Consumer Preferences for Personal Car between Segments Identified on Basis of Household Income with Special Reference to Tata Nano


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Title Consumer Preferences for Personal Car between Segments Identified on Basis of Household Income with Special Reference to Tata Nano
Creator Chaturvedi, Dr. Ramesh Kumar; Asstt. Professor, Dept. of Management Studies, Guru Ghasidas Central University, Bilaspur, CG
Subject Lower and Middle Class of Indian Consumer Pyramid, Status Symbol, Personal Cars, Tata NANO, Commoditization, Car Industry, POD's and POP's
Description India is a growing economy and it is good that Indians buy smaller cars, which are most suited to a very large, lower and middle class of Indian consumer pyramid. Cars have always been a status symbol in India, and it has yet to become a necessity product. So the important question here is what rides the nerves of Indian consumers, while going through the buying process of personal cars.
Probably the perception of people about buying and using a car has changed permanently after launch of the car 'NANO' from Tata. This very fact has been instrumental in prompting us to go for this research. As 'commoditization' has happened for Personal Computers and economy segment of mobile handset's market, similarly, the same is expected in economic personal cars market. Car industry now has already started taking shape in collaboration with segments identified, like purchasing power or family household income. In this research, efforts had been taken to identify what fascinates Indian consumers, while shopping a car.
For the study, the whole population has been divided into two samples of 15 members each, one consisting of rich members of society and other not very rich, on the basis of their family household income. Parametric t-test is applied to study to find out the similarity and dissimilarity of consumer's preferences and likings belonging to these social segments. This study can prove to be an important input in shaping the marketing strategies of today's and tomorrow's car manufacturing and marketing companies by helping them to decide POD's and POP's for the segment they are catering or planning to cater.
Publisher School of Management Sciences
Date 2016-05-17
Type info:eu-repo/semantics/article
Peer-reviewed Article
Format application/pdf
Source Adhyayan: A Journal of Management Sciences; Vol 2, No 2 (2012)
Language eng

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