Journal Press India^®

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Each car has a unique story to tell as it easily glides through the traffic. While some people might prefer the elegant looks, others may opt for the rugged durability of Mahindra. However, what factors do people consider when choosing a car? In this article, we explore consumer perception and preference for different automobile brands in Tiruchirappalli City, Tamil Nadu. The study surveyed 393 individuals chosen through a simple random technique and examined the personal, social, psychological, and cultural factors that influence their purchasing behaviour. Demographic variables like age, gender, economic level, and home area were considered to analyse different brand preferences. Data was analysed using AMOS 24 and SPSS 25. This information can be valuable for marketers and policymakers to create tailored strategies for brand positioning and product development. This will lead to improved customer satisfaction and competitiveness in the automotive industry.

Keywords

Consumer perception, Consumer Preference, Personal factor, Social factor, Psychological factor, Cultural factor

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