Brand Positioning of Green Cars: A Correspondence Analysis Approach

Abstract

The world that we currently live in is passionate about speed. From internet lines that can download terabytes of data/second to spacecraft that can traverse miles into space, mankind’s thirst for speed is never ending. When it comes to travelling from one space to the other, this phenomenon is no different. From superconductor powered trains to supersonic aircraft, the way to reach a destination rapidly is very much possible. However, these existing options are unaffordable to a common man. Petroleum/gaspowered automobiles have been giving mankind a tradeoff between affordability and the want to reach rapidly. In recent times, mankind has learnt that the harms these automobiles cause to the environment cannot be overlooked. This led to concepts of green cars, automobiles whose carbon footprint is very marginal or nonexistent. The sales figures of such cars are far less than conventional cars in any market across the globe. However, every government wants the scenario to be vice versa. This leads to a natural deduction that the market of green cars is going to exponentially grow in the coming years. This paper focuses on understanding the positioning dynamics of such a product, the Mahindra E2O, with respect to Indian consumers