Available Online at http://www.recentscientific.com International Journal of Recent Scientific International Journal of Recent Scientific Research Research Vol. 5, Issue, 11, pp.2095-2100, November, 2014 ISSN: 0976-3031 RESEARCH ARTICLE CONSUMERS ATTITUDE TOWARDS MULTI UTILITY VEHICLES – A COMPARATIVE ANALYSIS WITH SPECIAL REFERENCE IN CHENNAI Anand, K* and Sujatha, K ARTICLE INFO ABSTRACT Department of Business Administration, Annamalai University, Annamalai Nagar Article History: The present study aims to consumer attitude towards multi utility vehicles – a comparative Received 14th, October, 2014 analysis with particular special reference Chennai Cities. The investigator personally Received in revised form 23th, October, 2014 distributed the questionnaires to each member of the randomly selected sample size is 200. Accepted 13th, November, 2014 They were requested to answer the items in the booklet as per the instructions provided at Published online 28th, November, 2014 the beginning of each questionnaire. Confidentiality of response was assured. The respondents were co-operative and took one hour to fill the information in all the Key words: questionnaires. The questionnaires were collected by the investigator from the respondents. MUV, Consumer Attitude, satisfaction The responses were scored as per the scoring key of the respective questionnaire. The hypotheses were tested by using standard statistical tools such as Path analysis, Factor analysis and Regression analysis. Then the results were tabulated, analysed and discussed. So the result shows that majority of respondents satisfied about multi utility vehicles. © Copy Right, IJRSR, 2014, Academic Journals. All rights reserved. INTRODUCTION Tata Motors, Chevrolet, Mahindra Xylo and Toyota are the key players of this field. Automobile Industry has a unique process and various levels of operations. The term Multi -Utility Vehicles owes its origin Some of the companies that have stakes in Multi-Utility to the 'General Purpose vehicles" used by American armies Vehicles segment are -Mahindra & Mahindra and it holds over during the World War II. India's first Multi - Utility 55% of the market shares in the Multi-Utility Vehicles Vehicle was launched by Mahindra and Mahindra in 1944. segment. The Multi-Utility Vehicles of Mahindra & Mahindra Multi - Utility Vehicles was a much overlooked segment till are known for their reliability, strength and excellent return for a few decades back. The languishing segment received a much money. needed hope when Tata launched Sumo. Multi-Utility Tata Motors provide most of the competition to Mahindra & Vehicles are now seen as ideal for the rural roads, and are Mahindra. It enjoyed immense success after the launch of highly favored in hilly regions of the country where the Sumo in 1995. Since then its presence has been paled by the terrains tend to be the rougher side. plethora of extremely successful launches by Mahindra & Multi Utility Vehicle (MUV) plays a different roles for Mahindra. different people in this world and has muscular look As the name suggests, Multi Utility Vehicle is jack of all traits. complemented by roomy interiors. It is known as multi And these MUVs pose differently in different aspects. With purpose vehicles and used as commercial passenger vehicles. the go-getter features, vigor, Elevated quality, persistency, It is not only newly designed cockpit and multiple feature toughness, credibility, stylish appearance, easy carrying, and options which offer more comfort and convenience but also supervision economy, MUVs complete their profile. These multi usage capabilities with its dynamic features like high vehicles are used for public and private interest as well Many quality, raggedness, durability, stability, reliability, easy MUVs dealers like General Motors Tavera Chevrolet. maintenance and operational economy. It will be affordable in Mahindra Xylo, Toyota Innova and Tata Sumo are good gaining much more potential buyers and that can be attributed performers in this field. Some Multi Vehicle Models are to the sport in the sale of the same. described below The Multi Vehicle, abbreviated as MUV, is also known as Mahindra and Mahindra Ltd. - They provide prime Minivan or Multi-Purpose Vehicle (MPV),. In technical terms, collection of Xylo with spacious interiors and gorgeous MUVs are kind of automobiles which are taller than a sedan and looking accessories. and hatchback and provide larger interior space through their Toyota - It introduced Innova which is a car of long drive. removable seats. Dur to their characteristics of ample seating Its height and comfy seats are appreciable for a long for 07-10 passengers, big boot space, the MUVs are preferred distance tours. Innova had 8+1 seating arrangement