MINOR PROJECT REPORT SUBMITTED TOWARDS THE PARFULFILLMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

MINOR PROJECT REPORT-I

ON

A Study towards perception of consumers while buying Sedan Cars

Batch: 2023-2026

Submitted by: PROJECT GUIDE

Name of student: Ayan Banik Name:
Enrolment No: Designation:

Don Bosco Institute of Technology

Affiliated to Guru Gobind Singh Indraprastha University, New Delhi
 CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work “A Study towards perception of consumers while buying
sedan cars ” made by Ayan Banik, BBA, 2-A, 01219501723 is an authentic work carried out by
his/her under guidance and supervision of Richa ma’am and Pramod sir.

The project report submitted has been found satisfactory for the partial fulfilment of the degree of
Bachelor of Business Administration.

Project Supervisor

Signature

Name
 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentors who graciously

gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and friendly approach. It would
have been difficult to achieve the results in such a short span of time without their help.

I deem it my duty to record my gratitude towards the Project supervisor __Name who devoted
his/her precious time to interact, guide and gave me the right approach to accomplish the task and
also helped me to enhance my knowledge and understanding of the project.

Signature:
Name of Student: Ayan Banik
Enrol. No. 01219501723
Course: BBA
Class/Section: 2-A
Semester: 2nd
 DECLARATION

I hereby declare that the following documented Project report titled “A Study towards perception of
consumers while buying sedan cars” is an original and authentic work done by me for the partial
fulfilment of Bachelors of Business Administration degree program.

I hereby certify that all the Endeavour put in the fulfilment of the task are genuine and original to the
best of my knowledge & I have not submitted it earlier elsewhere.

Signature:
Name of Student: Ayan Banik
Enrol. No. 01219501723
Course: BBA
Class/Section: 2-A
Semester: 2nd
 Table of Content
S. Particulars Page No.
No.
1. Chapter-1 (Introduction & Literature Review) 1-15 approx.
 Introduction (Topic)
 History (Topic)
(Theoretical concept about the topic such as
Importance, Functions, Types Roles) etc.

2. Chapter-2 (Research Objectives & Methodology) 16-30

 Research Objective of the study approx.
 Research Methodology
 Research Design
Types of research design
 Data Collection
Sources of data collection (Primary
& Secondary)

3. Chapter-3 (Data Processing, Analysis & Interpretation) 31-45

 Data processing approx.
 Analysis of the problem under study
 Interpretation of the result

4. Findings 46
5. Limitations 47
6. Suggestions & Recommendations 48
7. Conclusion 49
8. Bibliography 50
9. Annexure 51
Introduction
India, the world's fastest growing economy is in top-gear with world's second-fastest growing auto
market. India being the second most populated country in the world attracts a huge demand in the
Automobile Industry. Growth in disposable income in urban and rural areas, availability of easy
finance and improvement in infrastructure are other reasons for high growth rate of the automobile
market. The statistics also prove this, as the Automobile Sector contributes 8% to the Indian GDP.
India's automobile market is also flooded with opportunities and has wide scope of development. For
Indian consumers, buying a car is one of the most important decisions. It has now become a very
important task for the Indian Automobile Manufacturers to understand consumer "buying behaviour"
as it plays a critical role in decision making regarding purchase of products. The automobile
companies should be able to the study the buying behaviour of the consumers to get a better
understanding of their perceptions and take fast action in the competitive environment to meet the
needs of customers.

