“A STUDY ON IMPACT OF BRANDING ON CONSUMER BEHAVIOUR

TOWARDS VOLKSWAGEN IN COIMBATORE CITY”

MAJOR PROJECT 2018 – 2019

Work done by
SANJAY.K
17BBA043
Under the Co-ordination of
MR. KAVI PRAGASH R MBA, MPhil
A Report Submitted in the partial fulfilment for the requirements

for the award of the degree of

Bachelor of Business Administration

PSG COLLEGE OF ARTS & SCIENCE

An Autonomous College Affiliated to Bharathiar University

Accredited with A Grade by NACC (3rd CYCLE)

College with Potential for Excellence (Status Awarded by UGC)

Star College Status Awarded by DBT- MST

An ISO 9001:2015 Certified Institution

 PSG COLLEGE OF ARTS & SCIENCE
An Autonomous College Affiliated to Bharathiar University
Accredited with A Grade by NAAC (3rd CYCLE)
College with Potential for excellence (Status awarded by UGC)
Star College Status Awarded by MST-DBT
An ISO 9001:2015 Certified Institution
Civil Aerodrome Post, Coimbatore-641 014.
Department of Management Sciences
CERTIFICATE
This is to certify that project report entitled “A STUDY ON IMPACT OF BRANDING ON
CONSUMER BEHAVIOUR TOWADS VOLKSWAGEN IN COIMBATORE CITY” is a
bonafide record of original research work done by K.SANJAY (17BBA043)Submitted in
partial fulfillment of the requirements for the award of the Degree of Bachelor of
Business Administration.

Faculty Coordinator Head of the Department

Viva voce held on

Internal Examiner External Examiner

 DECLARATION

I, SANJAY K (17BBA043)hereby declare that this Major Project entitled “A

STUDY ON IMPACT OF BRANDING ON CONSUMER BEHAVIOUR TOWARDS
VOLKSWAGEN IN COIMBATORE CITY” is an original work done by me, under
the guidance of Mr. R.KAVI PRAGASH MBA MPhil PhD,
during my period of study 2018-2019.

DATE:

PLACE: SIGNATURE OF
STUDENT
 ACKNOWLEDGEMENT

It is with great pleasure, deep satisfaction and gratitude that I acknowledge the
contributors of the array of the individual towards the successful completion of
the major project.
At this outlet, I wish to extend my heart-felt sincere thanks to
Dr. D.BRINDHA,M.Sc.,MPhil,PhD,Principal, PSG College of Arts & Science and
the members of the management for giving me the opportunity to do this project.
It is a great honor to thank Mrs. M.UMARANI, MBA, MPhil, Head of the
department, Department of Management Sciences, PSG College of Arts & Science
for her encouragement during the major project.
I would like to place on record the sincere and earnest guidance extended to me,
by my faculty coordinator Mr. R.KAVI PRAGASH MBA MPhil PhD, Department
of Management Sciences for his guidance and encouragement provided, which
was a great support for the completion of this major project.

K.SANJAY
(17BBA43)
 LIST OF TABLES

TABL PAGE
DESCRIPTION
E NO NO
1 AGE
2 GENDER
3 EDUCATION QUALIFICATION
4 OCCUPATION
5 NO.OF MEMBERS IN A FAMILY
6 MONTHLY INCOME
CUSTOMER OPINION TOWARDS BRANDED
7
PRODUCTS
8 MOST PREFERRED TUPE OF CARS
9 MOST PREFERRED COLOUR
10 NEED OF BRANDED CARS
11 PERSON ACCOMPANING FOR PURCHASE
12 OCCASION FOR PURCHASE OF CARS
13 ATTRACTIVE FEATURES OF BRAND
14 CELEBRITY ENDORSMENT IN BRANDING
15 MOST PREFERRED OFFERS
16 PREFERRED FINANCIAL SUPPORT
17 PREFERRED PAYMENT MODE
18 TYPE OF OFFERS RECEIVED MOST
19 SAFETY LEVEL OF VOLKSWAGEN
20 SERVICE SATISFACTION OF VOLKSWAGEN
21 PRICE SENSITIVITY CONSUMER
COMPETITIVE ADVANTAGE OF
22
VOLKSWAGEN
23 DEGREE OF SATISFACTION
 LIST OF CHART

CHAR PAGE
DESCRIPTION
T NO NO
1 AGE
2 GENDER
3 EDUCATION QUALIFICATION
4 OCCUPATION
5 NO.OF MEMBERS IN A FAMILY
6 MONTHLY INCOME
CUSTOMER OPINION TOWARDS BRANDED
7
PRODUCTS
8 MOST PREFERRED TYPE OF CARS
9 MOST PREFERRED COLOUR
10 NEED OF BRANDED CARS
11 PERSON ACCOMPANING FOR PURCHASE
12 OCCASION FOR PURCHASE OF CARS
13 ATTRACTIVE FEATURES OF BRAND
14 CELEBRITY ENDORSMENT IN BRANDING
15 MOST PREFERRED OFFERS
16 PREFERRED FINANCIAL SUPPORT
17 PREFERRED PAYMENT MODE
18 TYPE OF OFFERS RECEIVED MOST
19 SAFETY LEVEL OF VOLKSWAGEN
20 SERVICE SATISFACTION OF VOLKSWAGEN
21 PRICE SENSITIVITY CONSUMER
COMPETITIVE ADVANTAGE OF
22
VOLKSWAGEN
23 DEGREE OF SATISFACTION
 CONTENTS

CHAPTE PAGE
TITLE
R NO NO
LIST OF TABLES
LIST OF CHARTS
1 INTRODUCTION
2 REVIEW OF LITERATURE
RESEARCH
3
METHODOLOGY
ANALYSIS AND
4
INTERPRETATION
FINDINGS AND
5
SUGGESTIONS
CONCLUSION
ANEXURE
 CHAPTER 1

INTRODUCTION

Volkswagen Group, also called Volkswagen AG, major German automobile manufacturer,

founded by the German government in 1937 to mass-produce a low-priced “people’s car.”
Headquarters are in Wolfsburg, Germany.

The company was originally operated by the German Labour Front (Deutsche Arbeitsfront),
a Nazi organization. The Austrian automotive engineer Ferdinand Porsche, who was
responsible for the original design of the car, was hired by the German Labour Front in 1934,
and ground was broken for a new factory in the state of Lower Saxony in 1938. The outbreak
of World War II in 1939 occurred before mass production could begin, and the factory was
repurposed to produce military equipment and vehicles. Volkswagen’s military involvement
made its factory a target for Allied bombers, and by the end of the war the factory was in
ruins. It was rebuilt under British supervision, and mass production of the Volkswagen began
in 1946. Control of the company was transferred in 1949 to the West German government
and the state of Lower Saxony. By that time, more than half of the passenger cars produced in
the country were Volkswagens.
Volkswagen production expanded rapidly in the 1950s. The company introduced the
Transporter van in 1950 and the KarmannGhia coupe in 1955. Sales abroad were generally
strong in most countries of export, but, because of the car’s small size, unusual rounded
appearance, and historical connection to Nazi Germany, sales in the United States were
initially sluggish. The car began to gain acceptance there as the 1950s progressed, however,
and Volkswagen of America was established in 1955. The American advertising
agency Doyle Dane Bernbach was hired to represent the brand in 1959, and the result was a
landmark advertising campaign that helped to popularize the car as the “Beetle” and
promoted its size and unconventional design as an advantage to the consumer. The campaign
was very successful, and the Beetle was for many years the most-popular imported
automobile in the United States. Although Volkswagen made many detail changes to the
Beetle, the basic rear-engine design and rounded shape remained the same. The company
developed other rear-engine models with more-modern styling and improved engineering, but
none were as successful as the Beetle.
Competition from small cars with more-modern designs and the company’s increasingly
troubled finances eventually dictated a change in corporate philosophy toward developing
more-contemporary and sportier car models. As a result, Volkswagen began phasing out its
rear-engine cars in the 1970s, replacing them with front-engine front-wheel-drive designs.
The first of those new cars was the short-lived K70 in 1970, followed by the Passat in 1973.
Most significant, however, was the Golf, initially called the Rabbit in the United States,
which was introduced in 1974. The Golf was an instant sales success, effectively replacing
the Beetle in the company’s line-up and ultimately becoming Volkswagen’s best-selling
model worldwide.

