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PEST Analysis For Indian Luxurious Car M PDF
PEST Analysis For Indian Luxurious Car M PDF
PEST Analysis For Indian Luxurious Car M PDF
ABSTRACT affluent class in the country. The Indian luxury car market
accounts an impressive compound annual growth rate of
In India’s auto market the luxury cars are the fastest approximately 25% between 2005 and 2009, though the
growing segment. In India Luxury car market grown at an base still remains quite low, representing around 1% of the
accelerated pace in the past couple of years. Researches total new car market. This expansion can be attributed to
and studies have revealed that the luxury car market is high economic growth which led to increased disposable
growing at a steady speed of 25% per annum with more income, finance-friendly government policies such as the
and more numbers of luxury cars entering Indian car relaxation of equity regulations and the reduction of
market. India is one of the fastest growing economies of import tariffs pertaining to the automobile industry. The
the World. With the consistent growth rate of 8-9 % for the economy was growing at 7% per annum and the
last five years the disposable income of Indians has been information technology revolution in India had created a
growing in an impressive manner. Besides, the growth of sizable professional class with huge purchasing power.
HNI community in India is crossing mark of 25%, the
highest in the World. Because of these factors the Luxury REVIEW OF LITERATURE
market of the World, which was centered around Europe,
USA, Japan, China, and Korea, so far, has started shifting Marketers need to respect the fact that people and society
its focus on India. Besides, traditionally, India has always can change over time. In the early 1980s, consumer
been known for her royalty. In this zest for Luxurious consumption is somewhat ‘conspicuous’. Many firms
Lifestyle, both east and west find this as an opportune time ignored consumer input or publicly confront consumer
to make India as a hub for the Luxury market of the World. group (Evans and Berman, 1987).
Moreover, it is not only the luxury brands that are
creating a benchmark in the Indian industry but also the In the 1990s, it is the era of ‘value driven’ customers and
affluent class people who are keen to splash cash for the suppliers. The consumption can nolonger be conspicuous.
cachet of exclusive cars. The impact of India's initiatives Consumers are exposed to more mass media. Commercial
on economic liberalization and globalization (post 1991) media become sources of useful information on the ever
was most apparent in the automotive sector. Moreover, the increasing number of products and brands. Personal
new age Indian was becoming more comfortable with his sources of information diminish in importance. Marketers
riches and flagrant display of wealth, which ushered in today need to understand that ‘customer satisfaction is
opportunities for global luxury carmakers in India. about ‘attitude’; and customer value is about ‘behavior’’
Analysts estimate that the luxury car segment would be (Butz and Goodstein, 1996:64).
growing at a rate of 28% annually. More than 7,000
luxury cars were sold in India every year and nearly 20 Goodyear (1996) suggests in the second stage (brand as
global luxury brands were competing for the market share. reference) of her evolution of brand concepts and images3
The Indian luxury car market has tripled its size in the that the marketers need the identification and
past five years. It is expected to grow at the same pace for differentiation of their products to reflect the consumer’s
2-3 years. goal of making a good selection from among competing
This paper highlights the Pest analysis of Indian Luxury brands. Since there exist differences in attitudes and
Car Market and to discuss the competitive scenario and specificity, what is a luxury car to some groups may be
the future of the luxury car market in India. ‘ordinary’ to others.
Keywords: PEST analysis , HNI’s , luxury car segment Segmenting the luxury cars into physical categories
regardless of ‘brand association (attributes, benefits,
INTRODUCTION attitudes)’ (Keller, 1993) can be very difficult to refer to in
luxury sense. This requires marketers to identify brands to
India being one of the lucrative hubs for the car market distinguish between them (Hoyer and Brown, 1990).
which attracts auto majors from all over the world. The While many brands seem to be qualified as luxury brands
recent growth in the luxury car market in India is much (e.g., Audi, Bentley, BMW, Jaguar, Lexus, Mercedes,
more than mere market dynamics in a particular car Porsche, Rolls-Royce) by one third of industrial opinion,
segment. It is a reflection of the changing lifestyle of the only some major brands (e.g., Audi, BMW, Mercedes,
The key factors contributing to the growth of luxury car Major Luxury car in India
market are raising economy and IT boom. Rising economy Mercedes-Benz, BMW and Audi put together have around
has given way to more disposable income which people 85% market share. The German car brand Mercedes-Benz
are splashing over luxurious and high-end cars. With the had first-mover advantage as it had started operations in
boom in IT industry, youngsters are earning higher India in 1995 and there was no direct competition in this
packages which enable them to enjoy a joyful ride in their category.
favourite luxury car. Apart from that easy availability of
loan and good finance schemes have also pushed
youngsters and middle class people towards expensive and
luxurious cars. Even the Government of India is
supporting the entry of luxury cars by formulating policies
such as the relaxation of equity regulations and the
reduction of import tariffs on automobiles .
These policies have reduced the price tags of top notch
luxury cars, which have eventually led to the growth of
luxury car market in India.
With the Increasingly affluent population with The economic environment consists of macro level factors
high disposable incomes and an extravagant lifestyle of related to the means of production and distribution of
people. wealth. Economic environment is very dynamic and
The growth of the economy is 8.8% this year complex in nature. It does not remain the same. It keeps on
compared to just 6.7% last year with this growth the changing from time to time with the changes in an
confidence of the customer confidence is also increased. economy like change in Govt. policies, political situation,
The target customer who used to over 45 (top buying capacity of the people.
level executives) earlier has changed to mid 30s
(entrepreneurs and those have reached success at a young With the growing population of well heeled citizens in
age) India emerges to be the primary cause. With the overall
Today’s generation believes in the Phrase “Got population being 1 billion, the 1% people who constitute
it? Flaunt it!” and many more new reasons to buy the the affluent society or the new ’Global Indians’ are
luxuries cars such as gifts to daughter at marriage , estimated to be over 10 million, mainly because of the
festivities and also of flaunting one’s wealth. growing disposable income of India. It is a reflection of
Upgradation to higher end models because the the changing lifestyle of the affluent class in the country.
prices fall after a very small period of time.
Increasing demand from the rural areas which is In India, the luxury car segment (Average Price 25-30
in keeping pace with the economic growth and Lakh) has been growing at an average rate of 20% or
development above during recent years; In effect to this, almost all the
overseas manufacturers including Mercedes, BMW, Audi,
Suzuki, and most recently Volkswagen have entered the
fray. Ferrari’s announcement to roar into the India market According to a leading research company, the consumer-
from 2010 and Aston Martin’s aspirations to enter the population in luxury markets can be divided into three
Indian market soon next year also signals that the market categories:
has just picked up pace and there are great possibilities for
these indulgent vehicles to thrill the Indians. Functional- This segment comprises people who buy the
luxury goods for their superior functionality and high
Change in attitude of the customer accounts for the sudden quality. The people in this category decide to buy based on
acceleration in the Luxury car Market in India, as the their logic, rather than emotions. In India, functional
emphasis has been shifted from price consideration and segment consumer-population is highest among the three
affordability to design, quality and pleasure. segments.
KEY MARKET DRIVERS Rewarding- The ‘status- symbol’ is the driving factor for
this segment. The average age for this category is 35
Increase disposable income ,Rising aspiration level ,Lower years. People under this category are a major force behind
interest rates. the increasing sales figures of luxury cars in India.
CLASSIFICATION OF CONSUMERS OF Lexus still leads the overall sales figures till date for 2010
LUXURY BRANDS but are closely followed by BMW and Mercedes Benz.
Lexus sold 201,769 units from Jan-Nov 10 while BMW
and Mercedes Benz sold 196,833 and 196,288 units
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