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MARKET RESEARCH
MARKET RESEARCH
Market research can also help you identify areas of your business that could be updated
or changed.
It's important to clearly define your market research goals so that you can give yourself
the best chance of finding accurate and useful results.
The exchange between sellers (supply) and buyers (demand) for particular goods or
services is called a market. A market does not necessarily exist in a single location, nor need it
be a real location products can be bought and sold online.
Markets change constantly and businesses need to have a clear understanding of both
the supply and demand. The principal role of market research, therefore, is to provide a business
with a comprehensive view of consumers in order to develop products and services that satisfy
their needs better than the competition. Also, given the increased complexity of the business
environment, it is no longer enough to make key decisions using a gut-feel approach alone.
Decisions need to be informed and market research helps to support this process, significantly
reducing the level of financial risk attached with investment decisions.
Market research involves the capture and analysis of consumer, competitor and market trend
data. This enables researcher to assess more accurately the level of demand for the products. It
also influences decisions to target capital investment on projects that will offer the best return
on that investment, such as opening a new store or entering a new market, etc.
Market research provides consumer feedback. It is essential for researcher to have this
dialogue with the consumer to gain insight into what they think about its range of products,
brands and services. This enables the business to meet its demands and outperform the
competition. It helps the business develop a clear and informed strategic business plan which
all business colleagues can work towards fulfilling. For example, this information can create a
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winning marketing mix to target promotions to reach different customer groups or influence
decisions on range planning in new stores.
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Accurate and thorough information is the foundation of all successful business ventures
because it provides a wealth of information about prospective and existing customers, the
competition, and the industry in general. It allows business owners to determine the feasibility
of a business before committing substantial resources to the venture.
Market research provides relevant data to help solve marketing challenges that a
business will most likely face--an integral part of the business planning process. In fact,
strategies such as market segmentation (identifying specific groups within a market) and
product differentiation (creating an identity for a product or service that separates it from those
of the competitors) are impossible to develop without market research.
Planning your Market Research Your initial investigation will help you work out what methods and sources you will
need to use to meet your objectives. You may choose to combine different research approaches
to gather the right information.
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You will also need to consider how much time and money you have to conduct your
market research and if your staff will be able to help. This will help you work out how in-depth
and comprehensive your research will be. It will also impact on the methods that you use.
Collecting the data Once you have a clear plan for your research, you can start collecting data. It's important
to stay true to your planning - stick to the sources you have identified. Also, make sure you
monitor your budget carefully - don't let your quest for information exceed your budget.
To get the most out of your market research, make sure all the information you collect
is as detailed and complete as possible. Incomplete data can produce misleading or irrelevant
results.
Processing the data Keep your research objectives in mind when you process your data. Coming up with
some practical ways to process the information and data you have uncovered will make it easier
later on to reach conclusions.
These may include:
using tables to list and group your information
identifying major trends and themes as well as strengths, weaknesses, opportunities and
threats
writing a sentence for every major point you uncover (to help you gain an accurate
picture of what the key points and opinions are), and listing them according to the
number of times the point appears.
Interpreting the data Interpreting or analysing the results you have gained is a key step to getting the most
from your market research. It is essential to gain a thorough understanding of what your
research is saying - as you may get some unexpected results.
As you review your information and start to interpret what it means for you, consider
whether you have gathered enough data to give you conclusive results. You may need to do
further research to reach a conclusion.
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Reaching conclusions Your data analysis provides the basis for drawing conclusions. Ultimately, market
research provides information that reduces risk and uncertainty and increases your chance of
business success. The final conclusions should meet your initial objectives; consider what
options you have discovered in your analysis to best meet your larger business objectives.
To reach conclusions about your research:
examine the major themes and trends
review the tables you created when processing your data and refer to your objectives to
be sure you have enough information to reach informed conclusions
assess and separately list the strengths, weaknesses, opportunities and threats you have
identified
look for gaps in your information that make it difficult to draw a definitive conclusion
from the results of your research
Review your initial research plan and consider what you need to change to provide
more comprehensive results.
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legal, economic, social and cultural issues or trends that can affect your business.
You can then use this external research to gather information about the composition of
your target market, gaps in the market, new market trends and where new market opportunities
might lie.
