CHAPTER – II

REVIEW OF LITERATURE
 CHAPTER - II

REVIEW OF LITERATURE

2.1 Introduction

Once a topic has been decided, it is essential to review all relevant material

which has been connected to the topic. Review of literature begins with a search of

suitable topic for the research and continues throughout the duration of the research

work. Since a research report either a dissertation or a thesis, is supposed to be studied

in depth been and a careful check should be made that the proposed study has not

previously carried out.

2.2 General Purchase Behavior

Sachin (2015) in his study of Buying Behavior of Consumers in Small Car

Market in Pune and sample size was 100. Descriptive research plan was adopted in

this study. Descriptive statistics tools were used for the data analysis. The analysis

shows that demographic factors such as gender, age, education, income and status

were influenced consumers indirectly for purchase of small car. Price & fuel

efficiency are the significant factors which influenced buying of small car.

Priya and Ravi (2015) researched about "A Study on Buying Behavioral

Pattern Regarding B Segment Cars in Bangalore." The research motivated that

consumers have a preference easy mode of financing a car. With the emergent

competition in automobile segment, companies are provided that easy financing

facility to take most of consumers. Consumers from a middle earning groups are to

easily purchase a car to giving easy installments.

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 Nikhil, Kavita and Ravikumar (2015) studied about impact of Online

Advertisements on Buying Decision towards Passenger Car Industry. The

questionnaire was circulated in UAE. Sample size was 53 respondents. Cross

tabulation and Data reduction technique were adopted the analysis of primary data.

From the dimension reduction analysis it can be concluded that the company websites

give the most correct information concerning different car models to the customers in

UAE.

Gautam (2014) studied about "Purchase Decision of Indian Consumers: The

Factors of Attraction While Purchasing Car." The research was done in northern states

comprising Haryana, Himachal Pradesh, Delhi Punjab and Chandigarh. Sample size

was 250. Kruskal-Wallis tool was adopted for analysis of primary data. The study

found that safety, shape, features, looks, interior image, presales and post sales

policies have compelled the buyer to choose and buy the car. Volkswagen and

Hyundai are rising as very strong brand when comparison to other manufacturers.

Kokila and David (2014) studied about "A Study on Buying Behaviour of

Car Owners in Coimbatore District." Descriptive research plan was adopted.

Descriptive statistics and Chi square test were used in this study. The consumers were

having influenced in the price is a main factor to buy the car. The consumers were

having least influenced in the fuel economy and driving comfort factors for the

purchase of the car.

Joshi (2013) studied about "Consumer Behavior for Small Cars: An Empirical

Study." The study was conducted in Jaipur and Jodhpur. Sample size was 100.

Convenience sampling technique was used for primary data collection. The research

identified that price is the major factor in choice of car. A safety measure in car is

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slightest preferred criteria. At the same time companies must give attention to

warranty, after sale services, fuel efficiency and availability of accessories.

Sangeeta (2013) in her study on Buying Decision Influencers for Passenger

Car Segment in New Delhi and the data was collected from 191 car users.

Convenience sampling technique was adopted for primary data collection. Descriptive

statistics was used for the analysis of primary data. The study found that the

association between the respondents’ age and the main influencer in buying a

passenger car. On the other hand the family, relatives and friends as major influencer,

users also hope the information existing on internet. All the 21 features or attributes

are considered to be very important by the consumers. Among 21 features, there are

three important features such as price, fuel efficiency and powerful engine.

Srivastava and Tiwari (2013) studied the research “consumer behavior for

A3 segment vehicles such as Honda City and SX4 in a particular region Jaipur.” Data

was collected from 100 respondents, each 50 from Maruti SX4 and Honda City.

Respondents backgrounds such as Gender, Occupation and Income class. Customer

purchase parameters considered for study are Price, Comfort, Safety, Max Speed,

Styling, After Sales Service, Power & Pickup, Mileage, Brand Name and Spare Parts

Cost. Based on above parameters and analysis showed that, while purchasing A3

segment car Customer give most importance to Brand name, Safety seating and

driving comfort.

Josephine and Rajeswari (2012) studied about "Consumer Behavior towards

Passenger Cars." Descriptive statistics and Chi square test were adopted for data

analysis. The study found that the there is relationship among gender, marital status,

age, occupation, monthly income and satisfaction towards different features of

passenger cars like engine power, fashion, style, size, colour, Mileage & pick up,

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safety features, road grip and seating and interiors. The researcher also found that

important factor that influenced the consumers’ price of the car, high quality, long

durability and low maintenance.

