A STUDY OF CONSUMER PREFERENCE AND

CONSUMER PERCEPTION TOWARDS VARIOUS BRANDS

OF CARS
A CASE STUDY OF KASHMIR REGION
A
Synopsis
Submitted in partial fulfillment of the requirements for the award of the

Degree of

DOCTOR OF PHILOSOPHY IN ECONOMICS

Submitted to
Singhania University
By
JAMEEL AHMAD TAK
MA ECONOMICS
Enrollment No. 1701124223
Under the Supervision of
Dr Anudeep Rawal
MBA, PhD

SCHOOL OF ECONOMICS
Singhania University Pacheri Bari, Jhunjhunu (Rajasthan)
 Appendix II
CERTIFICATE BY SUPERVISOR
Certified that:
1. I am willing to guide the research work of Mr. Jameel Ahmad Tak
Enrollment No: 1701124223 on the above subject (ECONOMICS) if he is
registered for PhD.
2. To the best of my knowledge the subject selected has not been studied and is
not being studied so far in any university.
3. The subject is of sufficient scope to keep the candidate engaged for two
years.
4. The subject will lead to a valuable contribution to the society. I have seen and
approved the outline and bibliography etc. submitted by the candidate.
5. Necessary facilities are available for the above research work.
6. I have 6 research candidates registered under my supervision and the serial
number of this candidate whose application being forwarded for registration is 6.
Details of all scholars according to serial number

S NO NAME &PARENTAGE UNIVERSITY ENROLLEMENT DATE OF

N0. REGISTRATION IN
PHD
1. Vinit Sikka S/oMr M.L Singhania university En No 5/08/2017
Sikka 1707125378
2. Sonam Arora D/o Singhania university En No 27/07/2017
Mr.PremNathArora 1607124509
3. Ritu Khera D/oMr Jawahar Singhania university En No 16/08/2017
Ahuja 170755090472
4 LalitaDhingra D/oMr Singhania university En No 16/09/2017
Kishori Lal 170755090473
5 Urvashi KhurmaD/o Sh Singhania university En No 19/09/2017
Ashok Kumar Nagpal 170755090743
6 Jameel Ahmad Tak S/0 Singhania university En No 24/08/2017
Bashir Ahmad Tak 1701124223
 Appendix-VII
DETAILS ABOUT PROPOSED /APPROVED SUPERVISOR
(To be filled by the supervisor)

a) Name : Dr Anudeep Rawal

b) Present Designation : Associate Professor

(c) Institution where working : IIMT Gurgoan

(d) Address for Correspondence : T5/TB Ozone park Apartments, Tigoan Road ,sector
86,Faridabad

Mobile No. : 9910559606

Email : rawalanudeep@gmail.com

(e) Qualifications : B. Tech, MBA, M Phil, CTHE (UK) PhD Management

(f)Field of specialization : Management

(g) Total Experience (yrs) : (i) Teaching ~ 5 yrs (ii) Research ~3.5 yrs

(h) Publications : (i) International - 05 (ii) National -01

(i) Conferences : International -05 (ii) National - 03

(j) No. of research candidates enrolled: Singhania University : 06

(k) Are you Already an approved PhD Thesis supervisor of Singhania University? yes
 TABLE OF CONTENTS

