A Study of Buying Behaviour of Customers Towards Small Car Segment in Haryana
A Study of Buying Behaviour of Customers Towards Small Car Segment in Haryana
Abstract
1. Introduction
“The individuals make decisions related to spend their available resources, i.e. time,
money, and efforts on consumption-related items and make a plan like what to buy,
when , why , where , how often to buy and how often to uses it. The goal of studying
customers’ behaviour is to satisfy their needs. The study of customers’ behaviour has
been conducted by way of analysis of factors that influence purchase decisions and
product use. Philip kotler remarks that “customers are neither so simple that they do
not require to be studied, nor so complex that their study is impossible” the study of
customers behaviour provides a sound basis for identifying and understanding
customers’ needs. The study of customers' behaviour is concerned with customers’
buying behaviour rather than consumption. It is sometimes easy and sometimes
impossible, to predict the behaviour of people. Accurate prediction can yield vast
fortunes and inaccurate predictions can result in the loss of millions of rupees. It is a
complicated task, filled with uncertainties, risk and surprises. In recent era business
around the world recognizes that customer is the king. Knowing why and how people
consume products helps manufacturers and marketers to understand how to improve
existing products what types of products are needed in the market place or how to
attract customers to buy their products. Marketers can justify their existence only when
they are able to understand customers wants and satisfy them. For example, if a
manager knows through research that fuel mileage is the most important attribute for a
certain market, the manufacturer can redesign the product to meet those criteria. A car
that satisfies the needs of owners for transportation also obtain psychological
satisfaction from the possession of products. For the purpose of this study, the personal
variables like gender, age, income, occupation, education, etc., have been selected and
the influence of these personal variables on the customers’ perception, their buying
behaviour and the decision process have been analyzed. The behaviour of customers is
affected by various uncontrollable variables also via economic, social, psychological,
technical and personal factors. In economic factor we include personal income, family
income, standard of living, economic condition. The recent cut down of the growth
certain sectors of the vehicle industry have estimate for the auto component sector in
2012-13 is 8-10%.
2. Review of literature
Mandeep Kaur and Sandhu (2006) attempted to find out the important features which a
customer considers while going for the purchase of a new car. The study covers the
owners of passenger cars living in the major cities of the State of Punjab and the Union
Territory of Chandigarh. The respondents perceive that safety and comfort are the most
important features of the passenger car followed by luxuriousness. So the
manufacturers must design the product giving maximum weight age to these factors.
A Study of Buying Behaviour of Customers Towards Small Car Segment 3
3. Objectives
1. To study the customers preference towards small car segment.
2. To identify the major factors influencing the decision to buy a small car
3. To find the important attributes of a car that influences the decision to purchase
a small car
4. Research Methodology
4.1 Hypothesis
H01= There is no significant effect of demographic variables of customer on factors
influencing buying behaviour.
Reliability and Validity: The response of 23 items selected for respondents generally
making an opinion before buying a small car were collected in 5-point likerts scale 1
for strongly agree, 2 for agree, 3 for neutral, 4 for disagree and 5 for strongly disagree.
The interactive cronbach’s Alpha values for reliability in responses of respondents
were found 0.814. The different items in the question contain the questionnaire cover
the contents of research significantly.
Sample Size and Data Collection Method: Non probability convenience cum
judgment sampling was used and responses of 165 customers were taken from
different areas of Sirsa district. For analysis mean, standard deviation, factor analysis
has been applied. For confirmation of descriptive statistic f-test statistic is used. To test
the appropriateness of factor analysis technique correlation between the variables are
checked and Keiser-Meyer-Olkin (KMO) measure of sample adequacy is also used for
the same. The population correlation matrix is an identical matrix, is rejected by
Bartlett’s test of sphericity. The approximate Chi-square value is 1461.911 with 253
degree of freedom, which is significant at 0.05 levels. The value of KMO statistic,
0.763 is also larger than 0.6. Further, a principal component analysis method is used
for extraction of variable for the component (factor) concerned. The extraction
communalities, averagely for each variable has been found 0.672 which is the amount
of variance a variable share with all the other variables being considered. It is also the
percentage of variance explained by common factors. Theoretically, sample size is
enough to calculate factor analysis. The overall items explained by reproduced
correlation matrix in opinion making of buying toward car has shown that 32% non-
redundant residuals with absolute values greater than 0.05, representing a satisfactory
model fit.
