JAIPURIA INSTIUTE OF MANAGEMENT

LUCKNOW

Marketing Research
Project on

Changing role of women in the purchase decision of Four-

wheelers in India

Submitted To: Submitted By:

Dr. S.N. Tripathi Amir Khusroo 010

Ankit Khandelwal 019
Gyan Prakash 055
Hari Shankar Tiwari 056
Neha Trehon 093
 TABLE OF CONTENT

1. Executive summary

2. Research methodology

3. Data analysis

4. Conclusion

5. Recommendations

6. Questionnaire
 Executive Summary

The title of the project is – ‘Changing role of women in the purchase decision of
Four-wheelers in India.’ In this project our aim was twofold- first of all we tried to
find out whether the role of Indian women is changing in making purchase decisions
regarding consumer durables especially cars, and secondly, whether the increasing
concern of the auto industry for tastes and preferences of women has been noticed
and accepted by women or not.

In order to analyze the above mentioned two issues, we did exploratory and
conclusive researches through personal interview and questionnaire respectively.
After completing our research, we have come to a conclusion that the role of women
is changing in making purchase decisions in India. Earlier Indian women used to be
……………but now they are not only influencing the decisions of the family but
also taking decisions on their own, particularly in case of educated and earning
women.
The concern of the auto sector towards female customers and its increasing efforts
and innovations in terms of products as well as promotions and sales are also being
noticed and welcomed by women. But they too feel that it is just the beginning and
the industry in general and companies in particular need to put much more efforts in
this area.

Our recommendations to the auto sector through this research are that the industry
should keep on doing customization in terms of products, promotion and place. Some
efforts though, have been done by companies in terms of product such as color, gear
and overall comfort, but more efforts need to be done in women centric promotional
efforts and positioning in the minds of the other half of the world (women).
 Research Methodology

In order to go for this research, we did the exploratory research at first, in which
personal interview of a small sample of 10 women was taken. The exploratory
research through interview gave us insight for reframing the business issues and
designing the research questions and ultimately the research design in a better
manner. After completing the exploratory research, we conducted conclusive
research in which we went for descriptive and single cross sectional analysis. For our
research, we collected primary data through filled in questionnaire from a sample of
50 women from various walks of society which belong to various social statuses and
are of different age groups. The sampling method for this survey was Random
Sampling.

Business Issues

1. To what extent and how is the role of women changing in the purchase
decision making of Four wheelers in India
2. What kind of efforts that companies are making in response to this change

Research Question-

1. Find out how women are affecting the buying behavior of Four wheelers
2. Which segment of women are affecting the buying behavior and to what extent
3. What are the bases used by women while making decision related to Four
wheelers- What kind of marketing tools companies are using in response to
this change
4. What kind of product related, promotion related and sales related changes are
being implemented by companies

Plan of Action

1. Exploratory Research in order to understand the changing role of women in

purchase decision (RQ1)
2. Personal interviews for collecting information related to purchase decision
making by women (RQ1)
3. Segmentation of women on the basis of Earning and Non-earning, Driving and
non driving, Nuclear and Joint family, Patriarchal and Matriarchal, Niche
(Independent, earning- widows, un-married)
4. Whether women take decisions on the bases of- Technical, Functional,
Emotional or anything else

5. Find out changes being made by companies- product related (Color-bright,

Non-gear cars, hydraulic system-power window, steering, brake), Sales related
(Salespersons trained to sell to women), Promotion related (female oriented
campaign), female oriented sales promotion tools.
 Data Analysis

Model Summary(b)

Change Statistics
Adjusted Std. Error R
Mod R R of the Square F Sig. F Durbin-
el R Square Square Estimate Change Change df1 df2 Change Watson
1 .914(a) .836 .752 .49035 .136 1.841 3 35 .158 1.721

a. Predictors: (Constant), satisfied with efforts, purchase decision, consider women in auto
b. Dependent Variable: take decision

ANOVA(b)

