The buyer behavior study on purchasing the car: with special reference to Uttar Pradesh
Published: 2013
Author(s) Name: Shailesh K. Kaushal |
Author(s) Affiliation: Assistant Professor, Dept. of Business Administration, University of Lucknow, Lucknow, U.P., India.
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Abstract
This study attempts to find the five factors that influence
the buyer behavior to purchase the car: safety & security,
esteem, performance, economy and quality. Empirical
evidence from the automobile industry suggests that cars
are experience goods: consumers do not have complete
information about some characteristics of cars, and can
only learn about them after buying and trying them out.
The main objective of the research paper is to explore and
conceptualize various factors and develop a model, which
influence the purchase patterns of cars in Uttar Pradesh. A
questionnaire consisting of 39 items was developed to
measure the construct and its dimensions. The first draft of
the questionnaire was subject to a pilot testing through a
focus group and an expert evaluation. Data were gathered
from a 400 car users’ sample of four metro cities in Uttar
Pradesh. A structured questionnaire on five point rating
(Likert scale) was administered by way of personal
interview. For the purpose of analysis, statistical tool like
Factor analysis has been used.
Keywords: Safety & security, Esteem, Performance, Economy and Quality
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