A

PROJECT REPORT ON

“A STUDY ON MARKETING STRATEGY BASED ON CUSTOMER PERCEPTION WITH

REFERENCE TO SWIFT CAR AT SEVA AUTOMOTIVE PVT.LTD.NASHIK
` AT
SEVA AUTOMOTIVE PVT LTD

BY
ROHIT KAILAS SHINDE

UNDER THE GUIDANCE OF

PROF.JEEVAN AHIRE

SUBMITED TO

SAVITRIBAI PHULE PUNE UNIVERSITY IN

PARTIAL FULFILMENT OF THE

REQUIREMENTFOR THE AWARD OF THE

DEGREE OF

MASTER OF BUSINESS ADMINISTRTION (MBA)

Nashik Garmin Shikshans Prasarak Mandal’s

BRAMHA VALLEY COLLEGE OF

ENGINEERING AND RESERCH
INSTITUTE,

ANJANERI,TRIMBAK ROAD,

NASHIK-422213
Institute certificate
 DECLARATION

I, hereby declare that this summer training project report entitled “A Study On
Marketing Strategy Based On Customer Perception With Reference To Swift
Car At Seva Automotive Pvt. Ltd” is an authentic work done submitted by me to
the Savitribai Phule Pune University, Pune.

I, further declare that to the best of my knowledge and beliefs this project reports
have not been submitted to this or any other university for the award of any other
degree, diploma or membership.

Place: Nashik Rohit Shinde

 ACKNOWLEDGEMENT

I would also like to express my gratitude towards my project guide Prof. Jeevan
Ahire and Prof. Also Director Dr.P.B. Surywanshi sir & Dr. C.K.Patil, Sir Director
of the institute for guiding me in successful completion of this project.

I would like to take this opportunity to express my respect and deep gratitude
to the company head/Manager for his timely help and positive encouragement.

I extend my sincere thanks to all faculty members of the institute and

management of the company for their kind guidance, cooperation and assistance in
completing this report.

Rohit Kailas Shinde

 INDEX
Chapter Title Page No.
No.
TITLE PAGE
INSTITUTE CERTIFICATE
COMPANY CERTIFICATE 1.
DECLARATION 2.
ACKNOWLEDGMENT
EXECUTIVE SUMMARY
1.1. INDIAN AUTOMOTIVE SECTOR 3
1.2 POLICY ENVIRONMENT AND EVOLUTION OF INDIAN 4

AUTO INDUSTRY
1.3 ORGANIZED AUTO SECTOR IN INDIA 5

1.4 UNORGANIZED AUTO SECTOR IN INDIA 5

1.5 AUTOMOBILES - DOMESTIC PERFORMANCE 6

1.6 EXPORTS OF AUTOMOBILES FROM INDIA ARE BOOMING 8

1.7 LARGE MARKET WITH SIGNIFICANT POTENTIAL FOR 11

GROWTH IN DEMAND
1.8 THE OUTLOOK FOR INDIA’S AUTOMOTIVE SECTOR 12
APPEARS BRIGHT
2 OBJECTIVES OF THE STUDY 15-16

3 SCOPE OF THE STUDY 17-18

4 COMPANY PROFILE 16-21

5 RESEARCH METHODOLOGY 22-25

6 LITERATURE REVIEW 26-29

7 DATA ANALYSIS 30-41

8 CONTRIBUTION TO THE COMPANY 42-45

9 QUESTIONNAIRE 46-48

10 BIBLIOGRAPHY 49
 TABLE

Table No. Contents Page No

Table – 7.1 Table showing gender of respondents 40
Table – 7.2 Table showing educational qualification of respondents 41
Table – 7.3 Table Showing your occupation 42
Table – 7.4 Table showing monthly income level of respondents 43

Table – 7.5 Table showing marital status of respondents 44

Table – 7.6 Table showing the family size of the respondents 45
Table – 7.7 46
Table showing the usage of swift by the respondents
Table – 7.8 Table showing driving kilometer of respondents per day 47
Table – 7.9 Table showing the influencing factors while purchasing
Swift 48
Table – 7.10 49
Table showing the person who influence to prefer Swift
Table – 7.11
Table showing whether respondents have seen dealer’s
50
advertisement
Table – 7.12 51
Table showing the opinion on dealers’ advertisement

Table – 7.13 52
Table showing maintenance handling system

Table – 7.14 53
Table showing reminder of maintenance time

Table – 7.15 54
Table showing opinion on after sales service

Table – 7.16 55
Table showing respondents satisfaction level on swift

Table – 7.17 56
Table showing recommendation on Swift to friends and
relatives
Table – 7.18 Table showing whether customer will switch to other 57
brands.
 GRAPHS

Table No. Contents Page No

Graph – 7.1 Graph showing gender of respondents 40
Graph – 7.2 Graph showing educational qualification of respondents 41
Graph – 7.3 Graph Showing your occupation 42
Graph – 7.4 Graph showing monthly income level of respondents 43

Graph – 7.5 Graph showing marital status of respondents 44

Graph – 7.6 Graph showing the family size of the respondents 45
Graph – 7.7 Graph showing the usage of swift by the respondents 46
Graph –7.8 Graph showing driving kilometer of respondents per day 47
Graph – 7.9 Graph showing the influencing factors while purchasing Swift
48
Graph – 49
Graph showing the person who influence to prefer Swift
7.10
Graph –
Graph showing whether respondents have seen dealer’s
7.11 50
advertisement
Graph – 51
Graph showing the opinion on dealers’ advertisement
7.12

Graph – 52
Graph showing maintenance handling system
7.13

Graph – 53
Graph showing reminder of maintenance time
7.14

Graph – 54
Graph showing opinion on after sales service
7.15

Graph – 55
Graph showing respondents satisfaction level on swift
7.16

Graph – 56
Graph showing recommendation on Swift to friends and relatives
7.17

Graph – 57
7.18 Graph showing whether customer will switch to other brands.
 EXECUTIVE SUMMARY

I have undertaken my internship in Seva Automotive Pvt Ltd, the topic chosen for
the study the marketing strategy based on customer Perception on Swift, in Nashik
city. The study was conducted to analyze the factors that determine the customer
perception towards Maruti Swift.
Descriptive research methodology is used in this study to describe the
characteristics of various attributes related to study. This study has helped me as an
individual to understand various attributes like customer maintenance strategy, the
advertisement strategy of Swift , the reason behind selecting the swift among the
competitors and other attributes.
To complete my task based on the study my aim was to interact only with the
customers who visit the showroom and own Swift car. This project was carried out
on a period of 10 weeks.
At the completion of my project in Seva Automotive Pvt. Ltd, I conclude that Swift
is giving better service to the customers, but they need to concentrate towards the
promotional strategy to attract more customers towards the brand. All the
suggestion and recommendations through my study would help Swift to overcome
its challenges and ensure that all their customer is satisfied.

