Certificate from the

Company/Organization

This is to certify that Shubham Sharma , son of Mr. Deepak Sharma

Pursuing BBA from KAMAL INSTITUTE OF HIGHER
EDUCATION AND ADVANCED TECHNOLOGY has
successfully completed the Project Report in our organization on the
topic titled, COMPARISON BETWEEN BMW AND AUDI IN
RESPECT OF THEIR FEATURES from 1ST August to 15th
September . During his project tenure in the organization/company,
we found him hard working, sincere and diligent person and his
behaviour and conduct was good. We wish him all the best for his
future endeavours.

Signature

1
 Certificate of Originality

This is to certify that the project report entitled COMPARISON

BETWEEN AUDI AND BMW IN RESPECT OF THEIR
FEATURES
Submitted to KAMAL INSTITUTE OF HIGHER EDUCATION
AND ADVANCED TECHNOLOGY , DELHI in partial fulfilment of
the requirement for the award of the degree of BBA (Finance &
Marketing) is an original work carried out by Mr. SHUBHAM
SHARMA , under the guidance of Mr. ANUDEEP ARORA .The
matter embodied in this project is a genuine work done by
SHUBHAM SHARMA to the best of my knowledge and belief and
has not been submitted before, neither to this University nor to any
other University for the fulfilment of the requirement of

Signature of the Student Signature of the Guide

2
 Certificate

This is to certify that the project titled COMPARISON BETWEEN

AUDI AND BMW IN RESPECT OF THEIR :
FEATURES is an academic work done by SHUBHAM
SHARMA submitted in the partial fulfilment of the requirement for
the award of the Degree of BBA (GENERAL) from KAMAL
INSTITUTE OF HIGHER EDUCATION AND ADVANCED
TECHNOLOGY. It has been completed under the guidance of
Mr. ANUDEEP ARORA. We are thankful to AUDI INDIA LTD
and Bayerische Motoren Werke AG (BMW) for having allowed
our student to undergo project work training. The authenticity of the
project work will be examined by the viva examiner which includes
data verification, checking duplicity of information etc. and it may be
rejected due to non fulfillment of quality standards set by the Institute.

Dr. Sachin S. Vernekar

(Director IMED)
3
 ACKNOWLEDGEMENT
The satiation and euphoria that accompany the successful completion
of the project would be incomplete without the mention of the people
who made it possible.
I would like to take the opportunity to thank and express my deep
sense of gratitude to my corporate mentor Mr. Anudeep Arora and .
I am greatly indebted to him for providing their valuable guidance at
all stages of the study, their advice, constructive suggestions, positive
and supportive attitude and continuous encouragement, without which
it would have not been possible to complete the project.
I would also like to thank Mr. Rajesh Pandey (Country Manager) who
in spite of busy schedule has co-operated with me continuously and
indeed, his valuable contribution and guidance have been certainly
indispensable for my project work.
I am thankful to Mr. ANUDEEP ARORA for giving me the
opportunity to work with AUDI India Ltd. and Bayerische
Motoren Werke AG (BMW) and learn.
I owe my wholehearted thanks and appreciation to the entire staff of
the company for their cooperation and assistance during the course of
my project.
I hope that I can build upon the experience and knowledge that I have
gained and make a valuable contribution towards this industry in
coming future.

SHUBHAM SHARMA,

KIHEAT
DELHI
Name of the Student Signature

4
 Preface

The objective of the project was to understand the automotive market

and the positions of the cars of Audi and BMW , for that we have to
understand the customer needs, pricing constraints, response,
emotions and beliefs regarding the product, so that they can contribute
their valuable inputs for introducing their cars in India for the
company. The objective of this study was to analyze and compare the
features of both of the cars and to find out which one is the best
among them .
The project was started on 1st of August after knowing all the relevant
information regarding the project, under the guidance of Mr. Anudeep
Arora . The first part of my project involves the study of the all the
features of the cars . For this I used Internet as a primary source of
information for study. Along with the detailed study of sedan category
the study was more focused on FEATURES.

5
 Index
1. 1. CHAPTER 1:
Introduction..1-21
1.1. Overview of the
Industry2
1.1.1. Automobile Industry in India
1.2. Company
Profile.....3
1.2.1. About the Company of BMW and AUDI
1.3. Company
History.5
1.3.1. BMW
1.3.2 AUDI

2. CHAPTER 2: Research
Methodology....22-22
2.1. Objective and Scope of
Study..23
2.1.1. Objective of the Study
2.1.2. Scope of the Study
2.1.3. Managerial Usefulness of the Study
2.1.4. Types of Research and Research design
2.2. Research
Methodology25
2.3. Research
Design........25 2.4.
Sample
Design.26
2.4.1. Sample Size
2.4.2. Sampling Method
2.4.3. Sample Type

6
3. CHAPTER 3: Conceptual
Discussion...27-31
3.1. BMW vs
AUDI..........28
3.2.
Marketing..
.29
3.2.1 AUDI
3.2.2 BMW

4. CHAPTER 4: Data
Analysis..32- 44
4.1. Methods and Techniques of Data
Analysis..33
4.1.1. Data Analysis Concept
4.1.2. Data Analysis Process
4.2. Detail
Analysis.....35

5. CHAPTER 5: Findings, Conclusion &

Suggestions.....45- 48
5.1.
Findings...
....46
5.2.
Conclusion..
.47
5.3.
Suggestions...
48

7
6. CHAPTER 6: Appendix &
Bibliography..49-53
6.1. Sample
Questionnaire..50
6.2. Abbreviation &
Notations....52
6.3. Bibliography

8
 CHAPTER - 1
Introduction

Overview of the Industry

The automotive industry in India is one of the largest in the world with an annual
production of 23.96 million vehicles in FY (fiscal year) 201516, following a growth of 2.57
per cent over the last year. The automobile industry accounts for 7.1 per cent of the country's
gross domestic product (GDP). The Two Wheelers segment, with 81 per cent market share, is
the leader of the Indian Automobile market, owing to a growing middle class and a young
population. Moreover, the growing interest of companies in exploring the rural markets
further aided the growth of the sector. The overall Passenger Vehicle (PV) segment has 13
per cent market share.
India is also a prominent auto exporter and has strong export growth expectations for the near
future. In FY 201415, automobile exports grew by 15 per cent over the last year. In addition,
several initiatives by the Government of India and the major automobile players in the Indian
market are expected to make India a leader in the Two Wheeler (2W) and Four Wheeler (4W)
market in the world by 2020.[1]

9
 History

A pre-Independence car showroom in Secunderabad

Indian Royalty were one of the largest buyers of luxury cars during pre-Independence British
India

Kolkata street traffic in 1945

In 1897, the first car ran on an Indian road. Through the 1930s, cars were imports only, and in
small numbers.

