AbhinavInternational Monthly Refereed Journal Of Research

2214 WordsJan 15, 20159 Pages
Abhinav International Monthly Refereed Journal of Research In Management & Technology Volume II, February’13 ISSN – 2320-0073 CONSUMER BEHAVIOR FOR SMALL CARS: AN EMPIRICAL STUDY Shiv Prasad Joshi Assistant Professor, JIET- School of Management, Mogra, Jodhpur, India Email: shiv.joshi@jietjodhpur.com ABSTRACT The small car market in India is soon going to be one of the biggest in the world, as major automakers are investing here in this segment. There is Tata Nano ready to be launched and many others who are eyeing the Indian consumers to keep up their global sales figures. There is increasing competition with the entry of many new foreign as well as Indian players in the market. The war has begun and the fate of these firms will be…show more content…
We used the convenience sampling method to carry out the present study. The sample size consists of 100 respondents. A well-designed questionnaire was prepared for obtaining the information. The respondents were asked to mark on the five point Likert scale. The scale was administered on the users of various small cars. After scoring, the raw scores were tabulated for analysis. Likert scale and rating scale have been used to analyze the data. RESULTS AND ANALYSIS Table 1. Brands possessed by the customers S. No. 1 2 3 4 5 6 7 Name of the Brand Possessed Maruti 800 Tata Indica Maruti Zen Palio Alto Spark Santro % of the Respondents 28 15 10 03 23 06 15 The total sample surveyed which consisted of 100 respondents were the car-owners. Table 1 clearly indicates that Maruti is still the market leader in small car segment. 61% of the customers were found as brand possessors of Maruti cars (28%, 23% and 10% for Maruti 800, Alto and Zen respectively). Equal number of respondents owned Santro and Tata Indica i.e. 15% of the respondents having each. Table 2. Motivators for purchase of a specific brand S. No. Motivators % of the Respondents 1 Advertisements (TV & Print media) 56 2 Dealer’s recommendations 15 3 Family member’s & friend’s recommendations 27 4 Others 02 To find out from the respondents a question was asked related to the motivators which have considerably influenced their purchases decision. The information given in table 2 indicates 48

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