3
 CHAPTER 1

INTRODUCTION

4
1.1 INDIAN AUTOMOTIVE SECTOR:

Automotive industry in India is one of the main pillars of the economy. With strong backward
and forward linkages, it is a key driver of growth. Liberalization and conscious policy
interventions over the past few years created a vibrant, competitive market, and brought several
new players, resulting in capacity expansion in automobile industry and generation of huge
employment. Aptly, the sector was christened as the ‘Sunrise Sector’ of the economy. The
contribution of this sector to the National GDP, rose from 2.77% in 1992- 93 to about 7.1%
now. It provides direct and indirect employment to over 19 million people. India is fast turning
into a global automotive hub. However, the sector displays an uneven growth trajectory, at
first taking a hit in 2007-08, then showing marginal recovery, both in terms of sales as well as
in production next year, that led to a dramatic increase of 25-27% in 2009-10 and 2010-3.5.
However, for the last two financial years in continuation, the industry has gone into recession.
Barring the scooter segment, each and every other vehicle segment showed negative growth
in the year 2013-14, commercial vehicles being the most effected with (-)21% growth in
production and passenger vehicles showing a growth of (-) 4.6% indicating reduced demand
among the common people who would have aspired to buy a passenger car. Even commercial
passenger carriers have shown negative growth in production to the tune of (-)19.86% directly
impacting the growth of public transportation. After a capacity creation of Rs 2200 cr in 2011-
12, the automotive industry is now suffering from excess capacity and suppressed demand
leading to lay-offs. Some of the areas causing distress in the automotive sector are: slowdown
in economic growth, high cost of vehicle finance, high interest rates, high fuel prices, high
inflation and negative market sentiments, increase in the commodity prices, high customs duty
on Alloy Steel, Aluminum Alloy and Secondary Aluminum Alloy, high rate of service tax and
excise duty, high and varied rate of road taxes in the States, low growth of export markets etc.
Ministry of Heavy Industries and Public Enterprises has been consistently taking up the matter
of providing some kind of stimulus package with prompt fiscal and other measures to put the
industry back on track. As a result, in the interim budget for the year 2014-15, reduction in
excise duty in case of cars, two wheelers and truck chassis were announced. Further, some
other measures are urgently required to be taken, such as, removal of customs duty of raw
materials such as steel. Aluminum etc. revisit of CENVAT rules, review of import policy, duty
draw back schemes, excise and customs rules, direct tax benefit to promote automotive
R&D, and , above all,

5
containing inflation and control of interest rates to make loans more affordable to the people
etc. Immediate steps are required so that the Indian Auto Industry once again becomes the
engine of growth of the Indian manufacturing sector.

1.2 POLICY ENVIRONMENT AND EVOLUTION OF INDIAN AUTO

INDUSTRY:

The policy framework of India’s automobile industry and its impact on its growth While the
ties between bureaucrats and the managers of state-owned enterprises played a positive role
especially since the late 1980s, ties between politicians and industrialists and between
politicians and labor leaders have impeded the growth. The first phase of 1940s and 1950s
was characterized by socialist ideology and vested interests, resulting in protection to the
domestic auto industry and entry barriers for foreign firms. There was a good relationship
between politicians and industrialists in this phase, but bureaucrats played little role.
Development of ancillaries segment as recommended by the L.K. Jha Committee report in
1960 was a major event that took place towards the end of this phase. During the second
phase of rules, regulations and politics, many political developments and economic problems
affected the auto industry, especially passenger cars segment, in the 1960s and 1970s. De-
licensing, liberalization and opening characterized the third phase starting in the early 1980s
leading to opening up of FDI in the auto sector. These policies resulted in the establishment
of new LCV manufacturers (for example, Swaraj Mazda, DCM Toyota) and passenger car
manufacturers. All these developments led to structural changes in the Indian auto industry.
Pingle argues that state intervention and ownership need not imply poor results and
performance, as demonstrated by Maruti Udyog Limited (MUL). Further, the non-
contractual relations between bureaucrats and MUL dictated most of the policies in the 1980s,
which were biased towards passenger cars and MUL in particular. However, D’Costa (2002)
argues that MUL’s success is not particularly attributable to the support from bureaucrats.
Rather, any firm that is as good as MUL in terms of scale economies, first-comer advantage,
affordability, product novelty, consumer choice, financing schemes and extensive servicing
networks would have performed as well, even in the absence of bureaucratic support. D’Costa
has other criticisms about Pingle (2000). The major shortcoming of Pingle’s study is that it
ignores the issues related to sector specific technologies and regional differences across the
country.

6
The performance of the Indian auto industry with respect to the productivity growth Partial
and total factor productivity of the Indian automobile industry have been calculated for the
period from 1990-91 to 2010-11, using the Divisia-Tornquist index for the estimation of the
total factor productivity growth. The author finds that the domestic auto industry has
registered a negative and insignificant productivity growth during the last one and a half
decade. Among the partial factor productivity indices only lab our productivity has seen a
significant improvement, while the productivity of other three inputs (capital, energy and
materials) haven’t shown any significant improvement. Labor productivity has increased
mainly due to the increase in the capital intensity, which has grown at a rate of 0.14 per cent
per annum from 1990-91 to 2010-11.

1.3 ORGANIZED AUTO SECTOR IN INDIA:

While the Original Equipment Manufacturers (OEMs) are at the top of the auto supply
chain, it should be noted that there are a few OEMs in India who supply some components
to other OEMs in India or abroad. Most of the Indian OEMs are members of the Society of
Indian Automobile Manufacturers (SIAM), while most of the Tier-1 auto component
manufacturers are members of the Automobile Component Manufacturers’ Association
(ACMA). All of them are in the organized sector and supply directly to the OEMs in India
and abroad or to Tier-1 players abroad. Tier-2 and Tier-3 auto-component manufacturers
are relatively smaller players. Though some of the Tier-2 players are in the organized sector,
most of them are in the unorganized sector. Tier-3 manufacturers include all auto-
component suppliers in the unorganized sector, including some Own Account
Manufacturing Enterprises (OAMEs) that operate with one working owner and his family
members, wherein manufacturing involves use of a single machine such as the lathe. Auto-
component manufacturers cater not only to the OEMs, but also to the after- sales market.
In the recent years, there has been a rapid transformation in the character of the automotive
aftermarket, as a fast maturing organized, skill-intensive and knowledge driven activity.
Hence, the auto industry in India possesses a very diverse and complex structure, in terms
of scale, nature of operation, market structure, etc.

