Influence of Lifestyle on Brand Choice Behaviour in Purchase of Car A Study among Rural Consumers in Tiruppur District

Abstract

The abstract of the study entitled Influence of Lifestyle on Brand Choice Behaviour In Purchase of Car: A study among rural consumers in Tiruppur District . In this study the researcher indentifies the influence of consumers lifestyle on brand choice behavior in the purchase of car. The thesis is submitted in the form of a research report with fice chapters. Chapter one deals with conceptual framework of the research topic. Chapter two deals with the related concepts of the research problem viz., purchase behavior of rural consumers, brand choice behavior, relationship between lifestyle and brand choice, car purchase decisions of Indian consumer. Besides this, statement of the proble, need for the study significance of the research, objectives and methodology of research are included in this chapter. The study is based on primary data collected specifically to conduct the research work. newline