Steering Decisions : Unveiling Consumer Perceptions and Preferences in Indian Automotive Market with a Spotlight on Tamil Nadu

This study employs a quantitative approach to examine car ownership trends and consumer preferences among different socioeconomic classes in Tiruchirappalli, Madurai, and Dindigul, Tamil Nadu. The increase in car ownership is linked to the easy availability of auto loans, rising salaries, and higher purchasing power of the middle-income class. India’s expanding middle class, rising cost of living, and rapid urbanization contribute to its prominence as a major vehicle market. Analyzing these factors can help businesses refine their products, marketing strategies, and distribution methods to effectively target this growing market. The study involved 300 respondents, evenly distributed across the three cities, using a simple random sampling technique and collecting data via a structured questionnaire, both online and in print. Data analysis was conducted using Microsoft Excel and SPSS 26, including reliability testing via Cronbach’s alpha, Exploratory Factor Analysis (EFA), and Pearson’s chi-square tests. Ethical considerations, such as informed consent and data confidentiality, were adhered to. Despite existing research on factors influencing car ownership, a gap remains in understanding how these factors vary across socioeconomic classes. Addressing this gap could offer valuable insights into car ownership trends in India and inform policymakers on sustainability and regulatory impacts.