1.

2 SCOPE OF THE STUDY

 This study specially deals with the consumer behaviour towards Sri Saradha Amabal
Automobiles Pvt Ltd., in Namakkal town.

 The entire survey was conducted for understanding the buyer’s behaviour towards Sri
Saradha Amabal Automobiles Pvt Ltd., and it is very restricted to Namakkal town only.

 The study is only with 100 respondents.

 This study can extend to get the feedback from the consumer about the company

strategies.

 From this study the behaviour of the consumer can be met. This study helps to know the
factors that influence the buyer to buy the product.
 1.3 OBJECTIVES OF THE STUDY

I Primary objectives

 To study the consumer behavior with special reference to Ambal Auto.

II Secondary objectives

 To study the demographical factors of the consumers

 To study the consumer behavior towards Ambal Auto

 To identify the factors influencing the consumer behavior

 To assess the satisfaction level of consumers

 To understand the consumers preference among the various products in Ambal

Auto.

 To know the consumer behavior towards quality, price, cost of spare parts and

availability of the products

 To list out the findings and suggestions for increasing the sale of Ambal Auto.
 1.4 LIMITATIONS OF THE STUDY

 The analysis of the study is supported only with consumer’s response.

 The size of sample is confined to 100 consumers only. Therefore the generation is not

appropriate.

 The study is confined to the respondents of Salem district only.

 There is no generalizability.
 1.5 RESEARCH METHODOLOGY

INTRODUCTION

Research Methodology is a systematic way to solve a research problem; it includes

various steps that are generally adopted by a researcher in studying the problem along with the
logic behind them. The present study was conducted at KCP Solar Industries Ltd., Salem.

RESEARCH DESIGN

“A Research Design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with the economy in
procedure”. The research design adopted for the studies is descriptive design. The researcher has
to describe the present situation in order to know the behavior of the consumers. Hence
descriptive research study is used. Descriptive research can only report what has happened and
what is happening.

PERIOD OF STUDY

The duration taken by the researcher for the data collection and analysis regarding the
consumer behavior of Sri Saradha Amabal Automobiles Pvt Ltd., Namakkal for three months.

METHOD OF COLLECTION

The study basically uses primary and secondary data. Primary data means data which is
fresh collected data. Primary data mainly been collected through personal interviews, surveys
etc. Secondary data means the data that are already available. Generally speaking secondary
data is collected by some organizations or agencies which have already been processed when the
researcher utilizes secondary data; the process of secondary data collection and analysis is called
desk research. Secondary data provides economy in time and cost. It is easily available and
unbiased. Secondary data may either be published data or unpublished data. For this study
secondary data were collected from the annual reports of the company and from the company
website. The study depends mainly on the primary data and secondary data namely the text
books, journals, newspapers, magazines and internet.
SAMPLING

Sample Size

The study based only on the opinion and expectation of consumer. Total number of
sample taken for the study is 100 respondents.

Sample design

Convenience sampling techniques were used for the study.

Data Collection Method

The collection of data is considered to be one of the important aspects in the research
methodology. There are two types of data that exists one is primary data and the other is
secondary data.

Primary Data

Well structured questionnaire has been used for the col1ection of primary data from the
respondents.

Secondary Data

Secondary data has been collected from the company record, various magazines, journal
and various web sites.

TOOLS USED FOR ANALYSIS

The data collected from the respondents were converted into readable for processing,
classification and arrangements. The data was tabulated and analyzed by using Statistical
Method like Simple Percentage analysis and Chi-Square analysis.

(i) SIMPLE PERCENTAGE ANALYSIS

 The word percent is formed of two words ‘Per’ and ‘cent’. ‘Per’ means out of and ‘cent’
means hundred. Therefore percent means out of hundred. The symbol for percent is %.
Percentage is a fraction with denominator as 100. Percentage is used in making comparison
between two or more series of data. Percentages are used to describe the relationship. Simple
percentage can also be used to compare the relative terms.

