June 12

Consumer
Behavior
2017
Submitted By:
Shirjeel Anjum (0116)

Final
Program: BBA Project
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Contents
PURPOSE OF PROJECT ....................................................................................................... 3

Executive Summary ................................................................................................................ 3

Attributes ................................................................................................................................. 3

Car Brands Introduction ........................................................................................................ 4

Toyota ...................................................................................................................................... 6

Honda ........................................................................................................................................ 8

Hyundai ................................................................................................................................... 12

Suzuki ...................................................................................................................................... 14

FAW ......................................................................................................................................... 16

Prospects Data ....................................................................................................................... 17

Perceptual Mapping .............................................................................................................. 18

Conclusion .............................................................................................................................. 21

Recommendation........................................................................................................ 21
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PURPOSE OFPROJECT

The purpose of the project is to identify the pricing range of leading car brand in
Pakistan. We are worked on perceptual mapping in which we have chosen the most
leading five car brand on the base of market share and collecting the data by survey of
consumer preference on the bases of different attributes comparison.

Executive Summary

We are doing project of consumer behavior in which we will see, attitudes, buying decisions,
preference of people and Decision making of people. We have selected automobile industry
and select 5 major brands running in Pakistan. Honda, Toyota, Suzuki, Hyundai and FAW.
Then we take 10 attributes that how people rate for it. We take Economical, Comfort,
Durability, Design, High Mileage, Low maintenance, Features and over all preference. We
have made a questionnaire and fill it by people that what they rate attribute wise. Then we
have done perceptual mapping in which we compare attributes with each other to check the
results of people and their preference then we conclude overall project and in the end, we give
recommendation for those companies who have low rating and preference.

Attributes

There are ten attributes of car brand following are

► Economical
► Comfort
► Durability
► Design
► Safety
► Features
► Mileage
► Maintenance Cost
► Availability Spare Parts
► Brand Preference
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A car (or automobile) is a wheeled, self-powered motor vehicle used

for transportation and a product of the automotive industry. Most definitions of the
term specify that cars are designed to run primarily on roads, to have seating for one
to eight people, to typically have four wheels with tyres, and to be constructed
principally for the transport of people rather than goods. The year 1886 is regarded as
the birth year of the modern car. Cars did not become widely available until the early
20th century. Cars are equipped with controls used for driving, parking, passenger
comfort and safety, and controlling a variety of lights. Over the decades, additional
features and controls have been added to vehicles, making them progressively more
complex. There are costs and benefits to car use. The costs of car usage include the
cost of: acquiring the vehicle, interest payments (if the car is financed), repairs
and auto maintenance, fuel, depreciation, driving time, parking fees, taxes, and
insurance. The costs to society of car use include: maintaining roads, land use, road
congestion, air pollution, public health, health care, and disposing of the vehicle at the
end of its life.

Car Brands Introduction

Toyota

Toyota is the world's market leader in sales of hybrid electric vehicles, and one of the
largest companies to encourage the mass-market adoption of hybrid vehicles across the globe.
The company was founded by Kiichiro Toyoda in 1937, as a spinoff from his father's company
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Toyota Industries to create automobiles.

Mission & Vision of Toyota

Vision

“To be the most respected and successful enterprise, delight customers with a wide range of
products and solutions in the automobile industry with the best people and best technology.”
► The most respected.
► The most successful.
► Delighting customers.
► Wide range of products.
► The best people.
► The best technology.

Mission

Mission of Toyota is to provide safe & sound journey. Toyota is developing various new
technologies from the perspective of energy saving and diversifying energy sources. Environment
has been first and most important issue in priorities of Toyota and working toward creating a
prosperous society and clean world.
Market Share
The market share of Toyota in Pakistan is 28%. it is the second most preferable car in
Pakistan after Suzuki because of its high availability of spares, low maintenance cost and
more features in reasonable price. In Pakistan there is almost sold every car of Toyota.

Toyota SWOT analysis

Strengths
1. Strong focus on research and development (R&D).
2. The most valuable automotive brand in the world.
3. Toyota Production System.
4. Competence in hybrid vehicle production.
Weaknesses
1. Lack of competence in autonomous vehicles.
2. Negative publicity due to large vehicle recalls
3. Weak presence in China.
4. Poor brand portfolio.

Opportunities
1. Fuel prices are expected to rise in the near future.
2. Demand for autonomous vehicles.
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3. Timing and frequency of new model releases.

