BUYER BEHAVIOUR IN LUXURY CAR SEGMENT IN MADURAI
Journal Title: PARIPEX-Indian Journal of Research - Year 2019, Vol 8, Issue 2
Abstract
Luxury is the buzz word in India a conservative country which is driven towards equality. Luxury segments in gadgets, apparels, clothing, entertainment, food, etc is growing at a surprising rate. Luxury cars are no exception to this emerging trend. Luxury car brands like Mercedes, BMW and Audi and super luxury brands like Bentley, Bugatti, Rolls Royce, Porsche, Aston Martin, Maserati,Jaguar, Land Rover, Volvo , Ferrari and Lamborghini have flooded the Indian market with models. Today almost all the leading global players have their presence in Indian automotive industry and the Indian automotive market is touted as the second fastest growing market in the world after the Chinese market. This study was conducted in Madurai is the second largest city in Tamil Nadu state where the four wheeler population in the city has been steadily increasing in the past couple of years. A study was conducted among 35 car owners using a structured questionnaire. This study is an attempt to understand the factors influencing buyers to buy a specific brand and model of car. Majority of the respondents own petrol car and most of them are influenced by others while buying car. Majority of the respondents propose to buy upper segment car from the same manufacturer.
Authors and Affiliations
V. Maria Kanagarajan, Dr. D. Ramkumar
Keywords
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