MKT 312 Essentials of Marketing Research

Monsoon Semester 2021-22

Section-1
Understanding Awareness, Preference and Perception of consumers
toward SUV cars in special reference to TATA Harrier

Submitted to Professor Sujo Thomas on 12th October 2021 by Group-3

Roll Number Name Programme

AU1910655 Parth Falot iMBA

AU1910408 Jay Thakkar BBA (Hons.)

AU1910245 Bhakti Hansaliya BBA (Hons.)

AU1910356 Ishank Jain BBA (Hons.)

AU1910108 Rushita Agrawal BBA (Hons.)

AU1910551 Kirti Singhal BBA (Hons.)

AU1910065 Manan Mehta BBA (Hons.)

Group Coordinator: Parth Falot

We are Group 3 and we submit this Research Proposal to Prof. Sujo Thomas about our research upon
To Study Awareness, Preference and Perception of Consumer toward SUV Car segment in
special reference to Tata Harrier. We have not plagiarised any of the work we submit and have
cited sources in APA Format wherever secondary data has been used.

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Contents
Introduction.........................................................................................................................................................3
Literature Review................................................................................................................................................5
Research Question...............................................................................................................................................7
Research Objectives............................................................................................................................................8
Research Design..................................................................................................................................................9
Conclusion and Discussion...............................................................................................................................11
References.........................................................................................................................................................12
Appendix...........................................................................................................................................................13

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Introduction
In India, the automobile sector is one of the most lucrative sectors. The SUV market is growing rapidly.
This sector is extensively growing due to customer perception towards buying behaviour of four-
wheelers. India was the world's fifth-largest manufacturer. Overall, in India, automobile exports
remain at 1,419430 units from 2021 April to 2021 June. In 2020 26.4 million automobiles were
produced and 21.6 million automobiles were sold. In 2021 22.7 million automobiles were produced
and 18.6 million automobiles were sold. By 2026 the automobile industry is expected to extend by
$300 billion. (business opportunities in india. investement ideas, industry reserach, report, 2017)

In India, these days the SUV (Sports utility vehicle) segment is booming and rapidly growing. It
contributes about 10%of the total car market. In the last five years from 2017 to 2021 the SUV segment
developed by 35%,49%, 3%, 15%, 20%. (Desk, 2021) Overall, 30.7 million SUV sales by 2020
worldwide. In 2017 the SUV sales is 26.8 million units and by 2027 it is expected to reach 53.2 million
units in the market of SUV sales. In the SUV market the heavily rising demand because of the
advanced technology they have adapted or advanced features they have added like off-road capability,
cargo space, and high engine power. In the last two years as many new models of SUVs have been
launched like Maruti Brezza, Renault Duster, Hyundai, Mahindra XUV300, etc. (Desk, hindustan time
auto news, 2021)

(Carlier, 2021)

The purpose of the study is to examine consumer awareness towards tata harriers in the SUV segment
and identify which factors influence the customer preference for buying a tata harrier. It helps in
understanding the consumer perception towards tata harrier features which are added by the company
to fulfil the customer needs.

In the SUV segment, the Tata Company launched tata harrier in January 2019 at a price range between
14.39 lakh to 21.09 lakh with a variety of features. There are various variants available in tata harrier
at different prices. Tata harrier has a variety of features like Tata Harrier has R17 two-tone diamond-
cut alloy wheels which provide a good road presence and has Xenon HID Projector Headlamps which
give a clear and dynamic view. A LED tail lamp that has a piano black finish. The interior has a
signature oak dashboard with a soft touch which has an anti-reflective ‘Nappa’ grain top layer,
Premium Benecke-Kaliko oak brown leather seat, and door pad insert and on top of that, it provides a
perfect leather finished steering wheel and a leather-wrapped shift knob. Talking about the exterior it

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has a shark fin antenna on top for providing a sleek visual design, aerodynamic electronically foldable
ORVAMs, and a panoramic sunroof with features like anti-pinch and rain-sensing closure.

