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INTRODUCTION:
Customer preference are defined has individual tastes as measured by the utility of the
various goods. They allow the consumers to rank these goods depending upon the quantum
of utility derived by the action of using up a resource. It is to be noted that consumers will
purchase the vehicles based on their income and prices. Customers will purchase the vehicle
on the basis their likes and dislikes. Consumer preference is the foundation of consumer
demand. The consumer reaction will be based on changes in price and their willingness to
pay and accordingly the profitability depends upon the understanding of consumer
behaviour.
Customer preference on a heavy commercial vehicle would be based on the various factors
that are decided by their profitability as per their requirements. They considered various
factors while purchasing a heavy commercial vehicle those factors are resale value, mileage,
performance, discounts, latest technology and strong relationship management, after sales
service might be the key reason for the customer preference of the heavy commercial
vehicle.
STATEMENT OF PROBLEM:
The consumer preference of various products is decided by their own features, it is very much
essential Eicher company to know what the features are is required to influencing consumer
buying Behaviour. The automobile industry is facing very competitive sector as variety of new
vehicles is launched every day. The automobile manufacturing industries need to determine
the buying behaviour of their market to sustain in the competition. Here analysing the various
factors which influence the customers are determined along with service level need to be
Delivered. Therefore, this study has been conducted to find the customer preference towards
Heavy commercial vehicles and to know the respondent’s problems towards Low and medium
duty commercial vehicles. (R&S, April 2016)
A&P, (2016) “A study on customer preference towards heavy commercial vehicle in Ashok
Leyland”, 2016
LIMITATIONS OF STUDY:
Small sample size (55)
Study is limited in Bangalore city only
RESEARCH METHODOLOGY:
Research methodology helps to deals with a range of ways to make the most out of solving
research problems. Research methodology is a way to consistently solve the research
problem. This research follows survey research methodology based on present research in
related area. For this study questionnaires were constructed to study the consumer
preference towards heavy commercial vehicle in Eicher.
REVIEW OF LITERATURE:
Fareena sultan
He tried to find out the most important features a customer might consider while buying a
new car, the respondents identified that safety and comfort were the most important
features of the passenger car followed by luxury.
Rakesh Kumar
The term consumer behaviour is defined as the behaviour that consumer display in searching
for, buying, using, analysing and disposing of product, services and ideas that they except will
satisfy their needs. Consumer behaviour is the process whereby, individuals decide whether,
what, when, how, and from whom to purchase goods and services. Due to the increase in
income level and easy finance being provided the financial institutes, the four wheelers sales
have been tremendously increased.
Customer playing the three important roles of user, payer and buyer differ in their aim of
buying a product, some customer will purchase for their need, while some purchase for the
want of status, Status seeking consumers are those who give much importance to the non-
functional factors of the product such as attractiveness, brand, social comparison, prestige
than the functional factors.
New development and acceptance for studying consumer preferences of car owners
highlighted on various consumers buying behaviour factors of passenger car owners in the
state of Kerala. Their findings indicate that customer focus is a major differentiator in the
passenger car industry
DR.R. Ranganathan (2018)
In convertible industry after sales services is very important. As the joint dealer, while
purchasing a vehicle he must look at all the features of the vehicle and they will see the unique
features of the vehicle like mileage of the vehicle, resale value of the vehicle.
Companies today are becoming customer essential & highly focusing on satisfying their
customers as they realized that in present competition, satisfying and delighting the
customers is very hard. Because of the rapid changes in needs, expectations and lifestyles of
customers, most of the companies are in confusion.
When I asked about their Education towards consumers, some peoples have done their
education in a Basic, some of Were studied Till fifth And some of the were didn’t studied
Anything and Also they chosen good commercial vehicle From the Word of mouth and Their
own driving Experience And Advertising or By Newspaper So it’s all tell about commercial
vehicle gave a best result by their own Experience And Here as I observed Most of the
members were came from Rural Background and they choose only particular Brand on the
Basis of Their Mileage of the Vehicle And performance of the vehicle and Resale value of the
vehicle As we know Consumer preference will More impact on Brand Because of the way
they Providing Services Towards consumers, Service of the vehicle overall tells that There is
a significant coefficient of correlation Between the Education qualification and Brand of the
vehicle It tells that consumer are more strong while choosing Brand of the commercial
Vehicle As I met consumer some consumers are living In urban areas and some consumers
are living in Rural areas, Most of the consumers who were live in rural areas they are little
unknown about the Brand when compared to who are living in urban areas So there is little
significant coefficient of correlation Between the Nature of Residence And Brand of the
Vehicle.
From the above table it is inferred that out of 80 respondents, 43.5% Purchased
vehicles from Eicher, and 28.3% respondents purchased vehicle from Ashoka Leyland, 17.4%
respondents and 10.9% respondents purchased a vehicle from Bharat Benz in Bangalore city
and most of the customers were purchased a vehicle in Bangalore and Here most of the
customers purchased a Low medium duty vehicle From the Eicher Rather than the other
Brands.
From the above table that out of 80 respondents, The actual question New technology is
required, or unrequired, or Highly required for High Medium Duty commercial vehicle out of
that respondents 55.4% respondents said is Highly required, and 33.8% respondents said is
required, 5.2% respondents is neither required nor Required and 5.5% us required overall
says most of the members were technology is required for High medium duty commercial
vehicle.
RELATIONSHIP BETWEEN ATTRIBUTES AND PREFERANCE IN BRAND OF THE COMMERECIAL
VEHICLE:
Above table shows that outcome of relationship between various factors or attributes of
the High medium duty commercial vehicle like mileage of the vehicle, performance, Resale
value, Service Availability of the vehicle, Technology of the vehicle, Down payment of the
vehicle, safety of the vehicle are the important reason for preferring the High medium duty
commercial vehicle, so variable brand gives in various different factors and other brand
vehicle influence the factors to the dependent and independent Brands. and Based on the
above analysis it is inferred that there is a significant relationship between these
independent factors and the dependent variable brand of the vehicle.