DISSERTATION Title of Project: Market Analysis of the Lu ury car Se!

"ent#

This Dissertation report is submitted in partial fulfillment of the requirements of the MBA Program of Bangalore University. Su$"itte% &y NILO' RA(&AN)S*I Re!+ No+ ,-./0M1,2-

3n%er the !ui%ance an% su44ort of Prof+ 5rishna 5 *a6al%ar 7aculty8 A&A

ALLIAN0E &3SINESS A0ADEM' &AN)ALORE 9 21, ,:1 &atch: ;,,-<;,,1

DE0LARATION
I Niloy a!bangshi" studying in Allian#e Business A#ademy" eport relating to

Bangalore do hereby de#lare that this Pro!e#t

#Market Analysis of the Lu ury car Se!"ent# is the original resear#h $or% #arried out by me" as per the requirements of the MBA Program of Bangalore University &Bat#h of '(() * '((+,. My guide for the training has been Prof+ 5rishna 5 *a6al%ar I further de#lare that this Dissertation report has not been submitted earlier to any other University or Institute for the a$ard of any Degree or Diploma.

DatePla#e- Bangalore Niloy a!bangshi eg. No .()/01M+(2)

A05NO/LED)EMENT

I e3press my gratitude to Prof+ Su%hir ) An!ur &President" ABA, and Dr+&+.+5rishna"urthy &Dire#tor" ABA," for providing me the mu#h ne#essary en#ouragement to ta%e up this pro!e#t. I than% Prof+Rajsekhar Program Manager MBA &II year, for giving me this opportunity to ta%e up this mar%et resear#h study. 4e $as also a sour#e of inspiration to me in my 5ndeavour. I am most than%ful to my pro!e#t guide Prof+ 5rishna 5 *a6al%ar" 6a#ulty" ABA" $ithout $hose help and guidan#e this pro!e#t $ould not have been possible.

Pla#eDateNiloy Raj$an!shi

CONTENTS
Chapter No. Title Page No.

1. 2.

Executive Summary INTRODUCTION 1.1 Introduction to the Study 1.2 Background of the Study DESIGN OF THE STUDY 2.1 Statement of the ro!"em 2.2 Sco#e of the Study 2.3 $eed for the Study 2.% &!'ective( of the Study 2.) Survey*+evie, of -iterature 2.. +e(earch /e(ign 2.7 Sam#"e /e(ign 2.7.1 /efinition of the o#u"ation 2.7.2 Sam#"e Si0e 2.7.3 Sam#"e 1echni2ue ado#ted 2.8 Source( of /ata 2.8.1 Secondary /ata 2.8.2 rimary /ata 2.3 4ie"d 5ork 2.10 &#erationa" /efinition( of the Study 2.11 -imitation( of the (tudy PROFILE OF THE RESPONDENTS 3.1 rofi"e of the Indu(try 3.2 rofi"e of the Sam#"e 6nit !N!LYSIS !ND INTERPRET!TION %.1 Introduction to 7na"y(i( %.2 /ata 7na"y(i( 1oo"( 6(ed %.3 /ata and 8ra#h(

1-2 3-7 8-10 11 11 11 12 13 1% 1) 1) 1. 1. 17 17 17 17 17-20 21

3. .

22-33 %0 %1 %1 %2-.%

".

SU##!RY OF FINDINGS$ SUGGESTIONS CONCLUSION ).1 4inding( .) ).2 Sugge(tion( .) ).3 9onc"u(ion .7 !%%e&'re 7. :ue(tionnaire ;i<-;ii< B. Bi!"iogra#hy 9. 5e!"iogra#hy

E(ECUTI)E SU##!RY
In the #a(t fe, year( the Indian market ha( changed ra#id"y. 8"o!a"i0ation ha( changed the Indian market (cenario . 1he Indian con(umer unti" no, ,ho had a "imited choice ha( no, !een #re(ented ,ith a ,ide range of 2ua"ity #roduct(. In the ongoing trend the (ection that advanced ,ith (ur#ri(ing re(u"t( ,a( the automo!i"e (ector. 1he automotive indu(try i( one of the "arge(t indu(trie( ,or"d,ide and in India a( ,e"". 1he automotive (ector i( a vita" (ector for any deve"o#ed economy. It drive( u#(tream indu(trie( "ike (tee"= iron= a"uminum= ru!!er= #"a(tic(= g"a(( and e"ectronic(= and do,n(tream indu(trie( "ike adverti(ing and marketing= tran(#ort and in(urance. 6(ua""y= ,hat i( good for the automotive (ector i( !eneficia" for the economy a( ,e"". 4oreign com#anie( have come in ,ith !ri""iant #roduct( for the Indian market(. 5hen 0eroed do,n the u"timate #rogre(( it i( (een in the "uxury car (egment. 1hi( (egment ,a( virtua""y a non exi(tent (egment. 9ar( "ike >aruti Ba"eno= 4ord Ikon= 4ord 4ie(ta= 4ord 1u(can= ?yundai 7ccent= 9hevro"et &#tra= 1oyota 9oro""a= 1ata Indigo= Skoda= >it(u!i(hi -ancer= ?onda 9ity= $e, >ahindra Scor#io and 7udi. 5hen vie,ed at the #o(ition a"mo(t a"" the com#anie( are giving the cu(tomer more or "e(( faci"itie( at com#etitive #rice(. 7"" the #roduct( are a"mo(t (imi"ar technica""y and it i( hard to differentiate their attri!ute(. In (uch a market environment the(e com#anie( have a#t"y ado#ted marketing (trategie( a( their too" to carve in a hand(ome market (hare. Each com#any ha( taken u# #articu"ar a(#ect and ha( ex#"oited it to convert the con(umer into a !uyer. /e(#ite a head (tart= the automotive indu(try in India ha( not 2uite match u# to the #erformance of it( counter#art( in other #art( of the ,or"d. 1he a""-#erva(ive regu"atory atmo(#here #revai"ing ti"" recent"y ha( !een one of the #rimary rea(on( for thi( (ituation. 1he variou( "ayer( of 7ct( (o "ong (he"tered the indu(try from interna" com#etition and re"ated it( deve"o#ment. >oreover= the indu(try ,a( con(idered "o,-#riority a( car( ,ere thought of a( @unafforda!"e "uxuryA for the ma((e(. 5ith the (tudy ,e can get (ome (ugge(tion( from cu(tomer for (ervice im#rovement( in term( of 2ua"ity and ,hat he*(he i( ex#ecting from the "uxury car( avai"a!"e and ,hich are yet to !e introduced and to under(tand ,hat ne, feature( are !eing #rovided in the "uxury car( (egment in the automo!i"e indu(try. In the (tudy ,e can find out the "eve"( of cu(tomer (ati(faction .5e can a"(o identify the cau(e( for cu(tomer di((ati(faction "ike "ook(= (eating= acce((orie(= interior(= (#are #art( and engine noi(e. 1he u(er( of "uxury car( are geogra#hica""y ,ide (#read and hence contacting them i( time con(uming.

1he (tudy trie( to focu( on the (egment of the #eo#"e ,ho have "uxury car( or are ,i""ing to !uy one.Even the (tudy indicate( the change in the con(umer !ehavior of the Indian democracy. 1he (am#"e (i0e of cu(tomer i( "imited to 100 !ecau(e of time and co(t factor. 1he information co""ected may not !e (ufficient and re"ia!"e in term( of tota" market condition( in India a( Banga"ore re#re(ent( on"y a (ma"" #ortion of the tota" nationa" market.

INTRODUCTION Introduction to the StudyB

In the recent year( the Indian market ha( changed ra#id"y. 8"o!a"i0ation ha( (erved a( a !oon at "ea(t (o to the con(umer(. 1he Indian con(umer unti" no, had a "imited choice ha( !een #re(ented ,ith a ,ide range of 2ua"ity #roduct(. In the ongoing trend the (ection that advanced ,ith (ur#ri(ing re(u"t( ,a( the automo!i"e (ector. Cehic"e( #eo#"e (a, on the te"evi(ion (creen are no, f"ying on the Indian road(. 1he automo!i"e indu(try ,a( a"ready giving one of the highe(t turnover(. 1he cu(tomer no, had ,ide variety of car( to choo(e from. 7"" of the Indian auto giant( 'oined the trend. 4oreign com#anie( came in ,ith !ri""iant #roduct( for the Indian market(. 5hen 0eroed do,n the u"timate #rogre(( ,a( (een in the "uxury car (egment. 1hi( (egment ,a( virtua""y a non exi(tent (egment. 9ar( "ike >aruti Ba"eno= 4ord Ikon= 4ord 4ie(ta= ?yundai 7ccent= 4ord 1u(can= 1oyota 9oro""a= 1ata Safari= Skoda= >it(u!i(hi -ancer= ?onda 9ity= 9hevro"et &#tra and $e, >ahindra Scor#io. 1he fir(t 'oint venture in car( ,a( that of >aruti 6dyog "imited and Su0uki >otor( -imited Inc.= Da#an. 1hey en'oyed a mono#o"y around 10-12 year(. 1he actua" revo"ution (tarted ,ith the "aunch of >aruti-1000. eo#"e (udden"y !ecame con(ciou( for comfort= #erformance and "uxury. 1he(e car( #rovided a certain c"a(( and #ride to the o,ner. 1he con(umer re2uired more. ?ence= the arriva" of a ,ho"e "ot of foreign !red car(. In thi( grou# came the 4ord Ikon= 4ord 4ie(ta= ?yundai 7ccent= 4ord 1u(can= 1oyota 9oro""a= 1ata Safari= Skoda= >it(u!i(hi -ancer= ?onda 9ity= 9hevro"et &#tra and $e, >ahindra Scor#io. 5e can c"a((ify the(e car( a( #er their marketing (tandingB 1* Fir+t tr'e l'&'r, -ar. >any time( more comforta!"e than the exi(ting car(. Smooth and u(er friend"y. "ea(ing "ook(*,e"" de(igned.

2* #ar'ti .ale%o 6#graded the >aruti E(teem. >ore #o,erfu" engine.

>ore fue" efficiency. +etained it( ,e"" acce#ta!"e "ook.

3* Ne/ #ahi%0ra S-orpio "* For0 Fie+ta 9om#act and (#aciou(. 6n2ue(tiona!"e 2ua"ity and re"ia!i"ity. Smooth engine and ride 2ua"ity. $e, attractive de(ign -ate(t de(ign. Be(t #erformer. 8reat Interior( 8ood ick 6#

* For0 E+-ort 4ir(t #remium "uxury car. Backing of a re#uted make. Exce""ent fit and fini(h. 4ir(t car to give die(e" o#tion.

1* P!L Pe'geot 323 Be(t die(e" engine in the market. 5or(t "ook( and interior(.

4* Ho%0a Cit, 5or"d c"a(( "ook(. 6"timate #erformance. Exce""ent fini(h.

5* #it+'6i+hi La%-er >o(t #o,erfu" die(e". Executive c"a(( car.

?igh #remium va"ue. 8reat "ook( and fini(h.

3* Che7rolet Optra 9om#act and (#aciou(. Smooth re(#on(ive engine. /e(igned a( #er the "ate(t trend(. 7fforda!"e

12* For0 I8o% 4ord re"ia!i"ity at a !udget #rice. -ate(t techno"ogy u(ed for im#roving fue" efficiency. 4aci"itie( re"ate to higher #riced car(.

11* S8o0a 9or#orate gri"". >u(cu"ar ,hee". "ea(ing a##earance. Six engine o#tion(.

12* H,'%0ai !--e%t 7""oy ,hee"(. +ear (#oi"er. +emote contro" mu(ic (y(tem. Engine immo!i"i0er.

13* To,ota Corolla ?igh (itting #o(ition. Stocky a##earance. 4ive-(#eed. 6"tra fine mi(t fue" in'ection (y(tem.

1 * Tata I%0igo 1ough "ook(.;>acho 7##ea"< Sturdy !ut comforta!"e. "ea(ing a##earance.

5hen vie,ed at the #o(ition a"mo(t a"" the com#anie( are giving the cu(tomer more or "e(( faci"itie( at com#etitive #rice(. 7"" the #roduct( are a"mo(t (imi"ar technica""y and it i( hard to differentiate their attri!ute(. In (uch a market environment the(e com#anie( have a#t"y ado#ted marketing (trategie( a( their too" to carve in a hand(ome market (hare. Each com#any ha( taken u# #articu"ar a(#ect and ha( ex#"oited it to convert the con(umer into a !uyer. >o(t (ur#ri(ing in thi( (egment i( the "arge(t (a"e vo"ume of the 4ord Ikon and no, the $e, >ahindra Scor#io i( catching u# very ra#id"y.

1he >arket
7"" the car( that have !een "aunched in the "uxury (egment are more or "e(( (ame ,hen con(idered on genera" !a(i(. Some car( #rovide more faci"ity ,hi"e other cover( u# !y !rand image. 1he market i( #erfect"y com#etitive. $o com#any can !e (aid to have mono#o"y. 1he E(teem ,a( #ro'ected a( the u"timate offering in Indian "uxury car(. It #rovided faci"itie( that ,ere never !efore offered !y any other car. 1he(e feature( ,ere a( !e"o,B S"eek aerodynamic de(ign. o,er (teering. o,er ,indo,(. 7udio (y(tem(. 7ir conditioner. 4ive (#eed tran(mi((ion ,ith five )th (#eed overdrive(. Interna""y o#erated dickey and a #etro" fi"ter ca#.

7fter thi( a"mo(t at the (ame time came to ground !reaking car(B 1he 4ord E(cort from >4I- and &#e" 7(tra from ?>. 1he(e car( took "uxury a (te# ahead. 1he(e ,ere #remium

car(. Both manufacturer( had a good !rand image to !ack them u#. 1he 4ord E(cort ,a( a #roduct !et,een 4ord >otor 9om#any and >ahindra E >ahindra. 4ord >otor 9o. had a "ong he"d tradition of marketing 2ua"ity #roduct(. 1hey a"(o had the ex#erti(e to (tudy the Indian market. 4ordF( immediate ad cam#aign ,a( #ointed on the (heer 'oy of o,ning a 4ord "uxury car. 1he car ,a( aimed at a #remium c"a(( of !uyer( ,ho did not "ook u# for fue" efficiency or to# c"a(( #erformance(. E"egance= comfort= re"ia!i"ity= "uxury= and mo(t of a"" !rand name( ,a( ,hat they cared for. 1he 4ord E(cort #rovided a"" thi( and more. >ean,hi"e ?indu(tan >otor( tied u# ,ith genera" >otor( and "aunched the ,or"d con2uering &#e" 7(tra. 1he &#e" 7(tra ,a( ,e"" de(igned. It ,a( (#aciou(G it ,a( a 8erman #roduct and ref"ect( the #reci(ion of the 8erman(. ?> rea"i0ing the car( #"u( #oint ad cam#aign( ,ith a tota""y ne, conce#t in the Indian marketB /riving #"ea(ure. 1he conce#t caught u# and the 7(tra (tarted #ecking u#. SIE- ?onda took a tota""y different a##roach. 1hey "aunched t,o variant( of the ?onda 9ity and !oth of them ,ere #etro" engine car(. 1he car had the !e(t (et u# in the indu(try. 1he engine ,a( 2uick and re(#on(ive. 1he "ook( ,ere good and the #rice ,a( rather decent. 1hi( car ,a( u"timate in #erformance. 5ith ?ondaF( name to !ack u# the(e car( ,ent ,e"" and #enetrated the target market. ?onda ,a( "ooking for a c"a(( that did not go in for mere fri""( !ut ,ere a"(o techno-con(ciou( and (erge for #erformance. /ie(e" ,a( a!out to !e a !ig time hit !ut unfortunate"y for >4I-= ?> a""ied ,ith >it(u!i(hi of Da#an to "aunch the ,onderfu" -ancer. 1he -ancer ,a( "aunched in #etro" and die(e" o#tion(. It ha( a #o,erfu" 2000cc engine. ?> offered a !etter #ackage in the -ancer. It !eat( the E(cort( in "ook(= (#ace= #erformance and economy. It gave out#ut( never !efore though offered in a die(e". 1he -ancer i( co(t"ier !ut #eo#"e are getting ,hat they ,ant in a car. 1he market i( getting even more cro,ded ,ith car( (uch a( 4ord Ikon= ?yundai 7ccent= 1oyota 9oro""a= 1ata Safari= Skoda and 9hevro"et &#tra = >ahindra Scor#io. 9hance( are that more com#anie( may enter the Indian market a give cu(tomer a choice "ike never !efore.

