LIST OF TABLES

S NO 1

TABLES Age of the respondents

PAGE NO 37

2

Income of the respondents

39

3

Market segmentation in LMV’s

41

4

Reason for having present car

43

5

Deciding factors for the next brand purchase

45

6

Dynamics of consumer decision making process Satisfaction level of interior design

47

7

49

8

Satisfaction level of safety features

52

9

Advantage of existing car

54

10

Marketing strategy by manufacturer

57

11

Brand recommendation

58

12

Decision factor for new car purchasing

60

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LIST OF CHARTS

S NO 1 2 3 4 5 6 7 8 9 10 11 12

CHARTS Age of the respondents Income of the respondents Market segmentation in LMV’s Reason for having present car Deciding factors for the next brand purchase

PAGE NO 38 40 42 44 46 48 50 53 55 57 59 61

Dynamics of consumer decision making process Satisfaction level of interior design Satisfaction level of safety features Advantage of existing car Marketing strategy by manufacturer Brand recommendation Decision factor for new car purchasing

EXECUTIVE SUMMARY In this scenario the automobile industry is the most lucrative industry. Due to the increase of disposable income in both rural and urban area and easy finance being provided by all the financial institutes, the passenger car sales have increased at the rate of 38 per cent per annum in June 2007-5 -80-

08 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 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. The report 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 research helps to those companies 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 Dealer related parameters

The customer satisfaction index is 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. It is aimed to study the car market and buying behavior of the customers. The project analyzes the demographic, psychographic and buying characteristics of the customers in buying the car. It includes the detailed study of customers focusing on various parameters that lead to identifying and understanding the perception of the customers’ decision making in buying the car brands.

INTRODUCTION It is a true fact that if the customers are satisfied then the recommended to others. Word of mouth and customer satisfaction play a very important role in determining market perception about
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automobiles. Market perception 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”. Car is one of the products which is purchased most significantly by Indian households. “What makes the perfect car that influence willful 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 Fiat linea, is it 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) “To measure the performance of the quality management system, the organizations shall monitor information relating to customer perception and to check whether the organization has met customer requirements or not. 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:

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With better understanding of customer’s perceptions. However falling short is certain to create dissatisfaction. Customer’s perception of service and quality of product will determine the success of the product or service in the market. and reviewed by senior management.” There is obviously a strong link between customer satisfaction and customer retention. These trends shall be compared to those of competitors. We cannot create satisfaction just by meeting customer’s requirements fully because these have to be met in any case. chart out the path future progress and improvement. They can identify their own strengths and weaknesses. Customer expectations are the customer-defined attributes of your product or service. or appropriate benchmarks. 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. 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.“Trends in customer satisfaction and key indicators of customer dissatisfaction shall be documented and supported by objective information. where they stand in comparison to their competitors. accessibility and attitudes -5 -80- . companies can determine the actions required to meet the customer’s needs.

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 -5 -80- .Values + Benefits - Features Attributes We cannot begin to address the customer satisfaction issue. we define the parameters and measures clearly.

automobileindustry. Recommendation comes from satisfaction and satisfaction comes from Sources: www. For the purpose of the project. Deducing an analytical overview through different statistical methods. Industry players and market surveys reveal that 20-30 percent of sales are through word of mouth”. the researcher has undergone through    Surveying the relevant consumer base through exhaustive questionnaire.“The fact that word of mouth sales are a big deal in this industry has also helped.com -5 -80- . Understand the elements underplaying in each segment.

It is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Marketing strategy means. the overall plan for marketing a product that includes selecting and analyzing a target market and creating and maintaining a marketing mix. they actually do. what was in vogue yesterday will not be in fashion tomorrow. Marketing strategies may differ depending on the unique situation of the individual business. But there is some generic categorizing which is done by the market experts. This applies equally well to business.MARKETING STRATEGY For today’s business. it may appear with the naked eye that small investors or buyers and sellers do not make strategies. Firms which don’t change their marketing activities (strategy) and adjust themselves to market trends will go out of business. Through marketing strategies a company or a business institution and even individual buyers and sellers can extract maximum profit. change is only constant. There are various ways through which a marketing strategy can be done. All strategies are unique and thus are very difficult to categories. as the buyer wants to curtail the price and make maximum profit out of it. Though the important thing is to go through sound market survey and research before operating any strategically move. Marketing strategies are very important for market participants. Some of the common types of marketing strategies are:  Porter Generic Marketing Strategies  Innovation Strategies  Growth Strategies  Warfare Based Marketing Strategies Porter Generic Marketing Strategies -5 -80- . In street markets the seller has his own marketing strategies on what price he wants to sell his commodity.

social. Warfare Based Market Strategies This process draws parallel between military strategies and Market Strategies. It is considered to be the most desperate way of selecting strategies. The buyer’s characteristic and decision process lead to certain purchase decision. -5 -80- .This strategy is consisted of strategic scope and strategic strength. This can be divided into three parts such as cost leadership. Cultural factors exert the broadest and deepest influence. The ultimate aim of inventing Market Strategies is to enter or sustain in a market with maximum profit and for that companies individuals are always making strategies not always formally but informally as well. product differentiation and market segmentation. Marketing and environmental stimuli ender in to the buyer’s consciousness.pioneers. personal and psychological factors. Growth Strategies Through this the strategists interrogate people about their plan to make their company grow and try to take better verdicts to make a new plan which can make the company prosper. close followers and late followers. These can be of three types. Innovation strategies also let the company to know if it is on the verge of fore fronting technology and business innovation. Consumers buying behavior is influence by cultural. “The starting point for understanding buyer behavior is the stimulus-response model. FACTOR INFLUENCE THE BUYER BEHAVIOR According to KOTLER (2003). Strategic strength looks to keep the company's competitive vantage and strategic strength looks to penetrate the market. Innovation Strategies This strategy deals with the launching of company's new products and models in the market.

Delphi and MICO/Bosch are utilizing India’s well developed IT / software capabilities and have set up R&D hubs here for their global operations -5 -80- . S. Toyota. 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. who are increasingly investing in India. there will be greater demand for higher-end models which currently constitute only a tiny fraction of the market. A. These trends have encouraged many multinational automakers from Japan. and banking liberalization that has fueled financing-driven purchases. The Indian automotive and component industry is looking to increase the quality of production from existing levels. and (2) The Indian government's liberalization measures such as relaxation of the foreign exchange and equity regulations. Industry observers predict that passenger vehicle sales will triple in five years to about one million. companies such as GM. 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. India is increasingly becoming a global automotive hub both for the vehicles and component industry. reduction of tariffs on imports. U. Daimler Chrysler. and Europe to enter the Indian market mainly through joint ventures with Indian firms.. 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. India is fast integrating itself into the world economy and open to international automotive companies. The Indian automobile industry is currently experiencing an unprecedented boom in demand for all types of vehicles. Additionally. and as the market grows and customer's purchasing abilities rise.OVERVIEW OF THE AUTO SEGMENT (CAR’s PROFILE) Indians have emerged as avid car enthusiasts sporting their prized possessions as status symbols and speed machines. to develop new products and to increase exports.

Growth in the mid-size and premium car segments is expected to outpace the overall market growth. Presently a US$ 6. -5 -80- . which global Original Equipment Manufacturers (OEMs) and automotive suppliers are leveraging for both manufacturing and research facilities. it is expected to almost treble in less than eight years time to US$ 17 billion by 2012  India offers a distinct technological and cost-competitive advantage.Size of the Industry  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 were 130.000 million units (with a registered CAGR of 68 per cent over the past 4 years) during financial year 2004  The Indian two-wheeler Industry is one of the largest in the world.3 per cent over the next few years. The passenger car market is projected to grow at a CAGR of 12.7 billion industry. and is expected to At the back of this phenomenal automotive growth is the success of the Indian auto maintain robust growth in the future  component industry.

Indian Automobile Industry Cars in India Cars by Make Audi Bentley BMW Chevrolet Daewoo Fiat Ford Hindustan Motors Honda Hyundai ICML Lamborghini Mahindra MahindraRenault Maini Maruti Suzuki Maybach Mercedes-Benz Mitsubishi Nissan Opel Porsche Premier Rolls-Royce San Skoda Cars by Body-Style Tata Toyota Volkswagen Volvo Hat Sedan Coupe chback van/Van Mini vertible Con SUV Truck Station Wagon M UV -5 -80- .

Cars by Segment » Small » Luxury » Midsize » Utility » Sports » Super Luxury Small Cars in India Chevrolet Daewoo Fiat Hyundai Mahindra-Renault Maini Maruti Suzuki Opel Skoda Tata Luxury Cars in India Audi Bentley BMW Chevrolet Fiat Ford Honda Hyundai Maruti Suzuki Mercedes-Benz Mitsubishi Nissan Porsche Rolls-Royce Skoda Toyota Volkswagen Volvo -5 -80- .

com Automobile Industry in India is still in its infancy but growing rapidly.Midsize Cars in India Chevrolet Daewoo Fiat Ford Hindustan Motors Honda Hyundai Mahindra-Renault Maruti Suzuki Mitsubishi Opel Premier San Tata Utility Cars in India Chevrolet ICML Mahindra Maruti Suzuki Tata Toyota Sports Cars in India Chevrolet Ford Mahindra Tata Super Luxury Cars in India Audi Bentley Lamborghini Maybach Mercedes-Benz Rolls-Royce Source. The opportunities in the automobile industry in India are attracting big names with the big purse and they are investing -5 -80- .com and www.LMVs.autocarindia. www.

vigorously in infrastructure. and marketing. Automobile industry in India is today poised for the big leap. design and development. • • • • India is the 2nd largest two wheeler manufacturer in the world Second largest tractor manufacturer in the world 5th largest commercial manufacturer in the world 3rd largest car market in Asia. and has become a excellent manufacturing base for global players. because of its • • • • • • high machine tool capabilities Extremely capable component industry Most of the raw material locally produced Low cost manufacturing base Highly skilled manpower Special capability in supplying large volumes Indian Automobile Manufacturers in India and Plant Locations -5 -80- . surpassing China in the process Automobile industry Contributes 17% of the total indirect taxes collected by the exchequer & is a driver of product and process technologies.

