Perceptual Mapping of SED & Brand Choice To Purchase Car

Abstract

India is one among the world's quickest growing automobile markets and is poised to become the third largest passenger's automobile market by 2020. The recorded sales growth of four wheelers like car & utility vehicle has additionally up up-to 7.87 % and 6.25% severally throughout April-March 2016. however what makes an automobile maker like Japan's Maruti Suzuki and Korea's Hyundai enjoys quite 67% of market share whereas others like United States of America automobile manufacturers Ford Republic of India and General Motors combined market share is simply 4-5%. Sales within the North & East region have proven solely 5%of changes within the FY16 that is relatively under the west & south region. The Japanese automobile makers achieved a median of forty eight.01% of growth until Gregorian calendar month 2016 having an improved stand from the Indian automobile manufacturers (Hindustan Motors, M&M,M&S, Tata & Force motors) i.e. 6.74%. During this study the investigator explored the SED factors and its effect on Brand choice of prospective automobile patrons and existing automobile users at dealer purpose and facilitate dealer to form an excellent “moment of truth” (Pioneered by JanCarlzon) once a client encounter with company.

Keywords: Service Quality, Service Recovery, Moment of Truth, Dealer Satisfaction, Brand Choice, Brand Image

JEL Classification: M