TABLE OF CONTENTS

1. INTRODUCTION
- Introduction to Automobile Industr
- Conce!tu"li#"tion
- Com!"n $ro%ile
- &"ruti - 'ers"
Toot" - (u"lis
& ) & - Scor!io
T"t" - S"%"ri
*. RESEARC+ &ET+ODOLO,-
- St"tement o% t.e !roblem.
- Rese"rc. Desi/n
- D"t" Collection
- Ob0ecti1es o% t.e stud
- Limit"tions.
2. ANAL-SIS AND INTER$RETATION
3. RECO&&ENDATIONS ) SU,,ESTIONS
4. FINDIN,S AND CONCLUSION
5. ANNE6URE
. (uestionn"ire
. Biblio/r"!.
INTRODUCTION TO AUTOMOBILE INDUSTRY
T.e %irst unit in t.e "utomobile industr in t.e 7orld 7"s est"blis.ed
*88 e"rs "/o9 "%ter t.e in1ention o% 7.eel b $re.istoric m"n. It too: co1ered
se1er"l e"rs to brin/ c"r on t.e ro"d. From t.e sin/son/ r.t.m o% t.e
bulloc: c"rt to t.e ;et-"/e Indi" ."s tr"1eled " lon/ 7". An "1er"/e Indi"n<s
dre"m c"r m" not be t.e desi/n-s"11 +ond" or t.e st"tel limousine but
sure one dre"m "nd "%%ord t.e &"ruti C"r.
It 7"s in 1=>= t."t t.e %irst motor c"r rode do7n Indi"n ro"ds. Since
t.en till t.e %irst 7orld 7"s "bout 3.888 c"rs 7ere directl im!orted to Indi"
%rom %orei/n m"nu%"cturers. T.e /ro7in/ dem"nd %or t.ese c"rs est"blis.ed
t.e in.erent re?uirements o% t.e Indi"n m"r:et t."t t.ese merc."nts 7ere
?uic: to !ounce u!on.
A be.ind-t.e scenes loo: into t.e m":in/ o% one o% Indi"<s most 1ibr"nt
industries. T.e l"ndm"r:s "lon/ t.e 7"@@.
1>*=- T.e %irst im!orted c"r 7"s seen on Indi"n ro"ds.
1>3*- +indust"n &otors incor!or"ted
1>33- $remier "utomobiles st"rted
1>3=- First c"r m"nu%"ctured in Indi"
1>42- T.e ,o1ernment o% Indi" decreed t."t onl t.ose %irms 7.ic.
."1e " m"nu%"cturin/ !ro/r"m s.ould be "llo7ed to o!er"te.
1>44- Onl se1en %irms9 n"mel9 +&9 A$I9 ALL S&$IL9 $AL & ) & "nd
TELCO recei1ed "!!ro1"l.
1>58-1>A8- T.e t7o9 t.ree 7.eeler industr est"blis.ed " %oot.old in
t.e Indi"n scen"rio.
1>A8-1>=8- Not muc. c."n/e 7"s 7itnessed durin/ t.is !eriod. T.e
m"0or %"ctor "%%ectin/ t.e industr 7ere t.e im!lement"tion o% t.e
&RT$ Act B&ono!olies "nd Tr"de Restricti1e $r"ctices ActC9 FERA
BForei/n EDc."n/e Re/ul"tion ActC "nd t.e Oil S.oc: o% 1>A2 "nd
13A>.
1>=8 E 1>>8 E T.e %irst !."se o% liber"li#"tion 7"s "nnouncedb t.e
/o1t. Fit. t.e liber"li#"tion o% t.e ,o1ernment<s !rotectionist !olicies9
t.e "d1"nt"/es .it.erto en0oed b t.e Indi"n c"r m"nu%"cturers li:e
mono!ol9 oli/o!ol9 slo7l be/"n to dis"!!e"r.
T.is !eriod is "lso m"r:ed b t.e entr o% " l"r/e number o% %irms in t.e
m"r:et. 3 ;"!"nese m"nu%"cturers entered t.e Commerci"l 'e.icle "nd T7o-
F.eeler m"r:et.
T.e ,o1ernment "/reed to t.e dem"nd %or "llo7in/ %orei/n
coll"bor"tion in t.e "utomobile sector.
T.e industr 7itnessed " resur/ence due to m"0or !olic c."n/es li:e
rel"D"tion in &RT$ "nd FERA9 delicensin/ o% some "ncill"r !roducts9 bro"d
b"ndin/ o% t.e !roducts "nd modi%ic"tion in t.e licensin/ !olic. Also9 t.e
concessions it /"1e to t.e !ri1"te sector "nd t.e ne7 %orei/n coll"bor"tion
!olic9 "ll resulted in .i/.er /ro7t..
T.e Indi"n "utomobile industr is under/oin/ " re1olution o% sorts. T.e
1e.icle 7"r is on. And it<s " %i/.t to t.e %inis.. Fit.in t.e s!"n o% " %e7 e"rs9
t.e 1e.icle m"r:et ."s dis!l"ed "n "rr" o% models t."t 7ere .it.erto
undre"mt o%.
No7 in "utomobile Industr Ne7 com!"nies enter li:e Ford9 ,ener"l
&otors9 Toot"9 'ol1o9 "re .ouse.old n"mes tod". L"unc. o% " 1e.icle in one
c"te/or s!"7ns " 7"r %or t.e t.rone.
T.e I:on9 Accent "nd B"leno ."1e been l"unc.ed. T.e F"/oon R9 due
neDt9 is !redicted to /i1e tou/. com!etition to t.ose "lre"d in t."t sector9
C#ec. c"rm":er9 S:od"9 " subsidi"r o% ,erm"n "uto m"0or 'ol:s7"/en9 is
introducin/ t.e Oct"1i". Indi"<s onl S!orts c"r9 t.e S"n Storm9 is "ll set to
r"ce into our .e"rts. +ero &otors "nd t.e Ginetic ,rou! "re bot. set to l"unc.
ne7 models.
In t.e t.ree-7.eeler m"r:et9 "%ter its eco-%riendl Bi0lee9 &".indr" )
&".indr" B& ) &C !l"n to enter t.e m"r:et in " bi/ 7" 7it. t.eir ne7 diesel
en/ine 1e.icle et to be c.ristened. Toot" is to neter t.e multi-utilit se/ment
7it. t.e l"unc. o% its (u"lis.
*883 FAS A RECORD e"r %or t.e "uto industr. &ore c"rs "nd bi:es
7ere sold t."n e1er be%ore9 /ro7t. 7"s " st"//erin/ *4H 7.ile t.e re1enues
"nd !ro%it"bilit o% most "uto com!"nies .it "n "ll-time .i/.. Cle"rl9 t.e Indi"n
"uto industr is in t.e !in: o% .e"lt. but ."s t.e Indi"n c"r buer bene%ited
%rom t.is !ros!erit "s 7ellI A!"rt %orm " delu/e o% discounts "nd %reebies
t."t ."s m"de c"r buin/ c.e"!er t."n e1er be%oe9 t.e c.oice o% models still
rem"in rem"r:"ble sm"ll. F.ile it<s e"s to /et s7"ed b t.e sle7 o%
models on s"le9 7.ic. ."1e more t."n doubled in t.e !"st %i1e e"rs9 t.e trut.
is t."t 7e "re no7.ere ne"r "s s!oilt %or c.oice "s buers in de1elo!ed
m"r:ets. C"r buers in Euro!e9 Americ" or ;"!"n ."1e "roun/ 388 models to
c.oose %rom 7.ile t.e most 7e c"n muster u! is "round A8 models includin/
" s!rin:lin/ o% .i/.-end im!orts.
