The paper "Dominant Partial Least Square Factors of Consumer Purchase Behavior " is a wonderful example of a Marketing Case Study. Tata Motors Limited is the largest automobile in India. It is a leader in commercial vehicles and passenger vehicles in India. The passenger vehicle market has become attractive especially with the increase of the middle class (Menon & Raj 2012). However, since its establishment, there has been a phenomenal decline in the sales and market share of the company due to the perception that Tata products are boring and have low-quality products when compared to cars produced by other manufacturers.
However, to re-emerge in the industry, the company launched a new car "Tata Zest" which is aimed to reach the growing market for passenger vehicles. Tata Zest belongs to the passenger vehicle segment and is designed and enhanced on the X1 platform. In fact, Zest is designed to offer high performance and connectivity and as a result, it has received various awards such as the 'Zee Ignition Car of the Year' award as well as the 'Technology of the Year' award.
The purpose of this study is to identify those consumers who have a high intention to purchase passenger vehicles in Australia. The sample design within this research will include a definition of the research population, the definition of the population frame and the determination of the sampling approach. Target Market Zest Sedan has a diverse target market that can be classified in both geographic and demographic segments. It targets people who want a four-wheeler at an affordable price. Geographic Segment Cities (normal and Metropolitan) These are customers in cities with high traffic congestion. Tata Motors has introduced a diesel-powered Zest compact sedan that will be sold with an automated manual transmission.
The automatic feature of Zest sedan has eased driving by eliminating the need for pressing clutch pedal frequently. In addition, Zest is a diesel car that provides fuel efficiency and thus is considered to be economical especially to regular users. Customers living in cities travel about 50km daily and they will need better leverage. Consumers living in cities who are likely to travel such distance regularly will enjoy the benefits of saving fuel reducing cost.
Such customers who want to reduce cost as well as ease driving through automatic manual transmission should consider purchasing Zest sedan. Research shows that the sale of automatic cars is expected to rise, and Toto Motors has the opportunity to market its car to people who are switching from manual to automatic cars. Demographics Young professionals Zest sedan is also targeted to young people who prefer innovative and fashionable cars at a relatively low cost. The new Zest sedan has a new design, it has a well-sculpted body with additional features such as forward pouncing stance.
The car also has a good balance in terms of sporty alloy wheels, the shoulder-line has a strong wedge and the front is wide stretched. Another defining factor of Zest is vehicle interiors and emphasis on space and safety. The Zest sedan has high-tech features that make it attractive for tech-savvy young people. The majority of consumers in this demographic are buying their first car, and thus they would be more interested with ease of driving and fewer maintenance costs (Wong 2013). Zest has a clutchless gear and this provides ease in driving and it has a diesel engine that has low maintenance costs compared to a petrol engine and this makes Zest sedan an ideal car for such customers.
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Menon, B & Raj, J. 2012, Dominant partial least square factors of consumer purchase behaviour of passenger cars, Asian Journal Of Management Research, vol. 3 no. 1, pp. 83-99.
Wong, W.M. (2013). Consumers’ purchase intention of an automobile in Malaysia. Journal of Marketing Analytics, vol.1, no.3, pp 149–155.