The Indian car industry has flourished as never before in the recent years. This extraordinary growth
that the Indian car industry has witnessed is a result of a major factors namely, the improvement in
the living standards of the middle class and an increase in their disposable income, modern and
innovated technology. Moreover, the liberalization steps, such as, relaxation of the foreign exchange
and equity regulations, reduction of tariffs on imports and easing the banking policies initiated by
Government of India, have played an equally important role in bringing the Indian car industry to
great heights. The increased demand for Indian cars has resulted in a large number of multinational
auto companies, especially from Japan, U.S.A., and Europe, entering into the Indian market and
working in collaboration with the Indian firms. Also, the institutionalization of automobile finance
has further paved the way to sustain a long term high growth in the industry. To tap the new market
generated by prospering Indian economy, the luxury car manufacturers like, Volvo, Mercedes,
Volkswagen etc., have not only started the manufacturing facilities in India, but are also introducing
new luxury models of car in Indian market at rapid pace. The great Indian Middle Class, having a
formidable 2 purchasing power, is the back bone of growth in Indian manufacturing sector, is so
unpredictable in its preferences, choices, and priorities that a in-depth study is required to find out
sustainability of any product, spicily a product which is falling in the category of comfort or to some
extent luxury for the middle class consumers. Consumer preferences are defined as the subjective
(individual) tastes, as measured by utility, of various bundle of goods. They allow the consumer to
rank these bundles depending upon the quantum of utility derived by their consumption. It is to be
noted that preference is independent of income and prices. One’s capability to purchase is not a
determinant factor for one’s likes or dislikes. For instance, one can have a preference of Mercedes
over Nano but have the budget constraint of purchasing only a Nano. Consumers make decisions by
allocation of their scarce income across all possible bundles of goods in order to derive greatest
satisfaction. The preferences may depend on plethora of factors like culture, education and individual
tastes. Consumer preference is the foundation
of consumer demand. How high the prices will be, what will be the reaction of consumer by change
in price, how much the consumer is willing to pay and accordingly profitability depends upon
understanding of consumer buying behaviour. Consumer buying behaviour is one of the most
important phenomena in the purchase of any product. Consumer buying behaviour is determined to a
large extent by the social psychological and economic factors and it is necessary for a manager to
understand the factors for the proper planning of marketing strategies. The reasons why consumers
buy particular products or brands are due to buying motives. All behaviours start with motivation. A
motive is a stimulated need that an individual seeks to satisfy. These motivations can be bio-organic
or psychogenesis needs and motives that are influenced by perceptions. These perceptions are in turn
influenced by customer's habit, 3 fashion, education and advertisement. The demand for goods varies
with race, climate, income, education, religion and occupation. So, the seller's task is to fulfil the
consumers’ desire for his products by influencing the factors, which influence the motives of
consumer. The buying behaviour towards a car of a consumer can be studied by knowing their
preference and perceptions about the cars in the market and about the possible entrants in the market.
This preference and perception sketching will help in knowing what a customer (or a potential
customer) thinks about a given brand of car and what are the possible factors guiding a possible
purchase.

Types of Sedan Cars in India: -

1) Compact Sedans:
These are smaller sedans designed to comply with the sub-4-meter length rule in India to avail tax
benefits
Examples include Maruti Suzuki Dzire, Honda Amaze, Hyundai Aura, Tata Tigor, etc.
2) Mid-Size Sedans:
These are slightly larger sedans with more features and space compared to compact sedans.
Examples include Honda City, Hyundai Verna, Maruti Suzuki Ciaz, Toyota Yaris, etc.

3) Executive Sedans:
These are more premium sedans offering luxury features and higher levels of comfort.
Examples include Honda Accord, Toyota Camry, Skoda Superb, Volkswagen Passat, etc.

4) Luxury Sedans:
These are top-tier sedans offering advanced technology, luxurious interiors, and powerful performance.
Examples include Mercedes-Benz E-Class, BMW 5 Series, Audi A6, Volvo S90, Jaguar XF, etc.
Types of engines used
1)Below 1000cc:
These engines are typically found in smaller compact sedan cars designed for city driving and fuel
efficiency. They offer modest power output suitable for daily commuting.
2)1000cc – 1500cc:
This range covers a wide variety of sedan cars, including compact sedans and mid-size sedans.
Engines in this range offer a balance between fuel efficiency and performance, suitable for urban and
highway driving.
3)1500cc – 2000cc:
These engines are commonly found in mid-size sedans and executive sedans. They offer more power
and torque compared to smaller engines, providing better acceleration and highway cruising
capabilities.
4)Above 2000cc:
Larger engines with displacements above 2000cc are typically found in executive sedans, luxury
sedans, and performance-oriented sedan cars. They offer high power and torque output, delivering
exhilarating performance and smooth acceleration.

1.3 History
The roots of sedan cars trace back to the dawn of the automotive era, influenced by the luxurious
sedan chairs of the 17th century. Early automobiles, resembling horse-drawn carriages, gradually
evolved into enclosed vehicles with fixed roofs and separate passenger compartments. Pioneering
manufacturers such as Ford, Cadillac, and Mercedes-Benz played pivotal roles in refining sedan
design and functionality during the early 20th century.

A sedan chair, a sophisticated litter, was an enclosed box with windows used to transport one seated
person. Porters at the front and rear carried the chair with horizontal poles. Litters date back to long
before ancient Egypt, India, and China. Sedan chairs were developed in the
1630s. Etymologists suggest that the term “sedan” came from the Latin term “sedere” meaning “to
sit”.
It is sometimes stated that the 1899 Renault Voiturette Type B (a 2-seat car with an extra external
seat for a footman/mechanic) was the first sedan, since it is the first known car to be produced with a
roof. A one-off instance of a similar coachwork is also known as a 1900 De Dion-Bouton Type D.
A sedan is typically considered to be a fixed-roof car with at least four seats. Based on this
definition, the earliest sedan was the 1911 Speedwell, which was manufactured in the United States.

