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Market Research Project on small car segment


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Market Research Project on small car segment

  1. 1. By: Group 2 Amit Kumar Bishnu Panda Nishant Jain Subhasish Das1/16/2013 Small Car Industry 1
  2. 2. Agenda • Indian Small Car Segment • Management Decision Problem • Marketing Research Problem • Research Design1/16/2013 Small Car Industry 2
  3. 3. Indian Small Car Segment• Largest small-car market in the world• Second largest exporter behind Japan• Forms 60% of Indian Car Market• Decline in growth by 50% in FY12 (Apr’11-Oct’11) o Successive interest rate hikes o Increase in fuel price o Pressure on disposable income due to inflation• Diesel Penetration• Negatively impacted by production disruptions at Maruti Suzuki, the market leader in the segment• Competitive pressures intensifying on the back of new launches• Small Car Segment grew by 2% by Dec-11 (FY12) w.r.t. 6.5% growth rate in 2011 1/16/2013 Small Car Industry 3
  4. 4. Management Decision Problem• A new entrant wants to come up with a winning car in the booming small car segment in India. Marketing Research Problem• To figure out the key parameters which contributes in the growing sales in the small car segment  Macro – Environmental  Micro – Environmental o Inflation o Price o Per Capita Disposable Income o Finance Options o Global Crude Oil Prices o Distribution o Interest Rates o Post Sales Service o Government Interventions o Impact of communication channels o Investments o Product Specifications o Brand Loyalty o Exchange of Cars 1/16/2013 Small Car Industry 4
  5. 5. Research Design• Exploratory Research Design o Secondary Data: qualitative analysis• Descriptive Research Design o Surveys via questionnaire o Secondary Data: quantitative analysis• Multiple Cross Sectional Design• Causal Research 1/16/2013 Small Car Industry 5
  6. 6. Proposed Hypothesis• Hyp1: Price sensitiveness is high in consumer buying behavior in this segment.• Hyp2: Financing options play an important part in buying behavior.• Hyp3: Distribution and Post Sales Service have a substantial contribution in generating sales.• Hyp4: Communication channels play a vital role in generating awareness of a new car in the segment.• Hyp5: It is both the product and the brand which controls the sale.• Hyp6: Inflation, Interest rates and PCDI have significant impact on buying behavior. 1/16/2013 Small Car Industry 6
  7. 7. Scaling Techniques and Measurement Scales • Scaling Techniques to be used in the questionnaire: o Rank Order Scaling (Comparative Scales) o Likert Scale (Non-comparative Scales) o Multi-item Scales (Non-comparative Scales) • Data to be obtained shall be in the four scales viz. o Nominal o Ordinal o Interval o Ratio1/16/2013 Small Car Industry 7
  8. 8. Sampling Techniques and Sample Size• Sampling Method: o Stratified Random Sampling o Criterion: Age Group• Sample Size: o 120 for Primary Research 1/16/2013 Small Car Industry 8
  9. 9. Thank You1/16/2013 Small Car Industry 9