DESSERTATION ON

A STUDY ON FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR

TOWARDS BUDGETED CARS
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
MASTERS DEGREE IN BUSINESS ADMINISTRATION
OF
UTTARAKHAND TECHNICAL UNIVERSITY, DEHRADUN
SUBMITTED TO:
INTERNAL GUIDE
PROFESSOR
IMS
Dehradun

EXTERNAL GUIDE

SUBMITTED BY
VIKRAM SINGH RAWAT
(MB11B56)

INSTITUTE OF MANAGEMENT STUDIES, DEHRADUN

BATCH 2011-13

Table of Content

1. Executive Summary03
2. Introduction..05
3. Overview of the Auto segment12
4. Review of Literature24
5. Objective of the study32
6. Research methodology.35
7. Limitation of the study..38
8. Finding and Analysis.39
9. Conclusion59
10. Annexure...64

Executive Summary
The automobile industry today is the most lucrative industry. Due to the increase
in disposable income in both rural and urban sector and easy finance being
provided by all the financial institutes, the passenger car sales have increased at
the rate of 38% per annum in June 2005-06 over the corresponding period in the
pervious year. Further competition is heating up in the sector with a host of new
players coming in and other like Porsche, Bentley, Audi, and BMW all set to
venture in the Indian markets. One factor that could help the companies in the
marketing of their product is by knowing and creating a personality for their
brands.
This report attempts to answer some of the questions regarding brand
personality of selected cars in India by conducting the market research. This
report is categorized into parts, deals with introduction to brand personality,
companies selected, product and the industry.
The automobile industry today is the most lucrative industry. Due to the increase
in disposable income in both rural and urban sector and easy finance being
provided by all the financial institutes, the passenger car sales have increased at
the rate of 25% per annum in June 2005-06 over the corresponding period in the
previous year. Further competition is heating up in the sector with a host of new
players coming in and others like Porches, Bentley, Audi, and BMW all set to
venture in Indian markets. One factor that could help the companies in the
marketing of their products is buying Behavior of the consumers. The Buying
Behavior of the customers can be studied by knowing their perceptions about the
cars in the market and about the possible entrants in the market. One such
technique is by knowing and creating a personality for the brands.
This personality sketching will help in knowing what a customer (or a potential
customer) thinks about a given brand of car and what are the possible factors
3

guiding a possible purchase. Similarly, the idea of measuring the customer

satisfaction will serve the same purpose of determining the customer perception.
Thus, by measuring the willingness of existing users of a car to recommend it to
others will help the car manufacturers to chalk out the entire Customer Buying
Behavior.
The reports shall attempt to answer some of the questions regarding brand
personality of selected cars in India by conducting a market research. The
market research will be helpful for the new car entrant companies in India to find
out the possible gaps between the customer expectations and the present
market offerings. This way these companies will be able to find their share in the
ever-expanding Indian market pie.

The research will track the customer satisfaction in the following two layers:

Product related Parameters

Dealers related parameters

The customer satisfaction index will be calculated for the car brands taken into
consideration.
It will be mainly a primary research and the information will be gathered from
both primary and secondary research. The study will analyze the applicability of
existing research concepts, theories, and tools for evaluating consumer
satisfaction.

INTRODUCTION

It is true fact that if you are satisfied you recommended to others. Word of mouth
and customer satisfaction play a very important role in determining market
perception about an automobile. It is the market perception that determines the
success of a company and so it is very important for the car manufacturers to
measure the willingness of existing users of a product to recommend it to
others. The same is a lot of interest to customers as well for it helps them make
the purchase decision.
A car is one of the most significant purchases that an Indian household makes
and this project addresses the most important question that perplexes car
manufacturers:
What makes the perfect car that influence will willfully purchase?
The project highlights the factors that influence the buying decision of a
consumer.
The factor under consideration would be:

Price

Income of the consumer

Features in the car

Safety standard

Warranty scheme

Finance facility

Is an Indian consumer ready for more? Which is the driving motive behind the
effective demand of the car? How the coming of new models like swift does is

going to effect the buying decision of consumer and especially the Tata 1 lakh
car.
In other words, from the spread of choices offered by various manufacturers
under various segments, of which one the customer will finally turn the ignition on
and drive.
Customer satisfaction index: some of the most advance thinking in the business
world recognizes that customer relationships are best treated as assets, and that
methodical analysis of these relationships can provide a road map for improving
them

If you cannot measure it, you cannot improve it. Lord William Thomson Kelvin
(1824-1907)
Clause 8.2.1 in ISO9000: 2000 states:
As one of the measurements of the performance of the quality management
system, the organizations shall monitor information relating to customer
perception as to whether the organization has met customer requirements. The
method for obtaining and using this information shall be determined
The requirement has been there in the QS9000 standard clause 4.1.6 which
says:
Trends in customer satisfaction and key indicators of customer dissatisfaction
shall be documented and supported by objective information. These trends shall
be compared to those of competitors, or appropriate benchmarks, and reviewed
by senior management.

There is obviously a strong link between customer satisfaction and customer

retention. Customers perception of service and quality of product will determine
the success of the product or service in the market.
With better understanding of customers perceptions, companies can determine
the actions required to meet the customers needs. They can identify their own
strengths and weaknesses, where they stand in comparison to their competitors,
chart out the path future progress and improvement. Customer satisfaction
measurement helps to promote an increased focus on customer outcomes and
stimulate improvements in the work practices and processes used within the
company.
Customer expectations are the customer-defined attributes of your product or
service. We cannot create satisfaction just by meeting customers requirements
fully because these have to be met in any case. However falling short is certain
to create dissatisfaction.
Major attributes of customer satisfaction can be summarized as:

Product quality

Product packaging

Keeping delivery commitments

Price

Responsiveness and ability to resolve complaints and reject reports

Overall communication, accessibility and attitudes

Values

Benefits

Features

Attributes

We cannot begin to address the customer satisfaction issue we define the

parameters and measures clearly.
The customer satisfaction index represents the overall satisfaction level of that
customer as one number, usually as a percentage

The buying process involves the following steps:

Problem
Recognition

Information search

Evaluation

Decision

Buy

Post Purchase
Dissonance

Dissatisfaction =
Brand Rejection

Satisfaction =
Brand Acceptance

10

The fact that word of mouth sales are a big deal in this industry has also helped.
Industry players and market surveys reveal that 20-30 percent of sales are
through word of mouth.

