A Study on Factors Influencing Customer Buying Behaviour of Skoda Cars

Abstract

This research was conducted to assess and understand factors those affect the consumer's behaviour in relation to the product and to analyse the consumer's performance while purchasing the product. This study helps to answer questions such as what factors influence consumer purchases in relation to Skoda, what is the level of consumer awareness about the product, customer profiles of various types of Skoda vehicles and decision making and purchases. This study provides an opportunity to explore the field of consumer marketing behaviour. This also provides feedback for consumers involved in the purchase decision. This study shows the factors that influences the purchase of cars in the case of Skoda, as well as their impact on the effective purchase decision of consumers. Many previous studies have been conducted on consumer purchasing behaviour, and this study also helps to find out about the factors or motives of buying a car, in reference to Skoda. During the course of the study the data were collected with key information in a comprehensive and structured questionnaire. First hand data is collected with the help of questionnaire. A questionnaire developed was distributed to each Skoda Owner by the email address and via WhatsApp provided by the Client Skoda company. Those customers who are not available via email are also visited in person. Even a few copies of the queries provided at the Skoda Showroom and the Skoda Service Center understood the fact that customers were very busy and often could not allocate time when contacted. A total of 153 samples were collected at the end of which 106 males and 47 females. Results are translated and analysed on a data basis using SPSS software. Statistical tests used for the study are factors analysis and crosstab (chi--square test) for analysing the data which are collected through questionnaire. Other statistical tools used for this study are descriptive statistics, pie charts, bar graphs etc. Using descriptive statistics various frequencies of variables were obtained including charts. Three components were obtained using factor analysis it was found that screening factors have the maximum mean value. This shows that among the three factors compared, this factor was found to be more relevant in purchase decision of the Skoda cars. The second component was identified as "Popular factors" which includes Price, Mileage, After Sales Service, Dealer Network, Celebrity Endorsements. The third component was identified as "Economical factors" which includes Attractive Purchase Discounts, EMI scheme, Low maintenance cost, Comfortable seating facility. A chi-square test was conducted among Monthly Family Income and buying a car would improve your reputation in the society. Using the crosstab analysis we were able to prove that there was no association between Family income and buying a car would increase your reputation. Studies show that Skoda owners are mostly in the ages of 18 and 30. Skoda car buyer is widely available as a top or new wealth as well as a top middle or profit professionals earning more than 50000 and above per month.