A STUDY ON WOMEN CONSUMER ATTITUDE OF

PURCHASING CAR
SUMMER PROJECT REPORT
Submitted by
PRIYA MALINI.J
REGISTER NO: 27348329
Under the Guidance of
Prof.Mr. S.JAYA KUMAR, M.E., M.B.A.,MISTE
Faculty, Department of management studies
In partial fulfillment for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE
PONDICHERRY UNIVERSITY
PUDUCHERRY, INDIA
SEPTEMBER- 2007

SRI MANAKULA VINAYAGAR ENGINEERING

COLLEGE
PONDICHERRY UNIVERSITY
DEPARTMENT OF MANAGEMENT STUDIES
BONAFIDE CERTIFICATE
This to certify that the project work entitled A STUDY ON WOMEN CONSUMER
PATTERN OF BUYING CAR is a bonafide work done by PRIYA MALINI.J
[REGISTER NO: 27348329] in partial fulfillment of the requirement for the award of
Master of Business Administration by Pondicherry University during the academic year
2007 2008.

GUIDE

HEAD OF DEPARTMENT

Submitted on Viva-Voce Examination held on -------------------------------------

EXTERNAL EXAMINER

ACKNOWLEDGEMENT
First and foremost I thank the god for his blessings, showered on me in completing
the project successfully
I whole heartedly thank my respected chairman MR.N.KESAVAN, vice chairman
MR.SUGUMARAN, and beloved M.D MR.DHANASEKARAN who helped me in all
endeavors and for their blessings to make this project a successful one.
I am extremely grateful to Our Principal Dr. V.S.K. VENGATACHALAPATHY
the keen interest and affection towards throughout the course and to provide necessary
and essential facilities to do this project report.
I convey my sincere thanks and deep sense of gratitude to our Head of Department
PROF.Mr.S.JAYAKUMAR, Department of Management Studies, offered me an
opportunity to do the project.
I

take

the

privilege

to

extend

my

hearty

thanks

to

internal

guide

PROF.MR.S.JAYAKUMAR, Head of Department, Department of Management Studies,

for his encouragement, support, valuable suggestion and guidance throughout the project
duration.
I am grateful to my company guide Mr.G.CHANDRASEKAR, MARKETING
MANAGER, Hyundai motor India limited, Chennai, for his guidance and inspiration
extended all along the project.
Finally, I express my sincere thanks and deep sense of gratitude to my parents and
cousins who supported and helped me in completion of this project.

CONTENTS
ABSTRACT
LIST OF TABLES
LIST OF CHARTS

CHAPTER

TITLE

PAGE NO

I.

INTRODUCTION
COMPANY PROFILE
NEED FOR THE STUDY

1
2
17

II

REVIEW OF LITERATURE

18

III

OBEJECTIVES

28

IV

RESEARCH METHODOLOGY

29

DATA ANALYSIS AND INTERPRETATION

34

VI

FINDINGS OF THE STUDY

62

VII

SUGGESTION AND RECOMMENDATIONS 65

CONCLUSION
66

VIII

LIMITATIONS OF THE STUDY

SCOPE OF THE STUDY

67
68

ANNEXURE

69
72

BIBILIOGRAPHY

ABSTRACT
The economic status of the modern women have been greatly influenced by the
rapidly changing environment they live in are exposed to, their education background and
the commercial opportunities that are available to them. The combination of more

employment opportunities for women had a large impact of the consumption habits of
women
This project is about The women consumer pattern of buying car at Hyundai
Motor India Limited, Chennai.
This study was based on women consumers purchasing pattern and 200 samples
were collected and analyzed using the statistical tools like chi-square test and nonparametric test like Z-test.
A standardized questionnaire suitable to the study was framed and conducted pilot
study to test its reliability and sensitivity. Based on the findings of the pilot study some
modification was made in the questionnaire.
The main purposes of the study were to find out the various preferences of women
in buying a car. The consumer expectations about the features of cars and the attributes
which influences their choice of purchasing car was studied.
The awareness about the car was more signified in the age group of 30-35. Most
of the consumer choose their car based on the warranty period given by the company and
price of the cars.

LIST OF TABLES
S.no

TABLE NAME

Page No

Age Level of the Respondents

34

Marital Status of the Respondents

35

Educational Qualification of the Respondents

36

Occupation of the Respondents

37

Car users of the Respondents

38

Duration of car usage of the Respondents

39

Preferable price range of the Respondents

40

Types of financial source of the Respondents

41

Types of information source l of the Respondents

42

10

Colors preference of the Respondents

43

11

First preference given to the factor that influence the choice of

buying

44

12

First preference given to the interior comforts

45

13

Gear system preferred by the Respondents

46

14

Types of safety measure that the Respondents expect

47

15

Exterior that attract the Respondents most

48

16

warranty expected by the respondents

49

17

Average years the people use the same car

50

18

Seating comfort of the respondents

51

19

air conditioner of the respondents

52

20

Storage space of the respondents

53

21

car accelerate adequately of the respondents

54

22

interiors of the respondents

55

23

Parking comfort of the Respondents

56

24

Car handles well in the city and highway

57

25

Chi-square test for usage of car against age

58

26

Chi-square test for preferable price range

58

27

Chi-square test for financial source

59

28

Chi-square test for information source

59

29

Chi-square test for colors

60

30

Non parametric tests

61

LIST OF CHARTS
S.no

CHART NAME

Page No

Age Level of the Respondents

34

Marital Status of the Respondents

35

Educational Qualification of the Respondents

36

Occupation of the Respondents

37

Car users of the Respondents

38

Duration of car usage of the Respondents

39

Preferable price range of the Respondents

40

Types of financial source of the Respondents

41

Types of information source l of the Respondents

42

10

Colors preference of the Respondents

43

11

First preference given to the factor that influence the 44

choice of buying

12

First preference given to the interior comforts

45

13

Gear system preferred by the Respondents

46

14

Types of safety measure that the Respondents expect 47

15

Exterior that attract the Respondents most

48

16

warranty expected by the respondents

49

17

Average years the people use the same car

50

18

Seating comfort of the respondents

51

19

air conditioner of the respondents

52

20

Storage space of the respondents

53

21

car accelerate adequately of the respondents

54

22

interiors of the respondents

55

23

Parking comfort of the Respondents

56

24

Car handles well in the city and highway

57

CHAPTER 1
INTRODUCTION
1.1. BACKGROUND:
In todays competitive world, every company has to study consumer
purchasing power and behaviors prior to develop a marketing plan for their product. This
enables the marketer to understand who constitute the market, what and why the market
buys, who participate in and influences the buying process, and how, when and where
consumer buy.
But such knowledge is critical for marketers since having a strong
understanding of buyer behavior will help shed light on what is important to the customer
and also suggest the important influences on customer decision-making. Using this
information, marketers can create marketing programs that they believe will be of interest
to customers.
Buyer behavior is deeply rooted in psychology with dashes of sociology
thrown in just to make things more interesting. Since every person in the world is
different, it is impossible to have simple rules that explain how buying decisions are
made.
Contemporary approaches to business emphasize the importance of
adopting a consumer focus. Marketing, in particular, begins and ends with the consumer
from determining his or her needs to ensure post-purchase satisfaction.

1.2. COMPANY PROFILE:

HYUNDAI MOTOR COMPANY
1.2.1. HISTORY
. Hyundai Motor Company was established in 1967. The company's first
model, the cortina was released in cooperation with ford motor company in 1968. The
company quickly established an alliance with one of the industry's oldest automakers,
signing a two-year contract with Ford in 1968 to share assembly technology. Hyundai's
first car, the cortina, was created from that partnership
In 1968 the company entered into a contract with Ford motor company
to assemble the Ford Curtain and Granada for the South Korean market and continued to
produce them until 1976. Hyundai completed construction of the Ulsan plant in six
months and achieved the shortest groundbreaking to first commercial production of any
of Fords 118 plants. The eight-year journey provided Hyundai with assembly
knowledge, blueprints, technical specifications, production manuals, and trained Hyundai
engineers.
In 1975, the Pony, the first Korean car, was released, with styling by
Giorgio Guiro of Taliesin and power train technology provided by Japan's Mitsubishi
motors. Exports began in the following year to Ecuador and soon thereafter to the
Benelux countries. In 1991, the company succeeded in developing its first proprietary
gasoline engine, the four-cylinder Alpha, and transmission, thus paving the way for
technological independence.
Hyundai entered the U.S. market in 1986 with the introduction of
its subcompact Excel. The car was an immediate hit, with its supreme affordability being
a primary selling point; more than 100,000 Excels were sold stateside in the first seven
months. By 1988, Hyundai had begun to produce cars using its own technology. The
midsize Sonata was the first fruit borne of this endeavor.
In 1998, Hyundai began to overhaul its image in an attempt to establish itself
as world-class brand. Chung-Ju-Yung transferred leadership of Hyundai motor to his son,
Chung Mong Koo, in 1999.Hyundai parent company, Hyundai Motor Group, invested
heavily in the quality, design, manufacturing, and long-term research of its vehicles. It

added a 10-year or 100,000 mile warranty to cars sold in the United States and launched
an aggressive marketing campaign.