Number of respondents
Percentage = x 100
Total number of respondents

(ii) CHI – SQUARE TEST

The c2 test (Pronounced as Chi-Square test) is one of the simplest and most widely used
non-parametric tests in statistical work. The symbol c2 is the Greek, letter chi. The c2 test was
first used by Karl Peason in the year 1990. The quantity c2 describes the magnitude of the
discrepancy between theory and observation. It is defined as :

c2 = S (O-E)2 / E V= (r-1) (c-1)

Where,
O = refers to the observed frequencies

E = refers to the expected frequencies

Calculation of expected frequency:

E = RT x CT / N
E = Expected frequency
RT = The row total for the row containing the cell
CT = The column total for the column containing the cell
N = The total number of observations
 CHAPTER II

2.1 REVIEW OF LITERATURE

INTRODUCTION

The literature review section examines recent (or historically significant) research
studies, company data, or industry reports that acts as a basis for the proposed study. The
literature review may also explain the need for the proposed work to appraise the shortcomings
and informational gaps in secondary data sources. The researcher may review two types of
literature – the conceptual literature, and the empirical literature. The purpose is “to locate the
present research in the existing body of research on the subject and to point out what it
contributes to the subject.

Consumer Behavior

Personality characteristics impact consumer behavior because they shape the way in
which consumers respond to messages at a given time. This response changes minute to minute
based upon the unique characteristics of the target consumer and their ongoing life experience.

The online environment presents a vast opportunity for companies to interact with
consumers on a personal, customized level. Individual differences are an important aspect of this
interaction as they provide insight into how people with varying levels of experience with the
online environment respond to interactive persuasion techniques.

Friestad and Wright (1994), in their presentation of the PKM, posit that the effectiveness
of advertising persuasion techniques depends upon the level of persuasion expertise each
individual possesses. In an online environment, measurement of this effect can be achieved by
looking at user experience levels, self efficiency, and number of hours spent online. General
knowledge gleaned from the PKM dictates that consumers with more experience in the online
environment will be better at coping with persuasion techniques therein, such as open, visually
theoretical advertisements.
 An individual's need for recognition refers to their motivation to engage in meaningful
recognition thought or undertaking. A consumer's need for cognition will impact their ability to
deal with tasks and social settings, such as responding to advertising messages or calls to action.
This applies directly to the concept of open, visually theoretical advertising because such
messages require a higher cognitive processing load to be understood and learned.

Although need for cognition was not found to impact interpretations of open
advertisements in the 2004 Ketelaar et al. study, it is still an interesting variable that can be
effectively measured and manipulated for this type of research endeavor. (Ketelaar et al., 2004)
Additionally, cognitive response, and the need therein serve an important part in the
development of brand attitudes within a target consumer. This concept was elaborated upon by
McGinnis and Jaworski (1989) in their seminal piece regarding information processing in
advertising: "Cognitive and emotional responses related to imagined product consumption
experiences are the strongest determinants of brand attitude." (MacInnis & Jaworski, 1989) .

As shown, need for cognition is linked to the development of brand attitude in

consumers. When examined in terms of its relationship to time spent processing online, visually
theoretical advertising, need for cognition could prove to be an interesting difference within the
sample group. In addition to need for cognition, an internal motivation toward the product being
advertised should be apparent within driven consumers. This motivation helps push the
consumer toward traveling the visual riddle presented in an open advertisement.

Type of motivation, either utilitarian ("goal-oriented") or hedonic ("expressive"), is a

diverse and interesting factoring to analyze across consumer groups. As shown in research
undertaken by Phillips (2000), consumers with utilitarian, goal-oriented motivations are keep on
evaluating product attributes and therefore less likely to be attracted to open advertisements.
Consumers with hedonic or "expressive" goals are more likely to seek out the entertainment
value in the open advertisement. (Phillips, 2000) To further support this stance, Huang (2003), in
his online study of websites, found that level of attention in consumers is most linked to
utilitarian design while both control and interest are linked to hedonic performance measures.
Liu, et al (2002), based on their online research, concluded that higher levels of active control
within consumers resulted in being geared towards more utilitarian, goal-based website designs
 CHAPTER III
DATA ANALYSIS AND INTREPRETATION

Table No: 3.1

Table showing sex of respondents
S.N NO OF PERCENTAGE OF
SEX
O RESPONDENTS RESPONDENTS
1 Male 86 86
2 Female 14 14
TOTAL 100 100

INTERPRETATION:
Above table shows that 86% of the respondents are belongs to male and 14% of the
respondents are belongs to female.
Thus the majority of the respondents are male.