S. NO Name of the Title Page No

I. Introduction 5-6

II. Need and Scope of the Study 6-6

III. Statement of the Research Problem 6-6

IV. Objectives of the Proposed Work 7-7

V. Hypothesis of the Study 7-7

VI. Review of the Literature 7-9

VII. Research Methodology 9-9

VIII. Research Design and Tools of Analysis 9-9

IX. Sources of the Data Collection 10-10

X. Chapter Scheme 10-10

XI. Limitations of the Study 10-10

XII. References 11-11

 05
I INTRODUCTION
Car mobile industry is the foundation of the most powerful financial matters on
the planet. Indian car industry is good to go to assume a similar part in the Indian
economy. Indian car industry is a standout amongst the most present day, developing and
lively car markets on the worldwide guide. The four wheeler advertise in India is one of
the quickest developing and generally encouraging and turned into a focus of fascination
for the vast majority of the worldwide players.
India is making a sparkling imprint on the guide of the world by its nonstop and
expanding stream of development rate and is dependably been a moderate walker while in
transit to higher monetary development rate due to the pervasiveness of unsystematic and
unimportant showcasing rehearses. It has appropriately been commented that “showcasing
is the conveyance of standard of living” the obstructed and misshaped nearness of show
casing rehearses in India and has made adequately clear the breaking down expectations
for everyday comforts of the majority advertising manages distinguishing and meeting
human and social needs. Promoting is an authoritative capacity and a set of procedures for
making, conveying an incentive to clients, and for overseeing client connections in ways
that advantage the association and its partners (Kotlerand Keller, 2011).
Vehicle industry is the image of specialized wonder by human being. Cars are
profoundly separated solid merchandise with variable life time (Berkovee, 1985). The
Indian vehicle segment has risen as one of the fundamentally creating and developing
areas in the most recent decade. The vehicle business of India has seen enormous
development in all segments, appropriate from bikes, three wheelers and traveler car
fragment.
The narrative of car is not a one night story rather it is one of the most vital
sections ever further utilization of cars in the Indian market is financial and political
essence. The car business represents a huge part of GDP in India influencing levels of
business and pay, the adjust of installments financial development and significant internal
remote direct venture. Today the Indian vehicle industry is worried about shopper requests
for styling, security and solace; what is more, with work relations and assembling
proficiency.
Over the past two decades, the Indian car industry was far behind the most
compelling economies like USA, Japan and China but today the Indian car industry is
certainly a stand out amongst the most energetic present day and peppy car markets of the
globe with the development of the monetarily stable white collar class. The four wheeler
fragment awesome development and one can anticipate that more commitment towards the
economy from this area in the close future as the Indian vehicle part has now turned into
 06

the focal point of fascination for the vast majority of worldwide car mammoth the world
over the factors assuming vital part in the development of Indian car industry are.
(1) Changed government policies. (2) Rivalry in the car section. (3) Expanded
client base. (4) Simple accessibility of car advances.
Indian car industry, which contains the carpet enterprise, is one of the biggest
business in India expanded rivalry on the home turf and additionally the developing
acknowledgement of their items in the outside business sectors have energized the Indian
car mobile makers to redesign their technological capabilities, either through in house
innovative work (R&D) endeavors or through different methods for innovation obtaining.
The productive endeavors of Indian car mobile makers are gaining praise around the
world.
II NEED AND SCOPE OF THE STUDY
Customer behavior is the investigation of how people gatherings and associations
are select, purchases, utilize and discard products, administrations, ideas or encounters to
fulfill their necessities and needs. The advertiser must comprehend both the hypothesis
and reality of the consumer behavior to additionally determine the meaning of client’s
mentality towards premium traveler cars, an arrangement of state of mind factors, which
potential purchasers of extravagance cars may hold was created in talk with premium car
merchants.

III. STATEMENT OF THE RESEARCH PROBLEM

(1) The current study will explore an understanding of the Kashmir car mobile industry.
(2) This study will show how customers act towards premium traveler car fragment in post
advancement era.
(3) This study will explore the determinants of the cars industry.
(4) Further this investigation will explore changing conduct towards the excellent traveler
cars after de-permitting in 1991 in car industry.
AREA OF THE STUDY
Among the Indian states, the Jammu and Kashmir has been chosen for current
study. In Jammu and Kashmir State, Kashmir valley has been selected for the research
work and the Kashmir valley is divided into three areas which are the south Kashmir, the
central Kashmir and the north Kashmir. Further the north Kashmir has been selected on
the basis of new beginning of the automobile industrialization. The current study has used
simple random sampling and the proportion of car owners and car dealers is relatively
high compared to other areas.
 07
IV.OBJECTIVES OF THE STUDY
1. The present research work will explore the consumer preference and consumer
perception towards various brands of cars.
2. To study the pre-purchase strategies of consumer.
3. To study the variables which persuades the excellent car proprietors to purchase their
cars?
4. To study about the factors affecting the choice of car purchase.
5. To analyze the availability of car loans while purchasing a car.
6. To suggest policy measures towards promotion of automobile business in the country.
V HYPOTHESES OF THE STUDY

