth and achieved remarkable milestones, such as producing their one millionth vehicles in
1986 and reaching ten million vehicle sales in 2012. Today, Maruti Suzuki's manufacturing facilities in
Gurugram and Manesar, along with a plant in Gujarat, contribute to their annual production capacity of 2.25
million vehicles. While phasing out diesel car production in favor of cleaner alternatives, Maruti Suzuki is
also preparing to enter the electric car market with the launch of the Maruti Suzuki Wagon R Electric. With
its strong market presence and commitment to innovation, Maruti Suzuki continues to shape the Indian
automotive landscape. Industry observers predict that passenger vehicle sales will triple in five years to about
one million, and as the market grows and customer's purchasing abilities rise, there will be greater demand
for higher-end models which currently constitute only a tiny fraction of the market. These trends have
encouraged many multinational automakers from Japan, U. S. A., and Europe to enter the Indian market
mainly through joint ventures with Indian firms.

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Kia Corporation
Kia Corporation, founded in May 1944, is Korea's oldest manufacturer of motor vehicles and has grown to
become the world's fifth largest vehicle manufacturer. With over 1.4 million vehicles produced annually
across 14 manufacturing and assembly operations in eight countries, Kia has established a global presence.
The company's vehicles are distributed and serviced through a network of over 3,000 distributors and dealers
spanning 172 countries. With a workforce of more than 40,000 employees and annual revenues exceeding
US$17 billion, Kia maintains its position as a prominent player in the automotive industry. Kia's
commitment to innovation is evident through its substantial investment in research and development,
allocating 6% of annual revenues towards advancements. The company operates research centers in the
USA, Japan, and Germany, with a primary research and development center employing 8,000 technicians in
South Korea. Kia Europe, the European sales, marketing, and service division, based in Frankfurt, Germany,
plays a vital role in expanding Kia's presence in the European market. The European headquarters is also
home to Kia's Design Centre, which has contributed to the brand's distinct and desirable product range. With
a comprehensive manufacturing facility in Žilina, Slovakia, Kia caters to nearly 54% of European demand,
producing popular models such as the Sportage, Venga, and cee'd family. Kia's European sales have
consistently grown, reaching 385,000 units in 2015, owing to its expanding product range and commitment
to meeting market demands.

Tata Motors
Tata Motors, headquartered in Mumbai, India, is a leading automotive manufacturer known for its diverse
range of vehicles. With a rich history dating back to 1945, Tata Motors has evolved from a locomotive
manufacturer to a global player in the automotive industry. They produce passenger cars, commercial
vehicles, and have a strong presence in the truck and bus segment. Tata Motors is known for introducing
several significant vehicles to the Indian market, including the Tata Indica, the first fully indigenous Indian
passenger car, and the Tata Nano, known as the world's cheapest car. They have also expanded their
portfolio through strategic acquisitions, such as Jaguar Land Rover, which has further strengthened their
global presence. With a focus on innovation and technology.
Honda Motor Corporation Ltd.
Honda Motor Co., Ltd., commonly known as Honda, is a Japanese multinational conglomerate that
specializes in the manufacturing of automobiles, motorcycles, and power equipment. Headquartered in
Tokyo, Japan, Honda has a long and successful history in the automotive industry. It became the world's
largest motorcycle manufacturer in 1959 and has produced over 400 million motorcycles to date. Honda is
also a leading manufacturer of internal combustion engines, producing more than 14 million engines
annually. In addition to automobiles and motorcycles, Honda manufactures other products such as garden
equipment, marine engines, power generators, and robotics. The company has also ventured into the
aerospace industry with its Honda Jet aircraft. Honda is known for its commitment to research and

10
development, investing a significant portion of its revenue into technological advancements. With its
dedication to innovation and quality, Honda

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What is Consumer Behavior?

Consumer Behavior is a rapidly growing discipline of study. It means more than just how a person buys
products. It is a complex and multidimensional process and reflects the totality of consumer's decisions with
respect to acquisition, consumption, and disposal activities. We, as consumers, exhibit very significant
differences in our buying behavior and in local, national or international economy conditions. One of the
very few aspects common to all of us is that we are all consumers and the reason for a business firm to come
into being is the presence of consumers who have unfulfilled, or partially fulfilled needs and wants. No
matter who we are - urban or rural, male, or female, young or old, rich or poor, educated or uneducated,
believer or non-believer, or whatever - we are all consumers. We consume or use on a regular basis food,
shelter, clothing, education, entertainment, brooms, toothbrushes, vehicles, domestic help, healthcare and
other services, necessities, comforts, luxuries and even ideas etc. Organizations realize that their marketing
effectiveness in satisfying consumer needs and wants at a profit depends on a deeper understanding of
consumer behavior. Our consumption the introduction of influences the development of technology and
introduction of new and improved products and services.

Some of the important issues that marketing executives face include:

 What do consumers think about our products and those of our competitors?
 What do they think of possible improvements in our products?
 How do they use our products?
 What are their attitudes toward our products and our promotional efforts?
 What they feel are their roles in the family and society?

Today the automobile industry is the growing and profit generating industry. Due to the increase in the
disposable income of the people and easy finance available in the market, the sales of passenger cars have
increased. As the competition is increasing day by day, new players are entering into the market with their
innovation to attract potential buyers in the market.
The buying behavior of customers can be studied by knowing their perception about the cars in the market.
Basically, it is the need to find out what customer expects and what is being offered to them. When a
customer is satisfied with the product or service, he recommends that product and service to another
prospective customer. The Indian industry is currently experiencing unprecedented boom in the demand for
all types of vehicles.

Consumer Buying Behavior refers to the actions taken (both on and offline) by consumers before buying a
product or service. This process may include consulting search engines, engaging with social media posts, or
a variety of other actions. It is valuable for businesses to understand this process because it helps them better
tailor their marketing initiatives to the marketing efforts that have successfully influenced consumers to buy
in the past.
Consumer buying behavior is the sum of a consumer's attitudes, preferences, intentions, and decisions
regarding their behavior in the marketplace when buying a product or service. This lesson explores the
factors of consumer buying behavior and purchasing patterns, as well as how these choices can be best
understood in order to develop a deeper consumer understanding.