.!C9GROUND OF THE STUDY

1he automotive indu(try i( one of the "arge(t indu(trie( ,or"d,ide and in India a( ,e"". 1he automotive (ector i( a vita" (ector for any deve"o#ed economy. It drive( u#(tream indu(trie( "ike (tee"= iron= a"uminum= ru!!er= #"a(tic(= g"a(( and e"ectronic(= and do,n(tream indu(trie( "ike adverti(ing and marketing= tran(#ort and in(urance. 6(ua""y= ,hat i( good for the automotive (ector i( !eneficia" for the economy a( ,e"". 1he automotive indu(try can !e divided into five (ector(B 1. a((enger 9ar(. 2. >u"ti-6ti"ity Cehic"e( ;>6C(< 3. 1,o and 1hree 5hee"er(. %. 9ommercia" Cehic"e(-"ight 9ommercia" Cehic"e( ;-9C(< >edium and ?eavy 9ommercia" Cehic"e( ;>9?C(<. ). 1ractor(. /e(#ite a head (tart= the automotive indu(try in India ha( not 2uite match u# to the #erformance of it( counter#art( in other #art( of the ,or"d. 1he a""-#erva(ive regu"atory atmo(#here #revai"ing ti"" recent"y ha( !een one of the #rimary rea(on( for thi( (ituation. 1he variou( "ayer( of 7ct( (o "ong (he"tered the indu(try from interna" com#etition and re"ated it( deve"o#ment. >oreover= the indu(try ,a( con(idered "o,-#riority a( car( ,ere thought of a( @unafforda!"e "uxuryA for the ma((e(. In the #o(t- "i!era"i0ation #eriod= the automotive indu(try= e(#ecia""y the #a((enger car (ector= (a, a !oom. 1he !uoyancy of the (ector ,a( derived #rimari"y from economic vi!rancy= change( in government #o"icie(= increa(e in #urcha(ing #o,er ;e(#ecia""y of the u##er midd"e c"a((<= im#rovement in "ife-(ty"e(= and avai"a!i"ity of car finance. 1he #a((enger car indu(try ,a( deregu"ated in 1333= and many com#anie(= !oth Indian and foreign ;"ike >it(u!i(hi= 4ord= 8enera" >otor(= and /aim"er9hry("er<= entered the market.

?o,ever= the (mooth (ai"ing ,a( di(ru#ted in the "a(t 2uarter of 133.. 1he automo!i"e (ector= ,hich contri!uted (u!(tantia""y to indu(tria" gro,th in 4H133.= fai"ed to maintain the (ame momentum !et,een 4H1337and 4H1333. 1he overa"" ("o,do,n in the economy and the re(u"tant ("o,do,n in indu(tria" #roduction= #o"itica" uncertainty and inade2uate infra(tructure deve"o#ment ,ere (ome of the factor( re(#on(i!"e for the ("o,do,n ex#erienced !y the automo!i"e (ector. 5hi"e the (ector ex#erienced a turnaround ,ith the "aunch of many ne, mode"(= and ex#erienced #o(itive gro,th rate( that turned out to !e rather !rief. In the financia" year 4H200) the (ector ha( !een ,itne((ing a !oom. 7"though the automo!i"e (ector in India ha( come a "ong ,ay (ince it( !eginning in 13%0F(= the country doe( not rank ,e"" in many re(#ect(. 4or in(tance= the contri!ution of the automo!i"e (ector to indu(tria" out#ut= num!er of car( #er #er(on= automo!i"e (ector em#"oyment a( a #ercentage of indu(tria" em#"oyment. 7"(o= the indu(try #rofi"e in India i( very different from g"o!a" #rofi"e. In 1333=g"o!a""y= the #a((enger car( (ector ,a( the "arge(t one= accounting for over )0I; in term( of num!er of unit( (o"d< of the automotive (ector. In India= on the other hand= it accounted for around 1)I of the tota" vehic"e( (o"d in 4H2001. >oreover= the "inkage( ,ith the a((ociate indu(trie( are (ti"" tenuou( in India. 9on(ider the exam#"e of (tee". 1he 2ua"ity of (tee" avai"a!"e in India make( origina" e2ui#ment manufacturer( ;&E>(< to im#ort (kin #ane"(. ?o,ever= the ma'or car manufacturer( ,or"d,ide con(ider India a good #otentia" market a( they fore(ee a "arge future demand here. 1,o thing( that have (tunted the Indian automo!i"e indu(try in the #a(t are "o, demand and "ack of vi(ion on the #art of &E>( and #o"icy maker(. ?o,ever= in the recent #a(t= the regu"atory environment ha( !een "i!era"i0ed= demand ha( #icked u#= and in (uch a (ituation= g"o!a" &E>( ,ho en'oy (ca"e economie( !oth in term( of manufacturing and re(earch and deve"o#ment ;+E/<= have entered the Indian market. 1hi( i( "ike"y to re(u"t in a !ig (hift in the ,ay !u(ine(( i( conducted !y (u##"ier(= a((em!"er( and marketer(. 1he automo!i"e indu(try i( the ,or"dF( !igge(t manufacturing indu(try and a #o,erfu" engine of economic gro,th. 1he #a((enger car indu(try i( #redominant in $orth 7merica= Da#an and Euro#e. 1he 6S ha( one of the "arge(t market( in the ,or"d= ,ith ma'or inc"uding 8enera" >otor(= 4ord >otor( and /aim"er9hry("er (e""ing record 17.3 mi""ion vehic"e( in 2000. Euro#ean manufacturer( inc"ude Bayeri(he >otoren 5erke ;B>5<= /ai"mer9hry("er= Co"k(,agen 8rou#= 4iat 7uto and +enau"t 7utomo!i"e. In 5e(tern Euro#e= a com!ination

of "o, intere(t rate( and !uoyant con(umer confidence (#urred the three year( record in 1337. ?o,ever= (a"e( ti"" 2002 remained f"at !ut after 2003 the market gro,th ha( !een (u!(tantia". >ean,hi"e= to achieve critica" ma((= increa(e their g"o!a" #re(ence and drive do,n #urcha(ing and techno"ogy co(t(= many &E>( have (tarted con(o"idating and re(tructuring. 1he "a(t fe, year( have ,itne((ed hectic activity in thi( area= the nota!"e among ,hich inc"udeB the merger of 9hy("er and /aim"er Ben0G 4ordF( ac2ui(ition of S,edenF( Co"vo 9ar 9or#orationG +enau"tF( ac2ui(ition of an e2uity (take in $i((anG genera" >otor( increa(e of e2uity #artici#ation in Su0ukiG and /ai"mer9hy("erF( ac2ui(ition of e2uity (take in >it(u!i(hi >otor( of Da#an. 1he #ur#o(e of merger( and ac2ui(ition( ;>E7(< i( to create ne, o##ortunitie( for gro,th and im#rove margin( through im#roved co(t recovery. 1he hectic #ace of a"" the merger activitie( not,ith(tanding= the g"o!a" automo!i"e indu(try i( yet to (ta!i"i0e. 4or in(tance= in the 6S= de(#ite a decade of !uoyant (a"e(= the indu(try continue( to !e #"agued !y exce(( ca#acity. 7"(o= higher "eve"( of integration of the region( have en(ured that it i( more difficu"t for a manufacturer to (tay in(u"ated from the effect( of reduced gro,th in one #art of the ,or"d. 7"(o= g"o!a"i0ation and con(o"idation have im#acted re"ation(hi#( !et,een &E>( and (u##"ier(. 1he aim of mo(t (u##"ier( i( to !ecome !ig enough to dea" direct"y ,ith the &E>( ;either through organic gro,th or through >E7(< or !ecome (u##"ier( to (y(tem( integrator( ,ho are increa(ing"y gaining acce(( to the &E>(. Be(ide(= the (tructure of then indu(try i( changing ,ith the re"ation(hi# !et,een the &E>( and the dea"er( and the #ricing of the &E>( undergoing a change.

DESIGN OF THE STUDY

1hi( cha#ter !rief"y de(cri!e( the de(ign of the (tudy= !eginning from the tit"e of the (tudy and goe( on to ex#"ain the o!'ective= (co#e of the (tudy= methodo"ogy= (am#"ing= fie"d ,ork= ana"y(i( and fina""y the "imitation of the (tudy.

S171E>E$1 &4 +&B-E>B

1he automo!i"e indu(try i( (ti"" in it( gro,th (tage in India and it i( in the #ro(#ect( of gro,th !ecau(e of ne, com#any entrant(= the com#etition in the !u(ine(( ha( increa(ed. 1herefore it i( need for the com#anie( to #rovide !etter (ervice(= !y giving the con(umer( the !e(t (ervice(. 1he re(earch i( conducted. 1< 1o under(tand the different a(#ect( of cu(tomerF( vie,( and (ati(faction and ex#ectation(. 2< 1o kno, a!out the "uxury car (egment. 3< 1o kno, a!out the variou( mode"( of the "uxury car( avai"a!"e in the market. %< 1o find out the a,arene(( "eve" of the con(umer.

S9& E &4 1?E S16/HB

1oday the 7utomo!i"e indu(try i( undergoing a revo"ution. >any of !randed com#anie( are entering into thi( fie"d. 1hi( ha( given ri(e to the o#ening of the com#etitive com#anie( "ike Ford, Maruti, Opel, Hyundai, Toyota, Tata, Skoda, Mitsubishi, Honda, and Mahindra. 5ith the (tudy ,e can get (ome (ugge(tion( from cu(tomer for (ervice im#rovement( in term( of 2ua"ity and ,hat he*(he i( ex#ecting from the "uxury car( avai"a!"e and ,hich are yet to !e introduced and to under(tand ,hat ne, feature( are !eing #rovided in the "uxury

car( (egment in the automo!i"e indu(try. In the (tudy ,e can find out the "eve"( of cu(tomer (ati(faction .5e can a"(o identify the cau(e( for cu(tomer di((ati(faction "ike "ook(= (eating= acce((orie(= interior(= (#are #art( and engine noi(e.

$EE/ 4&+ 1?E S16/HB

1< 1o find out ,hat are the "uxury car( avai"a!"e and ,hich are yet to !e introduced. 2< 1o under(tand different a(#ect( of cu(tomer( vie,( and (ati(faction(. 3< 1o find out ,hich car i( in the "eader in the "uxury (egment. %< 1o find out ,hat ne, feature( are !eing #rovided in the "uxury car(.

&BDE91ICES &4 1?E S16/HB

1o generate (ugge(tion( from cu(tomer( for (ervice im#rovement. 1o (tudy the #re(ent (cenario of the "uxury car(. 1o identify the variou( com#"aint( of the cu(tomer( on variou( a(#ect( "ike "ook(= (eating= acce((orie(= interior(= (#are #art(= engine noi(e and other(. 1o find out the com#anie( re(#on(e to cu(tomer need( and ,ant(. 1o find out the "eve" of cu(tomer (ati(faction from the "uxury car( u(er(. 1he different ty#e( of "uxury mode"( in the market.

+ECIE5 &4 -I1E+716+E

9u(tomer (ati(faction i( a ,e"" re(earch area. Cariou( re(earcher( have done re(earch on thi( to#ic= (ome of them areB 1he data (ervice( market in 9hennai ha( done a re#ort named @&vervie, of the 7utomo!i"e Indu(tryA. @/emogra#hic and (ychogra#hic #rofi"e of "uxury car o,ner(A !y Ci'ay Sood. 7 (tudy on @>arket ana"y(i( of mid-(i0e "uxury car(A !y . Dohn. @7utomo!i"e Indu(try in IndiaA !y unit Dain.

4or the #ur#o(e of the (tudy fo""o,ing !ook( ,ere referred toB @>arketing managementA !y hi"i# Jot"er= ninth edition= rentice ?a"" India define( 9u(tomer (ati(faction a( @Sati(faction i( a #er(on of #"ea(ure of di(a##ointment re(u"ting from com#aring #roduct( #erceived #erformance in re"ation to hi(*her ex#ectation(A. @Service >arketingA !y Ca"artie 7. Keithama"= >c 8ra,-?i"" com#anie(= Inc define( (ervice 2ua"ity a( @(ervice 2ua"ity of the de"ivery of exce""ent or (u#erior (ervice re"ative to cu(tomer ex#ectation(A. @Service >arketingA !y +ona"d +u(t and 7nthony internationa" (tudent edition define( uni2ue characteri(tic( of (ervice a( @the (ucce(( of god( manufacturer i( vita" de#endent on the (ervice( they #rovide. 4our common characteri(tic( of (ervice(B intangi!i"ity= in(e#ara!i"ity= varia!i"ity and #eri(ha!i"ity.A 4or the #ur#o(e of the (tudy fo""o,ing artic"e( ,ere referred toB 1he Indian #a((enger car Indu(try= Bu(ine(( 5or"d. 7utomo!i"e Indu(try 7na"y(i(= &verdrive.

+ESE7+9? /ESI8$
>eaning of the re(earch de(ignB
+e(earch de(ign i( the arrangement of condition( and ana"y(i( of data in a manner that aim( to com!ine re"evance to the re(earch #ur#o(e ,ith economy in #rocedure. In other ,ord( it i( a "ogica" and (y(tematic #"an #re#ared for directing a re(earch (tudy. It (#ecifie( the o!'ective( of the (tudy= the methodo"ogy and the techni2ue( to !e ado#ted for achieving the o!'ective(.

$ature of re(earch de(ignB

7 re(earch de(ign i( indi(#en(a!"e for a re(earch #ro'ect un"ike the !ui"ding #"an ,hich i( #reci(e and (#ecific. +e(earch de(ign i( a @tentative #"anA ,ith a (erie( of guide #o(t( to kee# one going on in a right direction. It undergoe( modification(= a( circum(tance( demand ,hen the (tudy #rogre((e(. $e, a(#ect(= ne, condition( and ne, re"ation(hi#( come to "ight ,hen the (tudy dee#en(. 7 re(earch i( #ure"y and (im#"y the frame,ork or #"an for a (tudy that guide( the co""ection and ana"y(i( of the data. It i( a !"ue #rint that i( fo""o,ed in com#"eting a (tudy. 1he (tudy mu(t !e re"evant to the #ro!"em. 1he (tudy mu(t em#"oy economica" #rocedure(.

1hree im#ortant #oint( a!out re(earch de(ign areB 1he de(ign of inve(tigation (hou"d (tem for the #ro!"em. 1he three !a(ic re(earch de(ign( are ,hether the de(ign i( #roductive in given #ro!"em (etting de#end( on ho, imaginative"y they are a##"ied. 7n under(tanding of the !a(ic de(ign i( needed (o that they can !e modified to (uit (#ecific #ur#o(e.

