A study on buying behavioural pattern of Women drivers regarding four wheelers in Bangalore Abstract

In this era of modernisation, four wheeler are nowadays a necessity rather than symbol of status for every individual. Automobile Industry witnessed the boom in recent years. The present study focuses on various factors influencing buying behaviour of consumer while purchasing car. This paper has made a exploratory approach to identify the key factors that influence the women consumers (a) while selecting the appropriate four wheelers especially cars by considering the parameters such as mileage, maintenance cost, brake failure, comfort and brand which are ambiguous and imprecise in nature. ith regards to the selection of four wheelers like cars, the women consumers are in dilemma to identify and select an appropriate model. !arlier the four wheelers were designed only for male fraternity. "ut as the trend is changing and women are also in e#ual pace with the male it can be any field. $o when its four wheeler the Industry has to keep females when designing the cars. The survey has been conducted in analy%ing the customer&s preferences in buying a car by data collected through #uestionnaire from '( consumers in "angalore. In this study, survey method utili%ed )ulti *riteria +ecision )aking ()*+)) tool called ,raph Theory and )atrix Approach (,T)A) (b) for a successful purchasing decision making by the customer. The parameters were identified by conducting a pilot study and #uestionnaires were distributed to the women respondents and thus data have been collected, and the data were consolidated for the analysis. *onsumer behaviour study is based on consumer buying behaviour, with the consumer playing the three distinct roles of users, payer and buyer. *onsumer behaviour is the study of when, why, how, and where people do or do not buy products. It blends elements from psychology, sociology and economics. It attempts to understand the buyer decision making process, both individually and in groups. The main ob-ective of the research is to identify the preferences of women while purchasing a four wheeler. The survey will be helpful for the automobile industry and others who would like to study the buying behaviour of the women drivers.

)ain key words./ behaviour pattern, consumer, consumer preferences, marketing mix.

$mall introduction on "angalore city growth of 0 wheeler.

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1iterature review 2b-ective of the study / price has significant influence on purchase preference of consumers for buying four wheeler. /resale value has significant influence on purchase preference of consumers for buying four wheeler. /comfort and safety has significant influence on purchase preference of consumers for buying 0 wheeler. /mileage has significant influence on purchase preference of conmes for buying four wheelers / easy financing has significant influence. /model has significant influence

*23*14$I23 It can be concluded on the basis of the above study that there may be number of factors which are responsible for the changing purchase preference of the consumer in four wheelers. Among those variables 5 )ileage, $tyle and colour, !asy mode of financing, easy driving are found to be pointed influencing buying preference of consumers. ith the rapid and consistent growth in the price of the fuel consumers are more conscious about mileage. $o they highly prefer mileage while buying a car. This study found that consumers also prefer easy mode of financing a car. ith the growing competition in automobile sector, companies are providing easy financing facility to grab maximum of consumers. This allows consumers from a middle income group to conveniently own a car by giving easy instalments which is also forcing consumers to buy a car. 1astly, it was found that consumers also prefer model while purchasing a car. As we know there is a drastic change in the life style of the consumers, people are more conscious about the looks, style and amenities of a car which varies according to the model of the car.

QUESTIONNAIRE

Please tell us about yourself Name:_____________________________________________ Age:________________________________________________ Occupation:__________________________________________ 1 Please ran! the following features when you buy a new car "#tarting from 1 to $% 1 for the most preferred and $ for the least preferred& 'oo!(Aesthetics Price +ileage +aintenance #afety ,eatures .ompany #ervice #pace /eady Availability .omfort )* )* )* )* ) ) * )* )* )*

0 What is your budget for a new car1 2 3 'a!h ) * 345 'a!h ) * 2 5 'a!h ) *

6 Which of the following ,acilities(#ervices do you e7pect from the dealer1 8uic! #ervice :iscount on Accessories :iscount on #pare Parts )* )* )* 1 year free 9nsurance ;ome :elivery )* )*

9nstalment Payment ,acility ) * <ehicle /egistration Process ) *

:iscount on #tereo #ystem ) *

3 Which means of ,inance would you prefer1 =mployee 'oan )* Ban! 'oan )*

.ar ,inance .ompanies ) *

.o4operative #ociety ) *

9f any other #pecify____________________________________________ > /an! the following in the order of preference "#tarting from 1 to 1?% 1 for the most preferred and 1? for the least preferred& @en ) *

+aruti #uAu!i ;yundai +ahindra .hevrolet Bata Nissan

) * ) * ) * ) * ) * ) *

Why do you ran! the particular .ompany car as NO 11 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 44444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 > /an! the following in the order of preference "#tarting from 1 to 1?% 1 for the most preferred and 1? for the least preferred& @en Alto #wift Wagon4/ +icra Beat )* )* )* )* )* )*

;yundai #antro ) * Bata 9ndica )*

Why do you ran! the particular car as NO 11

5 :o you own a .ar1 Ces ) * No ) *

"9f No% s!ip the below 8uestions& D Why do you opt for a four4wheeler1 Need ) * .omfort(.onvenience ) * #tatus ) *

E :o you find any difficulties in your .ar1 Ces ) * No ) *

9f yes% what are they1 #pare Parts +ileage )* .ompany #ervices ) * #ervice #afety #pace )* )* )* ) *

+aintenance ) * .omfort )*

$ Name and dealer of your Presently Owned .ar Name of the .ar: Previous 1____________ 0____________ Present __________

1? ;ow did you get to !now about this .ar1"Bic! any one& B < advertisement ,riends ) * ) * +agaAines(Newspaper ) * =7isting .ustomers ) *

.ar ,inance .ompanies ) *

Any other please specify_____________________

11 Please tic! the following attributes of your car

a Price:

=7pensive

) *

/easonable

)*

b #tyle(Aesthetics:

#tylish

) *

#imple

) *

c .omfort:

+ore comfortable ) *

'ess comfortable

) *

d +aintenance:

=7pensive

)*

/easonable

) *

e ,uel =fficiency:

#atisfactory ) *

Not4satisfactory

) *