Chart No: 3.1

Chart showing sex of respondents
 14%

Male
Female

86%

Table No: 3.2

Table showing age of the respondents
NO OF PERCENTAGE OF
S.NO AGE
RESPONDENTS RESPONDENTS
1 18-25 26 26
2 26-35 27 27
3 36-45 21 21
4 Above 45 26 26
TOTAL 100 100

INTERPRETATION:
 Above table shows that 26% of the respondents belong to below the age of 18- 25, 27%
of the respondents belong to the age group of 26-35, 21% of the respondents belong to the age
group of 36-45, 26% of the respondents belong to the age group of above the age of 46.
Thus the majority of respondents belong to the age group of 26-35.

Chart No: 3.2

Chart showing age of the respondents

30 27
26 26
25
21
PERCENTAGE

20

15

10

0
18-25 26-35 36-45 Above 45
Age
 TABLE – 3.3

CLASSIFICATION OF EDUCATIONAL QUALIFICATION

S.NO Qualification No. of respondents Percentage

1 SSLC 12 12

2 HSS 18 18

3 Degree 20 20

4 Post Graduate 36 36

5 Others 14 14

Total 100 100

INTERPRETATION

The above table shows that 12% of the respondents have completed SSLC degree, 18%
of the respondents have completed HSS , 20% of the respondents have completed up to degree,
36% of the respondents have completed up to PG degree and 14% of the respondents are others.
Thus the majority of the respondents have completed PG.
 CHART – 3.3

CLASSIFICATION OF EDUCATIONAL QUALIFICATION

40 36
35
30
Percentage

25
20
20 18
14
15 12
10
5
0
SSLC HSS Degree Post Graduate Others
Qualification
 TABLE – 3.4

MONTHLY INCOME

S.NO Income No. of respondents Percentage

1 Below 10000 16 16

2 Rs.10001-20000 30 30

3 Rs.20001-30000 22 22

4 Above Rs.30000 32 32

Total 100 100

INTERPRETATION

The above table shows that 16% of the respondents’ monthly income is Rs. Below 10,
000, 30% of the respondents’ monthly income is Rs. 10,001-20,000, 22% of the respondents’
monthly income is Rs. 20,001-30,000 and 32% of the respondents’ monthly income is Rs. above
30,000 .
Thus the majority of the respondents’ monthly income is Rs. above 30,000.
 CHART – 3.4

MONTHLY INCOME

35 32
30
30

25 22
Percentage

20
16
15

10

0
Below 10000 Rs.10001-20000 Rs.20001-30000 Above Rs.30000
Income

Table No: 3.5

 Table showing the car of the respondents
NO OF PERCENTAGE OF
S.NO CAR
RESPONDENTS RESPONDENTS
1 Maruthi Swift 38 38
2 Mruthi Wagon’s 16 16
3 Maruthi Ritz 23 23
4 Maruthi Omini 20 20
5 Others 3 3
TOTAL 100 100

INTERPRETATION:
Above table shows that 38% of the respondents have Maruthi Swift, 16% of the
respondents have Mruthi Wagon’s, 23% of the respondents have Maruthi Ritz, 20% of the
respondents have Maruthi Omini and 3% of the respondents have other cars.
Thus the majority of the respondents have Maruthi Swift.

Chart No: 3.5

Chart showing the car of respondents
 40 38

35
30
25 23
Percentage

20
20 16
15
10
5 3

0
Maruthi Swift Mruthi Wagon’s Maruthi Ritz Maruthi Omini Others
Car

Table No: 3.6

Comparison with other cars
NO OF PERCENTAGE OF
S.NO CAR
RESPONDENTS RESPONDENTS
1 Yes 82 82
2 No 18 18
TOTAL 100 100
INTERPRETATION:
Above table shows that 82% of the respondents said that they made a comparison and
18% of the respondents said that they did not make a comparison before buying this car.
Thus the majority of respondents said that they made a comparison before buying this
car.

