A Study on Consumer Buying Behavior with Reference to ‘Value Added Services (Vas)’of Cars

Nowadays the success mantra of any business is influenced by value added services provided by company and satisfaction level of consumer satisfaction also measured with reference to value added services. In the modern society brands not only represent the product or company but also have a strong association with perceived quality, consumers ’life style, social class, taste etc. The purpose of this paper is to create a deeper consideration of how big brand name of Indian car manufacturer provides Value added services and try to change the customer choice towards purchasing a car. With stiffening of competition among different car companies it become extremely important for marketers to focus on to meet and satisfy customer's needs, wants and desire. The growth and size of the company rely on the growth of the market, which in turn depend upon the customers ’taste, preference and uniqueness of product. With the diversity of choice, the profusion of goods and services offered; and the freedom of choice available to the customers, marketers are trying to search the customers with value pricing. Factors analysis is used to identify that some value added services will change the choice of cars provided by different brand name of Indian car manufacturing companies.