An embryonic automotive industry emerged in India in the 1940s. Hindustan Motors was
launched in 1942, long-time competitor Premier in 1944, building Chrysler, Dodge,
and Fiat products respectively.[4] Mahindra & Mahindra was established by two brothers in
1945, and began assembly of Jeep CJ-3Autility vehicles. Following independence in 1947,
the Government of India and the private sector launched efforts to create an automotive-

10
component manufacturing industry to supply to the automobile industry. In 1953, an import
substitution programme was launched, and the import of fully built-up cars began to be
restricted.[4]
1947-1970Edit

The 1949 Hindustan 10 built by Hindustan Motors under license from Morris Motors, UK

The Hindustan Ambassadordominated India's automotive market from the 1960s until the
mid-1980s and was manufactured till 2014

Fiat 1100D, built under license by Premier Automobiles later re-christened 'Premier Padmini'
was the Ambassador's only true competitor
The 1952 Tariff CommissionEdit
In 1952, the government appointed the first Tariff Commission, one of whose purposes was
to come out with a feasibility plan for the indigenization of the Indian automobile industry. In
1953, the commission submitted their report, which recommended categorizing existing
Indian car companies according to their manufacturing infrastructure, with licensed capacity
to manufacture a certain number of vehicles, with capacity increases allowable, as per
demands, in the future. The Tariff Commission recommendations were implemented with
new policies that would eventually exclude companies that only imported parts for assembly,
as well as those with no Indian partner. In 1954, following the Tariff Commission
implementation, General Motors, Ford, and Rootes Group, which had assembly-only plants
in Mumbai, decided to move out of India.[5]
The Tariff commission policies, including similar restrictions that applied to other industries,
came to be known as the "license raj", which proved to be the greatest undoing of the Indian

11
 automotive industry, where bureaucratic red tape ended up causing demand to outstrip
supply, with month-long waiting periods for cars, scooters, and motorcycles.

Passenger Cars
Hindustan Motors, Calcutta - technical collaboration with Morris Motors to manufacture
Morris Oxford models that would later become HM Ambassador.
Premier Automobiles, Bombay - technical collaboration with Chrysler to
manufacture Dodge, Plymouth and Desoto models and with Fiat to manufacture the 1100D
models which would later with Premier Padmini range.
Standard Motor Products of India, Madras - technical collaboration from Standard-
Triumph to manufacture Standard Vanguard, Standard 8, 10 and later Standard Herald.

Utility and Light Commercial Vehicles

Vehicle Factory Jabalpur - started manufacturing Jonga Light Utility Vehicles and Vahan 1
Ton (Nissan 4W73 Carriers) in India, under license from Nissan of Japan. They were the
main troop carriers of the Indian Armed Forces and much powerful than any other vehicle of
their class.
Mahindra & Mahindra, Bombay - technical collaboration with Willys to manufacture CJ
Series Jeep.
Bajaj Tempo, Poona now Force Motors - technical collaboration with Tempo (company) to
manufacture Tempo Hanseat, a three-wheeler and Tempo Viking and Hanomag, later known
as Tempo Matador in India.
Standard Motor Products of India - technical collaboration from Standard has licence to
manufacture the Standard Atlaspassenger van with panel van and one-tonne one tonne pickup
variants.

Medium and Heavy Commercial Vehicles

Vehicle Factory Jabalpur - started manufacturing Shaktiman trucks with technical assistance
from MAN SE of Germany. The trucks were the main logistics vehicle of the Indian
Army with several specialist variants. VFJ still is the sole supplier of B vehicles to the Indian
Armed Forces.
Heavy Vehicles Factory - was established in 1965 in Avadi, near Chennai to produce tanks in
India. Since its inception, HVF has produced all the tanks of India,
including Vijayanta, Arjun, Ajeya, Bhishma and their variants for the Indian Army. HVF is
the only tank manufacturing facility of India.
Tata Motors, Poona, then known as TELCO - technical collaboration with Mercedes Benzto
manufacture medium to heavy commercial vehicles both Bus and Trucks.
Ashok Motors, later Ashok Leyland, Madras - technical collaboration with Leyland Motors to
manufacture medium to heavy commercial vehicles both Bus and Trucks. Ashok Motors also
discontinued its Austinventure formed in 1948 to sell Austin A40 and retooled the factory to
make trucks and buses.
Hindustan Motors - technical collaboration with General Motors to manufacture
the Bedford range of medium lorry and bus chassis.
Premier Automobiles - technical collaboration with Chrysler to manufacture
the Dodge, Fargo range of medium lorry, panel vans, mini-bus and bus chassis.
Simpsons & Co, Madras - part of Amalgamations Group (TAFE Tractors)- technical
collaboration with Ford to manufacture medium lorry and bus chassis, but did not utilise that
option until the 1980s.

Scooters, Mopeds and Motorcycles

12
 The Vespa 150 Sprint
known as Bajaj Chetak, by Bajaj became the largest sold scooter in the world
Many of the two-wheelers manufacturers were granted licenses in the early 1960s, well after
the tariff commission was enabled.
Royal Enfield (India), Madras - technical collaboration with Royal Enfield, UK to
manufacture the Enfield Bullet range of motorcycles.
Bajaj Auto, Poona - technical collaboration with Piaggio, Italy to manufacture their best
selling Vespa range of scooters and three wheelers with commercial option as well.
Automobile Products of India, Bombay (Better known for API Lambretta - technical
collaboration with Innocenti of Milan, Italy to manufacture their Lambretta range of mopeds,
scooters and three-wheelers. This company was actually the Rootes Group car plant that was
bought over by M. A. Chidambaram family.
Mopeds India Limited, Tirupathi - technical collaboration with Motobcane, France to
manufacture their best selling Mobylettemopeds.
Escorts Group, New Delhi - technical collaboration with CEKOP of Poland to manufacture
the Rajdoot 175 motorcycle whose origin was DKW RT 125
Ideal Jawa, Mysore - in technical collaboration with CZ - Jawa of Czechoslovakia for
its Jawa and Yezdi range of motorcycles.

1970 to 1983Edit
However, growth was relatively slow in the 1950s and 1960s, due to nationalisation and
the license raj, hampered the growth of Indian private sector.
The beginning of the 1970s saw some growth potential and most of the collaboration license
agreements came to an end but with option to continue manufacturing with renewed
branding. Cars were still meant for the elite and Jeeps were largely used by government
organizations and some rural belts. In commercial vehicle segments some developments were
made by the end of the decade to cater improved goods movements. The two-wheeler
segment remained unchanged except for to increased sales in urban among middle class. But
more fillip was target towards farm tractors as India was embarking on a new Green
Revolution. More Russian and eastern bloc imports were done to increase the demand.

But after 1970, with restrictions on the import of vehicles set, the automotive industry started
to grow; but the growth was mainly driven by tractors, commercial vehicles and scooters.
Cars still remained a major luxury item. In the 1970s, price controls were finally lifted,
inserting a competitive element into the automobile market.[6] However, by the 1980s, the
automobile market was still dominated by Hindustan and Premier, who sold superannuated
products in fairly limited numbers.[7] During the eighties, a few competitors began to arrive
on the scene.

