A Study On Understanding Consumer Behavior And Choice Strategies For Automobiles In Thanjavur

Abstract

The Indian automotive industry has experienced significant growth in recent years, with a pronounced emphasis on understanding the intricacies of consumer behavior and the strategies employed when selecting a car. This research project focuses on investigating the multifaceted aspects of consumer behavior and the selection strategies of car buyers in the city of Thanjavur, located in the southern state of Tamil Nadu, India. The primary objective of this study is to gain insights into the factors influencing consumer behavior during the process of selecting cars in Thanjavur. To achieve this goal, a comprehensive research approach will be employed, incorporating both quantitative and qualitative methods. Data collection will be executed through surveys, interviews, and observations, targeting a diverse cross-section of the local population, spanning various age groups, income levels, and demographic backgrounds. This research seeks to understand the influence of cultural, economic, and environmental factors on the car selection process. Specifically, it will investigate how local traditions, economic conditions, environmental concerns, and technological advancements impact consumer choices. Moreover, the study will explore the significance of brand image, safety features, fuel efficiency, and pricing in shaping consumer preferences in the region. The findings of this research will provide valuable insights into the unique consumer behaviors in Thanjavur, offering actionable recommendations to automobile manufacturers and marketers seeking to tailor their strategies to meet the specific needs and desires of the local market. Recognizing the distinct dynamics of this market is essential for achieving a competitive edge in the automotive industry.This research project aims to contribute to the existing body of knowledge on consumer behavior and provide a practical resource for businesses operating in the automotive sector. The results will empower industry stakeholders to make informed decisions, allowing them to develop products and marketing campaigns that resonate with the values and preferences of car buyers in Thanjavur.