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3.1 Consumer Behavior

Buyer or consumer behavior is the attitude displayed by a person while buying, consuming, and disposing a
product or service. Customer behavior could be affected by several factors. It also involves searching for a
product, evaluation on various parameters, and finally consumption. The post-purchase behavior of the
consumer is studied later, which reveals customer satisfaction or dissatisfaction.
Consumers, while buying a product or service, go through various steps. Studying consumer behavior helps
companies to understand how the decision to buy was made and how they hunted for the product. These
information help companies and business managers to know the reasons behind the purchase or rejection of
a product or service by the customer.

3.2 Significance of consumer buying behavior

Consumer behavior is the study of how people respond to products and services, followed by their
marketing and selling. It’s of huge importance to managers because the focus on consumers is the key
contributor to the marketing of business practice. Business functions like accounting, production, or
finance, don’t need to factor in the customer. Business managers, who truly understand their consumers,
can come up with better products and services and promote them more effectively.
Understanding consumer behavior is important for all companies, especially before the launch of a product
or service. If the company fails to read the customer’s mind, it may end up in losses. Consumer behavior is
usually very complex because each one has a different attitude towards purchase, consumption, and
disposal of a product. Understanding the concepts of consumer behavior helps in marketing products and
services successfully. Besides, frequent study of consumer behavior helps in several aspects. There’s
constant change in living standards, technology, fashion and trends, and customer attitude towards a
product or service also changes. Marketing of a product is largely dependent on these factors and
consumer behavior serves as a tool for marketers to meet their sales objectives.

3.3 Determinants of consumer buyer behavior:

A variety of factors go into the consumer buyer behavior process, including cultural, social, personal, and
psychological factors. Taken separately, they may not result in a purchase. When put together in any
number of combinations, the likelihood increases that someone will connect with a brand and make a
purchase. Let’s take a closer look at each of these factors.

Psychological Factors

Human psychology plays a major role in understanding consumer behavior. Difficult to measure, but
psychological factors are powerful enough to influence a buying decision.
Some of the important psychological factors are as follows –
Motivation
Motivation to do something often influences the buying behavior of the person. Individuals have different
needs such as social needs, basic needs, security needs, esteem needs, and self-actualization needs. Out of
all these, the basic needs and security needs take a position above all other needs, and these motivate a
consumer to buy products and services.

Perception

Our perception is shaped when we gather information regarding a product and examine it to generate a
relevant image regarding a certain product. Whenever we see an advertisement, review, feedback, or
promotion regarding a product, we form an image of that item. As a result, our perception plays an integral
role in shaping our purchasing decisions.

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Learning

When a person buys a product, the general tendency is to learn something more about the product.
Learning also comes over a period through experience. This learning depends on skills and knowledge.
While skill can be gained through practice, knowledge can be acquired only through experience.

Attitudes and Beliefs

Consumers’ attitudes and beliefs also influence the buying decision. Based on this attitude, the consumer
behaves in a particular way towards a product. This attitude plays a significant role in defining the brand
image of a product. Hence, marketers try hard to understand the attitude of a consumer to design their
marketing campaigns.

Social Factors

Humans are social beings, and the society or the people they live around influence their buying behaviour.
Human beings try to imitate other humans and nurture a desire to be socially accepted. Hence, their
buying behaviour is influenced by other people around them. These factors are considered as social
factors.
Some of the social factors are as follows –
Family
Family plays a significant role in shaping the buying behaviour of a person. A person builds his/her
preferences from his childhood by watching their family buy certain products and continues to buy the
same products even when they grow up.

Cultural Factors

A group of people is associated with a set of values and ideologies that belong to a particular community.
People coming from particular communities have behaviours highly influenced by their culture. Cultural
factors also include the concepts of subculture and social class.
Personal Factors

Factors that are personal to the consumers influence their buying behaviour. These personal factors vary
from person to person, thereby producing different perceptions and consumer behaviour.
Some of the personal factors include –
Age
The buying choices of individuals depend on which age group they belong to. Elderly people will have
totally different buying behaviour as compared teenagers.
Income
Income influences the buying behaviour of a person. Higher income gives higher purchasing power to
consumers. When a consumer has higher disposable income, it gives more opportunity for the consumer to
spend on luxurious products. Whereas low-income or middle-income group consumers spend most of their
income on basic needs such as groceries and clothes.
Occupation

Occupation of a consumer influences the buying behaviour. A person tends to buy things that are
appropriate to this/her profession. For example, a senior corporate professional would tend to buy formal
clothing whereas a creative designer would tend to spend on casual wear.

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Economic Factors

Consumer buying habits greatly depend on the economic situation of a country or a market. When a
nation’s economy is strong, it leads to a greater money supply in the market and higher purchasing power
for consumers. Whereas a weak economy reflects a struggling market that is impacted by unemployment
and lower purchasing power.

Some of the important economic factors are as follows –

Personal Income
When a person has a higher disposable income, the purchasing power increases simultaneously. Disposable
income refers to the money that is left after spending towards the basic needs of a person. When there is an
increase in disposable income, it leads to higher expenditure on various items. But when the disposable
income reduces, parallels the spending on multiple items also reduced.
Family Income

Family income is the total income from all the members of a family. When more people are earning in the
family, there is more income available for shopping basic needs and luxuries. Higher family income
influences the people in the family to buy more.

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3.4 Consumer Buying Behavior Process

The consumer buying behavior can be broken down into a series of tasks.

Let us see them one by one:

Problem recognition
During this stage, the consumer becomes aware of an unfulfilled need or want. For example, his old laptop
may be broken, and a need arises for a new laptop.

Information search
In this stage, the consumer gathers information relevant to solving his problem.
Example-
collection of information about various laptop models.