Alamgir, Shamsuddoha and Nedelea (2010) studied about "Influence of

Brand Name on Consumer Decision Making Process- an Empirical Study on Car

Buyers." Simple random sampling was adopted for primary data collection. Sample

size was 100 customers of Chittagong, Bangladesh. Descriptive statistics was

employed to analysis the primary data. The study found that branded cars are

extremely famous among the people since consumers’ belief the brand name. The

study highlighted that people often purchase brand cars since they are aware of the

brand performance they have a good previous experience about the branded car.

2.3 Consumer Expectation

Vishal S.Rana and Lokhande (2015) studied about “A Study of Consumer

Preferences & Attitude towards Passenger cars of Maruti Suzuki & Hyundai Motors

in Marathwada Region of Maharashtra.” Descriptive research plan was used in the

study. Convenient sampling technique was adopted for selecting the respondents. The

primary data was collected through structured questionnaire. The study stated that the

customer’s preferred Maruti cars on parameters like fuel efficiency, availability of

spare parts, after sales service and resale value. Whereas in view of Hyundai

customers they preferred vehicles on parameters like exterior, technology, comfort &

convenience, etc. The author concluded that customer care approach plays very

important role in fulfilling & delight the customers.

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 Rohit Markan (2015) in his study on Perception of Indians regarding

Comfort Level in Different Car-Sizes and convenience sampling technique was used.

Sample size was 61 respondents. Statistical techniques such as Scaling Technique,

Scatter Diagram and Regression analysis were used. The study found that expected

earlier that there might be higher score with respect to the size of car but it was not so

in this study. Scatter diagram analysis of few variables was found that the comfort

level of cars or the scoring of the individual was affected by the height variable and in

negative trend. The study also found that income level does affect the factor that

which type of car you own.

Beena John and Pragadeeswaran (2013) have studied “A Study of Small

Car Consumer Preference in Pune City.” Descriptive research plan was used in the

study. The data was collected from Pune city. Simple random sampling technique was

chosen for this study. Descriptive statistics and one sample t test were adopted in this

study. The research identified that influence of demographic variables affecting the

vehicle choice of small cars. The researcher concluded that promoting the product

consumption and creating awareness Manufactures have use advertising to promote

higher utilization of small cars with helps of promotional offers.

Nagarajan and Senthil Kumar (2012) had study on “Subscribers’ Attitude

towards DTH services”. This study focused at the customers’ preferential factors of

buying a product. Primary data was through 150 Customers’. The study adopted

statistical tools and such as percentage analysis, Rank correction and CHI Square test.

The study identified the main preferences executed towards the DTH services or

products. This study had left out six recommendations to promote product sales of

DTH services.

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 Balakrishnan Menon and Jagathy Raj (2012) have studied "Model

Development and Validation for Studying Consumer references of Car Owners."

Exploratory research design was adopted. The study was conducted car owners in the

State of Kerala. Two-stage sampling method was adopted. SEM analysis technique was

used. The study found that main differentiator in the passenger car industry, wherein the

customer expect personalized care for his after sales service with the manufacturer /

dealer.

Menon & Raj (May 2012) in his researched that “consumer preferences of

car owners are highlighted on various consumer purchase behavior patterns of

passenger car owners in Kerala.” The research found that customer focus is a main

differentiator in the passenger car manufacturing industry; the customers except for

personalized cares his after sales and service with the manufacturing industry. The

study also shows that for the peer group and youths are the most influencing factor, of

their car purchase decision passenger car.

Manmohan & Ganapathi (May 2012) studied about “Customer preferences

and attitudes towards Maruti cars in Pollachi taluk.” Contribution of the study of

highlighted on customer preferences, expectation, attitude and satisfaction regarding

Maruti cars. The authors found that Omni, Zen, Maruti 800, and Wagon are popular

models of Maruti Suzuki. The study recommended that Maruti Suzuki should focus

and enhance their services like after sales service, handling customer enquiries and

timely delivery, etc. They also suggested that the company should begin its car with

some extras features, quality with competitive prices of others passenger car.

Suganya (Jan 2012) researched that “effect of brand equity on consumer

purchasing behavior on car,” the research focus that brand acting very important role

in car sales, not only to attract but also to keep the customers. The research concluded

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that perceived quality and brand awareness influence the brand loyalty. Also brand

association and brand loyalty influence the customers’ attitudes towards brand.

Dharmaraj and Sivasubramanian (2011) studied about “A Study on Factors

Contributing Brand Preference of Passenger Car.” The research was studied at

Coimbatore, Tamil Nadu in India. The data’s were collected from 712 respondents.

