Asian Journal of Multidisciplinary Studies

Asian Journal of Multidisciplinary Studies
Available online at www.ajms.co.in
Volume1, Issue 5, December 2013

ISSN: 2321-8819
Consumer Behaviour in Four Wheeler Industry A Case Study of Himachal Pradesh.
Rakesh Kumar
Assistant Professor in Commerce
Shaheed Bhagat Singh College
University of Delhi- India
ABSTRACT
The term consumer behaviour is defined as the behaviour that consumer display in searching for,
purchasing, using, evaluating and disposing of product, services and ideas that they expect will
satisfy their needs. The study of consumer behaviour is the study of how individual make
decisions to spend their available resources (money, time, and effort) on consumption-related
items. It includes the study of what they buy, why they buy it, how they buy it, when they buy it,
where they buy it, and how often they buy it. Consumer behaviour is the process whereby,
individuals decide whether, what, when, where, how, and from whom to purchase goods and
services. The automobile industry today is the most lucrative industry. Due to the increase in
disposable income in both rural and urban sector and easy finance being provided by all the
financial institutes, the passenger car sales have been significantly increased. In this research
paper an attempt has been made to get answer the of some questions regarding brand preferences,
brand loyalty, impact of price and quality on the market of four wheeler, consumer preferences
regarding selection of dealer and mode of payment and impact of promotional activities, after sale
services, mileage, resale value on the purchase decision of durable goods like four- wheeler.
Key Words:- Consumer Behaviour; Brand Preferences; Brand Loyalty;
Promotional Activities; After Sales Services; Resale Value.
consumer behaviour. As the change comes in these
INTRODUCTION
factors, consumer behaviour also changes.
Consumer is a king in the kingdom of market.
Following are the factors which affect consumer
To understand his behaviour is very necessary for
behaviour: (1) age (2) sex (3) marital status (4)
the marketing man. Consumer is the focus of all the
income (5) family background (6) education (7)
marketing activities. Knowledge of his activities
occupation (8) family size (9) geographic factors
and behaviour is one of the most important aspects
(10) psychological factors. In this grim battle for
of the marketing. The consumers buy the goods to
snatching maximum share of market, only those
satisfy a number of needs and drives. Human wants
producers are destined to emerge victorious who
are unlimited and varying time to time; from place
will be able to read the pulse of the buyers. And
to place and man to man. The study of consumer
this is here, where buyer behaviour has a very
behaviour holds great interest for us as consumers,
important role to play.
as students and scientists, and as marketers.
REVIEW OF LITERATURE
Consumer Behaviour is a rapidly growing
discipline of study. There are various reasons why
S ch m itt, Ber nd H . a nd Lau ret te , Du be the study of consumer behaviour developed as a
R ioux (1988) , us ing th e con te x t of
separate marketing discipline are shorter product
Adv er tis ing,
p ack ing
and
con su mer
life cycles, increased interest in consumer
c ho ic e,
thr ee
expe r ime n ts
w er e
protection, growth in marketing services, growth of
c onc lud ed to tes t the pred ic tion s of
international marketing, development of computer
g ender Sch e ma th eor y th a t ge nder and information technology and increasing
s ch e ma tic ( sex - typ ed) ind iv idu a ls and
competition, etc. Consumer research process
g ender -a sche ma tic
(non - sex - typ ed)
involves six major steps (1) defining research
ind iv idu als d iff er in th e wa y th e y pro cess
objectives (2) collecting and evaluating secondary
a nd ev alu ate info r mation re la ted to
data (3) primary research design (4) collecting
g ender . Res ults Ind ica te s s trong sex
primary data (5) analysing data and (6) report
e ff ec ts, but the pr ed ica ted s ex - type
preparation.
e ff ec ts w er e no t ob ta in ed.
Consumer behaviour doesn't remains the
same or constant in every situation it changes time
to time. There are various factors which affects
Yadav , Man jit S . (1994) , obs erve d that

bund ling, th e join t o ff er ing of two or
mo r e ite ms , wa s a co mmo n s e lling
154
s trateg y, ye t little r es e ar ch h ad b een

