Attributes Influencing Customers' Car Purchase Decision – a Demographical Perspective

Authors

  • Reeti Agarwal   Jaipuria Institute of Management, Vineet Khand, Gomti Nagar, Lucknow
  • Ankit Mehrotra   Jaipuria Institute of Management, Vineet Khand, Gomti Nagar, Lucknow

Keywords:

Automobiles, India, Medium of Advertisement, Attributes, Purchase Decision, Demographics

Abstract

The steady growth of demand for automobiles in India over the last few years has not only made the industry highly lucrative but has also increased competition amongst the car manufacturers. Different companies are trying to take advantage of this growth in demand by introducing more models and features in their vehicles. The current paper provides an insight into the customers‟ preferred medium of advertising and gives knowledge about the attributes that are considered important by customers while deciding to purchase a car. The sample for the study included 496 respondents. As per the findings, internet came out to be the most preferred medium of advertising used by customers to gather information. Amongst the attributes, mileage/fuel efficiency is considered to be most important by customers in influencing their choice of car. Analysis was also carried out to identify the importance attached to different parameters, which differs on the basis of demographic characteristics of the respondents.

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How to Cite

Agarwal, R., & Mehrotra, A. (2019). Attributes Influencing Customers’ Car Purchase Decision – a Demographical Perspective. Journal of Applied Management- Jidnyasa, 10(2), 48–61. Retrieved from https://simsjam.net/index.php/Jidnyasa/article/view/141245

Issue

Volume 10, Issue 2, July-December 2018

Section

Articles

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