A study on impact of buying motives with special reference to luxury cars segment in India
Darshan S, Dr Y T Krishne gowda
buying motives, Brand Image, Brand Conscious, liberalizing and automobile Industry
The Indian automobile sector has emerged as one of the significantly developing and growing sectors in the last 15years. The automobile industry of India has witnessed a drastically growth in all sections, especially the Luxury car segment. Liberalizing in 1991, brought revolutionary changes in the automobile industry and provided well deserved and timely growth impetus to the respective industry. The study provides a deep comprehension of how interpersonal influence, brand image, brand consciousness and different demographic components are related to Indian young consumers’ luxury brand purchase decision. Young Indian consumers of different gender (male and female) and age groups (18 -27 and 28-35) have been considered as samples for this study. Through this review it has been observed that which single factor among brand image and, brand consciousness is given maximum priority by Indian young consumers while making their selecting a brand or making a luxury brand purchase decision. Henceforth, the study mainly focuses on buying motives of customers with special reference to brand consciousness. The study found that, the majority of the consumers in India were given importance for brand image and brand conscious buyers.