Evaluation
The various alternatives are evaluated against the consumer’s wants needs, preferences, financial resources
etc.

Purchase
In this stage, the consumer will commit to a particular choice and make the final decision.

Post purchase evaluation

In this stage, the consumer evaluates whether the purchase actually satisfied her need or not.

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3.5 Types of consumers buying behavior

Consumer buying behavior can be classified into various types based on different factors. Here are some
common types of consumers buying behavior:

a. Routine Response/Programmed Behavior: This type of behavior occurs when consumers

purchase low-cost, frequently consumed products or services. The decision-making process is
quick and requires minimal effort. Consumers have established preferences and tend to stick to
familiar brands or products.

b. Limited Decision Making: In this type of behavior, consumers have some experience with the
product or service but may still evaluate a few options before making a decision. They may seek
information or recommendations from others, compare features and prices, and consider a few
alternatives before making a purchase.

c. Impulsive Buying: Impulsive buying behavior refers to purchasing decisions made on the spur of
the moment, without much thought or planning. Consumers are driven by emotions, desires, or
immediate needs. Impulse purchases are often unplanned and driven by factors such as attractive
packaging, promotional offers, or personal mood.

d. Emotional Buying: Emotional buying behavior is driven by the consumer's emotions, aspirations,
and psychological needs. Consumers may be influenced by the desire for social acceptance,
status, or self- expression. Emotional buying is often associated with products or brands that
evoke positive emotions, such as luxury goods or products that enhance self-esteem.

e. Social Influence: Social influence plays a significant role in consumer behavior. Consumers may
be influenced by the opinions, recommendations, or actions of their social circle, family, friends,
or opinion leaders. They may purchase products or brands that are popular or endorsed by
influential individuals.

f. Brand Loyalty: Some consumers exhibit strong brand loyalty and consistently purchase products
or services from a specific brand. They trust the brand, have positive associations with it, and
feel satisfied with previous experiences. Brand loyal consumers may be less likely to consider
alternatives or switch to other brands.

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3.6 Advantages of Consumer Buying Behavior in the Automobile Sector:

1. Market Segmentation: Understanding consumer buying behavior allows automobile companies to

segment the market effectively. They can identify different consumer groups based on their
preferences, needs, and purchasing patterns. This helps in developing targeted marketing strategies
and designing products that cater to specific segments.

2. Product Development: Consumer buying behaviour insights enable automobile manufacturers to

develop products that align with consumer preferences. By studying factors such as features, design,
technology, fuel efficiency, safety, and pricing, companies can tailor their offerings to meet customer
expectations and stay competitive in the market.

3. Marketing and Communication: Consumer buying behavior data helps in crafting effective
marketing campaigns. Companies can identify the most suitable channels, messages, and
promotional activities to reach their target audience. Understanding consumer motivations and
decision-making processes enables better communication strategies to influence their buying
decisions.

4. Competitive Advantage: By analyzing consumer buying behavior, automobile companies can

identify gaps in the market and unmet consumer needs. This knowledge helps in positioning their
products differently or introducing innovative features that give them a competitive edge over rivals.
It also helps in identifying emerging trends and adapting to changing consumer preferences.

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3.7 Disadvantages of Consumer Buying Behavior in the Automobile Sector:

1. Complex Decision-Making Process: Automobile purchases involve significant investment and are
often considered high-involvement decisions. The complexity of the decision-making process can
make it challenging for companies to predict and influence consumer behavior accurately. It may
involve multiple influencers, extensive research, and various factors such as price, performance,
brand reputation, and personal preferences.

2. Lengthy Purchase Cycle: Automobile purchases typically have a longer buying cycle, as consumers
take time to evaluate options, consider financing options, and test drive vehicles. This prolonged
decision-making process can pose challenges for companies in terms of maintaining consumer
interest, addressing uncertainties, and managing the sales pipeline effectively.

3. Changing Consumer Preferences: Consumer preferences in the automobile sector can change rapidly
due to evolving trends, technological advancements, and external factors such as environmental
concerns or economic conditions. Keeping up with shifting consumer preferences requires constant
monitoring and adaptation, which can be challenging for companies with long product development
cycles.

4. Influences of External Factors: Consumer buying behavior in the automobile sector can be
influenced by various external factors beyond the company's control. These factors include economic
conditions, government regulations, fuel prices, and cultural shifts. Fluctuations in these external
factors can impact consumer demand and buying decisions, making it difficult for companies to
anticipate and respond effectively.

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CHAPTER -2

20
 LITERATURE REVIEW

Jeff Bray
“Consumer behaviour…… is the study of the processes involved when individuals or groups select,
Purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.”

(Schiffman AND Kanuk 2007) take a similar approach in defining consumer behaviour:

“The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of
products and services that they expect will satisfy their needs”

Manish Kumar Srivastava, A.K. Tiwari [2009], studies the consumer behavior for A3 segment vehicles such
as Honda City and SX4 in a particular region Lucknow. Data collected from 100 respondents from Kia
Corporation and Maruti Suzuki. Respondents were considered from various backgrounds like Gender,
Occupation, and Income class. Also customer purchase parameters considered for study are Price, Safety,
Comfort, Power & Pickup, Mileage, Max Speed, Styling, After Sales Service, Brand Name and Spare Parts
Cost. Based on above parameters and analysis made in this it revealed that, while purchasing A3
segment car Customer give much importance to Safety, Brand Name and seating and driving comfort.
Also word of mouth publicity and advertisements in car magazines are more effective communication
medium for promotion of Cars.

Prasanna Mohan Raj [2013], studied the factors influencing customers brand preference of the economy
segment SUV’s and MUV’s. Data collection was made through direct interaction and customer intercept
survey using questionnaire. Descriptive analysis was used to transform data into understand format and
factor analysis was used for identification of factors influencing customer preference. In light of study
findings, the preference of a given brand can be explained in terms of six factors namely Product reliability,
monetary factor, trendy appeal, frequency of non-price promotions offered, trustworthiness and customer
feeling or association towards brand. There is need for marketers to take these factors into
consideration when crafting product innovations in the SUV segment of Automobile market.

