Consumer Profiling and segmentation in Automobile Industry (A Study of Ghandara Nissan Limited)

Abstract

The present study examines consumer tastes and preferences for automobiles. The successful car manufacturers study the profiles of their customers and segmented them accordingly. Whereas others trigger their resources towards making excellent, powerful cars without knowing what the consumers actually want.The car users were therefore made to respond to a questionnaire and their responses were analyzed. The buying decision was dependent upon income level, availability of spare parts, resale value, and fuel consumption of a car. All these variables are found to be interrelated. Car users with low income level were found to be using second hand cars with low engine power. The availability of spare parts, resale value and fuel consumption are also important for this market segment. The buying decision is strongly influenced by the above mentioned variables. Respondents with high household monthly income were found to be having luxurious cars of most famous brands and enjoying drive as their foremost priority. This study therefore reveals the preferences of the car users and the issues considered important while making a purchase decision and it therefore present some recommendations for car manufacturer Ghandhara Nissan Limited.