RECENT TRENDS IN BUYING BEHAVIOR OF FOUR WHEELERS: A MARKET REVIEW

Abstract

In recent years, there has been a growing interest in the study of buying behavior.  In the world over for analyzing marketing opportunities and formulating effective marketing strategies.  In the recent times, the marketing has undergone a sea change.  Markets are becoming increasingly competitive, with more and more of these changing from sellers to buyers markets.  Such changes in the market environment call for a careful study of buying behaviour in order that the modern marketing concept is practiced to the good of all concerned.

Over last two decades their has been significant change in four-wheeler automobile industry.  Many foreign players have rope into the Indian market with the liberalization and globalization of our economy.  This has resulted in stiff competition for the domestic players in the Indian market.  The present study focuses on impact of foreign/Indian players on Indian consumer’s behaviour, and changes in its taste and preferences.