L Ex#"oratory
Ex#"oratory re(earch i( u(ed ,hen one i( not conver(ant ,ith the #ro!"em environment (uch ty#e of inve(tigation i( main"y concerned in determining the genera" nature of the #ro!"em and varia!"e( re"ated to it.

L /e(cri#tive
/e(cri#tive re(earch de(ign( are determined for (ome definite #ur#o(e a num!er of re(earch (tudie( can !e !a(ed on (uch de(ign( it i( focu(ed on accurate de(cri#tion of the varia!"e( #re(ent in the #ro!"em.

L 9a(ua" or ex#erimenta"
9a(ua" or ex#erimenta" de(ign attem#t to (#ecify the nature of functiona" re"ation(hi# !et,een t,o or more varia!"e( #re(ent in the #ro!"em environment. +e(earch methodo"ogy i( a ,ay to (y(tematica""y (o"ve the re(earch #ro!"em. It may !e under(tood a( a (cience of (tudying ho, re(earch i( done (cientifica""y. In thi( re(earch fir(t"y= ex#"oratory re(earch i( done !y the vi(iting the >aruti= 4ord= /ae,oo= 4iat= etc. (ho,room( to gather the #re"iminary data. Second"y= de(cri#tive re(earch i( done through (urvey( to find the variou( a(#ect( of cu(tomer (ati(faction "ike (ound c"arity= (ervice charge(= (ervice de"ivery= etc. :ue(tionnaire i( #re#ared to co""ect the #rimary data.

S7> -E /ESI8$B
Sam#"ing may !e defined a( the (e"ection of (ome #art of an aggregate or tota"ity= on the !a(i( of ,hich 'udgment a!out the aggregate or tota"ity i( made. In other ,ord(= it i( the #roce(( of o!taining information a!out an entire #o#u"ation !y on"y examining on"y a #art of it. 4or the #ur#o(e of the (tudy 100 (am#"e( are (urveyed to co""ect the #rimary data. 1he convenient (am#"ing ,a( u(ed to (e"ect the re#re(entative (am#"ing from the #o#u"ation= !ecau(e the re(earcher did not have con(umer( ,ho ,ere ea(i"y acce((i!"e.

/efinition of the #o#u"ationB

&ut of the (am#"e co""ected the !reak u# of the (am#"e (i0e ,a( on the fo""o,ing #arameter(. 1he re(#ondent( ,ere taken from a"" the kind( of c"a(( i.e. u##er c"a((= u##er midd"e c"a(( and midd"e c"a((e(. 1he re(#ondent( have !een cho(en on random !a(i(. 1he(e re(#ondent( ,ere the (oft,are engineer(= !u(ine((man= government em#"oyee(= etc. Some ,ere (tudent( of engineering co""ege and management co""ege(. 7"(o the o#inion of "oca" #eo#"e had !een taken. 1he (am#"e (i0e con(i(t( of 100 re(#ondent(.

Sam#"e (i0eB
1he (am#"e (i0e ,a( determined on a 'udgmenta" !a(i(. 7 tota" num!er of 100 re(#ondent( ,ere inc"uded in the (tudy of the(e mo(t ,ere (oft,are engineer( of (oft,are com#anie(= entre#reneur( and a"(o the genera" #u!"ic.

Sam#"e 1echni2ue( 7do#tedB

7( the Banga"ore city i( a metro#o"itan and it( #o#u"ation i( in mi""ion( and there are "arge num!er of (ector(. 1he #o#u"ation univer(e in the city of Banga"ore !eing va(t in (i0e= it ,a( difficu"t to conduct 100I coverage of the (tudy ,ithin the "imited #eriod. ?ence the (am#"e (urvey method i( ado#ted for thi( (tudy.

SOURCES OF D!T! SE9&$/7+H /717B

Secondary data refer( to that ,hich ha( a"ready !een co""ected !y (omeone e"(e. Secondary data for the (tudy ,a( co""ected fromB u!"i(hed "iterature 9om#any #u!"i(hed data and !rochure( Internet 9ommercia" (ervice Book(

+I>7+H /717B
rimary data refer( to data that i( co""ected afre(h and recorded for the fir(t time. rimary data are tho(e data i.e. co""ected !y the re(earcher him(e"f. It thu( ha##en( to !e origina" in nature. 1he variou( method( of co""ecting #rimary data are #erforming (urvey(= cen(u(= through o!(ervation or through correct communication ,ith re(#ondent(. But !a(ic manner of #rimary data co""ection i( (urvey method. 1he #rimary data for the (tudy ,a( co""ected through 2ue(tionnaire and informa" intervie,( ,ith the re(#ondent(.

4IE-/ 5&+JB
1he intervie, (chedu"e ,a( carefu""y decided and con(tructed u#on and revi(ed in con(o"ation ,ith ex#ert( in order to avoid co""ection of irre"evant data. 1he re(earcher direct"y a##roached the re(#ondent(.

2.10 & E+71I&$7- /E4I$I1I&$S &4 1?E S16/HB

4or the #ur#o(e of the (tudy the fo""o,ing term( are u(edB

Services:

Service( are deed(= #roce((e( and #erformance( inc"ude a"" economic

activitie( ,ho(e out#ut i( not a #hy(ica" #roduct or con(truction= it i( genera""y con(umed at the time it i( #roduced.

Satisfaction: It i( a #er(on( fee"ing of #"ea(ure or di(a##ointment. Quality: It i( the tota"ity of feature( and characteri(tic( of a #roduct of (ervicing that
!ear on it( a!i"ity to (ati(fy (tated or im#"ied need(.

Industry: 7n indu(try i( a grou# of firm( that offer a #roduct or #roduct(. rand co!petition: It occur( ,hen a com#any "ook( at it( com#etitor( a( other
com#anie( offering (imi"ar #roduct( and (ervice( to the (ame cu(tomer( at (imi"ar #rice(.

Marketin": It i( a (ocia" and manageria" #roce(( !y ,hich individua" and grou#( ,hat
they need and ,ant through creating offering and exchanging #roduct( of va"ue( ,ith other(.

#alue: It i( the con(umerF( e(timate of the #roduct( overa"" ca#acity to (ati(fy hi( or
her need(.

$rice: Service #rice are #o,erfu" cu(tomer( that aid cu(tomer in forming ex#ectation of
(ervice "eve"(.

Service delivery: It refer( to ,hat actua""y ha##en( ,hen the cu(tomer( !y the (ervice. %ost &uality: :ua"ity im#rovement( "ead( to #rofi"e at "ea(t in #art( !ecau(e of co(t
(aving achieved through increa(ed efficiency.

rand na!e: Brand i( a name= term= (ign= (ym!o"= de(ign or a com!ination of them=
intended to identify the good( (ervice(.

'uto!obile: 7n 7utomo!i"e i( a (e"f #ro#e""ed vehic"e ,hich i( u(ed for the

tran(#ortation of #a((enger( and good( u#on the ground. 1he #rogre(( of automo!i"e( for tran(#ortation ha( a",ay( !een a((ociated ,ith the #rogre(( of civi"i0ation and deve"o#ment of a country.

Market: >arket mean( a #"ace or "oca"ity ,here thing( are !rought and (o"d and ,here
!uyer( and (e""er( #er(ona""y meet to affect the(e #urcha(e and (a"e(.

%hassis: 1he !a(ic-(trength auto frame inc"uding the engine= (u(#en(ion= ,hee"(=
!rake( and drive train. 7 car ,ithout it( !ody or coach,ork. In mono"ogue or unit con(truction it i( integra" ,ith the !ody.

%o!bustion cha!berB 1he (#ace remaining at the to# of the cy"inder ,hen the #i(ton
i( at the to# dead center #o(ition. 5here the fue"-air mixture !egin( to !urn.

%o!pression: In interna"-com!u(tion reci#rocating engine(= the (2uee0ing of the fue"air mixture in the cy"inder of a (#ark-ignition engine or the (2uee0ing of the air in a die(e" engine. 9om#re((ion make( com!u(tion more effective and increa(e( engine efficiency.

(iesel en"ineB 7n interna"-com!u(tion engine in ,hich the fue" i( in'ected into the
cy"inder near the end of the com#re((ion (troke and i( ignited !y the heat of the com#re((ed air in the cy"inder. $o (#ark #"ug or car!uretor i( needed.

(isc brakeB 7 ty#e of !rake in ,hich t,o friction #ad( gri# a (tee" di(c that i( attached
to the ,hee"= ,ith one #ad on each (ide. 6(ed on race car(= (#ort( car(= and !etter #a((enger car(.

(istributor: 1he moving #art of the interna"-com!u(tion engine ignition (y(tem that
direct( the high-vo"tage current from the coi" to the (#ark #"ug( in the #ro#er firing order.

Fiber"lassB 7 very tough and dura!"e #"a(tic materia" ,ith fi!er( running through the
#"a(tic. 6(ed for race car !odie(= many (#ort( car !odie(= and a"(o en'oy( con(idera!"e acce#tance for #a((enger car !odie(.

Fly)heel: 7 "arge= heavy iron or (tee" di(c attached to the rear of an engine crank(haft
in order to #rovide (ufficient centrifuga" force to (mooth the #o,er im#u"(e( from the cy"inder(.

Fuel in*ectionB &n interna"-com!u(tion engine(= a (y(tem that in'ect( a #reci(e"y

mea(ured amount of fue" into the cy"inder at exact"y the right moment. /i(#en(e( ,ith the car!uretor and increa(e( engine efficiency.

+ears: 5hee"( ,ith me(hing teeth to tran(mit #o,er !et,een rotating (haft(. 5hen the
gear ,hee"( are of different (i0e(= a change in (#eed ratio occur(. 8ear( are made of hard (tee".

Internal,co!bustion en"ine: 7ny engine= either reci#rocating or rotary= in ,hich the

fue" i( con(umed in the interior of the engine rather than out(ide of the engine.

Overdrive: 7 (ma"" auxi"iary gear!ox that #rovide( an additiona" gear ratio. It cau(e(
the drive (haft to turn fa(ter than the engine crank(haft or MoverdriveM it. It i( engaged manua""y ,hen under ,ay and reduce( fue" con(um#tion.

Abbreviations and A#ronyms7B9 - 7ctive Body 9ontro" 7BS - 7nti"ock Brake Sy(tem 79 - 7"ternating 9urrent 7*9 - 7ir 9onditioning E9> - Engine 9ontro" >odu"e 47BS - 4"exi!"e 7uto Body Sy(tem 4I - 4ue" In'ection 45/ - 4ront 5hee" /rive -9/ - -i2uid 9ry(ta" /i(#"ay -9> - -ighting 9ontro" >odu"e $8C - $e, 8eneration Cehic"e &E> - &rigina" E2ui#ment >anufacturer &/ - &verdrive &1IS - &verhead 1rave" Information Sy(tem S - o,er Steering S7 - re((ure S,itch 7((em!"y +7BS - +ear 7nti"ock Brake Sy(tem S/S - Shock /am#ening Sy(tem

LI#IT!TIONS OF THE STUDY

1he u(er( of "uxury car( are geogra#hica""y ,ide (#read and hence contacting them i( time con(uming. 1he (am#"e (i0e of cu(tomer i( "imited to 100 !ecau(e of time and co(t factor. 1he information co""ected may not !e (ufficient and re"ia!"e in term( of tota" market condition( in India a( Banga"ore re#re(ent( on"y a (ma"" #ortion of the tota" nationa" market. 1hough the #er(ona" intervie,( con(ider !eing the !e(t method for (urveying a( it a"(o ref"ect( the !ody "anguage= it (ometime( !ecome ( difficu"t to get and retain intervie,ee= !ecau(e of their !u(y (chedu"e. >o(t of the re(#ondent( !e"ong to u##er midd"e c"a(( or u##er c"a((. 1he a##roacha!i"ity ,a( one of the main con(traint(. $on avai"a!i"ity of the data!a(e regarding the u(er( of variou( "uxury car( "ed to more hit and tria" ex#eriment(.

PROFILE OF THE INDUSTRY !ND RESPONDENTS +&4I-E &4 1?E I$/6S1+HB

7n 7utomo!i"e i( a (e"f #ro#e""ed vehic"e ,hich i( u(ed for the tran(#ortation of #a((enger( and good( u#on the ground. 1he #rogre(( of automo!i"e( for tran(#ortation ha( a",ay( !een a((ociated ,ith the #rogre(( of civi"i0ation and deve"o#ment of a country.

?IS1&+HB
8ermany i( the !irth #"ace of automo!i"e(. In 17.3 a 4rench engineer= ca#tain $icho"a( 9ugnot !ui"t the fir(t (e"f #ro#e""ed vehic"e. It ,a( three ,hee"er ,ith a maximum (#eed if 3 m#h. It ,a( fitted ,ith a (team engine. In 1802 +ichard 1revit"uck of Eng"and !ui"t the fir(t #ractica" (team automo!i"e u(ing the crank(haft for the fir(t time. In 18.3 -enoir of 4rance !ui"t the automo!i"e #ro#e""ed !y the ga( engine. In 187.= Eienne -enoir of Be"gium invented the fir(t #ractica" interna" com!u(tion engine. In 188) the rea" automo!i"e ,a( !ui"t !y /aim"er Ben0 em#"oying four (troke #etro" engine( in 8ermany. In 183) ?enry 4ord of 7merica made hi( fir(t famou( car in cor#ora ting the main feature( of #re(ent day automo!i"e(. 4rom 1300-130. the #roduction and (a"e( of automo!i"e( !ecame the rea" !u(ine((. In 130% Sim#(on 9om#any of >adra( (tarted to !ui"d the automo!i"e !odie(. In 1313 the tota" vehic"e( in India ,ere on"y %)00 and in 131% the tota" no of vehic"e( rai(e to .000. In 132.= 4ord motor com#any of India e(ta!"i(hed there office in Bom!ay and (o"d the ,or"d famou( @4ord-1A modern car(. In 1838= the fir(t motorcar a##eared in India ,ith taxi ca! in Bom!ay. In 133)= Sir >. Ci(h,e(hvaraya (et u# automo!i"e indu(try in India= !ut the government did not a##rove thi( #"an. In 13%3= the remier 7utomo!i"e( -imited factory ,a( (etu# at Bom!ay for manufacturing car( in India. In the year 13%%= the ?indu(tan >otor( -td. 4actory ,a( (etu# at 9a"cutta for manufacturing car(. In India after the Inde#endence ?indu(tan >otor( -td=

9a"cutta and

remier 7utomo!i"e( -td= Bom!ay came into exi(tence and (tarted

manufacturing the 7m!a((ador and 4iat car(. In 13%8= 7(hok -ey"and -td= >adra( (tarted manufacturing the commercia" vehic"e(. -ater on >ahindra and >ahindra -td= Bom!ay (tarted manufacturing 'ee#(. In 13)%= 1ata Engineering and -ocomotive( 9om#any -td. 9ame into exi(tence at Dam(hed#ur and (tarted manufacturing commercia" vehic"e(. 1he automo!i"e (ector (a, a !oom in the #o(t "i!era"i0ation #eriod. 1he !uoyancy in the auto (ector ,a( #rimari"y due to a vi!rant economy ,ith an average 8/ gro,th of a##roximate"y .I. 9hange( in government #o"icy increa(e in #urcha(ing #o,er increa(e in "ife (ty"e(= avai"a!i"ity of car finance etc. 1hough the market ha( !oomed= the individua" #"ayer( are "ike"y to have a (et !ack in the near future due to inten(e com#etition. Severa" 'oint venture( have !een (igned and (evera" are ex#ected in the near future. 1he (mooth (aving (ector (a, a (udden 'erk in "a(t 2uarter of 133.. 1he automo!i"e indu(try ,hich contri!uted (u!(tantia""y to indu(tria" gro,th in 133)-3. fai"ed to maintain the (ame momentum in the fir(t ha"f of 133.-37. 1he automo!i"e #roduction ha( f"uctuated throughout the fir(t ha"f of the current year. 1hough it recover( in /ecem!er 133. #o(ting a gro,th of 17I= the rate of gro,th of 2)I ,hich the indu(try managed in 133)-3. ,i"" not !e (u(tain ,ith #roduction (ti"" out #acing (a"e( in mo(t of the (egment( of the market. 7uto (tock( #"ummeted= ,ith the "arge #"ayer( (uffering more ca(ua"tie( than the (ma""er one(. Indu(try (ource( #oint out to the ("o, do,n in (a"e(= !ui"ding u# of inventorie( and ("a(hing of #roduction target( a( the cau(e of the cra(h. 5hi"e one (choo" of thought !e"ieve( that thi( i( the tem#orary #ha(e ,a( cau(ed !y the (#ecia" cu(tom duty of 2I "evied on the auto indu(try in the 133.-37 !udget and #o(t e"ection fue" hike. 1he other (choo" of thought argue( that thi( hike ,a( off(et !y the cut in duty on #"a(tic(= e"ectronic com#onent(= tyre( ;natura" ru!!er< and (tee".

