Abstract

This study aimed to develop a scale to measure the psychological factors that in?uenced SUV consumers. Sport Utility Vehicle (SUV) is the market’s best selling car platform in India. The craze for SUV has been increasing rapidly and the automobile manufacturers are seen shifting their focus on new SUV lineups. Mahindra, Tata, Hyundai, Toyota etc were some of the most prominent SUV makers who had a wider market in India. SUV cars attract buyers with their rugged looks and spacious interiors. SUVs are considered to be more powerful than other models of cars. Studies have noted that psychologically SUV owners consider themselves as the dominant class of people on the roads as their vehicle seems to be larger in size compared to the sedans and hatchbacks. This research study was done using a quantitative methodology and survey. The major research objective of this study was to develop a scale of measure that identi?es the dominant psychological factors that in?uence SUV consumers. A sample of 102 individuals participated in the study from various parts of Tamil Nadu who own SUVs. To attain the research objective, an online survey questionnaire was designed using google forms which includes a wide range of psychological parameters relevant to SUV ownership. The parameters included satisfaction, brand awareness, status, purchase intentions, and self-identity. The survey instrument was designed purposefully to grab the nuances of the psychological experiences of SUV owners. The results of their responses were analyzed using advanced statistical techniques and software such as SPSS. Factor analysis was employed to identify the underlying factors that contribute to the in?uence of SUV ownership. The ?ndings of the study composed three key factors that played a crucial role in determining the psychological factors in?uencing the SUV consumer behavior. These factors included the perceived innovation, purchase intentions and brand awareness. The ?ndings of this study o?er valuable insights into the psychological needs and desires of SUV owners helping automobile manufacturers to enhance their strategies and product o?erings to meet consumer expectations. This study also contributes to extracting more knowledge on consumer behavior and post-purchase psychology, speci?cally in the context of SUV ownership.