Sum of
Model Squares df Mean Square F Sig.
1 Regression 1.328 3 .443 1.841 .000(a)
Residual 8.415 35 .240
Total 9.744 38

a Predictors: (Constant), satisfid wid efforts, purchase decision, cnsider wmn in auto
b Dependent Variable: take decision

Coefficients(a)
Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 2.923 .498 5.867 .000
cnsider wmn in auto -.237 .220 .171 -1.080 .000
purchase decision -.223 .112 -.316 -1.993 .000
satisfid wid efforts -.087 .096 .142 -.904 .000

a Dependent Variable: take decision

The above mentioned figure is the data arrived at after doing SPSS analysis.
As the value of Adjusted R square is more than .75 which shows that our
independent variables are sufficient enough to explain the changes in dependent
variables.

Hierarchy of variables
Going by the value of beta, the hierarchy of variables is as follows
1. Companies have started considering the choice of women in the auto sector- .
171
2. Are you satisfied with these efforts of considering choices of women by
companies- .142
3. What kind of purchase decision are made by you- -.316
 1.Who does take decision regarding consumer durables in your family?
a. I myself (1)
b. I, with the consent of others (2)
c. Others do it (Husband, in-laws) (3)

Who takes decision regarding consumer durables

2.5

1.5
Series1

0.5

0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39

The result shows that the role of women in the present scenario is changing and now
they are becoming decision makers, initiators or influencers.
 2.What kind of purchase decision/s is/are made by you?
a. Low cost involved (Grocery, Veg) (1)
b. High cost involved (consumer durables-Car, TV, etc) (2)
c. Both (3)
d. None (4)

Purchase decision made by women

2.5

1.5
Series1

0.5

0
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39

The graph shows that the area of decision making by women that initially used to be
limited to low involvement products is now widening and it is including even the
high involvement products, these days.
 3.Please select a category which matches the best with you
a) I don’t have a car (1)
b) I have a car, owned by husband, driven by me (2)
c) I have a car owned and driven by husband (3)
d) I have my own car driven by me (4)
e) I have my own car driven by a driver (5)

Category which matches with respondent

5
4.5
4
3.5
3
Replies 2.5
2 Series1
1.5
1
0.5
0
1 4 7 10 13 16 19 22 25 28 31 34 37
Respondents
4.Which segment of car do you have or you aspire to buy?
a) Hatch back (Santro, Maruti) (1)
b) Sedan (Honda City, Accent)(2)
c) MUV (Scorpio, Safari) (3)
d) SUV (Honda CRV, Fortuner, Endeavour) (4)
e) Utility vehicle (Bolero, Sumo, Marshall) (5)

Type of car women have or aspire to buy

4
3.5
3
2.5
Replies 2
1.5 Series1

1
0.5
0
1 4 7 10 13 16 19 22 25 28 31 34 37
Respondents

The result shows that the most of the respondents have hatchback cars and aspire to
have SUV ones. This shows that the desire and aspiration for SUV is increasing with
the increase in income level and standard of living. It also authenticates the fact that
India is the biggest market of small cars. It gives an indication for companies that
they have better prospects for SUV in India in coming future.
 5.The purchase decision made by you is based on
a). Safety and Security (1)
b). Fuel efficiency (2)
c). Green concept (3)
d). After sale services (4)
e). Economical (5)
f). More than one (6)

Basis of purchase decision

Replies 3
Series1
2

0
1 4 7 10 13 16 19 22 25 28 31 34 37
Respondents

The scattered result shows that various customers have various bases for decision
making. However, their decision making is done based on fuel efficiency, safety and
value for money. It also shows that the concept of Green cars has yet not popularized
in India.
 6.On what basis/bases do you select a car?
a) Technical (Quality of engine and parts) (1)
b) Functional (feel while driving) (2)
c) Emotional (brand affinity) (3)
d) More than one (4)

Basis of selecting a car

4
3.5
3
2.5
Replies 2
1.5 Series1
1
0.5
0
1 4 7 10 13 16 19 22 25 28 31 34 37
Respondents