Evo"ution of automo!i"e indu(tryB

I%itial ,ear+: 9ar( regarded a( "uxurie(. >anufacturing ,a( "icen(ed= ca#acity ex#an(ion re(tricted. Im#ort of car( ,a( re(tricted to (tate trading cor#oration and foreign di#"omat(.

?igh cu(tom duty. Stee# exci(e dutie( and (a"e( taxe(. >arket dominated !y 'u(t t,o #"ayer(>otor( -td. remier 7utomo!i"e( -td. and ?indu(tan

1352+: 1332+: 9ar( #erceived a( nece((itie(. Sti"" a (e""er( market. -ong ,aiting #eriod( continue. /eve"o#ment of the mid #rice and "uxury (egment(. Increa(e in com#etition ,ith the entry of foreign manufacturer( e(#ecia""y after the mid 1330(. Su#erior mode"( and more choice. 7uto finance !oom(-more #"ayer( ;foreign !ank( and $B49(<B !etter (cheme(. /e"i cen(ing in 1333. +emova" of ca#acity re(triction(. Entry of >aruti 6dyog -td.-!etter #roduct at "o,er #rice= en'oyed government (u##ort. Se""erF( market. -ong ,aiting #eriod(. -imited choice. +e(triction on ca#acitie(. -icen(e re2uirement(. ?igh im#ort dutie(. 7uto finance !ecame avai"a!"e !ut ,a( "imited to a fe, #"ayer(. >6- ca#tured a ma'or market (hare= 7- and ?>- ,ere a!"e to maintain vo"ume( !ut their market (hare( fe"" dra(tica""y.

/ecrea(e in cu(tom and exci(e dutie(.

F't're: Buyer( market. /ro# in ,aiting #eriod. >arket (egmentation to change from !eing #rice !a(ed to !eing (i0e !a(ed. Shake out in the indu(try. Increa(e in indigeni0ation. 1echno"ogica""y (u#erior and more comforta!"e mode"(B internationa""y com#ara!"e mode"(. +egu"atory frame,ork to !e com#"ete"y re"axed. 7uto finance. a< /ecrea(e in the intere(t rate(G fa(ter "oan turnaround= higher (ervice "eve"= (ma""er margin re2uirement( and decrea(e in #a#er ,ork. !< 7 (hake out i( #o((i!"e. c< 9hange in the kind of #roduct( offered Nat #re(ent hire #urcha(e (cheme( are more #reva"ent than "ea(ing= thi( i( "ike"y to !e rever(ed in the future. d< Increa(e in im#ortance of the (a"e( and (ervice net,ork and infra(tructure.

>anufacturing 1echno"ogie(B 4"exi!"e >anufacturing

$e, 8eneration of engine(B 1ur!o charging= cata"yt ic converter( 7uto 4inance Better Scheme(

/i(tri!ution Sy(temB 9hanging re"ation !et,een manufacturer( E dea"er(

E;erge%-e o< a Ne/ !'to;o6ile I%0'+tr,

7uto 4inance Better Scheme(

9hanging Structure of /emand

+egu"atory frame,orkB /eregu"ation E /e"i cen(ing

$e, 9o""a!oration(B entry of foreign manufacturer(

9om#onent( E 1yre(B -o,er 1read ,ear= +adia"(

>ateria"(B "o, ,eight= (ynthetic com#o(ite(

7utomo!i"e indu(try in IndiaB

7utomo!i"e indu(try in India i( today #oi(ed for the !ig "ea# and thi( (egment he"#( you to !e ready for that. ?i(tory and deve"o#ment of 7utomo!i"e( a"(o mark( the dynami(m in techno"ogica" gro,th men have achieved. 4rom the day( of hor(e"e(( carriage( to the modern-age (e"f-guided automo!i"e( that are de(igned meticu"ou("y u(ing cutting-edge techno"ogy= ,e have certain"y trave"ed too far. 8o through thi( (egment to kno, a!out the automo!i"e(= their hi(tory= deve"o#ment #ha(e(= and in #articu"ar their re"evance to India. 7utomo!i"e Indu(try in India i( (ti"" in it( infancy !ut gro,ing ra#id"y. 1he o##ortunitie( in the automo!i"e indu(try in India are attracting !ig name( ,ith the !ig #ur(e and they are inve(ting vigorou("y in infra(tructure= de(ign and deve"o#ment= and marketing. 7utomo!i"e indu(try in India i( today #oi(ed for the !ig "ea# and thi( (egment he"#( you to !e ready for that.

1he Birth of the 9arB

1he !irth of the car a( ,e kno, it today occurred over a #eriod of year(. It ,a( on"y in 188) that the fir(t rea" car ro""ed do,n on to the (treet(. 1he ear"ier attem#t(= though (ucce((fu"= ,ere (team #o,ered road-vehic"e(. 1he fir(t (e"f-#ro#e""ed car ,a( !ui"t !y $ico"a( 9ugnot in 17.3 ,hich cou"d attain (#eed( of u#to . km(*hour. In 1771 he again de(igned another (team-driven engine ,hich ran (o fa(t that it rammed into a ,a""= recording the ,or"dF( fir(t accident. In 1807 4rancoi( I(aac de +iva0 de(igned the fir(t interna" com!u(tion engine. 1hi( ,a( (u!(e2uent"y u(ed !y him to deve"o# the ,or"dF( fir(t vehic"e to run on (uch an engine= one that u(ed a mixture of hydrogen and oxygen to generate energy. 1hi( (#a,ned the !irth of a num!er of de(ign( !a(ed on the interna" com!u(tion engine in the ear"y nineteenth century ,ith "itt"e or no degree of commercia" (ucce((. In 18.0

thereafter= Dean Do(e#h Etienne -enoir !ui"t the fir(t (ucce((fu" t,o-(troke ga( driven engine. In 18.2 he again !ui"t an ex#erimenta" vehic"e driven !y hi( ga(-engine= ,hich ran at a (#eed of 3 km(*hour. 1he(e car( !ecame #o#u"ar and !y 18.) cou"d !e fre2uent"y e(#ied on the road(. 1he next ma'or "ea# for,ard occurred in 188) ,hen the four (troke engine ,a( devi(ed. 8otti"e! /am"ier and $ico"a( &tto ,orked together on the mi((ion ti"" they fe"" a#art. /aim"er created hi( o,n engine( ,hich he u(ed !oth for car( and for the fir(t four ,hee" hor(e"e(( carriage. In the mean,hi"e= unkno,n to them= Jar" Ben0= ,a( in the #roce(( of creating hi( o,n advanced tri-cyc"e ,hich #roved to !e the fir(t true car. 1hi( car fir(t (a, the "ight of the day in 188..1he (ea(on of ex#eriment( continued acro(( the (ea( in the 6nited State( ,here ?enry 4ord !egan ,ork on a hor(e"e(( carriage in 1830. ?e ,ent (evera" (te#( for,ard and in 183.= com#"eted hi( fir(t car= the :uadricyc"e in 183.. 1hi( ,a( an automo!i"e #o,ered !y a t,o cy"inder ga(o"ine engine. 1he 4ord >otor 9om#any ,a( "aunched in 1303 and in 1308 he cata#u"ted hi( vehic"e= >ode" 1 4ord to the #innac"e of fame. 9ontinuing ,ith hi( innovation(= he #roduced thi( mode" on a moving a((em!"y "ine= thu( introducing the modern ma(( #roduction techni2ue( of the automo!i"e indu(try. 5ith the invention of the ,hee" in %000 B9= manF( 'ourney on the road of mechani0ed tran(#ort had !egun. Since then he continua""y (ought to devi(e an automated= "a!or (aving machine to re#"ace the hor(e. Innumera!"e attem#t( reached conc"u(ion in the ear"y 17.0( ,ith the !ui"ding of the fir(t (team driven tractor !y a 4rench 9a#tain= $ico"a( Daco! 9ugnot. It ,a( ho,ever "eft to Jar" Ben0 and 8ott"ie! /am"ier to #roduce the fir(t vehic"e( #o,ered !y the interna" com!u(tion engine in 188). It ,a( then that the #etro" engine ,a( introduced= ,hich made the car a #ractica" and (afe #ro#o(ition. 1he car( in thi( #eriod ,ere more "ike the car( on our road( today. 5ith car( came the era of (#eed. 1he fir(t ever "and-(#eed record ,a( e(ta!"i(hed a!out a 100 year( !ack= in 1838. 9ount 8a(ton de 9ha((e"ou#--au!at of 4rance drove an e"ectric car ;in 7chere( near ari(< at a (#eed of 33.2% mi"e( #er hour. 1hi( f"agged off the era of O,hee"( racingF= ,hich "a(ted ti"" 13.%= after ,hich 'et and rocket -#ro#e""ed vehic"e( ,ere a""o,ed. 1hen on,ard(= it ha( !een one !ig 'ourney...on the road(. 5ith the invention of the ,hee" in %000 B9= manF( 'ourney on the road of mechani0ed tran(#ort had !egun. Since then he continua""y (ought to devi(e an automated= "a!or (aving machine to re#"ace the hor(e. Innumera!"e attem#t( reached

conc"u(ion in the ear"y 17.0( ,ith the !ui"ding of the fir(t (team driven tractor !y a 4rench 9a#tain= $ico"a( Daco! 9ugnot. 1hen on,ard(= it ha( !een one !ig 'ourney...on the road(.

4ir(t Indian to !uy a carB

1he fir(t car ,a( im#orted into Bom!ay in 1837 or P38 !y a >r. 4or(ter of 8reave( 9otton and 9om#any. Dam(et'i 1ata ,a( the fir(t Indian in Bom!ay to o,n a car ,hen he !ought one in 1301.

1?E 8-&B7- 97+ >7+JE1B

1he auto indu(try i( #redominant in $orth 7merica= Da#an and Euro#e. 1he 6S ha( one of the "arge(t market in the ,or"d= ,ith 1. mi""ion "ight motor vehic"e (o"d in 133.= !e(ide( tho(e ex#orted. 1he ma'or car manufacturer( in the 6S are genera" >otor( ,ith a market (hare of 3.I and 4ord >otor( ,ith a 23I (hare. 1he (econd "arge(t market for car( 3in the ,or"d i( 5e(tern Euro#e. In term( of num!er of car( manufactured= India ha( a (hare of on"y 0..I of the ,or"dF( #roduction. 1he automo!i"e (ector i( a vita" (ector for any deve"o#ed economy. It drive( u#(tream indu(trie( "ike (tee"= iron= a"uminum= ru!!er= #"a(tic(= g"a(( and e"ectronic( and do,n(tream indu(trie( "ike adverti(ing and marketing= tran(#ort and in(urance. 5hat i( good for the automo!i"e (ector i( !eneficia" for the economy a( ,e"". ?o,ever= in India the corre"ation !et,een the automo!i"e indu(try and economic gro,th i( "o,= ,ith the automo!i"e( indu(try contri!ution to the 8$ !eing on"y 3I. In the 6S it account( for over )I of the 8$ . Every (ixth ,orker in the 6S i( invo"ved in making of an automo!i"e. India i( con(idered a good #otentia" market !y the ma'or ,or"d car manufacturer( a( they fore(ee a "arge demand in the Indian car market. In term( of num!er of #er(on( #er car the 6S ha( an average of 1.% #er(on( #er carG 9anada ha( 1.8= 7u(tra"ia and $e, Kea"and 2.2#er(on( each= the Euro#ean 9ommunity ha(2.)= 1hai"and 2.)= ,herea( India ha( 2.7)

#er(on( #er car. 7"(o= it take( an average 21 ,eek( income in the 6S= 1) ,eek( in Da#an= 27 ,eek( in the Euro#ean 9ommunity= ,herea( the ratio i( very high in India. 1,o thing( that have (ati(fied the IndiaF( automo!i"e indu(try in the #a(t are "o, demand and "ack of vi(ion on #art of &E>( and #o"icy maker(. In (uch a (ituation= g"o!a" &E>( ,ho en'oy (ca"e economie( !oth in term( of manufacturing and +E/ i( #oi(ed to take a !ig "ea# for,ard. 1hi( i( "ike"y to re(u"t in a !ig (hift in the ,ay !u(ine(( i( conducted !y (u##"ier(= a((em!"er( and marketer(.

#ar8et Seg;e%t+
B1he Sma"" 9ar SegmentB 1he (ma"" car (egment i( re#re(ented !y ca#acity car( "ike >aruti 800= >ati0= 1ata Indica= Santro= etc. in thi( (egment >aruti ha( !een the !e(t (e""er= ,ith a market (hare in exce(( of 7)I. 1he key to >arutiF( (ucce(( ha( !een the co(t advantage ,hich ha( tran("ated into com#etitive #ricing. 1? e margin( are "o, in thi( (egment a( com#ared to other (egment( and un"e(( the (ca"e of o#eration( i( "arge= the (ector may not !e fea(i!"e for ne, entrant(. $e, unit( ,i"" have to inve(t a "arge (um and manufacture more than one "akh car( #er annum= to achieve economy of o#eration(. /emand in thi( (egment i( affected !y factor( !y (uch a( hou(eho"d income(= "imited avai"a!i"ity of #roduct( and increa(ing u(e of car a( a cor#orate executive #erk. 1hi( (egment cater( main"y to the u##er midd"e c"a((.

1he >edium 9ar SegmentB

1he medium car (egment con(i(t( of !rand( "ike a"F( 118 $E= 9onte((a= Ken= etc. 1hi( (egment main"y target( tho(e #eo#"e ,ho a"ready o,n a car and de(ire to !uy another one a( a (tatu( (ym!o" or for ,ant of a more "uxuriou( car. 1he (a"e( of thi( (egment have not !een very high and the (ucce(( of the(e vehic"e( ha( !een moderate in India.

1he -uxury 9ar SegmentB

1he "uxury car (egment con(i(t( of car( ,ith !etter feature( "ike !igger engine ca#acity= more (#ace and modern techno"ogica" feature(. 1hi( (egment ha( 4ord E(cort= 4ord Ikon= -ancer= Scor#io= -aura= >aruti Ba"eno= &ctavia= etc. 1hi( (egment target( to the u# market cu(tomer(. 1he "uxury car( are aiming at the niche market( of the very rich and their

emerging con(um#tion #attern(. 1hey are a"(o !anking on ex#ort( market( ,ith the he"# of the #romotion and di(tri!ution net,ork of the co""a!orator(. Being a fair"y young (egment= #rice (en(itivity and #rice !arrier( are not kno,n and there are no !enchmark( of de(ired #roduct feature(. >ode" (e"ection i( therefore ri(kier than in the (ma"" car (egment. >oreover= a #otentia" #roducerF( choice (et i( "arge a( internationa""y !ig car( from a "arge #ortion of the tota" market. 1here are three thing( that &E>( ,i"" have to factor in !efore firming u# any (trategy or any mode" in the #remium (egment. 4ir(t"y= g"o!a" !rand( do (uffer from !rand di"ution once they have manufactured on Indian (oi". Second"y= &E>( have rea"i0ed that you cannot afford to (e"" o"der mode"( in thi( techno"ogy-(en(itive (egment. 1hird"y= thi( (egment extreme"y vu"nera!"e to im#ort( of ne,er mode"(.

