A COMPARATIVE ANALYSIS OF NISSAN SUNNY & HONDA CITY ON THE BASIS OF DETAILED MODEL OF CONSUMER BEHAVIOR By:Mudit Deval(352) Anshul Sanwal(330)

TOPICS• Detailed model• Introduction to Nissan Sunny• Advertisement of Nissan Sunny• Introduction to Honda City• Advertisement of Honda City• Conclusion• Recommendations

DETAILED MODEL OF CONSUMER BEHAVIOUR

NISSAN SUNNY

• The Nissan Sunny was launched in India in 2011.

• An efficient, robust and adequately powerful engine, comfortable ride quality, acres of legroom for rear passengers and Japanese reliability are the car's strengths.

• Nissan has priced the Sunny starting from Rs 6.99 lakh to 9.80 lakh.

• A total of 11500 units of nissan sunny were sold in the year 2012-2013

SLOGAN OF THE PRODUCT

It's not just a car its a Caaar!

Culture- Indian consumer are willing to spend the money for for extra luxurious features.

Sub culture- Indian, young aged, male , lives with his wife.

Social class- Targets the middle income group.

Cultural factors

Reference groups- His own familyFamily- Family has a stronger impact on the lead of the advertisement.Role & status-Independent and successful person.

Social

Age & Life cycle stage- Young age man, in 2nd stage of lifeOccupation- ProfessionalIncome- Self dependentLifestyle- Luxurious and happyPersonality-Smart and attractive, wearing good formal clothing

Personal

Motivation- The man social status reflected by the car.Perception- The ad shows spacious and luxurious features of car.Learning- You need to be passionate in whatever you are doing.Beliefs & Attitudes – That this product is going to increase your status in society.

Psychological

HONDA CITY• The Honda City was launched in India in 1998.

• In total, Honda has sold about 4.3 lakh Citys in India

• The car has been at the top of the segment charts for most of the 15 year run. That's quite an achievement, considering it's petrol-only engine.

• The diesel version of Honda city are available from January 2014 in India.

• Honda City is Priced from Rs 7.42 lakh-Rs 11.10 lakh.

SLOGAN OF THE PRODUCT

Enjoy your challenges

Culture- This ad shows to achieve success you have to work hard.Sub culture- Indian, young aged, male.Social class – Targets middle income group.

Cultural factors

Reference groups- His friends familyFamily- Family has a stronger impact on the lead of the advertisementRole & status - independent and successful person.

Social

Age & Life cycle stage- Young age man, in 2nd stage of lifeOccupation- ProfessionalIncome- Self dependentLifestyle- Simple and happyPersonality-Smart and attractive, wearing good formal clothing

Personal

Motivation- The man wants those kids should go school.Perception-Anyone can bring changes to society.Learning- To achieve success you have to be educated first.Beliefs & Attitudes – To bring changes in society.

Psychological

• Both the products are unique in their own way.• People are driven towards their own preference.• Honda City targets high income groups mainly,

where as Sunny targets both middle and high income group.

Conclusion

• Nissan has to come up with the ads which should be more target audience specific.

• Honda should start targeting the middle income group.

Recommendations