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A study of consumer perceptions about different variances in “Gurkha” by Force Motors
Arjama Mukherjee
About Auto industry
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• Chennai India, is home to 30-40% of India’s automobile industry and thus they are called the Detroit of Asia.
• India is on the way to become the world’s largest Auto hub by 2016 with a capacity of over 3million cars annually.
• As of 2010 India was home to 40million passenger vehicles.• India levies an import tax of 125% on electric cars.• India’s automobile export have grown $4.5billion in 2009.
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F.D.I inflows in Indian auto industryShare of top five countries F.D.I inflows in 2010
Ranks CountryAmount of F.D.I inflows Percentage of total F.D.I
inflows `` in crores $ in millions
1 Japan 6,238.92 1,359.69 23.69
2 U.S.A 3,842.17 838.70 14.61
3 Netherland 3,236.15 722.25 12.58
4 Italy 2,715.71 634.04 11.65
5 Mauritius 2,231.16 495.32 8.63
Total of the above 18,264.11 4,050.00 70.53
About Force Gurkha
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• Differential locks on both front and rear axel.• Transfer case with 4wd high and as well as low
option
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Competitor Analysis
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Marketing research
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Objectives and scope
• To find out the customer’s perception about various products by Force Motors.
• To find out what drives a customer to buy a car, especially an off-roading car.• During the interaction inviting them for a test drive at our Akurdi plant Pune.
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Off-roading tracks in Akurdi plant
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Methods and tools adopted for analysis
• Sampling unit : 30 units• Research instruments : Structured questions• Data Analysis : SPSS & Microsoft Excel
Data’s are represented through histogram, pie-chart & co-ordinate mapping
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#1: Study of preferred vehicle with purpose of buying
Preferred vehicle * Purpose Cross tabulation
Purpose
TotalBusiness Family Off-roading
Preferred vehicle
Soft top 2wd 1 1 0 2
Soft top 4wd 2 3 1 6
Hard top 4wd 3 9 3 15
D.C model 1 1 1 3
R.F.C model 2 1 1 4
Total 9 15 6 30Soft top 2wd Soft top 4wd Hard top 4wd D.C model R.F.C model
Preferred vehicle
0
1
2
3
4
5
6
7
8
9
10
Purpose BusinessPurpose FamilyPurpose Off-roading
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#2: Study of annual income with preferred vehicle
Annual Income in ` lakh * Preferred vehicle Cross tabula0tion
Preferred vehicle
TotalSoft top 2wd
Soft top 4wd
Hard top 4wd D.C model R.F.C model Accessorized
Annual Income
lakh
<5 1 0 0 0 0 0 1
5-10 1 1 6 1 1 1 11
11-15 0 3 5 1 0 0 9
>15 0 2 4 1 2 0 9
Total 2 6 15 3 3 1 30Soft top 2wd Soft top 4wd Hard top 4wd D.C model R.F.C model AccessorizedPreferred vehicle
0
1
2
3
4
5
6
7
Annual Income lakh <5
Annual Income lakh 10-May
Annual Income lakh 15-Nov
Annual Income lakh >15
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#3: Study of preferred vehicle with ageAge * Preferred vehicle Cross tabulation
Preferred vehicle
TotalSoft top 2wd soft top 4wd Hard top 4wd D.C model R.F.C model Accessorized
Age
26-30 1 0 1 1 0 1 4
31-35 1 0 1 0 0 0 2
36-40 0 2 6 0 0 0 8
41-45 0 2 6 1 2 0 11
46-50 0 2 1 1 1 0 5
Total 2 6 15 3 3 1 30Soft top 2wd soft top 4wd Hard top 4wd D.C model R.F.C model Accessorized
Preferred vehicle
0
1
2
3
4
5
6
7
Age 26-30Age 31-35Age 36-40Age 41-45Age 46-50
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#4: Study of age with purpose of buying
Age * Purpose Cross tabulation
Purpose
TotalBusiness Family Off-roading
Age
25-30 1 2 1 4
31-35 0 2 0 2
36-40 0 6 2 8
41-45 5 4 2 11
46-50 3 1 1 5
Total 9 15 6 3025-30 31-35 36-40 41-45 46-50
Age
0
1
2
3
4
5
6
7
Purpose BusinessPurpose FamilyPurpose Off-roading
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#5: Perceptual mapping “safety with comfort”Safety +
Safety -
Comfort -
Comfort +
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#6: Perceptual mapping “looks & performance”Looks +
Performance +
Looks -
Performance -2wd 4wd