In terms of volumes: • The A/B segments are where India’s strength and future lies. both locally assembled and imported. The UV segment remains sluggish with growth at just over 1%. Commercial Vehicles The main Indian companies in the Commercial Vehicle segment are: • • • • • TATA Engineering and Locomotive Company (TELCO) Ashok Leyland Bajaj Tempo Ltd Eicher Motors Ltd Swaraj Mazda -5 -80- . Honda. The clear market leader. Hyundai (Accent/Sonata) and Skoda (Octavia). General Motors. and Toyota. The A/B segment accounts for over 65% of the total passenger vehicles produced. Hyundai (Santro) and Fiat (Palio) however are eroding Maruti’s long standing dominance in this segment. Car demand has seen a turnaround since mid 2001 thanks to heavy discounts and cheaper finance. Competition in this segment is stiff with Maruti the market leader with around 55% market share.Passenger Vehicles The main domestic manufacturers of passenger vehicles are as follows: • • • • Maruti Udyog Tata / Telco Mahindra / Mahindra Hindustan Motors Foreign competitors manufacturing locally including Hyundai. A large number of new models. New models from Telco (Indica). • • The mid / luxury range is developing with the introduction of Ford (Ikon). Mahindra (44% market share) posted increased sales of 9% in the first 3 quarters of 2002/03. Toyota and Telco domestic UV business remains flat. Ford. have also revitalized the market. although the volumes are not significant.

Other global players are active. together hold close to 75% of market b) Daewoo stopped production. leading the market.g. cyclical fleet replacement by fleet owners and an upturn in the cement and steel sectors.IVECO (manufacturing their range of trucks in association with Ashok Leyland. Tata and M&M are the key players a) Followed by Hyundai and Tata. There has been a significant turn around in this segment over the last 18 months with over 30% growth being seen in terms of both production and sales.2% 1% 1% Tata 44% Swaraj Mazda 8% • • Maruti (JV of Suzuki).:. Volvo but again volumes are not large.There is only one international company currently manufacturing CVs in India. although in partnership with one of the domestic manufacturers E.3% Daimler Chrysler Mitsubishi Skoda 1% 0. This sector has received a huge boost with India’s massive demand from the infrastructure sector (particularly roads). mainly due to financial issues 2 years back -5 -80- . Automobile Manufacturers Market Share Passenger Cars LCV Hyundai 18% Tata 13% Fiat 4%Ford 3% HM 2% Ashok Leyland 1% Bajaj Tempo 7% Eicher 8% HM 2% M&M 30% Maruti 55% Honda Toyota GM2% 0.

that is if you think the WagonR's boxy looks are normal to start to start with. 'Zen Estilo'. Estilo Maruti launched all new Estilo. Name! Name is taken from Zen. the largest car selling company in India. Electronic Power Steering (not available in LX version) really helps in crowded traffic. 16-valve. engine is proven reliable and virtually maintenanceproof. for a car that has to get around a city. Whatever remains is taken from Zen. Maruti Udyog Limited. because the Duo is all about LPG. Well. outside Japan and Korea. 64. -5 -80- . Frankly. If you are wondering why I dropped Zen from this car's name then let me explain. In essence it’s stylish Wagon R. Maruti Udyog Limited Maruti Udyog Limited is the premier car company in India. 4-cylinder. combination of the two or anything but Zen. has many unique service advantages for the customers. Zen Estilo has the same engine (1061cc. Factory-fitted means one major plus. 84Nm. I really don't care. Maruti Udyog Limited (MUL) was established in Feb 1981. MPFI F10D Petrol) under the hood that is found in Maruti Wagon R. The company entered into collaboration with Suzuki Motor Corporation of Japan to manufacture cars. Due to highly good drivability. The company has also ranked highest in India Sales satisfaction study. This simply translate into 'Zen Estilo is a bit faster and more fuel economic than Wagon R'. well does anything remains actually? Yes. Japan's MR Wagon. your warranties don't get voided because of the gas fitment. 1a. It has bagged the First Position in JD power customer satisfaction index for the consecutive two years. Estilo has got Wagon R's engine and chassis and Suzuki MR Wagon's shape. 1b. Maruti is the highest volume car manufacturer in Asia. It seems Maruti wants to exploit Zen brand-image hence named this car after Zen. Absolutely nothing has been changed except for the fact that this engine is much refined and is slightly better at responsiveness and fuel economy. driving in city would be more fun with Zen Estilo. Wagon R Duo At first glance the Maruti WagonR Duo looks quite normal. Owning and maintaining Zen Estilo won't be a problem. and the fact that it is first factory fitted LPG car in India.8ps.I.

tachometer. console box (lower). The problem is that despite the insignificant cost savings. Apart from the features found in other model. and that in itself is a massive statement. tailgate opener key type. The redesign of the car hasn't just meant a fresh exterior look. first LPG has more energy than CNG (that other gas) and because this is a company designed car. rear seat head restraints. wind screen wiper 2 speed plus 1 speed intermittent. child lock (rear door). front and rear electronic windows. cabin light (3 position). and this is despite two important facts. green tinted glass window. front fog lamps.rotary controls on the panel and a very neat looking display with an all new Speedo. fabric accented door trims. you save a rupee a kilometer on LPG over petrol. OVRM (internally adjusted). rear seat belts etc. antenna. heater and manual Air conditioning. 12v accessory socket in center console. it has also meant new interior . manual air-conditioning. this is the cheapest Maruti vehicle to run. driver's seat belt warning lamp. rear fog lamps. driver's seatbelt warning lamp. striking features of this model are black colored A & B pillars. the Duo just wheezes at times. brake assist . cup holders (front 2. rear1).There is no denying the cars cost advantage. Colors -5 -80- . trip meter (digital display). door ajar warming lamp. central door locking (4 door). 1300 cc engine generating power. are the features available in this model. front door trim pockets. 3 assist grips. halogen headlamps. Swift Competing with the other cars of Maruti. Maruti engineers have really played around with the engines tuning. power steering. high mounted stop lamp. key not removed warning buzzer. which even makes the extra Rs 24000 you have to pay for the car seem worth it. headlamp leveling device. day and night rear view mirror. Maruti swift is equipped with various safety features and well advanced equipments. sun visors (both sides). 3 spoke urethane steering wheel. 1c. light off/ key reminder. etc 1d. Maruti Baleno This mid size car with its bold and elegant looks along with its smart performance is becoming the part of the dream of many car lovers. vanity mirrors (sun visor co-driver side). Maruti Swift has come up with the special technical specifications of 16 valve 4-cylinder. Maruti Swift is gradually making its position in the world of mid-sized family car.

coat hanger hook on grip assistance etc. air flow controls. To run this huge car its engine is made of lightweight all-aluminum. Air conditioned Maruti Suzuki Esteem for the comfort of the owner provides the facilities of cabin heater. central lock door locking. semi concealed windshield wiper (2 speed plus 2 controlled intermittent). cigarette lighter. electrically operated AC louver switches. front seat back pockets (both sides). there are many other extra features available in this model like leather steering cover. automatic climate control. This contemporary engine has capacity of 65 bhp at 6000 rpm. front door armrests and pockets (both sides). tachometer. ash tray illumination. Maruti Esteem Sophisticated big structured Maruti Suzuki esteem is one of the old car of the Maruti Udyog group.• • • • • Pearl Silver Silky Silver Superior White Midnight Black Bean Blue Along with the features present in Lxi. front door pockets (both sides). side impact beams etc. front and rear mud flaps. day/night inside rear view mirror. rear door child lock. MP3 music system. silver finish centre garnish.. trip meter. electric windows. Nov 2005). -5 -80- . Esteem holds the topmost position on mileage among the other category of cars including the small cars. rear spoiler with LED stop lamp. lockable glove box. It has various effective comfort and safety features like tilt adjust power steering. 1e. 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. According to *Mileage (Auto India. velour floor carpet. remote operated fuel tank lid and trunk lid. "key not removed" warning buzzer. AC illumination system. remote keyless entry etc. stylish alloy wheels.

