A comparative study on Tata Nexon v/s Mahindra XUV300

Abstract

This study presents a comparative analysis of consumer preferences for the Tata Nexon and Mahindra XUV300 in Ahmedabad city, focusing on key factors such as engine performance, mileage, and safety. The research aims to explore how demographic variables like age and gender influence the preference for these two subcompact SUVs and how consumers perceive their features. Using a survey-based approach, the study tested several hypotheses, revealing significant associations between age and preference for the Tata Nexon, as well as the impact of gender on perceptions of affordability, value for money, and service costs. However, no significant relationship was found between gender and perceptions of safety or engine performance. The results highlight that while younger consumers tend to favor the Tata Nexon, both male and female consumers equally value features such as safety standards and engine performance. Based on these findings, the study suggests that Tata Motors should emphasize safety, engine performance, and value-for-money aspects in its marketing campaigns while adopting gender-neutral messaging. The research also highlights the need for targeted marketing strategies based on age, with younger consumers being more inclined toward the Tata Nexon. The study contributes to understanding the evolving consumer behavior in the automotive sector, particularly in the subcompact SUV segment, and offers practical recommendations for improving customer engagement and product positioning.