Steering Preferences: Investigating Demographic Influences on Car Buying External Cues

Abstract

Purchasing a car is as important for the consumer, as is, purchasing the house. Currently, there has been a growing demand of cars among the different households. The objective of the present study is to analyse the role of demographics on external cues dimension while buying cars. Findings of the study revealed that for both support and accessibility factor and decision influencer factors, results are significant across different age groups and between gender indicating that the respondents have divergent views for both the factors of external cues dimension based on age groups and gender. For decision influencer factor, demographics i.e. educational qualification and occupation offered significant results highlighting the variation in the opinion of consumers based on these demographics.