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CONSUMER BUYING BEHAVIOUR TOWARDS CARS

SUBMITTED TO:
Prof. Sankar Das

SUBMITTED BY:

Sanjay Manwani (16BSP2228)


Table of Contents
1. List of Tables & Illustrations

2. Introduction- Objectives & Limitations

3. Research Design/ Methodology

4. Review of literature

5. Analysis of Data

6. Conclusion

7. References

8. Questionnaire
List of Tables and Illustrations

1.1 Age group

1.2 Gender

1.3 Occupation/Profession

1.4 Income

1.5 Preferred brand

1.6 Purchase criteria

1.7 Promotional strategy

1.8 Celebrity influence

1.9 Satisfaction level

1.10 Purchase made for

1.11 Full value for money


Introduction
The automotive industry in India is one of the largest in the world with an annual
production of 23.96 million vehicles in FY (fiscal year) 201516, following a growth of
2.57 per cent over the last year. The automobile industry accounts for 7.1 per cent of
the country's gross domestic product (GDP). The Two Wheelers segment, with 81
per cent market share, is the leader of the Indian Automobile market, owing to a
growing middle class and a young population. Moreover, the growing interest of
companies in exploring the rural markets further aided the growth of the sector. The
overall Passenger Vehicle (PV) segment has 13 per cent market share.
India is also a prominent auto exporter and has strong export growth expectations for
the near future. In FY 201415, automobile exports grew by 15 per cent over the last
year. In addition, several initiatives by the Government of India and the major
automobile players in the Indian market are expected to make India a leader in the
Two Wheeler (2W) and Four Wheeler (4W) market in the world by 2020.

Limitations
Small sample size

The sample size I have taken for this research is 60 which are considerably small as
compared to the total population who bought cars.

Simple random sampling

I wanted to research in which each member of the subset has an equal probability of being
chosen.

Research Objectives
To study the factors influencing customer satisfaction in the airlines industry.

Research Design and Methodology

Research Design: In order to achieve the above study objectives, I have used the
quantitative research and tried to find out the customer satisfaction using Likert
Scale.

Sampling: I have used Stratified Sampling and have targeted the age group of 18 and
above and who often use flight services.
Area of Survey: Pune ( Mainly in the Hadapsar Area and Manjiri)
Gender: Male and Female both.

Sample Size: 60

Data Collection Method: I have collected data through questionnaire survey method
and Snowball Technique in a few cases.
Survey is done through questionnaire filling.
Responses have been collected mainly through personal interaction with people of
various age groups available in the building I am living in. I also visited to a shopping
complex to target people of various age groups.

Analysis of Data

The questionnaire was including the 2 parts:-


Demographic questions
Statements for Airlines Company based on the pilot survey.

So, analysis of both parts has been done.

1. Demographic Questions

1.1 Gender
Out of 61 respondents 46 i.e. 75.4% are male and remaining 15 i.e. only 24.6% are female.

Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Male 46 75.4 75.4 75.4
Female 15 24.6 24.6 100.0
Total 61 100.0 100.0

1.2 Age
I have tried to take the responses of all the age groups but most of the respondents lies in
the age group of 26 40 i. e. 36.1 % of the total sample size.
Age Group
Frequency Percent Valid Percent Cumulative Percent
Valid 18 - 25 11 18.0 18.0 18.0
26 - 40 22 36.1 36.1 54.1
41 - 55 16 26.2 26.2 80.3
Above 55 12 19.7 19.7 100.0
Total 61 100.0 100.0

1.3 Educational qualification


57.4% of the respondents are graduates, 37.7% are post graduates and only 4.9% (3
respondents) are under graduates which are not very significant portion of the overall
population.
Educational Qualifications
Frequency Percent Valid Percent Cumulative Percent
Valid Under Graduate 3 4.9 4.9 4.9
Graduate 35 57.4 57.4 62.3
Post Graduate 23 37.7 37.7 100.0
Total 61 100.0 100.0

