Abstract

This paper presents a study on consumer perceived risk towards their purchase decision to buy automobiles in India, having knowledge of various aspects of consumer buying process can help companies significantly when developing strategies to increase their market share, while relying on two mechanism: enhancing the customer satisfaction or reducing the customer perceived risk and also this paper aims to develop the empirically test a conceptual model of consumer perceived risk for car purchase. It mentions results from regression analysis which revealed positive link between the said factors with purchase decision. It also provides a platform for automobile manufactures to understand consumer behaviour and it is impact on their decision to purchase.