21
Nikhil Monga, Bhuvender Chaudhary, Saurabh Tripathi [2017], 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 exciting users of a car to recommend it to others will help the car
manufacturers to check out the entire customer Buying Behavior. The study shows that brand perception
is something which starts building up before a car is purchased and goes on with its use and is reflected
in the recommendations. The customer makes to his acquaintances for the same car. Also it is seen that the
customer might not be using the car still he holds the perceptions about it. Brand personality of a car is
enforced by the sellers in the mindsets of the customers and customers reacts to it by forming their
perception about the car and this reflects in the overall brand image of the car. So brand image and brand
personality complement each other and the brand perception aids the building of brand images. As per the
study findings, dealers play a very important role in building up the brand perceptions of cars.

Samin Rezvani, Goodarz Javadian Dehkordi, Muhammad Sabbir Rahman , this paper reviews the country
of origin and different variables that influence consumer purchase intention, also highlight the relationship of
variables and customer purchase intention. Study demonstrate that people care about which country products
come from and where they are made and consider these factors when evaluating the quality of product.
Stereotypes of country and the preferences of customers, influence the purpose intention. Political system,
culture and the economy of the country can be a cause of sensitivity to people. There are many factors that
have an impact on consumer purchase intention. Research and methodologies have shown that even when
consumers can evaluate all the intrinsic product characteristics by expressing the product, the effect of
extrinsic cues has more influence on consumer product evaluation. Country of origin is one of the
extrinsic cues; in addition, there is no doubt that country of origin has considerable influence on the
purchase intention process.

22
K.Vidyavathi [2019], the study throws light on various aspects that the manufactures should concentrate on
to attract the prospective buyers. The demand for the small Automobile segment is increasing because of the
growing number of nuclear families as well as parking problems. Hence the manufactures should find out
the needs, wants, tastes and preferences of consumers in order to design the products. Also fuel economy
and driving comfort are the most important parameters followed by availability of spares and their price.

Balakrishnan Menon, Jagathy Raj V.P.(2022) study findings shows that due to price difference in Gasoline
and Diesel, about one third of the car owners were having diesel vehicles. The research results showed that
about one seventh of car for the city drive for family usage, while using the second car for office and
business usage. Foreign brand cars show clear preference in the Kerala car market. Also it was observed that
in the information gathering and consumer purchase initiation stage, TV commercials on car models and
brands, search on internet website of the manufacturer and visit to dealers / distributors were the prime
sources where customers gathers information on car models.

Ramita Verma, Shubhkamana Rathore [2022], studied the luxury car segment of India. Researches and
studies have revealed that the luxury car market is growing at a steady speed of 25% per annum with more
and more numbers of luxury cars entering Indian car market. Luxury cars are preferred by HNI (High Net
worth Individuals). HNI wants to differentiate themselves from crowd for various reasons. Change in
attitude of the customer accounts for the sudden acceleration in the Luxury car Market in India, as the
emphasis has been shifted from price consideration and affordability to design, quality and pleasure.
Study also throws light on market drivers of luxury cars like

 Political-government taxation, business sentiments, import-export policies, government stability.

 Demographical factors like Consumer trends, Income growth, spending power.

 Customer requirements such as status symbol, indulgence, technological factors.

 Socio cultural factors such as Lifestyle and preferences of people which impact their choice of types
of automobiles. Social norms that impact the decision to own and use automobiles versus other
means of transport

23
CHAPTER-3

24
 RESEARCH METHODOLOGY

Research Design
Research design of the study is descriptive in nature.

Sampling
Sampling Size
Sampling size of 100 respondents is taken for this study in Lucknow.

Types of sampling
Purposive sampling method has been followed for collecting response from respondents.

Sources of data
• PRIMARY DATA
The primary data has been collected by using survey method.
• SECONDARY DATA
Secondary data were obtained from newspapers, magazines, books, and records.

Data Collection Tool

The has prepared a well-structured questionnaire for both understanding consumer buying behaviour pattern
and age of consumers in Lucknow district. The dimensions used for the questionnaire are the perception on
risk, objective of buying behaviour, perception of consumer and factors considered while selecting the cars.

Data Analysis Tool

On the basis of data collected from respondents, are to be analyzed through Percentage analysis. The analysis
and interpretation of data is done with the help of tables and diagrams like bar diagrams and pie diagrams.
The tools were administered among investors who are investing in derivatives of Lucknow, Uttar Pradesh
and the statistical techniques used were Percentage analysis,

Scope of the study

The scope of the study is vast and wide. The study is relevant from both academic as well as professional
perspectives. In the present study the researcher has only selected the investors, a unique group of
individuals who are investing in derivatives in society. This study will act as a reference point to other
researchers in the same field. The study will also add to the existing body of knowledge and stimulate further
research on different aspects.

25
OBJECTIVES OF THE STUDY

 To determine the demographic variables of the customers of different brands of cars.

 To identify the attributes of vehicles that influence consumer decision to purchase a particular
vehicle.
 To understand and study the specific purchase choice of vehicle.

26
CHAPTER-4

27
 DATA ANALYSIS

1. Gender
Analysis: The analysis you provided is based on a table that presents the gender distribution in
investment behaviour.

Table No 5.1

Gender Percentage

Male 75.5%

Female 24.5%

Total 100

Chart No: 5.1

Interpretation:
From the above table we can interpret that investment behavior is majority on male while comparing to
female

28
 2. Age

Analysis: The data shows that the majority of consumers (73%) fall within the age group of 18 to 25. This
suggests that younger individuals are more actively engaged in buying behaviour.

Table no. 5.2

Age of consumer Percentage

18 – 25 73

25 – 35 20.8

35 – 45 0

45 above 0

Total 100

Chart No: 5.2

Interpretation:
From the above data we can interpret that while analyzing the age group of buying behavior of consumer is on
up to 30 age group while comparing to others. From this itself we can interpret that this age group can take
risk.

