Relative position of resale value as a decision variable in a car purchase: a Thurstone Case V analysis of a multiattribute car purchase decision model in India Online publication date: Thu, 29-Oct-2009
by Subhojit Banerjee, Rajesh K. Pillania
International Journal of Electric and Hybrid Vehicles (IJEHV), Vol. 2, No. 2, 2009
Abstract: India is one of the fastest emerging markets. One study after another has projected it as one of the leading future economies. The Indian automobile sector is on a growth trajectory and, with an aspiring middle class and rising income levels, it is going to expand further. This paper is a multiattribute study of car purchase behaviour in the Indian context. Eleven attributes, including resale value of the car, were considered for the study. The paired-comparison method was used to collect primary data, based on which a ratio scale has been constructed and validated using the Thurstone Case V method. The scale showed the importance of resale value in a car purchase decision, which is unique in developing economies. The study has important implications for car manufacturers and retailers alike, who would like to explore new consumer segments for positioning their products.
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