A STUDY ON PERCEPTION AND BUYING BEHAVIOUR OF VARIOUS BRANDED CARS WITH SPECIAL REFERENCES TO COLLEGE STUDENTS IN COIMBATORE CITY

Abstract

This study delves into the intricate dynamics of perception and buying behavior exhibited by college students towards different branded cars in Coimbatore City, a bustling urban center in Tamil Nadu, India. With the automotive industry witnessing rapid evolution and diverse consumer preferences, understanding the nuanced perspectives of this demographic segment holds paramount importance for car manufacturers and marketers.

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A STUDY ON PERCEPTION AND BUYING
BEHAVIOUR OF VARIOUS BRANDED CARS
WITH SPECIAL REFERENCES TO COLLEGE
STUDENTS IN COIMBATORE CITY
Author Details:
Mr.A.MOHAMMED ANWAR II.M.COM(CS),
Department of Corporate Secretaryship,
PSG College of Arts & Science,
Coimbatore-641014.
Co-Author Details:
Dr.S.TAMILMANI,
Assistant Professor,
Department of Corporate Secretaryship,
PSG College of Arts & Science,
Coimbatore-641014.
Abstract:
This study delves into the intricate dynamics of perception and buying behavior exhibited by college students
towards different branded cars in Coimbatore City, a bustling urban center in Tamil Nadu, India. With the
automotive industry witnessing rapid evolution and diverse consumer preferences, understanding the nuanced
perspectives of this demographic segment holds paramount importance for car manufacturers and marketers.
Keywords: perception, marketing, consumer behaviour
INTRODUCTION
One of the most significant factors in the acquisition of any product is the purchasing behavior of the consumer.
Economic and social psychological elements have a significant influence on consumer purchasing behavior, and
managers must be aware of these factors in order to properly plan marketing campaigns. Buying motives are the
factors behind consumers' purchases of specific brands or products. Advertisement, fashion, education, and
customer habits all have an impact on these perceptions. The demand for commodities is influenced by factors such
as occupation, education, religion, income, race, and climate. Thus, the seller's job is to satisfy the customers' need
for his goods by controlling the variables that affect the customers' motivations. By understanding a consumer's

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preferences and opinions regarding the automobiles on the market as well as potential new competitors, it is possible
to analyze their purchasing behavior with regard to cars.
OBJECTIVES OF THE STUDY
1.To find out the awareness of branded cars among the college students.
2. To analyse the consumer buying preference towards various brands of car.
3. To examine the factors influencing the consumer for buying preference.
4. To study the problems faced by the consumers of car in Coimbatore District.
RESEARCH METHODOLOGY
TYPE OF RESEARCH
The current research falls under the heading of "Descriptive study." When a researcher wants to know the traits of
a certain group, evaluate behavior, make predictions, or figure out how z or more factors relate to each other, they
conduct descriptive studies.
SOURCES OF DATA
To evaluate Coimbatore district, Tamilnadu, consumers' preferences and perceptions of several car brands. There
was use of both primary and secondary data. Primary data are gathered through questionnaires and in-depth
conversations with respondents. Secondary data was gathered from numerous websites, books, and journals.
AREA OF THE STUDY:
The area of study was detained to Colleges in Coimbatore City, the second largest urban center in Tamil Nadu.
Coimbatore began to witness the introduction of cars during the early to mid-20th century. Emergence of Dealerships With
the growing demand for cars, several automobile dealerships began to establish their presence in Coimbatore. These
dealerships offered a wide range of car brands, catering to diverse consumer preferences.
SAMPLE SIZE
The sample size of the study is to be 100 respondents.
FINDINGS AND RESULT
TABLE NO. 1 GENDER OF THE RESPONDENTS
GENDER
FREQUENCY
PERCENT
Male
76
76.0
Female
24
24.0
Total
100
100.0
The above table reveal that the Gender of the respondents. Out of 100 respondents 76 respondents were
Male and rest 24 were Female.

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TABLE NO. 2 YEAR OF STUDY
YEAR OF STUDY
FREQUENCY
PERCENT
1st UG
4
4.0
2nd UG
14
14.0
3rd UG
19
19.0
1st PG
6
6.0
2nd PG
57
57.0
Total
100
100.0
The table shows that the respondents year of study. From this 4 of them were 1st Year UG, 14 of the
respondents were 2nd UG, 19 of them were 3rd UG, 6 of the respondents were 1st PG and rest majority more than 50
respondents i.e. 57 were 2nd PG.
TABLE NO. 3 WHICH OF THE FOLLOWING BRANDED CAR DO YOU USING
CURRENTLY
BRAND OF CAR
FREQUENCY
PERCENT
Maruthi Suzuki
16
16.0
Toyota
17
17.0
Volkswagen
15
15.0
Honda
12
12.0
Others
40
40.0
Total
100
100.0
From the above table it reveals that the brand of car currently using of the respondents. Out of 100
respondents 16 of them were using Maruthi Suzuki brand car, 17 of the respondents were using Toyota brand, 15
were using Volkswagen, 12 of them were using Honda Cars and rest 40 of the respondents were using various
branded cars like KIA, Hyundai, Nissan and so on.
TABLE NO. 4
STATE THE REASON TO PREFER THE BRANDED CAR
REASON FOR PREFERRING
FREQUENCY
PERCENT
Style and Look
27
27.0
Trusted Brand
44
44.0
Economically Friendly
25
25.0
Other Specification
4
4.0
Total
100
100.0
The table reveals that the Reason for preferring this particular brand. 27 of the respondents were preferring
for this brand for the Style and Look of the car, 44 of the respondents were preferring for the Trusted Brand of the
car, 25 of the respondents were preferring for the Economically friendly usage and rest 4 of the respondents were
preferring for the other specification.