Chart No: 3.6

Comparison with other cars

18%

Yes
No

82%
 Table No: 3.7
Table showing the purpose of using car

NO OF PERCENTAGE OF
S.NO PURPOSE
RESPONDENTS RESPONDENTS
1 Personal use 58 58
2 Lend to rent 40 40
3 Others 2 2
TOTAL 100 100

INTERPRETATION:
Above table shows that 58% of the respondents said that personal use, 40% of the
respondents said that lend to rent and 2% of the respondents said that other purpose as their
purpose of using their cars.
Thus the majority of respondents said that personal use as their purpose of using their
cars.
 Chart No: 3.7
Chart showing the reason for buying

70
58
60

50
40
Percentage

40

30

20

10
2
0
Personal use Lend to rent Others
Purpose

Table No: 3.8

Table showing the no. of cars

NO OF PERCENTAGE OF
S.NO
NO. OF CARS RESPONDENTS RESPONDENTS
 1 One 45 45
2 Two 32 32
3 More than two 23 23
TOTAL 100 100

INTERPRETATION:
Above table shows that 45% of the respondents said that they have one car, 32% of the
respondents said that they have two cars, 23% of the respondents said that they have more than
two cars.
Thus the majority of respondents said that they have one car.

Chart No: 3.8

Chart showing the no. of cars

50 45
45
40
35 32
Percentage

30
25 23
20
15
10
5
0
One Two More than two
No. Of cars
 Table No: 3.9
Table showing the reason for buying

NO OF PERCENTAGE OF
S.NO REASON FOR BUYING
RESPONDENTS RESPONDENTS
1 Brand Image 22 22
2 Quality 18 18
3 Style 37 37
4 Mileage 20 20
5 Others 3 3
TOTAL 100 100

INTERPRETATION:
Above table shows that 22% of the respondents said that brand image, 18% of the
respondents said that quality, 37% of the respondents said that style, 20% of the respondents said
that mileage and 3% of the respondents said that other reason as their reason to buy the model.
Thus the majority of respondents said that style as their reason to buy the model.
 Chart No: 3.9
Chart showing the reason for buying

40 37
35
30
Percentage

25 22
20
20 18

15
10
5 3

0
Brand Image Quality Style Mileage Others
Reason for buying

Table No: 3.10

Table showing the colour of car
S.NO COLOUR NO OF PERCENTAGE OF
 RESPONDENTS RESPONDENTS
1 Black 35 35
2 White 23 23
3 Red 17 17
4 Metallic 10 10
5 Others 15 15
TOTAL 100 100

INTERPRETATION:
Above table shows that 35% of the respondents have black colour, 23% of the
respondents have white colour, 17% of the respondents have black red, 10% of the respondents
have metallic colour and 15% of the respondents have other colours.
Thus the majority of the respondents have black colour.

Chart No: 3.10

Chart showing the colour of car
 40
35
35
30
23
Percentage

25
20 17
15
15
10
10
5
0
Black White Red Metallic Others
Colour

Table No: 3.11

Table showing the preference in fuel engine
NO OF PERCENTAGE OF
S.NO PREFERNCE
RESPONDENTS RESPONDENTS
1 Petrol 27 27
2 Diesel 33 33
3 Gas 40 40
TOTAL 100 100

INTERPRETATION:
Above table shows that 27% of the respondents prefer petrol engine, 33% of the
respondents prefer diesel engine and 40% of the respondents prefer gas engine.
Thus the majority of the respondents prefer gas engine.

Chart No: 3.11

Chart showing the preference in fuel engine

45
40
40
35 33

30 27
Percentage

25
20
15
10
5
0
Petrol Diesel Gas
Prefernce
 Table No: 3.12
Table showing the reason for buying in this showroom
NO OF PERCENTAGE OF
S.NO REASON
RESPONDENTS RESPONDENTS
1 On time delivery 37 37
2 Service 16 16
3 Nearest 20 20
4 Availability 27 27
TOTAL 100 100

INTERPRETATION:
Above table shows that 37% of the respondents said that on time delivery, 16% of the
respondents said that service, 20% of the respondents said that nearest and 27% of the
respondents said that availability as reason for buying in this showroom.

Thus the majority of the respondents said that on time delivery as reason for buying in
this showroom.