A Study of Buying Behaviour of Customers Towards Small Car Segment 5
Table 1 shows descriptive analysis, statistics which give the value of the mean and
standard deviation for making an analysis of the total sample size that is 165. If the
value comes between (1-1.99) then it comes under 5th position, if the value comes
between (2-2.99) then it comes between 4th position, if the value comes between (3-
6 Dr. D.P. Warne & Kavita Rani
3.99) then the value comes between 3rd position, if the value comes between (4-4.99)
then the value comes between 2nd position and if the value comes between the (5-5.99)
then the value comes between 1st position.
Reacti V V V V V V V V V V V V V V V V V V V V V V V
on 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Items
Corr V 1. - .1 .2 .2 .1 - .2 .0 .2 .1 .0 .0 .0 .0 .0 .0 .0 - - .0 .0 -
elati 1 00 .0 14 54 47 08 .0 34 91 18 05 04 26 85 37 81 88 21 .0 .0 86 27 .0
on 0 41 60 02 64 57
V - 1. - .0 - .1 .1 - - .1 .1 .0 .0 - - - .0 - - - - - -
2 .0 00 .0 25 .0 71 31 .0 .0 01 45 26 50 .0 .1 .0 29 .0 .2 .0 .0 .0 .0
41 0 63 16 22 25 79 29 39 32 11 51 29 08 59
V .1 - 1. .3 .3 .0 - .2 .2 .0 - .1 - .1 .1 .0 .1 .0 .0 .0 .0 .1 .1
3 14 .0 00 29 82 99 .0 51 37 87 .1 83 .1 65 85 80 55 63 67 97 88 66 48
63 0 02 00 64
V .2 .0 .3 1. .4 .1 .2 .2 .0 .1 .3 .0 .1 .1 .1 .1 .0 .0 .0 .0 - .0 .1
4 54 25 29 00 61 48 41 39 46 76 02 57 92 91 52 59 93 41 57 28 .0 24 11
0 15
V .2 - .3 .4 1. .1 .1 .0 .1 .1 .1 .0 .1 .0 .1 .0 .1 - - - - - .0
5 47 .0 82 61 00 82 86 92 62 99 23 73 18 95 04 92 40 .0 .0 .0 .0 .0 00
16 0 11 28 38 80 14
V .1 .1 .0 .1 .1 1. .2 .0 - .2 .2 - .3 - - .0 - - - - - - -
6 08 71 99 48 82 00 08 56 .0 87 38 .0 20 .0 .0 76 .0 .0 .0 .0 .1 .0 .2
0 21 07 30 20 67 83 23 91 51 86 32
V - .1 - .2 .1 .2 1. .1 .0 .0 .3 .1 .3 - - - - - - - - - -
7 .0 31 .0 41 86 08 00 91 86 86 88 23 40 .0 .1 .0 .1 .1 .1 .1 .1 .1 .2
60 02 0 11 35 88 44 50 08 84 15 21 47
V .2 - .2 .2 .0 .0 .1 1. .3 .3 .0 .1 .0 - - - - - .0 - - - -
8 34 .0 51 39 92 56 91 00 66 77 40 45 92 .0 .0 .0 .0 .1 54 .0 .0 .0 .0
22 0 15 47 79 26 02 28 24 22 39
V .0 - .2 .0 .1 - .0 .3 1. .4 .0 .5 .1 - .0 .0 .0 .0 .1 .1 - - .0
9 91 .0 37 46 62 .0 86 66 00 00 08 26 29 .0 10 20 92 20 65 03 .0 .0 16
25 21 0 12 03 81
V .2 .1 .0 .1 .1 .2 .0 .3 .4 1. .2 .2 .1 - - - .0 .0 .0 - - - -
1 18 01 87 76 99 87 86 77 00 00 95 77 95 .0 .0 .0 95 09 65 .0 .0 .0 .0
0 0 02 85 03 50 53 06 94
V .1 .1 - .3 .1 .2 .3 .0 .0 .2 1. .1 .6 .0 - - - .0 - - - .0 -