Threats
1. Rising Japanese yen exchange rate
2. The automotive industry is subject to various governmental regulations.
3. Increasing competition in the worldwide automotive market.
4. Toyota may be adversely affected by natural disasters.

Toyota’s Products (Product Mix)

Toyota has a diverse set of products. This element of the marketing mix identifies
organizational outputs for the target customers. The following are the product lines in
Toyota’s product mix:
⚫ Toyota automobiles
⚫ Lexus automobiles
⚫ Welcab series
⚫ Marine products
⚫ Spare parts and accessories
⚫ Engines
Toyota automobiles are the most popular in this product mix. Lexus automobiles are
luxury products from the company. On the other hand, the Welcab series are Toyota
automobiles modified for the elderly and people with disabilities. The company also
manufactures yachts, engines, and spare parts and accessories for automobiles and
marine products. This part of the marketing mix shows that Toyota reaches a wider
market and reduces market-based risks through a diverse product mix.

Place/Distribution in Toyota’s Marketing Mix

Dealerships are Toyota’s main places for distributing its products. This element of the
marketing mix determines the venues where customers can access the firm’s products.
The following are the main places in Toyota’s distribution strategy:

⚫ Dealerships
⚫ Retailers
Toyota dealerships are where most sales transactions occur. However, some retailers
like auto supply stores also sell the company’s products, such as spare parts and
accessories. This part of the marketing mix shows that Toyota relies heavily on
dealerships to sell its products to the target market.

Toyota’s Promotion (Promotional Mix)

Toyota’s promotion strategy covers all the tactics of marketing communications. This
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element of the marketing mix pertains to how the firm communicates with the target
market. Toyota uses the following promotion activities, arranged according to
significance:

⚫ Personal selling
⚫ Advertising
⚫ Public relations
⚫ Sales promotion
⚫ Direct selling
Toyota uses personal selling through dealerships’ sales personnel, who personally
promote products to potential buyers. The company also uses advertising on various
media, such as TV, newspapers, and websites. In addition, the firm promotes its
products through public relations, such as the Toyota TogetherGreen program that
supports environmental initiatives, and the Meal Per Hour program that donates food to
Food Bank. These public relations activities create a positive brand image for Toyota.
On the other hand, infrequent sales promotion is used through special deals. Also, the
company sometimes uses direct selling for corporate clients. This part of Toyota’s
marketing mix indicates that the company has a comprehensive strategy for promoting
its business and products.

Toyota’s Prices and Pricing Strategy

Toyota’s prices vary widely, depending on the product line and the product type or
model. This element of the marketing mix identifies how the firm sets the prices of its
products. Toyota uses a combination of the following pricing strategies:

⚫ Market-oriented pricing
⚫ Value-based pricing
Toyota uses the market-oriented pricing strategy to determine prices based on market
conditions and the prices of competitors. This pricing strategy is notable in the vast
majority of Toyota products, such as sedans and trucks. However, the firm also uses the
value-based pricing strategy, which sets prices based on the actual and perceived value
of the product. The company uses value-based pricing for high-end or more expensive
products, such as the Prius and Lexus cars. This part of Toyota’s marketing mix shows
that the company determines price levels based on market conditions and customers’
perceptions.
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Honda Motor Company Ltd.

Honda Motor Company Limited is perhaps best known as an automaker--it is the third
largest automaker in Japan--but the company has its roots in motorcycles, and is the
world's top motorcycle manufacturer. Its best market is in the United States, where the
majority of its sales are generated. Honda's automobile product line accounts for
approximately 90 percent of its sales, and includes well-known U.S. top-sellers such
as the Accord, Legend, Civic, Prelude, and the luxury Acura. The Accord is the
second most purchased car in the United States, although it actually ranks first on the
country's list of most stolen (and thus, "in demand") vehicles. Honda also produces
motorcycles such as the Super Cub, Foresight, and Shadow 750. Furthermore, the
company's power products division makes other items that bolster annual sales, such
as agricultural and industrial-use machinery, portable generators, outboard motors,
and all-terrain vehicles.

Mission & Vision of Honda

Our Vision

Excellence in all respects

Our Mission

Our mission to realize this vision is:

To provide automobile of international quality at competitive price.

To improve skills of valued employees by imparting training and inculcating in them

a sense of participation.

To achieve maximum in digitization and promote Pakistan`s automobile vending

industry.