Chart No: 3.12

Chart showing the reason for buying in this showroom
 40 37
35
30 27
Percentage

25
20
20 16
15
10
5
0
On time delivery Service Nearest Availability
Reason

Table No: 3.13

Table showing the way of knowing by the respondents

NO OF PERCENTAGE OF
S.NO WAY OF KNOWING
RESPONDENTS RESPONDENTS
1 Sales person 38 38
2 Friends/Relatives 40 40
3 Advertisements 11 11
4 Word of mouth 9 9
 5 Other way 2 2
TOTAL 100 100

INTERPRETATION:
Above table shows that 38% of the respondents said that the way of knowing the
showroom is by sales person, 12% of the respondents said that the way of knowing the
showroom is by friends/relatives , 40% of the respondents said that the way of knowing the
showroom is by advertisements, 10% of the respondents said that the way of knowing the
showroom is by word of mouth and 12% of the respondents said that the way of knowing the
showroom is by other way.
Thus the majority of the respondents said that the way of knowing the showroom is by
friends/ relatives.

Chart No: 3.13

Chart showing the way of knowing by the respondents

45 38 40
40
35
30
Percentage

25
20
15 11 9
10
5 2
0
Other way
Sales person

Advertisements

Word of mouth
Friends/Relatives

Way of knowing
 Table No: 3.14
Table showing the level of satisfaction with service provider

LEVEL OF NO OF PERCENTAGE OF
S.NO
SATISFACTION RESPONDENTS RESPONDENTS
1 Satisfied 48 48
2 Highly satisfied 52 52
3 Dissatisfied 0 0
4 Highly dissatisfied 0 0
TOTAL 100 100

INTERPRETATION:
Above table shows that 48% of the respondents said that satisfied, 52% of the
respondents said that highly satisfied, none of the respondents said that dissatisfied and none of
the respondents said that highly dissatisfied towards the level of satisfaction with service
provider.
Thus the majority of the respondents said that highly satisfied towards the level of
satisfaction with service provider.
 Chart No: 3.14
Chart showing the level of hospitality in workshop

60
52
48
50

40
Percentage

30

20

10
0 0
0
Satisfied Highly satisfied Dissatisfied Highly dissatisfied
Level of satisfaction

Table No: 3.15

Table showing the level of hospitality
 NO OF PERCENTAGE OF
S.NO OPINION
RESPONDENTS RESPONDENTS
1 Satisfied 40 40
2 Highly satisfied 51 51
3 Dissatisfied 9 9
4 Highly dissatisfied 0 0
TOTAL 100 100

INTERPRETATION:
Above table shows that 40% of the respondents said that satisfied, 51% of the
respondents said that highly satisfied, 9% of the respondents said that dissatisfied and none of
the respondents said that highly dissatisfied towards the level of hospitality.
Thus the majority of the respondents said that highly satisfied towards the level of
hospitality.

Chart No: 3.15

Chart showing the level of hospitality
 60
51
50
40
40
Pecentage

30

20
9
10
0
0
Satisfied Highly satisfied Dissatisfied Highly dissatisfied
Opinion

Table No: 3.16

Table showing the level of cost of spare parts

NO OF PERCENTAGE OF
S.NO OPINION
RESPONDENTS RESPONDENTS
1 Satisfied 38 38
2 Highly satisfied 52 52
3 Dissatisfied 10 10
4 Highly dissatisfied 0 0
TOTAL 100 100

INTERPRETATION:
 Above table shows that 38% of the respondents said that satisfied, 52% of the
respondents said that highly satisfied, 10% of the respondents said that dissatisfied and none of
the respondents said that highly dissatisfied towards the level of cost of spare parts.
Thus the majority of the respondents said that highly satisfied towards the level of cost of
spare parts.

Chart No: 3.16

Chart showing the level of cost of spare parts

60
52
50
38
40
Percentage

30

20
10
10
0
0
Satisfied Highly satisfied Dissatisfied Highly dissatisfied
Opinion
 Table No: 3.17
Table showing the level of after sales service

NO OF PERCENTAGE OF
S.NO OPINION
RESPONDENTS RESPONDENTS
1 Satisfied 29 29
2 Highly satisfied 60 60
3 Dissatisfied 11 11
4 Highly dissatisfied 0 0
TOTAL 100 100

INTERPRETATION:
Above table shows that 29% of the respondents said that satisfied, 60% of the
respondents said that highly satisfied, 11% of the respondents said that dissatisfied and none of
the respondents said that highly dissatisfied towards the level of after sales service.
Thus the majority of the respondents said that highly satisfied towards the level of after
sales service.

