Report on Feminine Car (business research methods)

Feminine Car: A concept study

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BBUUSSIINNEESSSS RREESSEEAARRCCHH MMEETTHHOODDSS

RREESSEEAARRCCHH MMEETTHHOODDOOLLOOGGYY

RREEPPOORRTT

OONN

TTHHEE CCOONNCCEEPPTT OOFF AA FFEEMMIINNIINNEE

CCAARR

BBYY

Mr. Abhik Tushar Das (Roll No: 20104001) Mr. Ajay Cecil (Roll No: 20104002)

Mr. Anil Kumar Sahu (Roll No: 20104004)

UNDER THE MENTORSHIP OF

DDR.. SSUUBBRRAATT SSAAHHUU

15-Month Executive MBA (Jan. 2011- Mar. 2012)

SCHOOL OF PETROLEUM MANAGEMENT (SPM)



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TTAABBLLEE OOFF CCOONNTTEENNTTSS

1. Background

2. Problem Definition

a. Statement of objective b. Hypothesis

3. Research design

a. Secondary Data

Internet

Literature b. Design of collection method

Questionnaire Design

Survey

Scaling Techniques c. Sampling Process

Target population

Sample Size

Sampling technique d. Sample gathering

4. Data processing and analysis

a. Data analysis

Assimilation using Pivot table

Pie charts

5. Conclusion a. Summary

b. Recommendation b. Limitations c. Appendix d. References



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1. Background

The car industry in particular has always been a male domain with

manufacturers focused on the masculine aspect and building vehicles

which appeal to men. Today’s cars designs are the expression of the

thoughts of an industry dominated by men. The early 1990s, it was

quite a discovery to see women drive a car in India. It was completely a

male domain and women mostly used public transport or were led by

chauffeur - driven cars. One of the limiting factors was the kind of cars

that were available in the Indian market at that time; cars were often

bulky and difficult to drive. Today, the Indian woman has moved

beyond her traditional roles. The transition from a humble homemaker

to a tech savvy, independent, decision maker has happened and

women in India today occupy important places in the society.

Maruti brought in the small car that was easy to drive in the Indian

sub-continent. Today the latest technology adaptations like power

steering make driving very easy and enjoyable. However till date no car

manufacturer has toyed with the concept of a female-centric car, a

concept having a niche market in India where the share of women

drivers have gone up with the rise in income, education level and

aspirations.

Indian women have become an economic powerhouse. They are

career focused and ambitious with high spending power and therefore

need more choices to satisfy their personal requirements. Women are

key decision makers in 74% of decisions taken in a household.

According to recent surveys, women directly make or influence two-

thirds of car purchases. Apart from the cars that women purchase for

their personal use, women also have a major influence in purchases

made by men and are primarily involved in the decision making while



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purchasing cars for the family. These days it’s normal to find more than

one car in an upper middle class household where husband and

spouse are both working.

In car design, women may attribute different values to factors such

as car comfort, safety, convenience, exterior looks. Women may place

more value on safety, cozy interiors and increased storage for their

handbags. They may view a car as an extension of their lifestyle which

perhaps exemplifies their style quotient. Women may view cars as cute

and fun to drive, small cars with sporty looks could be more preferred

in comparison to heavy cars. Depending on the personality type,

women who like to work and party hard may feel the need to have

space for storing their party wear. In metropolitan cities, this could be a

big boon, as this translates into lesser time commuting between work

and home.

Car manufacturers could stand to gain by identifying with the needs

of women and the current car design would evolve to include those

particular needs. In general, the car design need not be completely

gender biased, by taking the middle path or by shifting more towards

the feminine side would ensure that the car is appealing to women and

also of interest to a certain percentage of men’s population. The car

market’s demographic segmentation by gender cannot be ignored

entirely while the markets mature and women become key drivers of

car sales.



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2. Problem Definition

a. Statement of objective To understand women’s needs in terms of car design that fulfils the

specific requirements of women as drivers.