You can use your competitor research to gather information such as your competitor's current
market advantages, weaknesses in their promotional strategies, and how their customers view
their products and service.
To study Customer
Customer Research is done to gather information on who your customers or potential
customers are and what, when, where and how they buy. Customer research can also give you
valuable insights into your customers' attitudes towards your business and your products and
services.
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To forecast Sales
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Primary Information This is research you compile yourself or hire someone to gather for you. When
conducting primary research, you can gather two basic types of information: exploratory or
specific. Exploratory research is open-ended, helps you define a specific problem, and usually
involves detailed, unstructured interviews in which lengthy answers are solicited from a small
group of respondents. Specific research, on the other hand, is precise in scope and is used to
solve a problem that exploratory research has identified. Interviews are structured and formal
in approach. Of the two, specific research is the more expensive.
Primary research is sometimes known as field research. This is because it involves gathering
data through new research.
Quantitative Research
Quantitative research is numerically-based and obtains the hard numbers from which
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Qualitative research
Qualitative information is a primary form of market research which focuses on
consumer feelings and opinions on a product or service. This type of research illuminates the
facts and figures collected through quantitative research. Examples of qualitative research at
JD include:
Focus groups by speaking at length with small groups of 8-10 people, more insightful
questions can be asked regarding brands and new product developments. At JD these
are typically run in schools and colleges, where it can get direct feedback from its core
consumers.
Depth interviews this involves a researcher accompanying the consumer on a
shopping trip in store. This drills deeper into shopper behaviour and their reactions to
stores.
When undertaking market research, it is important to reflect the views of all consumers
within the business target market. However, this would be a huge exercise. One way of
managing this is to use sampling methods. Sampling involves taking the responses of a
representative group of consumers that are likely to reflect the opinions of the customer base.
When conducting primary research using your own resources, first decide how you'll question
your targeted group: by direct mail, telephone, or personal interviews.
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Secondary Information This type of research is already compiled and organized for you. Examples of secondary
information include reports and studies by government agencies, trade associations or other
businesses within your industry. Most of the research you gather will most likely be secondary.
Secondary research is sometimes known as desk research. This research draws on
material that has been collected by another organisation to provide market information.
Secondary research data provides a fact based overview of the market.
factors such as the number of people, their ages and occupations in a location.
Geo-demographic data
Collected by specialist agencies, this segmentation tool profiles consumers based on
their life stage (e.g. marital status, number of children) and their lifestyle (e.g. newspapers read,
leisure activities, TV programmes watched).
each product or market category and market share by operators within these sectors. At JD this
information is invaluable when assessing new product markets (e.g. outdoors) or international
opportunities (e.g. France and Spain).
However, there are drawbacks with any form of market research. It costs money to
collect and analyse large amounts of information and the results are not always definitive.
Numerical data might be biased, particularly if the sample size is too small. Focus groups may
be skewed if one member of a focus group is too dominant and stops others from voicing their
opinions.
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Questionnaires or surveys For gathering primary research data, surveys are the most commonly used of the
instruments. Although the survey instrument is flexible and relatively inexpensive, it requires
careful attention during development. All surveys should be piloted tested, at least to some
degree, before they are released and administered to a target sample. The forms that the
questions take should be carefully considered to ensure they perform as expected and that they
fit well into the survey document as a whole. Developing survey questions is both an art and a
science. Fortunately, many guidelines to survey construction, administration, and scoring are
available.
Psychological Tools
Three commonly used psychological tools used to collect primary data are:
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(ZMET) and uses metaphoric images to access the associations that consumers have
with certain product types. Typically, a participant in a ZMET-based study will collect
images from a wide array of pictures that have no verbal content in order to express the
associated feelings and thoughts they have with regard to a product type.
Mechanical devicesThere are sometimes used to measure physiological responses of research participants
Qualitative measuresThese are becoming more common in primary research as advanced in technology
support different approaches. Consumers are being turned loose with sophisticated technology
on which they can record their impressions of product or aspects of their consumer experience.
Some market research provider agencies even go into the homes of consumers to film their
interactions with products. These videos are trimmed down to a highlight reel that is used to
analyze consumer behaviour. One of the primary reasons for preferring qualitative measures to
surveys or interviewing is that the expressed beliefs and intentions of consumers often fail to
match their actual behaviour in the realm of brand engagement or purchase decisions.
