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A PROJECT REPORT

ON
A STUDY ON COSUMER BEHAVIOUR TOWARDS MARUTI CAR
WITH SPECIAL REFERENCE TO SAGAR
Submitted in partial fulfillment of requirement for the degree of

MBA-III SEM.

UNDER THE SUPERVISION OF

MISS ANKITA SHARMA

SUBMITTED BY
ASIF NAGINA

TO
SWAMI VIVEKANAND UNIVERSITY, SAGAR (M.P.)
DECEMBER 2014

CERTIFICATE
This is to certify that Report entitled A STUDY ON CONSUMER BEHAVIOUR
TOWARDS MARITU CAR WITH SPECIAL REFERENCE TO SAGAR which is
submitted by MOHD. ASIF in partial fulfillment of the requirement for the award of
degree MBA. from SVN University Sagar is a record of the candidate own work
carried out my Supervision. The matter embodied in this report is original has not
been submitted for the award of any other degree

Date

Mentor Name
(MRS. NEHA DUBEY)

DECLARATION
This is to certify that Report entitled A STUDY ON CONSUMER
BEHAVIOUR TOWARDS MARITU CAR WITH SPECIAL REFERENCE TO
SAGAR which is submitted by me in partial fulfillment of the requirement for

the award of degree MBA from SVN University Sagar Comprises only my
original work and due acknowledgement has been made in the text to all other
material used.

NAME OF THE STUDENT


APPROVIED BY

( MOHD. ASIF)

............................................
(H.O.D & DEAN )
SWAMI VIVEKANAND UNIVERSITY SAGAR

PREFACE
Preparing a project of this nature is an arduous task and I was fortunate
enough to get support from a large number o persons. I wish to express my deep
sense of gratitude to all those who generously helped in successful completion
of this report by sharing their invaluable time and knowledge.
It is my proud and privilege to express my deep regards to Respected
HOD Dr. Pramesh Gautam, Head of Department of Business Management,
SWAMI VIVEKANAND UNIVERSITY SAGAR for allowing me to undertake
this project.
I feel extremely exhilarated to have completed this project under the able
and inspiring guidance of MRS. NEHA DUBEY She rendered me all possible
help me guidance while reviewing the manuscript in finalizing the report.
I also extend my deep regards to my teachers , family members , friends
and all those whose encouragement has infused courage in me to complete to
work successfully.
MOHD ASIF
MBA III SEM.

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate
enough to get support from a large number o persons. I wish to express my deep
sense of gratitude to all those who generously helped in successful completion
of this report by sharing their invaluable time and knowledge.
It is my proud and privilege to express my deep regards to Respected,
Head of Department Dr.Pramesh Gautam, Department of Business Management
, SWAMI VIVEKANAND UNIVERSITY SAGAR for allowing me to
undertake this project.
I feel extremely exhilarated to have completed this project under the able
and inspiring guidance of He rendered me all possible help me guidance while
reviewing the manuscript in finalizing the report.
I also extend my deep regards to my teachers, family members , friends
and all those whose encouragement has infused courage in me to complete to
work successfully.

MOHD. ASIF
MBA III SEM.

CONTENTS
S.NO.

CHAPTER -1
CHAPTER-2
CHAPTER-3
CHAPTER-4
CHAPTER-5
CHAPTER-6
CHAPTER-7
CHAPTER-8
CHAPTER-9
CHAPTER-10

PAGE
COVER PAGE
PREFACE
DECLARATION
CERTIFICATE
INTRODUCTION
RATIONALE OF THE STUDY
SCOPE OF THE WORK
OBJECTIVE OF THE STUDY
LITERATURE REVIEW
RESEARCH METHODOLOGY
DATA INTERPETATION
RESULT AND FINDINDS
LIMITATION
SUGGESTION
CONCLUSION
BIBLIOGRAPHY
QUESTIONNAIRE