Friedman’s test was used. The study found that the factors that contribute more on

brand preference which will be more important and useful for general public as well

as the manufacturers and dealers and also provides means which would equip them

with effective promotion strategies to develop their performance, keep the customers

and safe new customer for the business.

Chidambaram and Alfred (2007) studied that there were certain factors

influenced brand preferences of the customers. The study found that customers

provide more importance to fuel efficiency compared other factors. They consider that

the brand name tells them something about technology, product quality, utility and

they choose to purchase the passenger cars which offer high fuel, good quality,

durability, efficiency, technology and reasonable price.

Karjauloto, Karvonen, Kesti, Koivumaki, Manninen, Pakola, Ristola and

Salo (2005) investigated that “Factors Affecting Choice of Mobile Phones: Two

Studies from Finland.” Seven factors influencing mobile phone option were:

multimedia, design, brand, basic properties, Innovative services, outside influence and

price.

Ravichandranand and Narayanarajan (2004) studied about Factors

determining the brand preference of consumer durables. The author concluded that the

brand preference of consumer durables is highly influenced by number of factors such

as price, quality, performance, advertisement, availability of spares, and after-sales

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service. Hence, these factors play an important role in the decision-making process

and brand preference of consumer durables.

Wee (2003) conducted a study to discover the factors affecting adoption of

new product innovations in the consumer electronic industry in Singapore. Qualitative

and quantitative research design was adopted. The study considered two brands and

with factor analysis, seven factors were identified such as perceived risk, complexity,

compatibility, image, relative advantage, observability and trialability.

2.4 Consumer perception

Bhavsinh (2015) in his study on consumer perception towards “Nano Car”

with special reference to Ahmedabad City and to conduct and collected the data of

100 customers of TATAs Nano car users were selected and confined to Ahmedabad

city. The structured questionnaire was used to collect primary data. Convenience

sampling method was used. Percentage analysis and Chi – square Analysis was

adopted in this study. Chi square analysis shows that there is no association between

gender, age, and monthly Income with the satisfaction. The study also shows that

there is an association between Education levels and satisfaction. The study found that

Price shows an important role and influences the buying decision of consumers.

Minwir Al-Shammari and Ahmad SamerKanina (2014) studied about

"Perceived Customer Service Quality in a Saudi Automotive Company and

SERVQUAL model that have five main dimensions questionnaire was used. 120

samples were randomly selected. The author concluded that the most significant

quality dimensions from customer’s viewpoint was the assurance and reliability

followed by tangibility and responsiveness while the empathy dimension was the least

important.

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 Cheng Wei Hin, Filzah Md Isa and Hoe Chee Hee (2014) have studied

“Perception of International Students on Quality of Malaysian Cars.” The study was

conducted in Malaysia. Total sample size of 176 full-time registered international

students from taken 12 countries. Purposive sample technique was used in this

research. Primary data collection was collected through self-administrated

questionnaire. The findings supported the previous research which shows that most

respondents have a more favorable perception of cars made in the developed countries

than cars made in developing countries. The influence of country of origin, also

known as the “made in” influenced, have been mostly defined as the positive or

negative influence that a country’s manufacture could on consumers’ decision

processes or subsequent behaviour. The research shows that the result of country of

origin is discernable among the respondents.

Yasodha Damodaran and Kumudha (2014) researched that "Customers

Perception towards Tata Nano Car in Coimbatore." This study was based on data

collected from fifty customers of TATA Nano car users in Coimbatore city. Primary

data was collected using a structured questionnaire. The main factor that concerned

and influenced the purchase decision of TATA Nano was its price. The study on

perception of customers on TATA Nano car also gives an imminent on the getting

level of the respondents towards the TATA Nano car.

Nur Farahah Mohd Pauzi, Nurjeehan Ayub, Siti Anis Nadia Abu Bakar

and Mohd Syazwan Karim (2014) have studied that "Consumers’ Perception: The

Factors Affecting the Purchase Intention of Malaysian Consumers on Imported

Vehicles." The primary data was collected through structured questionnaire. The study

was conducted among the working adults in Malaysia which consist of non-academicians,

academicians and part time students of Putra Business School. The sampling elements

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was only restricted to those working adults. 125 respondents were selected for

determining the sample size. The study implied that the price was the most leading

contributor factor to the purchase intention of imported vehicles and also consumers

believed that safety features of imported vehicles worth the price offered.