Joint ownership of Volkswagen by the West German government and the state of Lower
Saxony continued until 1960, when the company was mostly denationalized with the sale of
60 percent of its stock to the public. Since the 1950s Volkswagen has operated plants
throughout much of the world, including in Mexico, Brazil, China, and the United States. In
addition to passenger cars, the company also produces vans and commercial vehicles.
Volkswagen owns several other automotive companies, including Audi and Porsche in
Germany, SEAT in Spain, Škoda in the Czech Republic, Bentley in the United Kingdom,
Lamborghini in Italy, and Bugatti in France.

Volkswagen AG. is a German automaker that operates in the global automotive industry as a
manufacturer and distributor. Volkswagen of America is one of its subsidiaries that is based
in the United States. The Group’s principal activities are to design, manufacture and
distribution of cars and other vehicles worldwide. The Group’s activities are carried out
through two divisions: Automobile and Financial services.

The Automobile division comprises the development of vehicles and engines, as well as the
production and sale of passenger cars, commercial vehicles, trucks and buses. The Financial
Services includes dealer and customer financing and leasing, banking and insurance
activities, vehicle rentals and the fleet management business.

It is Europe’s no one-car maker. The Group’s main product lines include the Volkswagen
Passenger, Audi, SEAT, Skoda, Lamborghini, Bugatti and Bentley ranges of vehicles.
Volkswagen aims to increase its focus on core business, reduce production costs, and
enhance profitability. To achieve these goals, the company is considering various strategic
and business development initiatives such as divesture of the non core business segments,
adapting modular strategy in production process, restructuring, and introduction of new
models.

It was in 1930 when Ferdinand Porsche had just set up an automotive design company, which
became known as the Porsche Buro in Germany. In the early 1930’s the German car
industry’s made mostly luxury cars. In those days it was not possible for everyone to afford a
car. An average German could afford nothing more than a motorcycle.

In 1934, Ferdinand Porsche was commissioned to build a small inexpensive car at the request
of Adolph Hitler. Hitler required a basic vehicle capable of transporting two adults and three
children at 100 km/h (62 mph). And this car would be available at the price of a motorcycle.
By then an already famed engineer, Porsche was the designer of the Mercedes 170H, and
worked at Steyr for quite some time in the late 1920s. He landed two separate “Auto
fürJedermann” (car for everybody) projects with NSU and Zündapp, both motorcycle
manufacturers. Neither project come to fruition, stalling at prototype phase, but the basic
concept remained in Porsche’s mind time enough, so on 22 June 1934, Dr. Ferdinand Porsche
agreed to create the “People’s Car” for Hitler. Changes included better fuel efficiency,
reliability, ease of use, and economically efficient repairs and parts.

The intention was that ordinary Europeans would buy the car by means of a savings scheme,
which around 336,000 people eventually paid into. Volkswagen honoured its savings
agreements in West Germany after World War II. Prototypes of the car called the “KdF-
Wagen” appeared from 1936 onwards. The car already had its distinctive round shape and
air-cooled, flat-four, rear-mounted engine. The VW car was just one of many KdF programs
which included things such as tours and outings.

The prefix Volks- (“People’s”) was not just applied to cars, but also to other products in
Europe; the “Volksempfänger” radio receiver for instance. On 28 May 1937, the
GesellschaftzurVorbereitung des Deutschen Volkswagens mbH was established by the
Deutsche Arbeitsfront. It was later renamed “Volkswagenwerk GmbH” on 16 September
1938. Erwin Komenda, the longstanding Auto Union chief designer, developed the car body
of the prototype, which was recognizably the Beetle known today. This let to the production
of the car Beetle.
Only a handful of cars had been produced before the 2nd WW started in 1939. Post war
existence owed to a British major Ivan Hirst who took control of the bomb chattered factory.
Hirst intended to dismantle the factory and ship it to Britain. No British car manufacturer was
interested in the factory as it lacked the fundamental technical requirements of a motor car.
The company survived by producing cars for the British army. Volkswagens were first
exhibited and sold in the United States in 1949, but only sold two units in America that first
year. On its entry to the U.S.market, the VW was briefly sold as a “Victory Wagon”.
Volkswagen of America was formed in April 1955 to standardize sales and service in the
United States.

Volkswagen advertisements became as popular as the car, using crisp layouts and witty copy
to lure the younger, sophisticated consumers with whom the car became associated. Even
though it was almost universally known as the Beetle (or the Bug), it was never officially
labelled as such by the manufacturer, instead referred to as the Type 1. The first reference to
the name Beetle occurred in U.S. advertising in 1968.Although the car was becoming out
dated, during the 1960s and early 1970s, American exports, innovative advertising, and a
growing reputation for reliability helped production figures surpass the levels of the previous
record holder, the Ford Model T. On February 17, 1972 the 15,007,034th Beetle was sold.

Volkswagen could now claim the world production record for the most-produced, single
make of car in history. By 1973, total production was over 16 million.

VW expanded its product line in 1961 with the introduction of several Type 3 models, which
were essentially body style variations based on Type 1 mechanical underpinnings, and again
in 1969 with the larger Type 4. These differed substantially from previous vehicles, with the
notable introduction of monocoque/unibody construction, the option of a fully automatic
transmission, electronic fuel injection, and a sturdier powerplant. In 1964, Volkswagen
succeeded in purchasing Auto Union, and in 1969, NSU Motorenwerke AG (NSU). The
former company owned the historic Audi brand, which had disappeared after the Second
World War. VW ultimately merged Auto Union and NSU to create the modern day Audi
company, and would go on to develop it as its luxury vehicle marque. However, the purchase
of Auto Union and NSU proved to be a pivotal point in Volkswagen’s history, as both
companies yielded the technological expertise that proved necessary for VW to survive when
demand for its air-cooled models went into terminal decline as the 1970s dawned.
Volkswagen was in serious trouble by 1973. The Type 3 and Type 4 models had sold in much
smaller numbers than the Beetle and the NSU-based K70 also failed to woo buyers. Beetle
sales had started to decline rapidly in European and North American markets. The company
knew that Beetle production had to end one day, but the conundrum of replacing it had been a
never-ending nightmare. VW’s ownership of Audi / Auto Union proved to be the key to the
problem – with its expertise in front-wheel drive, and water-cooled engines which
Volkswagen so desperately needed to produce a credible Beetle successor. Audi influences
paved the way for this new generation of Volkswagens, known as the Polo, Golf and Passat.

WHY STUDY CONSUMER BEHAVIOUR?

Marketers, today, are facing different markets and consumers than what they were facing
even a decade ago. New sets of challenges are emerging which are demanding new solutions.
Consumer behaviour study has capacity to suggest such solutions. Just as a consumer and
marketer are diverse the reason why people study consumer Behaviour are also diverse. The
field of consumer behaviour holds great interest for us as consumer, as a marketer, and as
students of human behaviour. As customer, the benefits from insights into our own
consumption related decision. The study of consumer behaviour enables us to become better
that are wiser consumer. As a marketer and future marketer is imperative for us to be
acquainted with and how individual compose their use decisions, to the intention we can take
marketing decision with help of make better strategies. If marketers are recognize consumer
behaviour, then they are capable to forecast how consumers are expected to react for an
assortment of information and environmental indication, this are able to silhouette there
marketing strategies consequently. Without hesitation, marketers who comprehend consumer
behaviour have enormous competitive advantage in to the marketplace.

As a researcher we are anxious with understanding consumer behaviour; Human behaviour

with ahead approaching into why individuals take steps in certain consumption related ways
and with learning new experience. Internal-and outside influences drive them to act as they
accomplish for the desire for understanding consumption-related human behaviour has led to
a diversity of theoretical approaches to its study. Consumer behaviour was a moderately new
meadow of study in the mid-to-late 1960s. With old history or corpse of explore of its own, in
the new regulation rented heavily from concepts developed in other methodical disciplines,
such as scientific study of human mind an its function, sociology, social psychology,
anthropology, and economics. Numerous early on theories with reference to consumer
behaviour were based on trade and industry theory, on the conception that individuals act
realistically to make best use of their benefits and also satisfactions for the purchase of goods,
product and services.

