UNIVERSITY OF PETROLEUM & ENERGY STUDIES

DEHRADUN

Harnessing Energy through Knowledge

MARKETING PROJECT ON
“HYBRID CARS: AN ANALYSIS OF ITS POTENTIAL MARKET IN INDIA”

Report Submitted to:

Mr.Sunil Barthawal
Submitted by Group-11
Group Members
Gourav Verma(23)
Rony John Cyrac(44)
Sambeet Mohapatra(46)
1
S Aravinda Kumar(53)
ACKNOWLEDGEMENT
We take this opportunity to thank all those who were directly and indirectly helped us in
making this marketing research project complete. First of all we extend our gratitude to Mr.
Sunil Barthawal, Faculty in Marketing, University Of Petroleum & Energy Studies, Dehradun
who guided us at each and every stage of the project.

We also thank all the 120 respondents who filled our questionnaire and helped us to
provide our analysis on the research. Last but not the least we thank our parents and friends who
supported us throughout this research.

Gourav Verma
Rony John Cyrac
Sambeet Mohapatra
S Aravinda Kumar

2
CONTENTS
Headings Page No
1. INTRODUCTION 4
3. LITERATURE REVIEW 5
4. RESEARCH METHODOLOGY 19
5. ANALYSIS AND INTERPRETATION 21
6. RECOMMENDATIONS 31
7. CONCLUSION 32
8. BIBLIOGRAPHY 33
9. APPENDIX 35

LIST OF TABLES

Table No. With Headings Page No

TABLE 1: EMISSION SAVINGS WITH HYBRID CARS 9
TABLE 2: AGE 21
TABLE 3: GENDER OF VARIOUS SAMPLES 21
TABLE 4: INCOME LEVEL OF RESPONDENTS 22
TABLE 5: ARE HYBRID CARS FUEL EFFICIENT? 22
TABLE 6: ARE HYBRID CARS ENVIRONMENTAL FRIENDLY? 23
TABLE 7: SPEND ON FUEL FOR YOUR CAR IN A MONTH 24
TABLE 8: WHAT TYPE OF CAR DO YOU OWN? 25
TABLE 9: WHAT DO YOU LIKE THE MOST IN YOUR CAR? 26
TABLE 10: WHAT ARE YOUR ROUTINE DRIVING ROADS? 27
TABLE 11: WHAT TYPE OF FUEL DOES A HYBRID CAR USE? 28
TABLE 12: DO YOU THINK ENVIRONMENTAL FRIENDLY VEHICLES ARE 29
WORTH PAYING MONEY?

LIST OF CHARTS

Chart no. with headings Page No

CHART 1: AGE GROUP 21
CHART 2: GENDER OF VARIOUS SAMPLES 22
CHART3: INCOME LEVEL OF RESPONDENTS 22
CHART 4: ARE HYBRID CARS FUEL EFFICIENT? 23
CHART 5: ARE HYBRID CARS ENVIRONMENTAL FRIENDLY? 24
CHART 6: SPEND ON FUEL FOR YOUR CAR IN A MONTH 25
CHART 7: WHAT TYPE OF CAR DO YOU OWN? 26
CHART 8: WHAT DO YOU LIKE THE MOST IN YOUR CAR? 27
CHART 9: WHAT ARE YOUR ROUTINE DRIVING ROADS? 28
CHART 10: WHAT TYPE OF FUEL DOES A HYBRID CAR USE? 29
CHART 11: DO YOU THINK ENVIRONMENT FRIENDLY VEHICLES ARE 30
WORTH PAYING MONEY?
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INTRODUCTION
Global warming defined as a gradual increase in the overall temperature of the earth’s
atmosphere generally attributed to the greenhouse effect caused by increased levels of carbon
dioxide, CFCs, and other pollutants[ CITATION Def13 \l 1033 ]is one of the main problems which
the world faces in the present century. It is said that it is melting polar ice caps thereby
increasing the level of water in the earth which may result in future floods and even sink some of
the low lying coastal areas of the earth.[ CITATION Myl12 \l 1033 ]

Cars and Light trucks contribute to around 25% of the carbon dioxide emissions alone in the
United States [ CITATION Sha09 \l 1033 ] which are believed to be the main cause behind global
warming. This problem of global warming arises main due to human activity. Hybrid cars, the
cars which are believed to reduce carbon dioxide emissions are being popularized in the foreign
markets of United States, Japan, China and others. A car is referred to as a hybrid if it utilizes
more than one form of onboard energy to achieve propulsion. In practice, a hybrid car will have
a traditional internal combustion engine and a fuel tank, as well as one or more electric motors
and a battery pack.[CITATION Wha09 \l 1033 ].

A gasoline-electric hybrid car has one or two auxiliary electric motors attached with the main
gasoline engine. Compared to conventional automobiles, the gasoline engine in a gas-electric
hybrid is smaller, less powerful, and more efficient. These conditions helps in passing, hill
climbing, and acceleration from a standstill. In some of the hybrid cars such as the Toyota Prius,
a special electric-only mode is designed for stop-and-go traffic. This is made possible by the
super heavy duty electric motor used in the Prius, which is capable of propelling the vehicle from
a standstill without the gasoline assistance. Thus, in contrast to the most other hybrid vehicles
Prius actually uses the electric motor more than the gasoline engine.

Most of the technologies such as regenerative braking, aerodynamic refinements, and lightweight

building materials found in hybrid vehicles would benefit vehicles of the any type including
conventional gasoline automobiles. However, the engineering and manufacturing costs
associated with these technologies would increase the price of the vehicle. [ CITATION Wha09 \l
1033 ]

According to Census in 2011, India is a home to more than 1.2 billion people. This huge market
provides tremendous opportunities to many products. So will Hybrid cars which are a success in
many foreign markets have a potential in India? It’s a tough question and some of the Hybrid
cars launched like the Toyota Prius and Honda Civic have not shown substantial sales and so
were subsequently withdrawn. So to market hybrid cars in India requires some of the marketing
strategies of the foreign markets as well as some new and innovative ones.

This project can be used by firms manufacturing hybrid cars to cite whether India is potential
market or not and it would even provide recommendations for the appropriate marketing
strategies required to launch such a car.

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RESEARCH OBJECTIVES AND SCOPE
This project has both primary and secondary objectives which are cited below

Primary objectives:

• To analyze the market potential of hybrid cars in India.

• To cite the factors that influences the market potential of hybrid cars.
• To suggest some possible recommendations to successfully market hybrid cars in India

Secondary objectives:

• To know about the market strength of hybrid cars.

• To know level of awareness of customers in India regarding hybrid cars.
• To know differences between hybrid cars and normal cars.