For the purpose of the project has undergone through

Surveying the relevant consumer base through exhaustive questionnaire.
Understand the elements underplaying in each segment
Deducing A analytical overview through different statistical methods

Recommendation comes from satisfaction and satisfaction comes from

Product Quality

Service Quality

Relationship
Quality

11

OVERVIEW OF THE AUTO SEGMENT

Indians have emerged as avid car enthusiasts sporting their prized possessions
as status symbols and speed machines. Foreign car companies have discovered
the Indian consumer as well as the R & D potential in the Indian technical
fraternity and are setting up manufacturing plants right and left across the country
at lower costs. The Indian automobile industry is currently experiencing an
unprecedented boom in demand for all types of vehicles. This boom has been
triggered primarily by two factors:
(1) increase in disposable incomes and standards of living of middle class Indian
families estimated to be as many as four million in number; and
(2) The Indian government's liberalization measures such as relaxation of the
foreign exchange and equity regulations, reduction of tariffs on imports, and
banking liberalization that has fueled financing-driven purchases.
Industry observers predict that passenger vehicle sales will triple in
five years to about one million, and as the market grows and customer's
purchasing abilities rise, there will be greater demand for higher-end models
which currently constitute only a tiny fraction of the market. These trends have
encouraged many multinational automakers from Japan, U. S. A., and Europe to
enter the Indian market mainly through joint ventures with Indian firms.
India is increasingly becoming a global automotive hub both for the vehicles and
component industry. India is fast integrating itself into the world economy and
open to international automotive companies, who are increasingly investing in
India.
The Indian automotive and component industry is looking to increase the quality
of production from existing levels, to develop new products and to increase

12

exports. In the long run India is well set to become a key market for automotive
and component manufacturers in terms of local demand and as a base for
export.
Additionally, companies such as GM, Daimler Chrysler, Toyota, Delphi and
MICO/Bosch are utilizing Indias well developed IT / software capabilities and
have set up R&D hubs here for their global operations

13

Maruti Udyog Limited

Maruti Udyog Limited is the premier car company in India. Maruti Udyog Limited
(MUL) was established in Feb 1981. The company entered into collaboration with
Suzuki Motor Corporation of Japan to manufacture cars. Maruti is the highest
volume

car

manufacturer

in

Asia,

outside

Japan

and

Korea.

Maruti Udyog Limited, the largest Car selling company in India, has many unique
Service advantages for the customers. It has bagged the First Position in JD
Power Customer Satisfaction Index for the consecutive two years. The company
has also ranked highest in the India Sales Satisfaction Study.

1. Estilo
Maruti launched all new Estilo. If you are wondering why I dropped Zen from this
car's name then let me explain. Estilo has got Wagon R's engine and chassis and
Suzuki MR Wagon's shape. Whatever remains is taken from Zen, well does
anything remains actually? Yes, Name! Name is taken from Zen, 'Zen Estilo'. In
essence its stylish Wagon R, Japan's MR Wagon, combination of the two or
anything but Zen. It seems Maruti wants to exploit Zen brand-image hence
named this car after Zen.
Zen Estilo has the same engine (1061cc, 64.8ps, 84Nm, 4-cylinder, 16-valve,
MPFI F10D Petrol) under the hood that is found in Maruti Wagon R. Absolutely
nothing has been changed except for the fact that this engine is much refined
and is slightly better at responsiveness and fuel economy. This simply translate
into 'Zen Estilo is a bit faster and more fuel economic than Wagon R'. Due to
highly good drivability, driving in city would be more fun with Zen Estilo.
Electronic Power Steering (not available in LX version) really helps in crowded
14

traffic. Owning and maintaining Zen Estilo won't be a problem, engine is proven
reliable and virtually maintenance-proof.

2. Swift
Competing with the other cars of Maruti, Maruti Swift is gradually making its
position in the world of mid-sized family car. Maruti Swift has come up with the
special technical specifications of 16 valve 4-cylinder, 1300 cc engine generating
power. Maruti swift is equipped with various safety features and well advanced
equipments. 3 assist grips, 3 spoke urethane steering wheel, antenna, cabin light
(3 position), console box (lower), cup holders (front 2, rear1), front door trim
pockets, green tinted glass window, halogen headlamps, headlamp leveling
device, heater and manual Air conditioning, OVRM (internally adjusted), rear fog
lamps, wind screen wiper 2 speed plus 1 speed intermittent, tailgate opener key
type, trip meter (digital display), sun visors (both sides), brake assist , child lock
(rear door), high mounted stop lamp, power steering, rear seat belts etc. are the
features available in this model. Apart from the features found in other model,
striking features of this model are black colored A & B pillars, 12v accessory
socket in center console, day and night rear view mirror, door ajar warming lamp,
driver's seatbelt warning lamp, tachometer, driver's seat belt warning lamp, vanity
mirrors (sun visor co-driver side), rear seat head restraints, fabric accented door
trims, central door locking (4 door), front and rear electronic windows, front fog
lamps, light off/ key reminder, manual air-conditioning, key not removed warning
buzzer, etc

15

3. Maruti Esteem

Sophisticated big structured Maruti Suzuki esteem is one of the old car of the
Maruti Udyog group. To run this huge car its engine is made of lightweight allaluminum. This contemporary engine has capacity of 65 bhp at 6000 rpm.
According to *Mileage (Auto India, Nov 2005), Esteem holds the topmost position
on mileage among the other category of cars including the small cars.
There are three models of Maruti Suzuki Esteem:

Maruti Esteem (Lx)

Maruti Esteem (Lxi)

Maruti Esteem (Vxi)

The basic model of Maruti Suzuki Esteem includes various safety features and
unique configuration in it. Air conditioned Maruti Suzuki Esteem for the comfort of
the owner provides the facilities of cabin heater, front seat back pockets (both
sides), front door pockets (both sides), air flow controls, remote operated fuel
tank lid and trunk lid, coat hanger hook on grip assistance etc..
Instrument panel of this model includes tachometer and speedometer with sporty
dial. Security measurement of this model has headlamp leveling device,
collapsible steering column, lockable glove box, child proof rear door locks,
halogen headlamps, prismatic day-night inside rear view mirror etc.
This model is more upgraded version of Maruti Suzuki (Lx). Apart from the
features that are already in MarutiSuzuki (Lx), there are other few more added
features existing in Maruti Suzuki (Lxi). For comfort these models specially have
rear view mirror on the left side, power steering and power window (front).

