Indian Customers' Expectations on New Generation Cars

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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.