/61H S1+6916+EB
1he government focu(ed on far reaching indirect tax reform( in the 1333-2000 !udget(= in a !id to #romote efficient indu(tria" gro,th and #roductivity. 1he !udget !rought in a reduction in the mu"ti#"icity of duty rate(= rationa"i0ation of the rate (tructure= and curtai"ed (co#e for di(cretion !y a!o"i(hing the #o,er to grant ad hoc duty exem#tion( in exci(e and cu(tom(. 7n 7uthority for 7dvance +u"ing( for Exci(e and 9u(tom( ,a( (et u# to in'ect greater tran(#arency and #rovide !inding ru"e( to he"# #ro(#ective inve(tor( a!out their duty "ia!i"ity in advance. ?o,ever= the automo!i"e indu(try ha( had to contend ,ith margina""y rai(ed dutie( ;1I< a( a re(u"t of the modification in the duty (tructure( and increa(ed die(e" #rice( ;+e.1<. 1he (ignificant increa(e in the defen(e (#ending i( ex#ected to ref"ect #o(itive"y on the overa"" gro,th of the automo!i"e indu(try= though the a!(ence of any re"ief for car manufacturer( may further contri!ute to a ("um# in the (ector.

96S1&>S /61HB
9u(tom( dutie( on automo!i"e( have !een rationa"i0ed and (ince "i!era"i0ation have !een reduced dra(tica""y. 1he 1333-2000 !udget( (a, a mode(t reduction in the #eak rate of #rotective cu(tom( duty from %)I to %0I. 1hi( ,a( accom#anied !y a reduction in (even ma'or ad va"orem rate( of !a(ic cu(tom( to five a( a re(u"t of rationa"i0ation and (im#"ification. 1he(e rate( ,ere-an unchanged duty rate of )I= a 1)I duty rate !y (u!(tituting the 10I rate= a 2)I rate !y merging 20I and 2)I duty rate(= a 3)I duty rate !y merging 30I and 3)I duty rate( and an unchanged duty rate of %0I. 1he !udget a"(o

indicated that the cu(tom( duty (tructure ,ou"d !e #ha(ed do,n to 7(ian "eve"( in five year(. 7n additiona" cu(tom( duty of +e.1 #er "iter ha( !een im#o(ed on high-(#eed die(e" oi".

EQ9ISE /61HB
1here ha( !een continued rationa"i0ation of exci(e duty ,ith re(#ect to automo!i"e(. 1he 1337-38 revi(ed duty (tructure had the fo""o,ing revi(ed rate( for motor vehic"e(B 1. 7 duty of %0I on motor vehic"e( de(igned for tran(#ort of not more than (ix #er(on( ;exc"uding the driver<. 2. 7 duty of 2)I on vehic"e( de(igned for tran(#ort of more than (ix #er(on(= !ut not more than 12 #er(on(. 3. 7 duty of 1)I for #u!"ic tran(#ort vehic"e( and vehic"e( for tran(#ort of good(. %. 1he duty on t,o-,hee"er( varied from 1)I to 20I de#ending u#on engine ca#acity. ). Exci(e duty on auto com#onent( ,a( reduced from the "eve"( of 20I and 1)I to 18I and 13I. .. Exci(e duty on e"ectrica""y o#erated vehic"e( ,a( reduced from 10I to 8I and !odie( of motor vehic"e( from 20I to 18I. ;1he a!ove rate( have !een re(tructured a( #er the 1333-2000 !udget #rovi(ion(.< 1he 1333-2000 !udget( rationa"i0ed the exci(e duty (tructure further !y reducing the exi(ting 11 ad va"orem duty rate( to on"y three !a(ic rate(. 1hi( ,a( achieved !y merging the rate( of )I= 10I and 12I into the exi(ting 8IG creating a ne, rate of 1.I !y merging the exi(ting 13I= 1)I and 18IG and !y reducing the exi(ting rate( of 2)I= 30I= 32I and %0I to 2%I. Be(ide(= t,o ("a!( of (urcharge of .I and 1.I ,ere fixed over the rate of 2%I on commoditie( that carried the rate of dutie( of 30I and %0I re(#ective"y. 1he government ha( "ifted the ca# on >&/C71 credit of 3)I of the admi((i!"e amount and re(tored it to 100I. 7( a re(u"t= manufacturer( can no, avai" fu"" credit of the duty #aid on in#ut(. 7n additiona" duty of +e. 1 #er "iter ha( !een im#o(ed on high-(#eed die(e" oi". 1he government intend( to uti"i0e the #roceed( from thi( "evy for road deve"o#ment and for initiative( in rura" deve"o#ment and the (ocia" (ector. 1he exci(e duty rate( for motor vehic"e( no, range( from 10I to %0I= ,hi"e the exci(e duty rate( for com#onent( and #art( range( from 10I to 2)I. 1he Indian automotive indu(try ha( found a ready and acce#ting g"o!a" market !ecau(e of the introduction of ne, vehic"e( and com#onent( ,ith im#roved 2ua"ity and #erformance. 1he ex#ort va"ue of automotive ex#ort( in 1337-38 i( +(. 30=201=228=000 a( com#ared to +(. %=.3)=1.7=000. 1he automotive indu(try ha( maintained a (teady (hare in the tota" ex#ort( of the country. It ha( had a (hare of 2.7I in 1337-38= 2.2I in 1338-33 and 2.8I in 1333-00. 1ran(#ort e2ui#ment i( the (econd fa(te(t gro,ing ex#ort

commodity after ca(he, nut(= according to the Indian Economic Survey= 1333-2000. 5ith a ,eight of 2.2 in the tota" ex#ort( of the country= tran(#ort e2ui#ment ha( gro,n !y )%.8I from R%%3.2 mi""ion in 1338-33 to R.8).3 mi""ion in 1333-00. 7"though the Indian auto ex#ort( have had no #re(ence in the g"o!a" ex#ort market of the 13.0( and 1370(= it ha( maintained a (teady (hare of 0.1-0.2I in ,or"d road vehic"e( ex#ort( (ince the 1380(. 8"o!a"i0ation and foreign co""a!oration tie-u#( have a"(o #"ayed a ro"e in the ex#ort gro,th.

EQ &+1S - 7$ &CE+CIE5
1he Indian automotive indu(try ha( found a ready and acce#ting g"o!a" market !ecau(e of the introduction of ne, vehic"e( and com#onent( ,ith im#roved 2ua"ity and #erformance. 1he ex#ort va"ue of automotive ex#ort( in 1337-38 i( +(. 30=201=228=000 a( com#ared to +(. %=.3)=1.7=000. 1he automotive indu(try ha( maintained a (teady (hare in the tota" ex#ort( of the country. It ha( had a (hare of 2.7I in 1337-38= 2.2I in 1338-33 and 2.8I in 1333-00. 1ran(#ort e2ui#ment i( the (econd fa(te(t gro,ing ex#ort commodity after ca(he, nut(= according to the Indian Economic Survey= 1333-2000. 5ith a ,eight of 2.2 in the tota" ex#ort( of the country= tran(#ort e2ui#ment ha( gro,n !y )%.8I from R%%3.2 mi""ion in 1338-33 to R.8).3 mi""ion in 1333-00. 7"though the Indian auto ex#ort( have had no #re(ence in the g"o!a" ex#ort market of the 13.0( and 1370(= it ha( maintained a (teady (hare of 0.1-0.2I in ,or"d road vehic"e( ex#ort( (ince the 1380(. 8"o!a"i0ation and foreign co""a!oration tie-u#( have a"(o #"ayed a ro"e in the ex#ort gro,th. Ex#ort of a"" kind( of automotive vehic"e( a( ,e"" a( auto com#onent( have !een increa(ing over the "a(t decade= a( can !e (een from the gra#h.

-6Q6+H 97+ >7$647916+E+SB

1heoretica""y (#eaking= !eginning ear"ier thi( year= every automo!i"e in thi( ,or"d i( no, avai"a!"e to u( in India. Beginning ,ith the /ae,oo 9ie"o from Jorea a fe, year( ago= a"" auto com#anie( in the ,or"d (tarted entering India a#art from the t,o Jorean 8ai"y driving.

4&+/B

4ord i( the fir(t com#any that !rought car to the common man. Ear"ier= car( ,ere a "uxury item and mo(t"y fa!ricated #iece !y #iece one !y one= due to ,hich they ,ere high"y ex#en(ive. ?enry 4ord I e(ta!"i(hed the fir(t a((em!"y "ine or ma((-#roductive car( in 7merica. 1hi( made them chea#er and afforda!"e to common #eo#"eF( car in the ear"y 20 th century. 4ord >otor 9om#any entered the !u(ine(( ,or"d ,ithout fanfare on Dune 1.= 1303= ,hen the "ate ?enry 4ord and 11a((ociate( fi"ed incor#oration #a#er( at >ichiganP( State 9a#ito" in -an(ing. 5ith an a!undance of faith= !ut on"y R28=000in ca(h= the #ioneering indu(tria"i(t( gave !irth to ,hat ,a( to !ecome one of the ,or"dP( "arge(t cor#oration(. 4e, com#anie( are a( c"o(e"y identified ,ith the hi(tory and deve"o#ment of 7merica throughout the 20th century a( 4ord. 7nd #erha#( no other 7merican firm i( a( ,e"" kno,n acro(( the g"o!e. .

?H6$/7IB
?yundai >otor ,a( e(ta!"i(hed in 13.7 !y the ?yundai grou#. ?o,ever= for a "ong #eriod it ,a( 'u(t #roducing car( !a(ed on the de(ign (u##"ied !y 4ord 6J. 1he fir(t (e"f-deve"o#ed mode" ,a( the F7% ony= !ut under the guidance of >it(u!i(hi. Engine( a"(o came from the Da#ane(e de(ign= ,hi"e the (ty"ing ,a( #enned !y Ita"ian de(ign. 1he car earned ?yundai the name a( the !igge(t Jorean car maker ,hich i( (ti"" uncha""enged today. 1he (econd generation ony of 1382 marked another mi"e(toneB the fir(t "arge (ca"e ex#ort. -ike the Da#ane(e= JoreanF( indu(try ,a( ;and (ti"" i(< very ex#ort-oriented. 1he ony (ma"" car= !enefited !y the ,age advantage of Jorea "a!or(= (tormed the 9anadian (ma"" car market in 1383. 1he ,or"d (tarted to rea"i0e the ri(e of another Ea(tern car making nation. 1he fir(t (e"f-de(igned engine a##eared in 1331= ,hich (igna"ed the Mrea"M autonomy of +E/. Sa"e( continued to gro, in the ,ho"e 30F( a( mode" range ex#anded and 2ua"ity im#roved. 1hi( com#any came to India in 1333 and "aunched their ta"" !oy Santro in India= ,hich ,ent to !ecome IndiaF( "arge(t (e""ing car= 'u(t !ehind >aruti.

4I71B
1he 4iat 9om#any ,a( formed in 1833= (tarting out ,ith a (ma"" ,orkforce ,ith fe,er than %0 em#"oyee(. 5ithin 10 year( thi( (ma"" com#any in 1urin ,a( #roducing over 1200

motorcar( a year and a ,orkforce of around 2))0. 1he man re(#on(i!"e for thi( remarka!"e turnaround ,a( 8iovanni 7gne""i= 7gne""i gained in(#iration from hi( fre2uent vi(it( to 7merica and !egan to !ui"d Euro#eF( "arge(t factory in 1urin. 1he com#any (oon (tarted an ex#ort driveG in 1308 car( ,ere !eing !ui"t under "icen(e in $e, Hork. By the 1330F( 4iat car( ,ou"d !e #roduced in over 22 countrie(. &ver the year( they have taken under their ,ing great motoring name(= inc"uding among(t other(= 7"fa +omeo= -anica= 4errari and >a(erati. In 13)7 the 4iat )00 ,a( introduced= many motoring manufacturer( (corned thi( (i""y "ooking tiny car= 4iat ho,ever= kne, !etter= their aim ,a( (o"e"y to #roduce a car for the ma((e(.

7-- E68E&1 -1/.B

7 'oint venture !et,een 7- and 7utomo!i"e( eugeot= 4rance in 133% in ,hich each of them ho"d 31.7I. Became a u!"ic -td com#any in 133). 1he com#any (tarted off in 133% !y ac2uiring the Ja"yan #"ant of 7- for manufacturing 118$E and 1.38 / at the initia" (tage( and eugeot 303 at the "ater (tage. 1he die(e" ver(ion of eugeot 303 received a favora!"e re(#on(e and ,a( a!"e to make a mark. 1he com#any ha( reached dead-end fo""o,ing !reak-u# ,ith eugeot= 4rance. Initia""y it attracted attention from ne, entrant( in the car (egment ,ho ,ere #"anning to (et u# manufacturing faci"ity in the country. But ti"" today no !ai" out offer ha( !een made for 7eugeot. 1he com#any i( c"earing a"" inventorie( of com#"ete"y !ui"t car( at a hefty di(count ranging from +(0.1mn to +(0.1)mn. 1he exi(ting o,ner( of eugeot ,i"" a"(o face difficu"ty in o!taining (#are #art( for the car.

>7+61IB
>aruti 6dyog -td ;>6-<= i( the "arge(t car manufacturer in the country ,ith a market (hare of over )) #er cent in the car indu(try. It i( a 'oint (ector cor#oration (etu# !y the 8overnment of India and Su0uki >otor 9or#oration= Da#an. 7"though the com#any i( a c"ear "eader= it face( threat( from ne, entrant( into car indu(try. 1he com#any ,a( incor#orated in 1381 to take over the a((et( of the er(t,hi"e >aruti -td. >aruti -td (et u# in Dune 1371 had !een ,ound u# !y a ?igh 9ourt order in 1378. 1he a((et( of >aruti -td ,ere then ac2uired

!y the 8overnment under the >aruti -td ;7c2ui(ition 7nd 1ran(fer of 6ndertaking( 7ct= 1380<. 1he fir(t #roduct= >aruti 800 ,a( "aunched in 138%. In 138)= the a""-terrain vehic"e 8y#(y ,a( "aunched and >aruti (o"d it( )0=000th vehic"e. 1he >aruti 1000 ,a( "aunched in 1330 and the Ken in 1333. In the car (egment= it had a market (hare of 83I in 4H38= ,ith (a"e( of 3%)=303 car(. 4or the #eriod 7#ri" P38 to Danuary P33= >6- car (a"e( have dro##ed !y ..%I to 2.3=.81 com#ared to 281=.37 car( for the corre(#onding #eriod for 4H38. 1he com#any i( kno,n for it( (trategy of va"ue-for-money #ricing ,hich ha( !een made #o((i!"e due to the high "eve"( of indigeni(ation of it( vehic"e(. 5hi"e the >aruti 800= Ken= E(teem and &mni are indigeni(ed to the extent of over 30 #er cent= the 8y#(y i( indigeni(ed to the extent of 82 #er cent and the ex#ort ver(ion of the Ken ca""ed 7"to to the extent of 7. #er cent. >aruti ha( a vendor net,ork of a!out 37).

