The document discusses a research project conducted by Maruti Suzuki India Limited to understand customer perceptions of features in the A2 car segment. 250 customers participated in interviews where they provided feedback on attractive and must-have features, and their perceived pricing of different features. The research found that customers see most features as must-haves if included in the car price, but perceive lower value for some features if priced individually. It is recommended that Maruti bundle more features and increase awareness of benefits to improve perceived value.

1. 1. EXECUTIVE SUMMARY
1.1. Project Title:
“To Determine the Perceived Price of various features across A2 segment & to
determine the Attractive Qualities & Must Be Qualities across features”
1.2. Scope:
Understanding what buyers value within a given offering, creating value for them, and
then managing it over time have long been recognized as essential elements of every
market oriented firm’s core business strategy (Drucker,1985, Porter,1998, Desarbo,
Jedidi and Sinha, 2001).Companies are searching for new and better ways to create
value and differentiate their market offerings to attract and keep customers and make a
profit (Bendapudi, Leone 2003). Many firms have been interested in Customer Value
Analysis which involves a structural analysis of the antecedent factors of perceived
value (i.e., perceived quality and perceived price) to assess their relative importance in
the perceptions of their buyers. Understanding what buyers value within a given
offering, creating value for them, and then managing it over time have long been
recognized as essential elements of every market-oriented firm’s core business strategy
1.3. Methodology:
Face-to-face interview is used for the research; the research medium consists of 250
customers. For sampling purposes, 250 customers was randomly selected and included
in the questionnaire analysis.
1.4. Key findings:
That customers see most of the features across Exterior, Interior , Safety, Comfort &
Convenience ,Audio as The Must be Quality, it means that customers are willing to pay
it within the price charged for the car however there are some of the features which are
attractive to the customers, but they are considering it as optional so suitable steps can
also be taken on that ,while the Perceived price of the features by the customers without
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2. including it in the cost of the car is less in most of the features in comparison to market
price so it is either the case of overpricing or unawareness of the importance feature.
1.5. Conclusion:
The small car market in India is growing like never before. 70 per cent of the cars that
are produced or come into India every year are small and compact. Indian automotive
majors like Tata Motors and Maruti Udyog are leaders in this segment and have been
posing a strong competition to other car makers. In terms of design, novelty, value for
money, and technology, the small car market in India has improved a lot. The current
year has been very significant in India’s automotive history due the high sales in the first
few months, because of new compact car launches. in same period of time.
In India the A2 segment has accounted for 67% of the total passenger car sales. Maruti
Suzuki has 60% share in this particular segment and if company want’s to increase its
market share in this segment it has to increase its offerings in the form of features to
this segment so customers perceive more value in terms of car buying. Customers see
more perceived value in term of features when it is included in the cost of the car they
are buying and then they perceive most of the features as the must be qualities, while
this perceived value decreases in comparison to market price when they are asked to
perceive the price without the feature in the car & asked to perceive the price of the
feature to get it installed in there car.
1.6.Recommendation:
As it is seen through our research that customer perceived value increase when the
features are bundled along with the car, so it is recommended that company should try to
bundle more & more must be qualities features keeping in mind the value perceived by
various age groups & profession and also keep the profit margin
As it is seen through the research that customers are unaware of the features & benefits
as a result they perceive less value for that feature so company should try to create
awareness of the feature and also the benefits associated with it., so that customers
perceive high value for it individually also
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3. Company should look after the price keeping in mind the profit margin & should price
its products in such a way that it should fall in the perceived price range of customers &
should also keep the profit margin of company high
Auto majors like Chevrolet and Ford have realized the need of having a prominent
presence in the small car market and have come up with new cars that possess features
and pricing right enough to suit the Indian crowd. The base model of the Chevrolet
Beat can be availed at Rs 3.34 Lakhs while the Figo can be bought for Rs 3.49 Lakhs.
Volkswagen sells the Polo at Rs 4.42 Lakhs,, which are getting good response from the
market so it proves that effective bundling of features would not only increase the
perceived value of car but also provide the perceived satisfaction as desired by the
customer
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4. 2. INTRODUCTION
2.1. Title:
To Determine the Perceived Price of various features across A2 segment & to determine
the Attractive Qualities & Must Be Qualities across features”
2.2. Objectives:
Primary Objectives:
Customer value has something to do with the benefit which a product or service creates
in customer in return for the cost that customer bear in order to get that service. The
concept of value is often compared to quality and price. Thus determination of the
Attractive Quality & Must Be Quality across Features is the primary research objective
Secondary Objectives:
Once the determination of the Attractive Qualities & Must Be Qualities then the next
step is to determine the Perceived price of various features across A2 segment
Third Objective:
To determine whether there is any significant change in perceived price for features in
comparison to age & profession
.