Scope

• Due to scarcity of automobile fuels such as petrol and diesel in India, hybrid cars can
play an important role in conserving these fuels.
• Fuel effluents are a major source of environment degradation through carbon dioxide and
particulate emissions. Use of hybrid cars by people or citizens of India would safeguard
environmental pollution, thereby reducing global warming.
• Lower operating costs (fuel, maintenance) can create an advantageous position for hybrid
cars in the small car market segment.

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LITERATURE REVIEW
A hybrid car is a car that uses an on-board rechargeable energy storage system (RESS) and a fuel
based power source for its propulsion. These cars use much less fuel than their counterparts and
produce fewer emissions. Hybrid cars recharge their batteries by capturing kinetic energy
through regenerative braking. Some hybrids use the combustion engine to generate electricity by
spinning a generator to either recharge the battery or directly feed power to an electric motor that
drives the vehicle. This takes place when cruising or in other situations where just light thrust is
needed [CITATION 13fe \l 1033 ].

TYPES OF HYBRID CARS

Following are the types of hybrid cars with examples

 PARALLEL HYBRID

Many of the new hybrid vehicles today are parallel Hybrid vehicles. The Parallel Hybrid
has an ICE that works in conjunction with a small electric motor, 5kW to 25kW, to
provide extra torque to the powertrain system in the car. The parallel hybrid can also
utilize the engine to charge the battery pack during less intense power driving cycles,
such as cruising at freeway speeds. In a parallel hybrid it is possible to turn the engine off
and run the electric motor from the battery pack for shorter in-town driving. In this case,
the Parallel hybrid acts as a fully electric vehicle and becomes virtually emissions free.
The driving range of a Parallel Hybrid can achieve up to 400 miles or more.[CITATION
The05 \l 1033 ].

The Toyota Prius is a hybrid powered for short distances by an electric motor; at higher
speeds a gasoline engine drives the wheels and turns a generator to recharge the batteries.
The two power sources are said to work in parallel.[ CITATION Nor08 \l 1033 ]

 SERIES HYBRID

A series-hybrid vehicle has an engine that is generally running all the time. An electric
motor placed "in series" between the engine and the wheels helps motivate the car. In
assisting the engine, the electric motor helps improve fuel economy and reduce
emissions. Some series hybrids also provide a "start-stop" function, which turns off the
engine completely when the car is stationary, then restarting it instantly when the brake
pedal is released. The Chevrolet Volt is designed to travel 40 miles on batteries. Its gas
engine generates electricity to recharge the batteries, but it never powers the wheels.
Because the engine’s power output goes through the electric drive motor, it is called a
series design.[ CITATION Nor08 \l 1033 ]

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 PLUG-IN

While a conventional hybrid vehicle may travel short distances in pure-electric mode,
plug-in hybrids are designed to travel extended distances with little or no assistance from
the gasoline engine. Even before the charge is depleted, the gasoline engine may be
called on to provide additional power for recharging the battery, accelerating, passing,
and merging.

While operating on the additional plug-in charge, a plug-in hybrid more-or-less works the
opposite of a conventional hybrid, with the electric motor acting as the primary power
source, and the gasoline engine providing supplemental motivation. In the case of the
Vue, once the initial charge is depleted, it would operate just as conventional hybrid does,
using the gas engine. The Chevrolet Volt Concept is designed to use only its electric
motor, using gasoline only to aid in battery recharging, not driving. [ CITATION Tom09 \l
1033 ].

G.M. has announced that it will offer a plug-in version of the Saturn Vue crossover that
will drive up to 15 miles on batteries. The gas engine will be able to drive the wheels and
recharge the battery, or the Vue can be replenished by plugging into a standard socket.
[ CITATION Nor08 \l 1033 ]

 PURE ELECTRIC

Cars like the Tesla Roadster drive strictly on the power from a lithium-ion battery pack.
Tesla says the car will go 244 miles on battery power and recharge in 3.5 hours using a
special high-power connector; there is no provision to recharge while driving.
[ CITATION Nor08 \l 1033 ]

HISTORY OF HYBRID CARS

In the 18th century, France had a steam-powered motor carriage that traveled 6 mph. In
the 19th century, an Englishman assembled a car with an electric motor, and a blacksmith
in Vermont produced an electric motor powered carriage in the 1830s. By the end of the
1800s, a Connecticut manufacturer had produced hundreds of electric cars and a German
named Porsche manufactured a front wheel drive electric car and later a hybrid using an
internal combustion engine pared with an electric motor. This is probably the first hybrid
vehicle on record. In 1904, when Henry Ford developed the first assembly line
manufacturing plant for gas-powered vehicles, the decline of electric powered vehicles
for mass consumption was imminent. After the U.S. Congress in the late 1960s, launched
bills suggesting that producing electric vehicles would help cut air pollution, renewed
interest in alternative transportation was revived. General Motors tested an experimental

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hybrid car that used electricity up to 13 mpg, then switched to a gas engine, although it
only reached 40 mpg. After the 1973 Arab oil embargo, gas prices mounted, and concern
for developing an effective alternative was revived. By the late 1970s, General Motors
was spending more than $20 million on electric vehicle research and promised to have
effective cars by the mid-80s. In 1993, the Dept. of Energy initiated the Hybrid Electric
Vehicle (HEV) program as a partnership with the three largest U.S. car manufacturers:
GM, Ford and Chrysler. Their joint goal was to have realistic models by 2000 and usable
vehicles by 2003-keeping costs, safety and operation in line with conventional cars, but
with double the mileage.

Over the next few years, several automakers offered electric vehicles for sale starting in
California, such as the Toyota RAV4, Ford's Ranger pickup and Honda's EV Plus. The
disadvantages of electric cars showed up in unenthusiastic sales, so the manufacturers
went back to the HEV concept. Toyota put out the first bona fide mass produced hybrid
car in Japan in 1997-the four-door Toyota Prius. It appeared in the U.S. in 2000. Honda
was right behind with the two-door Insight released in 1999 and in 2002, they released
the Civic Hybrid which offered almost double the mpg of the non-hybrid Civic and all
the performance quality. Since then, most of the other car manufacturers have jumped on
board.[ CITATION Ber11 \l 1033 ]

WHY SHOULD WE BUY A HYBRID?

 Great Selection, Regardless Of Your Needs

From a small commuter vehicle, a touring luxury sedan or an SUV, there are now an
increasing number of hybrid vehicles on the market to fit your needs. Once restricted to
only a small number of models from just a few automakers, hybrids today are available
from a large number of manufacturers and in a variety of styles. No longer is style and
functionality a deciding factor between a hybrid vehicle and its conventional counterpart.
There are even hybrid versions of full-size pick-up trucks on the market today.

