Authors:
Deventran Rajendran

Addresses:
Department of Management and Leadership, University of Ulster, London, England, United Kingdom.

Abstract:

In highly competitive markets, businesses strive to anticipate the actions of their customers. When it comes to understanding consumer purchasing decisions, customer buying intention is of the utmost importance. The purpose of this study is to investigate the factors influencing Indian consumers' inclination to purchase Hyundai automobiles. Cars and other vehicles are high-involvement and useful due to their long lifespans and their use for many years. In the Indian automobile market, Hyundai, a foreign brand, has had tremendous difficulty maintaining its position. When it comes to increasing brand acceptance and market performance, it is essential to have a solid understanding of what Hyundai automotive purchasers want. The research found that price, quality, company image, social influences, and emotional factors, including trust, satisfaction, and perceived value, influenced client purchases. Two hundred Indians completed a quantitative questionnaire for an empirical study. This study examined the relationship between purchasing intention and its determinants using statistical analysis. The research suggests that external and emotional factors significantly impact Hyundai customers. Marketers and automakers can use the study's findings to improve customer engagement, brand impression, and purchase intention in India.

Keywords: Automobile Market; Perceived Value; Statistical Analysis; Automobile Buying Behaviour; External Influencing Factors; Emotional Decision-Making; Empirical Research Approach.

Received on: 04/12/2024, Revised on: 25/01/2025, Accepted on: 30/04/2025, Published on: 12/12/2025

DOI: 10.69888/FTSHS.2025.000548

FMDB Transactions on Sustainable Humanities and Society, 2025 Vol. 2 No. 4, Pages: 191-206

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