Mid-20th Century Variations: -

1) Close-coupled sedans: -
A "closed-coupled" sedan refers to a specific type of sedan design where the rear passenger area is
relatively close to the front passenger compartment. In essence, it describes a sedan with a shorter
distance between the rear seat and the back of the car, often resulting in a smaller overall
footprint.
The term "closed-coupled" is a throwback to early automotive design when vehicles had a more
compact layout compared to modern sedans. In closed-coupled sedans, the rear passengers would
have less legroom and space compared to more modern sedans with longer wheelbases and larger
cabins. Closed-coupled sedans were more common in the early 20th century when cars were
generally smaller and less spacious.

2) Coach sedans: -
"Coach sedans" typically refer to luxury sedan cars that offer a high level of craftsmanship, comfort,
and attention to detail reminiscent of traditional coach-built automobiles. These vehicles often
represent the pinnacle of luxury and are designed to provide a superior driving and riding experience.
A Coach body has no external trunk for luggage.
3) Close-coupled saloons: -
"Close-coupled saloons" refer to a particular design of sedan cars where the rear passenger area is
relatively close to the front passenger compartment. In essence, it describes sedans with a shorter
distance between the rear seat and the back of the car, resulting in a smaller overall footprint.
The term "close-coupled" is derived from early automotive design when vehicles had a more
compact layout compared to modern sedans. In close-coupled saloons, the rear passengers would
have less legroom and space compared to more modern sedans with longer wheelbases and larger
cabins.

4) Club sedans: -
"Club sedans" historically referred to a specific type of sedan car body style popular in the early
to mid-20th century. These vehicles were characterized by a shorter overall length and were often
marketed as more affordable options compared to larger sedans of the time.
Club sedans typically featured a single row of seating, accommodating two to three passengers
comfortably in the front, with limited seating or storage space in the rear. This configuration made
them ideal for individuals or small families who needed a practical and economical mode of
transportation.
Due it’s shorter length it had less interior space compared to other sedans.
 Scope of the study
Scope refers to the future utility of the study conducted. Nowadays, with the rise in the income
level of the consumers, a car has become a status symbol for an individual. Therefore, there is
a significant scope to examine the purchase behaviour and perception of the consumers.
Though
the major coverage is about the perception of consumers while buying sedan cars, under the study,
it is seen what are perception of consumers when buying a sedan car. Another aspect covered under
the study is the beginning of the era of sedan cars and its history. This study shows us the various
reasons like brand reputation, safety features, fuel efficiency, design aesthetics, pricing, technology,
after-sales service, environmental impact etc, that may encourage the consumer to opt for a sedan car
in future.
Conducting surveys, interviews, and market analysis will provide valuable insights into
understanding how consumers usually behave while buying sedan cars.
This study uses primary collection of data with responses from 30 consumers to get an insight
into the consumers mind to get to know their buying behaviour for sedan cars.
This study might help a seller to select their target segment and evolve marketing strategies to
increase the sales. It also leads to identify and understand the scope of growth opportunities for sedan
car segments in India.
 Literature Review
1. According to Dr. Rajeev Batra:
 Batra has conducted research on consumer behaviour and decision-making processes
in the automotive industry. His work often includes investigations into factors
influencing consumer perceptions and preferences while purchasing vehicles,
including sedan cars.
2. According to Dr. Norazah Mohd Suki:
 Suki has published numerous studies on consumer behaviour, particularly in the
context of automotive purchases. Her research often examines factors such as brand
perception, product attributes, and pricing strategies influencing consumer decisions
regarding sedan cars.
3. According to Dr. Charles Hofacker:
 Hofacker's research encompasses various aspects of consumer behaviour and
marketing, including studies related to the automotive industry. His work may include
analyses of consumer perceptions and preferences in the sedan car market.
4. According to Dr. Sheth Jagdish N.:
 Sheth has conducted extensive research on consumer behaviour and marketing,
covering diverse industries including automotive. His studies may offer insights into
the psychological, social, and cultural factors shaping consumer perceptions during
the purchase of sedan cars.
5. According to Dr. Subramanian Annamalai:
 Annamalai's research interests include consumer decision-making processes and
marketing strategies in the automotive sector. His studies may provide valuable
insights into the perception of consumers while buying sedan cars, particularly
regarding branding, product attributes, and pricing.
6. According to Dr. Gary L. Lilien:
 Lilien's research often focuses on marketing analytics and decision sciences, with
applications in various industries including automotive. His work may include
analyses of consumer perceptions and preferences in sedan car purchases, utilizing
quantitative methodologies.
7. According to Dr. Simon J. Bell:
 Bell's research spans consumer behaviour and marketing, with a focus on sustainable
consumption and environmental concerns. His studies may offer insights into how
perceptions of sustainability and eco-friendliness influence consumer decisions in the
sedan car market.
8. According to Dr. Aparna Sundar:
 Sundar's research often focuses on consumer behaviour, particularly in relation to
branding and advertising. Her work may include studies on how brand perceptions
influence consumers' decisions when purchasing sedan cars.
9. According to Dr. Utpal M. Dholakia:
 Dholakia's research interests include consumer decision-making processes, online
marketing, and pricing strategies. His studies may provide insights into how
factors such as online reviews and pricing impact consumer perceptions in the
sedan car market.
10. According to Dr. Joseph Sirgy:
 Sirgy's research covers consumer well-being, quality of life, and marketing. His work
may include investigations into how perceptions of sedan cars contribute to
consumers' overall life satisfaction and well-being.
11. According to Dr. Ko de Ruyter:
 de Ruyter's research often focuses on consumer psychology, customer engagement,
and service marketing. His studies may offer insights into how interactions with car
dealerships and sales personnel influence consumer perceptions during the sedan
car purchase process.
12. According to Dr. Rajagopal Eragappa:
 Eragappa's research interests include consumer behaviour and marketing strategy.
His studies may explore factors such as product design, features, and performance
that influence consumer perceptions and preferences in the sedan car market.
13. According to Dr. Ahir Gopaldas Patel:
 Patel's research may cover topics related to consumer attitudes, brand loyalty, and
marketing communication strategies. His work may offer insights into how
automakers can effectively communicate with consumers to shape perceptions of
sedan cars.
14. According to Dr. Rama Jayanti:
 Jayanti's research interests include consumer decision-making processes and
marketing analytics. Her studies may involve quantitative analyses of consumer
perceptions and preferences in the sedan car market, using data-driven
approaches.

