LAUNCH OF HONDA NEW PRODUCT (BRV) AND EXAMINING THE FACTORS,

MARKET ANALYSIS AND BASIC NEED FOR THE PRODUCT

Introduction
Research Questions
Honda Atlas Cars is a Pakistani Automobile manufacturer and joint venture between
Honda Motors and Atlas Group, based in Lahore, Pakistan since 1992 was incorporated on 4
November 1992, while the joint venture agreement was signed on 5 August 1993.The
manufacturing plant was inaugurated 17 April 1993 and the first car rolled off the assembly line
on 26 May 1994. By July 1994, six dealerships were established in Karachi, Lahore and
Islamabad.
Honda Motor Co., Ltd. has acquired great position in the automobile industry due to its
engagement in the development and distribution of various automobile products such as
minivans, passenger cars, sport utility vehicles, multi-wagons, power sprayers, general-purpose
engines, power carriers, etc. In 2017, Honda cars launched Honda BR-V model in Pakistan in
order to target upper middle class segment who wants to create great impression among the
society while driving Honda BR-V. In addition, the launch of Honda BR-V model was based on
the fulfilment of consumers’ needs and demands for an inexpensive SUV that has a sleek design,
rides higher, and capable of loading seven passengers during a single trip. Due to the focus of
providing generous amount of space in care for accommodating 7 passengers, Honda BR-V has
failed to accommodate the needs and desires of customers for inexpensive and fuel efficient
automobile car. As regards to this, the following research is intended to analyse the reasons
behind the failure or inefficiency of Honda BR-V model as compared to its competitors such as
Suzuki APV model. In order to achieve this aim, the researcher is intended to address the
following research questions:
 What was the need to launch Honda BR-V Seven Seater model in Pakistan?
 How do we compare the performance of Honda BR-V Seven Seater with Suzuki APV in
Pakistan?
 What are the recommendations that Honda could apply in order improve the effectiveness
of Honda BR-V model in comparison with Suzuki APV?

Objectives of the Study

 To conduct market analysis of Honda BRV seven seater model
 To compare the effectiveness of Honda BRV model with Suzuki APV
  To provide recommendation to Honda that how it can improve the effectiveness of BRV
model in comparison with Suzuki APV through applying Kotter’s change model

Academic Utility
The following study is based on the analysis of market performance of Honda BR-V
model in comparison with Suzuki APV model in order to improve the performance and
effectiveness of Honda BRP-V model in the automobile industry of Pakistan. In this regard, one
of the major academic utilities of the present research is that it would provide great insight to the
researchers or readers that what are the factors that has played substantial role in the failure or
inefficiency of Honda BR-V model comparatively to its competitors. In addition to this, the
following research would also provide deeper understanding to the readers that how an effective
literature search can be used in writing a detailed and comprehensive review of literature on a
selected topic of research that is the launch of Honda new product after the inefficient
performance of Honda BR-V model in the market.

Practical Utility
Since, the following research intends to analyse the factors behind the inefficient sales
performance of Honda BR-V model in the automobile industry of Pakistan and how Honda can
improve the performance of BRV-model through applying effective strategic action plan. In this
regard, this research would be highly significant for Honda to analyse the factors or reasons that
make the Honda BR-V model less preferable by the customers and acquire great insight that how
the launch of Honda BR-V model could be improved in accordance with the market preferences
and customers’ demands. This is one of the major practical utilities of the present research study
that makes the research significant for the marketers to understand how an automobile company
can grasp the market share comparatively to its competitors.

Literature Review
Introduction to Honda BRV model in Automobile Industry of Pakistan
On 21st April 2017, Honda Atlas launched the new Honda BR-V model for its customers
in Pakistan. According to Tan (2017), Honda BR-V has principally designed to introduce multi-
purpose car (MPV) or seven seater car in the automobile market of Pakistan. Honda has launched
this model in three different variants, including BR-V i-VTEC auto, BR-V i-VTEC manual, and
BR-V i-VTEC S auto. The exterior design of the BRV model is based on subcompact SUV that
makes the vehicle very opulent while traveling on the road. The purpose behind the launch of
Honda BR-V model in Pakistan is to accommodate the increasing the demands and needs of
customers for an inexpensive SUV car that has sleek design and competency to load seven
passengers at a single trip. The launch of this model fascinates the large family due to its
spacious design that can load seven passengers at a time. In addition to this, Brooks (2015) stated
that the launch of Honda BR-V model particularly targeted the Asian automobile market for
satisfying the needs of customers for a luxury huge car in reasonable price. However, due to
some causes, this model has almost been failed in the automobile market of Pakistan that are
discussed in the head below.