conducted on bu yers eva lua tion of bund le
off er s. The a u thor d evelop ed and tes ted a
mo d el of bund le ev alu a tion in wh ich
bu yers anch or ed the ir e va lu a tion on the
item p er ce iv ed a s mo s t impo r tant and
th en mad e a djus tme n ts on th e b as is of
th eir ev alu ations o f th e r e ma in ing bund le
items . The r esu lts o f two co mp u te r iz ed
laborato r y e xper ime n ts sugg es ted th a t
p eop le to e xa min e bund le ite ms in a
d ecr eas ing ord er of p erc e iv ed impor tanc e
and make adjus tme nts to form th e ir
ov erall ev alu a tion of bund le.
F ernan do, F lo r es ., Ma r ia, F lor es and
Cha rles, Sp inosa (2003), s tud y r ev ea led
th at
mos t
co mp an ie s
b e liev e
th a t
s uccess fu l en tr y in to low er -in co me ,
e mer g ing ma rke ts requ ir es pr ice s lu sing
by
sub tra c ting
produ c t
f ea ture s.
Mor eover , c o mp an ie s g ener a lly be liev e
th at it is appropr iate to appe a l to
po ten tial cus to me r s s ta rk ly as con su me rs
who w an t th e ir n eed sa tisf ied. How ever
th is ar ticle d e mons tra tes th a t co mpa n ie s
can appeal to cu s to me rs as produ c tive
agen ts who w an t to build and tr ans for m
th eir
live s.
O ffer ing
custo me r s
produ ctiv ity - enhan c ing s ys te ms coup led
w ith cu ltura lly appropr ia te off er ing w ill
allow th em to ch arg e a ppropr ia te ly and
s ucceed
in
lower - in co me ,
eme r g ing
mar k ets .
Y eung , W. M. an d Rob e rt, S . (2009),
wh en consume r s g e t ve rba l informa tio n
abou t a p rodu c ts a ttr ibu tes, the influ enc e
of the aff ec t th e y ar e exp er ienc ing on
th eir produc t eva lu a tion s dep ends on
th eir b elief th a t th e produ c t should b e
judg ed on th e b a s is of h edon ic v ersu s
u ltitar ian cr iter ia. W he n consu me r s s ee
th e produ ct b efor e th e y r ec e iv e a tt r ibu tes
infor mation,
how eve r,
th e
produ c ts
appear ance c an stimu la te th e m to for m a n
aff ect -b ased in itia l impr es s ion th a t th e y
later us e a s a ba s is for judg me n ts
ind epend en t of th e c r ite r ia th e y wou ld
o th erw is e app ly. Con sequ en tly, th e mood
th at con sume r s h appe n to b e in ha s
d iff er en t eff ec ts on their judg me n ts th an
it wou ld o the rw is e.
R ES EARCH METHODO LO HY:
1.
M ETH ODO LOGY
CO LLEC TON:
OF
DA TA
Th e pr es en t s tud y h as b een
conducted w ith th e h elp o f pr ima r y and
s econdar y
d a ta
to
und ers tand
th e
c onsu me r
W hee ler.
b ehav iour
tow ard s
Fou r
PR IMARY DA TA
Th e pr ima ry d a ta for th e s tud y
h as b e en c o lle c ted w ith th e he lp of
in terv iew s, p erson a l ob serv a tion, p ilo t
s urve y and qu es tionn a ir e.
S EC ONDARY DA TA
Th e se cond ar y d ata h as b e en
c o lle c ted fro m the fo llow ing sour ces :
1.
Books and journ a ls .
2.
Re s ear ch repor ts.
3.
D ea ler s.
4.
Mag a z ine s,
n ewsp ape rs.
5.
W ebs ites .
2. SAMPLE
D ES IGN:
SI ZE
ar tic les
AND
f ro m
SAMP LE
Th e co mp le te H ima cha l Pr ad esh

a c ts a s th e un iv ers e and ever y cons u mer
who ha s four wh ee ler of an y co mp an y in
th e s ta te und er s tud y as on D ec . 31, 2008
is th e popula tion for th e s tud y. Ke ep ing
in v iew th e time f ac tor s for th e
c o mp le tion of th e pr e se n t s tud y on ly a
s a mp le of 1000 cons u me rs h as b een
s e lec ted.
The
s a mp le
con stitu tes
propor tion ate ly a ll ma jor b rand s of four wh ee ler so ld b y d iff ere n t co mp anie s in
th e s ta te und er s tud y. Fu rth er , d e sign ing
a sa mp le , du e c are ha s be en tak en to
c over a ll demo gr aph ic v ar iab le s lik e ag e,
s ex, in co me , educ a tion, b ackg round of
c onsu me r s, e tc. in ord er to ma k e th e
s a mp le mo re r epr es en tativ e.
3. SAMP LING METHOD:
Mu ltip le -s tag e s a mp ling h as b een
u sed :
S tage On e: A t th is s ta ge , us ing c lus ter
s a mp ling , th e who le ar ea of H ima ch al
P rad esh has be en d iv id ed in to fou r
group s, taking thre e d is tr ic ts in e a ch
group.
S tage Two: A t th is s tag e, b y u s ing
judg me n t- cu m- conv en ie nc e
s amp ling
e a ch group h as b een d iv id ed in to rur a l &
urb an ar ea .
S tage Thr ee : A t th is s tag e, b y u s ing
quo ta s a mp ling, a sa mp le of 1 ,000
c onsu me r s
h as
b een
taken
Asian Journal of Multidisciplinary Studies, 1(5) December, 2013
155
propor tion ate ly fro m ru ra l and urb an