To make valuable contribution to social development of Pakistan through

development of industry in general and automobile industry in particular.

Honda Marketing Mix

Product:

Honda has 4 business segments: automobile, motorcycle, financial services and power.
The marketing mix product strategy for Honda covers all aspects of the business as
follows. Automobile: Honda manufactures passenger cars, mini vehicles and light
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trucks. Honda’s Passenger car models are Accord, Accord Hybrid, Accord Plug-in
Hybrid, Accord Tourer, Amaze, Brio, Brio Amaze, Brio Satya, City, Civic, Civic
Tourer, CRIDER, CR-Z, Fit/Jazz, Fit/Jazz Hybrid, Fit Shuttle, Fit Shuttle Hybrid,
Freed, Honda Mobilio, Insight, Jade, Spirior, Stream, Acura ILX, Acura RLX, Acura
TL, Acura TSX. Light trucks manufactured by the company include Crosstour, CR-V,
Elysion, Odyssey, Pilot, Ridgeline, Step WGN, VEZEL, VEZEL Hybrid, Acura MDX,
Acura RDX. The company also offers mini vehicles, including Acty, Life, N-Box,
N-Box +, N-ONE, N-WGN, Vamos.

Honda automobiles use gasoline, diesel gasoline-electric hybrid and alternate fuel
such as ethanol, natural gas and fuel cell engines. Honda cars cater to different needs
and preferences of various segments of the markets.

Honda manufactures a wide range of motorcycles from Beat (FC50) which has a 48cc
engine to Gold Wing (GL1800) which is 1832cc engine. The motorcycles use use
internal combustion engines which are developed by Honda itself. Honda also offers
all-terrain vehicles (ATVs) and multi utility vehicles (MUVs). Honda’s Financial
services offer a variety of services to customers in Japan, US, UK, Germany, Brazil
and Thailand. Services offered are leasing of new and pre owned cars and financing
for honda products.

Price:

Honda has cars which target every segment of the market. Honda has hatchbacks,
sedans, luxury sedans and SUVs. Hence, the pricing strategy in the marketing mix of
Honda is based on various parameters like competition, segment, features etc. These
automobiles target customers from low middle-income level to high income level.
Dealerships have limited flexibility over pricing. Prices are determined by Honda and
dealers enter into contracts with them. Base prices around the world are similar and
fluctuations may be due to currency, taxes and other similar factors. Honda
Motorcycles also have a wide range and cater to different segments of the market.
Honda uses economies of scale to meet growing demand at affordable prices
especially in emerging economies such as India, Brazil and Thailand. Honda builds
huge manufacturing hubs in developing countries and exports the bikes in developed
countries where cost of production is higher. Honda also provides luxury bikes and
sports bikes which are priced at the higher end.

Place:

Honda has a robust sales network. Prior to 2006 Honda had three sales channels.
These were Honda Verno, Honda Clio and Honda Primo. Honda Verno sold
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established and products of sporty nature. Honda Clio sold traditional Honda products
and Honda Primo sold Kei car i.e. small cars. All three were discontinued in 2006 and
Honda Cars dealerships were established. Honda sells genuine company accessories
through Honda Access a retail chain. Customers can also buy used cars directly from
Honda through Honda Auto Terrace. To sell kei cars Honda established Honda Auto
Terrace in 2912. Honda Cars has strong sales and distribution networks in the markets
in which it operates. In India the network includes 309 authored dealership facilities
in 197 cities.

Honda sells automobiles through a network of 740 retail dealers in Japan; 1,310
dealers in the US; 1,580 dealers in Asia (excluding Japan); and 1,150 dealers in
Europe as of 2014. As of 2014 Honda motorbikes had 6,900 outlets in Japan. Honda
sells motorbikes using independent dealers in US and Europe and Asia with 1,040
dealers in US, 14,070 dealers in Asia and 1,400 dealers in Europe. This shows the
strong marketing mix distribution strategy of Honda motors.

Honda’s power products are sold in Japan through approximately 1,110 retail dealers;
through 8,000 independent local dealers in the US, through 3,500 independent local
dealers in Asia (excluding Japan); and in Europe through a network of approximately
2,850 independent local dealers.

