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Paper Details
Paper Title
Nudges in car adding value for money concept in car marketing
Authors
Dr. Manish Ishwardayal Gupta
Abstract
Nudges in car adding value for money concept in car marketing
Abstract: Indian car market has changed from being monopolistic to fully competitive with customers experiencing first time the choices, their habits are also evolving with the choices they had with the features. The study was done to verify, whether in the features of cars and promotion offers feel of nudge is there, do the customer perceive benefit or do they feel that the nudge features resolve some of confusions they have, do they want cars with more nudge features, to find if these nudges adds value perception in cars marketing in terms of look, feel and do good (safety), to make a new nudge framework relevant to car marketing .This study is a descriptive research based on secondary data on car marketing and field survey of 490 new car owners in 5 cities in Maharashtra.
Keywords- Nudge, Cars, automotive market in India, nudges framework
Publication Details
Unique Identification Number - IJEDR1801041Page Number(s) - 251-262Pubished in - Volume 6 | Issue 1 | January 2018DOI (Digital Object Identifier) - Publisher - IJEDR (ISSN - 2321-9939)
Cite this Article
Dr. Manish Ishwardayal Gupta, "Nudges in car adding value for money concept in car marketing", International Journal of Engineering Development and Research (IJEDR), ISSN:2321-9939, Volume.6, Issue 1, pp.251-262, January 2018, Available at :http://www.ijedr.org/papers/IJEDR1801041.pdf
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