Gauge the perception of women in terms of what they desire in a

car

Gauge the attitude of women and how they relate with cars

Gauge the preferences of women in the car selection process

A survey is required for identifying these needs. A bit of imagination

is required in the survey process as women have not been exposed to

the concept of feminine cars, identifying the model currently available

in the market which suits the imagination of women would give a bigger

picture of how things would pan out.

Perception

Preferences

Women

Attitude



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b. Hypothesis

A hypothesis is a hypothetical statement regarding the relation

between two or more variables. They must be statements of the

relationship between variables and they must carry clear implications

for testing the stated relations.

A broad hypothesis is given below from which more focused

hypothesis may be derived “Car manufacturers have ignored the

preferences of women in car design”. By reducing the problem to a

hypothetical statement, the problem has become more focused and the

hypothesis can be tested through research methods.

3. Research design

The proposed research is of type Exploratory. The exploratory

study is required as the concept for a feminine car is the new

development of a product for a specific market segment. Very little

information being available on this topic, an understanding is to be

developed in the need for designing a female-centric car. The

exploratory study will form the basis for more in-depth studies to be

conducted in future leading to clearer objectives. Based on this

exploratory study it is possible to go for more detailed survey after

having judged the response of the respondents to the pilot survey. The

purpose of the exploratory research is to have a better understanding

of this problem.

The exploratory study will involve a questionnaire of 15 questions

where responses will be judged on their preferences in selecting a car,

how they perceive the functionality of a car and what they actually

desire in a car, in comparison to what options are already available in



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the car market. From this we have identified the variables which should

be included in our study.

On the basis of the hypothesis the preferences of women have not

been considered while designing a car. Exploratory research will

attempt to define the problem in a manner that research can be further

conducted in a detailed and comprehensive manner. Below are the

phases in the research process:

Sampling Process

Sample size Sampling technique

Collection Method

Questionnaire design Survey

Secondary Data

Internet Literature

ConclusionRecommendation Summary

Process and Analyse dataUsing pivot table

Sample gatheringWorking women Students



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a. Secondary Data

Internet:

Data from previous projects was gathered from the internet such as

car surveys from auto magazines. The data may not be directly

relevant to the topic under study but was of immense value for planning

out the study. Some of the data available may be outdated but can be

useful for forming the basis of our study.

Literature:

Collect literature and reviews to get a general overview of the car

market in India. Study the existing reports undertaken for assessing the

traits of car buyers, referred to auto car magazines to get an idea of the

various car models on offer and also read articles on gender biased

marketing.

Design of Collection method

Questionnaire design:

This involved the design of the questionnaire on the basis of

the potential attributes identified as part of the car selection process,

preferences of women in the various aspects of car design such as

engine type, color etc. Research problems were listed and then the

information needed was identified. The questions were then prepared

in order to fulfill the information requirements as identified earlier. The

questions were designed with language which was easy to understand

to the respondents. The questions could be clubbed together after

identifying related variables. The questions were also designed

keeping in mind that use of statistical tools such as Factor Analysis

should be possible to give meaningful results and also for data

reduction. Below we have shown how the information was extracted in



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terms of our three key research elements. Questions are given in

appendix.

Q1. Car manufacturers have ignored the likes & dislikes of women in car design

Using LIKERT scale, the general satisfaction of women in terms of existing car models

and design is gauged here.

Q2. Q3 Q5 Q6 and Q12

Gauges the preferences of women at different stages in the car selection process

amongst other factors.

Q8 Q10 Q13 and Q15

Gauge the attitude of women and how they relate with the elements of car design

Q4 Q7 Q9 Q11 and Q14

Gauge the perception of women in terms of what they desire in a car

SSuurrvveeyy::

Survey method used was mainly by Personal Interviewing of the

respondents. Interview was conducted in campus and we also did

intercept at popular places like Info city (info-tech parks).

Scaling Techniques:

Consideration should be given to the below points before

attempting to formulate a scaling technique. There is no point in

collecting data which cannot be analyzed subsequently. Also of

concern is the cost and limited time available for collecting and

analyzing data.