1.2.2. BUSINESS
In 1998, after a shake -up in a Korean auto industry caused by overambitious
expansion and the Asian financial crisis, Hyundai acquired rival KIA motors. In 2000, the
company established a strategic alliance with DaimlerChrysler and severed its partnership
with the Hyundai Group. In 2001, the dailmer-hyundai truck corporation was formed. In
2004, however, DaimlerChrysler divested its interest in the company by selling its 10.5
percent stake for $900 million.
Hyundai has invested in manufacturing plants in the North America, Pakistan,
China, India and Turkey as well as research and development centers in Europe, North
America and Japan.
In 2004, Hyundai Motor Company had $57.2 billion in sales in South Korea
making it the country's second largest corporation, worldwide sales in 2005 reached
2,533,695 units, an 11 percent increase over the previous year. Hyundai has set as its
2006 target worldwide sales of 2.7 million units.
Hyundai motor vehicles are sold in 193 countries through some 5,000
dealerships and showrooms. After a recent survey of global automotive sales by
Automotive News, Hyundai is now the sixth largest automaker in the world, surpassing
Nissan, Honda and many other major brands, selling 3,715,096 units in 2005.

1.2.3. THE FORMATIVE YEARS

To stimulate economic growth, the South Korean government formulated a
detailed plan for the development and manufacture of Korean cars by 1975. Hyundai
approached 26 firms in five countries to acquire the additional technologies required.

10 firms in Japan and Italy for car design.

4 firms in Japan and the United States for stamping equipment.

5 firms in the United Kingdom and Germany for casting and forging equipment.

2 firms in Japan and the United Kingdom for engines.

5 firms in the United States and United Kingdom for automotive parts.

1.2.4. WOLDWIDE NETWORK

Hyundai motor company has world wide network around the world.

Europe

America

Asia

Africa

Pacific

1.2.5. BOARD OF DIRECTORS

NOH, YOUNG DON, PRESIDENT AND CEO

KIM.JONG VON, EXECUTIVE VICE PRESIDENT

CHUNG, EVL-WOOT, SENIOR VICE PRESIDENT

VICE PRESIDENTS

KWON, YOUNG-SUK

KIM, WON-KI

LEE CHANG BUM

OH, IK-HEE

1.2.6. PRODUCTS
CARS MANUFACTURED BY HYUNDAI

SANTRO

ACCENT

GETZ PRIME

SONATA EMBERA

ELANTRA

VERNA

TUCSON

TERRACAN

TORNADO

COMMERCIAL VEHICLES

FORD D SERIES

FORD DK SERIES

FORD R SERIES

0303 BENZ BUS

HYUNDAIDQ-7

VISION&3TON TRUCK

MIGHTY11

E-MIGHTY

CHORUS

HYUNDAI 4.5 TO 5 TON TRUCK

HYUNDAI 8 TO 25 TON TRUCK

SUPER TRUCK MEDIUM

SUPER TRUCK

MEGA TRUCK

NEW POWER TRUCK

AERO TOWN

AERO CITY

AERO

HD160

HD170

HYUNDAI RB

HYUNDAI HP

UNIVERSE

TRAGO

HM1620 URBAN BUS

HM 1630 SUBURBAN BUS

1.2.7. PRODUCTION PLANT

THE ULSAN PLANT
The Ulsan Plant is the worlds single largest automobile plant in the world.
The mammoths-sized Ulsan complex sits at 1,200 acres site and it is Hyundais main
production plant comprised of five independent plants capable of producing 5,600
vehicles daily.
THE ASAN PLANT
The Asan plant, which mainly produces passenger vehicles for export, rests
on a 440acred site with a 4 million sq.ft.building that consists of production line for
machine press, auto frame, paint, assembly, engine, and material plants. It is an entirely
self-contained independent automobile production complex that is capable of an output of
30,000 mid to large size passenger vehicles annually.

THE JEONJU PLANT

The jeonju plant occupies a total of 400,000 pyong (317 acres) of land and
has 4.3 million sq.ft. In production space. It specializes in producing mid-to large-sized
buses of 2.5 tons or more, trucks, and specialty vehicles .The Jeonju plant is capable of
producing 125,000 units per year and in terms of the plants scale, it is deemed to be the
worlds largest commercial vehicle production plant.

1.2.8. GLOBAL PRODUCTION SYSTEM

U.S.ALABMA PLANT
In May 2005, the Alabma plant started its mass production in earnest and
within one year achieved 10th place in the product quality category among 37 plants in
North America. This plant is developed into a facility that focuses on building mid to full
sized high function, high quality and highly profitable mid to full size vehicles.
CHINA PLANT
The Hyundai china plant has a symbolic significance as the only passenger
vehicle manufacturer located in Beijing, capital of china. The plant holds the strategic
advantage of preemptive entry into china market with present 300,000 units plant
capacity, through the construction of the second plant with annual production capacity of
300,000-units.
INDIA PLANT
The Hyundai India plant is a comprehensive, self-sufficient automobile
plant in which new product that are suitable for the local Indian market can be

researched, developed, manufactured and sold independently. Its market share jumped to
second place only two years after it entered the Indian auto market. Hence, In order to
meet the increasing automobile demand, a second plant with 300,000-units production
capacity will begin its mass production in october2007.
TURKEY PLANT
The Hyundai turkey plant increased its production capacity from 60,000units per year to 10,000-units per year. The Turkey plant acts as a critical global base to
penetrate the Europe market.

1.2.8. RESEARCH AND DEVELOPMENT

The pride of Hyundai is now measured by the pride of superb vehicles!
Hyundai has set standard for developing cutting edge engines that will be the heart of
next generation vehicles.
The S-ENGINE-The new concept that overcame previous limitations
The S-engine. The world highest quality v6 diesel solely developed by
Hyundai, achieves powerful performance, generating 240 horsepower. This engine boasts
the highest economical efficiency available today. Not only does it offer fast response
time but also by overcoming existing diesel engines limitations, its power output rate is
equivalent to gasoline engines. It also meet the euro 4 environmental regulation standards
which proves that this is the most advanced new concept diesel engine, achieving top
quality engine performance, fuel efficiency, and environment friendliness, all at the same
time.
THE ABC OF EBD TECHNOLOGY
Automobile companies around the world have been working on integrated
brake systems that improve stopping, enhance control in turns and even make car faster
in acceleration.

Hyundai Motor led the market in 1998 when it augmented its anti-lock brake
system with Electronic brake force distribution. It was ahead of its US and Japanese
rivals in this respect and almost all Hyundai models with anti lock brake system were
equipped with electronic brake force system starting that year.
Antilock brake system modulates brake pressure in sudden braking situation to
effectively prevent wheel lock or skidding, which can result in loss of directional control
and increase braking system. Electronic brake force distribution works in tandern with
antilock brake system to ensure safer and straight line stop. It automatically optimizes the
distribution of braking force to the front and rear wheels depending upon changes in
vehicular weight.

1.2.9. AWARDS
2002

Hyundai Santro topped the 'JD Power Asia Pacific Intial Quality Study (IQS)' that
measures the product quality for three consecutive years (2000, 2001 & 2002).

Hyundai Santro topped the 'JD Power Asia Pacific Apeal' study that measures
customer satisfaction for three consecutive years (2000, 2001 & 2002).

Hyundai Accent topped the 'JD Power Asia Pacific IQS' for 2002 and the APEAL
study for 2001 & 2002

2003

Hyundai Motor India adjudged as the 'Car Maker of the year' at the ICICI Bank
Overdrive awards

2005

No 1 Entry Midsize Car' by Accent Petrol.

No 1 Entry Midsize Car' by Accent CRDi.

Hyundai Getz became the 'Car of the Year' by BS Motoring.

Hyundai Motor India Limited became the 'Company of the Year' by BS Motoring.

Hyundai Getz became the 'CNBC Auto car of the Year.' Hyundai Elantra became
the 'Best Value for Money Car' by CNBC

2006
Sonata Embera won the 'Executive Car of The Year 2006' award from Business
Standard Motoring Magazine and NDTV Profit Car & Bike declared the Tucson as the
'SUV of The Year 2006'.
2007
The Hyundai Verna has bagged some of the most prestigious awards starting with
the Overdrive 'Car of the Year 2007', CNBC-TV18 Auto car 'Best Value for Money Car
2007' and 'Performance Car of the Year 2007' from Business Standard Motoring.

