Brand Recall

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Indian Council for Market Research (ICMR) teamed up with 4Ps Business and Marketing and conducted a holistic study on the Indian Automobile Industry covering all the available four wheeler and two wheeler brands.

The four wheeler segment had major focus on the passenger vehicles which includes Passenger Vehicles (PVs), Utility Vehicles (UVs) and Multi-purpose Vehicles (MPVs). Similarly, the two wheeler segment was also surveyed which included scooters, scooterettees and motorcycles. The study was initiated by first, a comprehensive secondary study, taking into account data from SIAM (Society of Indian Automobiles Manufacturers) for the financial year 2006-07.

Based on this secondary study a list of leading automobile brands in various categories was prepared. Keeping the above categories in mind the following list of 26 automobile companies (in the passenger vehicles segment) and 95 cars (five cars under the brand name of Opel have not been taken into consideration for the final stage of the study as the production of these cars had been permanently halted and these were replaced by three cars under the brand name of Chevrolet) was prepared. This list of 95 cars was further short-listed to 70 cars based on the demand, preference & desirability of the brands. Similarly in the two wheeler category, the total list of 49 (few two wheeler brands currently not manufactured have been considered due to on-road presence, customer recall & feedback) was prepared from which 36 were further short-listed for the final survey.

After the initial secondary study, ICMR conducted a primary study to understand the consumers’ and dealers’ perceptions on the short-listed brands. A structured and detailed questionnaire was prepared and in-depth interviews were conducted amongst the respondents across the four metros, namely Delhi, Mumbai, Kolkata and Chennai.

A sample size (using random sampling technique) of 1,530 consumers and 137 dealers (the sampling for dealers was proportional to the number of dealers present across the country in the specified cities for both the categories. Each city was divided into four zones namely North, South, East and West to ensure full coverage of the city) were covered for the category of passenger vehicles. In the two wheeler category (see page 104 onwards) 1,890 consumers and 151 dealers were covered. The consumers were given higher weightage to remove any kind of bias that may originate from the dealers feedback. All respondents were asked to rate each of the parameters on a scale of 1-5 (1 being lowest and 5 highest). The parameters for the consumer survey were brand awareness, brand recall, brand image & perception, brand performance, technology v/s price-tag and value-for-money. The parameters for dealers included innovation, quality & design, re-sale value, after sales service, acceleration and fuel efficiency depending upon the category (parameters varied in the dealers segment in the two wheelers category) . The total weighted score of consumers and dealers was combined to prepare the final ranking in each category (two and four wheelers).

Apart from the brand specific feedback, ICMR also conducted an opinion poll to understand the consumer perception about the segments within the categories. A total sample of 2,000 respondents across the four cities was covered by the random sampling technique (See the top slug of each of the ranked cars - in the pages that follow - to witness the results of this opinion poll).

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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