Introduction to the Automobile Industry


The automobile industry is one of the core industries in India economy, whose
prospect is reflective of the economic resilience of the economy. Indian
automobile industry has come a long way to from the era of the Ambassador car
to Maruti 800 to latest M&M Xylo. An industry is highly competitive with a

number of global and Indian companies present today. It is growing at a pace of


around 18% per annum for the last five years and is projected to be the third
largest auto industry by 2030 and just behind to US & China, according to a
report. The industry is estimated to be a US$ 34 billion industry. With the
liberalization of the economy, India has become the playground of major global
automobile majors.
Indian Automobile industry can be divided into three segments i.e. two wheeler,
three wheeler & four wheeler segment. Two wheeler segments enjoys 75%
market share of automobile industry, followed by passenger vehicles with the
16% share of market. Three wheeler segments have merely 4% share in
domestic market. The domestic two-wheeler market is dominated by Indian as
well as foreign players such as Hero Honda, Bajaj Auto, Honda Motors, TVS
Motors, and Suzuki etc. Maruti Udyog and Tata Motors are the leading
passenger car manufacturers in the country. And India is considered as strategic
market by Suzuki, Yamaha, etc.
The major players have not left any stone unturned to be global. Major of the
players have got into the merger activities with their foreign counterparts. Like
Maruti with Suzuki, Hero with Honda, Tata with Fiat and latest Mahindra with
Renault.
In two-wheeler segment, motorcycles have the major share, Hero Honda, the
leading bike manufacturer has more than 50% share in two-wheeler segment,
followed by Bajaj Auto. In passenger car segment, Maruti Suzuki contributes
the 52% market share, with complete monopoly over the small car segments.
M&M enjoy the 42% market share in Multi Utility Vehicle in domestic market.

Maruti Suzuki India Ltd.


Established in December 1983, Maruti Suzuki India Ltd. has ushered a
revolution in the Indian car industry. This car is meant for an average Indian
individual which is affordable as well as has elegant appeal. Maruti Suzuki
India Ltd. is the result of collaboration of Maruti with Suzuki of Japan. At this
time, the Indian car market had stagnated at a volume of 30,000 to 40,000 cars
for the decade ending 1983. This was from where Maruti took over.
The company has crossed the milestone of becoming the first Indian company
in March 1994, by manufacturing in totalit y one million vehicles. It is known
for its mass-production and selling of more than a million cars. Maruti Suzuki
India Ltd. is the India's largest automobile company which entered in the market
with affirmed aim to render high quality fuel efficient and low - cost vehicles.
Sales figure in the year 1993 has reached up to 1,96,820. Maruti comes in a
variety of models in the 800 segment. Its cars operate on Japanese technology,
pliable to Indian conditions and Indian car users. By the year 1998-99, the
company has modernize the existing facilities and expand its capacity by
1,00,000 units.
Recently to ward off the growing competition, Maruti has completed Rs. 4
billion expansion project at the current site, which has raised the total
production capacity to over 3,20,000 vehicles per annum. With the coming of
each and every year, the total production of the company exceed by 4,00,000
vehicles.
In the small car segment it produces the Maruti 800 and the Zen. The big car
segment includes the Maruti Esteem and the Maruti 1000. Along with them, the
company also manufactures Maruti Omni. Other models includes Wagon R and
the Baleno.

Headquarter in Gurgaon, on 17 September 2007, Maruti Udyog was renamed to


Maruti Suzuki India Limited. Both in terms of volume of vehicles sold and
revenue earned, the company is India's leading automobile manufacturers and
the market leader in the car segment. Sales recorded in June 2008, is Rs.
4,753.58 crores
Small & medium car segment in india
Small cars are classified according to the price range which varies from 1 to 3
lakhs. It has the capacity to carry 4 passengers- 2 adults, 2 children. These are
basically entry level cars which are preferred by service group and middle
income group.
These cars are basically manufactured by - Maruti Udyog and Reva. While
companies like Volkswagon and Reva are yet to launch their models in the
market.
CONSUMER BEHAVIOUR
Consumers have become very discerning in their choices. Consumer behavior is
very complex and is determined to a large extent by social and psychological
factors and it is necessary for a marketing manager to understand properly
before he plans his marketing strategy. Within the broad framework of
marketing, the area that entices the most researchers is the study why a
consumer behaves in a particular way. The complexity of the behavior, however,
varies with the nature of the product and the need, which it is required to satisfy.
The term consumer behavior may be defined as the decision process and
physical activities in which individuals engage them while evaluating,
acquiring, using or disposing off goods and services. The study of consumer
behavior is the study of how individuals make decisions to spend their available
resources on consumption of related items.

