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) S Aravinda Kumar(53)
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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

CONTENTS
Headings 1. INTRODUCTION 3. LITERATURE REVIEW 4. RESEARCH METHODOLOGY 5. ANALYSIS AND INTERPRETATION 6. RECOMMENDATIONS 7. CONCLUSION 8. BIBLIOGRAPHY 9. APPENDIX LIST OF TABLES Table No. With Headings TABLE 1: EMISSION SAVINGS WITH HYBRID CARS TABLE 2: AGE TABLE 3: GENDER OF VARIOUS SAMPLES TABLE 4: INCOME LEVEL OF RESPONDENTS TABLE 5: ARE HYBRID CARS FUEL EFFICIENT? TABLE 6: ARE HYBRID CARS ENVIRONMENTAL FRIENDLY? TABLE 7: SPEND ON FUEL FOR YOUR CAR IN A MONTH TABLE 8: WHAT TYPE OF CAR DO YOU OWN? TABLE 9: WHAT DO YOU LIKE THE MOST IN YOUR CAR? TABLE 10: WHAT ARE YOUR ROUTINE DRIVING ROADS? TABLE 11: WHAT TYPE OF FUEL DOES A HYBRID CAR USE? TABLE 12: DO YOU THINK ENVIRONMENTAL FRIENDLY VEHICLES ARE WORTH PAYING MONEY? LIST OF CHARTS Chart no. with headings CHART 1: AGE GROUP CHART 2: GENDER OF VARIOUS SAMPLES CHART3: INCOME LEVEL OF RESPONDENTS CHART 4: ARE HYBRID CARS FUEL EFFICIENT? CHART 5: ARE HYBRID CARS ENVIRONMENTAL FRIENDLY? CHART 6: SPEND ON FUEL FOR YOUR CAR IN A MONTH CHART 7: WHAT TYPE OF CAR DO YOU OWN? CHART 8: WHAT DO YOU LIKE THE MOST IN YOUR CAR? CHART 9: WHAT ARE YOUR ROUTINE DRIVING ROADS? CHART 10: WHAT TYPE OF FUEL DOES A HYBRID CAR USE? CHART 11: DO YOU THINK ENVIRONMENT FRIENDLY VEHICLES ARE WORTH PAYING MONEY? Page No 21 22 22 23 24 25 26 27 28 29 30
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INTRODUCTION
Global warming defined as a gradual increase in the overall temperature of the earths atmosphere generally attributed to the greenhouse effect caused by increased levels of carbon dioxide, CFCs, and other pollutants (Definition of Global warming)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. (Myles, 2012) Cars and Light trucks contribute to around 25% of the carbon dioxide emissions alone in the United States (Beder, 2009) 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. (Edmunds, 2009). 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. (Edmunds, 2009) 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? Its 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.

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: 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. 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.

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 (Orloff, About.com, 2005). 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. (The Parallel Hybrid Vehicle, 2005). 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. (Mayersohn, 2008) 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 engines power output goes through the electric drive motor, it is called a series design. (Mayersohn, 2008)

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. (Appel, 2009). 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. (Mayersohn, 2008)

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. (Mayersohn, 2008) 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 hybrid car that used electricity up to 13 mpg, then switched to a gas engine, although it
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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. (Berman, 2011)

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.

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. (Weaver, 2011)

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 consumers previous or current car. When a vehicle attains high mileage, typically
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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. (Gibbs, 2009) 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. (Gibbs, 2009) 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 SUVs, 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. (Benstein, 2005) 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

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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 decisionmaking 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 nonhybrids 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 fiftyfour while the average traditional car buyer is age fifty. J.D. Powers 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. (J.D. Powers, 2008) 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 openmindedness 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
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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 socalled clean diesel vehicles of the negative aspects of diesel vehicles, such as the dirty exhaust, have persisted with consumers. (J.D. Powers, 2008) 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. (Monica, 2008) 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 SUVs. 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 compensate for limited space and small parking areas. Those who like living in high
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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. (Hudson, 2008) 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 proenvironmental policies are more likely to prioritize reducing mobile source emissions and therefore to drive a smaller car (small and compact categories). (Ransom, 2009) 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 upfront 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 gallon respectively. If an individual was to drive about 15,000 miles in a year with gas
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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. (Sangho Choo, 2003) 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 cleanfuel 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 taxpayers 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 havent yet made a commitment helps to determine if the incentives are successfully influencing people into making the decision to buy a hybrid vehicle instead of a conventional car. The interviews with sale representatives should
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give insightful opinions on whether or not the programs are beneficial or deceiving for individuals. (Bradley, 2009) 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 SUVsized 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 doesnt 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. (Michael Beliveau, 2010) 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 through fuel savings even after ten years. These financial challenges may compel
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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. (Mariam Khan, 2009).