Hyundai Motor Company. chrome1 radiator grille etc. 2a. HMIL is the fastest growing and the second largest car manufacturer in India and presently selling 30 variants of passenger cars in six segments. 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).Instrument panel of this model includes tachometer and speedometer with sporty dial. day and night inside rear view mirror. prismatic day-night inside rear view mirror etc. lockable glove box. The Company has set up more than 70 dealer workshops that are equipped with the latest technology. Apart from the features that are already in MarutiSuzuki (Lx). machinery. anywhere. space and other special features has made it one of the highest purchasable cars among any economy class. body and paint shops. For comfort these models specially have rear view mirror on the left side. added features in this model are 4 doors CLS. This model is more upgraded version of Maruti Suzuki (Lx). other features present in this model are air conditioner. power steering and power window (front). Hyundai Motor Hyundai Motor India Limited (HMIL) was established in 1996 and is a wholly owned subsidiary of South Korean multi national. Along with the features available in Santro XK. style. there are other few more added features existing in Maruti Suzuki (Lxi). collapsible steering column. and international quality press. thereby providing a one-stop shop for a Hyundai customer. across the country. Santro Xing is capturing the market very rapidly. -5 -80- . Hyundai Santro In the field of mid size car. Its design. halogen headlamps. Security measurement of this model has headlamp leveling device. II. child proof rear door locks. Hyundai also has a fleet of 78 emergency road service cars that can provide emergency service to all its customers anytime.

passenger side OVRM. 2c.e. alloy wheels etc. ash tray w/o illumination. digital clock. front door full size arm rest. 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. power windows (front) etc 2b. petrol and diesel versions in India initially. 60:40 rear seat split. hydraulic power steering. map pocket front door driver side. front and rear power windows. i. rear wiper and washer. Initially Accent came up with the manual transmission which in turn started getting available in automatic transmission. Only the petrol version of this car was launched initially. This model has few important features like height adjustable front seat belts. waist line molding. Few features to view comfort and safety in mind. this model is being specially equipped with rear wiper and washer. 1999. Euro III emission norms fulfilled Car. front for lamp. engine. rear defogger. center console w/ pen and jug holder. door trim with fabric insert. tinted glass. tilt steering. body color radiator grille. please see this following text: • • • • • Hyundai Accent GLE Hyundai Accent GLS Hyundai Accent Viva Hyundai Accent Viva CRDi Hyundai Accent CRDi -5 -80- . rear bumper reflectors. rear mud guard etc. body colored radiator grille. Hyundai Accent Hyundai Accent was ceremonially launched at Frankfurt International Motors Show on 15 September. height adjustable seat belts (front). while in Europe it was introduced only with the petrol version. rear bumper reflectors etc. map pockets. It came in two versions. vanity mirror passenger side. Getz Hyundai Motors launched small family car Getz at August 2004. rear seat back inclination(4 position). To know about the models of this car. Getz powered by 1300 cc. rear defogger.

Suspensions give you a feel. crumple zone. Comfort levels are quite good. height-adjustable driver-seat is provided in higher versions. rear license garnish. people have started to criticize Hyundai for design of Verna. door trims and consoles. as expected. remote boot release. Central locking is available as standard feature in all the versions and keyless entry in petrol versions except the lowest-end Verna. AC is quite effective. 'Hey. automatic trunk lamps. You can't help it. ABS is available as optional across the range. power telescopic antenna. it’s inevitable with Hyundai. Car handles very well too. remote fuel cap release. Interiors are not class. it looks like Baleno from front and Fiesta from behind!'. waistline molding. Exterior design is satisfactory. tachometer. 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. energy absorbing collapsible steering column. dual horn. high mounted stop lamps (HMSL). From Maruti to Tata to Honda to Volkswagen to BMW to Porsche. luxury full cloth upholstery. I wasn't expecting them to be like this. bumper with or without molding. 'yes this car is meant for India'. one of Carwale. Mist (one stoke wiper blades). Verna can be considered as one of the most shock wave-creating cars in India. sun visors with vanity mirror. and there is marginal refinement over Accent. split rear seats. of speed). though they don't give a cheap feeling at all. trip odometer. Due to enough power. Driving position is good and to make it even better. 2d. switching on AC doesn't make any difference in performance. cross bar under dash board. Finally Indian automotive industry is taking good shape. no bumpy rides. every major world car player is interested to sell its cars to Indian people.6 TDCi (diesel) in two months time. Like all other Hyundai car designs. Its neither great to boast about nor is bad to complaint about.This model has many distinctive features like 60:40 split folding rear seats. body colored door handles. Everyday we have news about some new launch. wiper (3 no. full size wheel cover etc. City is way ahead of Verna in interiors and room.com colleagues called out. Competition seems to be in shock. We have enough options in every segment available. Features that are striking in this models are tinted glass. engine sub frame etc. within first five days of its launch over 2000 Verna cars had been sold. -5 -80- . After having first glance of Verna. Verna The most awaited Verna finally launched in India. cools the cabin quickly. Verna is just launched and Ford has just announced launch of 1. semi cloth upholstery. It’s a bit disappointing that Airbags are not provided even as optional.

To assure safer driving along with the elegance and appeal of the car. ORVM and wheel arch flair are few more advantages that the owner of this car can easily avail. four power windows have not only made this comfort driving car but also give assurance for the safety. interior space like ambassador and cost nearly like Maruti 800 was a challenging venture of Tata Motors.e. central locking system. The company is the world's fifth largest medium and heavy commercial vehicle manufacturer. since 1954.III. this model is equipped with body colored bumpers. rigid monochrome frame and child safety locks are attached to this car. Tata Motors Limited Tata Motors Limited is India's largest automobile company. 3a. internally adjustable OVRM and central locking system.. with the overall structure of Maruti Zen. To mention more about convenience of driving. Its power steering. Tata Indica is ruling the market. mid size car and utility vehicle segments. with revenues of Rs. -5 -80- . sideimpact beams. 24.5 million Tata vehicles is moving on Indian roads. Its manufacturing plant is located at Jamshedpur. HVAC system provides good cooling effect even in a sultry summer days. Different Tata Indica models are: • Tata Indica V2 o o o o DLX DLG DLS DLE With its market catching looks and few striking features have set a trend for the choosy buyers. Making of Tata Indica with the concept of main distinguishing features of three popular cars i. Door handles. For safe and secure driving and to give proper comfort. Over 3. front windows are power windows. body colored bumpers.Its fully foldable rear seat has made this car more accommodating for extra luggage. To avoid any inconvenience in operating the window. Tata Indica V2 Having attributes of three popular cars.000 crores in 2005-06. Pune and Luck now. Its name comes first in the category of commercial vehicles and the second largest in the passenger vehicles. the wheel arch flairs.

24. • Petrol Variants o o o Indigo GLE Indigo GLS Indigo GLX It is equipped with various features like manual power steering. this variant delivers maximum power of 85 PS @ 5500 rpm and maximum torque of 11kgm @ 3000 rpm. rub rails on door. rear defogger. roof rails. Tata Indigo Indigo with its market catching features like leather upholstery. beige interiors. half wheel covers. there are available power steering and power windows. partial fabric seats. Reliability of this car was proved by its 171 cubic inches. molded roof lining. IV. LCD screen etc has made its position in the automobile industry. manual front and rear windows.This model along with the features of Indigo Marina GLE comes with various other features like HVAC system. rub rails on door. partial wheel covers. full wheel covers. power steering. Chevrolet Its king like entry happened in India in 1928 with its National Series AB touring. internal antenna. To mention few of the features present in this model along with the features of rest of the two models. HVAC system of cooling can soothe anybody inside the car 3b. rear fog lamps. partial fabric lining on seat. anti-submarine type front seats. grey bumpers. central locking. General -5 -80- .2 spoke wheel. It has various features like AC system. 4 spoke wheel. 3c. body colored bumpers. aluminum gear shift knob.7hp four cylinder engines.To avoid the scorching heat in a summer days. side impact beams etc. full wheel covers. collapsible steering column. high mounted stop lamp etc. Indigo is available in petrol and diesel models. both sides outer rear view mirrors. child safety locks on rear doors. digital clock. stylish grip and cover for hand brake lever etc. black door handles. Indigo Marina Fully equipped with 32 bit micro processor and 1405 cc MPFI Petrol engine. chrome-plated grill lip. grey bumpers. audio warning signal for driver seat belt and many more.

flip down rear armrest. Optra With its 1. cup holders etc. rear defogger with timer.6 LT It is well equipped with 1. central armrest. rear defogger with timer. central locking. was the first in setting up assembly plant in India. pullout type door handle. two tone beige interiors. pullout type door handle. Chevrolet Aveo With the assurance of safety and technologically advanced equipments. 14" alloy wheels. Safety features like tailor welded blanks.4L DOHC 94 PS. front safety belt pretension etc really confirm the security of the passenger. First office of Chevrolet was located at Mumbai and its assembly plant was in Sewree. chrome coated exterior handles and trunk lid garnish.strength steel structure. chrome radiator grille. remote trunk lid opener. central locking. chrome radiator grille. power steering and power window. electrically adjustable OVRM.1 kmpl inside the city crowd roads and 11. double DIN MP3 system with 6 speakers. parent company of Chevrolet. It has various variants: -5 -80- . 5 Speed MT. sunglass holder.6L DOHC 102 PS. remote trunk lid opener.4 LS Aveo 1. wide 185/60 R14 tyres. engine service soon indicator etc.Motors. enough legroom space. engine service soon indicator etc. 4b. Its main mentionable features along with the other features which are associated with the rest of the models. high. height adjustable safety belt anchors.2 kmpl on the highway. 4a. It is well equipped with 1.8 litre engine capacity runs up to 8. It has four variants:• • • • Aveo 1. mobile phone holding space in the rear door. Chevrolet Aveo provides complete statement of reliability and efficiency. Its luxurious and comfortable interior include center console. B-pillar. wood finish on IP and door trim.4 E* Aveo 1. are 1. wide 185/60 R14 tyres. 5 speed MT. 5 Speed MT. power steering and power window. automatic climate control air conditioners.4L DOHC 94 PS. rear spoiler with CHMSL. car alarm and kesy less entry system.4 Aveo 1. two tone beige interiors. rear child safety door locks.