The preliminary plunge for consumer research to be from an executive perspective market
managers sought after to make out the explicit causes of customer behaviour. They also
required to be acquainted with how; people receive, lay up, and bring into play consumption-
related information, for that they possibly will make design marketing strategies to influence
using up decisions.

They regarded to the consumer performance discipline as a functional selling skill; if they
could predict consumer behaviour, they could influence it. This approach has come it be
known positivism, and consumer researchers first and foremost concerned with envisage
behaviour of consumer are known as positivism. Given the interdisciplinary background in
which the consumer behaviour discipline is rooted, it is not surprising that academician from
a-variety of contributing disciplines, including. Marketingit, have become interested in the
study -of-consumer behaviour, not necessarily from a managerial or applied perspective, but
simply to understand the consumer better. The study – of consumer behaviour from the point
of view understanding consumption behaviour and the meanings behind such behaviour is
called interpretive.

Interpretivists have expanded the boundaries of study to include many subjective aspects of
consumer behaviour, Such as the effects of moods, emotions, and types of situations on
consumer behaviour; the roles of fantasy, of play of rituals, even of the sensory pleasures that
certain products and services provider. Many interpretivists consider each purchase
experience unique because of the diverse-set of-variables at play at that on & particular
moment in time. Because of its focus on the consumption experience the interpretive
approach is also known as experimentalism. Despite the apparent diversity of these two major
approaches to the study of consumer behaviour, each can be seen to complement the other.
Although the major focus of this book is on managerial marketing strategy, the authors have
endeavoured to integrate both approaches positivism and interpretive because of their firm
belief that both prediction and understanding together give a richer and more robust portrait
of consumer behaviour than either approach used alone. This dual approach to consumer
research enables marketers to make better-strategic decisions.
The following points suggest why study of consumer behaviour is necessary and important:

(1) Consumers do not always act or react, as the theory would suggest. Their behaviour is
always uncertain, flexible and unpredictable.

(2) Consumer predilection to be rapidly altering and fetching vastly diversified.

(3) Rapid introduction to innovative products with technological advancement has made the
job of studying consumer behaviour more imperative.

(4) Consumer research has pointed out that consumers dislike using identical products and
prefer differentiated products.

(5) Consumer behaviour study can be used to sell products that might not sell easily and
quickly.

CONSUMER BEHAVIOUR

One of the few common denominators among all of us, despite our differences, is that above
all, we are consumer. That is we use or consume on a regular basis food, clothing, shelter,
transportation, education, necessities, luxuries, and services, even ideas. And as consumer we
play a vital role in the good economy- local, national and international. Consumer purchase
Behaviour refers to the buying activities for eventual consumer goods and services. To
Knowledge for buyer behaviour is very fundamental for designing any marketing and selling
strategy. The decisions that we make concerning our consumption behaviour affects the
demand for basic raw materials, for transportation, for production, for banking they affect the
employment of workers and deployment resources the success of some industries and the
failure of other. Considerate to become accustomed to consumer enthusiasm and behaviour is
not an option it has become inevitability for spirited survival. At any time, if the marketing
decisions are made without an analysis and scrutinize real research of the consumer’s
behaviour, it’s based barely on several assumptions and some monetary or marketing
thoughts used formerly, and the result can sometimes be good or to a wrong enough.Thus the
consumer behaviour is an integral factor in the ebb and flow of all business in a consumer
oriented society such as our own. Consumer behaviour plays a decisive role in the present
highly competitive and customer oriented marketing.
Marketers and researcher or even every businessman have to study consumer behaviour and
adjust the marketing policy and strategies accordingly.

To accepting consumer behaviour is essential for the three think that mention below: (1) the
company use marketing strategy, for their chances of success Ahead being superior and when
judgment are well founded good and aren’t made just instinctively. (2) Strategy making from
the legal establishment, aiming at moving back or generate behaviours with an encouraging
collision on individuals and the civilization in general, and (3) the sequence of information
the consumers, so that they can recognize the strategies and diplomacy used to authority
influence the decision when necessary to be able to set limits.

For best example in that four wheelers industry has change their strategies & policy to attract
consumer. Need and expectations of consumer require special consideration in modern
marketing. Consumer is rightly as the most important persons in the business or marketing.
Marketing activities are essentially for his satisfaction and pleasure. Without his support and
co- operation, production and marketing activities are just not possible. However, a consumer
has always been an enigma to marketers.

It is therefore necessary that marketing firm doing research activity on consumer behaviour
before launching or marketing their product and services.

IMPORTANCE OF CONSUMER/BUYER BEHAVIOURS IN

MARKETING MANAGEMENT:

The consumer/buyer, the most critical component in marketing strategy of an enterprise,

needs to be studied in-depth. Consumer psychology or behaviour cannot be precisely
quantified for marketing purpose. However, it is much better to know this behaviour to the
extent possible and then take decisions rather than taking them without any study or
understanding of buyers/consumers. This indicates the importance of study buyer behaviour.
Taking consumer for granted and taking marketing decisions without his due consideration
will prove to be a dangerous policy for manufacturing organizations. Study of consumer
behaviour has special significance / importance in the present competitive marketing
management system. Such study is important and essential for successful marketing at
manufacturer’s level and also at the retailer’s level.
Marketing activities can be adjusted as per the needs and expectations of consumers with the
help of study of consumer behaviour. Consumer behaviour analysis is useful in estimating the
potential size of a market for a product in the market segmentation, in locating preferred
trends in product development, in finding out suitable communication

Methods with consumers and finally in designing the most favourable marketing mix to
achieve the marketing targets / objectives. A clear indulgent of consumer behaviour is
indispensable in marketing arrangement. Such learning is also useful for the introduction of
appropriate marketing mix and marketing strategies. In the final analysis, consumer
behaviour analysis is one of the most important keys of successful marketing.

DEFINITION OF CONSUME BEHAVIOUR

1. According to Walters & Paul, said that “consumer behaviour is a procedure whereby
individual make a decision what, when, where, how and from whom to purchase goods and
services.”

2. According to Webster, “ buyer behaviour is all psychological, social even physical

behaviour of probable customer as they become aware of, evaluate, purchase, consume, and
tell others to the product and services.
 CHAPTER 2

REVIEW OF LITERATURE

1. E. Thangasamy& Dr. GautamPatikar in their studyis clearly expressed In the business

market specially in four wheelers the business man has launch or introduce any product or
car, before the introducing the product they always think from customer point of view.
Whatever the product businessman create or launch they analysis the customer satisfaction
and other site customer also identify the quality, price fairness, brand and reputation in the
market. The higher level of perception value leads to higher level of customer satisfaction.
For this reason the marketer do continuously research studies about the consumer behavior, to
position their product planning & development strategies to meet requirements efficiently.
There are innumerous factors inducing their buying behavior of consumer even brand
preferences of durable Identify, as reputation is the perception of quality associating with the
brand name. The brand reputation is more essential element of the business.

2. YasodhaDamodaran& Dr. Kumudha, in his study the entitled work base on consumer
and automobile that is as we all know Indian automobile sector is rapidly increasing in
current scenario. Lots of company has been trying to enter in the market, on that basis every
company try to beat each other in automobile market. At last all companies are try to capture
for consumer, specially some company try to capture high income group level, but some
other try to located or locating middle or lower income group level. The industry has set up
unique strategies to competing the competitor. For making a product like four wheelers in the
business market is not easy task. The company has decided price, product, quality,
advertising, color & they also analysis the consumer perception whether they like or dislike.

The automobile industry are capture middle income group small family, small group of
friends as we mention above paragraph it is one of the best example or we can say industry
i.e. Tata Motors has launch few year back Tata Nano, with the good quality, best &
reasonable price, more color, attractive look and so on. For that more consumers are purchase
this car & increasing sells in the market. After that they change their strategies & they launch
‘Nano Gen X’ in the market it helps to them raising sells as well as share in the automobile
sector.

