PURCHASE DECISION OF INDIAN CONSUMERS: THE FACTORS OF ATTRACTION WHILE PURCHASING CAR

Abstract

The aim of the paper is to study factors affecting the purchase behaviour of the automobile consumer. At present, the automobile sector is facing stiff competition due to availability of local & foreign brands and increasing pre-sales and post-sales expectation of the customers. The study has been conducted in northern states comprising Punjab, Haryana, Himachal Pradesh, Delhi and Chandigarh. The total 250 customers who have purchased (Volkswagen, Hyundai, Maruti and Honda cars) were contacted for purpose of study. The study is based on primary and secondary data. Kruskal-Wallis test has been applied to know the significant differences among the respondents relating to different factors of purchase. The test has been applied at assumed p-value =0.05. The statements with less than 0.05 p-value are considered significant and those with p-value more than the assumed value are considered to be insignificant. It has been found that safety, looks, shape, features and interior image and pre-sales and post sales policies have compelled the customer to select and buy the car. Hyundai and Volkswagen are emerging as very strong brand in the area in comparison to other manufacturers.

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