1- Paper title-

Analysis of Research in Consumer Behavior of Automobile Passenger Car customers

2- Method-

3-The objectives of the study are as outlined below: -

The study shows that brand perception is something which starts building up before a car
is purchased and goes on with its use and is reflected in the recommendations.
Brand personality of a car is enforced by the sellers in the mindsets of the customers and
customers reacts to it by forming their perception about the car and this reflects in the overall
brand image of the car
Also it was observed that in the information gathering and consumer purchase initiation
stage, TV commercials on car models and brands, search on internet website of the
manufacturer and visit to dealers / distributors were the prime sources where customers
gathers information on car models.
1- Paper title

Effectiveness of Advertising Media on Car Purchase Decision: A Study of Maruti Suzuki

Limited and Tata Motors Limited
2- Method-

3- The objectives of the study are as outlined below: -

1. To understand the role of advertising media
2. To evaluate the various advertising media alternatives by passenger car consumers of
Maruti Suzuki Limited and Tata Motors Limited
The study concludes that television is more effective advertising media as compared to other
forms of advertising. Brand endorsement by actors in advertisement have striking impact on
consumers. The author concludes that advertising expenditure should be valued as investment
and not as expenditure.
1- Paper title
2- Method-

3- The objectives of the study are as outlined below: -

1- Paper title
2- Method-

3- The objectives of the study are as outlined below: -

1- Paper title
2- Method-
3- The objectives of the study are as outlined below: -

Introduction
Automobile industry has seen a big boom in its sector. The automobile industry has now
became a necessity then a luxury. Now, due to such rise in the demand of cars the
competition has also increased. With this increasing competition the companies has tried
every way to make a good brand image and brand value in the eyes of the customers.
Advertisement has been the result of such competition.

Advertisement have now become a very essential part as studies has shown that they directly
influence the customer behaviour. Mckinsey (2012) conducted a study of about 24 touch
points of customers, while thinking to purchasing a car, on over 9000 customers and it was
found that digital experience was placed at 2nd point just after the live experience.

So, it is very important to have effective advertisement to attract the customer. Advertising
effectiveness can be defined a desired effect on the viewer which is generated at the time of
advertising. Now it is very crucial to measure the effect of advertising because the investment
needed for advertising must be generated. As the researches has shown that advertisement has
a direct impact on customers. Now customer are very much influenced by the advertisement,
it may be television ads, magazines, etc.

A leading online research company’s survey shows that 62% of the people in the near future will use
Internet as a primary source of information before purchasing car

This research paper concludes that it is very much crucial for any automobile company to
understand the effectiveness of advertisement on the people and also to understand that which
mode of advertisement is more important, like to yield maximum profit with minimum
investment. While it is not possible to obtain a global measure of the advertising
effectiveness so we should seek to develop and apply methods and measures for a partial
verification of results.

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