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Article Information:
Factors Influencing Purchase of ‘NANO’ the Innovative Car from India-An Empirical Study
R.D. Bikash, S.K. Pravat and Sreekumar
Corresponding Author: Sreekumar
Submitted: 2010 February, 26
Accepted: 2010 March, 18
Published: 2010 September, 30 |
Abstract:
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This study attempts to find the factors, which are important for choosing the revolutionary car ‘Nano’
launched by one of the leading Indian automobile industry called ‘Tata Motors’. The year 2009 has been
significant for Indian automobile industry as numbers of new models were launched for the domestic market
and also registered a significant growth in exports. The report published by Cygnus research ranked Indian
automobile sector to be number one on the basis of sales growth and Profit After Tax (PAT) growth during
October- December 09 over October- December 08 over other 14 manufacturing sectors. The paper considers
22 factors, which may be important in the customer decision-making process. Two approaches viz. Grey
Relational Analysis and RIDIT analysis is used to rank the factors.
Key words: Automobile, grey relational analysis, nano, RIDIT, , ,
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Cite this Reference:
R.D. Bikash, S.K. Pravat and Sreekumar, . Factors Influencing Purchase of ‘NANO’ the Innovative Car from India-An Empirical Study. Asian Journal of Business Management, (3): Page No: 48-56.
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ISSN (Online): 2041-8752
ISSN (Print): 2041-8744 |
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