Buying behavior is an attempt to understand and predict human actions in the


buying role. The issues that dealt within the discipline of consumers buying
behavior are:
What products and services do the consumers buy?
How do they buy?
Why do they buy?
From where do they buy?
When do they buy?
Consumer behavior provides a sound basis for identifying and understanding
consumer needs. It is the act of the individuals directly involved in obtaining
and using economic goods and services.
The study of consumer behavior is an essential component of marketing. The
adoption of marketing concept by the marketers provides the impetus for the
study of consumer behavior.
In case of New Product Introduction in the market, there is a risk of product
failure. To increase the chances of success of new products, better information
of the consumer behavior is required. Their desires, tastes and preferences are to
be taken care of. So from all these aspects the study of consumer behavior is
important.

The following are a few examples of the benefits of the study of consumer
behaviour derived by the different categories of people:
1. A marketing manager would like to know how consumer behaviour will
help him to design better marketing plans to get those plans accepted
within the company.

2. In a non-profit service organisation, such as a hospital, an individual in


the marketing department would like to know the patients' needs and how
best to serve those needs.
3. Universities & Colleges now recognise that they need to know about
consumer

behaviour

to aid in recruiting students.

"Marketing

Admissions" has become an accepted term to mean marketing to potential


students.
Understanding of the consumer behaviour begins with study of
the consumer buying process. Consumer buying process is five
step activities. The starting with need recognition, which
leads to information search, once information is obtained
from different sources next step, is the evaluation and intent
where in consumer evaluates various parameters of the
product or service. The next step in five-step activity is the
purchase decision where in intent is converted into an actual
purchase of the good or the service. The final step is postpurchase reaction where in customer if she is satisfied with
goods or services recommends to other prospective customers
or repeat the purchase. If the customer is not happy with
purchase, a bad word of mouth follows, and she looks for
alternative product or service.

MAJOR FACTORS INFLUENCING BUYER BEHAVIOUR

There are four major factors which influence the consumer buying behaviour
are as follow:

CULTURAL FACTORS
Cultural factors exert the broadest and deepest influence on consumer behavior.
The roles played by the buyers culture, sub culture and social class are
particularly important.
CULTUREBasically, culture is the part of every society and is the
important

cause

of person

wants and

behavior.

The

influence of culture on buying behavior varies from country


to country therefore marketers have to be very careful in
analyzing the culture of different groups, regions or even
countries.
SUB-CULTUREEach culture contains different subcultures such as religions,
nationalities,

geographic

regions,

racial

groups

etc.

Marketers can use these groups by segmenting the market


into various small portions. For example marketers can
design products according to the needs of a particular
geographic group.
SOCIAL CLASSEvery society possesses some form of social class which is
important to the marketers because the buying behavior of
people in a given social class is similar. In this way
marketing activities could be tailored according to different
social classes. Here we should note that social class is not
only determined by income but there are various other
factors as well such as: wealth, education, occupation etc.

SOCIAL FACTORS
REFERNCE GROUPSReference groups have potential in forming a person
attitude or behavior. The impact of reference groups varies
across products and brands. For example if the product is
visible such as dress, shoes, car etc then the influence of
reference groups will be high. Reference groups also include
opinion leader (a person who influences other because of his
special skill, knowledge or other characteristics).
FAMILYBuyer behavior is strongly influenced by the member of a
family. Therefore marketers are trying to find the roles and
influence of the husband, wife and children. If the buying
decision of a particular product is influenced by wife then
the marketers will try to target the women in their
advertisement. Here we should note that buying roles
change with change in consumer lifestyles.
ROLE AND STATUSESEach person possesses different roles and status in the
society

depending

upon

the

groups,

clubs,

family,

organization etc. to which he belongs. For example a woman


is working in an organization as finance manager. Now she is
playing two roles, one of finance manager and other of
mother. Therefore her buying decisions will be influenced by
her role and status.