Promotion:

Honda used an innovative marketing campaign to change the way customers

perceived motorbikes. The slogan used was "You meet the nicest people on a Honda”,
this campaign showcased that Honda motorcycles were made for the common man.
The campaign was successful and increased Honda’s sales 90,000 motorcycles in
1963 alone. The promotional strategy in the marketing mix of Honda is to be
aggressive. Honda uses TV advertisements to a large extent. Honda has released ads
with different themes to attract customers. The adds focus on Honda’s innovation and
superior engineering such as the cog advertisement released in 2003. Honda also
released an advertisement showcasing the Honda founders dream of producing high
quality cars. Honda has a lot of promotion done through motorsports like Motorcycle
Grand Prix, Superbike racing and others in which the company participates or
supplies engines. Honda portrays that it builds cars which win such tournaments.
Honda sponsors such sporting events; it was the official sponsor of the 2006 FIA
Formula 1 telecast on broadcaster channel "Ten". Honda also sponsors other sports
such as hockey and golf. Honda advertises in print media and participates in road
shows to showcase its products. Hence, this concludes the marketing mix of Honda.

Honda SWOT analysis

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Strengths
1. Competence in engine manufacturing - company’s core product.
2. Diversified product portfolio.
3. Dominance in motorcycle and engine industries leading to a high brand
awareness.
4. Strong position in Asia’s motorcycle markets.
Weaknesses
1. Dependence on North America to generate most of the revenue.
2. Low investments in research and development (R&D) leading to innovative
products.

Opportunities
1. Increasing government regulations
2. Improving U.S. economy
3. Timing and frequency of new model releases
4. Low fuel prices are increasing the demand for pickup trucks and SUVs
Threats
1. Increased competition.
2. Rising Japanese Yen exchange rates.
3. Natural disasters.
Market Share

The honda is third most preferable car in Pakistan and its carry almost 25% of market
share in all products of Honda. It has very good features, High mileage power ,
Interior and exterior design and very comfortable for long drive.

Hyundai

Introduction

The company was founded in 1967 and, along with its 32.8% owned subsidiary,
Kia Motors, together comprise the Hyundai Motor Group, which is the third largest
vehicle manufacturer in the world.

Market share

The market share of Hyundai is currently very low in Pakistan because of its new
competitors. The Hyundai cannot itself according to passage of time in Pakistan that’s
why it has very low market share that is 7% because preference of people is now very
low.
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Hyundai SWOT analysis

Strengths
1. Excellence in vehicle safety and design proven by many awards
2. The 6th highest automotive brand reputation in the world
3. Effective research and development (R&D) spending resulting in new innovative
cars
4. Low cost to drive and durable cars
5. Strong presence in China’s market
Weaknesses
1. Poor brand portfolio, leading to fewer sales
2. Low presence in the strongest U.S. vehicle market and no presence in Japan’s
vehicle market
3. Declining quality of company’s management
4. Product recalls damaging brand reputation
Opportunities
1. Improving U.S. economy
2. Timing and frequency of new model releases
3. Low fuel prices opening new markets for Hyundai
Threats
1. Increased competition
2. Rising Korean Won exchange rates
3. Increasing government regulations may raise the costs

Hyundai Marketing Mix

Product:
Hyundai Motor Company offers a diversified portfolio of cars ranging from hatchbacks
to sedans to SUVs, which are covered under the products of the marketing mix of
Hyundai.

The cars offered by Hyundai globally are:

Hyundai Passenger cars: Verna, Accent, Avante, i10, i20, i30, Veloster, Coupe, Sonata,
i40, GRD, Aslan, Genesis. Verna and Elantra are sedans whereas all the other cars in
this segment are hatchbacks. Elantra is a premium sedan in its segment.

Hyundai Recreational Vehicle: Tucson, Veracruz, Santa-Fe

Hyundai SUVs: Creta, Santa FE. Creta is a compact SUV whereas Santa FE is a
premium SUV in its segment.
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Price:
The automobile industry market Globally is very competitive with each major player
launching new models to gain the market share. It is growing at a rate of 7-8%. It uses
competitive pricing strategy globally. The global competitors of Hyundai are Toyota
Motor Competition, GM Korea Company, Ford Motor Company. At the showrooms,
the customers are offered test drive of preferred Hyundai cars through which the
customers can make the appropriate decisions. After sales service support is also
provided at these showrooms.
Major auto players in include Maruti Suzuki, Hyundai, Honda, Toyota, Ford, Tata
motors, M&M among the others. The automobile market is also growing at a steady
rate making it suitable for New Entrants. Each player is trying to offer the best value
cars at the beat price. Hyundai follows competitive pricing Strategy in its marketing
mix especially in the economy class segment. However, pricing also varies from one
geography to another and the features being offered in the car.

