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Model Development and Validation for Studying Consumer Preferences of Car Owners
Globalization and liberalization, with the entry of many prominent foreign manufacturers, changed the automobile scenario in India, since early 1990‟s. Manufacturers such as Ford, General Motors, Honda, Toyota, Suzuki, Hyundai, Renault, Mitsubishi, Benz, BMW, Volkswagen and Nissan set up their manuf...
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| Format: | Printed Book |
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International Journal of Marketing and Technology
2012
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| Online Access: | http://10.26.1.76/ks/006124.pdf |
| Summary: | Globalization and liberalization, with the entry of many prominent foreign manufacturers, changed the
automobile scenario in India, since early 1990‟s. Manufacturers such as Ford, General Motors, Honda, Toyota,
Suzuki, Hyundai, Renault, Mitsubishi, Benz, BMW, Volkswagen and Nissan set up their manufacturing units
in India in joint venture with their Indian counterpart companies, by making use of the Foreign Direct
Investment policy of the Government of India, These manufacturers started capturing the hearts of Indian car
customers with their choice of technological and innovative product features, with quality and reliability. With
the multiplicity of choices available to the Indian passenger car buyers, it drastically changed the way the car
purchase scenario in India and particularly in the State of Kerala. This transformed the automobile scene from
a sellers‟ market to buyers‟ market. Car customers started developing their own personal preferences and
purchasing patterns, which were hitherto unknown in the Indian automobile segment. The main purpose of this
paper is to come up with the identification of possible parameters and a framework development, that
influence the consumer purchase behaviour patterns of passenger car owners in the State of Kerala, so that
further research could be done, based on the framework and the identified parameters. |
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| Physical Description: | 2012 Volume 2, Issue 5 |