Faisal (2014) in his study on Customer Perception towards Royal Enfield with

Special Reference to Malappuram District, Convenient sampling technique was adopted in

this study. Sample size was 100 respondents. Descriptive statistics and Chi- Square test were

used in this study. The study shows that reducing the lead-time, service, advertisement

and improving fuel efficiency and introducing new models capable to compete with

the fresher’s in the market, Royal Enfield can easily make the whole customers into

highly happy customers.

Sriram and Nirmaladevi (2014) have studied “Consumers’ Perception

towards Local and Global Branded Cars in India - A Study on Literature Review.”

Socio-economic factors namely marital status, age, education, occupation, income and

family size were being influenced the customers’ purchase decision. The customers

have bunch of attributes such as reasonable price, safety, good quality, technology,

durability, high fuel efficiency and comfort towards local and global branded cars.

The study was concluded that the manufacturers should redesign their cars by unique

ideas in accordance and adopting innovative with the customers’ expectations.

Sharma and Namrata Maheshwari (2014) studied about "A Study on the

Customer’s Awareness and Perception Level towards Green Cars." The study was

conducted Kolkata city. Primary data was collected through structured questionnaire.

The study found that low awareness of consumers on the eco friendly and products

provided by the automobile companies in India. The limited awareness, their

perception and attitude to buy the green vehicles pressurizes the marketers explore the

full potential of green automobiles in India.

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 Pranee Tridhoskul (2014) in his study Customers’ Perception towards the

Service Marketing mix and Frequency of use of Mercedes Benz Automobile Service,

in Thailand and Systematic Random Sampling was used. Sample size was 340. The

study conducted a medium level of customers’ perception towards service of

Thonburi Group’s Auto Repair Centers, place or distribution channel, price and

promotion. People who provided service were perceived also at a medium level,

service process and physical evidence were perceived at a high level. Correlation

among physical evidence, service process and customers’ frequency were use of

automobile service per year.

Martina, Shirley, Kasugai1and Schwalm (2014) has studied Public

Perception and Acceptance of Electric Vehicles: Exploring Users’ Perceived Benefits

and Drawbacks. Multivariate analyses of variance (MANOVA) and variance analyses

for repeated measurements were adopted. Female respondents but also aged persons

show a higher level of acceptance, which might be due to their higher environmental

consciousness in contrast to male persons and younger participants.

Rajesh (2014) in his study on Consumer Perception and Attitudes towards

Green Cars and sample size was 157 in the area of Mumbai. The study shows some

facts which could have a importance to the manufacturer of a green car. Most of the

respondents agreed that green cars would replace conventional cars but the age group

which felt the most was the age group of 33-43 years of respondents. Higher education

respondents such as post graduates understood the significance of green cars added than

other peoples.

Adithya (2013) in his study on Customer Perception and Behavior of car

Owners – an Empirical Study in Bangalore City and sample size was 100. The sample

consists of 50 consumers from Urban and 50 consumers from Rural of the Bangalore

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city. Stratified random sampling was used. The author concluded that features that the

manufacturers should think on to attract the prospective buyers. This study

highlighted that consumer behavior plays a vital role in marketing cars.

Yesodha, Gomathy and Krishnakumari (2013) studied about "A Study on

Consumer Preference and Satisfaction towards Sedan Cars in Coimbatore City." The

primary data was collected from 152 respondents in purchased SEDAN cars in

Coimbatore city. Convenience sampling technique was used in this study.

Percentages, Chi-square test, one way ANOVA were used in this study. The study

found that there is no significant difference between the sex, marital status, age, monthly

income, Occupation, number of members in the family and satisfaction level of cars. The

researcher concluded that most of the buyers were satisfied with the services provided by

the sellers and they preferred fiesta brand because of its comfort ability.

Gupta and Nisha (2013) researched that "Consumer Perceptions and

Behaviour: Special Reference to Car Owners in Rajasthan." Simple Random sampling

method was adopted in this study. Sample size was 300. Descriptive Statistics, t-Test,

F-Test, Chi-Square, Correlation analysis, multiple regression and Cluster analysis

were adopted for this study. The study throws light on various features that the

manufacturers should focus on to attract the buyers. This study concludes that

consumer behavior plays a vital role in marketing cars and scope for wide research in

this area.

Yee, Cheng and Khoon (2012) stated that Study on Malaysia Consumer

Perception towards Buying an Automobile." Descriptive research plan was adopted.

Sample size was 200. Convenience sampling technique was used to collect the

primary data through structured questionnaire. Descriptive statistics and multiple

regressions were used. This study shows significant association among the three

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factors such as perceived quality, perceived value, and perceived risk with purchase

decision.