T.e s"les !er%orm"nce o% entr luDur models li:e t.e Coroll"9 O!tr"
n"d Oct"1i" !ro1ed sce!tic Bincludin/ +ond"C 7ron/ "nd /oes to s.o7 t."t
t.e desire to o7n bi//er "nd better c"rs %rom " 7ider r"n/e ."s ne1er been
stron/er. Let<s .o!e *884 7ill /i1e us e1en more c.oice.
T.e .e"t is on. &" t.e best 1e.icle 7inJ
Multi Utility Vehicles:
T.e n"me multi utilit 1e.icle B&U'C is deri1ed %rom t.e 1e.icles used
b t.e US Arm in 7orld F"r-II c"lled K,ener"l !ur!ose< 1e.icles due to t.eir
1"riet o% uses. Americ"n &otor com!"n introduced t.e &U' to t.e 7orld
7it. br"nd KFills &".indr" ) &".indr" B& ) &C 7"s t.e %irst to introduce
&U' to t.e Indi"n consumer in 1>33. & ) & be/"n b "ssemblin/ CGD :its
su!!lied b Americ"n &otors Com!"n in 1>439 ) so entered into " tec.nic"l
coll"bor"tion 7it. A&C to !roduce KFills< model in t.e domestic m"r:et o%
Indi".
Till 1>=49 & ) & 7"s t.e mono!ol le"der in t.e &U' se/ment o%
"utomobile industr. T.ere in 1>=59 &"ruti udo/ ltd. B&ULC entered t.e &U'
se/ment 7it. &"ruti '"n "s ne7 !roducts.
A%ter t.is e"r t.e se/ment o% Auto mobile industr 7itnessed o% "
%lood 7it. ne7 models o% &U' %rom t.e 1"rious !l"ers. T.e e"rl nineties
ne7 t.e e"r 7.en 1"rious !roduces li:e B"0"09 Tel:co T"t"9 &"ruti9 & ) &
"nd m"n more l"unc.ed " number o% !roducts in t.is Se/ments.
In t.e s.ort S!"in o% l"st %i1e e"rs since 1>>= t.e !l"ers o% t.e
"utomobile industries ."1e &"nu%"ctured t.e !roduction in t.e 7it. t.e
l"test9 more so!.istic"ted tec.nic"ll some "re o% intern"tion"lit com!etition
!roducts o% &U' in Indi"n m"r:et.
.
CONCEPTUALISATION:
&ARGETIN, STRATE,IESL
&"r:etin/ str"te/ies is t.e tot"l "nd unbe"t"ble instrument"ble or "
!l"n s."!ed "nd desi/ned s!eci"ll %or "tt"inin/ t.e m"r:etin/ ob0ecti1es
o% " %irm. A m"r:etin/ mission "nd ob0ecti1e tell us "s to 7.ere 7e 7"nt to
/o "nd m"r:etin/ str"te/ies !ro1ides us 7it. t.e /r"nd desi/n %or re"c.in/
out t.ere.
&"r:etin/ str"te/ies "re used "ccordin/ to t.e m"r:et situ"tion.
T.e m"r:etin/ conce!t 3<$ o% m"r:etin/9 !roduct9 !rice9 !l"ce "nd
!romotion.
1. $roduct str"te/iesL-
$roduct str"te/ies "re used "ccordin/ to t.e st"/e o% !roduct. It is
used di%%erentl "s %ollo7s-
A. Introduction St"/eL-
In l"unc.in/ " ne7 !roduct9 m"r:etin/ m"n"/ement c"n set " .i/.
or " lo7 le1el %or e"c. m"r:etin/ 1"ri"ble9 suc. "s !rice9 !romotion9
distribution "nd !roduct ?u"lit.
B. ,ro7t. St"/eL-
T.e %irm im!ro1es !roduct ?u"lit "nd "dds ne7 !roduct %e"ture
"nd im!ro1e stlin/ "nd %irm "lso "dds ne7 models "nd %l"n:er
!roducts.
C. &"turit St"/esL-
In t.is st"/e9 t.e m"r:eter enters into ne7 m"r:et se/ment to 7in
com!etitors9 customer "nd im!ro1ed t.e %e"ture o% !roduct "ims "t "ddin/
ne7 %e"ture "nd "lso stle im!ro1ement.
D. Decline St"/eL-
In t.is st"/e t.e m"r:eter identi% t.e 7e": !roduct9 determinin/
m"r:etin/ str"te/ies.
*. $ricin/ str"te/iesL-
T.e !ricin/ str"te/ies c"n be bro"dl closed into %ollo7in/ !"rt 7it.
subdi1ision o% t.eir o7n t.ese "reL-
A. $rice 1"ri"tion str"te/iesL- It c"n be "s %ollo7s-
iC '"ri"ble !rice !olic
iiC Non 1"ri"ble !ricin/ !olic
iiiC Sin/le !rice !olic
B. ,eo/r"!.ic $rice str"te/iesL-
T.ese "re %ull re%lecti1e o% t.e !r"ctic"l !roblem o% consumer "nd
!roducer or t.e sellers loc"tin/ /eo/r"!.ic"ll lin:in/ t.em. &"0or
/eo/r"!.ic"ll !ricin/ str"te/ies "reL-
iC $oint o% ori/in !rice str"te/
iiC Fri/.t "bsor!tion !rice str"te/ies
C. $rice Di%%erenti"l $rice str"te/iesL-
T.ese str"te/ies "re t.ose t.e !ricin/ %irm "cce!t t.e /"! bet7een
t.e !rice ?uoted to t.e consumer or de"lers "nd t.e "ctu"l !rice c."r/ed. T.e
%orms o% !rice di%%erenti"ls "re discount9 reb"tes "nd !remiums.
D. Le"der $rice Str"te/iesL-
It is one 7.ere t.e %irm in t.e industr initi"tes t.e !rice c."n/ed
"nd t.ese !rice c."n/es "re so o%%ensi1e t."t ot.er %irms %ollo7 suit. It is one
o% !rice "!!roDim"tion b %ollo7ers to t."t o% initi"tor in t.e industr.
E. Ne7 $roduct $ricin/ str"te/iesL-
T.ese "re distinct !rice ob0ecti1es in1ol1ed in c"se o% ne7 !roduct
L"r/er l"titude o% !ricin/ ob0ecti1es is !ossible in c"se o% ne7 !roduct !ricin/
%leDibilit is E"lso /re"ter.
3. Chael !"lace# St$ate%ies:&
T.e distribution c."nnel str"te/ies li:e "ll ot.er str"te/ies "re t.e /uide
line %or "c.ie1in/ !reset ob0ecti1es. It is t.ese str"te/ies "re t.e onl
s!eci%ic"ll is t.e "tt"inment o% c."nnel ob0ecti1e. It is t.ese str"te/ies t."t
delimits t.e "re" %or selection o% c."nnels on one ."nd "nd c."nnel members
on ot.er ."nd.