After deciding on the research approach and instruments, the marketing researcher must
design a sampling plan.
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Probability Sample
Simple random sample - every member of the population has an equal chance of
selection.
Stratified random sample - The population is divided into mutually exclusive
groups (such as age groups), and random samples are drawn from each group.
Cluster (area) sample - The population is divided into mutually exclusive groups
(such as city blocks) and the researcher draws a sample of the groups to interview.
Non-probability Sample
Convenience sample - The researchers select the most accessible population
members.
Judgment sample - The researcher selects population members who are good
prospects for accurate information.
Quota sample - The researcher finds and interviews a prescribed number of people
in each of several categories.
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IMRB is a part of WPP which is formed by Sir Martin Sorrell in 1985. WPP is a 8.68
billion; revenue company with 138,000 employees in 2400 offices across 107 countries. Kantar
is WPPs research, insight & consultancy network. Kantar was founded in 1993, is now the
worlds fourth largest research conglomerate. It boasts of $1.7 billion worth of revenue with
offices in 160 offices across 95 countries.
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We have won several prestigious awards. Amongst them the most noteworthy being
the MR Agency of the year from 2005-2009. We have presented cutting edge research for
several years at international forums including ESOMAR and won awards for our efforts. We
have also been awarded the WPPs Atticus award jointly with JWT.
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Of the 22 papers presented at the seminar, seven were from IMRB and three papers
went on to win in their respective categories.
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3.3 Clients
The list of the Clients for which I worked is as follow:
Pepsi MTv Indies
State bank of India
Tata Photon
Wyeth Limited/Pfizer Inc.
ITC Candyman
De Beers Jewellery
Jotun
Airtel
Godrej
Mercedes-Benz India Pvt Ltd
Bose Corporation
Nissan Motor Corporation
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In 1985, Nissan created a tuning division, Nismo, for competition and performance
development of such cars.
In China, Nissan produces cars in association with the Dongfeng Motor Group
including the 2006 Nissan Livina Geniss, the first in a range of a new worldwide family of
medium sized car.
Nissan launched the Qashqai SUV in South Africa, along with their new motorsport
Qashqai Car Games.
In 2010, Nissan created another tuning division, IPL, this time for their premium/luxury
brand Infiniti.
In 2011, after Nissan released the Nissan NV-Series in the United States, Canada, and
Mexico, Nissan created a commercial sub brand called Nissan Commercial Vehicles which
focuses on commercial vans, pickup trucks, and fleet vehicles for the US, Canadian, and
Mexican Markets.
Nissan also sells a range of kei cars, mainly as a joint venture with other Japanese
manufacturers like Suzuki or Mitsubishi. Until 2013, Nissan rebadged kei cars built by other
manufacturers. Beginning in 2013, Nissan and Mitsubishi shared the development of the
Nissan DAYZ / Mitsubishi eK Wagon series. Nissan also has shared model development of
Japanese domestic cars with other manufacturers, particularly Mazda, Subaru, Suzuki and
Isuzu.
Electric Vehicles
Nissan introduced its first battery electric vehicle, the Nissan Altra at the Los Angeles
International Auto Show on 29 December 1997. Unveiled in 2009, the EV-11 prototype electric
car was based on the Nissan Tiida (Versa in North America), with the conventional gasoline
engine replaced with an all-electric drivetrain. In 2010, Nissan introduced the Nissan LEAF as
the first mass-market, all-electric vehicle launched globally. As of March 2014, the Nissan Leaf
is the world's best-selling highway-capable all-electric car ever. Global sales totalled 100,000
Leafs by mid-January 2014, representing a 45% market share of worldwide pure electric
vehicles sold since 2010.
Nissan's second all-electric vehicle, the Nissan e-NV200, released in Europe in June
2014, followed by Japan in October 2014. The e-NV200 commercial van is based on the Nissan
Leaf. Nissan plans to launch two additional battery electric vehicles by March 2017.
