Ramya, K (2016) Factors Influencing the Consumer Preference for Automobile Brands: An Empirical Study With Reference to Maruti-Suzuki in Coimbatore City. Research Journal of Social Science & Management, 6 (5). pp. 97-106. ISSN 2251-1751

[thumbnail of factors influencing.pdf] Text
factors influencing.pdf - Published Version
Download (369kB)

Abstract

Indian automobile industry is facing a period of slow-growth. The manufacturers frequently announce various promotional offers for pushing the vehicles in the market and are struggling to achieve the targets. Though this crash continues, the companies do not stop launching new models – that too with predatory pricing. The recent interim budget of the Union government has announced a cut in the excise duty on cars and the car-makers have decided to pass on this benefit to the customers by dropping the car prices. The developments like these are going on in the market on the one hand, whereas the consumers in the car market have their own preferences towards various brands. There are certain
factors that influence the consumer preferences.
This paper is an attempt to find out the factors that influence the consumer preference for automobile brands, with a special reference to Maruti-Suzuki. This is based on an empirical study conducted in Coimbatore city, recently. The tool specifically designed and standardized by the authors for the purpose of this study was used for data collection. The Quota sampling technique was adopted for this purpose. Frequency analysis, Correlation analysis and Alpha testing have been done. Few hypotheses were framed and tested with the aid of Chi-Square Test. The study has brought out some interesting findings. This study provides scope for many other related studies in future.

Item Type: Article
Uncontrolled Keywords: Consumer-preference, Automobile-brands, Mileage, Price, Design
Divisions: PSG College of Arts and Science > Department of Management Sciences
Depositing User: Users 1 not found.
Date Deposited: 21 Dec 2021 05:50
Last Modified: 21 Dec 2021 05:50
URI: http://ir.psgcas.ac.in/id/eprint/211

Actions (login required)

View Item
View Item
Altmetric