HYUNDAI MOTOR INDIA LIMITED

1.3.1. HISTORY
In India Hyundai Motor India Limited is a wholly owned subsidiary of
Hyundai Motor Company, the second largest and the fastest growing car manufacturer in
India.
HMIL's fully integrated state-of-the-art manufacturing plant near Chennai
boasts some of the most advanced production, quality and testing capabilities in the
country. Having started operations in 1996, HMIL has an illustrious history in India.
HMIL emerged as the second largest automobile manufacturer in the country in just 6
months after it began its production and rolled out its 100,000th car from its Chennai
plant within just 19 months of commencement of operations.
Hyundai Motor India, continuing its tradition of being the fastest growing
passenger car manufacturer, registered total sales of 299,513 vehicles in calendar year
(CY) 2006, an increase of 18.5 percent over CY 2005. In the domestic market it clocked a
growth of 19.1 percent a compared to 2005, with 186,174 units, while overseas sales
grew by 17.4 percent, with exports of 113,339 units.
HMIL is investing to expand capacity in line with its positioning as HMC's
global export hub for compact cars. Apart from expansion of production capacity, HMIL
plans to expand its dealer network, which will be increased from 183 to 250 this year.
And with the company's greater focus on the quality of its after-sales service, HMIL's
service network will be expanded to around 1,000 in 2007.

The year 2006 has been a significant year for Hyundai Motor India. It achieved
a significant milestone by rolling out the fastest 300,000th export car. Hyundai exports to
over 65countries globally; even as it plans to continue its thrust in existing export
markets, it is gearing up to step up its foray into new markets. The year just ended also
saw Hyundai Motor India attain other milestones such as the launch of the Verna and yet
another path-breaking record in its young journey by rolling out the fastest 10,00,000th
car.

1.3.2. INFRASTRUCTURE
The Hyundai India plant located in Irungattukottai, 30 kilometers from
Chennai was built in record time. The plant is first self-sufficient manufacturing unit in
India to be independently invested by an overseas automobile company. Incorporated in
May 1996, the groundbreaking ceremony for the Chennai plant was held in December in
the same year, and the first pilot Santro was ready in a record-breaking 17months.
The plant which stands on a 500+acre plot has been built with an initial
investment of more than Rs. 2500 crores. It has a capacity to make 120,000 cars and
130,000 engine transmission units per annum and does the Korean Company make the
largestinvetment.
HMIL commenced operations with 70%-localized content, which is one
of the highest amongst all car manufacturers. The entire power train and the body panels
are made in-house and the integrated manufacturing setup at the Hyundai Motors
Chennai plants consists of Hitachi Zosen 2500 ton presses for the body panels State-ofthe-art Paint shop, Final assembly line, Engine and transmission lines. Hyundai has
brought in 14 Korean companies and helped them setup base in India for sourcing
components. The total vendor base consists of 60 companies located at the plant site
itself. HMIL aims to increase localized content to over 90% in the millennium.

1.3.3.THEPRESENT
Although the HMIL is said to have initially planned to launch their Indian

operation with a car for the mid-sized segment. HMIL presently markets 20variants of
passenger cars in six segments. The Santro in the B segment, the Getz in the B+ segment,
the Accent and Verna in the C segment, the Elantra in the D segment, the Sonata Embera
in the E segment and the Tucson in the SUV segment.

1.3.4. THE FUTURE

The Indian operations will play an important role for Hyundai to
develop and expand their presence in the neighboring South East Asian countries and
plans to export the Santro as SKDs (semi-knockdown kits) and CBUs (completely built
units) to the neighboring countries like Pakistan, Bangladesh, Nepal and Sri Lanka.
HMIL is setting up its second plant, which will produce an additional
300,000 units per annum, raising HMIL's total production capacity to 600,000 per annum
by the end of year 2007.
The company also has plans to introduce several new models in the
Indian market, and the pre-production and road tests of its next car are already being
conducted. Code-named the LC-I, HMIL plans to introduce a mid-sized (1400 - 1800 cc)
car in October 1999. Although similar to the Hyundai Accent, which already sells in
Korea, the LC-1 (like its predecessor the Santro) has been specially designed for the
Indian market at the Hyundai Design Center at Namyong, Korea. The company also plans
to launch at a later date a multi-utility vehicle in the Indian market. By the year 2000
HMIL will employaround3000 workers operating in multiple shifts.

1.3.5. PRODUCTS

Santro Xing

Getz

Accent

Verna

Elantra

Sonata Embera

Tucson

1.3.6. PRODUCTION
Modern automobile engineering practices require a holistic approach to
production management, which cannot be accomplished in a non-integrated
manufacturing and assembly setup.
The production processes at Hyundai motor India are overlaid with an
organization-wide implementation of manufacturing best practices like just-in-time,
inventory management, kaizen, TPM and TQM, that help in making the worlds best cars,
right here in India.

1.3.7. RESEARCH AND DEVELOPMENT

The research and development team focuses on the development of new
products and technologies that include interior and exterior design changes, development
of new generation engines and alternate fuel systems, concept vehicles and advanced
passenger safety and comfort systems, in line with evolving customer preferences across
the globe. Recent successes of the team include the development of the Hyundai patented
common Rail Direct injection (CRDi) engine in association with Detroit diesel.

1.3.8. HYUNDAI MOTOR INDIA FOUNDATION

HMIL has chartered the Hyundai Motor India Foundation (HMIF) with the
objective of addressing the expectations of society and initiating concrete steps towards
extending support in the fields of Health Care, Educational and Vocational training,
Environment, Road Safety, Art, Science and Technology, Natural Calamity and Heritage
re-building.

As its first initiative, HMIF has undertaken to renovate the Senate House, which
is a 150-year-old heritage building of the University of Madras. The foundation has also
donated a Hyundai Accent to Care Foundation, a non-profit Society engaged in providing
Health Care to people from economically weaker sections and those living in rural area.

Hyundai is committed to road-safety, and undertakes myriad initiatives ranging

from creating awareness to help implement road discipline, besides producing cars that
conform to the highest safety standards to make the Indian roads safer. Hyundai Motor
India, in association with the Institute of Road Traffic Education and Delhi Traffic Police,
launched an innovative road safety program called "Hyundai Traffic Squad", a Student
Traffic Volunteers Scholarship Scheme to create road safety awareness and support Delhi
Traffic Police in improving Traffic Management System in Delhi.

1.3.7. AWARDS
HMIL has many awards in its bouquet.

Recently Sonata Embera won "Executive Car of The Year 2006" award by
Business Standard Motoring Magazine and

Tucson has been declared as "SUV of The Year by NDTV Profit-Car &
Bike awards 2006.

The mid-size sedan Accent won two awards, Accent Petrol-No 1 Entry
mid-size car and Accent Diesel-No 1 mid-size diesel car by TNS. Business
Standard declared it The Star Company amongst unlisted companies this
year.

Getz got the coveted Car of the Year 2005 award twice over. Both
Business Standard Motoring and CNBC-TV18 Auto car Auto awards
declared it a winner.

HMIL was also the Manufacturer of the Year two years in a row in 2002
and 2003.

ICICI Overdrive Awards declared Hyundai as the Car Maker of the Year
in 2003.

Hyundai products with state of the art technology have also been winning
many accolades over the years. Santro bagged top honors in JD Power
Asia Pacific for three years. Accent was ranked No. 1 in J D Power Asia
Pacific APEAL for two years and also got Business Standard Motoring
Jury award for its CRDi model.

HMIL has also been awarded the benchmark ISO 14001 certification
for its sustainable environment management practices.

1.3. NEED FOR THE STUDY

The purpose of the study is to view the Women Consumers preferences and
awareness about cars.
Ever since the advent of information technology in India, there has been a
steady increase in the number of women employees in these industries. As these working
women are paid with handsome of salaries by the companies and their working hours are
varied, there is a need for them to have safe and secure transportation with a fair degree
of privacy.
These factors enable the women employee to purchase four wheelers of
different brands. Yet another factor that encourages the women employee to purchase cars
is the liberal loans offered by commercial banks and financial institutions.
This also helps the automobiles industries to develop and launch the new
products with wider variety of mix to meet the specification and demands of women
consumers.

CHAPTER 2
REVIEW OF LITERATURE
Consumer behaviour is the study of how people buy, what they buy, when
they buy and why they buy. It blends elements from psychology, sociology,
sociopsychology, anthropology and economics. It attempts to understand the buyer
decision making process, both individually and in groups. It studies characteristics of
individual consumers such as demographics, psychographics, and behavioural variables
in an attempt to understand people's wants. It also tries to assess influences on the
consumer from groups such as family, friends, reference groups, and society in general.

