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A COMPARATIVE ANALYSIS
OF
NISSAN SUNNY
&
HONDA CITY
ON THE BASIS OF DETAILED MODEL OF
CONSUMER BEHAVIOR
By:Mudit Deval(352)
Anshul Sanwal(330)

TOPICS
• Detailed model
• Introduction to Nissan Sunny
• Advertisement of Nissan Sunny
• Introduction to Honda City
• Advertisement of Honda City
• Conclusion
• Recommendations

DETAILED MODEL OF CONSUMER
BEHAVIOUR

• The Nissan Sunny was launched in India in 2011.
• An efficient, robust and adequately powerful engine,
comfortable ride quality, acres of legroom for rear passengers
and Japanese reliability are the car's strengths.
• Nissan has priced the Sunny starting from Rs 6.99 lakh to
9.80 lakh.
• A total of 11500 units of nissan sunny were sold in the year
2012-2013

SLOGAN OF THE PRODUCT
It's not just a car its a Caaar!

Cultural factors
Culture- Indian consumer are willing to spend the money for
for extra luxurious features.
Sub culture- Indian, young aged, male , lives with his wife.
Social class- Targets the middle income group.

Social
Reference groups- His own family
Family- Family has a stronger impact on the lead of the
advertisement.
Role & status-Independent and successful person.

Personal
Age & Life cycle stage- Young age man, in 2nd stage of life
Occupation- Professional
Income- Self dependent
Lifestyle- Luxurious and happy
Personality-Smart and attractive, wearing good formal
clothing

Psychological
Motivation- The man social status reflected by the car.
Perception- The ad shows spacious and luxurious features of car.
Learning- You need to be passionate in whatever you are doing.
Beliefs & Attitudes – That this product is going to increase your status
in society.

• The Honda City was launched in India in 1998.
• In total, Honda has sold about 4.3 lakh Citys in India
• The car has been at the top of the segment charts for most
of the 15 year run. That's quite an achievement,
considering it's petrol-only engine.
• The diesel version of Honda city are available from January
2014 in India.
• Honda City is Priced from Rs 7.42 lakh-Rs 11.10 lakh.

SLOGAN OF THE PRODUCT
Enjoy your challenges

Cultural factors
Culture- This ad shows to achieve success you have to work
hard.
Sub culture- Indian, young aged, male.
Social class – Targets middle income group.

Social
Reference groups- His friends family
Family- Family has a stronger impact on the lead of the
advertisement
Role & status - independent and successful person.

Personal
Age & Life cycle stage- Young age man, in 2nd stage of life
Occupation- Professional
Income- Self dependent
Lifestyle- Simple and happy
Personality-Smart and attractive, wearing good formal
clothing

Psychological
Motivation- The man wants those kids should go school.
Perception-Anyone can bring changes to society.
Learning- To achieve success you have to be educated first.
Beliefs & Attitudes – To bring changes in society.

Conclusion
• Both the products are unique in their own way.
• People are driven towards their own preference.
• Honda City targets high income groups mainly,
where as Sunny targets both middle and high
income group.

• Nissan has to come up with the ads which should
be more target audience specific.
• Honda should start targeting the middle income
group.
Recommendations

A COMPARATIVE ANALYSIS OF NISSAN SUNNY & HONDA CITY ON THE BASIS OF DETAILED MODEL OF CONSUMER BEHAVIOR

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A COMPARATIVE ANALYSIS OF NISSAN SUNNY & HONDA CITY ON THE BASIS OF DETAILED MODEL OF CONSUMER BEHAVIOR

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A COMPARATIVE ANALYSIS OF NISSAN SUNNY & HONDA CITY ON THE BASIS OF DETAILED MODEL OF CONSUMER BEHAVIOR