research on consumer behavior
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Mam Amna Wahid
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Ayesha irshad
Sohaib ehsan
Huma rao Zainab umar rao
Nida e fatima
Gulshan parveen Asma ismail
Awais
saif
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Introduction
Research objective
Research question Literature review
Hypothesis
Methodology Questionnaire
Findings
conclusion
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The industry in which we did research is
automobile industry.
We mainly focused the car holders so theywere our target consumers.
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It took a time period of about 4 months to do
the research.
We tried to find out the effects of differentage groups with different income levels at
automobile industry.
Each group has different factors that effecttheir satisfaction
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To be successful you have to be punctual.
A person who knows the importance of time
wants to save his time So every person is focusing a lot on
automobiles to save the traveling time.
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SO..
We did this research to know that what a
consumer looks for in an automobile. Does he get influenced by the product
features?
Or by the companys attributes?
Or by the sales person attributes?
Or something else?
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How customer perception and sales attributes
effect the satisfaction level of automobile
consumers.
Sales attributes comprises
of both the company andsales person attributes.
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Customer perception includes the perception
of consumers regarding the product features
and reference group.
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Dissatisfaction of consumer do not always
blame manufacturer. satisfaction change
during time of product usage(Rebeccaslotegraf 1977)
Satisfaction level decrease with usage.
Irreversible attributes (Jeffry Inman 1977)
17,000 owners show consumer learn to livewith attributes that cant be resolved.
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We have 3 hypothesis.
H0 :Sales attributes and customer
perception has positive impact on customersatisfaction
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H1 :
customer perception has positive impact on
customer satisfaction while sales attributeshave no impact
H2 :sales attributes has +ive impact on customer
satisfaction while customer perception hasno impact
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We did sampling.
We took a sample of210 to do the research.
We used quantitative method to measure outthe research
Our instrument was questionnaire.
Questionnaire comprises of 45 variables.
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We used SPSS to measure out the results of
our questionnaires.
calculations done: Means
Frequencies
Bar charts
Pie charts
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Comprises of 3 sections.
1st ------> screening questions including: Name
Gender
Income
Current brand name
No of brands
etc
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2nd ----> satisfaction level questions : No of years of using same car
Mileage
Avg speed Market value
Etc
3rd ----> effecting elements: Product features
Awareness medium
Sales attributes
Reference group & Risk
Competitive strategy
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brand nameinterior
color
design
warranties
repairment
resale
insurance
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spareparts
durable
high price
complex
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televission
internet
f & f
newpaper
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hardwork
smartwork
interaction
a e
income
education
convincin
competition
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After carefully examining results
we come to know that salesperson attributes and customer
perception both have positive
impact on customer satisfaction. So, the research concludes with
the approval of H0 and rejectionof H1 and H2.
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