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Brand preference of Pre-Owned cars-with special reference to Coimbatore District, Tamilnadu Dr. Dilip D.1, Dr. Vinoth S.2 1Associate Professor RVS Institute of Management Studies and Research, Coimbatore, Tamilnadu, India. Email id: dilipku@rvsgroup.com 2Associate Professor RVS Institute of Management Studies and Research, Coimbatore, Tamilnadu, India. Email id: vinoth@rvsgroup.com Online published on 17 September, 2018. Abstract The study of consumer attitude is vital in the changing scenario of consumer market in India. The study focuses on Brand preference of pre-owned car owners in Coimbatore district, Tamil Nadu. This study is significant as the pre-owned car consumers are prospective new car buyers and their involvement with a pre-owned car will have a definitive influence on future car purchase choices. The analysis has been attempted with two purposes; to evaluate the socio-economic and demographic profile of pre-owned car owners in Coimbatore region and to consider the brand preference of pre-owned car customers. The Primary data have been collected from 120 respondents using structured questionnaire based on Judgement Sampling. Descriptive statistics and Garrett‘s ranking techniques used for data analysis. The study adjudicated that the individuals were dominating the market of the study area. Top Keywords Car, Pre-Owned/Used Car, Information Search, Brand Preference. Top | |
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