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Impact of Promotional Activities, After Sale Services, Mileage and Resale Value on the Purchase Decision - A Consumer Behaviour Study in Automobile Industry

Dr. Rakesh Kumar ()
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Dr. Rakesh Kumar: Assistant Professor in Commerce, Shaheed Bhagat Singh College, University of Delhi, India.

Journal of Commerce and Trade, 2015, vol. 10, issue 1, 86-95

Abstract: In this research paper an attempt has been made to know the Impact of Promotional Activities, After Sale Services, Mileage and Resale Value on the Purchase Decision. The research will help the manufacturers of four wheelers intaking suitable decisions regarding Promotional Activities, After Sale Services, Mileage and Resale Value.It will further help the manufacturesto make necessary changes in theirPromotional Activities, After Sale Services, Mileage and Resale Value. The study was carried out in Himachal Pradesh state. The researcher has used both primary and secondary data for this research. The researcher has collected primary data from the owners of four wheeler. Consumer behaviour is the process whereby, individuals decide whether, what, when, where, how, and from whom to purchase goods and services. The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have been significantly increased.

Keywords: Consumer Behaviour; Promotional Activities; After Sale Services; Mileage and Resale Value. (search for similar items in EconPapers)
JEL-codes: M31 R00 Z0 (search for similar items in EconPapers)
Date: 2015
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