A REPORT ON

‘ANALYSIS OF THE PERCEPTION OF DC AVANTI SPORTS CAR AMONG PEOPLE’

Company Brief:

DC Design was founded in 1993 with the dual aim of redesigning and modifying mass market

cars to create one-of-a-kind automotive beauties for automotive connoisseurs as well as offering

design and prototyping services to the OEM automotive sector.

DCD has produced more than 600 unique design cars; from supercars to a complete re-haul of

the humble Ambassador. DCD has also provided design and prototyping services to the likes of

Aston Martin, Renault and GM. Today DCD also designs and refurbishes aircraft interiors. DCD

is now synonymous with bespoke luxury and avant-garde automotive design.

Problem Definition:

Apart from Maruti, no homegrown automobile brand has been able to dominate the Indian

Automobile sector. Maruti has successfully captured the imagination of middle class Indians;

however, the luxury segment is totally dominated by foreign players. DC Avanti is India’s first

sports car and is completely conceived and developed in India. It is to be seen if Avanti can stand

the test of time and become India’s answer to the Ferraris’ and the BMWs’.

Research objective:

To analyze the perception of DC Avanti sports car among the people, especially young working

professionals.

About DC Avanti:

The DC Avanti is a sports car produced by DC Design, an Indian design firm headed by Dilip

Chhabria.DC Avanti boasts of being India’s first sports car and is the first car to be completely

designed and manufactured in India. Its name was based on the Studebaker Avanti and it is a

reference to The Adventures of Tintin comics. It was unveiled in the year 2012 at Delhi .

Features & specifications of DC Avanti :

Overall Height: 1200 mm

Ground Clearance: 155 mm

Seats: Two seater

Frame: Composite High Steel Chassis

Body: Carbon Composite

Gross Vehicle Weight: 1580 kgs

Engine Type: 2 litre Petrol Turbo

Capacity: 2000cc

Maximum Power: 250 bhp @ 5500 RPM

Maximum Torque: 340 NM @ 2750 to 5000

Maximum Speed: Electronically limited to 200 KMPH

Acceleration: 100km/h in 6sec

Transmission: 6 speed Manual

Research methodology:

Sampling size = 146

Sampling Method: Non-probability sampling (Convenience sampling)

Data collection technique: Qualitative-survey/questionnaire based.

We opted the exploratory research to explore the first hand information about people’s

perception for DC Avanti.

Survey:

We selected the questionnaire survey for our further course of action. We targeted young

working professionals as they are key potential buyers. We decided to go for closed ended

questionnaire with rating scale in most of the questions. We surveyed by circulating the

questionnaire through social networking sites and also through e-mail.

Questionnaire:

1. What is your name?

2. Gender? (Nominal scale)

( M/F )

3. Age? (Comparative rating scale)

( <20 / 20-25 / 25-40 / >40)

4. Annual income? (Comparative rating scale)

( <5 lacks / 5-10 lacks/ 10-30 lacks / 30 lacks)

5. Do you like sports car? (Attribute scale)

( Y/N )

6. Have you heard about DC Avanti car? (Attribute scale)

( Y/N )

7. Is Avanti trendy? (5-point Likert scale)

8. Avanti made for?

(Upper class/ upper middle/ middle class)

9. Do you feel the product is ideally made for young generation? (5 point Likert scale)

10. Rate the design of DC Avanti car. (Semantic differential scale)

(1=poor, 5=best)

11. What is your opinion about price with respect to features offered?

( Overpriced / correctly priced / underpriced )

12. Interested in buying DC Avanti car? (Attribute scale)

( Y / N / May be)

13. Reasons for buying Avanti?

( Price / DC Brand / Fuel economy / good design / quality / India’s first super car )

14. How do find Dc Avanti car in comparison with other sports car? (Itemized scale)

( Better / equivalent / Not good )

DATA ANALYSIS AND INTERPRETATION:Analysis of response to certain questions is done below:

1) Do you like sports car?

We used a Semantic Differential Scale to collect response to this question. About

90 % of the respondents replied that they like Sports Cars.