Behavior occurs either for the individual, or in the context of a group (e.g.,
friends influence what kinds of clothes a person wears) or an organization
(people on the job make decisions as to which products the firm should use).

Consumer behavior involves the use and disposal of products as well as the study
of how they are purchased. Product use is often of great interest to the marketer,
because this may influence how a product is best positioned or how we can
encourage increased consumption. Since many environmental problems result
from product disposal

Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance. For example,

aggressive marketing of high fat foods, or aggressive marketing of easy credit,
may have serious repercussions for the national health and economy.

Abraham Maslow in his theory of hierarchical needs in 1943, Maslows Hierarchy

of Needs, suggested the intuitively appealing notion that humans must satisfy the most
basic objectives before they can move onto "higher level" ones. Thus, an individual must
satisfy physiological needs (such as food and liquid) before he or she will be able to
expend energy on less fundamental objectives such as safety. Only when basic objectives
have been met will a person move on to seek such objectives as love and belonging, and
only a small minority of people make it as far as seeking self-actualization. This is useful
in understanding different needs of consumers across the World.
Frederick Herezberg in his two factor theory develops a two-factor theory that
distinguishes dissatisfiers and satisfiers. The absence of dissatisfiers is not enough;
satisfiers must be actively present to motivate a purchase. Extending the theory to
marketing, one finds that hygiene factors are product quality, packing, product warranty
and so forth
David Mc Clelland in his Theory of achievement motivation suggests why it is that
different people behave in different ways. We all have more or less of a need on some of
these factors, making each of us motivated toward different personal goals. People who
have a higher need of achievement would probably make better entrepreneurs or
salespeople and be lousy team players. People who have a higher need of power would
probably make better leaders but could be obnoxious "armtwisters" as salespeople.
People who have a higher need of affiliation would probably make the best team players
but would lack the "self drive" to be salespeople running their own territory.
Leon Festinger is his Theory of cognitive dissonance gave this theory to marketer of
post purchase consumer behaviour; we need to that all of us, for most part of our lives,
live in a state of mental equilibrium. This gets affected when a certain event does not
happen the way we expect it to be.
Webers Law suggests that consumers ability to detect changes in stimulus intensity
appear to be strongly related to the intensity of that stimulus to begin with.

The Hard Core Behavioral perspective is based on learning theories such as operant and
classical conditioning. These theories suggest that consumers must learn from their own
experiences
The Rational Expectations perspective is based on an economic way of looking at the
World. Economists assume that people think rationally and have perfect information,
even though they know very well that these assumptions are often unrealistic. However,
despite the unrealistic assumptions made, economists often make relatively accurate.
According to Nicosia (1966) those that assume the consumer is information process who
engage in a rational, scientific, deliberate and cognitive process leading to a purchase
choice.
Gabriel and Lang (1995)make the fundamental that the there are different types of
consumer not in the sense of different segment, but rather than one consumer can vary
their type from time to time or even within one act of consumption.
Thomas (1997) suggested that consumer have never been so unpredictable, hence
consumer research incapable of providing insights required by market decision maker.
According to Fierat sheltz (1997) A consumer no longer represents a centered, unified,
consistent self image but fragmented and fluid set of self images.

2.1. Consumer Behavior and Marketing Strategy

The study of consumers helps firms and organizations improve their marketing strategies
by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment

(e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.

Understanding these issues helps us adapt our strategies by taking the consumer into
consideration.

2.2. FACTORS INFLUENCE CONSUMER PURCHASE BEHAVIOUR

People buy different products from different brands to satisfy their needs.
Consumer purchases are influenced strongly by cultural, social, personal and
psychological characteristic. Although marketers cannot control such factors, they must
give attention to them.
Culture: Culture is the set of basic value, perception, wants and behaviors learned
by a member of society from family and other institution. Culture is the most basic cause
of a person's wants and behavior. Every group or society has a cultural influence on
buying behavior may vary greatly from country to country, or even neighborhood to
neighborhood.
Subculture: Each culture contains smaller subcultures. Subculture is a group of people
with shared value system based on common life experiences and situations. Subcultures
include nationalities, religions, racial groups, and geographic regions
Social Class
Almost every society has some form of social class structure. Social classes are society's
relatively permanent and ordered divisions whose members share similar values, interest,
and behaviors. Social class is not determined by single factor, but is measure as
combination of occupation, income, education, wealth, and other variables. Social classes

show distinct product and brand preferences in areas such as clothing, home, furnishing,
leisure activity, and automobiles.

Social Factor
A consumer's behavior also is influenced by social factors, such as the consumer's groups,
family, and social roles and status.
Groups: A consumer's behavior is influenced by many small groups. A group can be
defined as two or more people who interact to accomplish individual or mutual goals.
Groups that have direct influence and to which a person belongs are called membership
groups. In contrast, reference groups serve as direct or indirect points of comparison or
reference in forming a consumer's attitudes or behavior
Family: Family member can strongly influence consumer's behavior. Husband- wife
involvement varies widely by product category and by stage in the buying process.
Roles and status: The consumer's position in each group can be defined in terms of both
role and status. A role consists of the activities people expected to perform according to
persons around them. Each role carries a status reflecting the general esteem given to it
by society. People often choose products that show their status in society.
Personal Factor
A consumer's decision also are influenced by personal characteristics such as the
consumer's age and life cycle stage, occupation, economic situation, lifestyle, personality
and self concept:
Age and life cycle stage: People change the goods and services they buy over
their lifetimes. Taste in food. Clothes, furniture, and recreation are often age
related. Buying is also shaped by the stage of family life cycle. Traditional family
life cycle stages include young singles and married couples with children. Sony

recently overhauled its marketing approach in order to target products services to

consumers based on their life stages.
Occupation: A consumer's occupation affects the goods and services bought.
Blue collar workers tend to buy more rugged work clothes, whereas executives
buy more business suits.
Economic situation: A consumer's economic situation will affect product choice.
If economic indicator point to recession, marketers can take steps to redesign,
reposition, and reprice their products closely.
Lifestyle: People coming from the same subculture, social class, and occupation
may have quite different lifestyles. Lifestyle is a consumer's pattern of living as
expressed in his or her psychographics. It involves consumer's activities, interest
and opinions. When used carefully, the lifestyle concept can help the marketer
changing consumer values and how they affect buying behavior.
Personality and self-concept: Each consumer's distinct personality influences his
or her buying behavior. Personality refers to the unique psychological
characteristics that lead to relatively consistent and lasting response to one's own
environment. For example, coffee marketer have discovered that heavy coffee
drinker tend to be high on sociability. Thus Starbucks and other coffee houses
create environments in which people can relax and socialize over a cup of
steaming coffee.
Psychological Factor
A consumer's buying choices are further influenced by four major psychological factors:
Motivation: A need becomes a motive when it is aroused to a sufficient level of
intensity. A motive is a need that is sufficiently pressing to direct the person to
seek satisfaction.

Perception: A motivated person is ready to act. How the person acts is influenced
by his or her perception of the situation. Perception is the process by which
people select, organize, and interpret information to form meaningful picture of
the world.
Learning: When people act, they learn. Learning describes change in individual's
behavior arising from experience.
Beliefs and Attitudes: Through doing and learning, people acquire beliefs and
attitudes. A belief is a descriptive thought that a person has about something.
Marketers are interested in the beliefs that people formulate about specific
products and services, because these beliefs make up product and brand images
that affect buying behavior. Attitude describes a persons relatively consistent
evaluation, feelings and tendencies towards an object or idea.

2.3. BUYING BEHAVIOUR OF INDIAN CONSUMERS

What was the price? Until 2000, this was the deciding factor for the Indian
consumers in buying a product. Although the Indian economy
Was liberalized in 1991, and international brands entered the Indian market soon after,
Indian consumers didnt change overnight, their mindset of saving continued and meant
little difference in their buying behaviors.
A majority of Indians may actually be shopping not because of the particular
products but because buying offers them a chance to win great gifts or a date with their
favorite celebrity, a survey has found
Around 87 percent of Indians participated in some form of promotion, out of
which 53 percent won prizes, while around 40 percent even changed their buying
behaviors in accordance with the celebrity endorsement, a promo survey 2006 conducted
by Brand equity, has revealed, also the survey pointed out that about 57 percent of

Indians were loyal to some brand and most of them gave priority to the price or budget
before trying a brand.
The Indian consumption pattern and preference have undergone vast changes
over the year allowing the foreign retailers to play with the psyche of the brand
conscious.