popu lation k eep ing in v iew the nu mb er
of four whe e ler so ld in ru ra l & urb an
areas.
S tage Fou r: A t th is s ta ge , the u ltima te
s amp le was se lec ted on th e ba s is of
conven ien t -c u m-judg me n t sa mp ling.
2.
To examine the impact of price and

quality on the market of four wheeler.
3.
To study the consumer preference

regarding the selection of dealer and mode
of payment.
4.
To highlights the impact of promotional

activities, after sale services, mileage and
resale value on the purchase decision of
durable goods like four-wheeler.
OBJECTIVES OF THE STUDY:

The objectives of the present study are:
1.
To study the brand preference & brand

loyalty of consumer.
DA TA ANALAS IS AND IN TERP R ETA TION:

TA BLE-1 .1
BACKGR OUND OF CON SUMER AND BRAND OF FOUR WH EELER
BACKGROU
ND
RURAL
URBAN
TOTAL
BRAND OF FOUR WHEELER

MARU MAHIND
TATA
HYUND TOYOTA
ANY
TI
RA AND
MOTO
AI
MOTORS OTHER TOTAL
SUZU
MAHIND
RS
MOTOR
*
KI
RA
S
279
151
112
50
20
20
632
(44.1)
(23.9)
(17.7)
(7.9)
(3.2)
(3.2)
(100.0)
171
49
38
50
30
30
368
(46.5)
(13.3)
(10.3)
(13.6)
(8.2)
(8.2)
(100.0)
450
200
150
100
50
50
1000
(45.0)
(20.0)
(15.0)
(10.0)
(5.0)
(5.0)
(100.0)
Not e:
F igur e in par en the s is dep ic ts th e p er cen tag e
So ur c e:
D a ta co llec te d through qu es tionn a ir e.
Any Ot he r*:
F ia t, Ford, Skod a, Hond a, Ch evro le t e tc .
I t is obv iou s fro m the tab le 1.1 th a t the con su me r who b e longs to ru ra l ar ea,
maj or ity o f th e m hav e pu rch as ed four whe e ler of Maru ti Suzuk i, Ma h indra & Mah ind ra
and Tata Mo tor s, where a s con su me rs who be long to urb an ar e a ma jor ity of them h a ve
pur chas ed four whe e ler of Maru ti, H yund a i and Mah indr a. So it c an be con c luded tha t the
d emand of th e fou r wh ee ler of Ma ru ti, Mah indr a and T a ta Moto rs is h igh er in rur a l ar ea
th an th at of urb an ar e a. On o th er h and, in urb an ar e a the de ma nd of Maru ti, Hyund ai,
Mah ind ra and o th er b rand is h igh er.
TA BLE-1 .2
I NCOM E OF CONS UMER AND BRAND OF F OUR W HEELER
BRAND OF FOUR WHEELER
INCOME MARUTI MAHINDRA
TATA
HYUNDAI TOYOTA
ANY
SUZUKI
&
MOTOR MOTORS
MOTOR OTHER*
MAHINDRA
BELOW
48
--10
-------7,500
(82.8)
(17.2)
7,500 TO
209
48
39
80
20
10
15,000
(51.5)
(11.8)
(9.6)
(19.7)
(4.9)
(2.5)
15,000
150
121
68
20
20
10
TO
(38.6)
(31.1)
(17.5)
(5.1)
(5.1)
(2.6)
22,500
ABOVE
43
31
33
--10
30
22,500
(29.3)
(21.1)
(22.4)
(6.8)
(20.4)
TOTAL
450
200
150
100
50
50
(45.0)
(20.0)
(15.0)
(10.0)
(5.0)
(5.0)
TOTAL
58
(100.0)
406
(100.0)
389
(100.0)
147
(100.0)
1000
(100.0)
156
Th e tab le1 .2 r ev ea ls th a t the cons u me rs whos e in co me le ve l is le s s, th e y h ave

pur chas ed four wh ee ler of Maru ti co mp an y and the cons u me rs whos e inco me le ve l is
h igh er, th ey h av e pur cha s ed four wh ee ler o f T ata Mo tors , Mah ind ra and o th er b rand s.
TA BLE-1 .3
BRAND OF FOUR WHEELER AND C OMMITM ENT O F PURCHA SE
BRAND
MARUTI
SUZUKI
MAHINDRA &
MAHINDRA
TATA MOTORS
HYUNDAI
MOTORS
ANY OTHER*
TOTAL
COMMITMENT TO PURCHASE
TAKE WHAT
ASK FOR NEXT
SAME BRAND
THE SELLER
PREFERENCE
FROM OTHER
OFFER
SHOWROOM
19
29
402
(4.2)
(6.4)
(89.3)
29
9
162
(14.5)
(4.5)
(81.0)
--9
141
(6.0)
(94.0)
10
20
70
(10.0)
(20.0)
(70.0)
--10
40
(20.0)
(80.0)
68
87
845
(6.8)
(8.7)
(84.5)
TOTAL
450
(100.0)
200
(100.0)
150
(100.0)
100
(100.0)
50
(100.0)
1000
(100.0)
I t is ev ident fro m the ta b le 1 .3 that co mmit me n t to pur chas e Ta ta Mo tor s, Maru ti

