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Contributed By:
Mohit Sewak
(http://mohit.sewak.in) , mohit@sewak.in
MBA (Marketing & Finance).
Great Lakes Institute of Management.
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The Changing Consumer Perception
India is poised to become a major Auto hub in the near future. Indian car industry is changing rapidly, so is the mindset of Indian Consumers. We, at the Great Lakes Institute of Management, took an initiative to find out that whether the changing ground realities have also changed the India Auto Consumer’s mindset vis-a-vis their perception of the abilities of various Indian and foreign Auto manufacture to deliver the much sought after attributes in a car. We deliberately, instead of taking individual cars, took BRANDS (as we wanted to analyse the brand perception mapping), and let the consumer decide which brand will he buy (Note: It is important to note that in some cases, though a consumer may covet a brand highly e.g. BMW, but might not intend buying it due to many reasons. So we specifically framed question to analyse the purchase intention), and the attributes for which he will go for that particular brand. It was surprising to find the changing perception of the consumer towards TATA, especially after it being the proud owner of Jaguar and LR on one hand, and the maker of the worlds smallest, and economical (& affordable) car Nano on the other. There were many more surprising results as well, have a look… . .
The Result (Survey Dated 8th Decemper, 2009)
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Attribute Mileage:
Highest: TATA- Car people would like to buy the most for its fuel efficiency (eg. NANO). LOWEST: HONDA- Car people are least like to buy it were for its fuel efficiency (mileage).
Attribute Safety:
Highest: MARUTI- Car people would like to buy the most for its Safety preparedness. LOWEST: TATA- Car people are least like to buy it were for its Safety preparedness.
Attribute Cost:
Highest: TATA- Car people would like to buy the most for its cost effectiveness (eg. NANO). LOWEST: FORD- Car people are least like to buy it were for its cost (value for money).
Attribute Comfort:
Highest: TATA- Car people would like to buy the most for its Comfort (e.g. Jaguar). LOWEST: HONDA- Car people are least like to buy it were for its Comfort.
Attribute After Sales Service (Maintenance cost, frequency and accessibility):
Highest: TATA- Car people would like to buy the most for its After Sales Service. LOWEST: HONDA- Car people are least like to buy it were for its After Sales Service.
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The Process
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Cars Analyzed
(Survey Question: Which Brand of car will you choose?)
- Tata
- Honda
- Maruti
- Ford
- Hyundai
(Survey Question: What factor motivates you to buy this brand?)
- Comfort
- Safety
- Mileage
- Cost (Price)
- After Sales Service
Number: 114 Age Group: 24 to 35 Education: Graduation and above Profession: Management Students Ethnicity: Indians- Representing all states of India Social Class: Middle class and above
Analysis Carried Out
Statistical Tool: Correspondence Analysis Mapping Dimensions: 2 Test: Chi Square Test Value: 73.897 Test Significance: 0.000 . .
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Downloads:
1. SPSS Data File For the Research.
2. SPSS Output File For the Data Analysis.
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By: Mohit Sewak, http://mohit.sewak.in
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