2.3. Research Methodology:
 Descriptive Research
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5. Descriptive Research describes characteristics of a population or phenomenon and it also
gives some understanding of the nature of the problem. Thus Descriptive Research will
be perfect for our purpose. “To Determine the Perceived Price of various features across
A2 segment & to Determine the Attractive Qualities & Must Be Qualities across
features”.
2.4. Research Techniques:
 Survey
A well-structured questionnaire was prepared and personal interviews were conducted to
collect the customer’s perception, through this questionnaire.
 Analysis tool
Microsoft Office Excel 2007, SPSS17 was used for this purpose
2.5. Sample Selection:
As this research is mainly conducted “To Determine the Perceived Price of various
features across A2 segment & to determine the Attractive Qualities &Must Be Qualities
across features” it consists of 250 customers. For sampling purposes, 250 customers
were randomly selected and included in the questionnaire analysis.
2.6. Coverage:
The geographical areas that were covered during the research were the areas of Delhi
like Janakpuri, Connnaught Place, Nehru Place, Shadipur, Supreme Court, Institute of
Chartered Accountants of India, in Gurgaon, Denso Plant , areas of Jaipur, Jodhpur.
2.7. Time period:
The time period available was of 60 days to cover around 250 customers and to present a
detailed analysis report on the questionnaire as filled by the customer fulfilling the
project objective
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6. 2.8 Limitation:
• There may be a possibility of biasness on the part of some respondents, but very
much care has been taken to make this report unbiased.
• Some respondents might not give the correct information due to their lack of
interest and shortage of time.
• Time constraint.
• Many of the customers are unaware of the most of the features.
2.8. Scope of The Sudy:
The data collected gives the clear picture of the difference in the perception of the
customer regarding, various features when it is included in the cost of the car & when it
is not included in the cost of the car these data will give company an indication about
what the company should strategize to increase the value offerings, so that customer
perceived value in
3. COMPANY & PRODUCT PROFILE
3.1. Introduction
Maruti Suzuki India Limited is a publicly listed automaker in India. It is the largest
automobile manufacturer in South Asia. Suzuki Motor Corporation of Japan holds a
majority stake in the company. It was the first company in India to mass-produce and
sell more than a million cars. It is largely credited for having brought in an automobile
revolution to India. It is the market leader in India and on 17 September 2007, Maruti
Udyog Limited was renamed Maruti Suzuki India Limited. The company's
headquarters are located in Delhi.
3.2. History
Maruti Suzuki is one of India's leading automobile manufacturers and the market leader
in the car segment, both in terms of volume of vehicles sold and revenue earned. Until
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7. recently, 18.28% of the company was owned by the Indian government, and 54.2% by
Suzuki of Japan. The Indian government held an initial public offering of 25% of the
company in June 2003. On 10 May 2007, Govt. of India sold its complete share to
Indian financial institutions. With this, Govt. of India no longer has stake in Maruti
Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the actual
production commenced in 1983 with the Maruti 800, based on the Suzuki Alto Kei car
which at the time was the only modern car available in India, its' only competitors- the
Hindustan Ambassador and Premier Padmini were both around 25 years out of date at
that point. Models similar to Maruti Suzukis (but not manufactured by Maruti Udyog)
are sold by Suzuki Motor Corporation and manufactured in Pakistan and other South
Asian countries.
The company annually exports more than 50,000 cars and has an extremely large
domestic market in India selling over 730,000 cars annually. Maruti 800, till 2004, was
the India's largest selling compact car ever since it was launched in 1983. More than a
million units of this car have been sold worldwide so far. Currently, Maruti Suzuki Alto
tops the sales charts and Maruti Suzuki Swift is the largest selling in A2 segment.
Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is
commonly used to refer to this compact car model. Till recently the term "Maruti", in
popular Indian culture, in India Hindu's lord Hanuman is known as "Maruti", was
associated to the Maruti 800 model.
Maruti Suzuki has been the leader of the Indian car market for over two decades.Its
manufacturing facilities are located at two facilities Gurgaon and Manesar South of
Delhi. Maruti Suzuki’s Gurgaon facility has an installed capacity of 350,000 units per
annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly
plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual
capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a
combined capability to produce over 700,000 units annually.
