A Study on Consumer Buying Behavior Towards Casa TVS Motors Pvt Ltd.

Abstract

Consumer buying behavior is an important factor that influences the success of automobile dealerships in the competitive two-wheeler market. Understanding customer preferences and purchase decisions helps dealerships improve customer satisfaction and build long-term relationships. CASA TVS Motors Pvt. Ltd. has earned customer trust by offering quality TVS two-wheelers, attractive financing options, and reliable after-sales services.

This study, titled "A Study on Consumer Buying Behavior Towards CASA TVS Motors Pvt. Ltd.", examines the factors influencing customers' purchase decisions, including product quality, pricing, brand image, promotional activities, financing facilities, dealership services, after-sales service, and customer satisfaction. Primary data were collected through a structured questionnaire, while secondary data were obtained from books, journals, company records, and websites.

The collected data were analyzed using percentage analysis, descriptive statistics, correlation analysis, and regression analysis. The findings indicate that product quality, brand reputation, affordable pricing, financing options, and efficient after-sales service significantly influence consumer buying behavior. The study also concludes that customer satisfaction leads to higher customer loyalty and repeat purchases. The results provide valuable insights for CASA TVS Motors Pvt. Ltd. to improve its marketing strategies, enhance service quality, and strengthen its position in the two-wheeler market.