 Outstanding Fuel Economy

There is little denying it: when comparing vehicles, hybrids are almost always class
leaders for fuel economy. The ability of a hybrid to make use of an electric motor in
certain driving situations means you use less fuel. Other features of hybrid vehicles,
including some of the most impressive aerodynamics in the marketplace, help to further
give hybrid vehicles the edge. The same holds true for driver assist technology that
provides real-time feedback on the energy efficiency of your driving habits.

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 Be Kind To The Environment

One of the driving forces behind hybrid car ownership is that it supports a greener
lifestyle. By decreasing reliance on a conventional gas combustion engine, the emission
of harmful greenhouse gas into the environment can be reduced. Many hybrid vehicles
include other green features as well, such as interiors made of environmentally friendly
materials and exteriors designed to resist drag and make the most efficient use of fuel. In
addition, hybrid vehicles are being developed that make use of other alternative energy
sources, greening up the electric generation that makes a hybrid a hybrid.

 Support Green Companies

It's no secret that companies produce what consumers want. By supporting the demand
for greener vehicles, you provide positive feedback to automakers and developers to
improve the efficiency of hybrid technologies. Without a growing market for hybrids, it
is difficult to attract investment dollars into research areas such as improving battery
technologies and development of innovative power trains. If the U.S. demand for hybrids
weakens, automakers will focus on producing hybrids for markets in other areas of the
globe and the number of domestically available hybrid vehicles will continue to shrink.
[CITATION Lor11 \l 1033 ]

Table 1: EMISSION SAVINGS WITH HYBRID CARS

CONSUMER BEHAVIOR AND MARKETING STRATEGY

There are many reasons why people decided to purchase a new vehicle. In 2009 it was
found that the primary motivation for buying a new car was high mileage on the

9
consumer’s previous or current car. When a vehicle attains high mileage, typically
problems with the cars condition arise, whether the exterior of the car is eroding or
beginning to look worn, the interior might be unkempt and grungy, or the car might begin
to have mechanical problems.

Cars which continually breakdown and spend excessive amounts of time being repaired
can work out to be a very costly expense. In the long run it is more economical to buy
new and have the satisfaction and knowledge that the car will be covered under a
warranty before problems arise, most people try to sell his or her car and then purchase a
new one, or, if these problems occurred unexpectedly, rather than spending money
senselessly on a vehicle that might not be worth it, it is more resourceful for the owner to
invest in a new car.[ CITATION Dav09 \l 1033 ]

Others sometimes just get tired of their vehicle and desire something more updated. They
might wish for something with more modern technology, equipped with the latest
machinery and features, something more comfortable and with a contemporary sleek
appearance. Many people are choosing to get a newer car because many safety features
now come as standard on most makes and models. Airbags fitted to both the driver's and
front passenger are a key feature many people now look for. Additional back seat airbags
and side impact airbags are becoming increasingly requested safety features by people
looking for family cars.[ CITATION Dav09 \l 1033 ]

Correspondingly newer vehicles have advanced sound systems and navigation systems,
electronic power features and innovative voice notification for routine maintenance and
reminders, keyless entry, sun roofs, increased comfort of seating and amenities, and
enhanced lighting, among various other luxuries. Also having to do with appearance is
the size of the vehicle. Many people require a vehicle with more room and additional
space to compensate for a growing family, extracurricular activities, etc. Corporations are
continually producing new and improved SUV’s, minivans, trucks, and larger cars with
added room and extra seating that are requisites for their customers. These larger options
likewise are equipped with the updated modern technology and features mandatory for
automobiles produced today. A popular benefit of the cars produced presently is that
typically they feature improved gas mileage. Because of this increase in gas prices a
prevailing rationale for getting a new car is this new characteristic of improved gas
mileage. Going hand in hand with the desire for better gas mileage is the decision for
people to “go green”. Many of the vehicles that are made with better gas mileage, or that
feature the greatest gas mileage, are hybrid vehicles that are also better for the
environment and appeal to those concerned with global warming and pollution. Going
'green' is high up on the list for many people. Saving on fuel and running costs is given
careful consideration by many people.[ CITATION Mar05 \l 1033 ]

Studies have been performed on the consumers of hybrid vehicles, which have revealed
that these people have certain aspects in respect to their personalities that give them a
unique profile. One study that looks at the profile of hybrid consumers is the J.D. Power
and Associates “2008 Power Auto Offline Media Report ‐ Spring Edition.” This study
had a target audience of 44,931 drivers of new cars and trucks. The study explores the

10
characteristics of hybrid owners and potential hybrid owners. It also evaluates media
viewing and readership behaviors.

The characteristics of hybrid owners are for the most part logical. For example those who
purchase hybrid vehicles tend to have much higher levels of education and report much
higher household income. Car buyers who have more knowledge can make an educated
and rational decision before committing to a large financial purchase. A higher level of
education benefits the buyer because the tools of research and decision‐making can
ensure that the buyer receives the vehicle that fits his or her needs. It also comes as no
surprise that hybrid owners have higher incomes than those of traditional vehicles. The
average $5000 price difference between hybrids and non‐hybrids is not something many
families can afford to pay up front. This quickly eradicates the option of a hybrid.

The average age of a hybrid buyer is fifty‐four while the average traditional car buyer is
age fifty. J.D. Power’s study revealed some positive outcomes about hybrid owners. The
study showed that Hybrid owners tend to be proud advocates of their vehicles. This
suggests that they are pleased with the hybrid technology and they enjoy sharing it with
others. In general, they give more affirmative suggestions than those of other vehicle
buyers. This facilitates the hybrid market because those who have actually purchased a
hybrid are giving recommendations to others, who may, in return, purchase a hybrid
themselves. [ CITATION JDP08 \l 1033 ]

Many people have a desire to purchase an environmentally friendly vehicle. This can be
seen by the large number of hybrids being both purchased and produced. However, the
demographics for people that desire ‘green’ cars, is interesting. A J. D. Power study
discovered that females are more eager to pay more for an environmentally friendly
vehicle. In the United States, certain areas are more supportive of this purchase. The
western U.S. has the greatest support, while the Midwest has the least support. The
environmentally friendly consumers show interest in compact vehicles. Furthermore,
most have previously owned smaller vehicles.

The percentage is much greater than other new car buyers. This justifies that
environmentally conscious consumers have a trend in purchasing vehicles that have
exceptional fuel efficiency.

Mindset Media created a psychographic profile of hybrid owners that point out some
distinct personality classifications. One is that hybrid drivers are 78% more creative than
the common population. They are inventive and imaginative and also tend to be
emotionally sensitive and intellectually curious. The creative personality would explain
why they partake in the new technology offered. Another reason for this is they are more
liberal than the broad population. The open‐mindedness and spontaneity gives them
interest in new hybrids, not leaving them with a sense of distrust in the advanced
technological aspects of the vehicles.

