A Study on the Customer Utility of Small Car with Reference to Tamilnadu

Middle income people never thought of owning a car in the past. The village people in those days in the past used to see the car as rare thing. Due to effect of globalization, cultural transformation was felt everywhere which in turn gave rise to the knowledge development by way of increase in the educational ratio in the country. A modern consumer theory regards consumers as full members of the market who create their utility in the context of household”. Therefore, the consumers’ value that goods to be purchased or the goods already purchased should have the maximum utility. In the context of purchasing a small car, a consumer looks for the utility value of the car. This study may help the car manufacturers to understand their position in service quality, manufacturing and marketing systems. So the manufacturers can boldly enter into the venture of small car production by involving suitable strategies commensurate with the expectations of customers and give them satisfaction. The methodology followed in this study has been detailed below: Since the study is based heavily on primary data, the customer of small cars is identified by contacting respective Regional Transport offices, the petrol bunks, friends, relatives and service stations. The total customers are the global population and from them, sample customers were identified.