Market Analysis of Honda BR-V Seven Seater Model

As stated by Terho et al. (2012), market analysis refers to the qualitative and quantitative
assessment of the market both in value and in volume. Market analysis can also be performed in
relation to buying patterns and segments of customers, the economic environment, and the
competition. The market analysis of Honda BR-V seven seater model can be performed through
Porter’s Five Forces and sales performance:

Porter’s Five Forces

The Porter’s Five Forces that has affected the performance of Honda BR-V model in the
automobile industry of Pakistan include threat of new entrants, competitive rivalry, bargaining
power of customers, bargaining power of suppliers, and threat of substitute.

Threat of New Entrants

In the automobile industry of Pakistan, the threat of new entrants for the existing
automobile car like Honda BR-V is high due to low capital is required, weak government
regulation, presence of identical products, and low customer loyalty towards the brand. In
relation to the Honda BR-V model, threat of new entrants has affected its market share and
allows new entrants to get entrance easily in the market.
 Competitive Rivalry
This factor is one of the major market determinants that analyse how profitable and
competitive an industry is. In the automobile industry of Pakistan, the rivalry among competitors
is high due to several reasons, including there are several competitors, industry growth is
negative or slow, equal market size of competitors, high exit barriers, etc. This force also makes
the Honda BR-V model less effective in the market.

Bargaining Power of Suppliers

The bargaining power of suppliers for Honda BR-V is low due to having several
suppliers of spare parts and other raw materials for the car manufacturing. In addition, Honda has
strong relationship with its suppliers that places low bargaining power on the suppliers.

Bargaining Power of Buyers

The bargaining power of buyers for Honda in the automobile industry is high for mass
merchandising because of strong negotiation power of retailers, availability of many substitutes,
and low profitability. This power has also affected the launch of Honda BR-V seven seater
model in Pakistan.

Threat of Substitutes
From the perspective of automobile industry, the automobile business is very competitive
and hundreds of car brands are available in the market and all are trying to acquire high market
share. Thus, the threat of substitutes is high in the automobile market and also affects the market
performance of Honda BR-V model in Pakistan.

Sales Performance of Honda BR-V Model

According to Munj (2019), first locally produced Honda BR-V seven seater in Pakistan
has marked impressive sales in 2017 with the sale of 7,318 units in one year. In 2018, the sale of
Honda BR-V also went impressive and 500 units were sold. In comparison with Suzuki APV,
this sales figure is quite low and did not provide high profitability to the company in terms of
profit and reputation.
Comparison between Honda BRV Model and Suzuki APV Model
Without any doubt, Honda BR-V has several impressive specifications for the customers,
but due to its some faulty features, this model has not marked expectedly and influence
customers to not buy this compact SUV car. Jefriansyah et al. (2018) stated that one of the major
reasons behind the inefficiency of Honda BR-V model in Pakistan is that there is not safety for
the passenger as there is no airbag for the passenger. In midsize Honda BR-V SUV car, the
airbag for driver is present which can save the driver’s life. It asserts that the Honda BRP-V
model has not provided dual airbag system in the car that influence negatively on customers’
preferences towards this model.
Furthermore, it is stated that the Honda BR-V is an MUV for seven persons and has
larger size and weight than Suzuki APV (Team More, 2017). Suzuki APV also produces more
horsepower as compared to BR-V and has single AC rather than dual. These features assert that
Honda BR-V model is an underpowered car comparatively to Suzuki APV. The height of Suzuki
APV is 1865mm, while Honda BR-V has 1666 mm height. The less height of BR-V model
makes the car congested and makes the driving or travelling experience uncomfortable for the
customers as compared to Suzuki APV.
The factor of price has also made Honda BR-V less efficient in the market as compared
to Suzuki APV. Despite of manufacturing in Pakistan, the price of Honda BR-V is quite high as
compare to Suzuki APV. The price of Honda BR-V in Pakistan is around 26 lacs, while the price
of Suzuki APV is 24 lacs. This price difference influence customers to prefer Suzuki APV than
Honda BR-V model. It could be asserted that all these factors has reduced the sales performance
of Honda BR-V in Pakistan and makes the model inefficient comparatively to its competitors.

