Journal Press India^®

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Indian Passenger car industry is highly impacted and shaped by the existence of numerous domestic and global manufacturers post 1991 economic liberalization. The existence of the multiple and numerous brands and their variants within the city affords multifarious choices and options to the potential customers as they largely represent broadly similar value propositions, thereby making the entry-level passenger car market extremely and intensely competitive. Buyers basically focus on those distinguishing and differentiating attributes, which guide them to zero in on the product which most closely approximates, what they are looking for and thereby exercise their decision choices to arrive at their purchase decision after screening out all those alternatives which are not mapped to their requirements. The objective of this study is to segregate and define the attributes and parameters that dictate and impact the buyers’ purchase preferences and in general their buying behavior and patterns as it pertains to the purchase of passenger cars, in particular, the entry-level hatchbacks owners within the city of Faridabad in the National Capital Region (NCR) The current study especially focuses on the influence on the purchase decision exercised by the demographic variables, including income impacting the choice of entry-level hatchbacks.

Keywords

Customer preference, Entry-level hatchbacks, Differentiating attributes

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