Su zuk i and Mah ind ra & Mah indra is ver y s trong. Co mmit me n t to purc ha se H yund a i and
To yo ta and o th er br and is qu ite unsa tisf a c tor y.
TA BLE-1 .4
BRAND OF F OUR WHEELER AND SA TIS FAC TI ON W ITH THE QUA LI TY
BRAND
MARUTI SUZUKI
MAHINDRA &
MAHINDRA
TATA MOTORS
HYUNDAI MOTORS
TOYOTA MOTORS
ANY OTHER*
TOTAL
SATISFACTION WITH THE QUALITY

HIGH
MODERATELY
LOW
SATISFIED
SATISFIED
SATISFIED
246
194
10
(54.7)
(43.1)
(2.2)
144
56
(72.0)
(28.0)
82
68
(54.7)
(45.3)
50
40
10
(50.0)
(40.0)
(10.0)
50
(100.0)
40
10
(80.0)
(20.0)
612
368
20
(61.2)
(36.8)
(2.0)
TOTAL
450
(100.0)
200
(100.0)
150
(100.0)
100
(100.0)
50
(100.0)
50
(100.0)
1000
(100.0)
I t is app ar en t fro m table 1.4 tha t ma j or ity of th e con sume r s ar e h igh ly s a tisf ied
w ith the b ra nd the y h av e purch a sed. Bu t th e con su me rs of To yo ta Motor s, Mah indr a and
o th er b rand ar e h igher in p er cen ta ge who s trong ly op ine tha t the y a re h igh ly s a tisf ied
w ith the qua lity o f th eir br and, wh ere a s con su me r of Maru ti, Ta ta Mo tor s and H yund ai
Mo tor s h ave no t suppor ted th e s tate me n t s trong ly tha t the y ar e h igh ly s a tisf ied w ith the
qu ality of th e ir four wh ee ler.
TA BLE -1.5
C LAS SI FICA TI ON OF CONS UMERS RESPON S ES O N TH E BA SIS OF TH EIR
O PIN ION R EGARD ING PR IC E AF F EC T TH E MAR KET O F FOUR WH EELER.
NATURE OF
RESPONSES
-HIGH IMPACT
MODERATE
IMPACT
LOW IMPACT
NO IMPACT
TOTAL
SCALING
-4
3
AFFECT OF PRICE ON THE MARKET OF

FOUR WHEELER
FREQUENCY
%AGE
621
62.1
328
32.8
2
1
----
41
10
1,000
4.1
1.0
100.00
157
Th e tab le 1.5 r ev ea ls th a t 62.1% con su me rs ha ve op in ed th a t pr ic e high ly affe cts

th e market of four whe e ler and on ly 1% cons u me rs op in ed tha t it do es no t aff ec t th e
mar k et of four whe e le r. Th is shows th at ma jority of the re spond en ts a re ag re e tha t pr ice
a ff ects th e ma r k e t of four whe e le r.
TA BLE-1 .6
C LAS SI FICA TI ON OF CONS UMERS RESPON S ES ON TH E BAS IS OF THEIR
O PIN ION R EGARD ING QUA LITY A FF ECT TH E MARK ET OF F OUR W HEELER .
NATURE OF
RESPONSES
-HIGH IMPACT
MODERATE
IMPACT
LOW IMPACT
NO IMPACT
TOTAL
SCALING
AFFECT OF QUALITY ON THE MARKET