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Trucks
The Nissan Titan was introduced in 2004, as a full-size pickup truck produced for the
North American market, the truck shares the stretched Nissan F-Alpha platform with the Nissan
Armada and Infiniti QX56 SUVs. It was listed by Edmunds.com as the best full-size truck.
Autonomous Cars
In August 2013 Nissan announced its plans to launch several driverless cars by 2020.
The company is building in Japan a dedicated autonomous driving proving ground, to be
completed in 2014. Nissan installed its autonomous car technology in a Nissan Leaf all-electric
car for demonstration purposes. The car was demonstrated at Nissan 360 test drive event held
in California in August 2013. In September 2013, the Leaf fitted the prototype Advanced
Driver Assistance System was granted a license plate that allows to drive it on Japanese public
roads.
Non-Automotive Products
Nissan has also had a number of ventures outside the automotive industry, most notably
the TuKa mobile phone service (est. 1994), which was sold to DDI and Japan Telecom (both
now merged into KDDI Corporation) in 1999. Nissan offers a subscription-based telematics
service in select vehicles to drivers in Japan, called CarWings. Nissan also owns Nissan
Marine, a joint venture with Tohatsu Corp that produces motors for smaller boats and other
maritime equipment.
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Nissan Micra Active (launched 2013)
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Except Nissan Teana, rest 5 models are manufactured locally and only Teana is
imported from Italy.
Nissan also discontinued 2 models namely Nissan X-Trial and Nissan 370Z.
The above chart also indicates the % growth or fall in their sales during the same period.
Comparison of Cars sold by top companies in June 2014 to that of March 2014 is as below:
Company
June14
March14
Difference
Value
% growth
Maruti Suzuki
1,00,964
1,02,269
-1305
-1.28%
33,514
35,003
-1489
-4.25%
16,780
23,433
-6653
-28.39%
16,316
18,426
-2110
-11.45%
Ford India
7,258
6,356
902
14.19%
12,010
8,206
3804
46.36%
GM India
5,172
6,601
-1429
-21.65%
4,362
7,019
-2657
-37.85%
The above chart also indicates the % fall or growth of sales of car for a particular
company for the mentioned period. As it can be seen, Toyotas sales has jumped up by 46.36%
along with that only Fords sales has increased. Whereas, all other companies have seen the
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downfall in their sales with Nissan to be the maximum of all with a downfall of 37.85%.
However, though Marutis sales has gone down by 1.28% it has still managed to top the chart
by selling the most i.e. 1,00,964 units in just a single month of June14.
Comparison of Cars sold by NISSAN from March 2014 to June 2014 is as below:
Months
March14
April14
May14
June14
NISSAN
7,019
5,301
5,021
4,362
The above chart shows that how the Sales of NISSAN is declining month-by-month. In
July14 only 607 Datsuns were sold, falling 77 percent from their peak in April. This indicates
the amount of competition in the automobile industry, India.
When the competition is so intense, it becomes vital for any Company to do some
research, study the industry, current trends in the market, and demographics of the samples/
target audience, studying their tastes & preferences before launching any new model in the
market. It is also equally important to conduct the research after the launch of model to check
whether awareness for the new model is done properly or not, are consumers able to identify
the model just by seeing its advertisements (name of the model is blurred during the research),
or by listening to its jingle, or by seeing the posters, etc.
Thats exactly what Nissan did after the launch of their new model NISSAN SUNNY.
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The New Sunny range includes three petrol and five diesel variants with prices
starting at INR 6.99 lakh for the XE petrol variant. Its other variants details are as follows:
New Sunny Petrol -
Grade
Price in INR
(ex-showroom, New Delhi)
XE
XL
XL CVT
6,99,000
7,61,000
8,91,000
Grade
Price in INR
(ex-showroom, New Delhi)
XE D
XL D
XV D
7,99,000
8,60,000
9,33,036
XV D Premium
XV D Premium
(Leather)
(Safety)
9,80,128
9,60,536
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Car Model
Feb 14
Jan 14
Difference in Value
% growth
Nissan Sunny
248
646
-398
-61.61 %
Nissan Teana
-4
-100 %
Renault Scala
213
151
62
41.06 %
Honda City
7213
7184
29
0.40 %
Honda Amaze
6030
7398
-1368
-18.49 %
Hyundai Verna
3342
3803
-461
-12.12 %
Volkswagen Vento
1191
1294
-103
-7.96 %
Maruti Dzire
18353
19232
-879
-4.57 %
Skoda Rapid
961
1188
-227
-19.11 %
Toyota Etios
2371
2808
-437
-15.56 %
Mahindra Verito
293
320
-27
-8.44 %
205
438
-233
-53.20 %
Fiat Linea
420
178
242
135.96 %
521
758
-237
-31.27 %
The above analysis clearly indicates the huge competition level there for Nissan Sunny.
