Market Segmentation Analysis
The automobile industry is the fastest growing sector in India. Growth in consumption patterns has encouraged tremendous improvement in manufacturing sector and the auto industry has been growing at a rapid pace recording "over 2.06 million four-wheelers (passenger cars, light, medium and heavy commercial vehicles, multi-utility vehicles such as jeeps), and over 9 million two-and-three wheelers (scooters, motorcycles, mopeds, and three wheelers) - in 2006-07." (SBH India, 2008)
But since there is no special segmentation technique, we can only segment the market on the basis of size and price of automobiles. There are yet to emerge more sophisticated techniques involving psychographics and other behavioral parameters. Following are some of the available segments in the automobile sector:
Utility cars and other off-road vehicles: examples: Maruti Gypsy, Mahindra Armada, Tata Sumo. Tata Nano
Economy segment is one where cars are priced at less than $13,000 and examples include Ambassador, Premier Padmini, Maruti 800.
3. Luxury segment is small and comprises vehicles with prices from $13,000 to $30,000 and examples include Maruti Zen, Premier 118NE, Contessa, Maruti Esteem, Tata Sierra,
4. Super-luxury segment, (not many locally manufactured...
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