Summer Internship Project

INDIAN AUTOMOTIVE STUDY

DESCRIPTION
 Objective of the study
• To measure the brand awareness of different
cars
• Buying pattern of owners and intenders
• To measure the brand equity of different brands
• To interpret which sources helps the
respondents while purchasing cars
• To find out the factors influences respondents
during the purchase of their cars
 Target Group
• Age: 21- 59 years
• Gender: Male ,Female(Owners and
Intenders)
• Occupation: Businessmen and
Others(Servicemen)
• Education Background – SSC and above
• Must have valid driving license
Research Methodology

• Purposive face to face

• Random Sampling
 Sample Size
• Total Sample Size – 620
• Covered by me - 50
RESPONDENT’S PROFILE
 Intender
6%

Owner
94%

Female
22%

Male
78%
 Businessmen
22%

Service
78%
 executive 1-2 lac
2% 2% compact low
muv low 8%
6%
mid upper
6%
mid lower
18%

compact mid
36%

compact high
22%
 GM
8% M&M
Tata 6%
10%

Maruti
46%

Hyundai
24%

Honda
6%
BRAND AWARENESS
 Familiarity
Mahindra 3.82
Kia 1.16
VW 1.6
Toyota 4.1
Skoda 1.46
Maruti 7.6
Tata 5.76
Hyundai 6.48
Honda 5.34
GM 4.46
Ford 3.78
1 2 3 4 5 6 7 8 9 10
BRAND EVALUATION
 Over all impression
Brand Best Better than Good Total Average
(3) others (1) weighted
(2) score
GM 3 4 5 12 1.83

Hyundai 25 15 5 45 2.44

Honda 14 10 3 27 2.40

Tata 9 5 2 16 2.50

Maruti 30 10 2 42 2.66

Toyota 20 7 0 27 2.74

Mahindra 4 7 1 12 2.25
 Graphical Analysis
5
4.5
4
3.5
3
2.5
2
1.5 2.74
2.44 2.4 2.5 2.66
1 2.25
1.83
0.5
0
GM Hyundai Honda Tata Maruti Toyota M&M
 Consideration for brand
Brand Sacrifice Consider Less Total Average
(3) (2) consider weighted
(1) score

GM 1 5 6 12 1.58

Hyundai 27 12 6 45 2.46

Honda 20 5 2 27 2.66

Tata 4 7 5 16 1.93

Maruti 38 2 2 42 2.85

Toyota 25 2 0 27 2.92

Mahindra 2 4 6 12 1.66
 Graphical Analysis
5

4.5

3.5

2.5

1.5 2.85 2.92

2.46 2.66
1 1.93
1.58 1.66
0.5

0
GM Hyundai Honda Tata Maruti Toyota M&M
BRAND EQUITY
Toyota
 Does not apply at all Applies Applies Mean
Somewhat completely
1 2 3 4 5 6 7 8 9 10

0 0 0 0 0 0 3 5 7 12 9.03
Leader

Trustworthy 0 0 0 0 0 0 6 7 8 6 8.51

Visible 0 0 0 1 4 2 9 5 2 4 7.18

Advanced and up 0 0 0 0 0 0 0 8 8 11 9.11

to date
Durable 0 0 0 0 0 3 2 2 10 10 8.81

Fuel Efficient 0 0 0 0 0 0 6 5 8 8 8.66

Safe and 0 0 0 0 0 0 8 9 2 8 8.37

Comfortable
Well Treated 0 0 0 0 0 0 7 9 9 2 8.22
Maruti
 Does not apply at all Applies Applies Mean
Somewhat completely
1 2 3 4 5 6 7 8 9 10

0 0 0 3 8 4 13 2 8 4 7.02
Leader

Trustworthy 0 0 0 0 0 5 4 8 9 16 8.64

Visible 0 0 0 0 0 0 8 8 12 14 9.00

Advanced and up 0 0 0 0 0 6 7 7 12 10 8.30

to date
Durable 0 0 0 0 5 3 6 9 9 10 8.04

Fuel Efficient 0 0 0 4 7 2 3 5 5 16 7.97

Safe and 0 0 0 0 5 9 4 9 12 3 7.54

Comfortable
Well Treated 0 0 0 0 0 8 8 9 9 8 8.02
Honda
 Does not apply at all Applies Applies Mean
Somewhat completely
1 2 3 4 5 6 7 8 9 10