Place:
Hyundai cars are sold in 19+ countries worldwide through some 5000 dealerships and
showrooms. Apart from this, the company has multiple manufacturing plants
worldwide. Hyundai India sells its cars through dealerships in India. Hyundai India has
two manufacturing plants in Sriperumbudur, Kanchipuram district, Tamil Nadu capable
of producing 6,70,000 vehicles annually. It also has a multimillion-dollar R&D facility
in Hyderabad.

Promotion:
Hyundai follows an aggressive promotional strategy in its marketing mix. The
company is doing promotions in the following ways
• Press Releases: The customers know about the latest breaking Hyundai Motor local
news.
• Advertisements: The company releases Ads during the launch of New Models to
create awareness among its target audience. It also indulges in Digital Marketing and
Print Ads. Hyundai also has celebrity brand ambassadors like film stars to promote
their cars.
• Media review: Hyundai also promotes through media through expert opinions and
reviews. These reviews help its target audience in decision making.
• Be the Better Guy: Hyundai comes up with short and unique films. The messages in
these films revolve around creating innovative content, pressing on to
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'#BeTheBetterGuy' in an adverse situation related to road safety and Behavioral

Change.
• CSR campaigns also help promote Hyundai car company
Hence, this concludes the Hyundai marketing mix.

Suzuki

Pak Suzuki Motor Company Limited was formed as a joint venture between Pakistan
Automobile Corporation and Suzuki Motor Corporation (SMC) - Japan. The
Company was incorporated as a public limited company in August 1983 and started
commercial operations in January 1984.

SWOT Analysis of Suzuki

Strengths

1. Size and scale of parent company

2. Effective Advertising Capability globally

3. High emphasis on R and D, especially in motor sport

4. Established market distribution channel and popular brand name

5. Suzuki Motors manufacturers automobiles, Engines, Motorcycles

ATVs, Outboard Motors

6. Has over 50,000 employees globally

Weaknesses

Yet to make a stronghold in the emerging markets like India

Opportunities

1.Two-wheeler segment is one of the most growing industries

2.Export of bikes is limited i.e. untapped international markets

Threats

1. Strong competition from Indian as well as international brands

2. Dependence on government policies and rising fuel prices

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3. Better public transport will affect two-wheeler sales

Market Share

Because we only have the “Big Three” companies with dealerships –Suzuki– being
the cheapest, covers 33%, Toyota 28% and Honda has a market share of 25%. The
remaining 14% cover all other brands. The order makes sense when you get to see
people’s perception of overpriced brands, which puts Honda to the most overpriced
brand, Toyota after that, and Suzuki at the third, exactly the reverse order.

Vision & Mission of Suzuki

To create exceptional automotive value for our customers by harmoniously blending

safety, quality and efficiency. With our diverse team, we will provide responsible
stewardship to our community and environment while achieving stability and security
now and for future generations.

Suzuki Marketing Mix

Product:
Suzuki is an automotive company with products in categories in automobiles, outboard
motors, ATVs, motorcycles, engines. The products in the marketing mix of Suzuki can
be divided into car and bikes broadly. Some of the products in the car category are APV,
Ertiga, Jimmy, Grand Vitara, Ciaz, Vitara, S-Cross, Baleno, Swift, Swift sport, Ignis,
Celerio. The motorbike segment had following vehicles - QuadSport Z90, QuardSport
Z50, QuadSport Z400, KingQuad, Ozark, DR-Z70, RMX450Z, DR-Z400E,
DR-Z125L, Suzuki Boulevard, VanVan, V-Strom, Bandit, GSX1250FA, Hayabusa, SV
650/A, TU250X, Inazuma, Burgman, Address, TF125. The Suzuki bikes are
categorised under Supersport, Ultimate Sport, Street, Sport Adventure tourer, cruiser,
scooter, Dual Purpose, Off road, Motocross, Utility ATV, Sport ATV, Kids ATV. The
Marine tops consists of 4-stroke outboards which has Electronic fuel injection series,
Carburetor series. The 2-stroke outboards have Kerosene Out-boards.