A# Itesi'e Dist$i(uti) St$ate%ies:&
T.e !olic o% m"ss eD!osure be best desi/ned "s Km"Dimum eD!osure
o% t.e !roduct %or s"le in t.e m"r:et<.
B# Selecti'e Dist$i(uti) St$ate%ies:&
It is de%ined "s Kt.e selecti1e eD!osure o% !roduct %or s"le in t.e
m"r:et<.
C# E*clusi'e Dist$i(uti) St$ate%ies:&
It is !o!ul"rl :no7n "s %r"nc.ised distribution. It c"n be best
de%ined "s KeD!osin/ t.e !roduct to s"le in t.e m"r:et t.rou/. "n
eDclusi1e "rr"n/ement 7it. "n intermedi"r.
+. P$),)ti)al st$ate%ies:&
T.e %ourt. K!< o% m"r:etin/ miD is !romotion. $romotion miD is t.e
!"rticul"r combin"tion o% !romotion"l tools used b " %irms to communic"te
7it. t.e "udiences !romotion"l miD st"nds %or t.ree s!eci"l :ind o%
!romotion"l "cti1ities n"mel9 !erson"l sellin/9 "d1ertisin/ "nd s"les
!romotion.
A# Pe$s)al Selli%:&
It is "n "rt o% con1incin/ t.e !ros!ect to bu t.e /i1en !roduct "nd
ser1ices. It is t.e 7it "ct o% !ersu"sion. It is t.e "bilit to ."ndle t.e !eo!le to
."ndle t.e !roduct.
B# A-'e$tisi%:&
It is "n !"id %orm o% non-!erson"l !resent"tion o% ide"s9 /oods or
ser1ices b "n identi%ied s!onsor.
C# Sales P$),)ti):&
It is communic"tin/ 7it. "n "udience t.rou/. " 1"riet o% non-
!erson"l non medi" 1e.icle suc. "s %ree s"m!les9 /i%ts "nd cou!ons. T.e
"udience cle"rl !ercei1es t.e source o% mess"/es "s t.e %irm is !"in/ %or
t.eir deli1er.
FOCUS OF T+E STUD-L
T.e m"in %ocus o% t.is to!ic KA CO&$ARISION OF &ARGETIN,
STRATE,IES OF (UALIS9 'ERSA9 SCOR$IO9 SAFARI< is to :no7 "bout t.e
di%%erent m"r:etin/ str"te/ies9 7.ic. "re used b t.ese com!"nies. And "lso
to :no7 t.e m"r:et s."re9 m"r:et trends9 customer need "nd 7"nts9 "nd t.e
%"ctor 7.ic. "%%ect t.e customer !urc."sin/ decision "nd "lso to :no7 t.e
im!"ct o% di%%erent m"r:etin/ str"te/ies on t.e customers.
&"r:etin/ str"te/ies re/"rdin/ !roduct9 !rice9 !l"ce9 !romotion.
F.ic. "re t.e m"in tools o% t.e business. Tod" in multi utilit 1e.icles
se/ment t.e customer ."1e m"n o!tion li:e T"t" S"%"ri9 T"t" Est"te9 T"t"
Sier"9 T"t" Utilit T"t" S"%"ri9 & ) & Comm"nder9 Scor!io9 Scor!io9 Arm"d"9
Toot"-(u"lis9 "nd no7 &"ruti udo/ Ltd "lso l"unc.ed t.e 'ers" in t.is
se/ment. So 7."t 7ill be t.e m"r:etin/ str"te/ies in t.is .i/.l com!etiti1e
m"r:et 7ill "lso to be :no7n.
T.ese "re t.e m"in re"son %or c.oosin/ t.is to!ic %or t.e stud
bec"use li:e ot.er se/ment t.e multi utilit 1e.icles se/ment ."s s!eci%ic
im!ort"nce t.is se/ment ."s di%%erent m"r:et trend9 di%%erent customer needs
) 7"nts 7.ic. c"n not be %ul%illed b ot.er se/ments.

COMPANY PRO.ILE
MARUTI UDYO/ LIMITED:
C)$")$ate O00ice:&
;ee1"n $r":"s. Buildin/
*49 G"sturb" ,"nd.i &"r/9
Ne7 Del.iM118881
Maa%i% Di$ect)$:&
&r. Shi1) Na2aishi
P$)-uct Mau0actu$e-:&
$"ssen/er C"rs ) &U's
&"ruti Udo/ Ltd. B&ULC 7"s est"blis.ed in Feb.1>=59 t.rou/. "n
"ct o% $"rli"ment9 to meet t.e /ro7in/ dem"nd o% " !erson"l mode o%
tr"ns!ort c"used b t.e l"c: o% "n e%%icient !ublic tr"ns!ort sstem.
Su#u:i9 &otor com!"n 7"s c.osen %rom se1en !ros!ecti1e
!"rtners 7orld7ide. T.is 7"s due not onl to t.eir undis!uted le"ders.i! in
sm"ll c"rs but "lso t.eir commitment to "cti1el brin/ to &UL contem!or"r
tec.nolo/ "nd ;"!"nese m"n"/ement !r"ctices.
A Licence "nd 0oint 1enture "/reement 7"s si/ned 7it. Su#u:i
&otor Com!"n BNOF Su#u:i &otors Cor!or"tion o% ;"!"nC in Oct.1>=*9 b
7.ic. Su#u:i "c?uired *5H s."re o% t.e e?uit. Su#u:i incre"sed its e?uit to
38H in 1>=> "nd %urt.er to 48H in 1>>*9 con1ertin/ &"ruti into " non-/o1t.
com!"n.
&UL cre"ted .istor b /oin/ into !roduction in " record 12 mont.9
on 13 Dec. 1>=2 t.en $rime &inister o% Indi"9 &rs. Indir" ,"nd.i9 ."nded
o1er t.e :es "t t.e %irst c"r to &r. +"r!"l Sin/. o% Del.i.
T.e s"les %i/ure %or t.e e"r 1>>2 re"c.ed u!to 19>59=*8. T.e
com!"n re"c.ed " tot"l !roduction o% one million 1e.icles in &"rc. 1>>3
becomin/ t.e %irst Indi"n com!"n to cross t.is milestone. It crossed t.e *
million m"r: in 1>>A9 &"ruti
Is t.e .i/.est 1olume c"r m"nu%"cturer in Asi"9 Outside ;"!"n "nd
Gore"9 ."1in/ !roduced o1er 2.4 million 1e.icles b dec.*882.
In t.e sm"ll c"r se/ment it !roduce t.e &"ruti =889 Alto "nd Nen.
T.e bi/ c"r se/ment includes t.e &"ruti Esteem9 B"leno.
It "lso m"nu%"cturers t.e &"ruti Omni9 F"/onR9 &"ruti ,!si.
In multi utilit 1e.icle &UL introduce &"ruti 'ers" in *88*.
TATA EN/INEEIN/:
C)$")$ate O00ice:
Bomb" +ouse
*39 +omi &od Street
&umb"i-388881
E*ecuti'e Di$ect)$ !Aut),)(iles#
&r. R"1i G"nt
P$)-uct Mau0actu$e-:
&S+C's9 LC's9 $"ssen/er C"rs9 &U's
Telco9 one o% t.e Indi"<s !remier "utomobiles com!"nies9 it 7"s
est"blis.ed in 1>34 to m"nu%"cture ste"m locomoti1es " tie-u! 7it. D"imbr-
Ben# to !roduce commerci"l 1e.icles l"sted %rom 1>43 to 1>5>9 b 7.en
Telco 7"s in " !osition to inde!endentl desi/n "nd m"nu%"cture commerci"l
1e.icles. It 1entured into t.e !roduction o% ot.er en/ineerin/
e?ui!ment be%ore it %in"ll settled do7n to "utomobiles "nd construction
e?ui!ment m"c.iner.