29
 3. Educational Qualification

Analysis: The analysis of the data reveals that the majority of individuals with buying behaviour have
acquired a postgraduate (PG) degree, accounting for 46% of the total. This suggests that higher educational
qualifications are associated with active participation in buying behaviour.
Table no. 5.3

Educational Qualification Percentage Acquired

Up to Secondary 8
Degree 38
PG 46
Professional 8
Total 100

Chart No: 5.3

Chart showing Qualification of

the
50 38 46

Up to
Degree
PG
Professional

Interpretation:
From the above chart we can interpret that qualification has a relationship with consumer pattern. From the
chart majority of consumer are educated up to the level of PG.

30
 4. Preference of car purchase

Analysis: The analysis of the data shows that the most popular types of car purchases are SUVs and sedans,
both accounting for 35.8% of the total. This indicates an equal preference for these two categories among
consumers. On the other hand, convertible cars have not been acquired by any individuals in the surveyed
sample.

Table no. 5.4

Types of car purchase Percentage Acquired

SUV 35.8
Sedan 35.8
Convertible 0
Other 24.5
Total 100

Chart no. 5.4

Interpretation:
According to the data, SUVs and sedans are the most popular car types, each accounting for 35.8% of car
purchases. Convertibles make up 0% of the purchases, while other car types represent 24.5% of the total.

31
 5. Preferred brand of car
Analysis: Tata holds the largest market share, followed by Kia, Maruti Suzuki, and Honda. It's important to
note that this analysis is based on the given data, and the overall market landscape may involve other brands
not mentioned here.

Table no. – 5.5

Preferred Brand Percentage Acquired
Maruti Suzuki 21.6
Honda 17.6
Kia 23.5
Tata 37.3
Total 100

Chart no. 5.5

Interpretation:
The data indicates that Tata is the most preferred brand, accounting for 37.3% of the car purchases.
Following Tata, Kia holds a significant market share at 23.5%, while Maruti Suzuki and Honda have
relatively lower percentages at 21.6% and 17.6%.

32
 6. Factor influence your decision to purchase a car
Analysis: The analysis of the data shows that the most popular types of car purchases are SUVs and
sedans, both accounting for 35.8% of the total. This indicates an equal preference for these two categories
among consumers. On the other hand, convertible cars have not been acquired by any individuals in the
surveyed sample.

Table no. 5.6

Factor affecting to purchase decision Percentage Acquired

Price 13.5
Brand Reputation 9.6
Fuel efficiency 11.5
Design 13.5
Safety 51.9

Interpretation:
The data suggests that safety is the most influential factor affecting car purchase decisions, with a significant
percentage of 51.9%. Other important factors include price and design, each accounting for 13.5% of the
considerations. Fuel efficiency and brand reputation also play a role, with percentages of 11.5% and 9.6%,
respectively

33
 7. Monthly income of respondents
Analysis: Nearly half (48%) of the surveyed individuals have a monthly income up to 30,000, while around
one-fourth (24%) earn more than Rs 50,000. A significant proportion (28%) falls within the income range of
Rs 31,000 to 50,000, indicating a diverse distribution of monthly incomes among the respondents.

Table no. 5.7

Monthly Income Percentage

Up to 30000 48

Rs 31000-50000 28
>Rs50000 24
Total 100

Chart no.5.7

Chart showing Monthly Income of the respondents.

Upto 30000 Rs 31000-50000 >Rs50000

24%

48%

28%

Interpretation:
The data shows that approximately 48% of individuals have a monthly income up to 30,000, while 28% fall
within the range of Rs 31,000 to 50,000, and the remaining 24% have a monthly income greater than Rs
50,000.

34
 8. Monthly income spent on car related expenses
Analysis: This data provides insights into the distribution of car-related expenses relative to monthly income
among the surveyed individuals.

Table no – 5.8

Monthly Income spend on car related Percentage

Expense
Less than 5 % 24.5

5% - 10% 37.7
10% - 15% 20.8
Not sure/Prefer not to say 17

Chart no- 5.8

Interpretation:
The data shows that a significant portion of people (37.7%) spend between 5% to 10% of their monthly
income on car- related expenses. Additionally, 24.5% of individuals spend less than 5% of their income on
such expenses. It is worth noting that a considerable number (17%) either prefer not to disclose their car-
related expense percentage or are unsure about it.

35
 9. Preference of this Brand
Analysis - It can be inferred that the majority of respondents prioritize quality and reliability when choosing
a brand, followed by performance and design/style. It's important to note that this analysis is based on the
given data and does not account for other potential factors or individual preferences.

Table no. 5.9

Prefer Brand Percentage

Quality and reliability 52.9

Performance of brand’s 19.6

Design and style 15.7
Other 0

Chart no- 5.9

Interpretation:
The data reveals that 52.9% of individuals prefer brands based on their quality and reliability, while 19.6%
prioritize the performance of the brand. Additionally, 15.7% consider design and style as their primary
preference, and there is no specified percentage for those who choose other factors as their preference when
it comes to brands.

36
 10. Preferred fuel type for a vehicle
Table no. 5.10

Prefer Fuel type Percentage

Gasoline 45.8

Diesel 22.9
Hybrid 25
Electric 0

Chart no. 5.10

Interpretation:
The data indicates that 45.8% of individuals prefer gasoline as their preferred fuel type, while 22.9% choose
diesel. Notably, 25% of individuals opt for hybrid vehicles. However, no percentage is specified for those
who prefer electric vehicles as their fuel type preference.

37
 11. Purchase decision influences by
Price
Table no. 5.11

Purchase decision influence by price Percentage

Less than 25% 40.4

25% - 50% 30.8

50% - 75% 15.4
Price is not a factor in my decision 13.5

Chart no 5.11

Interpretation:
The data indicates that a significant proportion (40.4%) of individuals consider price as a significant influence
in their purchase decisions, but it is less than 25% of the overall decision-making factor. Additionally, 30.8%
of people consider price to have a moderate influence, ranging from 25% to 50% of their decision-making
process.