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Literature Review
The Automobile Industry has been growing extensively in India and especially in the SUV segment.
In this segment competition is very high with the players like Tata Harrier, Hyundai Creta, Kia Seltos,
MG Hector, Mahindra XUV 700, and Jeep Compass. The following cars belong to mid ranged SUV
segment which are priced within 10 – 22 lakhs. Even after the Covid-19 pandemic demand for SUVs
has not dropped (Raizada, 2020). On Indian roads every 1 out of 4 cars that can be seen will be a SUV.
According to Subramaniam and Muthu, in India Sales of compact SUV will quadruple to 9,70,000 in
the year 2020. (Subramanian MP)

According to a report of “Customer Analysis of Mid-Range Sports Utility Vehicle in India” 70% of
their participants were active on social media platforms like Facebook, Instagram, Twitter and
Snapchat for a minimum of 2 hours a day and the 30% were active for more than 2 hours in a day. As
social media is a great platform to promote products, brands can promote their products and spread
amongst the potential customer base. Even 63% of the users were active on YouTube when compared
to other streaming platforms, brands can use it as one of the major platforms to catch potential
customers' attention. (Raizada, 2020)

In the same report customers were asked to recall the brands that came first in their mind when
speaking about the SUV segment and surprisingly KIA that has just entered the Indian market was
recalled by maximum respondents and it was followed by TATA. (Raizada, 2020)

In terms of brand preference, most of the consumers preferred Tata Harrier followed by Kia Seltos and
Hyundai Creta. (Raizada, 2020)

According to research consumer preference depends upon internal factors like lifestyle and attitude of
the buyer to prefer an SUV. External factors like features, price, off-road ability, and design determine
the preference for the SUV. (Sravan, K, & Rao, 2014)

Age also plays a vital role for preferring this segment as it is preferred mostly by the age group of 25-
40 years. It is mostly preferred my male because they like bold and aggressive things when compared
with females. (Sravan, K, & Rao, 2014)

Consumers with High Income level tend to prefer SUVs as a luxury and even use them as family cars
for weekend and long drives. SUV also makes a lifestyle statement for many irrespective of their
occupation. It has also been found children play a vital role for preferring a SUV over other segments
because the space is substantial, and it has an airy feeling due to larger glass area. (Sravan, K, & Rao,
2014)

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Tata Harrier is one the SUV packed with latest safety, infotainment and other tech features.
(Balachandar, 2020) It is built upon Land Rover’s Omega Arc platform. Initially Tata Harrier missed
out on features like sunroof, automatic transmission, and all-wheel drive. Out of these first two features
were demanded by the consumers and they were included in the 2020 model. (Mahendra, 2020)

Srivastava said to improve the appeal of Harrier new alloy wheel design and added safety convenience
features. Tata even launched the dark edition with all black interiors and black colour of the car with
black wheels, Srivastava said that it added a new personality to the harrier. (Mahendra, 2020)

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Research Question
Q1. What are the thoughts of consumers with regards to the TATA harrier’s look and feel?

Q2. What are the factors that influence the consumer to purchase a TATA harrier?

Q3. Is the technology factor which attracts the buyer to purchase the car? Drive mode- eco mode, hill drive,
sport drive

Q4. Would consumers prefer TATA Harrier or some Foreign Brand?

Q5. What transmission option would consumers prefer while buying harrier Automatic or Manual
Transmission?

Q6. TATA harrier does not offer Petrol engine option, so is it a drawback and affects the consumer buying
decision?

Q7. Does Advertisement of TATA Harrier appeal to you as a consumer to purchase or know more about the
car?

Q8. Does TATA Harrier promote itself as a made in India which acts as a marketing weapon? Q9. Does the
TATA harrier display the owner's social status?

Q10. How aware people are about the TATA Harrier XUV Advertisement?

Q11. For what purpose do you purchase a TATA Harrier? For normal routine or travelling purposes.

Q12. If you own or purchase a harrier will it be a social status symbol for you?

Q13. Is the consumer aware about the NCAP rating of Harrier?

Q14. Would consumers prefer special editions over normal

variants? Q15. Does safety influence buy a TATA Harrier?

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Research Objectives
1. Understanding Consumer awareness towards TATA Harrier
2. To study consumer preference for TATA Harrier
3. Understanding consumer perception towards TATA Harrier.

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Research Design
Tata motors aims to have the widest portfolio of sports utility vehicles (SUVs) in the domestic market,
it aims at helping the company master greater market share in the passenger.
This shift to SUV is clear that there is shifting happening not only in India but globally also. In 2015
the share of suvs in the domestic market used to be only 15 percent but this year it is increasing to 30
percent. The company has over 800 dealerships for its passenger portfolio across the country. For the
Tata harrier in the SUV segment, Millennials are generally the primary target market, as they tend to
be the major customers of subcompact SUVs.

