Buying behavior of customers @ MARUTHI SUZUKI MBA MARKETING PROJECT REPORT

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University of North Carolina, Chapel Hill.[http://www. …

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SSRN Electronic Journal

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The study of buyer behaviour focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. That includes what, why, when, where, how often they buy it, how they evaluate it after the purchase and the impact of such evaluation on future purchase. More than ever before, the need to understand buyer and customer behaviour has become a hot topic around the globe. The study of buyer behaviour includes an analysis of awareness of the customers, factors that influence purchase decisions, buyer satisfaction, and problems faced by the buyers. Understanding how a buyer makes purchase decisions can help marketing managers in several ways.

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Consumer satisfaction among different Multi brand car service center has become an important and necessary concept in today's service business world. Due to the importance of repeat business, it is vital for service businesses to focus on long term relationship with the customer. The wide range of models from different manufacturers with not much change in the specifications within the same price band has made it easy for customers to switch from one brand to another. So the challenge of attracting the customers, selling and retaining them with world class services has turned out to be a great challenge for all the automobile manufacturers. This study draws a detailed analysis on the consumers' level of satisfaction and the problems faced by them with the compact car brought by them. The study has been conducted in Coimbatore City for which a sample size of 720 is chosen.

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This case relates to the Indian subsidiary of South Korean automaker Hyundai Motor Company, Hyundai Motor India Limited (HMIL), and how it faces the customer retention problems. It made their products appealing to Indians of the upper middle class who had little alternative but the blandly built versions offered by market leader Maruti Suzuki. With the launch of models like the Fluidic Verna and the Elantra, HMIL slowly began to emerge as a leader in many high-end automobile segments. In the automotive industry, customer retention is a big problem with the purchasing cycle of consumers ranging from at least 3 to 5 years and the cost of brand switching being negligible. Consequently, the challenge for marketers is to provide the customer with continuous satisfaction by providing a quality product, excellent after-sales service and regular customer engagement to make him more engaged with the company.

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