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@article{208125,
        author = {Dr. J. Vijimol},
        title = {CONSUMER PERCEPTION OF AUTOMOBILE PRICING AND MARKETING STRATEGIES IN THE GST ERA},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {4},
        pages = {453-457},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=208125},
        abstract = {The Goods and Services Tax (GST) has altered the tax environment in which automobile manufacturers, dealers and consumers operate in India. Changes in the tax structure can affect the final price of a vehicle, the transparency of price communication and the promotional approaches used by automobile brands. The present study examines consumer perception of automobile pricing and marketing strategies in the GST era, with specific reference to Coimbatore. A descriptive research design was adopted. Primary data were collected through a structured questionnaire from 110 respondents selected through convenience sampling, while secondary information was drawn from relevant publications and reports. Percentage analysis and the chi-square test were identified as the principal analytical tools. The descriptive findings indicate that tax benefits were the most important purchase-related factor (47.27%), followed by price (25.45%). EMI and loan schemes emerged as the most frequently preferred marketing strategy (31.82%), while GST-based discounts were also considered influential (29.09%). Respondents attached considerable importance to GST break-up information in advertisements, with 38.18% rating it as very important. Invoice explanation (44.55%) was the most trusted method of communicating price and tax information. The study concludes that consumers do not assess automobile purchases only on the basis of brand image or promotional appeal; perceived tax benefits, price clarity and transparent documentation play a central role in shaping confidence and purchase evaluation.},
        keywords = {Consumer perception, GST, automobile pricing, marketing strategy, pricing transparency, Coimbatore.},
        month = {September},
        }