A Study of Buying Behaviour of Luxury Cars in (Bangalore) India

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Acknowledgement

I would first like to express my gratitude for my research supervisor, colleagues, peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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Abstract

This study aims to identify factors that influence the behaviour of luxury car buying in Bangalore, India. Bangalore has been selected for this study because it contains numerous luxury consumers. Car has long been the symbol of achievement in India. In order to carry out the research, mixed research methodology has been selected. The research utilized both primary and secondary data to find answers to research questions. It has been found through the research that there are certain internal and external factors that influence the decision of buying cars in Bangalore, India. The internal factors that influence the decision of car buying include self esteem and individual personality characteristics. The external factors that influence the buying behaviour of customers include promotional offers, upward social mobility, and aspirations for power and luxury.

Table of Contents

CHAPTER 1: INTRODUCTION1

OUTLINE OF THE STUDY1

BACKGROUND OF THE STUDY1

AIM OF THE STUDY2

OBJECTIVES OF THE STUDY2

RESEARCH QUESTIONS3

SIGNIFICANCE OF THE STUDY3

SCOPE OF THE STUDY3

ETHICAL CONSIDERATIONS4

BUYING BEHAVIOUR5

THEORIES OF CONSUMER BEHAVIOUR6

Self Theory and Consumer Behaviour6

FAMILY INFLUENCE IN CONSUMER BEHAVIOUR7

RELATIONSHIP, SERVICE PACKAGE AND PRICE8

CUSTOMER SATISFACTION AND LOYALTY8

BRAND AND RETAIL LOYALTY8

THE PROCESS OF CAR BUYING9

CLASSIFICATION OF INDIAN CUSTOMERS11

The Rich11

The Consuming Class11

Climbers11

Aspirants11

The Destitute12

THE LUXURY CAR MARKET OF INDIA12

LUXURY CONSUMPTION IN INDIA13

BUYING BEHAVIOUR IN BANGALORE, INDIA14

FACTORS INFLUENCING THE BUYING BEHAVIOUR OF LUXURY CARS IN (BANGALORE) INDIA19

IMPLICATIONS FOR MARKETERS22

CHAPTER 3: METHODOLOGY24

RESEARCH METHOD24

MIXED METHOD RESEARCH24

RATIONALE FOR METHODOLOGY25

SECONDARY DATA25

QUANTITATIVE AND QUALITATIVE DATA25

CONNECTING THE DATA26

DATA COLLECTION METHOD27

DATA COLLECTION INSTRUMENT27

SAMPLING METHOD27

SAMPLE SELECTION27

LITERATURE SEARCH28

ETHICAL CONSIDERATION28

RELIABILITY AND VALIDITY29

Questionnaire60

CHAPTER 1: INTRODUCTION

Outline of the Study

This dissertation is based on the topic of “buying behaviour of consumers in the Indian luxury car market.' The first chapter has discussed the aim and significance of the study. The second chapter includes a literature review that highlights the growth of the Indian luxury car market. The literature review highlights the previous research conducted on the topic.

The third chapter covers the methodology for this study. The analysis of findings and discussion will be presented in the fourth chapter. The fifth chapter will conclude the dissertation, providing implications and useful recommendations for further research. The third chapter includes the methodology that has been chosen to carry out the research. The analysis of findings and discussion will be presented in the fourth chapter. The fifth chapter will conclude the dissertation, providing implications and useful recommendations for further research.

Background of the Study

The growth potential of the Indian Automobile Industry is rapidly increasing. There has been an increase in the demand for Indian automobiles with changes in the customer ...