0 0 0 0 9 3 2 5 5 3 7.11
Leader

0 0 0 0 0 9 7 8 1 2 7.25
Trustworthy

0 0 0 0 0 0 8 8 7 4 8.25
Visible

Advanced and up 0 0 0 0 0 0 9 6 9 3 8.22

to date
Durable 0 0 0 0 0 0 9 6 4 8 8.40

Fuel Efficient 0 0 0 0 0 5 7 8 7 0 7.62

Safe and 0 0 0 0 0 0 8 8 9 2 8.18

Comfortable
Well Treated 0 0 0 0 0 0 6 4 8 9 8.74
Hyundai
 Does not apply at all Applies Applies Mean
Somewhat completely
1 2 3 4 5 6 7 8 9 10

0 0 0 0 6 8 6 9 10 6 7.6
Leader

0 0 0 0 3 4 9 7 12 10 8.13
Trustworthy

0 0 0 0 2 5 3 11 12 11 8.15
Visible

Advanced and up 0 0 0 0 0 2 7 10 10 16 8.68

to date
Durable 0 0 0 0 2 2 2 10 15 14 8.68

Fuel Efficient 0 0 0 0 6 4 9 12 8 6 7.66

Safe and 0 0 0 0 4 2 8 10 11 10 8.15

Comfortable
Well Treated 0 0 0 0 0 9 7 9 10 10 8.11
Tata
 Does not apply at all Applies Applies Mean
Somewhat completely
1 2 3 4 5 6 7 8 9 10

0 0 4 2 5 3 2 0 0 0 4.81
Leader

0 0 0 0 0 1 2 2 5 6 8.81
Trustworthy

0 0 0 0 0 0 2 2 6 5 8.37
Visible

Advanced and up 0 0 2 4 3 2 4 1 0 0 4.68

to date
Durable 0 0 0 0 6 4 2 4 0 0 6.25

Fuel Efficient 0 0 0 0 3 5 5 3 0 0 6.5

Safe and 0 0 0 0 3 1 4 2 2 4 7.68

Comfortable
Well Treated 0 0 0 0 0 5 3 5 2 1 7.43
M&M
 Does not apply at all Applies Applies Mean
Somewhat completely
1 2 3 4 5 6 7 8 9 10

0 0 0 0 5 2 3 2 0 0 6.16
Leader

0 0 0 0 0 2 1 4 2 3 8.25
Trustworthy

0 0 0 0 1 2 5 4 0 0 7.00
Visible

Advanced and up 0 0 0 2 3 2 2 3 0 0 6.08

to date
Durable 0 0 0 0 1 2 2 2 5 0 7.66

Fuel Efficient 0 0 0 0 0 1 2 4 5 0 8.08

Safe and 0 0 0 0 0 0 3 6 3 0 8.00

Comfortable
Well Treated 0 0 0 0 0 0 2 7 3 0 8.08
GM
 Does not apply at all Applies Applies Mean
Somewhat completely
1 2 3 4 5 6 7 8 9 10

0 0 0 0 3 2 3 4 0 0 6.66
Leader

0 0 0 0 0 2 5 5 0 0 7.25
Trustworthy

0 0 0 0 2 3 3 4 0 0 6.75
Visible

Advanced and up 0 0 0 0 0 1 6 5 0 0 7.33

to date
Durable 0 0 0 0 0 3 4 5 0 0 7.16

Fuel Efficient 0 0 0 0 0 0 4 6 2 0 7.50

Safe and 0 0 0 0 0 0 0 4 7 1 8.75

Comfortable
Well Treated 0 0 0 0 0 0 0 6 4 2 8.66
BRAND EQUITY
Graphical comparison
 Leader
10
9
8
7
6
5 9.03
7.11 7.6
4 7.02 6.66
6.16
3 4.81
2
1
Toyota Maruti Honda Hyundai Tata M&M GM
 Trustworthy
10
9
8
7
6
5 8.51 8.64 8.81
8.13 8.25
4 7.25 7.25

3
2
1
Toyota Maruti Honda Hyundai Tata M&M GM
 Visibility
10
9
8
7
6
5 9
8.25 8.15 8.37
4 7.18 7 6.75
3
2
1
Toyota Maruti Honda Hyundai Tata M&M GM
 Advanced and up to date
10
9
8
7
6
5 9.11 8.68
8.3 8.22
4 7.33
6.08
3 4.68
2
1
Toyota Maruti Honda Hyundai Tata M&M GM
 Durability
10
9
8
7
6
5 8.81 8.68
8.04 8.4
4 7.16
6.25 6.08
3
2
1
Toyota Maruti Honda Hyundai Tata M&M GM
 Fuel Efficiency
10
9
8
7
6
5 8.66
7.97 7.62 7.66 8.08
4 7.5
6.5
3
2
1
Toyota Maruti Honda Hyundai Tata M&M GM
 Safety and Comfort
10
9
8
7
6
5 8.75
8.37 8.18 8.15 8
7.54 7.68
4
3
2
1
Toyota Maruti Honda Hyundai Tata M&M GM
 Well treated
10
9
8
7
6
5 8.74 8.66
8.22 8.02 8.11 8.08
4 7.43