1. There exists a positive correlation between consumer preference and perception.

2. Consumer preference is highly determined by the marketing factors of the car industry.
VI REVIEW OF THE LITERATURE
The researcher has reviewed the existing literature meticulously over the years. Following
are some of the reviews:
Piplai (2001) revealed in his study “vehicle industry: shifting strategic focus” the
impacts of progression on the Indian vehicle industry as far as creation, advertising send
out innovation tie-up item up degree and productivity the study stated that till 1940s. The
Indian vehicle industry was nonexistent since cars were transported in from general
motors’ ford however in mid 1940s. The Hindustan motors and premier car began by
bringing in knowhow from general motors and fiat separately the study further highlighted
that since the 1950s a couple of different organizations entered the market for bikes and
business vehicles and a large portion of them either transported in or indigenously
delivered car segments till mid 1950s. Further it stated that when India had propelled
import of limits what’s more passage of multinationals prompted an intense over limit
exceptional rivalry had prompted value wars and forceful cost cutting measures including
cut backs and vast scale conservations. Indian organizations have begun concentrating on
the value delicate buyer, utility vehicles; outside organizations keep using their mastery on
innovation escalated vehicles for individual and corporate utilization.
Jakrapan Anurit (2002) in his study work entitled “an examination concerning
shoppers towards the buy of new luxury cars in two socially unmistakable nations: the UK
and Thailand” this examination is an examination concerning buyer recognitions towards
extravagance items and exemplified by two extravagance car marquees in two
fundamental markets and tries to clarify the brand predominance of BMW in the
individualistic culture of the UK and Mercedes in Thailand this exploration were aimed to
 08
answer the following two question
(1) What are the elements that recognize an extravagance car?
(2) How do social contrasts between UK and Thailand clarify the distinction in buying
examples of BMW and Mercedes and gives bits of knowledge to mark promoting of two
extravagance car marquees?
Seth and Sisodia R .S (2004) pointed out in his research work “purchaser
behavior in the future” hypothesized standout amongst other known models of buyer
conduct which clarifies communications, the hypothesis of purchaser conduct for all
intents and purposes between the information sources (jolts that the buyer gets from his or
her condition) and yields (the consumers “activities, as perceptible after affects of the info
boosts) of basic leadership are the constructs which are the procedures, the customer
experiences to chose his or her activity creators gathered these into following two zones.
(1) Perceptual: those worried about acquiring and taking care of data about the item and
administrations.
(2) Taking in: the way toward discovering that prompts the choice itself. In light of the
above model the buyer basic leadership is a process that the buyer experiences exploration
were aimed to answer the following two question
(1) What are the elements that recognize an extravagance car?
(2) How do social contrasts between UK and Thailand clarify the distinction in buying
examples of BMW and Mercedes and gives bits of knowledge to mark promoting of two
extravagance car marquees?
Sagar et al (2004) analyzed that how “innovative change in the Indian passenger
car industry” the Indian car industry has progressed innovatively” determined by a
conversion of elements such as extreme rivalry, requesting customer inclination,
government approaches (particularly fixing outflow guidelines) and the worldwide
procedures of the different players. They explained that car producers in India depend on
plans, joining progressed innovations that are regularly similar with those accessible
internationally what is more, Indian car traders are additionally developing quickly.
Mandeep Kaur and Sandhu (2006) highlighted “a study on factors affecting
buying behavior of passenger car market” the activities to discover the vital highlights
which a client considers while going to buy another car, the exceptional car proprietors
that security and comfort are the most critical highlights of the traveler car took after by
extravagance .
Shyamala Mahan Shankar (2006) analyzed that “shopper perception of global versus
neighborhood brands: The Indian car industry” through this exploration examines the
shopper view of the worldwide brands versus neighborhood marks in the Indian car
industry. Customer mark discernment is having generous suggestions in marketing this
 09
examination investigates and helps in understanding shopper impression of worldwide and
neighborhood car marks in India by achieving the optional destination.
Chidambaram and Alfred J. (2007) studied that “an examination on mark
inclination of traveler auto with reference to Coimbatore city” proposes the changing
observations that is more conduct of the purchasers with uncommon reference to the car
proprietors. Through this exploration paper the creatures talked about how India is seeing
an adjustment in consumerism and the market has now moved toward becoming
dominatingly shopper driven the concentration has now been moved from item based
advertising to the need based showcasing customer is given numerous alternatives to pick
this paper talked about the customer decrements and conduct of the car proprietors which
should give a criticism on how promoting method lies function. This examination tosses
light on different highlights that the producers should focus on to pull in forthcoming
purchasers.