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8. More than half the cars sold in India are Maruti Suzuki cars. The company is a
subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti
Suzuki. The rest is owned by the public and financial institutions. It is listed on the
Bombay Stock Exchange and National Stock Exchange in India. In all, over six million
Maruti Suzuki cars are on Indian roads since the first car was rolled out on 14 December
1983.
Suzuki Motor Corporation, the parent company, is a global leader in mini and compact
cars for three decades. Suzuki’s technical superiority lies in its ability to pack power and
performance into a compact, lightweight engine that is clean and fuel efficient.
Nearly 75,000 people are employed directly by Maruti Suzuki and its partners. It has
been rated first in customer satisfaction among all car makers in India from 1999 to 2009
by J D Power Asia Pacific.
3.3. Vision
VISION
Customer Obsession
Innovation & Creativity
Openness & Learning
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Networking & Partnership

9. 3.4. Products
Maruti Suzuki offers 13 model
 Maruti 800,
 Alto,
 WagonR,
 Zen Estilo,
 A-star,
 Ritz,
 Swift,
 Swift DZire,
 SX4,
 Omni,
 Eeco,
 Gypsy,
 Grand Vitara
Swift, Swift DZire, A-star and SX4 are manufactured in Manesar, Grand Vitara is
imported from Japan as a completely built unit (CBU), remaining all models are
manufactured in Maruti Suzuki's Gurgaon Plant
3.5.Small Car Market in India
The small car market in India is growing like never before. 70 per cent of the
cars that are produced or come into India every year are small and compact
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10. cars Indian automotive majors like Tata Motors and Maruti Udyog are
leaders in this segment and have been posing a strong competition to other
car makers. In terms of design, novelty, value for money, and technology, the
small car market in India has improved a lot. The current year has been very
significant in India’s automotive history due the high sales in the first few
months, due to new compact car launches this year.
The demand for compact cars in the country has been so great that car makers
are not just coming out with new models but also giving their existing cars a
facelift. This has been further increasing sales. Volkswagen, Ford, Chevrolet
and Maruti are all in the game and have been trying hard to win over compact
car buyers in India with their novel products. JD power statistics show a
steady growth in the number of these little car buyers. It was 24 per cent last
year and has increased to 32 per cent this year. Experts believe that the A2
car segment is set to expand even more.
The most significant change is the movement of the two-wheeler buyers
towards compact cars. First-time buyers in India opt for the Rs 3 Lakhs -plus
category instead of sub-compact cars. Car makers have invested a lot to
please these Indian buyers. Great cars at low prices. Auto majors like
Chevrolet and Ford have realized the need of having a prominent presence in
the small car market and have come up with new cars that possess features
and pricing right enough to suit the Indian crowd.
The base model of the Chevrolet Beat can be availed at Rs 3.34 lakh while
the Figo can be bought for Rs 3.49 Lakh. Volkswagen sells the Polo at Rs
4.42 Lakh. The Indian auto market leader (Maruti Suzuki) has enough and
more cars in its portfolio. Despite this fact, Maruti will be bringing in more
cars. The Toyota Etios too has been scheduled for some time this year. The
market for the small automobile in India is getting flooded with too many
launches, but luckily there are buyers.
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11. Projections say that the Indian roads may be home to around 24 small
automobiles this year. The sales figures of these cars are showing steep
climbs. Talk of fuel economy or maintenance of cars. The small cars
belonging to the A2 segment emerge as winners. A majority of Indians have
begun realizing this and car makers too have been working towards pleasing
such Indian buyers. The bigger luxury cars do not really the humpy bumpy
roads in India. It is the small car market that has been showing tremendous
growth and so shall it be in future. The small car market in India is
witnessing the maximum activity and is all set for more exciting times ahead,
with more players from India and abroad joining the race.
