Schaningerand Sciglimpaglia(1981) stated that in the study that people of different age groups behave andrespond differently. The reason that older consumers behave differently is forthe reason of more experience in themarket and while evaluating the information they try to eliminate irrelevantinformation.
In this studythe researcher could not find significant relationship between age and consumerdecision to purchase as stated by Schaninger and Scilimpaglia.Menon (2012) and Jacob and Khan (2010)in their study revealed considerable modern women car buyer which has increased in recent years. Companies have started tolook into the Indian women psyche and attention for details. Marketers need tolook at the needs of women that has grown in the particular segment. Mitchell and Walsh (2004) in their studystated that men and women prefer products differently as their thinking differin obtaining and using.
They concluded that women are more fashion consciousand perfectionist than males. Their decision making style differs. In this study, the researcher found asignificant relationship between gender influencing consumer decision makingfor personal cars.
As per the report by The Economic Times (2016) women carbuyers have increased, in order to attract automobile manufacturers are makingproducts women-friendly. Narayananet.al (2012) in their study stated that the education level of the head of the household affects consumerdecision making. In the current study, the researcher found relationshipbetween education and decision to purchase across different fuel categories.Chkraborthy et.
al (2013) intheir study association of different demographic variables education being andanalyzed that employment shows significant association in consumer decisionmaking. The current study also revealed that there is no significant relationbetween category of employment andchoice of car by fuel category. Vikram Shende (2014) in his study statedIncome is one of the main drivers in consumer decision making by efficient fuelcategory. However, in the current study Petrol and CNG income didn’t show anysignificant relationship, whereas in Diesel car it showed due to differentsegments of cars and various attributes of the car.
Diwan andBodha (2011) in their study studied the attributes of cars and examined throughfactor analysis and eliminated overlapping and less important attributesconsidered while positioning the car. In the current study through factoranalysis important factors while considering purchasing decision by fuel categories was extracted.In the article by Best Cars with fullyloaded features in under 6 lakh price, seek features like Safety, convenience,styling space which falls under the category of Fully loaded while considering car purchase decision.
Inthe current study, respondents look for fully loaded feature while purchasingthe car. In the Article of Auto trader(2015), it was stated that the car withless power tends to have a better fuel economy. As the current study revolves around fuel category, car with more poweris appreciated. The current study shows people who prefer to buy Diesel variantcar, consider Horse Power as an important attribute while purchasing the car.In thestudy conducted by Overdrive (2016) consumers while purchasing car prefer agood sound system with touch screen and good quality speakers, with additionalfeatures of exclusive sound system with adjustable mirror wing and reversecamera.
The current study shows arelationship with the respondents positive association and the decision topurchase. According to the Kissmetric blog, the colorscreate emotional reactions. According to the research on how colors influenceemotions, colors that are pleasing to the eye increase conversions just like females prefer soft colors whilemales like bright colors, preferences may also vary among age groups. In this study, the researcher has foundout the impact of color and consumer decision to purchase a car.Shoppingfor Safety (1996) consumer are concerned about the safety at the time of driving.
While discussing about various carmodels, mostly inquire about the Air bags. While choosing Petrol and Dieselcar, Air bags play a significant role. In the study, respondents gavepreference to Air bags as an important attribute while making a car purchase.Shailesh (2014) in his study stated enginesize, as an important attribute of the safety factor of the buyer. In thecurrent study, respondents consider as an important attribute while purchasingthe car.
Shakhshir postulated in his paper thedevelopment of theoretical positioning strategies and the orientation from moresimple, product oriented strategies. It was concluded that new positioningstrategies are based on the consumer andmarket segments and on the product specification. It also stated thatadaptability to changes in competitive market represent the future positioningstrategies.Sharma (2006) in her study stated theimportance of celebrity endorsement in advertisement and concluded thatadvertisers use celebrities as endorsers to add excitement and glamour to theirbrands. Brands that are endorsed by celebrities give a glamorous touch in theminds of people and hope that famousface provides added appeal and name in a market.