15. According to Dr. Ashish Kumar Rathore:

 Rathore's research interests include consumer psychology, brand management, and
marketing strategy. His studies may focus on understanding the psychological
factors that influence consumer perceptions and decision-making processes when
buying sedan cars.
16. According to Dr. Amit Kumar Srivastava:
 Srivastava's research often revolves around consumer behavior, advertising
effectiveness, and marketing communications. His work may explore how advertising
messages and promotional campaigns influence consumer perceptions of sedan cars.
17. According to Dr. Ravi Chitturi:

 Chitturi's research may encompass topics such as product innovation, market

segmentation, and consumer preferences. His studies may investigate how innovative
features and design elements impact consumer perceptions of sedan cars.
18. According to Dr. Deepak Chhabra:

 Chhabra's research interests include consumer decision-making processes, branding,

and market segmentation. His studies may analyze how consumer perceptions vary
across different demographic segments in the sedan car market.
19. According to Dr. Anirban Mukhopadhyay:

 Mukhopadhyay's research spans consumer psychology, decision-making, and

advertising effectiveness. His work may offer insights into how emotions and
cognitive biases influence consumer perceptions and preferences for sedan
cars.
20. According to Dr. Rajan Varadarajan:

 Varadarajan's research often focuses on marketing strategy, market orientation, and

competitive positioning. His studies may explore how automakers can differentiate
their sedan cars to create favourable consumer perceptions in the competitive
marketplace.
21. According to Dr. Rakesh Niraj:

 Niraj's research interests include consumer behaviour, retailing, and brand

management. His studies may examine the role of retail environments and
dealership experiences in shaping consumer perceptions and purchase intentions for
sedan cars.
22. According to Dr. Anirban Kundu:
 Kundu's research interests include consumer decision-making processes, product
design, and market positioning. His studies may investigate how design aesthetics
and styling impact consumer perceptions of sedan cars and their perceived value.
23. According to Dr. Srinivas Reddy:
 Reddy's research often focuses on consumer psychology, pricing strategies, and
market segmentation. His studies may examine how pricing tactics and discounts
influence consumer perceptions and purchase intentions in the sedan car market.
 Chapter 2
Research Objectives & Methodology
2.1 Research Objective: -
a) To study the level of customer satisfaction towards their sedan cars.
b) To identify the factors that influence the perception of consumers towards sedan cars.
c) Exploring how demographic variables such as age, income level and geographical location
impact consumer perception.
d) Investigating the influence of marketing and advertising strategies on consumer perceptions
of sedan cars.
e) Assessing the significance of environmental concerns, fuel efficiency, and sustainability
factors in shaping consumer perceptions.
f) Analysing the impact of previous ownership experiences, word-of-mouth recommendations,
and online reviews on consumer perceptions.
g) Understanding the relationship between consumer perceptions and purchase intentions,
including factors that may lead to brand loyalty or switching behaviour.
h) Providing insights and recommendations for automakers and marketers to effectively target
and influence consumer perceptions in the sedan car market.