3. D.Arthi& K. Malar Mathiin their study stated that, about consumer preferences here; we
review, in Indian all city has growing faster even capable of moving at high speed. In various
sectors its growing such as textile, real estate, automobile are also develop. The previous year
as we analysis to four wheelers are market grown up from strength to strength. Further ahead
antagonism is heating up in the area with host of new participant approaching like Porsche,
BMW, Mitsubishi, and so on they all set venture business enterprises in Indian market. In
Mumbai the vehicle industry have obtain incredible market prospective. The increasing
residents and changing in their prototype of existence life style, in attendance should be a
rapid increasing in demand of four wheelers. There are various reasons for the growth of four
wheelers market in Mumbai region. Such as level of income are increasing, car finance
option available from financial institution at reasonable rate of interest availability of services
center and spare part etc. for selling more and more car, four wheelers sector has giving new
scheme discount, offers to the customer with that customer are satisfy and buy four wheelers,
especially in festive season the four wheelers companies has giving creative as well as
attractive offers. With enhance to understating of purchaser perception, corporation can
resolve the action requiring congregating customer needs.

4. Minwir Al-Shammari and Ahmad SamerKanina, both the researcher clearly mention in
their study, quality services in automobile company. In today’s world there is high
competition going on every where due to this all industries has been maintain better quality
product in the market. Especially if we talking about the automobile industry they have to
build the quality of product even services are also providing best in the business market. The
better services and good quality product help to maintain or build up customer relationship
and consumer satisfaction. Due to hefty competition the dealer of automobile industry has to
be providing best services to the customer.

Now a day normal discussions happen about quality services then Maruti Suzuki, Toyota,
Hyundai, Honda, Chevrolet this kind of four wheelers name come in front of the customer.
Finally conclusion is that, in business market if company or business men want to satisfy the
customer or fulfill his requirement then he have to sale the better quality and give to him best
services so the company can come in top level.

5. Rakesh Kumar in his study stated that, case study about behavior of consumer in four
wheelers industry here the consumer has core part of market area. Marketer have to
identifying needs and wants to the consumer after the scrutinize market then company has
launch the product. The consumer behavior are change time to time, in other site before the
buying any product the consumer also identify or analysis the all market area.

He always compare between two product brand, price, quality and much more after the
comparison over then he should take strong decision and buy a brand or particulars product.
In whole process marketer are doing innovative promotional activity so consumer are easily
attract of particular product.

6. RatnaBinodini, AmiyaPriyadarsini Das in her study stated that, theday-by-day Indian

economy are rapidly growing, due to all industry are changing their pattern. They increasing
the level of profit, even they had given high salary to their employee. Due to this good
change & smooth change the GDP has goes up. This research paper has indicates overall
view about automotive sector, as people are aware this sector become a booming sector for
all over the country not even Odessa but also in Mumbai, and out of Maharashtra. In
Coimbatore areas it get hike for two wheelers as well as four wheelers sector, since three year
it gets to much hike people are try to purchase car for showing their status and for different
kind of use. Thebusinessman, and industry are doing something creatively with that consumer
can be entice without difficulty.

7. Dr. H.S Adithyain his study entitled to the, perception can be described as how we see the
world around us. Two individual may be subject to the similar stimuli below the identical
apparent situation, but how each an every person recognizes them decide on them, organizes
them, & interprets them is a exceedingly personage process based on every one person’s own
needs, values & expectation. The influence that each of these variables has on the perpetual
process, and its relevance to marketing, will be explored in some details However we will
examine consumer behavior are changing day by day. The discernment is defined as the
progression by which an individual entity selects organization & coherent picture of the
world. A stimulus is any unit of inputs to any of senses; example of stimuli i.e. sensory input
includes products, packages, brand name, and advertisement. The marketer has doing and
able to understand consumer wants & how to satisfy them. Every company has selling best
product in the market try to satisfy & fulfillment the customer needs. When the marketer has
sales their product at right time & right places that time they will able to satisfy customer
easily. The consumer behavior also including a scrutiny to analysis of factors that influencing
buy decision & goods, product use. The decisions of consumer are not same every time, he
can take or change their decision. Hence the marketer are study personal variable like age,
income, education, occupation etc.

8. Prof. Elizabeth Chacko, Ms. PunnyaSelvarajin her study stated that, The day by day
competitors growing up to faster every company or industry has been show the efficiency in
business market for coming at first. In India there are lots of company are running their
business with good Mainer & very dedication. All company whether it is textile, retailer, real
estate, and automobile are try to introducing new product for every day as well as every
month or year in front of customer. So the customer has want new or innovative product.
Consumer expectation are increasing from company side, if we talking about automobile
company as per current scenario they are capture the market at fast. The four wheelers really
going to faster, people can buy the four wheelers for personal use, some people can buy the
four wheelers business use & some other. The uses of four wheelers are not just single person
but also all family member for different- different use.

When the consumer is buy any product, the buying behavior of consumer are not same ,it is
changing for their preferences, quality of the product even they check out whether product
has perpetually success in the market or not some product are running in the market for long
time or some product or company are not surviving in the market because they are not
making product which is consumer are easy suitable or like

9. Prof.Madhavi Dhole, in her study the clearly mention that, the share movement of
automobile industry. The share price are come then all people mind set in stock market, well
known company’s share has been listed in stock market. In this research paper the researcher
are taken four automobile industries and analysis their share price. Hence The upward
enlargement of growth Indian middle class with escalating increase or make bigger to
purchasing power beside with strong development of the economy over a past few years have
paying attention the major auto manufacturer to Indian market. There number of investor are
investing the particulars four wheelers so it get hike share price of the company, For example
Maruti and Mahindra & Mahindra share has going up in today’s scenario. Even the analyzing
the financial performance we can measure the company’s goodwill reputation in the market.

10. Dr. D.P. Warne and Kavita Rani in their research study stated that, behavior of
customer towards small car. When we interact with other people about small car the first in
our mind came Chevrolet, ford, Tata, Hyundai. This kind of car company always try to
capture to small family and small income group in that company has give the best facility to
the customer. Quality, after sale services, good price, mileage, smooth ride and so on for
example Hyundai i10, i20, ford figo, beat. Even small car market also attractto higher level
employee like M.D etc. some time there is no issue of parking place for this reason people are
buy small car.

11. Ch.Venkatadri Naidu, P.MadarValliin their study stated that, about improvement of
four wheelers services. In business market especially in services sector, if you provide
services to someone then it has to be best. In this services all type of difficulties, problem are
came but services provider are improve the services maintain properly. Researchers are
involving four wheelers services, as a competition are increasing day to day every company
are giving best services. To getting more customer attention, industry are always favor to the
customer. They are giving every time special services some time occasionally. For example
some four wheelers services center are now open in Sunday. Recently Volkswagen decline
the market share due to low services and poor quality, to maintain the standard they have to
improve the services in market

12. K.P Najeemudeen and Dr. N. Panchanathamin their research entitled to study about,
automobile sector yesterday, today and tomorrow. The two-decade back developing country
like India is not that much sound about technological. Due to poor technology, lack of
resources & less research and development activity for that reason industry are not growing
as well as develop that much. But after 1991 when Indian government has declared LPG i.e.
liberalization, privatization & globalization for this time all foreign company those who
having technological strong they are enter in Indian market. It is help to increasing the rapid
growth for all sector in India as specially for Automobile industry has rapidly changing &
growing, due to Hugh available resources its get growing day by day large number of
industry establish, this help to large number of people to get good employment opportunities.

The automobile company has set up the venture with Indian government specially like,
BMW, Mercedes Renault, this kind of top listed company has coming in Indian Market &
capture vast areas and growing rapidly. They try to increasetoo much profit in most important
they all try to satisfy the customer to launching innovative as well as spacious four wheelers
in the market. To attracting the consumer & satisfying them it help to benefits for automobile
industry to increasing sales in the market. Along with the four wheelers market it growing
two wheelers even three wheelers market in Indian country. The automobile industry has not
just developed or grownups in urban areas the industry are also try to set up their plant in
rural areas with low interest.

13. Vikramshende in his study clearly stated that customer behavior in passenger car,
analysis of consumer behavior is an important part of all industry. In competitive market
observation of consumer behavior is core part for marketers. Due to large competition in the
market, new automobile company has coming in Indian market they capture popular areas in
this country. As per consumer choice & their suitability a company are made the four
wheelers. When the new company has enter in the market they bring new technologies in the
market even they try to chase their competitor

The four wheelers industries sales increasing in Indian market even Mumbai areas due to
increasing income level, and easy availability of finance and company provide better quality
or after sales services, maintenance properly. For example now a days Toyota has open their
services center Sunday also. The are giving best services. For target all market every
company changing their strategies to increasing sales in the market.