1.4 EXPORTS OF AUTOMOBILES FROM INDIA ARE BOOMING:

Automobile exports from India improved in Q1 with all vehicle segments, including
passenger vehicles and two-wheelers, witnessing growth after the pandemic situation
improved in various international markets.
7
According to the latest SIAM data, total vehicle exports during the April-June quarter in this
fiscal stood at 14,19,430 units, as against 4,36,500 units in the same period of 2020-21, Which
saw massive disruption due to the nationwide COVID lockdown, hampering sales as well as
overseas shipments.

Two-wheeler shipments were better than the previous three years, with the export numbers
of passenger vehicles, three-wheelers and commercial vehicles yet to catch up with the
numbers in the first quarter of FY 2018-19.

Passenger vehicle exports increase 191% in Q1 of FY22

In the April-June quarter, passenger vehicle exports from the country stood at 1,27,115 units
as against 43,619 units in the same period of 2020-21. Passenger car exports stood at 79,376
units, utility vehicle shipments at 47,151 units while van exports stood at 588 units.

Top passenger vehicle segment exporters

Swift India led the passenger vehicle segment with exports of 45,056 units, followed by
Hyundai Motor India with exports of 29,881 units during the period.

Kia Motors shipped 12,448 units during the quarter, while Volkswagen India sold 11,566
units.

Two-wheeler exports increased to 11,37,102 units in the April-June period as compared to

3,37,983 units in the same period of FY20.

Top commercial vehicle exporters

Similarly, commercial exports stood at 16,006 units during the first quarter, as compared to
3,870 units in the April-June period of 2020-21.

Tata Motors led the segment with shipments of 6,653 units, followed by Mahindra &
Mahindra with 3,931 units.

8
Three-wheeler exports increased to 1,37,582 units during the period, as against 50,631 units
in the first quarter of 2020-21.

Total domestic sales stand at 31.8 lakh units

Domestic wholesales across categories stood at 31,80,039 units in the first quarter, as against
14,92,612 units in the April-June period of 2020-21.

In comparison, the total dispatches in the domestic market stood at 60,84,478 units in the
first quarter of the financial year 2019-20.

ROLE OF AUTOMOBILE INDUSTRY IN INDIA

The Indian auto industry truly embodies the spirit of Atmanirbhar Bharat. The industry
contributes 6.4 per cent to GDP, manufacturing contributes about 35 per cent to GDP,
directly supports more than 8 million jobs (OEMs, suppliers and dealers) and more than 30
million across the value chain. It is responsible for a cumulative investment of about $35
billion over the past 10 years and generates export revenue of $27 billion, which is about 8
per cent of the total merchandise exports from India.

The auto industry does a lot of good for the MSME sector which is a huge employment
generator for India and a vital force in the Indian economy. The MSME share of value-
addition to a car is 35 per cent. In addition, the automotive aftermarket provides economic
opportunities to thousands of MSMEs.

1.5 LARGE MARKET WITH SIGNIFICANT POTENTIAL FOR GROWTH IN

DEMAND:

India offers a huge growth opportunity for the automobile sector – the domestic market is
large and has the potential to grow further in the future due to positive demographic trends
and the current low penetration levels.

GOVERNMENT REGULATIONS AND SUPPORT:

The Government of India (GOI) has identified the automotive sector as a key focus area for
improving India’s global competitiveness and achieving high economic growth. The

9
 Government formulated the Auto Policy for India with a vision to establish a globally
competitive industry in India and to double its contribution to the economy by 2010. It
intends to promote Research & Development in automotive industry by strengthening the
efforts of industry in this direction by providing suitable fiscal and financial incentives.
Some of the policy initiatives include:

• Automatic approval for foreign equity investment of up-to 100 per cent of manufacture of
automobiles and component is permitted.
• The customs duty on inputs and raw materials has been reduced from 20 per cent to 15 per
cent. The peak rate of customs duty on parts and components of battery-operated vehicles
have been reduced from 20 per cent to 10 per cent. These new regulations would strengthen
India’s commitment to globalization. Apart from this, custom duty has been reduced from
105 per cent to 100 per cent on second hand cars and motorcycles.
• National Automotive Fuel Policy has been announced, which envisages a phased program
for introducing Euro emission and fuel regulations by 2020.
• Tractors of engine capacity more than 1800 cc for semi-trailers will now attract excise duty
at the rate of 16 per cent.
• Excise duty is being reduced on tires, tubes and flaps from 24 per cent to 16 per cent.
Customs duty on lead is 5 per cent.
• A package of fiscal incentives including benefits of double taxation treaty is now available.
These government policies reflect the priority government accords to the automobile sector.
A liberalized overall policy regime, with specific incentives, provides a very conducive
environment for investments and exports in the sector.

1.6 THE OUTLOOK FOR INDIA’S AUTOMOTIVE SECTOR

APPEARS BRIGHT:

The outlook for India’s automotive sector is highly promising. In view of current growth
trends and prospect of continuous economic growth of over 5 per cent, all segments of the
auto industry are likely to see continued growth. Large infrastructure development projects
underway in India combined with favorable government policies will also drive automotive
growth in the next few years. Easy availability of finance and moderate cost of financing
facilitated by double income families will drive sales in the next few years. India is also
emerging as an outsourcing hub for global majors. Companies like GM,

10
 Ford, Toyota and Hyundai have implemented their expansion plan this year. While Ford
and Toyota continue to leverage India as a source of components, Hyundai and Suzuki have
identified India as a global source for specific small car models. At the same time, Indian
players are likely to increasingly venture overseas, both for organic growth as well as
acquisitions. The automotive sector in India is poised to become significant, both in the
domestic market as well as globally.

DETERMINANTS OF MARKET SHARE OF AUTOMOBILE INDUSTRY:

• Costs: sales ratio has a significant positive impact on market share. This could be
attributable to the fact that firms that manufacture high-value items are likely to have a
higher market share, since their sales, in value terms, could be higher than others.
• Emolument share has a negative effect on market share, showing that labor cost constraints
can distort a firm’s competitiveness.
• Export: sales ratio has a significant positive effect on market share, implying that export-
oriented firms are more competitive, perhaps because of their versatility and other merits
that are required for catering to international markets.
• Power/fuel cost share has a significant negative effect on market share, implying that
efficient technologies may go a long way in improving the firm’s competitiveness.
• Imported material expense’s share in total material expenses has a negative significant
impact on market share, indicating that import of auto-components from abroad does not
guarantee competitiveness of the firms, unless it is an item that is unavailable in Indian
industry
• Borrowings’ share in total investments and interest’s share in total costs have negative
significant effect on market-share, which means that too much dependence on credit may
adversely affect a firm’s competitiveness. This also calls for improvements in credit system
and its cost in India.
• Inventory cost share significantly distorts competitiveness, and hence, firms following lean
manufacturing are more likely to be competitive than others.
• Share of imported know-how expenses in overall enhances competitiveness, and hence,
firms could aggressively go for importing know-how that is required for various aspects of
production, so as to be more competitive.