Price:
The general pricing strategy of Suzuki is from medium range pricing to premium
pricing. The pricing mainly depends upon the category under which the products are
classified. The price in the Suzuki marketing mix would cover not only bikes but also
cars. The Swift is a car that is priced cheaper while Baleno is priced higher. The Suzuki
Bikes categorized under Ultimate sport are expensive than the scooter. The pricing of
the company is in comparison to its competitors depending on the PoDs and PoPs of the
product line. In some categories, the company has an upper hand over others while in
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some it uses penetrating strategy. The pricing of Suzuki products also varies from
region to region & based on competitor pricing as well. For example in India the pricing
is lower to suit the medium range target customers.

Place:
Suzuki has its existence worldwide. It has segregated itself on the world map in 4 broad
categories. The classifications are Europe, Middle-East & Africa, Asia & Oceania,
America. The company exists in 31 countries under Europe. It exists in 49 different
countries under Middle-East & Africa. Suzuki as a company has its presence in 26
countries of Asia & Oceania and 46 companies of America. The place in the marketing
mix of Suzuki is not only its geographic presence, but also its distributors and retailers.
The products are sold mainly through its distributor outlets present across the globe.
There are showrooms and dealers through which the Suzuki products get sold. It is
impossible for the company to run all the showrooms on their own and hence Suzuki
also goes for the franchise model.

Promotion:
Suzuki uses all online and offline platforms for its promotions. The online platforms
include the website, social media platforms like Twitter, Facebook, Google+ and
Pinterest. They also promote themselves through heart touching YouTube videos. The
offline promotional methods include TV commercial advertisements, Bill Boards,
Hoardings. Suzuki also promote themselves through event sponsorships. Motorcycle
events, race events etc are also places where as an advertiser and sponsor, Suzuki has
significant presence. Hence, this gives an overview on the Suzuki marketing mix.

FAW

FAW Group. FAW Group Corporation is a Chinese state-owned automotive

manufacturing company headquartered in Changchun, Jilin, China. Its principal
products are automobiles; buses; light, medium, and heavy-duty trucks; and auto
parts.

Mission & Vision of FAW

Al Haj Faw Motors desires to gain maximum customer satisfaction by marketing high
quality, durable, fuel efficient automobiles and provide excellent after sales service in
the increasingly competitive market.

Market Share
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FAW is Chinese brands recently introduce in Pakistan selling every vehicle trucks and
cars but people is not well aware of it so that’s why it also has low market share in
Pakistan 7%.

Prospects Data

The prospect’s objective is to identify consumer preference that which car brand is
more popular and desired brand with the range of (1 to 1.5) million PKR. We select
five leading car brands in Faisalabad are Toyota, Honda, Suzuki, Hyundai and Faw, to
get the overall brand performance by evaluating ten different attributes. In our
questionnaire we select different attributes economical, comfort, durability, design,
safety, features, mileage, maintenance cost, availability of spare parts and overall
brand preference. According to the consumer brand preference the first attribute is
“Economical” factor in the questionnaire around 8 out of 10 of audience preferred
Toyota is more economical then the other brands, 7 out of 10 of the audience
preferred Honda, 6/10 for Suzuki, 3/10 for Hyundai and minimum rating for FAW.
Other attribute is “Comfort” in this the maximum audience is 7/10 which rate for
Toyota, 9/10 with Honda, 7/10 with Suzuki, 5/10 with Hyundai and 3/10 with the Faw.
Third attribute was “Durability” in which the maximum rate 8/10 for Toyota, 9/10 for
Honda, 7/10 for Suzuki, 6/10 for Hyundai and 4/10 for Faw. Forth attribute was
“Design” in the max rate 7/10 for Honda, 9/10 with Toyota, 6/10 with Suzuki, 5/10
with Hyundai and 3/10 with the Faw brand. Fifth attribute was “Safety” the max rated
for Honda 9/10 for Toyota, 8/10 for Suzuki 6/10, 5/10 for Hyundai for Faw it 4/10.
Sixth attribute for the “Features” in this the max rated 9/10 for Honda, 8/10 for Toyota,
7/10 for Suzuki, 6/10 for Hyundai and min rate 4/10 for Faw. Seventh attribute was
“Mileage” factor which max rate 9/10 for Honda, 8/10 for Toyota, 7/10 for Suzuki,
7/10 for Hyundai and min rate 6/10 for Faw. Eight factors is Maintenance Cost its
max rated 9/10 for Toyota, 6/10 for Honda, 7/10 for Suzuki, 6/10 for Hyundai and
min rate 6/10 for Faw. Second last factor is “Availability of spare parts” in this the
max rated for 9/10 Toyota, 8/10 for Honda, 9/10 for Suzuki, 7/10 for Hyundai and the
min rate for Faw. The last factor which is the “Overall Brand Preference” the highest
rate 9/10 for Toyota, the second most 8/10 for Honda, 6/10 for Suzuki and 4/10
Hyundai, Faw has the least brand Preference.
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Brands Attributes
Maintenance Availabilty
Economical Comfort Durability Design Safety Features Mileage Overall Pref.
($) SpareParts
Toyota 8% 7% 8% 7% 8% 8% 8% 9% 9% 9%