14. Inamullah khan in his research paper a clear manner mention about the Loyalty of
customer. Customer services is what business man and their organization provide, customer
loyalty is a result of services. The businessman or service provider continuously loyal with
their customer and other side customer also loyal with particular business. Basically
satisfaction is rating and loyalty is a brand. Faithfulness is continuously help to increasing
sale, consumer always purchase one brand if they loyal with this. For example if customer
sale Maruti swift desire then they again purchase Suzuki Ertega.

15. M.C Vijaykanth, A N Santoshkumarin their study stated that, As the echelon of level to
competition keep on remain ever-increasing in Mumbai city in automobile market, it is
crucial for essential every automobile creator companies to appreciate for understand
customer imminent in order to further increasing their share of all market. Thus they need to
recognize what factors might influence their customer’s decision to choice for purchasing
four wheelers. Previous three-year there are new automobile company enter in Mumbai areas
like Audi, Fiat, Nissan, Volkswagen. One factorthere should assist the companies in the
marketing for promotion of their product to buying manners of the consumer.

The purchase decision or obtain buying behavior of customer by studies to knowing there
perception about the four wheelers for the markets and concerning the possible entrance in
marketplace for particulars product. One such technique of practices in this by perceptive and
creating a traits of brand. Brand image in mind of customer is most important factors, if the
automobile company has gives the proper facility or good quality which the customer wants,
needs then they should satisfy for particular brand. This trend shall be comparing to those of
competitors and there is perceptibly a strapping for strong link between customer pleasure
and purchaser perception or their preferences.

16. Mariana and DragoiVioletain their study, The decisions of a company with global
vision is oriented mainly on product markets rather than on the domestic market. Since 2000
we witness companies focus on knowing how to conquer a market, to the will to choose
strategic alternatives, sustained by the will to act according to a strategy anchored to the
changes in the company’s marketing environment. Thus, now the company becomes a
producer of product proposals offered to the market, the consumer produces satisfaction, the
distribution produces exchanges, and the environments are producing beliefs.

The best example of this long time ago Mahindra & Renault are merger but now a days when
the Renault has launch their individual four wheelers i.e. Renault Duster in Mumbai area it is
good responses for this car, even with attractive colors consumer are not just satisfy but also
delight. Renault are capture the market very quickly and they not just launch on four wheelers
they are try to doing something innovative so consumer car attracting more for this company.

17. M.C. Vijayakanth, A N Santosh Kumar, A N HariRao in their study clearly mention
that, satisfaction to the customer is the key of business servers. Is a way of appropriate to a
study Customer in India are more concerned with the service that are execute to the perform
at timely manner with the reasonable cost to need their customer there have been dealer in
India must be responsive. Basically providing a good product at a superior price is no longer
adequate of enough. Satisfies customer’s form the foundation of any victorious business as
customer satisfaction leads to repeat purchase, brand devotion, and affirmative positive word
of mouth. Customer should to be satisfy only they get good or positive services from the
dealers. It is good enough to the dealers when they maintain proper quality so customer can
attract.

18. NATARAJ S; DR. N.NAGARAJA in their study stated that, the Online bookings and
online purchase are the current wave in Indian car industry. Internet is gradually hitting the
core of every industry including the car industry. It creates a greater awareness of the vehicle
and influences the buyer to purchase. Internet is believed to have a greater impact on the sales
process and will definitely give higher level of sales satisfaction.

In this paper has giving the information about online purchase or booking four wheelers, due
to rising the competition company has develop their strategy to sell the car for example now a
days most popular website is CarDekho.com and CarTrade.com both of this getting nice
response from customer and customer will satisfy.

19. Dr.M.Prasanna Mohan Raj in his study entitled to the brand market, in the reputed
brand are available in business market. the variety of consumer are choosing various brand, if
person want to choose SUV, XUV they always prefer to Mahindra or Toyota brand because
very specious space and comfort are there. Even ‘ford, general motors’ this brand name are
also come. This study has indicated how the customers prefer the particulars brand. The
marketing mix concept are use in this research, the marketing mix is a business tool used in
marketing and by marketers. The marketing mix is often crucial when determining a product
or brand's offer, and is often associated with the four P's: price, product, promotion, and
place.

CHAPTER 3
 RESEARCH METHODOLOGY

RESEARCH DESIGN:

The type of research for this study is descriptive. Descriptive research design studies are that
study, which is concerned with describing the character of the group. Descriptive research is
one which includes survey a fact finding enquiries of different groups.

POPULATION:

The population of this research is finite.

SAMPLE SIZE:

Sample is the actual number of subject chosen to represent the population characteristics. The
sample size taken for this research is 108.

SAMPLE TECHNIQUE:

The sampling technique adopted for the study is convenience (non-probability). Convenience
sampling refers to the collection of information from members of the population who are
conveniently available to provide it.

METHODS OF DATA COLLECTION:

This research is based on primary data sources. The primary data are those data which are
collected for the first time and they are original in character.

TOOLS USED FOR DATA COLLECTION:

The tools used for data collection in this research study are questionnaire.
 OBJECTIVES OF STUDY

• To ascertain the factors influencing the consumer to prefer volkswagen .

• To analyse the promotional activities adopted by Volkswagen.
• To know which kind of offer can attract the new consumers.
• Customer satisfaction of service on volkswagen.

NEED OF STUDY
The need of the study is to analyze the impact of branding on consumer behavior towards
Volkswagen and satisfaction, which lead them to develop the opinion towards the purchase of
Volkswagen cars. Consumer’s preferences changes according to the changing economic
conditions, price, and service cost and consumer expectation should be satisfied to gain the
stable market.

SCOPE OF STUDY
Satisfying the consumers through the innovation of new ideas according to their preference
would help retain them. Their satisfaction depends upon the various factors including the
service provided and the quality of the products. The satisfaction depends on the way they are
influenced to make optimum use of the product and thereby availing the full potentiality of
the product.The scope of the study is to improve the standard and the level of business
through better customer satisfaction and preference & customer’s behavior towards buying a
product. A satisfied consumer is the biggest asset and would bring in more sales.

CHAPTER 4
 ANALYSIS AND INTERPRETATION

1. SIMPLE PERCENTAGE
CHART NO: 4.1

AGE

10% 9%

17% BELOW 18 YEARS

19-25 YEARS
26-35 YEARS
36 YEARS & ABOVE

64%

CHART NO: 4.2

GENDER

28%

MALE
FEMALE

72%

TABLE NO: 4.1

CLASSIFICATION OF SAMPLE RESPONDENTS ACCORDING TO THEIR AGE:

S.N PERCENTAG
AGE RESPONDENTS
O E
1 BELOW 18 YEARS 10 9
2 19-25 YEARS 74 64
3 26-35 YEARS 19 17
36 YEARS &
4 12 10
ABOVE
TOTAL 115 100

Interpretation:

The above table indicates there is 9% of respondents belong to age group of below 18
years and 64% of respondents belong to age group of 19-25 years and 17% is
respondents belong to age group of 26-35 years and 10% of respondents belong to age
group of 36 years & above.
Hence majority of respondents were choosing age group between 19-25 years.
TABLE NO: 4.2
CLASSIFICATION OF SAMPLE RESPONDENTS ACCORDING TO THEIR
GENDER:

S.N
GENDER RESPONDENTS PERCENTAGE
O
1 MALE 83 72
2 FEMALE 32 28
TOTAL 115 100

Interpretation:

The above table indicates that 72% of respondents are male and 28% of the
respondents are female. Hence majority of respondents are male.
CHART NO: 4.3
 EDCATION QUALIFICATION
60

55
50

40
36
30 EDCATION QUALIFICATION

20

10
8
0 1
SCHOOL LEVEL UNDER POST OTHERS
GRADUATE GRADUATE

CHART NO: 4.4

OCCUPATION

EMPLOYEE 12

BUSINESS 16
OCCUPATION

PROFESSIONAL 14

STUDENT 58

0 10 20 30 40 50 60 70

TABLE NO: 4.5

CLASSIFICATION OF SAMPLE RESPONDENTS ACCORDING TO THEIR
EDUCATIONAL QUALIFICATION:

S.N
CHOICES RESPONDENTS PERCENTAGE
O
1 SCHOOL LEVEL 9 8%
UNDER
2 64 55%
GRADUATE
POST
3 41 36%
GRADUATE
4 OTHERS 1 1%
TOTAL 115 100

Interpretation:

The above table indicates that 8% of respondents belong to school level, 55% of
respondents belong to under graduate, 36% of respondents belong to post graduate, &
1% of respondents belong to others streams.

