EXPLORING FACTORS AFFECTING CAR BUYING DECISION OF LOCALLY MANUFACTURED ZERO METER 1300cc CARS

Abstract

The competition in automobile company is getting fierce day by day and customers are also becoming sawier. They critically evaluate what they are getting in return of the value of money they had paid .As car buying decision is not a routine decision people make it very wisely. People consider different factors when making decision. As we cannot consider all the factors as there is a vast range of automobile with respect to their categories, usage and utilities. So we had confined our research to discuss and explore the factors of locally manufactured 1300CC cars. Currently there are three local players in the market Toyota Indus, Honda Atlas and Pak Suzuki. Both exploratory and descriptive study has been under taken to better describe the nature of the problem. A survey has been conducted from the owners and prospective owners of car. We had classified factors into sub categories factors according to attractiveness, resale value, safety and security, and factors for purchasing locally manufactured zero meter cars. Factors that influences in decision making are also included which are cultural factors, social factors, individual factors and psychological factors. None of the factors can be excluded so our respondents had rated these factors showing the most important with the highest rating.