1) Type of information required. 2) Time and cost constraints. 3) Literary level of target respondents (for easy communication)



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4) What type of Statistical tools should be used? 5) How each question will be analysed? 6) Expected and desired response

Types of scaling used in our questionnaire design:

Nominal scale

This is a very simple scale. It consists of assignment of choices to

various alternative categories which are usually exhaustive as well

mutually exclusive. These scales are just numerical and are the least

restrictive of all the scales. It is simple and widely used when

relationship between two variables is to be studied. In a Nominal Scale

numbers are no more than labels and are used specifically to identify

different categories of responses. This questionnaire comprised mainly

nominal type as they were simple to distinguish relationship between

more than one variable.

Ordinal scale

Ordinal scales are the simplest attitude measuring scale used in

Marketing Research. It is more powerful than a nominal scale in that

the numbers possess the property of rank order. The ranking of certain

product attributes or benefits as deemed important by the respondents

is obtained through the scale.

LIKERT scale A part of ordinal scale developed by Rensis Likert. Here

the respondents are asked to indicate a degree of agreement and

disagreement with each of a series of statement. Each scale item has 5

response categories ranging from strongly agree to strongly disagree.

Each degree of agreement is given a numerical score and the

http://www.managementstudyguide.com/marketing_research.htm



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respondents total score is computed by summing these scores. This

total score of respondent reveals the particular opinion of a person.

Semantic Differential Scale A type of attitude scales with bipolar

adjectives at the far end of the scale. By measuring the score we can

know the personality type of the respondent.

b. Sampling Process

TTaarrggeett PPooppuullaattiioonn::

The target population is the collection of elements or objects that

process the information sought by the researcher and about which

inferences are to be made. Our target population involves women

who are potential or existing buyers of cars, women who are

existing users of cars or above 18yrs which is the legally

permissible limit for drivers in India.

Essentially, our target population is young women comprising both working

women and the student population.

SSaammppllee SSiizzee:: It denotes the number of elements to be included in

the study. Due to time constraints the sample size chosen is 72.

Sample size should be in the range of hundreds for a meaningful

analysis, larger the sample size more relevant will be its inference.

For the purpose of our study we have limited the sample size to 72.

SSaammpplliinngg TTeecchhnniiqquuee:: Convenience sampling was mostly done in

our study as the respondents chosen were closest and depending

on their availability. It is a type of non-probability sampling which

involves the sample being drawn from that part of the population

which is close to hand. The researcher cannot generalize the



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results from this type of sampling as the samples are confined to a

specific location and not representative of the general population.

Stratified sampling was also used in our study to obtain

homogeneous sub groups from the population. We have divided the

respondents into female student and working women population.

When populations vary, it is advantageous to sample each

subpopulation independently. Stratification is the process of dividing

members of the population into homogeneous subgroups before

sampling. A stratified survey could thus claim to be more

representative of the population than a survey of simple random

sampling or systematic sampling.

We also used snowball sampling where existing subjects would

guide us to new respondents based on their recommendation.

c. Sample gathering

A total of 72 respondents were interviewed personally and they

were asked to fill out the questionnaire. Out of the 72 respondents

the ratio of working women to female students was 1:3.

4. Data Processing and Analysis

a. Data analysis

Assimilate using pivot table

The data gathered from the respondents were input into MS excel.

The data was brought together and prepared for statistical analysis.

Using pivot table function the basic data was analyzed the results

were represented in pie charts as shown below.

Pie charts

http://en.wikipedia.org/wiki/Population_(statistics)

http://en.wikipedia.org/wiki/Simple_random_sampling

http://en.wikipedia.org/wiki/Simple_random_sampling

http://en.wikipedia.org/wiki/Systematic_sampling



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Q1. Below chart shows that 36% of respondents believe that car manufacturers have not

considered the needs of women in the elements of car design. While only 12%

respondents are satisfied with the existing car models in terms of design. A sizeable

portion of respondents 21% were undecided.

Q2. Below chart shows that majority women 24% associate the image of a car with

family. A sizeable 21% associate the car with functionality and view it as a mode of

transport.

0

36%21%

12%

3%

Strongly agree

Agree

Undecided

Disagree

Strongly disagree

21%

6%

15%

24%

6% Mode of transport

Status symbol

Speed machine

Family vehicle

Style quotient



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Q3. Below chart shows that majority women 30% go for exterior looks followed by

mileage 24%

Q4. Safety features and Portable wardrobe are the two most desirable features that can

be made available in the future car models

30%

6%

24%

12%

Exterior looks

Engine power

Mileage

Cabin space

Others

portable wardrobe

automatic mirror

comfort/safety

Gear change easy

accessories

boot opener

seat height

0 2 4 6 8 10 12 14 16



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Q5. The chart below shows that 39% of female respondents prefer to drive a sedan

Q6. The budget for majority of respondents 33% was in the range of 4-6 lacs

15%

39%

12%6%

Hatchback

Sedan

SUV

Compact

33%

24%

15%

less than INR 4.0 Lacs

INR 4-6 Lacs

INR 6-8 Lacs

INR 8-10 Lacs



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Q7. The consideration for car safety features amongst the respondents was highest and

of utmost importance

Q8. Cabin height was deemed to be highly underutilized by the respondents

0

10

20

30

40

50

60

Utmost important

Essential Accessory Not required

0

20

40

60

80

Front legroom

Back legroom

Boot space

Cabin height

rank 4

rank 3

rank 2

rank 1



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Q9. Silver and Black were the chosen colors as per the majority of respondents

Q10. Majority of the respondents ranked “voice activated audio, video & GPS navigation

system” as the highest priority followed by “refrigerated compartment for holding cans”

9%

3%

12%

18%

18%

12%

Red Pink Blue Silver Black White

0% 20%40%60%80%100%

GPS/ Voice command

Vanity kit

Portable wardrobe

Refrigerator

rank1

rank2

rank3

rank4



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Q11. Amongst the various models given by respondents, Maruti Swift was most popular

followed by Volkswagon Beetel and Honda city

Q12. Majority of the respondents 33% are in favor of CNG powered vehicles

0

5

10

15

20

25

1

Swift Beetel Beat

Innova Polo Wagonr

Jazz Audi NA

CRV Xylo Honda City

Santro i10 Civiv

Corolla Cruz Vento

Etios Spark Alto

Punto Jetta

18%

15%33%

6%

Petrol

Diesel

CNG

Electric



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Q13. Majority of the respondents ranked “electronic fault indicators” as their priority

Q14. “soft fabric with cushion effect” was top on the list of upholstery by the respondents

0

10

20

30

40

50

60

70

80

rank1 rank2 rank3 rank4

Parking space

Open bonnet

Crank the car

Manual door opening

Lavish

Leather

Soft fabric

Others



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Q15. Female respondents were most apprehensive about meeting with accidents as

compared to car breakdown and other factors

Summary:

1. A car as a family vehicle: Women respondents from our survey view cars

as family vehicles, rather than an extension of their individual lifestyle. As

a family vehicle, women expect that the vehicle should have seating

capacity of 4-5 passengers. Women are conscious of the family setup and

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

rank1 rank2 rank3 rank4

Breakdown

Coordination

Accidents

Change flat tyres



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are committed to the family. Most probably they perceive cars as an

extension of the family environment with whom they are attached rather

than their individual self.

2. Attractive looks: A lot of emphasis was put on attractive looks by the

respondents. Also from our survey it was determined that Swift and Beetle

are amongst most popular designs by the respondents. Beetle is a retro

styled car from Volkswagon’s stable and most popular amongst women

worldwide due to its cute and bug like appearance. Similarly any car

targeted at women should have a cuteness quotient.

3. Sedan: Most respondents have chosen sedans over small cars and SUVs.

Sedans are predominantly 4 door cars with separate trunk for luggage at

the rear. In the Indian car market, sedans are associated with an upmarket

image and most corporate vehicles happen to be sedans.

4. Budget: Most of the respondents prefer to spend in the range of 4 – 6 lacs.

Cars in this price will fall in the premium segment such as Hyundai’s i20

and Polo for example or an entry level sedan.

5. Safety features: Safety was of utmost importance for women respondents,

women give highest importance to car safety features in the car selection

process. Cars targeted at women should offer safety as a standard offering

rather than optional package. This finding is synonymous with the

response of women worldwide by online surveys.

6. Car roof height: Respondents feel that car roof is highly underutilized in a

car especially true for cars having tall boy design. Low car roofs are also

associated with sleek designs as seen in sports models. Moreover the

average height of women in India is less than 5ft5”.

7. Colour: Black and silver are the most popular colours amongst the female

respondents.



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8. CNG: CNG is the fuel of choice by most respondents. This means our

respondents are both price conscious and favour environment

sustainability

9. Electronic Fault Indicators: women respondents are not comfortable

opening heavy bonnets and analyzing complicated engine mechanisms to

find out breakdowns/ failures. Hence a need for electronic fault finders

which would summarize the performance of engine and associated

machinery in the car to provide a real time data on the dash board.

10. Upholstery: Women respondents have rated soft fabric with cushion like

comfort in their rating for upholstery. The upholstery should be as

comfortable as in one’s own bedroom.

11. Roadside assistance: Women respondents were most apprehensive

about meeting with accidents while driving. This concern can be alleviated

by offering roadside assistance as a standard. Roadside assistance will

also comprise changing flat tyres and cover other breakdowns.

Findings (derived from the survey):

Aspects of Car design

1 Seating space 4-5 to accommodate a family

2 Looks Attractive looks

3 Car type Sedan

4 Budget INR 4-6 lacs

5 Features Safety features as standard package

6 Car height Low height (no tall-boy designs)

7 Colour Black/ silver

8 Fuel CNG

9 Gadgets Provide electronic fault indicators

10 Upholstery Provide soft fabrics with cushion effect

11 Miscellaneous Roadside assistance cover for accidents



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Limitations

Since this Project was intended to elucidate the techniques of Business Research

Methods The scope of the project was limited to learning the concept of

Research design.

There have been a number of limitations because of which the survey may not be

truly representative as mentioned below.

The Sample size used for the research was small.

The Sample consisted of primarily students.

The area was limited to College campus and the shopping places

The responses obtained might be inaccurate or biased

The sample of the respondents chosen for the study might not be

representative

Analysis of the data might differ depending on the statistical tools and

techniques used

b) Recommendations:

a) The concept of a woman only car (feminine car) is nascent in India. Although

the feminine 2-wheeler market has evolved with male scooters and bikes to

women centric vehicles popularly known as SCOOTY. The bike promotions

are based on masculine needs of speed and machismo; the women

advertisements focus on easy maneuverability with a sense of liberation from

the household (4-walled barrier) that feminine society was restricted to in our

social structure.

b) Although the study findings draws our attention towards the specific attributes

desired by woman in a car, a subsequent detailed study about the market

demand for a concept of Feminine car is desirable. The aspect of market



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demand was not covered within the scope of the survey due to time

constraints and low sample size.

c) The study is perception based among young women students (18-25year

age) and working women (within 30years of age). A much wider sample size

especially for the age bracket of 30-45year old is desirable as that sample

would be more mature and informed in terms of practicality of buying a car

rather than our sample who would be potential car owners in the near future

(after 5-10years).

d) The growing financial independence and stability of women in India will

impact on the decision making ability for women in terms of car purchase. A

unique woman centric product would do wonders in tapping the unfulfilled

needs of women. Any organization would want to leverage the concept in

taking the first mover advantage in this market. This study although

suggesting the perception should be augmented with a need based study to

complete the market research objectives.



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Appendix: Questionnaire

1. Car manufacturers have ignored the likes & dislikes of women in car

design

(a) Strongly agree

(b) Agree

(c) Undecided

(d) Disagree

(e) Strongly disagree

2. Which of the below best matches your perception of a car? (choose

any one)

(a) A mode of transport

(b) A status symbol

(c) A speed machine

(d) A family vehicle

(e) A style quotient

3. What is the most appealing aspect to you in car design? (choose

any one)

(a) Exterior Looks

(b) Engine power

(c) Mileage

(d) Cabin space

(e) Other (please specify) _______________________

4. Which feminine feature according to you is missing in the cars

available in the Indian market?

