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International Journal of Mechanical Engineering and Technology (IJMET)
Volume 10, Issue 03, March 2019, pp. 1227-1237. Article ID: IJMET_10_03_125 Available online at http://www.iaeme.com/ijmet/issues.asp?JType=IJMET&VType=10&IType=3 ISSN Print: 0976-6340 and ISSN Online: 0976-6359
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A STUDY ON PREFERENCES OF FEMALE CUSTOMERS IN THE PURCHASE DECISION OF CARS IN CHENNAI
Balaji Jayakrishnan and Dr. R. Aruna
VIT University,India
ABSTRACT
 In the recent years, women’s driving four wheeler has become a very common sight
all over the India. According to a survey, 85% of women are in the driving seat for all  purchases. Yet, many independent marketing and communication agencies reveal that 80% of women believe that the automotive industry as a whole is not doing a good job at representing women, and 88% of women do not see themselves represented in the
 sector’s advertising or websites.
or years, women have been considered as primary decision makers for most household products and forward thinking companies have
 found ways to capitalize on this by developing marketing plans that address women’s
multifaceted lifestyles, by evaluating and retraining existing sales and customer service
 forces to better serve women’s needs and interests. Many studies show that women feel
advertising has made them aware of different cars in the market. Also many women agree about the perceived exclusivity of car ads in the ads being aimed only at men. This study employs Conjoint Analysis to ask to know the preference of Women in Cars.  Results of the study are discussed with future directions for research.
Keywords
:
Contextual Targeting, Automobiles, Women, Conjoint Analysis and Consumer Behaviour.
Cite this Article
: Balaji Jayakrishnan and Dr. R. Aruna, A Study on Preferences of Female Customers in the Purchase Decision of Cars in Chennai,
 International Journal of Mechanical Engineering and Technology
, 10(3), 2019, pp. 1227-1237. http://www.iaeme.com/IJMET/issues.asp?JType=IJMET&VType=10&IType=3
1. INTRODUCTION
India has proved itself as one of the world’s largest and fastest growing automobile markets
over the years, with production in 2018 of 29 million vehicles and it is estimated to grow about 60 million vehicles in 2022 (Automobile sector report, IBEF, April 2017). Currently contributing 7.1 percent to the GDP and around 3.2 crore people are employed directly or indirectly by the Indian Automobile Industry. Since the purchase of car requires high involvement, it is also equally important to promote the advertisement of cars to get the attention of customers. Presently Indian ad industry contributes 0.4% of GDP. Advertising
 
Balaji Jayakrishnan and Dr. R. Aruna http://www.iaeme.com/IJMET/index.asp 1228 editor@iaeme.com
 plays a pivotal role in increasing brand awareness as well as creating strong brand associations (Yoo, Donthu, & Lee, 2000). Understanding a consumer is complex as it is a blend of personal, economic, political, social, cultural, technological, demographic, psychological, and natural factors. Some of these factors are uncontrollable and hence an effective marketing strategy needs to be developed to understand these complexities. Hence it is time for advertising industry to implement new strategies and plans to implement innovative developments. In this context both automobile and ad industry can jointly present new avenues towards enhancing the business. Unlike earlier times, a woman driving is hardly a rare sight nowadays. An interesting fact is that, women in smaller cities start driving earlier than those in metros. Most women drive all days of the week, with various purposes such as work commuting, shopping and ferrying kids. Also, most women cover a weekly range of 25-50km, while a significant number manage to clock around 50-100km in a week. Women are smart browsers of the social web and digital world compared to men. When buying cars, women focus mainly on the advertisements, in  particular digital ads than print media, while men concentrate
on vehicle’s technical
specifications. Relatively it is now found that Contextual targeting can provide a clear advantage to  promote ads to in order to engage specific customer. Targeted automobile ads have neglected women in their promotional campaigns. There is a need to establish a finer communication between advertising and purchase decision involvement when targeting female customers. This paper focuses primarily on analysing the advertising cues and purchase behaviour cues related to female customers.
 