1.4 Occupation
Majority of the respondents are employees (65.6%). Only 26.2% have their own business,
are retired.
Occupation
Frequency Percent Valid Percent Cumulative Percent
Valid Employee 40 65.6 65.6 65.6
Business 8 13.1 13.1 78.7
Student 5 8.2 8.2 86.9
Retired 8 13.1 13.1 100.0
Total 61 100.0 100.0

1.5 Monthly Income


32.1% of the respondents belong to income group of more than Rs. 25000 and next highest
(26.8%) is the income group of both Rs. 50000 to Rs. 75000 and Rs. 25000 to Rs. 50000.
Monthly Income
Cumulative
Frequency Percent Valid Percent Percent
Valid Less than Rs. 25000 8 13.1 14.3 14.3
Rs. 25000 to Rs. 50000 15 24.6 26.8 41.1
Rs. 50000 to Rs. 75000 15 24.6 26.8 67.9
More than Rs. 75000 18 29.5 32.1 100.0
Total 56 91.8 100.0
Missing System 5 8.2
Total 61 100.0

1.6 Preferred Airlines Company


Most of the respondents prefer Jet Airways (36.1%) followed by Indigo (34.4%) and SpiceJet
(11.6%). Indigo is chosen widely because of its attractive price deals.
Which airline company do you prefer?
Frequency Percent Valid Percent Cumulative Percent
Valid indigo 21 34.4 34.4 34.4
Jet Airways 22 36.1 36.1 70.5
Air India 4 6.6 6.6 77.0
SpiceJet 7 11.5 11.5 88.5
Air Asia 5 8.2 8.2 96.7
GoAir 1 1.6 1.6 98.4
Vistara 1 1.6 1.6 100.0
Total 61 100.0 100.0

2. Analysis of Statements
2.1 KMO and Bartletts Test-
KMO value is 0.770, which is greater than 0. 6 indicating that the sample collected is
adequate for the study.
Bartletts Test value is 0.000 which is less than 0.05. It means the data collected is suitable
for the study and does not produce any identity matrix.

KMO and Bartlett's Test


Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .770
Bartlett's Test of Sphericity Approx. Chi-Square 206.245
df 66
Sig. .000

2.2 Total Variance Explained-

Component 1, 2, 3 and 4 have the values 4.016, 1.715, 1.192, 1.002 respectively. These
values are greater than 1. So, these four components can be extracted and are significant for
the data analysis. The cumulative percentage is 66.035% of the total variance. That means
these four components explain and signifies the total variance very effectively.

Total Variance Explained


Extraction Sums of Squared Rotation Sums of Squared
Initial Eigenvalues Loadings Loadings
% of Cumulative % of Cumulative % of Cumulative
Component Total Variance % Total Variance % Total Variance %
1 4.016 33.463 33.463 4.016 33.463 33.463 2.601 21.672 21.672
2 1.715 14.289 47.752 1.715 14.289 47.752 2.070 17.251 38.923
3 1.192 9.936 57.688 1.192 9.936 57.688 2.006 16.719 55.642
4 1.002 8.346 66.035 1.002 8.346 66.035 1.247 10.393 66.035
5 .770 6.415 72.449
6 .728 6.063 78.512
7 .620 5.166 83.678
8 .496 4.132 87.810
9 .469 3.912 91.722
10 .373 3.106 94.828
11 .326 2.716 97.544
12 .295 2.456 100.000
Extraction Method: Principal Component Analysis.

2.3 Rotated Component Matrix-

Rotated Component Matrixa


Component
1 2 3 4
The carrier has clean and comfortable .005 .656 .422 .216
interiors
The carrier offers high seating comfort .363 .629 -.032 .247
The carrier has adequate inflight .056 .796 .126 -.219
entertainment(newspapers, magazines)
Appearance, attitude and uniforms of .123 .086 -.089 .899
employees are good
The carrier provides quality food and .348 .510 .269 .274
beverages
Check in process is efficient in the .751 .174 .110 .164
carrier
The carrier has pre flight services (early .328 .135 .688 .212
check in, email and sms reminder)
Carrier has efficient baggage handling .817 .051 .207 .064
services both during check in and
delivery
carrier has proper remedial procedures .048 .215 .751 -.335
for deployed or missing baggage
Carrier provides meal preference .440 .424 -.499 -.056
Employees are sincere and hold .416 .216 .618 -.130
patience in resolving passenger's
problems
Employees are capable of responding to .788 .140 .090 .011
emergency situations
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.

