A STUDY ON FACTORS INFLUENCING BRAND PREFERENCES IN PURCHASE OF NEW PASSENGER CARS IN KARUR DISTRICT

Abstract

In this paper examine the factors influencing brand preferences in purchase of new passenger cars in Karur District. Passenger vehicle sales stood at 3,10,294 units in October 2020, compared with 2,71,737 units in October 2019, registering a 14.19% growth, As per the Federation of Automobile Dealers Associations (FADA).  Findings: 1). In the case of gender wise classification, it is concluded that the majority 83.50 per cent of the respondents were falling in the male classification. 2). In the case of age group of respondents, majority 35.50 per cent numbers of  were falling in the age group of 50 & above years.  3). In the case of marital level, it is concluded that 86.00 per cent numbers of the respondents were married level. 4). In the case of Family type level,   majority 67.50 per cent numbers of the respondents were falling under the nuclear family type. 5). In the case of educational qualification level, it is concluded that the majority 32.50 per cent respondents were educated upto Post Graduate Level, and 6). In the case of type of employment, majority 29.00 per cent numbers of respondents were involving in the professional group.(i.e., Engineers, Lawyers, Doctors, etc.,)