Factors affecting car preferences and emotional association with the car: Empirical study in Pune City

Abstract

The purpose of this study is to identify the impact of car preference factors on car affinity in Indian market. The study uses a structured questionnaire to collect responses from car owners who have bought the car within last six months. The data is analyzed in SPSS. Findings suggest that including product promotion, perceived product reliability, maker sensitivity, trustworthiness, trendy appeal, and monetary considerations, influence consumers' emotional connections with their vehicles. The finding also suggests that car owner differ in their emotional association with their cars.  Nonetheless, it is essential to acknowledge the study's limitations, particularly the small sample size and limited sampling locations, which may hinder the generalizability of its findings. Future research endeavors are poised to overcome these constraints, offering a more comprehensive understanding of this critical aspect of consumer behavior in the context of the automotive industry.