Telco is Indi"<s l"r/est !ri1"te sector com!"n 7it. "n "nnu"l
turno1er o% Rs.184.2 billion. It is "lso Indi"<s l"r/est commerci"l 1e.icle
m"nu%"cturer 7it. " m"r:et s."re o% 21.*H in t.e multi-utilit 1e.icles
se/ment "nd 5.3H in t.e luDur c"r se/ment in t.e r"n/e o% 4-14 tonnes.
ED!ort %or t.e e"r *881-*88* tot"led Rs.=88.A= Crores 7it. its
m"0or eD!ort m"r:ets bein/ middle E"st9 Asi"9 A%ric" "nd Euro!e. Telco ."s 3
modern m"nu%"cturin/ !l"nts- "t ;"ms.ed!ur in Bi."r9 $im!ri "nd E.ine.7"d
in $une B&"."r"s.tr"C "nd Luc:no7 in Utt"r $r"des..
Telco9 t.e onl Indi"n com!"n 7.ic. is e?ui!!ed 7it. cr"s. testin/
%"cilities9 ser1icin/ is ne1er " !roblem 7it. its 1e.icles. Ser1ice set-u!s eDist
"t e1er 188:ms "t N"tion"l +i/.7"s. Besides t.ere "re A48 ser1ice centers
"cross Indi"9 *3 .ours AIR TE&$ERATURE BAn Time &obileC Centers in
&umb"i "nd A.med"b"d "nd %ull %unction"l customers tr"inin/ cells in t.e
ser1ice centers to .el! t.e customer m":e t.e best use o% t.eir 1e.icles.
Telco m"nu%"cturer T"t" S"%"ri9 T"t" Est"te9 T"t" &obile9 T"t"
Sierr" "nd T"t" S"%"ri9 Truc:s "nd Buses "nd "lso introduced c"r OIndic"P
MA3INDRA 4 MA3INDRA LTD:&
Cor!or"te O%%icerL
,"te7" Buildin/
A!ollo Bunder
&U&BAI-388881
Maa%i% Di$ect)$:
&r. An"nd ,. &".indr"
P$)-uct Mau0actu$e-:
LC's9 &U's9 Tr"ctors ) En/ines
Since its est"blis.ment in 1>34 & ) & 7"s de"lin/ in "utomobile
business. In 1>43 it entered into " coll"bor"tion 7it. Fills o1er l"nd
Cor!or"tion Bno7 !"rt o% t.e D"imler C.rsler ,rou!C to im!ort "nd "ssembl
t.e Fills ;ee! %or t.e Indi"n m"r:et. & ) & be/"n !roducin/ li/.t
commerci"l 1e.icles in 1>54. In 1>>3 %ollo7in/ restructurin/9 SiD business
sector 7ere %ormed "nd "utomoti1e di1ision bec"me !"rt o% t.e "utomoti1e
sector.
O1er t.e e"rs t.e &".indr" br"nds in Utilit 1e.icles ."s come to
re!resent .i/. ?u"lit ru//edness9 dur"bilit9 e"s m"inten"nce "nd
o!er"tion"l econom. T.ese "re t.e ?u"lities t."t ."1e ende"red t.e 1e.icle
to indi1idu"ls "s 7ell "s institutions li:e t.e Indi"n "rmed %orces. As " result
&) & en0os " m"r:et s."re o% more t."n 48H in t.is se/ment.
& ) &<s "utomoti1e di1ision ."s %our m"nu%"cturin/ !l"nts. In
&"."r"s.tr"9 its !l"nts "re in &umb"i9 N"si: "nd l/"t!uri9 7.ere utilit
1e.icles "re m"nu%"ctured. Li/.t commerci"l 1e.icles "re m"de "t t.e
di1ision<s %"cilit in And.r" $r"des.. All t.e %our !l"nts "re ISO >88*
certi%ic"tion.
+"1in/ con?uered " subst"nti"l !ortion o% Indi"<s semi-urb"n "nd
rur"l m"r:ets9 t.e di1ision ."s in recent e"rs secured si/ni%ic"nt success in
urb"n re/ion %ollo7in/ t.e introduction o% !roducts li:e t.e KArm"d"< KScor!io<
"nd KScor!io< 7.ic. c"ter to nic.e se/ments in t.e m"r:et.
T.e di1ision<s m"r:etin/ e%%orts "re su!!orted b " net7or: o% more
t."n 248 de"ler<s "cross t.e countr9 7.o "re m"n"/ed b *8 s"les o%%ices.
Addition"ll9 t.e di1ision ."s " n"tion"l net7or: o% o1er 488 "ut.orised ser1ice
st"tions "nd stoc:ists to meet customer needs %or ser1icin/ "nd s!"re !"rts.
& ) &<s "utomoti1e di1ision eD!orts its !roducts to se1er"l
countries in A%ric"9 Sout. Americ"9 Sout. Asi" "nd t.e middle E"st.
TOYOTA 5IIRLOS5AR MOTOR LTD:&
C)$")$ate O00ice:
$lot No.1
Bid"di industri"l Are"
Bid"di9 R"m"n"/"r T"lo:
B"n/"lore BRur"lC Distt. E45*18>
Maa%i% Di$ect)$:
&r. S"c.io -"m"#":i
P$)-uct Mau0actu$e-:
&U's "nd C"rs
Ma$2et Sha$e i Multi Utility Vehicles Se%,et
Com!"n &"r:et S."re in H
B"0"0 tem!o
2.3
+indust"n &otors
1.*
& ) &
33.>
&UL
3.>
Telco
14.3
Toot" Girlos:"r
1>.>
Ot.ers
18.5
RESEARC3 MET3ODOLO/Y
STATEMENT O. T3E PROBLEM:
In e"rlier d"s c"rs 7ere onl " st"tus smbol "nd onl u!!er cl"ss
o% t.e societ ."d t.e c"r but in t.e !resent scen"rio t.is trend ."s entirel
c."n/ed. No7 c"r is no more " st"tus smbol r"t.er no7 it is " b"sic need
o% medium cl"ss !eo!le "lso. In 1>*= t.e %irst im!orted c"r 7"s seen on
Indi"n ro"ds. E"rlier & ) &9 7"s t.e %irst to introduce t.e multi utilit
1e.icle in 1>43 n"med Fill<s o1erl"nd 0ee! "nd & ) & ."d mono!ol in
t.is se/ment. But "%ter Telco l"unc.ed its !roduct in t.is se/ment n"med
T"t" est"te9 T"t" S"%"ri9 T"t" Sier" /"1e t.e tou/. com!etition to & ) &.
No7 Toot" Girlos:"r motor Ltd. And &"ruti Udo/ Ltd. Also l"unc.ed its
!roduct in t.e &U' se/ment. E"rlier customer ."d not more c.oice in t.is
se/ment but no7 m"n o!tions "re "1"il"ble in t.e m"r:et. A%ter ne7
economic !olic m"n &NC<s entered in t.e Indi"n m"r:et9 7.ic. is /i1in/
" tou/. com!etition to domestic "utomobile com!"nies.
