Drive And Decide: Unveiling The Multifaceted Influences on Consumer Car Preferences and Perceptions

Abstract

The Indian automotive sector, one of the largest globally, is experiencing rapid growth due to the easy availability of auto loans, leading to an increasing number of vehicles on the road. This study investigates the impact of brand credibility and perceived value on consumer perception and preference for various automobile brands. Using a combination of a questionnaire survey and a literature review, using a simple random sampling technique data were gathered from 434 respondents. A pilot test with 50 respondents led to necessary adjustments before the main survey. The final survey was conducted via Google Forms and distributed through e-mail, and WhatsApp, the hard copies were also distributed to those less familiar with technology, ensuring broad participation. Data were analyzed using SPSS software, and structural equation modelling was performed with AMOS graphical software. Advanced statistical tools and comprehensive data collection methods provided a nuanced understanding of consumer behaviour. The combination of digital and traditional survey methods ensured inclusivity and reliability, reinforcing the study's relevance in real-world marketing scenarios. The research provides valuable insights into how brand credibility and perceived value influence consumer preferences in India's dynamic automotive market. The findings contribute significantly to marketing strategies, offering a robust framework for automobile brands to enhance their credibility and quality perceptions. By doing so, brands can improve consumer preference and market performance. This study underscores the importance of strengthening brand credibility and perceived value to guide automotive brands toward more effective marketing strategies and stronger market positions in India's growing automotive sector.