CHAPTER – I

INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION

In the olden days, people travel from place to place by themself. Later they

needed some support to carrying loads and their burdens, so they found the new

mode. In that time, people were more bond with animals. Therefore, they connected

animals with loads and introduced transport. It helped them for shifting loads and

sometimes carrying people also. It reduced the human effort and increase the speed.

Inventions such as the wheel and the sledge helped to make animal transport more

efficient through the introduction of vehicles, it helped to travelled on road. Later

people extent their travelling over the world, so the water way transports like ships,

sailed vessels, boats were introduced. Later according to the industrial growth and

development, the transport were large in number. 1 The first form of road transport

involved animals, such as horses (domesticated in the 4th or the 3rd millennium

BCE), oxen (from about 8000 BCE) or humans carrying goods over dirt tracks that

often followed game trails.2

Connected specifiable places through route or way or path places are called

road.3 Roads are usually paved or otherwise prepared for easy travel; 4 although they

need not be, historically many roads were simply recognizable paths without formal

1
[Link] Retrieved on 15:35, 8 November
2016.
2
[Link]
%20Recursos%20Digitales%20TS%20BYSA%203.0/05%20IDIOMA %20INGLES/U6%20pp
%20114%[Link].
3
[Link] Retrieved on 24 March 2017.
4
[Link]
2d533503-e2d4-44af-bae3-20dc16688769. Retrieved on 24 March 2017.
 2

construction or maintenance.5 In urban areas, roads may run through a town or village

and be named streets, urban space amenities and thoroughfares performs dual

function.6 Many early civilizations, including Mesopotamia and the Indus Valley,

built paved roads. In classical antiquity, the Persian and Roman empires built

cobblestone roads to allow armies to travel quickly. Crushed stone under a deep road

that keeps such roads dry. The medieval caliphs then built tarred roads.

"Motor car" has been recognized since 1895 and has been the usual formal name

for cars in British English 7. Also, since 1895, "autocar" is a certified variant, but is

now considered archaic. It means "self-driving car" 8. A car is a wheeled motor vehicle

used for the convenience of passengers. The characteristics of the car are that they run

primarily on roads, can seat between one and eight people, have four tires and mainly

transport people rather than goods.[9][10] From 1895, some referred the first car at the

time they were built in the term “horseless carriage”.11

Over the days, the term "automobile" made of favor in Britain and was modified

by "motor car". "Automobile" is mostly used in North America, particularly as a

formal or business term.12 The abbreviated form "auto" was generally a common way

of mention to cars in English, but is now considered outdated and compound forms

such as "auto industry" and "auto mechanic". [13] From past English language is

5
[Link]
6
[Link]
UNHABITAT_StreetsasToolsforUrbanTransformationinSlums.pdf. Retrieved on 24 March 2017.
7
[Link] Retrieved on 24 March 2017.
8
[Link]
9
Fowler, H.W.; Fowler, F.G., eds. (1976). Pocket Oxford Dictionary. Oxford University Press. ISBN
978-0198611134.
10
[Link] Retrieved on 4 September 2021.
11
[Link] Retrieved on 23
November 2018.
12
[Link]
%C3%A9lib-in-Paris-France-is/"automobile, adj. and n." OED Online. Oxford University Press.
September 2014. Retrieved on 29 September 2018.
13
[Link]
of-a-car-and-the-beauty-of-it/22492210. Retrieved on 19th November 2017.
 3

related to two Dutch and German, the short form "auto" (Dutch) / "auto" (German), as

well as the titular full version "automobiel" (Dutch) "automobil" (German) is still

used - the shortened form "car " is the usual word.14

In 1672, the first operative steam-powered motor was designed and built by

Ferdinand Verbiest, a Flemish member of a Jesuit mission in China. This is a 65cm

tall Chinese Emperor scale model doll that is not portable to a driver or a passenger.[15]
[16][17]
It was unknown with certainty if Verbiest's model was successfully built or

run.18

Heavy steam-powered vehicles were use in England, but British laws keep out

them from public roads and forced owners to operate them on private tracks such as

railways. Later in 1802, a steam-powered coach designed by British engineer Richard

Trevithick journeyed more than 160 km from Cornwall to London and in 1804

American inventor Oliver Evans built a steam-powered vehicle in Chicago, Illinois.

