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Home > Archives > Volume 20, No 11 (2022) > Article

DOI: 10.14704/nq.2022.20.11.NQ66325

IMPACT OF MULTIPLE INFORMATION SEARCH PROCESS ON CUSTOMER SATISFACTION- A STUDY WITH REFERENCE TO TWO WHEELER CUSTOMERS IN CHENNAI CITY.

S.KAMALA,Dr. M. THAIYALNAYAKI

Abstract

Behavioural dimensions of customers towards information sources motivate the marketers to create strategies pertaining to advertisement and pricing strategies to magnetically attract the customers for the purchase of two wheelers. Each individual customers allocate different timing patterns to search information regarding the two wheeler purchase particularly for the price concessions. The main aim of this paper is to measure the impact of multiple information sources of customers and their level of satisfaction in the purchase of two wheelers. The researcher used convenience sampling method to collect usable 375 responses. The researchers systematically used t-test, one-way analysis of variance, exploratory factor analysis, confirmatory factor analysis, linear multiple regression analysis and structural equation model to verify the objectives and to test the hypotheses. It is found that the multiple information sources or different in influencing the customers to derive the information for the futuristic purchase decision and their level of satisfaction. All the two wheeler customers or the customers of different durable products are very meticulous in collecting the information about the product characteristics, price, comfort and the technology involved in the products.

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