Liberalization of the automotive industry in the nineties provided much needed thrust for the auto components in India. The auto ancillary industry has been growing in tandem with the country’s burgeoning automobile industry and is characterised my low manufacturing cost, high standard and quality engineering expertise. The industry currently contributes to around 2.3% of the India’s GDP and provides direct and indirect employment to around 0.92 million people.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.
Customer expectations refers to the perceived value or benefits that the customers seek when purchasing a good or availing a service. They are the result of the ‘learning’ process and can be formed very quickly because even first impressions matter a lot. Once established, these expectations can hold significant influence in decision-making processes and can be very hard to change.