Abstract

A private garage mechanic is the first level contact point for any car owner, by virtue of his proximity and accessibility in the society. However, the potential car owners (intending buyers of cars) look at these mechanics with mixed opinions. While a set of potential car owners view them as an excellent source of information for taking the purchase decision, there is another set of potential car owners, who don’t trust these mechanics, suspecting them of having vested interest. The car manufacturers too view them with suspicion. However, these mechanics are seen as ‘necessary evils’ due to their ability to spread negative word of mouth and hence, it becomes necessary to nurture them.

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