Marketing Research Report
ON
WHAT DRIVES CUSTOMER SATISFACTION IN CARS?

Submitted By:

Section 3 Group 2

Contents
ACKNOWLEDGEMENTS 3
INTRODUCTION 4
LITERATURE REVIEW 5
QUALITATIVE RESEARCH 6
Focussed group discussion: 6
In-depth interview 6
Netnography 6
FINDINGS 7
INDEPENDENT VARIABLE 7
DEPENDENT VARIABLE 8
CONTROL VARIABLES: 8
HYPOTHESIS 9
Questionnaire 10
TOOLS USED FOR DATA ANALYSIS 13
RESULTS 13
FACTOR ANALYSIS 16
REGRESSION: 19
INTERPRETATION AND RESULTS: 20
RECOMMENDATIONS: 21
REFERENCES: 22

ACKNOWLEDGEMENTS

We would like to thank Professor Dr. S. Bharadhwaj (Chair Professor of Marketing) for his guidance at every step during questionnaire …show more content…

We have visited sites like cardekho.com, carwala.com and gaadi.com and read the reviews/comments given by the customers about the factors that they like in a car which made them happy and satisfied. We have also visited random blogs where people are discussing about the cars and its features.
Justification of the qualitative research techniques used
Since the topic to be discussed was a general topic and the chances of participants (involved in the focussed group discussion) giving politically correct and socially desirable answers were very low so focus group discussion helped us to clearly identify the variables that drive satisfaction in cars for people in the age group of 25-28 years.
In today’s world people are very active on social media so Netnography helped us identify few unique variables that we could not have otherwise identified.

FINDINGS
Based on the Focus Group Discussions, In-depth Interviews and Netnography conducted we have identified the following seven variables and further classified them into 3 categories which contributes to customer satisfaction in cars.
Product
1. Brand
2. Performance
3. Features
4. Comfort
5. Appearance
Price
Service (after-sales service, Maintenance cost, car parts, Accessibility)

INDEPENDENT VARIABLE
The following variables were the predominant factors that drive satisfaction among customers with reference to cars. A brief description of the factors is as follows:
Brand Name
This variable refers to the effect of brand