Honda 7% 9% 9% 9% 9% 9% 9% 6% 8% 8%

Suzuki 6% 7% 7% 6% 6% 7% 7% 7% 9% 6%

Hyundai 3% 5% 6% 5% 5% 6% 7% 6% 7% 4%

Faw 3% 3% 4% 3% 4% 4% 6% 6% 7% 3%

Market Share

28%

25%

33%

9%

5%

Perceptual Mapping

In this Diagram we have comparison of economical and comfort attributes of all. The
economical on y-axis and comfort on x-axis. The comparison was done by high and
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low rating of both attributes. If we see economical the rating for Toyota is maximum
that is 8, for Honda 7, 6 for Suzuki and 3 each for Hyundai and faw. On x-axis if we
check comfort rating brand wise the maximum for Honda that is 9, 7 each for Toyota
and Suzuki 5 for Hyundai and 3 for faw.

In this diagram we compare Durability and Design of every brand. Durability on

Y-axis with high and low rating and Design on X-axis with high and Low rating.
Honda get higher rating among all in durability and design that is 9 each. Toyota is on
second that carries 8 for durability and 7 for design then comes Suzuki, Hyundai and
Faw.
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In this diagram we compare safety and features. Safety on Y-axis with high and low
rating and Features on X-axis with high and low rating. Honda carries higher rating
for each safety and features that is 9 each and then toyota that is 8 each for both
attributes. Suzuki is on 3rd and hyundai and Faw carries low ratings.

In this diagram we compare Mileage and low Maintenance cost. Mileage is on Y-axis
with high and low rating and Low maintenance on X-axis with high and low rating.
Toyota has carries higher rating 9 for low maintenance cost and 8 for high mileage
after that Honda is on second then Suzuki, Hyundai and Faw.
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In this diagram we compare Availability of spare parts and over all preference of all
car brands. Then we see people rate high for Toyota for both attributes that is 9 each.
Then Honda carries 8 each forth attributes then Suzuki, Hyundai and Faw.

Conclusion

The purpose of doing project was to check the consumer behavior, attitudes ,buying
decisions, preference of people and Decision making of people by different ways. We
have made questionnaire and have survey to check the attitude towards brands. We
have selected automobile industry in which we selected five famous brands running in
Pakistan. We have select different attributes and people rate them out of 10. Our
attributes was Economical, Comfort, Durability, Design, Safety, Features, Mileage,
Maintenance cost, Availability of spare parts and over all Preference of people
towards Brands and Our Brands was Toyota, Honda , Suzuki, Hyundai, and FAW. We
have made questionnaire and people about those brands Attributes wise. They rates
the attributes of Brands out of 10 and then we do Perceptual mapping by Comparing
two attributes with each others. There is six different perceptual map that we have
made. The over all preference of people was toward Toyota because of economical
and durability and have more features in reasonable price. The over all survey shows
that in Pakistan people are more concision about price and durability, maintenance
cost, and availability of spares parts that should be easily available in market. But if
see the design and feature people prefer Honda.

Recommendation
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The result we find by our perceptual mapping and survey shows that the Toyota has
more preference the other brands, Honda and ,Suzuki because these are most major
and preferable brands in Pakistan and their market share in Pakistan is very high for
Suzuki that is 33% because it has most economical cars and the second was Toyota
that is 28% because of durability and availability of spare parts and maintenance cost.
The third was of Honda that is 25% because of Design and Mileage. The market share
of Hyundai and FAW is very low in Pakistan because of people preference. So
Hyundai and FAW should work on those attributes and they should also make
effective advertising campaign. So it helps to increase the people preference and they
come to know about these brands because low price is not enough for people buying
decision toward these two brands.