A Comparison of Customer Perception

Mallikarjuna Reddy


The presence of the many manufacturers and variants in the automobile sector of India provides several decision options to the customers making the passenger small car market highly competitive. Customers now search for differentiating factors, which may help them to choose among the alternative products available in the market. Being the second most populous nation in the world, changes in India have a global effect. Motivated by the fast paced changes in the country, this study aims to assess the customer perceptions and attitude towards small cars of the residents of a rapidly growing Rayalaseema region of Andhra Pradesh.

The present study has conducted a questionnaire survey with a sample size of 762 respondents who own a small car in Rayalaseema region of Andhra Pradesh, India. Results reveal that the key drivers of Indian automobile market are mileage, maintenance and resale value. Indian customers always want value for money in purchasing a small car. Further, it can be suggested that there is huge demand for small cars in India provided if the manufacturers comes up with new variants.

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ISSN : 2251-1547