“A Study on consumer buying behavior of LMVs in auto mobile sector”. P T Saleendran.Devasenathipathi.6 LS Elite 1. based on decision. to study the buying behavior of the consumers with regard to branded cars. A Shanumugasundaram. the objectives were -To measure the customer perception. In this study. A Shanumugasundaram 1 discussed that buying behavior is the process where an individual decide on whether. how and from whom to purchase goods and services (Walters.Padamavathy and D Murugananthi.Padamavathy and D Murugananthi 2 discussed that 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.6 LT Royale 1. education of the respondent. This study was conducted in Coimbatore city. The objective of the study were to analyze the consumption patten of LMVs. Randam sampling was followed to select a sample of 100 car owners in the city. The Icfai Journal of Consumer Behavior.Devasenathipathi. “A study on consumer preference in automobile industry specially LMVs”. when. -5 -80- .8 LT AT REVIEW OF LITERATURE The author T. what. where. it was found that the working population preferred cars as they considered it to be very convenient of the cars.6 Elite 1. comfortable.8 LT 1. The author P. and consumer awareness regarding the LMVs and to create a basic awareness about the car and other benefits of each car company among the public From the study. the Icfai Journal of Consumer Behavior. frequency of purchase of cars. fuel expenses etc. to identify the factor influencing the consumers buying behavior with respect to brands T. the general characteristics of the respondents like family size. consumer’s buying behavior is analyzed with respect to place of purchase of LMVs. purchase behavior. 1 2 P. and monthly income of household were collected to study the consumer profile.• • • • • 1. Consumer preferred on price.makers regarding purchase of car. 1974). P T Saleendran.

15000 to 20000 followed by 14% of the households who had less than Rs. as it contains both video as well as audio effects. the Icfai Journal of Marketing Management” The Icfai Journal of Advertising. The author P N Raghunathan and T Devasenathipathi4 discussed that consumer buying behavior refers to the buying behavior of the ultimate consumer a firm needs to study the consumer 3 Mrs. It would therefore be interesting to study the power of advertisements to influence. to study advertisements as a means to target emotions of the potential consumers. which attracts them most while watching an advertisement. has a greater emotional impact on an individual’s psyche. -5 -80- . it was the general characteristics of the respondents like family size.”A study on emotional intelligence and effectiveness of Advertising. Majority of the respondents wre graduateds. Sashikala3 discussed that the technology of electronic media and the art of advertising have combined over the past 60 years to create very powerful tools of influence. 4 P N Raghunathan and T Devasenathipathi . in the context of recent discoveries in brain science. The family size of the four to six persons contributed a major share followed by less than four persons and more than six persons.From the study. From this study. Sashikala. out of all the media. The author Mrs. values and behaviors of the large numbers of people. Then 64% of the respondents have confirmed that it is the aspect of information. According to them. 38% of the sample households had a monthly income of Rs. as compared to 20% for print media. but emotional. This paper focuses on analyzing the effectiveness of advertisements targeting emotions of an individual and on sales. to analyze the effectiveness of the advertisements targeting individuals emotions on sales. “A study on Consumer’s behavior and factors influencing to buy the LMVs in auto mobile sector” The Icfai Journal of Consumer Behavior. These tools have proved to be capable of shaping the attitudes. This is true for all the specified types of advertisements mentioned in the questionnaire. 15000. Objective of this study were-to understand the concept of emotional influence. the feelings evoked by the ad may have no logical connection is linked with the product. education of the respondent and monthly income of household were collected to study the consumer profile. television. the mission has been accomplished. The most effective ads are not informational. 70% of the sampled population is exposed to television as a medium of entertainment and information. In some cases.

need to analyze what. Marketers can better predict how consumers will respond to marketing strategies. The marketing concepts stress that a firm should create a marketing mix (MM) that satisfies (gives utility to) the customers. research management Icfai journal 5 -5 -80- . to suggest the best media for advertisement.91% of the consumers made purchases based on advertisements. From this study. According to Schiff man and Kanuk5. the process stage are depicted in the simplified model of consumer decision. therefore. to know the purchase behavior of the consumer in the area of study. “A study on consumer decision making process in LMVs”. when and how consumers buy. it is noted that 41. “the process of consumer decision making can be viewed as three district but interlocking stages: the input stage. It is noted from the analysis that 58. It is noted from the analysis that 43. followed by availability and price.making in the below Stages of consumer decision-making EXTERNAL INFLUENCES (INPUT) CONSUMER DECISION-MAKING (PROCESS) Schiff man and Kanuk. Most of the respondents changed their place of purchase because of the quality.67% of the customers take their own decisions (self decision) in buying the car. Objective of this study-To identify the factors influencing the consumers to purchase the products (cars).33% consumers are made a buy where in buy previously. where.83% consumers read the advertisement about car market in the newspaper It is found from the analysis that 51.buying behavior because the buyer’s reactions to a firm’s marketing strategy have great impact on the firm’s success.

The techniques and concepts used during primary research in order to arrive at findings. This chapter aims to understand the research methodology establishing a framework of evaluation and revaluation of primary and secondary research. are also dealt with and lead to a logical deduction towards the analysis and results. which the researcher feels may remain unanswered or liable to change. on which certain issues shall be selected.POST-DECISION BEHAVIOR (OUTPUT) RESEARCH METHODOLOGY A research process consists of stages or steps that guide the project from its conception through the final analysis. which inhabit growth and segmentation in the industry. This study proposes to first conduct a intensive secondary research to understand the full impact and implication of the industry. The research process provides the systematic. planed approach to the research project and ensures that all aspects of the research project are consistent with each other. This shall help the researcher to restrict and select only the important questions and issue. The research design outlines the actual research problem on hand and details the process for solving solution. to review and critique the industry norms and reports. recommendations and ultimate actions. shall be further takens up in the next stage of exploratory research. -5 -80- .

systematic. DATA COLLECTION   Primary Data Secondary data -5 -80- . step and specific procedure. reliable. The steps undertake are logical.RESEARCH DESIGN EXPLORATORY RESEARCH DESIGN CONCLUSIVE RESEARCH DESIGN DESCRIPTIVE RESEARCH CAUSAL RESEARCH RESEARCH PROCESS The research process has four distinct yet interrelation steps for research analysis. valid. objective. impersonal and ongoing. EXPLORATORY RESEARCH The method the researcher used for exploratory.It has logical and hierarchical ordering     Determination of information research problem Development of appropriate research design Execution of research design Communication of results Each step is viewed as a separate process that includes a combination of task .

SECONDARY DATA Information that already exists somewhere. government. Published. like medical records. consists of original information that comes from people and includes information gathered from surveys. vital statistics. prior research studies and archival data. Qualitative or quantitative data that are newly collected in the course of research.PRIMARY DATA New data gathered to help solve the problem at hand. SAMPLE PLAN The numbers of samples are needed to affect by the following factors: • • • • • • • SAMPLE SIZE Project goals. it can be internal data. Market information compiled for purposes other than the current research effort. Researching information which has already been published. DETERMINING THE SAMPLE PLAN AND SAMPLE SIZE TARGET POPULATION Those who are having the car at present. How you plan to analyze your data? How variable your data are or are likely to be? How precisely you want to measure change or trend? The number of years over which you want to detect a trend? How many times a year you will sample each point? How much money and manpower you have? -5 -80- . focus groups.S. data that have already been collected for some purpose other than the current study. independent observations and test results. such as existing sales-tracking information. or it can be research conducted by someone else. As compared to secondary data which is previously gathered data. such as a market research company or the U. already available data that comes from pre-existing sets of information. An example is information gathered by a questionnaire.

The sample size is influenced by the target population. This process and technique is known as Simple Random Sampling. The target population represents the Tiruppur region. such that each subject has the same probability of being chosen at any stage during the sampling process. and should not be confused with Random sampling. CHI-SQUARE ANOVA SIMPLE PERCENTAGE (PERCENTAGE ANALYSIS) OBJECTIVES The major objectives of this study are.I have targeted 100 people in the age group above 21 years for the purpose of the research. time and scope of the -5 -80- .  to understand the dynamics of consumer decision making  to learn the market segmentation strategies of LMV’s manufacturer  to identify various internal & external factors that are influencing consumers in purchasing their favorite LMV’s brands  to analyze various marketing mix strategies adopted promoting their brands by LMV manufactures in LIMITATIONS OF THE STUDY • All the research projects are hindered in their smooth flow by some unforeseen problems. The people were from different professional backgrounds. A simple random sample is a group of subjects (a sample) chosen from a larger group (a population). STATISTICAL TOOLS 1. 2. The problems arise in the form of constraints by budget. 3. Each subject from the population is chosen randomly and entirely by chance. SAMPLING TECHNIQUE Simple random sampling technique has been used to select the sample.

The study was limited to the geographical region of TIRUPPUR. -5 -80- . Though none of the bracket is highly skewed. as evident the majority of the sample is in the age bracket of 21-35. The current project was also faced by certain problems.study. to participate and aid the research. TABLE-1 AGE OF THE RESPONDENTS S no 1 2 3 4 Component Less than 21 years 21 -35 years 36-54 years More than 55 years No of respondents 20 41 21 17 Percentage 20 41 21 17 Interpretation Above table exhibits the age of the sample size. this was a fortunately desirable result of simple random sampling. Some of the problems faced in the course of the research are as follows. Since it is 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. • Sampling error: the research include a sample size of 100 customers which is not enough to determine the brand perception of the consumers for buying the cars. 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. • • A strong unwillingness on the part of the owners of various cars. So it’s always doubtful to map the qualitative aspects using a quantitative measure.

CHART-1 AGE OF THE RESPONDENTS -5 -80- .