Yee, Cheng and Khoon (2012) stated that Study on Malaysia Consumer

Perception towards Buying an Automobile." Descriptive research plan was adopted.

Sample size was 200. Convenience sampling technique was used to collect the

primary data through structured questionnaire. Descriptive statistics and multiple

regressions were used. This study shows significant association among the three

factors such as perceived quality, perceived value, and perceived risk with purchase

decision.

Sunitha, Frank Sunil Justus and Ramesh (2012) studied about

"Determinants of Perceived Risk in Purchase of Car." The study was conducted in

Chidambaram town of Tamilnadu. Convenience sampling technique was used for this

study. The total sample size was 104. Descriptive statistics, one way ANOVA and

independent sample t test were adopted in this study. The study found that sales

executives have a huge role to minimize functional risk, financial risk, physical risk

and psychological risk. Hence sales and marketing leaders at the dealer end should be

well trained to answer all questions of the customers.

Rajnish, Satyendra and Jayant (2010) studied about "Measurement of

Service Quality of an Automobile Service Centre." Customer is having high degree of

expectations based on several factors such as past experience, personal needs,

authorized dealership and alternate source. The research was highlighted on only one

factor of dissatisfaction such as delays in delivery.

Mandeep Kaur and Sandhu (2006) attempted to find out the main features

which a customer considered while going for the buy of a new car. The research

covers the owners of passenger cars breathing in the major cities of Punjab and

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Chandigarh. The users perceive that comfort and safety were the most significant

features of the passenger car followed by luxuriousness. So, the manufacturers should

design the product giving highest weightage to these factors.

2.5 Consumer Satisfaction

Suriya, Vinotha and Ganga (2015) studied about "Service Quality and

Customer Satisfaction towards Tata Indica at VST Motors in Cuddalore." Descriptive

research plan was adopted. 120 samples were used in this study. Descriptive statistics

and one way ANOVA were used for data analysis. The researcher concluded that

majority of the customers were expecting to minimize the customer waiting time and

reduce the service rate and on both arrival and delivery of service.

Akhila and Ashar (2015) studied about "A Study on Customer Satisfaction

towards Maruti Suzuki in Coimbatore." Convenience sampling technique was adopted

for collecting primary data. 150 respondents were to collected data through structured

questionnaire. Percentage analysis and Chi square test were adopted for analysis the

collected primary data. The study found that there is no significant relationship

between type of gender and Maruti cars. The result concluded that increasing trend, at

the same time they expected safety and security, higher performance, easy handling,

etc.

Mathankumar and Velmurugan (2015) studied about "Determinants of

Customers Satisfaction – With Special Reference to Four Wheelers on Coimbatore

District." Convenience sampling technique was adopted for collecting primary data.

260 respondents were to collected data through structured questionnaire. Chi square

test was used for the data analysis for collected primary data. The study found that

Customer’s car satisfaction is associated with variables such as status in family,

occupation, monthly expenditure on car maintenance. The result concluded that Car

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manufacturers may focus on after sales and service, manufacturing fuel saving cars,

which was fitting to Indian financial conditions that may encourage middle income

group consumers to purchase the car.

Sayed (2015) conducted a study on "Does Brand Experience Build

Customer’s Satisfaction and Loyalty in the Automobile Industry." The data’s were

collected from 511 car owners through structured questionnaire in the Kingdom of

Bahrain. Descriptive statistics, factor analysis, one way ANOVA, correlation and

multiple regressions were used for data analysis. The study indicated that relationship

among brand satisfaction, brand experience and brand loyalty in the automobile

industry. The study also found that the highest correlation coefficient was found in the

super luxurious car categorization in terms of satisfaction and brand loyalty.

Priyanka (2015) studied about "A Study of Customer Satisfaction of Two

Wheelers on Yamaha." Sample size was 100 respondents who used Two Wheelers on

Yamaha. Percentage analysis was used in this study. The study found that the

satisfaction of customers in various categories like different gender, age, income

levels and factors influencing them to buy Yamaha and satisfaction level on various

factors. The analysis concluded that the Yamaha bikes were well known for their

performance, designs and the satisfaction was high towards all other factors except

mileage, because youth is the main target for Yamaha, if Yamaha bike satisfied its

customers with the mileage, comfort, style and free service.