2.4. BUYING BEHAVIOUR OF WOMEN

The rapid rise in employment among women. A far greater proportion of
women are employed in less well-paid sectors, but women are making inroads in the
higher echelons of business and as entrepreneurs. Of greater long-term significance is the
gradual rise in women's wealth. Disparity remains as far as rates of pay for women are
concerned, but Key Note has identified trends and report findings that support the view
that women are gaining a far greater share of the UK's personal assets as a result of a
wide range of factors most notably, early financial independence.
The women have to set up independently and acquire their own assets at a young
age. Key markets reviewed for this report show the following key trends: a more
cautious pattern of consumer spending in the light of the recent corrections in interest
rates and the housing market, and a consequent reluctance to spend on `big-ticket' items;
and major alterations in patterns of distribution, e.g. the growing dominance of the
supermarket retailers and increasing parity in patterns of demand between the sexes,
which is paralleled by the rise of Internet retailing.

2.5. CAR CONSUMPTION

The car market, in common with many other markets, has entered a competitive
period in which although sales volume has increased, the motor industry remains a key
indicator in the world economy. The nexus of related industries which depend for their
continued expansion on the car point to its crucial position. The massive growth of cars
has required a massive growth of roads.

2.6. DEPENDENCE OF CAR

Car dependence is a reality for almost 80 percent of trips people make.
Nevertheless, most people would not describe themselves as dependent, but rather see the
car as providing independence, real financial saving and privacy. However, some people
perceive effects of car use such as declining fitness due to lack of exercise or stress when
stuck in traffic.
About 80 percent of car owners may not imagine living without car. People who
drive a lot tend to regard public transportation to be inferior quality, unmatched with their
status and standards of living.
It is seen that middle income people in the urbanized towns own more
cars and travel farther than counterparts in cities. The "rural poor" are now forced to own
and use cars or two wheelers to a greater extent than their income would normally
supports due to lack of alternatives to satisfy their commuting requirements.
The people with the highest income presumably own nearly 60 percent of
the cars and account for 70 percent of the traffic. Middle and high-income groups rely
heavily on cars wherever they live.
Car dependence is a process and not a state: car use changes as people
get older and perhaps richer. In general, people are not forced to buy a car and then
immediately adopt a life style. It is also a fact that once we buy a car we drive more and
more and play less attention to alternatives.
The number of journeys by car or less than half a kilometer appears to
have increased from 4 percent in 1970 to 30 percent today. If one calculates the time
spent in traffic and parking the car, it may have taken the same time walking..
The current driving trends indicate much more car use and fewer acceptable

alternatives. In an attempt to reduce car travel, addressing the most cars dependent will be
least successful.

2.7. CAR CONSUMPTION OF WOMEN

The car market, in common with many other markets, has entered a
competitive period in which, although volume sales have increased, market values are
declining as a result of high capacity, high levels of imports and market saturation.
Women are still far more likely than men to live in households with no car,
although the pattern is far more equal among younger men and women. Women's
increased earning power and rising economic wealth therefore make them of growing
importance in expanding car manufacturers' threatened sales targets.
Women prefer cars that are affordable, practical and safe, and with dash flair
design, as evidence d by eclipse spyder convertible, which has the highest percentage of
female registrants of any car on the market. Clearly women are buying small, fuelefficient cars in greater and greater numbers. This reflects womens responsibility attitude
toward the environment as well as price consciousness.

CHAPTER 3
OBJECTIVES
PRIMARY OBJECTIVES:
To find out the women consumer attitude of purchasing cars.

SECONDARY OBJECTIVES:

To find out the factors that influence women car buyers

To find out the major information sources through which they come to
know about the carmakers and models.

To find out the price range that is preferred by women and the financial
sources which they prefer to purchase cars

To find out the preferences with regard to interior comforts, safety

measures and other comforts that the carmakers offer.

To find out awareness level of utility of cars among women consumers.

CHAPTER 4
RESEARCH METHODOLOGY
4.1. Research
Research is a process in which the researcher wishes to find out the end
result for a given problem and thus the solution helps in future course of action. The
research has been defined as A careful investigation or enquiry especially through search
of new facts in any branch of knowledge.

4.2. RESEARCH METHODOLOGY

The procedure using, which researcher go about their work of describing,
explaining and predicting phenomena, is called Methodology. Methods comprise the
Procedure used for generating, collecting and evaluating data. Methods are the way of
obtaining information useful for assessing explanation.

4.3. TYPE OF RESEARCH

The type of research used in this project is descriptive in nature. Descriptive

research is essentially a fact finding related to the present, abstracting generation by cross
sectional study of the current situation.

4.3.1. DESIGN OF DESCRIPTIVE STUDIES

A descriptive study involves the following steps:

Formulating the objectives of the study

Defining the population and selecting the sample

Designing the method of data collection

Analysis of data

Conclusion and recommendation for further improvement in the

practice

4.3.2. TYPES OF DATA COLLECTED

PRIMARY DATA
A study is carried out by means of questionnaire and the respondents were requested
to be frank in their views. A short preliminary talk about the purpose of the study has
been given in order to establish rapport with the respondents. They were told that their
views would remain quite anonymous and no time limit was set to complete the
questionnaire.
Data Source:
The present study is based exclusively on primary data generated using
questionnaire, from the sample of 200 Consumers in Chennai city. A standardized
questionnaire suitable to the study was framed and conducted pilot study tests to its
reliability and sensitivity. Based on the findings of the pilot study some modifications
were made in the questionnaire.

4.4. Sampling and Sampling techniques:

A sampling plan is a definite design for obtaining a sample from the
sampling frame. It refers to the technique or the procedure the researcher would adopt in
selecting some sampling units from which inferences about the population is drawn.
Sampling design is determined before any data are collected.

4.5. SAMPLE SIZE

Nearly 200 samples were collected from Chennai women consumers.

4.5. PERIOD OF SURVEY

The period is from August 2007 to September 2007.

4.6. STATISTICAL TOOLS

As many as 200 respondents were interviewed using a standardized
questionnaire to study the attitude of female. The Socio demographic and economic
characteristics of the study sample are displayed in the form of uni-variate tables and
visual presentations are also provided through pie-charts.
A detail statistical analysis using chi-square test for independence of attributes
has been applied. Further, to test the proportion of attributes, the binominal tests were
used

4.6.1. DESCRIPTION OF STATISTICAL TOOLS USED

Percentage method
Chi-square test
Binomial test

PERCENTAGE METHOD
In this project Percentage method test was used. The percentage method
is used to know the accurate percentages of the data we took, it is easy to graph out
through the percentages. The following are the formula
No of Respondent
Percentage of Respondent =

-----------------------------

x 100

Total no. Of Respondents

From the above formula, we can get percentages of the data given by the respondents.

CHI-SQUARE ANALYSIS
To test the significance of the independence between two attributes, chi-square test is
used. We set-up.
Ho: The two attributes are not associated &against
H1: The two attributes are associated
Under Ho, the test statistic chi square is
(O-E)
= ------------*(r-1),(c-1) d.f
E
Where
O Stands for the observed Frequencies
E Stands for expected frequencies,

r and c are respectively the number of rows and number of columns.

The expected values are calculated using the formula
Row total column total
E = -------------------------------------Grand total
The calculated value of chi- square is greater than the table value for (r-1)(c-1)degrees of
freedom at 0.05 or 0.01 level of significance then reject Ho , otherwise accept Ho.

BINOMIAL DISTRIBUTION
The binomial probability distribution whose mean would be equal to n.p and
standard deviation equal to (n.p.q),where p represents the probability of success, q
represent the probability of failure such that p+q=1 and n the size of the sample.
Mean proportion of successes = (n.p)/ n =p
And standard deviation of the proportion of successes = p.q/n
When the sample size is large, the binomial distribution tend to become normal
distribution, as such for proportion testing purpose we make use of the test statistic Z as

p -p

z = ------------------p.q/n

Where p^ is the sample population

CHAPTER 5
DATA ANALYSIS AND INTEPRETATION
AGE LEVEL
TABLE NO: 5.1
S.no
1
2
3
4
5

AGE LEVEL

20-25
25-30
30-35
35-40
Above 40
Total no. Of
respondents
Source: Primary Data

NO. of
respondents
42
38
44
18
58
200

Percentage of
respondent
21
19
22
9
29
100

Inference: From the above table it is inferred that, 21 percent belongs to the age group of
20-25 years, 19 percent belongs to the age group of 25-30 year, 22 percent belongs to the
age group of 30-35 year, 9 percent belongs to the age group of 35-40 and 29 percent
belongs to the age group above 40 years.
CHART NO: 5.1

MARITAL STATUS
TABLE NO: 5.2
S.no
1
2

Marital status

Single
Married
Total no. Of respondents
Source: primary data

NO. of
respondents
60
140
200

Percentage of
respondent
30
70
100

Inference: From the above table it is inferred that, 30 percent of the Respondents are
single and 70 Percent of the Respondents are married people.
CHART NO: 5.2

EDUCATIONAL QUALIFICATION
TABLE NO: 5.3
Source: primary data
S.no

Educational
NO. of respondents
Percentage of
qualification
respondent
1
Hsc
13
6.5
2
Diploma
2
1
3
Under graduate
55
27.5
4
Post graduate
122
61
5
Others
8
4
Total no. Of
200
100
respondents
Inference: From the above table it is inferred that, 6.5percent of respondents are having
higher secondary qualification, 1 percent of the respondents are having Diploma
qualification, 27.5 percent of respondents are having under graduate qualification,
61percent of respondents are having Postgraduate qualification and 4 percent are others.

