Zeichen Journal ISSN No: 0932-4747 Design Expectations and Association in Multi- Utility Vehicle Segment in India. Agawane Rajendra Jagannath1, Dr. Bhola Sarang Shankar2. 1Assistant Professor, Karmaveer Bhaurao Patil Institute of Management Studies and Research, Satara, Maharashtra. 2Associate Professor, Karmaveer Bhaurao Patil Institute of Management Studies and Research, Satara, Maharashtra. Abstract: The research is an attempt to identify the design expectations from the owners’ of Multi- Utility (MUV/MPV-Multi Utility/ Multi-purpose vehicle) vehicle segment and to check association of design expectations with (Hatchback, Sedan, Mini-van, and Mid-size) vehicle segments. Designing the product to the consumer expectation is tedious and continuous process. Identification of expectations is must to fulfill them. Designers’ and manufacturers strive for methods and tools to identify, design, plan and implement the expectations into products and services. In buying and using the vehicle by consumers’, which design variable is consider most. Do they differ from (Hatchback, Sedan, Mini-van, and Mid-size) vehicle segment or, are associated? Considering this question as hypothesis, data is collected from the segment owners’ and owners’ from (Hatchback, Sedan, Mini-van, and Mid-size) vehicle segment to gauge the association in expectations. Four design variables are considered as design expectation variables. The data is collected from the sample owners’ in Multi-Utility (MUV/MPV) vehicle category and sample owners’ form (Hatchback, Sedan, Mini-van, and Mid-size). Result indicate significant association in design expectations for vehicle attributes expected from Multi Utility vehicle and (Hatchback, Sedan, Mini-van, and Mid-size) vehicle segment. Findings are useful for designers ‘and manufacturers’ to better design the product and serve according to consumer expectations. Keywords: Design expectations; Design Association; Multi-Utility vehicle; MUV/MPV vehicle; Design variables. 1 Agawane Rajendra Jagannath* e-mail:- [email protected] Volume 6, Issue 8, 2020 Page No:1 Zeichen Journal ISSN No: 0932-4747 1. Introduction: Overall vehicle dependability in India is average 189 problems per 100 vehicles in 2017, down from 185 per 100 in 2016. A lower number of occurrences of problems reflect higher longer-term vehicle quality. Owner reported problems have risen sharply after vehicle being driven above 40000 kms. The owners also reported the average of 73 more problems per 100 vehicles than those driven less than 40000 kms. Vehicle exterior and driving experience account for more problems than other categories including uneven tire wear, noise form doors, bumper and exterior corrosion, which are more prevalent that are driven more than 40000 kms. In addition to this after about three years ownership, problems related to squeaks and rattles are reported, which affects the build quality perceptions from the manufacturers point of view. Auto makers that are able to identify such problems are likely to be able to provide a more positive ownership experience for their customers’. (httpwww.jdpower.com/about-us/press-release-info, 2017). Automakers, for example, Maruti Suzuki, Tata Motors, Toyota, Nissan and Ford intend to dispatch new models in MPV and Mini MPV segment in India. The challenge for deals volumes and estimating referred to motivations to step – up interest in this section, which is unexplored and prone to fuel the activity in coming days. Scaled down MPVs are individual transporters taking after smaller vans with better inside room. Makers would like to give them car like feeling, making it 7-8 seaters and estimating it aggressively to build the volume of offers. Families expect better fuel efficiency with better-featured vehicle. Concerning the MPV, SUV segment, market was dependably there, yet with constrained alternatives, which automakers are currently investigating through market considers. (Philip L. , 2010). This data and information put forth the questions that are investigated; 1. Which are the design expectations in the segment; that would be with respect to the vehicle dependability in terms of build quality, then looks; in particular weather it should look like a car or a jeep, like that of Toyota’s Innova or like that of the Mahindra’s Scorpio, without compromising on the setting capacity of at least seven people, also not compromising on the initial ownership costs and long distance running costs. 2. Is there any association between design expectations for this segment with (Hatchback, Sedan, Mini-van, and Mid-size) vehicle segment? The rest of the paper is organized in the following manner. The next section provides a brief description of the automotive sector in India. Underpinned by the growth of sector and government initiatives, the hypotheses are developed thereafter. This is followed by the discussion of the research methods and conclusion. The implications are examined in the concluding section. The conclusion section answers’ the questions after investigation. 