Hence majority of respondents are under graduate.

TABLE NO: 4.6
CLASSIFICATION OF SAMPLE RESPONDENTS ACCORDING TO THEIR
OCCUPATION:

S.N
CHOICES RESPONDENTS PERCENTAGE
O
1 STUDENT 67 58
PROFESSIONA
2 16 14
L
3 BUSINESS 18 16
4 EMPLOYEE 14 12
TOTAL 115 100
Interpretation: The above table indicates that 58% respondents belong to student, 14%
respondents belong to professional, 16% of respondents belong to business, & 12% of
respondents belong to employee.Hence majority of respondents are student.
CHART NO: 4.5

NO.OF MEMBERS IN A FAMILY

70

60
59
50

40 NO.OF MEMBERS IN A
FAMILY

30

20 22
19
10

0
0
2 3 4 5 & ABOVE

CHART NO: 4.6

 MONTHLY INCOME

ABOVE 45001 52

35001-45000 15
MONTHLY INCOME

25001-35000 15

LESS THAN 25000 18

0 10 20 30 40 50 60

TABLE NO: 4.7

CLASSIFICATION OF SAMPLE RESPONDENTS ACCORDING TO NO.OF
MEMBERS IN A FAMILY:

S.N
CHOICES RESPONDENTS PERCENTAGE
O
1 2 0 0
2 3 22 19
3 4 68 59
5&
4 25 22
ABOVE
TOTAL 115 100

Interpretation:
The above table indicates that 0% of respondents belong to 2 members in a family, 19%
of respondents belong to 3 members in a family, 59% of respondents belong to 4
members in a family, & 22% of respondents belong to 5 & above members in a family.
Hence majority of respondents are 4 members in a family.
TABLE NO: 4.8
CLASSFICATION OF SAMPLE RESPONDENTS ACCORRDING TO MONTHLY
INCOME:

S.N RESPONDENT
CHOICES PERCENTAGE
O S
LESS THAN
1 21 18
25000
2 25001-35000 17 15
3 35001-45000 17 15
4 ABOVE 45001 60 52
TOTAL 115 100

Interpretation:
The above table indicates that 18% of respondents belong to less than 25000, 15% of
respondents belong to 25001-35000, 15% respondents belong to 35001-45000, & 52%
of respondents belong to above 45001.Hence majority of respondents are above 45001.
CHART NO: 4.7

PIE CHART

10%
20%

YES ALWAYS
NEVER
NLY WHEN QUALITY IS
IMPORTANT
RARELY
19%

51%

CHART NO: 4.8

 COLUMN CHART
45

40
40
35

30 32

25 27 COLUMN CHART

20

15

10

0 1
SEDAN HATCH-BACK SUV OTHERS

TABLE NO: 4.9

CUSTOMER OPINION TOWARDS BRANDED PRODUCTS:

S.N
CHOICES RESPONDENTS PERCENTAGE
O
1 YES ALWAYS 23 20
2 NEVER 22 19
ONLY WHEN QUALITY
3 59 51
IS IMPORTANT
4 RARELY 11 10
TOTAL 100

Interpretation:
The above table indicates that 20% of respondents belong to yes always, 19% of
respondents belong to never, 51% of respondents belong to only when quality is
important, & 10% of respondents belong to rarely.

Hence majority of respondents were choosing only when quality is important.

TABLE NO: 4.10
MOST PREFERRED TYPE OF CARS:

S.N
CHOICES RESPONDENTS PERCENTAGE
0
1 SEDAN 46 40
HATCH-
2 37 32
BACK
3 SUV 31 27
4 OTHERS 1 1
TOTAL 115 100

Interpretation:

The above table indicates that 40% of respondents belong to sedan, 32% of respondents
belong to hatchback, 27% of respondents belong to SUV, & 1% of respondents belong to
other streams.

Hence majority of respondents were choosing sedan.

CHART NO: 4.9

PIE CHART
1%

14%

WHITE
36% BLACK
RD
20% BLUE
OTHERS

29%
CHART NO: 4.10

COLUMN CHART
70

60
59
50

40 COLUMN CHART

30
30
20

10
10
0 1
RECOGINITION SATISFACTION VALUE OF MONEY OTHERS

TABLE NO: 4.11

MOST PREFERRED COLOUR:
 S.N
CHOICES RESPONDENTS PERCENTAGE
O
1 WHITE 41 36
2 BLACK 34 29
3 RED 23 20
4 BLUE 16 14
5 OTHERS 1 1
TOTAL 115 100
Interpretation:
The above table indicates that 36% of respondents belong to white, 29% of respondents
belong to black, 20% of respondents belong to red, 14% of respondents belong to blue,
& 1% of respondents belong to other streams.

Hence majority of respondents were choosing white.

TABLE NO: 4.12

NEED OF BRANDED CARS:

S.N RESPONDENT
CHOICES PERCENTAGE
O S
1 RECOGINITION 12 10
2 SATISFACTION 68 59
VALUE OF
3 34 30
MONEY
4 OTHERS 1 1
TOTAL 115 100

Interpretation:
The above table indicates that 10% of respondents belong to recognition, 59% of
respondents belong to satisfaction, 30% of respondents belong to value of money, & 1%
of respondents belong to other streams. Hence majority of respondents were choosing
satisfaction.
CHART NO: 4.11
 PIE CHART

13%
23%
4%
FRIENDS
FAMILY
SPOUSE
ALONE

60%

CHART NO: 4.12

BAR CHART

OTHERS 12

WEDDINGS 10

BAR CHART
OFFERS 42

GIFTS 16

FESTIVALS 20

0 5 10 15 20 25 30 35 40 45

TABLE NO: 4.13

PERSON ACCOMPANING FOR PURCHASE:

S.N
CHOICES RESPONDENTS PERCENTAGE
O
1 FRIENDS 27 23
2 FAMILY 69 60
3 SPOUSE 4 4
4 ALONE 15 13
TOTAL 115 100

Interpretation:
The above table indicates that 23% of respondents belong to friends, 60% of
respondents belong to family, 4% of respondents belong to spouse, & 13% of
respondents belong to alone.Hence majority of respondents were choosing family.

TABLE NO: 4.14

OCCASION FOR PURCHASE OF CARS:

S.N RESPONDEN PERCENTAG

CHOICES
O TS E
1 FESTIVALS 23 20
2 GIFTS 18 16
3 OFFERS 48 42
4 WEDDINGS 12 10
5 OTHERS 14 12
TOTAL 115 100

Interpretation:
The above table indicates that 20% of respondents belong to festivals, 16% of
respondents belong to gifts, 42% of respondents belong to offers, 10% of respondents
belong to weddings, & 12% of respondents belong to other streams.
]Hence majority of respondents were choosing offers.

CHART NO: 4.13

 COLUMN CHART
60

54
50

40

COLUMN CHART
30
29

20

16
10

0 1
QUALITY ADVERTISING PRICE OTHERS

CHART NO: 4.14

PIE CHART

17%
23%

AGREE
STRONGLY AGREE
DISAGREE
17% NEUTRAL

43%

TABLE NO: 4.15

ATTRACTIVE FEATURE OF BRAND:

S.NO CHOICES RESPONDENTS PERCENTAGE

1 QUALITY 62 54
33
2 ADVERTISING 29

3 PRICE 19 16
4 OTHERS 1 1
TOTAL 115 100
Interpretation:
S.NO CHOICES RESPONDENTS PERCENTAGE
1 AGREE 20 17
2 STRONGLY AGREE 20 17
3 DISAGREE 49 43
4 NEUTRAL 26 23
TOTAL 115 100
The above table indicates that 54% of respondents belong to quality, 29% of
respondents belong to advertising, 16% of respondents belong to price, & 1 % of
respondents belong to other streams. Hence majority of respondents were choosing
quality.

