Why Maruti 800 Lost Out
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Transcript of Why Maruti 800 Lost Out
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END OF THE ROAD
FOR
MARUTI 800
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THE BACKGROUND
In a journey of over 3 decades,
Maruti 800 made Dream come true happen to many
Indians by giving everybody the option to own a decent
modern car.
After a full model change in 1986, the 800 has undergone some minor face
lifts but overall it still remains the same
Sales have been plummeting in urban areas.
Non-compliant with Euro IV norms.
Phasing out of 13 metros beginning April 2010.
We may see the end of its production at the end of the year.
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THE OBJECTIVE
To understand the perception about
Maruti 800 across various age groups.
To find out the major considerations in
choosing a car.
To understand why a long standing car
like Maruti 800 finally lost out.
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RESEARCH TYPE
Primary Research: Survey
Sample size: 56
Age Group: 20-60 years
Location : Mumbai
Secondary Research: Internet
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THE FINDINGS
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Car owners describe their
car in terms of.
Class
Comfort
Spaciousness
PowerEfficiency
20-30 yrs
Style/ Elegance
Sophistication
Mileage
Pick upComfort
30-45 yrs
Reasonability
Fuel Efficiency
Comfort
Family carInteriors
45-60 yrs
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Top 5 Considerations
while buying a car
20-30 years
1. Price
2. Body Style
3. Safety Features
4. Engine andFuel Efficiency
5. Maintenance
30-45 years
1. Price
2. Engine and
Fuel Efficiency
3. Body Style4. Maintenance
5. Safety Features
45-60 years
1. Price
2. Engine and
Fuel Efficiency
3. After Sales4. Maintenance
5. Safety Features
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Importance of various
featuresFuel Effecieny
17%
Access11%
Cargo7%
Price
17%
After Sales
14%
Safety
features
10%
Maintenance
10%
Drive Wheels
14%
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Something more than
basic??Yes !!!!!
Remote Keyless Entry
Electronic Stability
Telescopic SteeringInterior Styling
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What comesto your
mind whenyou hear-
Maruti 800?
Senior Citizen car
Outdated
Epic
Dibba
20-30 yrsOld
Basic
Convenient
ClassicCheap
30-45 yrs
Great car during itsera
Upto the point
The Indian Car
Classic
45-60 yrs
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Consumer Reviews on Maruti 800
It is more of a basic car Friend in good and bad times
Whatever the style pundits might say, there is no car like the Maruti 800.
The one I had shared all my good moments in life, without complaints or
protests.
Every one in India will remember their first view of the Maruti 800, I still
remember seeing the ss80 model in 1984 at Choolaimedu in Chennai and
being astounded when I was 17 years old!
A Thumbs up on
Reliability
Mileage
Maintenance
Fuel Consumption
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CONCLUSION
Maruti 800 has an "image problem" that does
not make it appeal to the young car buyer.
A car buyer today ( with increasing disposable
income and ease of availing loan) demands much
more than a basic car in terms of features and
looks.
Buying a car today is all about enhancing one's
social image and is a status symbol.
Maruti 800 clearly loses out on these aspects.
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