To Study Consumer Preference Towards TATA V/S HYUNDAI with Reference to Price and Mileage in Ahmedabad city

Abstract

The study examines the Ahmedabad’s consumers’ preferences for both the TATA and HYUNDAI brands, concentrating on important elements including such as cost, mileage, reliability, and aesthetic appeal. Understanding a lot of elements that affect the customer’s purchasing decisions in the automotive sector was the main goal. The study investigated how age and different consumer preferences relate to one another using statistical analysis, including Chi-Square tests. The results show that Ahmedabad customers are very price-sensitive and that price continues to be a major influencing factor across all age groups. While trust in the HYUNDAI company was constant across all age groups, trust in TATA changed marginally with age, with younger consumers displaying less trust. The design and appeal had no discernible effect on the brand choices of customers, indicating that buyers place a higher value of interest on practical advantages such as cost savings on maintenance and mileage than on aesthetics. In addition to that, age had no impact on how important price was when making a purchase, underscoring the relevance of cost-effectiveness in customer decisions. Apart from that, the study indicated possible areas for focused marketing by highlighting the modest but significant connection between the age and the trust. Both companies, TATA and HYUNDAI, may benefit from these lessons, particularly with regard to developing brand credibility and competitive pricing strategy. In addition to that, studies might widen the focus to include more cities, investigate other factors of decision-making, and look at new developments like the use of EVs