After in 1828 French engineer, Onésiphore Pecqueur built a steam-powered

automobile.19

Steam-powered coaches and carriages were extensively in use in England in the

mid-1800s. They were causing bad business for the horse-drawn stagecoach

companies and the new railroad companies, so these companies pressurized the

British Parliament to approve heavy tolls on steam-powered road vehicles. Steam cars

were popular in the United States, soon after in the 20th Century. Manufacturers of

steam automobiles had produced about 125 models, by 1932. Prominent among these

producers were the American twin brothers Freelan and Francis Stanley who
14
[Link]
%20Ford%20Motor%20Company. Retrieved on 23 November 2017.
15
[Link]
16
[Link]
17
"A brief note on Ferdinand Verbiest.”, Curious Expeditions. 2 July 2007. Archived from the original
on 10 March 2013.
18
Ibid
19
[Link] Retrieved on 23 November 2015.
 4

manufactured a steamer that established a world land speed record of 205.44 km per

hour.20

The internal combustion engines were upgradation of steam engines.

Combustion engines were burned fuel in cylinders. Later in 1806 French inventor

Jean-Joseph-Étienne Lenoir, designed one-cylinder Kerosene engine. Siegfried

MarcusIn, Austrian inventor built and drove a carriage propelled by a two-cylinder

gasoline engine in 1864 and George Brayton, American inventor George Brayton

patented an internal-combustion engine in 1876, that was displayed at the Centennial

Exhibition in Philadelphia, Pennsylvania.

In 1876, Nikolaus August Otto a German engineer built a four-stroke gas engine.

At present, the basics design of car engines’ design, was formed by Nikolaus. German

inventor Wilhelm Maybach and German engineer Gottlieb Daimler adorned a

gasoline-powered engine onto a bicycle and invented a motorcycle and after they

manufactured their first car. Daimler and May bach started a successful car

manufacturing company in 1890.'The Daimler Motor Company',which eventually

merged with Benz's manufacturing firm in 1926 to create Daimler-Benz. Daimler,

Maybach and Benz were invented the today's most popular product Mercedes Benz

cars.A company’s the great innovations of a car made by Daimler’s patents was

Panhard-Levassor:As an alternative of installing the engine under the seats,as other

car designers had made,they introduced the design of a front-mounted engine under

the toughie.21

By the year 1920, cars were having synchromesh transmissions for easier gear

20
[Link] Retrieved on 2nd January 2016.
21
[Link] Retrieved on 4th April 2018.
 5

shifting; four-wheel hydraulic brake systems; shatterproof glass; mechanically

operated windshield wipers; balloon tires; heaters; balloon tires; and improved

carburetors. Later in 1930s more luxurious car were built with many cylinders and

front suspensions, long hoods, high compressors, more reliable brake systems and

pontoon-shaped fenders. In 1936 Mercedes introduced the world's first diesel car and

in the 1940s, sealed-beam headlights, tubeless tires and automatic transmission were

introduced.

New technology and features for the car were introduced after 1950s. A changes

takes from the 6-volt to the 12-volt ignition system, which also includes electrically

operated car windows, seat adjusters and air conditioning. By the 1960s car

manufacturers kept improving the standard of the car. Automatic transmissions,

power brakes and power steering became widespread and the car became more

comfortable and luxurious with a good level of [Link] 1970s British and

Japanese car manufacturers, being introduced Catalytic converters to help reduce

exhaust emissions and compact car, because of the people focus were changed.

After 1980s Japanese and British manufacturers produced more sporty cars and

luxurious minivans. Digital speedometers and electronic prompts to service parts of

the vehicle [Link] was a great technological improvement in the car as better

engine control and the use of innovative types of fuel were introduced. In 1981 BMW

(Bayerische Motoren Werke AG) introduced an on-board computer to monitor engine

performance.22 The car keeps undergoing timely innovations as different sophisticated

technologies are being integrated into the automobile system. Safety and luxurious

types of equipment are being introduced into the car on a daily bases and there is

fierce competition in the automobile industry.

