Vol. 2, Issue 10 (2015)
Consumer behaviour with regard to purchase of small cars – A study in Thoothukudi city
Author(s): A. Asok, K. Sumathi
Abstract: A consumer is satisfied only when a product performs according to his expectation and dissatisfied when his expectations are not met. “Consumer behaviour refers to the actions and decision processes of people who purchase goods and services for personal consumption”. Therefore the researcher has taken, “Consumer Behaviour with regard to purchase of small cars – A study in Thoothukudi” as her topic to study, owing to its importance in today’s society. Though behaviour differ from person to person to similarity of buying process signifier, this study attempts to expose the procedures adopted by the consumers at the time selecting their favorite cars. To study socio-economic conditions of car buyers, to study the perception of the respondents in the performance of different models of small cars, to examine the various factors influencing the consumers towards the purchase of small cars and to understand consumer’s preference towards a specific brand of cars. Quality cars plays a vital role while purchasing a car, hence the manufacturers should improve the quality further more. The occupation of the consumer is not an influential factor affecting the buying behavior therefore the manufacturers should try to produce cars to cater the needs of different segment of occupational groups.