Suggestions for the Improvement of Honda BRV Seven Seater Model’s Performance
On the basis of market analysis and comparison of Honda BR-V model with Suzuki
APV, it could be suggested to Honda Atlas that they should launch premium and bigger Honda
BR-V model with less congestion in reasonable price. In addition, Honda BR-V targeting the
upper middle class family in order to increase their share and sales in the market and only this
customer segment can afford this car that can also affect the sales performance of Honda BR-V
model in Pakistan. In Pakistan, majority of the people are belonging to middle class thus; the
target of middle class segment would be beneficial for Honda BR-V in the automobile industry
of Pakistan. This can only be achieved through reasonable pricing of the all variants of Honda
BR-V model in Pakistan.

COMPARE SPECIFICATIONS:

Vehicle Suzuki APV Honda BRV

Overall Length 4230 mm 4453 mm
Overall Width 1655 mm 1735 mm
Overall Height 1865 mm 1666 mm
Wheel Base 2625 mm 2662 mm
Ground Clearance 185 mm 201 mm
Kerb Weight 1270 KG 1199 KG
Seating Capacity 8 persons 7 persons
Fuel Tank Capacity 46 L 42 L
No of Doors 4doors 4doors
Displacement 1493cc 1498cc
Power 91Hp@rpm 117Hp@rpm
Torque 126Nm@rpm 145Nm@rpm
Transmission Type Manual Automatic
Gear/Speeds 5  5
Minimum Turning Radius 4.9m 5.3m

SOHC 16 Valves
Valve Mechanism DOHC 16 Valves
iVTEC
Compression Ratio 9.5 10.3
No of Cylinders 4 4
Cylinder Configuration In Line In Line
Valves per Cylinder
4 4
(value)
Fuel Type Petrol Petrol
Fuel System Multi Point Injection EFI
 Front: Macpherson Strut with
Front: McPherson Strut,
Front Suspension Coil Spring, Rear: 3 Link Rigid
Rear: Torsion Beam
Axle with Coil Springs

Front: Macpherson Strut with

Front: McPherson Strut,
Rear Suspension Coil Spring, Rear: 3 Link Rigid
Rear: Torsion Beam
Axle with Coil Springs

Rack & Pinion with Hydraulic

Steering Type Rack & Pinion with EPS
Pump
Electronic Power
Power Assisted Hydraulic Power Steering
Steering
Front: Ventilated Discs,
Front: Discs, Rear:
Front Brakes Rear:Leading and Trailing
Drums
Drums
Front: Ventilated Discs,
Front: Discs, Rear:
Rear Brakes Rear:Leading and Trailing
Drums
Drums
Wheel Type Alloy Wheels Alloy wheels
Wheel Size 14in 16in
Tyres 185/80/R14 195/60/R16
Pcd 5 x 114.3 5 x 114
Electronic Power
Power Assisted Hydraulic Power Steering
Steering

Compare Features:

Vehicle Suzuki APV Honda BRV

Air Conditioner Yes Yes
Power Windows Yes Yes
Power Steering Yes Yes
Anti-Lock Braking Yes Yes
System
Air-Bags (Driver | No No
Passenger)
Leather Seats Yes No
Cruise Control No No
Keyless Entry Yes Yes
CD Player Yes Yes
Power Door Locks Yes Yes
 Traction Control Yes Yes
Immobilizer Yes Yes
Cup Holders Yes No
Folding Rear-Seat Yes Yes
Rear Wiper Yes Yes
Alloy Wheels Yes Yes
Remote Boot/Fuel-Lid Yes Yes

Steering Adjustment Yes Yes

Tachometer Yes Yes
Front Fog Lights Yes Yes
Defogger Yes Yes
Power Seats No No
Power Mirrors Yes Yes
AM/FM Radio Yes Yes
Cassette Player No No
Sun-Roof | Moon-Roof No No