38
 12. Research before purchase car

Table no. 5.12

Research for car buying Percentage

Online research 15.4

Visited dealership 36.5

Asked friends or family 30.8
Read car magazine 0
Watched online review 17.3

Chart no. 5.12

Interpretation:
A majority of car buyers (36.5%) still prefer the traditional approach of visiting dealerships for their
research. Online research plays a significant role (15.4%), indicating the increasing reliance on digital
resources. Seeking advice from friends or family (30.8%) is another popular avenue, while car magazine
readership and online reviews contribute to a smaller portion (0% and 17.3% respectively) of the research
process.

39
 13. Factor influence dealership experience

Analysis: The dealership experience for car buyers is influenced by various factors. Availability of
information (29.4%) and after-sales service (25.5%) are crucial, highlighting the importance of well-
informed staff and satisfactory post- purchase support.
Table no. 13.1

Factor influenced dealership experience Percentage

Sales staff attitude 13.7

Availability of information 29.4

Price negotiations 11.8
Test drive experience 19.6
After sales service 25.5

Chart no 13.2

Interpretation:
The data reveals that the availability of information (29.4%) and after-sales service (25.5%) are the key
factors influencing the dealership experience. Test drive experience (19.6%) and price negotiations (11.8%)
also play a significant role in shaping the overall dealership experience. This underscores the importance of
knowledgeable staff and satisfactory post-purchase support.

40
14. Prefer like to purchase brand

Analysis: The data suggests that Tata (17.3%), Kia (19.2%), and Honda (11.5%) are the most likely car
brands to be purchased, with Kia being the most popular choice. However, the majority of consumers
(40.4%) are open to considering other brands, indicating a competitive and diverse market where different
car brands have a chance to attract buyers.
Table no. 14.1

Likely to purchase Percentage

Tata 17.3

Maruti Suzuki 11.5

kia 19.2

Honda 11.5

Other 40.4

Total 100

Interpretation:
The data reveals the percentage of likelihood for car buyers to purchase different brands. Tata, Kia, and
Honda emerge as popular choices, with Kia leading the pack at 19.2%. This indicates the growing appeal
and market presence of Kia vehicles. While Maruti Suzuki and Honda both have an 11.5% likelihood of
purchase, it's important to note that a significant portion of buyers (40.4%) remain open to considering other
brands, suggesting a competitive market with diverse consumer preferences. Overall, this data highlights the
varying degrees of popularity among different car brandsand the need for manufacturers to understand and
cater to consumer preferences.
41
15. Attribute associate with brands

Analysis: The data indicates that a majority of consumers prioritize safety features (51.9%) when
considering a brand, followed by fuel efficiency (21.2%). Affordability (15.4%) and technological features
(11.5%) are also considered but to a lesser extent, suggesting that safety holds the highest importance among
buyers followed by practical considerations like fuel efficiency.
Table no. 15.1

Attributes of brand Percentage

Affordability 15.4

Fuel efficiency 21.2

Safety features 51.9
Technological features 11.5

Chart no. 15.2

Interpretation:
safety features are the most emphasized attribute of the brand, accounting for a significant percentage
Additionally, fuel efficiency is also given a considerable importance at indicating a focus on eco-friendly
and cost-effective driving. that safety features (51.9%) are the most valued attribute among consumers when
considering a brand. Fuel efficiency (21.2%) is also a significant factor, indicating the importance of cost-
effective and environmentally friendly options. Affordability (15.4%) and technological features (11.5%)
hold relatively lower importance, suggesting that consumers prioritize safety and efficiency over pricing and
advanced technology in their brand preferences.
42
 16. Research before the purchase decision

Analysis: The data reveals that a majority of consumers conduct research before making a purchase
decision, with the highest percentage (33.3%) spending two to four weeks in their research. Additionally,
significant portions of buyers spend one to two weeks (29.4%) and less than a week (19.6%) in their research
process, indicating the importance of informed decision-making and considering various options.

Table no.16.1

Research before making a purchase decision Percentage

Less than a week 19.6

One or two weeks 29.4

Two to four weeks 33.3
More than a month 17.6

Chart no.16.2

Interpretation:
The data in Table 16.1 and Chart 16.2 indicates that a significant proportion of consumers engage in
research before making a purchase decision, with the majority (33.3%) spending two to four weeks in their
research process. This suggests that buyers value taking sufficient time to gather information and explore
options. Additionally, notable percentages allocate one to two weeks (29.4%) and less than a week (19.6%)
for research, highlighting the importance of an informed decision-making process. A smaller percentage
(17.6%) takes more than a month, indicating a thorough and meticulous approach to their purchasing
journey.
43
 17. Test drive experience in decision making processes

Analysis: The data indicates that a large majority of consumers (67.3%) consider the test drive experience to
be very important when making a purchasing decision. This suggests that first-hand experience with a
vehicle plays a significant role in influencing their choice.

Table no.17.1

Importance of test drive experience Percentage

Very Important 67.3

Somewhat important 11.5

Neutral 13.5
Not important 0

Chart no. 17.2

Interpretation:
The data shows that a significant majority (67.3%) of individuals consider the test drive experience to be
very important when making a decision about a vehicle. A smaller proportion (11.5%) find it somewhat
important, while a notable percentage (13.5%) remains neutral. Surprisingly, there is no one in the sample
who considers the test drive experience to be not important.

44
 18. Design influence purchase decisions

Analysis: The data shows that a majority (54%) consider the overall design as the primary factor influencing
their purchase decision, while an additional 30% find it somewhat important, highlighting the significant
impact of design on consumer choices.

Table no. 18.1

Overall design influence purchase decision Percentage

Primary factor 54

Somewhat important 30
neutral 16
Not important 0

Chart no.18.2

Interpretation:
The data in this table suggests that the overall design of a product has a significant impact on purchase
decisions, with 54% of consumers considering it as the primary factor influencing their choice.

