marketing research on car

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CONSUMER BUYING BEHAVIOUR

FOR CAR

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PRESENTED BY

• Akash Gupta – 188• Alankar Das – 190• Amit Dedha – 366

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CONTENTS• Introduction• Introduction• Major players• Market share• Research Methodology• Objectives of Research• Result Analysis• Key Findings• Recommendation• References

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INTRODUCTION

• SIAM (Society of Indian Automobile Manufacturers) is apex Industry body representing 46 leading vehicle & vehicular engine manufacturers in India• Indian automobile industry is one of largest markets in world & had

previously been one of fastest growing globally, but is now seeing flat or negative growth rates• India's passenger car & commercial vehicle manufacturing industry is

6th largest in world, with an annual production of more than 3.9 million units in 2011• Until recently it was dominated by Maruti Suzuki but new players like

Renault & Volkswagen had shown good signs of growth

• 1st car ran on India's roads in 1897. Until 1930s, cars were imported directly, but in very small numbers

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MAJOR PLAYERS• a

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MARKET SHARE

38.4

12.62.7

2.5

3.93.13.9

6.8

26.1

CARS

Maruti Suzuki Hyundai Honda Volkswagen FordToyota General Motors Mahindra Others

RESEARCH METHODOLOGY

Sample size 60

Target Population 18-25 years26-35 years36- 45 years45 above

Area covered Okhla, Kalkaji, Gurgaon & Noida

Sampling Simple random

Type of questions Close ended questions

Data Collection Primary Data ( Questionnaire)Secondary Data ( Published sources, Online Portal )

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OBJECTIVE OF STUDY

• To conduct a market survey of various leading Car manufacturers in India• To find out brands having highest & lowest market share• To analyze the reasons for success of strong brand• To formulate strategies for weak brands• To know Target customers• To know Frequency of purchase

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RESULT ANALYSIS

Youth3%

Young Adult33%

Adults42%

Senior Citizens22%

Q.1) Age group

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GENDER

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Male87%

Female13%

Q.2) gender

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PROFESSION/OCCUPATION

Student8%

Service33%

Business27%

Self-employed22%

Others10%

Q.3) occupation

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INCOME

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12

10000-150002%

15000-2000012%

20000-5000045%

50000-100000

32%

Above 1 lakh10%

Q.4) income (Rs.)

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PREFERRED BRAND

Maruti Suzuki42%

Honda14%

Hyundai24%

Others20%

Q.5) PREFERRED BRAND

PURCHASE CRITERIA

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Price18%

Features17%

Design15%

Brand Name21%

Reliability14%

After Sales Service15%

Q.6) purchase criteria

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PROMOTIONAL STRATEGY

TV advertisements Print advertisements Radio Billboards0

5

10

15

20

25

30

35

Q.7) PROMOTIONAL STRATEGY

CELEBRITY INFLUENCE

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Yes No0

5

10

15

20

25

30

35

40

Q.8) CELEBRITY INFLUENCE

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Very Dis-satisfied3% Dis-satisfied

12%

Neutral22%

Satisfied33%

Very satisfied30%

Q.9) satisfaction

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PURCHASE MADE FOR…..

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Family23%

Yourself45%

Your children28%

Your girlfriend3%

Q.10) Purchase made for…

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FULL VALUE FOR MONEY

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Yes No0

5

10

15

20

25

30

35

40

Q.11) VALUE FOR MONEY

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KEY FINDINGS

Strongest Brand – Maruti Suzuki

Maruti Suzuki was followed by Hyundai

Weakest Brand – Nissan

People are attracted towards advertisements on television & also

by seeing online ads like on ‘Youtube’ or any other websites

Consumer are attracted towards a product by their ‘Brand Name’

rds advertisements on Television

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RECOMMENDATIONS

• Focus On Innovative & attractive Advertisements. Nissan should

focus on online sources of Advertisements

• New innovation & technology should be adopted

• Price should be reasonable

• They should improve after sale service to gain brand loyalty

• They should conduct regular market survey & accordingly make

strategy for their promotion

• More offer should be given to the consumer during festive seasons

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REFERENCES

www.google.co.inwww.marutisuzuki.comwww.Hyundai.com/in/en/mainwww.hondacarindia.comwww.toyotabharat.comwww.overdrive.inwww.autocarindia.comwww.zigwheels.com

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