Jamuna and Bharathiraja (2014) studied about "A Study on Customer

Satisfaction towards Tata Nano in Trichy Town." The study was conducted in Musiri

town. Descriptive research plan was adopted. Convenience sampling was used for

primary data collection. 110 samples were used in this study. Descriptive statistics

and Chi-square tests were used for data analysis. The study found that highly satisfied

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the customers mainly on the factor of vehicle price. The researcher concluded that the

respondents expectation was manufacturer focus of improve their advertisements need

improve the style and quality of the vehicle.

Usha and Nallabala (2014) conducted a research on "A Study on Customer

Satisfaction on Fiat Car at Concorde Motors in Chennai." Objectives of the study

were factors that lead to customer satisfaction, level of satisfaction towards the FIAT car and

opinion about quality and services of Product. Sample size was taken 150 respondents

who used FIAT car. Descriptive statistics and Chi-square analysis were used for data

analysis. The study found that (59%) of the respondents were satisfied with after sales

services, (76%) of the respondents were satisfied with the test drive and (61%) of the

respondents were satisfied FIAT car users.

Kishor (2014) researched that "A Study on Customer Satisfaction of ‘B’

Segment Maruti Cars in Hyderabad City." 150 respondents were chosen for

collecting primary data with structured questionnaire. Simple Percentage Method,

Weighted Average Method and Chi Square Test were used for the data analysis. The

study shows that most of the customers felt maintenance cost of Maruti Car is high.

Some of the customers were opinion uncomfortable with the back foot area and boot

space area and etc.

Duggani and Durga (2014) studied about "Customer Satisfaction towards

Honda Two Wheelers: A Case Study in Tirupati." Descriptive research plan was

adopted in this study. Convenience sampling method was adopted for primary data

collection. Sample size was 100. Chi-square test, percentage analysis were used for

data analysis. The study found that most of the customers agreed that Honda is the

best quality with reasonable price. But 10% of the customers were asking for

development in the quality.

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 Vijayakanth, Santosh and Rao (2014) studied about "Customer Satisfaction

Index in Multi Brand Car Service Centre across Karnataka." Quantitative research

design was adopted in this study. Descriptive statistics was used for data analysis.

Sample size was 100. The study found that Personal Car Users across Karnataka were

satisfied with service offered by the Multi brand service centre. The study also shows

that satisfied percentage was more than dissatisfies.

Archana and Srivatava (2013) studied about "Factors Affecting Customer

Satisfaction: A Study on Maruti Suzuki." Simple random sampling technique was

adopted for primary data collection. Sample size was 100 respondents of Maruti

Suzuki users. The study found that customer’s level of satisfaction was moderate for

most of the attributes, seasonal offers, except discounts and Delivery period.

Satisfaction levels for pricing attributes (such as Car price, service charges and

discounts) are generally lower compared product related attributes.

Kavita and Savita (2013) studied about "A Study of Customer Satisfaction

with Reference to Tata Motor Passenger Vehicles." Sample size of 100 respondents

was chosen who are using the Tata car. Convenience sampling technique was

adopted. The study reveals that the customer are mostly satisfied with design, safety,

price, status brand name, comfort level, mileage, interior space, spares part and after

sale service.

Lohana and sharma (2012) studied about "customer satisfaction towards

Hyundai cars in Nanded city." with the Main objectives was to identify the customer

preferences and parameter about the Hyundai cars. The sample was 60 respondents

who used in Hyundai cars in Nanded city. The researcher concluded that (50%) of the

respondents were satisfied with the overall performance of their purchased vehicle.

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The customers were satisfied with the brand image, after sales service, fuel efficiency

and economy in purchase.

Rao and Kumar (2012) have study on "Customer satisfaction towards Tata

Motors cars in Warangal district." The important objectives of the study were

customer satisfaction with the usage of vehicles, key area of strength, pricing affects,

service after sale service, and quality. The authors taken the samples were 100

respondents who used Tata Motors car. Descriptive statistics was used for data

analysis. The researchers concluded that majority of customers were satisfied with the

safety, customer relationship, availability of spares and dealer service.

Sharareh and Ahmad (2012) studied about "Evaluating the Relationship

between Service Quality and Customer Satisfaction in the Australian Car Insurance

Industry." Quantitative research design was adopted. Random sampling technique was

adopted for primary data collection. The sample was 384. Correlation analysis was

used for identify the relationship between satisfaction and quality of service. The

study shows that good relationships between five dimensions of service quality

(reliability, assurance, responsiveness, empathy and tangibility). The study

highlighted that there is a strong relationship between customer satisfaction and

service quality with the correlation value =0.866 and the p value is 0.01.

