Analyzing the Urban Consumer s Behaviour Towards Domestic Vis À Vis Multinational Brands of Hatchback and Multi Utility Vehicles with Reference To Gujarat

Abstract

Introduction: The study focused on studying the urban consumers behaviour towards passenger car segment of domestic background as compared to the multinational background. newlineObjectives: The primary objective of the study was to understand that whether the urban consumers of Gujarat region perceive any correlation between the COO of the brand of car and its quality. The study also attempted to focus on deriving any impact that the COO has on the buying decision towards a particular brand of car. newlineMethods: Structured questionnaire and interviews were used to collect data from a sample size of 500 respondents from the urban areas of Gujarat. For deriving the relation between the knowledge on COO on the part of urban consumers and preference for buying, correlation test was used. To find out the impact of COO over brand preference, regression test and regression line was used. Moreover qualitative techniques like perceptual mapping and word association were also used in order to derive results. newlineResults: It was found that the urban consumers of Gujarat do not carry any significant differences among the perceived quality of brands from different COO. However some conclusions have made it clear that there exist a symbolism effect and there are certain factors which make the consumers favor buying of MNC brands compared to the domestic brands. newline newlineNirav Vyas Page - VII Conclusion: By conducting the research it can be concluded that the average urban consumer of Gujarat does not rate the perceived quality of an automobile brand on the basis of the COO of the brand. By applying tests like Anova, it was concluded that the ratings given to each brand of cars, MNC or domestic were not having any differences. Tests like Correlation and Regression concluded that there is significant correlation between the perceived quality and COO but impact of this variable on the purchase decision is not significant. newline