22
[Link] Retrieved on 14th April 2017.
 6

1.2 INDIAN AUTOMOBILE INDUSTRY

At present, the Indian automobile industry is the most remunerative and gainful.

The automobile industry in India is the world's fourth-largest, with the country

recently being the world's 4th largest manufacturer of cars and 7th largest

manufacturer of commercial vehicles in 2017. The Indian automobile industry

received Foreign Direct Investment (FDI) worth US$ 20.85 billion between April

2000 and December 2018.

During April 2018-January 2019, automobile production increased 9.84 percent

year on year to reach 26.26 million units. During the same period, the highest year-

on-year growth in domestic sales among all the categories was recorded in

commercial vehicles at 22.79 percent followed by 14.79 percent year-on-year growth

in the sales of three-wheelers. The passenger vehicle sales in India crossed 3.2 million

units in FY18 and are further expected to increase to 10 million units by FY20.

The main motive of Indian government is to support for development of car

industries and make India as a global automobile manufacturer as well as a research

and development (R&D) hub. It has set up National Automotive Testing and R&D

Infrastructure Project (NATRiP) centers as well as a National Automotive Board to

act as a facilitator between the government and the industry. In India since 2015, there

are five testing and research centers have been established under (NATRIP).

The Indian government has also set up an ambitious target of having only

electric vehicles sold in the country. Indian auto industry is expected to see an 8-12

percent increase in its hiring during FY19. Indian Government has shortlisted 11

cities in the country for the launching of Electric Vehicles (EVs) in their public

transport systems under the FAME (Faster Adoption and Manufacturing of (Hybrid)

and Electric Vehicles in India) scheme by the Ministry of Heavy Industries. In June
 7

2015, under the FAME scheme supported, there are number of vehicles have

increased to 192,451 units in March 2018.23

During April 2018-February 2019, an automobile manufacturing business grew

15.54 percent. During 2016-2026, growth is expected to increase at a CAGR of 3.05

percent. The domestic two-wheeler industry is expected to grow at 8-10 percent

during FY19. Also, the Luxury car market in India is expected to grow at a 25 percent

CAGR by 2020. The Government of India expects the automobile sector to attract

US$ 8-10 billion in local and foreign investments by 2023.24

During a volatile 2018 to over, 2.55 million units on the back of a low base

before July and Indian passenger car sales rose by 6.05% and in February, a string of

new launches after the Auto Expo. During the first half of the calendar year on the

back of new launches, the way in car sales was robust and await of a healthy monsoon

and a reasonable base, but weakened since July due to factors such as the devastating

floods in Kerala, unfavorable macroeconomic scenario, as well as regulatory changes

and high fuel prices, which increased the cost of ownership.

To motivate the dealers, from this month onwards, analysts expect inventory

levels at dealerships to normalize the back of increase discounts and support for new

launches. Based on these element, stock levels were expected to settle down to two to

three weeks by November-end, compared with four to five weeks at the end of

October, said analysts at Motilal Oswal Securities Ltd in a 30 November note.

The country’s popular six carmakers are Maruti Suzuki India Ltd, Tata Motors

Ltd, Mahindra and Mahindra Ltd, Hyundai Motor India Ltd, Honda Cars India Ltd

and Toyota Kirloskar Motor Pvt. Ltd sold a total of 200,367 vehicles, compared with

200,456 units a year earlier.

23
[Link] Retrieved on 3rd December 2019.
24
Ibid.
 8

According to an analysts expect, growth of car sales in the current fiscal to 7-

8%, at the beginning of the year, from the double-digit growth estimates to a

downward revision. Analysts evaluate a increase in consumer sentiment on the back

of brand-new launches in the run-up to the execution of the Bharat Stage VI (BS-VI)

emission norms but are cautious about a tough start to the year. Sridhar V., partner,

Grant Thornton said that 2019 could see a faster phase-out of BS-IV vehicles and

earlier introduction of BS-VI automobile, thereby keeping up the pace of new

opening, which have ever supports in create interest of buyers' for increase sales. The

first major part of the calendar year may have some tasks and settle down for an

development performance post the elections. 25

1.3 SMALL CAR INDUSTRY

“Small cars are cars that are bigger than a supermini and smaller than a mid-

sized car, and are defined by the US Environmental Protection Agency as having an

interior volume between 100 to 109.9 cubic feet. It is also called as an economical

car.”26 The origin of the small car can be traced back to Germany. But it became the

first major form of transportation in the United States and the United Kingdom.