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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 doesnt 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. (Vikash, 2010)

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. (Toyota Prius Review, 2010)

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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. (Toyota Prius Review, 2010)

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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. (Kothari, 2004) 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. (Kothari, 2004) 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. (Kothari, 2004) 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. (Kothari, 2004) 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.

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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. (Kothari, Methods Of Data Collection, 2004). 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. (Kothari, Methods Of Data Collection, 2004). The required secondary data sources included different websites, journals, research papers and books.

20

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 1 2 3 4 Chart no.1: Age Group Age Below 25 25-35 35-50 50 and Above % of Respondents 13 43 36 8

% of Respondents
35 30 25 20 15 10 5 0 Below 25 25-35 35-50 50 and above 10 6 % of Respondents 33 28

Sl. No

% of Respondents 1 Male 80 2 Female 20 Table no.2: Gender Of the Various Respondents

Gender

21

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

Chart No.2: Gender of the various Respondents

Table No: 3 : Income level of the Respondents Sl. No 1 2 3 4 5 Income Group(Rs) <2 lakh 2 lakh-5 lakh 5 lakh-7 lakh 7 lakh-10 lakh >10 lakh % of Respondents 9 5 10 24 52

%. Of Respondents
60 50 40 30 20 10 9 0 <2 lakh 2 lakh-5 lakh5 lakh-7 lakh 7 lakh-10 lakh >10 lakh 5 10 %. Of Respondents 24 52

Chart No.3: : Income level of the Respondents

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Table No. 4: Are Hybrid cars Fuel efficient Sl. No 1 2 3 4 Responses Yes No May Be Can't Say % of Respondents 52 12 26 26

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

Chart No. 4: Are hybrid cars fuel efficient?

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Table No.5: Are Hybrid cars environment friendly? Sl. No 1 2 3 4 Responses Yes No May Be Can't Say % of Respondents 71 3 21 5

%. Of Respondents
60 50 40 30 20 10 2 0 Yes No May Be Can't Say 16 26 %. Of Respondents 55

Chart No.5: Are Hybrid cars environment friendly?

Table No.6: Spend on fuel for your car in a month?(In Rupees) Sl. No 1 2 3 4 INR/Month 1500 2500 4000 5000 and Above % of Respondents 16 38 36 10

24

% of Respondents
35

30 29 25 28

20 % of Respondents

15 12 8

10

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

25

% of Respondents
25

20

22

15 15 10

16 % of Respondents 11 11

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

26

% of Respondents
35 30 25 20 20 15 10 5 0 9 2 17 % of Respondents 29

Chart No. 8: What do you like the most in your car? Table No. 9: What are your routine driving roads? Sl. No 1 2 3 4 Type In City Highways By-Pass Any other % of Respondents 64 10 10 16

27

% of Respondents
60 50 49 40

30

% of Respondents

20

10 8 0 In City Highways By-Pass 8

12

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

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% of Repondents
35 30 25 20 15 10 5 5 0 Petrol Diesel Battery Solar Combination 6 5 % of Repondents 29 32

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 1 2 3 4 5 Type Strongly Disagree Disagree Undecided Agree Strongly Agree % of Respondents 1 9 31 45 13

29

% of respondents
40 35 35 30 25 20 15 10 10 5 1 0 Strongly Disagree Disagree Undecided Agree Strongly Agree 7 24 % of respondents

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 peoples driving routine is City routs where Hybrid cars give the best fuel economy Almost 75% of the samples 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 Hybrid cars are more fuel efficient Low fuel cost Recent growth in performance driven cars market Lack of different hybrid car models in the Indian Market Price sensitive markets City infrastructure is not good Lack of awareness
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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. 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.
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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.