TABLE-2 MONTHLY INCOME OF THE RESPONDENTS -5 -80- .

1.001 No of respondents 19 33 28 20 Percentage 19 33 28 20 Interpretation Above table exhibits the income bracket of the sample size. this enables the study to be wide and not dependent on a set income class.00.000 More than 2.00.no 1 2 3 4 Component Less than 50000 50000 . Though none of the bracket is highly skewed.001 – 2. which is fortunately desirable result of simple random sampling. As evident majority of the sample is in the income bracket of < 50. CHART-2 MONTHLY INCOME OF RESPONDENTS -5 -80- .000 1.00.S.00.000 a month.

TABLE-3 MARKET SEGMENTATION STRATEGIES IN LMV’S S.no 1 Components Segment A -5 -80- No of respondents 21 Percentage 21 .

000 (Midsize Cars) 2. 00. 00.000 below 2. 00.000-5.000 (Utility Cars) (Small Cars) CHART-3 MARKET SEGMENTATION STRATEGIES IN LMV’S -5 -80- . 21% to segment A and 12% to segment D.000-10. 00.2 3 4 Segment B Segment C Segment D 34 33 12 34 33 12 Interpretation Above table exhibits 34% of the respondents belong to segment B. 00.000 (Luxury Cars) 5. 00. Segment A Segment B Segment C Segment D - above 10. 33% to segment C.

no 1 Component Increase in disposable income No of respondents 39 Percentage 39 -5 -80- .TABLE-4 REASON BEHIND THE PURCHASE OF PRESENT CAR S.

CHART-4 REASON BEHIND THE PURCHASE OF PRESENT CAR -5 -80- . the growing family needs like working partners. etc. Similarly. status.2 3 4 5 Better safety at roads Family needs Increase in family size Suits your lifestyle and personality 12 17 23 9 12 17 23 9 Interpretation As per the table. increasing family size. add to the motives of buying a car. 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.

TABLE-5 DECIDING FACTORS FOR THE NEXT BRAND PURCHASE -5 -80- .

S. The most important reason for buying a car when it comes to B and C segment cars seems to be ‘value for money’.no 1 2 3 4 5 6 7 Component Affordable price Technical superiority over competition Comfort Manufacturer’s image Value for money Safety After sale services No of respondents 32 7 9 12 28 10 2 Percentage 32 7 9 12 28 10 2 Interpretation Indian market is still the hard nut to crack for most of the automobile manufacturers. 32% of the respondents suggested that affordable price is the most important factor while purchasing a car. CHART-5 -5 -80- . 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.

DECIDING FACTORS FOR THE NEXT BRAND PURCHASE TABLE-6 THE DYNAMICS OF CONSUMER DECISION MAKING PROCESS -5 -80- .

-5 -80- . 21% of the respondents stated time of financial year and 11% of the respondents stated surplus amount.S. 25% of the respondents stated discount period.no 1 2 3 4 Component Time of financial year Offer period Surplus amount Discount period No of respondents 21 43 11 25 Percentage 21 43 11 25 Interpretation From the above table it is clear that offer period was the main decision making factor by 43% of the respondents.

The various attributes of the car are. interior color. The satisfaction of each attribute is measured with the five point scale.CHART-6 THE DYNAMICS OF CONSUMER DECISION MAKING PROCESS SATISFACTION LEVEL OF INTERIOR DESIGN The satisfaction level of the customer is analyzed with the various attributes of the car. seat design. music system and adjustable front seat headrest. gets the mark of 5 and highly -5 -80- . dash board. Highly satisfied. Each scale carrying marks of 5 to 1. leg room.

From the above analysis. So the sample respondents are dissatisfied with the seat design. So the sample respondents are satisfied with the leg room. -5 -80- . the attributes of the seat design got 40% under segment D.33% A.D D COMPONENT Segment A 42% 80% 75% 80% 84% Segment B 70% 65% 70% 75% 65% Segment C 65% 75% 60% 55% 80% Segment D 40% 45% 30% 40% 40% Satisfied Segments B. C A.dissatisfied gets the mark of 1. So the sample respondents are dissatisfied with the seat design. the attributes of the seat design got 65% under segment C. The satisfied attributes get the score value of 60% and above otherwise the attributes get dissatisfied. the attributes of the seat design got 42% under segment A. B. So the sample respondents are dissatisfied with the seat design. TABLE 7 SATISFACTION LEVEL OF INTERIOR DESIGN Not satisfied Segment A. the attributes of the leg room got 80% under segment A.D D D C.50% 64.17% 66. C D 75. So the sample respondents are satisfied with the seat design. B. C A. C A. the attributes of the seat design got 70% under segment B. C D Interpretation SEAT DESIGN From the above analysis. The total score value is calculated and the total value is multiplied by the highest value of 500 and multiplied by 100 for the percentage. B A. LEG ROOM From the above analysis. From the above analysis. From the above analysis.67% 38. C Seats design Leg room Dash board Interior color Music system Adjustable front seat headrest Weighted average 92% 40% 65% 35% A. B. B. B.

So the sample respondents are satisfied with the interior color. So the sample respondents are dissatisfied with the leg room. So the sample respondents are satisfied with the dash board. the attributes of the leg room got 75% under segment C. So the sample respondents are satisfied with the music system. From the above analysis. So the sample respondents are satisfied with the leg room. From the above analysis. the attributes of the leg room got 65% under segment B. So the sample respondents are dissatisfied with the interior color. the attributes of the interior color got 55% under segment C. From the above analysis. the attributes of the leg room got 45% under segment D. the attributes of the interior color got 80% under segment A. From the above analysis. From the above analysis. the attributes of the dash board got 30% under segment D. the attributes of the interior color got 40% under segment D. So the sample respondents are dissatisfied with the interior color. the attributes of the dash board got 70% under segment B. DASH BOARD From the above analysis. From the above analysis. So the sample respondents are satisfied with the music system. So the sample respondents are satisfied with the interior color. So the sample respondents are satisfied with the music system. the attributes of the music system got 80% under segment C. From the above analysis. From the above analysis. So the sample respondents are dissatisfied with the dash board. the attributes of the interior color got 75% under segment B. INTERIOR COLOR From the above analysis. From the above analysis. So the sample respondents are satisfied with the leg room. So the sample respondents are satisfied with the dash board. From the above analysis. the attributes of the music system got 65% under segment B. the attributes of the music system got 84% under segment A.From the above analysis. the attributes of the dash board got 60% under segment C. -5 -80- . MUSIC SYSTEM From the above analysis. the attributes of the dash board got 75% under segment A. So the sample respondents are satisfied with the dash board.

38. The safety measures of the car like. The satisfaction of each attribute is measured with the five point scale. anti lock breaking system. The satisfied attributes get the score value of 60% and above otherwise the attribute gets dissatisfied. SATISFACTION LEVEL OF SAFETY FEATURES The satisfaction level of the customers is analyzed with various safety measures in the car. air bags. OVERALL From the above analysis. Highly satisfied gets the mark of 5 and highly dissatisfied gets the mark of 1. So the sample respondents are satisfied with the adjustable front seat headrest. So the sample respondents are satisfied with the adjustable front seat headrest. From the above analysis. the attributes of the adjustable front seat headrest got 65% under segment C. So the sample respondents are satisfied with the adjustable front seat headrest. Each scale carrying marks of 5 to 1. TABLE 8 SATISFACTION LEVEL OF SAFETY FEATURES COMPONENT Segment A 85% 85% Segment B 70% 60% Segment C 65% -5 -80Segment D 40% Satisfied Segments A. From the above analysis. From the above analysis. From the above analysis.From the above analysis. From the above analysis. C A. So the sample respondents are dissatisfied with the adjustable front seat headrest. the attributes of the adjustable front seat headrest got 92% under segment A.33% of respondents under segment D are dissatisfied with all features.B.17% of respondents under segment B are satisfied with all features. ADJUSTABLE FRONT SEAT HEADREST From the above analysis. D Crossbar under dashboard Air bags . aerodynamic shape and intensity of front lights. B Not satisfied Segment D C. The total score value is calculated by multiplying the total value by the highest value of 500 and multiplied by 100 for the percentage. 66.67% of respondents under segment C are satisfied with all features. the attributes of the adjustable front seat headrest got 40% under segment B. 75. crossbar under dashboard. 64. the attributes of the music system got 40% under segment D. So the sample respondents are dissatisfied with the music system. From the above analysis. the attributes of the adjustable front seat headrest got 35% under segment D.5% of respondents under segment A are satisfied with all features.