Current day, the United States has about 140 million cars more than any other country

from which the small car plays important role. In USA, Australia and France, there is

approximately one car for every two persons. The United Kingdom has approximately

one car for every three and in Japan one for every four persons. Until 1980, the

domain of the Ambassador a product of Hindustan Motors played a pivot role in the

Indian Passenger car industry. In 1983, Maruti Udyog Limited started manufacturing

small cars. The first car rolled out from Maruti's plant at Gurgaon in December 1983,

marking the beginning of a revolution in the Indian automobile industry.

25
[Link]
Retrieved on 19:39,8 November 2016.
26
[Link]
 9

Accounting to the needs of the buyer, manufacturer have monitored the

customers mind set and improvise the structure and features of the automobiles.

Likewise Some particular modern developments are the growth of front and back

wheel drive, the adoption of the diesel and as well as all fuel engine. Current days,

most of the passenger cars are front-wheel-drive unibody designs, with transversely

mounted engines.

In the modern era, to attract the buyers, automobiles body styles have changed

and be customized. Today's market the hatchback, sedan and sport utility vehicle

these three are most dominate and preferred by the buyers. Practicality all cars are

originally emphasized, today they have evolved into high-powered luxury crossover

sports wagon, SUV and two-volume large MPV. The emergence growth of pickup of

trucks are started in the United States and SUVs worldwide has changed the face of

watching, with these "trucks" coming to control more than half of the worldwide

automobile industry.

Chrysler, Toyota, Ford and Nissan created economic crisis in 2008 and cut

light vehicle sales by nearly a third. It took one-seventh of General Motors' sales and

one-fourth of Honda's.[27] Since 2009, several award competitions for cars and trucks

have become widely known, such as European Car of the Year, Japan Car of the Year,

North American Car of the Year, World Car, Truck of the Year and International Car

of the Year. Also, the Car of the Century Award was presented, in which the Ford

Model T was named the most influential car of the 20th century in the United States.

Since the end of the 20th century, China has become the world's largest car producer,

with more production than Japan, the United States and Europe combined. In addition

to the large growth of car production in Asian and other countries, there has also been
27

Belser, Jonah; Nelson, Gregory; Poma, Frank, "Economic Crisis", [Link]. Archived from the
original on 30 June 2013. Retrieved on 24 June 2017.
 10

the growth of transnational corporate groups, the production of transnational

automobiles sharing the same platforms. In the 1990s and especially in the 2000s,

India's small car continued to develop and grow stronger. For further development of

the small car market, there were some changes in the quality and quantity norms of

the market. Small car experts and R&D strengthened the small car market, even as the

domestic demand structure sustained the small car in terms of production and sales.

These modifications are deeply rooted in India's economic reforms that began in the

1990s and received a new impetus in the 2000s.

The small car class gains one member and loses one for 2019. The new Honda

Insight four-door sedan marks the return of a dedicated hybrid model from Honda and

the return of the Insight name. The Ford Focus is being phased out as Ford shifts the

bulk of its resources toward crossover and SUV models. The class also sees four

redesigned models: the Kia Forte, Mazda 3, Toyota Corolla Hatchback and

Volkswagen Jetta. (Note that Toyota will be introducing a redesigned version of the

Corolla sedan–as well as a hybrid version–as a 2020 model.)

The Toyota Prius gets a notable refresh that includes revised exterior styling, the

Toyota Safety Sense P suite of safety technologies as standard equipment and the

availability of the model's first-ever all-wheel-drive system. The Chevrolet Volt gets

several updates, highlighted by an available 7.2 kW charging system that Chevrolet

says cuts charging times in half. Other Volt revisions include an updated infotainment

system, a digital rearview camera instead of an analog and a 6-way power driver's

seat.28

The Chevrolet Cruze gets a styling facelift that includes LED taillights and a new

front fascia, as well as a new infotainment system. The Hyundai Elantra sedan gets an

28
[Link] Retrieved on 11:25,11 December
2017.
 11

exterior-design freshening, a revised interior and an expanded roster of Hyundai

Smart Sense safety features and the Hyundai Ioniq adds a driver attention alert system

and automatic high-beam headlights. The Volkswagen Golf gets a turbo 1.4-liter

engine in place of the previous 1.8 and 6-speed-manual and 8-speed-automatic

transmissions in place of the previous 5-speed-manual and 6-speed-auto units. The

rest of the class is either unchanged or sees minor revisions such as a rearranging of

standard and optional equipment.