As the sales of Nissan Sunny declined by 61.61% during the mentioned period making the sale
of only 248 units in Feb-14, which led to the launch of its new model.
Besides that Maruti Dzire remains to be the top sedan car sold in India with 18353 units
being sold in Feb14 followed by Honda City with 7213 units.
Fiat Lineas sales increased by 135.96% max by any model increasing its sales from
178 to 420 units. Where there was a huge decline of 1368 units in the sale of Honda Amaze
and Nissan Teana was not able to sell even a single unit in the month of Feb14.
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Basic Requirement - The respondent should be the intender of the brand new car only
and not the second-hand car. He/she should be looking to purchase a car of or above INR 3
lacs. Respondent should be the decision-maker in buying of a car.
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Interpretation:
Out of the 28 respondents being interviewed 22 were selected, whereas other 6 were
rejected due to the termination criteria like age above 45, income below 30,000/-, intenders of
second-hand car. So, the rejection rate was 21%.
Analysis no. 2
Division of Age Group among the successful 22 respondents
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Age Group
No. of Respondents
Percentage of Respondents
26-30
15
68.18 %
31-35
27.27 %
36-40
4.55 %
41-45
Total
22
100 %
Interpretation:
The above chart shows that among the 22 car intenders who were successfully
interviewed, major chunk of the buyers fall in the age group of 26-30. So this clearly indicates
that people mostly look for buying the new car when they are in age group of 26-30, as they
are usually married by this time, have a decent job in hand and are expanding with the family.
Whereas once the age goes on increasing intention of buying a new car goes on decreasing.
Analysis no. 3
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Income Level
No. of Respondents
Percentage of Respondents
30,000-60,000
18
81.82 %
60,001-1,00,000
9.09 %
1,00,001 +
9.09 %
Total
22
100 %
Interpretation:
Among the 22 respondents, 18 fall in the earning group of Rs. 30,000-60,000/- p.m.
which states that buying a car is becoming like a status symbol for the working people, despite
of having a low income-level of around 30,000/- p.m. they are planning of buying a car. This
also states that disposable income of the consumers is increasing day-by-day as few might have
a decent job in hand and also theres a fair deal of having job security. Also, the various EMI
schemes offered by the car manufacturing company helps the consumers in buying of a new
car even if they have a low disposable income.
Analysis no. 4
Interpretation:
As shown in the pie chart, 21 among the total of 22 car intenders are married. Which
means consumers often think of buying the car after getting married, as they are well-settled
by the time and also have a big family to accommodate into.
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Analysis no. 5
Respondents Count
Percentage of Respondents
13.64 %
22.73 %
13
59.09 %
4. 55 %
Total
22
100 %
Interpretation:
Usually those family having around 4-5 members in their family, plan to buy a car. As
it becomes easy for the big family to travel together under 1 vehicle.
Analysis no. 6
Finding the Socio-Economic Class of the Respondents Family. It is recorded by taking
into account the Educational Qualification & the Occupation of the Chief Wage Earner (CWE)
of the family. CWE is the one who contributes the most to the family expenses.
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Interpretation:
As it can be seen, car intenders usually belong to the family with A1 or A2 SEC class
i.e. those earning a decent amount of money and having high disposable income.
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Analysis no. 7
Likelihood of buying either Air-Conditioner, Refrigerator, Television, 2 wheeler,
Microwave Oven or Laptop along with buying a Car in the next 3 years.
Interpretation:
The above chart shows that those who are planning to buy a car in the upcoming period,
do not plan to buy too many other products during that same period of time. As we can see
very less consumers are opting to buy other products along with car.
