Understanding the cost of ownership of different brands of cars
Student name: Mr Abhishek Thakur
Guide: Dr Kaushik Ranjan Bandyopadhyay
Year of completion: 2013
Host Organisation: Ipsos India
Supervisor (Host Organisation): Mr Abhishek Jha
Abstract: The study has been carried out at Ipsos to assess the cost of ownership of various car brands
with the primary objective being to rank Car manufacturers on the Basis of Cost of ownership
and understand the perception about the cost of maintenance of various brands and carry out a
comparative analysis of the same. The findings suggest that brand loyalty is highest in the
premium segment, least affected by cost of owner ship, perception about the cost of
maintenance is not in line with the actual cost of maintenance and difference in fuel price has
created distortion in market segments. As of now cost of ownership is an influential factor
across segments in the Indian car market and customers are more likely to go for the same
make again, than not.
