Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The main aim of this research is to study the consumers buying behaviour towai’ds cars, in terms of demographic characteristics. While conducting this research it is assumed that the demographic factors of customers’ plays a crucial role in selection of cars and understanding the demographic factors that helps the organization in developing the effective business plan for making a car. In this research, quantitative approach is mainly used; the major reason behind using the quantitative approach for this study is that this research is deductive in nature as this research requires moving from general to specific information. In order to derive meaningful results of this research, both primary and secondary information is used in this study. To collect the required primary information and to effectively address the research problem, sui*vey research strategy is used for data collection and it is done tlirough using questionnaire which entails close ended questions. This study is conducted through using a non-probability convenience sampling teclmique in order to choose sample for this research and because of the limited time and resources. The sample size of this study is 125 including two car manufacturers, 10 car dealers and 138 customers. The collected information for this research is analyzed and interpreted through using statistical technologies of bar charts and graphs in order to provide meaningful results of the study to the readers. Through conducting this research it is concluded that the buying behavior of the consumers towards cars is highly dependent on the demographic factors including; age, gender, household income, education, household size and etc. The understanding of all the demographic factors of the customers is useful for the organization to develop a business plan to make a car which is compatible with the needs of consumers.



Available for download on Sunday, December 01, 2030

The full text of this document is only accessible to authorized users.