Perceptual map of luxury cars; Maruti Udyog Limited

Abstract

The major part of the study has been devoted to the development of a perceptual map (perceptual mapping). An attempt has also been made to understand the motives for buying different luxury cars. This also helps indirectly in drawing perceptions about various cars. Crosstabulations and analyses has been done. Salient features of the study are as under. Maruti 1000 is perceived as the best looking Indian car on road. The car gives good technical performance but is perceived to be low on power. 30 % of the owners also feel dissatisfied with the power of the engine. The after-sales service is perceived to be good, though there were complaints about the availability of spares, especially non-regular ones. The car is head and shoulders above all on driving comfort. Sierra and Contessa are perceived as powerful but not as comfortable as Maruti 1000 to drive. Both these cars are not very far away in looks. The analyses shows that Sierra has got the fancy of younger lot who perceive it as powerful good looking and sporty. Contessa owners on the whole appear to be more satisfied than Maruti 1900 owners on after sales service. This could be because Hindustan Motors provides special service to Contessa owners viz a viz Ambassador owners or because there is no problem in availability of spares for Contessa. The overall perception about Contessa’s after sales falls below that of Maruti 1000 if we also include non owners.