3
2
1
Toyota Maruti Honda Hyundai Tata M&M GM
 Analysis
• Toyota seems to be leader in the market according to responses
• People are much more trusted towards the brand Tata & Maruti
• Maruti is the most visible brand in the Kolkata region
• Toyota is the up to date and much more technically advanced
than other brands
• In the basis of durability and fuel efficiency Toyota, Maruti and
Hyundai are in more or less same
• General Motors provides safest and comfortable cars according
to the study
• Honda is the brand who is the icon among other brands as well
treated brand
BRAND IMAGE
 Toyota

Does not apply at all Applies Applies Mean

Somewhat completely

1 2 3 4 5 6 7 8 9 10

Advanced 0 0 0 0 0 5 6 4 9 3 7.96

Innovative 0 0 0 0 0 6 9 3 2 7 7.81

Premium 0 0 0 0 0 7 4 4 5 7 8.03
Committed 0 0 0 0 0 2 7 6 5 7 8.29

Practical 0 0 0 0 0 7 8 2 5 5 7.74

Modern 0 0 0 0 0 3 5 5 7 7 8.37

Sporty 0 0 0 0 0 6 4 8 4 5 7.92

0 0 0 0 0 4 7 4 6 6 8.11
World Class
 Maruti
Does not apply at all Applies Applies Mean
Somewhat completely

1 2 3 4 5 6 7 8 9 10
Advanced 0 0 0 0 0 8 4 8 9 13 8.35
Innovative 0 0 0 0 7 8 4 6 8 9 7.64
Premium 0 0 3 4 2 6 7 5 8 7 7.19
Committed
0 0 0 0 7 8 7 3 3 14 7.69

Practical 0 0 0 4 6 5 7 3 9 8 7.38

Modern 0 0 0 0 0 9 8 12 7 6 7.83

Sporty 0 0 5 2 6 5 2 7 9 6 7.00

World Class 0 0 6 7 5 5 7 4 8 0 6.04

 Honda
Does not apply at all Applies Applies Mean
Somewhat completely

1 2 3 4 5 6 7 8 9 10

Advanced 0 0 0 0 3 4 6 9 5 0 7.33

Innovative 0 0 0 0 0 10 6 4 7 0 7.37

Premium 0 0 0 0 2 7 2 7 5 4 7.66

Committed 0 0 0 0 0 2 5 7 7 6 8.37

0 0 0 0 0 5 8 7 5 2 7.66
Practical
Modern 0 0 0 0 0 7 5 3 7 5 7.92

Sporty 0 0 0 0 0 8 4 6 4 5 7.77

0 0 0 0 0 6 4 4 7 6 8.11
World Class
 Hyundai
Does not apply at all Applies Applies Mean
Somewhat completely

1 2 3 4 5 6 7 8 9 10

Advanced 0 0 0 0 4 8 8 7 9 9 7.80

Innovative 0 0 0 0 9 8 8 5 8 7 7.35

Premium 0 0 0 0 9 6 7 5 9 9 7.57

Committed 0 0 0 0 9 8 8 7 3 10 7.37

0 0 0 2 6 6 7 7 9 8 7.55
Practical
Modern 0 0 0 0 0 9 7 12 9 8 8.00

Sporty 0 0 5 5 2 5 6 6 9 7 7.02

0 0 6 5 7 8 7 5 7 0 6.06
World Class
 Tata
Does not apply at all Applies Applies Mean
Somewhat completely

1 2 3 4 5 6 7 8 9 10

Advanced 0 0 0 4 6 4 2 0 0 0 5.25

Innovative 0 0 3 5 8 0 0 0 0 0 5.75

Premium 0 1 3 3 2 5 2 0 0 0 4.68

Committed 0 0 0 0 0 2 2 6 4 2 8.13

0 0 2 2 4 2 6 0 0 0 5.5
Practical
Modern 0 0 3 2 4 2 5 0 0 0 5.25

Sporty 0 0 1 3 4 8 0 0 0 0 5.19

0 0 2 5 2 4 3 0 0 0 5.06
World Class
 M&M
Does not apply at all Applies Applies Mean
Somewhat completely

1 2 3 4 5 6 7 8 9 10

Advanced 0 0 0 1 2 3 2 1 2 1 6.83

Innovative 0 0 0 2 1 1 2 2 3 1 7.16

Premium 0 0 1 1 2 2 1 1 2 2 6.83

Committed 0 0 0 0 3 2 1 3 2 1 7.17

0 0 0 4 2 2 2 2 0 0 5.66
Practical
Modern 0 0 0 0 3 2 4 3 0 0 6.58

Sporty 0 0 0 0 2 3 4 2 1 0 6.75

0 0 0 2 2 3 3 1 1 0 6.16
World Class
 GM
Does not apply at all Applies Applies Mean
Somewhat completely

