ABSTRACT

Due to increase in disposable income in both rural and urban sector and availability of

easy finance are the main drivers if high volume car segments. Purchasing a new car

takes thoughtful planning and a bunch of steps. First, consumer must decide whether

they want to buy a new car or used car. Once the consumer decides to buy a new car, he

or she should do some consumer research on it first. Many consumer magazines and the

Internet will rank new cars for consumer in terms of price, safety, and value. Consumer

should choose right model which suit his or her lifestyle and personality. Moreover,

consumer must pay attention to the miles per gallon the car gets. The next step is to

checkout different dealerships that sell the make and models that consumer want to buy

sometimes their prices and their trade-in deals are better. New car buyers can also ask

their family members and friends about the car they are considering. Sometimes they

have valuable opinions and know personally about the car, its strengths, and the

problems other people have had with it. Consumers have their own preference in

choosing a car. This paper presents the Customer’s Preference in Choosing a Car: A

Conjoint Analysis Study. The earnest attempt has been made in this study to understand

the customer preference before purchasing a car. Based on the result of the study

disclose that majority of the respondents give due importance for mode of payment which

is 28% of them while the brand is the least preferred basis upon choosing a car.