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Principle component analysis: post purchase consumer behaviour among car owners in Aizawl city- a case study of Hyundai motors

This paper is an attempt to understand and study the post purchase behavior of Hyundai car owners of Aizawl, Mizoram. 170 Hyundai car owners were studied through questionnaire. | Principle component analysis post purchase consumer behaviour among car owners in Aizawl city- a case study of Hyundai motors International Journal of Management IJM Volume 9 Issue 3 May June 2018 pp. 14 20 Article ID IJM_09_03_002 Available online at http www.iaeme.com ijm issues.asp JType IJM amp VType 9 amp IType 3 Journal Impact Factor 2016 8.1920 Calculated by GISI www.jifactor.com ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication PRINCIPLE COMPONENT ANALYSIS POST PURCHASE CONSUMER BEHAVIOUR AMONG CAR OWNERS IN AIZAWL CITY- A CASE STUDY OF HYUNDAI MOTORS LALCHHANTLUANGI PACHUAU Research Scholar Department of Commerce Mizoram University Aizawl Dr. LALDINLIANA Assistant Professor amp Supervisor Department of Commerce Mizoram University Aizawl ABSTRACT This paper is an attempt to understand and study the post purchase behavior of Hyundai car owners of Aizawl Mizoram. 170 Hyundai car owners were studied through questionnaire. The paper uses Principal Component Analysis and Factor Analysis to find out the major factors that play a key role in the purchase usage and ranking of preferred attributes of Hyundai Cars. The factors are determined based on 25 attributes of cars for which 9 factors are sorted out using the Rotated Component Matrix. This study will help understand a consumers perception towards automobiles as well as for the manufacturers and dealers to understand buyer behavior and may develop certain marketing strategies through the findings of the research. The study validates 9 factors that buyers of Hyundai cars take into consideration while analyzing their purchase- performance accessibility value technology safety security aesthetic and choice factors. Cite this Article Lalchhantluangi Pachuau and Dr. Laldinliana Principle Component Analysis Post Purchase Consumer Behaviour among Car Owners in Aizawl City- a Case Study of Hyundai Motors International Journal of Management 9 3 2018 pp. 14 20. http www.iaeme.com IJM issues.asp JType IJM