TABLE NO: 4.16

CELEBRITY ENDORSMENT IN BRANDING:

Interpretation:
The above table indicates that 17% of respondents belong to agree, 17% of respondents
belong to strongly agree, 43% of respondents belong to disagree, & 23% of respondents
belong to neutral.Hence majority of respondents were choosing disagree.
CHART NO: 4.15

COLUMN CHART
40

35
34
30 32

25

20 COLUMN CHART
19
15
15
10

0
FREE INSURANCE SPECIAL EXTENDING FINANCE WITH
DISCOUNT ON SERVICE PERIOD 0% INTEREST
SALE

CHART NO: 4.16

 PIE CHART

9%
16%

ICICI
HDFC
3rd Qtr
33% OTHERS

42%

TABLE NO: 4.17

MOST PREFERRED OFFERS:
 S.N
CHOICES RESPONDENTS PERCENTAGE
O
1 FREE INSURANCE 17 15
SPECIAL DISCOUNT ON
2 39 34
SALE
EXTENDING SERVICE
3 37 32
PERIOD
FINANCE WITH 0%
4 22 19
INTEREST
TOTAL 115 100
Interpretation:
The above table indicates that 15% of respondents belong to free insurance, 34% of
respondents belong to special discount on sale, 32% of respondents belong to extending
service period, & 19% of respondents belong to finance with 0% interest.
Hence majority of respondents were choosing special discount on sale.

TABLE NO: 4.18

PREFERRED FINANCIAL SUPPORT:

S.N
CHOICES RESPONDENTS PERCENTAGE
O
1 ICICI 18 16
2 HDFC 48 42
3 SBI 38 33
4 OTHERS 11 9
TOTAL 115 100

Interpretation:
The above table indicates that 16% of respondents belong to ICICI, 42% of respondents
belong to HDFC, 33%of respondents belong to SBI, & 9% of respondents belong to other
streams.Hence majority of respondents were choosing HD
CHART NO: 4.17

PIE CHART

4%
10%

DEBIT CARD
CREDIT CARD
27% NET BANKING
OTHERS

59%

CHART NO: 4.18

 PIE CHART
1%

14%

31% DISCOUNT AND COUPONS

FREE GIFTS
CREDIT POINTS
REFERRALS
OTHERS

33%

21%

TABLE NO: 4.19

PREFERRED PAYMENT MODE:
Interpretation:
The above table
S.NO CHOICES RESPONDENTS PERCENTAGE
indicates that 30%
1 DEBIT CARD 34 30
of 2 CREDIT CARD 24 21
NET
3 53 46
BANKING
4 OTHERS 4 3
TOTAL 115 100
respondents belong to debit card, 21% of respondents belong to credit card, 46% of
respondents belong to net banking, & 3% of respondents belong to other streams.
Hence majority of respondents were choosing net banking.

TABLE NO: 4.20

TYPE OF OFFERS RECEIVED MOST:

S.N RESPONDENT
CHOICES PERCENTAGE
O S
DISCOUNT AND
1 36 31
COUPONS
2 FREE GIFTS 24 21
3 CREDIT POINTS 38 33
4 REFERRALS 16 14
5 OTHERS 1 1
TOTAL 115 100

Interpretation:
The above table indicates that 31% of respondents belong to discount and coupons,
21% of respondents belong to free gifts, 33% of respondents belong to credit points,
14% of respondents belong to referrals, & 1% of respondents belong to other streams.
Hence majority of respondents were choosing credit points.
CHART NO: 4.19

COLUMN CHART
70

60 63

50

40
COLUMN CHART
30
31

20

10

5
0 1
EXTREMELY SAFE MODERATELY NOT AT ALL SAFE OTHERS
SAFE

CHART NO: 4.20

PIE CHART
1%
8%

26%

VERY GOOD
GOOD
BAD
VERY BAD

65%
 S.N RESPONDENT
CHOICES PERCENTAGE
O S
EXTREMELY TABLE
1 36 31
SAFE
NO: MODERATELY 4.21
2 72 63
SAFE SAFETY
NOT AT ALL LEVEL OF
3 6 5
SAFE
4 OTHERS 1 1
TOTAL 115 100
VOLKSWAGEN:

Interpretation:
The above table indicates that 31% of respondents belong to extremely safe, 63% of
respondents belong to moderately safe, 5% of respondents belong to not at all safe, &
1% of respondents belong to others.Hence majority of respondents were choosing
moderately safe.

TABLE NO: 4.22

SERVICE SATISFACTION OF VOLKSWAGEN:
S.N RESPONDENT PERCENTAG
CHOICES
O S E
1 VERY 30 26
 GOOD
2 GOOD 75 65
3 BAD 9 8
4 VERY BAD 1 1
TOTAL 115 100

Interpretation:
The above table indicates that 26% of respondents belong to very good, 65% of
respondents belong to good, 8% of respondents belong to bad, & 1% of respondents
belong to very bad.Hence majority of respondents were choosing good.
CHART NO: 4.21

COLUMN CHART
50
45 47
40
40
35
30
25 COLUMN CHART

20
15
10 12
5
0 1
DEPENDS ON DEPENDS ON DEPANDS ON OTHERS
QUALITY BRAND DEALER

CHART NO: 4.22

 PIE CHART
3%
12%

34% COMFORT
PERFORMANCE
RACE DRIVING
OTHERS

51%

TABLE NO: 4.21

PRICE SENSITIVITY CONSUMER:

RESPONDENT
S.NO CHOICES PERCENTAGE
S
DEPENDS ON
1 54 47
QUALITY
2 DEPENDS ON BRAND 46 40
DEPENDS ON
3 14 12
DEALER
4 OTHERS 1 1
TOTAL 115 100

Interpretation:
The above table indicates that 47% of respondents belong to depends on quality, 40%
of respondents belong to depends on brand, 12% of respondents belong depends on
dealer, & 1% of respondents belong to other streams.Hence majority of respondents
were choosing depends on quality.
 S.N
CHOICES RESPONDENTS PERCENTAGE
O
1 COMFORT 39 34
2 PERFORMANCE 59 51
3 RACE DRIVING 14 12
4 OTHERS 3 3
TOTAL 115 100
TABLE NO: 4.22
COMPETITIVE ADVANTAGE OF VOLKSWAGEN:

Interpretation:
The above table indicates that 34% of respondents belong to comfort, 51% of
respondents belong to performance, 12% of respondents belong to race driving, & 3%
of respondents belong to other streams.Hence majority of respondents were choosing
performance.

CHART NO: 4.23

 PIE CHART
2%

12%
23%
ALWAYS
OFTEN
SOMETIMES
RARELY
NEVER
33%

30%

TABLE NO: 4.23

DEGREE OF SATISFACTION:
 S.N RESPONDENT
CHOICES PERCENTAGE
O S
1 ALWAYS 26 23
2 OFTEN 35 30
3 SOMETIMES 38 33
4 RARELY 14 12
5 NEVER 2 2
TOTAL 115 100
Interpretation:
The above table indicates that 23% of respondents belong to always, 30% of
respondents belong to often, 33% of respondents belong to sometimes, 12% of
respondents belong to rarely, & 2% of respondents belong to never.
Hence majority of respondents were choosing sometimes.

2. CHI SQUARE TEST

 Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
gender * prefer colour 115 100.0% 0 0.0% 115 100.0%

gender * prefer colour Crosstabulation

Count
prefer colour
white black red blue others Total
gender male 33 23 15 11 1 83
female 8 11 8 5 0 32
Total 41 34 23 16 1 115

Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 2.791a 4 .593
Likelihood Ratio 3.126 4 .537
Linear-by-Linear Association 1.019 1 .313
N of Valid Cases 115
a. 3 cells (30.0%) have expected count less than 5. The minimum
expected count is .28.

