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

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TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION1

1.1 Inquiry Overview1

1.2 Background of the Study1

1.3 Problem Statement2

1.4 Rationale/ Nature of the study2

1.5 Conceptual and Theoretical Framework2

1.6 Aim4

1.7 Research Aim and Objectives4

1.8 Research Questions4

1.9 Significance of the Research5

1.10 Organization of the Dissertation5

1.11 Ethical Considerations6

1.12 Limitation of the Research6

CHAPTER 2: LITERATURE REVIEW8

2.1 Introduction8

2.2 Background of the Study8

2.3 Indian Car Industry9

2.4 Volkswagen in India10

2.5 Concept of Buyer Behavior11

2.6 Buyer Behavior Model12

2.7 Factors Influencing Consumer Behavior15

2.8 Buying Behaviour of Indian Consumers15

2.9 Consumer Perception16

2.9.1 Characteristics of Perception18

2.9.2 Components of Perception18

2.10 Quality Cues20

2.10.1 Cue Utilization21

2.10.2 Choice and 1mportance22

2.10.3 Interaction22

2.10.4. Cue Combination23

REFERENCES24

CHAPTER 1: INTRODUCTION

1.1 Inquiry Overview

The main objective of this research is to identify the consumer perception and buying behavior with respect to the Volkswagen India car market. Questionnaires will be used but its findings simply support the main results gain from the qualitative data collection. This research will be organized in successive chapters and will expose the overall consumer perception of the Indian car market and will be focusing on consumer behavior.

1.2 Background of the Study

For the study conducted, there was a requirement of the resources which would assist to identify key constituents that have been undertaken for the purpose. In order to achieve this target, the focus of the study was on the various types of factors that affects the consumer perception and car market. The company Volkswagen operates worldwide and in diverse population. For example, the European market, people can be divided into various sub-cultures and consumer behavior is also different. Also today for automobile sector, it is important to deliver quality to its customers along with more luxurious features in affordable prices. In addition, consumers are better informed about the choice of cars. As the emerging Indian market, perhaps were the most important factors that Volkswagen could consider (Mortimer, 2009). They must keep abreast of the latest modifications so that they capture the largest market and outperform their competitors. There are various factors that can play a crucial role in affecting consumer's intention towards Volkswagen's market. Marketing has got huge importance these days which can be witnessed during any advertising campaign of car companies. However, it is necessary to critically analyze the consumer behavior of Indian market and understand the perception of consumers. Therefore, this study will investigate these factors in order to find out their contribution towards maintaining Volkswagen's situation in the market place.

1.3 Problem Statement

The problem statement that shall be used as primary parameter for the purpose and analysis is “Volkswagen's Car Market and Buying Behaviour In India-A Study of Consumer Perception”.

1.4 Rationale/ Nature of the study

With the undertaking of this study researcher was able to analyze the key components and driving forces the concepts of consumer behavior and consumer perception which play crucial role in making any brand a successful brand.

1.5 Conceptual and Theoretical Framework

The perception and understanding leads to launch a process of internal and external analysis to get the ideal image in the mind of the consumer against ...