A Study on Factors Affecting the Purchase Behaviour of Maruti Suzuki WagonR

Abstract

Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Many factors, specificities and characteristics influence the individual in what he or she is and the consumer in his or her decision-making process, in other words The behaviour that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs The objective of this research paper is to study factors affecting the purchase behaviour of Maruti Suzuki WagonR. Descriptive research design used for the study. The data in this research study has been analysed through various statistical tool such as KMO and Bartlett’s Test and Factor analysis to find factors that affecting the purchase behaviour of Maruti Suzuki WagonR. The data collected were analysed using statistical software SPSS. This research is conducted in Bardoli region and the data was collected through a structured questionnaire from 70 randomly selected customer of Maruti Suzuki WagonR.