TAILIEUCHUNG - A study on preferences of female customers in the purchase decision of cars in Chennai

This study employs Conjoint Analysis to ask to know the preference of Women in Cars. Results of the study are discussed with future directions for research. | A study on preferences of female customers in the purchase decision of cars in Chennai International Journal of Mechanical Engineering and Technology IJMET Volume 10 Issue 03 March 2019 pp. 1227-1237. Article ID IJMET_10_03_125 Available online at http ijmet JType IJMET amp VType 10 amp IType 3 ISSN Print 0976-6340 and ISSN Online 0976-6359 IAEME Publication Scopus Indexed A STUDY ON PREFERENCES OF FEMALE CUSTOMERS IN THE PURCHASE DECISION OF CARS IN CHENNAI Balaji Jayakrishnan and Dr. R. Aruna VIT University India ABSTRACT In the recent years women s driving four wheeler has become a very common sight all over the India. According to a survey 85 of women are in the driving seat for all purchases. Yet many independent marketing and communication agencies reveal that 80 of women believe that the automotive industry as a whole is not doing a good job at representing women and 88 of women do not see themselves represented in the sector s advertising or websites. For years women have been considered as primary decision makers for most household products and forward thinking companies have found ways to capitalize on this by developing marketing plans that address women s multifaceted lifestyles by evaluating and retraining existing sales and customer service forces to better serve women s needs and interests. Many studies show that women feel advertising has made them aware of different cars in the market. Also many women agree about the perceived exclusivity of car ads in the ads being aimed only at men. This study employs Conjoint Analysis to ask to know the preference of Women in Cars. Results of the study are discussed with future directions for research. Keywords Contextual Targeting Automobiles Women Conjoint Analysis and Consumer Behaviour. Cite this Article Balaji Jayakrishnan and Dr. R. Aruna A Study on Preferences of Female Customers in the Purchase Decision of Cars in Chennai International Journal of Mechanical Engineering and .

• Quản trị kinh doanh
• Preference of Women in Cars
• Marketing and communication agencies
• Conjoint Analysis and Consumer Behaviour
• Women’s multifaceted lifestyles
• Exclusivity of car ads