CHART NO: 5.3

OCCUPATION
TABLE NO: 5.4
S.no
1
2
3
4
5

Occupation
Business
Govt.employee
Private employee
It professionals
Homemaker
Total no. Of respondents

NO. Of respondents
9
37
58
50
46
200

Percentage of respondent
4.5
18.5
29
25
23
100

Source: primary data

Inference: From the above table it is inferred that, 4.5 percent of respondents are
business women, 18.5 percent are government employee, 29percent are private employee,
and 25 percent are it professionals and 23 percent are homemakers.

CHART NO: 5.4

CAR USERS
TABLE NO: 5.5
Source: primary data
S.no

People own a car

Percentage of
respondent
1
Yes
130
65
2
No
70
35
Total no. Of respondents
200
100
Inference: From the above table it is inferred that, 65 percent of respondents own a car
and 35 percent do not own a car.

CHART NO: 5.5

NO. Of respondents

DURATION OF CAR UTILITY

TABLE NO: 5.6
S.no
1
2
3
4
5

Duration of car usage

0-1 year
1-2 year
2-3year
3-4 year
Above 4 years
Total no. of respondents
Source: primary data

NO. Of respondents
12
17
44
14
43
200

Percentage of
respondent
9.23
13
33.85
10.77
33
100

Inference: From the above table it is inferred that, 9.23 percent of the respondent are
using car from 0-1 yr.13 percent were using car from 1-2 yr, 33.85 percent were using car

from 2-3 yrs, 10.77 percent were using car from 3-4yrs and 33 percent were using car
above 4 years

CHART NO: 5.6

CONSUNER PRICE PREFERENCES

TABLE NO: 5.7

S.no
1
2
3
4
5

Preferable price range

NO. of respondents

2.5 4.5 lakhs

4.5-6.5 lakhs
6.5-8.5 lakhs
8.5-10.5 lakhs
Above10.5 lakhs
Total no. Of respondents

92
89
15
3
1
200

Percentage of
respondent
46
44.5
7.5
1.5
0.5
100

Source: primary data

Inference: From the above table it is inferred that, 46 percent of respondents prefer cars
between 2.5-4.5 lakhs, 44.5 percent prefer cars between 4.5-6.5, 7.5 percent prefer cars

between 6.5-8.5, 1.5 percent prefer car between 8.5-10.5 lakhs and 0.5 percent prefer cars
above 10.5 lakhs.

CHART NO: 5.7

FINANCIAL SOURCES UTILIZED TO PURCHASE CAR

TABLE NO: 5.8
S.no
1
2
3
4
5

Financial source
Bank
Private financials
Loans through
dealership
Own source of income
Lease
Total no. of respondents

Source: primary data

NO. Of
respondents
79
39
37

Percentage of
respondent
39.5
19.5
18.5

45
0
200

22.5
O
100

Inference: From the above table it is inferred that, 39.5 percent of respondents choose
bank, 19.5 percent choose private financials, 18.5 percent choose loan through dealership
and 22.5 percent purchase car with their own source of income.

CHART NO: 5.8

INFORMATION SOURCES TO PURCHASE CAR

TABLE NO: 5.9
S.no

Information source

NO. of respondents

1
2
3
4
5

TV
Internet
Magazines
Referral
Walk into show room
Total no. Of
respondents

23
34
39
47
57
200

Source: primary data

Percentage of
respondent
11.5
17
19.5
23.5
28.5
100

Inference: From the above table it is inferred that, 11.5 percent of respondents use TV,
17 percent use internet, 19.5 percent use magazines, 23.5 percent collect through referral
and 28.5 percent walks into showroom to find out the information about car.

CHART NO: 5.9

COLOURS PREFERENCE
TABLE NO: 5.10
S.no
1
2
3

colors

Dark
Light
Bright
Total no. Of respondents
Source: primary data

NO. of respondents
52
90
58
200

Percentage of
respondent
26
45
29
100

Inference: From the above table it is inferred that, 26 percent of the respondent prefer
dark colors, 45 percent prefer light colors and 29 percent prefer Bright colors.

CHART NO: 5.10

FIRST PREFERENCE TO INFLUENCE THE CHOICE OF PURCHASING CAR

TABLE NO: 5.11
s.no

Factors influence
choice of buying

No. of respondents

Percentage of
respondents

cost

63

31.5

Fuel efficiency

22

11

Exterior appearance

10

Safety and
reliability

55

27.5

Brand

50

25

Total no. of
respondents

200

100

Source: primary data

Inference : From the above table it is inferred that, 31.5 percent give first preference for
cost, 11 percent give first preference for fuel efficiency, 5 percent give first preference for
exterior appearance, 27.5 percent give first preference for safety and reliability and 25
percent give first preference for brand.

CHART NO: 5.11

FIRST PREFERENCE ON INTERIOR COMFORTS

TABLE NO: 5.12

s.no

Interior comforts

No. of respondents

Percentage of

respondents
1

Air conditioner

70

35

Power window

15

7.5

Enter/exit

56

28

Adjustable seating comforts

40

20

Adjustable safety belt

19

9.5

Total no. of respondents

200

100

Source: primary data

Inference: From the above table it is inferred that, 35 percent of the respondents give
first preference to air conditioners. 7.5 percent give first preference to power windows,28
percent give first preference to enter/exit, 20 percent give first preference to adjustable
seating comforts and 9.5 percent give first preference to adjustable safety belt.

CHART NO: 5.12

TYPES OF GEAR SYSTEM

TABLE NO: 5.13

S.no
1
2

Gear system

NO. of respondents

Manual
Automatic
Total no. Of respondents

48
152
200

Percentage of
respondent
24
76
100

Source: Primary Data

Inference: From the above table it is inferred that, 24 percent of respondents prefer
manual transmission and 76 percent prefer automatic transmission.

CHART NO: 5.13

SAFETY MEASURES
TABLE NO: 5.14

S.no

Types of safety measures

NO. Of
respondents

Percentage of
respondent

Central locking with test alarm

20

10

Central locking with remote

40

20

Low fuel warning lamp

50

25

Day and night mirror

15

7.5

Child safety rear door locks

75

37.5

Total no. Of respondents

200

100

Source: Primary Data

Inference: From the above table it is inferred that, 10 percent of respondents would like
to have central locking with test alarm as a safety measure, 20 percent would like to have
central locking with remote, and 25 percent would like to have low fuel warning lamp,
7.5 percent would like to have day and night mirror and 37.5 percent would like to have
child safety rear door lock.
CHART NO: 5.14

PRIORITY ON EXTERIOR ATTRACTION

TABLE NO: 5.15
S.no
1
2
3
4
5

Exterior

Alloy wheels
Ordinary wheels
Alloy wheels with tubeless tyre
Stylish body look
Bumpers
Total no. Of respondents
Source: Primary Data

NO. Of
respondents
27
4
52
87
30
200

Percentage of
respondent
13.5
2
26
43.5
15
100

Inference: From the above table it is inferred that 13.5 percent of the respondents were
attracted by alloy wheels, 2 percent of the respondents were attracted by ordinary wheels,
26 percent of the respondents were attracted by alloy wheels with tubeless tyre, 43.5
percent of the respondents were attracted by stylish body look and 15 percent of the
respondents were attracted by bumpers.

