Abstract

Chimun Kumar Nath

The aim of this paper is to make a correlation analysis of the responses of customers regarding various attribute ratings of a car. Further it also seeks to determine the underlying benefits consumers are looking from a new generation car by classifying them according to their relative importance they put in the attribute ratings by the method of principal component analysis. From the study it has been observed that customers are purchasing new generation car because of several considerations and these considerations can be attributed into to major factors which may be labeled as: Economic benefit factor and Social benefit factor.