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BIBLIOGRAPHY
The Parallel Hybrid Vehicle. (2005). Retrieved February 15, 2013, from http://www.hybridvehicle.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/carmodels/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 http://www.roadandtravel.com/autonewsandviews/2005/whypeoplebuycars.htm 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 http://www.hybridcars.com/hybriddrivers/ Definition of Global warming. (n.d.). Retrieved April 05, 2013, from Oxford Dictionary: http://oxforddictionaries.com/definition/english/global%2Bwarming 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/reasonswhypeoplebuyanewcar Hudson, M. (2008, June 24). Most Consumers Willing to Pay for Hybrid Cars. Retrieved Mar 1, 2013, from http://news.cnet.com/830111128_3997630854.html. J.D. Powers, S. P. (2008). While Many NewWhile Many NewVehicle Buyers Concern for the Environment, Few are Willing to Pay More for an Environmentally Friendly Vehicle. Calif: The Mcgraw Hill Companies. Retrieved from http://content2.businesscenter.jdpower.com/JDPAContent/CorpComm/News/content/Releases /pdf/2008029.pdf Kothari, C. (2004). Methods Of Data Collection. In C. Kothari, Research Methodology: Methods and techniques (pp. 95-118). Japur: New Age Internatonal Publishers. Kothari, C. (2004). Research Methodology: An Introduction. In C. Kothari, Research Methodology: Methods and Techniques (pp. 24-25). Jaipur, Rajasthan, India: New Age International Publiishers. 33

Mariam Khan, N. C. (2009). Hybrid Electric Vehicles for Sustainable Transportation: A Canadian Perspective. World Electric Vehicle Journal, 3, 8-10. Mayersohn, N. (2008). New York Times. Retrieved feb 10, 2013, from http://www.nytimes.com/2008/09/14/automobiles/14SPOTTER.html?_r=1& Michael Beliveau, J. R. (2010, April 28). Worcester Ploytechnic Institute. Retrieved Mar 1, 2013, from http://www.wpi.edu/Pubs/E-project/Available/E-project-042810194328/unrestricted/Hybrid_Cars_IQP.pdf Monica, M. L. (2008, June 24). Most Consumers Willing to Pay for Hybrid Cars. Retrieved March 1, 2013, from http://news.cnet.com/830111128_3997630854.html. Myles, R. (2012, October 14). Arctic ice cap continues record melt. Retrieved April 5, 2013, from Digital Journal: http://digitaljournal.com/article/334803 Orloff, J. (2005). About.com. Retrieved feb 10, 2013, from http://saveenergy.about.com/od/fuelingyourautomobile/g/Hybrid.htm Ransom, K. (2009). Reasons To Buy A Hybrid Or Not. Retrieved March 1, 2013, from http://www.cnn.com/2008/LIVING/wayoflife/01/28/buy.hybrid/index.html. Sangho Choo, P. L. (2003, July). eScholarship: What type of vehicle do people drive?The role of attitude and lifestyle in influencing vehicle type choice. Retrieved Mar 1, 2013, from eScholarship: http://escholarship.org/uc/item/2tr3n41k. Vikash, T. (2010). A Study On The Potential Of Hybrd Cars. Chennai: SRM Unversity. Weaver, L. (2011). about.com. Retrieved February 20, 2013, from http://alternativefuels.about.com/od/environmentalimpact/tp/Top-Five-Reasons-To-Switch-ToA-Hybrid-Vehicle.htm

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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) Cant Say

3) Are Hybrid cars environment friendly? A) Yes B)No C)May Be D) Cant Say

4) Are Hybrid cars sold in your city? A)Yes B)No C)May be D)Cant Say

5) Which of the following company sells hybrid cars? A)Maruti 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 B) Tata C)Toyota D) Honda E) Any other

7) Do you think you would purchase a hybrid car in the next ten years? A) Yes B) No C) May Be D) Cant 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? 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 cars name)
35

A) SUV BACK F) Others

B) MUV

C) Hybrid

D) SEDAN

E)HATCH-

12) What do you like the most in your car? A) Design Effectiveness Section 3 12) Rate on a scale of 1-5 (1 is lowest and 5 is highest) the following in a hybrid vehicle? B) Performance C) Environment friendly D) Brand E) Cost

1 Design Size Fuel efficient Technology Cheap insurance High Resale Value Personal Details Name: Age: a) Below 25 Sex: Occupation: Annual Income: (Rupees) b)25-35 c)35-45

d)Above 45

a) Below 2 lakh b)2 lakh-5 lakh c)5 lakh-7 lakh

d)7 lakh-10 lakh e) Above 10 lakh

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