Literature Review:

1. Factor’s Affecting Buyer’s Decision While Purchasing Hatchback Car:

Authors: Vishal Doshi, Dr. ChetanParmar

Year of publication: 7th July 2016

The reason for directing the study is to distinguish the parts which impacting shoppers
mark inclination for hatchback cars in saurashtra Gujarat region. The investigation report
demonstrates that larger part of clients in this area inclination is towards Maruti Suzuki
mark in hatchback models. At the season of settling on the buy choice customers
considered wellbeing, execution, stylish and esteem are the variables influencing
shopper's image inclination for hatchback autos. Exploratory Factor Analysis
demonstrates safety,performance, tasteful and esteem are emphatically impacting the
customer's general fulfillment for hatchback cars. Hence, hatchback cars makes need to
concentrate on esteem included exercises, for example, customers have better
discernment for the nature of brand, highlights and offices. As there is an immense
rivalries in the market organizations needs to furnish low value autos with best quality
and less upkeep for their purchaser's and furthermore need to consider the fuel
proficiency factor, as Indian buyers are viewed as every one of these components at the
season of settling on their buy choice in hatchback cars models.

Objective:
 Recognize and examine the features persuading the buying of cars.

 To study the various features that trigger consumers to buy specific four wheeler brands

Research Methodology

They have implemented random sampling technique to understand the behaviour of the
customers those who want to purchase hatchback car. The sample data and information have
been collected from 200 consumers through online structured questionnaire.

Analysis:

From the above examination it is appears that the vast majority of the clients for
obtaining hatchback autos were guys and major of them were has a place with the age
gathering of 21, 30 and 31 to 40 years. Examination likewise demonstrates that more
shape calling and privet parts buyers inclining toward hatchback autos and major are post
graduate individuals. Study demonstrates that atomic family buyers are inclining toward
more hatchback autos and whose family unit month to month wage is between Rs.25001
to 50,000.
2. Car Market and Consumer Behaviour – A Study of Consumer Perception.

Authors: G. Raghu
Year of publication: 20th September

The car business today is the most lucrative industry. Because of the expansion in extra
cash in both provincial and urban part and simple back being given by all the monetary
establishments, the traveler auto deals have expanded at the rate of 38% for every annum
in June 2005-06 over the relating time frame in the pervious year. Encourage rivalry is
warming up in the segment with a large group of new players coming in and other like
Porsche, Bentley, Audi, and BMW all set to wander in the Indian markets. One factor
that could help the organizations in the advertising of their item is by knowing and
making an identity for their brands.This report endeavors to answer a portion of the
inquiries in regards to mark identity of chose autos in India by leading the statistical
surveying. This report is arranged into parts, manages prologue to mark identity,
organizations chose, item and the business. The vehicle business today is the most
lucrative industry. Because of the expansion in extra cash in both rustic and urban
segment and simple back being given by all the money related establishments, the
traveler auto deals have expanded at the rate of 25% for each annum in June 2005-06
over the comparing time frame in the earlier year. Advance rivalry is warming up in the
segment with a large group of new players coming in and others like Porches, Bentley,
Audi, and BMW all set to wander in Indian markets. One factor that could help the
organizations in the advertising of their items is purchasing Behavior of the shoppers.
The Buying Behavior of the clients can be considered by knowing their discernments
about the autos in the market and about the conceivable contestants in the market. One
such method is by knowing and making an identity for the brands.
3. A Study of Buying Decision Influence for Passenger Car Segment in New Delhi

Authors: Sangeeta Gupta

Years of Publication: December 2013

Indian Automobile traveler auto advertise is seen by the nearness of numerous national
and multi-national makes post advancement 1991.The accessibility
of numerous choices inside the city gives a chance to the customers to settle on a sound
choice subsequent to considering all the options.Today is anera which is described by a
shopper's market where the producers and advertisers not just thinks about the shopper
introduction to make them fulfilled however ventures out in front of accomplishing
purchaser delight.Consumers search for those separating parameters, which may help
them to settle on a best choice and can be offers some incentive to cash recommendation
for them. It makes more critical to investigate the purchaser discernments and conduct of
the traveler auto proprietors which will give the input relating to planning the showcasing
procedures. The target of this paper is to research those separating parameter and impact
of reference assemble that impact the customer purchasing conduct of auto proprietors
inside the city of New Delhi.The essential information was gathered from 191
respondents, situated in New Delhi utilizing accommodation inspecting. The outcomes
uncovered the solid impact of properties like value, fuel effectiveness in purchasing
choice and significance of reference gathering.

