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Research Paper | Management | India | Volume 6 Issue 12, December 2017 | Popularity: 6.4 / 10
Factors Affecting Buyers Decision While Purchasing Hatchback Car
Dr. A. Ravi, N. Priya
Abstract: The purpose for conducting the survey is to identify the components which influencing consumers brand preference for hatchback cars in Hosur region. The analysis report shows that majority of customers in this region preference is towards Maruti Suzuki brand in hatchback models. At the time of making the purchase decision consumers considered safety, performance, aesthetic and value are the factors affecting consumers brand preference for hatchback cars. Exploratory Factor Analysis shows safety, performance, aesthetic and value are positively influencing the consumers overall satisfaction for hatchback cars. Therefore, hatchback car manufactures need to focus on value added activities such as consumers have better perception for the quality of brand, features and facilities. As there is a huge competitions in the market companies has to provide low price cars with best quality and less maintenance for their buyers and also need to consider the fuel efficiency factor, as Indian consumers are considered all these factors at the time of making their purchase decision in hatchback car models.
Keywords: Buyers Decision, Explanatory Factor Analysis, Brand Choice, Hatchback Cars, perception and behaviour
Edition: Volume 6 Issue 12, December 2017
Pages: 647 - 651
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