D D B. the attributes of the crossbar under dashboard got 65% under segment C. -5 -80- . the attributes of the anti lock breaking system got 70% under segment B. So the sample respondents are satisfied with the anti lock breaking system. AIR BAGS From the above analysis. the attributes of the air bags got 85% under segment A. the attributes of the air bags got zero under segment D. the attributes of the crossbar under dashboard got 40% under segment D. ANTI LOCK BREAKING SYSTEM From the above analysis. From the above analysis. the attributes of the air bags got 60% under segment B. C A. the attributes of the anti lock breaking system got 65% under segment C. So the sample respondents are dissatisfied with the crossbar under dashboard. So the sample respondents are satisfied with the crossbar under dashboard. the attributes of the crossbar under dashboard got 85% under segment A. the attributes of the crossbar under dashboard got 70% under segment B.2% 30% 40% 40% 25% A.5% 70% 75% 70% 57. From the above analysis. D Interpretation CROSSBAR UNDER DASHBOARD From the above analysis.5% 65% 55% 80% 44. So the sample respondents are satisfied with the crossbar under dashboard. From the above analysis. So the sample respondents are satisfied with the air bags. B A. From the above analysis. B. So the sample respondents are satisfied with the crossbar under dashboard.Anti lock breaking system Aerodynamic shape Intensity of front lights Weaighted average 80% 70% 85% 67. C. So the sample respondents are dissatisfied with the air bags. From the above analysis. the attributes of the anti lock breaking system got 80% under segment A. So the sample respondents are satisfied with the anti lock breaking system. From the above analysis. So the sample respondents are satisfied with the anti lock breaking system. So the sample respondents are dissatisfied with the air bags. From the above analysis. From the above analysis. the attributes of the air bags got zero under segment C. C A D C. B. So the sample respondents are satisfied with the air bags.

the attributes of the intensity of front lights got 40% under segment D. the attributes of the aerodynamic shape got 75% under segment B. the attributes of the aerodynamic shape got 44% under segment D. AERODYNAMIC SHAPE From the above analysis. So the sample respondents are dissatisfied with the aerodynamic shape. top speed stability at higher speed. So the sample respondents are satisfied with the intensity of front lights. So the sample respondents are dissatisfied with the intensity of front lights. So the sample respondents are dissatisfied with the anti lock breaking system. So the sample respondents are satisfied with the intensity of front lights. From the above analysis. From the above analysis. THE ADVANTAGE OF EXISTING CAR The satisfaction level of the customer is analyzed with the various attributes of the car. pick up. Highly satisfied gets the mark of 5 and highly dissatisfied gets the mark of 1. The total score value is calculated and the total value is multiplied by the highest value of 500 -5 -80- . From the above analysis. So the sample respondents are satisfied with the aerodynamic shape. From the above analysis.From the above analysis. From the above analysis. fuel consumption. Each scale carrying marks of 5 to 1. The attributes of the car such as. the attributes of the intensity of front lights got 85% under segment A. the attributes of the intensity of front lights got 70% under segment B. the attributes of the intensity of front lights got 80% under segment C. So the sample respondents are satisfied with the intensity of front lights.2% of respondents under segment C are dissatisfied with all features. The satisfaction of each attribute is measured with the five point scale. From the above analysis. From the above analysis. So the sample respondents are satisfied with the aerodynamic shape. 67. 57.5% of respondents under segment A are satisfied with all features. the attributes of the anti lock breaking system got 30% under segment D. the attributes of the aerodynamic shape got 55% under segment C.5% of respondents under segment B are dissatisfied with all features. OVERALL From the above analysis. 44. mileage (km/ltr). From the above analysis. 25% of respondents under segment D are dissatisfied with all features. So the sample respondents are dissatisfied with the aerodynamic shape. INTENSITY OF FRONT LIGHTS From the above analysis. the attributes of the aerodynamic shape got 70% under segment A. From the above analysis.

the attributes of mileage (km/ltr) got 60% under segment C. C A Not satisfied Segment D D D C.7% Segment B 70% 65% 70% 60% 70% 55. So the sample respondents are satisfied with mileage (km/ltr).and multiplied by 100 for the percentage.D D B. So the sample respondents are dissatisfied with fuel consumption. the attributes of mileage (km/ltr) got 75% under segment A. D Fuel consumption mileage (km/ltr) Pick up Stability at higher speed Top speed Weaighted average Interpretation FUEL CONSUMPTION From the above analysis. From the above analysis. B A. the attributes of fuel consumption got 80% under segment A.5% Satisfied Segments A. B.8% Segment C 65% 60% 60% 55% 80% 53. the attributes of fuel consumption got 70% under segment B. C A. MILEAGE (KM/LTR) From the above analysis. So the sample respondents are satisfied with fuel consumption. So the sample respondents are satisfied with fuel consumption. C A. So the sample respondents are satisfied with fuel consumption.B. So the sample respondents are satisfied with mileage (km/ltr). B. From the above analysis. So the sample respondents are satisfied with mileage (km/ltr).3% Segment D 40% 45% 30% 40% 40% 32. the attributes of fuel consumption got 40% under segment D. From the above analysis. From the above analysis. The satisfied attribute get the score value of 60% and above otherwise the attribute gets dissatisfied. TABLE 9 THE ADVANTAGE OF EXISTING CAR COMPONENT Segment A 80% 75% 75% 80% 84% 65. -5 -80- . the attributes of mileage (km/ltr) got 65% under segment B. C. C A. the attributes of fuel consumption got 65% under segment C. From the above analysis. B.

From the above analysis. So the sample respondents are satisfied with top speed. So the sample respondents are satisfied with top speed. So the sample respondents are satisfied with pick up. so the sample respondents are satisfied with stability at higher speed. From the above analysis. the attributes of stability at higher speed got 60% under segment B. So the sample respondents are dissatisfied with pick up. So the sample respondents are dissatisfied with mileage (km/ltr). From the above analysis. From the above analysis. From the above analysis. So the sample respondents are dissatisfied with stability at higher speed. the attributes of top speed got 84% under segment A. From the above analysis. the attributes of top speed got 70% under segment B. the attributes of pick up got 70% under segment B. From the above analysis. -5 -80- . the attributes of mileage (km/ltr) got 45% under segment D. So the sample respondents are satisfied with pick up. From the above analysis. So the sample respondents are dissatisfied with stability at higher speed. the attributes of stability at higher speed got 80% under segment A. So the sample respondents are satisfied with pick up. PICK UP From the above analysis. So the sample respondents are satisfied with stability at higher speed. So the sample respondents are satisfied with top speed. the attributes of stability at higher speed got 40% under segment D. the attributes of stability at higher speed got 55% under segment C. the attributes of pick up got 30% under segment D. TOP SPEED From the above analysis. the attributes of pick up got 60% under segment C. the attributes of pick up got 75% under segment A. From the above analysis. STABILITY AT HIGHER SPEED From the above analysis. the attributes of top speed got 80% under segment C.

the attributes of top speed got 40% under segment D.8% of respondents under segment B are satisfied with all features.5% of respondents under segment D are dissatisfied with all features. OVERALL From the above analysis. From the above analysis. From the above analysis. So the sample respondents are dissatisfied with top speed. 65. From the above analysis. 53. 32. TABLE-10 -5 -80- . 55.3% of respondents under segment C are satisfied with all features.7% of respondents under segment A are satisfied with all features.From the above analysis.

WEIGHTED AVERAGE FOR MARKETING STRATEGY BY MANUFACTURER 1 11 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 Total 16 176 20 220 8 88 4 44 9 99 1 11 6 66 5 55 4 44 14 154 13 143 100 2 10 9 90 15 150 8 80 8 80 5 50 10 100 8 80 13 130 5 50 12 120 7 70 100 3 9 12 10 8 7 63 10 90 6 54 13 11 7 9 81 6 54 8 72 14 12 6 12 10 8 3 27 10 0 4 8 11 88 9 72 13 104 17 136 0 0 7 56 8 64 5 40 10 80 11 88 9 72 100 5 7 6 42 10 70 8 56 14 98 9 63 11 77 4 28 15 105 0 0 7 49 16 112 100 6 6 0 0 8 48 9 54 7 42 11 66 5 30 16 96 7 42 20 12 0 11 66 6 36 10 0 7 5 3 15 14 70 12 60 15 75 9 45 14 70 7 35 11 55 6 30 9 45 0 0 100 8 4 7 28 0 0 2 8 1 4 5 20 13 52 15 60 14 56 17 68 8 32 18 72 100 9 3 12 36 13 39 10 30 6 18 19 57 11 33 0 0 9 27 6 18 3 9 11 33 100 10 2 9 18 3 6 8 16 15 30 5 10 10 20 8 16 11 22 14 28 3 6 14 28 100 11 1 15 15 1 1 12 12 7 7 15 15 9 9 22 22 2 2 4 4 10 10 3 3 100 total 100 616 100 739 100 598 100 588 100 542 100 539 100 521 100 606 100 568 100 687 100 596 5.88 7.39 5.42 5.39 6.06 5. then 2nd rank goes to car handling (delivery& service) and 3rd rank goes to distance (proximity) -5 -80- .98 5.68 5.87 5.96 6.16 RANK III I V VIII IX X XI IV VIII II VI Interpretation Above table shows that 1st rank goes to advertisement on marketing strategy.21 6.

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.TABLE-11 BRAND RECOMMENDATION S. in other words there is a positive correlation between customer satisfaction scores and customer buying behavior. -5 -80- . If a customer rates the car very high in satisfying his or her needs.no 1 2 Brand recommendation Yes No No of respondents 73 27 Percentage 73 27 Interpretation It seems logical that satisfied customers will someday become loyal customers.

CHART-11 BRAND RECOMMENDATION -5 -80- .

same manufacturer Same segment. and the next striking finding is that the customers will prefer both same and different manufacturers in the B segment cars and there is not much difference in the C segment also.TABLE.12 DECISION FACTOR FOR NEW CAR PURCHASING S no 1 2 3 4 Content Same segment . -5 -80- . It’s the reason why brand perception is so difficult to understand. different manufacturer Upper segment. This behavior is complex to understand as these are the customers who have given whopping response for recommending their car to their friends. same manufacturer Upper segment. different manufacturer No respondents 18 23 24 35 Percentage 18 23 24 35 Interpretation The table shows that most people when moving to upper segment will prefer a different manufacturer.