16

Hyundai Motor
Hyundai Motor India Limited (HMIL) was established in 1996 and is a wholly
owned subsidiary of South Korean multi national, Hyundai Motor Company. HMIL
is the fastest growing and the second largest car manufacturer in India and
presently selling 30 variants of passenger cars in six segments. The Company
has set up more than 70 dealer workshops that are equipped with the latest
technology, machinery, and international quality press, body and paint shops,
across the country, thereby providing a one-stop shop for a Hyundai customer.
Hyundai also has a fleet of 78 emergency road service cars that can provide
emergency service to all its customers anytime, anywhere.

4. Hyundai Santro
In the field of mid size car, Santro Xing is capturing the market very rapidly. Its
design, style, space and other special features has made it one of the highest
purchasable

cars

among

any

economy

class.

It has five variants:

Santro XK

Santro XK (Non AC)

Santro XL

Santro XO

Santro AT

Along with the other features that are present in Santro XK (Non AC), other
features present in this model are air conditioner, day and night inside rear view
mirror, chrome1 radiator grille etc. Along with the features available in Santro XK,
added features in this model are 4 doors CLS, passenger side OVRM, tinted

17

glass, map pocket front door driver side, front door full size arm rest, door trim
with fabric insert, hydraulic power steering, power windows (front) etc

5. Getz
Hyundai Motors launched small family car Getz at August 2004. Euro III emission
norms fulfilled Car, Getz powered by 1300 cc. engine. Only the petrol version of
this

car

was

launched

initially.

There are four variants found in this car:

Hyundai Getz GLS

Hyundai Getz GLX

Hyundai Getz GVS

This model has highly advanced features like AC with 4 speed blower, ash tray
w/o illumination, center console w/ pen and jug holder, 60:40 rear seat split,
vanity mirror passenger side, rear defogger, height adjustable seat belts (front),
waist line molding, tilt steering, map pockets, front and rear power windows, rear
seat back inclination(4 position), digital clock, rear wiper and washer, front for
lamp, body color radiator grille, rear bumper reflectors, rear mud guard etc. Few
features to view comfort and safety in mind, this model is being specially
equipped with rear wiper and washer, rear defogger, alloy wheels etc. This model
has few important features like height adjustable front seat belts, body colored
radiator grille, rear bumper reflectors etc.

6. Hyundai Accent

18

Hyundai Accent was ceremonially launched at Frankfurt International Motors

Show on 15 September, 1999. It came in two versions, i.e. Petrol and Diesel
Versions in India initially, while in Europe it was introduced only with the Petrol
version. Initially Accent came up with the manual transmission which in turn
started getting available in automatic transmission. To know about the models of
this car, please see this following text:

Hyundai Accent GLE

Hyundai Accent GLS

Hyundai Accent Viva

Hyundai Accent Viva CRDi

Hyundai Accent CRDi

This model has many distinctive features like 60:40 split folding rear seats,
automatic trunk lamps, body colored door handles, bumper with or without
molding, door trims and consoles, high mounted stop lamps (HMSL), Mist (one
stoke wiper blades), semi cloth upholstery, trip odometer, rear license garnish,
waistline molding, wiper (3 no. of speed), cross bar under dash board, crumple
zone, dual horn, engine sub frame etc. Features that are striking in this models
are tinted glass, remote boot release, split rear seats, tachometer, remote fuel
cap release, sun visors with vanity mirror, power telescopic antenna, luxury full
cloth upholstery, energy absorbing collapsible steering column, full size wheel
cover etc.

7. Verna

19

The most awaited Verna finally launched in India. Verna can be considered as
one of the most shock wave-creating cars in India; within first five days of its
launch over 2000 Verna cars had been sold. Competition seems to be in shock.
Comfort levels are quite good, I wasn't expecting them to be like this, and there is
marginal refinement over Accent. Suspensions give you a feel, 'yes this car is
meant for India', no bumpy rides. Car handles very well too. Interiors are not
class, as expected, though they don't give a cheap feeling at all. City is way
ahead of Verna in interiors and room. Driving position is good and to make it
even better, height-adjustable driver-seat is provided in higher versions. AC is
quite effective, cools the cabin quickly. Due to enough power, switching on AC
doesn't make any difference in performance.
Exterior design is satisfactory. Its neither great to boast about nor is bad to
complaint about. Like all other Hyundai car designs, people have started to
criticize Hyundai for design of Verna. After having first glance of Verna, one of
Carwale.com colleagues called out, 'Hey, it looks like Baleno from front and
Fiesta from behind!'. You can't help it, its inevitable with Hyundai. ABS is
available as optional across the range. Its a bit disappointing that Airbags are not
provided even as optional. Central Locking is available as standard feature in all
the versions and keyless entry in petrol versions except the lowest-end Verna i.
Finally Indian automotive industry is taking good shape. We have enough options
in every segment available. From Maruti to Tata to Honda to Volkswagen to BMW
to Porsche, every major world car player is interested to sell its cars to Indian
people. Everyday we have news about some new launch. Verna is just launched
and Ford has just announced launch of 1.6 TDCi (diesel) in two months time,
Maruti has confirmed discontinuation of Baleno and arrival of new Baleno early
next year and last but not the least Chevrolet is planning diesel Aveo soon.

Tata Motors Limited

20

Tata Motors Limited is India's largest automobile company, with revenues of Rs.
24,000 crores in 2005-06. Its name comes first in the category of commercial
vehicles and the second largest in the passenger vehicles, mid size car and utility
vehicle segments. The company is the world's fifth largest medium and heavy
commercial

vehicle

manufacturer.