Even though there are many people who are environmentally aware, not all of them take
action. The J.D. Power study revealed that only 11% of consumers are “very willing” to

11
pay more to buy an environmentally friendly vehicle. Also, only one out of ten
environmentalists has purchased a hybrid. The study proved that the interest in
environmentally friendly vehicles is limited to hybrids. Consumers are not interested in
buying so‐called clean diesel vehicles of the negative aspects of diesel vehicles, such as
the dirty exhaust, have persisted with consumers.[ CITATION JDP08 \l 1033 ]

Through research, interviews, and studies examiners have concluded that specific
symbols exist for those who own hybrid vehicles. In a study done by the Institute of
Transportation Studies at the University of California, Davis it was concluded that a
certain symbolism applies to the market for hybrids. In response to household interviews,
the denotations of preserving the environment, opposition to war, management of
personal finances, reduction of support to oil producers, and the embracement of new
technology were justified. Ethics was a major factor in these denotations. Independence
and a sense of individuality also came into play. The owners of hybrids feel as though it
is the right thing to do and characterize their vehicles as something they can feel good
about. Therefore, owners give precedence to his or her purchase in an ethical viewpoint.
It shows that they care. Owners happily sacrifice some personal interests for the greater
good. In conjunction with this sacrifice, owners hope that the purchase of a hybrid will
help set an example and create a future where everyone drives hybrids.[ CITATION
Mon08 \l 1033 ]

When marketing a new product, the general wants and needs of the target market should
be the focus, and fulfilling those determined requirements should be the overall objective.
The new product should be an improvement over what it is attempting to replace, more
technologically advanced and esthetically pleasing to entice the public into purchasing
this new merchandise. Traditionally, economists and market researchers have been
interested in identifying the factors that affect consumers' car buying behaviors to
estimate market share, and to that end they have developed various models of vehicle
type choice. However, they do not usually consider consumers' travel attitudes,
personality, lifestyle, and mobility as factors that may affect the vehicle type choice.

Lifestyles determine the types of vehicles that individuals purchase. Someone that makes
a substantial amount of money, an individual with a higher status or a more elite ranking
in society is typically interested in a lavish vehicle that is representative of the
accomplishments made or the position upheld. Status seekers are more likely to drive an
expensive car (luxury and sports categories) because such cars are common status
symbols in modern society.
Whereas someone that makes a less significant amount of money has to purchase a
vehicle more modest and in line with what is affordable. Families require automotives
that are capable of carrying multiple passengers; therefore they necessitate larger cars,
trucks, or SUV’s. Single persons or couples usually have little use for larger vehicles and
might prefer something smaller or more compact.

Demographically, a person that lives in the country might require a truck or larger vehicle
with four wheel drive or the capabilities of driving on roads that are not in the best
condition, whereas people that drive in cities might desire a car that is more compact so

12
compensate for limited space and small parking areas. Those who like living in high‐
density areas may choose a smaller car (small and compact categories) because they have
accessible public transit and restrictions on parking, making them less likely to commute
by car. [ CITATION Mik08 \l 1033 ]

Some people dread their commute to work or traveling anywhere in general. To atone for
their dislike of driving they are more likely to buy a larger, more comfortable vehicle so
that they might relax while driving and make their experience less frustrating and more
pleasant.

Though, even those that enjoy traveling are likely to buy these extravagant vehicles in
order to make their experience that much more gratifying. People that are concerned with
the effects of emissions on the environment are more attracted to smaller vehicles with
better gas mileage in an attempt to have a more positive effect on the environment, Those
who strongly support pro‐environmental policies are more likely to prioritize reducing
mobile source emissions and therefore to drive a smaller car (small and compact
categories).[ CITATION Kev09 \l 1033 ]

Hybrid vehicles can be an overall improvement over conventional vehicles, but only
when many positive factors all culminate at once, which is unlikely. These vehicles are
now available in numerous models of all different sizes, capable of filling the
requirements for single individuals or families. They are more technologically advanced,
characteristically their appearance is more modern and desirable, and because there are so
many different models and versions of these cars now, they are better suited for a whole
spectrum of people with different desires and personalities. At a time when gas prices
continue to increase, the economy continues to struggle, and many individuals are
becoming increasingly aware of contamination of our environment, the hybrid vehicle
has become alluring to many as it also addresses these about mobility, travel attitudes and
lifestyle. Hybrid vehicles are an overall improvement over conventional vehicles, being
more technologically advanced, characteristically their appearance is more modern and
desirable, it is appealing to those that are looking to save money on fuel, and is also
tempting to those concerned with the environment and the current issues surrounding
global warming and pollution. At a time when gas prices continue to increase, the
economy continues to struggle, and many individuals are becoming increasingly aware of
contamination of our environment, the hybrid vehicle has become alluring to many.

Due to the steadily increasing gas prices, the popularity of Hybrid vehicles among society
has also escalated. There are many reasons for purchasing these new technologically
advanced automotive; however, one of the more current reasons is the amount of money
customers save on fuel. These new cars are advertised to achieve exceptional gas mileage
when compared with conventional cars. It is said that even though they are typically more
expensive initially, the amount that you save on gas eventually allows the purchaser to
break even and save money and with gas prices rising even further, it is likely that you
will recoup that up‐front premium in just a few short years. For example, the Toyota
Camry Hybrid gets about 31 miles per gallon in the city and 32 miles per gallon on the
highway, while the Toyota Camry V6 gets about 21 miles per gallon and 31 miles per

13
gallon respectively. If an individual was to drive about 15,000 miles in a year with gas
prices at about $3.20 a gallon, the person would save approximately $547.00 a year,
taking three years to recoup the upfront premium.

