A Study on Purchase Behavior of Car Owners an Empirical Study on Hatchback Cars in Saurashtra Region

Abstract

Materials and Methods: Data was collected with the help of self-administered manual and an online questionnaire from the people residing in the Saurashtra region of Gujarat. Collected data were further analysed with the help of several analytical and statistical methods like chi-square test, factorial analysis, Non-Parametric, Mann-Whitney U test, Kruskal-Wallis test, ANOVA and Discriminating Analysis. newline newlineConclusion: Purchase behaviour is a systematic process having several stages, which starts with the recognition of the need to purchase decision and evaluation of post-purchase behaviour. A detailed study on purchase behaviour guide marketer to devise effective marketing strategies to promote and sell their product and brand. In the current study, an attempt has been made to study a purchase behaviour of car owner while purchasing a hatchback car. Researchers attempted to identify the key factors influencing during each stage of car purchase and further these factor has been utilised to do the various analysis. The study is base on primary data collected with the help of a self-administered questionnaire. newline newlineIt has been observed from the study that the majority of the hatchback car owners are from the age group of 30 to 40 years, salaried persons live in a nuclear family and married. newline newlineThe occupation has large and gender, education qualification and marital status have a medium effect on financial benefits and freebies factors of purchase decision stage. newline newlineThe budget for car purchase also has a medium effect on image benefit factor and performance of car factor. On performing discriminant, an analysis by taking key factors influencing during each stage of car purchase and various demographic and social variable as dependent variables, it was found that Source of information and alternative factors were able to discriminate occupation variables. Post-purchase behaviour factor can discriminate budget of car purchaser variable. newline