Analysis of consumer behaviour on small car purchasing

Bc. Vishnu Pradeep, BSc

Master's thesis

Abstract:

This research analysed consumers behaviour in the small car market. Convenience sampling was used to collect data from 50 public and 54 private sector workers, from Kerala State of India. Descriptive statistics, Chi-squared test, Friedman’s and Kendal’s rank test and Logit were used to analyse the specific consumers’ socio-economic profile, source of marketing information, brand choices and the factors influencing their brand choices. The results show that consumers income level and gender influence their brand choices. Moreover, though consumers preferred Volkswagen and Skoda, financial and family requirements pushed them to buy Maruti, Toyota and Hyundai. Again, brand name, safety and price, are the major considered factors whilst spare-parts availability, appearance and maintenance cost are the least considered factors when selecting a brand. Additionally, consumers’ propensity to own a car is positively affected by old age, being a man, more years of education, large household size and level of satisfaction whereas upfront payments reduces their chances of owning one. Marketers should design appropriate strategies to rob-in the neglected section of consumers (e.g. women) whilst manufacturing should target safety and comfortability issues since they satisfy better the needs of consumers.

Keywords

Consumer behaviour, Brand preference, Socio-economic factors, Logistic regression, Small cars, Kerala State, India

Language used: English

Date on which the thesis was submitted / produced: 28. 11. 2019

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration