A Study on Segmentation of Four wheeler brands on pricing Basis in Pune City

Branding becomes the utmost key to any industry, where segmentation can play an important role in branding. Segmentation process finally arrived in the Indian automobile industry too. With a flurry of new vehicle launches in the country, ranging from basic car models on four wheels to highly modern, stylish, contemporary and expensive sedans, further sub-segments are emerging in the car market. And with people increasingly classifying cars as ‘B+’, ‘C+’ and ‘imported’, the auto industry expects these to become recognized classifications soon.

A 3-million huge industry cannot be devoid of some classical segmentization. India's passenger car industry is broken down into multiple segments. This is done for ease of understanding and improved competition among manufacturers to get bigger pies of particular segments. While there are multiple ways of segmenting this industry like based on size, Length and engine. As Indian customers are price conscious; it impacts on buying behavior of Customers. So it is important to study the classification of car brands on their pricing basis. Some of the agencies and automobile bodies tried to segment the four-wheeler cars on pricing basis but not clearly way.

This study focuses on segmentation of cars on the pricing basis. This study was carried out with the objective like to study on different ways of classification of car brands, to study traditional ways and modern ways of car segmentation, to study the correlation between the segmentation of car brands on size basis and pricing basis. Hypothesis formulated in this survey. On the basis of objectives and hypothesis a structured questionnaire was constructed. Primary and Secondary both type of data was used to conduct the survey. Primary data is collected through questionnaire and interview where as secondary data was collected through magazines, SIAM Reports, Companies websites and News papers. Convenience sampling method was used to collect the data. Total Sample were taken in to consideration were 243 respondents.

After collection of data, it has been analyzed by using statistical tools. After analysis it is found that customers require a segmentation of car brands on pricing basis. Pricing basis segmentation of car brands plays an important role in buying behavior of customers. With certain suggestion and limitation a report was made.