Automotive brands: Overview of Attitudinal Equity (AE) 1 / 6

Custom filters applied: (Segment is SUV segment)

n. 307 [weighted]
Do not use/buy Use/buy

% Aware, Non-
% Non-user User Overall
not user AE: 1-20 20-40 40+
Unaware AEs AE AE]
consider AE

Maruti Ertiga 0.2 48.2 3 9 8 10.2 2 31 70.7 29.9

Renault Duster 0.0 34.5 4 28 10 17.8 3 20 63.7 28.3

Ford Ecosport 0.7 48.3 3 10 4 8.0 3 31 65.1 27.0

Toyota Fortuner 0.0 80.8 4 5 2.7 9 65.7 8.5

Honda CRV 0.0 91.5 3 4 2.0 80.5 2.2

Hyundai Santa Fe 1.2 94.4 22 0.9 66.9 1.1

Ford Endeavour 0.9 95.8 2 0.7 62.5 1.0

Skoda Yeti 1.7 95.4 0.8 71.8 0.9

Mahindra Rexton 1.6 96.5 0.4 55.0 0.8

Renault Koleos 2.8 96.8 0.2 0.0 0.2

 Hyundai Santa Fe: Analysis of Attribute Relevance
Custom filters applied: (Segment is SUV segment)
n. 307 [weighted]
All Respondents Not Interested in Hyundai Santa Fe Uncommitted to Hyundai Santa Fe Committed to Hyundai Santa Fe
n. 307 n. 294 n. 5 n. 8
Sporty car 45.1 Sporty car 45.5

Value for money 43.5 Value for money 43.9

Fun to drive 42.3 Luxury features 43.0

Luxury features 41.9 Fun to drive 42.8

Innovative technology 41.8 Innovative technology 42.2

Top 10

Spacious interior 41.7 Trustworthy 42.2

Trustworthy 41.6 Spacious interior 42.0

Good fuel economy 41.5 Powerful engine 41.9

Modern looks and design 41.5 Modern looks and design 41.8

Environmentally friendly
41.4 Good fuel economy 41.7
vehicle

Features provided are upto

Approachable 39.0 39.3
my expectations
Features provided are upto
Bottom 3

38.9 Stylish car 39.2

my expectations

Tough car 38.6 Tough car 38.9

Attribute Important attribute common to all groups Attribute More important to the market as a whole than to the column in question

Key Attribute Uniquely important to committed respondents Attribute More important to the column in question than to the market as a whole or committe

Attribute More important to the column in question than to the market as a whole Attribute Uniquely important to uncommitted respondents
Overall Image of Hyundai Santa Fe 1 / 2
Custom filters applied: (Segment is SUV segment)
n. 307 [weighted]
Hyundai Santa Fe
Best Competitor

Sporty car 45.1 Renault Duster Total market spend is about N/A
Value for money 43.5 Maruti Ertiga

Fun to drive 42.3 Renault Duster Hyundai Santa Fe's attitudinal

Luxury features 41.9 Renault Duster equity in the market as a whole is:
Innovative technology 41.8 Renault Duster
1.1
Spacious interior 41.7 Renault Duster
The value of Hyundai Santa Fe's
Trustworthy 41.6 Maruti Ertiga
attitudinal equity is: N/A
Good fuel economy 41.5 Renault Duster

Modern looks and design 41.5 Renault Duster

Environmentally friendly vehicle 41.4 Renault Duster

Powerful engine 41.4 Renault Duster

High quality 41.3 Renault Duster

Reasonable cost of ownership 41.1 Renault Duster

Durable car 41.0 Renault Duster

Good Resale value 40.8 Renault Duster

Offers Hi-tech features 40.3 Renault Duster

Suits My personality 40.1 Renault Duster

Comfortable to ride 40.1 Renault Duster

Safest in its class 40.0 Renault Duster

High status car 39.9 Renault Duster

0 25 50 75 100
 Overall Image of Hyundai Santa Fe 2 / 2
Custom filters applied: (Segment is SUV segment)
n. 307 [weighted]
Hyundai Santa Fe
Best Competitor

Good pickup 39.8 Renault Duster Total market spend is about N/A
Attractive car 39.6 Maruti Ertiga

Comfortable seating 39.5 Renault Duster Hyundai Santa Fe's attitudinal

Stylish car 39.0 Renault Duster equity in the market as a whole is:
Approachable 39.0 Renault Duster
1.1
Features provided are upto my expectations 38.9 Renault Duster
The value of Hyundai Santa Fe's
Tough car 38.6 Renault Duster
attitudinal equity is: N/A

0 25 50 75 100