1 05 45 .1 02 23 38 88 40 08 95 00 52 45 46 .1 .0 .0 33 .0 .1 .0 41 .0
1 00 0 36 87 11 48 73 67 74
A Study of Buying Behaviour of Customers Towards Small Car Segment 7
V .0 .0 .1 .0 .0 - .1 .1 .5 .2 .1 1. .0 - - - - .0 - - - - -
1 04 26 83 57 73 .0 23 45 26 77 52 00 92 .1 .1 .0 .0 39 .0 .0 .1 .1 .1
2 07 0 17 79 43 19 94 41 35 59 11
V .0 .0 - .1 .1 .3 .3 .0 .1 .1 .6 .0 1. .0 - - - .0 .0 - .0 - -
1 26 50 .1 92 18 20 40 92 29 95 45 92 00 98 .0 .0 .0 11 86 .1 00 .0 .0
3 64 0 88 67 15 53 10 84
V .0 - .1 .1 .0 - - - - -
.0 - .0 1. .5 .5 .5 .5 .5 .4 .4 .5 .5
1 85 .0 65 91 95 .0 .0 .0 .0 .0
46 .1 98 00 65 41 27 05 30 81 65 17 38
4 79 30 11 15 12 02 17 0
V .0 - .1 .1 .1 - - - .0 -- - - .5 1. .4 .4 .4 .5 .4 .4 .4 .5
1 37 .1 85 52 04 .0 .1 .0 10 .0
.1 .1 .0 65 00 31 81 27 21 13 02 31 27
5 29 20 35 47 85
36 79 88 0
V .0 - .0 .1 .0 .0 - - .0 -- - - .5 .4 1. .3 .3 .4 .4 .2 .3 .3
1 81 .0 80 59 92 76 .0 .0 20 .0
.0 .0 .0 41 31 00 79 57 59 16 24 53 45
6 39 88 79 03
87 43 67 0
V .0 .0 .1 .0 .1 - - - .0 .0- - - .5 .4 .3 1. .6 .4 .3 .5 .5 .6
1 88 29 55 93 40 .0 .1 .0 92 95
.0 .0 .0 27 81 79 00 21 40 93 82 61 16
7 67 44 26 11 19 15 0
V .0 - .0 .0 - - - - .0 .0 .0 .0 .0 .5 .4 .3 .6
1. .4 .3 .6 .6 .5
1 21 .0 63 41 .0 .0 .1 .1 20 09 33 39 11 05 27 57 21
00 85 95 52 02 21
8 32 11 83 50 02 0
V - - .0 .0 - - - .0 .1 .0 - - .0 .5 .5 .4 .4 .4 1. .4 .3 .3 .4
1 .0 .2 67 57 .0 .0 .1 54 65 65 .0 .0 86 30 21 59 40 85 00 83 80 71 48
9 02 11 28 23 08 48 94 0
V - - .0 .0 - - - - .1 - - - - .4 .4 .4 .3 .3 .4 1. .3 .4 .3
2 .0 .0 97 28 .0 .0 .1 .0 03 .0 .1 .0 .1 81 13 16 93 95 83 00 08 05 99
0 64 51 38 91 84 28 50 73 41 53 0
V .0 - .0 - - - - - - - - - .0 .4 .4 .2 .5 .6 .3 .3 1. .7 .5
2 86 .0 88 .0 .0 .1 .1 .0 .0 .0 .0 .1 00 65 02 24 82 52 80 08 00 06 85
1 29 15 80 51 15 24 03 53 67 35 0
V .0 - .1 .0 - - - - - - .0 - - .5 .4 .3 .5 .6 .3 .4 .7 1. .6
2 27 .0 66 24 .0 .0 .1 .0 .0 .0 41 .1 .0 17 31 53 61 02 71 05 06 00 64
2 08 14 86 21 22 81 06 59 10 0
V - - .1 .1 .0 - - - .0 - - - - .5 .5 .3 .6 .5 .4 .3 .5 .6 1.
2 .0 .0 48 11 00 .2 .2 .0 16 .0 .0 .1 .0 38 27 45 16 21 48 99 85 64 00
3 57 59 32 47 39 94 74 11 84 0
Source: Data Processed Through PASW Statistic 18
Table 2 shows the correlation matrix which tells about the correlation with each
variable. The interior portion of the table contains correlation coefficient for all pairs of
variables. The values along the diagonal, which represent associations between each
variable and itself, equal +1.000. This diagonal also serves as a line of symmetry.