OF FOUR WHEELER
FREQUENCY
%AGE
641
64.1
349
39.9
-4
3
2
1
----
10
0
1,000
1.0
0
100.00
I t is ev id ent fro m th e ta b le 1.6 tha t 64.1 % con su me rs ha ve op ined th a t qu a lity

h igh ly aff ects the ma rke t of four wh ee ler, no con su me r has op ined tha t it doe s no t aff ec t
th e mark et of four wh ee ler .
TA BLE-1 .7
BACKGR OUND OF CON SUMER AND S ELEC TI ON O F D EA LER
BACKGROUND
RURAL
URBAN
TOTAL
SELECTION OF DEALER
AUTHORISED
ANY OTHER
DEALER
DEALER
593
39
(93.8)
(6.2)
318
50
(86.4)
(13.6)
911
89
(91.1)
(8.9)
TOTAL
632
(100.0)
368
(100.0)
1000
(100.0)
I t is obv iou s fro m tab le 1.7 th at no doub t s ligh tly mo r e th an on e - ten th of

consu mer s op in ed tha t th e y wou ld lik e to bu y four whe e ler fro m au thor ized de a le r on ly.
Rur al con su me r s ar e h igh ly in pe rc en tage who hav e re p lied th a t the y wou ld like to
pur chas e the four whe ele r fro m a u thor ized de a le r on ly.
TA BLE-1 .8
BACKGR OUND OF CON SUMER AND S ELEC TI ON O F MOD E OF PA YMEN T
SELECTION OF MODE OF PAYMENT
BACKGROUND
RURAL
URBAN
TOTAL
TOTAL
CASH
PAYMENT
161
(25.5)
INSTALLMENT PAYMENT
471
(74.5)
632
(100.0)
69
(18.8)
230
(23.0)
299
(81.2)
770
(77.0)
368
(100.0)
1000
(100.0)
I t ha s be en ob serv ed fro m ta b le 1.8 tha t irr esp ec tiv e of th e ir b a ckground ma jor ity
of con su mers hav e op ine d th a t the y lik e in s ta llme n t me thod of pa yme nt fo r dur ab le goods .
158
TA BLE- 1.9
I NCOM E OF CONS UMER AND SELECTION OF M OD E OF PAYMEN T
S EL E CTION O F MODE OF
IN CO ME
PAY MENT
TO TAL
CASH PAYMEN T
IN STA LL MEN T
PAY MENT
BE LOW 7,500
20
38
58
(34.5 )
(65.5 )
(100.0 )
7,500 TO 15,000
110
296
406
(27.1 )
(72.9 )
(100.0 )
15,000 TO 22,500
79
310
389
(20.3 )
(79.7 )
(100.0 )
A BOVE 22,500
21
126
147
(14.3 )
(85.7 )
(100.0 )
TO TAL
230
770
1000
(23.0 )
(77.0 )
(100.0 )
I t is dep ic ted fro m the ta b le 1.9 that ma jo r ity of con su me r s whe th er the y b e long to
low er in come g roup or h ighe r inc o me group like ins ta llme n t me thod of p a yme n t. Th e
consu mer s who se in come le v e l is low ar e les s in per c en tage who h ave op in ed tha t th ey
pr ef er in stallme n t me thod, wher e as th e consu me rs whos e in co me lev e l is h igh er th e y are
h igh er in p er cen tag e who h av e op ine d th a t the y pr ef er in s tallme n t me thod of pa yme n t.
TA BLE-1 .10
BRAND OF FOUR WHEELER AND RA TING O F PROMO TIONA L AC TIV I T IES
BRAND
MARUTI
SUZUKI
MAHINDRA &
MAHINDRA
TATA
MOTORS
HYUNDAI
MOTORS
TOYOTA
MOTORS
ANY OTHER*
TOTAL
RATING OF PROMOTIONAL ACTIVITIES

EXCELLENT
VERY GOOD
GOOD
132
235
83
(29.3)
(52.0)
(18.4)
40
65
58
(20.0)
(32.5)
(29.0)
60
40
(60.0)
(40.0)
60
40
(60.0)
(40.0)
40
(80.0)
10
10
(20.0)
(20.0)
284
430
209
(28.4)
(43.0)
(20.9)
POOR
37
(18.5)
10
(20.0)
30
(60.0)
77
(7.7)
TOTAL
450
(100.0)
200
(100.0)
100
(100.0)
100
(100.0)
50
(100.0)
50
(100.0)
1000
(100.0)
I t is c lear fro m th e table 1 .10 th at pro mo tiona l a c tiv itie s of H yunda i, Maru ti an d
T ata Mo tors ar e v er y good, pro mo tion a l ac tiv ities of Ma h indra & Mah ind ra ar e av er age
and pro mo tion a l ac tiv itie s of To yo ta Mo tor s and oth er br and ar e poo r. So , it is sugg es t ed
to Mah indra & Mahindr a, To yo ta Mo tor s and o ther br and of fou r wh ee ler co mp an ie s to
imp rov e th e lev e l of th eir p ro mo tion a l ac tiv ities .
TA BLE-1 .11
BRAND OF FOUR WHEELER AND RA TING O F A FTER SA LE S ERV ICES
BRAND
MARUTI
SUZUKI
MAHINDRA
&
MAHINDRA
TATA
MOTORS
HYUNDAI
MOTORS
TOYOTA
MOTORS
ANY
OTHER*
TOTAL
RATING OF AFTER SALE SERVICES