Chart No: 3.17

Chart showing the level of after sales service
 70
60
60

50
Percentage

40
29
30

20
11
10
0
0
Satisfied Highly satisfied Dissatisfied Highly dissatisfied
Opinion

Table No: 3.18

Expectation of offers
NO OF PERCENTAGE OF
S.NO Offers
RESPONDENTS RESPONDENTS
1 Yes 80 80
2 No 20 20
TOTAL 100 100

INTERPRETATION:
 Above table shows that 80% of the respondents said that they are looking for offers and
20% of the respondents said that they are not looking for any offers from the company.
Thus the majority of respondents said that they are looking for offers from the company.

Chart No: 3.18

Expectation of offers

20%

Yes
No

80%
 Table No: 3.19
Table showing the level of convenient of timing of service station
NO OF PERCENTAGE OF
S.NO OPINION
RESPONDENTS RESPONDENTS
1 Very convenient 60 60
2 Convenient 25 25
3 Inconvenient 15 15
4 Very inconvenient 0 0
TOTAL 100 100

INTERPRETATION:
Above table shows that 60% of the respondents said that very convenient, 25 % of the
respondents said that convenient, 15% of the respondents said that inconvenient and none of the
respondents said that very inconvenient regarding the timing of the service station.
Thus the majority of the respondents said that very convenient regarding the timing of the
service station.

Chart No: 3.19

 Chart showing the level of convenient of timing of service station

70
60
60

50
Percentage

40

30 25

20 15

10
0
0
Very convenient Convenient Inconvenient Very inconvenient
Opinion

Table No: 3.20

Table showing relationship with service provider
NO OF PERCENTAGE OF
S.NO OPINION
RESPONDENTS RESPONDENTS
1 Excellent 62 62
2 Good 35 35
3 Fair 3 3
4 Poor 0 0
TOTAL 100 100

INTERPRETATION:
 Above table shows that 62% of the respondents said that excellent, 35% of the
respondents said that good, 3% of the respondents said that fair and none of the respondents said
that poor towards the relationship with service provider.
Thus the majority of the respondents said that excellent towards the relationship with
service provider.

Chart No: 3.20

Chart showing relationship with service provider

70
62
60

50
Percentage

40 35

30

20

10 3
0
0
Excellent Good Fair Poor
Opinion
 Table No: 3.21
Table showing expectation to get service done consequently
NO OF PERCENTAGE OF
S.NO OPINION
RESPONDENTS RESPONDENTS
1 Reasonable charges 20 20
2 Trust & care 10 10
3 Quality of service 45 45
4 Immediate delivery 25 25
TOTAL 100 100

INTERPRETATION:
Above table shows that 20% of the respondents said that reasonable charges, 10% of the
respondents said that trust & care, 45% of the respondents said that quality of service and 25% of
the respondents said that immediate delivery as their expectation from the show room.
Thus the majority of the respondents said that quality of service as their expectation from
the show room.
 Chart No: 3.21
Chart showing expectation to get service done consequently

50 45
45
40
35
Percentage

30 25
25 20
20
15 10
10
5
0
Reasonable Trust & care Quality of service Immediate delivery
charges
Opinion

Table No: 3.22

Table showing about employee services

NO OF PERCENTAGE OF
S.NO OPINION
RESPONDENTS RESPONDENTS
1 Satisfied 45 45
2 Highly satisfied 50 50
 3 Dissatisfied 5 5
4 Highly dissatisfied 0 0
TOTAL 100 100

INTERPRETATION:
Above table shows that 45% of the respondents said that satisfied, 50% of the
respondents said that highly satisfied, 5% of the respondents said that dissatisfied and none of the
respondents said that highly dissatisfied towards the employee services.
Thus the majority of the respondents said that highly satisfied about the employee
services.

Chart No: 3.22

Chart showing about employee services

60
50
50 45

40
Percentage

30

20

10 5
0
0
Satisfied Highly satisfied Dissatisfied Highly dissatisfied
Opinion