Factors Influencing Purchase Decision and Brand Switching in the Passenger Car Segment in Bengaluru

Abstract

This study identifies and analyses the Product Attributes of Passenger Cars and the demographic factors that influence consumer Purchase Decision and Brand Switching in the Indian context, specific to the city of Bengaluru. It discusses the existing knowledge pertaining to Passenger Cars and a conceptual framework is developed based on the review of literature. The research identifies what drives the Purchase Decision and Brand Switching for the Indian consumers and analyses how it differs based on demographic variables such as age, gender and income. Based on the model thus created, the research seeks to segment the Indian Passenger Car consumers according to the significant demographic variables thus identified. A questionnaire was administered to 200 respondents of different age, income and gender groups within the city of Bangalore. The data was then analyzed using Factor Analysis, One-way ANOVA and frequency analysis in SPSS.It was found that Quality, Aftersales Service, Safety and Price are the major value factors effecting purchase decision of Indian Passenger Car consumer. Age and income also has a significant influence of Purchase Decision and Brand Switching. It was also found that purchase intention varies between different age and income groups. The research was conducted within the city of Bangalore alone which may not be generalized to the entire country.

 Keywords: Passenger Cars, Brand Switching, Purchase Intention. Purchase Decision.