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Customer attitude towards customization of high involvement goods online of Hyundai motors in India

Sathi, Amann (2019) Customer attitude towards customization of high involvement goods online of Hyundai motors in India. Masters thesis, Dublin, National College of Ireland.

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The investigations of this study aim to give an overview of the consumers’ attitude towards customization of high involvement good online in the Indian market. This study focuses on the Indian citizen and their adaptation to online platforms. The data was collected from existing and potential customers of Hyundai motors using interview method. Both primary and secondary data were gathered during the research. The Z - test long with linear regression was used to measure the customer attitude of different metro city customers. Furthermore, the different factors such as pricing strategies, risk aversion, purchase intention, consumer conformity, consumer reference group, consumer purchasing power, and consumer’s past-use experience have a significant impact on the customer decision making. The results portray that car customization is an important and critical decision for most of Indian consumers. They are influenced by the information received from different sources, but with the rapid development of internet connectivity, consumers are actively switching to different online platforms for information gathering. The results of this study factorise “Value for money” as the most important aspect and “internet security” as the second important characteristic when purchasing a car. However, customers were not sure of accuracy of the ordered specification and are hesitant. Furthermore, a positive attitude of customers towards buying of online customized orders directly from the manufacturers online using their websites have a high growth certainty in the Indian market. Indian consumers take “after-sale maintenance” and “exterior design/size” as the next critical criteria when making a high involvement purchase decision. Regression results establish a significant positive linear relationship between consumer attitude and the online purchase of high involvement goods.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Electronic Commerce
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Motor Industry
Divisions: School of Business > Master of Science in Marketing
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 24 Oct 2019 14:32
Last Modified: 24 Oct 2019 14:32

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