Objectives:
 To Establish the role of Reference groups in a consumer buying decision of a passenger
car
 To associate the effect of Price on consumer buying decision of a passenger car
 To examine the Product attributes that influence the consumer buying decision for a
passenger car
 To recognize the main Source of Information and Clarification for the consumer

Research methodology:
191questionnaire were filled and sampling technique was convenience sampling.

Analysis:
The examination of the paper has uncovered that the reference assemble assumes a vital
part in purchasing choice of traveler autos. Friends, family and relatives reference has
been found to have huge wellspring of data and influencers in the traveler auto
purchasing.
 4. Consumer Behaviour Towards Passenger Cars – A study in Delhi NCR.

Authors: Arpita Srivastava and MittuMatta.

Year of publication: 6th November 2014

This paper investigates the buyer conduct towards traveler autos in Delhi NCR.The
extent of the examination is constrained to certain vital behavioral angles like data hunt
and assessment, mark inclination and brand reliability and components of inspiration.
Understanding the consumer loyalty's of the item will help the vehicle producer in
building up their items to address client's issues and outlining the best possible promoting
projects and system.

Objectives:
The
Objectivesofthisstudyistoidentifydifferentsourcesofinformationusedbythebuyersandtheirrolewhil
emakingapurchasedecision.

Research Methodology:

50 complete interview schedules were taken and simple random sampling technique was
used.

Analysis:

Rising pay has improved the acquiring force and an ever increasing number of
individuals can manage the cost of an auto. Client requests are dynamic, yet it is thought
that fundamental for each organization to influence presence in to the market. In put like
Delhi NCR auto has turned into an image of societal position moreover. Clients are
buying the autos as a methods for transport as well as a status symbol also.
 5. Model Development and Validation for Studying Consumer preferences of Car Owners:

Authors: BalakrishnanMenon, Dr. Jagathy V.P.

Year of publication: May 2012

Globalization and progression, with the entry of many prominent foreign manufacturers,
changed the automobile scenario in India, since mid 1990‟s. Makers, for example, Ford,
General Motors, Honda, Toyota, Suzuki, Hyundai, Renault, Mitsubishi, Benz, BMW,
Volkswagen and Nissan set up their assembling units in India in joint wander with their
Indian partner organizations, by making utilization of the Foreign Direct Investment
strategy of the Government of India, These makers began catching the hearts of Indian
auto clients with their decision of mechanical and inventive item includes, with quality
and unwavering quality. With the variety of decisions accessible to the Indian traveler
auto purchasers, it definitely changed the way the auto buy situation in India and
especially in the State of Kerala. This changed the vehicle scene from a sellers‟ market to
buyers‟ showcase. Auto clients began building up their very own inclinations and
obtaining designs, which were heretofore obscure in the Indian car section. The
fundamental reason for this paper is to think of the recognizable proof of conceivable
parameters and a structure improvement, that impact the customer buy conduct examples
of traveler auto proprietors in the State of Kerala, with the goal that further research
should be possible, in light of the system and the distinguished parameters.