CoolBox No No
DVD Player Yes Yes
Central Locking Yes No
Rear Seat No No
Entertainment
Climate Control No No
Rear AC Vents Yes No
Front Speakers Yes Yes
Rear Speakers Yes No
USB and Auxillary Yes Yes
Cable
Heated Seats No No
Steering Switches No No
Front Camera No No
Rear Camera No Yes
Arm Rest Yes No
Child Lock Yes Yes
Heater Yes Yes
Interior Lightning Yes Yes
Multi Info Yes Yes
Navigation No No
Optional Navigation No No
Verdict
Conclusive, it has been identified through review of literature that the launch of Honda
BR-V model in Pakistan was particularly determined to accommodate the increasing the
demands and needs of customers for an inexpensive SUV car that has sleek design and
competency to load seven passengers at a single trip. It has also been identified through Porter’s
Five Force analysis that threat of new entrants, threat of substitutes, bargaining power of buyers,
and competitive rivalry are high in the automobile industry of Pakistan and has affected the
market share and sales performance of Honda BR-V in a negative way. In has also been
determined that the sales figure of Honda BR-V model is quite low as compared to Suzuki APV,
this and did not provide high profitability to the company in terms of profit and reputation. It has
been determined that the one of the major reasons behind the inefficiency of Honda BR-V model
in Pakistan is that there is not safety for the passenger as there is no airbag for the passenger. In
midsize Honda BR-V SUV car, the airbag for driver is present which can save the driver’s life. It
could be asserted that the Honda BRP-V model has not provided dual airbag system in the car
that influence negatively on customers’ preferences towards this model. It has also been
identified that the height of Suzuki APV is 1865mm, while Honda BR-V has 1666 mm height.
The less height of BR-V model makes the car congested and makes the driving or travelling
experience uncomfortable for the customers as compared to Suzuki APV.
It has been determined that the factor of price has also made Honda BR-V less efficient in
the market as compared to Suzuki APV. Despite of manufacturing in Pakistan, the price of
Honda BR-V is quite high as compare to Suzuki APV. The price of Honda BR-V in Pakistan is
around 26 lacs, while the price of Suzuki APV is 24 lacs. This price difference influence
customers to prefer Suzuki APV than Honda BR-V model. It could be asserted that all these
factors has reduced the sales performance of Honda BR-V in Pakistan and makes the model
inefficient comparatively to its competitors. As regards to this, it could be suggested to Honda
Atlas that they should launch premium and bigger Honda BR-V model with less congestion in
reasonable price as most of the people in Pakistan majority of the people are belonging to middle
class thus; the target of middle class segment would be beneficial for Honda BR-V in the
automobile industry of Pakistan. This can only be possible by means of setting reasonable
pricing of the all variants of Honda BR-V model in Pakistan.
Theoretical or Conceptual Framework
The present research study determines to analyse the reasons behind the failure or
inefficiency of Honda BR-V model as compared to its competitors such as Suzuki APV model
and how these can be overcome through adopting effective strategic action plan. As regards to
this, the conceptual framework of the study is mentioned below that seem relevant to the present
research:

Reasons behind inefficient Sales Performance of Honda Improvement of product

performance of Honda BR-V BR-V model specifications for Honda BR-
model such as congestion, V such as price, design, etc.
price, etc.

Research Methodology
Research Design
In relation to the identified research problem for the study, research design relevant to the
research subject will be used in order to address the research questions of the study (Creswell
and Creswell, 2017). In general, there are three types of research designs which the research can
use in order to attain objectives of the research study, including qualitative, quantitative, and
mixed method research design. Mitchell and Jolley (2012) stated that the quantitative research
design is usually applied in order to analyse the data that could be measurable and generalised in
further studies. Thoughts and feelings of participants are not incorporated in quantitative
research. On the other hand, qualitative research design involved in the collection of data on the
basis of personal feelings and perceptions of the participants (Maxwell, 2012). In qualitative
research, the data is usually collected through open-ended questionnaires and personal
interviews. Furthermore, mixed methodology is the third type of research design that
incorporates both quantitative and qualitative research design in a research study.
In this research study, the researcher is determined to adopt qualitative research design in
order to address the stated research questions of the study. The rationale behind the selection of
qualitative research design in this research study is that it provides the comprehensive and
detailed information to the researcher on the basis of perceptions and personal viewpoint of the
participants. This will allow researcher to understand the topic of investigation with great insight
and understanding of the factors that makes the Honda BR-V model less efficient in the
automobile industry of Pakistan.

