Indian Customers' Expectations on New Generation Cars

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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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Case Details:


Case Code : MKTG281 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Shipping & Handling Charges extra


Marketing Research / Consumer Behavior
Case Length : 7 Pages
Period : 2010-2011
Pub Date : 2011
Teaching Note : Available
Organization : -
Industry : Automobile
Countries : India


This case study is about a research problem of an auto component manufacturer Gnext, which was about to enter car manufacturing. Varun, the Design consultant of Gnext, was mulling over some key decisions that he would take while designing the new car. As part of the planning phase, Rakesh director of Gnext had marketing research conducted on car consumers. He wanted to determine the underlying benefits that consumers were expecting from a new generation car by sorting them according to the relative importance they accorded to attributes like performance, comfort, price, etc. The tabulated responses were in front of him and based on these he had to make some recommendations regarding customers' expectations on a new generation car.

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


The case will help the students:
Discuss how through Factor Analysis, similar kinds of factors can be grouped together based on correlation.
Appreciate the importance of Factor Analysis in making decisions.


  Page No.
Introduction 1
Industry Background 1
The Battle has Just Started... 3
About the Company 4
Marketing Research at Gnext 4
Time to Take a Decision 4
Exhibits 5


Factor Analysis, Marketing Research, Consumer Preferences , Customer Segmentation, Dependent Variable , Independent Variables, Pilot Study, Decision Making, Correlation Analysis, Consumer Perception, Consumer Survey, Consumer Behavior, Fuel Efficiency, Cluster Analysis, SPSS, SAS, Scree Plot, Product Development, Market Analysis

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