Mode l Development and Validation for S tudy ing Consumer Preferences of Car Owners
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 5
Abstract
Globalization and liberalization, with the entry of many prom inent 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 a nd 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 tra nsformed 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 c ould be done, based on the framework and the identified parameters.
Authors and Affiliations
Balakrishnan Menon and Dr. Jagathy Raj V. P
Keywords
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