Sampling Strategy
The selection of appropriate and suitable sample size from the large target population is
essential for the completion of research in a successful and effective way. The sampling process
involves the sample size selection from a larger set of target population (Robinson, 2014). On the
basis of certain sample size of the study, the researcher obtains authentic and valuable data in
order to address research questions of the study. Setia (2016) stated that the sampling strategy is
based on two types of sampling method such as probability and non-probability sampling
method. Probability sampling method allow researcher to select sample size through giving equal
chance to the participants being selected in the study. In contrast, non-probability sampling
method allow researcher to select sample size randomly. The types of probability sampling
include systematic sampling, random sampling, and cluster sampling. The types of non-
probability sampling include convenience sampling, purposive sampling, quota sampling, snow
ball sampling, and judgemental sampling.
In this research study, the researcher will use non-probability sampling method in order
to select sample size of the study. Among different types of non-probability sampling method,
judgemental sampling technique will be used in order to select sample size on the basis of their
professional knowledge and judgement.

Sample Size
The sample size set for this particular study will be 20 marketing managers and sales
persons of Honda Atlas that provide information regarding the market and sales performance of
Honda BR-V seven seater model in the automobile market of Pakistan.

Data Collection Technique

There are two types of data collection methods that can be used in this research including
primary and secondary data collection. The collection of data from original sources and
participants of the research is considered as primary data collection (Cleary, Horsfall, and
Hayter, 2014). On the other hand, the collection of data from previous researches and available
literature is termed as secondary data collection method. Such data makes the research more
authentic by presenting various evidences from the literature conducted previously. However, on
the other hand, when a researchers aims to collect fresh data, then the researcher used primary
sources for data collection, including interviews, questionnaires or focus groups. The collection
of primary data ensures originality and uniqueness of the research.
In the present research, the researcher is intended to use primary data collection method
in order to achieve objectives of the study. The primary data will be collected through the open-
ended interviews which will be asked through market managers of Honda Atlas in order to
obtain knowledge and information regarding the inefficient performance of Honda BR-V model
in Pakistan automobile industry. Relevant case study of Honda BR-V will also be reviewed for
analysing the factors that has affected the sales performance of Honda BR-V model in
comparison with Suzuki APV.

Data Analysis Technique

After the collection of data for the present research study, the researcher is intended to
interpret the data in an appropriate manner. The collected data can be analysed through applying
different tests and using different software. This is essential to prove the conceptual framework
of the study as either successful or unsuccessful. In addition, the data can also be evaluated
through the process of data analysis that could be beneficial for researcher to achieve research
aim and objectives.
Since, the present research involves qualitative research; thus the researcher will use
thematic analysis technique in order to address the research question and reach at the final
conclusion of the study. Thematic analysis will allow researcher to interpret the collected data in
different themes on the basis of viewpoints and opinions of the researcher.

Research Décor
Ethical Considerations
 As stated by Gajjar (2013), ethical consideration is regarded as the code of conduct
required to be applied by the researcher to make the study effective. In addition, ethical
consideration plays essential role in making the research either unsuccessful or successful as the
ethics puts strong influence on the research study. While doing a research, it is important for the
researcher to ensure that there is no damage to the environment as well as harm to the research
participants. In the present research study, the researcher is intended to consider all the ethical
principles that are essential for the present research study. The research will ensure that the
information and data collected from the research participants will not be leaked to any third party
and will kept confidential all through the completion of the study. In addition to this, the
researcher will also ensure confidentiality and privacy of the research participants. The
researcher will ensure that the informed consent will be taken from each of the participants in
order to make them aware regarding the purpose and consequence of the research.

Language Constraints
Language constraints are regarded as the barriers for the research to understand the
language of the research participants. In this study, the research may face the limitation of
language and may find difficulty to analyse or understand the interview texts in foreign
language. Interview from market managers of Honda in different countries will be a relative
constraint for the researcher in order to produce a required research outcome. This language
constraint can be overcome through using translators for understanding the interview texts in
foreign language.

