Research Article | Open Access
A Study on Identifications of Factors Affecting Purchase of Luxury Car Brands in India-
Abhinav Shrivastava, Dr Madhu Menon
Indian Automobile Industry is flooded with global brands and is recordingcontinuous growth since last two decades. There is cut-throat competition between the domestic and foreign brands which provides numerous choices to the Indian customers. The manufacturers like BMW, Audi and Mercedes offer similar products with similar features making the luxury car segment highly competitive. Customers no longer consider price, mileage and cost of maintenance a factor and most of the features offered are universal, whereas customer want distinctiveness i.e they look for those differentiating features, which can make the choice from one brand to another just like safety of Volvo and off-roading capabilities of Land Rover/Range Rover(JLR) is unique and for the brand it is Unique selling Preposition (USP). Mercedes has a brand image of being legendry brand having around 100 years of experience in making luxury cars.Porsche, Ferrari and Lamborghini have an image of making Super cars and are well known for making world class sports car. Brands like Rolls Royce and Bentley is famous for making ultra-luxury cars which are targeted for selected customers. The main purpose of this paper is to come up with the identification of constraints that influences the consumer purchase behavior patterns of luxury car owners in Chhattisgarh.
Consumer Behavior, PurchasePatterns, Brand Personality, Customer Satisfaction
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