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Volume : IV, Issue : II, March - 2014 STUDY OF PRE PURCHASE BEHAVIORAL ATTITUDE OF CONSUMER WITH SPECIAL REFERENCE TO PASSENGER CAR Medha Tadpatrikar, - By : Laxmi Book Publication Abstract : Understanding why people buy product is very crucial for a company. This helps companies
to target the audience accordingly to increase sale of their product. Indian auto sector is one of the largest
manufacturing sectors of India and as the sales are plunging down quarter after quarter its becoming
essential to know what actions consumer take before they make the final purchase decision. Purpose of
this paper is to find out which are the most important steps taken by consumers before he arrives to
buying decision. The objective is to also find out if the action differs in various car segments. Keywords : Unable to cast object of type 'System.DBNull' to type 'System.String'.
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