consumer buying decision

1. A Study on Consumer Buying Decision Process of
Economy Class Cars in Bengaluru
Guruprasad Upadhya
131GCMA044
RVIM

2. Introduction
Automobile industry
•Automobile industry is a wide range of companies
and organisations involved in designing,
developing, manufacturing and selling motor
vehicles.
•It is the key driver of any growing economy
•India is 2nd largest fastest growing automobile
market in the world and 4th largest in exporting .
•There is growth of 12.9% in automobile market

3. Consumer behaviour
consumer behaviour is the actions and decision
processes of people who purchase goods and
services for personal consumption
Needs to study consumer behaviour
 To improve marketing strategies
 To reduce wastage, and save money
 To improve quality and design product
 To explore new market

4. Statement of the problem
 Consumer decision making is an important
aspect in marketing it makes the company to
understand the exact needs, wants, behaviours
towards a particular products or services.
 Consumers not only educate the vendors,
manufacturers what kind of products they are
interested in what to produce, when to
produce also guide them to manufacture
improved and quality products hence the need
for the study is felt.

5. Objectives
 To Study various factors influencing customer
purchase decision
 To Study various aspects of customers purchase
decision
 To analyse impact of brand name on customer
purchase decision
 To identify various sources of information used
by consumer

6.  The methodology adopted in this project
work is the descriptive method
 Sampling method: The sampling technique
used in the research is the random sampling.
 Sample size: 100 respondents
 Tools for Data Collections: Structured
Questionnaire

7.  Method of Data Collection: Survey Method
 Primary data: The first hand data was collected
from the respondents by administrating a
structured questionnaire.
 Secondary data : The data is collected through
 Books
 Journals
 Academic reports
 Internet

8.  Data was obtained from questionnaires.
 The data collected was tabulated and
analysed through charts and graphs.
 The percentage analysis method was
adopted to determine the findings of the
study.

9. Findings
 Consumer behaviour changes based upon their income level,
size of the family and other needs. People buy the car based
upon the income level and also their personality ,life style
also effects buying behaviour.
 Usage of fuel in the cars also vary most of them use patrol
compared to diesel and other fuel types CNG or battery
driven cars are not much used because of their less efficiency
and more maintenance cost.
 Consumer behaviour while decision making is influenced by
various factors such as price, brand name, safety, mileage etc

10. (Contd)
 Consumers in bengaluru most of them prefer in
economy class cars is hatch back type models because
it is easy to use and maintain. also not only 4 seaters
but also cargo holding at the back makes them its
comfortable
 Consumers are brand conscious whatever the income
group may be they prefer the brand which has
features and best services provided by the dealers.
 Most of the respondents are satisfied with their brand
and the luxury, comfort, efficiency it is providing.

11. (Contd )
 Consumer is not only the sole decider but also there are external
groups that influence him regarding his purchase such as family
members, advertisement, social media etc. these groups will give
him the idea about the car that he wants to buy what features
that has to be bought. Also influence him whether to buy the car
are not
 Colour factors are important for the consumer and it also
influence him in selecting the particular car. Colour has
psychological ability that appeals to the consumer while buying
the car.
 According to consumers Economy class cars lies between 4lakhs
to 5lakhs this shows that it is not the price that matters to buy a
car but a economy class car must have safety, mileage, luxury,
efficiency and stability.

12. Suggestions
 Reference groups are the main influencing
factors for consumer in his buying
decisions hence on should target those
groups to identify consumer behaviour
 In economy class car consumer perceptions
is not only price but also the luxury, car
features, also quality. Hence the dealers
must concentrate not only on lowering
price but also improving quality.

13. (contd)
 Price factor is the main priority for a middle level
income groups hence the price of the car must not be
too high
 Most of the consumers are brand conscious hence
company must try to retain its brand image by
providing quality products
 Consumer behaviour is altered by the friends and
family members in buying decisions that thought must
be changed because sometime those external factors
may give wrong information even if the particular car
is good quality

14. Conclusion
 Brand perception is something which starts building
up before a car is purchased and goes on with its use
and is reflected in the recommendations.
 Economy class cars means not only low price cars, But
car which has features, safety, low price
 Majority of the buying behaviour is influenced by
family and other reference groups

15. (Contd)
 Income level also modifies consumers purchase
decision
 Majority of the consumers are brand conscious

16. Thank You