Journal article Open Access

Product Marketability of an All-terrain Vehicle in the Indian Context

Prasad H. C., Shiva

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.

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