Over 3.5 million Tata vehicles is moving on Indian roads, since 1954. Its
manufacturing plant is located at Jamshedpur, Pune and Luck now

8. Tata Indica V2
Having attributes of three popular cars, Tata Indica is ruling the market. Making of
Tata Indica with the concept of main distinguishing features of three popular cars
i.e., with the overall structure of Maruti Zen, interior space like ambassador and
cost nearly like Maruti 800 was a challenging venture of Tata Motors.
Its fully foldable rear seat has made this car more accommodating for extra
luggage. For safe and secure driving and to give proper comfort, side-impact
beams, rigid monochrome frame and child safety locks are attached to this car.
Different Tata Indica models are:

Tata Indica V2
o

DLX

DLG

DLS

DLE

With its market catching looks and few striking features have set a trend for the
choosy buyers. Its power steering, central locking system, four power windows
have not only made this comfort driving car but also give assurance for the
safety. To mention more about convenience of driving, HVAC system provides

21

good cooling effect even in a sultry summer days. Door handles, body colored
bumpers, ORVM and wheel arch flair are few more advantages that the owner of
this car can easily avail.
To assure safer driving along with the elegance and appeal of the car, this model
is equipped with body colored bumpers, the wheel arch flairs, internally
adjustable OVRM and central locking system. To avoid any inconvenience in
operating the window, front windows are power windows. To avoid the scorching
heat in a summer days, HVAC system of cooling can soothe anybody inside the
car

9. Tata Indigo
Indigo with its market catching features like leather upholstery, beige interiors,
LCD

screen

etc

has

made

its

position

in

the

automobile

industry.

Indigo is available in Petrol and Diesel models.

Petrol Variants
o

Indigo GLE

Indigo GLS

Indigo GLX

It is equipped with various features like manual power steering, manual front and
rear windows, grey bumpers, half wheel covers, partial fabric lining on seat,
molded roof lining, high mounted stop lamp etc. To mention few of the features
present in this model along with the features of rest of the two models, there are
available power steering and power windows, rear fog lamps, rub rails on door,
full wheel covers, both sides outer rear view mirrors, rear defogger, central
locking, audio warning signal for driver seat belt and many more

Industry Size

The domestic Indian passenger car market (including utility vehicles) totaled
900,000 units (with a CAGR of 10 per cent over the past 4 years) while the exports
22

were 130,000 million units (with a registered CAGR of 68 per cent over the past 4
years) during financial year 2004

At the back of this phenomenal automotive growth is the success of the Indian auto
component industry. Presently a US$ 6.7 billion industry, it is expected to almost
treble in less than eight years time to US$ 17 billion by 2014

India offers a distinct technological and cost-competitive advantage, which global

Original Equipment Manufacturers (OEMs) and automotive suppliers are leveraging
for both manufacturing and research facilities.

The passenger car market is

projected to grow at a CAGR of 12.3 per cent over the next few years. Growth in the
mid-size and premium car segments is expected to outpace the overall market
growth.

23

REVIEW OF
LITERATURE

1 Consumer Preferences and Taste

A market of a billion people has different consumer with various choice of their
products and thus an elasticity demand will be appeared in the market.
Consumer differs from one to another one and arranging into age, gender,
income, education level, and tastes. Moreover, it has relationship in between

24

the unlimited resources surroundings and the consumer will be heavily make
their choice changed always of the goods and services so that they will demand
more and more (Kotler et al. 2005). Consumer not really understand why they
would chosen the product and purchased it at the time and what actually control
them to buy it and the reason why so because is always comes from their minds
demanded. As a result, a number of factors have been identified and taken into
considerations that are affected consumer's attitude towards product and
service.

2.1.1 Cultural Factor

An individual buying characteristic strongly affected by culture towards a

particular brand. Culture makes shape on people making decision to

purchase and to do their daily activities, and determines it. Yet each
single people have his or her own of culture value to decide on
something. Life style, beliefs, attititudes, also known as subcultures of
people belonging to a particular culture and that is subculture (Kotler et
al. 2005), such as geographical areas and human characteristics such as age
and ethnic background.

Social Factor
Social factor like for instance reference groups, family, and role and status that also has
influenced a consumer buying behaviour very much. Reference groups refer to an
individual identified with a group using his or her group member value, attititudes or
behaviour as the basic for his or her judgments, opinions, and actions, and to recognize
behaviour. Any group has a positive or negative directly affecting on some people like as
membership groups (credit card etc.) which can belong to. Some of people desires to
belong to and involve into that group is called inspirational groups, like as a fan's
admiration for an idol.

25

Personal Factor
These factors are age and life cycle stage, occupation, economic situation, lifestyle
influence consumer' buying behaviour influences on a person or one family patterns.
People always change their preference, taste, as well as their wants over and over their
life cycle. Each job has required its own unique requirements or clothing like for instance
an office lady has to wear formal uniform or business suite daily for their working time.
However, lifestyle is a pattern of living as activities, interests, and the opinion of the
people. An individual's buying behaviour differs from one another due to have different
life style, taste, and preference in between of them likes as a man is oftenly to choose the
casual clothes like as jean as compare to a business man who like to buy more business
suites. Finally, economical factor also affects a product choice. It talks about a person's
income, savings, or interest rate. If a worker has a low income and that's mean he or she
has low demand to buy less.

Psychological Factor
It includes these factors affecting a person's buying choices. These factors are motivation,
perception, learning, beliefs and attitude. A person has many needs at a given point in
time and these need become the motive directs that person to buy a product they wants
and seek their satisfaction. Anyway, how the person acts is influenced by his or her
perception of situation may differ from one another due to perceive the situation
differently. Some of people are liked to learn something and get its experience,
knowledge and resources from the training or practical for example as they might train as
an intelligent consumer to choose a good and cheaper product. And then from their
learning and motivation, an individual needs belief and attitude towards their buying
behaviour.

Target Market Selection

Firms nowadays are difficult to focus at all of consumer in the market since their wants
are too unlimited and require more. Thus firms must select one segment, or more, as a
target market, so marketers can identify the specific needs accordance to the identified
target group as a result can develop marketing strategies to satisfy consumer needs. It is

26

called as targeting market that are selecting a particular good or services valuable or
attractiveness into the specified segments and pay attention on one or more segments. So,
this research only narrows down to age segmentation of demographic and focus on
teenagers, young adults and baby boomers, as well as to meet their need and want, and
discusses how their attitudes towards product and service.

Age Segmentation
As a consumer age his or her needs and desires basically change and thus today firms use
different collected survey data or marketing approaches to meet the wants of existing
consumer on age differences. Example for one strategy is marketer offer the similar
goods in different design to the targets such as toothpaste, designed for adult and
children. Referred to Peter et al. (2005), marketers should analysis consumer-product
relationship to segment market and researcher suggested that 3 steps of segmenting
market as the following: first step is identifying product's concept and determining the
type of consumer, second step is focusing targeted group and last step is considered as the
secondary step and analyzing these difference, understanding relationship between
consumer needs and homogenous product. Finally, this study was discussed about how
today age-related gives impacts on existing market.