3.6. Classification of Cars
Length & weight Based Classification:
In April 2002, SIAM introduced a new segmentation of cars on the basis of the length of
the cars, in order to establish a uniform industry standard. The new segmentation of
passenger vehicles is as follows:
1. Passenger cars
 Segment A1 (Mini) – cars having a length up to 3,400mm
 Segment A2 (Compact) – cars having a length of 3,401- 4,000mm
 Segment A3 (Mid-size) – cars having a length of 4,001- 4,500mm
 Segment A4 (Executive)– cars having a length of 4,501- 4,700mm
 Segment A5 (Premium) – cars having a length of 4,701- 5,000mm
 Segment A6 (Luxury) – cars having a length of more than 5,000m
2. Utility vehicles:
 Weight up to 3.5 tonnes
a) Seating capacity not exceeding 7 (including driver)
b) Seating capacity between 7 and 9 (including driver)
 Weight up to 5 tonnes
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12. a) Seating capacity not exceeding 13 (including driver)
Classification of A2 cars
Entry compact Premium compact Upper Premium compact
Tata Nano Chevrolet Spark Maruti Ritz
Maruti 800 Maruti A-Star Chevrolet Aveo
Maruti Alto Fiat Palio/ Stile Hyundai Getz Petrol
Maruti Omni Hyundai i10 Maruti Swift Petrol
Hyundai Santro petrol Hyundai i20
Maruti Wagon-R Skoda Fabia
Maruti Zen Estilo Honda Jazz
Fiat Grand Punto Volkswagen Polo
Tata Indica Petrol Ford Figo
3.7.Maruti Suzuki sales in April 2009
Car market leader Maruti Suzuki India Limited sold a total of 93,058 vehicles in April
2010. This includes 13,024 units for export.The company had sold a total of 71,748
vehicles in April 2009.Maruti Suzuki's volume in the domestic A2 segment grew by
20.5% per cent while in the A3 segment the sales volume grew by 41.4 per cent during
the month as compared to sales in April 2009. The month sales in C Segment grew by
37.9% per cent as compared to April 2009.During the month, Maruti Suzuki launched
the all new WagonR.
The sales figures for April 2010 are given below:
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13. Segment Models April
2010 2009 % Change April'09 - March'10
A1 M800 2258 2345 -3.70% 33028
C Omni, Versa, Eeco* 10654 7724 37.90% 101325
A2 Alto, Wagon-R, Estilo, Swift, A-Star, Ritz* 56416 46817 20.50% 633190
A3 SX4, D'zire 9994 7066 41.40% 99315
Total Passenger Cars 79322 63952 24.00% 866858
MUV Gypsy, Grand Vitara* 712 905 -21.30% 3932
Domestic 80034 64857 23.40% 870790
Export 13024 6891 89.00% 147575
Total Sales 93058 71748 29.70% 1018365
*Ritz launched in May 2009, Grand Vitara launched July 2009 and Eeco launched in
January 2010
4. ANALYSIS
OF QUESTIONNAIRE
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14. 4.1.To determine which are Attractive Qualities & Must Be Qualities
In this the customers are asked to rate that feature on the scale of 1-5 in which 1 is the
least & 5 is the most important then they are asked whether that feature should be
mandatory (i.e. hygiene) in your car or should be optional (Y/N) i.e.it should be included
in the cost you are paying for the car or not. On the basis of this it is decided whether
that feature is Attractive or Must Be Quality. Those customers who in the rating are
saying that feature as important and also mentioning it as mandatory is determined as
Must Be Quality and those who are rating the feature important but not mandatory &
taking it as optional is determined as Attractive Quality, so on this basis across various
categories the following features have been defined as Attractive Qualities & Must Be
Qualities.
 Exterior
Must Be Qualities Attractive Qualities Not Important
Full Wheel Cover Body Side Moulding Alloy Wheel
Body Coloured Door
Handle
Front & Rear Mud Guard
ORVM (Both Sides,
Electrically controlled,
Body Colored)
Body Coloured Bumper
 Interior
Must Be Quality Attractive Quality Not Important
Two tone Interior Split Seats
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15. Rear Parcel Tray Ash Tray, Cigar Lighter
Centre Console with
cup holder
Front Door trim
packets
 Safety
Must Be Qualities Attractive Quality Not Important
Central Door Locking Air Bags(Front & Rear Weather Guard Smoke
Seat Belt Height Adjustable
Day/Night Rear View
Mirror
Air Bags(Driver)
Air Bags(Dual)
