Role of consumers’ perception and attitude in car buying behaviour: A review Bhardwaj Reetika*, Bishnoi Vinod Kumar** *Research Scholar, Haryana School of Business, Guru Jambheshwar University of Science & Technology **Professor, Haryana School of Business, Guru Jambheshwar University of Science & Technology Online published on 24 October, 2019. Abstract In the current scenario, automobile industry is one of the major industries contributing towards the GDP of the nation. Even today, for any middle class household, purchasing a car is viewed as a decision of greatest importance. Owing to various factors, the households‘ car ownership has been growing at a tremendous rate. The objective of this review paper is to explore and understand the influence of consumers‘ perception and attitude towards car buying. The present study uses the existing literature to explore the data extracted from databases of extensive repute such as Emerald, Science Direct, Taylor and Francis amongst others. The pertinent dimensions revealed by the previous studies are perception and attitude. The extant literature indicates that both perception and attitude plays a pivotal role in shaping consumers‘ decision towards purchase of a car. The results depict that amongst the perception factors, consumers‘ perception regarding the other modes of transport plays a mixed role in the car buying decision. Customers also pay attention to the cars‘ country of origin and the level of comfort, safety and flexibility provided by the cars. And among the various attitudinal factors, travel freedom is found to be an emerging contributor towards purchase of cars. Also, pro environmentalism emerged as a significant deterrent towards car buying. The findings of the study reveal that in order to stay in the top of their game, the leading automobile giants need to manufacture cars which assures comfort, safety, depict a sense of freedom and also take into account the environmental concerns, consumers‘ perception about the othertransport modes. The results will provide valuable suggestions to the automobile manufacturers and other stakeholders regarding consumers‘ attitude and perception while purchasing the cars. Top Keywords Car ownership, Perception, Attitude, Automobile Industry. Top |