Products
Microwave Oven
Air-Conditioner
Refrigerator
Television
2-wheeler
Laptop
Total
10
The above table shows that out of 22 respondents only 10 are thinking to buy some
other product along with the car.
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Analysis no. 8
12-24 months
12
6-12 months
4
0-6 months
0
10
12
time frame
Time Duration
No. of Respondents
Percentage of Respondents
0-6 months
18.18 %
6-12 months
12
54.55 %
12-24 months
27.27 %
24-36 months
Total
22
100 %
Interpretation
The chart shows that people usually takes a long time before buying a new car. Time
taken to decide usually extends from 6 months - 2 years. However this fact affects the analysis
done during the research as 1-2 year is a sufficient duration for the buyer to change his decision
regarding which model to buy as the market is evolving fast and new models are launched
frequently.
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Analysis no. 9
To check whether the respondent has a Car already in his/her family or is the first time
buyer. We categorize the respondents under 3 titles as follow:
Pure First Time Buyer those who do not own a car currently and none of their family
members in the household is having a car.
Non-Pure First Time Buyer those who do not own a car currently but have a car in
their household which is owned by some other member in the family.
Non First Time Buyer those who already own a car currently.
Buyer Category
No. of Respondents
Percentage of Respondents
19
86.36 %
9.09 %
4. 55 %
Total
22
100 %
Interpretation:
It shows that people usually buy only 1 car. Very few people go on for buying more
than 1 car.
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Analysis no. 10
Budget
12
10
8
12
6
4
4
0
3-5 lacs
5-8 lacs
8-10 lacs
10+ lacs
Budget
Budget Range
No. of Respondents
Percentage of Respondents
3-5 lacs
18.17 %
5-8 lacs
12
54.55 %
8-10 lacs
13.64 %
10+ lacs
13.64 %
Total
22
100 %
Interpretation:
The above chart shows that people usually buy the car in the range of 5-8 lacs. It also
gives an estimation about the pace at which automobile industry will grow and what would be
the expected revenue from this sector.
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Analysis no. 11
Sales of the particular type of the Car
Type of Car
No. of Respondents
Percentage of Respondents
Hatchback B
18 %
Hatchback B+
12
55 %
SEDAN
23 %
Multi-Purpose Vehicle
4%
Total
22
100 %
Interpretation:
In the upcoming 3 years, sales of the Hatchback B+ Car would be the most. The above
chart shows that, out of the 22 respondents 12 are the intenders of Hatchback B+ car. Whereas,
the buyers for SUV are expected to be the least in the upcoming period. SEDANs and
Hatchback B type of class will have the little demand in the coming years.
Analysis no. 12
Conducting analysis of the more general make & model of the car that the respondents
intends to buy.
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Hatchback B segment
2
1.5
1
0.5
Demand
0
Hyundai
EON
Maruti
Wagon R
Chevrolet
Spark
Datsun Go
Demand
Hatchback B+ Segment
0%
8%
8%
Chevrolet Beat
17%
25%
Maruti Ritz
Hyundai i20
Nissan Micra
Maruti Swift
Ford Figo
0%
Volkswagen Polo
42%
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SEDAN Segment
Hyundai Verna 0
Volkswagen Vento
Renault Scala 0
1
Nissan Sunny
Honda City
0
0.5
1.5
Demand
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Count
Hyundai Eon
4.55 %
Maruti Wagon R
4.55 %
Datsun Go
9.09 %
Chevrolet Beat
4.55 %
Maruti Ritz
9.09 %
Hyundai i20
22.71 %
Maruti Swift
13.63 %
Volkswagen Polo
4.55 %
Honda City
9.09 %
Volkswagen Vento
9.09 %
Toyota Innova
4.55 %
Nissan Sunny
4.55 %
Nissan Micra
Nissan Evalia
Total
22
100 %
Interpretation:
The expected sales for Hyundai i20 is the highest as per the sample group considered,
followed by Maruti Swift. Hyundai and Maruti as the car makers are expected to make the
highest sales in the next 3 years in the Hatchback segment. Whereas, in the Sedan segment
Honda and Volkswagen have the good hold. However forecast for companies like Mahindra,
Renault, Nissan, Chevrolet doesnt seem to be good enough.
So this car makers need to revise their strategies to be in the market.