T.e stud o% t.is to!ic O A CO&$ARISON OF &ARGETIN,
STRATE,IES OF (UALIS. 'ERSA9 SAFARI AND SCOR$IOP 7ill .el! to
:no7 t.e di%%erent m"r:etin/ str"te/ies 7.ic. "re bein/ used b t.e
"utomobile com!"nies "nd "lso .el! to :no7 t.e m"r:et trends9 customer
!erce!tion9 consumer be."1ior "nd t.e consumer needs "bout t.e &U'.
F.ile !urc."sin/ t.e &U' 7.ic. o% t.e %"ctors li:e its mile"/e9
br"nd n"me9 c"rrin/ c"!"cit9 tec.nolo/9 "!!e"r"nce9 s"%et9 !rice or
"%ter s"les ser1ice in%luence t.e !urc."se decision o% t.e customers.
E1er com!"n use di%%erent m"r:etin/ str"te/ies to c"ter t.e
m"r:et9 7.ic. t!e o% str"te/ies t.e use9 .o7 e%%ecti1el t.ese str"te/ies "re
im!lemented "nd 7."t is t.e im!"ct on t.e customers9 7ill be eD!lored under
t.e stud o% t.is to!ic. +o7 t.ese m"r:etin/ str"te/ies in%luence t.e s"les o%
t.e &U' o% 1"rious !l"ers. T.e customer is t.e :in/ o% t.e m"r:et so e1er
com!"n %or its sur1i1"l in t.e m"r:et ."s to use 1"rious e%%ecti1e str"te/ies
7.ic. c"n "ttr"ct t.e customer "nd .el! t.em to become lo"l to t.e com!"n
Rese"rc. com!rises de%inin/ ) rede%inin/ !roblems %ormul"tin/
.!ot.esis or su//ested solutions collectin/9 or/"ni#in/ ) e1"lu"tin/ d"t"9
m":in/ deduction ) re"c.in/ conclusion ) "t l"st c"re%ull testin/ t.e
conclusions to de%ormin/ 7.et.er t.e %it t.e %ormul"tin/ .!ot.esis.
Rese"rc. in common !"rl"nce re%ers to " rese"rc. %or :no7led/e.
One c"n "lso de%ine " scienti%ic ) sstem"tic rese"rc. %or rele1"nt in%orm"tion
on " s!eci%ic to!ic. In%ect rese"rc. is "n "rt o% scienti%ic in1esti/"tion.
Accordin/ to t.e Redm"n ) &or ORese"rc. is sstem"ti#ed e%%ort
to /"in ne7 :no7led/e some !eo!le consider rese"rc. "s mo1ement9 "
mo1ement %rom t.e :no7 to un:no7n. It is "ctu"ll " 1o"/e to disco1er.P
T.e n"ture o% t.e rese"rc. c"rried out 7"s interestin/ bec"use it
rel"ted to t.e c."nnel members o% t.e Com!"n. T.e results o% t.e rese"rc.
!ro1ides "s 7ell "s Com!"n eDecuti1es to t":e r"tion"l decisions "bout t.e
m"r:etin/ str"te/ies o% t.e Com!"n.
UNI'ERSE ) SUR'E- $O$ULATIONL
To :no7 "bout t.e 1"rious m"r:etin/ str"te/ies o% t.e Com!"nies
t.e de"lers %rom :"rn"l 7ere cont"cted "s t.e %irst ste! in de1elo!in/ "n
s"m!le desi/n is to cle"rl de%ine t.e set o% ob0ect9 tec.nic"ll c"lled t.e
uni1erse to be studied.
A s"m!le si#e o% 18 de"lers.
RESEARC3 DESI/N
T.e %ormid"ble !roblem t."t %ollo7s t.e t"s: o% de%inin/ t.e
rese"rc. !roblem is t.e !re!"r"tion o% t.e desi/n o% t.e rese"rc. !ro0ect9
!o!ul"rl :no7n "s t.e Orese"rc. Des/nP decisions re/"rdin/ 7."t9 7.en9
7.ere9 .o7 muc.9 b 7."t me"ns concernin/ "n in?uir or " rese"rc. stud
constitute rese"rc. desi/n.
Accordin/ to Cl"ire sellti# ) ot.er OA rese"rc. desi/n is t.e
"rr"n/ement o% conditions %or conditions ) "n"lsis o% d"t" in " m"nner t."t
"ims to combine rele1"nce to t.e rese"rc. !ur!ose 7it. econom in
!rocedureP.
TYPES O. RESEARC3 DESI/N:
6. Resea$ch -esi% i case )0 e*"l)$at)$y $esea$ch:
T.e m"in !ur!ose o% eD!lor"tor rese"rc. studies is t."t o%
%ormul"tin/ " !roblem %or moD !recise in1esti/"tion or o% de1elo!in/ t.e
7or:in/ .!ot.esis %rom "n o!er"tion"l !oint o% 1ie7. T.e m"0or em!."sis
in t.ese studies is on disco1er o% ide"s ) ."s no ide" "bout t.e !roblem
so t.e onl essenti"l t.in/ is t."t it must continue to rem"in %leDible so t."t
m"n di%% %"cts o% " !roblem m" be considered "s ) 7.en t.e "rise )
come to t.e notice o% rese"rc.er.
7. Resea$ch -esi% i case )0 -esc$i"ti'e 4 -ia%)stic $esea$ch
stu-ies:&
Descri!ti1e rese"rc. studies "re t.ose studies 7.ic. "re concerned
7it. describin/ t.e c."r"cteristics o% " !"rticul"r indi1idu"l o% " /rou!.
F.ere"s di"/nostic rese"rc. studies determine t.e %re?uenc 7it. 7.ic.
somet.in/ occurs or its "ssoci"tion 7it. somet.in/ else.
3. Resea$ch Desi% i case )0 e*"e$i,etal $esea$ch
stu-ies:
In t.ese studies t.e rese"rc.er test t.e .!ot.esis o% c"su"l
rel"tions.i! bet7een 1"ri"bles. Suc. studies re?uire !rocedure t."t 7ill
not onl reduce bi"s "nd incre"se reli"bilit9 but 7ill !ermit dr"7in/
in%erences "bout c"su"lt. Usu"ll eD!eriments meet t.is re?uirement.
T.e !resent stud is t.e eD!lor"tor one bec"use it is rel"ted to
disco1er o% ide"s ) insi/.ts ) t.e rese"rc.er ."s no ide" "bout t.e
!roblem.
DATA COLLECTION:
T.e t"s: o% d"t" collection be/ins "%ter " rese"rc. !roblem ."s
been de%ined ) rese"rc. desi/n c."l:ed out. F.ile decidin/ "bout t.e
met.od o% d"t" collection to be used %or t.e stud9 t.e rese"rc.ed s.ould
:ee! in mind t7o t!es o% d"t" 1i# !rim"r ) second"r.
T.e !rim"r d"t" "re t.ose 7.ic. "re collected "%res. ) %or t.e %irst
time9 "nd t.us ."!!ens to be ori/in"l in c."r"cter.