Objective:
The objective of theresearch paperis to explore and conceptualize variousparameters, which
influence the purchase patterns of passenger cars in the State of Kerala. The paper also aims to
develop a frameworkto study the behavioral patterns, and also validate the acceptability of the
research model so developed, which might eventually influence the consumer purchaseof the
passenger cars in the State.
6. Hatchback Papers : Advertisement appeals

Authors: Satheeshvarma M., M.Y. Manjula

Year of publication: April – June, 2012

The examination is an enquiry intended to recognize and arrange particular commercial

interests utilized by real Indian hatchback auto brands. Appeals were categorized as
passionate, reasonable and presentational appealing strategies. Concentrate received time
inspecting strategy and it prompted orderly substance examination on chose daily paper,
magazine, web and TV notices by utilizing standard Delphi procedure. Point by point
rundown of item highlights and introduction styles were distinguished and a hypothetical
characterization demonstrate was created on both item highlights and introduction styles.
On examination of enthusiastic systems it was discovered that Indian hatchback
commercials essentially vary crosswise over media in the utilization of different feelings.

Objective:

 To identify various product benefits offered by Indian hatchback entry level car
advertisements as a rational appealing strategy.
 To classify this product benefits in a meaningful order for enhancing further research in
this area.
 To analyze major emotional strategies used by Indian hatchback entry level car
advertisements to sell their products.
 To identify different presentation styles adopted by various Indian hatchback entry level
car advertisements to attract their customers.
 To classify this presentation styles in a meaningful order for enhancing further research
in this area.
 7. Comparative Assessment of Drag Force of Hatchback and Sedan Car Model by
Experimental method.

Authors: BhagirathsinhZala, Dr. Pravin P Rathod, Prof. SorathiyaArvind S., H. I. Joshi

Year of publication: April – June 2012

The paper will describe comparative assessment of drag force measurement by

conventional wind tunnel Approach, carried out on two popular model of vehicle and
hatchback auto display. the exploratory examinations will be performed on an open
circuit suction sort wind burrow having a (30cmx 30cm x 100 cm) with a glass window
implied for visual perception of stream marvel on a geometrically comparable, decreased
scale (1:20) aluminum auto models.

Analysis:

The results obtained were very much in confirmation of the theoretical understanding of
variation of drag force with air velocity. Hatchback car has higher value of drag force then
sedan car model by 42% as the speed increases the difference between drag force of both the
model also increases. Drag force on the hatchback car model is more than the sedan car
model due to early flow separation at the back and formation of the wake Drag forces is high
in hatchback compared to sedan due to difference in shape particularly in the rear portion. In
hatchback there is sudden change in the profile in rear portion so flow separation exists.
whereas in sedan the smooth transition at the roof and addition of modest trunk extension
encourages the air stream to follow the vehicle contours down the rear deck the separation
zone is well defined by the sharp contours at the end of the deck, helping to stabilize the
separation zone. The difference of the drag force between both model is lower at lower speed
and higher at high speed.
8. Factors influencing the purchase of hatchback cars: An empirical study in Ahemedabad
Name of the author : Shahir bhatt and Amola bhatt

Year of publication: 2015

Shahir bhatt and Amola bhatt (2015) identified six factors which influence the purchase behavior
of consumers for hatchback cars. Brand promise, Features, Reach, Promotions, Perceived
Quality and Price. Brand promise describes the elements which consumer’s associates with a
particular brand such as comfort, service and trustworthiness. Quality and the price were
separately identified as important factors of the buying process.
Objectives

 To explore the factors influencing the purchase of hatchback cars.

 To examine the relationship between the factors brought out from the study and
demographics

Research methodology
The research design for the study is descriptive in nature and the sampling unit was consumers
possessing hatchback cars. The questionnaire constructed for the study included several
questions which were continuous and categorical in nature. Reponses were obtained from 300
respondents who visited these identified dealerships and possessed hatch back cars.

Findings
Five factors, namely, Brand promise, Features, Reach, Promotions, Perceived Quality and
Price/Make influenced consumer's purchase of hatchback cars. Additionally, it is also found that
there is a relationship between brand promise and age, monthly income and educational
qualification. Also there exists a relationship between reach and monthly income, features and
age, and price/make and marital status.
9. A study on impact of consumer behavior pattern on buying decision of small cars in
Karnataka.