CHART 5.15

WARRANTY EXPECTED
TABLE NO: 5.16
s.no

Warranty expected

NO. Of respondents

1
2
3
4
5

1year
2 year
3 year
4 year
5 year
Total no. Of respondents

2
8
47
62
81
200

Percentage of
respondent
1
4
23.5
31
40.5
100

Source: primary Data

Inference: From the above table it is inferred that, 1 percent of respondents expect 1 year
of warranty, 4 percent are expect 2 years , 23.5percent expect 3 years, 31 percent expect 4
years and 40.5 percent expect5 years.
CHART NO: 5.16

DURATION OF CAR USAGE

TABLE NO: 5.17

S.no

How long people use the same car

1
2
3
4
5

2 years
3years
4years
5years
Above 5 years
Total no. Of respondents

NO. Of
respondents
12
60
30
42
56
200

Percentage of
respondent
6
30
15
21
28
100

Source: Primary Data

Inference: From the above table it is inferred that, 6 percent of the respondents use the
same car for 2 years only, 30 percent of the respondents use the same car for 3 years, 15
percent of the respondents use the same car for 4 years, 21 percent of the respondents use
the same car for 5 years and 28 percent of the respondents use the same car above 5
years.

CHART NO: 5.17

CAR USERS: WHAT CAR USER FEELS ABOUT CARS

MY SEATS ARE COMFORTABLE
TABLE NO: 5.18
s.no

seats are comfortable

No. Of respondents

Percentage pf
respondents

Strongly agree

80

61.54

agree

47

36.15

neutral

1.54

disagree

0.77

strongly disagree

Total no. OF respondents

130

100

Source: primary data

Inference: From the above table it is inferred that, 61.54 percent of the respondents
were strongly agree that their seats are comfortable , 36.15 percent were agree ,1.54
percent were neutral and l 0.77 percent were disagree.

CHART NO: 5.18

MY AIR CONDITIONER WORKS WELL

TABLE NO: 5.19
s.no

Air conditioner

No. Of respondents

Percentage pf
respondents

Strongly agree

78

60

agree

46

35.38

neutral

1.53

disagree

3.07

strongly disagree

Total no. OF respondents

130

100

Source: Primary Data

Inference: From the above table it is inferred that, 60 percent of the respondents were
strongly agree that their air conditioner works well, 35.38 percent were agree, 1.53
percent were neutral and 3.07 percent were disagree.

CHART NO: 5.19

STORAGE SPACE IS ADEQUATE

TABLE NO: 5.20

s.no

Storage space are adequate

1
2
3
4
5

Strongly agree
agree
neutral
disagree
strongly disagree
Total no. OF respondents

No. Of
respondents
61
35
5
27
2
130

Percentage pf
respondents
46.92
26.92
3.85
20.76
1.54
100

Source: primary data

Inference: From the above table it is inferred that, 46.92 percent of the respondents
were strongly agree that their storage space is adequate, 26.92 percent were agree, 3.85
percent were neutral ,20.76 percent were disagree and 1.54 percent were strongly
disagree.

CHART NO: 5.20

MY CAR ACCELERATE ADEQUATELY

TABLE NO: 5.21
s.no

My car accelerate adequately

No. Of respondents

Percentage pf
respondents

Strongly agree

58

44.62

agree

64

49.23

neutral

1.53

disagree

3.85

strongly disagree

0.77

Total no. OF respondents

130

100

Source: Primary Data

Inference: From the above table it is inferred that, 44.62 percent of the respondents
were strongly agree that their car accelerate adequately , 49.23 percent were agree,
1.53 percent were neutral ,3.85 percent were disagree and 0.77 percent were strongly
disagree.

CHART NO: 5.21

MY INTERIOR IS QUITE WELL IN THE CITY

TABLE NO: 5.22
s.no

Interior is quite in the city

No. Of respondents

Percentage pf
respondents

Strongly agree

55

42.31

agree

68

52.31

neutral

2.31

disagree

3.07

strongly disagree

Total no. OF respondents

130

100

Source: primary data

Inference: From the above table it is inferred that, 42.31 percent of the respondents
were strongly agree that their interior is quite well in the city, 52.31 percent were
agree, 2.31 percent were neutral and 3.01 percent were disagree .

CHART NO: 5.22

I CAN PARK MY VEHICLE EASILY

TABLE NO: 5.23
s.no

I can park my vehicle easily

No. Of respondents

Percentage pf
respondents

Strongly agree

50

38.46

agree

44

33.84

neutral

2.31

disagree

31

23.84

strongly disagree

1.54

Total no. OF respondents

130

100

Source: primary data

Inference: From the above table it is inferred that, 38.46 percent of the respondents
were strongly agree that they can park their vehicles easily, 33.84 percent were agree,

2.31 percent were neutral ,23.84 percent were disagree and 1.54 percent were strongly
disagree.

CHART NO: 5.23

MY VEHICLES HANDELS WELL IN THE CITY AND HIGHWAYS

TABLE NO: 5.24
s.no

My car handles in the city and

highway well

No. Of respondents

Percentage pf
respondents

Strongly agree

62

47.69

agree

59

45.39

neutral

4.62

disagree

1.54

strongly disagree

0.77

Total no. OF respondents

130

100

Source: primary data

Inference: From the above table it is inferred that, 47.62 percent of the respondents
were strongly agree that their cars handles well in the city, and highways 45.39
percent were agree, 4.62 percent were neutral . 1.54 percent were disagree
and0.77percent were strongly disagree.
CHART NO: 5.24

Cross tab analysis using Chi-Square test

It is of interest to know the awareness of respondents with respect to age group.
Table 5.25: Awareness with usage of car against age group.
Age
distribution

Usage of
car

Total

Chi-square
Value

P value

100

18.341

.000

Yes: 65
Total
No : 35

INFERENCE:

Most of the respondents are more in the age group 30-35 yearsand is found to be
statistically significant.

Table 5.26: Awareness with preferable price range against age group
Age distribution Price of car

Total

Chi-square
Value

P value

100

8.036

.045

2.5-4.5
lakhs:90
Total
4.5-6.5
lakhs:89
6.5-8.5
lakhs:16
8.5-10.5
lakhs:4
above 10.5
lakhs:1
INFERENCE:
It shows that people prefer car of price range 2.5-4.5 lakhs

Table 5.27: Awareness with financial source against age group

Age distribution Financial
source

Total

Chi-square
Value

P value

100

9.443

.024

Group 1:79
Total

Group2:38

Group3:37
Group4:45
Group5:1

INFERENCE:
It shows that people lend from banks than from other source.
Table 5.28: Awareness with Information source against age group
Age distribution Information
source

Total

Chi-square
Value

P value

100

3.902

.048

Tv:38
Total

Internet:46
Magazine:36
Referral:45
Walk in to the
showroom:35

INFERENCE:
It is found to be statistically significant.

Table 5.29: Awareness with colour against age group

Age distribution colour

Total

Chi-square
Value

P value

Dark:52
Total

100

Light:90

7.104

.008

Bright:58

INFERENCE:
Almost 50% indicate that they prefer light colour.

NON-PARAMETRIC TESTS

Type of gear system

Mean

Standard
Deviation

100

.90

.302

Type of safety measures

100

.43

.498

Exterior that attract the most 100

.45

.500

Warranty

100

.50

.503

Average usage of the car

100

.78

.416

Free services

100

.83

.378

Comfort

100

.79

.409

Air-conditioner

100

.77

.423

Storage space

100

.78

.417

Accelerate adequacy

100

.74

.449

Interior

100

.85

.359

Parking

100

.49

.502

Easy handle
100
Based on Z Approximation

.93

.256

INFERENCE
The binominal test reveals that all categories turned out to be highly statistically
significant .The years of warranty they expect from a car shows that the awareness has
reached the mass females.

CHAPTER 6
FINDINGS OF THE STUDY

21 percent belongs to the age group of 20-25 years, 19 percent belongs to the age
group of 25-30 year, 22 percent belongs to the age group of 30-35 year, 9 percent
belongs to the age group of 35-40 and 29 percent belongs to the age group above
40 years.

30 percent of the Respondents are single and 70 Percent of the Respondents are
married people

6.5percent of respondents are having higher secondary qualification, 1 percent of

the respondents are having Diploma qualification, 27.5 percent of respondents are
having under graduate qualification, 61percent of respondents are having
Postgraduate qualification and 4 percent are others

4.5 percent of respondents are business women, 18.5 percent are government
employee, 29percent are private employee, and 25 percent are it professionals and
23 percent are homemakers

65 percent of respondents own a car and 35 percent do not own a car.

9.23 percent of the respondent are using car from 0-1 yr.13 percent were using car
from 1-2 yr, 33.85 percent were using car from 2-3 yrs, 10.77 percent were using
car from 3-4yrs and 33 percent were using car above 4 years.

46 percent of respondents prefer cars between 2.5-4.5 lakhs, 44.5 percent prefer
cars between 4.5-6.5, 7.5 percent prefer cars between 6.5-8.5, 1.5 percent prefer
car between 8.5-10.5 lakhs and 0.5 percent prefer cars above 10.5 lakhs.

