• Latha

This study has been undertaken to determine the customer preference and satisfaction of sedan cars. Customer preference consists of all human behavior that goes in making purchase decision. However, customer preference relates to an individual while consumption behavior refers to aggregate of individuals. Many early theories concerning customer behaviors were based on economic theory, on the notion that individuals act ration all to maximize the benefits in the purchase of goods and services. Later research discovered that customers are just as likely to purchase impulsively, and to be influenced not only by family and friends, by advertisers and role models, but also by mood, situation, and emotion. All of these factors combine to form a comprehensive model of customer behavior that reflects both the cognitive and emotional aspects of customer decision-making. Customers vary tremendously in their age, income, education level, mobility pattern and tastes and preferences. It was seen that the economic and mental forces govern customer's purchase decision. Mental forces like fear, prize, fashion, procession, romance, variety etc., create desire and wants in the minds of customer. However, the rapid changes taking place in the external environment has also had a bearing on the customer preferences and in complex manner in which the customer behaves.

Customer Preference, satisfaction, decision making

"A Study on Customer Preference and Satisfaction towards Sedan Cars with Special Reference to Honda Cars ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.456-460, December-2018, Available :http://www.jetir.org/papers/JETIR1812264.pdf

"A Study on Customer Preference and Satisfaction towards Sedan Cars with Special Reference to Honda Cars ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp456-460, December-2018, Available at : http://www.jetir.org/papers/JETIR1812264.pdf