Product Marketability of an All-terrain Vehicle in the Indian Context
Vinay Sharma1, Shiva Prasad H.C.2

1Vinay Sharma, UG student, pursuing B.Tech. in instrumentation and control at Manipal Institute of technology, (a part of Manipal Academy of Higher Education).
2Shiva Prasad H C, currently the director of the school of Mechanical engineering school at Manipal University, Jaipur.

Manuscript received on 29 August 2019. | Revised Manuscript received on 01 September 2019. | Manuscript published on 30 September 2019. | PP: 1981-1988 | Volume-8 Issue-11, September 2019. | Retrieval Number: K21570981119/2019©BEIESP | DOI: 10.35940/ijitee.K2157.0981119
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Abstract: An All-terrain vehicle (ATV) is a product used in the fields of motorsport, tourism, agriculture, and defense. It is a better-perceived product in Europe, North America, and South America. Although the scope for use is extensive in the Indian subcontinent, the ATV market is still underdeveloped. The purpose of this paper is to probe into the perception of current and future potential customers for an All-terrain vehicle in India and understanding the reason for the low number of units sold and provide a perspective on the overall performance of the ATV as a product. It also briefly discusses the parameters for the ATV to enter the field of agriculture in India and suggests a method to convert the market from underdeveloped to emerging market potential. Data is acquired using a questionnaire survey and with the prediction model, it proves that the segment is a niche and has a sale prospect for growth with changing economic scenarios in India.
Keywords: About four key words or phrases in alphabetical order, separated by commas.
Scope of the Article: Marketing and Social Sciences