Principle component analysis: post purchase consumer behaviour among car owners in Aizawl city- a case study of Hyundai motors

This paper is an attempt to understand and study the post purchase behavior of Hyundai car owners of Aizawl, Mizoram. 170 Hyundai car owners were studied through questionnaire.
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Principle component analysis: post purchase consumer behaviour among car owners in Aizawl city- a case study of Hyundai motorsInternational Journal of Management (IJM)Volume 9, Issue 3, May–June 2018, pp. 14–20, Article ID: IJM_09_03_002Available online athttp://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=9&IType=3Journal Impact Factor (2016): 8.1920 (Calculated by GISI) www.jifactor.comISSN Print: 0976-6502 and ISSN Online: 0976-6510© IAEME Publication PRINCIPLE COMPONENT ANALYSIS: POST PURCHASE CONSUMER BEHAVIOUR AMONG CAR OWNERS IN AIZAWL CITY- A CASE STUDY OF HYUNDAI MOTORS LALCHHANTLUANGI PACHUAU Research Scholar, Department of Commerce, Mizoram University, Aizawl Dr. LALDINLIANA Assistant Professor& Supervisor, Department of Commerce, Mizoram University, AizawlABSTRACT This paper is an attempt to understand and study the post purchase behavior ofHyundai car owners of Aizawl, Mizoram. 170 Hyundai car owners were studied throughquestionnaire. The paper uses Principal Component Analysis and Factor Analysis to findout the major factors that play a key role in the purchase, usage and ranking of preferredattributes of Hyundai Cars. The factors are determined based on 25 attributes of cars forwhich 9 factors are sorted out using the Rotated Component Matrix. This study will helpunderstand a consumers’ perception towards automobiles as well as for themanufacturers and dealers to understand buyer behavior and may develop certainmarketing strategies through the findings of the research. The study validates 9 factorsthat buyers of Hyundai cars take into consideration while analyzing their purchase-performance, accessibility, value, technology, safety, security, aesthetic and choicefactors.Cite this Article: Lalchhantluangi Pachuau and Dr. Laldinliana, Principle ComponentAnalysis: Post Purchase Consumer Behaviour among Car Owners in Aizawl City- a CaseStudy of Hyundai Motors, International Journal of Management, 9 (3), 2018,pp. 14–20.http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=9&IType=31. INTRODUCTIONHow do people buy and use goods and services? How do they react to prices, advertising andstore interiors? What underlying mechanisms operate to produce the responses? Behavioralstudies help in revealing the answer to such questions. All consumers in their way ofconsumption are unique in themselves with varied needs and wants and have differentopinions, patterns and behavior of consuming things. http://www.iaeme.com/IJM/index.asp 14 editor@iaeme.com Lalchhantluangi Pachuau and Dr. Laldinliana Jain and Bhatt (2004) state that consumer behavior includes all those actions directlyinvolved in obtaining, consuming and disposing of products and services. This takes intoaccount the pre purchase, purchase and post purchase behavior. The focus of this paper is toprovide a framework to study the post purchase behavior of Hyundai car owners in AizawlCity. The automobile industry in North East region has increased over the last few yearswhich is justified from the presence of 47 dealerships within the seven sister states(mapsofIndia). The need for the study is identified due to the fact that purchase of cars is becoming partof a trend for most households and is necessary to identify and understand the post purchasebehavior as well as feedback and review of such consumers. It is evident especially for thestate of Mizoram housing a population of 11 lakhs with 4666.993 kms of surfaced roads,2881.036 kms of unsurfaced road (Statistical Handbook 2015-16) carrying a fleet of 3.6 lakhsautomobiles ( Compilation of Vehicles, Department of Transport 2015-16). The paper aims to study the major factor that contributes to the opinion of Hyundai carsafter purchase and usage. Cars are experience goods which all the characteristics cannot beascertained before buying as far as utility function is concerned (Kaushal, 2014). In models ofexperience goods, consumers cannot have the complete set of information from mereobservation but has to be utilized in order to give a full-fledged opinion about such attributeof the goods. When a product is used and the consumer experiences how well it performs,his/her expectation may be exceeded in which satisfaction will be high and vice versa(Srivastava, 2002). A consumers’ post purchase opinion can be explained in terms ofdemographic and social economic backgrounds when it comes to the automobiles in terms ofvalue and cost factor (Wilkes, 2005). Taking into consideration the attributes of cars, therecan exist an inverse relationship with income and number of earning members based on lifecost, brand image, price and safety (Sridaran, 1999). From the Indian point of view, as awhole, the nation is growing at a fast pace in the automobile sec ...