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TABLE NO. 5 FACTOR INFLUENCED YOU TO PURCHASE THE BRAND CHOICE
FACTORS INFLUENCED TO
PURCHASE
FREQUENCY
PERCENT
Purchase Decision of New Car
25
25.0
Decision of the Budget
26
26.0
Test Drive
17
17.0
Price Bargaining
8
8.0
Collecting Information about Brand and
Model
24
24.0
Total
100
100.0
The above shows that the factors influenced the respondents to buy this brand. Out of 100 respondents 25 of the
respondents were influenced with Purchase Decision of New Car, 26 of the respondents were influenced by the
Decision of the Budget, 17 of them were influenced by Price Bargaining, 24 of the respondents were influenced by
collecting information about Brand and Model of the car.
TABLE NO. 6
ASSOCIATION BETWEEN GENDER AND BRAND OF CAR
CURRENTLY USING
H0 = There is a Significant relationship between Gender and Brand of Car Currently Using.
H1 = There is a No Significant relationship between Gender and Brand of Car Currently Using.
GENDER
MALE
13
16
11
9
27
76
FEMALE
3
1
4
3
13
24
TOTAL
16
17
15
12
40
100
Chi-Square Test
s
Value
df
Asymp. Sig. (2sided)
Pearson Chi-Square
4.951a
4
.292
Likelihood Ratio
5.827
4
.212
Linear-by-Linear Association
3.157
1
.076
N of Valid Cases
100

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The P-value is less than 0.05. Hence the null hypothesis is rejected at 1% level of significance. Therefore,
there is a no significant association between Gender and Brand of car Currently using and also 27 Male respondents
were using Others brand of cars.
TABLE NO. 7
ANALYSIS OF VARIANCE TOWARDS GENDER WITH OTHER FACTORS FOR PREFEREING
VARIOUS BRANDED CARS
ANOVA
Sum of
Squares
df
Mean
Square
F
Sig.
State the reason to
prefer the branded
car
Between Groups
.114
1
.114
.165
.685
Within Groups
67.526
98
.689
Total
67.640
99
Importance of
having a car in
your personal
life
Between Groups
.140
1
.140
.170
.681
Within Groups
80.860
98
.825
Total
81.000
99
Owning a car
gave separate
status in
society
Between Groups
.305
1
.305
.470
.495
Within Groups
63.735
98
.650
Total
64.040
99
Main
specification that
is Not Available
in your car
Between Groups
3.200
1
3.200
3.530
.063
Within Groups
88.840
98
.907
Total
92.040
99
Manufacturing
defect in your
vehicle
Between Groups
.202
1
.202
.904
.344
Within Groups
21.908
98
.224
Total
22.110
99
The above table indicates that the ANOVA test is applied to compare the mean values of Gender with various
factors. State the reason to prefer the branded car (F = 0.165) (P = 0.685 Importance of having a car in your personal
life (F = 0.170) (P = 0.681), Owning a car gave separate status in society (F = 0.470) (P = 0.495), Main specification
that is Not Available in your car (F = 3.530) (P = 0.063) and Manufacturing defect in your vehicle (F = 0.904) (P =
0.344). The p – value in the ANOVA table is less than 0.05; there is a statistically significant relationship between
the variables at the 95.0% confidence level. Hence Main specification that is Not Available in your car have
insignificant relation; all other variables have significant relationship.

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TABLE NO. 8
GARRETT RANKING.
FACTORS INFLUENCED YOU TO BUY THIS CAR
Factors Included you to Buy
this car
Mean Rank
Rank
Inferential Statistics
Desires
6.00
1
N = 100 χ 2 =
129.87 Df =
7
P=0.000* Significant
Aspiration
5.44
2
Mileage
4.84
4
Reliability
5.30
3
Transmission
4.20
5
Comfort
3.27
7
Status
3.80
6
Resale value
3.16
8
*p<0.01
In the above table, it can be found that there exists a significant difference towards the Factors influenced
to buy this car (p-value < 0.01). It can also be found that the high-ranking factor is “Desires” having a mean rank
of 6.00 followed by Aspiration (5.44), Reliability (5.30), Milage (4.84), Transmission (4.20), Status (3.80), Comfort
(3.27) and Resale Value (3.16). Hence, it is concluded that the first three ranks to Desire, Aspiration, Reliability
and there are the three major factors influenced to buy this car.
CONCLUSION
Acknowledging the significance of the automotive sector in the current financial landscape, the investigator has
examined consumer perceptions and purchasing inclinations about different automobile brands. It is true that today's
comforts are yesterday's luxuries and tomorrow's necessities are today's comforts. The car is therefore no longer a
luxury in this digital age. All human characteristics are reflected in the preferences and perceptions of consumers
while making purchases. Comprehending the purchasing inclinations and perceptions of consumers empowers
marketers to make judgments that align with the demands of their target audience. Although precise predictions
about customer buying preferences and perceptions are impossible, consumer research activities can aid to some
degree in this regard. Therefore, it is sincerely desired that the recommendations made in the study would be taken
into account by the authorities. Additionally, the researcher is adamant that if automakers and dealers implement
all of the recommendations, they might rise to the top of the automotive industry.
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