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Analysing Consumer Purchase Decision in Indian SUV Market - Special Focus on Success of Brand X Success

International Journal of Business Analytics and Intelligence

Volume 2 Issue 1

Published: 2014
Author(s) Name: Darla Sravan, Sampathrushi K, Vijay Kumar Sarakamu, Purba H. Rao | Author(s) Affiliation: IIM, Ahmedabad, Gujarat, India.
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In India, Sports Utility Vehicle (SUV) market is one of the most quickly growing markets these days in the automobile sector due to changing customer perceptions towards purchasing the four wheelers. In this growing market, a Company A launched its compact SUV Brand X in India, which is doing extremely well in urban India and has won many awards. This paper is based on an empirical research conducted to study the consumer buying behavior while purchasing SUVs by identifying the importance ratings assigned to various attributes while selecting a SUV and also analyze the reasons for success of Brand X by identifying the satisfaction levels expressed by its existing users over different attributes and identifying the Gap between importance ratings and the current satisfaction ratings. The research used primary data from a questionnaire survey and data analysis methods such as consumer Gap Analysis, Multivariate Factor and Cluster analysis.

Keywords: Factor Analysis, Cluster Analysis, Gap-Analysis

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