>I1S6BIS?IB
>it(u!i(hi >otorP( automotive tradition goe( !ack to 1317 ,hen the >it(u!i(hi >ode" 7= Da#anP( fir(t (erie(-#roduction automo!i"e= ,a( introduced. &ver the next t,o decade( the com#any e(ta!"i(hed them(e"ve( a( an innovator= deve"o#ing= among(t other(= Da#anP( fir(t die(e" engine= itP( fir(t "arge-(i0ed !u( ;the (tart of the ,or"d famou( 4u(o commercia" vehic"e (erie(<= itP( fir(t four-,hee" drive #a((enger car #rototy#e= and itP( fir(t die(e"#o,ered truck. 7t the end of the Second 5or"d 5ar Da#anP( "arge indu(tria" grou#( ,ere di(mant"ed !y order of the 7""ied #o,er( and >it(u!i(hi ?eavy Indu(trie( ,a( (#"it into three regiona" com#anie(= each ,ith an invo"vement in motor vehic"e deve"o#ment. 1he countryP( ma'or need at thi( time ,a( for commercia" vehic"e(= the (ituation !eing further com#"icated during the fir(t fe, year( !y a (evere fue" (hortage. In con(e2uence 13%.

(a, the introduction of a !u( ,hich cou"d !e run on either #etro" or a"ternative fue"(= and= in 13%7= an e"ectric !u(G in the truck fie"d the innovation( continued ,ith Da#anP( fir(t truck to !e e2ui##ed ,ith an air (u(#en(ion (y(tem= a( ,e"" a( the fir(t ti"t-ca! truck. a((enger vehic"e #roduction ,a( confined #rimari"y to >it(u!i(hiP( fir(t (cooter. By the !eginning of the 13.0(= ho,ever= Da#anP( economy ,a( gearing u#B ,age( ,ere ri(ing and the idea of fami"y motoring ,a( taking off. 1he >it(u!i(hi )00= a ma(( market (a"oon= fu"fi""ed thi( needG fo""o,ed= in 13.2= !y a four-(eater micro-com#act ,ith a t,o-(troke aircoo"ed 3)3cc engine= the >inica - a name ,hich (ti"" "ive( today. 1he fir(t 9o"t -a "arger= more comforta!"e fami"y car= not a #redece((or of the modern 9o"t - ,a( a"(o introduced in the (ame year= and the fir(t 8a""ant in 13.3. 1hi( ,a( a genuine #ace(etter in the Da#ane(e market= re#re(enting the !e(t and "ate(t in automotive techno"ogy and ,a( to (ire a "ong and i""u(triou( "ine ,ith a (tring of motor (#ort( honor( and con(umer a,ard( to it( name. 5ith (imi"ar gro,th in it( commercia" vehic"e #roduction it ,a( decided that the com#any (hou"d create a (ing"e o#eration to focu( on the automotive indu(try and= in 1370= the >it(u!i(hi >otor( 9or#oration ,a( formed.

?&$/7B
1he hi(tory of the ?onda >otor 9om#any !egan ,ith the vi(ion of one man - Soichiro ?onda. ?i( dream ,a( #er(ona" mo!i"ity for everyone. Soichiro ?onda founded the ?onda >otor 9om#any in 13%8. In the (ame year= he de(igned and engineered the fir(t #roduct of thi( com#any - a )0 cc motori0ed !ike on a !icyc"e frame - in hi( (ma"" (hed at ?amamat(u. 1oday= a( ,e ce"e!rate our )0th 7nniver(ary= ?onda i( a g"o!a" com#any ,ith a g"o!a" vie,#oint and a five-region g"o!a" (trategy that i( ref"ected in a (o"id commitment to "oca" market( and economie(. &ver the year(= ?onda ha( gained #rominence in the g"o!a" community through cea(e"e(( innovation and a dedication to (ervicing the need( of (ociety. ?ondaP( hi(tory ha( !een a hi(tory of cha""enge( - cha""enge( encountered and overcome !y #er(everance= ingenuity and the #ur(uit of #erfection.

& E-B

7dam &#e" ,a( !orn in +u((e"(heim= 8ermany in 1838. 7( a young adu"t= he toured Euro#e and o!(erved the emerging indu(tria" revo"ution in the city of ari(G he (a, the fir(t (e,ing machine and "earned ho, to !ui"d one. 7fter a fe, year(= he returned home to 8ermany and !egan making (e,ing machine( in an o"d converted co, (hed. 7t the age of 2)= 7dam founded the & E- 9om#any. ?i( !u(ine(( gre, ra#id"y and !ecame the "arge(t (e,ing machine manufacturing in 8ermany. 188% ,a( an im#ortant year for 7dam= ,hen he encountered a !icyc"e in hi( favorite city ari(. >uch "ike the vie,ing of the (e,ing machine= &#e" ,anted to !ui"d !icyc"e( and !egan !uying !icyc"e #art( from Eng"and. &#e" hired mechanic( to in(#ect !icyc"e(= overhau" them= and then !egan (e""ing fu""y a((em!"ed !icyc"e( the next year. 1he 7dam &#e" !icyc"e !u(ine(( ,a( off and #edd"ing. 7dam ,a( the father to five (on(B Jar"= 5i"he"m= ?einrich= 4redrich= and -ud,ig. 1hey a((i(ted their father in the !u(ine(( rode !icyc"e( race( ,hich had !egun to gain #o#u"arity in 8ermany. 1heir exce""ent #erformance( (erved to make &#e" !icyc"e( a name kno,n throughout Euro#e. &#e" ,a( one to introduce ne, techno"ogie( and !egan (e""ing hi( !icyc"e( ,ith air- fi""ed tire( ,hich had !een invented !y an Eng"i(h man named /un"o# in 1830. 1he com#any ,a( making 2=000 !icyc"e( a year= and !y the time 7dam died at age of )7 in 183)= &#e" had a"ready e(ta!"i(hed it( #o(ition a( a ma'or manufacturer of (e,ing machine( and !icyc"e(. 1he 1)-year #eriod from 1300 to the !eginning of 5or"d 5ar I ,a( marked !y ra#id gro,thG &#e" !egan to #roduce it( o,n "ine of automo!i"e( in con'unction ,ith a 4rench com#any= /arrac2. 1he com#any S( four cy"inder engine( ,ere high"y #rai(ed and race car( e2ui##ed ,ith the(e engine( came out on to# in race(. 1he /octor 5agon ,a( a mode" aimed at the genera" #u!"ic and a"(o e(ta!"i(hed a (o"id re#utation for &#e". &#e" a"(o (tarted the deve"o#ment of engine( for motor!oat(= air#"ane(= motorcyc"e( and cu"tivator(. In 1311 a fire in the &#e" factory #rom#ted the com#any to c"o(e do,n. 1he (e,ing machine divi(ion ,hich ,a(nFt doing too ,e"". 1he com#any reorgani0ed the factory and !egan making fire engine(. &#e"S( drive to (ucceed and a!i"ity to ada#t to ada#t !ecame their trademark(. By 131%= 'u(t #rior to 5or"d 5ar I= &#e" had !ecome the "arge(t automo!i"e manufacturer in 8ermany ,ith an annua" #roduction of more than 3=000 unit(.

&#e"= "ike many car com#anie( ,a( forced to (hutdo,n ,hen the 5ar !roke out in 131%. 1he com#any ,a( then ordered !y the mi"itary to !ui"d mi"itary truck(. &#e" continued to deve"o# engine( for ne, #a((enger car( during the ,ar= a"" the ,hi"e (ati(fying the demand !y the mi"itary for truck(. By the end of the ,ar= they had a"ready com#"eted a #rototy#e for axi( cy"inder engine. 5i"he"m &#e" (tudied the (y(tem em#"oyed !y 4ord in the 6.S. and the fir(t &#e" ma(( #roduced mode"= the M-au!fro(hM= ,a( "unched at "o, #rice of %=000 mark(. By 1328= the com#any had !ecome a giant in the auto indu(try #roducing more than %0=000 car( in one year. It ,a( in 1323 that &#e" decided to !ecome a mem!er of 8enera" >otor( grou# in the 6nited State(. a num!er of rea(on( ,ere !ehind thi( deci(ion= fir(t ,a( the "arge vo"ume of inex#en(ive 6.S. vehic"e( ,hich ,ere (tarting to f"o, into the 8erman marked. Second= if &#e" vo"untari"y 'oined the 8> grou#= they cou"d uti"i0e the advanced techno"ogie( and net,ork of the 8> ,ithout a!andon their origina" #o"icie( and #hi"o(o#hy. 1hu( 7dam &#e" 78 !egan on >arch 17= 1323. In 133)= &#e" introduced the &"ym#ia ,hich had the fir(t fir(ta""- (tee" mono cock#it in the 5or"d. 1hi( mode" ,a( extreme"y #o#u"ar.

SJ&/7 761& 9&> 7$HB

In 183) 27-year( Cac"av J"ement and 30-year( Cac"av -aurin had o#en the (ma"" ,ork(ho# under the trade name -aurin E J"ement to manufacture and re#air the !icyc"e(. By modern (tandard( the(e enter#ri(e cou"d !e ca""ed a( fami"y one= !ecau(e on"y (ix ,orker( #erformed a"" #roduction. Be(ide( the founder( of the com#any them(e"ve(= their ,ive( and t,o friend( ,ere a((em!"ing and re#airing the !icyc"e(. 1he #roduction ,a( organi0ed at a high enough "eve" and the !icyc"e con(truction ,a( very (ucce((ive. 7"" the(e en(ured the 2ua"ity. S"avia !icyc"e( !ecame in (ta!"e demand. ?aving ma(tered in !icyc"e #roduction= the com#any !egan to #roduce motorcyc"e(. 1he(e t,o-,hee" machine( ,ere de"ivered even in Eng"and= ,herea( in 8ermany it ,a( organi0ed their manufacturing under the "icen(e. In 130% -EJ 9om#any had "aunched three-,hee" car that ,a( acce"erating u# to %0 km*h. In 130) there ,a( (tarted the (eria" #roduction of (ma"" o#en car( Coiturette in

>"ada Bo"e("av. 1,o-cy"inder= four-(troke engine ,ith 1 "iter of di(#"acement vo"ume had deve"o#ed the #o,er of 7 h# and acce"erated the car the car to the (#eed u# to %0 km*h. 8ro,ing demand re2uired the increa(ed inve(tment( and in 1307 -aurin E J"ement 9om#any had tran(formed into 'oint-(tock com#any under the management of J"ement !eing the genera" director. In the (ame year -EJ 9om#any !ecame the "arge(t car manufacture in the 7u(tria-?ungary. Since the 4ir(t 5or"d 5ar the 9om#any ,a( reoriented to the #roduction "ight truck( and... Se"f-#ro#e""ed #"ough(. It( #roduction ,a( ex#orted even in (uch remote #"ace( a( >exico and Da#an. -EJ dea"er( ,ere in >o(co,= Sankteter(!urg= Jiev= +o(tov-on-/on= Smo"en(k= Sim#hero#o" and Baku. In 132) the merger ,ith Skoda 9om#any from i"(en had occurred. 7t the (ame time the com#act car Skoda %22 ,a( #re(ented to the !uyer(. Intere(t technica" deci(ion( a##eared in the Skoda car( of that time. 4or exam#"e= in the Skoda o#u"ar car "aunched in 133% the engine and c"utch ,ere "ocated in front= ,herea( gear!ox and differentia" from the rear. Skoda 1101 1udor ,a( the fir(t car #roduced (ince the Second 5or"d 5ar. In 13)% Skoda %%0 had a##eared and it( (ucce(( ,a( (u##orted !y Skoda &ctavia ;ne, &ctavia i( ca""ed in honor of it<. 4or 12 year( there ,ere manufactured a!out 300=000 of (uch car(. In 13.% ne, #"ant in >"ada Bo"e("av ,a( !rought into o#eration. It ,a( ex#ected to #roduce 120=000 car( annua""y and the fir(t car "eft it( a((em!"ing "ine ,a( four-door Skoda 1000 TU. 4our-cy"inder engine ,a( "ocated from the rear and ,a( driving rear ,hee"(. 1hi( "ayout (cheme ,a( em#"oyed in a"" Skoda car( unti" the end of 1380th. In 1388 the #roduction of front ,hee" drive Skoda 4avorite car( ,a( !egun and the(e car( !ecame the (trong com#etitor to the car( of Co"ga motor-car #"ant at the market( of the Ea(t Euro#e. In 1330 Co"k(,agen 9om#any had re#urcha(ed 30I of #"ant (hare( from the 90echo("ovakian 8overnment. In 7#ri" 1331 there ,a( (igned the agreement ,ith Co"k(,agen 9om#any on creation of 'oint venture fo""o,ed the radica" recon(truction. It( #ur#o(e ,a( to !ring the car( of Skoda !rand to the ,or"d "eve". In 133% a"ready .0I of (hare( ,ere re#urcha(ed= in 133) - 70I= ,herea( in >ay 2000 the enter#ri(e !ecame fu""y o,ned !y the Co"k(,agen 9om#any ;the "a(t 30 #er cent of (hare(

co(t a( much a( .)0 mi""ion( of 8erman mark(<. 5hat ,a( the re(u"t of (uch #o"icy today i( kno,n for everyone. >ore than .00=000 of Skoda car( ,ere (o"d (ince that time. In Se#tem!er 133. the #roduction of Skoda &ctavia car( ,a( !egun. It i( the fir(t car !ui"t on a #"atform deve"o#ed !y the Co"k(,agen 9oncern. In >arch 1338 the rene,ed ver(ion( ;face-"ifting< of Skoda 4e"icia and Skoda 4e"icia 9om!i mode"( and Skoda &ctavia 9om!i e(tate car ,ere #re(ented. 1oday= a!out 18=000 #er(on( are ,orking at the Skoda 7uto enter#ri(e and the third #art of a"" ,orking #"ace( in the 90ech +e#u!"ic in either event are exi(ted due to the activity of thi( enter#ri(e. 1he mo(t #art of the Skoda car( i( ex#orted #roviding a!out 8I of a"" ex#ort o#eration( of the 90ech +e#u!"ic.

1&H&17B
1oyota >otor 9or#oration= Da#an= ,a( e(ta!"i(hed in 1337 to manufacture and (e"" of car( and #art( dome(tica""y. 5ith the vi(ion in ex#anding !u(ine(( to foreign countrie(= the com#any had decided to choo(e 1hai"and a( the fir(t country for foreign inve(tment. &#ening the fir(t car a((em!"y #"ant at $orth Samrong !y a((em!"ing 9J/ #art( ,ith dome(tic one(. 9ar( ,hich ,ere fir(t a((em!"ed in 1hai"and ,ere 1oyota /yna DJ 170= 1iara= Stout and u!"ica. 1oyota had achieved the a((em!"y of 10=000 car( at the fir(t a((em!"y #"ant. 1oyota (tarted to #rovide (cho"ar(hi#( to (tudent( of 9hu"a"ongkorn 6niver(ity and 1hamma(art 6niver(ity. &#ening the (econd a((em!"y #"ant at South Samrong- &#erating the ,ater treatment #"ant ,ith an inve(tment of Baht 10 mi""ion. It ,a( the fir(t car a((em!"y #"ant ,hich took ,ater #o""ution #ro!"em( into con(ideration. Starting the a((em!"y of engine( for (a"oon car( at the fir(t a((em!"y #"ant. 1oyota= ,ith 'ointventure coo#eration ,ith Siam 9ement 9o.= -td.= e(ta!"i(hed Siam 1oyota Indu(try 9o.= -td. ;S1>< ,ith a tota" regi(tered ca#ita" of Baht 1)0 mi""ion= to #roduce engine( for car a((em!"ed dome(tica""y= and for ex#ort. 1he o#eration received #romotiona" #rivi"ege( from the B&I. &#ening the third a((em!"y #"ant ,ith an inve(tment of Baht 1=.00 mi""ion and #roduction ca#acity of 100=000 car( #er year. It ,a( the mo(t modern and efficient a((em!"y #"ant in 7(ian +egion. - Introducing M1oyota 9oro""a 7"ti(A= car( ,ith 8&7 (afety !ody (tructure.