2.3 Brand
Brand is usually described as a unique name or trademark given to a product or service,
or can be either is a term, symbol, design for a particular firm which is identified a good
or service, or a firm to distinguish form its competitors. Consumers feel value and trust
towards that brand if a firm's brand marketed well. Brand image is a symbolic structure
created and has powerful motivates consumer to purchase products or services, and the
image is given consumer the differential impression with its meaning about brand like for
instance Malaysia Airlines, customer think about Malaysian Hospitality. Malaysian
Airlines has best hospitality and always leaves good image to the public. These
associations can either be developed over time through advertising campaigns with a
consistent theme, from direct experience with the product etc.

27

a) Brand Equity
Brand equity refers to the value-added of a particular brand and brings to a particular
good or service, and David Aaker (2005, p.173) defined brand equity as a set of assets
can liabilities to a brand's name and symbol that adds to or subtracts from the value
provided by a product or service to a firm and/or a firm's customer. Refers to The Sun,
Dr. Admin Khan mentioned that Malaysia Airlines is going to offers more value added
services and flight frequency to favorite destination such as Melbourne, dates from Oct
2009 to Sept 2010 to allow people traveling more. David Aaker (1991) has been
identified four major categories of brand equity are: brand name awareness, brand
loyalty, perceived quality, and brand associations.

b)Brand loyalty
Brand loyalty is fixed preference for one particular brand that results of a consumer
generally loyals to a particular product or service and purchases repeatedly over time, as
well as over competitor brands. Moreover, consumer has to continuous attitude towards a
particular brand and repeatedly purchases the brand and without concerning any factor. If
one particular brand had a greater advertising, builds strong and attaches a consistent
value, it can retain loyal consumer who had experienced using his or her preferred brand
and for a brand loyalist is less sensitive to price changes whether there is up or down, as
well as can affect sales volume.

c)Perceived Quality
David Aaker (1991) refers perceived quality as a consumer's makes self opinions about a
particular product or service's quality, or superiority for a variety buying reason, and
oftenly affects consumer making the decisions. Consumers have all the information about
a particular product or services before go after it and trying to understand it, and thus to
use it as the guide for making a choices and judgment of quality for the product.
Importantly, the feeling is based on perceptions of what is received, such as quality, selffeature and performance of a particular product. Furthermore, perceived quality often

28

differs from the actual quality of a particular product, or a brand, and derives from
consumer's previous experiences.

d)Brand Association
Brand association connects directly or indirectly consumers to a particular brand and
thinking of the brand that is identified its product or service category likes for consumer
perceives Malaysian Airlines as low fares and good service associated with. The
associations are usually meant to something and built upon product attributes such as
product characteristics or features are identified and differentiated (Armstrong et al.
2005), and consumer benefits that gains from a consumer's experience of a particular
product or service that is already familiar with, as well as a consumer's thought about a
particular brand, and always influencing consumer purchasing behaviour and build
loyalty.

2.3.2 Brand Positioning

As identified target markets' needs, marketers must try to position its product or brand
and form an image or identity in consumers' minds (Peter et al., 2005, cited in Maggard,
1976). Marketers can associate brand or a product with one or more attributes such as
features and performance in order to obtain differential advantages. However, marketers
can identify the attributes through advertising or packaging, and those attributes that is
relative oftenly has changed a consumer's perceptions of each product from collecting
information and questionnaire.

a) Advertisement
Marketers today widely use advertisements as marketing tools to communicate target
consumers and inform them about the existing of products or services (Belch et al., 2009,
p.18). Advertising describes, presents and brings products or services to consumers as
well as brings them into the stores, and in order to attract consumers' attention to buy it.
Apart from that, Don E. Schultz et al. emphasizes that advertising often affects

29

consumers' attitudes or behaviors towards the advertised products or services. Besides

that, advertising is also used to give consumers information about products and services
as well as to remind them where to find out it. People today are liked to buy a particular
product or service that familiar with and confidence in referred to Tellis (2004), due to
gaining knowledge of, experience with or having loyalty to the advertised products or
services.

b) Social Aspect
Advertising is very powerful influencing consumers' attitude towards consumption on
product and service, as well as bought a result on the societal values and lifestyle.
Advertisers now try to bring a advertisement consistently with values and lifestyle to
adapt with target consumers whose advertisers want to approach. Advertising O' Guinn,
T. C. et al. (2006, p.113) considered a number of social factors that affected by the
advertising on educating consumer's, standards of living, happiness and well being, and
mass media. This research only focus on the first effect is educating consumers and
second is improving living standards.

c)Educating Consumers
Sometimes advertising is one of effective reason transferring education objective or
information to consumer without giving them confusion. By educating and transferring
information, consumers not only approach to get knowledge about the products' features
and they also can know the value and benefits of the product that have. Thus the
advertising sometimes can educate consumer in the good way. Moreover, product and
service advertised can convenient consumer not too spending the time on searching the
goods or services, and the reason is some of advertisement contains sufficiency
information of to the targets, about products' functional features and performance result.

d)Improving Living Standards

Advertising as usually shown on media often promote the valuable and lower cost of
product and service, and thus consumer can save more money to buy them besides drive
benefit from the product. Moreover, advertising gives a variety of choice to consumer
30

like for instance Malaysian Airlines provide many lower fares package to flight over
some destination to draw their targets' attention to purchase their goods. Consumer's
needs change dramatically causes now advertisers need to promote more and newest
product or service to adapt today consumers' taste. Not only that the competitors in
existing market already become wide and advertisers also have to produce fresh and
differ over the competitor.

2.5 Sponsorship
Masterman G. (2007) emphasized that, sponsorship is a special event, or describes as an
integrated communications tool to support firm goals by enhancing image of the
company and its product or shaping consumer attitudes, increasing awareness of brands,
pushing' promotion or driving sales for a sponsor, as a result of the way to reach target
markets. Firm today often use sponsorship in resulting to drive sales for a sponsor, and to
offer practical opportunities for selling therefore sales take place due to sponsorship
(ibid). Moreover, in order to successfully reaching target, sponsoring an event is the most
significance key to differentiate brands from competitors and for taking advantages over
competitors.

31

Objectives of Study

To determine the demographic variables of the customers of different brands

of cars.

Examine the buying behaviour about the cars.