T.e second"r d"t"9 on t.e ot.er ."nd "re t.ose 7.ic. "re
collected b someone else ) 7.ic. ."1e been !"ssed t.rou/. st"tistic"l
!rocess.
T.e second"r d"t" in !resent stud 7"s used to !re!"re t.e
!ro%ile o% t.e or/"ni#"tion ) m"cro "n"lsis %rom 1"rious m"/"#ines "nd
ne7s!"!ers.
To collect !rim"r d"t" " structured ?uestionn"ire 7"s !re!"red )
!erson"l inter1ie7s o% t.e de"lers 7ere conducted 7.ile some de"lers 7ere
"lso cont"cted b m"il
OB;ECTI'ES OF T+E STUD-L
. To :no7 "bout t.e m"r:et s."re o% di%%erent com!"nies.
. To :no7 t.e %"cilities o%%ered b t.e com!"n to its de"lers.
. To stud t.e !rice str"te/ies
. To c.ec: m"r:etin/ str"te/ies I
. To :no7 "bout t.e !romotion"l str"te/ies.
LI&ITATIONSL
As t.e rese"rc.er ."s tried .is best to !ut "ccur"te in%orm"tion in
t.e !ro0ect9 but no 7or:9 no !ro0ect is %ree %rom di%%iculties. T.e m"in
limit"tions t."t t.e c"me "cross in stud "re "s %ollo7in/L-
1. T.e s"m!lin/ "re" 7"s sm"ll.
*. L"c: o% time.
2. l"c: o% mone.
3. Less res!onse %rom res!ondents.
4. Im!ro!er "ns7erin/ o% t.e ?uestions b some de"lers.
5. T.e s"m!le si#e o% 18 de"lers is 1er less.
. ANALYSIS AND INTERPRETATION
1. As cle"r %rom t.e "n"lsis t."t com!"n o%%ers tec.nic"l
s"tis%"ction credit %"cilit "nd tr"ns!ort"tions %"cilit to t.e
de"lers .
*. T.e !rice o% t.e com!"n s.ould be com!ut"tion so t."t
7.ile c.oosin/ t.e 1e.icle customer s.ould not
considered t.e !rice.
2. Ad1ertisement is t.e best 7" to in%orm t.e customer so
com!"n s.ould use n"tion"l le1el "d1ertisement.
3. De"lers "re more concerned 7it. !romotion"l sc.emes
so com!"n s.ould use more !romotion"l sc.emes9 test
dri1e9 %in"nce sc.emes.
4. As cle"r %rom t.e "n"lsis t."t 7.ile !urc."sin/ t.e
1e.icle "%ter s"les ser1ice9 ?u"lit "nd "1"il"bilit o% s!"re
!"rts is considered b t.e !otent ion"l customer.
T.e customer "lso 7"nts ne7 %e"tures stlis. "nd "ttr"cti1e
models
RECOMMENDATIONS 4 SU//ESTIONS
A%ter com!"rison o% 1"rious models o% multi utilit 1e.icles
se/ments. T.e %ollo7in/ su//estions could be /i1en to im!ro1e t.eir s."re in
t.e m"r:et. T.ese "re -
. T.e com!"nies s.ould "dd ne7 %e"tures in t.eir models.
. T.e !roduct s.ould be stlis. ) "ttr"cti1e9 so t.e more customer
7ill be "ttr"ct to7"rds t.ese br"nds.
. T.e !rices s.ould be com!etiti1e9 so t.e common m"n c"n bu
t.ese br"nds "lso.
. T.e com!"nies s.ould im!ro1e t.e ?u"lit o% !roduct.
. T.e more em!."sis s.ould be /i1en on t.e "d1ertisement9 me"ns
t.e "d1ertisement s.ould be "ttr"cti1e.
. Com!"nies s.ould im!ro1e t.e "%ter s"les ser1ice %or incre"sin/ t.e
dem"nd o% t.e !roduct.
To c"ter more customer9 com!"nies s.ould modi% in t.eir !roduct.
. T.e com!"nies9 n"mel Toot" Girlos:"r s.ould en."nce its
distribution c."nnels.
. &ore !romotion"l sc.emes li:e9 test dri1e9 1e.icles %in"nce "nd
ro"d s.o7 s.ould be or/"ni#ed.
. T.e com!"nies s.ould im!ro1e t.e ?u"lit o% t.e s!"re !"rts "nd its
"1"il"bilit.
. T.e com!"nies s.ould im!ro1e t.e ?u"lit o% tres m"inl Telco-S"%"ri.
. T.e com!"nies s.ould /i1e more em!."sis on 7ide r"n/e o% color.
. &ore %"cilities s.ould be /i1en to de"lers b t.e com!"nies.
. Com!"nies s.ould t"r/et ne7 !otenti"l customer.
CONCLUSION
From t.e t"bul"tion "nd "n"lsis it is e1ident t."t m"0or !"rt o% t.e
consumer "re ."1in/ %our 7.eeler 7it. t.em. T.e conclusion %rom t.e
"n"lsis "re "s %ollo7sL-
. P$)-uct:&
58H o% t.e customer considered %our 7.eeler "s " necess"r 7.ile
38H o% t.e customer !urc."se 0ust %or st"tus smbol. From t.e "n"lsis it
."s been %ind out t."t T"t" S"%"ri is t.e m"r:et le"der in com!"rison o%
ot.er t.ree br"nds studied.
. P$ice:&
T.e customer 7.o considered %our 7.eeler "s " st"tus smbol
does not bot.er "bout t.e !rice "nd t.e e1en !re%erred to !urc."se
Toot" (u"lis r"t.er t."n T"t" S"%"ri "nd .er consumer 7.o "re !rice
conscious !urc."se t.e %our 7.eeler t."t comes under t.eir income le1el.
. Place:&
Concludin/ t.e distribution c."nnel "ll o1er Indi" &UL ) telco "re
considered t.e best "s t.e ."1e t.e l"r/e distribution net7or: "ll o1er t.e
countr. T.e "%ter s"les ser1ices !ro1ided b bot. o% t.e com!"n "re
.i/.l s"tis%"ctor.
. P$),)ti):&
As t.ere is tou/. com!etition in t.e m"r:et e"c. "nd e1er
com!"n tr to incre"se its s"les b o%%erin/ di%%erent !romotion"l sc.emes
"nd !ro1in/ itsel% to be t.e m"r:et le"der. T.e com!"n !ro1ided #ero
!ercent interest r"te "nd 7.eeler %in"nci"l sc.emes.
T.e !romotion"l sc.emes o% Telco is e%%ecti1e t.ou/. telco is more
e%%ecti1e in t.is se/ment. T.e "d1ertisement e%%ecti1eness o% m"ruti 1ers"
is in its !relimin"r st"/e in multi utilit 1e.icle se/ments.
T.e customer "nd t.e de"ler "re s"tis%ied 7it. t.e m"r:etin/
str"te/ o% t.eir com!"n. T.e le1el o% s"tis%"ction "re "s %ollo7sL
S"%"riQ (u"lisQ Scor!ioQ'ers"
.INDIN/S
1. On t.e b"sis o% d"t" collected it could be concluded t."t
in m"r:et s."re o% 1"rious &U' is "s %ollo7s.
