Customer Satisfaction Of Cars
WHAT DRIVES CUSTOMER SATISFACTION IN CARS?
Section 3 Group 2
LITERATURE REVIEW 5
QUALITATIVE RESEARCH 6
Focussed group discussion: 6
In-depth interview 6
INDEPENDENT VARIABLE 7
DEPENDENT VARIABLE 8
CONTROL VARIABLES: 8
TOOLS USED FOR DATA ANALYSIS 13
FACTOR ANALYSIS 16
INTERPRETATION AND RESULTS: 20
We would like to thank Professor Dr. S. Bharadhwaj (Chair Professor of Marketing) for his guidance at every step during questionnaire …show more content…
Justification of the qualitative research techniques used
Since the topic to be discussed was a general topic and the chances of participants (involved in the focussed group discussion) giving politically correct and socially desirable answers were very low so focus group discussion helped us to clearly identify the variables that drive satisfaction in cars for people in the age group of 25-28 years.
In today’s world people are very active on social media so Netnography helped us identify few unique variables that we could not have otherwise identified.
Based on the Focus Group Discussions, In-depth Interviews and Netnography conducted we have identified the following seven variables and further classified them into 3 categories which contributes to customer satisfaction in cars.
Service (after-sales service, Maintenance cost, car parts, Accessibility)
The following variables were the predominant factors that drive satisfaction among customers with reference to cars. A brief description of the factors is as follows:
This variable refers to the effect of brand