To judge the satisfaction level of the people in response to brands

32

33

RESEARCH
OBJECTIVE

The objective of the present study can be accomplished by conducting a

systematic market survey. Market Research is a systematic design, collection,

34

analysis and reporting of data and finding that are relevant to different market
situation facing by the company. The marketing research process that will be adopted
in the present study consist of the following stages:

1. Defining the problem and research objective:

The research objective state that what information is needed to
solve the problem. Here the objective of research is to do the market survey
on the basis of perception of the customer with Dainik Jagran .
2 . D e v e l o p i n g r e s e a rch p l a n :
If required. The descriptive and casual approaches may also be used.
Once the problem is defined, the next step is to prepare a plan for getting
t h e i n f o r m a t i o n n e e d e d f o r t h e r e s e a r c h . Th e p r e s e n t s t u d y
w i l l a d o p t exploratory approach where in there is a need to gather a large
amount of information before making a conclusion
3 . C o l l e c t i o n a n d S ou r c e s o f D a t a :
To c o l l e c t t h e d a t a , r e l e v a n t i n f o r m a t i o n i s n e c e s s a r y a s
r e g a r d s t o t h e project.

Data Collection
Data for the present study is collected from two sources:
Primary sources:

35

The data are collected directly from the universe by conducting

interviews, etc. these are the original sources from which the researcher
directly gathers data which are not previously referred.
Secondary sources:
The data are collected from the secondary sources such as magazines,
journals, etc. These sources consist of already variable data in the form of
statements, and reports, which may include sensory reports, financial
statements of the company, reports of governments departments, etc.
I used both Primary and Secondary sources of data collection.
For primary source I have used Questionnaire.
For secondary source I have used Internet, Magazines, and Newspaper etc

Data Approach
There are several Approach of data collection. The primary sources of
data collection are done through
o Observation
o Interviewing
o Mail survey
o Questionnaire

Observation:
Observation is a mode of primary data collection through which we directly get the data
from a universe and based on that data one can carry on the research.

36

Interviewing:
Interviewing is another mode of direct data collection, which provides complete
information about the universe.

Mail survey:
Through Mail survey, we can get direct data from the universe, the responds and the
feedback based on which the research can be carried out.

Questionnaire:
Questionnaire is the method of data collection, which is very much popular, particularly
in big cities. Different modes of questions are put up on the paper and the particular
universe, on which the research is conducted, are asked to fill their responses.

4. Sampling Plan:
Sampling units:
I have completed my survey in Dehradun city.

Sampling size:
A survey was conducted for three thousand respondents. The selection of the
respondents was done on the basis of simple random sampling.

5 . An a l y z e t h e c o l l e c t e d i n f o r ma t i o n :

37

This involves converting raw material in to useful information. It involves tabulation of

data and using statically measures on them for developing frequency distribution
and calculating the averages and dispersion

Limitations of the study

38

All the research projects are hindered in their smooth flow by some
unforeseen problems. The problems arise in the form of constraints by
budget, time and scope of the study. The current project was also faced by
certain problem. Some of the problems faced in the course of the research
are as follows:

A strong unwillingness on the part of the owners of various cars, to participate

and aid the research.

The boredom and wavering concentration that set in among the respondents
while answering the long questionnaire: thus in turn led to the difficulty of
preventing incomplete questionnaires.

Sampling error: the research include a sample size of 100 customers which is
not enough to determine the buying behavior of the consumers for buying the
cars. Since its not a census survey there is always a chance of error while
extrapolating the results of a sample study over the population especially in
those researches where the qualitative aspects are concerned. So its always
doubtful to map the qualitative aspects using a quantitative measure.

39

FINDINGS AND
ANALYSIS

Q1. Why you bought your present car? Please rank from the highest order of
preference
1. Increase in disposable income
2. Better safety at roads
40

3. Family needs
4. Increase in family size
5. Suits your lifestyle and personality

Interpretation:
As per the analysis shows, increase in disposable income seems to be the
most important reason for buying a car. This trend is reflected in the growth of
the Per capita Disposable income and consequently the growth of the Indian
automobile industry especially in the B and C segment cars. Similarly, the
growing family needs like working partners, increasing family size, status, etc.
add to the motives of buying a car.

Q2. You decided to buy a car brand because of (rate best 3 factors from 1 to 3 in
order of your preference)
1. Affordable price
2. Technical superiority over competition

41

3.
4.
5.
6.
7.

Comfort
Manufacturers image
Value for money
Safety
After sale services

Interpretation:
Indian market is still the hard nut to crack for most of the automobile
manufacturers. Though the Indian car industry is among the fastest growing car
markets of the world still the Indian psyche is too complex for the manufacturers
to understand. The most important reason for buying a car when it comes to B
and C segment cars seems to be value for money. 32% of the respondents
suggested that affordable prices are the most important factor while purchasing a
car. This is the reason for sticking to a particular segment till the next substantial
rise in the personal disposable income. This reason is followed by Value for
money where the customers look for the best product, best services and best
repute all bundled in one with the best deal they can strike. This explains the

42

reason for the stagnant or sudden growth in sale of B and C segment cars just
before budget and near occasions like Diwali.

43

Q3. Please rate your existing car in terms of understated Safety features on a
scale of 1 to 5
Safety Parameters
Crossbar under Dashboard
Air Bags
Anti Lock Breaking System
Aerodynamic Shape
Intensity of front lights

Interpretation:
As can be noted Maruti Swift and Indica V2 fight neck to neck on almost every
front, with Indica marginally better in features like crossbars under the dashboard
and Anti Brake systems. Most of the cars in this segment fare relatively similar
and very close to each other on most of the fronts.

44

Interpretation:
As one can see most of the respondents are quite happy with the safety
parameters of their respective cars. However, one striking point observed here
are that almost every car fares neutral on the safety parameters.

45

Q4. Please rate your existing car in terms of following parameters

Parameter
Fuel Consumption
Mileage ( Km/ltr)
Pick Up
Stability at higher speed
Top speed

Interpretation:
The customer choice of the car highly depends upon the performance and
maintenance costs of the car. This is the reason why this class of parameter was
chosen for this study. And the results show that Marutis Wagon R fares the best
car in its segment as most fuel efficient car of all. Similarly, Wagon R fares the
best on the terms like mileage but it lags behind Hyundais Santro on pick up
front. So this segment shows a mixed bag of response for the Fuel efficiency and

46

mileage parameter. Indica V2 performs consistently on all the parameters and

Getz fares really well on pick up whereas it fares badly on fuel consumption.
Considered this condition for Getz it should be seen as a red signal for the
manufacturers so that Getz does not end up being like Fiats Palio famous as a
car for drinking petrol.

