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women drivers have gone up with the rise in income, education level and aspirations. Indian women have become an economic powerhouse. They are career focused and ambitious with high spending power and therefore need more choices to satisfy their personal requirements. Women are key decision makers in 74% of decisions taken in a household. According to recent surveys, women directly make or influence twothirds of car purchases. Apart from the cars that women purchase purchases made by men and are primarily involved in the decision making while for their personal use, women also have a major influence in
also of interest to a certain percentage of mens population. The ignored entirely while the markets mature and women become key drivers car sales. of car markets demographic segmentation by gender cannot be
Perception
Women
Preferences
Attitude
purpose of the exploratory research is to have a better understanding of this problem. The exploratory study will involve a questionnaire of 15 questions where responses will be judged on their preferences in selecting a actually desire in a car, in comparison to what options are already available in car, how they perceive the functionality of a car and what they
SecondaryData
Internet Literature
CollectionMethod
Questionnaire design Survey
SamplingProcess
Sample size Working women Sampling technique Students
Samplegathering
Recommendation
Summary
understand to the respondents. The questions could be clubbed together after identifying designed keeping in mind that use of statistical tools such as Factor Analysis should be possible to give meaningful results and also for data reduction. Below we have shown how the information was extracted in related variables. The questions were also
Q2. Q3 Q5 Q6 and Q12 Gauges the preferences of women at different stages in the car selection process amongst other factors.
Q8 Q10 Q13 and Q15 Gauge the attitude of women and how they relate with the elements of car design
Q4 Q7 Q9 Q11 and Q14 Gauge the perception of women in terms of what they desire in a car
Survey: Survey method used was mainly by Personal Interviewing of the respondents. Interview was conducted in campus and we also did intercept at popular places like Info city (info-tech parks). Scaling Techniques: Consideration should be given to the below points before attempting to formulate a scaling technique. There is no point of concern is the cost and limited time available for collecting and analyzing data. 1) Type of information required. 2) Time and cost constraints. 3) Literary level of target respondents (for easy communication) in collecting data which cannot be analyzed subsequently. Also
Ordinal scale Ordinal scales are the simplest attitude measuring scale used that the numbers possess the property of rank order. The ranking of certain product attributes or benefits as deemed important by the respondents is obtained through the scale. in Marketing Research. It is more powerful than a nominal scale in
LIKERT scale A part of ordinal scale developed by Rensis Likert. Here the respondents are asked to indicate a degree of agreement and disagreement with each of a series of statement. Each scale item has disagree. Each degree of agreement is given a numerical score and the 5 response categories ranging from strongly agree to strongly
Sampling Technique: Convenience sampling was mostly done in our study as the respondents chosen were closest and depending on their availability. It is a type of non-probability sampling which involves the sample being drawn from that part of the population which is close to hand. The researcher cannot generalize the Comments:
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We also used snowball sampling where existing subjects would guide us to new respondents based on their recommendation.
c. Sample gathering A total of 72 respondents were interviewed personally and they were asked to fill out the questionnaire. Out of the 72 respondents the ratio of working women to female students was 1:3. 4. Data Processing and Analysis a. Data analysis Assimilate using pivot table
The data gathered from the respondents were input into MS excel. The data was brought together and prepared for statistical analysis. Using pivot table function the basic data was analyzed the results were represented in pie charts as shown below. Pie charts Comments:
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3% 0 12% Strongly agree Agree Undecided 21% 36% Disagree Strongly disagree
Below chart shows that majority women 24% associate the image of a with of
family. A sizeable 21% associate the car with functionality and view it as a transport.
6% 24%
21% 6%
Mode of transport Status symbol Speed machine Family vehicle Style quotient
15%
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Exterior looks
Others
Q4. Safety features and Portable wardrobe are the two most desirable features that can be made available in the future car models
seat height boot opener accessories Gear change easy comfort/safety automatic mirror portable wardrobe 0 2 4 6 8 10 12 14 16
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12%
6%
15%
Hatchback Sedan
39%
SUV Compact
Q6. The budget for majority of respondents 33% was in the range of 4-6 lacs
less than INR 4.0 Lacs 15% INR 4-6 Lacs 33% INR 6-8 Lacs 24% INR 8-10 Lacs
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80 60 40 20 0 Front Back legroom Boot Cabin legroom space height rank 4 rank 3 rank 2 rank 1
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12%
9% 3% 12%
18% 18%
Red
Pink
Blue
Silver
Black White
Q10.
