ANALYSIS

Thus, purchase enablers play a significant role in the buying decision of the
customer but the degree and the level of how much each variable affect helps
us to understand the behaviour and the pattern of the customer.
 Thus, we will evaluate the influence of each purchase enabler
 The degree of the influence of each purchase enabler
 The level of effectiveness of the purchase enablers on the automotive
customer
 Ranking the purchase enablers as per the importance

We will start by analysing all the questions on the questionnaire individually

and drawing inferences from the responds of people who have filled the
questionnaire .

1. Do you own a 4 wheeler or a 2 wheeler vehicle?

 4 Wheeler
 2 Wheeler
 INTERPRETATION
The percentage of people who own two wheeler are .4% in total but the
number of people who own a four wheeler is 6.6% which is much higher than a
two wheeler .Thus majority of people in NCR prefer a four wheeler as
compared to a two wheeler vehicle.

If 4 wheeler, which brand & car

model?_____________________________________________
 INTERPRETATION:
Based on the frequency analysis we have the data in percentage and as per the
chart presented above, we can list the preferences of the customers in the
following manner
The most preffered four wheeler is : 1) HONDA and Honda City particularly
Followed by – 2) Ford
3)Maruti Suzuki SX4 and Maruti Swift

If 2 Wheeler, which brand & model?

_______________________________________________

Based on the frequency analysis we have the data in percentage and as per the
information seen below, when it comes to two wheelers. The consumers most
prefer Honda and most particularly Honda Activa and after that they prefer
Royal Enfeild Classic 350
2. Are you looking towards buying a 4 Wheeler in your near future?
Yes No
If Yes to question 2,
3. Which 4 Wheeler brands are your considering and why?
(If customer specifies only brand, refer to him to also tell which model
specifically)
________________________________________________________________
________
The INTERPRETATION: of this question are distributed in three sections:
 Firstly, we consider the brand most preferred by the customers and the
reason for the preference
 Secondly, we consider FORD
 And lastly, we consider the luxury car segment – BMW and Mercedes

The analysis are presented below:

5. What kind of media do you consume the most?
a. Internet
(i) (News / Sports / Live Shows / Social Media / Generic Surfing / Movies /
Music / Videos, etc.)
(ii) Preferred Language – English / Hindi / Any other regional language
b. Television
(i) (News / Movies / Sports / Serials / Movies / Music / Comedy, etc.)
(ii) Preferred Language – English / Hindi / Any other regional language
c. Radio
(i) Preferred Language – English / Hindi / Any other regional language
d. Print
(i) (Newspapers / Magazines, etc.)
(ii) Preferred Language – English / Hindi / Any other regional language
e. If Others, Specify
____________________________________________________________
 INTERPRETATION:
The data has been depicted by a bar diagram which shows the number of
responses of each medium on the X-axis and the count on Y axis. The
maximum number of times. Thus, the customers choose different platforms on
internet rather than other forms of media such as print media and radio. But
television has a wider reach as compared to print media and radio. Which is
depicted from the graph above.

7. What are the most important factors you consider while making a car buying
decision?
Please rate in order of priority.
(1) Word of Mouth
(2)Dealership Behaviour
(3) Brand Advertising
(4)How a dealer treats you
(5) Service Cost or After Sales
(6)Offers and Discounts
The responses are depicted by a histogram below:

INTERPRETATION:
The most important factor to be considered while making a purchase decision
is
 Brand advertising: This depicts that people are influenced by the
campaigns and advertisements the most as it leads to a direct effect on
the memory of the person and the stimulus generated by the
advertisement has a long-term effect in framing consumer’s buying
pattern

 How the dealer treats you: Thus, how the dealer assist you and help the
customer in making the right choice about the four wheeler the
consumer is about to purchase is the second most important factor as
the consumer decision making process can be long and difficult and the
customer may need some assistance
 Service cost and after sales services: This factor ranks third when the
customer purchases a car, it is a very important factor as it is the long-
term variable cost. Thus, customers consider this factor very important
as the purchase cost = One-time Fixed cost
but the service cost is= Long run variable cost

 Word of mouth: This factor is important for the customers who don’t
believe what the advertisements show them, they would rather believe
the word of the person who ahs experienced the product before.

 Dealership behaviour and offers and discounts: These two factors are
the least important to the customers when they make the buying
decision as they factors are not the mere drivers which influence the
customers behaviour but they are important to be present with the
other factors to influence the buying decision of the customers.
 In the last question the ranking which depends upon the consumer’s preference has
been done above but the reliability of the factors may differ, some variables might
prove more dependable and the correlation and interdependence of the factors on
each other plays an important, some factors may prove more affective in
combinations than used independently. Thus, the reliability of all the factors is of
great importance.

