Perceptual mapping and identification of the discriminating factors affecting the choice of passenger cars

This study explores the discriminant analysis and perceptual mapping of selected passenger car brands in Nagpur city, namely, Maruti Suzuki, Hyundai, Honda, Tata, Kia. The four identified variables of this study, namely, Performance and safety, brand and features, price and cost, after sales service. Discriminant analysis is used to arrive at discriminant functions for predicting consumer preferences for passenger car brands based on the importance assigned by them for the four identified parameters before purchasing a passenger car.