INCON13-MKT-018

Comparative brand positioning of selected brands of hatchback cars

Suhas S. Ambekar
Asst. Professor,
SKN Sinhgad Business School,
Korti, Pandharpur, Dist. Solapur, 413304

Abstract:
As consumers lives become more complicated, rushed and time starved, the ability of
a brand to simplify decision making and reduce risk is invaluable. This study is carried to
know brand positioning of selected brands of hatchback (small car segment) cars. It will be
interesting to see the brand image in the mind of consumers. The survey is related to small
car segment in Solapur city. It has been carried out to know the brand positioning of
Hyundai, Tata, Chevrolet and Maruti Suzuki brands in Solapur city.
The data collected from this study will be helpful for the company and dealers to know the
brand positioning of their respective brands and design suitable marketing strategies.
Keywords: brand positioning, hatchback cars, brand association.
Introduction:
Brand positioning is at the heart of marketing strategy. It is the act of designing the
companys offer and image so that it occupies a distinct and valued place in the target
customers mind. The goal is to locate the brand name in the minds of the consumers to
maximize the potential benefit to the firm. A good brand positioning helps guide marketing
strategy by clarifying the brands essence, what goals it helps the consumer achieve, and how
it does so in a unique way. Brand positioning refers to target consumers reason to buy
your brand in preference to others. It is ensures that all brand activity has a common aim; is
guided, directed and delivered by the brands benefits/reasons to buy; and it focuses at all
points of contact with the consumer. At lowest level marketers can position their brands on
product attributes; it can be better positioned by associating with a desirable benefit. The
strongest brands go beyond attribute or benefit positioning. They are positioned on strong
beliefs and values (Kotler and Armstrong 2009).
Positioning requires that similarities and differences between brands be defined and
communicated. Specifically, deciding on a positioning requires determining a frame of
reference by identifying the target market and the competition and identifying the ideal
points-of-parity and points-of-differences and brand association (Kotler et. al. 2009).
Furthermore as brands expand, marketers want to define a set of brand associations to capture
important dimensions of brand meaning. Core brand associations are those abstract
associations (attributes and benefits) that characterize the 5 to 10 most important aspects or
dimensions of a brand. The can serve as the basis of brand positioning in term of how they
create points of parity and points of difference (Keller 2008).
Positioning of brands
globally needs an understanding of local markets and competition (Lopez and Boluda 2006).
Brand positioning is nothing but creating identity in market by analyzing various brand
dimensions (Mohanty 2012).
The Indian car market is one of Asias largest and most competitive. As per statistics
launched by Society of Indian Automobile Manufacturers (SIAM), there has been a growth of
1

INCON13-MKT-018

32.28% in the domestic car sales, justified from the January 2010 sales 145,905 units
passenger cars, multi and sports utility vehicles against the 2009 sales of 110,300 units.
(Source: Society for Indian Automobile Manufacturers SIAM). With changing business
scenario and globalised markets, the importance of brand positioning in Indian car industry is
even fascinating.
Objectives of the study:
1. To compare the core elements and associated features of the selected brands viz.
Hyundai, Tata, Chevrolet and Maruti Suzuki.
2. To study and compare the attributes considered by the customers while selecting
their respective brands.
3. To measure the Brand loyalty of the customers towards their respective brands.
4. To prepare comparative brand positioning statement for selected four brands from
hatchback car segment.
Research Methodology
Type of Research used
Research Approach
Research Instrument
Sample Design
Sample Size
Sample Segment
Sample Unit

Descriptive Research
Survey
Questionnaire
120
Solapur city.
Respondents who are the owners of the
Hatchback cars (Small car) of Maruti Suzuki,
Hyundai, Tata and Chevrolet Brand.
Purposive Quota Sampling Method (30
respondents of each brand.)

Sampling Method

Analysis and findings:

The data collected from 120 respondents who are small car owners of selected brands is
analysed here. The findings are based on the opinions given by the respondents.
Table no. 1 Ranks given to factors that forced respondents to buy a car.
Sr.
No.
1.
2.
3.
4.
5.
6.
7.
8.
9.