39.5 percent of respondents choose bank, 19.5 percent choose private financials,
18.5 percent choose loan through dealership and 22.5 percent purchase car with
their own source of income.

11.5 percent of respondents use TV, 17 percent use internet, 19.5 percent use
magazines, 23.5 percent collect through referral and 28.5 percent walks into
showroom to find out the information about car.

26 percent of the respondent prefers dark colors, 45 percent prefer light colors and
29 percent prefer Bright colors.

31.5 percent give first preference for cost, 11 percent give first preference for fuel
efficiency, 5 percent give first preference for exterior appearance, 27.5 percent
give first preference for safety and reliability and 25 percent give first preference
for brand.

35 percent of the respondents give first preference to air conditioners. 7.5 percent
give first preference to power windows,28

percent give first preference to

enter/exit, 20 percent give first preference to adjustable seating comforts and 9.5
percent give first preference to adjustable safety belt.

24 percent of respondents prefer manual transmission and 76 percent prefer

automatic transmission.

10 percent of respondents would like to have central locking with test alarm as a
safety measure, 20 percent would like to have central locking with remote, and 25
percent would like to have low fuel warning lamp, 7.5 percent would like to have
day and night mirror and 37.5 percent would like to have child safety rear door
lock.

13.5 percent of the respondents were attracted by alloy wheels, 2 percent of the
respondents were attracted by ordinary wheels, 26 percent of the respondents
were attracted by alloy wheels with tubeless tyres, 43.5 percent of the respondents
were attracted by stylish body look and 15 percent of the respondents were
attracted by bumpers.

1 percent of respondents expect 1 year of warranty, 4 percent are expect 2 years,

23.5percent expect 3 years, 31 percent expect 4 years and 40.5 percent expect5
years.

6 percent of the respondents use the same car for 2 years only, 30 percent of the
respondents use the same car for 3 years, 15 percent of the respondents use the
same car for 4 years, 21 percent of the respondents use the same car for 5 years
and 28 percent of the respondents use the same car above 5 years.

61.54 percent of the respondents were strongly agree that their seats are
comfortable , 36.15 percent were agree ,1.54 percent were neutral and l 0.77
percent were disagree.

60 percent of the respondents were strongly agree that their air conditioner works
well, 35.38 percent were agree, 1.53 percent were neutral and 3.07 percent were
disagree.

46.92 percent of the respondents were strongly agree that their storage space is
adequate, 26.92 percent were agree, 3.85 percent were neutral ,20.76 percent
were disagree and 1.54 percent were strongly disagree.

44.62 percent of the respondents were strongly agree that their car accelerate
adequately , 49.23 percent were agree, 1.53 percent were neutral ,3.85 percent
were disagree and 0.77 percent were strongly disagree.

42.31 percent of the respondents were strongly agree that their interior is quite
well in the city, 52.31 percent were agree, 2.31 percent were neutral and 3.01
percent were disagree.

38.46 percent of the respondents were strongly agree that they can park their
vehicles easily, 33.84 percent were agree, 2.31 percent were neutral ,23.84
percent were disagree and 1.54 percent were strongly disagree.

47.62 percent of the respondents were strongly agree that their cars handles
well in the city, and highways 45.39 percent were agree, 4.62 percent were
neutral . 1.54

percent were disagree and0.77percent were strongly disagree.

CHAPTER 7
SUGGESTION AND CONCLUSION

1. The respondents were aware about cars through entire information source. So the
company should come out with, the most effective dissemination of information
about cars, through all possible advertisement strategy.
2. Most of the respondents those who were highly aware about cars belong to the age
group of 30-35,Hence the company should target the above age group to offer the car
according to their preferences.
3. The survey indicates that more respondents prefer low price models (2.5 -4.5
lakhs).Hence I suggest that manufacturer must offer car of above price range to
women consumers.
4. As more respondents prefer light colors with air conditioner facility in the cars, I
suggest that the manufacturer should give high priority to these features.
5. Further child safety rear door locks as safety measures and stylish exteriors are
preferred by most of the consumers, Therefore manufacturer must serious thought to
these suggestions.

CHAPTER 7.1
CONCLUSION
As per the study, I conclude
The most preferred car must be compact, air conditioned, stylish
and safety measure such as child lock system. As the consumers belong to upper middle
income group, the company should facilitate attractive loan offers by having tie-ups with
commercial bank.High focus and weightage must be given to attribute preferred by
women while launching the new product. The year of warranty they expect for a car
shows that the awareness has reached the mass female.

After sales service also

considered by the women consumer, hence high priority should be given for after sales
service with sufficient staff and networking infrastructure.

CHAPTER 8
LIMITATION OF THE STUDY

The study is to a certain extent limited by the vastness of the canvas and the time
available with the researcher for this assignment.
The issue has multiple perspectives, evidenced by the large number of theories
that abound on the subject and the enormous literature available. It thus requires
enormous perspicacity and a judicious use of literature and primary information sources
to carry out a planned investigation on the subject.
While sincere efforts have been made to examine the issue from different
perspectives the availability of more time would have possibly thrown up more
perspectives and a larger primary information sample leading to more accurate analysis
and qualitatively superior solutions.

CHAPTER 8.1
SCOPE OF THE STUDY
The project was developed on the basis women consumers

It will be helpful to found out the awareness level of women consumers and their
specification about car.

It will be helpful for the company in developing a new product according to women
expectation and product modification according the women consumers specification for
existing product.

ANNEXURE
1. Name: -----------------------------------------------------

(optional)

2. Age
a. 20-25 b. 25-30 c. 30-35 d. 35-40 e. above40
3. Marital status
a. single b. married
4. Educational qualification
a. Hsc b. diploma c. under graduation d. post graduation e.other
5. Occupation
a. business b.govt employee c. private employee d .it professionals e. homemaker

6. Annual income
A.1.5lakhs-3lakhs b.3lakhs-4.5 lakhs c.4.5-6lakhs d. 6lakhs-8.5 lakhs e.above 8.5 lakhs
7. Do you own a car?
a.yes b.no
Specify the name of the car---------8. How long you are using car?
A.0-1yr b.1-2yrs c.2-3yrs d .3-4yrs e.above4 yrs
9. What is your preferable price range of cars?
A.2.5lakhs-4.5 lakhs b.4.5 lakhs-6.5 lakhs c.6.5lakhs-8.5lakhs d.8.5lakhs-10.5
lakhs e.above10.5 lakhs

10. What type of financial source you prefer to purchase a car?

a.banks b.private financials c.loans through dealerships d.ownsourceof income e.lease
11. What type of information source do you use before buying car?
a.tv b.internet c.magazine/newspapers d.referal e.walkin to showroom

12. Which one of the following colour do you prefer?

a. dark b. light c.bright
13. Rate down the following factors that influence your choice of buying a car?(rate from
1-5)

a. cost ----------------b.fuel efficiency ---------C.exterior appearance ---------d. safety and reliability----------e.comfort-------------

14. Rate down the following interior comfort is of high important according to you (rate
1-5)
a.air conditioners---------------------b.power windows--------------c.enter/exit--------------------d.adjustable seating comfort-------------e.adjustable safety belt---------15. Which type of gear system you prefer?
a. manual transmission b.automatic transmission
16. What type of safety measures would you like to have in a car?
a.central locking with test alaram b.central locking with remote c.low fuel warning lamp
d. day and night mirror e.child safety rear door lock.
17. Which one of the following exterior those attract you most?

a.alloywheels b.ordinary wheels c.alloywheels with tubeless tyre d.stylish body look
e.bumpers
18. How many years of warranty do you expect for a car?
a.1 b.2 c.3 d.4 e.5
19. How many free services do you expect for a car from the dealers?
a.1 b.2 c.3 d.4 e.5
20. On an average how long do you use same car?
a.2years b.3years c.4years d.5years e.above 5 years
21. What do you feel about your car?
I. my seats are comfortable
ii. My airconditioner works well
iii. Storage space is adequate
iv. My car accelerate adequately
V. my interior is quite in the city
vii. I can park my vehicle easily
viii. My vehicles handle well in city and highways

S.no

Strongly

agree

neutral

disagree

Strongly

agree

disagree

BIBLIOGRAPHY

BOOKS

1. Kothari, C.R., RESEARCH METHODOLOGY.

Published by new age international private limited, 2nd edition, 1985
2. Rajan Saxena, MARKETING MANAGEMENT., Published by Tata

McGraw Hill, 2nd edition, 1997.

WEBSITES
-www.bizcovering.com
-www.target.com
-www.indiainfoline.com
-www.skyroxin.com
-www.consumerpsychologist.com
-www.dbv.com
-www.knowthis.com