Another issue facing the economy is global warming and the effects of pollution on us
and the environment. Those that believe and support in the world “going green” look at
the lower fossil fuel emissions of hybrid vehicles as a reason to buy these cars. With the
combination of a gasoline engine and an electric motor, hybrid cars produce less
emissions while being driven, thus saving on gas and also helping the environment.
While most hybrid cars still burn gasoline in an internal combustion engine, they also use
other forms of motive power to help limit how much gasoline they burn. This means that
hybrid cars cause significantly less damage to the environment than normal cars. It is said
that every gallon of fuel burned produces 26 pounds of carbon dioxide that is then
released into the environment. By driving a car that is more fuel efficient, a car that gets
about 10 miles more per gallon in comparison to your old car, an individual can reduce
the amount of carbon dioxide released into the environment by about 2,500 pounds each
year.[CITATION Mok03 \l 1033 ]

Other than the potential savings on fuel and the opportunity to give back to the
environment, there are also state and federal tax benefits to persuade customers to spend
the additional money in purchasing a new hybrid vehicle. The Energy Policy Act of 2005
replaced the clean‐fuel burning deduction with a tax credit. A tax credit is subtracted
directly from the total amount of federal tax owed, thus reducing or even eliminating the
taxpayer’s tax obligation. The tax credit for hybrid vehicles applies to vehicles purchased
or placed in service on or after January 1, 2006. The credit is only available to the
original purchaser of a new, qualifying vehicle. If a qualifying vehicle is leased to a
consumer, the leasing company may claim the credit. There are many rules and
requirements that must be followed to make an individual eligible for these tax credits,
some of these being that the hybrid must be purchased new, not used, the car must be
used primarily within the United States, the vehicle must be purchased within a certain
time period, and the date that the vehicle is bought is somewhat a determining factor in
the amount of tax credit the individual will receive. Even with the restriction of these
regulations, there are many vehicles that are eligible to receive these federal tax credits.

When purchasing a new vehicle, finances are greatly important, if not the most important
aspect when the customer is making their decision. People generally look for numerous
ways in which they can reduce the amount of money that they are spending. The
government has capitalized on this and began offering incentives for individuals,
influencing them into spending more money initially to purchase a hybrid vehicle in
order to save money later. Through online sources, articles, and dealerships, the variety
of incentives and programs can be analyzed. Through interviews with both sales
representatives and customers, the effectiveness of these government incentives can be
determined. Talking to individuals who have already taken advantage of these
motivations determines if it was worth it for them to spend the extra money initially.
Speaking with customers that haven’t yet made a commitment helps to determine if the
incentives are successfully influencing people into making the decision to buy a hybrid

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 vehicle instead of a conventional car. The interviews with sale representatives should
give insightful opinions on whether or not the programs are beneficial or deceiving for
individuals.[ CITATION Ber09 \l 1033 ]

When hybrid vehicles were first introduced on the market, many associated them with the
Toyota Prius. Some individuals were attracted to the distinct style of the Prius as they
considered it a statement to society that they were concerned about the wellbeing of the
environment and the condition of the world in which we live. Since the Prius, much
advancement have been made and Hybrid vehicles are now available in numerous
different models to appeal to a wide variety styles and preferences of the target market,
One important decision is the size of the vehicle. If you really, really need an SUV‐sized
vehicle, there are a number of hybrid SUVs that are on the market now or coming onto
the market soon notes .Instead of the Prius that doesn’t appeal to most, there are now
more conventional looking vehicles available as hybrid models, providing people options
and alternatives to choose a car that is best suited for them and their lifestyle.

Some may believe that the new hybrid vehicles are not as powerful as their counterparts,
their engines being significantly smaller than the engines of conventional vehicles. When
the hybrid was first introduced there were some reports of these new cars being
somewhat sluggish, however, over time as improvements have been made, there are
reports now that some hybrids are quicker than conventional cars, The engine in the
hybrid car is powerful enough to move the car along on the freeway, but when it needs to
get the car moving in a hurry, or go up a steep hill, it needs help. That "help" comes from
the electric motor and battery ‐‐ this system steps in to provide the necessary extra
power.41 With a smaller lighter engine, fewer cylinders, and lighter pistons and internal
components, this makes hybrid cars more fuel efficient. Also helping bridge the power
gap between hybrid cars and conventional cars are the materials that the vehicles are
constructed out of, some hybrid cars are constructed with ultra-lightweight materials like
carbon fiber or aluminum. Hybrid cars are also designed to be more aerodynamic than
most cars, allowing them to "slice" through air instead of pushing it out of the way. All
these factors combined equate to a super-efficient form of car that gets excellent fuel
economy and helps the environment by cutting down on pollution.[ CITATION Mic10 \l
1033 ]

CHALLENGES FOR HYBRID CARS

There are several challenges which hybrid cars which have to be taken into account
before analyzing the potential market

 Financial Challenges
One of the main challenges faced by the Hybrid cars is its initial cost. Most hybrids
cost seven to twelve thousand dollars more than their non-hybrid versions of vehicles
of the same class in U.S.A. The Ford Escape Hybrid, for example, costs $35,000
compared to the standard Escape that costs $25,000. In some cases, this sharp
difference in initial price makes it difficult for hybrids to payback their purchase cost

15
 through fuel savings even after ten years. These financial challenges may compel
buyers to shy away from purchasing hybrid cars since they are reluctant to pay the
price for just better emission standards. Efforts should therefore be made at the
development stage to bring down the component cost and also to provide financial
incentives, rebate and tax exemptions to lower the differential cost between hybrids
and non-hybrids.

 Lack Of Knowledge Of The Customers

There are many misconceptions associated with the fairly new hybrid technology that
mislead consumers. One such misconception is the high maintenance cost on
batteries. Battery replacement can cost two to three thousand dollars, however most
manufacturers now offer 8-10 years/240,000 km warrantees and in coming years,
with the progress in battery technology, this warrantee is expected to go up to vehicle
life. Another reservation towards hybrid vehicles is their failure to deliver the fuel
economy numbers verified by the Environment Protection Agency in the US or by
EnerGuide labels in Canada. Vehicle owners need to be made aware of the effect of
driving habits on fuel economy, fast acceleration of a motor vehicle from a start,
speeding, sudden braking and flooring the gas at. Some consumers also do not
recognize the wide-ranging operational performance and fuel efficiency of hybrid
cars designed for varied requirements. Not all hybrid cars give a high fuel economy.
Mini hybrids give a competitive driving experience but only feature idle-stop, and
thus give a very little improvement in fuel economy over its non-hybrid version.
Speculations that hybrids are sluggish in performance also need clarification as
hybrid models such as the Camry can now compete with any gas driven vehicle of its
class. Buyers, therefore, need to be educated on the wide-ranging vehicle
performance and fuel savings offered by HEVs available in the market to help them
make informed decisions and consider fuel economy in their choice of vehicle.

 Technology Challenges
The addition of electrical components to the vehicle traction system makes the design
and control of hybrid electric vehicles a challenging task. Drivetrain components have
to be designed specifically to HEV application such that the vehicle performance can
compete with all other available automobiles in the market. In this regard, hybrid
vehicles have several challenges to overcome, particularly in the design and control
of their electric drivetrain for enhanced driving performance, advancement in battery
technology for longer life, lighter weight and higher power density, and the
improvement in the spaciousness of the vehicles to satisfy consumer expectation.
While the above mentioned are the most domi-nant inhibitors to market diffusion of
hybrid vehicles, there are several other noticeable issues like availability of
technicians and other maintenance equipment for hybrid cars.[ CITATION Mar09 \l
1033 ].