with most by large families and corporate house. Multi Utility the safety of beams and ELR belts being used at the door. Vehicles are classified into three different variants of large, Chevrolet - This Company introduced Tavera as MUV compact and mini. In the Indian automobile market the mini which is compatible with long tours. version of MUVs are more popular & leading auto makers like * Corresponding author: K. Anand Department of Business Administration, Annmalai University, Annamalai Nagar. International Journal of Recent Scientific Research, Vol. 5, Issue, 11, pp.2095-2100, November, 2014 TATA - This Company introduced Sumo as MUV which The importance of reviewing studies made earlier in one’s is Very Comfy for all users. field of investigation need not be overemphasized. At this juncture, the following observation made by Best (1959) is Need For The Present Study worth recording. “Practically all human knowledge can be The relevance and importance of understanding consumer found in books and libraries. Unlike other animals that must behaviour is rooted in the modern marketing concept of multi start new with each generation, man builds upon the utility vehicle. In order to operationalise this concept, accumulated and recorded knowledge of the past”. Therefore, management attempts to solve some consumption problems of the investigator went through the earlier studies made in her consumers. However no businessman possibly helps field of research and they are presented in the succeeding consumers solve their consumption problems unless he paragraphs. The review of the related literature is of immense understands them and unless he makes an attempt to help to the investigator to find out the significance of the comprehend the buying processes and the factors influencing research problem in relation to the connected area of research. it. Need And Importance Of Related Studies Consumer behaviour is always dynamic. Therefore, it is A survey of related literature immensely helps the investigator necessary to study, analyze, and understand, and monitor this to acquaint of equip with what had been done in the past. understanding to the marketing management so that effective According to Best John [1977], ‘’a brief summary of the decisions can be taken in respect of products, price, promotion previous research and the writings of the experts on the field and physical distribution. The profit position of a product provides the known and what is still unknown. Since, the hinges on the kind of predisposition -positive/negative - that a effective research must be based on past knowledge, this helps consumer has developed such a predisposition. to eliminate the duplication of what has been done and provides useful hypothesis and helpful suggestions for Besides, the Indian marketing conditions, in particular, the role of the Government and the steadily emerging consumer significant investigation’’. movement necessitates that marketers in India must understand Arvind Muhkerjee and Triochansastry (2008) from Indian consumer behaviour-their needs, aspirations, expectations and Institute of Management, Calcutta and Ahmedabad respectively, problems. It will be extremely useful in exploiting marketing presented on "Study of passenger multi utility vehicle dealers in opportunities and in meeting the challenges that the Indian India', they analysed the characteristics of an efficient dealer, market offers. Thus, in substance, it may be said that in the they identified the best practices in dealer management in the interest of effective marketing, marketers must develop and Indian automobile industry. They linked dealer strategies to understand their consumers' behaviour, the buying motives, the dealer performance, using Data Envelopment Analysis as a buying processes, and the factors influencing the process of technique. Three patterns or configurations of efficient dealers multi utility vehicle. emerged, the laissez faire, market leader and agiledealers. These factors were investment in sales and after sales facilities, dealer Statement Of The Problem training, dealer expenditure on advertising and promotions, and As Consumers, we benefit from insights into our own dealer participation in decision making. consumption - related decisions; what we buy, why we buy, Nick Maling (2008) analysed in detail the company Saatchi & how we buy, and the promotional influences that persuade us Saatchi Co Phc., in the subject terms of advertising agencies, to buy. The study of consumer behaviour enables us to become advertising accounts. Saatchi & Saatchi UK had beaten the 5 better - that is, wiser consumers. other agencies to an estimated L 70 million Pan - European Change in Government policies coupled with aggressive launch campaign for