13
The OPEC oil crisis saw increase need to installing or redesign some vehicle to fit diesel
engines on medium commercial vehicle. Until the early 1970s Mahindra Jeeps were
on Petrol and Premier commercial vehicles had Petrol model options. The Defence sector too
had most trucks on Pertol engines.
1984 to 1992Edit

First generation Maruti 800 launched in 1984

From the end of the 1970s to the beginning of the 1980s saw no new models but the country
continued with 2 decade old designs forcing government to encourage and let more
manufacturers into fray.

In 1984, the then Prime Minister of India, Indira Gandhi established the Ordnance Factory
Medak, near Hyderabad. It started manufacturing Infantry Combat Vehicleschristened
as Sarath, the backbone of India's mechanised infantry. OFMK is still the only manufacturing
facility of ICVs in India. To manufacture the high-power engines used in ICVs and main
battle tanks, Engine Factory Avadi, near Chennai was set in 1987. In 1986, to promote the
auto industry, the government established the Delhi Auto Expo. The 1986 Expo was a
showcase for how the Indian automotive industry was absorbing new technologies,
promoting indigenous research and development, and adapting these technologies for the
rugged conditions of India. The nine-day show was attended by then Prime Minister Rajiv
Gandhi.
Post-1992 liberalisationEdit

Tata Indica, launched in 1997

14
Mahindra Scorpio was launched in 2001

Maruti Suzuki Swift Dzire and its hatchback version are the largest selling cars in recent
years in India
Eventually multinational automakers, such as, Suzuki and Toyota of Japan and Hyundai of
South Korea, were allowed to invest in the Indian market, furthering the establishment of an
automotive industry in India. Maruti Suzukiwas the first, and the most successful of these
new entries, and in part the result of government policies to promote
the automotive industry beginning in the 1980s.[7]As India began to
liberalise its automobile market in 1991, a number of foreign firms
also initiated joint ventures with existing Indian companies. The
variety of options available to the consumer began to multiply in the
nineties, whereas before there had usually only been one option in
each price class. By 2000, there were 12 large automotive companies
in the Indian market, most of them offshoots of global companies.[8]
Slow export growthEdit
Exports were slow to grow. Sales of small numbers of vehicles to
tertiary markets and neighbouring countries began early, and in 1987
Maruti Suzuki shipped 480 cars to Europe (Hungary). After some
growth in the mid-nineties, exports once again began to drop as the
outmoded platforms provided to Indian manufacturers by
multinationals were not competitive.[9] This was not to last, and
today India manufactures low-priced cars for markets across the
globe. As of 18 March 2013, global brands such as Proton
Holdings, PSA Group, Kia, Mazda, Chrysler, Dodge and Geely

15
Holding Group were shelving plans for India due to the
competitiveness of the market, as well as the global economic
crisis.[10]
Emission normsEdit
In 2000, in line with international standards to reduce vehicular
pollution, the central government unveiled standards titled "India
2000", with later, upgraded guidelines to be known as Bharat Stage
emission standards. These standards are quite similar to the
stringent European emission standards and have been implemented in
a phased manner. Bharat Stage IV (BS-IV), the most stringent so far,
was implemented first, in April 2010, in 13 cities
Delhi (NCR), Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Ah
medabad, Pune, Surat, Kanpur, Lucknow, Solapur, and Agraand
then, as of April 2017, the rest of the nation.

16
 CompanY PROFILE
ABOUT THE COMPANY
(AUDI INDIA )
Audi AG (pronounced [adi age]) is a German automobile manufacturer that designs,
engineers, produces, markets and distributes luxury vehicles. Audi is a member of
the Volkswagen Group and has its roots at Ingolstadt, Bavaria, Germany. Audi-branded
vehicles are produced in nine production facilities worldwide.
Audi AG[1]

Audi head office in Ingolstadt

Type Public, Aktiengesellschaft

Traded as FWB: NSU

Industry Automotive

Predecessor Auto Union GmbH

NSU Motorenwerke AG

Founded Historic
Zwickau, Germany
(25 April 1910; 107 years

17
 ago)[2]
Modern-era
Neckarsulm, Germany
(1 January 1969; 48 years
ago)[3]

Founder August Horch[2]

Headquarters Ingolstadt, Germany

Number of 11 production facilities in 9

locations countries[4]

Area served Worldwide

Key people Rupert Stadler, Chairman of

the Board of Management
Marc Lichte, Head of
Design
Ulrich Hackenberg, Head of
Technical Development

Products Luxury vehicles

Production output 2,024,881 units[5]

Revenue 58.42 billion (2015) [6]

Operating income 4.836 billion (2015)[6]

Profit 4.297 billion (2015)[6]

Total assets 16.832 billion (2009)

Total equity 3.451 billion (2009)

Owner Volkswagen
Group (99.55%)

18
 Number of 84,435 (2015) [5]
employees

Divisions Audi e-tron

Audi India

Subsidiaries Audi Brussels

Audi Hungaria Motor Kft.
Ducati
Italdesign Giugiaro
Lamborghini
Audi Sport GmbH

Website www.audi.com

Footnotes / references
Audi History: Chronicle,[7] 2011 Annual Financial
Report[8]

The origins of the company are complex, going back to the early 20th century and the initial
enterprises (Horch and the Audiwerke) founded by engineer August Horch; and two other
manufacturers (DKW and Wanderer), leading to the foundation of Auto Union in 1932. The
modern era of Audi essentially began in the 1960s when Auto Union was acquired
by Volkswagen from Daimler-Benz.[9]After relaunching the Audi brand with the 1965
introduction of the Audi F103 series, Volkswagen merged Auto Union with NSU
Motorenwerke in 1969, thus creating the present day form of the company.
The company name is based on the Latintranslation of the surname of the founder, August
Horch. "Horch", meaning "listen" in German, becomes "audi" in Latin. The four rings of the
Audi logo each represent one of four car companies that banded together to create Audi's
predecessor company, Auto Union. Audi's slogan is Vorsprung durch Technik, meaning
"Advancement through Technology". However, Audi USA had used the slogan "Truth in
Engineering" from 2007 to 2016, and have not used the slogan since 2016.[10] Audi, along
with BMW and Mercedes-Benz, are among the best-selling luxury automobile brands in the
world

