The purpose of this study is to identify competitive factors in the middle-class volume zone of emerging countries. Previous studies have identified ways to enter volume zones. Here this study focuses on competition in the volume zone as the next stage of research. The subject of the study is scooters in India, and data was collected through field research for two wheeler’s repair shop. The analysis reveals that even if there is no difference in the basic specifications of scooters in the low-end competition, durability and maintainability differ significantly. In the discussion of this paper, I argue that product reliability is an important factor in volume zone competition.