11
 CHAPTER 2

OBJECTIVE OF THE STUDY

1. To know and understand the concept of customer perception.

2. To study the consumer expectation from Swift Cars.

3. The satisfaction level of consumer of Swift cars.

4. To identify the problems faced by the consumers of Swift cars.

5 To Offer suggestions to the company for improving the consumer

perception towards Swift cars.

12
 CHAPTER 3

SCOPE OF THE STUDY

It is limited to 1110 employees at Seva Automotive Pvt. Ltd. And it is

basically to understand the customers perception with respect to the stated
product in the study. And it is also limited to Nashik city specifically one
branch out of many branches in Nashik.

13
 CHAPTER 4

COMPANY PROFILE

14
AUTOMOBILE INDUSTRY
In 2020, India was the fifth-largest auto market, with ~3.49 million units combined sold in the
passenger and commercial vehicles categories. It was the seventh-largest manufacturer of
commercial vehicles in 2019.
The two wheelers segment dominate the market in terms of volume owing to a growing middle
class and a young population. Moreover, the growing interest of the companies in exploring
the rural markets further aided the growth of the sector.
India is also a prominent auto exporter and has strong export growth expectations for the near
future. In addition, several initiatives by the Government of India and major automobile
players in the Indian market is expected to make India a leader in the two-wheeler and four-
wheeler market in the world by 2020.

MARKET SIZE
Domestic automobiles production increased at 2.36% CAGR between FY16-20 with 26.36
million vehicles being manufactured in the country in FY20. Overall, domestic automobiles
sales increased at 1.29% CAGR between FY16-FY20 with 21.55 million vehicles being sold
in FY20.
In FY21, the total passenger vehicles production reached 22,652,108.
In October 2021, the total production volume of passenger vehicles (except for BMW,
Mercedes, Tata Motors & Volvo Auto), three wheelers, two wheelers and quadricycles
reached 2,214,745 units.
Two wheelers and passenger vehicles dominate the domestic Indian auto market. Passenger
car sales are dominated by small and mid-sized cars. Two wheelers and passenger cars
accounted for 80.8% and 12.9% market share, respectively, accounting for a combined sale of
over 20.1 million vehicles in FY20.
In July-September 2021 quarter, the luxury car market registered sales of 8,500 units. Overall,
automobile export reached 4.77 million vehicles in FY20, growing at a CAGR of 6.94% during
FY16-FY20. Two wheelers made up 73.9% of the vehicles exported, followed by passenger
vehicles at 14.2%, three wheelers at 10.5% and commercial vehicles at 1.3%.
Indian automobile exports stood at 1,419,430 units from April 2021 to June 2021 as compared
to 436,500 units in April 2020 to June 2020.
EV sales, excluding E-rickshaws, in India witnessed a growth of 20% and reached 1.56 lakh
units in FY20 driven by two wheelers. According to NITI Aayog and Rocky Mountain
Institute (RMI) India's EV finance industry is likely to reach Rs. 3.7 lakh crore (US$ 50

15
 billion) in 2030. A report by India Energy Storage Alliance estimated that EV market in India
is likely to increase at a CAGR of 36% until 2026. In addition, projection for EV battery market
is forecast to expand at a CAGR of 30% during the same period.
• Premium motorbike sales in India recorded seven-fold jump in domestic sales, reaching
13,982 units during April-September 2019. The luxury car market is expected to register
sales of 28,000-33,000 units in 2021, up from 20,000-21,000 units sold in 2020. The entry of
new manufacturers and new launches is likely to propel this market in 2021.

INVESTMENTS
To keep up with the growing demand, several auto makers have started investing heavily in
various segments of the industry during the last few months. The industry attracted Foreign
Direct Investment (FDI) worth US$ 30.51 billion between April 2000 and June 2021
accounting for ~5.5% of the total FDI during the period according to the data released by
Department for Promotion of Industry and Internal Trade (DPIIT).
Some of the recent/planned investments and developments in the automobile sector in India
are as follows:

• In November 2021, Indian Oil Corporation (IOC) and two other public sector oil firms
announced that they will install 22,000 electric vehicle (EV) charging stations over
the next 3–5 years.
• In November 2021, Tata Motors announced that they will establish vehicle scrappage
centers under a franchise set up at Ahmedabad, Gujarat, by the first quarter of the next
fiscal year.
• In November 2021, Skoda Auto announced plans to locally manufacture electric cars
in India. However, the firm may bring its first EV, the Enyaq, through the CBU route,
before committing to local manufacturing.
• In November 2021, Hero Motor (HMC), the parent company of Hero Cycles, entered
a joint venture partnership with Yamaha, a Japanese two-wheeler major, to make
electric motors for e-bicycles for the global market.
• In October 2021, Tata Motors announced that private equity group TPG along with
ADQ of Abu Dhabi has agreed to invest Rs. 7,500 crore (US$ 1 billion) in its EV
division.

16
• In September 2021, Hero Electric announced plans to expand production capacity at
its facility in Ludhiana, Punjab, to >5 lakh units by March 2022, up from the existing
capacity of 1 lakh units per year.
• In September 2021, Hero Electric announced plans to expand production capacity at
its facility in Ludhiana, Punjab, to >5 lakh units by March 2022, up from the existing
capacity of 1 lakh units per year.
• In August 2021, Hindustan Zinc Ltd. announced a US$ 1 billion investment across its
eight mines to replace diesel-powered trucks and equipment with battery EVs.
• In July 2021, Swift India announced a Rs. 18,000 crore (US$ 2.42 billion) investment
in a new manufacturing facility in Haryana, with an installed capacity of 7.5-10 lakh
units per annum. As it prepares to protect its market dominance, the company aims to
increase capital spending by 67% to Rs. 4,500 (US$ 605 million) crore in FY22.
• In July 2021, Hyundai Motor India opened its new corporate headquarters in Gurgaon,
backed by a Rs. 2,000 crore (US$ 269 million) investment.
• In April 2021, Mahindra & Mahindra announced a three-year investment plan in the
electric vehicles segment of Rs. 3,000 crore (US$ 403 million).
• Between January and July 2021, EV component makers, electric commercial vehicles
and last-mile delivery companies invested a total of Rs. 25,045 crore (US$
3.67 billion) on electric vehicles.
• In FY21, passenger vehicles sales reached 27.11 lakhs units, two-wheelers reached
151.19 lakhs units, commercial vehicles sales reached 5.69 lakhs units and for three-
wheelers it was 2.16 lakhs units.
• In 2019-20, the total passenger vehicles sales reached ~2.8 million, while ~2.7 million
units were sold in FY21.
• In February 2021, the Delhi government started the process to set up 100 vehicle
battery charging points across the state to push adoption of electric vehicles.
• In January 2021, Fiat Chrysler Automobiles (FCA) announced an investment of US$
250 million to expand its local product line-up in India.
• A cumulative investment of ~Rs. 12.5 trillion (US$180 billion) in vehicle production
and charging infrastructure would be required until 2030 to meet India’s electric
vehicle (EV) ambitions.
• In January 2021, Lamborghini announced it is aiming to achieve sales in India higher
than the 2019-levels, after recovering from pandemic-induced disruptions