Majority of the respondents ranked voice activated audio, video & GPS
navigation system as the highest priority followed by refrigerated compartment for holding cans
Refrigerator Portable wardrobe Vanity kit GPS/ Voice command 0%20%40%60%80%100% rank1 rank2 rank3 rank4
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25 Swift 20 15 10 5 0 1 Innova Jazz CRV Santro Corolla Etios Punto Beetel Polo Audi Xylo i10 Cruz Spark Jetta Beat Wagonr NA Honda City Civiv Vento Alto
Q12. Majority of the respondents 33% are in favor of CNG powered vehicles
6%
33%
15%
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Q14. soft fabric with cushion effect was top on the list of upholstery by the respondents
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100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% rank1 rank2 rank3 rank4 Breakdown Coordination Accidents Change flat tyres
Summary:
1. A car as a family vehicle: Women respondents from our survey view cars as family vehicles, rather than an extension of their individual lifestyle. As a family vehicle, women expect that the vehicle should have seating capacity of 4-5 passengers. Women are conscious of the family setup and
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associated with sleek designs as seen in sports models. Moreover the average height of women in India is less than 5ft5. 7. Colour: Black and silver are the most popular colours amongst the female respondents.
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There have been a number of limitations because of which the survey may not be truly representative as mentioned below. The Sample size used for the research was The Sample consisted of primarily small. students. The area was limited to College campus and the shopping places The responses obtained might be inaccurate or biased The sample of the respondents chosen for the study might not representative Analysis of the data might differ depending on the statistical and techniques used tools be
b) Recommendations: a) The concept of a woman only car (feminine car) is nascent in India. Although the feminine 2-wheeler market has evolved with male scooters and bikes to women centric vehicles popularly known as SCOOTY. The bike promotions are based on masculine needs of speed and machismo; the women advertisements focus on easy maneuverability with a sense of liberation from the household (4-walled barrier) that feminine society was restricted to in our social structure.
b) Although the study findings draws our attention towards the specific attributes desired by woman in a car, a subsequent detailed study about the market demand for a concept of Feminine car is desirable. The aspect of market Comments:
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8. Which space in your car do you think is highly underutilized? (rank 1 to 4, 1 has highest rank) (a) Legroom in the front row seats as you/ driver is not very tall__ (b) Legroom in the back row seats as your family doesnt have a Michael Jordan__ (c) Boot-space as you generally do not carry luggage__ (d) Cabin-height (headroom) because tall boy concepts look ugly__ 9. What would be the favourite colour for your car? (choose any one) (a) Red (b) Pink (c) Blue (d) Silver (e) Other (please specify) _________ 10. What are the most important accessories you would like in your car? (rank 1 to 4, 1 has highest rank) (a) A built in voice activated audio, video and GPS navigation system__ (b) A pull out vanity kit with lipstick, nail polish holders (instead of glove-box)__ (c) A portable wardrobe case for your party clothes __ (d) A refrigerated compartment for holding bottles __ 11. According to you, presently which car model best serves all your needs to the extent possible?
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Industrial Design), Rotovision publications, pg 130-163 James Veal, A.J.V (2005) Business research methods: a managerial approach, Longman publications, pg 45-78 Women design concept car for Volvo (http://www.usatoday.com/money/autos/2004-03-02-ycc_x.htm) A female designers perspective (http://www.lunar.com/in-search-of-theperfectcar-a-female-designers-perspective/) By Sandrine Lebas Women and Cars: How Women Influence Car Design and Buying Power (http://autos.aol.com/article/how-women-influence-car-design/) By: Sheryll Alexander, AOL Autos
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