Volkswagen's Car Market and Buying Behaviour In India-A Study of Consumer Perception

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TABLE OF CONTENTS

Volkswagen's Car Market and Buying Behaviour In India-A Study of Consumer Perception1

Research Aim and Objectives1

Research Questions1

Literature Review2

Buying Behavior of Indian Consumers2

Methodology4

REFERENCES5

Volkswagen's Car Market and Buying Behaviour in India-A Study of Consumer Perception

Research Aim and Objectives

Defining the main objectives of any research is the first step into developing a structured work as these objectives will provide an important support to the overall investigation. Lacking such guidance could result in a poor study with no relevant and useful meaning. This enquiry aims to understand the buying behaviour of Indian consumers and to identify and understand the perception of consumers in buying the Volkswagen brand cars and in order to accomplish such task the following objectives have been set:

To determine and analyse the buying behaviour of Indian consumers

Examine the customer perception about the Volkswagen cars.

Research Questions

This study was intended to explain the buying behaviour of Indian consumers and their perception of consumers in buying Volkswagen. Based on the above aims and objectives of the study, following research questions will be answered in the study:

What is the buying behaviour of Indian consumers?

What are the ways to examine the customer perception about the Volkswagen cars?

Literature Review

The study of consumers and brand perception about brands was originated within economics, but since the 1960s it has become a discipline in its own right, drawing on theories and methods from psychology, sociology and anthropology as well as semiotics and literary theory. The majority of studies of consumer brand perception have addressed it at the individual level, often using experimental methods to explore cognition. More recent approaches have moved to the socio-cultural level and drawn on contemporary social theory (Ramesh 2008, pp. 82-162). In parallel with this development, there has been a shift away from ...