19
HISTORY OF THE COMPANY (AUDI
INDIA)

Birth of the company and its name

Automobile company Wanderer was originally established in 1885, later becoming a
branch of Audi AG. Another company, NSU, which also later merged into Audi, was
founded during this time, and later supplied the chassis for Gottlieb Daimler's four-
wheeler.[12]
On 14 November 1899, August Horch (18681951) established the company A.
Horch & Cie. in the Ehrenfeld district of Cologne. In 1902, he moved with his company
to Reichenbach im Vogtland. On 10 May 1904, he founded the August Horch & Cie.
Motorwagenwerke AG, a joint-stock company in Zwickau (State of Saxony).
After troubles with Horch chief financial officer, August Horch left Motorwagenwerke
and founded in Zwickau on 16 July 1909, his second company, the August Horch
Automobilwerke GmbH. His former partners sued him for trademark infringement.
The German Reichsgericht (Supreme Court) in Leipzig,[13] eventually determined that
the Horch brand belonged to his former company.[14]

Audi Type E
Since August Horch was prohibited from using "Horch" as a trade name in his new
car business, he called a meeting with close business friends, Paul and Franz
Fikentscher from Zwickau. At the apartment of Franz Fikentscher, they discussed
how to come up with a new name for the company. During this meeting, Franz's son
was quietly studying Latin in a corner of the room. Several times he looked like he
was on the verge of saying something but would just swallow his words and continue
working, until he finally blurted out, "Father audiatur et altera pars... wouldn't it be a
good idea to call it audi instead of horch?"[15] "Horch!" in German means "Hark!" or
"hear", which is "Audi" in the singular imperative form of "audire" "to listen" in

20
Latin. The idea was enthusiastically accepted by everyone attending the
meeting.[16] On 25 April 1910 the Audi Automobilwerke GmbH Zwickau (from 1915
on Audiwerke AG Zwickau) was entered in the company's register of Zwickau
registration court.
The first Audi automobile, the Audi Type A10/22 hp (16 kW) Sport-Phaeton, was
produced in the same year,[17] followed by the successor Type B 10/28PS in the
same year.[18]
Audi started with a 2,612 cc inline-four enginemodel Type A, followed by a 3,564 cc
model, as well as 4,680 cc and 5,720 cc models. These cars were successful even
in sporting events. The first six-cylinder model Type M, 4,655 cc appeared in
1924.[19]
August Horch left the Audiwerke in 1920 for a high position at the ministry of
transport, but he was still involved with Audi as a member of the board of trustees. In
September 1921, Audi became the first German car manufacturer to present a
production car, the Audi Type K, with left-handed drive.[20] Left-hand drive spread
and established dominance during the 1920s because it provided a better view of
oncoming traffic, making overtaking safer.[20]
The merger of the four companies under the logo of four rings
Main article: Auto Union
In August 1928, Jrgen Rasmussen, the owner of Dampf-Kraft-Wagen (DKW), acquired
the majority of shares in Audiwerke AG.[21] In the same year, Rasmussen bought
the remains of the U.S. automobile manufacturerRickenbacker, including the
manufacturing equipment for eight-cylinder engines. These engines were used
in Audi Zwickau and Audi Dresden models that were launched in 1929. At the same
time, six-cylinder and four-cylinder (the "four" with a Peugeot engine) models were
manufactured. Audi cars of that era were luxurious cars equipped with special
bodywork.
In 1932, Audi merged with Horch, DKW, and Wanderer, to form Auto
Union AG, Chemnitz. It was during this period that the company offered the Audi
Front that became the first European car to combine a six-cylinder engine with front-
wheel drive. It used a powertrain shared with the Wanderer, but turned 180-degrees,
so that the drive shaft faced the front.
Before World War II, Auto Union used the four interlinked rings that make up the Audi
badge today, representing these four brands. However, this badge was used only on
Auto Union racing cars in that period while the member companies used their own
names and emblems. The technological development became more and more
concentrated and some Audi models were propelled by Horch or Wanderer built
engines.
Reflecting the economic pressures of the time, Auto Union concentrated increasingly
on smaller cars through the 1930s, so that by 1938 the company's DKW brand
accounted for 17.9% of the German car market, while Audi held only 0.1%. After the
final few Audis were delivered in 1939 the "Audi" name disappeared completely from
the new car market for more than two decades.

21
Post-World War II

IFA F9
Like most German manufacturing, at the onset of World War II the Auto Union plants
were retooled for military production, and were a target for allied bombing during the
war which left them damaged.

Overrun by the Soviet Army in 1945, on the orders of the Soviet Union military
administration the factories were dismantled as part of war reparations.[22] Following
this, the company's entire assets were expropriated without compensation.[22] On
17 August 1948, Auto Union AG of Chemnitz was deleted from the commercial
register.[21]These actions had the effect of liquidating Germany's Auto Union AG.
The remains of the Audi plant of Zwickau became the VEB (for "People Owned
Enterprise") Automobilwerk Zwickau or AWZ (in English: Automobile Works Zwickau).
With no prospect of continuing production in Soviet-controlled East Germany, Auto
Union executives began the process of relocating what was left of the company
to West Germany. A site was chosen in Ingolstadt, Bavaria, to start a spare parts
operation in late 1945, which would eventually serve as the headquarters of the
reformed Auto Union in 1949.
The former Audi factory in Zwickau restarted assembly of the pre-war-models in
1949. These DKW models were renamed to IFA F8and IFA F9 and were similar to
the West German versions. West and East German models were equipped with the
traditional and renowned DKW two-stroke engines. The Zwickau plant manufactured
the infamous Trabant until 1991, when it came under Volkswagen controleffectively
bringing it under the same umbrella as Audi since 1945

22
ABOUT THE COMPANY
(BMW)
Bayerische Motoren Werke AG (German pronunciation: [ba mtn vk];
German for Bavarian Motor Works), usually known under its abbreviation BMW (German
pronunciation: [bemve]), is a German luxury vehicle, sports car, motorcycle,
and engine manufacturing company founded in 1916. It is one of the best-selling luxury
automakers in the world.[3] The company is a component of the Euro Stoxx 50 stock market
index.[4] Headquartered in Munich, Bavaria, BMW is the parent company of Mini and Rolls-
Royce Motor Cars. The company produces motorcars under the BMW Motorsportdivision
and motorcycles under BMW Motorrad, and plug-in electric cars under the BMW i sub-brand
and the "iPerformance" model designation within the regular BMW lineup.

