Download - Consumer behaviour towards buying cars
STUDY ON CONSUMER BUYING BEHAVIOR
FOR A CAR
Submitted To :Prof. Sarika Tandon
STUDY OF CONSUMER BUYING
BEHAVIOUR FOR A CAR
Group MembersTaqweem Iqbal AhmedKuldeep SinghVivek MorjariaNishant SinghDristhi SharmaArpit Maan
INTRODUCTION
Problem Statement:New Car Buyer Behaviour - Quantifying Key Stages &
Activities in the Consumer Buying Process.
Research Objectives:
• Managing demand.• Understanding influences on timing of purchase decisions.• Validate current positions on consumer behaviour.
Questionnaire DesignTo design the buying behaviour of consumer.The respondents were asked to give the
preference about the brand they want.
Sample Characteristics “Sample” consisted of the customers of five CAR
companies in India viz. VW,Maruti, Hyundai, Tata, Mahindra
These cars were selected, as they are representative of the major segments in the car industry from full fare to low priced cars.
Targeted sample size was 40 per car, and achieved sizes were as follows.Table 1 – Car (Brand) wise Composition of SampleNO Company Obtained number
of samples
1 VW 39
2 Maruti 40
3 Hyundai 35
4 Tata 38
5 Mahindra 36
DATA ANALYSIS & RESULTS • The statistical analyses used were ANOVA, Regression
analysis, Factor analysis. • Analysis of research data used the level of significance, a =
0.05.• The objective of this study was to examine customer
perception of service quality. ANOVA was performed and the result showed a significant
difference among the five car companies in India viz. VW, Maruti, Hyundai, Tata, Mahindra
Testing for Significance: F Test
The F test is used to determine whether a significant relationship exists between the dependent variable and the set of all the independent variables.
The F test is referred to as the test for overall significance.
Testing for Significance: F TestHypotheses
H0: 1 = 2 = . . . = p = 0
Ha: One or more of the parameters
is not equal to zero.
Rejection RuleReject H0 if F > F
where F is based on an F distribution with p d.f. in the numerator and n - p - 1 d.f. in the denominator.
As adjusted square is 0.004, it implies that 0.4% of variance of the dependent variable is explained by independent variable.
As R= 0.182, it explains a very weak correlation.
H0: 1 = 2 = . . . = p = 0
Ha: One or more of the parameters
is not equal to zero.
p = 0.285
p = .05
Since p > p we accept the null hypothesis and our model is not good.
Testing for Significance: t Test
Hypotheses H0: i = 0
Ha: i = 0
Rejection RuleReject H0 if t < tor t > t
where t is based on a t distribution with
n - p - 1 degrees of freedom.
H0: i = 0
Ha: i = 0
p = 0.000 p < .05 Since p < 0.05, we reject the null hypothesis.
K.M.O Test If two variables share a common factor with
other variables, their partial correlation (aij) will be small, indicating the unique variance they share.
Used to measure sampling adequacy.This index is used to measure the
appropriateness of the test .High values (.5 – 1) means factor analysis is
adequate.
Interpretation of the KMO as characterized by
Kaiser, Meyer, and Olkin …
KMO Value Degree of Common Variance
0.90 to 1.00 Marvelous
0.80 to 0.89 Meritorious
0.70 to 0.79 Middling
0.60 to 0.69 Mediocre
0.50 to 0.59 Miserable
0.00 to 0.49 Don't Factor
Kaiser-Meyer-Olkin Measure of Sampling adequacy 0.524
Barlett’s Test of Sphericity Approx. Chi Square
79.957
df 28
Significance
0.0000
KMO and Bartlett’s Test
Since the value of KMO is 0.524, therefore it implies that the degree of variance is very bad, in fact the variables do not factor with the other variables.
Limitations
The findings of this study are limited to the behaviour of the consumer towards car in India.
This study has not considered industry measures to measure service quality.
We have measured only the customer perception of service quality.
ConclusionTiming of orders & delivery bias towards weekends– Fridays for collection– Saturdays for order– supports dealer researchDifferences between men & women– females less willing to wait– reference growth in female motorists & change inrelative influence & role• Information Sources– Dealer still critical• Friend, Brochure, Magazine– 4 different sources of information – growth of internet – now nearly 20%• Research suggests that the consumer demand for a Car
would be strong
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