Correlation matrix contains the correlation coefficient as well as significant values and
8 Dr. D.P. Warne & Kavita Rani
sample size for the data used to analyze each pair of variables. This table gives the
correlation between the original variables. Before conducting a principle components
analysis, we want to check the correlation between the variables. There should be at
least 3 items which show the value above than 0.3. There are 23 variables in this table
and 14 variables that have value above than 0.4, so this table fulfill the condition.
Table 3 shows the value of KMO (Keiser-Meyer-Olkin) and barlett’s test. To test
the appropriateness of factor analysis techniques correlation between the variables
Keiser-Meyer-Olkin (KMO) measure of sample adequacy is used for the same. The
population correlation matrix is an identity matrix, which is rejected by the Bartlett’s
test of sphericity. The approximate Chi-square value is 1461.911 with 253 degree of
freedom, which is significant at 0.05 level of significance. The value of KMO statistic
is 0.763 which is more than 0.6.
Table 4: Communalities.
Initial Extraction
To what extent advertisements influence you to buy the car? 1.000 .680
To what extent dealer influence you to buy the car? 1.000 .746
To what extent family members influence you to buy the car? 1.000 .665
To what extent friends influence you to buy the car? 1.000 .653
To what extent relatives influence you to buy the car? 1.000 .622
To what extent technician council influence you to buy the 1.000 .633
car?
To what extent color influence you while purchasing a car? 1.000 .551
To what extent discount scheme influence you while 1.000 .516
purchasing a car?
To what extent after sale service influence you while 1.000 .768
purchasing a car?
To what extent finance facility influences you while 1.000 .683
purchasing a car?
To what extent interior influence you while purchasing a car? 1.000 .752
To what extent resale value influences you while purchasing a 1.000 .678
car?
A Study of Buying Behaviour of Customers Towards Small Car Segment 9
To what extent space influence you while purchasing a car? 1.000 .760
Services 1.000 .683
Price 1.000 .608
Mileage 1.000 .635
Smooth Ride 1.000 .674
Luxury 1.000 .668
Value for money 1.000 .723
Maintenance 1.000 .570
Looks 1.000 .762
Comfort 1.000 .734
Safety 1.000 .701
Source: Data processed through PASW statistics 18
Extraction Method: Principal Component Analysis.
Table 4 shows the communalities matrix which shows each variable share variation
with each other. Communalities are for correlation analyses the portion of variance
accounted for in each variable by the rest of variables. This is the proportion of each
variable’s variance that can be explained by the principal components extraction
communalities for each variable is also calculated which give the average of each
variable has been found.672 which is the amount of variance a variable share with all
the variables being considered. They are reproduced variances from the number of
components that we have saved.
Table no 5 shows the total variance explained table Eigen values are the variance
of the principal components .It shows that Eigen value greater than 1.0 (default option)
result in 7 factors being extracted. From the cumulative percentage of variance
accounted for 67.236 of the total variance by these 7 extracted factors. The first
component accounts for the most variance and have the highest Eigen value, and the
second component account for the next variance factor and so on.
Chart 1
A Study of Buying Behaviour of Customers Towards Small Car Segment 11
The scree plot shows the distinct break occur at 7 factors. It shows component
numbers on x-axis and Eigen value on y-axis .In chart till variable 7 the Eigen value is
greater than 1 and after the 7th variable the line is almost goes flat. Components with
Eigen value greater than 1 show high variance and Eigen value less than 1 show less
variance.
V16 .596 .080 .001 - - .017 .265 .195 .751 - - .112 .003 .115
.179 .413 .067 .058
V17 .771 .122 .020 .096 .201 .045 .110 .738 .309 - .072 .100 .065 .112
.045
V18 .758 .029 .132 .224 .149 .033 .023 .755 .295 .038 .057 - - .037
.066 .022
V19 .687 .086 - .125 - - - .348 .712 .071 .102 - .078 -
.011 .437 .177 .077 .107 .250
V20 .633 - - .067 - .096 .163 .324 .627 - .119 - - .002
.077 .138 .323 .201 .028 .128
V21 .735 - .128 .180 .393 - - .860 .072 - - - .074 -
.054 .081 .093 .022 .059 .066 .057
V22 .773 - .170 .076 .319 .004 - .829 .184 .003 - .029 .025 .035
.005 .011 .102
V23 .793 - .005 .052 .195 .102 - .768 .255 - - .091 - -
.075 .123 .108 .027 .101 .120
Source: Data Processed through PASW statistics 18
Extraction Method: Principal Component Analysis
a) 7 components extracted.
