Factors Influencing Buyer Behavior in A1 and A2 Segment Automobiles<br />Marketing Research Paper<br />Anshat Singhal B090...
Purpose<br />To identify the factors on which a selected target group evaluated a car in the A1&A2 segment category in Ind...
Background<br />The industry has just recovered from the recession  <br />` 1,00,000 car has just arrived the market. <br ...
The industry experts were at the post of Deputy General Manager in major Automobile Company with 12+ years of experience i...
Design/Methodology/ Approach<br />Shortlisted factors based on interactions with industry experts and journals review<br /...
Car Segments in India<br />SIAM classifies cars based on their length alone<br />A1 - Mini - Up to 3400mm (M800, Nano)<br ...
Attributes under consideration<br />Fuel Efficiency<br />Car Dimensions <br />Power and Engine capacity <br />Engine Techn...
Rotated Matrix &scree plot<br />Rotation converged in 5 iterations.<br />
Results of the factor Analysis<br />
Discriminant analysis<br />
Results of Discriminant Analysis<br />Most Discriminating Factors<br />Driving comfort<br />Maintenance costs<br />Fuel ef...
Recommendations<br />For companies focusing on <br />Engineering positioning<br />Most effective communication tool is dri...
Our Answer to the indutry<br />Industry has just suffered a jolt  of recession don’t waste energy and money to communicate...
Thank you <br />
Upcoming SlideShare
Loading in...5
×

Bmb group 7

465
-1

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
465
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Bmb group 7

  1. 1. Factors Influencing Buyer Behavior in A1 and A2 Segment Automobiles<br />Marketing Research Paper<br />Anshat Singhal B09070<br />Gaurav Sharma B09080<br />Varun Madhavan b09116<br />
  2. 2. Purpose<br />To identify the factors on which a selected target group evaluated a car in the A1&A2 segment category in India<br />The target group is 20-35 year, working professionals, on the verge of purchasing a car for the first time<br />
  3. 3. Background<br />The industry has just recovered from the recession <br />` 1,00,000 car has just arrived the market. <br />The high volumes, narrow margins and cut-throat competition in A1 andA2 segment <br />Need to differentiate their new products from existing products from the competition as well as their own stables in the mind of the customer<br />The TG has expanded due to the advent of ` 1,00,000, Users of 2 wheelers have now migrated to the aspirants of the A1 & A2 segment <br />Their needs and wants have also migrated in the TG<br />
  4. 4. The industry experts were at the post of Deputy General Manager in major Automobile Company with 12+ years of experience in consulting and industry<br />They asked us to work on Factors Influencing Buyer Behavior in A1 and A2 Segment automobiles post recession , post ` 1,00,000 car<br />What are the attributes which differentiates the positioning of the cars along the segment?<br />
  5. 5. Design/Methodology/ Approach<br />Shortlisted factors based on interactions with industry experts and journals review<br />19 factors were identified and operationalized<br />A survey was administered to the selected target group<br />102 responses from the Target group<br />The results of the survey were interpreted using<br />Factor analysis to identify the macrofactors<br />Discriminant analysis to find the differentiating power of each factor attribute<br />
  6. 6. Car Segments in India<br />SIAM classifies cars based on their length alone<br />A1 - Mini - Up to 3400mm (M800, Nano)<br />A2 - Compact - 3401 to 4000mm (Alto, wagon r, Zen,i10,A-star, Swift, i20, palio, indica etc.)<br />A3 - Midsize - 4001 to 4500mm (City,Sx4,Dzire,Logan,Accent,Fiesta,Verna etc.)<br />A4 - Executive - 4501 to 4700mm (Corolla,civic,C class,Optra,Octavia, etc.)<br />A5 - Premium - 4701 to 5000mm Camry,Eclass, Accord, Sonata, Laura, Superb, etc.)<br />A6 - Luxury - Above 5000mm (S class,5 series etc.)<br />B1 - Van - Omni, Versa, Magic etc.<br />B2 - MUV/MPV - Innova, Tavera, Sumo etc.<br />SUV segment<br />
  7. 7. Attributes under consideration<br />Fuel Efficiency<br />Car Dimensions <br />Power and Engine capacity <br />Engine Technology <br />Driving Comfort<br />After sales service network <br />Maintenance Costs<br />Price<br />Brand <br />Audio Technology <br />Safety features<br />Exterior looks and styling of car <br />Boot space <br />Ground Clearance <br />Seating Capacity <br />Interiors in terms of space and comfort <br />Prestige associated with car <br />Advertisements <br />Promotional Offers <br />
  8. 8. Rotated Matrix &scree plot<br />Rotation converged in 5 iterations.<br />
  9. 9. Results of the factor Analysis<br />
  10. 10. Discriminant analysis<br />
  11. 11. Results of Discriminant Analysis<br />Most Discriminating Factors<br />Driving comfort<br />Maintenance costs<br />Fuel efficiency<br />Brand<br />Price<br />Engine power<br />Technology<br />Least discriminating factors<br />Boot space<br />Advertisements, <br />Audio technology<br />Prestige<br />Seating capacity<br />Promotional offers<br />
  12. 12. Recommendations<br />For companies focusing on <br />Engineering positioning<br />Most effective communication tool is driving comfort<br />Company Perceptions<br />Most effective communication tool is the brand<br />Value for money positioning<br />Most effective communication tools are price and maintenance costsWe recommend a multifaceted positioning to truly differentiate the offering in the marketplace<br />
  13. 13. Our Answer to the indutry<br />Industry has just suffered a jolt of recession don’t waste energy and money to communicate everything<br />Invest money in communicating Engineering superiority, Value of money and showing good perceptions in the mind of people<br />Show After sales service as a part of every communication<br />The TG is very sensitive towards after sales service, be sure that you show this in your communication.<br />The TG also has a soft corner towards prestige, show your foreign affiliation if any.<br />Price and maintenance cost are the hygiene factors in this segment<br />Every car is significantly positioned differently. But there is no unique attribute that uniquely positions them. Thus go for tailor made positioning attributes that suit your product.<br />
  14. 14. Thank you <br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×