This document summarizes research on consumer perceptions of the Mahindra Renault Logan mid-sized car and other vehicles in its class. The research found that price, mileage, and fuel type were the most important factors for consumers. It also found that while the Logan was competitive on price and mileage, it was perceived as lacking in style. The researchers recommend that Mahindra Renault increase advertising of the Logan to improve brand recognition, use price discounts as a differentiating strategy, and portray the company's car manufacturing capabilities to build confidence in the Logan as a quality product.

1. MAHINDRA RENAULT LOGAN

2. Project title CONSUMERS PERCEPTION TOWARDS LOGAN AND OTHER MID SIZED CARS

3. Background Joint venture between Mahindra & Mahindra Ltd, and Renault SA (Mahindra Renault Ltd). Launched as the “India’s first wide body car”. “ a low frills sedan” The sales of Logan are too far from the target

4. Background to the problem: The problem is to identify the factors and their relative importance to customers of mid-sized cars, the relative favorability of Logan vis-à-vis other midsized cars and alternative customer propositions that Logan could offer to improve it sales. Statement: “ Perception of consumers towards Logan and other mid sized segment cars” Marketing Research Problem

5. Descriptive Research Research Objectives: Attributes that customers look for in a mid-sized car. Factors that customers consider most important while moving from a small to a mid-size car. Comparison of different mid-sized cars based on different features. Satisfaction level of customers with respect to the current features and after sales service Test the effectiveness of the new advertisement of Logan – “India’s first wide body car”.

6. Sampling Online Surveys – 154 Hand filled - 60

7. Logan Preference

8. H1 - Price, mileage and type (petrol/diesel) are the most important features considered by the customer while buying a mid-size car.

9. Factor Analysis 70% of variance explained by 4 components Performance Value For money Styling Space

10. H2 - Price is the most important factor for customers to move from small to mid size segment.

11. H3 - Logan scores highest on price as compared to other cars.

12. H4 - Logan fares poor on looks

13. H–5 Customers do not associate style with Logan. Exterior Looks – 30% people feel that Logan is not upto the mark Interior Looks – 20% people feel that Logan is not upto the mark Considering neutral responses, we can’t reject the hypothesis

14. H-6 Brand recall is high among educated working people. Brand recall is pretty poor given the fact that this is a new car which was launched with much fanfare. Only 2 ads were released, that too only at pre-launch stage There were no post-launch promotions

15. H-7 Customers consider Logan to be good for city driving.

16. Recap Price, Comfort, Style, and Mileage are top priorities Logan fares as good as Industry Avg on Price and Mileage Logan fares very poor on Style Logan is perceived as good City car Little or no recollection of the advertisement campaigns Campaign failed to even penetrate to the majority let alone leaving an impact on the viewers People are not confident if it’s a quality product

17. Recommendations Mahindra Renault should advertise Logan more Price can be used as a differentiating factor => give price discounts in festive seasons for Petrol Variant They should have Post launch promotional campaign Use brand ambassadors

18. Float Logan as a Passenger car Sponsor major events, organize rallies and test drive campaigns Mahindra should portray car making capabilities, Scorpio being an example

19. Thank You !!!