This document presents a study on consumer behavior towards small cars in the Indian market. It discusses a review of past literature on customer satisfaction studies and the impact of technology on vehicle manufacturers. The study used an online survey of 70 residents in Delhi and surrounding cities to understand perceptions of various small car features and consumer expectations. The survey examined demographic profiles and ratings of features like aesthetics, cost, space, and trust/reliability on a scale of 1 to 5. The results provide insight into what most influences Indian consumers when purchasing a small car.

1. CONSUMER BEHAVIOUR
TOWARDS SMALL CAR SEGMENT
IN INDIAN MARKET
PRESENTED BY :-
SAURAV MANN
SAURABH SRIVASTAVA
DANISHASHRAFWARSI
VISHAL SRIVASTAVA

2. REVIEW OF LITERATURE
 Constant changes in customer demands lead manufactures to produce new
and improved designs.
 Automation of manufacturing technologies allows this (Hoffhian , l984).
 Saxena (2000) analysed the satisfaction level amongst customers of
premium cars - Opel Astra, Ford Escort, Maruti Esteem and Daewoo
Cielo- in Indore.
 For measuring brand satisfaction level amongst the four manufacturers,
eight attributes (service, spare parts availability, safety, leg space , boot
space, price, style, resale) were listed in the questionnaire.

3. CONT…..
 In the developed world, technology has always played an important
consideration for vehicle manufacturers as customers have always embraced
state of the art cars.
 The study by Ealey and Mercer(1999) stated that different countries accept
technology at different rates.
 Ealey and Mercer(2000) suggested that auto companies must build on their
long term relationships with customers.

4. CONT…..
 Like many other industries, the scenario in domestic Indian Automobile
Industry is quite different from the Global Automobile Industry.
 Compared to the global automobile sector, where substantial research has
been done, very little empirical research has been conducted on the Indian
automobile industry.
 This research attempts to study the consumer perception towards various
features of small cars that motivates them to buy new cars and consumer
expectation from the car makers in small car segments.
 For car manufacturers, the pursuit of new features and insight to consumer
perception is essential for being competitive as well as to explore new
business opportunities.

5. RESEARCH PROCESS
Research Objective
 The research objective is to understand consumers' perception towards various automobile
features and their preferences towards a particular brand of small car.
 The research would determine what are the primary automobile features that most
influence the consumers' buying behaviour and consumer expectation for new product
developments in this sector
Survey Technique
 The survey uses an online questionnaire and it was conducted among residents of Delhi
and nearby cities like Noida, Ghaziabad, Gurgaon, Faridabad etc., together known as
National Capital Territory (NCT) in North India between 3rd and 4th Jan 2015.
 The respondents were selected at random. The online questionnaire was sent to 120 people
and finally 70 complete and valid responses were taken

6. CONT…..
Questionnaire Design
 The online questionnaire comprising of 25 questions was prepared
keeping in mind the objective of the research.
 It consists of questions on consumers' choice of cars, consumers
perception on the various features/attributes which influence the
respondents to choose a particular brand , source of information for
various automobile brands and related to their demography.
 It uses Likert scale on a scale of 1 to 5 where 1 signifies least
significant and 5 signify most significant.

7. SAMPLING
 Sampling is the process whereby a researcher choose their sample
 We have used Convenience Sampling which is a part of non
probability sampling technique.

9. DATA COLLECTION AND ENTERY
 The survey uses an online questionnaire and it was conducted
among residents of Delhi and nearby cities like Noida, Ghaziabad,
Gurgaon, Faridabad etc., together known as National Capital
Territory (NCT) in North India between 3rd and 4th Jan 2015.
 The respondents were selected at random. The online
questionnaire was sent to 120 people and finally 70 complete and
valid responses were taken
 In order to understand the diversity of consumers' from different
cities in India when purchasing a small car by the respondents, we
have evaluated each attribute on a 1-5 scale, where '1' indicated
'least significant' and '5' indicated 'most significant'.

10. PARAMETERS OF SURVEY
DEMOGRAPHIC PROFILE OFTHE RESPONDENTS
CONSUMERS PERCEPTION ONTHEVARIOUS
FEATURES/ATTRIBUTES
 DEMOGRAPHIC PROFILE OFTHE RESPONDENTS
 AGE
 SEX
 OCCUPATION
 FAMILY INCOME

11. CONT…..
 CONSUMERS PERCEPTION ON THE VARIOUS
FEATURES/ATTRIBUTES
 COMPONENTS
1. AESTHETICS
 EXTERIOR LOOKS
 BRAND
 FRIENDLINESS
 TECHNOLOGY
 AVALIBALITY
 INTERIOR DESIGN

12. CONT…..
2. COST
 PRICE
 FUEL EFFICIENCY
 AFTER SALES SERVICE
 SAFETY FEATURES
 MAINTENANCE COST
 WARRANTY AND FREE SERVICE

13. CONT…..
3. SPACIOUS
 LEG SPACE
 ENGINE CAPACITY (cc)
 SEATING CAPACITY
 GROUND CLEARANCE

14. CONT…..
4.TRUST AND RELIABILTY
 PUBLIC PERCEPTION
 AUDIO SYSTEM
 STURDINESS OF VEHICLE
 PROMOTIONAL SCHEMES AVAILABLE

15. SNAP SHOT OF SURVEY

16. REFERNCE
 Hoffiman. D. (1984). Using an electronic spreadsheet to suppon the analytic
hierarchy process. In: Proceedings of the 16th Annual Meeting of the American
Institute for Decision Sciences, 12.653-655.
 Saxena, R.P. (2000). Owners of premium cars and their satisfaction level: An
empirical investigation, Paradigm, 4 (1).
 Ealey, L. & Mercer, G. (1999).Telematics: where the radio meets the road,The
McKinsey Quarterly, 2.
 Ealey, L. & Mercer, G. (2000).The Automative Industry:A 30000 mile checkup,The
McKinsey Quarterly, 1.

17. THANK
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