b) Rotation method: varimax with Kaiser normalization
Table no. 6 shows the component pattern matrix.It shows the coefficient used to
express the standardized variable in the term of factors. These coefficients represent
the correlation between the factors and variables. The component matrix shows the
relationship between factors and variable.The correlation possible values range from -1
to +1. The rotated component matrix is used for interpreting factors. Each factor
composed of that variable loaded 0.30 or higher loading on that factor.In case where
two variable are loaded 0.30 or higher than 0.30 the highest loading is taken on that
factor by ignoring the minus and plus sign. The purpose of the rotation is to make
things easier for the structure of the analysis, so that each factor will have nonzero
loadings for only some of the variables without affecting the communalities and the
percentage of variance explained.
lation V - .7 - - .0 .3 .0 - - .1 .1 .1 .0 - - - .0 .0 - - - .0 -
2 .0 4 .00 .0 39 47 87 .1 .0 82 66 17 23 .1 .1 .0 90 43 .3 .0 .0 57 .0
88 6 9 42 76 72 29 89 30 10 80 02 82
a
V .1 - .66 .4 .5 - .0 .2 .2 .0 - .2 - .1 .2 .1 .2 .0 .0 .1 .0 .1 .1
3 70 .0 5a 49 29 .0 45 49 81 97 .1 31 .2 53 12 34 12 68 09 21 62 10 93
0 37 51 36
9
V .2 - .44 .6 .6 .2 .3 .2 .0 .1 .2 .0 .2 .2 .1 .1 .1 .0 .0 - .0 .0 .0
4 80 .0 9 53 06 31 38 28 65 46 96 25 33 37 91 39 22 15 43 .0 03 78 75
4 a 35
2
V .2 .0 .52 .6 .6 .2 .2 .2 .1 .1 .1 .0 .0 .1 .1 .1 .0 - - - - - .0
5 60 3 9 06 22 29 62 24 10 51 47 86 64 42 42 22 77 .0 .0 .0 .0 .0 15
9 a 60 48 33 82 01
V .2 .3 - .2 .2 .6 .2 .0 - .3 .3 - .2 .0 - .2 - - - - - - -
6 05 4 .03 31 29 33 07 39 .0 57 12 .0 98 36 .0 05 .0 .1 .0 .0 .2 .1 .2
7 7 a 23 34 33 61 25 13 36 47 51 66
V - .0 .04 .3 .2 .2 .5 .0 .0 .0 .5 .2 .5 - - - - - - - - - -
7 .1 8 5 38 62 07 51 48 84 87 26 12 01 .0 .1 .1 .1 .1 .1 .2 .2 .1 .1
28 7 a 30 49 17 50 34 24 08 01 57 80
V .4 - .24 .2 .2 .0 .0 .5 .4 .4 .1 .2 .1 - - - .0 - .0 - - - -
8 02 .1 9 28 24 39 48 16 52 51 12 87 17 .0 .0 .0 17 .0 47 .0 .0 .0 .0
7 a 45 64 93 46 92 15 64 67
6
V .0 - .28 .0 .1 - .0 .4 .7 .4 .0 .6 .0 .0 - .0 .0 .0 .1 .1 - - -
9 42 .0 1 65 10 .0 84 52 68 85 33 47 79 03 .0 27 94 62 84 40 .0 .0 .0
7 23 a 31 40 72 04
2
V .3 .1 .09 .1 .1 .3 .0 .4 .4 .6 .2 .3 .2 - - .0 .0 .0 .0 - - - -
1 84 8 7 46 51 57 87 51 85 83 77 48 73 .0 .1 32 94 33 77 .0 .0 .0 .1
0 2 a 14 03 28 22 32 28
