Abstract

This case study is about a research problem of an auto component manufacturer Gnext, which was about to enter car manufacturing. Varun, the Design consultant of Gnext, was mulling over some key decisions that he would take while designing the new car. As part of the planning phase, Rakesh director of Gnext had marketing research conducted on car consumers. He wanted to determine the underlying benefits that consumers were expecting from a new generation car by sorting them according to the relative importance they accorded to attributes like performance, comfort, price, etc. The tabulated responses were in front of him and based on these he had to make some recommendations regarding customers’ expectations on a new generation car.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The case will help the students:
• Discuss how through Factor Analysis, similar kinds of factors can be grouped together based on correlation
• Appreciate the importance of Factor Analysis in making decisions.

Keywords

Factor Analysis, Marketing Research, Consumer Preferences , Customer Segmentation, Dependent Variable , Independent Variables, Pilot Study, Decision Making, Correlation Analysis, Consumer Perception, Consumer Survey, Consumer Behavior, Fuel Efficiency, Cluster Analysis, SPSS, SAS, Scree Plot, Product Development, Market Analysis