Consumer Preferences Regarding Selection of Dealer and Mode of Payment-A Consumer Behaviour Study Towards Four Wheelers in Himachal Pradesh

Consumer is the focus of all the marketing activities. Knowledge of his activities and behaviour is one of the most important aspects of the marketing. The consumers buy the goods to satisfy a number of needs and drives. Human wants are unlimited and varying time to time; from place to place and man to man. The study of consumer behaviour holds great interest for us as consumers, as students and scientists, and as marketers. Consumer Behaviour is a rapidly growing discipline of study. It includes the study of what they buy, why they buy it, how they buy it, when they buy it, where they buy it, and how often they buy it. The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have been significantly increased. In this chapter an attempt has been made to Here we have made an attempt to know why consumers buy the durable products from a particular dealer and which type of dealers are preferred by the consumers. We have also made an attempt to know which method of payment is preferred by the consumers. Consumer can pay the price of durable products by cash or installment method.