International Journal of Business Analytics and Intelligence

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Analysing Consumer Purchase Decision in Indian SUV Market-Special Focus on Success of Brand X Success


Affiliations
1 IIM, Ahmedabad, Gujarat, India
2 IIM Ahmedabad, Gujarat, India
     

   Subscribe/Renew Journal


In India, Sports Utility Vehicle (SUV) market is one of the most quickly growing markets these days in the automobile sector due to changing customer perceptions towards purchasing the four wheelers. In this growing market, a Company A launched its compact SUV Brand X in India, which is doing extremely well in urban India and has won many awards.

This paper is based on an empirical research conducted to study the consumer buying behaviour while purchasing SUVs by identifying the importance ratings assigned to various attributes while selecting a SUV and also analyse the reasons for success of Brand X by identifying the satisfaction levels expressed by its existing users over different attributes and identifying the Gap between importance ratings and the current satisfaction ratings. The research used primary data from a questionnaire survey and data analysis methods such as consumer Gap Analysis, Multivariate Factor and Cluster analysis.


Keywords

Factor Analysis, Cluster Analysis, Gap-Analysis.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Churchill, G. A. (1995). Marketing research: Methodological foundation, (6th Ed). The Dryden Press, New York, USA.

  • Green, P. E., & Srinivasan, V. (1978). Conjoint analysis in consumer research: Issues and outlook. Journal of Consumer Research, 5.

  • Hair, J. F., Anderson, R., Tatham, L., & Black, W. (1992). Multivariate data analysis. New York, Macmillan Publishing Company.

  • Malhotra, N. K. (1986). Marketing research an applied orientation, Prentice Hall. International Editions, New Jersey, USA.

  • Massnick, (1997). The Customer is CEO, How to measure what your customers want and make sure that they get it. Retrieved fromhttp://www.deepdyve.com/lp/ emerald-publishing/a-practical-yet-meaningful-approach-to-customer-segmentation-NSfhhBGu47.

  • Novo, J. (2004). Drilling down, Turning customer data into profits with a spreadsheet, Published by Jim Novo, USA.

  • Panda, T. (2013). Business analytics. EXCL Books, New Delhi.

  • Rao, P. (2011). Business analytics, An Application Focus. PHI, New Delhi.

  • Rao, P., Ray, S., & Kumar, P. (2013). Business analytics, a perspective. International Journal of Business Analytics & Intelligence. Publishing India Group, New Delhi.

  • Reichheld, F. F. (1996). The loyalty effect, Harvard Business School Press, U.S.


Abstract Views: 545

PDF Views: 2




  • Analysing Consumer Purchase Decision in Indian SUV Market-Special Focus on Success of Brand X Success

Abstract Views: 545  |  PDF Views: 2

Authors

Darla Sravan
IIM, Ahmedabad, Gujarat, India
K. Sampathrushi
IIM, Ahmedabad, Gujarat, India
Vijay Kumar Sarakamu
IIM, Ahmedabad, Gujarat, India
Purba H. Rao
IIM Ahmedabad, Gujarat, India

Abstract


In India, Sports Utility Vehicle (SUV) market is one of the most quickly growing markets these days in the automobile sector due to changing customer perceptions towards purchasing the four wheelers. In this growing market, a Company A launched its compact SUV Brand X in India, which is doing extremely well in urban India and has won many awards.

This paper is based on an empirical research conducted to study the consumer buying behaviour while purchasing SUVs by identifying the importance ratings assigned to various attributes while selecting a SUV and also analyse the reasons for success of Brand X by identifying the satisfaction levels expressed by its existing users over different attributes and identifying the Gap between importance ratings and the current satisfaction ratings. The research used primary data from a questionnaire survey and data analysis methods such as consumer Gap Analysis, Multivariate Factor and Cluster analysis.


Keywords


Factor Analysis, Cluster Analysis, Gap-Analysis.

References