NoYes

Category

91.0%

9.0%

Do you like sports car?

2) Have you heard about DC Avanti?

About 78 % people responded in affirmative. For those who hadn’t heard about the

car, we provided a link which provided info about the car. Thus, all respondents are

now aware of the car which helps them in responding correctly.

NoYes

Category

77.9%

22.1%

Have you heard about avanti car?

3) How do you feel Avanti is in comparison to others sports cars?

Most people found the Avanti to be equivalent to other sports cars like Ferrari,

Lamborghini etc. in terms of design, specifications and some features.

BetterEquivalentNot good

Category

12.4%

57.9%

29.7%

How do you find DC avanti car compared to other sports cars?

4) Are you interested in buying DC Avanti?

Nearly one in every four people surveyed expressed their interest to buy the car, at

certain point of time. This shows a possible positive response to the car.

May beNoYes

Category

26.9%

27.6%

45.5%

Interested in buying dc avanti?

5) Reason for buying?

The fact that Avanti is India’s first sports car seems to be the reason why many

people would like to buy the car. The attractive design is the second factor which

would influence the choice.

QualityPri

ce

India'

s First

Supe

r Car

Good D

esign

Fuel E

conom

y

DC br

and's

Name

60

50

40

30

20

10

0

Reasons for buying Avanti

Coun

t

Reasons for buying Avanti

6) Correlation: Age group Vs. Do you know about Avanti

Most of the respondents have already read or heard of Avanti. Particularly for people

in age group of 20-25 years, the difference between the number of people who have

heard and who haven’t heard about Avanti is high, clearly indicating that India’s first

super car has indeed generated interest among the youth.

What is your age?Have you heard about avanti car

25-40 years20-25 years>40 years<20 yearsYesNoYesNoYesNoYesNo

80

70

60

50

40

30

20

10

0

Coun

t

Age group Vs Have you heard about avanti

7) Correlation: Gender Vs. Do you like sports car?

It is observed from the responses that male population is particularly interested in sports cars, with 73% of them expressing their liking for sports cars.

GenderDo you like sports car?

MaleFemaleYesNoYesNo

80

70

60

50

40

30

20

10

0

Perc

ent

72.4138

6.2069

18.6207

2.75862

Percent is calculated within all data.

Gender Vs Do you like sports car?

One way Anova test:

MaleFemale

4.1

4.0

3.9

3.8

3.7

3.6

3.5

3.4

3.3

Gender

Is Av

anti

trend

y?Interval Plot of Is Avanti trendy? vs Gender

95% CI for the Mean

The pooled standard deviation is used to calculate the intervals.

Regression Analysis: Is Avanti trendy? Versus Do you feel the product is ideally made for young generation

54321

5

4

3

2

1

S 0.792406R-Sq 35.9%R-Sq(adj) 35.4%

Do you feel the product is idea

Is Av

anti

trend

y?

Fitted Line PlotIs Avanti trendy? = 1.550 + 0.5759 Do you feel the product is idea

The regression equation isIs Avanti trendy? = 1.550 + 0.5759 Do you feel the product is idea

S = 0.792406 R-Sq = 35.9% R-Sq(adj) = 35.4%

Analysis of Variance

Source DF SS MS F PRegression 1 50.182 50.1818 79.92 0.000Error 143 89.791 0.6279Total 144 139.972

From above plot and values obtained, we can say that there is no significant correlation between

the product being trendy and the product being ideally suited to the young generation.

Conclusion:

The following can be concluded from the research:

Majority of the people recognize DC Avanti Sports car.

Majority of the people like sports cars.

People feel that design of Avanti is good and some features are comparable with other

reputed sports cars.

Most of the people would like to buy this car because it is India’s first Sports car.

Most of the people are familiar with brand DC Avanti and are from age group 20-25.

There is quite a buzz about the car among young executives.

Most of the people think that cost the car is correctly priced with respect to the features

offered. Thus they feel that it is value for money.

Limitations:

Sample size is not a proper representation of population.

Sampling is subjected to error.

Have to use convenient sampling for conducting research.

Limited time to conduct research.

Limited knowledge of software used.