ANALYZING CONSUMER PREFERENCES FOR SMALL CARS: A STUDY OF INFLUENCING FACTORS AND BRAND CHOICES WITH REFERENCE TO HYUNDAI MOTORS

Abstract

Consumers buy things to meet their needs. A nation's economy is powerful because of the abundance of goods and services it produces. "Buyer behaviour" may be used to describe any human behaviour that occurs during a transaction. This article discusses the origins of purchasing concepts, buyer behaviour, kinds, decision-making processes, motivations, and conclusions. Since the customer is king and defines what a firm is, a good marketing strategy begins with a thorough examination of the needs, habits, attitudes, and motivations of the target audience. A marketer should specifically look for answers to the following queries: Mr. A has a scooter. Due to some flaws or issues, the scooter is making people unhappy. He chooses to get a new scooter in its stead. He looks forward to the concept of a reliable and trouble-free scooter. Due to his discontent and lack of confidence, he chooses not to purchase a scooter of the same brand. He therefore gets the notion for a new scooter, and as soon as he decides that he has to replace the scooter, he starts to consider making a purchase. He considers the advantages while thinking about it. This prompts him to consider what kind of scooter will benefit him the most. The desire is made by the advantages. He may purchase any of the several scooter brands that provide the intended advantages. He asks questions and observes by conversing with his peers. He reads the new scooter advertisements. He selects one that is completely reliable and offers every benefit imaginable. A dealer has Mr. A as a potential client.Consumers buy things to meet their needs. While some of these needs—like food and shelter—are fundamental and must be met by everyone on the earth, others are individualised and not necessary for basic life. Needs that are not necessities are perhaps better categorised as wants or wishes. Actually, a lot of people's wealth is spent on wants and wishes rather than necessities in many nations with very high standards of life.