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Analysis of Brand Image of Mitsubishi Motors

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Understanding the word Brand


The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products.

Definition of Brand by American Marketing Association

The history of Automobile:The history of the automobile begins as early as 1769. . Cars powered by electric power briefly appeared at the turn of the 20th century, but largely disappeared from use until the turn of the 21st century.

Introduction of the Mitsubishi Group


Meaning of the word Mitsubishi

The following company comes under the Mitsubishi Group: Mitsubishi Bank (now a part of the Mitsubishi UFJ Financial Group) was founded in 1919. After its mergers with the Bank of Tokyo in 1996, and UFJ Holdings in 2004, this became Japan's largest bank. Mitsubishi Corporation, founded in 1950, Japan's largest general trading company Mitsubishi Motors, the 6th largest Japanese auto manufacturer. Mitsubishi Atomic Industry, a nuclear power company. Mitsubishi Chemical, the largest Japanese chemicals company. Mitsubishi Power systems, a power generation division.

Introduction of Mitsubishi Motors Corporation


Mitsubishi Motors Corporate Philosophy : We are committed to providing the utmost driving pleasure and safety for our valued customers and our community. On these commitments we will never compromise. This is the Mitsubishi Motors way.

Mitsubishi Motors Corporation


Mitsubishi Motors Corporation is the fifth largest automaker in Japan and the sixth largest in the world by global vehicle production. It is part of the Mitsubishi keiretsu, formerly the biggest industrial group in Japan. The company has its headquarters in Minato, Tokyo.

Analysis of The brand image of Mitsubishi Motors


Sample size: - 50 people Type of sampling: - simple random sampling Nature of sampling: - descriptive Primary data: - from questionnaire Time: - one & half month Budget: - approx 1000 rs.

Qualification
Qualification
70%
60%

50%

40% Qualification 30%

20%

10%

0%

Graduate 58%

Post Graduate 42%

Occupation
Occupation
60% 50%

40%

30%

Occupation

20%

10%

0% Business 56% Service 28% Professional 10% other 6%

Age
Age
40% 35% 30% 25% 20% 15% 10% 5% 0% 18 to 25 34% 26 to 35 38% 35 to 45 16% 45 to 55 8% Above 55 4% Age

Sex
Gender
120%

100%

80%

60%

Gender

40%

20%

0%

Male 96%

Female 4%

Income
income
40% 35%

30%

25%

20%

income

15%

10%

5%

0% less then 3 lac 26% 3 lac to 5 lac 36% 5 lac to 15 lac 24% above 15 lac 14%

Do you Drive a car?


Do you drive a car?
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% yes 78% no 22% Do you drive a car?

Do you own a car ?


Do you own a car?
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% yes 87% no 13% Do you own a car?

Are you satisfied with your car ?


satisfaction with car's performance
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% totally very satisfied somewhat very totally satisfied 28% 40% satisfied 24% dissatisfied dissatisfied 6% 02% satisfaction with car's performance

Are you satisfied with the service provided by your company ?


satisfaction with the service provided by company
40% 35% 30% 25% 20% 15% 10% 5% 0% totally satisfied 22% very satisfied 34% somewhat very totally satisfied dissatisfied dissatisfied 26% 14% 04% satisfaction with the service provided by company

Planning to buy a new car?


Are you planning to buy a new car?
60% 50% 40% 30% 20% 10% 0% yes 28% no 20% maybe 52% Are you planning to buy a new car?

How much do you care about using a branded car ?


how much do you care about using a branded car?
80% 70% 60% 50% 40% 30% 20% 10% 0% slightly 18% strongly 68% not much 10% never 02% how much do you care about using a branded car?

How much money would you like to spend on a car ?


how much money would you like to spend on a car?
40% 35% 30% 25% 20% 15% 10% 5% 0% upto 5 lac 5 lac to 10 lac to 15 lac 25 lac to above 35 14% 10 lac 15 lac to25 lac 35 lac 6% lac 2% 28% 36% 14% how much money would you like to spend on a car?

Do you agree foreign automobiles are better then local brand?


do you agree foreign automobiles are better then local brands ?
70% 60% 50% 40% 30% 20% 10% 0% totally agreed 60% somewhat agreed totally disagreed 8% 32% do you agree foreign automobiles are better then local brands ?

Have you heard about Mitsubishi Motor ?


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% yes 94% no 02% don't know 04%

Have you heard about Mitsubishi Motors?

Identification of Mitsubishis Logo


92% of the surveyed people identified the logo of Mitsubishi Motors.
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% yes no 92% of the surveyed people identified the logo of Mitsubishi Motors.

Do you like the cars of Mitsubishi Motors ?


Do you like the cars of Mitsubishi Motors ?
80% 70% 60% 50% 40% 30% 20% 10% 0% slightly 18% strongly 72% not much 8% never 2% Do you like the cars of Mitsubishi Motors ?

Points to be given to Mitsubishis image :points to mitsubishi's brand image out of 5


60% 50% 40% 30% 20% 10% 0% 5 points 48% 4 points 26% 3 points 20% 2 points 4% 1 point 2%

points to mitsubishi's brand image out of 5

Which Mitsubishi car you will buy?


if you have to buy a Mitsubishi car then which car you will purchase?
40% 35% 30%

25% 20% 15% 10% 5%


0% Montero pajero 36% lancer 32% outlander Evolution X 12% 10% 10% if you have to buy a Mitsubishi car then which car you will purchase?

Do you agree that the price of Mitsubishi Motors is high ?


60% 50% 40% 30% 20% 10% 0% totally agreed somewhat totally 50% agreed 32% disagreed 18%

do you agree that the price of Mitsubishi's car is high ?

Will you buy a Mitsubishi car if custom duty be removed ?


will you buy a mitsubishi car if custom duty be removed?
80% 70% 60%

50% 40% 30% 20% 10%


0% definitely yes 72% maybe 22% no 4% don't know 2% will you buy a mitsubishi car if custom duty be removed?

Does Mitsubishis car have good resale value ?


Does Mitsubishi's brand image provides a sense of self-esteem ?
40% 35% 30%

25% 20% 15% 10% 5%


0% of course yes 34% probably yes 30% neutral 20% probably no 14% of course no 2% Does Mitsubishi's brand image provides a sense of self-esteem ?