1 2 3 4 5 6 7 8 9 10

Advanced 0 0 0 0 0 0 1 4 6 1 8.58

Innovative 0 0 0 0 0 0 3 2 6 1 8.41

Premium 0 0 0 0 0 0 3 4 3 2 8.33

Committed 0 0 0 0 1 2 1 3 4 1 7.83

0 0 0 0 0 6 2 3 1 0 6.91
Practical
Modern 0 0 0 0 4 1 4 2 1 0 6.58

Sporty 0 0 0 1 2 3 3 2 1 0 6.50

0 0 0 1 2 2 3 3 1 0 6.66
World Class
 Advanced
10

5 8.58
7.96 8.35
7.33 7.8
4 6.83
3 5.25

1
Toyota Maruti Honda Hyundai Tata M&M GM
 Innovative
10

5
8.41
7.81 7.64
4 7.37 7.35 7.16
5.75
3

1
Toyota Maruti Honda Hyundai Tata M&M GM
 Premium
10

5
8.03 8.33
7.66 7.57
4 7.19 6.83

3 4.68
2

1
Toyota Maruti Honda Hyundai Tata M&M GM
 Committed
10

5
8.29 8.37 8.13
7.69 7.83
4 7.37 7.17

1
Toyota Maruti Honda Hyundai Tata M&M GM
 Practical

10
9
8
7
6
5
7.74 7.38 7.66 7.55
4 6.91
5.5 5.66
3
2
1
Toyota Maruti Honda Hyundai Tata M&M GM
 Modern

10

5
8.37 7.92 8
7.83
4 6.58 6.58
3 5.25

1
Toyota Maruti Honda Hyundai Tata M&M GM
 Sporty

10
9
8
7
6
5
7.92 7.77
4 7 7.02 6.75 6.5
3 5.19

2
1
Toyota Maruti Honda Hyundai Tata M&M GM
 World Class
10

5
8.11 8.11
4 6.66
6.04 6.06 6.16
3 5.06

1
Toyota Maruti Honda Hyundai Tata M&M GM
 Analysis
• Toyota and General Motors are innovative brands
according to the study
• Toyota and General Motors are also the premium
brands among all brands
• Honda is the most committed towards consumers
among all brands
• Toyota and Honda are the practical in nature as well as
modern among all brands
• Toyota and Honda are also world class brands
according to the responses of consumers
 Purchase Pattern
• WOM---- 39
• Dealership---- 41
• TV---- 10
• Online---- 20
• Outdoor---- 27
• Promotion----10
Promotion 10

Outdoor 27

Online 20

TV 10

Dealership 41

WOM 39

0 5 10 15 20 25 30 35 40 45
Sources of Most 2nd most 3rd most
Information considered considered considered

Word of 5 18 18
Mouth(WOM)

Dealership 33 2 4

TV 3 3 21

Online 5 5 0

Outdoor 3 10 7

Promotion 0 10 0
 Analysis
• Dealership influences most to the customers
as a source of information for purchasing
four wheelers
• Word of mouth i.e. Recommendation from
friends , family members is the 2nd most
influencing factor for purchasing cars
• TV is 3rd most considering factor
PURCHASE INFLUENCING
FACTORS
 2nd most 3rd most
Factors Most Important Important Important

Fuel Economy 6 4 3

Safety 4 3 1

Engine
Performance 7 5 3

Exterior Size 2 2 4

Interior
7 3 2
roominess

Interior Size 2 4 3

Maintenance Cost 1 2 4

Exterior Style 7 3 1
 Analysis
• Interior roominess, fuel efficiency and engine
performance is mostly considered by the
customers for four wheelers
• Interior style, Safety and Maintenance cost
comes there after.
FINDINGS
• The awareness of Tata and Maruti is very
much with respect to other brands in Kolkata
region
• Toyota is the leader according to the study but
Maruti, Hyundai and Honda are mostly used
by the consumers of Kolkata region
• Compact segment(High, Mid and Low) are
most visible in Kolkata region
RECOMMENDATION
• Awareness of brands like Volkswagen ,Skoda and
Ford is less is Kolkata region, so much awareness
need to be created by promotional tools
• Fuel Efficiency and Durability is the basic need of
consumers for four wheelers, brands need to be
more focused in this factors
• Brand switching is increasing due to lack of brand
loyalty, it is recommended to the brands that
more trust need to created among consumers
BIBLIOGRAPHY
• Marketing Research -Naresh Malhotra
• Internet Search Engines
THANK YOU