A study on Women consumer attitude of purchasing car

Internal guide Mr.S.Jayakumar

BACKGROUND OF THE STUDY

Consumer Behavior and Marketing Strategy
The study of consumers helps firms and organizations improve their

marketing strategies by understanding issues such as how the psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

COMPANY PROFILE
Hyundai Motor Company was later established in 1967 in south Korea
by Chung- Ju- Yung.

The company's first model, the cortina was released in cooperation

with ford motor company in 1968 .

The first model of Hyundai Motor Company was Hyundai Pony In

1975, was released, with styling by Giorgio Guiro of Taliesin and power train technology provided by Japan's Mitsubishi motors entered the U.S. market in 1986 with the introduction of its subcompact Excel.

In the 80-s newspapers of worldwide informed about Korean

economical miracle. The country was on the peak of industrialization, therefore the necessity in vehicle-park increased . concentrated on the strengthening of own international positions .

In the new millennium all efforts of Hyundai Motor Company were

production capacity will begin PRODUCTS:

SANTRO ACCENT GETZ PRIME SONATA EMBERA ELANTRA VERNA TUCSON TERRACAN TORNADO

 HYUNDAI MOTOR INDIA LIMITED

wholly owned subsidiary of Hyundai Motor Company and is the second largest and the fastest growing car manufacturer in India. HMI L's fully integrated state-of-the-art manufacturing plant near Chennai boasts some of the most advanced production, quality and testing capabilities in the country.

INFRASTRUCTURE
The Hyundai India plant located in Irungattukottai, 30
kilometers from Chennai was built in record time. The plant is first self-sufficient manufacturing unit in India to be independently invested by an overseas automobile company. Hence, In order to meet the increasing automobile demand, a second plant with 300,000-units its mass production in october2007. The Santro in the B segment, Getz in the B+ segment, the Accent and Verna in the C segment, the Elantra in the D segment, the Sonata Embera in the E segment and the Tucson in the SUV segment .

OBJECTIVES
To find out the factors that influence women car
buyers To find out the major information sources through which they come to know about the carmakers and models. To find out the price range that is preferred by women and the financial sources which they prefer to purchase cars To find out the preferences with regard to interior comforts, safety measures and other comforts that the carmakers offer.

RESEARCH METHODOLODY
DESIGN OF DESCRIPTIVE STUDIES
A descriptive study involves the following steps: Formulating the objectives of the study Defining the population and selecting the sample Designing the method of data collection Analysis of data Conclusion and recommendation for further improvement in the practice .
A study is carried out by means of questionnaire and the respondents were requested to be frank in their views. A short preliminary talk about the purpose of the study has been given in order to establish rapport with the respondents. They were told that their views would remain quite anonymous and no time limit was set to complete the questionnaire.

PRIMARY DATA

 Data Source:

The present study is based exclusively on primary data generated using questionnaire, from the sample of 200 Consumers in Chennai city. A standardized questionnaire suitable to the study is framed and conducting pilot study tests its reliability and sensitivity. Based on the findings of the pilot study some modifications have been made in the questionnaire. Nearly 200 samples were collected from Chennai women consumers .

SAMPLE SIZE

STATISTICAL TOOLS USED

-BI VARIATE ANALYSIS -Chi-Square Analysis -NON-PARAMETRIC TESTS

Chi-Square Analysis
To test the significance of the independence between two
attributes, chi-square test is used. We set-up. Ho: The two attributes are not associated &against H1: The two attributes are associated Under Ho, the test statistic chi square is (O-E) = ------------ (r-1),(c-1) d.f E Where O Stands for the observed Frequencies E Stands for expected frequencies, r and c are respectively the number of rows and number of columns. The expected values are calculated using the formula Row total column total E = -------------------------------------Grand total The calculated value of chi- square is greater than the table value for (r-1)(c-1)degrees of freedom at 0.05 or 0.01 level of significance then reject Ho , otherwise accept Ho.

NON-PARAMETRIC TEST
BINOMIAL DISTRIBUTION
The binomial probability distribution whose mean would be equal to n.p and standard deviation equal to (n.p.q),where p represents the probability of success, q represent the probability of failure such that p+q=1 and n the size of the sample. Mean proportion of successes = (n.p)/ n =p And standard deviation of the proportion of successes = p.q/n When the sample size is large, the binomial distribution tend to become normal distribution, as such for proportion testing purpose we make use of the test statistic Z as p^-p z = ------------------p.q/n where p^ is the sample population

FINDINGS
women consumers were price conscious

aware about the car and highly satisfied with car they own Through bank loan they purchase cars.

SUGGESTION RECOMENDATION

The respondents were aware about cars through entire information source. So the company should come out with, the most effective dissemination of information about cars, through all possible advertisement strategy. Most of the respondents those who were highly aware about cars belong to the age group of 30-35,Hence the company should target the above age group to offer the car according to their preferences. The survey indicates that more respondents prefer low price models (2.5 -4.5 lakhs).Hence I suggest that manufacturer must offer car of above price range to women consumers. As more respondents prefer light colors with air conditioner facility in the cars, I suggest that the manufacturer should give high priority to these features. Further child safety rear door locks as safety measures and stylish exteriors are preferred by most of the consumers, Therefore manufacturer must serious thought to these suggestions.

CONCLUSION
As per the study, I conclude
The most preferred car must be compact, air conditioned, stylish and safety measure such as child lock system. As the consumers belong to upper middle income group, the company should facilitate attractive loan offers by having tie-ups with commercial bank High focus and weightage must be given to attribute preferred by women while launching the new product. The year of warranty they expect for a car shows that the awareness has reached the mass female. After sales service also considered by the women consumer, hence high priority should be given for after sales service with sufficient staff and networking infrastructure.

SCOPE OF THE STUDY

The project was developed on the basis
women consumers. It will be helpful to found out the awareness level of women consumers and their specification about car. It will be helpful for the company in developing a new product according to women expectation and product modification according the women consumers specification for existing product.

LIMITATIONS
The study is to a certain extent limited by the vastness of the

canvas and the time available with the researcher for this assignment. The issue has multiple perspectives, evidenced by the large number of theories that abound on the subject and the enormous literature available. It thus requires enormous perspicacity and a judicious use of literature and primary information sources to carry out a planned investigation on the subject. While sincere efforts have been made to examine the issue from different perspectives the availability of more time would have possibly thrown up more perspectives and a larger primary information sample leading to more accurate analysis and qualitatively superior solutions.

Thanks to all