An Analysis of Customer Attitude Towards Car

Abstract

Purpose: As has been argued by many researchers, knowledge of attitudes can be used to predict behavior before it occurs. Acknowledging that, the study aims to know the customer attitude towards TATA Indica car in the small automobile market of South Gujarat area.

Design/methodology/approach: Descriptive Cross-sectional Research design has been adopted. 150 customers of TATA Indica car, who visit the authorized service centre of TATA Motors (which is based at village Amboli, Dist. Surat, Gujarat) for car-service, have been surveyed using convenient sampling method. Fishbein Attitude-towards-object model is adopted for measuring attitude towards TATA Indica car.

Major Findings: Overall attitude score comes out is 74.21%, which indicates positive and favorable attitude towards TATA Indica car. Study also suggests some car attributes, which are not meeting customer expectations and hence impacting their attitude.

Research limitations: This study is done only for the Kamrej and Bardoli region – a small geographical area in South Gujarat, limiting its generalizability to broader area.

Originality/value/Implications: The study can definitely add value to the attitude-towards-object model by applying it to an object (car here). Very few studies were found to be focusing on this model. Hence considering limitations, this study at least ensures its applicability in the geographical area covered under this study.

Keywords: Customer Attitude, Attitude-towards-object model, Attitude measurement, Attitude towards car, Tata Indica