(a) ________________________

(b) ________________________

(c) ________________________

5. Which type of car would you consider buying (choose any one)

(a) Hatchback

(b) Sedan

(c) SUV

(d) Compact (2 door)

6. The budget perceived for your car would be in the range



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(a) <4.0 lacs

(b) 4.0 - 6.0 lacs

(c) 6.0 – 8.0 lacs

(d) 8.0 - 10.0 lacs

7. Safety features in your car is of;

(a) Utmost importance

(b) Essential

(c) An accessory

(d) Not required

8. Which space in your car do you think is highly underutilized? (rank 1

to 4, 1 has highest rank)

(a) Legroom in the front row seats as you/ driver is not very tall__

(b) Legroom in the back row seats as your family doesn’t have a

Michael Jordan__

(c) Boot-space as you generally do not carry luggage__

(d) Cabin-height (headroom) because tall boy concepts look ugly__

9. What would be the favourite colour for your car? (choose any one)

(a) Red

(b) Pink

(c) Blue

(d) Silver

(e) Other (please specify) _________

10. What are the most important accessories you would like in your car?

(rank 1 to 4, 1 has highest rank)

(a) A built in voice activated audio, video and GPS navigation

system__

(b) A pull out vanity kit with lipstick, nail polish holders (instead of

glove-box)__

(c) A portable wardrobe case for your party clothes __

(d) A refrigerated compartment for holding bottles __

11. According to you, presently which car model best serves all your

needs to the extent possible?



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(a) _________________________

(b) _________________________

(c) _________________________

(d) No one suits my taste

12. Specify your preference in car engine type (choose any one)

(a) Petrol (low noise and maintenance)

(b) Diesel (cheaper fuel)

(c) CNG (cheap & environment friendly)

(d) Electric (cheap and convenient)

13. The most dull thing to do in car driving (rank 1 to 4, 1 has highest

rank)

(a) Open the car doors manually (wish you had automatic doors)__

(b) Crank the car (wish you had push start button)__

(c) Open the bonnet to check the level oil, coolant and battery (wish

you had electronic fault indicators)__

(d) Crammed parking space (wish you had parking sensors)__

14. What kind of upholstery would you prefer inside your car? (choose

any one)

(a) Plush like your drawing room

(b) Leather finished

(c) Soft fabric with cushions

(d) Other (please specify) ___________

15. Your biggest fear in car driving would be (rank 1 to 4, 1 has highest

rank)

(a) Having to change flat tyres __

(b) Worried about having an accident__

(c) Coordinate between steering, gears, clutch, brake and

accelerator__

(d) Car breakdown in the middle of nowhere__



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References

Moss, G.M (2008), Gender Design and Marketing, how gender drives our

perception of design and marketing, Aldershot, England: Ashgate publications, p

22-40

Bell, J.B.(2003) Concept Car Design: Driving the Dream (Interior and Industrial

Design), Rotovision publications, pg 130-163

James Veal, A.J.V (2005) Business research methods: a managerial approach, Longman publications, pg 45-78

Women design concept car for Volvo

(http://www.usatoday.com/money/autos/2004-03-02-ycc_x.htm)

A female designer’s perspective (http://www.lunar.com/in-search-of-the-perfect-car-a-female-designers-perspective/) By Sandrine Lebas

Women and Cars: How Women Influence Car Design and Buying Power (http://autos.aol.com/article/how-women-influence-car-design/) By: Sheryll Alexander, AOL Autos

http://www.usatoday.com/money/autos/2004-03-02-ycc_x.htm

http://www.lunar.com/in-search-of-the-perfect-car-a-female-designers-perspective/

http://www.lunar.com/in-search-of-the-perfect-car-a-female-designers-perspective/

http://autos.aol.com/article/how-women-influence-car-design/

Report on Feminine Car (business research methods)

Education

indian women

car industry

imagination of women

thanone car

car manufacturers

women andalso

needsof women

preferences of women