Kurkoti and Prabhu (2011) revealed that "Study on Satisfaction with

reference to Tata Nano car customers in Pune city." The objective of the study was

customer satisfaction towards Tata Nano. And second objectives of the study was gap

analysis and to find the impact of fire incidences on Nano car users. Sample size was

125 Tata Nano users. Paired sample t test, one way ANOVA and Turkey test were

used for analysis the collected data. The paper concluded that Nano car customers are

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not satisfied with the waiting period and performance of car but they satisfied with the

fire incidences report and safety of car that has impact on the customer satisfaction.

Sharma, Kiran and Khan (2011) studied about "A study and analysis of

customer satisfaction of Tata motors in Jaipur, Rajasthan.” The objectives to find the

satisfaction among the customers, market position and market performance of Tata

motors. Sample size was 100 Tata motors car users in Jaipur city. The analysis

concluded that (73%) of the respondents feel that safety are affordable, (12%) of the

respondents do not agree, (74%) of the respondents consider that attractive discount

and offers but (26%) of the respondents were not satisfied with the discount and

offers, but the overall opinion about Tata Motors car was highly satisfied.

Singh (2011) studied on empirical review of the product and customer

satisfaction of Tata commercial vehicles. Main objectives of the study were

performance of Tata motors, quality of service and to know the consumer perception

towards Tata motors. Sample size was 100 respondents who use Tata commercial

vehicles. Descriptive statistics and bar charts were used. The research paper

concluded that consumer preference the Tata commercial vehicles due to its brand

image, better quality, spare parts, quality and easy availability of service stations etc.

Ganesh and Soundarapandiyan (2011) conducted a study on "i10 Hyundai

Chennai: customer satisfaction level" and sample size was 150 customers. Percentage

analysis, chi square and multiple regression analysis were used for analysis the

collected the primary data through structures questionnaire. Main objectives of the

study were to identify the level of customer satisfaction, find the effectiveness of after

sales service and the post purchase behavior of customer of Hyundai i10. The study

found that customers were satisfied with the car after purchase because its gives the

feel of luxury, after sales and service, fuel consumption to customers and convenience

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of smaller car in crowded area. The study highlighted that most stylish as compared to

other model and other brands.

Mahapatra, kumar and Chauhan (2010) mentioned a study on "customer

satisfaction, dissatisfaction and post purchase evaluation: an empirical study on small

size passenger cars in India" Sample size was 150 customers. The multiple regression

techniques were adopted in this study. The study that highly satisfied with the

performance of attributes like pickup, wipers, etc. and other attributes like engine,

quietness, battery performance, pollution, and pick up influence the consumer future

purchase decisions and consumer give the more importance to these factors.

2.6 Post Purchase Behavior

Ahmad, Samiran, Hasan and Norlena (2015) have studied about "The

Relationship between Service Quality, Customer Satisfaction and Customer External

Complaints Intentions in Commercial Parking Facilities in Klang Valley, Malaysia."

227 samples were used in this study. This study found that customer satisfaction has a

straight relationship with external complaint intentions. The result also highlighted

that that customer satisfaction moderately mediates the relationship between empathy

and customer external complaints.

Azmi, Abdul and Kori (2015) researched that "Investigating the Relationship

between Knowledge and Complaint Behaviour among Motor Vehicle Repairs

Consumers in Shah Alam, Malaysia." Sample size was 400. Purposive sampling

method was employed for collected primary data. The research found that there is a

positive significant relationship between complaint behaviour and consumer’s

knowledge. The result concluded that most of respondents stiff their complaint

directly to the company when they knowledgeable unfavorable service failure.

Companies or dealers should pay special concentration to the requirements of

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consumers who are better educated as they are expected to hold high income and

clutch a better job.

Wang and Yu-Bing (2015) studied that “Re-purchase intentions and virtual

customer relationships on social media brand community.” Sample size was 216. The

study indicated that all these four customer-community relationships can enhance

post-purchase behaviors by humanizing individual group of people contribution or

identification. The findings were of benefit to both academics and practitioners and

this research was one of the first to display how to manage digital customer

interaction on social media brand community.

Vinodini and Umarani (2014) studied about "Analyzing Customer

Satisfaction towards Quality of Service and Sales at Lanson Toyota, Chennai." The

research stated that the satisfaction level of customers after sales, services and overall

Satisfaction may end that the LANSON TOYOTA‘S customers are satisfied with the

services which company offers, but at the same time service station atmosphere has to

be improved. Better customer services will motivate the organization be additional

efficient, quality services and increase.