+&4I-E &4 1?E S7> -E 6$I1

1he re(earch i( an effort to (tudy the @>arket 7na"y(i( of "uxury car( in 7utomo!i"e indu(try in Banga"ore 9ityA. 7 (urvey of 100 (u!(cri!er( i( conducted in genera" to derive the conc"u(ion= a( it i( very difficu"t to u(e the #ro!a!i"ity (am#"ing to (e"ect the re#re(entative (am#"e. 4or the #ur#o(e of the (tudy age-grou# of re(#ondent( have c"a((ified into four grou# (uch a( 21-30= 30-%)= %)-.0 and .0 re(#ective"y. Income of the re(#ondent( ha( !een c"a((ified into four grou#( 2)=000 - 3)=000= 3)=000 -%)=000= a!ove %)=000 re(#ective"y. &ccu#ation of the re(#ondent( ,ere c"a((ified into three grou#( (uch a( entre#reneur(= em#"oyee(= and (e"f-em#"oyed re(#ective"y.

!N!LYSIS !ND INTERRET!TION

I$1+&/691I&$ 1& 7$7-HSISB

7fter ta!u"ating= the data mu(t !e ana"y0ed= re(earcher often u(e (tati(tica" inter#retation ,hich concentrate( on ,hat i( average or ,hat deviate( from an average. Stati(tica" inter#retation= (ho,( ho, ,ide"y the re(#on(e vary and ho, they are di(tri!uted in re"ation to the varia!"e= !eing mea(ured= (tati(tica" market re"y on e(timate( of ex#ected error( or deviation from the t,o va"ue( of #o#u"ation. 1he ana"y(i( and inter#retation of data may "ead the re(earcher to acce#t or re'ect the hy#othe(i( !eing (e"ected.

/717 7$7-HSIS 1&&-S 6SE/B

1he #roce(( of arranging data into grou#( or c"a((e( according to re(em!"ance and (imi"aritie( i( technica""y ca""ed c"a((ification. 9"a((ification i( the #roce(( of arranging the data into (e2uence( and grou#( according to their common characteri(tic( or (e#arating them into different re"ated #art(. 1he data can !e ca"cu"ated on the fo""o,ing four !a(e(B :uantitative- according to magnitude 8eogra#hica"- according to city= di(trict= etc. :ua"itative- 7ccording to attri!ute( 9hrono"ogica"- 7ccording to occurrence of event( in time

1he c"a((ification ado#ted for thi( (tudy in 2uantitative and geogra#hica" c"a((ification.

1. Ta6le +ho/i%g =the age gro'p o< re+po%0e%t+>

Year+ 21-30 30-%) %)-.0 .0 a!ove 1ota" So'r-e: S'r7e, Data I%terpretatio%: 1hi( ta!"e (ho,( that ma'ority of re(#ondent( !e"ong to the age grou# !et,een 30-%) i.e. %%I= .I are of the age grou# .0 a!ove= 1)I are of the age grou# !et,een %)-.0 and the re(t 3) are of the age grou# !et,een 21-30. the a!e !rou4 of res4on%ents 2( )2 )( 82 8( '2 '( 72 7( 2 ( '7.8( 8(.)2 )2.+( +( above No. o< re+po%0e%t+ 3) %% 1) . 100 Per-e%tage 3) %% 1) . 100

Per#entage

22.Ta6le +ho/i%g =the o--'patio% o< the re+po%0e%t+>

O--'patio% Entre#reneurF( Em#"oyee( Se"f-em#"oyed 1ota" So'r-e: S'r7e, Data I%terpretatio%: >a'ority of re(#ondent( ,ere em#"oyee(i.e..0I= 30I ,ere entre#reneur( and the re(t 10I ,ere (e"f Nem#"oyed. No. o< re+po%0e%t+ 30 .0 10 100 Per-e%tage 30 .0 10 100

the occu4ation of the res4on%ents

9( +( 2( )( 8( '( 7( ( 5ntrepreneur:s 5mployees ;elf.employed Per#entage

23.Ta6le +ho/i%g =the i%-o;e le7el o< the re+po%0e%t+>

I%-o;e 2)=000-3)=000 3)=000-%)=000 %)=000 7!ove 1ota" So'r-e: S'r7e, Data I%terpretatio%:

No. o< re+po%0e%t+ 13 %) %2 100

Per-e%tage 13 %) %2 100

>a'ority of re(#ondent( "ie( in the income "eve" 3)=000-%)=000 i.e. %)I= 13I !et,een 2)=000-3)=000 the re(t %2I "ie( a!ove %)=000.

the inco"e le6el of the res4on%ents

2( )2 )( 82 8( '2 '( 72 7( 2 ( '2"(((.82"((( 82"(((.)2"((( )2"((( Above

Per#entage

2 .Ta6le +ho/i%g =the %';6er o< people ha7i%g a -ar>

No. o< people ha7i%g a -ar He( $o 1ota" So'r-e: S'r7e, Data I%terpretatio%:

No. o< re+po%0e%t+ 73 21 100

Per-e%tage 73 21 100

73I of the re(#ondent( have a car and the re(t 21I do not have a car.

the nu"$er of 4eo4le ha6in! a car

=( <( 9( +( 2( )( 8( '( 7( ( >es No

Per#entage

2". Ta6le +ho/i%g =the i%<l'e%-e o< per+o%+ to 6', a -ar>

I%<l'e%-e o< per+o%+ to 6', No. o< re+po%0e%t+ a -ar 4ami"y mem!er( 9hi"dren 5ife 4riend( 9o""eague( 9om#any Se"f 1ota" So'r-e: S'r7e, Data I%terpretatio%: %0 18 20 ) ) 2 10 100 %0 18 20 ) ) 2 10 100 Per-e%tage

>a'ority of the re(#ondent( ,ere inf"uenced !y fami"y mem!er( to !y a car i.e. %0I= 20I ,ere inf"uenced !y their ,ifeF(= 18I ,ere inf"uenced !y their chi"drenF(= )I each ,ere inf"uenced !y co""eague( and friend( re(#ective"y= 10I,re ,ere inf"uenced !y them(e"ve( and the re(t 2I ,ere inf"uenced !y the com#any. the influence of 4ersons to $uy a car
)2 )( 82 8( '2 '( 72 7( 2 (
1h ild re n ife 6r ie nd s 1o lle ag ue s 1o m pa ny be rs em 0 ;e lf

Per#entage

21. Ta6le +ho/i%g =the ;o0el o< -ar+ o/%e0 6, the re+po%0e%t+>
#o0el o< -ar+ o/%e0 6, the No. o< re+po%0e%t+ re+po%0e%t+ E(teem Santro 4ord E(cort 4ord Ikon Indica ?onda 9ity -ancer &#tra Skoda 7ccent 1ota" So'r-e: S'r7e, Data I%terpretatio%: 1hi( ta!"e (ho,( that the ma'oritie( of the re(#ondent( have 4ord Ikon and E(teem 1% 10 ) 1. 13 ) % 3 % ) 73 Per-e%tage 18 13 . 21 1. . ) % ) . 100

6a m

ily

the "o%el of cars o=ne% $y the res4on%ents

'2 '( 72 7( 2 ( Indi#a ?an#er ;antro 6ord 6ord @ptra 5steem ;%oda 4onda A##ent
Per-e%tage 23 71 100

Per#entage

24. Ta6le +ho/i%g =the +eg;e%t o< -ar+ pre<erre0>

Seg;e%t o< -ar+ pre<erre0 Sma"" car -uxury car 1ota" So'r-e: S'r7e, Data I%terpretatio%: >a'ority of the re(#ondent( #refer"uxury (egment of car i.e. 71I and 23I #refer (ma"" (i0e (egment car(. No. o< re+po%0e%t+ 23 ). 73

the se!"ent of cars 4referre%

<( +( )( '( ( ;mall #ar ?u3ury #ar Per#entage

25. Ta6le +ho/i%g =the a/are%e++ a6o't 0i<<ere%t t,pe o< l'&'r, ;o0el+>
!/are%e++ a6o't 0i<<ere%t No. o< re+po%0e%t+ t,pe o< l'&'r, ;o0el+
He( $o 80 20 80 20

Per-e%tage

1ota" So'r-e: S'r7e, Data I%terpretatio%:

100

100

80I of the re(#ondent( ,ere a,are of the different ty#e of "uxury car mode"( and 20I ,ere not a,are.

the a=areness a$out %ifferent ty4e of lu ury "o%els

=( <( 9( +( 2( )( 8( '( 7( ( >es No

Per#entage

23. Ta6le +ho/i%g =the a7erage %';6er o< 8ilo;eter+ 0ri7e% 0ail,>
No. o< re+po%0e%t+ !7erage %';6er o< 8ilo;eter+ 0ri7e% 0ail, V20 20-%0 %0-.0 .0 a!ove 1ota" So'r-e: S'r7e, Data % 30 3) 10 73 ) 38 %% 13 100 Per-e%tage

I%terpretatio%: %%I of the re(#ondent( drive !et,een %0-.0 ki"ometer( dai"y= 13I drive a!ove .0 ki"ometer( dai"y= 38I !et,een 20-%0 and the re(t )I drive "e(( than 20I.

the a6era!e nu"$er of kilo"eters %ri6en %aily

2( )( 8( '( 7( ( A'( '(.)( )(.+( +( above

Per#entage

12. Ta6le +ho/i%g =the -ooli%g e<<i-ie%-, o<<ere0 6, the air -o%0itio%i%g>
Cooli%g e<<i-ie%-, o<<ere0 6, the air -o%0itio%i%g oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data I%terpretatio%: 0 1) 13 30 1) 73 0 13 2% 38 13 100 No. o< re+po%0e%t+ Per-e%tage

%)I of the re(#ondent( rated the coo"ing efficiency offered !y the air conditioning good= 30I fair= 20I average= and )I exce""ent.

0oolin! efficiency offere% $y the air con%itionin!

)( 8( '( 7( (
Av er ag e 53 #e l le nt B oo d Po or 6a i r

Per#entage

11. Ta6le +ho/i%g =the per<or;a%-e o< 6ra8i%g +,+te; /ith re+pe-t to e<<i-ie%-, at high +pee0>
Per<or;a%-e o< 6ra8i%g +,+te; oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data I%terpretatio%: 1 1% 13 30 1) 73 1 18 2% 38 13 100 No. o< re+po%0e%t+ Per-e%tage

18I of the re(#ondent( rated the #erformance of !raking (y(tem average= 2%I fair= 38I good= 13I exce""ent and 1I #oor.

Perfor"ance of $rakin! syste"

)( 8( '( 7( (
Av er ag e 53 #e ll e nt B oo d Po or 6a ir

Per#entage

12. Ta6le +ho/i%g =the per<or;a%-e o< +teeri%g +,+te; i% ter;+ o< +teeri%g e<<ort>
Per<or;a%-e o< +teeri%g +,+te; oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data I%terpretatio%: 0 1% 13 31 1) 73 0 18 2% 33 13 100 No. o< re+po%0e%t+ Per-e%tage

33I of the re(#ondent( rated the #erformance of (teering (y(tem in term( of (teering effort good= 2%I fair= 18I average= 13I exce""ent and 0I rated it #oor .

Perfor"ance of steerin! syste"

2( )( 8( '( 7( (
Av er ag e 53 #e lle nt B oo d Po or 6a ir

Per#entage

13. Ta6le +ho/i%g =the le7el o< ri0i%g -o;<ort that the +'+pe%+io% +,+te; gi7e+>
Le7el o< ri0i%g -o;<ort that the +'+pe%+io% +,+te; gi7e+ oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data I%terpretatio%: 0 1% 13 37 1) 73 0 18 1. %7 13 100 No. o< re+po%0e%t+ Per-e%tage

%7I of the re(#ondent( found the "eve" of comfort that the (u(#en(ion (y(tem give( a( good=18I average=1.I fair= 13I exce""ent= 0I #oor.

Le6el of ri%in! co"fort that the sus4ension syste" !i6es

2( )( 8( '( 7( (
Av er ag e 53 #e lle nt B oo d Po or 6a ir

Per#entage

1 . Ta6le +ho/i%g =the <eeli%g a6o't pi-8 'p>

Feeli%g a6o't pi-8 'p oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data I%terpretatio%: 33I of the re(#ondent( fee" that the #ick u# i( good= 2%I fair= 18I average= 13I exce""ent= and 0I #oor. No. o< re+po%0e%t+ 0 1% 13 31 1) 73 Per-e%tage 0 18 2% 33 13 100

7eelin! a$out 4ick u4

2( )( 8( '( 7( (
Av er ag e 53 #e lle nt B oo d Po or 6a ir

Per#entage

1". Ta6le +ho/i%g =the <eeli%g a6o't 0ri7i%g -o;<ort>

Feeli%g a6o't 0ri7i%g -o;<ort oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data I%terpretatio%: 0 1% 13 31 1) 73 0 18 2% 33 13 100 No. o< re+po%0e%t+ Per-e%tage

33I of the re(#ondent( fee" that the driving comfort i( good= 2%I fair= 18I average= 13I exce""ent= 0I #oor.

7eelin! a$out %ri6in! co"fort

2( )( 8( '( 7( (
Av er ag e 53 #e l le nt B oo d Po or 6a ir

Per#entage

11. Ta6le +ho/i%g =the <eeli%g a6o't +eati%g -o;<ort>

Feeli%g a6o't +eati%g -o;<ort oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data I%terpretatio%: No. o< re+po%0e%t+ 3 1% 13 28 1) 73 Per-e%tage % 18 2% 3) 13 100

3)I of the re(#ondent( fee" that the (eating comfort good= 2%I fair= 18I average= 13I exce""ent= and %I #oor.

7eelin! a$out seatin! co"fort

)( 8( '( 7( (
Av er ag e 53 #e ll e nt B oo d Po or 6a ir

Per#entage

14. Ta6le +ho/i%g =the <eeli%g a6o't the 0'ra6ilit, le7el o< the pai%t <i%i+h>
D'ra6ilit, le7el o< the pai%t <i%i+h oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data 0 12 21 31 1) 73 0 1) 27 33 13 100 No. o< re+po%0e%t+ Per-e%tage

I%terpretatio%: 33I of the re(#ondent( fee" that the dura!i"ity of the #aint fini(h i( good= 27I fair= 1)I average= and 13I exce""ent.

Dura$ility le6el of the 4aint finish

2( )( 8( '( 7( (
Av er ag e 53 #e lle nt B oo d Po or 6a ir

Per#entage

15. Ta6le +ho/i%g =the rati%g o< 0oor +,+te; /ith re+pe-t to +;ooth -lo+i%g>
Rati%g o< 0oor +,+te; /ith re+pe-t to +;ooth -lo+i%g No. o< re+po%0e%t+ Per-e%tage

oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data

2 1) 13 28 1) 73

3 13 2% 3) 13 100

I%terpretatio%: 3)I of the re(#ondent( rated the door (y(tem ,ith re(#ect to (mooth c"o(ing a( good= 2%I fair= 13I average= 13I exce""ent= 3I #oor.

Ratin! of %oor syste" =ith res4ect to s"ooth closin!

