Indian Customers' Expectations on New Generation Cars

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Case Details:

Case Code : MKTG281
Case Length :7 Pages
Period : 2010-2011
Pub Date : 2011
Teaching Note : Available
Organization : - ,
Industry : Automobile
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The Battle has Just Started...

With increasing disposable incomes and ever-increasing issues relating to public modes of transport, the Indian passenger car industry was growing significantly with car manufacturers emphasizing modern technology cars offering value for money, marketing strategies that would attract potential buyers, and good after-sales service...

About the Company

Gnext, which was involved in making components and sub assemblies for major automakers, started its operations in 1989.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The company was one of India's leading suppliers of automotive components. With a turnover of more than US$ 50 million, it employed a total workforce of around 300. The company, which had charted a steady growth in terms of expansion, had four plants. It operated in diverse fields ranging from two-wheeler and automotive component manufacturing to automotive dealerships, finance, and electronics...

Marketing Research at Gnext

Meanwhile, Rakesh wanted to conduct marketing research on the attitude of the existing car customers attitude toward new generation cars. Based on the existing cars with different specifications, Rakesh thought that Factor Analysis would help him find out the different groups of customers and the reasons causing the purchase variables...

Time to Take a Decision

Rakesh summarized the collected responses to proceed for the Analysis. Now, the challenge before him was to analyze the data and arrive at vital decisions regarding the underlying benefits consumers were looking for from a new generation car. Based on the Analysis, the company would devise its strategy to design its new car in India.


Exhibit I: Summary of Survey Responses

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