2.2 Region of Research

The geographical location for the study is the city of Delhi. The city has a large percentage of
people who want to purchase a sedan car or have a sedan car. It is not only a political and cultural
hub but also a major economic centre with a significant consumer market for sedan cars. The
city's economic diversity allows for a thorough exploration of consumer perceptions across
different income groups. Delhi also hosts numerous automobile dealerships, showrooms, and
brands, making it a competitive market for sedan cars. Understanding consumer perceptions in
this competitive environment can provide valuable insights for automakers and marketers.

2.3 Research Method

The research method used is a survey. A survey is defined as a list of questions that aims at
extracting a specific data from a particular group of people. Surveys may be conducted by phone,
mail, internet, and etc. It is easier to gather data from a survey that is why the researchers use this
method. With this researcher prepared a self-made survey questionnaire that will be used as the
 research instrument to gain insight on the topic of “perception of consumers while buying sedan
cars".
The research will be conducted within the locality of Delhi. Which is most populous place of
India and most of the middle-class families here prefer sedan cars here.

Research Instruments
The researcher prepared a self-made questionnaire for the survey. The researcher used this in
order to get the information regarding the problem.

Data Gathering Procedure

The researcher used survey questionnaire to answer the researcher’s questions and the researcher
translate it in a scale so that everyone can understand the difference of the different consumer’s
perception towards sedan cars.

2.5 Population and Sampling

1. The population for the study consists both people who have a sedan car and who want to have
a sedan car.
2. Survey taken of around 50 people living in Delhi NCR.
3. This survey mostly contains the response from middle class families.

2.6 Collection of Data

The collection of data is done through primary data which is collected through the means of
“questionnaire” and “interviewing”.
This survey will help car industries to understand the driving force for the sale of sedan cars and what
middle class consumers seek while buying a sedan car.
By cross-tracking different consumer’s expectation and wants, it becomes easier for companies to
manufacture cars according to consumer.
Using a structured questionnaire to get information regarding consumer’s wants.
2.7 Questionnaire to collect Primary Data

In this we will be asking questions asked will help me to collect data:

Name: -

E-mail ID: -

Phone No –

Q1) What is your Gender?

a) Male

b) Female

c)Prefer not to say

Q2) Please select your Profession/Occupation: -

a) Student

b) Retired

c)Sole Proprietor/Businessman

d)Unemployed

e) Housewife/Homemaker

Q3) Please select your age group

a) Under 20

b)21-30

c)31-40
d)41-50

e)51-60

f) above 60

Q4) Do you currently own a car?

a) Yes

b) No

Q5) On average, how far do you travel by car each

day? a)5-20 kms

b) 21-45 kms

c) 46-70 kms

d) above 70 kms

Q6) Please select the brand of sedan car you currently own?

a) Honda

b) Maruti Suzuki

c)Ford

d)Hyundai

e) Other

Q6) Will you buy the same brand again?

a) yes

b) no
Q7) Please select the price of your car?

a) Under Rs.10,00,000

b) Rs.10,00,000-Rs.15,00,000

c)Rs.16,00,000-Rs.20,00,000

d)Rs.21,00,000-Rs.25,00,000

e) Over Rs.25,00,000

Q8) What type of engine do you prefer?

a) Fuel

b) Diesel

c)Hybrid

d)Electric

Q9) What is your monthly spend on fuel?

a) Below 1500

b) Above 2500

c)Above 3500

d)Above 5000

Q10) Do you prefer customizing your car?

a) Yes

b) No
Q11) Please indicate the purpose of usage of your car?

a) Business Purpose

b) Personal Purpose

c)Family Purpose

d)All of the Above

Q12) Do you prefer customizing your car?

a) Yes

b) No

Q13) How much do online reviews influence your buying decision?

a) Significantly

b) Moderately

c)Slightly

d)Not at all

Q14) From where do you prefer to make the final purchase decision?

a) Dealer-Outside city

b) Dealer-Inside city

c)Online

d) Through an Intermediate
 Chapter 3

Data Processing, Analysis and Interpretation

DATA ANALYSIS AND INTERPRETATION

Analysis

ANALYSIS is the process of placing the data in an ordered form, combining the existing information
and extracting the meaning from them. In other words analysis, is an answer to the question “what
message/answer is being conveyed by each group of data”.