Analysis

Most of the marketing managers of Honda Atlas replied that the factors that influence
Pakistanis to buy luxury family cars are comfort, inexpensive price, high resale, etc. These
factors allow people to make comparison between different competitive car brands before
making purchasing decision towards a particular brand. In particular, 15 marketing managers
replied that the most of the population in Pakistan is middle class and they usually prefer to buy
big family cars in affordable price range. As regards to this, price is the main factor that
influences people to buy Suzuki APV model in comparison with Honda BRV model. Both of the
models have close resemblance to each other except price and comfort. It has been asserted by
most of the marketing managers of Honda Atlas that the factor of price has made Honda BR-V
less efficient in the market as compared to Suzuki APV. Despite of manufacturing in Pakistan,
the price of Honda BR-V is quite high as compare to Suzuki APV. The price of Honda BR-V in
Pakistan is around 26 lacs, while the price of Suzuki APV is 24 lacs. This price difference
influence customers to prefer Suzuki APV than Honda BR-V model.
It could be asserted that all these factors has reduced the sales performance of Honda
BR-V in Pakistan and makes the model inefficient comparatively to its competitors. It has
also been analysed that the Honda BR-V is an MUV for seven persons and has larger size and
weight than Suzuki APV. Suzuki APV also produces more horsepower as compared to BR-V
and has single AC rather than dual. These features assert that Honda BR-V model is an
underpowered car comparatively to Suzuki APV. Thus, customers prefer to buy Suzuki APV
model comparatively to Honda APV model in the Pakistan Automobile market. This reduce the
sales performance of Honda APV model and make this model ineffective or failed to some
extent as compared to other seven seater models in Pakistan.

Recommendations

Based on the competitive and market analysis of Honda BR-V model with Suzuki APV,
it has been analysed that the majority of the people in Pakistan are belonging to middle class.
Thus, it could be suggested to Honda that they should target middle class segment in order to
enhance the performance of Honda BR-V in the automobile industry of Pakistan and set
affordable price of Honda BRV model for this class segment. It could also be suggested to
Honda Atlas that they should launch premium and bigger Honda BR-V model with less
congestion in reasonable price. In addition, Honda BR-V targeting the upper middle class family
in order to increase their share and sales in the market and only this customer segment can afford
this car that can also affect the sales performance of Honda BR-V model in Pakistan. This can
only be achieved through reasonable pricing of the all variants of Honda BR-V model in
Pakistan.

References
Brooks, G. (2015). ANALYSIS: Honda’s Bold Runabout Vehicle (BR-V) - the Next Big Thing?
Retrieved from: https://www.just-auto.com/analysis/hondas-bold-runabout-vehicle-br-v-
the-next-big-thing_id162070.aspx
Cleary, M., Horsfall, J., & Hayter, M. (2014). Data collection and sampling in qualitative
research: does size matter?. Journal of advanced nursing, 70(3), 473-475.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed
methods approaches. Sage publications.
Gajjar, D. (2013). Ethical consideration in research. Education, 2(7).
Jefriansyah, F., Wahdiniwaty, R., Suryadi, K., & Aprilliani, D. S. (2018, November). Improving
Product Knowledge Through Personal Selling Activities. In International Conference on
Business, Economic, Social Science and Humanities (ICOBEST 2018). Atlantis Press.
Maxwell, J. A. (2012). Qualitative research design: An interactive approach (Vol. 41). Sage
publications.
Mitchell, M. L., & Jolley, J. M. (2012). Research design explained. Cengage Learning.
Munj, S. (2019). Honda BR-V Detailed Review – Specs & Photos. Retrieved from:
https://www.pakwheels.com/blog/honda-br-v-detailed-review-specs-photos/
Robinson, O. C. (2014). Sampling in interview-based qualitative research: A theoretical and
practical guide. Qualitative research in psychology, 11(1), 25-41.
Setia, M. S. (2016). Methodology series module 5: Sampling strategies. Indian journal of
dermatology, 61(5), 505.
Tan, D. (2017). DRIVEN: Honda BR-V 1.5L – seven seats, family first. Retrieved from:
https://paultan.org/2017/03/10/driven-honda-br-v-1-5l-seven-seats-family-first/
Team More (2017). Top 5 problems with new Honda BR-V launched in Pakistan. Retrieved
from: https://www.morenews.pk/top-5-problems-honda-br-v-pakistan/#
Team More| April 24, 2017| April 24, 2017
Terho, H., Haas, A., Eggert, A., & Ulaga, W. (2012). ‘It's almost like taking the sales out of
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markets. Industrial Marketing Management, 41(1), 174-185.

Appendix
Interview Questions
 What are the factors that influence people to buy automatic luxury car within the
automobile industry of Pakistan?
 In your opinion what is the reason behind the ineffective performance or failure of Honda
BRV model in the automobile industry of Pakistan?
 What are the major differences between Honda BRV model and Suzuki APV model?
 Do you think the price influence people to buy Suzuki APV comparatively to Honda
BRV model?
 What suggestions do you like to offer to Honda Atlas in order to increase the
performance of Honda BRV model in Pakistan Automobile Industry?