With the stiff competition in the
personal car segment in the world, the automobile companies are positioning and penetrating in the market. Changes
in demographic, social-culture and economic factors contribute to the
heterogeneity and diversity in the car market. The diverse behavior of the
consumer can be observed in purchase and use. Exploring consumer behavior in
personal car segments across different fuel categories of Kanpur and Lucknow helps the marketers to
comprehend the factors that led to the consumer decision making.
study demonstrated how different factors are responsible in consumer decision
making and how different variables which includes four P’s of marketing,
demographic, social-cultural factors, value
added features aspired by the consumers help in choosing in decision making.
According to Peter and Oslon (2002) stated that most researchers accepted that
attitude represents favourable or unfavourable feelings towards te object . Attitute is formed on the basis of person’s
experience with the object and an object is required to form an attitude.
Variables in the research model were discussed in the study and how most of
them help in influencing and changing consumer decision making. Consumer’s
buying behaviour changes due to rising competition and different strategies
used by marketers to tap the customers and serve them better. In terms of
choosing fuel category across personal car segment , consumer perception of
SERQUAL was also used to determine actual vs perceived satisfaction on the
basis of the variables chosen in the study. The study also included value added
features aspired by the consumers in their decision making while chosing a car.
The results of the study can be used by
the academicians for further research and by marketers in framing marketing
strategies to tap the potential market and identify factors that are considered
while taking decision.