Bayerische Motoren Werke AG

23
 BMW headquarters in Munich

Type Aktiengesellschaft (AG)

Traded as FWB: BMW

Industry Automotive

Predecessor Rapp Motorenwerke

Bayerische Flugzeugwerke
AG (BFW)[1]
Automobilwerk Eisenach

Founded 7 March 1916; 101 years ago

Founder Franz Josef Popp, Karl

Rapp, Camillo Castiglioni

Headquarters Munich, Bavaria, Germany

Area served Worldwide

Key people Harald Krger (CEO)

Norbert Reithofer
(Chairman of the Supervisory
Board)

24
 Products Luxury vehicles, sports
cars, motorcycles, bicycles

Production output 2,512,635 vehicles (2016)

Revenue 94.163 billion (2016)[2]

Operating income 9.665 billion (2016)[2]

Profit 6.910 billion (2016)[2]

Total assets 188.535 billion (2016)[2]

Total equity 47.363 billion (2016)[2]

Owner Stefan Quandt (29%)

Susanne Klatten (21%)
Public float (50%)

Number of 124,729 (2016)[2]

employees

Divisions BMW Motorsport

BMW i
BMW Motorrad

Subsidiaries List

Transportation
Mini
Rolls-Royce Motor Cars
BMW China

o BMW Brilliance (50%)

BMW M
BMW of America LLC
o BMW US
Manufacturing
Company

Sports

25
 BMW F1

Automotive Design

DesignworksUSA

International

BMW Japan

BMW South Africa

BMW of Canada

BMW Egypt

BMW Korea

BMW Australia

BMW India

History OF THE COMPANY

(BMW)

26
BMW Headquarters in Munich. The towers and museum are visible in the back right.

BMW Isetta with a front opening door

BMW model 3/15PS (BMW Dixi) from 1930

BMW 132 engine

BMW 801 engine

BMW was established as a business entityfollowing a restructuring of the Rapp

Motorenwerke aircraft manufacturing firm in 1912 named Aerowerke Gustav Otto. After the
end of World War I in 1918, BMW was forced to cease aircraft-engine production by the
terms of the Versailles Armistice Treaty.[5] The company consequently shifted to motorcycle
production as the restrictions of the treaty started to be lifted in 1923,[6] followed by
automobiles in 192829.[7][8][9]

27
The first car which BMW successfully produced and the car which launched BMW on the
road to automobile production was the Dixi, based on the Austin 7 and licensed from
the Austin Motor Company in Birmingham, England.
BMW's first significant aircraft engine, and commercial product of any sort, was the BMW
IIIa inline-six liquid-cooled engine of 1918, known for good fuel economy and high-altitude
performance.[10] With German rearmament in the 1930s, the company again began producing
aircraft engines for the Luftwaffe. The factory in Munich made ample use of forced labour:
foreign civilians, prisoners of war and inmates of the concentration camp Dachau [1]. Among
its successful World War II engine designs were the BMW 132 and BMW 801 air-
cooled radial engines, and the pioneering BMW 003 axial-flow turbojet, which powered the
tiny, 19441945era jet-powered "emergency fighter", the Heinkel He 162 Spatz. The BMW
003 jet engine was first tested as a prime power plant in the first prototype of
the Messerschmitt Me 262, the Me 262 V1, but in 1942 tests the BMW prototype engines
failed on takeoff with only the standby Junkers Jumo 210 nose-mounted piston engine
powering it to a safe landing.[11][12] The few Me 262 A-1b test examples built used the more
developed version of the 003 jet, recording an official top speed of 800 km/h (497 mph). The
first-ever four-engine jet aircraft ever flown were the sixth and eighth prototypes of the Arado
Ar 234 jet reconnaissance-bomber, which used BMW 003 jets for power. Through 1944 the
003's reliability improved, making it a suitable power plant for air frame designs competing
for the Jgernotprogramm's light fighterproduction contract. which was won by the Heinkel
He 162 Spatz design. The BMW 003 aviation turbojet was also under consideration as the
basic starting point for a pioneering turboshaft powerplant for German armored fighting
vehicles in 194445, as the GT 101.[13] Towards the end of the Third Reich, BMW developed
some military aircraft projects for the Luftwaffe, the BMW Strahlbomber, the BMW
Schnellbomber and the BMW Strahljger, but none of them were built.[14][15]
[more detail]
By the year 1958, the automotive division of BMW was in financial difficulties and a
shareholders meeting was held to decide whether to go into liquidation or find an alternative.
It was decided to carry on by trying to cash in on the current economy car boom exploited so
successfully by German ex-aircraft manufacturers such as Messerschmitt and Heinkel. BMW
bought the rights to manufacture the Italian Iso Isetta. BMW's version of the tiny cars were to
be powered by a modified form of BMW's motorcycle engine. This was moderately
successful and helped the company get back on its feet.
Since 1959, the controlling majority shareholder of the BMW Aktiengesellschafthas been the
Quandt family, which owns about 46% of the stock. The rest is in public float.
BMW acquired the Hans Glas company based in Dingolfing, Germany, in 1966. Glas
vehicles were briefly badged as BMW until the company was fully absorbed. It was reputed
that the acquisition was mainly to gain access to Glas' development of the timing belt with an
overhead camshaft in automotive applications,[16] although some saw Glas' Dingolfing plant
as another incentive. However, this factory was outmoded and BMW's biggest immediate
gain was, according to themselves, a stock of highly qualified engineers and other
personnel.[17]The Glas factories continued to build a limited number of their existing models,
while adding the manufacture of BMW front and rear axles until they could be closer
incorporated into BMW.[18]

28
BMW 3-Series (F30)

In 1992, BMW acquired a large stake in California-based industrial

design studio DesignworksUSA, which they fully acquired in 1995. In 1994, BMW bought
the British Rover Group[19] (which at the time consisted of the Rover, Land
Rover and MG brands as well as the rights to defunct brands including Austinand Morris),
and owned it for six years. By 2000, Rover was incurring huge
losses and BMW
decided to sell the combine. The MG and Rover brands were
sold to the Phoenix Consortium to form MG Rover, while
Land Rover was taken over by Ford. BMW, meanwhile,
retained the rights to build the new Mini, which was launched
in 2001.
Chief designer Chris Bangle announced his departure from
BMW in February 2009, after serving on the design team for
nearly seventeen years.[20] He was replaced by Adrian van
Hooydonk, Bangle's former right-hand man. Bangle was
known for his radical designs such as the 2002 7-Series and
the 2002 Z4. In July 2007, the production rights
for Husqvarna Motorcycles was purchased by BMW for a
reported 93 million euros. BMW Motorrad plans to continue
operating Husqvarna Motorcycles as a separate enterprise. All
development, sales and production activities, as well as the
current workforce, have remained in place at its present
location at Varese.
In June 2012, BMW was listed as the #1 most reputable
company in the world by Forbes.com.[21] Rankings are based
upon aspects such as "people's willingness to buy,
recommend, work for, and invest in a company is driven 60%
by their perceptions of the company and only 40% by their
perceptions of their products."
29
 CHAPTER 2
Research Methodology
OBJECTIVE & SCOPE OF STUDY
OBJECTIVE & SCOPE OF STUDY

Objective of the Study

The main objective to conduct this research is to understand the
Indian market & know which one is like most in aspect of features.

Primary Objective
To study marketing in detail.
To know importance of marketing.
To understand the concept of marketing clearly by
means of automobile demand analysis.
To find out the consumer preference according to retailer
view.
To find out the satisfaction levels towards service provide
by BMW and AUDI.
To find out the major competitor of BMW and AUDI.