Factors

Hyundai

Tata

Chevrolet

Business Need
Status
Regular Long Journey
Family Force
Large Family Size
Professional Requirement
Reward of achievement
Friend circle
Health Problem

1
2
4
3
6
5
7
8
9

1
3
4
2
5
6
8
9
7

4
2
3
6
7
1
5
8
9

Maruti
Suzuki
1
6
3
2
5
4
7
8
9

Total
1
2
3
4
5
6
7
8
9
2

INCON13-MKT-018

Table no. 1 represents ranking for the factors that forced the respondents to buy a car. In
general, mostly the factors like business need, status and regular long journey have more
significance in buying a car where as the factors like health problem and friend circle were
insignificant.
But if we consider individual brand, for the owners of Hyundai and Tata, factors like business
need, status and family force have more significance in buying a car rather than the other
factors while for the owners of Chevrolet mostly the factors like professional requirement and
status had forced them more. Whereas for the owners of Maruti Suzuki, status is not so
important but the factors such as business need, family force and regular long journey forced
them much.
Table No. 2 Opinion of respondents towards the words closely associated with brands
Hyundai

Tata

Chevrolet

Maruti Suzuki

Factors

No. of
R*

No. of
R*

No. of
R*

No. of
R*

Value for
money

48

40%

48

40%

29

24.17%

82

68.33%

Superior
Quality

86

71.67%

28

23.33%

63

52.5%

25

20.83%

Economy

13

10.83%

85

70.83%

5%

100

83.33%

Safety

45

37.5%

68

56.67%

17

14.16%

43

35.83%

Status

88

73.33%

28

23.33%

72

60%

13

10.83%

Luxury

96

80%

20

16.67%

78

65%

7.5%

Trust

39

32.5%

77

64.17%

11

9.67%

69

57.5%

Better
service

28

23.33%

62

51.67%

13

10.83%

93

77.5%

Suitable for
Indian roads

6.67%

95

79.17%

5%

96

81.67%

R= Number of Respondents, *Out of 120

The above table depicts opinions of car owners about the words that are closely associated
with different brands.
Hyundai - Luxury, Status and Superior Quality.
Tata - Suitable for Indian roads, Economy and Trust.
Chevrolet - Luxury and Status.
Maruti Suzuki - Economy, Suitable for Indian roads, Better service & Value for money.

INCON13-MKT-018

Table no. 3 Mean ratings for the attributes those are important for respondents while
selecting their brand (5-very important, 1-Unimportant)
Hyundai

Tata

Chevrolet

Maruti
Suzuki

Brand name

4.7

4.167

4.197

4.5

Price

3.07

4.09

4.07

4.33

Mileage

3.84

4.707

4.8

4.83

Availability

2.14

3.2

2.67

2.57

Convenience of
Service Station

3.433

4.8

3.864

4.53

Resale Value

1.96

3.36

3.197

3.893

Variants

2.63

2.667

2.137

2.43

Design / style

4.83

4.73

4.94

4.63

Safety

4.57

4.77

4.46

4.73

Interior / Comfort

4.96

4.86

4.94

4.5

Maintenance

4.327

4.86

4.9

Durability

2.3

2.96

2.33

3.033

2.23

3.39

3.43

3.307

1.2

1.74

1.87

1.8

1.47

2.1

2.67

2.76

Factors

Family/Friends
/Relatives
opinion
Recommendation
by
dealer/salesperson
Advertisement

Table no.3 shows the attributes that are important for respondents while selecting their brand.
For the respondents of Hyundai brand, Interior/Comfort (4.94), Design/Style (4.83) and brand
name have more significance in selecting Hyundai Brand car where as the attributes like
recommendation by dealer/salesperson, advertisement and resale value were insignificant.
In case of Tata brand mostly the attributes like maintenance (5), Interior/Comfort (4.86) and
Convenience of Service Station (4.8) have more significance in selecting Tata Brand car