According to Barletta (2003), “Women are the world’s most powerful consumers. They are
the big spenders, whether that is goods purchasing for households, corporate purchasing, or
small businesses” (p. xix).
 Packaged goods companies and retailers have long recognized that women form the core of their market, however, until recently the big businesses
 – 
 automotive, financial services, computers, consumer electronics, home improvements, and travel for example
 – 
 appear to have overlooked female customers almost entirely. Lots of advertisements
and marketing communications that resonate with men don’t simply hit the spot with women. A company that is aware of consumers’ reaction to different characteristics of goods, prices
and advertisement tricks has advantage over its competitors. (Kotler & Keller 2009) Gender- based differences in perceptions, attitudes and communication styles generate gender-differentiated responses in priorities, decision processes, and purchase outcomes. (Barletta, 2003)
 
Menon (2012); and Jacob and Khan (2010) reported in their studies that there was considerable proportion of modern women car buyers, which had increased three fold in the recent years. Companies have started to dig deep into the Indian women's psyche and attention for details. Marketers may need to look at the needs of women customers, who are increasingly growing in the segment.
 
Westbrook and Fornell (1979) classified the respondents based on the extent of physical shopping, and the use of neutral sources versus personal sources while searching for pre  purchase information. Their findings show four segments objective shoppers, moderate
shoppers, store intense shoppers, and personal advice seekers. The buyer’s age and education,
her/his satisfaction with a previously purchased product and the working condition of the same, the evoked set size, and joint husband-wife decision making are shown to influence the information seeking process (Westbrook & Fornell, 1979).
 
A Study on Preferences of Female Customers in the Purchase Decision of Cars in Chennai
 
http://www.iaeme.com/IJMET/index.asp 1229 editor@iaeme.com
Targeted selling will have a direct. Positive impact and f 
ive ways to get women buyer’s
attention is to get the innovative selling strategies, diversification, a tailored approach, Automotive Ad campaigns filling a wide range of professionals, dealership that fills her framework for their purchases and a positive pre and post sales experience. (Anne Fleming, 2017) Goswami (2007) segmented college-goers psychographically into five clusters life-loving go-getters, politically-conscious positivists, independent-minded, destiny-believing pessimists, and happy-go-lucky dependants. Kumar and Sarkar(2008) segmented metropolitan consumers into six behavioural groups well-settled, strugglers, enjoyers, conservatives, self-concerned, and realists in order to understand their consumption patterns. The segments were profiled in terms of their product ownership, activities and interests, financial investment avenues, and media habits.
 
Sesa Sen (2017) expresses that in the past five years, the percentage of women buying cars has nearly doubled, from 10-12 per cent to 25 per cent. And, to tap this growing market, automakers are increasingly making their products women friendly. While Korean carmaker Hyundai Motors India attributes 20-25 per cent of sales to women drivers, nearly 20 per cent
of the demand for Renault’s Kwid is from women. For Maruti, the country’s largest car maker,
as much as 15 per cent of sales across brands are driven by women car buyer, and the company expects that number to grow.
 
 Nielsen India (2014) an end to end consumer insights company, reported interestingly on how women are now having a greater say in car purchase decisions in India. According to the report Safety and convenience are two such top areas that women consider important.
 
Dorsch, Grove and Darden (2000) studied consumer buying behaviour using the 5 step  process (need
 – 
 information search
 – 
 evaluation of alternatives
 – 
 purchase
 – 
 post purchase evaluation) problem solving paradigm or through the progression of consumer choice from a  product class to brand choice and found that marketers can do a better segmentation and targeting of their campaigns based on the terminal values customers desire when choosing a service category. Another factor considered was the knowledge about prior experience on intentions to use a service category.
 
White (2004) di
scussed the factors that affect car buyers ‘brand preference and he pointed
out that with an increase in multi-car households, car dealers and advertisers needed to target the right audience, taking into account the pester power of children and the importance of life stage. Despite the fact that women are the primary buyers of most new cars, he admits that the
motor trade has traditionally been contemptuous of women’s role in the car buying process.
Jacob and Khan (2010) reported in their studies that there is also a substantial influence of women in the car purchase decision of the family. The purpose of the study is to find the involvement, preference and influence of Women in Chennai in the purchase decision of Automobiles.
 1.
 
To assess the feature preferences for the prospective women purchasers.
 2.
 
To assess the factors influencing the car purchasing behaviour of women.
 
2. METHODOLOGY
Simple random sampling and Primary data collection methodology will be used to collect data and conjoint analysis will produce the relatively important features of women car consumers.We contacted a total of 600 women customers from Chennai through email and requested to respond to an online questionnaire. The purpose of the study was communicated in the email and an informed consent was taken. Out of 600 customers contacted, 504 customers responded to the questionnaire. Due to incompleteness of questionnaire, 4 of them were deleted

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