17
 COMPANY PROFILE

ABOUT SEVA AUTOMOTIVE PRIVATE LIMITED

Seva Automotive Private Limited is an unlisted private company incorporated on

08 January, 1981. It is classified as a private limited company and is located in
Mumbai City, Maharashtra. It's authorized share capital is INR 20.00 cr and the total
paid-up capital is INR 12.00 cr.

Seva Automotive Private Limited's operating revenues range is Over INR

500 cr for the financial year ending on 31 March, 2017. It's EBITDA has increased
by 10.71 % over the previous year. At the same time, it's book net worth has
increased by 17.60 %. Other performance and liquidity ratios are available here.

Description: The company is a retailer of automobiles. It offers new cars, used cars,
and repair services

Products & Services: New cars, Used cars, car financing and repair services
Category: Distributer

The current status of Seva Automotive Private Limited is - Active.

The last reported AGM (Annual General Meeting) of Seva Automotive Private
Limited, per our records, was held on 31 December, 2020. Also, as per our records,
its last balance sheet was prepared for the period ending on 31 March, 2020.

Seva Automotive Private Limited has two directors - Sanjeev M Bafna and
Aditya Sanjeev Bafna.

The Corporate Identification Number (CIN) of Seva Automotive Private Limited is

U34300MH1981PTC023666. The registered office of Seva Automotive Private
Limited is at A-404, 4th Floor, Casa Grande Tower, S B Marg, Near Matulya Mill
Compound, Lower Parel, Mumbai, Mumbai City, Maharashtra.

18
REGISTERED DETAILS - SEVA AUTOMOTIVE PRIVATE LIMITED

CIN
U34300MH1981PTC023666
INCORPORATION DATE / AGE
08 January, 1981 / 41 yrs.
LAST REPORTED AGM DATE
31 December, 2020

AUTHORIZED CAPITAL
INR 2000.0 Lacs
PAIDUP CAPITAL
INR 1200.0 Lacs
INDUSTRY*
Manufacture of motor vehicles, trailers and others

TYPE
Unlisted Private Company
CATEGORY
Company limited by Shares
SUBCATEGORY
Non-govt company

REGISTERED ADDRESS
A-404, 4th Floor, Casa Grande Tower,
S B Marg, Near Matulya Mill Compound, Lower Parel Mumbai
Mumbai City - 400013
Maharashtra - India

19
 CHAPTER 5

RESEARCH METHODOLOGY

20
5.1 WHAT IS RESEARCH METHODOLOGY

The purpose of methodology section in the report making is to describe the research process
that is followed while doing the main part. This would however include the research design,
the sampling procedure, and the data collection method. This section is perhaps difficult to
write as it would also involve some technical terms and may be much of the audience will
nor be able to understand the terminology used. The methodology followed by the researcher,
during the preparation of the report was:

5.2 MEANING
Research is an academic activity and as such the term should be used in a technical sense.
According to Clifford Woody research comprises defining and redefining problems,
formulating hypothesis or suggested solutions; collecting, organizing and evaluating data;
making deductions and reaching conclusions; and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis.

5.3 RESEARCH DESIGN

A research design is purely and simply the framework or plan for a study that guides the
collection and analysis of data. The survey research was used in this project, because
consumer’s feedback was necessary for obtaining the data.

Descriptive methodology is adopted for this particular research.

This method is used to understand the “customer perception Swift, in Nashik city”, by
describing the characteristics of various attributes or variable related to the study.

5.4 TYPES OF DATA COLLECTIONS

5.4.1 Primary Data
Primary data is that kind of data which is collected directly by the investigator himself for
the purpose of the specific study. Primary Data is collected by the investigator through
interviews of company employees, vendors, distributor etc. Data such collected is original
in character. The advantage of this method of collection is the authentic. A questionnaire of
about 50 questions was made and it was given to the dealers to fill it up for our

21
research. The research was a kind of conclusive research as it helps in the testing of
hypothesis. The method of sampling was the Random method as it is unbiased.

5.4.2 SECONDARY DATA

When an investigator uses the data that has been already collected by others, is called
secondary data. The secondary data could be collected from Journals, Reports, libraries,
magazines, fair & conference and other publications. The advantages of the secondary data
can be –It is economical, both in terms of money and time spent .The researcher of the
report also did the same and collected secondary data from various internet sites like
www.google.com, www.airtel.com, www.hutch.co.in and many more. The researcher of
the report also visited various libraries for collection of the introduction part.

5.5 TYPE OF RESEARCH

Descriptive research design is typically concerned with describing problem and its solution.
It is more specific and purposive study. Before rigorous attempts are made for descriptive
study, the well-defined problem must be on hand. Descriptive study rests on one or more
hypotheses.

5.6 SAMPLE POPULATION

In any sampling process defining the population is the first step in the process. The population
can be defined in the terms of sampling units, elements and time. For this study the population
was the consumers who are using or owing the B-Segment car that includes Hyundai i10 & i20,
Tata Indica, Volkswagen polo, Ford Figo.

5.7 SAMPLING TECHNIQUE:

The sampling techniques are the convenience sampling technique those are obtained by
selecting population unit for the study. This study refers to the people being examine those are
selected neither by probability nor by finding.

22
5.8 SAMPLE SIZE:

It is considered as a part of the population from Instagram and the sampling size is 30
It is study of attitude and characteristics of people of a sample. Rather tan all the size of the
population. Thus, the sample preparation is the most important fact of the project.

5.9 SAMPLING UNIT

In this study the sampling unit is each individual user of B-Segment cars, such has Hyundai
i10 & i20, Tata Indica, Volkswagen polo, Ford Figo.

5.10 RESEARCH INSTRUMENT

A Research Instrument is a tool used to collect, measure, and analyze data related to your research
interests. These tools are most commonly used in health sciences, social sciences, and education
to assess patients, clients, students, teachers, staff, etc.

5.3.1 Mode of Survey

The mode of survey was personal interview with the respondents during the filling up of the
questionnaires.

