CUSTOMER SATISFACTION TOWARDS THE PERCEPTION IN AMBIENCE OF SMALL CAR WITH REFERENCE TO MADURAI REGION

Abstract
Some of the consumers who get satisfied in the ambience of the product, not bothering about the quality, utility, price and technology even never bother about their affordability. It is the colour or the shape that may attract the consumer and not the brand or anything else. The dimension Ambience is also an important one to give satisfaction to the customer while buying a car. The customers were used to be attracted by some factors of the product. Some may look for the longevity of the product. The hypothesis, “there is no difference of perception among the customers belong to the family size of below three and above three with regard to the dimension ambience” is rejected, partially with regard to the one variable and accepted mostly on other four variables. To identify the satisfying factors under the dimension ambience, among the four groups of customers belong to different income, they were asked to rate the five factors given in five point scale. The factors were identified by the higher intensity of perception which could be decided from the mean scores of the factors. The mean scores and the ‘F’ statistics have been derived from the test of one way ANOVA. The next one is the bench marking, which involves looking outward to examine how others achieve their performance and to change the present process to suit to the requirements or to improve it further. Taguchi’s quality loss function will also help to modify the product into quality one with minimum efforts and maximum skills.

Authors
N Selvaraj
Department of Commerce, Saraswathi Narayanan College, India

Keywords
Ambience, Customers, Factors, Purchasing and Perception
Published By :
ICTACT
Published In :
ICTACT Journal on Management Studies
( Volume: 6 , Issue: 4 )
Date of Publication :
November 2020

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