Consumer Behaviour and Role Of Dealers With Reference to Passenger Car Market In Kerala

Abstract

ABSTRACT Mobility is a sign of technical wonder ever by human kind which satisfies the basic need of transportation. Growth of transportation presently made the world with a single international platform. World without transportation is beyond imagination in this present world of trade and commerce. India s passenger car industry has emerged as one of the important and significant sectors in the growth of the Indian economy by contributing nearly 5 percent of GDP in last one decade and calculated to grow five - fold by 2020. Entry of global players made Indian passenger car industry very competitive. To sustain in the present market, advanced technologies and creative products are required. Only companies that create a customer centric marketing plan can withstand competitive advantage. Understanding the market and forming a strategy to attract customers are the most complex part of matters for every industry and the passenger car industry depends mainly on the strategy formulation. The passenger car industry requires a deep and analytical study of the strategy during this phase of growth. The passenger car industry has gone a long way after the liberalization of the passenger car industry. The understanding of the marketing plan adopted by the passenger car industry at this present situation is crucial. The marketing environment is changing day by day and only companies that can accommodate the changes and are flexible enough to cope with the changes can withstand in this competitive world. The time frame available to make changes will be very short and companies have to accommodate the changes very fast. Marketing should be interactive and dynamic. Expansion of the companies is purely dependent on the success of the strategies adopted by the companies. Formulation of strategy, according to the situation in a limited time frame is difficult and implementation is more difficult, but on the other hand, customer satisfaction and purchase decisions will be influenced by many factors including after sales service. Pr