45
 19. Safety ratings in purchase decisions

Analysis - The data suggests that a majority (71.2%) of individuals consider safety rating as the primary
factor in their purchase decision, indicating its high significance. A smaller proportion (9.6%) finds safety
rating to be somewhat important, while a notable percentage (7.7%) remains neutral.

Table no- 19.1

Safety rating in purchase decision Percentage
Primary factor 71.2

Somewhat important 9.6

neutral 7.7
Not important 3.8
Other 0
Total 100

Chart no-19.2

Interpretation
The data suggests that a majority of consumers consider safety rating as a primary factor when making a
purchase decision. A smaller percentage views it as somewhat important, while a minority either have a
neutral stance or consider it not important. The data reveals that the safety rating holds significant
importance for the majority (71.2%) of individuals when making a purchase decision, suggesting a strong
emphasis on vehicle safety. Additionally, a notable proportion (9.6%) considers it somewhat important,
highlighting the overall importance of safety considerations in the decision-making process.
46
 20. Price negotiations

Analysis- The data suggests that a majority (66.7%) of individuals engage in price negotiation when making
a purchase, indicating the importance of negotiating a favorable price. A smaller proportion (9.8%) do not
negotiate, while a significant percentage (23.5%) may consider price negotiation depending on the
circumstances, reflecting a level of flexibility in their approach.

Table no.20.1

Price negotiation Percentage

Yes 66.7

No 9.8
May be 23.5

Chart no.20.2

Interpretation
The table suggests that most consumers (66.7%) are open to price negotiation when making a purchase,
indicating a willingness to explore potential discounts or bargaining opportunities. However, a smaller
percentage (9.8%) firmly rejects price negotiation, while a significant portion (23.5%) remains open to the
possibility, suggesting a level of flexibility or uncertainty regarding negotiation depending on the specific
circumstances.

47
 21. Additional product services

Analysis- The data indicates that a significant proportion (63.5%) of individuals opt to purchase additional
product services, highlighting the demand for supplementary offerings. On the other hand, a smaller
percentage (15.4%) prefer not to purchase any additional services. A notable portion (21.2%) remains
undecided or open to the possibility, indicating a potential opportunity for businesses to present compelling
offers or information to sway their decision.

Table no. 21.1

Purchase any additional product services Percentage

Yes 63.5

No 15.4
May be 21.2

Chart no.21.2

Interpretation
The data reveals that a significant portion of consumers (63.5%) are inclined to purchase additional product
services, indicating a willingness to invest in complementary offerings or extended support.

48
 22. Factor influence decision about financing term

Analysis-the data suggests that the interest rate plays a significant role in influencing the decision about
financing term for a majority (46.2%) of individuals, highlighting the importance of securing favorable
interest rates. The monthly payment amount also holds considerable influence, with 28.8% of individuals
considering it a key factor in their decision-making process.
Table no-22.1

Factors influence decision about financing term Percentage

Interest rate 46.2

Monthly payment amount 28.8

Length of financing term 0
Down payment amount 19.2
Total 100
Chart no- 22.2

Interpretation:
The data indicates that the interest rate is the most influential factor in determining the financing term for a
significant proportion (46.2%) of individuals. This emphasizes the importance of securing favorable interest
rates when making financing decisions. The monthly payment amount also holds considerable influence,
with 28.8% of individuals considering it a key factor.

49
CHAPTER-5

50
 Findings

 The majority of car buyers are male, accounting for 75.5% of the total, while female buyers
constitute 24.5%.

 The age group of 18-25 shows the highest percentage (73%) of buying behaviour in the
automobile sector, indicating a preference for younger individuals taking risks.

 The majority of car buyers have educational qualifications up to the level of post- graduation
(46%), indicating a correlation between education and investment patterns.

 SUVs and sedans are equally popular choices, each accounting for 35.8% of car purchases, while
convertibles have no reported purchases. Other car types make up 24.5% of the total.

 Tata is the most preferred brand, with 37.3% of car purchases, followed by Kia at 23.5%. Maruti
Suzuki and Honda have relatively lower percentages at 21.6% and 17.6% respectively.

 Safety rating is the most influential factor, with 51.9% considering it as the primary factor. Price
and design also play significant roles, each accounting for 13.5% of the considerations.

 48% of individuals have a monthly income up to 30,000, 28% fall in the range of Rs 31,000-
50,000, and 24% have a monthly income greater than Rs 50,000.

 37.7% of individuals allocate 5% to 10% of their monthly income on car-related expenses, while
24.5% spend less than 5%.

 Safety features are the most emphasized attribute, accounting for 51.9% of preferences, followed
by fuel efficiency at 21.2%.

 The majority of consumers (62.7%) spend one to four weeks on research before making a
purchase decision.

 67.3% of consumers consider the test drive experience as very important when making a
purchasing decision.

51
 Availability of information (29.4%) and after-sales service (25.5%) are the key factors influencing
the dealership experience.

 66.7% of consumers are open to price negotiation when making a purchase decision.

 63.5% of consumers are inclined to purchase additional product services. Satisfaction with Car

Purchase: 46.2% of consumers are very satisfied with their car purchase.

 Maruti has the highest brand image in the market, followed by Tata.

 The top-ranked reasons for buying a car are an increase in disposable income, better safety on roads,
family needs, increase in family size, and suiting lifestyle and personality.

 After-sales service is considered very important by 72% of consumers.

 These findings provide valuable insights into the preferences, behaviour, and priorities of car buyers,
which can be utilized by the automobile industry to understand and cater to the needs of their target
audience effectively.

LIMITATIONS OF THE STUDY

1- There may be a limitation in the generalization of the finding to the population.

2- The size of the sample is limited.

3- There is a chance of non- response or reluctance on the part of respondents

52
 Conclusion

In conclusion, the analysis of the preferences, behaviour, and priorities of car buyers provides valuable
insights that can shape the strategies of automobile companies. By implementing the suggested
recommendations, these companies can effectively target their desired customer segments and meet their
expectations.