Research Methodology allows the researcher to choose methods which are relevant for the research
topic chosen. We will focus on Data collection and its analysis, whereas the data would be both
primary and secondary and for this project, we'd be using Descriptive Research and cross sectional data
to analyse the problems since this design type is very helpful in identifying the characteristics of target
market and the consumers of a particular product or service. (University of the Witwatersrand)

The scaling techniques that we would be using in our research questionnaire are:
Nominal Scale
Likert Scale.
Comparative Scale
Interval Scale
Ordinal Scale
(Question Pro)

Sampling
While performing Convenience Sampling (non-profitability sampling method), the apt target
population for this research would be adults anyone above 18 years of age + every gender living in
various cities of Gujarat. To conduct the research, we'd be required to do a Qualitative, Quantitative,
and descriptive research that will require nearly 250 responses on the questionnaire. We would conduct
an online Survey with 15 questions that will reflect upon the respondent's awareness, perception, and
Preference towards the Tata Harrier in the SUV segment! The questionnaire would include a mix of
questions from different measurement scales whereas the survey would be shared through various
social media channels keeping what App at the centre of communication. Emails would also be shared

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to peers and/or it'd be shared at various survey response websites like Survey Monkey, Zoho Survey
etc. (Streefkerk, 19)

The analysis of the research would be done on a basis of number/data. Statistical analysis would be
used to perform the analysis and graphs would be generated for the better understanding of the
responses received.

Data Collection
For secondary data, the Newsletters, Financial Reports, Blogs, Research Papers, Articles were referred
from Google Scholar, Jstor and other research supporting sites. The overview of SUV segment was
considered with reference to Tata Harrier. The bibliography of these reports and articles provided us
more resources to look upon. Research looking after the Indian SUV market since past few years were
also considered. The data for the research analyses would be collected through e-questionnaire from
adults of all genders.

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Conclusion and Discussion
Researcher or marketer could find multiple aspects of SUV market that could help him/her assess the
current market and/or the demand in the market. The research will highlight the consumer’s
perspective from different point of views towards Tata Harrier. Through this research, the marketing
requirements, and the possibilities of customers towards Tata Harrier in general could be figured in
the SUV segment of the cars. The analysis of the responses could help in competition analysis, insight
into current SUV market, growth opportunities etc. which can help in the understanding of Harrier’s
awareness, preference, and perception. (Thomas, 2016)

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References
(2017, november). Retrieved from business opportunities in india. investement ideas, industry reserach,
report: https://www.ibef.org/industry/automobiles-presentation

Balachandar, G. (2020, August 19). Business Line. Retrieved from TaMo revs up R&D spend in 'brand of
choice' quest: https://www.thehindubusinessline.com/companies/tamo-revs-up-rd-spend-in-brand-of-
choice- quest/article32396779.ece

Carlier, M. (2021, august). Retrieved from Sport utility vehicles worldwide - Statistics & Facts:
https://www.statista.com/topics/6185/suv-market-worldwide/

Desk, H. (2021, may 16). Retrieved from https://auto.hindustantimes.com/auto/news/suv-is-india-s-fastest-

growing-car-segment-for-the-last-five-years-41621167416391.html: hindustan times auto news

Desk, H. (2021, may). Retrieved from hindustan time auto news:

https://auto.hindustantimes.com/auto/news/suv-is-india-s-fastest-growing-car-segment-for-the-last-
five-years-41621167416391.html

Desk, H. (2021, may). Retrieved from hindustan times auto news:

https://auto.hindustantimes.com/auto/news/suv-is-india-s-fastest-growing-car-segment-for-the-last-
five-years-41621167416391.html

Mahendra, A. (2020, November 05). Express Drivers. Retrieved from How TATA Moters turned around the
Harrier fortune to make it one of the highest - selling SUVs of the brand.:
https://www.financialexpress.com/auto/car-news/how-tata-motors-turned-around-the-harriers-fortune- to-
make-it-the-brands-highest-selling-suv-dark-edition-features-engine-specs-sales-figures-petrol-
diesel/2120778/

Question Pro. (n.d.). Quantitative Research: Definition, Methods, Types and Examples. Question Pro.
Retrieved 10 12, 21, from https://www.questionpro.com/blog/quantitative-research/

Raizada, R. S. (2020). Customer Analysis of Mid - Range Sport Utility Vehicle in India. Pune: Symbiosis
School of Sports Science, Symbiosis international (Deemed University).

Sravan, D., K, S., & Rao, P. H. (2014). Analysing Consumer Purchase Decision in indian SUV Market -
Special on sucess of Brand X Sucess. International Journal of Business Analytics and intelligence
volume 2, 1- 15.

Streefkerk, R. (19). Qualitative vs. quantitative research. Scribbr. Retrieved 10 11, 21, from
https://www.scribbr.com/methodology/qualitative-quantitative-research/

Subramanian MP, M. V. (n.d.). An Analysis on Sport Utility Vehicles Development in india and its safety.

