A Study on Consumer Behaviour towards Maruti Cars in Vellore District, Tamilnadu

The Indian passenger-car industry has been on the continuous growth trajectory in the recent past aided by different contributing factors of national development namely robust economic activity, increased environmental regulations, emerging organized retail industry, government's increased focus on rural development, and development of infrastructure including roads supported by the availability of funds for new projects as well as for easy vehicle financing for prospective buyers. The industry seems to be breaking out of its conventional cyclical trends and of the different size of cars. This study is also going to reveal the various motivating as well as influencing factors for the customers purchasing decision. This research was conducted with the major aim to compare the consumer preference towards passenger cars of Maruti in Vellore district. The convenience sampling technique was adopted with a sample size of 200 respondents. The brands were compared on five attributes, namely color, interior, price, after-sales service and resale value. The buying behavior towards a car of a consumer can be studied by knowing their preference and perceptions about the cars in the market and the possible entrants in the market. This preference and perception sketching will help in knowing what a customer or a potential customer thinks about a given brand of car and what are the possible factors guiding a possible purchase.