Buyer behavior has been defined as "a process, which through inputs and their

use though process and actions lead to satisfaction of needs and want". Consumer

buying behavior has numerous factors as a part of it which are believed to have some

level of effect on the purchasing decisions of the customers.29

Buyer behavior involves purchasing and other utilizes related activities of people

engaging in the exchange process. The study of the Buyer behavior field draws its

findings from several disciplines, viz. Economics, marketing research, sociology,

social psychology and anthropology. Buyer behavior knowledge may be applied in

solving both micro and macro marketing problems. To be successful in the face of

competition, the essential thing was, a marketer who was understanding the market

discipline. The total discussion of this unit has taken three different lessons. Let's start

the lesson-wise discussion.30

Dealers sell the car on the basis of package system, according to their procedure

they fix the rate, it may include invoice price,freight and their percentage of margin.

While comparing the models and prices in the advertisement and at dealer

showrooms, they differ. Some dealers cheat the customers without giving all the after-

sales support and warranty which are offered by manufacturers. The dealers expecting
29
[Link] Retrieved on 19:45,17 July
2018.
30
[Link] Retrieved on 5th July 2019.
 12

the consumers to purchase fuel and maintenance offer discount coupons which the

consumers never want, adding the extra money to the purchase price of the cars. Most

of the sellers get the buyers' signed contracts to be approved by the supervisor but

they make changes and the buyer agrees to them. In the age of technology and fast-

changing lifestyles and the opportunities being myriad, buyer preferences undergo a

dramatic change.

Purchase behavior and buying are interrelated. Purchase behavior of a buyer

support for an enhanced buying activity. Thus facilitating the buyers to purchase the

small car. The involvement of the purchase behavior is the most vital factor in

encouraging the buying of a small car.

1.4 STATEMENT OF THE PROBLEM

People are traveling in the fast and furious world. There they face many

problems with marketing goods and services relating to travel. Some problems can be

solved easily, but many of the problems can be solved with the help of a scientific

approach. In the last few years, India has witnessed a vast change, particularly in the

standard of living and lifestyles.

In the same situation, the small car buyers also face many problems in the

various stages of buying and using a small car like requirement on demand,

disappointment with preferences, necessities of unique and modern items, replicas

and also dealer influence were the problems faced by the buyers at the time of

purchase.

Moreover, the car owners, suffer face a lot of problems, particularly, before and

after the purchase like the after-sales service, maintenance problems, spare parts
 13

problems other hurdles like the strict rules laid by financial institutions and banks on

car loans and the repayment of installment.31

Most of the sellers get the buyers' signature contracts to be approved by the

supervisor but they make changes and the buyer agrees to them. In the age of

technology and fast-changing lifestyles and the opportunities being myriad, consumer

preferences undergo a dramatic change.

Some unexpected factors arise during the beginning state of the buying process

which leads to problems that occur when a person perceives a difference between the

ideal state and their actual state at a given moment in purchasing the small cars.

a. Requirement on-demand problem which occurs at the time, when buyers use their

existing supply of a product and must stock up their reserve. Stockouts almost

always make it to the "worst nightmare" lists of retailers and for good reason.

This leads to lose in sales and make negative remarks towards the retailers and

out-of-stocks result in the customer satisfaction and decrease the loyalty levels.

In the time of stock-outs can be prevented by taking steps to better understand the

business and products and by refining your store's processes.32

b. Disappointment problem is created by the buyer's frustration with the current

state of affairs and/or the product or service being used. Due to customer service

representatives lacking the necessary tools to address a problem, it's only natural

they will shy away from dealing with the same problems in the future.33

c. Necessities of Uniqueness and Modern items introduced to fulfill the buyers' likes

often result in a new product. Excess of money invested by the organizations to

make new products that perform effectively for future development of the firm.