Thomas, S. (2016). 7 Key Outcomes Of Effective Use Of Market Research Tools. Techsling. Retrieved 10
11, 21, from https://www.techsling.com/7-key-outcomes-effective-use-market-research-tools/

University of the Witwatersrand. (n.d.). Research Support: Research Methodology. Lib Guides. Retrieved 10
11, 21, from https://libguides.wits.ac.za/c.php?g=693518&p=4914913

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Appendix
Questionnaire

1. In the SUV segment, which of the following cars are you aware about?

Hyundai Creta

MG Hector

KIA Seltos

Mahindra XUV 700

TATA Harrier

Škoda Kushaq

Jeep Compass

2. Select any top three SUVs from the following?

Hyundai Creta

MG Hector

KIA Seltos

TATA Harrier

Mahindra XUV 700

Škoda Kushaq

Jeep Compass

3. Which SUV from the above options do you find the best? ( ANYONE)

Type in textbox

4. Are you aware of the car "Tata Harrier''?

Yes

No

Maybe

5. Are you aware about TATA Harrier, if yes how did you get to know TATA Harrier?

Newspaper

Vlogs

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 Articles

Social media

Advertisement

Friends

Hoarding

6. Which variant of Tata Harrier would you prefer according to the price point (Approx.
in INR)?

XE (14,00,000)

XM/XMA (15,00,000)

XT (17,00,000)

XT+ (17,00,000)

XZ (18,00,000)

XZ+/XZA+ (19,00,000)

7. Rate the following parameters on a scale of 1-5 on which you would prefer harrier

Ambiance

Toughness/Ruggedness

Driving Experience

Price of the SUV

Design

Comfort

Brand Image
8. (Using the scale below)

ABS
Traction Control
6 Airbags
Hill Descent Control
Corner Stability Control
Electronic Stability Control

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9. Rate the importance of below features on the scale of 1-5 which would be helpful in
preferring the harrier?
Panoramic sunroof
Leather seats
Keyless Go (PEPS)
Ground Clearance (205mm)
Boot Space
JBL Sound System
3 USB Ports (front and rare)
Xenon Hid Projector Headlamps
Auto Dimming Rear view Mirror
Driving Mode (city, Eco, and Sports)
Off Roads (Rough, Sand, and wet)
Electronic Adjustable Seats

10. Do you think that the Tata Harrier is a tough competitor for its rivals?

Yes

No

Maybe

Don’t Know

11. To what extent do you agree or disagree with each of the following statements? (Scale
for strongly agree to disagree)

1. I believe it's a Family Car

2. I believe it is comfortable for daily commute
3. I believe it is Adventure ready (Off-road)
4. It has decent mileage
5. I’m aware of the safety standards of the car
6. It is value for money car
7. It is a comfortable long journey
8. I’m aware of the warranty
9. It is important to look after the warranty
10. I am Likely to Buy
11. I often buy without thinking
12. I’m aware of the ABS with EBD
13. It is helpful to book car online
14. I’m aware of the auto dimming IRVM
15. I’m aware of the comfort level of the car,
16. I think the car is marketed properly.
17. I believe the car is built upon Land Rover Platform.
18. I think SUV segment is growing every day in India.
19. I am aware that this is a ‘Made in India’ product.
20. I think my perception about this car is influenced by external factors.
21. I believe that after sales servicing of this car is at decent level.

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 22. I’m aware that there is only 1 fuel type available
23. It is important that there should be other fuel variants available
24. I believe that electric cars could hinder fuel type SUVs in near future.
25. I think that Harrier is apt for off roading.
26. I’m likely to buy the most expensive variant.
27. I am likely to buy the base model.
28. I’m aware that Harrier comes with JBL infotainment system.
29. I agree that Tata’s brand image impacts on Harrier’s sales
30. I am aware that the Car is available at different price points with different features.

12. Which factors would influence you more to incline towards a harrier?

Family

Advertisement

Social Media

Experts Reviews

Wife

Website

Yourself

13. After having a look at the harrier what perception do you build about the SUV? (scale
1-5)

Bold

Stylish

Luxury

Adventure

Safety

14. As per the price of the harrier rate the following. (Scale Agree Disagree)

Cheap
Value for money
Expensive

15. Do you conceive that the brand image of Tata has any impact on sales of Tata Harrier?

Strongly agree

Agree

1
Neutral

Disagree

Strongly Disagree

Demographic Details

Age

18-30 years

30-40 Years

40-50 Years

Above 50 Years

Sex

Male

Female

Prefer not to say

Occupation

Student

Employee

Professional

Entrepreneur

Retired

Unemployed

Others

Education

Secondary School

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Higher Secondary School

Undergraduate

Postgraduate

PhD