'ers"- 3.>H
(u"lis - 1>.>H
Scor!io - 33.>H
S"%"ri - 14.3H
*. It is e1ident %orm t.e res!onses o% t.e de"lers t."t 1"rious
com!"nies !ro1ide Tec.nic"l :no7led/e to de"lers on !ro%it
b"sis. Second im!ort"nt %"cilit !ro1ided b 1"rious
com!"nies to t.e de"lers is KCredit F"cilit<.
In t.e o!inion o% de"lers t.e tec.nic"l s!eci%ic"tion credit
%"cilit "nd tr"ns!ort"tion !ro1ided b t.e res!ecti1e
com!"n in duce t.em to s"le t.eir !roduct.
2. As %or le"d time is concerned m"0orit o% t.e de"lers o%
G"rn"l re/ion "re s"tis%ied. A m"0orit o% de"lers "re o% t.e
o!inion t."t A4H o% t.e times t.eir order is m"tured 7it.in
t.e s.ort !eriod o% one or t7o 7ee:s.
3. De"ler<s meetin/ 7it. com!"n !eo!le on K&ont.l< b"sis
."s come out to be t.e most !o!ul"r %re?uenc. In t.e
o!inion o% de"lers t.is is one o% t.e most im!ort"nt me"sure
to moti1"te t.e de"lers o% t.e com!"nies.
4. To "ttr"ct more customers9 in t.e o!inion o% de"lers9
com!"n "nnounce 1"rious !romotion"l "nd sc.emes on
?u"rterl B54HC9 m"inl B*8HC "nd e"rl B14HC b"iss.
5. In t.e o!inion o% de"lers9 com!"n s.ould !romote t.ere
!roduct t.re7 "d1ertisement es!eci"ll on n"tion 7ide
c"m!"i/ns.
A. As %or "s t.e eD!enditure on "d1ertisement is concerned
most o% t.e time t.e de"lers "re bein/ t.e eD!enditure.
=. For t.e s":e o% s"le !romotion9 t.e re!resent"ti1e o% t.e
com!"n is 1isitin/ to t.e de"lers on 1"rious sc.edules. T.e
re!resent"ti1e o% di%%erent com!l"int "re 1isitin/ t.eir
res!ecti1e de"lers on mont.l b"sis B24HC9 7ee:l B*4HC9
(u"lit B*8HC9 onl " %e7 B4HC o% t.e de"lers "re not
s"tis%ied 7it. not "do!tin/ t.is !r"ctice o% incre"sin/ s"les9
"s t.e com!"n re!resent"ti1e is ne1er 1isitin/ to t.em.
>. T.e de"lers "re ?uite s"tis%ied 7it. t.e Tr"inin/ bein/
!ro1ided b t.e com!"n to t.e !eo!le o% de"lers.
18. S"le t"r/ets bein/ set b t.e com!"n is e"sil
"c.ie1"ble b t.e de"lers. T."t m" !rob"bl t.e re"son o%
e"rnin/ " /ood m"r/in b t.e de"lers.
11. De"lers "re more concerned 7it. !romotion"l sc.emes
7.ic. com!"n s.ould !ro1ide more to !romote s"les li:e
test dri1e9 %in"nce %"cilit9 7"rr"nt !eriod9 %ree ser1ices.
1*. It is cle"r %rom t.e "n"lsis t."t 7.i>le !urc."sin/ t.e
1e.icle "%ter s"le ser1ice9 ?u"lit "nd "1"il"bilit o% s!"re
!"rts is more considered b t.e !otention"l customers.9
12. T.e customer "lso 7"nts ne7 %e"tures e./. stlis. "nd
"ttr"cti1e models o% 1"rious &U'.
BIBLIO/RAP3Y
Gotler9 $.il! - &"r:etin/ &"n"/ement
Got."ri C. R. - Rese"rc. met.odolo/
&"/"#in - Business Tod"9 Business 7orld9 A. )
& Automotor ) S!orts9
O1erdri1e.
Ne7s!"!ers - Business Line9 T.e economic
Times9T.e Times o% Indi".
(.1 F."t t!e o% %"cilities "re bein/ o%%ered b t.e com!"nI
F"cilities H "/e
Credit F"cilit 28
Tr"ns!ort"tion *8
Tec.. S!eci%ic"tion 24
Test Dri1e 18
An Ot.er 4
28H
*8H
24H
18H
4H
Credit F"cilit Tr"ns!ort"tion Tec.. S!eci% ic"tion Test Dri1e An Ot.er
It re1e"ls %rom t.e "bo1e t"ble t."t t.e com!"n o%%ered 24H tec.nic"l
s"tis%"ction %ollo7ed b credit9 tr"ns!ort"tion i.e. 28H "nd *8H res!ecti1el.
(.*. F."t is t.e time !eriod bet7een !l"cin/ t.e order "nd /ettin/
deli1erI
Deli'e$y E*ecute Ti,e Pe$ceta%e
Immedi"te 18
Fit.inA D"s 34
A-14 D"s 28
14-28 D"s 18
No FiDed Time 4
18H
34H
28H
18H
4H
Immedi"te Fit.in A D"s A-14 D"s 14-28 D"s No FiDed Time
It is cle"r %rom t.e "bo1e t"ble mostl com!"nies eDecuted t.eir order
7it.in A or A-14 d"s ) onl 18H orders eDecuted immedi"tel.
(.2. Does t.e com!"n "rr"n/e t.e de"ler meetin/ Ki% es< t.en meetin/
"reI
Deale$ Meeti% Pe$ceta%e
Fee:l 18
Fortni/.tl 18
&ont.l 44
+"l% -e"rl *8
No FiDed Time 4
18H
18H
44H
*8H
4H
Fee:l Fortni/.tl &ont.l +"l% -e"rl Annu"ll
It is re1e"ls %rom t.e "bo1e t"ble t."t t.e com!"n meetin/s 7.ic. "re
"rr"n/ed mont.l "re 44H "nd ."l% e"rl "re *8H "nd 7ee:l "nd %ortni/.tl
18H ) 18H .
(.3. +o7 %re?uentl t.e com!"n o%%er t.e !romotion"l sc.emesI
P$),)ti)al sche,e Pe$ceta%e
&ont.l *8
(u"rterl 54
-e"rl 14
*8H
54H
14H
&ont.l (u"rterl -e"rl


It is re1e"ls %rom t.e "bo1e t.e t"ble t."t !romotion"l sc.emes t."t "re
o%%ered ?u"rterl "re 54H "nd 7.ic. "re o%%ered mont.l *8H "nd e"rl "re
14H
(.4. T.e !"ment o% loc"l "d is bein/ done b 7.omI
Pay,et )0 L)cal A- Pe$ceta%e
Com!"n 18
De"ler =4
Bot. 4
18H
=4H
4H
Com!"n De"ler Bot.
It is re1e"ls %rom t.e "bo1e t"ble t."t loc"l Ad done b de"ler "re =4H "nd
done b com!"n "re 18H "nd b bot. 4H.
(.5. +o7 m"n time t.e com!"n<s re!resent"ti1e 1isit to ouI
Visit Ti,e Pe$ceta%e
Fee:l *4
&ont.l 24
(u"rterl *8
Re/ul"rl 14
Ne1er 4
*4H
24H
*8H
14H
4H
Fee:l &ont.l (u"rterl Re/ul"rl Ne1er
It is cle"r %rom t.e "bo1e t.e t"ble t."t com!"n<s re!resent"ti1e more
o%ten 58H mont.l "nd 7ee:l9 ?u"rterl "re *8H9 re/ul"r "re 14H "nd ne1er
"re 4H.