PERSONAL FACTORS
A buyers decisions are also influenced by personal characteristics. These
include the buyers age & stage in the life cycle, occupation, economic
circumstances, lifestyle, personality & self concept.
AGE & STAGE IN THE LIFE CYCLEAge and life-cycle have potential impact on the consumer
buying behavior. It is obvious that the consumers change
the purchase of goods and services with the passage of
time. Family life-cycle consists of different stages such
young singles, married couples, unmarried couples etc
which help marketers to develop appropriate products for
each stage.
OCCUPATIONThe occupation of a person has significant impact on his
buying behavior. For example a marketing manager of an
organization will try to purchase business suits, whereas a
low level worker in the same organization will purchase
rugged work clothes.
ECONOMIC CIRCUMCTANCESConsumer economic situation has great influence on his
buying behavior. If the income and savings of a customer is
high then he will purchase more expensive products. On the
other hand, a person with low income and savings will
purchase inexpensive products.
LIFESTYLELifestyle of customers is another import factor affecting the
consumer buying behavior. Lifestyle refers to the way a

person lives in a society and is expressed by the things in


his/her surroundings. It is determined by customer interests,
opinions, activities etc and shapes his whole pattern of
acting and interacting in the world.
PERSONALITY AND SELF-CONCEPTPersonality changes from person to person, time to time and
place to place. Therefore it can greatly influence the buying
behavior of customers. Actually, Personality is not what one
wears; rather it is the totality of behavior of a man in
different circumstances. It has different characteristics such
as: dominance, aggressiveness, self-confidence etc which
can be useful to determine the consumer behavior for
particular product or service.
PSYCHOLOGICAL FACTORS
A persons buying choices are influenced by four major psychological factorsmotivations, perception, learning, beliefs and attitudes.
MOTIVATIONThe level of motivation also affects the buying behavior of
customers. Every person has different needs such as
physiological needs, biological needs, social needs etc. The
nature of the needs is that, some of them are most pressing
while others are least pressing. Therefore a need becomes a
motive when it is more pressing to direct the person to seek
satisfaction.
PERCEPTIONPerception is the process by which an individual selects, organizes, &
interprets information inputs to create a meaningful picture of the world. A

motivated person is ready to act. How the motivated person actually acts is
influenced by his or her perception of the situation.
BELIEFS & ATTITUDESA belief is a descriptive thought that a person holds about
something. Through doing & learning, people acquire beliefs
& attitudes. These in turn influence their buying behavior.
Particularly important to global marketers is the fact that
buyers often hold distinct disbeliefs about brands or
products based on their country of origin. An attitude is
persons enduring favorable or unfavorable evaluations,
emotional feelings, and action tendencies towards some
object

or

idea.

People

have

attitude

toward

almost

everything: religion, politics, clothes, music, food, and so on.


Attitude put them into a frame of mind of liking or disliking
an object, moving toward or away from it.
AUTOMOBILE INDUSTRY IN INDIA
The Indian automotive industry has emerged as a 'sunrise sector' in the Indian
economy. India is being deemed as one of the world's fastest growing passenger
car markets and second largest two wheeler manufacturer. It is also home for the
largest motor cycle manufacturer and the fifth largest commercial vehicle
manufacturer.
India is expected to become the third largest automobile market in the world.
Ford is looking at India as a major export hub, as per Mr Joginder Singh,
President and Managing Director, Ford India.
By 2020, the luxury car segment is estimated to be around three per cent of the
overall passenger car market in India. So, there is huge opportunity for growth.