V .0 .1 - .2 .1 .3 .5 .1 .0 .2 .7 .1 .7 .0 - - .0 .0 - - .0 .0 -
1 67 6 .15 96 47 12 26 12 33 77 52 09 24 61 .1 .1 02 47 .0 .2 26 41 .0
1 6 1 a 44 18 33 36 92
V - .1 .23 .0 .0 - .2 .2 .6 .3 .1 .6 .1 - - - - - - .0 - - -
1 .1 1 1 25 86 .0 12 87 47 48 09 78 04 .1 .1 .1 .0 .0 .0 07 .1 .1 .0
2 62 7 34 a 41 87 22 12 25 42 25 45 91
V .0 .0 - .2 .0 .2 .5 .1 .0 .2 .7 .1 .7 .1 - - - .0 .1 - - .0 -
1 31 2 .23 33 64 98 01 17 79 73 24 04 60 12 .0 .0 .0 47 07 .1 .0 01 .1
3 3 6 a 92 44 25 56 09 03
14 Dr. D.P. Warne & Kavita Rani
V .0 - .15 .2 .1 .0 - - .0 - .0 - .1 .6 .6 .5 .5 .5 .6 .5 .4 .5 .5
1 44 .1 3 37 42 36 .0 .0 03 .0 61 .1 12 83 11 56 63 54 08 03 85 51 65
4 2 30 45 14 41 a
9
V .0 - .21 .1 .1 - - - - - - - - .6 .6 .5 .4 .4 .5 .5 .4 .4 .5
1 48 .1 2 91 42 .0 .1 .0 .0 .1 .1 .1 .0 11 08 46 92 62 55 07 07 70 24
5 8 33 49 64 31 03 44 87 92 a
9
V .0 - .13 .1 .1 .2 - - .0 .0 - - - .5 .5 .6 .3 .3 .5 .5 .2 .3 .3
1 10 .0 4 39 22 05 .1 .0 27 32 .1 .1 .0 56 46 35 99 59 51 37 13 12 46
6 3 17 93 18 22 44 a
0
V .0 .0 .21 .1 .0 - - .0 .0 .0 .0 - - .5 .4 .3 .6 .6 .4 .4 .6 .6 .6
1 95 9 2 22 77 .0 .1 17 94 94 02 .0 .0 63 92 99 74 47 48 40 46 70 38
7 0 61 50 12 25 a
V - .0 .06 .0 - - - - .0 .0 .0 - .0 .5 .4 .3 .6 .6 .4 .4 .6 .6 .6
1 .0 4 8 15 .0 .1 .1 .0 62 33 47 .0 47 54 62 59 47 68 77 33 67 73 41
8 06 3 60 25 34 46 25 a
V .0 - .00 .0 - - - .0 .1 .0 - - .1 .6 .5 .5 .4 .4 .7 .5 .3 .3 .4
1 22 .3 9 43 .0 .0 .1 47 84 77 .0 .0 07 08 55 51 48 77 23 50 71 99 51
9 1 48 13 24 33 42 a
0
V - - .12 - - - - - .1 - - .0 - .5 .5 .5 .4 .4 .5 .5 .3 .3 .4
2 .1 .0 1 .0 .0 .0 .2 .0 40 .0 .2 07 .1 03 07 37 40 33 50 70 14 67 37
0 20 8 35 33 36 08 92 28 36 56 a
0
V .1 - .06 .0 - - - - - - .0 - - .4 .4 .2 .6 .6 .3 .3 .7 .7 .6
2 02 .0 2 03 .0 .2 .2 .0 .0 .0 26 .1 .0 85 07 13 46 67 71 14 62 30 77
1 0 82 47 01 15 40 22 25 09 a
2
V .0 .0 .11 .0 - - - - - - .0 - .0 .5 .4 .3 .6 .6 .3 .3 .7 .7 .6
2 78 5 0 78 .0 .1 .1 .0 .0 .0 41 .1 01 51 70 12 70 73 99 67 30 34 82
2 7 01 51 57 64 72 32 45 a
V - - .19 .0 .0 - - - - - - - - .5 .5 .3 .6 .6 .4 .4 .6 .6 .7
2 .0 .0 3 75 15 .2 .1 .0 .0 .1 .0 .0 .1 65 24 46 38 41 51 37 77 82 01
3 14 8 66 80 67 04 28 92 91 03 a
2
Source: Data Processed Through PASW Statistics 18
Extraction Method: Principal Component Analysis.
a) Reproduced communalities
b) Residuals are computed between observed and reproduced correlation. There are
81 (32.0%) non redundant residuals with absolute values greater than .05.