31
[Link] Retrieved on 7th May 2019.
32
[Link] Retrieved on 9th January 2020.
33
[Link] Retrieved on 9th November 2020.
 14

Nonetheless, firms often struggle to convince people to try out these products and

to use them regularly.34

d. Dealer-influence problem is based on marketers' actions that encourage

consumers not to be content with their current state or situation. Advertisements

for personal hygiene products such as mouthwash, deodorant and foot spray may

be designed to create insecurities that consumers can resolve through the use of

these products.

e. There are several problems in after-sales services. In case service failures of the

after-sales service of a new car, first, there should be an immediate notification

from the car dealer to the customer. In this case, the marketing person who was in

charge, is only a person who is authorized to take care the car document. It means

that when the person who is authorized is not available then the customer should

immediately report to the car dealer situation for getting a solution. In this case,

there was no communication between the customer and the marketing personnel

about the matter.35

f. Maintenance is the biggest challenge faced by car buyers after purchasing a

branded new car. It is not easy to carry out by everyone, while handling, it is easy

to remember to winterize and drive carefully when the roads get icy, it's far too

common for drivers and fleet managers alike to forget about the risks of the hot

summer sun. One think of summer as road trip season and a time when driving is

easier than usual. However, there are some key vehicle maintenance concerns

that every fleet manager, driver and a mechanic should be keenly aware of. The

34
h[Link]
Retrieved on 9th November 2020.
35
[Link]
Retrieved on 9th November 2020.
 15

heat takes its toll on road quality and vehicle parts and increases the wear and tear

of certain vehicle systems.36

g. Spare parts problem takes place at the time of after-sales. Automobile spare parts

of the unorganized auto components and spare parts sector deals with the

distribution, retail, manufacture, and installation of low-quality vehicle parts/

equipment/ accessories for use in, after the sale of the vehicles.37An "aftermarket

part" is any part for a vehicle that is not sourced from the car's original maker.

To make a formal inquiry and find a practicable solution for reck problems, the

present study on "Purchase behavior of small car buyers in Virudhunagar district" is

undertaken by the researcher.

1.5 OBJECTIVES OF THE STUDY

General objectives of the study is to examine the attitude of the small car buyers

and the problems faced by them. Based on the above research problem, the following

objectives were set for the present study:

1. To analyze the demographic profile of small car buyers in the Virudhunagar

district.

2. To examine the awareness and attitude of small car buyers in Virudhunagar

district towards a small car.

3. To identify the factors influencing the purchase of small car by the buyers in

the Virudhunagar district.

4. To ascertain the problem relating to the purchase of small cars by the buyers

in the Virudhunagar district.

36
37
[Link]
[Link].
 16

1.6 HYPOTHESES

The study aims at testing the following hypotheses set in line with the objectives

mentioned above:

1. There is no significant relationship between level of awareness about small

car and profile variables.

2. There is no significant relationship between brands of a small car and

monthly income.

3. There is no significant relationship between type of fuel used and monthly

income.

1.7 SCOPE OF THE STUDY

The study, geographically, limited to all the ten taluks in the Virudhunagar

district. The study mainly investigates the buyer behavior towards the purchase of a

small car. This study has been undertaken from the point of buyers' view. This study

ascertains the important factors, which influence the definite purchase of a small car.

The present study also identifies various problems faced by the buyer in the study area

and offers suitable suggestions

1.8 IMPORTANCE OF THE STUDY

The present study systematically analyses the various factors influencing the

purchase behavior of a small car. It identifies various problems faced by the buyers at

the time of purchase of a small car in the Virudhunagar District. It offers suggestions

for overcoming the problems and facilitates the effective purchase of a small car by

the buyers in Virudhunagar District.

 17

1.9 AREA OF THE STUDY

The area selected for the research is Virudhunagar District in Tamilnadu State.

The district is divided into ten taluks, namely Aruppukkottai, Kariapatti,

Rajapalayam, Sattur, Sivakasi, Srivilliputur, Tiruchuli, Vembakottai, Virudhunagar

and Watrap.

1.10 PERIOD OF STUDY

The secondary data relating to purchase behavioral performance of small car

buyers were gathered during the preliminary study. The primary data relating to the

study relate to the period from October 2017 to August 2018.

