consumer perceptions and behavior
APJRBM
Volume 1, Issue 3 (December, 2010)
ISSN 2229-4104
CONSUMER PERCEPTIONS AND BEHAVIOUR: A STUDY WITH
SPECIAL REFERENCE TO CAR OWNERS IN NAMAKKAL DISTRICT
Dr. S. SUBADRA,
Assistant Professor in Management Sciences
S. N. S. College of Engineering
Coimbatore. Pin Code – 641 107.
Tamil Nadu State, India.
Dr. K. M. MURUGESAN,
Assistant Professor in Business Administration
Alagappa Government Arts College
Karaikudi. Pin Code – 630 003.
Tamil Nadu State.
Dr. R. GANAPATHI,
Assistant Professor in Commerce
Directorate of Distance Education
Alagappa University, Karaikudi. Pin Code - 630 003.
Tamil Nadu State.
Abstract
In recent days India is witnessing a change in consumerism. The market is now predominantly consumer driver. The focus is shifting for product based marketing to need based marketing.
Consumer is given many options to decide. Passenger car segment is no exception to this general trend. An effective market communication is imperative for reaching the target audience. So it is important that we study the consumer perceptions and behaviour of the car owners which will give us feedback on how marketing strategies can be worked. Namakkal town in Tamil Nadu
State, which is in the southern part of India, has a progressive and growing market for cars. This down was selected for this study. Pre-testing was done by an Interview schedule which was developed and administered to a convenient sample of twenty five car owners. A Simple Random sampling technique was adopted in the study to select the sample respondents. As the size of the universe is restricted, the study has been conducted on the respondents who are the owners of all the segments of passenger cars. A total of 350 Interview schedules were prepared and out of this, only 327 interview schedules were filled up and collected. Data were collected through an interview schedule regarding perception of the respondents on the usage of cars. The following tools were
Volume 1, Issue 3 (December, 2010)
ISSN 2229-4104
CONSUMER PERCEPTIONS AND BEHAVIOUR: A STUDY WITH
SPECIAL REFERENCE TO CAR OWNERS IN NAMAKKAL DISTRICT
Dr. S. SUBADRA,
Assistant Professor in Management Sciences
S. N. S. College of Engineering
Coimbatore. Pin Code – 641 107.
Tamil Nadu State, India.
Dr. K. M. MURUGESAN,
Assistant Professor in Business Administration
Alagappa Government Arts College
Karaikudi. Pin Code – 630 003.
Tamil Nadu State.
Dr. R. GANAPATHI,
Assistant Professor in Commerce
Directorate of Distance Education
Alagappa University, Karaikudi. Pin Code - 630 003.
Tamil Nadu State.
Abstract
In recent days India is witnessing a change in consumerism. The market is now predominantly consumer driver. The focus is shifting for product based marketing to need based marketing.
Consumer is given many options to decide. Passenger car segment is no exception to this general trend. An effective market communication is imperative for reaching the target audience. So it is important that we study the consumer perceptions and behaviour of the car owners which will give us feedback on how marketing strategies can be worked. Namakkal town in Tamil Nadu
State, which is in the southern part of India, has a progressive and growing market for cars. This down was selected for this study. Pre-testing was done by an Interview schedule which was developed and administered to a convenient sample of twenty five car owners. A Simple Random sampling technique was adopted in the study to select the sample respondents. As the size of the universe is restricted, the study has been conducted on the respondents who are the owners of all the segments of passenger cars. A total of 350 Interview schedules were prepared and out of this, only 327 interview schedules were filled up and collected. Data were collected through an interview schedule regarding perception of the respondents on the usage of cars. The following tools were
References: Baumgartner, G and Jolibert, A (2008), “Consumer Attitudes Towards Foreign Cars”, International Business Studies II (Spring), pp.71 - 80. 4104 Volume 1, Issue 3 (December, 2010) goal‟, Journal of Services Marketing, Vol.18 (6&7), 2004, p.13. Bruner, Gordon C., “The Effect of Problem Recognition Style an Information Seeking”, Journal of the Academy of Marketing Science, Vol.15, Winter, 1987, p.67. Dornoff, R. J, Tanbersley, C. B and White, G. P (2008), “Consumers‟ Perceptions on Cars: A Market Segment Analysis”, Akron Business and Economic Review,3 (Summer), Gaedebe, R (2007), “Consumer Attitude towards Cars Made in Developing Countries”, Journal of Retailing, 49 (summer), pp George Homans, „Social Behaviour: Its Elementary Forms‟, Harcourt, Brace and World, New York, 1961, and Michael J and Consumer Behaviour‟, Journal of Consumer Research, Vol.2, 1975, p.28. 4104 Volume 1, Issue 3 (December, 2010) Jacqueline J.Brown, C. Dvid Light and Gregory M. Gazda (2007),“Attitude towards European, Japanese and US cars”, European Journal of Marketing, 21 (5), pp.91 – 100. 23(8), 1987, p.20. Marketing Sciences, Vol.25, 1997, p.49.