Group Data are raw facts and are unable to give a meaningful information. The raw data becomes
information only when they are analysed and a conclusion is derived from it.

Interpretation

INTERPRETATION is the act of explaining, reframing, or showing your own understanding of

something (in this case the data collected from the questionnaire).

It attempts to answer “what is the conclusion or relationship between findings of the research”.
Q1) What is your gender?

Gender No. of responses Percentage

Male 28 56
Female 21 42
Prefer not to say 1 2

Analysis-

The above table and graph show the gender classification of the respondents which are 28 out of 50
for males, 21 out of 50 for females and 1 out of 50 was not comfortable with revealing their gender.

The conclusion that can be derived from this is that India is a male dominated country and most of
the men in the Indian household are the money-earners.
Q2) Please select your Profession/ Occupation?

Occupation/Profession No.of respondents Percentage

Student 15 30
Retired 1 2
Sole 6 12
Proprietor/Businessman
Salariedman/Salaried 25 50
woman
Unemployed 0 0
Housewife/Homemaker 3 6

No.of respondents
Student Retired
Sole Propreiter/Businessman

Salaried man/Salaried woman

0%6
Unemployed
% 30%
Housewife/Homemaker

50% 2%
12%

Analysis:-
The above graph/table shows the Occupation/Profession of the respondents which can be seen as
follows: -
a) Student: - 15 out of 50
b) Retired: - 1 out of 50
c) Sole proprietor/Businessman: - 6 out of 50
d) Salaried man/Salaried woman: - 25 out of 50
e) Unemployed: - 0 out of 50
f) Housewife/Homemaker: - 6 out of 50
From the above analysis we can see that most of the people who use sedan car are
salaried man/salaried woman.
The main reason for this is that most people from the middle-class families are employed as
corporate workers to meet their ends meet.
The students who own sedan car receive it as a gift from their parents.
Business man uses the car for his personal and business reasons.

Q3) Please select your age-group?

Age No. of responses Percentage

Group
below 20 9 18
21-30 18 36
31-40 18 36
41-50 5 10
51-60 0 0
above 60 0 0

No. of responses
10%0%
18%

36%
36%

below 2021-3031-4041-5051-60above 60

Analysis: -
The above graph and table show the age group of the respondents. The survey conducted shows the
following: -
a) Below 20: - 9 out of 50
b) 21-30: - 18 out of 50
c) 31-40: - 18 out of 50
d) 41-50: - 5 out of 50
e) 51-60: - 0 out of 50
 f) Above 60: - 0 out of 50
From the above data it can be seen that most people who own a sedan car are from the working age
group which are 21-30 and 31-40. This is the age when people tend to work to make a living.
Sedan car can act as a means of affordable transport by middle class families.

Q4) Do you currently own a car?

Yes/No No. of Percentage
response
Yes 48 96
No 2 4

Own a car

4%

Yes
No
96%

Analysis:-
The above graph/table shows the no. of people who own a sedan car.
It is seen that 48 out of 50 own a sedan car and 2 out of 50 don’t own a sedan car.
The reason behind most people owning a sedan car can be due it’s affordability.

Q) On average how far do you travel by car each day?

 Distance No. of respondents Percentage

5-20 kms 12 24

21-45 kms 27 54

46-70 kms 11 22

above 70 kms 0 0

Distance

0% 5-20 kms
22% 24% 21-45 kms
46-70 kms
above 70 kms

54%

Analysis: -
The above graph and table show how much distance the respondents travel through sedan car on an
average in a day.
The survey shows the following data: -
a) 5-20 kms: - 12 out of 50
b) 21-45 kms: - 27 out of 50
c) 46-70 kms: - 11 out of 50
d) Above 70 kms: - 0 out of 50
From the above data we can conclude that most of the people use sedan cars to cover medium
distances that is neither too short and neither too long.
This is due to the fact that people from middle class families tend to practice saving money and avoid
spending money unnecessarily.
Q) Please select the brand of sedan car you currently own?
Car Brand No. of Percentage
respondents
Honda 12 24
Maruti Suzuki 15 30
Ford 12 24
Hyundai 10 20
No car 1 2

Car Brand

2% Honda Maruti Suzuki Ford

20% 24% Hyundai
No car

24%
30%

Analysis: -
The above graph/table shows the brand of sedan car owned by the respondents. The above data
shows the following data: -
a) Honda: - 12 out of 50
b) Maruti Suzuki: - 15 out of 50
c) Ford: - 12 out of 50
d) Hyundai: - 10 out of 50
e) No Car: - 1 out of 50
From the above data we can conclude that most people prefer the sedan car of Maruti Suzuki (Swift,
Swift Dzire).
The price of Maruti Suzuki Dzire in New Delhi starts at Rs.6.57 Lakh. It’s low price factor is the
main reason for its popularity.
Q) Will you buy from the same brand again?
Will you buy from the same No. of Percentage
brand again? respondents
Yes 41 82
No 9 18

Will you buy the same brand?

