Abhijit Sarkar, Diganta Mukherjee and Samrat Kumar Mukherjee
This paper tries to highlight the the ‘price’ & ‘’quality’ considerations of the Indian truck buyers into a structural model. The expected quality, expected price along with the robustness and performance perceptions have been put into the aforementioned structural model to explain the group interactions of various relevant endogenous latent variables among Tata and Ashok Leyland buyers in the Indian truck market. The primary data for this study has been collected from across some important road freight movement hubs of India.