Marketing Research Report
WHAT DRIVES CUSTOMER SATISFACTION IN CARS?
Section 3 Group 2
Focussed group discussion:
TOOLS USED FOR DATA ANALYSIS
INTERPRETATION AND RESULTS:
We would like to thank Professor Dr. S. Bharadhwaj (Chair Professor of Marketing) for his guidance at every step during questionnaire formation, data analysis and conceptual inputs. A special thanks to Shankar Sir for additional support during the project execution stages.
We would like to express our sincere gratitude to all respondents for their unwavering support, co-operation and precious inputs especially during the primary data collection stages. Their creative inputs and opinions were vital for the success of this project.
The automobile sector is a key performer in the global and Indian economy. India was the sixth largest manufacturer of cars in 2013.Cars though considered a luxury once, now occupies a part of day-to-day life and has become a necessity in all forms of life. With increasing population of cars, there is an immense competition amongst the car companies in advertising and promoting their brands. The number of cars was 41 per 1000 and has been ever increasing .So as to understand the ever changing customer expectations and demands and learn the growing trends, a deep study on the factors driving customer satisfaction is necessary. The main objective of the study is to identify all the variables that drive customer satisfaction in cars. This would help us to examine the impact on future purchase decision, to explore and monitor the performance of different attributes .The study will be carried out on a sample size of around 150 and the outcome would determine the relationship between the critical drivers and customer satisfaction. Customer satisfaction is about relationships between the customer and product or service and the provider of a product or service. Satisfaction is also based on the services provided for the maintenance of the product, the costs incurred post production.
India's commercial car manufacturing industry is the sixth largest in the world with an annual production of more than 4.5 million units in 2013.As of 2013, India is home to about 60 million passenger vehicles. MAHAPATRA, KUMAR AND CHAUHAN (2010) mentioned a study on customer satisfaction, dissatisfaction and post purchase evaluation. They had done an empirical study on small size passenger cars in India with the main objectives to examine the satisfaction and impact of future purchase decision. They identified that attributes like wipers, pickup etc. and other attributes like pollution, engine, battery performance and pick up influence the consumer future purchase decisions and consumers give more importance to these factors.
RAO, KUMAR (2012) revealed study on “Customer satisfaction towards motors”. A study on passenger cars in the district of AP with an objective to study customer satisfaction with an objective to study the usage of vehicles ,after sales service ,key areas of strength, pricing effects, service and quality. They concluded that the majority of customers were satisfied with safety, spares availability.
NOOR AZLINA FAKRUDDIN ,HEBET ALLAH.A.WAGIH revealed the current level of customer satisfaction on the services offered by an automotive outlet and the customer satisfaction drivers on the purchase of cars .It was revealed that improved levels of...
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