Due to the emergence of globalization and liberalization(1) there is a stiff competition among the Automobile industries which are focusing attention in capturing the Indian markets an automobile are no more considered as luxury once, now occupies a part of day-to-day life and has become a necessity. Customers have now changed their attitude that yesterday’s luxuries are today’s necessities. To be a successful marketer it is absolutely essential to study the perceptions of the prospective buyers and track their drivers of those perceptions. Consumer satisfaction is a central concept in modern marketing thought and practice. The marketing concept emphasizes delivering satisfaction to consumers and obtaining profits in return. As a result, overall quality of life is expected to be enhanced. Thus, consumer satisfaction is crucial to meeting various needs of consumers, business, and society. Customer choice process is a complex phenomenon. Making a decision to buy a product or services involves many processes (2). For most of the people purchasing a car is the second most important and expensive decision.
Volume 11 | 07-Special Issue
Pages: 525-537