(.A. I% "n tr"inin/ is bein/ !ro1ided to ou b t.e com!"nI
T$aii% Pe$ceta%e
-es =4
No 14
=4H
14H
-es No
It is cle"r %rom t.e "bo1e t.e t"ble t."t com!"n !ro1ide tr"inin/ =4H o% t.eir
de"ler.
(.=. F."t !ercent"/e o% m"r/in is bein/ o%%ered b t.e com!"n on our
tot"l s"leI
Ma$%i Pe$ceta%e
Nero to Fi1e 18
Fi1e to Ten 1*
Ten to Fi%teen 18
Fi%teen to T7ent 44
&ore t."n T7ent =
Not FiDed 4
18H
1*H
18H
44H
=H
4H
Nero to %i1e Fi1e to Ten Ten to Fi%teen
Fi%teen to T7ent &ore t."n T7ent Not FiDed
It re1e"ls %rom "bo1e t"ble t."t com!"n o%%ered 14 to *8H commission on
s"les to most o% t.e de"ler.
(.>. Are "n s"les t"r/et bein/ set b t.e com!"n i% es "re t.eI
Sales Ta$%et Pe$ceta%e
'er +i/. 18
+i/. 28
Ac.ie1"ble 38
C"su"ll 14
T"r/et "re lo7 Ac.. 4
18H
28H
38H
14H
4H
'er +i/. +i/. Ac.ie1"ble C"su"ll T"r/et "re lo7 Ac..
It is cle"r %rom t.e "bo1e t"ble t.e 58H de"lers "re s"tis%ied 7it. t"r/et /i1en
b t.e com!"n "nd 28H t"r/ets "re .i/.er "nd rem"inin/ 18H s"id t."t
t"r/ets "re muc. .i/.er.
(.18. F."t "re t.e customers %eedb"c: re/"rdin/ t.e m"r:et str"te/ o%%er
b
t.e com!"nI
Cust),e$ .ee-(ac2 Pe$ceta%e
S"tis%ied =4
Diss"tis%ied 18
No-Res!onse 4
=4H
18H
4H
S"tis%ied Diss"tis%ied No-Res!onse
&ost o% t.e Customer "re s"tis%ied 7it. t.e m"r:etin/ str"te/ o%%ered b t.e
com!"n.
(.11. +o7 e%%ecti1e in n"tion"l le1el "d1ertisement in stimul"tin/ s"lesI
E00ecti'eess Pe$ceta%e
+i/.l 54
&edium 28
Lo7 4
54H
28H
4H
+i/.l &edium Lo7
It re1e"ls %rom t.e t"ble t."t N"tion"l le1el "d1ertisement .i/.l e%%ecti1e in
stimul"tin/ in s"le i.e. 54H.
(.1*. F.ic. medi" 7ould ou su//est "s t.e best %or our br"ndI
Me-ia Pe$ceta%e
Ne7s!"!er 58
T. '. *8
&"/"#ine *8
58H *8H
*8H
Ne7s!"!er T.'. &"/"#ine
It is cle"r %rom t.e t"ble t."t most o% t.e de"ler s"s ne7s !"!er medi" is best
%or "d1ertisement %ollo7ed b T.'."nd m"/"#ine.
(.12. F.ic. %our 7.eeler do ou ."1eI
Vehicle Pe$ceta%e
T"t" S"%"ri 38
& ) & Scor!io *8
Toot" (u"lis 28
&"ruti 'ers" 4
An Ot.er 4
38H
*8H
28H
4H
4H
T"t" S"% "ri & ) & Scor!io Toot" (u"lis
&"ruti 'ers" An Ot.er
It re1e"ls %rom t.e "bo1e t"ble 38H o% t.e res!ondent usin/ t"t" s"%"ri 28H
?u"ils *8H Scor!io 4H 1ers".
(.13. F."t "re t.e criteri" %or t.e selection o% " c"rI B,i1e r"n:in/CI
C$ite$ia Pe$ceta%e
$rice 14
S"%et 1*
Tec.nolo/ 18
Br"nd N"me 14
S!"ce 5
S"1in/ 18
A!!e"r"nce 5
A%ter S"le Ser1ice *8
An Ot.er 5
14H
1*H
18H
14H 5H
18H
5H
*8H
5H
$rice S"%et Tec.nolo/
Br"nd N"me S!"ce S"1in/
A!!e"r"nce A%ter S"le Ser1ice An Ot.er
It is cle"r %rom t.e "bo1e t"ble 7.ile selectin/ t.e c"r most o% t.e
res!ondent /i1e im!ort"nce to "%ter s"les ser1ices9 !rice9 br"nd n"me9 s"%et
"nd tec.nolo/ onl 5H !re%ers s!"ce "nd 5H !re%er "!!e"r"nce.
(.14. Do c"r %in"ncin/ sc.eme "%%ect our !urc."se decisionI
Pu$chase Decisi) Pe$ceta%e
To " l"r/e eDtent 38
To some eDtent 24
Not "t All *4
38H
24H
*4H
To " l"r/e eDtent To some eDtent Not "t All
It re1e"ls %rom t.e "bo1e t"ble 24H o% t.e !urc."sed "nd "%%ected b t.e
%in"nce sc.eme "nd *4H s"s t.ere is no e%%ect o% t.ese sc.eme.
(.1. F."t is t.e re"son o% buin/ " %our-7.eelerI
Reas) Pe$ceta%e
Necessit A4H
St"tus smbol *4H
$ercent"/e
A4H
*4H
Necessit St"tus smbol
(.* Are ou s"tis%ied 7it. our !resent c"rI
Satis0ie- Pe$ceta%e
-es =8H
No *8H
$ercent"/e
=8H
*8H
-es No
(. 2. F."t %"ctor do ou consider 7.ile m":in/ !urc."seI
.act)$ Pe$ceta%e
&ile"/e 38H
&"inten"nce Cost 38H
A%ter s"les ser1ice 18H
An ot.er 18H
$ercent"/e
38H
38H
18H
18H
&ile"/e &"inten"nce Cost A%ter s"les ser1ice An ot.er
(. 3. F."t %"ctor in%luence ou t.e most in decidin/ "bout t.e
br"nd to !urc."se " c"rI
Deci-i% .act)$ Pe$ceta%e
FriendsR%"mil A8H
Ad1ertisement *8H
De"ler su//estion 4H
An ot.er 4H
$ercent"/e
A8H
*8H
4H
4H
FriendsR%"mil Ad1ertisement De"ler su//estion An ot.er
(.4. F."t 7"s t.e mode o% !"mentI
M)-e Pe$ceta%e
Inst"llment =8H
Full !"ment "t
once
*8H
$ercent"/e
=8H
*8H
Inst"llment Full !"ment "t once
(.5. Are ou s"tis%ied 7it. t.e ser1ice o% t.e de"lerI
Se$'ice
satis0acti)
Pe$ceta%e
Stron/l s"tis%ied 38H
S"tis%ied 28H
Neutr"l *8H
Diss"tis%ied =H
Stron/l
Diss"tis%ied
*H
$ercent"/e
38H
28H
*8H
=H
*H
Stron/l s"tis%ied S"tis%ied Neutr"l
Diss"tis%ied Stron/l Diss"tis%ied