16
ADVANTAGES OF HYBRID CARS

 As it combines energy of electric motor with gas powered engine, there is lower CO 2
emissions and better mileage.
 There are purchase incentives for hybrid vehicle owners.
 The future for hybrid cars looks bright with rapid development in hybrid technology
to improve engine efficiency.
 Due to regenerative breaking technology, the batteries need not to be charged by an
external source. It helps to reduce the dependency on fossil fuels which directly
affects the fuel prices.
 The batteries are recharged when brake is applied.
 The electric motor in hybrid vehicle boosts power to the engine during acceleration.
 Hybrid cars are the most gas efficient cars on the road. Most hybrid cars can typically
get 48-60 miles/gallon.
 Maintaining a hybrid car doesn’t cost more than a conventional car and may even cost
less due to decreased wear and tear on the engine and breaking system.
 It has electric launch, regenerative breaking and torque supplementation by an electric
motor.
 Hybrid cars are often referred as `car of era’. Most important of all the above, we can
save the only planet which we have by keeping it clean. [ CITATION TPR10 \l 1033 ]

AN EXAMPLE OF A HYBRID CAR

The Toyota Prius

As with many of Toyota's vehicles, the Prius (from the Latin "to go before") has become
a standard-bearer in its segment. While many automakers' hybrid models are still in their
nascent stages, Toyota's Prius is already on its third generation. This four-door hybrid has
become a hit with consumers because of its stellar fuel economy, relatively
uncompromised driving and acceleration characteristics and reasonable price.

Due to its popularity and relatively long sales history, Toyota's original hybrid car is a
strong candidate for a shopper interested in a used hybrid vehicle. So far, it seems
Toyota's reputation for reliability and durability is holding true for the Prius. Early
concerns about long-term durability have turned out to be mostly unfounded. However,
potential buyers of a used Prius should take extra care during the research process. As the
Toyota Prius is quite complex, future repairs and part replacements could be quite
expensive.[CITATION Toy10 \l 1033 ]

17
Current Toyota Prius

In its first decade of production, the Prius hatchback was the sole body style available,
but now, a larger Prius V wagon, a compact Prius C and a plug-in variant are offered (and
covered in separate reviews). With the introduction of these newer models, the standard
Prius is referred to as the Prius lift back. Despite the name change, it remains a four-door
hatchback that seats five people.

The Toyota Prius' hybrid powertrain consists of a 1.8-liter gasoline engine that produces
98 horsepower and 105 pound-feet of torque that's used in conjunction with two electric
motors and a special planetary gearset that functions as a continuously variable
transmission (CVT). Total system power is 134 hp. Of course the Prius' real bright spot is
its impressive fuel economy, which comes in at an EPA-estimated 51 mpg city/48
highway and 50 mpg combined.

Shoppers have a choice of four Prius trim levels: Two, Three, Four and Five. Standard
feature highlights for the Prius Two include keyless ignition/entry, automatic climate
control, Bluetooth, a touchscreen interface and an iPod/USB audio interface. The Prius
Three adds a rearview camera, Toyota's Entune system and a navigation system. The
Prius Four gains a power driver seat, heated front seats, faux leather upholstery and an
upgraded stereo. The Prius Five has larger alloy wheels and advanced LED headlamps.
Options vary depending on trim level, but include a solar-powered ventilation system, an
aerodynamic body kit, a sport-tuned suspension, a head-up display, an upgraded
navigation system, adaptive cruise control and a lane-departure warning system.

Under full acceleration, both gasoline and electric power sources work together to
provide maximum propulsion. In stop-and-go traffic, the Prius alternates between the
two, often running on battery power alone. This maximizes the car's fuel economy
potential. Under deceleration, the electric motors switch to generator mode, recharging
the car's batteries. With such a focus on fuel economy, performance is far short of
exciting, but power is adequate for merging onto highways. On the inside, the Prius'
hatchback body style allows for an impressive amount of cargo to be lugged around,
while a surprisingly commodious backseat makes it a plausible replacement for a family
sedan or compact SUV. The main downsides to the Prius are an uncomfortable driving
position for taller drivers and disappointing interior material quality.[ CITATION Toy10 \l
1033 ]

18
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the various
steps that are generally adopted by a researcher in studying his research problem along with the
logic behind them. It is necessary for the researcher to know not only the research
methods/techniques but also the methodology.[CITATION Placeholder1 \l 1033 ]

According to Philip Kotler, "Marketing research is a systematic problem analysis, model

building and fact-finding for the purpose of improved decision-making and control in the
marketing of goods and services." The purpose of the research is to discover the answers to
questions through the applications of scientific procedures.[ CITATION Placeholder1 \l 1033 ]

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in the
manner that aims to combine relevance to research purpose with economy in procedure. Thus it
seeks to investigate the persons with find out influences, which act on them. [ CITATION
Placeholder1 \l 1033 ]

The research undertaken in this study is descriptive in nature.

Descriptive or Survey Research Design

It attempts to describe and explain conditions of the present by using many subjects and
questionnaires to fully describe a phenomenon. Survey research design /survey methodology is
one of the most popular for dissertation research.

The main purpose of descriptive research is the description of state of affairs, as it exists at
present. The main characteristic of this method is that the researcher has no control over
variables; he can only report what has happened or what is happening.[ CITATION Placeholder1 \l
1033 ]

RESEARCH METHOD

The research method used was survey method. This was chosen as it facilitates a systematic
gathering of data from the respondents. This method also helps in understanding some behavioral
aspects of the population being surveyed. The instrument used for the research is a structured
questionnaire. The survey was taken by filling the required questionnaire from the respondents in
hard copy or by the use of internet using Google Drive in case some of the required respondents
were not within our reach.

19
QUESTIONNAIRE DESIGN

The questionnaire (original blank questionnaire is cited in the appendix section) used for primary
data collection was structured and undersigned in nature. The questionnaire consists of open
ended and closed ended questions. Proper care was taken to restrict the number of questions and
at the same time they were designed to cover the scope and range of the project. The concerned
questionnaire consisted of three sections (types of questions) apart from the required
demographic questions (Questions relating to the personal details of the respondents) which were
as follows.

Section A: Questions that sought to find knowledge of respondents regarding hybrid cars.

Section B: Questions that sought to find the attitude of the respondents.

Section C: Questions that sought to find the preference level of consumers regarding hybrid cars.

Some of the respondents were interviewed and the level of understanding was found an the
necessary alterations were made

SAMPLING PROCEDURE

In order to achieve the research objectives a sample of 120 respondents were chosen. They were
the normal consumers of the Indian automobile industry belonging to different classes which will
be cited in the following section.

