CONSUMER PREFERENCE BETWEEN SEDAN AND SUV

Abstract

The automobile industry in India has experienced significant changes in consumer preferences over the past few years, especially between the Sedan and SUV segments. This project titled “A Study on Consumer Preference between Sedan and SUV” aims to understand the factors influencing customer choices and identify which segment is more preferred in the current market scenario. The study focuses on various factors such as comfort, safety, affordability, fuel efficiency, performance, spaciousness, and family suitability. Primary data was collected through an online questionnaire from 100 respondents across the Delhi/NCR region, while secondary data was gathered from automobile reports, journals, articles, and online sources. The findings of the study reveal that SUVs are currently the most preferred vehicle segment among consumers due to their spacious interiors, elevated driving position, strong road presence, safety perception, and better performance on rough roads. Around 65% of respondents preferred SUVs, while Sedans were preferred for their comfort, luxury, affordability, and fuel efficiency. The research also highlights that demographic factors such as age, occupation, and income influence buying behavior. Young consumers and families showed greater inclination toward SUVs, whereas Sedans remained popular among users who prioritize smooth driving experience and economical maintenance. Overall, the study concludes that the growing demand for SUVs reflects changing consumer lifestyles and market trends in India. However, Sedans still maintain relevance due to their comfort and practicality. The project provides useful insights for automobile manufacturers, marketers, and future researchers to better understand evolving customer preferences in the Indian automobile market. Sport utility vehicles (SUVs) offer off-road characteristics such elevated driving positions, higher ground clearance, and the ability to tow. Especially in developing regions, these characteristics have improved SUV sales. However, this sort of vehicle's handling, safety, and comfort may be compromised by their high centers of gravity (CGs). Despite this, the literature has not looked at the comfort and handling of SUVs. Therefore, in this study, the static construction parameters of mass, center of gravity 5 | P a g e (CG), and suspension characteristics are quantitatively evaluated between an SUV platform and a sedan platform. A second evaluation is done by measuring their rotational movements and vertical accelerations. Based on the findings, it is confirmed that the body roll behavior of the SUV is comparable to that of the medium sedan, although it is important to emphasize how their CG elevations and damping ratios differ. The SUV suspension's lower damping ratio allows for higher vertical acceleration and pitch movement.