5.3.2 Personal Visits

As a part of the analysis, it was necessary to visit the customers of different Showrooms, as
it would always help me knowing the nature of customer’s. We visited different Showrooms
and asked the student different questions which are formatted in the questionnaire

23
 CHAPTER 6

LITERATURE REVIEW

24
D.Lakshmanan and K.Gayathri in their research titled “A study on consumer preference on
users of car in Nashik town” defined Brand image as broader aspect than brand personality
in real and Brand as powerful symbol that reflects the manufactures and advertisers.
Author(s) undertook the research with the objectives to study the consumer preference on
brand, collected needed data through primary sources such as questionnaire and duly
analyzed for the objectives and found out that the brands Maruti 800 and Maruti alto was
the most preferred brand, among various competing brands.

Mrs. N.Priya, Dr. A.Ravi in the research titled “A study on buying behavioral pattern
regarding B-Segment cars in Nashik (2015) focused on various factors influencing buying
behavior of consumer while purchasing car, collected data using questionnaire from 50
respondents and analyzed on various factors like safety, brand image, mileage, spacious
etc., and concluded that the consumer highly prefer mileage and model while buying a car.

Prof. Elizabeth chacko, Ms. Punnya Selvaraj in their research “A study on buying behavior
pattern of women drivers regarding B-Segment cars in Bangalore” made an exploratory
approach to identify the key factors that influence the women consumers while selecting
the appropriate four wheelers, collected required data through questionnaire from 50
women respondents and found out that consumers prefer easy mode of financing a car.

Sangeeta Gupta (2013) investigated the differentiating parameter and effect of reference
group that influence the consumer buying behavior of car owners within the city of New
Delhi. The primary data was collected from 191 respondents, located in New Delhi using
convenience sampling. The results revealed the strong influence of attributes like price,
fuel efficiency in buying decision and importance of reference group.

The investigation of the paper has revealed that the Price-off amongst the promotional
offers and fuel efficiency in the passenger cars are found to be the foremost reasons for the
preference by the customers. The study also reinforced the association between the

25
respondents’ age and the main influencer in buying a passenger car. Besides, the friends,
family and relatives as main influencer, users also trust the information available on
internet. All the 21 features/attributes that are considered in the study were found to be vital
by the consumers. Among attributes, the three most important one snare fuel efficiency,
price and powerful engine. Consumers felt that if the price of the passenger car is ignored,
they will prefer premium level, stylish and powerful passenger car.

Gautam (2014) investigated on various factors affecting the purchase behavior of the
automobile consumer. The study has been conducted in northern states comprising Punjab,
Haryana, Pradesh, Delhi and Chandigarh. The total 250 customers who have purchased
(Volkswagen Hyundai, Maruti and Honda cars) were contacted for purpose of study. It has
been found that safety, looks, shape, features and interior image and presales and post sales
policies have compelled the customer to select and buy the car. The study found Hyundai
and Volkswagen are emerging as very strong brands in Car Segment of Automobiles in
comparison to other manufacturers.

Priya& Ravi (2015) has made an exploratory approach to identify the key factors that
influence the women consumers while selecting the appropriate four wheelers especially in
B segment cars by considering various parameters such as mileage, maintenance cost,
comfort and brand which are ambiguous and imprecise in nature. They conducted a survey
through structured questionnaire from 50 consumers in Bangalore. The study found
variables such as Safety, Maintenance, and Mileage, Easy mode of financing and easy
driving are influencing buying preference of consumers.

Shahir Bhatt &Amole Bhatt (2015) investigated the factors that influence the purchase of
Hatchback Cars empirically in Ahmedabad. The data was collected from 300 hatchback car
owners in Ahmedabad district of Gujarat by using a self-administered questionnaire. The
study found five factors namely Brand promise, Features, Reach, Promotions, Perceived
Quality and Price/Make influence consumers in purchasing hatchback cars. Further, the
study found a significant relationship baseband promise and age, monthly income and
educational qualification. Also found a relationship between reach and monthly income,
features and age, and price/make and marital status.

From the review of literature on consumer buying influences, perceptions and attitudes in
small car segment, it can be inferred that there is a need of a comparative study in small car
segment.

26
Dortch et al., (2000) studied Consumer choice behavior using the five-step process (need
information search- evaluation of alternatives- purchase-post-purchase evaluation) problem
solving paradigm or through the progression of consumer choice from a product class to
brand choice. John and Parameswara (2013) found out that demographic factors like age,
gender, education, status influenced the buying process.

Rao and Kumar (2012) in their study concluded that the satisfaction of customers depends
upon safety, dealer service, customer relationship and availability of spares along with
other aspects. Kotwal (2009) focused on the importance of the aspects of space, comfort
and luxury of a midsized car. He also focused on the technological advancement and
affluence aspects which are in general provided by numerous global automobile brands in
India.

Chidambaram and Alfred (2007) concluded that customers give more importance to fuel
efficiency than any other factors. They also reflected the fact that brand names inform
customers about product quality, utility and technology. Gaede be (2007) in his study
derived that brand name, pricing and distributor's reputation strongly influence the brand
equity of different models of cars.

Doyle (2002) in his study based on emotional and functional reasons for customer brand
preference, concluded that people preferred reputed brands to display lifestyle, interest,
value and most importantly wealth. Pitcher (1999) concluded that the aspect customers tend
to prefer global brands and habitually if use those brands has invariably made the impact
of global brands more effective. The factors discussed were perceived value addition for
the customer along with quality. Customer’s self-perception was defined as cosmopolitan,
sophisticated and modern. Haneef et al. (2006) in their study which also focused on
automobiles suggested that consumer behavior is influenced strongly by cultural, social,
personal and psychological factors. Cultural factors include the set of basic values,
perceptions, wants and behavior learned by a member of society from the family and other
important institutions. The social factors include consumer's family, small group, social
roles and status. The personal characteristics such as buyer's age, lifecycle stage,
occupation, economic situation and lifestyle influence a buyer's decision. Adperson’s
buying choices are further influenced by four major psychological factors: Motivation,
Perception, Learning, Beliefs and Attitudes.

27
 CHAPTER 7

ANALYSIS & DATA INTERPRETATION

28
 TABLE 7.1: Table showing Age level of the respondents

Sl.no Age level SWIFT

No. of respondents Percentage
%
1. Up to 30yrs 29 26.4
2. 31-40yrs 32 29
3. Above 40yrs 49 44.6
Total 110 100.0

6
Percentage 44.6%
5
4
29%
3 26.4%
% Swift
2
1
0
Up to 31-40 Above 40

GRAPH 7.1: Graph showing age level of the respondents

Analysis

From the above table it is analyzed that 26.4% of the respondents who use Swift belongs to
age level of up to 30years, 29% belongs to 31-40years and 44.6% are above 40years.

