Factors Affecting Purchasing Behavior in Buying of Passenger Cars

This study is about the consumer behavior in buying of passenger cars in Nepal. It aimed to identify the factors affecting the consumer behavior in car purchase. It used primary data, which came from a structured questionnaire on the six-point Likert scale that was sent to Nepalese car owners. Kathmandu was chosen as the sample site for our convenience to reach. Primary data was collected through the structured questionnaire. 411 car users were the sample size. SPSS software was used to prepare and look at the data. Through the path analysis, the effect of attributes, price, appearance, self-congruity, and brand personality on consumer buying behavior was examined using the structural equation modeling. The study found that there is significant positive impact of product attributes (β=.175, p=.012) on consumer behavior. It is also discovered that there is a significant positive effect of brand personality (β=.152, p=.032) and self-congruity (β=.619, p=.000) on consumer choice behavior but it was found that the product price (β=.073, p=.271) and product appearance (β=.084, p=.180) have no significant influence on consumer buying behavior towards passenger cars in Nepalese market. The study's results show how future researchers and business people can look at the new conditions for market growth.