DATA COLLECTION SOURCES

The research consisted, two major sources of data which were

 Primary data:
The primary data are those which are collected afresh and for the first time, and thus
happen to be original in character. [ CITATION CRK04 \l 1033 ]. The required primary data
(only qualitative) was collected through questionnaire (both hard copies and by using
internet as mentioned before). The purpose of the survey was clearly informed to the
respondents and all steps were taken to avoid the possibility of any bias while filling the
questionnaire.

 Secondary data:
The secondary data are those which have already been collected by someone else and
which have already been passed through the statistical process. [ CITATION CRK04 \l 1033 ].

20
 The required secondary data sources included different websites, journals, research
papers and books.

ANALYSIS AND INTERPRETATIONS

SAMPLE TYPE ANALYSIS

A random sampling technique was used for choosing the respondents so as to provide the
primary data through the questionnaire. The 120 respondents chosen belong to all over India and
hence were not from a particular city or state. Most of them were of the upper middle class and
higher class of income group as these families (Income group above Rs 7 lakh) would be in a
position to buy the hybrid cars when they would be launched in the future. They were even
middle aged. The sample type can be analyzed from the following questions in the questionnaire.

Table 1: Age group

Sl. No Age % of Respondents

1 Below 25 13
2 25-35 43
3 35-50 36
4 50 and Above 8

Chart no.1: Age Group

% of Respondents
35
30 33

25 28
% of Respondents
20
15
10
10
5 6
0
Below 25 25-35 35-50 50 and above

Sl. No Gender % of
Respondents
1 Male 80

21
2 Female 20
Table no.2: Gender Of the Various Respondents

%. Of Respondents
90
80
80
70
60
%. Of Respondents
50
40
30
20
20
10
0
Male Female

Chart No.2: Gender of the various Respondents

Table No: 3 : Income level of the Respondents

Sl. No Income Group(Rs) % of Respondents

1 <2 lakh 9
2 2 lakh-5 lakh 5
3 5 lakh-7 lakh 10
4 7 lakh-10 lakh 24
5 >10 lakh 52

22
 %. Of Respondents
60

50 52

40
%. Of Respondents
30

20 24

10
9 10
0 5
<2 lakh 2 lakh-5 lakh 5 lakh-7 lakh7 lakh-10 lakh >10 lakh

Chart No.3: : Income level of the Respondents

Table No. 4: Are Hybrid cars Fuel efficient

Sl. No Responses % of Respondents

1 Yes 52
2 No 12
3 May Be 26
4 Can't Say 26

%. Of Respondents
45
40
40
35
30
%. Of Respondents
25
20
20
15
10
9 8
5
0
Yes No May Be Can't Say

Chart No. 4: Are hybrid cars fuel efficient?

23
Table No.5: Are Hybrid cars environment friendly?

Sl. No Responses % of Respondents

1 Yes 71
2 No 3
3 May Be 21
4 Can't Say 5

%. Of Respondents
60

55
50

40
%. Of Respondents
30
26
20
16
10

0 2
Yes No May Be Can't Say

Chart No.5: Are Hybrid cars environment friendly?

24
Table No.6: Spend on fuel for your car in a month?(In Rupees)

Sl. No INR/Month % of Respondents

1 1500 16
2 2500 38
3 4000 36
4 5000 and Above 10

% of Respondents
35

30
29
28
25

20
% of Respondents

15

12
10

8
5

0
1500 2500 4000 5000 And Above

Chart No. 6: Spend on fuel for your car in a month?(In Rupees)

Table No. 7:What type of car do you own?

Sl. No Type % of Respondents

1 SUV 19
2 MUV 14
3 Hybrid 3
4 Sedan 29
5 Hach Back 21
6 Others 14

25
 % of Respondents
25

22
20

15 16
15 % of Respondents

10 11 11

2
0
SUV MUV Hybrid Sedan Hatch Back Others

Chart 7: Which type of car do you have?

Table No.8: What do you like the most in your car?

Sl. No Type % of Respondents

1 Design 12
2 Performance 38
3 Environment Friendly 3
4 Cost Effectiveness 26
5 Brand 22

26
 % of Respondents
35

30
29
25

20
20
15 17
% of Respondents
10
9
5

0 2
n ce ly s d
sig an nd nes an
De rm r ie ve Br
r fo tF ecti
Pe en Eff
nm o st
v iro C
En

Chart No. 8: What do you like the most in your car?

Table No. 9: What are your routine driving roads?

Sl. No Type % of Respondents

1 In City 64
2 Highways 10
3 By-Pass 10
4 Any other 16

27
 % of Respondents
60

50
49

40

% of Respondents
30

20

10 12
8 8

0
In City Highways By-Pass Any other

Chart No. 9: What are your routine driving roads?

Table No.10: What type of fuel does a hybrid car use?

Sl. No Type % of Respondents

1 Petrol 6
2 Diesel 8
3 Battery 38
4 Solar 6
5 A Combination of the 42
first three

28
 % of Repondents
35

30 32
29
25

20 % of Repondents

15

10

5 6
5 5
0
Petrol Diesel Battery Solar Combination

Chart No. 10: What type of fuel does a hybrid car use?

Table No. 11: Do you think Environment friendly vehicles are worth paying more money?

Sl. No Type % of Respondents

1 Strongly Disagree 1
2 Disagree 9
3 Undecided 31
4 Agree 45
5 Strongly Agree 13

29
 % of respondents
40
35
35
30
25
24
20
15 % of respondents

10
10
5 7
0 1e
re ee ed re
e
re
e
g gr cid Ag g
sa sa
de A
Di Di ly
ly Un ng
ng St
r o
rt o
S

Chart No. 11: Do you think Environment friendly vehicles are worth paying more money?

ANALYSIS

 More than 50% people do not have proper knowledge about Hybrid cars
 57% of the people are ready to spend extra money to save environment
 As high as 64% of the people’s driving routine is City routs where Hybrid cars give the
best fuel economy
 Almost 75% of the sample’s annual income is greater than 7 lakhs/annum, within 5 years
these people are the high potential customers for the Hybrid car market
 In conventional car market, there are various Segment models, where customers are not
finding in the Hybrid cars
 50% of the sample population is less than 35 years, they will be the customers for next 10
to 15 years
 Approximately 80% of the sample spends Rs 2500 or more on fuel every month. Using a
hybrid car can decrease there fuel costs.

Advantages Of Hybrid Cars In Disadvantages Of Hybrid Cars In

Indian Market Indian Market

Large middle and upper middle class Lack of different hybrid car models in
the Indian Market
Hybrid cars are more fuel efficient Price sensitive markets
Low fuel cost City infrastructure is not good
Recent growth in performance driven Lack of awareness

30
 cars market

RECOMMENDATIONS
 Govt. should provide subsidies on hybrid vehicles and vehicle parts as the US & UK
governments did in order to increase the demand of these vehicles and take a new
step to curb the pollution.