Ashok (2014) studied about "A Study on Relation between Effective after

Sales Service and Customer Overall Satisfaction at Tata Motor’s With Special

Reference to Ramgarhia Automobiles Ramgarh Cantt, Jharkhand." Sample size was

100. The study found that the customer are mostly satisfied with safety, mileage,

interior space, price, design, status spares part, brand name, comfort level and after

sale service. The study also highlighted that the most influencing factors for customer

satisfaction in case of Tata Motors were mileage, price and interior space.

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 Rajarajan and Priyanga (2013) studied about "Consumer Pre and Post-

Purchase Behaviour – An Overview." The study conclude that customers satisfaction

and value-ratio, it can be claimed that customers were satisfied if their knowledge of

the value received corresponds to the value expected and delight was reached when

the gain significantly exceeds the expectations.

Sathish, Balamurugan, Sharma and Karthikeyan (2013) have studied

about "Customer Relationship Management in Car Service Industry With Reference

To Car Dealers in Coimbatore." The study found that the expectation of customer

after sales service is increasing. The expectation of high value care with the luxury

features and latest technology the customers’ expectation from the dealers has

improved in terms of infrastructure and service facilities. A dealer has to continuously

move up his values for customer satisfaction.

Mumtaz (2013) studied about "Post Purchase Behavior of Customers on

Retailer’s Brand: An Empirical Approach." Sample size was 500. Convenience

sampling technique was adopted for collected the primary data. One way ANOVA

and Chi-Square test were used for data analysis. The study found that the customers

are involved in buying retailer’s brand as the majority of them are satisfied from the

response of the retailers. The study also inveterate that the retailers take more

proposals in solving the product relate problems which are facing by the customers at

once. The ambience was pretty good enough to make the customer settle down while

shopping and also the customers believe it was a way of busting the pressure.

Ramanathan, Balasubramaniyan and Balakrishnan (2011) studied about

"A Study on Post Purchase Behaviour of Customers of Hyundai I10 in Chennai City,

Tamilnadu, India-An Empirical Study." Descriptive research plan was adopted.

Sample size was 150. Percentage analysis, chi square analysis and multiple

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regression analysis were used for data analysis. This study suggested that the ways to

improve the satisfaction level and after sales and service of customers of i10 and gives a

clear picture of the opinion of the customers towards Hyundai i10.

Mahapatra, Kumar and Anand (2010) stated that "Consumer Satisfaction,

Dissatisfaction and Post-Purchase Evaluation: An Empirical Study on Small Size

Passenger Cars in India." Data were collected from 150 respondents in Dehradun city

of India. Out of thirteen product attributes consumers are highly satisfied with the

performance of attributes like vibration, wiper performance, ignition and pickup. The

study shows that performance of these attributes has not been altered with time. The

study highlighted that product performance much influencing the consumers’ future

purchase decision. The product attributes such as ignition, battery performance,

pollution, and pickup are mostly influencing the consumers’ future purchase decision.

Mittal, Ross and Baldasare (1998) have studied “The asymmetric impact of

negative and positive attribute-level performance on overall satisfaction and

repurchase intention.” When consumers hate the product consumption practice, an

altered set of criteria represents new way for the product to disappoint. There was

proof of an asymmetric outcome of disconfirmation and act on dissatisfaction, in that

depressing disconfirmation and poor performance has been initiate to be more

impactful than comparable positive disconfirmation and acceptable performance.

Woodruff, Clemons, Schumann, Gardia and Burns (1991) consumers may

use evaluative criterion as standards of evaluation about product performance

(expectations) or any host of additional types of standards informing product

evaluation.

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 Day (1983) in his study on commonly accepted constructs for satisfaction

research. Consumers compare some previous expectations of product performance

with actual performance and provide a judgment that the knowledge was clearly better

or worse than estimated.

Bernacchi, Kono and Willette (1980) studied about “analysis of automobile

warranty service dissatisfaction” The study found that influence of satisfaction on

succeeding loyalty to the brand of automobile in their research focus on satisfaction

with new automobile guarantee service and the outcome of this satisfaction.

2.7 Chapter Summary

The distribution of articles fewer than five groups are as follows. The general

purchase behavior include 10 articles which were collected within the times pan of

2010 to 2015. The second variable is consumer expectation which include 13 articles

within the duration of 2003 to 2015. The third variable is consumer perception which

includes 19 reviews within the duration of 2006 to 2015. Next variable is consumer

satisfaction variable is with 20 reviews with in the span of 2010 to 2015. The final

variable is post purchase behavior which includes 14 reviews within the duration of

2010 to 2015. With these 76 reviews the research gap was identified and the title of

research was structured without any ambiguity.

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