18%

Yes
82%
No

Analysis: -
The above graph shows if the respondents would buy from the same brand again or not.
The above data shows that 41 out of 50 would prefer to buy from the same brand again, whereas 9
people said that they would want to try other brands.
Most people from the middle-class families prefer to use a product they buy for a long period of time
and tend to change it only when it becomes unusable or heavily damaged.
People class people tend to spend their money only when something is really important or if the
person can’t live without the product.
Q) Please select the price of your car?
Price No.of Percentage
respondents
Under Rs.10,00,000 22 44
Rs.10,00,000 - 10 20
Rs.15,00,000
Rs.16,00,000 - 7 14
Rs. 20,00,000
Rs.21,00,000 - 6 12
Rs.25,00,000
Over Rs.25,00,000 5 10

No.of respondents

10%
12%
44%
14% Under Rs.10,00,000 Rs.10,00,000 - Rs.15,00,000 Rs.16,00,000 - Rs. 20,00,000 Rs.21,0
Over Rs.25,00,000
20%

Analysis: -
The above graph and table show the price range between which the respondents have bought their
sedan cars at.
The data shows the following: -
a) Under Rs.10,00,000: - 22 out of 50
b) Rs.10,00,000-Rs.15,00,000: - 10 out of 50
c) Rs.16,00,000-Rs.20,00,000: -7 out of 50
d) Rs.21,00,000-Rs.25,00,000: -6 out of 50
e) Over Rs.25,00,000: -5 out of 50
From the above data we can make out that people from most middle class families tend to spend less
money, so they go towards more affordable options available in the market.
Q) Please indicate the purpose of usage of your car?
Engine No. of Percentage
respondents
Petrol 38 76
Diesel 4 8
Hybrid 5 10
Electric 3 6

No. of respondents

6%
10%
8%
Petrol Diesel Hybrid
Electric
76%

Analysis: -
The above graph and table show the engine/fuel preferred by the respondents in their sedan car.
The data shows the following analysis: -
a) Petrol: - 38 out of 50
b) Diesel: - 4 out of 50
c) Hybrid: - 5 out of 50
d) Electric: - 3 out of 50
From the above analysis we can derive to the conclusion that most people from middle class families
tend to prefer Petrol as their preferred fuel/engine.
This is due to the fact that Petrol tends to give more efficiency, produces less emission, produce less
noise, gives faster acceleration.
Q) What is your monthly spend on fuel?
Monthly No. of Percentage
spend respondents
Below 1500 11 22
Above 2500 21 42
Above 3500 15 30
Above 5000 3 6

monthly spent on fuel

6%
22% Below 1500
Above 2500
30% Above 3500
Above 5000

42%

Analysis: -
The above graph and table show how much the respondents tend to spend on fuel on a monthly basis.
The data shows that most of the people tend to spend above Rs. 2500 on fuel.
Q) Do you prefer customizing your sedan car?
Customize Respondents Percentage
Yes 28 56
No 22 44

Customizing

44%
56%

Yes
No

Analysis: -
The above graph and table show the no. of respondents who prefer to customize their sedan car on
the basis of its looks, engine, exhaust, headlights, skin etc.
The above data shows the following: -
a) Yes: - 28 out of 50
b) No: - 22 out of 50
From this we can conclude that most of the people tend to customize their sedan cars to suit their
comfort and liking.
Q) Purpose of buying the sedan car?
Purpose No. of Percentage
Respondents
Business 19 38
Purpose
Personal 8 16
Purpose
Family 13 26
Purpose
All of the 10 20
above

Purpose

20%
38%

Business Purpose Personal Purpose Family Purpose

26% All of the above
16%

Analysis: -
The above graph and table show how the respondents usually use the sedan car on a daily basis.
The analysis shows that most of the people i.e., 19 out of 50 people use sedan cars for business
purpose which could contain going to Offices, Shops etc.
Due the affordability of sedan cars thanks to Maruti Suzuki, most of the middle class people tend
to use sedan cars of the company for all their travel needs.
Q) How much do online reviews influence your buying decisions?
Do online reviews no. of Percentage
affect decisions respondents
Significantly 13 26
Moderately 16 32
Slightly 18 36
Not at all 3 6