The result shows that customers do not have brand affinity and thus they are not
loyal to any particular brand, rather they go for technical and functional attributes of
cars. So, companies should increase brand loyalty programs while using the latest
technology in their cars.
 7.Do you think that companies have started considering the choice of women in
auto sector?
(color, gear, design, driving style)
a) Yes (1)
b) No (2)

Do you think that companies have started considering

choice of women

2
1.8
1.6
1.4
1.2
Replies 1
0.8 Series1
0.6
0.4
0.2
0
1 4 7 10 13 16 19 22 25 28 31 34 37
Respondents

The result shows that the majority of women accept that companies have started
keeping women’s concerns in car making. It also shows in the efforts made by
companies in terms of colors, gear pattern, design and interior. However, companies
should put more efforts in women centric promotion and sales activities.
 8.Are you satisfied with these efforts of considering choices of women by
companies? (Analyze on Likert scale- 5 for Fully satisfied and 1 for Not
satisfied)
a) Fully satisfied (1)
b) Satisfied (2)
c) Neutral (3)
d) Not satisfied (4)
e) Fully dissatisfied (5)

Level of satisfaction on Likert scale

4
3.5
3
2.5
Replies 2
1.5 Series1

1
0.5
0
1 4 7 10 13 16 19 22 25 28 31 34 37
Respondents

The result shows that the majority of women are still not satisfied with the efforts of
companies, so companies should start women centric campaigns in terms of product
designing, promotion and sales
 9.Please select a category which matches the best with you. (You may select more
than one)
a) Earning/ Non Earning (1)
b) Driving/Non driving (2)
c) Nuclear/Joint Family (3)
d) Patriarchal/Matriarchal (4)
e) Married/Unmarried (5)
f) Independent/Earning widow (6)
g) More than one (7)

Select a category

7
6
5
4
Replies
3
Series1
2
1
0
1 4 7 10 13 16 19 22 25 28 31 34 37
Respondents

The result shows that the sample for the survey consists more of earning, patriarchal
and married women amongst which some know how to drive.
 10.Which age group do you belong to?
21-30 (1)
31-40 (2)
41-50 (3)
51-60 (4)

Age group

4
3.5
3
2.5
Replies 2
1.5 Series1
1
0.5
0
1 4 7 10 13 16 19 22 25 28 31 34 37
Respondents
11.Please mention your educational qualification
a) Below graduate (1)
b) Graduate (2)
c) Post graduate (3)
d) Professional qualification (4)

Educational qualification

4
3.5
3
2.5
Replies 2
1.5 Series1
1
0.5
0
1 4 7 10 13 16 19 22 25 28 31 34 37
Respondents
Please mention the social class you belong to
a) Lower-middle class (1)
b) Middle class (2)
c) Upper-Middle class (3)
d) Lower-upper class (4)
e) Upper class (5)
f) Upper-upper class (6)

Social class

5
4.5
4
3.5
3
Replies 2.5
2 Series1
1.5
1
0.5
0
1 4 7 10 13 16 19 22 25 28 31 34 37
Respondents
 Conclusion
From the research we came to the conclusion that the role of women in purchase
decision making and purchase behavior is changing. Earlier, women were treated as
home assets and second citizens, now women are more independent and self centric.
There are many factors which are responsible for it-
1. Literacy- today’s women are literate and educated enough of understanding
what is right for them.
2. Urbanization- from last two decades, the population has migrated towards
cities, and thus life style has changed.
3. Marketer efforts- Companies have adopted different consumer awareness
campaigns and have been updating consumers regularly.
4. Changing trends- Now women have become socializer. They are involved in
kitty parties and night parties.
These factors have led to change in purchase behavior of women in the present
scenario.

Changing role of women

Women have stake in every purchase decision making, and when we talk about
buying behavior of cars, they have great influence in making purchases. They
influence their husbands, father or any family member to purchase a particular brand
or a particular segment of car. Today women drive the car, talk about the car, can
modify their cars and maintain their cars.