1.11 RESEARCH DESIGN

The research design is a descriptive one. It is based on a statistical survey. The

research problem, objective and questionnaire have been formulated accordingly. The

suggestions of the study were offered based on the inferences drawn from the data

collected during the sample survey.

1.12 DATA COLLECTION

Data, which is a vital aspect of any research, have been collected through various

resources for the study. Both primary data and secondary data have been collected and

used for the research.

1.12.1 SECONDARY DATA

The secondary data is an important part of any research study and it provides

basic information about both independent and dependent variables, which helps to

collect the data relating to research. The secondary data have been gathered from

various sources like standard textbooks on related topics, journals, newspapers,

records, websites and so on.

 18

1.12.2 PRIMARY DATA

Primary data have been collected through a statistical sampling survey directly

from the buyers of small cars in Virudhunagar District. An interview schedule

specially designed for the study was used for the data collection.

1.12.3 CONSTRUCTION OF INTERVIEW SCHEDULE

Construction of questionnaire or interview schedule is an art. Quite often

interview schedule is considered the heart of a survey operation. The type of questions

used in the study was dichotomous, Likert 5-point scale, multiple-choice and open-

ended questions. A structured and undisguised form of interview schedule was

prepared to collect the necessary primary data that specifically relate to the objectives.

1.12.4 PRE-TEST

The interview schedule prepared for the present study was pre-tested in

December 2017 with 20 respondents in the Virudhunagar district. Based on the results

of the pre-test, the interview schedule was revised and finalized. The finalized

interview schedule used for the survey is given in Appendix I of this research report.

1.13 SAMPLING DESIGN

The population for the study consists of all those living in Virudhunagar District.

As per the census of 2011, there are 19,42,288 people in the Virudhunagar district.

Virudhunagar District population in 2022 is 2,052,365 (estimates as per aadhar

[Link] December 2020 data). The study area is classified under four divisions,

namely North, East, West and South. The grouping of taluks are made as

Virudhunagar and Kariapatti under North division; Aruppukkottai and Tiruchuli

under East; Watrap, Srivilliputur and Rajapalayam under West and Sivakasi, Sattur

and Vembakottai under South division. To be representative, samples are drawn from
 19

each of the ten taluks in the Virudhunagar district. Based on the time and resources

available, a sample size of 480 buyers is considered adequate.

As the number of persons using small cars in the study area is difficult to

ascertain, the number of samples were determined by the following formula

2 2
Z σ
n= 2
e

The calculated value of deviation of income of respondents in the pilot study was

[Link] number of samples was worked out as 480.34266 (1.962 x 0.55912 x

0.052). Hence, a total sample size of 480 persons was considered as adequate for

representing the population.

The individual sample consumers were selected according to the convenience

of the researcher from each division in proportion to the population in the divisions.

The total number of people in different divisions in Virudhunagar district and the

number of samples studied are given in Table 1.1.

`TABLE 1.1

POPULATION AND SAMPLE

Percentage to
Sl. No Divisions Population Sample
population
1 North 356111 88 0.025

2 East 351254 87 0.025

3 West 640213 159 0.025

4 South 594710 146 0.025

Total 1942288 480 0.025

Source: Censes 2011, Tamilnadu. data.38

38
[Link] retrieved on July 2017.
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1.14 FIELDWORK

The fieldwork of the present study has been carried on personally by the

researcher himself. The survey was conducted from October 2017 to August 2018.

The researcher himself visited and personally met all the respondents for obtaining the

necessary data. The completed interview schedule was checked and edited

immediately on the spot as to its completeness and correctness to avoid revisits.

1.15 DATA PROCESSING

After completing the data collection work, the filled-in interview schedules were

edited as to its correctness and completeness and was coded. The tabulation work is

done with the help of Excel and SPSS Software.

1.16 TOOLS OF ANALYSIS

To analyze the data relating to the study various tools have been used. To

compare different attributes of a variable Percentage Analysis was used. To find out

the extent of performance of a variable Weighted Arithmetic Mean was used. The

Chi-square test is used to test the relationship of the variables. Mann-Whitney ‘U’ test

is used to test the association between two variables and to find out the association

between more than two variables Kruskal Wallis test is used.

