Analyzing Consumer Trends and Preference in Heavy Commercial Vehicle Purchase

This research focuses on understanding consumer preferences when purchasing Heavy Commercial Vehicles (HCVs) in Madurai. It examines key attributes such as mileage, performance, serviceability, resale value, spare parts availability, comfort, technology, discounts, and down payment. Conducted from February to March 2025, the study used primary data collected through a structured questionnaire, employing Simple Random Sampling with a sample size of 343 respondents. Data analysis was performed using percentage analysis, correlation analysis, and regression analysis through SPSS software. The findings indicate that factors like loading capacity, performance, safety, resale value, serviceability, and warranty significantly influence consumer preferences, ultimately impacting company sales.