AbhinavInternational Monthly Refereed Journal Of Research

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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
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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
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