Fog Lamps(Front & Rear)
Rear Defogger
Reverse Parking Sensor
Advanced Keyless Entry
ABS
 Comfort & Convenience
Must Be Qualities Attractive Qualities Not Important
Sun Film/ Tinted Glass Automatic Climate control Glove Box
Power Steering, Tilt Driver Seat Height Sun Roof
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16. Adjustable
Power Windows(All Four) Auto Cop
Instrument Panel(Digital
speedometer, Low Fuel
Warning, Door Ajar
Warning, Distance To
Empty Indicator)
 Audio
Must Be Quality Attractive Quality Not Important
Audio with USB/ Bluetooth Control on Steering Wheels
Remote Controlled
Key Findings From The Attractive & Must Be Qualities
Differentiation of Various Features across Various Segments into Attractive & Must Be
Qualities clearly shows that in case of the Exterior , Interior, Safety, Audio, Comfort &
Convenience customer are rating most of the features as Must be qualities which clearly
shows that customer are seeking these features as mandatory & want that it should be
included in the cost they are paying for the car & there are certain accessories which the
customer are rating important but they are considering it as optional they are attractive
quality
4.2.Perceived Price of Various Features By Customers Across A2
Segments
PERCEIVED PRICE
FEATURES ENTR MIDSIZ PREMIU OVERAL Market Differenc
Y E M L Price e
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17. EXTERIOR
Full Wheel Cover 1416 1570 1772 1570 1500 70
Alloy Wheels 5719 7083 7535 6736 10000 -3264
Body Colored Bumpers 3088 3690 3965 3571 4000 -429
Body Colored Door Handles/Chrome 1199 1564 1838 1509 3000 -1491
Inserts
Outside Rear View Mirror 1657 2556 2843 2341 3000 -659
Front & Rear Mud Guard 1568 1669 1763 1661 200 1461
Body Side Molding 1360 1378 1554 1414 1250 164
INTERIOR
Two Tone Interior 2484 3006 3263 2909 -
Rear Parcel Tray 1090 1238 1405 1206 1200 6
Separately Folding Rear Seat (60:40) 1729 1996 2004 1871 -
Center Console with Cup holder (Fr:2 1037 1096 1092 1055 -
Rr:1)
Ash Tray/Cigar Lighter 356 356 282 304 300 4
Front Door Trim Pockets 698 717 715 708 -
COMFORT & CONVINENCE
Sun Film/Tinted Glass 3013 3311 3720 3318 1500 1818
Driver Seat Height Adjust 2000 2292 2175 2171 -
Auto Cop 2196 2273 2233 2240 3500 -1260
Automatic Climate Control 2512 2892 3127 2828 4500 -1672
Rear AC Ducts 1102 1314 1206 1223 -
Illuminated Glove Box 1312 1425 1470 1486 -
Glove Box With AC 1340 1595 1707 1600 -
Power Steering 10595 11913 13125 11792 21000 -9208
Tilt Steering 13834 12989 14458 13599 -
Telescopic Steering 14000 12904 14363 13280 -
Power Windows (Front) 4000 3416 - 3524 6500 -2976
Power Windows (All 4) 4823 5392 6115 5434 12000 -6566
Accessory Socket 506 643 604 577 130 447
Digital Speedometer, Low Fuel Warning, 2954 4120 4104 3770 -
Door Ajar Warning, Distance To Empty
Indicator
Sun Roof 1545 2554 2573 2231 25000 -22769
SAFETY & SECURITY
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18. Central Door Locking 3943 4504 5105 4480 5500 -1020
Seat Belt Height Adjust 1818 1823 1842 1826 -
Day/Night Rear View Mirror 1426 1396 1547 1440 350 1090
Air Bags (Driver) 11222 11700 11125 11370 10000 1370
Air Bags (Dual) 4428 11445 12057 10488 20000 -9512
Air Bags (Front & Rear) 7142 11427 15750 13375 40000 -26625
ABS 8622 12662 12530 10751 20000 -9249
Fog Lamps (Front) 1920 2505 2908 2420 3200 -780
Fog Lamps (Both) 3394 3474 3753 3582 6000 -2418
Rear Defogger 1368 1627 1722 1562 3000 -1438
Weather Guard : Smoke 936 1055 1089 1019 5000 -3981
Reverse Parking Sensors 2576 2938 2983 2839 4000 -1161
Advanced Keyless Entry 2740 3785 4050 3023 4000 -977
AUDIO
With USB/Bluetooth/iPod Compatibility 3977 4947 4068 4392 6500 -2108
Remote Controlled 873 975 898 925 -
Controls on Steering Wheels 923 1690 1498 1349 -
Key Findings From The Perceived Price of Various features across A2
Segments
Customer Perceived price for various features across A2 segment tells that the perceived
price by the customer for majority of the accessories is less in comparison to the market
price it means that the market is overcharging in respect to the customer perceived price,
customer does not sees value in paying for those accessories show much as it is charged
by the market.
