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@article{147353,
        author = {Darshan S and Dr Y T Krishne gowda},
        title = {A study on impact of buying motives with special reference to luxury cars segment in India},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {5},
        number = {7},
        pages = {185-187},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=147353},
        abstract = {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.},
        keywords = {buying motives, Brand Image, Brand Conscious, liberalizing and automobile Industry},
        month = {},
        }