Understanding the dominance of male buyers, companies can develop tailored marketing campaigns and
promotions that resonate with this demographic. Additionally, focusing on the active 18-25 age group
through attractive offers and financing options can capture their attention and drive sales.

Education and awareness initiatives can empower potential buyers with the necessary information to make
informed decisions, particularly considering the correlation between higher education and investment
patterns. By highlighting the features, benefits, and technologies of their vehicles, companies can engage
buyers and build trust.

Diversifying car offerings to include niche categories and focusing on safety features will cater to a wider
range of customer preferences. Highlighting advanced safety technologies and investing in innovative
solutions can enhance the overall appeal of the brand.

Competitive pricing, attractive financing options, and occasional promotions or discounts can make vehicles
more accessible to price-sensitive customers. This coupled with an emphasis on online presence, user-
friendly interfaces, and exceptional customer experiences, will enhance customer satisfaction and drive
loyalty.

Building and maintaining a positive brand image through consistent product quality, reliable after-sales
service, and proactive communication will instill confidence in customers and influence their purchase
decisions. Emphasizing fuel efficiency and environmental considerations can also attract environmentally
conscious buyers and align with sustainability trends.

Ultimately, continuous research and innovation are essential for automobile companies to stay ahead of the
competition. By investing in cutting-edge technologies, unique features, and appealing designs, companies
can differentiate themselves and create a strong value proposition for customers.

53
 Suggestions

 Since the majority of car buyers are males, it would be beneficial for automobile companies to tailor
their marketing strategies to appeal to this demographic. This could include advertisements,
promotions, and events that specifically target male customers and address their preferences and
needs.

 The analysis indicates that the age group of 18-25 is the most active in the automobile sector. To
capitalize on this trend, car manufacturers and dealerships should develop marketing campaigns and
offers that specifically cater to the preferences and purchasing power of this age group. Additionally,
they could consider introducing entry-level models or financing options that are more affordable for
younger buyers.

 Since a significant portion of car buyers has at least a degree or higher educational qualification,
automobile companies can focus on providing educational content and resources to engage and inform
potential buyers. This could include informative articles, videos, or events that highlight the features,
benefits, and technologies of their vehicles.

 While SUVs and sedans are the most popular car types, there is also a notable percentage of buyers
interested in other car types. Automobile companies can explore diversifying their product range by
introducing more options in convertible cars or other niche categories. This would cater to the
preferences of a broader range of customers and potentially attract new buyer,

 As safety is a significant factor influencing car purchase decisions, manufacturers should continue to
prioritize and improve the safety features in their vehicles. Investing in advanced safety technologies
and actively promoting them in marketing campaigns can help build trust and appeal to safety-
conscious customers.

 Price is a key factor for many buyers, with a significant percentage influenced by it. Automobile
companies should strive to offer competitive pricing, attractive financing options, and periodic
discounts or promotions to attract price-sensitive customers. This can help increase affordability and
make their vehicles more accessible to a wider audience.

 Given the increasing trend of online research and dealership visits, automobile companies should
invest in their online presence. This includes user-friendly websites, interactive virtual showrooms,
and engaging online content. Additionally, they should focus on providing a seamless and satisfying
customer experience at dealerships, with well- informed sales staff, transparent pricing, and efficient
after-sales service.

 Brand reputation plays a significant role in purchase decisions. Automobile companies should
continue to build and maintain a positive brand image by consistently delivering high-quality products,
reliable after-sales service, and positive customer experiences. This can be achieved through effective
branding strategies, customer testimonials, and proactive communication.

 With a notable percentage of buyers considering fuel efficiency, automobile companies should
prioritize the development and promotion of eco-friendly technologies, such as hybrid or electric
vehicles. Highlighting the environmental benefits and cost savings associated with these options can
attract environmentally conscious customers.

54
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56
 QUESTIONNAIRE

Gender:

Male:

Female:

1. Age:
Below 18
18 - 25
25 – 40
More than 40

2. Education Qualification
 Below graduate
 Graduate
 Postgraduate
 Others

4.
Maruti Suzuki
Honda
Kia
Tata

5. What factor influenced your decision to purchase a car?

 Price
 Brand reputation
 Fuel efficiency
 Design
 Safety

6. What percentage of your monthly income do you typically spend on car related expenses?

 Less than 5%
 5% - 10%
 10% - 15%
 Prefer not to say

57
7. Why do you prefer this brand?

 Quality and reliability

 Performance of vehicle
 Design and style
 Brand reputation and image
 Other
8. What is your preferred type of vehicle?

 Gasoline
 Diesel
 Hybrid
 Electric
9. What percentage of your monthly income do you typically spend on care related expenses

 Less than 5%
 5% - 10%
 10% - 15%
 Not sure / Prefer not to say.
10. How do you research potential cars to purchase?

 Online research
 Visited dealership.
 Asked friend or family recommendation.
 Watched online car review.
 Read review
11. How long did you research before making a car decision?

 Less than a week

 1-2 weeks
 3-4 weeks
 More than 1 month
12. What factor influenced your dealership experience?

 Sales staff attitude

 Availability of information
 Price negotiation
 Test drive experience
 After sales services

13. Which of the following attributes do you associate with the Tata/Maruti/Kia/Honda brand?

 Affordability
 Fuel efficiency
 Safety features
 Technology features

58
14. How important is the test drive experience in your decision-making process?

 Very important
 Somewhat important
 Neutral
 Not important
15. How much the overall design and appearances of a vehicle does influences your purchase decisions?

 It is primary factor
 It is somewhat important
 Neutral
 Not important
16. Did you negotiate the price of the car with the dealer?

 Yes
 No
 Maybe
17. Did you purchase any additional product or services with your car, such as extended warranty or
maintenance plan?

 Yes
 No
 May be
18. If you finance the car, what factor influence your decision about the financing term?

 Interest rate
 Monthly payment amount
 Length of financing term
 Down payment
19. How important is the availability of after sales services in your vehicle purchase decision?

 Very important
 Somewhat important
 Neutral

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