Example:

Hybrid cars, which run both on the conventional fuel as also electricity charged battery, are at
present imported in India. But the costs are quite high, as these cars are priced at least 25 percent
more than the regular petrol or diesel fuelled vehicles.

Cars, which run on conventional fuel, attract excise duty ranging from 10 per cent (for small
vehicles) to 22 percent for sedans. During 2010, India produced 1.87 million cars. The hybrid
technology is pioneered by Japan, the US and Europe and to further develop the technology in
India, the ministry will seek a Cabinet nod on the matter from a high-level panel. If it gets
approved, it is expected that the panel will come out with a clear-cut policy by the end of third
quarter this year.

 Automobile manufacturers should try and sometimes cut down the prices of hybrid
vehicles so that to make these types of vehicles among the consumers.

Example:

Such as Honda did, Honda Siel Cars India (HSCI) shocked the auto industry by cutting the price
of the Honda Civic hybrid by Rs. 8 lakh, for a limited period.

The car was earlier priced Rs. 21.50 lakh.

In the five months since its launch, before the price cut, the Civic hybrid had managed to sell
only 60 units, owing to its rather forbidding price tag.

After, the price cut, on the other hand, the company sold 98 units in just 1 day.

 Special Car loans provided on hybrid cars can result in increase in sales of hybrid
vehicles.
 Lower insurance rates, if provided to the hybrid cars can increase the count in number.
 Free parking availability if given to the hybrid car owners.
 Special Awareness and advertising campaigns should be shown on various media so as
to promote these hybrid cars and to even increase the awareness level of the consumers
regarding their benefits if they buy these cars.

31
  Hybrid cars should be launched in diversified models (Sedan, SUV, hatchback and
others) so as to match the tastes the Indian consumers.
 First metros and other developed cities must be targeted then the market can be extended
to other potential ones.

CONCLUSION
Customers or consumers decide the life cycle of any product. Sales of a product are fully
dependent on how much there are moulded to buy it in comparison to other competitive ones.
The hybrid car market segment would no doubt face huge competition from the normal car
market segment as the latter cost less but effective strategies can be taken to increase the sales of
the former.

From the primary data, it can be concluded that many of respondents spend a substantial amount
of their monthly costs on fuel which they would obviously want to lessen. The use of hybrid can
bring a lot of benefits for its customers apart from being environment friendly. Launching
hybrid cars in the future market of India would surely make it available to a potential market
provided appropriate steps are taken for creating awareness, advertisement resulting in increased
sales.

32
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vehicle.org/parallel-hybrid.html

Toyota Prius Review. (2010). Retrieved February 27, 2013, from

http://www.edmunds.com/toyota/prius/

Appel, T. (2009). Howstuffworks. Retrieved Feruary 20, 2013, from http://auto.howstuffworks.com/car-

models/plug-in-hybrids/plug-in-hybrid-car1.htm

Beder, S. (2009). Car Industry and Global Warming. Retrieved from Business Managed Environment:
http://www.herinst.org/BusinessManagedDemocracy/environment/warming/autos.html

Benstein, M. (2005). Road And avel Magazine. Retrieved March 1, 2013, from
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Berman, B. (2011, June 14). History of hybrid cars. Retrieved February tenth, 2013, from
http://www.hybridcars.com/history-of-hybrid-vehicles/

Bradley, B. (2009, Sep 30). Hybrid Market Forecasts | Hybrid Cars. Retrieved Mar 1, 2013, from
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Edmunds, D. (2009, April 29). What is a Hybrid Car. Retrieved April 5, 2013, from Edmunds:
http://www.edmunds.com/fuel-economy/what-is-a-hybrid-car-how-do-hybrids-work.html

Gibbs, D. (2009). articlesbase. Retrieved March 1, 2013, from http://www.articlesbase.com/automotive‐

articles/reasons‐why‐people‐buy‐a‐new‐car‐

Hudson, M. (2008, June 24). Most Consumers Willing to Pay for Hybrid Cars. Retrieved Mar 1, 2013, from
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Kothari, C. (2004). Research Methodology: An Introduction. In C. Kothari, Research Methodology:
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Mariam Khan, N. C. (2009). Hybrid Electric Vehicles for Sustainable Transportation: A Canadian
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Michael Beliveau, J. R. (2010, April 28). Worcester Ploytechnic Institute. Retrieved Mar 1, 2013, from
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194328/unrestricted/Hybrid_Cars_IQP.pdf

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34
APPENDIX
BLANK QUESTIONNAIRE

Sample Survey for “Hybrid Cars : An Analysis Of its Potential Market In India”

Tick the appropriate option

Section-1

1) What type of fuel does a hybrid car use?

A) Petrol B) Diesel C) Battery D) Solar E)A combination of option A, B and C

2) Are Hybrid cars Fuel efficient?

A) Yes B) No C) May Be D) Can’t Say

3) Are Hybrid cars environment friendly?

A) Yes B)No C)May Be D) Can’t Say

4) Are Hybrid cars sold in your city?

A)Yes B)No C)May be D)Can’t Say

5) Which of the following company sells hybrid cars?

A)Maruti B) Tata C)Toyota D) Honda E) Any other

Section -2

6) Do you think environment friendly vehicles are worth paying more money for?

A) Strongly Disagree B) Disagree C) Undecided D) Agree E) Strongly Agree

7) Do you think you would purchase a hybrid car in the next ten years?

A) Yes B) No C) May Be D) Can’t Say

8) Approximate how much do you spend on fuel for your car in a month?(In Rupees)

A) 1500 B) 2500 C) 4000 D) 5000 and above

9) What are your routine driving roads?

35
A) In City B) High-way C) By-Pass D) A combination of A, B and C

10) What type of car do you own? (Please mention your car’s name)

A) SUV B) MUV C) Hybrid D) SEDAN E)HATCH-

BACK F) Others

12) What do you like the most in your car?

A) Design B) Performance C) Environment friendly D) Brand E) Cost

Effectiveness

Section 3

12) Rate on a scale of 1-5 (1 is lowest and 5 is highest) the following in a hybrid vehicle?

1 2 3 4 5

Design

Size

Fuel efficient

Technology

Cheap insurance

High Resale Value

Personal Details

Name:

Age:

a) Below 25 b)25-35 c)35-45 d)Above 45

Sex:

Occupation:

Annual Income: (Rupees)

a) Below 2 lakh b)2 lakh-5 lakh c)5 lakh-7 lakh d)7 lakh-10 lakh e) Above 10 lakh

36