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#7: Most preferred color of vehicle
50%43%
3% 3%
Matt black
Copper red
Dragon green
Intense white
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Brand concio
usness
Long jo
urney capabilit
y
Driving s
kills
Seati
ng capaci
ty
B.S IV iss
ue
Overall size
of the ve
hicle
Safety
Perform
anceLo
oksPric
e
1
32
4
1 1 1
4
1
#7: Most concerned attributes12
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#8: Study of individual concern with vehicle preferred
Preferred vehicle * Concerned for Cross tabulation
Concerned for
TotalBrand consciousness
Long journey
capabilityDriving
skillsSeating capacity
B.S IV issue
Overall size of
the vehicle
Safety Performance Looks Price
Preferred vehicle
Soft top 2wd 0 0 0 0 0 0 0 1 1 0 2
Soft top 4wd 0 0 1 1 0 0 0 2 2 0 6
Hardtop 4wd 1 3 1 1 1 1 1 5 0 1 15
D.C model 0 0 0 1 1 0 0 1 0 0 3
R.F.C model 0 0 0 1 0 0 0 2 1 0 4
Total 1 3 2 4 2 1 1 11 4 1 30
Bran
d co
nsci
ousn
ess
Long
jour
ney
capa
bilit
y
Driv
ing
skill
s
Seati
ng ca
paci
ty
B.S
IV is
sue
Ove
rall
size
of t
he v
ehic
le
Safe
ty
Perf
orm
ance
Look
s
Pric
e
Concerned for
0
1
2
3
4
5
6
Preferred vehicle Soft top 2wd
Preferred vehicle Soft top 4wd
Preferred vehicle Hard top 4wd
Preferred vehicle D.C model
Preferred vehicle R.F.C model
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#9: Study of purpose with turning up for test drive
Purpose * Test-drive taken Cross tabulation
Test-drive taken
TotalNo Yes
PurposeBusiness 5 4 9
Family 12 3 15Off-roading 4 2 6
Total 21 9 30
Business Family Off-roadingPurpose
0
2
4
6
8
10
12
14
16
5
12
4
4
3
2
Test-drive taken YesTest-drive taken No
Suggestion
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• The target customers for this vehicle will be those who are buying it for business purpose, because the vehicle is made for off-roading thus, builder’s, construction companies should be targeted.
• We should target customers aged above 35, because as already they are having one or more than one vehicle for the purpose of family, and are looking for something different (like an off-roading vehicle).
• Customers turning up for test drives were found insignificant from those who were looking for family purpose. Therefore, we must not mix S.U.V segment with E.O.V. for confusing our customers.
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• Many of the customers I met were reluctant to buy our product but they were only backed by the BS IV issue, I suggest in rolling out the CRDI version. Any space left for the competitor is actually losing our own market share.
• Among customers visited, the younger ones came to know about the product through online social media sites, so we need to create an official Gurkha Facebook account.
• Matt black color is the customer’s most favorite choice, so inventory of Force Gurkha with Matt black color should be highest, followed by copper red.
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Sampling error • Sample size is 30 which merely constitute a portion among the overall
population size of Pune.• The survey was conducted on customers who inquired about the product in
previous year.• The structured questionnaire was insufficient in gathering deeper
information.• The perceptual mapping was done before the test drive was conducted. Thus,
post test drive result might vary.
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Bibliography
• Market research, by Tull N Hawkins.• Marketing management, by Philips Kotler.• Maketing strategy, by Walker and Boyed.• Brand management, by Kirti Dutta.
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Webliography• forcemotors.com• forcegurkha.co.in• ijcrar.com• indianbusiness.nic.in• isca.in• siamindia.com• carwale.com
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Magazines• Autobild• Autocar• BS review• Car India• Car n style• What cars• Zig wheels
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Software tools used
• SPSS, by IBM• Excel, by Microsoft
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Special thanks to..
• Mr. Sanjeev Kulkarni, PIBM Institutional mentor• Ms. Sarika Nandanwar, Force Motors ICC showroom manager• Mr. Girish Pattanshetty, Force Motors • Mr. Sumit Attankar, Force Motors Dealer Account Manager
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Thanking You