India is going to be one of the biggest markets for us, worldwide, according to
Tomas Ernberg, Managing Director, Volvo Auto India.
India is the largest base to export compact cars to Europe. Moreover, hybrid and
electronic vehicles are new developments on the automobile canvas and India is
one of the key markets for them. Global and Indian manufacturers are focusing
their efforts to develop innovative products, technologies and supply chains.
Current Scenario
The amount of cumulative foreign direct investment (FDI) inflow into the
automobile industry during April 2000 to November 2012 was worth US$ 7,518
million, amounting to 4 per cent of the total FDI inflows (in terms of US$), as
per data published by Department of Industrial Policy and Promotion (DIPP),
Ministry of Commerce.
India's scooter and motorcycle manufacturers have registered 4 per cent growth
during April-November 2012, according to the recent data released by the
Society of Indian Automobile Manufacturers (SIAM). Moreover, the passenger
vehicles segment grew at 9.71 per cent during April-June 2012, while overall
commercial vehicle segment registered an expansion of 6.06 per cent year-onyear (y-o-y).
The Indian small and light commercial vehicle segment is expected to more
than double by 2015-16 and to grow at 18.5 per cent compound annual growth
rate (CAGR) for the next five years, according to a report titled, 'Strategic
Assessment of Small and Light Commercial Vehicles Market in India' by Frost
& Sullivan.

Major Passenger car Automobile Players in India


Maruti Suzuki

Hyundai Motors

Tata Motors

Mahindra & Mahindra

With a tough competition among different players, all are trying to increase
their market share in India; Maruti Suzuki is leading the industry with 46%
market share. Tata Motors have a market share of 14%. Hyundai Motors has
been a bleto capture 14% of the market. Mahindra & Mahindra have a market
share of around 7%.
MARUTI SUZUKI INDIA LTD
Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of
Parliament. Maruti Udyog Ltd is one of India's leading automobile
manufacturers and the market leader in the car segment, both in terms of
volume of vehicles sold and revenue earned.

The Joint Venture agreement was signed between Government of India and
Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.
The company went into production in a record time of 13 months and the first
car was rolled out from Maruti Suzuki India Limited Gurgaon in December,
1983.
The company has crossed the millstone of becoming the first Indian company in
March 1994 by manufacturing in totality one million vehicles. It is known for
its mass production and selling of more than one million cars. Maruti Suzuki
India ltd is the Indias automobile largest company which entered in the market
with affirmed aim to render high quality fuel efficient and low cost vehicles.
SAMPLE SIZE
The universe for the study consists of teachers community in faculty of
commerce Dayalbagh Educational Institute Agra. The number of respondents
included in the study was 12 out of 20 sample or universe for convenience in
evaluating and analyzing the data and because of time constraint.

RATIONAL OF THE STUDY


The study is global in scope, since many of the risks involved are global or
regional in nature.
For this study, stress is defined as a situation where private sector proponents
have exited, or are contemplating exit from a project. Information on stress was
derived from the World Bank's Private Participation in Infrastructure (PPI)
dataset, which was used as the source for much of the data used in the
estimation. This global dataset contains project-specific information on a large
number of projects classifiable as PPP, including the total value of investment,
sector, sub-sector, type of transaction, and multilateral participation. It covers
projects which achieved financial closure from 1984 up to the present. The data
is cross-sectional, with projects classified according to their current status (i.e.,
whether they are operational, distressed, canceled, or concluded). Although the
data is cross-sectional, it contains temporal information that can also be used in
analysis. Because the sample period spans the emergence of PPP in the late
1980s, through the Asian and Argentine crisis, and beyond, the sample includes
many projects that have undergone the most tumultuous experiences in PPP, as

well as the periods of consolidation that followed. The PPI dataset is augmented
by country-specific macroeconomic data and, where available, additional
project-specific data such as country growth and exchange rate information.
Analyzing and addressing stress also helps stakeholders enhance PPP's
attractiveness as an investment, by minimizing the fiscal and social impacts of
poorly designed and managed projects.

SCOPE OF THE STUDY


The research was carried on in the Eastern Region of India. It is restricted to
Sagar where it has got 11 branch offices and 3 franchisees. I have visited
people randomly nearby my locality, different shopping malls, small retailers
etc.