A Study of Buying Behaviour of Customers Towards Small Car Segment 15
Table 7 shows the reproduced correlation which contains two items i.e the
difference between the reproduced correlation matrix and the original correlation
matrix is the residual matrix. The reproduced correlation matrix is the correlation
matrix based on the extracted components. The reproduced correlation matrix of
overall items extracts factors affecting buying behaviour which has shown 81(32%)
non redundant residuals with absolute values greater than 0.05, indicating a
satisfactory making the model fit
4. After 4.21 1.96 .163 1.29 .277 2.64 .051 1.45 .228 5.24 .002
showroom 5 8 9 9 8 9 *
variability
After sale 4.13 .003 .958 .245 .864 3.84 .011 .156 .926 3.52 .016
services 5 * 9 *
4.30 6.44 .012 2.35 .074 1.62 .186 4.05 .008 4.55 .004
Resale value 1 * 4 5 6 * 7 *
5. Reference 4.03 3.29 .071 2.81 .041 .218 .884 2.59 .054 1.48 .221
group 4 1 * 7 4
Family 4.25 12.4 .001 1.13 .338 .801 .495 2.53 .059 3.63 .014
1 * 3 4 9 *
Friends 4.05 .002 .965 3.20 .025 .688 .561 .592 .621 2.17 .094
5 * 1
Relatives 3.80 .950 .331 1.24 .296 .526 .665 2.21 .088 .488 .691
3 7
6. Promotional 4.05 .342 .560 5.65 .001 .169 .917 1.65 .178 4.18 .007
7 * 9 9 *
Advertising 4.07 8.19 .005 5.68 .001 5.46 .001 2.08 .104 2.73 .045
3 * 4 * 8 * 8 8 *
Discount 4.08 1.23 .267 5.96 .001 .894 .446 .270 .847 2.18 .092
scheme 8 4 * 3
4.01 .002 .962 1.21 .307 .694 .557 1.62 .187 5.62 .001
Finance 3 0 0 *
facility
7. Counseling 3.93 .037 .848 .974 .407 2.88 .037 3.54 .016 3.45 .018
8 * 9 * 0 *
Dealer 3.68 .261 .610 .173 .915 3.22 .024 3.52 .016 3.77 .012
1 * 9 * 9 *
Technician 4.18 .047 .828 1.27 .284 1.28 .283 1.51 .214 8.28 .000
council 6 1 1 4 *
Source: Primary (Data Processed Through PASW 18 Version)
Table 9 shows the ANOVA value and the significance value of demographic
variable such as gender, age, education, occupation and monthly. Factor 1 (personal
desire) has no significant effect on demographic variables, however, occupation have
effects on personal desire specially on safety. Factor 2 (Technical and financial facets)
is affected by education variable and in factor 2 variable service and mileage is
affected by education and price is affected by age. Factor 3 (psychological) factor has
no effect on demographic variable, but age has an effect on color and occupation has
an effect on space. Factor 4 (after showroom variability) has the effect of monthly,
income and education. In factor 4 educations have an effect on after sale services,
Gender, occupation and monthly income have a significant effect on resale value. Age
has a significant effect on reference group. In factor 5 Gender and monthly income
18 Dr. D.P. Warne & Kavita Rani
have a significant effect on family and age has an effect on friends. Age and monthly
income have a significant effect on promotional variables (factor 6). Wherever gender,
age, education, monthly income has significant effect on advertising and Age has a
significant effect on discount scheme, Monthly income has a significant effect on
finance facility. Education, occupation, monthly income has significant effect on
counseling. In factor 7 dealers have significant effect on education, occupation and
Monthly income have a significant effect on technician counselling.
References
[1] A.M.Elanthiraiyan, V. (2012). Customers Perceptions and Behaviour: A Study
with Special Reference to Car Owners in Salem District of Tamilnadu.
International Journal of Management Research and Review , 2 (12), 2026-
2039.
A Study of Buying Behaviour of Customers Towards Small Car Segment 19
[17] Thamarai Selvi N, N. V. (2012). A Study on the Indian Small Car Market And
Factors Influencing Customers’ Decisions towards Purchase of Small Cars'.
International Journal of Research in Computer Application & Management ,
2 (11), 65-70.