Consumer buying behavior in the automobile industry in Bangladesh : A qualitative study of the customers of Pragoti Industries Limited
Hasan, Ahasan Habib (2020)
Hasan, Ahasan Habib
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121127734
https://urn.fi/URN:NBN:fi:amk-2020121127734
Tiivistelmä
The aim of the thesis was to increase the understanding of consumer buying behavior in the automobile industry in Bangladesh. In order to accomplish the aim of the thesis, three research questions were set: What are the issues influencing the buying behavior and purchase decision-making of consumers of the Bangladeshi automobile industry? What are the elementary challenges faced by individuals while purchasing a car? How do consumers react on the actions taken by manufacturers to influence the consumers’ behavior? A study was administered to research the buying behavior and decision-making of selected customers in Pragoti Industries.
In this thesis, the qualitative research method along with a semi-structured interview was chosen to understand the perception of the consumers. According to the interview results, purchasing a car is considered as a crucial matter for the consumers and that is why consumers preferred to go through an analysis based on their gathered information to identify the suitable one for them. Several influential issues and challenges faced by the consumers while selecting the car were also depicted in the thesis. According to the results, the consumers' age, education, gender, occupational status along with attitude, behavior and perception assisted to determine their purchase decision. Interview results also demonstrate that the consumers’ purchase decision was mostly influenced by the suggestion of their spouse, while price, brand, and features of the car were considered as the material information.
Consumers' perception, belief, and attitude had an impact on identifying and selecting the best quality of the cars. In order to attain a deeper understanding of consumers' perception and purchasing behavior along with interviews, the latest annual reports of selected car companies, journals, websites, and publications were used. Consumer choices, behavior and perception shared a positive relationship with a linear trend. As long as consumer needs could be pleased, all other factors seemed to be easy to maintain.
In this thesis, the qualitative research method along with a semi-structured interview was chosen to understand the perception of the consumers. According to the interview results, purchasing a car is considered as a crucial matter for the consumers and that is why consumers preferred to go through an analysis based on their gathered information to identify the suitable one for them. Several influential issues and challenges faced by the consumers while selecting the car were also depicted in the thesis. According to the results, the consumers' age, education, gender, occupational status along with attitude, behavior and perception assisted to determine their purchase decision. Interview results also demonstrate that the consumers’ purchase decision was mostly influenced by the suggestion of their spouse, while price, brand, and features of the car were considered as the material information.
Consumers' perception, belief, and attitude had an impact on identifying and selecting the best quality of the cars. In order to attain a deeper understanding of consumers' perception and purchasing behavior along with interviews, the latest annual reports of selected car companies, journals, websites, and publications were used. Consumer choices, behavior and perception shared a positive relationship with a linear trend. As long as consumer needs could be pleased, all other factors seemed to be easy to maintain.