12 DECISION FACTOR FOR NEW CAR PURCHASING CHI .CHART.SQUARE -5 -80- .

3 1.05 1.39 0.5 1.44 16.96 0.67 0.275 1.95 0.40 0.77 0.04 0.9 9.53 -0.49 0.54 0.75 1.85 13.09 2.04 -0.00 4.84 1.195 -0.725 0.59 0.00 0.025 1.75 0.61 2.21 0.25 3.37 0.3 1.37 2.00 0.5 1.08 1.25 2.70 .08 2.89 1.56 1.72 0.42 1.5 0.5 4.69 0.2 4 2.31 0.81 132.04 0.06 10.975 0.49 -5 -80- (O-E)2/E 8.25 1.8 4 1.30 1.7 (O-E)2 16.25 3.35 1.92 0.43 0.65 1.56 10.73 1.47 0.00 2.Affordable price Technical superiority over Competition Comfort Manufacturer's image Value for money Safety After sales service <21 6 0 1 2 1 0 1 21-35 21 3 7 8 3 8 2 36-55 6 2 5 4 2 4 1 >55 5 1 2 2 1 2 0 Calculation O 6 21 6 5 0 3 2 1 1 7 5 2 2 8 4 2 1 3 2 1 0 E 1.61 0.89 1.805 1.82 6.92 0.75 3.16 0.1 11.63 2.22 1.7 O-E 4.80 4.66 6.50 2.25 1.

55 1.63 F tab = 28.29 0. INFERENCE: There is a significant level of difference between the age group and the factors that mainly influence the purchase of the new car.26 20.07 Total 5.46 0.00 0. χ² TABLE VALUE =28.54 -0.91 0.20 1.63 0.8 4 2 1 2 1 0 3.09 0.61 0.869 F cal = 71.00 0.71 1.5 1.2 1 0.869 Therefore F cal> F tab.93 DEGREES OF FREEDOM.31 3.19 0. hence accept alternate hypothesis and reject null hypothesis. -5 -80- .05 (5%) FOR γ =18.26 4.5 2. γ = (C-1) (R-1) = (4-1) *(7-1) = 18 Significant level.64 1. 0.79 3.39 1.25 5.8 1 0.26 70.

TEST NO -1 TABLE SHOWING THE CLASSIFICATION BASED ON SAFETY FEATURES OF THE RESPONDENTS EXTREMELY SATISFIED X1 SATISFIED X2 NEUTRAL X3 DISSATISFIED X4 HIGHLY DISSATISFIED X5 TOTAL 32 31 42 18 48 ∑X1=171 16 41 26 21 33 ∑X2=147 27 13 16 42 18 ∑X3=116 19 9 6 16 1 ∑X4=51 6 6 10 3 0 ∑X5=25 100 100 100 100 100 500 FORMULATION OF HYPOTHESIS NULL HYPOTHESIS: H0 -5 -80- .

air bags. ALTERNATE HYPOTHESIS: H1 There is significant level of difference in the safety features like crossbar under dashboard. Calculation table x12 1024 961 1764 324 2304 ∑X1²=6377 x22 256 1681 676 441 1089 ∑X2²=4143 x32 729 169 256 1764 324 ∑X3²=324 2 x42 361 81 36 256 1 ∑X4²=735 x52 36 36 100 9 0 ∑X5²= 181 Correction factor=T²/n = 500²/25 CF = 10000 Total sum of squares SST = ∑X1²+∑X2²+∑X3²+∑X4² + ∑X5² .There is no significant level of difference in the safety features like crossbar under dashboard. aerodynamic shape and intensity of front lights by the respondents.T²/n = (6377+ 4143 + 3242 +735+181) – 10000 SST = 4678 Sum of squares between samples SSB = (∑X1)²/n1 + (∑X2)²/n2 + (∑X3)²/n3 + (∑X4²)/n4 + ∑X5²/n5 .T²/n = 171²/4 + 137²/5 + 116²/5 + 51²/5 +25²/5 – 10000 -5 -80- . anti lock breaking system. aerodynamic shape and intensity of front lights by the respondents. anti lock breaking system. air bags.

725 Fcal = 6.4 C-1=4 MMB=734.SSB = 2938. 16). the Ftab value Ftab (4.76 At 5% level of significance.725 Fcal = 734.6 (C-1)(R-1)=16 MMW=108. -5 -80- . 16) = 3.4 SSW = 1739.01 Since Fcal > Ftab reject null hypothesis and accept alternate hypothesis.6 WITHIN SAMPLES SSW=1739.6 / 108.6 One way ANOVA Table SOURCE OF VARIATION SUM OF SQUARES DEGREES OF FREEDOM MEAN SQUARE BETWEEN SAMPLES SSB=2938.4 Sum of squares within samples = SST – SSB = 4678−2938. for degrees of freedom (4.

INFERENCE There is a significant level of difference in the safety features like crossbar under dashboard. car handling (delivery & service). air bags. availability of spares etc. aerodynamic shape and intensity of front lights by the respondents. adopted by the company. TEST NO -2 TABLE SHOWING THE CLASSIFICATION BASED ON MARKETING STRATEGY ADOPTED BY THE COMPANY EXTREMELY SATISFIED X1 SATISFIED X2 NEUTRAL X3 DISSATISFIED X4 HIGHLY DISSATISFIED X5 TOTAL 31 28 41 51 ∑X1=151 40 27 30 27 ∑X2=124 13 27 24 10 ∑X3=74 10 14 5 9 ∑X4=38 6 4 0 3 ∑X5=13 100 100 100 100 400 FORMULATION OF HYPOTHESIS NULL HYPOTHESIS: H0 There is no significant level of difference in the marketing strategy like advertisements (promotions). cost of service. ALTERNATE HYPOTHESIS: H1 -5 -80- . anti lock breaking system.

availability of spares etc. cost of service. Calculation table x12 961 784 1681 2601 ∑X1²=6027 x22 1600 729 900 729 ∑X2²=3958 x32 169 729 576 100 ∑X3²=1574 x42 100 196 25 81 ∑X4²=402 x52 36 16 0 9 ∑X5²= 61 Correction factor=T²/n = 400²/20 CF = 8000 Total sum of squares SST = ∑X1²+∑X2²+∑X3²+∑X4² + ∑X5² .5 Sum of squares within samples = SST – SSB -5 -80- .There is a significant level of difference in the marketing strategy likes advertisements (promotions).T²/n = 151²/4 + 124²/4 + 74²/4 + 38²/4 +13²/4 – 8000 SSB = 3316.T²/n = (6027+ 3958 + 1574 +402+61) – 8000 SST = 4022 Sum of squares between samples SSB = (∑X1)²/n1 + (∑X2)²/n2 + (∑X3)²/n3 + (∑X4²)/n4 + ∑X5²/n5 . car handling (delivery & service). adopted by the company.

cost of service. availability of spares etc.26 Since Fcal > Ftab reject null hypothesis and accept alternate hypothesis.125/ 58.= 4022−3316.4 C-1=4 MMB=829.125 WITHIN SAMPLES SSW=1739.79167 Fcal = 14. -5 -80- .5 One way ANOVA Table SOURCE OF VARIATION SUM OF SQUARES DEGREES OF FREEDOM MEAN SQUARE BETWEEN SAMPLES SSB=2938.6 (C-1)(R-1)=12 MMW=58. for degrees of freedom (4. the Ftab value Ftab (4. car handling (delivery & service). adopted by the company. INFERENCE: There is a significant level of difference in the marketing strategy like advertisements (promotions).79167 Fcal = 829.5 SSW = 705. 12).10 At 5% level of significance. 12) = 3.

TEST NO -3 TABLE SHOWING THE CLASSIFICATION BASED ON THE FEATURES OF THE CAR EXTREMELY SATISFIED X1 SATISFIED X2 NEUTRAL X3 DISSATISFIED X4 HIGHLY DISSATISFIED X5 TOTAL 24 20 25 16 41 ∑X1=126 42 29 38 24 19 ∑X2=152 13 30 25 47 21 ∑X3=136 11 18 11 8 8 ∑X4=56 10 3 1 5 11 100 100 100 100 100 500 ∑X5=30 FORMULATION OF HYPOTHESIS NULL HYPOTHESIS: H0 There is no significant level of difference in the features of the car ALTERNATE HYPOTHESIS: H1 There is a significant level of difference in the features of the car -5 -80- .

4 Sum of squares within samples = SST – SSB = 3818−2302.T²/n = 126²/5 + 152²/5 + 136²/5 + 56²/45 +30²/5 – 10000 SSB = 2302.4 SSW = 1515.T²/n = (3538+ 4986 + 4344 +694+256) – 10000 SST = 3818 Sum of squares between samples SSB = (∑X1)²/n1 + (∑X2)²/n2 + (∑X3)²/n3 + (∑X4²)/n4 + ∑X5²/n5 .Calculation table x12 576 400 625 256 1681 ∑X1²=3538 x22 1764 841 1444 576 361 ∑X2²=4986 x32 169 900 625 2209 441 ∑X3²=4344 x42 121 324 121 64 64 ∑X4²=694 x52 100 9 1 25 121 ∑X5²= 256 Correction factor=T²/n = 500²/25 CF = 10000 Total sum of squares SST = ∑X1²+∑X2²+∑X3²+∑X4² + ∑X5² .6 -5 -80- .

dash board. adjustable front seat headrest of the car.6 (C-1)(R-1)=16 MMW=94. 16) = 3.08 At 5% level of significance.6 WITHIN SAMPLES SSW=1739.6/ 94.4 C-1=4 MMB=575. leg room. 16).725 Fcal = 575. Hence there is some relationship between the above mentioned features. the Ftab value Ftab (4.725 Fcal = 6. for degrees of freedom (4. FINDINGS -5 -80- .01 Since Fcal > Ftab reject null hypothesis and accept alternate hypothesis.One way ANOVA Table SOURCE OF VARIATION SUM OF SQUARES DEGREES OF FREEDOM MEAN SQUARE BETWEEN SAMPLES SSB=2938. interior color. music system. INFERENCE There is a significant level of difference in the features like seats design.

