( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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AN ANALYTICAL STUDY ON CONSUMER’S BRAND PREFERENCES FOR SEDAN CARS WITH SPECIAL REFERENCE TO TEZPUR, ASSAM

    1 Author(s):  MANASHI MEDHI

Vol -  10, Issue- 2 ,         Page(s) : 188 - 202  (2019 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The desire to possess a car was the dream of every household few decades before. But possessing a car has become common in every family in today’s world. Now a day’s motor car is not only bought for social status, but it is felt as a necessary one. Even the low income group families are at least having a small car. So the trend of desire now has shifted to possessing a Sedan car to reflect as a status symbol. People who were not ready to spend their money on luxuries have now changed their attitude that yesterday’s luxuries are today’s necessities. With the advent of globalization and liberalization there is a cut-throat competition among the variety of car industries which are focusing attention in capturing the Indian markets. Cars though considered as luxury once, now occupies a part of day to day life and has become a necessity. To be a successful marketer it is absolutely essential to read the minds and perceptions of the prospective buyers of cars. Hence a short survey has been conducted in Tezpur area of Assam to find the urge of the consumer’s to possess a Sedan car, the preferred brand and the reason for such preferences.

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