BUYING BEHAVIOUR OF LUXURY CAR OWNERS IN WESTERN MAHARASHTRA

This paper is undertaken to examine the buying behaviour of luxury car owners in Western Maharashtra, India. Thus this study focused on studying the buying behaviour of car owners using a structured questionnaire method. A sample of 308 respondents was selected from total population by using a Stratified Sampling Technique. The scale re liability coefficient was calculated and found to 0.943 (Cronbach's Alpha). The data was analysed using Statistical tools like Chi Square test, ANOVA and Coorelation. It was found that the major driver s of Consumer Behaviour of Luxury Car are Economic Status. The study further found that the Consumers of luxury cars consider brand, latest technology and safety features as more important than economic consideration and fuel efficiency”.