Volume : V, Issue : VIII, August - 2015

CONSUMER PREFERENCE ON PASSENGER CARS IN SELECT DISTRICTS OF TAMILNADU

L. Vinothini, Dr. R. Jayavel

Abstract :

The recent boom in car sales has, to little bit, been dragged by liberalised financing options and also largely due to the enhanced income levels of the middle class people. In General the car retailers in Tamil nadu were concentrating on the metros. However, this age long attitude has undergone a sea change and today according to most retailers, the rural Tamil nadu is surfacing with amazing results in the sales of passenger cars. Finally, the car manufactures have started acknowledging the huge potential that the rural Tamil nadu has in its hub. Resultantly, more and more makers of passengercars are reaching out evento small towns in the state with their sales and service networks. There is cut throat competitions in the market. The characteristic of this specific industry is that the marketing defines, creates and forms the goods and their target groups, possible more than any other industry in the world. Ability to meet changing technology, customer’s needs and styling and shortening product life cycle are the Challenges that passenger car companies will have to face. Consumer’s buying preference attitude is forced by culture, social, personal and psychological factors. These factors are uncontrollable and beyond the hands of marketers but they have to be considered while trying to understand the complex behaviour of the consumers. The research aims to study the preference of consumers on passenger cars in Tamil nadu. The researcher has decided to select five districts of Tamil nadu as sample districts. They are Chennai, Trichy, Kanniyakumari, Coimbatore and Tanjavur. A strong and image is an important contributing factor to any successful company. Only by understanding how and is perceived, the manufactures can develop and implement effective marketing strategies. Consumer prefers to buy the passenger cars which offer fuel consumption, reasonable price, availability of spares, outlook and safety. The manufactures of passenger cars should study the behaviour of consumers and try to idge the gap between the needs and satisfaction for their success.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

L.VINOTHINI, Dr.R.JAYAVEL Consumer Preference on Passenger Cars in Select Districts of Tamilnadu Indian Journal of Applied Research, Vol.5, Issue : 8 August 2015

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