Deepthi Sankar; Dr. Zakkariya K.A.(Cochin University of Science and Technology, June 24, 2016)
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Abstract:
Post purchase behaviour is the response of a consumer after purchasing a product.
This is influenced by attitudes, product and dealer related factors, subjective norms
and perceived behavioural control.Realising the significance of these factors on the
marketing strategies of a product, the present research is undertaken to study the
influence of these factors on the post purchase behaviour of consumers of pre owned
cars in Kerala. This work also identifies the profile of pre-owned car consumers of
Kerala. The specific objectives are a) To identify the demographic profile of
consumers who purchased pre owned cars b) To study the relationship between
product related factors and consumer attitude towards the purchase of pre owned cars
c) to study the relationship between dealer related factors and consumer attitude
towards the purchase of pre owned cars d) To analyse the relationship between
consumers’ attitude and post purchase behavior e) To analyse the relationship
between subjective norms and post purchase behavior and f) To analyse the
relationship between perceived behavioural control and post purchase behaviour
The study is confined to consumers who own and use pre owned cars purchased from
authorised dealers in Kerala. The study was based on field research and made use of
both primary and secondary data. Primary data were collected from 750 respondents
distributed in five districts of Kerala. The study found that product and dealer related
factors plays a vital role in shaping attitude of consumers towards pre owned cars
which in turn influence the repurchase intention and decision to recommend to friends
and relatives. Repurchase intention of pre owned car consumers are significantly
influenced by the subjective norms and perceived behavioural control. This study
would help marketers to understand the post purchase behaviour of pre owned car
consumers and formulate the marketing strategies accordingly.