Marketer’s efforts-
Marketers are also trying to attract this segment of population. In Indian perspective,
this customer segment is increasing rapidly with the rise in income, education and
life style.
Companies are customizing their cars for this segment as follows-
Product- They are making unisex cars which are comfortable for both the genders.
Ex. Gear pattern (Honda Civic, Honda CRV, Skoda Laura), Color (Chevrolet Spark-
they have seven variants of colors attractive to women)
Promotion- Companies are designing promotional campaigns to attract women. Ex.-
Women celebrities are being endorsed, Ad campaigns showing couples and/or the
whole family and explicitly showing women as influencers (Santro Xing)
However, in broader aspect, the reality can’t be ignored that 80% of women
population is still dominated by their male counterparts. 85% of women population is
not mentally and financially independent. 90% of women population can’t drive a
car.
So, these factors should be taken in to consideration by companies while making any
major change in their marketing mix.
 Suggestion
 Companies should consider women population as future prospects.
 To target women segment as primary buyers
 Companies should develop promotional strategies to attract this segment
 Companies should design a transformational strategy to bring this segment in
to main stream of purchase decision making as ‘TVS Pep+’ has done it in two
wheeler segment. TVS has started a whole promotional campaign in order to
lure the women segment and it has quite successful in creating a niche in the
existing segment. It also shows in their ad line- ‘Why should boys have all the
fun’.
 Innovative initiative should be taken by companies to attract women
population. Ex. Special driving school/programs for women
 Sales promotions especially designed for women. Ex. Hyundai initiated
discount coupon and holiday package for couples.
 Research Questionnaire
1. Who does take decision regarding consumer durables in your family?
a) I myself
b) I, with the consent of others
c) Others do it (Husband, in-laws)
2. What kind of purchase decision/s is/are made by you?
a) Low cost involved (Grocery, Veg)
b) High cost involved (consumer durables-Car, TV, etc)
c) Both
d) None
3. Please select a category which matches the best with you
f) I don’t have a car
g) I have a car, owned by husband, driven by me
h) I have a car owned and driven by husband
i) I have my own car driven by me
j) I have my own car driven by a driver
4. Which segment of car does u have or you aspire to buy?
f) Hatch back (Santro, Maruti)
g) Sedan (Honda City, Accent)
h) MUV (Scorpio, Safari)
i) SUV (Honda CRV, Fortuner, Endeavour)
j) Utility vehicle (Bolero, Sumo, Marshall)
5. The purchase decision made by you is based on
a). Safety and Security
b). Fuel efficiency
c). Green concept
d). After sale services
e). Economical
6. On what basis/bases do you select a car?
e) Technical (Quality of engine and parts)
f) Functional (feel while driving)
g) Emotional (brand affinity)
7. Do you think that companies have started considering the choice of women in auto
sector?
(color, gear, design, driving style)
c) Yes
d) No
8. Are you satisfied with these efforts of considering choices of women by
companies? (Analyze on Likert scale- 5 for Fully satisfied and 1 for Not
satisfied)
f) Fully satisfied
g) Satisfied
h) Neutral
i) Not satisfied
j) Fully dissatisfied
 9. Which kind of role do you play while making of purchase decision in your
family? (Please explain)

--------------------------------------------------------------------------------

10. Please select a category which matches the best with you. (You may select more than one)
h) Earning/ Non Earning
i) Driving/Non driving
j) Nuclear/Joint Family
k) Patriarchal/Matriarchal
l) Married/Unmarried
m) Independent/Earning widow
Which age group do you belong to?
21-30
31-40
41-50
51-60
Please mention your educational qualification
e) Below graduate
f) Graduate
g) Post graduate
h) Professional qualification
Please mention the social class you belong to
g) Lower-middle class
h) Middle class
i) Upper-Middle class
j) Lower-upper class
k) Upper class
l) Upper-upper class