IMPACT OF SOURCES OF INFORMATION ON CONSUMER BUYING BEHAVIOUR WITH REFERENCE TO PREMIUM CARS IN HYDERABAD CITY

Abstract

Marketing pivot on understanding and creating a customer. What consumer would buy it – is no easy task. This would be evident from the fact that though several marketing scholars have spent enormous time and effort on this subject and analysed it from different angles and under different premises, there is no unified, tested and universally established theory of buyer behaviour. What we have is only collection of ideas that have taken from economics, psychology and sociology. There are several factors contributing to the consumer behaviour, one among them is sources of information, which include different variables. The present study examines the influence of sources of information on consumer buying behaviour towards premium cars in Hyderabad City. Anova test was used to test the hypotheses of this study. Findings of the research show that different variables of information influence buying behaviour. The findings indicate that most of the variables influence the consumer buying behaviour towards premium cars and few do not.