Perceptual Mapping of Selected Sedan Brands in India and Discriminant Analysis Based on Parameters Influencing the Purchase of a Sedan

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 explora...

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Bibliographic Details
Published in:IUP Journal of Brand Management 2017-06, Vol.14 (2)
Main Authors: Chakraborty, Oindrila, Mazumdar, Sitanath
Format: Article
Language:English
Subjects:
Air bags
Automobile industry
Brands
Consumer behavior
Consumers
Consumption
Discriminant analysis
Energy efficiency
Perceptions
Questionnaires
Studies
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Summary: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. The perceptual 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.
ISSN:0972-9097