OBJECTIVE OF THE STUDY


The basic objective of the project during the research and study will be focused
on the following parameters:
To know consume preference regarding small cars
To know what features and services attract the customers
Effect of brand image in buying behavior
Impact of advertisement in buying behavior
Impact of celebrity endorsement in buying behavior
Effect of family &friends in buying behavior (Focus group)

RESEARCH METHODOLOGY

According to Green and Tall A research design is the specification of the


methods and procedures for acquiring the information needed. It is the overall
operational pattern or framework of the project that stipulates which
information is to be collected, from where it is to be collected and by what
procedures
This research process based on primary data analysis and secondary data
analysis will be clearly defined to meet the objectives of the study.
I chose the primary sources to get the data. A questionnaire was designed
in accordance with our mentor in Shirts. I chose a sample of about 30
corporate customers
I collected some data from the secondary sources like published
Company documents, internet etc.
Research Design
A research design is the arrangement of conditions for collections and analysis
of data in a manner that aims to combine relevance to the research purpose with
economy in procedures. It is a descriptive cross sectional design .It is the
conceptual structure with in which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data.
It is needed because it facilitates the smooth sailing of the various research
operations, thereby making research as efficient as possible yielding maximal
information with minimal expenditure of effort, time and money.
In the preliminary stage, my research stage constituted of exploratory study by
which it is clear that the existence of the problem is obvious .So, I can directly
head for the conclusive research.
Sampling Plan

Sampling plan is a distinct phase of research process. In this stage I have to


determine who is to be sampled, how large should be the needed sample and
how sampling unit is to be selected.
Population
In my research, I have defined my population as a complete set of customers of
Sagar City.
Sample Survey
As compared to census study, a sample study has been conducted by us because
of:
Wide range of population, it was impossible to cover the whole
population
Time and money constraints.
Sample Unit
In this survey I took the list of customers from the dealers of Shirts
Sampling Technique
Sampling technique implies the method of choosing the sample items, the two
methods of selecting sample are:
Probability method.
Non-probability method.
Probability method is those in which every item of the universe has an equal
chance of the inclusion in the sample. Non-probability methods are those that
do not provide every item in the universe with known cause of being included in
the sampl
DATA SOURCES
Research is totally based on primary data. Secondary data can be used only
for the reference. Research has been done by primary data collection, and

primary data has been collected by interacting with various people. The
secondary data has been collected through various journals and websites and
some special publications of BIRLA.

SAMPLING
i.

Sampling Procedure
The sample is selected in a random way, irrespective of them being investor
or not or availing the services or not. It was collected through mails and
personal visits to the known persons, by formal and informal talks and
through filling up the questionnaire prepared. The data has been analyzed by
using the measures of central tendencies like mean, median, mode. The
group has been selected and the analysis has been done on the basis
statistical tools available.

ii.

Sample Size
The sample size of my project is limited to 200 only. Out of which only 135
people attempted all the questions. Other 65 not investing in MFs attempted
only 2 questions.

iii.

Sample Design
Data has been presented with the help of bar graph, pie charts, line graphs
etc.

ANALYSIS & INTERPRETATION

Interpretation
Objective of the study : Consumer buying behavior towards small & medium
car segment
For this research project ,I choose the questionnaire as research tool and take 50
participants who either willing to buy a car or having a car in small and middle
segment. So the findings are as follows

Q. 1 Do you use cars?

Interpretation;-Among 50 participants,84% respondents are currently having


car .Through we can find out the potential market for car manufacturing
companies

Q.2 Which car do you use?

Interpretation:-Among 84% respondents who having his own car


43% participants are having Maruti,
29% are owning Hyundai,
19% are having Tata,
7% are owing Gm and rest are the customer of Honda Motors
Q.3 Is the present car up to your expectations?