EXCELLENT
VERY
GOOD
POOR
GOOD
150
235
56
9
(33.3)
(52.2)
(12.4)
(2.0)
20
63
98
(10.0)
(31.5)
(49.0)
-
20
(40.0)
275
(27.5)
150
(15.0)
19
(12.7)
40
(40.0)
10
(20.0)
20
(40.0)
208
(20.8)
110
(73.3)
50
(50.0)
30
(60.0)
10
(20.0)
307
(30.7)
VERY
POOR
19
(9.5)
21
(14.0)
10
(10.0)
10
(20.0)
60
(6.0)
TOTAL
450
(100.0)
200
(100.0)
150
(100.0)
100
(100.0)
50
(100.0)
50
(100.0)
1000
(100.0)
159
I t is obv ious fro m th e ta b le 1.11 tha t consu me rs are h igh ly s a tisf ied with af ter s ale
s erv ices o f Maru ti, mod era te ly sa tisf ied w ith af ter sa le s erv ic es of o th er bra nd and
un satisf ied w ith af ter sa le se rv ic e s of Mah indr a, Ta ta Mo tors , To yo ta Motor s and
H yun d ai.
TA BLE-1 .12
BRAND OF FOUR WHEELER AND RA TING O F M ILEAG E
BRAND
EXCELLENT
MARUTI
SUZUKI
MAHINDRA
&
MAHINDRA
TATA
MOTORS
HYUNDAI
MOTORS
TOYOTA
MOTORS
ANY
OTHER*
TOTAL
113
(25.1)
-
70
(70.0)
183
(18.3)
RATING OF MILEAGE
VERY
GOOD
POOR
GOOD
225
112
(50.0)
(24.9)
58
100
42
(29.0)
(50.0)
(21.0)
18
(12.0)
30
(30.0)
20
(40.0)
10
(20.0)
361
(36.1)
VERY
POOR
-
110
(73.3)
-
22
(14.7)
-
30
(60.0)
10
(20.0)
362
(36.2)
20
(40.0)
84
(8.4)
10
(20.0)
10
(1.0)
TOTAL
450
(100.0)
200
(100.0)
150
(100.0)
100
(100.0)
50
(100.0)
50
(100.0)
1000
(100.0)
Th e tab le 1.12 d ep ic ts tha t consume r s ar e h igh ly s a tis f ie d w ith th e mile a g e of

Maru ti Su zuk i and H yund a i Mo tor s, mo der a te ly s a tis f ied w ith th e mile a ge of To yo ta
Mo tor s and le ss sa tisf ie d w ith th e mile a g e of Mah indr a & Mah indra, Ta ta Mo tor s and
o th er br and of four wh ee ler .
TA BLE-1 .13
BRAND OF FOUR WHEELER AND RA TING O F R ESA LE VA LU E
BRAND
EXCELLENT
MARUTI
SUZUKI
MAHINDRA
&
MAHINDRA
TATA
MOTORS
HYUNDAI
MOTORS
TOYOTA
MOTORS
ANY
OTHER*
TOTAL
112
(24.9)
-
RATING OF RESALE VALUE

VERY
GOOD
POOR
GOOD
262
76
(58.2)
(16.9)
30
71
88
(15.0)
(35.5)
(44.0)
45
(30.00)
-
46
(30.7)
30
(30.0)
-
10
(20.0)
347
(34.7)
20
(40.0)
243
(24.3)
112
(11.2)
59
(39.3)
60
(60.0)
50
(100.0)
20
(40.0)
277
(27.7)
VERY
POOR
11
(5.5)
10
(10.0)
21
(2.1)
TOTAL
450
(100.0)
200
(100.0)
150
(100.0)
100
(100.0)
50
(100.0)
50
(100.0)
1000
(100.0)
I t obs erv ed fro m the ta b le 1.13 th a t consu me rs hav e rate d th e r e sa le va lu e of

