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Volume : III, Issue : VII, August - 2013 A Study Of Imc Mix & Consumer Buying Behavior With Special Reference To Small Car Segment In Satara District Anup M. Mule And R. G. Phadtare Published By : Laxmi Book Publication Abstract : Indian Auto Industry has undergone a noticeable transformation over a past few decades owing to
presence of global auto manufacturers. As a result it is very interesting to understand what transformation took place
in the buying behavior of consumers for automobile products with the help of small car segment in SATARA
DISTRICT. Indian consumers have also become more selective and demanding. This can ensure bright prospects
for Indian automobile Industry in days to come. This all can constitute a major challenge to every auto maker to
attract consumers. Hence to create a distinctive image of one's products in the mind of consumers one has to make
the best use of IMC Mix. Since the key to success of any business lies not only in having good products but also in
being able to use an ideal communication mix that can modify consumer behavior in the favor of marketer. Thus it is
believed that use of the ideal mix of IMC tools may help bring about desired change in consumers' buying behavior.
IMC is one of the crucial factors in the marketing efforts, responsible for product identification by the
public & creating awareness among target customers for a firm's products. The reason for focusing on small car
segment is that it has the largest contribution (i.e. almost 68%) amongst total vehicle segment. Keywords : Article : Cite This Article : Anup M. Mule And R. G. Phadtare, (2013). A Study Of Imc Mix & Consumer Buying Behavior With Special Reference To Small Car Segment In Satara District. Indian Streams Research Journal, Vol. III, Issue. VII, http://oldisrj.lbp.world/UploadedData/2792.pdf References : - Antonis Simintiras, Adamantios Diamantopoulos, Judith Ferriday (1997) “Pre-purchase satisfaction and first-time buyer behavior: some preliminary evidence” European Journal of Marketing, Vol 31(11/12), 857-872.
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