Non-selctive Car Byng

8/6/2019 Non-selctive Car Byng

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CONSUMER BUYING BEHAVIOUR

AND PERCEPTION

SMALL CAR SEGMENT

Presented by-

Chhavi Thukral

Juhi kashyap

Jyoti Bhandari

Mansi Jindal

Pratima Kanodia



Segment-Wise Classification of the IndianCar Market Segment

Range Price in lacs Models

Economy Maruti 800,

Maruti Omni, Premier,Fiat , Reva.

Mid-Range 3-4 Uno, Zen, 118 NE, Ford

Fiesta, Fiat

Premium 5-7 Esteem, Contessa, OpelAstra, Ford Escort, Cielo,

Mitsubishi Lancer,

Hyundai Accent



K ey Demand Drivers...

Disposable Income

Mobility Needs of People

Change in standard of living

easy monthly installment and loan schemes available



Data Analysis...

Sample size - 30

Respondents - 27

Owners of Santro - 6

Owners of Zen - 9

Owners of Indica - 6

Owners of 800 - 4

Owners of other cars - 3



Various Factors Important in Car Purchase..

Cost

Style

performance

Performance and Style

Performance and Cost

Style and Cost

Style Cost and performance



FACTORS IMPORTANT IN A CAR P URCH ASE

7%

7%

50%

12%

18%

3% 3%

COST

STYLE

PERFORMANCE

PERFORMANCE AND

STYLE

PERFORMANCE ANDCOST

STYLE AND C OST

STYLE COS T AND

PERFOMANCE



What are the sources of advertising that you recall,

as a influencing factor to you?

Television

Newspaper

Hoardings

Magazines

Sponsorships

Any other

35

73

20

7

0

10

20

30

40

50

60

70

80

PERCENTAGE OF

RESPONDENTS

1

INFLUENCERS

INFLUE NCING FACT ORS IN DE CISION M AKING

I

I

I



SOURCES OF INFORMATION

21

27

35

22

3

27

0

5

10

15

20

25

30

35

40

1

SOURCE OF INFORMATION

N U M B E R

O F R E S P O N D E N T S

TELEV S ON

MAGAZ NE

FRENDS

DEALERS

MECHAN C

OTHER CAR OWNERS

Source of Information for buying a car..



Are you satisfied with your current car ?

Most of the small car consumers are somewhat happy

with their purchases. A probe into respondents·satisfaction level, ranking from 1 to 5 where ¶1· was

full satisfaction and ¶5· full dissatisfaction with theirs

cars, gave 70% as an average figure of satisfaction

level.

Out of a total of 27 respondents, 17 ranked their

satisfaction level as ¶1·, 5 ranked ¶2·, 2 ranked ¶3·, 2

ranked ¶4· and only one respondent showed null

satisfaction.



WHICH CAR IS THE BEST IN OVERALL

PERFORMENCE

26%

42%

34%

70%

SANTRO

INDICA

MARUTI-800

MARUTI ZEN

Which car is best in overall performance among

the 4 choices ?



Conclusion and Recommendations..

Consumers of small cars are seeking a very good overall performancein a car than any other attributes .

Most of the consumers prefer Small cars and mid sized cars for their good

mileage, good acceleration, easy driveability, requiring small rooms for parking.

Good looks hardly count for the buyers of small cars.

Good after sales service and low maintenance in a vehicle is a garnish on

customer¶s delight.

Safety and credit facility are almost ignored factors.

Family has the highest influencing power in making a purchase decision for an

ndian consumer.

Usually consumers get detailed information through friends, magazines, other

car owners and dealers.

Maruti has got the highest advertisement coverage followed by Hyundai

and ndica.

ndica and Santro has outscored Zen and Uno in brand recall with their

scintillating marketing and advertising strategies.

Santro has created a niche position for itself as a celebrity¶s car,

Shahrukh Khan¶s car.

Zen as compared to Maruti 800 was not able to create such a brand name in the

minds of consumers.



Continued...

Zen and Santro are perceived as cars with a more feminine appeal.

The dream cars of the consumers are high luxury cars like Mercedes S-class,BMW, Ferrari, Pajero, Rolls Royce, Jaguar, Porsche

Most of the respondents are in an income bracket of Rs.20001 to Rs.25000

and above Rs.25000. This indicates that most of the car owners belong to

either upper of upper middle class segment.

Performance of a car clearly outweighs its style and cost on the consumer¶s

list of priorities to buy a car. A mere 25% of respondents gave style and 30% gave cost as their reasons to

buy a car. 85% of respondents gave performance of a car as a factor for

making a purchase decision.



Scope and limitations of the study...

Limited sample size, that is only 30 respondents.

Taking the convenience sampling might have led to some bias

as people with different age groups have different perception.

People with above age group of 35 and above have more

awareness than people between the age group of 20-35 years.



Consumer Buying Process

Maruti 800

SantroZen

Indica

Honda city

Ford ikon

Esteem

Accent

Maruti 800SantroZenIndicaHonda cityFord ikon

Maruti 800SantroZenIndicaFord ikon

Maruti 800SantroZenIndica

Santro

Total

SetAwareness

Set

Consideration

Set Choice

Set

Decision

Non-selctive Car Byng

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