)( 8( '( 7( (
Av er ag e 53 #e lle nt B oo d Po or 6a ir

Per#entage

13. Ta6le +ho/i%g =the rati%g o< 0oor +,+te; /ith re+pe-t to lo-8i%g +,+te;>
Rati%g o< 0oor +,+te; /ith re+pe-t to lo-8i%g +,+te; oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data I%terpretatio%: 2 1) 13 28 1) 73 3 13 2% 3) 13 100 No. o< re+po%0e%t+ Per-e%tage

3)I of the re(#ondent( rated the door (y(tem ,ith re(#ect to "ocking (y(tem a( good= 2%I fair= 13I average= 13I exce""ent= 3I #oor.

Ratin! of %oor syste" =ith res4ect to lockin! syste"

)( 8( '( 7( (
Av er ag e 53 #e l le nt B oo d Po or 6a ir

Per#entage

22. Ta6le +ho/i%g =the rati%g -ar 0ealer /ith re+pe-t to 6eha7ior o< +ta<<>

.eha7ior o< +ta<< oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data

No. o< re+po%0e%t+ 0 12 21 23 17 73

Per-e%tage 0 1) 27 38 20 100

I%terpretatio%: 38I of the re(#ondent( rated the car dea"er ,ith re(#ect to !ehavior of (taff a( good= 27I fair= 1)I average= 20I exce""ent= 0I #oor.

&eha6ior of staff
)( 8( '( 7( (
Av er ag e 53 #e l le nt B oo d Po or 6a ir

Per#entage

21. Ta6le +ho/i%g =the rati%g -ar 0ealer /ith re+pe-t to -o%0itio% o< 7ehi-le 0'ri%g 0eli7er,>
Co%0itio% o< 7ehi-le 0'ri%g 0eli7er, oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data I%terpretatio%: 0 11 21 30 17 73 0 1% 27 33 20 100 No. o< re+po%0e%t+ Per-e%tage

33I of the re(#ondent( rated the car dea"er ,ith re(#ect to condition of vehic"e during de"ivery a( good= 27I fair= 1%I average= 20I exce""ent= 0I #oor.

0on%ition of 6ehicle %urin! %eli6ery

2( )( 8( '( 7( (
Av er ag e 53 #e ll e nt B oo d Po or 6a ir

Per#entage

22. Ta6le +ho/i%g =the rati%g -ar 0ealer /ith re+pe-t to -'+to;er ha%0li%g>
C'+to;er ha%0li%g No. o< re+po%0e%t+ Per-e%tage

oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data I%terpretatio%:

0 12 21 23 17 73

0 1) 27 38 20 100

38I of the re(#ondent( rated the car dea"er ,ith re(#ect to cu(tomer hand"ing a( good= 27I fair= 1)I average= 20I exce""ent= 0I #oor.

0usto"er han%lin!
)( 8( '( 7( (
Av er ag e 53 #e lle nt B oo d Po or 6a ir

Per#entage

23. Ta6le +ho/i%g =the rati%g -ar 0ealer /ith re+pe-t to ?'alit, o< +er7i-e>
@'alit, o< +er7i-e oor 7verage 4air 8ood Exce""ent 1ota" So'r-e: S'r7e, Data I%terpretatio%: No. o< re+po%0e%t+ 0 12 13 31 17 73 Per-e%tage 0 1) 2% %1 20 100

%1I of the re(#ondent( rated the car dea"er ,ith re(#ect to 2ua"ity of (ervice a( good= 2%I fair= 1)I average= 20I exce""ent= 0I #oor.

>uality of ser6ice
2( )( 8( '( 7( (
Av er ag e 53 #e lle nt B oo d Po or 6a ir

Per#entage

SU##!RY OF FINDINGS !ND SUGGESTIONS CONCLUSION:

$othing= #erha#( nothing i.e. not 8od( creation= can !e #erfect in thi( ,or"d. >uch "e((= an organi0ation ,hich i( nothing !ut a (um tota" of a"" it( #eo#"e= #eo#"e ,ith their "ike(= di("ike( and varying ca#a!i"itie(. But an organi0ation can arrange it( activitie( in a manner that ena!"e( it to #erform !etter than mo(t= achieve exce""ence in ,hat ever it i( doingG it ,i"" (ti"" have ,eakne(( and room for im#rovement. Since the ,or"d i( (ha#ing ra#id"y due to techno"ogica" advancement( the cu(tomer need( and ,ant( are a"(o changing dra(tica""y (o= thi( (tudy i( a"(o aimed at getting cu(tomer in(ight( into ,hat he*(he i( ex#ecting from the "uxury (egment in the automo!i"e indu(try.

FINDINGS:
1o (um u# ,e can (ee that B ma'ority of re(#ondent( !e"ong to the age grou# !et,een 30-%).

>a'ority of re(#ondent( ,ere em#"oyee(=(ome ,ere entre#reneur(;#er(on ,ho ha( hi( o,n !u(ine(( and a"(o give( em#"oyment to other(< and a fe, ,ere (e"f em#"oyed;#er(on ,ho ha( hi( o,n (ource of income=!ut doe( not em#"oy other(.EgBStock market !roker(<.

>a'ority of re(#ondent( "ie( in the income "eve" 3)=000-%)=000.

>a'ority of the re(#ondent( ,ere inf"uenced !y fami"y mem!er( to !uy a car.

>a'ority of the re(#ondent( have 4ord Ikon and E(teem.

80I of the re(#ondent( ,ere a,are of the different ty#e of "uxury car mode"(.

1he gro,th in thi( (egment i( main"y due to the increa(e in the di(#o(a!"e income of the #eo#"e.

1he com#etition in thi( (egment i( on a high ,ith the increa(ing a,arene(( among(t the con(umer(.

SUGGESTONS:
Spa-io'+%e++B 1he (#ace for the #eo#"e (itting at the rear (eat (hou"d !e increa(ed a( it i( not comforta!"e at #re(ent and a"(o the (#ace for the "uggage ha( to !e increa(ed a( many of them u(ed it for the "ong drive ;going for the ho"iday= re(ort(= etc. ,ith the fami"y<. .atter, li<e a%0 ?'alit,B It i( con(idered !y the cu(tomer( that the 2ua"itie( of the !atterie( arranged in the E(teem car( i( of #oor 2ua"ity a( they (aid that they had #ro!"em( to (tart the car= if it had not !een u(ed for t,o day(. 1hey a"(o had (ome #ro!"em( ,ith the ,iring. Height a0A'+ta6le 0ri7erB+ +eatB the driverF( (eat i( not ad'u(ta!"e and comforta!"e and they ,ou"d "ike thi( o#tion to !e inc"uded in the car.

Some of the re(#ondent( ,ou"d "ike to have rear ,indo, defogger. +e(#ondent( had the concern( of increa(ing the #o,er. E(#ecia""y the "uxury car (egment have very "imited num!er of authori0ed (ervice (tation( ,hich cau(e( "ot of inconvenience to the con(umer( (o it( high"y recommended that "uxury car #rovider( (hou"d increa(e the num!er of (ervice (tation(.

Since the con(umer( are #aying hefty amount of money (o they ex#ect "ot of additiona" va"ue attached ,ith the car= for thi( it( high"y recommended that the "uxury car #rovider( (hou"d create (ome #rivi"ege c"u!= (o the mem!er( can en'oy the !enefit of that and !e #roud to !e a((ociated ,ith the !rand.

CONCLUSION

7fter recent dro#( in #rice( fo""o,ing exci(e duty revi(ion= more than forty ne, "aunche( that inc"ude !rand ne, mode"( and a (tring of their variant( are (et to make an entry on the Indian road( through the year. 9oming on the hee"( of a re"ative"y #"acid (#e"" in 200)= Indian automaker( are "ooking for,ard to (ome fa(t #aced action. . $o, the Indian automaker( are (hifting their eye from (tandardi0ed market( to ne, cu(tomi0ed rich market(. 7nd thi( ,i"" !e #o((i!"e !y kno,ing the #reference( of a"" age( of con(umer(. $o, the Indian automo!i"e indu(try i( concentrating on ne, car

introduction in the com#act B (egment= mid (i0e 9 (egment (edan( and the #remier "uxury category. In the four-,hee"er (egment the mu"ti-uti"ity vehic"e (egment ,ith (uch mode"( a( 2ua"i(= Scor#io= 1ata (umo and (#acio i( ,itne((ing (oaring gro,th. 1he dec"ining #rice( of c-(egment and mid (i0e (edan( due to #rice ,ar( and avai"a!i"ity of ea(y finance( from !ank( ha( made more ea(ier for con(umer( to #urcha(e a c-(egment

(edan car( 1he government (hou"d come for,ard and encourage the auto manufacturer( to #enetrate market( through removing dutie( and o#ening market( for #rivate "imited com#anie( and deve"o#ing the infra(tructure . 1he Indian automo!i"e indu(try i( gro,ing at a ra#id #ace and the economy of the country i( much favora!"e to the indu(try and contri!uting to,ard( the gro,th of thi( Economy. 1he automo!i"e indu(try ,a( a"ready giving one of the highe(t turnover(. 1he cu(tomer no, had ,ide variety of car( to choo(e from. 7"" of the Indian auto giant( 'oined the trend. 4oreign com#anie( came in ,ith !ri""iant #roduct( for the Indian market(. 5hen 0eroed do,n the u"timate #rogre(( ,a( (een in the "uxury car (egment. 1hi( (egment ,a( virtua""y a non exi(tent (egment. 9ar( "ike >aruti Ba"eno= 4ord Ikon= 4ord 4ie(ta= 4ord 1u(can= ?yundai 7ccent= 9hevro"et &#tra= 1oyota 9oro""a= 1ata Indigo= Skoda= >it(u!i(hi -ancer= ?onda 9ity= $e, >ahindra Scor#io and 7udi. 5hen vie,ed at the #o(ition a"mo(t a"" the com#anie( are giving the cu(tomer more or "e(( faci"itie( at com#etitive #rice(. 7"" the #roduct( are a"mo(t (imi"ar technica""y and it i( hard to differentiate their attri!ute(. In (uch a market environment the(e com#anie( have a#t"y ado#ted marketing (trategie( a( their too" to carve in a hand(ome market (hare. Each com#any ha( taken u# #articu"ar a(#ect and ha( ex#"oited it to convert the con(umer into a !uyer. /e(#ite a head (tart= the automotive indu(try in India ha( not 2uite match u# to the #erformance of it( counter#art( in other #art( of the ,or"d. 1he a""-#erva(ive regu"atory atmo(#here #revai"ing ti"" recent"y ha( !een one of the #rimary rea(on( for thi( (ituation. 1he variou( "ayer( of 7ct( (o "ong (he"tered the indu(try from interna" com#etition and re"ated it( deve"o#ment. >oreover= the indu(try ,a( con(idered "o,-#riority a( car( ,ere thought of a( @unafforda!"e "uxuryA for the ma((e(. 5ith the (tudy ,e can get (ome (ugge(tion( from cu(tomer for (ervice im#rovement( in term( of 2ua"ity and ,hat he*(he i( ex#ecting from the "uxury car( avai"a!"e and ,hich are yet to !e introduced and to under(tand ,hat ne, feature( are !eing #rovided in the "uxury car( (egment in the automo!i"e indu(try. In the (tudy ,e can find out the "eve"( of cu(tomer (ati(faction .5e can a"(o identify the cau(e( for cu(tomer di((ati(faction "ike "ook(= (eating= acce((orie(= interior(= (#are #art( and engine noi(e. 1he u(er( of "uxury car( are geogra#hica""y ,ide (#read and hence contacting them i( time con(uming.

@UESTIONN!IRE
$ameB 7geB &ccu#ationB E-mai" I/B 9ontact $o.B >onth"y incomeB

2)=000-3)=000 ; < 3)=000-%)=000 ; < %)=000 #"u( ; < $o ; <

1< /o you o,n a carW He( ; <

2< 5hich car do you o,nW 3< 5ho a"" contri!ute ,hi"e making a deci(ion to !uy a carW 4ami"y mem!er( ; < 9hi"dren ; < 5ife ; < 4riend( ; < 9o""eague( ; < 9om#any ; < Se"f ; < %< 5hich car (egment ,ou"d you #referW 1he (ma"" car (egment ; < 1he medium car (egment ; < 1he mid-(i0e (a"oon car (egment ; < 1he "uxury car (egment

)< /o you kno, a!out the different ty#e( of "uxury mode"( in the marketW He( ; < $o ; < .< &n an average ho, many JmF( do you drive dai"yW V20 ; < 20-%0 ; < %0-.0 ; < .0 #"u( ; < "ea(e encirc"e any one num!er for the fo""o,ing 2ue(tion(. Each of the num!er( denote( the fo""o,ingB 1-5or(t= 2-Bad= 3- oor= %-7verage= )-4air= .-8ood= 7-Exce""ent. 7< 5hat i( the fue" con(um#tion you get from your car;(< Xin km(*"itreYW 8< ?o, i( the coo"ing efficiency offered !y the air conditioning unitW 1 2 3 % ) . 7

3< ?o, do you rate the #erformance of the Braking (y(tem ,ith re(#ect to efficiency at high (#eedW 1 2 3 % ) . 7 10< ?o, do you think your Steering Sy(tem #erformance in term( of $oi(e "eve" 1 2 3 % ) . 7 Steering effort 1 2 3 % ) . 7 11< 5hat "eve" of riding comfort doe( your (u(#en(ion (y(tem give( youW 1 2 3 % ) . 7 12< ?o, do you fee" a!outB ick u# /riving comfort Seating comfort 1 1 1 2 2 2 3 3 3 % % % ) ) ) . . . 7 7 7

13< 5hat do you fee" i( the dura!i"ity "eve" of the #aint fini(hW 1 2 3 % ) . 7 1%< ?o, do you rate your door (y(tem ,ith re(#ect toB $oi(e "eve" 1 2 3 % ) Smooth c"o(ing 1 2 3 % ) -ocking (y(tem 1 2 3 % ) 1)< "ea(e rate your car dea"er under the fo""o,ing a(#ect(B Behavior of (taff 1 2 3 9ondition of vehic"e during de"ivery 1 2 3 9u(tomer hand"ing 1 2 3 :ua"ity of (ervice 1 2 3 :ua"ity of ,a(hing and c"earing 1 2 3 +e(#on(e at the front office 1 2 3

. . .

7 7 7

% % % % % %

) ) ) ) ) )

. . . . . .

7 7 7 7 7 7

1.< /o you have any (ugge(tion( regarding im#rovement of #roduct or 2ua"ity of (erviceW

17< /o you #"an to continue ,ith your #re(ent mode" or do you #"an to (hift to other mode"(W If you #"an to (hift= ,hich mode" ,i"" you (hift toW 5hyW

18< 5hat additiona" feature( ,ou"d you "ike to !e im#roved*#rovided in the "uxury car(W a< !< c<

.I.LIOGR!PHY 7. 1EQ1 B&&JS

>arketing >anagement !y hi"i# Jot"er= Service >arketing !y Ca"erie. Keithama"= the >c 8ra,-?i"" 9om#anie(= &cto!er 200%. Service >arketing !y +ona"d +u(t and 7nthony= Internationa" (tudent edition= Danuary 200). 1he e((ence of Service >arketing !y 7drian ayne= rentice ?a"" of India= 4e!ruary 2003. Service >arketing !y 9hri(to#her -ove"ock= 4ourth edition= Danuary 200). 7utomo!i"e engineering= /r. Jri#a" Singh. er(on Education 7(ia=

B. >787KI$ES +E4E++E/
&CE+/+ICE B6SI$ESS 5&+-/ I$/I7 1&/7H 761&97+

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