Scope of the Study

30
The main purpose of the study was to know the consumer
behavior,
tradition and awareness of parle product among the people; tomea
sure the effective of electronic media; to analyze the mediabehavio
r of the people; and to identify the first source of information for
consumer products. The study has been conducted to collect the
information about tradition and consumer behavior for a particular
group, and the role of different source of information in buying a
product.

Managerial Usefulness of the Study

This study helps to understand marketing research basic

terminologies & different strategies for different market situation
Types of Research and Research Design

Quantative Research- Quantitative research generates

numerical data or information that can be converted into
numbers. Only measurable data are being gathered and
analyzed in this type of research.

Qualitative Research- Qualitative Research on the other

hand generates no numerical data. It focuses on gathering
of mainly verbal data rather than measurements. Gathered
information is then analyzed in an interpretative manner,
subjective, impressionistic or even diagnostic

Research Methodology

A questionnaire was prepared to gauge the awareness of new

molecule in customer.
31
 Survey has been done out of the company covering a wide
cross-section of the industry.

The question was presented in one to one interview with each

of the respondents.
Responses of the concerned persons had been thoroughly
analyzed.
Conclusions had been arrived at using the response of the
concerned persons and not on questionnaire alone.

Research Design
Research design specifies the methods and procedures for
conducting a particular study. A research design is the arrangement
of conditions for collection and analysis of the data in a manner
that aims to combine relevance to their search purpose with
economy in procedure.
Research design is broadly classified into three types as:
Exploratory Research Design
Descriptive Research Design
Causal Research Design

Descriptive Research Design

Descriptive research studies are those studies which are concerned
with described the characteristics of particular individual. In
descriptive studies, the researcher must be able to define clearly,
what he wants to measure and must find adequate methods for
measuring it along with a clear cut definition of population he want

32
to study. Since the aim is to obtain complete and accurate
information in the said studies, the procedure to be used must be
carefully planned. The research design must make enough
provision for protection against bias and must maximize reliability,
with due concern for the economical completion of the research
study.

Exploratory Research Design

. Exploratory Research is research conducted for a problem that has
not been studied more clearly, establishes priorities, develops
operational definitions and improve the final research
design. Exploratory research helps determine the
best research design, data-collection method and selection of
subjects. It should draw definitive conclusions only with extreme
caution. Given its fundamental nature, exploratory research often
concludes that a perceived problem does not actually exist.

Casual Research Design

Causal research, also known as explanatory research is conducted
in order to identify the extent and nature of cause-and-effect
relationships. Causal research can be conducted in order to assess
impacts of specific changes on existing norms, various processes
etc. Causal studies focus on an analysis of a situation or a specific
problem to explain the patterns of relationships between
variables. Experiments are the most popular primary data
collection methods in studies with causal research design.

33
SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a
given population. It refers to the technique to the procedure
adopted in selecting items for the sampling designs are as below:
SAMPLE SIZE
The sample size has been 40 doctors. Conclusions had been arrived
at using the response of the questionnaire.
SAMPLING METHOD
In this marketing research project, I am using Random sampling
method. SAMPLE TYPE
Area Sampling, and the area of sampling is Mumbai & Pune.

34
 CHAPTER 3
Conceptual Discussion
BMW vs AUDI
Competition between the German automakers is good for
consumers. Rivalry fuels the quest for perfection,
which BMW and Audi strive for in each luxury class.
For instance, the duo has seven cars between them in the
competitive luxury small car class, including two of the top spots.
Neither has a 2017 contender in the luxury large SUV weight class.
However, both brands revealed large SUV concepts for 2018: the
BMW X7 and Audi Q8.
They are the two juggernauts of luxury: BMW and Mercedes-Benz.
Both automakers are steeped in history and come at luxury from a
different approach. BMW has been self-described as the Ultimate
Driving Machine, while Mercedes has long been synonymous with
the ultimate in comfort.
In truth, these two brands have been moving from their time-
honored roles in the luxury market, inching toward one another.
For example, BMW has adopted electronic steering to become
more comfortable, while Mercedes-Benz has started to moractively
pursue performance. This is evidenced by the growth in the number
of Mercedes-AMG cars, including the red-hot AMG GT coupe and
convertible.

35
Both Audi and Mercedes are German luxury automakers with full
lineups of competitive, quality vehicles. Each company has its share
of top-ranking vehicles and critics favorites. Some vehicles fare
better than others in each of multiple categories including
performance, interiors, safety, and reliability. Price is also a
consideration.
In terms of offerings, the two companies are fairly consistent with
one another. Both offer several luxury small cars and just about
every other size car and SUV. However, Audi doesnt make a luxury
large SUV, but the company does offer a wagon. Mercedes doesnt
have a wagon in its lineup, but offers two large SUVs. Both
companies also boast a few luxury sports cars and each offers
a super luxury car.

Marketing
AUDI
Branding

The Audi emblem is four overlapping rings that represent the

four marques of Auto Union. The Audi emblem symbolises the
amalgamation of Audi with DKW, Horch and Wanderer: the first
ring from the left represents Audi, the second represents DKW,
third is Horch, and the fourth and last ring Wanderer. The design is
popularly believed to have been the idea of Klaus von Oertzen, the
director of sales at Wanderer - when Berlin was chosen as the host

36
city for the 1936 Summer Olympics and that a form of the Olympic
logo symbolized the newly established Auto Union's desire to
succeed. Somewhat ironically, the International Olympic
Committee later sued Audi in the International Trademark Court in
1995, where they lost.
The original "Audi" script, with the distinctive slanted tails on the
"A" and "d" was created for the historic Audi company in 1920 by
the famous graphic designer Lucian Bernhard, and was resurrected
when Volkswagen revived the brand in 1965. Following the demise
of NSU in 1977, less prominence was given to the four rings, in
preference to the "Audi" script encased within a black (later red)
ellipse, and was commonly displayed next to the Volkswagen
roundel when the two brands shared a dealer network under
the V.A.G banner. The ellipse (known as the Audi Oval) was phased
out after 1994, when Audi formed its own independent dealer
network, and prominence was given back to the four rings - at the
same time Audi Sans (a derivative of Univers) was adopted as the
font for all marketing materials, corporate communications and
was also used in the vehicles themselves.
As part of Audi's centennial celebration in 2009, the company
updated the logo, changing the font to left-aligned Audi Type, and
altering the shading for the overlapping rings. The revised logo was
designed by Rayan Abdullah.
Audi developed a Corporate Sound concept, with Audi Sound
Studio designed for producing the Corporate Sound. The Corporate
Sound project began with sound agency Klangerfinder

