ABSTRACT

This assignment contains the attempt to examine the buyer behavior in reference to purchase of the hatchback cars in Uttrakhand. This paper explains about the exploratory and confirmatory factors analysis to examine the factor structure and the psychometric properties. The Behavior of the Indian customer can be divided into different segments. For example it can be comfort , safety , mileage , maintaince , economy , car should be in there budget , colour specified , interior design , quality , performance , value and technology .

INTRODUCTION

Due to the low cost of labor many multinational companies are investing in India. The Automobile industry has grown efficiently and fast from the middle of 1990’s. The focus of this paper is to provide a framework to study the market and customer behavior of purchasing a car. There are 2 types of consumer’s way of thinking for purchase of a car. (1) Cars are purchased as a durable good as intension to keep it for a long period of time. (2) Purchasing of the second hand car and customizing it. We can learn a lot about the cars before buying particularly about your style of driving it, weather the car is suitable for our personality, easily be driven by us. The customer don’t have the complete information about characteristics and features of the car before purchasing the car. Many customer should try the car before buying the car so that we can know more about the car its feature, characteristics of the car before buying it. As per the research conducted by Kotwal (2009), face off buyers now prefer to have cars with space, comfort and luxury of a midsize saloon or sedan. The hatchback car segments in India are popularly growing, many customers are buying it as a car with space and comfort, but less boot so that it will be easy to drive in the city comfortably without any problem or hesitation.

LITERATURE REVIEW

There is no dearth of literature on consumer buying behavior relating to car. Researchers from all parts of the world have tried to analyze the buying behavior of car users, their significance, limitations, challenges etc. from different angles. A study by Lang motors (2007) found a list of 20 factors to be the most important factors that influence purchase of car. They are as follows

1. Reliability / Dependability

2. Exterior Styling

3. Price / Cost to Buy

4. Interior Comfort

5. Value for the Money

6. Fun to Drive

7. Reputation of the Manufacturer

8. Quality of Workmanship

9. Engine Performance,

10. Road-holding / handling

11. Fuel Economy

12. Storage and Cargo Capacity

13. Ride Quality on Highway

14. Durability / Long Lasting

15. Safety Features

16. Future Trade-In / Resale

17. Length of Warranty

18. Rebate / Incentive

19. Discount / Value Package

20. Environmentally Friendly Vehicle.

CAR BUYING BEHAVIOR

Economy

Quality

Performance

Value

Safety and Security

Technology