Maru ti as ve r y good, r es a le va lu e of Ta ta Mo tor s a s av er age and r es a le v a lue of Ma h indra,
H yund ai and o th er b rand as poor.
160
TA BLE-1 .14
C LAS SI FICA TI ON OF CONS UMERS RESPON S ES O N T H E BA SIS OF TH EIR
O PIN ION R EGARD ING AF TER SA L E S ERV ICES AF F EC T THE PURCHAS E
D ECI SI ON
NA TURE OF
S CA LING
AF FE CT OF AF TE R SAL E SE RVICE S
RE SPONS ES
ON PU RCHAS E D ECISION
S T RONGLY
3
697
69.7
AG RE E
MODE RA TE LY
2
263
26.3
AG RE E
DI SAGREE
1
40
4.0
TO TAL
--1,000
100.00
I t h as b e en ob serv ed fro m th e table 1.14 th a t th ere is s ign if ican t d if fe ren c e in the
op in ion o f c onsu me r s ov er th e affe c t of af ter s a le s erv ice s on th e pur cha s e d ecis ion o f
consu mer .
TA BLE -1 .15
C LAS SI FICA TI ON OF CONS UMERS RE SPON S ES O N TH E BA SIS OF TH EIR
O PIN ION R EGARD ING R ESA LE VA LU E AF F EC TS TH E PURCHA S E D ECI SI ON
NATURE OF
SCALING
SATISFACTION WITH THE AFTER SALE
RESPONSES
SERVICES
STRONGLY AGREE
3
505
50.5
MODERATELY
2
403
40.3
AGREE
DISAGREE
1
92
9.2
TOTAL
1000
100.0
I t is obs erve d fro m th e ta b le 1 .15 th a t ma jor ity of th e r espond en ts h ave op ined th at
r es ale v alue aff e c ts th e pur cha s e d ec is ion.
TA BLE-1 .16
C LAS SI FICA TI ON OF CONS UMER R ES PONS ES ON TH E BA SI S O F TH EIR
O PIN ION R EGARD ING MI LEAG E A FF ECT TH E PURCHA S E DE CI SI ON O F
CON SUM ER
NATURE OF
SCALING
AFFECT OF MILEAGE ON THE PURCHASE
RESPONSES
DECISION
YES
3
829
82.9
NO
2
121
12.1
CAN NOT SAY
1
50
5.0
TOTAL
--1,000
100.00
I t is ev id ent fro m the re s ea rch th a t ma jor ity of consu me r s op in ion ed th a t mile ag e
aff ects th e pur cha s e d ec is ion o f con su me r.
TA BLE 1.17
C LAS SI FICA TI ON OF CONS UMER R ES PONS ES ON TH E BA SI S O F TH EIR
O PIN ION R EGARD ING PROMO TIONA L AC TIV I TIES AFF ECT TH E PURCHA S E
D ECI SI ON.
NATURE OF
SCALING
AFFECT OF PROMOTIONAL ACTIVITIES
RESPONSES
ON THE PURCHASE DECISION
FREQUENCY
%AGE
HIGH IMPACT
4
629
62.9
MODERATE
3
371
37.1
IMPACT
LOW IMPACT
2
0
0
NO IMPACT
1
0
0
TOTAL
1,000
100.0
I t is rev e a led fro m th e ta b le 1 .17 tha t pro mo tion a l a c tiv ities mo de ra te ly aff ec t th e
pur chas e de c is ion. No consu me r op in ed tha t pro mo tiona l a c tiv ities do not aff e c t the
pur chas e d ec is ion.
Mo tor s is high er in rura l ar ea than that
CONCLUSION:
of urb an are a . On o the r hand , in urban
I t is ob serv ed from th e
a re a the de ma n d of Ma ru ti, H yund ai,
s tud y th at the d e ma nd of the
four
Mah ind ra and o th er b ra nd is h ighe r. I t is
wh eeler of Maru ti, Ma h indra and T a ta
e v iden t
fro m
the
r es e arch
th at
161
co mmit men t to pur ch as e Ta ta Mo tor s,

Maru ti Su zuk i and Mah indr a & Mahindr a
is v er y s trong. Co mmit me n t to purc ha se
H yund ai and To yo ta and o th er bra nd is
qu ite uns atis fa c tor y.
I t is obs erve d tha t 62.1% con su me rs h av e
op in ed th at pr ice h igh ly a ffe c ts th e
mar k et of four wh e e le r and on ly 1%
consu mer s op in ed tha t it do e s no t aff ec t
th e mark et of four whe e ler. Th is s hows
th at major ity of th e r e spond en ts do agr ee
th at pr ice a ff ec ts the ma rk e t of four
wh eeler. I t is ev id en t fro m th e re se ar ch
th at 64.1 % consu me r s h ave op ine d tha t
qu ality highly aff ec ts th e ma rke t of four
wh eeler ; no consu me r h as op in ed th a t it
do es no t a ff ec t th e ma rk e t of four
wh eeler.
Th e s tud y rev e a led tha t ma jor ity of
consu mer s op in ed th a t th e y w ou ld lik e to
bu y four wh ee ler fro m au thor iz ed d ea ler
on ly.
It
h as
b ee n
obs erve d
th a t
irr esp ective of the ir b ac kground ma jor ity
of consu me r s hav e op in ed tha t the y like
ins tallmen t me thod of pa yme nt for
dur ab le good s. I t is d ep ic ted fro m th e
s tud y th at ma j or ity of c onsu me r s wh e ther
th ey b elong to low er in co me group o r
h igh er inco me group lik e in s ta llme n t
meth od of pa yme n t.
I t h as been obs erv ed fro m th e re se ar ch
th at ther e is s ign if ic an t d iff er enc e in th e
op in ion of c onsu me r s ov er th e a ff ec t of
af ter sale s e rv ic e s on the pur cha se
d ecis ion of con su me r. The r es e ar ch
r evealed
tha t
ma jor ity
of
th e
r espond en ts h av e op in ed th a t re sa le v a lue
aff ects the pur cha se de c is ion. I t is
ev iden t from th e re sea rch tha t ma jor ity
of consu me rs op in ion ed tha t mile a g e
aff ect the p ur cha s e d ecis ion of cons u me r.
I t is r eve a led from r e s ea rch tha t
pro mo tion a l a c tiv itie s mo d er a te ly aff ec t
th e purch as e d ec is ion. No con su me r
op in ed that pro mo tion a l a c tiv itie s do no t
aff ect the pur cha s e d ecis ion .
2.
This it is suggested to the buyers that such

