International Journal of Marketing & Financial Management

International Journal of Marketing & Financial Management

Print ISSN : 2349 –2546

Online ISSN : 2348 –3954

Frequency : Monthly

Current Issue : Volume 5 , Issue 11
2017

BUYING PREFERENCE OF FOUR-WHEELER - AN EXPLORATORY STUDY AT BHUBANESWAR

*Madhusmita Choudhury , **Prof Dr Bidhu Bhusan Mishra, ***Dr P.K.Mohanty

*Research Socholar, Centurion University of Techonology & Management & Assistant professor Department of Management Studies, Affinity Business School, Bhubaneswar, Odisha,      **2Profesor & HOD, Dept. of Business Administration, Professor Utkal University , Bhubaneswar, Odisha,    ***3Dean, School of Management, Centurion  university of Techology & Management, Bhubaneswar, Odisha.

DOI : Page No : 43-59

Published Online : 2017-11-30

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ABSTRACT

Targeting the right set of customers for any given product is very important problem in business (B2B / B2C). In this paper we propose a new approach to solve this problem based on product ranking attributes specifically for the automotive sector. We listed different features of 4 wheelers the buyer may be interested while buying car. Each features than ranked and also ranked according to the Demographic features like Gender and income. We than also surveyed the preferable financer to buy car.

Keywords: Consumer Brand preference, sustainable competitive advantage, strategy, automotive sector. 

 

International Journal of Marketing & Financial Management