47

Interpretation:
Segment C cars are known as hybrid car segment between the B segments fuel
efficiency with the luxury of the D class. Checking the same it seems that most of
the cars in this segment are placed much closed to each other with very little
difference here and there. Most of the cars are fuel efficient w.r.t their weights
and pick ups. Indigo fares as the best car in terms of fuel efficiency. Baleno fares
a little bit behind than its counterparts as far as the stability at high speeds and
mileage is concerned.

48

Dealer Service Satisfaction Level

Q1. Please rate your Dealer on the understated parameters on the scale of 1 to 5
where
1

Highly Satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied
1

Distance ( Proximity)
Advertisements (Promotions)
Technical Facilities
Cost of Service
Availability of Spares
Information Provided
Service Time
Charges
Staff
Car Handling ( Delivery & service)
Assured Customer Transactions
Ambience of Service Center
Finance ( Credit) Schemes

Dealers are the middle men between a car manufacturer and its customers.
Dealer thus becomes the most important link in joining the company to its
customers as he is the person who will sell the product, will deliver it and will
keep on providing the after sales services to the customers as and when
required. So, it becomes necessary automatically to study dealer as a part of
customers satisfaction journey with the product called car!
Why Maruti fares so well ahead of its competitors till date and its the
largest car company in India with the largest market share in A and B segment is

49

because during the protected regime it build a dealers network so strong that its
yet very difficult for most of the competitors to set up a network as large as
Maruti. So wherever you go its not difficult to find a Maruti service station and a
Maruti dealer. This is how Maruti has maintained relationships with its customers
and has been able to convert most of them into a repeat customer. So, dealer
network is something of such importance that while studying the customers
satisfaction profile its almost impossible to ignore it.

50

Interpretation:
While buying a car, dealers choice play a very important role in deciding the
company and models choice. So dealers act as influencers on the complete
buying behavior of the prospective customers. Among all the listed factors Maruti
fares the best among all its counter parts in terms of dealer density which is quite
obvious. Also, the cost of service provided by Maruti dealers is the lowest
followed by Tata Motors. Similarly, for B and C segment cars Maruti emerges out
as the clear winner among the four car companies studied all thanks to the vast,
extensive and well managed dealer system.

51

Q2. How do you rate the brand image of your car?

1

Very Low

5
Very High

Interpretation:
As per the analysis, Santro is the car whose brand image is most preferred in the
market. This is because of the reason, that its from the house of Hyundai a
South Korean company known for its overall image. On the contrary Maruti Estilo
and Aveo share the same platform on the brand image. This can be attributed to
the fact that both these cars are relatively new on the block and market takes
time to imbibe and give the brand an image. This is established by the fact that
Marutis Wagon R and Swift are exactly the same as far as the image is
concerned.

52

Interpretation:
As the analysis reveals GMs Optra fares as the Best Car as far as customers
perception is concerned about the brand image of the car in the C segment. This
is because of the fact that GM itself commands an amazing brand image among
its customers. Accent and Verna both Hyundai cars share the same position.

53

Q3. Will you recommend your car to your friends?

Yes
No

Interpretation:
It seems logical that satisfied customers will someday become loyal customers,
in other words there is a positive correlation between customer satisfaction
scores and customer buying behavior. If a customer rates the car very high in
satisfying his or her needs, the car manufacturer should expect more referrals
and this is reflected in the analysis that 73% customers say that they will refer
their car to their friends even if they move to other segment or other brand.

54

12
2
14
1
7
0

>
3
-5
6
2ro
1
<
ae
g
u
p

Demographics

I surveyed around 100 people who belonged to various age groups. The survey
of 4 age groups was done. The four age groups were:
Less than 21 years
21 -35 years
36-54 years
More than 55 years

55

2
8
1
9
1
93 >
,0
2
1
1
-2
,00

5
,th
0
-ly
1
0
0
<
in
o
c
e
o
m
m
fa
i,y

MONTHLY FAMILY INCOME

I surveyed around 200 people who belonged to various monthly family income
groups. The survey of 4 income groups was done. The four income groups were:
Less than 50000
50000 - 1,00,000
1,00,001 2,00,000
More than 2,00,001

Interpretation:
Above graphs exhibits the income bracket of the sample size, as evident the
majority of the sample is in the income bracket of < 50,000 a month income.
Though none of the bracket is highly skewed, this enables the study to be wide
and not dependent on a set income class, which was a fortunately desirable
result of simple random sampling.

56

B
a
rC
h
a
rt segm
tS
n
C
a
r
B
iW
lG
E
s
o
a
g
R
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td
n
rica
o
z
V
2

Cross Tabulation

2
0
1
5
1
0
5
0

C
o
u
n
t

1. Motive to buy the car*segment car B and C

A
v
e
o
tA
E
s
m
lV
B
a
n
c
e
rO
In
ip
d
rtrin
g
o
M
a
e

re
s
p
o
n
d
at's
o
b
je
c
tiv
e
b
u
y
in
g
a
c
rb
a
n
d
Interpretation:

According to the result, I found that choice of car depends upon these following
factors:
So the choice of car is not driven only by intensive factors such as brand
perception but is hugely influenced by extensive factors such as price, service,
and models available, financing options etc. also the choice of the car is largely
influenced by the manufacture image. This is why Maruti is perceived as a value
for money car and Getz emerges out as a winner in the B segment for this
criteria. As Getz is from the house of Hyundai known for its technology and great
design is far better perceived as a preferred car than other cars. But a word of
caution here, this perception may or may not result in a converted sale.

57

B
a
rC
h
a
rt rebspondaiVLNHtsoei'gcwrurygohatm
ie
n
fL
k
g
o
p
y
w
a
l

2. Recommend the car to your friend*ranking of Brand and company

C
o
u
n
t

4
0
3
0
V
e
r
y
H
i
g
h
2
0
1
0
0W
yy
e
su
n
o
u
ld
o
re
c
o
m
e
n
d
y
o
u
rc
ato
yu
rofie
n
d
s
Interpretation:

The graph shows that people who rank their car high or very high on the brand
image are the people who recommend their car to their friend. This is something
the car companies should look for as these people may not be the brand loyal
but are definitely the people who help a company to reinforce the brand image
propagated by the company.