M. Akbar and P. Ashok Kumar (2012) examined “a study on attributes of car

purchasers in Vellor district” presents this investigation of customer purchasing conduct,
that has demonstrated numerous variables like value, salary, conveyance of wage, rivalry
with options, utility, customer inclination (financial factors ) and factors like culture, state
of mind, social esteems, ways of life, identity, size of family, instruction, well being
measures and so on, assume a note worthy part in purchasing conduct of clients. The
logical investigation on the buy choice towards obtaining of cars has uncovered productive
discoveries and proposals, which could be utilized for improving the items to meet the
prerequisites of car purchasers. This investigation investigates perspectives like: I. to
explore the purpose behind the time hole amongst aim and real buy of a car.

VII, RESEARCH METHODOLOGY

The current study has used both primary and secondary sources of data. The
secondary data has collected from journals, news papers, articles, books and other sources.
The primary data has collected from car dealers, car owners and other professionals
related to the industry through questionnaires and interview schedule.

VIII, RESEARCH DESIGN AND TOOLS OF ANALYSIS

Correlations T test and F test will be employed to know the consumer perception
and preference. Further SPSS package variant 16 will be used for the current study.
 10
IX, SOURCES OF DATA COLLECTION
The data will be obtained from both primary and secondary sources. The primary
data will be collected through questionnaires and interview schedules and secondary data
like magazines, journals, articles, books, govt. reports, research papers etc.

In present research study simple random sampling will be used to select the
sample size of the respondents. The total number of the sample respondent will be 1375
out of them 1250 sample respondent will be car owners and 125 will be the car dealers and
their percentage is 20 % proportionally. The below table shows research design of the
sample respondent.

Sample Size:

S. No Particulars Total Size of the Percentage of the Sample

Sample Respondents Respondents (20%)
1 Car Owners 1250 250
2 Car Dealers 125 25
Total 1375 275

X. CHAPTER SCHEME
Chapter 1: Introduction
1.1 Need and scope of the study
1.2 Statement of the research problem
1.3 Area of the study
1.3 Objectives of the study
1.4 Hypothesis of the study
Chapter 2: Review of the literature
Chapter 3: Research Methodology
3.1 Research design and tools of analysis
3.2 Sources of data Collection
Chapter 4: Analysis of the data
Chapter 5: Summary of Finding and Suggestions.

XI LIMITATIONS OF THE STUDY

The limitations of this study are as under
1) This study is confined to study the different brands of cars only.
2) The study will only account the consumer preference and consumer perception of
the North Kashmir.
 11

XI REFERENCES

1. Piplai,T(2001) “Vehicle Industry :Shifting Strategic Focus ”,Monetary and Political

Weekly,36(30),pp 2892-2897.

2.Jakrapan Anurit . (2002),” An Investigation in to Consumer Behaviour Towards

Purchase of new luxury cars into UK and Thailand

3.Sheth and Sisodia R .S (2004),”Purchaser behavior in the future”Purchaser behavior

altered by Radha Krishnan,G,ICFAI university Press .pp. 122-131

4.Sagar, et al (2004,) “ Innovative change in Indian passenger car industry”BCSIA

Discussion paper 2004-05 Energy technology innovative project , Kennedy school of

Governmt Harvard University.

5.Mandeep Kaur and Sandhu, H.S. (2006), “A Study on Factors Affecting Buying

Behavior of Passenger Cars Market”,Paradigm, vol. 8, No 2 July –December 2006, p. 69

6.Sankar ,Shyamala Mathan (2006),”Shopper Perception of Global Versus Neighbour

hood Brands : The Indian Car Industry”, Dissertation for MA Promoting.

7. Akber M., Kumar Ashok P. (2012),” A Study on Attributes of Car Purchasers in

Vellore District ”Asian Journal of research in Business Financial aspects and

Management, Vol.2 No.1

8. Chidambaram, B. also, Alfred, J. (2007),”An examination on mark inclination of

traveler auto with reference to Coimbatore city “Indian Journal of Promoting, vol.

34(9),pp.30

Signature of the candidate

Signature of the supervisor