4.3.To determine whether there is any significant change in the perceived
price for certain features in comparison with Age & Profession
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19.  Exterior
• Full Wheel Cover
In Comparison to Age
In Comparison to Profession
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20. Key Finding For Full Wheel Cover
When the perceived price for full wheel cover is compared with age & profession, in
case of age we see that there is correlation between the price perceived & age as the age
is increasing the average perceived price is also increasing so it is demanded by the
higher age group more means they perceive it more than any other age group, while in
comparison with profession it is perceived more by service class people
Age Total
20-25 2941
25-30 2413
30-35 3389
35-40 2795
40-45 3450 Profession Total
45+ 3082 Student 2500
Grand 2909 Professional 3231
Total Business 13000
Service 2836
Others 3333
Grand total 2909
• Body Colored Bumpers
In Comparison To Age
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21. In Comparison To Profession
Key findings for Body Colored Bumper
When the perceived price for Body Colored Bumper is compared with age & profession,
in case of age we see that there is no correlation between the price perceived & age it is
perceived same by every age group In case of profession also it is perceived same by
every profession
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22. Age Total Profession Total
20-25 3278 Student 3222
25-30 3355 Professional 3471
30-35 3386 Business 3538
35-40 3802 Service 3669
40-45 4170 Others 4000
45+ 3713 Grand total 3571
Grand 3571
Total
 Interior
• Two tone Interior
In Comparison to Age
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23. In Comparison to Profession
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24. Key Findings For Two Tone Interior
When the perceived price for Two tone interior is compared with age & profession we
find that there is difference in perceived price across the age for this feature, in
comparison with profession we find there is not any significant change, except
professional are perceiving it as more in comparison with other profession group.
Age Total
20-25 2941
25-30 2413
30-35 3389
35-40 2795
40-45 3450 Profession Total
45+ 3082 Student 2500
Grand 2909 Professional 3231
Total Business 2894
Service 2836
Others 3333
Grand total 2909
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25.  Safety
• Air Bags (Driver)
In Comparison with Age
In Comparison With Profession
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26. Key Findings For Air Bags (Driver)
When the perceived price for this feature is compared with age & profession we find that
in comparison to age that it is perceived more by the younger age group then in
comparison to higher age group , in profession also we see that it is perceived
significantly by the Business class in compare to any other profession
Age Total
20-25 12000
25-30 15000
30-35 9857
35-40 12000
40-45 10000
45+ 11727
Grand 11370
Total
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27. Profession Total
Student 12000
Professional 10667
Business 13000
Service 11294
Others 0
Grand total 11370
• ABS
In Comparison to Age
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28. Comparison to Profession
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29. Key Findings for ABS
When the perceived price for this feature is compared with age & profession we see that
in age it is significantly perceived higher as the age group increases, while in
comparison with profession it is perceived higher by the business class & professional
class group.
Age Total
20-25 8667
25-30 8733
30-35 10943
35-40 12311
40-45 11100 Profession Total
45+ 12104 Student 4824
Grand 10751 Professional 10667
Total Business 11850
Service 10894
Others 8394
Grand total 10751
 Comfort & Convenience
• Power steering, Tilt Steering
In Comparison with age
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30. In Comparison With Profession
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31. Key Findings From Power Windows, Tilt Steering
When the perceived price for the particular feature is compared with age & profession
we find that there is not any significant difference & it is perceived equally by the
various age groups, in comparison with profession also we see that it is perceived
equally by all the classes
Age Total
Profession Total
20-25 15000
Student 14000
25-30 12659
Professional 13036
30-35 13111
Business 13905
35-40 14600
Service 10894
40-45 16000
Others 12000
45+ 14087
Grand total 13598
Grand 13598
Total
 AUDIO
• With USB, Bluetooth
In Comparison To Age
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32. In Comparison to Profession
Key Findings For Audio With USB, Bluetooth
When the perceived price for the particular feature is compared with age & profession
we find that there is change as the age group goes on increasing the perceived price for
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33. this feature also goes on increasing , while in comparison with profession we find that it
is perceived more by the service in comparison with other classes
Age Total
20-25 2906
25-30 3644
30-35 4787
35-40 5161
40-45 5125 Profession Total
45+ 4728 Student 2365
Grand 4392 Professional 4304
Total Business 3934
Service 4922
Others 4867
Grand total 4392
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34. 5. CONCLUSION
This exhaustive research is concerned “To determine the Perceived price for various
features across A2 segment and to Determine the Attractive Qualities & Must Be
Qualities Across the Features”. As the demand for compact cars in the country has been
so great that car makers are not just coming out with new models but also giving their
existing cars a facelift. This has been further increasing sales. Volkswagen, Ford,
Chevrolet and Maruti are all in the game and have been trying hard to win over compact
car buyers in India with their novel products. JD power statistics show a steady growth
in the number of these little car buyers. It was 24 per cent last year and has increased to
32 per cent this year. Experts believe that the A2 car segment is set to expand even more
.
