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  The IUP Journal of   Brand Management :
Perceptual Mapping of Selected Sedan Brands in India and Discriminant Analysis Based on Parameters Influencing the Purchase of a Sedan
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This study explores the perceptual mapping of five popular brands of sedan cars, namely, Maruti Suzuki, Honda, Toyota, Audi and Renault, based on consumer response. The study encompasses two phases of research. In the first phase, seven independent variables are identified on the basis of an exploratory research. The seven independent variables, namely, Looks, Mileage, Airbags, Durability, Seating Comfort,Fuel Efficiency and Feedback, are then subjected to a five-point Likert type rating by the respondents,to identify the relative perception among consumers regarding these brands on these variables. Theperceptual positioning of the brands is also graphically plotted on the basis of the mean score on these variables. Discriminant analysis is used to arrive at discriminant functions for predicting consumers’preferences for sedan brands based on the importance assigned by them for the seven parameters when purchasing a sedan.

 
 
 

The Indian automobile industry is the ninth largest in the world. India is the second largest market for two wheelers, the fourth largest market for commercial four wheelers, and the eleventh largest for passenger cars. With continued rapid growth, India may soon become the third largest market for automobiles in the world, next only to USA and China. The automobile industry is also a significant contributor to India’s GDP, and provides direct and indirect employment to over 10 million people, including those in the raw material and ancillary industries. India is expected to top the world in automobile population with approximately 611 million vehicles on the nation’s roads by 2050.

The passenger car market in India too has witnessed considerable growth in the recent years. This is a high visibility segment of the automobile industry and has attracted many of the world’s leading passenger manufacturers to invest in and market their products in India. Given this background, it was decided to carry out a study that would help in understanding the parameters that influence Indian consumers’ choice of a passenger car (sedan in particular) and consumers’ perceptions regarding selected brands of popular sedans.

 
 
 

Brand Management Journal, Design & Research Instruments, Scale Construction,Sampling Technique & Sample Composition