Affect of online reviews

6%
26% Significantly Moderately Slightly
Not at all
36%

32%

Analysis: -
The above graph and table show how online reviews effect the buying decision of the customers.
From the analysis we can see that most of the people tend to believe slightly on the online reviews
regarding sedan cars.
People tend to believe in products when they see it through their own eyes and then believe on its
quality.
Q) From where do you prefer to buy the car/make the final purchase decision?
Place of buying no. of Percentage
respondents
Dealer- outside city 7 14
Dealer- in city 14 26
Online 13 26
Through a 16 30
intermediate

Final Purchase Decision

14%
32%

28% Dealer- outside city Dealer- in city Online

Through a intermediate
26%

Analysis: -
The above graph and table show the place where respondents tend to feel satisfied while taking the
purchase decision.
The analysis shows that most of the people i.e., 16 out of 50 people tend to take the final purchase
decision through an intermediary.
People tend to do so knowing the fact that the intermediaries they visit already know each other for a
long time.
LIMITATIONS: -
Limitation regarding the study and research are as follows: -
1. Sample Size: - The study has limitations in terms of the sample size, which could affect
the generalizability of the findings of the entire population of sedan car buyers.
2. Demographic Representation: - The study focuses on middle class people, which limits
the applicability of the findings to broader customer population.
3. Cultural and Regional Differences: - Consumer perceptions of sedan cars can vary
significantly based on factors such as culture, region, and socio-economic status. A study
conducted in one geographic area may not accurately represent the perceptions of
consumers in other areas.
4. Self-Reporting Bias: Participants may not always provide accurate or truthful responses,
especially when it comes to sensitive topics like personal preferences or purchasing
decisions. This can introduce bias and affect the reliability of the study results.
5. Influence of Marketing and Advertising: Consumer perceptions of sedan cars may be
heavily influenced by marketing campaigns and advertising efforts by car manufacturers.
It may be challenging to isolate the genuine perceptions of consumers from the effects of
marketing messages.
6. External Factors: External factors such as government policies, environmental concerns,
and global events can also impact consumer perceptions and purchasing decisions. These
factors may not be adequately addressed in the study.
7. Potential Response Bias: Participants may provide socially desirable responses or alter their
answers based on the context of the study, leading to response bias. This can affect the
reliability and validity of the data collected.
8. Ignoring Emerging Trends: The study may overlook emerging trends in the automotive
industry, such as the rise of electric vehicles or changing attitudes towards car
ownership. Failing to account for these trends could result in outdated or incomplete
conclusions.
9. Difficulty in Longitudinal Analysis: While the study may provide insights into consumer
perceptions at a specific point in time, conducting a longitudinal analysis to track changes
in perceptions over time can be resource-intensive and challenging to implement
effectively.
 FINDINGS
1) Factors Influencing Purchase Decision: -

The study helps to identify the primary focus that influence the consumer’s decision when
purchasing sedan cars. These factors mostly include price and mileage as the data collected are from
mostly middle-class families.
2) Brand Perception and Loyalty:
The study sheds light on how consumers perceive different sedan car brands and their level of brand loyalty.
In the data collected it can be seen that consumer’s tend to prefer Maruti Suzuki Dzire due to its affordability

3) Perceptions of Reliability and Durability:

Consumers' perceptions of the reliability and durability of sedan cars can significantly influence their
purchase decisions. The study reveals which factors consumers associate with reliability and
durability, such as build quality, warranty coverage, and long-term maintenance costs.
4)Research and Purchase Behaviour:
The study examines consumers' behaviour when researching and purchasing sedan cars.
The data clearly shows how consumers tend to react to prices and advertisements.
5) Price Sensitivity:

Consumer’s mostly from middle class families tend to be more price sensitive so they prefer to buy
more affordable cars that fit effectively with their budget.
6) Fuel type preference:

Consumer/customer’s tend to prefer “petrol” as there optimal or preferable fuel type.

This s due to the fact that petrol tends to give more mileage compared to other fuel types in the
comparison i.e. diesel, electric.
7) Value for money:

Consumer mostly from the middle class tend to make their money worth for a longer period of time.
Due to this fact they tend to make use of anything they buy for the longest period of time.
 Bibliography
https://en.wikipedia.org/wiki/Sedan_(automobile)
https://chat.openai.com/