Analysis no. 13
Internet Usage per week
No. of Respondents
Percentage of Respondents
Everyday
16
72.73 %
5-6 days
27.27 %
3-4 days
Total
22
100 %
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Interpretation:
The above chart shows that, working people usually use internet every day for checking
their e-mails. This was important for the phase I of the study as the 2nd session was based on
completing the study over internet.
Analysis no. 14
The further analysis were conducted only on the respondents being interviewed in the
2nd phase of the survey. So, the segregation of the respondents being interviewed in which
phase is important here.
Interview conducted in
Phase I
27%
Phase II
73%
Phase I
Phase II
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Interpretation:
Out of the total 22 successful interviews that were conducted, 6 were done in phase I
and 16 were done in phase II. It means that the further analysis is being done only on the 16
respondents, as the data for the phase I was sent directly to the companys mail and was not
shared. Whereas, the remaining was conducted in one go at the time of interview itself on
laptop.
Analysis no. 15
Interpretation:
It shows that NISSAN is a well-known brand in the market and consumers are usually
able to identify the brand by just seeing their logo as well. 94 % of respondents were able to
identify the brand by its logo. So, the brand recognition is high for NISSAN.
Analysis no. 16
To see whether the respondent is able to recognize the make & model of the shown car
by looking at its poster.
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6
8
2
0
Yes
No
Ability to identify the model
Interpretation:
8 out of 16 respondents (50 % of the respondents) were able to identify that the poster
shown is of NISSAN SUNNY. It means that the awareness done by NISSAN for their new
brand was not able to reach to the entire target group and thus might result in the less sale of
the model.
Analysis no. 17
No
81%
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Interpretation:
It states that, out of the total 16 respondents only 3 respondents (19 %) have seen the
advt. before, which states that the marketing strategies of NISSAN was not that effective for
their newly launched SUNNY. So they need to revise their advertising campaign in order to
reach the mass audience.
Analysis no. 18
Media Class
No. of Respondents
Percentage of respondents
YouTube (Internet)
100 %
Television
Total
100 %
Interpretation:
Out of the 3 respondents who have seen the advertisement before none of them have
seen it on the TV, all have seen it on the YouTube specially searching for that model.
This shows that Media Vehicle selected by NISSAN on the TV was incorrect, as it was
not able to reach to the target audience and thus they were required to search for the same on
Internet.
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MARKET RESEARCH
Part B: Findings
From the analysis done we come to know that NISSAN is a well-known brand in the
automobile industry. But when it comes to buying a car consumers usually move towards even
more established brands like Maruti or Hyundais Hatchback cars, whereas Honda and
Volkswagen are more popular under the Sedan segment and Toyota is almost ruling the Utility
Vehicle segment. So we see that different companies have established their hold into different
segments. However, NISSAN is not able to match up to the level of these carmakers.
Findings also state that the major problem for NISSAN has been with their
Advertisement campaign, they are not able to create awareness as they would like to for their
newly launched models. Their reach has been limited due to the Media Class & Media Vehicles
that they have selected for their campaign.
Despite of being the well established brand where we saw that 95% of the car intenders
are able to identify NISSAN with their logo, still they havent been successful in being the top
of-the-mind brand. They have failed in creating the Brand Recall effectively which has resulted
in the decline of their sales, rather into low sales.
Few other analysis stated that the consumers usually plan of buying a new car when
they are in the age group of 25-30, i.e. mostly after their marriage and when they are expanding
in the family.
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MARKET RESEARCH
If any well-known brand comes with a cheaper range car then it becomes important for
others to imitate that otherwise the first-mover will tap the market easily and gain most of the
market share. Even if any company comes with the new technology or the new feature in their
car, then others are forced to imitate that to stay in the league and keep moving along with the
trend, such is the competition in this Industry.
So, market research study helps any company to find out the rapidly changing
preferences of the consumers and the current industry trends which helps them stay up-to-date.
It also helps them in analyzing their strategies and identify the loopholes in it and accordingly
revise the strategies in order to meet the expectations of the consumers and more particularly
the target audience they are catering to.
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MARKET RESEARCH
NISSAN also need to change their advertisement campaigns especially the media class
and media vehicle to reach to the masses and to the entire target group.
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