This research threw up some interesting points which can be seen in the earlier analysis.
A general impression that I gathered during the data collection regarding some of the
features was that unawareness and very less knowledge of the feature, its merits among
the customer, this can be clearly seen in our analysis also that customer when asked to
rate it as attractive and must be quality we see that most of the customer rate the feature
as must be, it means that they want it to be included in the cost they are paying for the
car, means they perceive more value if it is included in the cost they are paying for the
car, they believe in the concept of product bundling, while when asked them to perceive
the price of that feature without including it in the cost of car they perceive it as very low
for the majority of the features in comparison to the market price, they perceive less
value for that product in comparison to the company charged price for that particular
accessory.
When perceived price for some of the must be qualities is compared with age &
profession we see that in case of feature like ABS the perceived price for it changes with
age & is more perceived by the higher age group in comparison lower age group, in case
of audio with USB, Bluetooth is perceived equally by all the age groups so it is
perceived as one of the equally important feature across various segments, similarly air
bags (Driver) is perceived more by the lower age group then the higher age group. In
comparison with profession we find that business & service class perceive more value
for the features in comparison to any other class.
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35. In the end we can conclude that, the small car market in India is growing like never
before. 70 per cent of the cars that are produced or come into India every year are small
and compact. Indian automotive majors like Tata Motors and Maruti Udyog are leaders
in this segment and have been posing a strong competition to other car makers. In terms
of design, novelty, value for money, and technology, the small car market in India has
improved a lot. The current year has been very significant in India’s automotive history
due the high sales in the first few months, because of new compact car launches. in same
period of time.
In India the A2 segment has accounted for 67% of the total passenger car sales. Maruti
Suzuki has 60% share in this particular segment and if company want’s to increase its
market share in this segment it has to increase its offerings in the form of features to this
segment so customers perceive more value in terms of car buying
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36. 6. RECOMMENDATIONS
First-time buyers in India opt for the Rs 3 lakh-plus compact cars. Car makers are
investing a lot to please these Indian buyers.The Indian auto market leader (Maruti) has
enough and more cars in its portfolio. Projections say that the Indian roads may be home
to around 24 small automobiles this year. The sales figures of these cars are showing
steep climbs. Talk of fuel economy or maintenance of cars. The small cars belonging to
the A2 segment emerge as winners. A majority of Indians have begun realizing this and
car makers too have been working towards pleasing such Indian buyers. It is the small
car market that has been showing tremendous growth and so shall it be in future. The
small car market in India is witnessing the maximum activity and is all set for more
exciting times ahead, with more players from India and abroad joining the race.
Maruti should increase the value offerings in the form of feature as , it is clear from this
research that customers seek more benefit of the feature in combination with the car then
the individual which is clear that the perceived price for the feature without including it
in the car is less than the market price, so the company should position itself as the car
with all perceived benefits of the feature and should develop strategies according to
that , as this research clearly shows that customers see most of the features across
exterior, interior , safety, comfort & convenience ,audio as the must be quality, it
means that customers are more willing to pay it within the price charged for the car
however there are some of the features which are attractive to the customers, but they are
considering it as optional so suitable steps can also be taken on that ,while the perceived
price of the features without including it in the cost of the car is less in most of the
features so it is either the case of overpricing or unawareness and the company should
try to position itself accordingly to cope up with the situation, it is also clear from our
research that the various features across various age group & profession are perceived
BIMHRD Page 36

37. differently so the company should position itself accordingly so that the perceived
benefit from a car in term of its offering in the form of features can be increased
 As it is seen through our research that customer perceived value increase when the
features are bundled along with the car, so it is recommended that company
should try to bundle (product bundling) more & more must be qualities
features keeping in mind the value perceived by various age groups & profession
and also keep the profit margin
PRODUCT BUNDLING FOR EXTERIOR
ENTRY MIDSIZE PREMIUM
Mud Guard Mud Guard Mud Guard
Body Side Moulding Body Side Moulding Body Side Moulding
Full Wheel Cover Full Wheel Cover Full Wheel Cover
Body Colored Bumper Body Colored Bumper Body Colored Bumper
Rs (93 Left) ORVM ORVM
Rs (913 Left) Body Colored Door
Handle
( Rs715 left)
PRODUCT BUNDLING FOR SAFETY
Entry Mid Size Premium
Rear View Mirror Rear View Mirror Rear View Mirror
Air Bags (Driver) Air Bags (Driver) Air Bags (Driver)
Central Door Locking Central Door Locking Central Door Locking
Rs 741 Left Advanced Keyless Entry Advanced Keyless Entry
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38. Reverse Parking Sensor Reverse Parking Sensor
Rs 473 Left Fog Lamps (Front)
Rs 668 Left
 As it is seen through the research that customers are unaware of the features &
benefits as a result they perceive less value for that feature so company should try
to create awareness of the feature and also the benefits associated with it., so that
customers perceive high value for it individually also
 Company should look after the price keeping in mind the profit margin & should
price its products in such a way that it should fall in the perceived price range of
customers & should also keep the profit margin of company high
Auto majors like Chevrolet and Ford have realized the need of having a prominent
presence in the small car market and have come up with new cars that possess features
and pricing right enough to suit the Indian crowd..The base model of the Chevrolet
Beat can be availed at Rs 3.34 lakh while the Figo can be bought for Rs 3.49 Lakh.