Component 1 has the following correlations-


Check in process is efficient in the carrier = 0.751
Carrier has efficient baggage handling services both during check in and delivery =
0.817.
Employees are capable of responding to emergency situations = 0.788

So, from the above correlation significance we can name the component as Pre - flight
Services.

Component 2 has the following correlation-


The carrier has clean and comfortable interiors = .656
The carrier offers high seating comfort = 0.629
The carrier has adequate inflight entertainment(newspapers, magazines) = 0.796
The carrier provides quality food and beverages = 0.510

From the above correlation significance, we can name the component as In flight Services
and Comfort.

Component 3 has the following correlation-


The carrier has pre - flight services (early check in, email and sms reminder) = 0.688
Carrier has proper remedial procedures for deployed or missing baggage = 0.751
Employees are sincere and hold patience in resolving passenger's problems = 0.618
From the above correlation significance, we can name the component as Remedies to
Passengers Problems.

Component 4 has the following correlation-


Employees are sincere and hold patience in resolving passenger's
problemsAppearance, attitude and uniforms of employees are good = 0.899
From the above correlation significance, we can name the component as Emplyees
Hygiene and Behaviour.

Conclusion
From the study, it can be well concluded that there are various factors that play a major and
vital role for the customer satisfaction in the Airline Industry. The most important factor for
the Airline Industry is the in flight services of a particular airline company when the
customer is on board for a flight.
Another important factor is the Pre flight services of an airline company while the
customer is at airport. It depends on the check in efficiency and behaviour of the employees
at the airport.

It can also be concluded that Remedies to Passengers Problem also play a very vital role for
airline industry. So, there must be proper remedies to the problems of passengers while they
are on board or at the airport.

Finally, Employees should be hygienic and must have a very courteous and pleasant
behaviour with the customers or passengers while they are on board for better customer
satisfaction and customer delight.

QUETIONNAIRE
Factors Affecting Customer Satisfaction in Airline
Industry (Domestic)
A. What is your name?
_____________________

B. Your Gender:
1) Male
2) Female

C. Age Group (years):


1) 18 25 2) 26 40 3) 41 55 4) above 55

D. Educational Qualification :
1) High School
2) Under Graduate
3) Graduate
4) Post Graduate

E. Occupation:
1. Employee
2. Business
3. Student
4. Retired

F. Monthly Income:
1. Less than Rs. 25,000
2. Rs. 25,000 to Rs. 50,000
3. Rs. 50,000 to Rs. 75000
4. More than Rs. 75,000

G. Which airline company do you prefer?


1. Indigo
2. Jet Airways
3. Air India
4. SpiceJet
5. Air Asia
6. GoAir
7. Vistara

Please rate the following statements as per 1 to 5 of your preference:-

(1 Strongly Agree, 2 Agree, 3 Neutral, 4 Disagree, 5 Strongly


Disagree)
1 2 3 4 5

a) The carrier has clean and comfortable


interiors.
b) The carrier offers high seating comfort.

c) The carrier has adequate in-flight


entertainment (newspapers, magazines).
d) Appearance, attitude and uniforms of
employees are good.

e) The carrier provides quality food and


beverages.
f) Check in process is efficient in the carrier

g) The carrier has pre-flight services (early


baggage check-in, email and sms reminder)
h) The carrier has efficient baggage handling
services both during check-in and delivery.

i) It has proper remedial procedures for


deployed or missing baggage.

j) The carrier provides meal preference.

k) Employees are sincere and hold patience in


resolving passengers problems.
l) Employees are capable to respond to
emergency situations.

Thank you,

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