ATTRIBUTES OF FOUR-WHEELER (CAR) AND ITS INFLUENCES ON CONSUMER PREFERENCES

Abstract

Customer preference varies from one person to another person. Thus, success of a business depends on how efficiently they identify their customers taste and preference and manufacture goods in accordance with their customer’s expectations. Thus, in this study an attempt has been made to identify the factors considered by a customer before choosing a car. In order to survive in the competitive scenario manufacturers have understand the features considered by the customers before purchasing a car. Thus, an earnest attempt has been made in this study to understand the customer preference before purchasing a car. The main purpose of the paper is to reveal theoretically the relationship between customer preference and to test them empirically. The quantitative research (survey) has been chosen in order to meet the purpose of the research and to test that relationship empirically. The data is collected from structured questionnaire. Sample size is 110 and also descriptive research study is used as a research design and followed simple convenience sampling method. The respondents are the consumers of four wheelers at Perambalur and Tiruchirappalli in Tamil Nadu.  In this study Pearson’s correlation and regression are used for analysis. The result of the study disclose that customers give due importance for look and style, transmission, availability of spares and mileage.

Keywords: Customer Preference; Four-Wheeler; Design; Price; Seating capacity; Brand name; Quality; Mileage; Maintenance.