3. CORRELATION

Correlations
celebrity
endorsing service quality
celebrity endorsing Pearson Correlation 1 -.083
Sig. (2-tailed) .380
N 115 115
service quality Pearson Correlation -.083 1
 Sig. (2-tailed) .380
N 115 115

CHAPTER 5

FINDINGS

1. Majority of the respondents (64%) are of the age of 19-25 years.

2. Majority of the respondents (72%) are male.
3. Majority of the respondents (55%) are qualified in under graduate.
4. Majority of the respondents (58%) are students.
5. Majority of the respondents (59%) are 4 members in a family.
6. Majority of the respondents (52%) are monthly income above 45001.
7. Majority of the respondents (51%) of respondents prefer branded cars only
when quality is important.
8. Majority of the respondents (40%) prefer only sedan.
9. Majority of the respondents (36%) prefer only white colour.
10. Majority of the respondents (59%) of respondents prefer only for satisfaction.
11. Majority of the respondents (60%) prefer family for accompanying the purchase
of the car.
12. Majority of the respondents (42%) prefer only on offers on occasions.
13. Majority of the respondents (54%) prefer only quality in a Volkswagen.
14. Majority of the respondents (43%) disagree on celebrity endorsement in
branding.
15. Majority of the respondents (34%) prefer offers on special discount on sale.
16. Majority of the respondents (42%) prefer HDFC for financial support.
17. Majority of the respondents (46%) prefer net banking for payment.
18. Majority of the respondents (33%) prefer offers received is credit points.
19. Majority of the respondents (63%) agree Volkswagen is moderately safe.
20. Majority of the respondents (65%) prefer service quality is good.
21. Majority of the respondents (47%) of price sensitivity consumer are depends on
quality.
22. Majority of the respondents (51%) use Volkswagen for performance.
23. Majority of the respondents (33%) prefer recommending sometimes to their
friends and family.
 SUGGESTIONS

After having thoroughly analyzed the data and having scrutinized the finding, the researcher
offers the following suggestions for consideration.

1. Flexibility in operation of cars shall be made simpler to cover all age groups.
2. The company may reduce the cost of service to increase the demand for their
products.
3. Steps shall be taken to improve the quality factor and brand image of the company to
provide customer satisfaction.
4. Service periods can be extended to attract more number of customers.
5. Performance of the cars shall be made better in order to maintain the premium brand
and unique number of customers.
6. Mileage of the car is not much to expectations.
7. Maintenance tips shall be provided.

BIBLIOGRAPHY

o Doyle, George R  The Worlds Automobiles 1890-1955, 1956:  Temple Press

Limited, London, Eng.
o Flink, James  The Automobile Age, 1998:  The MIT Press, Cambridge, Mass.
o Graf, William D (ed.) The Internationalization of the German Political
Economy: Evolution of a Hegemonic Project  1992.  St. Martins Press; New
York, NY.
 o Hopfinger, K.B.,  Beyond Expectation:  The Volkswagen Story 1954.  G.T
Foulis& Co., London.
o Langworth, Richard M  The Last Onslaught on Detroit, 1975:  Princeton
Publishing Inc.  Princeton, NJ.
o Lax, James M  The European Auto Industry, 1992:  Twayne Publishers, New
York, NY
o Leivo, Veikoo.  The Influence of the Location and Size of the Automobile
Dealership upon it’s Profitability 1967.  The Helsinki Research Institute for
Business Economics; Helsinki Finland
o Markmann, Charles Lam, and Mark Sherwin, The Book of Sports Cars 1959. 
G.P. Putnam’s Sons, New York NY.
o Nelson, Walter Henry.  Small Wonder:  The Amazing story of the
Volkswagen  1965.  Little, Brown & Company; Boston, MA.
o Nitske, W. Robert,  The Amazing Porsche and Volkswagen Story  1958. 
Comet Press Books, New York NY.
o Rowsome, Frank Jr.  Think Small:  The story of those Volkswagen ads  1970. 
The Stephen Greene Press;  Brattleboro, VT.
o Sobel, Robert Car Wars 1984:  EP Dutton, New York, NY.

Periodicals 
 

o Automobile Facts and Figures 31st Edition, Automobile Manufacturers

Association, Detroit Michigan, 1951.
o Automobile Facts and Figures 1958 Edition, Automobile Manufacturers
Association, Detroit Michigan, 1958.

 
 CONCULSION

The present research project on “ A study on impact of branding on customer behavior

towards Volkswagen cars helps to analyze and understand the present market scenario in the
city of Coimbatore. Mercedes and Skoda are the strongest competitors; So Volkswagen is
required to work on its weaknesses like offers at the time of convincing customers and giving
various financial plans. The Volkswagen Company gets perceived in the value chain analysis
as a company that strikes a balance between low cost in manufacturing and provision of
superior quality vehicles. The vehicles boast of excellent designs, quality and innovative
input regarding the latest technology. These characteristics of the company could be great
influences to the customers’ appreciation and make them willing to pay a little bit more for
the cars .The company still needs to ensure that the premium costs of the vehicles are above
the Differentiation costs to avoid losses as they try to impress the customers. The process of
value Creation also depends on the undertakings of the value chain of the company. The
company can, therefore, create value from the resources, capabilities and core competencies
by ensuring Appropriate differentiation mechanisms to yield high quality and impressive
vehicle designs. The Resources would help the company in obtaining the right materials and
developing the bestManufacturing platforms. The capabilities would be instrumental in
converting the materials intoValuable automobiles while the core competencies would
complete the equation by striking aBalance between the excellent designs and the
profitability of the business. Byusing these techniques, the company would manage to
establish a strong business presence to overcome the competitive forces in the general
business environment.
At last I would like to say that Volkswagen should maintain and improve its market share in
Coimbatore by improving its services and providing customer satisfaction.

ANNEXURE

1. NAME:

2. AGE:
(a) Up to 18 years (b) 19-25 years (c) 26-35 years (d) 36 years & above
3. GENDER:
(a) Male (b) Female

4. EDUCATIONAL QUALIFICATION:
(a) School level (b) Under graduate (c) Post graduate (d) Others

5. OCCUPATIONAL STATUS:
(a)Student (b) Professional (c) Business (d) Employees (e) Others

6. NO. OF MEMBERS IN A FAMILY:

(a) 2 (b) 3 (c) 4 (d) 5&above

7. MONTHLY INCOME:
(a) Less than 25,000 (b) 25,001-35000 (c) 35001-45000 (d) Above 45001

8. DO YOU BUY ONLY BRANDED PRODUCTS?

(a) Yes always (b) Never (c) Only when quality is important (d) rarely

9. WHAT TYPE OF CAR DO YOU PREFER:

(a) Sedan (b) hatch-back (c) SUV (d) Others

10.WHICH COLOUR DO YOU PREFER:

(a) White (b) black (c) red (d) blue (e) others

11.NEED OF BRANDED CARS FOR?

(a) Recognition (b) Satisfaction (c) value of Money (d) Others

12.WHO ACCOMPANIES YOU FOR THE PURCHASE?

(a) Friends (b) Family (c) Spouse (d) Alone (e) Others

13.ON WHICH OCCASIONS DO YOU MAKE PURCHASE?

(a) Festivals (b) Gifts (c) Offers (d) Weddings (e) Others
14.WHAT MAKES YOU NOTICE A BRAND?
(a) Quality (b) advert (c) Price (d) Others
(b)
15.WOULD YOU BUY A BRAND IF YOUR FAVORITE CELEBRITY IS ENDORSING IT?
(a) Strongly agree (b) agree (c) neutral (d) disagree

16.WHAT KIND OF OFFERS DO YOU LIKE:

(a) Free insurance (b) special discount on sale (c) extending the service period (d)
finance with 0% interest

17.WHICH BANK DO YOU PREFER IN GETTING FINANCIAL HELP?

(a) ICICI (B) HDFC (C) SBI (D) Others

18.WHAT MODE DO PREFER TO MAKE PAYMENT:

(a) Debit card (b) credit card (c) net banking (d) others

19.WHICH TYPE OF OFFERS HAVE YOU RECEIVED MOST:

(a) Free shipping and delivery (b) free gifts (c) credit points (d) referrals (e)
discounts and coupons

20.HOW SAFE IS VOLKSWAGEN?

(a) Extremely safe (b) moderately safe (c) Not at all safe (d) others

21.HOW IS SERVICE QUALITY OF VOLKSWAGEN?

(a) Very good (b) good (c) bad (d) very bad

22.ARE YOU A PRICE SENSITIVE CONSUMER?

(a)Depends on quality (b) depends on brand (c) depends on dealer (d) others

23.DO YOU BUY VOLKSWAGEN FOR?

(a) Comfort (b) Performance (c) Race driving (d) Others
24.WOULD YOU RECOMMEND YOUR FRIENDS AND COLLEAGUES TO USE
VOLKSWAGEN?
(a) Always (b) Often (c) Sometimes (d) rarely (e) Never