Customer purchase behavior towards cars -a comparative study of select car brands in Hyderabad

The purpose of this study is to analyze customer preferences by making a comparative study of sport utility cars offered by different companies in Hyderabad. It also gives insights into factors influencing sport utility car purchase, with a brief of six players namely Logan, Ford Ikon, Tata Indigo, Honda City, Swift, 110. The population of this research are professionals, businessman who are owners and users of these cars in Hyderabad, A.P. The survey questionnaires were administered to the sampled car owners personally. The sample for the study comprised of 136 car owners. Results revealed that, among various dimensions "brand image ", "price " and "features, were found to be the most significant determinants of customer preference towards cars.. Findings also showed that majority of people have purchased car for necessity. The study suggests among other things, companies must focus on "test drive", demonstration", "dealer support" and "offers" to sway purchase decisions of car owners.