Similarly. These cars have more leg room. Most of the customers gave high rank to the interior color for the existing car. Indica V2 performs consistently on all the parameters and Getz fares really well -5 -80- . best services and best repute all bundled in one with the best deal they can strike 3. 4. 5. 32% of the respondents suggested that affordable prices are the most important factor while purchasing a car. As one can see most of the respondents are quite happy with the safety parameters of their respective cars. The customers choice of the car highly depends upon the performance and maintenance costs. Most of the cars in this segment fare relatively similar and very close to each other on most of the fronts. As one can see most of the respondents are quite happy with the interiors of their respective cars. And the results show that Maruti’s Wagon R fares the best car in its segment as most fuel efficient car of all. come with attached music systems (Verna fares the best among all cars on this front) combined with luxury features like TV screens. with Indica marginally better in features like crossbars under the dashboard and anti brake system.1. Most of the customer’s say their experience about their existing car in terms of understated safety features are good. one striking point observed here are that almost every car fares neutral on the safety parameters. This is the reason why this class of parameter was chosen for this study. 2. However. armrests at the back seat etc. Wagon R fares the best on the terms like mileage but it lags behind Hyundai’s Santro on pick up front. one striking point observed here are that almost every car fares neutral on the adjustable front seat headset. Maruti Swift and Indica V2 fight neck to neck on almost every front. This is the reason for sticking to a particular segment till the next substantial rise in the personal disposable income. 5. This reason is followed by ‘Value for money’ where the customers look for the best product. 39% of the customers brought the car due to their increasing disposal income.1 Thus the segment B shows a mixed bag of response for the fuel efficiency and mileage parameter. However.

on pick up whereas it fares poor on fuel consumption. Based on this condition manufacturers should realise it as a red signal to produce new cars. 5.2 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 close to each other with very little difference here and there. Most of the cars are fuel efficient with respect to 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. 6. Brand image; as per the analysis, Santro is the car whose brand image is most preferred in the market. This is because of the reason, that it’s 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 Maruti’s Wagon R and Swift are exactly the same as far as the image is concerned. 7. As the analysis reveals GM’s 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. 8. 73% of the customers will recommend their favorite brands and features also. 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.

9. Most people when moving to upper segment will prefer a different manufacturer and the next striking finding is that the customers will prefer both same and different manufacturers in the B segment cars and there is not much difference in the C segment also. This behavior
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is complex to understand as these are the customers who have given whopping response for recommending their car to their friends. This is the reason as to why brand perception is so difficult to understand. 10. 41% of the customers are there in the age group of 21-35 who buy the car and take decision process.
11. In

Chi - square test, the table value is 28.869and thecalculated value is 70.93. So it is to

accept alternative hypothesis and reject null hypothesis. So some relationship is there between the consumer decision making process and affordable price, technical superiority and safety etc.
12. There is a significant level of difference in the safety features like crossbar under dashboard,

air bags, and anti lock breaking system, aerodynamic shape and intensity of front lights by the respondents. This is the result from ANOVA test. 13. There is a significant level of difference in the marketing strategy like advertisements (promotions), cost of service, car handling (delivery & service), availability of spares etc. adopted by the company. This is the result from ANOVA test.
14. There is a significant level of difference in the features like seat design, leg room, dash board,

interior color, music system and adjustable front seat headrest of the car. Here there is some relationship between the above mentioned features. This is the result from ANOVA test.

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SUGGESTIONS
The study on ‘consumer decision making process in automobile sector to buy the car’ is given by some key factors which have to be concentrated. From the findings the companies can follow suggestions towards its key factors.  The company mainly focus on middle class people, at the age group of 21-35, because their disposal income is increasing now.  The company should full fill the consumer expectations on featutures like music system, interior design, seat assessment etc when compared to their competetitors.  The company can increase the number of agencies in the area of Palladam and Avinasi of Coimbatore district to show them as the mass marketer and to increase the image of the company among the agencies to even sustain the existing dealers.  Since all the varieties of cars, the B & C segment cars are in the top position, it has to increase involvement to all other varities and to hold and increase the customers.  Good advertisements in the media can be done to create awareness regarding varities of car in automobile sector, as well as to increase the potential.  The companies can also increase the promotional activities to increase the sales promotion by communicating with an audience through variety of non personal,non media vehicles such as gifts ,coupons.The organization can pay for the delivery.This system may also convinence the existence agencies on its profit margin.  The companies can also increase the promotional mix such as personal selling,by communicating directly with audience.  The companies can make attention towards the price strategies. The companies can suggest expected pricing and penetration pricing.  The companies can offer the following discounts to the consumers as well as agencies; A. Cash discounts B. Seasonal discounts

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CONCLUSION To conclude, 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, the end of road for the branding of cars? Has the commoditization of cars 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 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.

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Simply because it 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 personal 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 because ultimately only that car survives which sells! -5 -80- . it becomes necessary automatically to study dealer as a part of customers’ satisfaction journey with the product called car! Their proximity to the customers. 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.So. Finally the major point that emerges out of this detailed study is a caution for the car companies. 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.

tatamotors. Richard D Irwin inc. published in India by viva books private ltd SITES VISITED -5 -80- . Walters C Glenn (1974) consumer behavior. ltd 4. F Hair. Product leaflets of Tata motors for the indicia xeta v2 4. Eliot L (1999) what’s going on in there? How the brain and mind develop in the first five years of life. New Year.volume 30 2. 3. Kotler Phillip and garry ramstrong (1996) prinicipels of marketing. Inc 6. CONSUMER BEHAVIOURS 1.com 5. 2.G and Paik H (1991) television and American child.co 5.com ADVERTISMENT 1. WWW. Automobile components manufacturers ‘association of India’ www. academic press. 3. New Year. prentice Hall. Automobileindia.BIBLIOGRAPHY 1. Korank publisher pvt.com 2. Ilinois. Diamond M and Hospson J (1999) magic trees of the mind. cuttings of which from most of exhibits. Charle Wlamb Jr Joseph. Bantam books. Indian journal of marketing. WWW. 3. Acmainfo. Numerous newspaper advertisement.j and corl mc danial(1992) principles of marketing. pen gain Putnam. 7 th edition. theory and practice. 4th edition. Amarchand D and varadharajan B (1989) marketing. south Western publishing. Srinivasan n Elangovan s Chinnaiyam p(2000)” consumer perception towards processed fruit and vegetable products. new yark. Comstock . Michal j baker (1997) the marketing book.

Age group : : : a) <21 c) 36-55 b) 21-35 d) >55 Q2.com www. Family needs 4.David a Asker Consumer behavior – Icfai publication QUESTIONNAIRE NAME GENDER Q1. 00.000 Below Rs2.000-Rs5. 00.www. Suits your lifestyle and personality Q5.siamindia. 0001 Q3. Please tell you’re about market segmentation chosen to buy in LMV’s A) Segment A Segment A Segment B Segment C Segment D B) Segment B C) Segment C D) Segment D Aabove Rs10. 00.000 Rs2.001– Rs 75.000 More than Rs 75. What are the factors that mainly influencing to purchase the new car (other than old car)? -5 -80- .000 Rs5. 00.000 Q4.overdrive. 00.000-Rs10.001 –Rs 50.com BOOKS CONSULTED Building Strong Brands. Better safety at roads 3.com www. Increase in disposable income 2. What are the factors that influenced in purchased your car (old car)? 1. Increase in family size 5. 00. What is your monthly Family income? Less than Rs20000 Rs 20.autocarindia.000 Rs 50.

Please rate your existing car in terms of understated Safety features on a scale of 1 to 5 Safety Parameters 1 2 3 4 5 -5 -80- . Technical superiority over competition Q6. Please rate your existing car in terms of understated Interior Design features on a scale of 1 to 5 where 1 2 3 4 5 Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied 1 2 3 4 5 Interior Type Seats design Leg Room Dash Board Interior Color Music System Adjustable Front seat Headrest Q8.1. Affordable price 2. After sale services 7. Manufacturer’s image 4. Comfort 3. Value for money 5. When do you purchase the car? A) Tax benefit C) New car introduction B) Special gift offer period D) discount period Product Satisfaction Level Q7. Safety 6.

Please rate your existing car in terms of following parameters Parameter Fuel Consumption Mileage ( Km/ltr) Pick Up Stability at higher speed Top speed 1 2 3 4 5 Q10.Crossbar under Dashboard Air Bags Anti Lock Breaking System Aerodynamic Shape Intensity of front lights Q9. Please rate your Dealer on the understated parameters on the scale of 1 to 5 where 1 2 3 4 5 Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied 1 Distance ( Proximity) Advertisements (Promotions) Technical Facilities Cost of Service Availability of Spares Information Provided -5 -80- 2 3 4 5 .

same manufacturer Same segment. same manufacturer Upper segment. will you buy your new car in the • • • • Same segment . different manufacturer Upper segment. Will you recommend your car to your friends? • • Yes No Q12.Service Time Charges Staff Car Handling ( Delivery & service) Assured Customer Transactions Q11. different manufacturer -5 -80- . If yes.

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