1.17 LIMITATIONS OF THE STUDY

Every research study suffers from errors and limitations. Some of them are

inherent to the research design of the study, while some others emanate from the

difficulties faced during the different stages of research. The following are the

constraints and limitations of the present study.

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a. The design of the research is descriptive and so the approach to the problem

may be given at a higher narrative level than exercising an in-depth case

study or experimentation.

b. The present study was confined only to those who own cars and use the car

for their purpose only. Van owners and drivers of the cars were not

considered in the study.

c. The area of this study is limited to all Taluks in Virudhunagar district only.

Hence, a finding of the study may not be generalized at the state or national

level.

d. The limitations and bias of sampling techniques used in the present study

might influence the findings of the study, despite every effort made to have a

representative sample.

e. It is important to note that car consumer behavior results may vary from time

to time. Since the car manufacturers bring out new models and features and

take efforts from time to time to satisfy their customers, similar research, at a

different time, in the same geographical location may produce different

results.

f. The data gathering instrument may be another source of error. The interview

schedule used for this study, despite pre-testing, might remain a source of

error. Moreover, the translation of the questions in Tamil (vernacular) could

create response errors, especially ambiguity in understanding the question as

well as the answers.

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1.18 CHAPTER SCHEME

This thesis is presented in seven chapters including the present one. The first

chapter titled “Introduction and Design of the study” includes introduction,

statement of the problem, objectives of the study, hypotheses, scope of the study,

importance of the study, area of the study, period of study, operational definitions,

Researchb/b/ design, data collection, sampling design, field work, data processing,

tools of analysis, limitations of the study and chapter scheme.

The second chapter named “Review of Related Literature” makes a brief

review of the findings of earlier studies related to purchase behaviour of Small car

buyers.

The third chapter titled “Profile” presents introduction, profile of the

Virudhunagar district and profile of the respondents like place, gender,

classification, age, wise classification, educational qualification, occupation, marital

status, type of family, size of the family, monthly income of the family.

The fourth chapter named “Pre-Purchase Behaviour” presents

introduction, concept of purchase behaviour, pre-purchase behaviour, reasons for

buying a small car, important source of awareness about the small car, level of

awareness about small car, relationship between level of awareness and profile

variables, general attitude towards purchase, experience in car purchase, number of

years of experience in car purchase, familiar about car features, warranty, number

of years of warranty, test drive before booking a car, level of importance towards

electronic marketing attributes, level of satisfaction experienced relating to pre-

purchase CRM practices of small car suppliers and extent of problems relating to

the pre-purchase activities.

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The fifth chapter entitled “Purchase behaviour” deals with introduction,

extent of influence of the factors on purchase of small car, decisive factors to

finalize purchase of a small car, brands of small car owned by buyers, relationship

between brands of small car and monthly income, cross check price, habit to check

running condition of a small car, check other additional facilities and working

condition while buying a small car, reasons for checking additional facilities, types

of fuel used, relationship between type of fuel used and monthly income, year of

purchase of present small car, amount spent for purchase of a small car, mode of

purchase, type of payment, type of instalment, extent of importance of product

related attributes during decision making, extent of importance of place /

availability related attributes during decision making, extent of promotion related

attributes and extent of problems experienced during purchase.

The sixth chapter captioned “Post-purchase behaviour” discussed about

the introduction, distance travelled by small car in every month, level of satisfaction

with regards to the features and attributes, level of satisfaction about post-purchase

CRM practice of suppliers, problems relating to post purchase activities, intention

to buy a new car, preference as to segment of car, reasons for not preferring same

segment car, reasons for not preferring other segment car, preference as to

manufacturer, reasons for not preferring same manufacturer, reasons for not prefer

other manufacturer, level of awareness about eco-friendly car, willingness to buy an

eco-friendly car, types of eco-friendly fuel and reasons for unwilling to buy an eco-

friendly car.
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The seventh chapter captioned “Summary of Findings, Suggestions, and

Conclusion” summaries the findings of the study under the heads, introduction,

review of related literature, profile; pre-purchase behaviour, purchase behaviour,

post-purchase behaviour, suggestions, conclusion and scope for further research.