Study of the SUV Market and Consumer Purchase Decision Analysis in Bhubaneswar

Abstract

Demand for sports utility vehicles (SUVs) continues to outstrip other sectors by a significant margin, having grown from a measly 15% market share two decades ago to accounting for over 40% of all domestic passenger vehicle (PV) sales. A decade ago, most people associated SUVs with large, clunky, diesel-powered vehicles with off-roading capabilities. However, consumer preferences have changed, and more people are choosing upright driving positions and high ground clearance vehicles, which are complemented by a variety of options available at an affordable price point. In this paper we have tried to find out, what are the key reasons to choose an SUV above any other passenger vehicles in Bhubaneswar? A sample of 100 was taken to carry out the research. It was found thatsafety, ability to go anywhere, rugged feeling, space, tall seating position, affordable and above all they are aspirational and carry social value, are some of the significant factors people consider to buy SUVs in Bhubaneswar.