Comfort & 74.93 2 27.93 1 13.27 3 Convenience Availability of Loans 58.07 7 17.00 12 10.00 12 for Purchase Advertisement & Its 51.13 10 19.13 9 11.27 9 Impact Offer / Discount 49.33 11 18.27 10 10.13 11 Availability Easy Installment 52.20 9 18.13 11 10.73 10 Schemes Publicity & Personal 48.93 12 19.67 8 11.80 8 Selling 55.53 8 21.93 7 13.87 1 Symbol of Success Economy of Purchase / 64.47 5 23.07 6 12.20 7 Use Transportation 74.33 3 24.67 4 12.53 5 Requirement Source: Primary Data The Table 1 shows the weighted average score for the various factors which influence the respondents recognition of the need for buying a car. As far as the small segment is concerned, the highest weighted average score is 77.69 for family necessity which is ranked first and followed by comfort and convenience (74.93), transportation requirement (74.33), business convenience and status (67.73), economy of purchase/use (64.47) etc.. and the least weighted average score is 48.93 for publicity and personal selling.
Comfort & Convenience 74.93 2 27.93 1 13.27 3 Availability of Loans for Purchase 58.07 7 17.00 12 10.00 12 Advertisement & Its Impact 51.13 10 19.13 9 11.27 9 Offer / Discount Availability 49.33 11 18.27 10 10.13 11 Easy Installment Schemes 52.20 9 18.13 11 10.73 10 Publicity & Personal Selling 48.93 12 19.67 8 11.80 8 Symbol of Success 55.53 8 21.93 7 13.87 1 Economy of Purchase / Use 64.47 5 23.07 6 12.20 7 Transportation Requirement 74.33 3 24.67 4 12.53 5 Source: Primary Data The Table 1 shows the weighted average score for the various factors which influence the respondents recognition of the need for buying a car. As far as the small segment is concerned, the highest weighted average score is 77.69 for family necessity which is ranked first and followed by comfort and convenience (74.93), transportation requirement (74.33), business convenience and status (67.73), economy of purchase/use (64.47) etc.. and the least weighted average score is 48.93 for publicity and personal selling.