CONSUMER BUYING

BEHAVIOUR DURING
PURCHASE OF A SECOND
CAR

Presented By :
Sajot Singh Kohli
Deeksha Bisht
 Introduction
 Over the last couple of years, the Indian domestic passenger car
market has witnessed a phenomenal growth. From the research, it
has been found that the segment who is buying a second car has
different priority factors that guide its buying decision. The study
reveals that there are seven major factors that influence buying
behavior of a second time car buyer.
 Reasons for Growth
In India had witnessed a stipulated demand for vehicles and a
robust growth of the Indian passenger car industry.

 Arrival of new and existing models.

 Easy availability of finance.
 Competitive pricing.
 Guarantee of superb quality service
 Factors affecting consumers buying
behaviour for second car

 Product Efficacy
 Image Equalizer
 Experienced Maven
 Social Appreciation
 Favorite Fondness
 Family First
 Inclination towards Marketing
 Product Efficacy
 At the time of buying their second car,
consumers give more emphasis on product
performance.
 Attributes like reliability, performance, driving
comfort, status conveying interiors, residual
value, cost of driving, and look of the car are
some of the benefits consumers are looking for
at the time of picking their second car.
 Image Equalizer
 Many consumer select products and brands
that fit or match their images.
 Consumer evaluate the brand after considering
their own self image and social self image. The
consumer will consider the product only after
aligning the image of product with his/her
own image.
 Experienced Maven
 Past usage of goods moderates the accuracy of
future purchase intention. The level of
satisfaction determines the depth of customers’
commitment towards a brand.
 The second car choice is a more conscious
decision and driving experiences of first car
and unfulfilled desires in buying and driving
the first car are of utmost importance.
 Social Appreciation
 Social approval acts as deterrent as well as
driving motive for certain consumer decisions.
 Every individual strives for and seeks respect
from society, but more so fears disrespect or
disapproval from the same.
 The social respect is a big factor when it comes
to buying goods depicting social status.
 Favorite Fondness
 Purchase intentions are likely to be highly and
positively correlated with attitudes towards the
product.
 All other factors, such as price or subjective
norms, held constant, consumers should hold
favorable purchase intentions for products they
like and unfavorable intentions for products
they dislike.
 Family First
 Brands with identities that support family
values tend to be popular and accepted easily
by the segment due to high degree of family
orientation.
 Inclination towards Marketing
 The marketing offers are designed to induce
purchase, create a positive attitude about the
product. These offers magnetize a segment of
consumer and frame their decision making
 Marketing efforts and ads play an important
role in influencing and shaping desires for a
product .
 Managerial Implications
 The purchase of second car is different from that of a
new car.
 Only high level of investment in promotional
schemes may not assure high level of repeat
purchase.
 A long term customer relationship may become
fruitful to the marketer in order to motivate the
consumer to pick his second car from the same stable.
 Thus there is a need to treat second car buyer as a
different segment and identify the factors that affect
the segment.