58

B
a
r
C
h
a
r
t
s
e
g
m
n
t
C
a
r
B
a
n
d
1
0
E
s
i
l
o
W
a
g
n
R
S
w
f
t
8 G
e
zro

3. ranking of Brand and Image*Segment B and C car

C
o
u
n
t

I
n
d
i
c
a
V
2
A
v
e
o
6
E
s
t
m
B
a
l
n
A
c
e
V
r
4
I
n
d
i
g
o
M
a
r
i
n
e
O
p
t
r
2
0V
rr
e
y
L
o
w
L
o
w
N
e
u
t
r
a
l
H
i
g
h
V
e
r
y
H
i
g
h
e
s
p
o
n
d
ats
'ra
n
k
im
g
o
fe
b
ra
n
d
a
n
d
c
o
m
p
a
n
y
a
Interpretation:

This graph shows that how brand image is useful in making the choice of a car
especially in the B and C segment. So, Santro is the car whose brand image is
on the top and its the most preferred car.

59

CONCLUSION

60

To conclude, the results show that the companies are playing on the peripheral
cues to maintain their Total Relationship Management and connect to the
customers both present and potential. The companies are operating in a highly
aggressive and competitive global market place and this climate has led to the
emphasis on quality in all aspects. TQM focuses on integration and coordination
as well as the continuous improvement of all activities and processes. Total
Relationship Management (TRM) is a very recent marketing strategy and
philosophy. It focuses on and is concerned with all integrated internal and
external activities within and between the organizations. These two terms are
integrated by the manufacturers by building good quality products and building
good relationship with dealers and enhancing service levels.
However, when studied from the point of view of a customer there seems to be
no major difference among the car brands in a segment as far as performance is
concerned. The brand perception is dependant mostly on the peripheral cues
depending upon the nature and quality of the service provided along with the
pricing, maintenance, availability of spare parts and related issues. So, a
question arises here that is this the end of road for the branding of cars? Has the
commoditization of cars has started and its time that manufacturers must read
the writing on the wall? It seems so! It seems as an undercurrent sentiment is
flowing and the perception of the customers is changing according to it. So this
might be the reason that despite Verna faring so high on the performance
parameters still lags on the account of converted sales.

The study shows that brand perception is something which starts building up
before a car is purchased and goes on with its use and is reflected in the
recommendations the customer makes to his acquaintances for the same car.
Also, its seen that the customer might not be using the car still he holds the

61

perceptions about it. Brand personality of a car is enforced by the sellers in the
mindsets of the customers and the customers react to it by forming their
perceptions about the car and this reflects in the overall brand image of the car.
So brand image and brand personality complement each other and the brand
perception aids the building of brand image.
Dealers, as per the study findings, play a very important role in building up
the brand perception of the cars. Since dealers are the connecting link between
the customers and the manufacturers thus becoming the most important link in
joining the company to its customers as he is the person who will sell the
product, will deliver it and will keep on providing the after sales services to the
customers as and when required.

So, it becomes necessary automatically to study dealer as a part of customers

satisfaction journey with the product called car! Their proximity to the customers,
the service provided by them and the relationship maintained by them with the
customers helps the car companies to establish and reinstate the brand
personality communicated by them to the customers.
Finally the major point that emerges out of this detailed study is a caution for
the car companies. It says that there is no doubt that Indian car market may be
growing with a double digit figure still the car companies have a long way to
travel to convince their customers about the brand personality of their cars and
how it suits the prospective buyers. Simply because it simply is not a guarantee
that how so ever good the customer might be holding the brand perception and
how so ever good the brand image may be it is not a guarantee that it will convert
into sale. Cars just like clothes and accessories suit the style and persona of a
person and since all cars will become commodity someday the key to sell and
excel in the market will lie with a person who knows how to use the perceptions
of the customers to its use and sell the cars coz ultimately only that car survives
w

62

ANNEXURE

REFRENCES
QUESTIONAIRE

63

References:
Sites Visited www.siamindia.com
www.autocarindia.com
www.overdrive.com
www.hyundai.co.in
www.ibef.org
Books consulted Building Strong Brands- David A Aaker

64

Questionnaire
For Customers:

Q1. Why you bought your present car? Please rank from the highest order of
preference
1. Increase in disposable income
2. Better safety at roads
3. Family needs
4. Increase in family size
5. Suits your lifestyle and personality
Q2. You decided to buy a car brand because of (rate best 3 factors from 1 to 3 in
order of your preference)
1. Affordable price
2. Technical superiority over competition
3. Comfort
4. Manufacturers image
5. Value for money
6. Safety
7. After sale services

65

Product Satisfaction Level

Q3. Please rate your existing car in terms of understated Interior Design features
on a scale of 1 to 5 where
1

Highly Dissatisfied

Dissatisfied

Neutral

Satisfied

Highly Satisfied

Interior Type
Seats design
Leg Room
Dash Board
Interior Colour
Music System
Adjustable Front seat Headrest

Q4. Please rate your existing car in terms of understated Safety features on a
scale of 1 to 5

Safety Parameters
Crossbar under Dashboard
Air Bags
Anti Lock Breaking System
Aerodynamic Shape
Intensity of front lights

Q5. Please rate your existing car in terms of following parameters

66

Parameter
Fuel Consumption
Mileage ( Km/ltr)
Pick Up
Stability at higher speed
Top speed

67

Dealer Service Satisfaction Level

Q1. Please rate your Dealer on the understated parameters on the scale of 1 to 5
where
1

Highly Satisfied

Satisfied

Neutral

Dissatisfied

Highly Dissatisfied

Distance ( Proximity)
Advertisements (Promotions)
Technical Facilities
Cost of Service
Availability of Spares
Information Provided
Service Time
Charges
Staff
Car Handling ( Delivery & service)
Assured Customer Transactions
Ambience of Service Center
Finance ( Credit) Schemes
Q2. How do you rate the brand image of your car?
1
Very Low

5
Very High

Q3. Will you recommend your car to your friends?

Yes

No
68

Q4. If yes, will you buy your new car in the

Same segment , same manufacturer

Same segment, different manufacturer

Upper segment, same manufacturer

Upper segment, different manufacturer

Age group:

<21

21-35

36-55

>55

What is your monthly Family income?

Less than 50000
Rs 50,000 Rs 1, 00,000
Rs 1, 00,001 Rs 2, 00,000
More than Rs 2, 00,001
Number of cars owned:
Present Car (s) owned:
NAME:

SEX:

Phone NO:

69