Interpretation:

From the above graph it is interpreted that 44.6% of the respondents who use Swift belongs to
age level of above 40years.

29
 TABLE 7.2: Table showing gender of respondents

Sl.no Gender SWIFT

No. of Percentage %
respondents
1. Male 86 78
2. Female 24 22
Total 110 100.0

Percentage
10 78%

8
6
Swift
4
22%
2
0
Male Female

GRAPH 7.2: Graph showing gender of respondents

Analysis:

From the above table it is analyzed that 78% of the respondents who use Swift are male and
only 22% are females.

Interpretation:

From the above graph it is interpreted that 78% of the respondents who use Swift are male.

30
 TABLE 7.3: Table showing educational qualification of respondents

Sl.no Education SWIFT

0
qualification No.of Percentage %
respondents
1 High school 22 20
2 Graduates 47 42.7
3 Post Graduates 41 37.3
Total 110 100.0

GRAPH 7.3: Graph showing educational qualification of respondents

Percentage
50
37.3
40

30
20
20 Swift
10

High Graduate Post Graduate

Analysis:

From the above table it is analyzed that 20% of the respondents who use Swift are in high school,
42.7% are graduates and 37.3% are post graduates.

Interpretation:

From the graph it is interpreted that 42.7% of the respondents who use Swift are graduates.

31
 TABLE 7.4: Table showing monthly income level of respondents

Sl.no Monthly Income SWIFT

No. of Percentage %
level
respondents
1 UptoRs.15000 23 21
2 Rs.15001-20000 31 28.1
3 Rs.20001–25000 29 26.3
4 Above Rs.25000 27 24.6
Total 110 100.0

GRAPH 7.4: Graph showing monthly income level of respondents

percentage
3 28.1
5 26.3 24.6
3 21
0
Swift
2
5

Upto Rs.15001 - 20000- Above

2000 25000 25000
Analysis:

From the above table it is analyzed that 21% of the respondents who use Swift have an income
level up to Rs. 15000, 28.1% have Rs. 15001-20000, 26.3% have Rs. 20001-25000 and
24.6% have above Rs. 25000.

Interpretation:

From the above graph it is interpreted that 28.1% of the respondents who use swift have an income
level of Rs. 15001-20000

32
TABLE 7.5: Table showing the family size of the respondents

Sl.no Family size SWIFT

No. of %
respondents
1 Up to 3 members 29 26.3
2 4-5 members 58 52.7
3 Above 5 members 23 21
Total 110 100.0

percentage
7
0 52.7%
6
0
26.3%
21% swift
5
0
40
Upto 3 4-5 members Above
5

GRAPH 7.5: Graph showing the family size of the respondents

Analysis:

From the above table it is analyzed that 26.3% of the respondents who use Swift have a
family size up to 3 members, 52.7% have 4-5 members in their family and 21% have a family
size above 5 members.

Interpretation:

From the above graph it is interpreted that 52.7% of the respondents have a family size of 4-5
members.
33
TABLE 7.6: Table showing the usage of swift by the respondents

Sl.no Using years SWIFT

No. of Percentage %
Respondent
s
1 Upto 3yrs 38 35
2 4-5yrs 28 25
3 Above 5yrs 44 40
Total 110 100.0

GRAPH 7.6: Graph showing the usage of swift and by the respondent

45

40

35

30

25 Series 1

20 Column1

15

10

0
Upto 3yrs 4-5yrs Above 5yrs

Interpretation:

From the graph it is interpreted that 40% of the Swift users use their above 5years.

Analysis:
From the above table it is analyzed that 35% of the respondents who use Swift use the car up to
3years, 25% use the car for 4-5 years and 40% use the car above 5years.

34
TABLE 7.7: Table showing driving kilometre of respondents per day

Sl.no Kilometre SWIFT

No. of respondents Percentage%
1 Less than 10km 26 23.6
2 10 – 15km 46 42
3 15 – 20km 20 18
4 25 & above km 18 16.4
Total 110 100.0

GRAPH 7.7 Graph showing driving kilometre of respondents per day

percentage
5 42%
4
0
23.6% 18%
16.2%
2 Swift
1
0

Less than 10 – 15km 15 – 20km 25 &

Analysis:
From the above table it is analysed that 23.6% of the respondents who use Swift drive
the carless than 10km, 42% drive 10-15km, 18% drive 15-20km and 16.4% drive 25&
above km.

Interpretation:

From the graph it is interpreted that 42% of the respondents who use Swift drive their
car 10-15km every day.
35
TABLE 7.8 Table showing whether respondents have seen dealer’s advertisement

Sl.no Opinion SWIFT

No. of Percentage
%
respondents
1 Yes 42 38
2 No 68 62
Total 110 100.0

GRAPH 7.8: Graph showing whether respondents have seen dealer’s advertisement

percentage
80
62%
70

60
38%
50
Swift
40
30
20
Yes No
Interpretation:

From the above graph it is interpreted that 62% of the respondents have not seen the dealers
advertisement.

Analysis:

From the table it can be analyzed that only 38% of the respondents have seen the dealers
advertisement and 62% of respondents have not seen the advertisement.

36
TABLE 7.9: Table showing the opinion on dealers’ advertisement

Sl.no Opinion on SWIFT

No. of Percentage
advertisement %
respondents
1 Highly 6 14.2
attractive
2 Attractive 26 62
3 Moderately 10 23.8
attractive
4 Not attractive 0 0
Total 42 100.0

percentage
3
0
2 14. 23.
5
2 0 Swift

GRAPH 7.9: Graph showing the opinion on dealers’ advertisement

Interpretation:

From the above graph it is interpreted that 62% of the respondents have an opinion that the dealers‟
advertisement is attractive.

Analysis:
From the table it is analyzed that 14.2% of the respondents have an opinion that the dealers
advertisement is highly attractive, 62% have an opinion that it is attractive, 23.8% have an
opinion that it is moderately attractive.
37
 TABLE 7.10: Table showing maintenance handling system

Sl.no Maintenance time SWIFT

No. of Percentage %
respondents
1 Through scheduled 98 89
Maintenance
2 As per problem arise 11 10
3 Postpone as long as 1 1
possible
4 Others 0 0
Total 110 100.0

Percentageee
12 eeeeeeenjnjn
8
0
10
0
80 1
1 0 Swift
t

GRAPH 7.10: Graph showing maintenance handling system

Interpretation:

Form the above graph it is interpreted that 89% of the respondents maintain their car through
scheduled maintenance.