Name of the author: Kusuma

Year of publication: 2015

Kusuma (2015) elaborates on the consumer behavior pattern on buying decision of small cars. A
framework has been developed to study the behavioral patterns which influence the consumer
purchase of small cars. The need to purchase a car is followed by the information gathering from
peers and the internet. Factors such as re-sale value, value for money, market goodwill and easy
availability constitute market influence. Car financing agencies also have a role to play in this
decision making process. External influence factors include family, parents, colleagues and the
car being a status symbol. Manufacturer, Brand, Mileage, Performance, Price, Interior & Exterior
Design and Safety & Comfort features consist of the product influence. Internet these days is
playing an important role in influencing the pre-purchase decision of cars.

OBJECTIVE OF THE STUDY

The objective of the research paper is to explore and conceptualize various parameters, which
influence the purchase patterns of passenger cars in the State of Karnataka. The paper also aims
to develop a framework to study the behavioural patterns, which might eventually influence the
consumer purchase of passenger cars in the State.

METHODOLOGY

The methodology adopted is to use the exploratory approach. Questionnaires were devised to
drive the in-depth interview with car dealers of various manufacturers, second-hand car dealers,
car financing agencies, and car owners.
10. A study of small car consumer preference in pune
Name of the author : Beena john and S Pragadeeswaran

Year of publication: 2013

Beena john and S Pragadeeswaran (2013) states that female car users are buying hatchback cars
as it convenient to drive and economical too. Value for money and price quality is the important
factors which influence small car buying. The new generation people are very difficult to classify
on the basis of demographic factors and unless their thought process and buying behavior
preferences are fully understood, decisions on product designs, product variants, branding and
distribution channels are likely to be confusing.

OBJECTIVES OF THE STUDY

 Identify small car preference by male and female consumers in the selected market area.
 Analyze the profile of consumers buying small cars.
 Identify key factors that influence small car buying.

RESEARCH METHODOLOGY

Simple random sampling method, assumes that each and every unit in the population has equal
chance of occurrence or equal probability of occurrence and the sampling units are selected
randomly.The researchers have taken 100 samples randomly from the total population. Primary
sources of data collected through questionnaire & secondary source from magazines, journals
and website.
11. Analysis of research in consumer behavior of automobile passenger car customer.
Name of the author : Vikram Shende

Year of publication: 2014

Vikram Shende (2014) has touched upon various topics such as classification of car market,
purchase decision process and classification of behaviors and their effect on various car
segments. As highlighted in the paper, consumer behavior is a mix of cultural, demographic,
economic, technological and political factors. These factors are a reflection of his knowledge,
perception, personality, attitude, lifestyle and motivation. It is imperative that a marketer
understands this behavior which is a concoction of multiple factors as behavior which is a
concoction of multiple factors as priority levels for various car segments. Mini Car segment
customers are usually first time buyers. Though customer of this segment is highly cost
conscious, there is a migration which is observed due to increase in disposable income. The
focus changes to safety, driving & seating comfort and brand for the customer of mid-size
segment. Three other important attributes for this segment include value for money, features and
customer friendly vehicles.
Objectives:
 To Study & Classify Car market based on segments like – small car, Hatch back, Sedan
Class, premium Sedan, SUV & MUV and Luxury Car.
 To Study on purchase decision process.
 To Broad classification of behaviors and their effect on various car segments.
12. Consumer perception and behavior of car owners-an empirical study in Banglore city.

Name of the author: Dr. H. S. Adithya

Year of publication: 2013

Dr. H. S. Adithya (2013) is conducted the study on “Customer Perception and Behaviour of car
Owners – an Empirical Study in Bangalore City”. To know the Value for money and satisfaction
are the two important factors as per the respondents in the following study . In hatchback cars
Brand name is one of the most popularity factor at the time of selecting any brand car . And 50%
of the respondents are price sensitive.

OBJECTIVES OF THE STUDY

 To present the historical perspective of the Indian Passenger Car Industry.