2. Government Initiatives and Indian Automotive Sector: The increase in income tax exemption upto Rs. 5,00,000 will positively affect consumer sentiment and consumption expenditure, which will give impetus to insist for two- wheelers and small commuter vehicles, while overall improvement in the road infrastructure will ease movement of people and goods on the road and have multiplier effect on the economy. It is encouraging to hear the Hon‟ble Finance Minister acknowledging the thriving Indian automotive industry and having faith on it becoming a global manufacturing hub for vehicles in the years to come. Note the emphasis laid on electric mobility in the 2030 vision of Government of India that aims at increasing energy Volume 6, Issue 8, 2020 Page No:2 Zeichen Journal ISSN No: 0932-4747 security, reducing oil import dependence and reduce vehicular pollution. Government is creating an ecosystem that would enable auto manufacturers to achieve the target of becoming the world leader in electric mobility. Ministry of Finance has recently notified definition and customs duties for Completely Built Unit (CBU), Semi-knocked down unit (SKDs) and completely knocked down units (CKDs) of all categories of electric vehicles‟. The move is been welcomed, however the customs duty for lithium ion battery has been increased from Nil to 5% for electric vehicle manufacturing. Since cell manufacturing is at very nascent stage at present in India, the current practice of importing cells is expected to continue and hence the change will only lead to increase in cost of manufacturing Electric vehicles battery packs, which is expected to be dampener in generating demand for electric vehicles. India will be leading the world economy through high economy growth in the next few years and the announcement by Hon‟ble Finance Minister stating target of becoming USD 5 trillion economy in next 5 Years and USD 10 trillion economy in next 8 Years reassures automobile sector that the future is bright. (http://www.siamindia.compress, 2019) The vehicle industry in India is world's fourth most prominent, with the India a little while later being the world's fourth most prominent maker of cars and seventh most noteworthy creator of commercial cars in 2017. Indian vehicle industry (counting segment manufacturing) is relied on to achieve Rs 16.16-18.18 trillion (US$ 251.4- 282.8 billion) by 2026. Bikes ordered the trade and made up 81 percent thought in the family vehicle deals in FY18. Everything considered, Domestic vehicles deals improved at 7.01 percent CAGR between FY13-18 with 24.97 million cars being sold in FY18. Indian vehicle business has gained Foreign Direct Investments (FDI) well worth US$ 19.29 billion between April 2000 and June 2018. Nuclear family vehicle age enlivened at 7.08 percent CAGR between FY13-18 with 29.07 million vehicles made in the nation in FY18. Amidst April-November 2018, vehicle age expanded 12.53 percent year-on-year to achieve 21.95 million units. Amidst April-November 2018, most amazing year-on-year sway in private courses of action among the majority of the requests was record in commercial vehicles at 31.49 percent looked for after by 25.16 percent year-on-year sway in the thoughts of three-wheelers. The normal white collar class family is continually hoping to redesign their way of life all in all. The clear redesign for most families is that of their car. Lately, the portions that have seen the development that offer both reasonableness and space at a value point that doesn't beg to be spent for example the little SUV and MPV portions. A Multi-Purpose Vehicle (MPV) does precisely what it embarks to do: conveys a family in as much solace as a normal car has the space to equal an expansive SUV and is similarly as viable as the family hatchback. To put it plainly, the MPV has turned out to be well known basically because of the way that they are an incredible incentive to the normal value touchy Indian purchaser. (India Brand Equity Foundation, Automotive Market and Opportunities, Gurgaon, 2007.) 3. Theoretical background and hypothesis development: Consumers’ give importance to variety in buying and enjoy joining coaliation based loyalty programmes provided by companies. Which means longing for new aspects and innovation in product or service they use. This is complex from manufacturing perspective to retain consumer for your product or service. Which further results in design complecations for products like vehicles which are combination of sub-systems