GmbH & Co KG and s12 GmbH. Audio samples were created in

Klangerfinder's sound studio in Stuttgart, becoming part of Audi
Sound Studio collection. Other Audi Sound Studio components
include The Brand Music Pool, The Brand Voice. Audi also
37
developed Sound Branding Toolkit including certain instruments,
sound themes, rhythm and car sounds which all are supposed to
reflect the AUDI sound character.
Audi started using a beating heart sound trademark beginning in
1996. An updated heartbeat sound logo, developed by agencies
KLANGERFINDER GmbH & Co KG of Stuttgart and S12 GmbH of
Munich, was first used in 2010 in an Audi A8 commercial with the
slogan "The Art of Progress."
Slogans
Audi's corporate tagline is Vorsprung durch Technik,
meaning "Progress through Technology".The German-language
tagline is used in many European countries, including the United
Kingdom, and in other markets, such as Latin America, Oceania and
parts of Asia including Japan. A few years ago, the North American
tagline was "Innovation through technology", but in Canada the
German tagline Vorsprung durch Technik was used in advertising.
Since 2007, Audi has used the slogan "Truth in Engineering" in the
U.S. However, since the Audi emissions testing scandal came to
light in September 2015, this slogan was lambasted for being
discordant with reality.[ In fact, just hours after disgraced
Volkswagen CEO Martin Winterkorn admitted to cheating on
emissions data, an advertisement during the 2015 Primetime Emmy
Awards promoted Audi's latest advances in low emissions
technology with Kermit the Frog stating, "It's not that easy being
green."
It was first used in English-language advertising after Sir John
Hegarty of the Bartle Bogle Hegarty advertising agency visited the
Audi factory in 1982. In the original British television commercials,
the phrase was voiced by Geoffrey Palmer. After its repeated use in
advertising campaigns, the phrase found its way into popular
culture, including the British comedy Only Fools and Horses,

38
the U2 song "Zooropa" and the Blur song "Parklife". Similar-
sounding phrases have also been used, including as the punchline
for a joke in the movie Lock, Stock, and Two Smoking Barrels and in
the British TV series Peep Show.

Typography
Audi Sans (based on Univers Extended) was originally created in
1997 by Ole Schfer for MetaDesign. MetaDesign was later
commissioned for a new corporate typeface called Audi Type,
designed by Paul van der Laan and Pieter van Rosmalen of Bold
Monday. The font began to appear in Audi's 2009 products and
marketing materials.

BMW
BMW began using the slogan 'The Ultimate Driving Machine' in the
1970s. In 2010, this long-lived campaign was mostly supplanted by
'Joy', a campaign intended to make the brand more "approachable"
and to better appeal to women, but by 2012 they had returned to
"The Ultimate Driving Machine", which has a strong public
association with BMW.
April Fools
BMW has garnered a reputation over the years for its April
Fools pranks, which are printed in the British press every year. In
2010, they ran an advertisement in The Guardian announcing
that customers would be able to order BMWs with different
coloured badges to show their affiliation with the political party
they supported.
Audio logo

39
In 2013, BMW replaced the 'double-gong' sound used in TV and
Radio advertising campaigns since 1998. The new sound, developed
to represent the future identity of BMW, was described as
"introduced by a rising, resonant sound and underscored by two
distinctive bass tones that form the sound logo's melodic and
rhythmic basis." The new sound was first used in BMW 4 Series
Concept Coupe TV commercial. The sound was produced by
Thomas Kisser of HASTINGS media music.

40
 CHAPTER 4

DATA ANALYSIS

41
METHODS & TECHNIQUES OF DATA
ANALYSIS

Data Analysis Concept

Data analysis is a practice in which raw data is ordered and

organized so that useful information can be extracted from it. The
process of organizing and thinking about data is key to
understanding what the data does and does not contain. There are
a variety of ways in which people can approach data analysis, and it
is notoriously easy to manipulate data during the analysis phase to
push certain conclusions or agendas. For this reason, it is important
to pay attention when data analysis is presented, and to think
critically about the data and the conclusions which were drawn.
Raw data can take a variety of forms, including measurements,
survey responses, and observations. In its raw form, this
information can be incredibly useful, but also overwhelming. Over
the course of the data analysis process, the raw data is ordered in a
way which will be useful. For example, survey results may be
tallied, so that people can see at a glance how many people
answered the survey, and how people responded to specific
questions.
In the course of organizing the data, trends often emerge; modeling
the data with the use of mathematics and other tools can
sometimes exaggerate such points of interest in the data, making
them easier for the researcher to see. Charts, graphs, and textual
writeups of data are all forms of data analysis. These methods are
designed to refine and distill the data so that readers can glean

42
interesting information without needing to sort through all of the
data on their own.
Data Analysis process

Once the necessary data collected, the next task is to aggregate the
data in a meaningful manner. A number of tables are prepared to
bring out the main characteristics of the data. The researcher
should have a well thought out framework for processing and
analyzing data, and this should be done prior to the collection.
It includes the following activities:

I. Editing
The first task in data processing is the editing. Editing is the
process of examining errors and omissions in the collected
data and making necessary corrections in the same.

II. Coding
Coding is necessary to carry out the subsequent operations of
tabulating and analyzing data. If coding is not done, it will not
be possible to reduce a large number of heterogeneous data
into meaningful categories with the result that the analysis of
data would be weak and ineffective, and without proper
focus.

III. Tabulation
Tabulation comprises sorting of the data into different
categories and counting the number of cases that belong to
each category. This is also called universal tabulation. The
analysis based on just one variable is obviously meager.
43
 Where two or more variables are involved in tabulation, it is
called vicariate or multivariate tabulation.

IV. Analysis
After the all three above steps, the most important step is
analysis of the data.

44
DETAIL ANALYSIS
OBJECTIVE 1: Q1.Which brand of car you prefer?

Jaguar
Mercedes-Benz 10 %
9% Audi
42 %

BMW
39 %

INFERENCE

According to this question, we can see that Audi is the most

favorite brand where as 39% of people are liking BMW, 9% people
are liking Mercedes-Benz and 10% of people are liking Jaguar.

45
 Observation 2: Which of these types of cars would you consider
driving?

Prestige car
16% Sedan
39%
Estate
20%

Sports
25%

INFERENCE
According to this question, we can see that sedan is the most
favorite car where as 25% of people are liking Sports car, 20% of
people are liking Estate and 16% of people are liking Prestige car.

46
Observation 3: Would you like to buy a used car?

Yes
11 %

NO
89 %

INFERENCE
According to this question, we can see that people were not buying
used car They like to buy through BMW or AUDI showroom.

47
OBJECTIVE 4: Are you satisfied with the services of BMW or AUDI?

No
4%

Yes
96%

INFERENCE
According to this question, we can see that almost of the people
are satisfied with of the sevices of BMW or AUDI.

48
Observation 5: Are you satisfied with the price of BMW or AUDI?

NO
25 %

Yes
75 %

INFERENCE
According to this question, we can conclude that approx.. 75% of
prople are satisfied with the prices of BMW or AUDI and approx.
25% of people are not satisfied with prices of the company.

