Consumer behavior and their perception towards cars (High end hatchbacks) In Coimbatore

Presented by, Team 5 Ashok G Roy(11AA07) George Abraham (11AA14) Jayesh John (11AA16) Sai Seshan (11AA31) Christopher (11AA46)

Introduction Objectives Articles Research Methodology

Literature Review

Data Analysis

Findings Limitations Reference

Consumer buying behaviour is based : Initiator: The person who determines that some need or want (car) is to be met. Influencer: The person who influences the decision to buy or endorse the view of the initiator. Buyer: The person who actually makes the purchase. User: The person who actually uses the car.

Objectives of the research

To find out the customer perception about their cars. To judge the satisfaction level of car owners of different brands. To find about the various factors that influences the purchasing decisions of consumers. To analyse about various brands and their share in the market. To find in detail about the consumer behaviour and their preferences.

Car Models taken for the research

Maruthi Suzuki Volkswagen Toyota Ford Hyundai Skoda Nissan Swift Polo Etios Liva Figo i20 Fabia Micra

Article 1
Article Title - Consumer perceptions and behaviour with reference to car owners. Author Dr. S. Subadra, Dr. K. Murugesan, Dr. R. Ganapathi Journal - APJRBM

Variables Identified
Independent Variables Income of the user Lifestyle of the person Occupational status Family Size Dependent variables Consumer buying behaviour Consumer s perception

 Research Methodology -Descriptive study.

Data Collection -Primary Data Interviews, questionnaire, survey. -Secondary Data Newspapers, Journals

Analytical Tools
Percentage Analysis F-Test Chi-Square test ANOVA table Mean, Median and Standard deviation Correlation analysis

Findings
There are four major classes of consumer behaviour determinants and expectations, namely, cultural, socio-economic, personal and psychological. The socio-economic determinants of consumer behaviour consist of age, marital status, occupation, education, income, family size.

Article 2
Article Title - Car market and consumer buying behaviour Author - Dr Saikat Banerjee Journal Journal of Marketing and Communication

Variables identified
Independent variables Price Fuel efficiency Brand image Dependent variable Customer s buying attitude and buying Behaviour

Target population
Sample size 100 people of 21 years and above. Target population Delhi (people of different professional backgrounds) Sampling Technique Simple random sampling method (convenience sampling)

Research methodology
Research Design -Descriptive study. Data Collection Primary data Questionnaires Analytical tools -Karl Pearson -Regression Analysis -Cross Tabulation

Findings
The consumer s decision to purchase a car is mostly dependent on his family and relatives. Most consumers give more importance for the Price and fuel efficiency of the car.

Article 3
Article Title The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases Author - Dr Herrmann and Huber Frank Journal The Journal of Product and Brand management

Variables Identified
Independent Variable Price of the car. Dependent variable Consumer Satisfaction level Purchase Decisions

 Sample size 460 customers Location Hyderabad Research design Exploratory study Data collection Informal interviews and questionnaires

Analytical Tools
Exploratory and confirmatory factor analysis. Percentage Analysis. Regression Analysis.

Findings
Results revealed that customer s fairness perceptions depended on a supplier's commitment. The price of the car was a major factor that influences buying behavior.

Article 4
Article Title Study on customer satisfaction, behaviour and loyalty in the automobile segment Authors- Asghar Afshar Jahanshahi , Mohammad Ali Hajizadeh Gashti , Seyed Abbas Mirdamadi. Journal - International Journal of Humanities and Social Science

Variables Identified
Independent variables After sales service Age Gender Socio economic background Dependent variables Customer satisfaction Customer buying behaviour Customer Loyalty

Analytical tools
Regression and ANOVA test SPSS 16 Mean, median and standard deviation

 Sample Size 234 Research design Study Design- Exploratory study Data collection - Questionnaires Location - Pune

Findings
The after sales services provided has an impact on the customer behaviour and the level of satisfaction. Customer satisfaction influences customer loyalty.

Article 5
Article Title Consumer loyalty and consumer Behaviour towards Automobiles Author - Dr Haresh Vaishnani Journal - Jounal of Marketing Management.

Variables Identified
Independent Variables Education Level Age Group Advertisements Sales Promotion Techniques Dependent Variable Consumer Loyalty and Consumer Buying Behaviour.

 Sample Size 120 customers Sampling Method Method Simple Random Sampling Data collection Primary Data Questionnaires Secondary Data Textbooks, Magazines, websites Research Methodology Study design Exploratory study

Analytical Tools
Chi-Square (x2) test Percentage Analysis T test

Findings
The education level is a determinant of customer Loyalty. Advertisements and promotion techniques influences consumer Behaviour.

Research work done to know about the Consumer Behaviour and their Perception
Sample Size 75 people Place of Research Coimbatore
Locations considered - Brooksfield, Railway Station, Peelamedu.

Data Collection sources

Primary Data Questionnaires (consisted of 20 questions) Secondary Data - Journals, company websites, Textbooks, Research Articles.

 Tools used for Analysis - Percentage Analysis - Five Point Likert scale Study Design - Descriptive study

Variables
Independent Variables
- Price, Mileage, Age, Education level, Gender, Occupation, Income.

Dependent Variables - Consumer Behaviour

- Consumer satisfaction Level

Data Analysis
Details -Place of Research:Coimbatore -Locations:Brooksfield, Railway Station, Peelamedu -Gender:Male 63 84% Female 12 16%

Data Analysis
-Occupation
Student 16 21.4% Salaried 23 30.6% Business 27 36% Others 09 12%

-Monthly income
Below 50,000 39 52% 50,001 to 75,000 21 28% 75,001 to 1,00,000 11 14.7% Above 1,00,000 4 5.3%

Data Analysis
-Buying Preferences
New Car 63 84% Second-Hand Car 12 16%

-Decision making influencers

Family 59 78.6% Friends 6 8% Relatives 5 6.7% Advertisement 3 4% Sales Man 2 2.7%

Data Analysis
-Mode of Purchasing
Cash 10 13.3% Loan 65 86.7%

-Factors Determining Purchase

Price 28 37.3% Maintenance cost 17 22.6% Mileage 14 18.7% Resale Value 11 14.7% Comfort 05 6.7%

Data Analysis
-Car Models Identified
Maruthi Swift 22 29.3% Volkswagen Polo 16 21.3% Toyota Etios Liva 05 6.7% Ford Figo 13 17.3% Hyundai i20 15 20% Skoda Fabia 03 4% Nissan Micra 01 1.4%

-Satisfied Car Owners

Maruthi Swift Yes No 19 03 Volkswagen Toyota Polo Etios Liva 11 05 03 02 Ford Figo 11 02 Hyundai i20 15 0 Skoda Fabia 02 01 Nissan Micra 01 0

Data Analysis
-Satisfaction of Consumers on car service centers
Yes 73% No 27%

-Recommendation of the car to others

Yes 57 76% No 13 24%

Five point Likert Rating Scale

Factors Extremely Satisfied 13 06 04 16 15 09 17 08 03 05 03 10 Satisfied Neutral Unsatisfied Extremely Unsatisfied 05 05 08 03 03 04 02 03 11 06 04 11

Driving Comfort Fuel Economy Price Pickup Attractive model Road Grip & Safety Brand Image Internal space Maintenance cost Status symbol Latest technology Resale value

21 14 12 34 30 32 28 24 16 18 32 27

27 34 28 17 18 21 20 29 26 37 25 19

09 16 23 05 09 09 08 11 19 09 11 08

Graphical Representation
40 35 30

25

20

15

10