INCON13-MKT-018

where as the attributes like recommendation by dealer/salesperson and advertisements were

insignificant.
The attributes that are important for respondents while selecting Chevrolet brand are
attributes like Interior/Comfort (4.94) and Design/Style (4.94) where as the attributes like
recommendation by dealer/salesperson, variants, and durability were insignificant.
Respondents selecting Maruti Suzuki brand mostly prefer the attributes like maintenance
(4.9) and mileage (4.83) where as the attributes like recommendation by dealer/salesperson,
variants and availability were insignificant.
Table No. 4 Preference of Respondents to the brand they want to switch

Brand
Hyundai
Tata
Chevrolet
Maruti
Suzuki
Total

%
Respondents
of Hyundai

%
Respondents
of Tata

%
Respondents
of Chevrolet

%
Respondents
of Maruti
Suzuki

Total

11.11%
33.33%

36.84%
31.58%

40%
30%
-

43.48%
34.78%
21.74%

35.21%
21.13%
19.72%

55.56%

31.58%

30%

23.94%

100%

100%

100%

100%

100%

Hyundai tends to be most preferred brand for switching whereas Hyundai customers prefer
Maruti Suzuki brand for switching. The brand switching behaviour is not because of
dissatisfaction from current brand but it may be for trying a new brand.
Table No. 5 The table representing the brand, seriously considered by respondents for

purchasing.

Responses
Hyundai
Tata
Chevrolet
Maruti
Suzuki
Total

%
Respondents
of Hyundai

%
Respondents
of Tata

%
Respondents
of Chevrolet

%
Respondents
of Maruti
Suzuki

Total

23.08%
3.85%

42.10%
10.53%

33.33%
26.67%
-

47.83%
43.48%
8.69%

29.59%
24.49%
5.10%

73.07%

47.37%

40%

40.82%

100%

100%

100%

100%

100%

The decision regarding selecting a particular brand was not easier for the respondents. They
have seriously considered other brands before finalizing the current brands. The analysis
shows that Maruti Suzuki brand was seriously considered by most of the respondents before
choosing their current brand. Thus before finalizing a particular car brand the buyer seriously
go through Maruti Suzuki brand as it is well known and most trusted brand.

INCON13-MKT-018

Conclusion:
Maruti Suzuki and Tata brands are positioned higher on Economy brand as compared to other
brands. Maruti Suzuki brand gives ultimate performance as it gives importance to modern
technology and performance. People prefer this brand because it gives more mileage and
more economy and provides value for money and better service. Tata brand gives classic
prestige and sophisticated driving experience. People consider Tata as more trusted and safe
brand and it is also suitable for Indian road. Hyundai and Chevrolet brands are positioned
high as Luxury brand compared to Maruti Suzuki and Tata. People prefer Hyundai brand
because it gives superior quality, status and ownership experience. Chevrolet brand gives
sporty and stylish driving experience. People prefer this brand because of its innovative
design and style.
Hyundai

Ownership
Brand
representation experience
Brand
association

Tata

Sophisticated
driving
experience
Superior
Trust, Safety,
Quality, Luxury, Suitable for
Status
Indian Roads

Chevrolet

Sporty and
stylish driving
experience
Design & Style,
Luxury, Status

Maruti Suzuki

Technology and
performance
Mileage,
Economy, Value
for Money,
Better Service

The study concludes that Maruti Suzuki is one of the most trusted brand and customers are
emotionally attached with Maruti Suzuki Brand. This is quite evident that Maruti Suzuki is
leading in its variety of Hatchback cars. These for all this while they were targeting the
group of people who are middle income, but Maruti Suzuki has slowly entered and is steadily
growing into the category of Sedan Vehicles. Though Maruti has launched luxury cars as
well it is still considered as middle mans brand. Maruti Suzuki is giving very tough
competition to its competitors like Tata Motor, Hyundai Motor etc.

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INCON13-MKT-018

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Webliography:
1.
2.
3.
4.
5.
6.

www.marutisuzukiindia.com
www.hyundai.co.in
www.tatamotors.com
www.chevrolet.co.in
www.autocarindia.com
www.siamindia.com