Volume : 2, Issue : 7, July - 2013

Drivers of brand preference in SUV car segments in India

Dr. Vinit Dani, Mrs. Vanishree Pabalkar

Abstract :

The Automobile sector has seen a plethora of changes over a period of time. It is one of the highly competitive and one of the most flourished Industries. With more and more Automakers adding up in the Sports Utility Vehicle (SUV) segment, India is all geared up in the domestic circuit. Though the hatchbacks have a greater dominance in the Indian market, auto makers have also plunged into the SUVs to be launched in the Indian market. The Indian market, which is dominated hugely by small cars, and less of customers for sedans and SUVs, it will not be a surprise to see the potential customers of sedans moving over to buy the SUV’s. The Customer’s preference has seen this change in terms of selecting a particular and over the other. The transition in this behaviour of customers over a period of time has changed drastically. The objective is to understand the drivers of and preference, ie which all product attributes are considered importance in preferring a particular and of SUV.