 To analyze the socio-economic profile of the sample respondents.
 To evaluate car owners’ perception and behaviour pertaining to the purchase and use of
cars.
 To identify and analyze the factors influencing the purchase of cars.
 To analyze the level of satisfaction among the respondents and to identify the switch over
brand option if any and
 To make suggestions in the light of the findings of the study.

RESEARCH METHODOLOGY

A sample of 100 consumers was selected for the present study around Bangalore City which is in
Karnataka. A structured questionnaire was designed and administered among the respondents to
give a fair representation to various attributes of the consumer. The secondary data has been
collected from various published articles, through internet, journals and magazines.
13. A Study on The Purchase Behaviour of Customers of Hatchback Cars in Delhi/NCR Region.

Name of the author: Vandana Gupta

Year of publication: 2017

The objective of this study is to investigate those differentiating parameter and effect of
reference group that influence the consumer buying behavior of car owners within the city of
Delhi/NCR. The primary data was collected from 197 respondents, located in Delhi/NCR region
using convenience sampling. Various statistical tools and techniques were used for the analysis
of the study.The results revealed the strong influence of attributes like price, fuel efficiency on
the buying decision of the consumer and importance of reference group.

Objectives
 To understand the source of information that influences the consumer buying decision for
hatchback cars.
 To understand the demographic profile of customers for hatchback cars.
 To determine the major factor that affects the purchasing behavior of a customer.

Research Methodology

Primary data was collected with the help of structured questionnaire. 197 respondents is the
sample size for the study conducted within Delhi NCR.
14. Impact of Brand Equity on Customer Purchase Decisions: An Empirical Investigation with
Special Reference to Hatchback Car Owners in Central Haryana

Ashutosh Nigam & Rajiv kaushik (2012) identified that brand equity factors helps to influence the purchase
decisions of customers. The study concluded that the brand manager should focus on the customer loyalty,
trustworthiness, brand distinction, innovative feature to manage brand equity. It is not only the brand image
which influences the customer but dealer image plays a important role in influencing the purchaser.

Name of the author: Ashutosh Nigam & Rajiv kaushik

Year of publication: 2012

Objectives of the Study

 To identify and analyze factors of brand equity influencing purchase decisions with
reference to hatchback segment of cars.
 To study attributes of marketing mix influencing consumers purchase decisions of
hatchback cars.
 To draw out managerial implications of the findings of the study.

Research Methodology

An empirical study was undertaken to understand key dimensions of brand equity impacting
purchase decision of cars. Questionnaire with open and close ended questions were circulated
through investigators. In all 130 respondents were selected who owns cars of Maruti, Hyundai,
Fiat, Tata, Chevrolet and other brands
15. Consumer Perceptions and Behaviour: A Study with Special
Reference to Car Owners in Alwar District (Rajasthan)

Name of the author: Gupta Bhuwan, Agarwal Nisha

Year of publication: 2013

In recent days India is witnessing a change in consumerism. The market is now mainly consumer
driver. The focus is shifting for product based marketing to need based marketing. Consumer is
given many options to make a decision. Passenger car segment is no omission to this general
trend. An effective market communication is crucial for reaching the target audience. So it is
important that we study the consumer perceptions and behaviour of the car owners which will
give us feedback on how marketing strategies can be worked. Alwar district in Rajasthan State,
which is in the northern part of India, has a progressive and growing market for cars. This down
was selected for this study. Pretesting was done by an Interview schedule which was developed
and administered to a convenient sample of twenty two car owners. A Simple Random sampling
technique was adopted in the study to select the sample respondents. As the size of the universe
is restricted, the study has been conducted on the respondents who are the owners of all the
segments of passenger cars. A total of 500 Interview schedules were prepared and out of this,
only 300 interview schedules were filled up and collected. Data were collected through an
interview schedule regarding perception of the respondents on the usage of cars.

OBJECTIVE OF STUDY
 To check the brand preference of customer towards four wheelers.
 To check the customer satisfaction level.
 To know which particular four-wheeler have more image in the Market.