Department of Business Administration, JN School of Management Studies, Assam University, Silchar
*Author Correspondence: Rajashree Dutta Purkayastha, Research Scholar & Junior Consultant, Department of Business Administration, JN School of Management Studies, Assam University, Silchar
Online published on 12 May, 2017.
Human beings always look for more comfort. Once their basic needs are fulfilled, they try to climb the ladder of need hierarchy according to their affordability and get driven towards their dream. Owning a car, was once a ‘Untouchable Dream’ for many middle class Indians. With the new open era, having car financing easily available, and increasing purchasing power, owning a car is no longer the closed territory of affluent groups. India is ranked as the world's seventh largest passenger vehicle market-larger than the markets of the United Kingdom, France and Spain in terms of volume (Mittal & Murli, 2012). More and more Indians have been purchasing at least a car during their life time and it is like the fulfilment of their dream. So many factors play a major role in case of car purchase decision. As the car market is basically categorised by small and big cars, our study is confined only to small segment budget cars which are generally opted by middle class consumers. This paper is an attempt to understand the behaviour exhibited by a middle class consumer before purchasing a car.
Consumers, Car, Brands, Silchar