Analysis:
From the above graph it is analyzed 89% of the respondents maintain their cars through
scheduled maintenance, 10% as per problem arise and 1% postpone as long as possible.
38
 TABLE 7.12: Table showing reminder of maintenance time

Sl.no Reminder SWIFT

No. of Percentage %
respondents
1 Automobile 56 51
Dealers Reminder
2 Mechanic Shop 0 0
Reminder
3 Personal Records 50 45.4
4 Others 4 3.6
Total 110 100.0

GRAPH 7.12: Graph showing reminder of maintenance timett

Percentage
6 5
0
5
0
0 3.
4 Swift

Interpretation:

From the graph it is interpreted that 51% of the Swift respondents get their reminder of maintenance
from their automobile dealers only.

Analysis:

From the table it is analyzed that 51% of the respondents get reminder from their automobile

39
dealers, 45.5% from their personal records and 3.6% from other sources.

40
 CHAPTER 8

CONTRIBUTION TO THE COMPANY

41
 FINDINGS ON SWIFT

• 44.6% of the respondents using swift are among the age group of above 40 years.
• The Swift respondents who belongs to male gender constitutes of 78%.
• 42.7% of the Swift users are graduates.
• 28.1% of the respondents who uses Swift belong to the income category of 15001- 20000.
• 79% of the Swift users are married.
• 52.7% of the Swift respondents have a family size of 4-5 members.
• 40% of the respondents who use Swift use their car for 5years.
• 42% of the respondents 10-15 kilometers every day.
• The respondents of the Swift are influenced with the following factors like maintenance
cost (61.4%), performance (44.4%), size (38.5%), and Brand name (38.5%).
• 67.3% of the respondents are influenced by their friends and relatives.
• 62% of the respondents have not seen the advertisement of Swift car.
• 62% of the Swift respondents have felt the advertisement is attractive.
• 89% of the respondents are maintaining their car through schedule maintenance.
• 51% of the respondents are getting reminders of service through their automobile dealers.
• 57.2% of the respondents have good opinion about after sales service.
• 80% of the respondents are satisfied with the car.
• 88% of respondents would certainly recommend the car to others.
• 72% of the respondents does not switch to other brands.

42
 SUGGESTIONS AND RECOMMENDATIONS

• Most of the respondents don’t know the price level of various models of Swift cars.
Especially upper middle-class customers perceive Swift is costly. This reason influences the
customers to go for other competitors‟ brand, so proper communication should be given to
customers and a product has to be positioned properly to remove the constraint.

• Swift is giving less mileage with in the city limits when compare to long distance travelling,
so the company should try to improve the mileage level with in the city limits, so that the
sales can be enhanced.

• Swift can work on LPG version in Swift segment, as there is an increase in fuel prices very
frequently; most of the customers prefer LPG models to save the costs of fuel in the long run.

• Swift can launch express service system to customers, were customers can get their car
serviced within an hour. This would help the company to enhance the service and it would
help the company to improve its market share.

• In order to make the loyal customers to delighted customers Swift can arrange some activities
like free general check-up camps; arrange some entertainment programs to their customers
etc. This would help the company to create more references and consumer base and enhances
relationship marketing.

• Swift has to take some efforts to popularize the product, product variants, product prices,
services by adopting appropriate publicity measures.

• Swift can also provide low price models in order to cover all the customers from middle
class to upper middle class customers and it can also compete with existing players in the
market.

43
 CONCLUSION

An automobile company has to make valuable decisions in order to enhance profit and sales
of the company. Every organization in the market should strive to consumer satisfaction in its
work culture; in order to develop such a culture, initiatives should be taken from the top
management. It should not happen that an organization retains its objectives only for marketing
and the actual actions are focused on some other directions.

In any automobile manufacturing industries, the products and services differentiate the
company from its competitors in the market.

This study identifies the consumer perception on - Swift, in Nashik city. This study also
provides some of the strategies to increase consumer preference towards Swift and make the
customer satisfied and loyal.

If the above suggestions are implemented, Swift can enhance its market share and become a
market leader and have a dominant position in the minds of the customers.

44
 QUESTIONNAIRE

1. Name :

2. Gender : a) Male b) Female

3. Age :

4. Educational qualification:
a) High school
b) Graduate
c) Post graduate
d) Others

5. Occupation :

6. Monthly income level

a) Under 15000
b) 15001 - 20000
c) 20001 – 25000
d) 25000 & above

7. Marital status : a) married b) unmarried

8. Number of members in the family (including yourself)?

9. Since how many years you are using this car?

a) Up to 3 years
b) 4-5 years
c) Above 5 years

10. How many kilometers on an average do you drive per day?

a) Less than 10
b) 10-15
c) 15-20
d) 25 & above

11. What are the factors you consider while purchasing your car (select any 3)?
a) Price
b) Brand name
c) Comfort
d) Safety
45
e) Design
f) Size

46
 g) Mileage
h) Performance
i) Maintenance cost

12. Who influenced you to prefer this car particularly over the other brands?
a) Dealers
b) Family members
c) Friends & relatives
d) Others (please specify)

13. Have you seen the dealer’s advertisement of the SWIFT cars?
a) Yes
b) No
If yes, is the advertisement attractive?
a) Highly attractive
b) Attractive
c) Moderately attractive
d) Not attractive

14. How frequently do you handle maintenance aspects of the automobile (Swift swift)?
a) Through scheduled maintenance
b) As per problem arise
c) Postpone as long as possible
d) Others (please specify)
14.1. If scheduled maintenance is done on your automobile, How do you keep a track of
what has been done?
a) Automobile dealer reminder
b) Mechanical shop reminder
c) Personal records
d) Others (please specify)

15. Could you rate your opinion about post sales services offered by the dealer to your car?
a) Very good
b) Good
c) Neutral
d) Very Poor
e) Poor

16. Are you satisfied with Swift ?

a) Very satisfied
b) Satisfied
c) Dis-satisfied
d) Highly dis-satisfied

17. Will you recommend Swift to your friends and relatives?

47
a) Certainly
b) Uncertainly
c) Will not recommend

18. If you come across a new model/variant from the competitor, will you switch over?
a) Yes b) no

48
 BIBLIOGRAPHY Books:

• Hanna/Woznick’s Consumer Behaviors: An Applied Approach/ 4th Edition/ 2013

Articles:
International journal of Business and Administration Research review/ Vol.1/ issue 5,
/ April-June 2014/ Pg. no. 132-139/ ISSN – 2348-0653
Journal of Exclusive Management Science – February 2015- Vol.4/ issue 2 – ISSN
2277-5684/ Pg. no. 1-5.
The international journal of Engineering and science/ volume 3/ issue 5/ Page 40-43/
ISSN 2319-1805/2014.

Websites:
http://www.google.com
http://www.thehindubusinessline.com
http://zeenews.india.com

49
50