We have performed Pearson’s correlation analysis and a two-tail test to prove the
reliability of the following factors

To conduct the analysis ,the hypothesis are formed – The hypothesis are based
on the factors which affect the decision of the consumers . Thus, the
hypothesis formed are given below :
HYPOTHESIS : 1
HO: p<a: The factor word of mouth plays an important part in influencing
the purchase decision of the customers while we take suggestions from
friends and family
HI:p>=a : The factor word of mouth does not play an important part in
influencing the purchase decision of the customers while we take suggestions
from friends and family
RESULT
As per the two tailed test which shows if the purchase decision of the
customers while we take suggestions from friends and family shows the result
of 0.296 with the significance value of 0.05 , as the p value which is 0.296
which is higher than our significance value which is 0.5.
Therefore,we accept our null hypothesis
CONCLUSION
The factor word of mouth plays an important part in influencing the purchase
decision of the customers while we take suggestions from friends and family

HYPOTHESIS TEST : 2
H0: p<= a:The factor- dealership experience play an important part in
influencing the purchase decision of the customers while taking suggestions
from friends and family
H2:p>a: The factor – dealership experience does not play an important part in
influencing the purchase decision of the customers while taking suggestions
from friends and family
ANALYSIS
As per the two tailed test which shows if the purchase decision of the
customers while we take suggestions from friends and family shows the result
of 0.01 with the significance value of 0.01 as the p value which is 0.10 which is
equal to our significance value which is 0.010.
Therefore,we accept our null hypothesis
INTERPRETATION
And the dealership experience plays an important part in influencing the
purchase decision of the customers while taking suggestions from friends and
family.

HYPOTHESIS :3
H0: p< a:The factor- brand advertising play an important part in influencing
the purchase decision of the customers while taking suggestions from friends
and family .
H3:p>a : The factor brand advertising does not play an important part in
influencing the purchase decision of the customers while taking suggestions
from friends and family .
ANALYSIS
As per the two tail test which shows if the purchase decision of the customers
in reference to brand advertising shows the result of 0.2 with a significance
level of 0.010 . As the p value is greater than the significance value.
Therefore we accept our null hypothesis
INTERPRETATION
Brand advertising play an important part in influencing the purchase decision
of the customers while taking suggestions from friends and family

HYPOTHESIS : 4
H0:p <a: The factor –Dealer experience plays an important role in influencing
the purchase decision of the customers while taking suggestions from friends
and family
H4:p>a : The factor – Dealer experience does not play an important role in
influencing the purchase decision of the customer while taking suggestions
from friends and family
ANALYSIS
As per the two tail test, the results depict the value of 0.00 which is less than
the significance value of 0.1
Therefore, we reject null hypothesis .
INTERPRETATION
The factor – Dealer experience does not play an important role in influencing
the purchase decision of the customer while taking suggestions from friends
and family

HYPOTHESIS :5
H0:p < a: The factor-service cost and after sales service plays an important part
in influencing the purchase decision of the customers while taking suggestions
from friend and family
H5:p>a : The factor – service and after sales service does not play an important
role in influencing the purchase decision of the customers while taking
suggestions from friends and family
ANALYSIS
As per the two tail test, the result of this test that the: p value is 0.09 and the
significance level is 0.05 . As the p – value is more than the significance vale,
we accept the null hypothesis
 INTERPRETATION
The factor-service cost and after sales service plays an important part in
influencing the purchase decision of the customers while taking suggestions
from friend and family

HYPOTHESIS :6
H:p<a: The factor- offers and discounts plays an important part in influencing
the purchase decision of the customer while taking suggestion from friends
and family
H:p>a : The factors- offers and discounts play an important role in influencing
the purchase decision of the customers while taking suggestions from friends
and family
ANALYSIS
As per the two tail test the p value of the test is 0.24 with the significance level
od 0.05. As the p value is greater than the significance value,
Therefore, we accept the null hypothesis
INTERPRETATION
The factor- offers and discounts plays an important part in influencing the
purchase decision of the customer while taking suggestion from friends and
family
FACTOR SIGNIFICANCE P – VALUE HYPOTHESIS
( which influence LEVEL
The views and suggestions

From friends and family )

word of mouth 0.05 0.14 ACCEPT

Dealership 0.01 0.10 ACCEPT
Experience
Brand advertising 0.01 0.02 ACCEPT
Dealer Behaviour 0.05 0.00 REJECT
Sales cost 0.01 0.90 ACCEPT
And after sales
Service
Offers and 0.05 0.24 ACCEPT
discounts

10. Which brand according to you has the best exchange-Value-Price?

(a) Tata Motors (b) Maruti
(c) Hyundai (d) Ford
(e) Mahindra (f) Others, Specify _____________________

INTERPRETATION:
The options provided below are six categories of car listed in the question
above :
(a) Tata Motors
(b) Maruti
(c) Hyundai
(d) Ford
(e) Mahindra
(f) Others, Specify __Toyota, Renault, Honda___________________
When, we observe the data the
 Highest percentage of best exchange price value is found in Maruti i.e.
2.5 by the customers
 Then the best exchange price offered by is by Hyundai which is followed
by Mahindra
 The rest cars lie between 0.1-0.7 i.e. the exchange price value is not
derived from the rest of the brands