FINDINGS

This part of the chapter highlights the main findings of this research.
Findings of Analysis of Pre-Purchase Strategies
Collecting Information from Others and Test Driving are
the most significant variables which explained .211% and
.371% of the variances respectively with Weighted Average
Score of 2.7000. It clearly showed that customers believe in out
of store search the most as they may be thinking that people
from Inside Company may tend to fool the customer. Customer
tries to collect information from other mediums rather than
companys offices or employees. Dealers try to satisfy their
customers by providing them with test drives of different cars.
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Visiting Dealers Showroom accounts for .369% of the

variance and Weighted Average Score of 2.6040 is the second
most important variable. People spend a lot of time in walking
around dealers showroom and they frequently visit different
dealers to get more and more information about cars.
Expert Opinions is the third most important variable that
explained .507% of the variance and Weighted Average Score
of 2.4760.
Reading Auto Magazines is the least important variable
which explained .523% of the variance with Weighted Average
Score of 1.9480. Respondents do not prefer reading auto
magazine for gathering information for their purchase.
Findings of Analysis of Variables Motivating New Car Purchase
The variables that motivate buyers to purchase a new car have been
studied.
Guarantee/Warranty is the most important variable that
explained .112% of the variance and Weighted Average Score
of 2.8720.
Item of Necessity is the second most important variable that
explained .339% of the variance and Weighted Average Score
of 2.7000.
Family Requirement accounts for .470% of the variance and
Weighted Average Score of 2.6720, is the third important
variable. People tend to buy a new car when they actually need
it.
Chi-Square Test has been adopted to test the hypothesis:
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Behaviour of buyer is always influenced by social and economic

status, family requirements and their primary necessity of
transportation etc.
And the Table 6.8.10 confirms the hypothesis framed for the study.
The results clearly showed that consumers prefer to purchase
car for their convenience. They preferably seek Guarantee/warranty,
their family convenience etc. From an extreme perception of cars
being an ultimate luxury, today it has probably acquired the status of
necessity to many state dwellers. More than half of the sample as
noted above still sees the purchase of a vehicle as a need to fulfil the
primary need of transportation.
Findings of Analysis of Role of Sources of Information
Influencing the Purchase Decision
Friends/Family is the most important source of information
considered with maximum frequency of 59.2%.
Customers Self-decision ranks as the second important
variable with frequency percentage of 56%. It indicated that
customer does not get influenced from any prescribed sources
of information, and relies only on own resources (e.g. visiting
dealers showrooms etc.)
Radio/FM and Wall Writing/ Billboard, these two are the
least important sources of information with frequency
percentage of 3.2%.
These findings help the marketers in understanding the
behaviour of customers and help in knowing the role of information
sources in deciding a particular model of the car in Uttar Pradesh and
accordingly strategies can be made for them. The results revealed that
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deciding the car model decisions are mostly influenced by the

Friends/Family (59.2%) followed by customer himself (56%). It is
recommended that marketer should target other members also like
spouse, friends and children etc. in order to increase sales in the state
of Uttar Pradesh. Marketers have to refresh better policies for car
consumers as they tend to ask others before purchasing cars in order
to attract even more customers.
Findings of the analysis of the role of reference groups in
influencing their car purchase decisions.
The Table 6.11 reveals that Friends and Spouse is the most
referred reference group with frequency percentage of 51.2%
which play a vital role in making car purchase decisions as

people are more influenced by them so they ask them before

purchasing the product.
Solely self is the second most chosen option with frequency
percentage of 36%. It might be due to the reason that customer
does not tend to ask any other before making his purchase.
Any other with frequency percentage of 7.2% accounts for
the least important reference group. Any other could consist
of neighbour, peer group etc.
The study reveals that respondents made their self-decision
before making his purchase. When a buyer enters the show room to
purchase a product, then most of the times he is with the frame of
mind for the product is going for; the buyer does his home work and
comes down with a frame of mind to go for the product.
It is recommended that marketer should target other members
also like spouse, friends and children etc. in order to increase sales in
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the state of Uttar Pradesh. Marketers have to frame better policies for
car consumers as they tend to ask others before purchasing cars in
order to attract even more customers.
Findings of Analysis of Car Users Post-Purchase Satisfaction
When consumers satisfaction level regarding sales/servicing
provided by the dealers was analyzed, 94% of the samples
indicated that their satisfaction level lies between Excellent to
Satisfactory, whereas only 6% of the samples received poor
level of satisfaction from the dealers. Chi-Square test has been
carried out to test the hypothesis and Table 6.12.1.1 confirms
the Hypothesis:
Buyer is always satisfied with sales/servicing provided by the
dealers.
When consumers satisfaction level with their current car was
analyzed 98% of the samples indicated that they were very
satisfied to satisfied with their current car and only 2%
respondents were dissatisfied with their current car. Chi-Square
test has been carried out to test the hypothesis and Table
6.13.1.1 confirms the Hypothesis:
Buyer is always satisfied with post purchase experience of their
car.
Findings of Analysis of Factors influencing consumers in brand
selection of a premium car
Brand Reputation or Image was found the most important

variable with frequency percentage of 84%. The pull factor to a

particular brand of vehicle in this instance is the brand
reputation in the market place.
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Guaranty/Warranty is the second most important variable

influence consumers in the selection of the cars brand with
frequency percentage of 78.4%.
Good After Sales Services ranks as the third most importantly
considered variable with frequency count of 76.8%
Whereas least important factor is Acquaintance with Retailer
(1.6%).
Findings of Analysis of Dislikes/problems faced by the premium
car consumers in their car
Outdated Styling is major problem of maximum consumers
with frequency percentage of 25.6%, followed by the
Maintenance (24.8%) and Spare Parts Availability (21.6%).
Breakdown and Any Other (space, interior etc.), secured
equal frequency of 4%, are least preferred problems faced by
the car users.
Findings of analysis of key selling points of premium cars
Findings of analysis of key selling points of premium cars
Driving Comfort and Brand Reputation are the most
important key selling points that explained the .193% of the
variance and with Weighted Average Score of 2.8800, followed
by the Technological Advancement, Good after Sales
Services and Luxurious Item, explained .223% of variance
separately with Weighted Average Score of 2.8400.
Chi-Square Test confirms the hypothesis:
There is an association between demand of vehicles and
technological advancement.
The study reveals a very distinctive picture in case of popularity
of different car brands. In case of Maruti the model was found
to be most common among the population of Uttar Pradesh.