product should be purchased after getting
adequate information from published and
unpublished sources.
3.
It is also suggested to the buyers to take

the opinion of their family members,
relatives friends and neighbours before the
purchase of four wheeler.
4.
The warranty period, mileage, resale

value, warranty period and after sale
services
should
be
taken
into
consideration before the purchase of four
wheeler.
5.
It is advised to the buyers to purchase four

wheeler from authorised dealer only.
6.
It is suggested to the consumers that the

price of the product must be taken into
consideration but the quality should also
not to be ignored.
(B)
For Dealer and Manufacturers:
1.
It is advised to Hyundai Motors, Toyota

Motors and manufacturers of other brands
to improve the quality, improve the after
sale services, enlarge warranty period and
spend huge amount on advertisement so
that the demand of their four wheelers
could be increased.
2.
It is suggested to all the four wheeler

manufacturing companies to appoint more
authorised dealer and service stations in
rural areas.
3.
It is advised to Hyundai Motors, Toyota

Motors and other brand of four wheeler
companies to improve the features of their
four wheelers.
4.
It is advised to Mahindra & Mahindra,

Toyota Motors and other brand of four
wheeler companies to improve the level of
their promotional activities.
5.
All four wheeler companies should take

necessary steps towards providing better
after sale services.
SUGGESTIONS:
(A)
For the Consumers:
6.
1.
It is suggested that if consumer is going to

purchase four wheeler, then he should
purchase any of the four wheeler from the
following list, which is arranged in order
of their performance (a) Maruti Suzuki,
(b) Mahindra & Mahindra, (c) Tata
Motors, (d) Hyundai Motors, (e) Toyota
Motors.
It is suggested to Mahindra & Mahindra,

Hyundai Motors and other brand of four
wheeler to take necessary actions to
increase the resale value of their four
wheelers.
7.
It is advised to Maruti Suzuki, Tata

Motors and Hyundai Motors to enlarge the
warranty period of their four wheelers.
162
8.
It is suggested to the manufacturers to

introduce low price four wheeler in the
rural areas.
9.
Finding revealed that quality and

durability of Mahindra, Hyundai and other
brand of four wheeler is not upto the
mark as compared to other popular brands.
Thus these brands need to improve the
quality and durability.
10.
Customers should be informed about the

quality, price, mileage, resale value, after
sale services and warranty period of the
four wheeler by comparing these with
other brand of four wheelers. It may be
helpful in attracting more customers.
R EF ER ENC ES
F ern ando Flor es ., Mar ia F lor es. , and Char le s, Sp ino sa . (2003). D eve lop ing Produ c tive
Cus to me r s in E me rg ing Ma rke ts. Ca liforn ia Rev ie w Man ag eme n t.
S ch mitt Bernd H ., and Lau re tte, Dub e - Rioux. (1988). Sex T yp ing and Con su mer
Beh av iour . A Te s t of Ge nder S chema T heo r y.
Y adav , Manj it S . (1994). How Bu yers Ev alu a te Bund le s. A Mode l of An chor ing and
Adju stme n t.
Y eung, W .M. , And Rob er t S . Aff ec t , Appra isa l and Consu me r Judg me n t. (2009 ).
www.maru tis uz ik i. com
www.hyunda i. com
www. ta tamotor s. com
www. toyo ta .c om
www.mah ind ra.co m
www.ca r wa le . com
www.gaad i.c om
www.google.com
163

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Volume1, Issue 5, December 2013

Yadav , Man jit S . (1994) , obs erve d that

Consumer Behaviour in Four Wheeler Industry A Case Study of Himachal Pradesh.

s trateg y, ye t little r es e ar ch h ad b een

Books and journ a ls .

Re s ear ch repor ts.

Th e co mp le te H ima cha l Pr ad esh