49
 OBJECTIVE 6: If the price of the BMW or AUDI brand increases, will you
purchase the product again?

No
35%

Yes
65%

INFERENCE According to the question, we can observe that 65% of

people will buy the product of BMW or AUDI if the prices of the
product will increased and rest 35% of people will not buy the
product if the prices will be increased.

50
OBJECTIVE 7: If you are using BMW or AUDI product, are you loyal to it?

NO
41%

Yes
59%

INFERENCE

According to the question, we can see that59% of people are loyal

towards the BMW or Audi product rest were not.

51
Observation 8: Do you ever bought the BMW product internationally?

YES
9%

NO
91 %

INFERENCE

As we can see that , 9% of people only buy the product

internationally and rest 91% of people dont refer to buy products
internationally.

52
Observation 9: Do you have any complaint regarding the product or brand?

Yes
5%

No
95 %

INFERENCE

According to this question, we can see that 95% of people have no

complaints regarding the product or a brand and rest 5% of people
are having the complaints about the products or a brand.

53
Observation 10: Would you like to switch to another brand with additional
features?

No
33%

Yes
67%

INFERENCE

According to this question, we can see that67% of people are like to

switch the product with additional features and rest are not.

54
 CHAPTER 5
Findings, Conclusion
And Suggestions

55
FINDINGS
On an average more than 73% people feel that the prices are affordable
whereas 12% do not agree, 74% believe that attractive discount are offered
whereas 26% are not satisfied with the FINDINGS

On an average more than 73% people feel that the prices are
affordable whereas 12% do not agree, 74% believe that attractive
discount are offered whereas 26% are not satisfied with the
discounts are offered whereas are not satisfied with the discounts
offered. 20% said that the test drives are not offered and 15% said
that post sales follow ups are not done regularly whereas 85% said
that they were done regularly but people feel that it is the peoples
car as it is satisfaction on all other parameters: knowledgeable sales
person, employees spent enough time before and during sales,
display of merchandise is attractive, availability of product, variety
of merchandize, vehicle in good condition, prices are affordable,
attractive discount are offered, dcor of the waiting area is pleasing,
responds to complaints quickly, service at Motors service station is
excellent, careful with personal information and is value for money.
The overall opinion about Motors is very good. 86% people agreed
that the sales persons are knowledgeable and 14% strongly
disagreed that the sales persons are knowledgeable, 64% people
agreed that the sales person spent enough time with the before the
sales and 36% strongly agreed with this. 62% agreed that the sales
persons spent enough time with them during the sales, while 34%
strongly agreed that the sales person spent enough time with them
during sales and only 4% disagreed with this. 60% agreed that the
sales persons spent enough time with them after sales, 26%
strongly agreed with this and 14% disagreed that the sales person
spent enough time with them after sales. 94% agreed that the
56
display of merchandize was attractive and 6% strongly agreed that
the display of merchandize was attractive. 91% agreed that the
availability of the product was there, 5% strongly agreed that the
availability was there while only 4% said they disagreed with this.
87% agreed that there was variety/selection of merchandize
whereas 7% strongly agreed that enough variety was there and 6%
disagreed with this. 82% agreed that the vehicle was in good
condition when delivered, 16% strongly agreed with this whereas
only 2% disagreed with this. 64% strongly agreed that the price are
affordable, 21% agreed that the prices are affordable whereas only
15% said that they neither disagreed nor agreed with this. 55%
agreed that the discounts offered are attractive, 34% strongly
agreed with the while 11% disagreed and said that the discount
offered were not attractive. 80% agreed that the dcor of the
waiting area was leasing while 20% strongly agreed that the dcor
of the waiting area was pleasing 74% agreed that the test drive was
offered to them, 6% strongly agreed that the test drive was offered
while 20% disagreed with this. 59% agreed that the post sales
follow ups are done regularly, 26% strongly agreed and 15%
disagreed with this. 4% agreed that the response to complaints is
quick, 18% strongly agreed, 12% neither agreed nor disagreed and
6% disagreed with this. 82% said that the service at service station is
excellent, 14% strongly agreed while only 4% disagreed with this.
85% agreed that yes they were careful with personal information,
strongly agreed with this and 8% neither agreed nor disagreed. 94%
strongly agreed that all the commitment were fulfilled and 6%
agreed with this. 98% said yes they are aware about insurance while
only 2% said that they were not aware.

57
 . CONCLUSION
Competition between the German automakers is good for
consumers. Rivalry fuels the quest for perfection,
which BMW and Audi strive for in each luxury class.
For instance, the duo has seven cars between them in the
competitive luxury small car class, including two of the top spots.
Neither has a 2017 contender in the luxury large SUV weight class.
However, both brands revealed large SUV concepts for 2018: the
BMW X7 and Audi Q8. Lets head to the ring for a nine-round battle
of the brands.

Majority of the customers i.e. (82%) are aware about BMW or AUDI
Cars.
Friends i.e. (74%) are the most important source through which
customers came to know about BMW or AUDI cars.
Price i.e. (80%) & quality i.e. (85%) are the factors which influence
the customers to purchase
BMW or AUDI products
BMW i.e. (76%) is the most preferred brand of car in India

SUGGETIONS

There are still efforts are needed to make people aware about BMW cars.
BMW Company must provide after sale service to their customers. Companies
shall introduce or increase the range of their product in respect of price.

AUDI business model has been replicated by new players which again pose
threat to AUDI.

58
CHAPTER 6

Bibliography
&
Appendix

59
FINDINGS
On an average more than 73% people feel that the prices are
affordable whereas 12% do not agree, 74% believe that attractive
discount are offered whereas 26% are not satisfied with the
Objective: To understand the market of BMW and AUDI & know about
consumer choice and preferences.

Name:
E-mail:
Ph No.:

1. What is your age?

Ans:

2. You are (please tick)?

Ans: Male Female

3. Which brand of car you prefer?

a) Audi c) Mercedes-Benz

b) BMW d) Jaguar

4. Which of these types of cars would you consider driving?

a) Sedan c) Estate

b) Sports d) Prestige car

5. Would you like to buy a used car?

a) Yes b) No

6. Are you satisfied with the services of BMW?

a) Yes b) No

60
7. Do you use BMW Products?

a) Yes b) No

8. Do you want any changes in the BMW product?

a) Yes b) No

9. If you use BMW products, are you loyal to it?

a) Yes b) NO

61
Abbreviations
Rs. : Rupees

IND : India

CO. : Company

62
 Bibliography
Reference Books

Marketing Management, Philip Kotler 14th Edition

Research Methodology, C. R. Kothari Second Edition
Strategic Marketing Management, Richard M. S. Wilson, 3rd Edition

Website References

http://en.wikipedia.org/wiki/BMW
www.bmwproducts.com
www.google.com
www.scribd.com
www.slideshare.com
www.bmw.in
www.bmwcars.com

http://en.wikipedia.org/wiki/AUDI

www.audiproducts.com
www.audi.in

63
64