Interpretation: Approx 79% participants are satisfied with their current car i.e. their
expectation are fulfilled by the car and rest are unsatisfied with their car
performance
Some factor like mileage ,performance and easy servicing fulfill their
expectation

Q. 4 Are you planning to buy a new car in the near future?

Interpretation:Every person wants to buy a car for himself or for his family. My research is
focus on middle income prospects and thus
74% respondents are planning to buy a new car
26% respondents are not willing to buy new car in near future

Q. 5 Which brand would you prefer?

Interpretation:- Among 50 participants


54%of respondents prefer to buy a car of Maruti
30% participants like to purchase a car of Hyundai
20% respondants prefer TATA brand (Research is conducted before the
launching of nano )
12% and 4 % are preferring ratio for respectively GM cars and Honda
cars

Q. 6 Why would you prefer the above mentioned car?

Interpretation:-The reason for the preference, among 50 respondents


38% preferred mileage follow by looks and style as 26%
Comfort is taking third place by 24% followed by service and spares

Q.8. How frequently do you change your car? Why?

Interpretation:-Generally middle class respondents never echange their car so


frequently so far. They will change their car after more then two year or above
but the reason behind the changing the car are as follows
Almost 54% participants said tat they fed up with their car
Near 36% respondents wants to change their car due to advance
technology
Approx 8% change their car due to fashion & trend
\
Q.9 What does affects your buying behavior generally while selecting any
car in small & medium segment?

Interpretation:-Middle class segment generally influenced by family &friends


followed by brand as
58% respondents influenced by family and friends
26 % participants chane their decision due to brand because they are
brand conscious
Style & features are influenced only 6%

Facts & finding

Findings : In present Maruti is leading in small & medium car segment followed by
Hyundai
Existing customer are satisfied with their present car performance like
mileage ,servicing etc
In current scenario Maruti will be market leader followed by Hyundai
Middle class segment like to buy any brand due to mileage followed by
looks & style
They change their cars after two years or more, due to fed up with car and
for new advance technology
They highly influenced by family and friends while making purchase

CONLUSION & RECOMMENDATION

From the analysis of the responses received from the customers in


Delhi, overall findings show that Maruti Suzuki is the most prefered
brand among the participants.
Maruti Suzuki and Hyundai,Tata Motors are the biggest competitor in
the small & madium car market..
Among the five attributes ( which we considered important for
customers purchasing decision ) customers gave highest consideration
to mileage followed by the looks and style. Other attributes like
comfort, service and spares were considered later.
Most middle class person prefer Maruti Suzuki in this segment and
usually they use car for their transport.
Servicemen still would like to go for small & medium car but with
mileage with the first considerable thing followed by looks and style
and power.
Study shows that middle class segment highly influenced by family &
friends while purchasing the car. So companies should advertise their
product targeted to families

Gradually Hyundai & TATA captured the market of Maruti due to


their new launching in small cars like TATA nanoetc and Maruti
should come up with more cheaper cars with the regular Maruti
Advantages like mileage.

Questionnaire
Objective: Consumer buying behavior towards small & medium car
segment
Q. 1 Do you use cars?
o Yes
o No
Q.2 Which car do you use?
Compa
ny
Model

Mar
uti

Honda

GM

TATA

Hyundai

Q.3 Is the present car up to your expectations?


o Yes
o No
Elaborate (Why Yes / Why No)
________________________________________________________________
________________________________________________________________
__________
Q. 4 Are you planning to buy a new car in the near future?
o Yes
o No
Q. 5 Which brand would you prefer?
o Maruti
o Honda
o GM

o TATA
o Hyundai
If other, then please specify..
Q. 6 Why would you prefer the above mentioned car?
o Mileage
o Looks and style
o Comfort
o Service and spares
o Other
If other, then please specify..
Q.8. How frequently do you change your car? Why?
o 6-12 Months
o Up to 2 years
o More than 2 year
o Till the life of the bike
Reasons
Status

Fashion &
Trend

Advance
Technology

Fed up &
Reseal

If other, then please specify..


o Family or Friends
o Advertisement
o Brand
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Personal Information:
Name

Occupation :
Age
Date :
Place :

1. 26-35 2. 36-45

3. Above 45
Signature

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