Why Maruti 800 Lost Out

8/3/2019 Why Maruti 800 Lost Out

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END OF THE ROAD

FOR

MARUTI 800


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THE BACKGROUND

In a journey of over 3 decades,

Maruti 800 made Dream come true happen to many

Indians by giving everybody the option to own a decent

modern car.

After a full model change in 1986, the 800 has undergone some minor face

lifts but overall it still remains the same

Sales have been plummeting in urban areas.

Non-compliant with Euro IV norms.

Phasing out of 13 metros beginning April 2010.

We may see the end of its production at the end of the year.


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THE OBJECTIVE

To understand the perception about

Maruti 800 across various age groups.

To find out the major considerations in

choosing a car.

To understand why a long standing car

like Maruti 800 finally lost out.


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RESEARCH TYPE

Primary Research: Survey

Sample size: 56

Age Group: 20-60 years

Location : Mumbai

Secondary Research: Internet


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THE FINDINGS


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Car owners describe their

car in terms of.

Class

Comfort

Spaciousness

PowerEfficiency

20-30 yrs

Style/ Elegance

Sophistication

Mileage

Pick upComfort

30-45 yrs

Reasonability

Fuel Efficiency

Comfort

Family carInteriors

45-60 yrs


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Top 5 Considerations

while buying a car

20-30 years

1. Price

2. Body Style

3. Safety Features

4. Engine andFuel Efficiency

5. Maintenance

30-45 years

1. Price

2. Engine and

Fuel Efficiency

3. Body Style4. Maintenance

5. Safety Features

45-60 years

1. Price

2. Engine and

Fuel Efficiency

3. After Sales4. Maintenance

5. Safety Features


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Importance of various

featuresFuel Effecieny

17%

Access11%

Cargo7%

Price

17%

After Sales

14%

Safety

features

10%

Maintenance

10%

Drive Wheels

14%


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Something more than

basic??Yes !!!!!

Remote Keyless Entry

Electronic Stability

Telescopic SteeringInterior Styling


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What comesto your

mind whenyou hear-

Maruti 800?

Senior Citizen car

Outdated

Epic

Dibba

20-30 yrsOld

Basic

Convenient

ClassicCheap

30-45 yrs

Great car during itsera

Upto the point

The Indian Car

Classic

45-60 yrs


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Consumer Reviews on Maruti 800

It is more of a basic car Friend in good and bad times

Whatever the style pundits might say, there is no car like the Maruti 800.

The one I had shared all my good moments in life, without complaints or

protests.

Every one in India will remember their first view of the Maruti 800, I still

remember seeing the ss80 model in 1984 at Choolaimedu in Chennai and

being astounded when I was 17 years old!

A Thumbs up on

Reliability

Mileage

Maintenance

Fuel Consumption


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CONCLUSION

Maruti 800 has an "image problem" that does

not make it appeal to the young car buyer.

A car buyer today ( with increasing disposable

income and ease of availing loan) demands much

more than a basic car in terms of features and

looks.

Buying a car today is all about enhancing one's

social image and is a status symbol.

Maruti 800 clearly loses out on these aspects.


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Documents

Why Maruti 800 Lost Out