Volkswagen sells the Polo at Rs 4.42 Lakhs,, which are getting good response from the
market so it proves that effective bundling of features would not only increase the
perceived value of car but also provide the perceived satisfaction as desired by the
cutomer
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39. QUESTIONNAIRE
Questionnaire
A. On a scale of 1 to 5, please indicate how important the given feature to you is.
B. Please indicate whether the mentioned feature should be mandatory (i.e. hygiene)
in your car or should be optional (Y/N) i.e. it should be included in the cost you
are paying for the car or not.
C. What according to you should be the price attached to the given feature?
i.e. what should be the price difference of a car with & without the feature e.g. if your
car is without (say: alloy wheels) how much extra would you pay for the same being
installed to your car.
(A) (B) (C)
Importance Hygiene Price
(1=Least; 5 = (Y/N)
Most)
Exterior
Full Wheel Cover
Alloy Wheels
Body Colored Bumpers
Body Colored Door Handles
Chrome Insert on Door Handles
ORVM (Both Sides)
ORVM (Internally Adjustable -
Manual)
ORVM (Internally Adjustable -
Electrical)
ORVM (Electrically
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40. Controlled)
ORVM (Body Colored)
ORVM (Chrome Plated)
ORVM (With Side Indicator)
Front & Rear Mud Guard
Body Side Molding
Safety & Security
Central Door Locking
Seat Belt Height Adjust
Day/Night Rear View Mirror
Air Bags (Driver)
Air Bags (Dual)
Air Bags (Front & Rear)
ABS
Fog Lamps (Front)
Fog Lamps (Rear)
Rear Defogger
Weather Guard : Smoke
Reverse Parking Sensors
Advanced Keyless Entry
Interiors
Two Tone Interior
Rear Parcel Tray
Separately Folding Rear Seat
(60:40)
Center Console with Cup holder
(Fr:2 Rr:1)
Ash Tray
Cigar Lighter
Front Door Trim Pockets
(B) (D) (C)
Importance Hygiene Price
(1=Least;5 = (Y/N)
Most)
Comfort & Convenience
Sun Film
Tinted Glass
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41. Driver Seat Height Adjust
Passenger Seat Height Adjust
Auto Cop
Automatic Climate Control
Rear AC Ducts
Illuminated Glove Box
Glove Box With AC
Power Steering
Tilt Steering
Telescopic Steering
Power Windows (Front)
Power Windows (All 4)
Accessory Socket
Digital Speedometer
Low Fuel Warning
Door Ajar Warning
Distance To Empty Indicator
Sun Roof
Audio
With USB / Bluetooth / iPod
Compatibility
(please tick as applicable)
Remote Controlled
Controls on Steering Wheels
Roof Antennae
A. Name
______________________________________
B. Age
______________________________________
C. Which Car do you own
______________________________________
D. Variant
______________________________________
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42. E. Investment at the time of purchase
______________________________________
F. How many kilometers do you drive (perday)
______________________________________
G. Mobile No______________________________________
H. Marital Status (Married/Single)
I. No. of members in the family ______________________________________
J. Monthly Household income ______________________________________
K. Education
X XII Graduate Post-
Graduate
L. Profession
Oth
er
Student Professional Business Service
(Spe
cify)
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43. BIBLIOGRAPHY
Websites Referred:-
www.google.com
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44.  www.siam.com
 www.carzoo.com
 www.marutisuzuki.com
 www.cardekho.com
Books Referred:-
Marketing Research – Naresh Malhotra
Statistics For Business & Economics- Anderson,
Sweeney, Williams
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