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Business Review

Abstract

This paper examines the factors that influence purchase intentions in the car buying context. Product attributes such as comfort level, brand name, affordability, resale value, serviceability, color, fuel efficiency, interior, entertainment and safety features are used to determine purchase preference. The results suggest that perceived behavioral control and attitude are major predictors of purchase intentions. Also a comparison of Toyota Vitz and Suzuki Swift reveals greater preference for the Vitz over the Swift.

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