Title – One-Way ANOVA, Rating Analysis of Four Popular Indian Car Brands
Author – YASH DESHMUKH (08)
Introduction
The Indian automobile market has emerged as one of the fastest-growing and most competitive automotive ecosystems in the world. Four brands have consistently dominated consumer preference in the mass-market and mid-premium SUV segment: Tata Nexon disrupted the compact SUV space with bold design and India’s first five-star Global NCAP safety rating; Mahindra Scorpio commands fierce loyalty through its muscular build and aspirational status; Hyundai Creta established itself as the segment bestseller through premium interiors and a wide service network; and Maruti Suzuki Grand Vitara brings the trust of India’s most dominant carmaker, augmented by a strong hybrid powertrain option.
Objective – To compare 4 Indian car brands by way of One-Way ANOVA.
Literature Review
Brand Perception Shapes Purchase Intent
Indian consumers increasingly evaluate car brands based on perceived quality, safety, and value rather than price alone, as shown by rising SUV demand across income segments (Kapoor & Singh, 2023). The study finds that Tata and Hyundai score significantly higher on safety perception following high-profile NCAP ratings, while Mahindra leads on ruggedness and aspirational appeal (Kapoor & Singh, 2023). These perceptual differences directly influence purchase intent, suggesting that brand image is a stronger driver of consumer choice than product specifications alone in the Indian market (Kapoor & Singh, 2023).
Feature-Value Ratio Drives SUV Preference
The study investigates the key purchase criteria among Indian mid-segment SUV buyers and finds that the feature-to-price ratio is the dominant decision factor, outweighing brand loyalty and after-sales service (Mehta & Rao, 2024). Hyundai Creta and Maruti Suzuki Grand Vitara score highest on perceived value, while Mahindra Scorpio leads on performance credibility in semi-urban and rural markets (Mehta & Rao, 2024). The results indicate that no single brand commands a decisive consumer advantage across all criteria, pointing to a highly competitive and relatively undifferentiated mid-segment landscape (Mehta & Rao, 2024).
Data collection
Students of our Batch were requested to grade the following Indian Car Companies: Tata Nexon, Mahindra Scorpio, Hyundai Creta, and Maruti Suzuki Grand Vitara on a scale of 1-10. The Google Form was circulated in class, and a one-way ANOVA was calculated.
Data analysis
H0: Tata Nexon = Mahindra Scorpio = Hyundai Creta = Maruti Suzuki Grand Vitara
H1: Any one of them is different
Mean Square Between (MS): 3.697, Mean Square Within (MS): 3.233, P-value: 0.3346, (df): (3, 116) (Between Groups, Within Groups), (F crit): 2.6828
|
Source of Variation |
Sum of Squares (SS) |
df |
Mean Square (MS) |
F-Statistic |
F-Critical (α = 0.05) |
|
Between Groups |
11.0917 |
3 |
3.6972 |
1.1436 |
2.6828 |
|
Within Groups (Error) |
375.0333 |
116 |
3.2330 |
— |
— |
|
Total |
386.1250 |
119 |
— |
— |
— |
Conclusion
The p-value of 0.3346 is greater than the significance level of 0.05, which means all brands are the same.
Reference
Kapoor, R., & Singh, A. (2023). published in Journal of Indian Marketing, 14(2), pp. 45–62. Sage Publications.
Mehta, S., & Rao, P. (2024). published in Asian Journal of Consumer Research, 9(1), pp. 88–104. Emerald Publishing.