CONSUMER BEHAVIOUR TOWARDS SMALL CAR SEGMENT

IN INDIAN MARKETPRESENTED BY :-

SAURAV MANN

SAURABH SRIVASTAVA

DANISH ASHRAF WARSI

VISHAL SRIVASTAVA

REVIEW OF LITERATURE

Constant changes in customer demands lead manufactures to produce new

and improved designs.

Automation of manufacturing technologies allows this (Hoffhian , l984).

Saxena (2000) analysed the satisfaction level amongst customers of

premium cars - Opel Astra, Ford Escort, Maruti Esteem and Daewoo

Cielo- in Indore.

For measuring brand satisfaction level amongst the four manufacturers,

eight attributes (service, spare parts availability, safety, leg space , boot

space, price, style, resale) were listed in the questionnaire.

CONT…..

In the developed world, technology has always played an important consideration for vehicle manufacturers as customers have always embraced state of the art cars.

The study by Ealey and Mercer(1999) stated that different countries accept technology at different rates.

Ealey and Mercer(2000) suggested that auto companies must build on their long term relationships with customers.

CONT…..

Like many other industries, the scenario in domestic Indian Automobile Industry is quite different from the Global Automobile Industry.

Compared to the global automobile sector, where substantial research has been done, very little empirical research has been conducted on the Indian automobile industry.

This research attempts to study the consumer perception towards various features of small cars that motivates them to buy new cars and consumer expectation from the car makers in small car segments.

For car manufacturers, the pursuit of new features and insight to consumer perception is essential for being competitive as well as to explore new business opportunities.

RESEARCH PROCESS

Research Objective

The research objective is to understand consumers' perception towards various automobile

features and their preferences towards a particular brand of small car.

The research would determine what are the primary automobile features that most

influence the consumers' buying behaviour and consumer expectation for new product

developments in this sector

Survey Technique

The survey uses an online questionnaire and it was conducted among residents of Delhi

and nearby cities like Noida, Ghaziabad, Gurgaon, Faridabad etc., together known as

National Capital Territory (NCT) in North India between 3rd and 4th Jan 2015.

The respondents were selected at random. The online questionnaire was sent to 120 people

and finally 70 complete and valid responses were taken

CONT…..

Questionnaire Design

The online questionnaire comprising of 25 questions was preparedkeeping in mind the objective of the research.

It consists of questions on consumers' choice of cars, consumersperception on the various features/attributes which influence therespondents to choose a particular brand , source of information forvarious automobile brands and related to their demography.

It uses Likert scale on a scale of 1 to 5 where 1 signifies leastsignificant and 5 signify most significant.

SAMPLING

Sampling is the process whereby a researcher choose their sample

We have used Convenience Sampling which is a part of non probability sampling technique.

DATA COLLECTION AND ENTERY

The survey uses an online questionnaire and it was conducted among residents of Delhi and nearby cities like Noida, Ghaziabad, Gurgaon, Faridabad etc., together known as National Capital Territory (NCT) in North India between 3rd and 4th Jan 2015.

The respondents were selected at random. The online questionnaire was sent to 120 people and finally 70 complete and valid responses were taken

In order to understand the diversity of consumers' from different cities in India when purchasing a small car by the respondents, we have evaluated each attribute on a 1-5 scale, where '1' indicated 'least significant' and '5' indicated 'most significant'.

PARAMETERS OF SURVEY

DEMOGRAPHIC PROFILE OF THE RESPONDENTS

CONSUMERS PERCEPTION ON THE VARIOUS FEATURES/ATTRIBUTES

DEMOGRAPHIC PROFILE OF THE RESPONDENTS

AGE

SEX

OCCUPATION

FAMILY INCOME

CONT…..

CONSUMERS PERCEPTION ON THE VARIOUS FEATURES/ATTRIBUTES

COMPONENTS

1. AESTHETICS

EXTERIOR LOOKS

BRAND

FRIENDLINESS

TECHNOLOGY

AVALIBALITY

INTERIOR DESIGN

CONT…..

2. COST

PRICE

FUEL EFFICIENCY

AFTER SALES SERVICE

SAFETY FEATURES

MAINTENANCE COST

WARRANTY AND FREE SERVICE

CONT…..

3. SPACIOUS

LEG SPACE

ENGINE CAPACITY (cc)

SEATING CAPACITY

GROUND CLEARANCE

CONT…..

4. TRUST AND RELIABILTY

PUBLIC PERCEPTION

AUDIO SYSTEM

STURDINESS OF VEHICLE

PROMOTIONAL SCHEMES AVAILABLE

SNAP SHOT OF SURVEY

REFERNCE

Hoffiman. D. (1984). Using an electronic spreadsheet to suppon the analytic hierarchy process. In: Proceedings of the 16th Annual Meeting of the American Institute for Decision Sciences, 12.653-655.

Saxena, R.P. (2000). Owners of premium cars and their satisfaction level: An empirical investigation, Paradigm, 4 (1).

Ealey, L. & Mercer, G. (1999). Telematics: where the radio meets the road, The McKinsey Quarterly, 2.

Ealey, L. & Mercer, G. (2000). The Automative Industry: A 30000 mile checkup, The McKinsey Quarterly, 1.

THANK YOU