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DissertationOn
Car Market and Buying Behavior- A study of
Consumer Perception
Towards The Partial ulfillment ofPost !raduate Diploma in Management
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Ta"le of Content
1. Executive Summary06
2. Introduction..08
3. Overview of the Auto e!ment1"
". #eview of $iterature20
%. O&'ective of the tudy2(
6. Sco)e of the tudy..30
*. #eearch methodo+o!y.32
8. $imitation of the tudy..3(
(. ,ar- rofi+e.."0
10./indin! and Ana+yi.%1
11.,ro a&u+ation.68
12.,onc+uion*1
13.Sco)e of the Study.*"
1".Annexure...*%
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#$ecutive %ummary
The automobile industry today is the most lucrative industry. Due to the increase
in disposable income in both rural and urban sector and easy finance being
provided by all the financial institutes, the passenger car sales have increased at
the rate of 38% per annum in June 200!0" over the corresponding period in the
pervious year. #urther competition is heating up in the sector $ith a host of
international players coming in and other lie $ols$agon, &udi, and '() all
set to venture in the *ndian marets. +ne factor that could help the companies in
the mareting of their product is by no$ing and creating a personality for their
brands.
This report attempts to ans$er some of the uestions regarding brand
personality of selected cars in -urnool Dist. by conducting the maret research.
This report is categoried into parts, deals $ith introduction to brand personality,
companies selected, product and the industry.
+ne factor that could help the companies in the mareting of their products is
buying 'ehavior of the consumers. The 'uying 'ehavior of the customers can
be studied by no$ing their perceptions about the cars in the maret and about
the possible entrants in the maret. +ne such techniue is by no$ing and
creating a personality for the brands.
This personality setching $ill help in no$ing $hat a customer /or a potential
customer thins about a given brand of car and $hat are the possible factors
guiding a possible purchase. 1imilarly, the idea of measuring the customer
satisfaction $ill serve the same purpose of determining the customer perception.
Thus, by measuring the $illingness of eisting users of a car to recommend it to
others $ill help the car manufacturers to chal out the entire 4ustomer 'uying
'ehavior.
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The reports shall attempt to ans$er some of the uestions regarding brand
personality of selected cars in *ndia by conducting a maret research. The
maret research $ill be helpful for the ne$ car entrant companies in *ndia to find
out the possible gaps bet$een the customer epectations and the present
maret offerings. This $ay these companies $ill be able to find their share in the
ever!epanding *ndian maret pie.
The research $ill trac the customer satisfaction in the follo$ing t$o layers5
6roduct related 6arameters
Dealers related parameters
The customer satisfaction inde $ill be calculated for the car brands taen into
consideration.
*t $ill be mainly a primary research and the information $ill be gathered from
both primary and secondary research. The study $ill analye the applicability of
eisting research concepts, theories, and tools for evaluating consumer
satisfaction.
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&'T(OD)CT&O'
&'T(OD)CT&O'
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*t is true fact that if you are satisfied you recommended to others. )ord of mouth
and customer satisfaction play a very important role in determining maret
perception about an automobile. *t is the maret perception that determines the
success of a company and so it is very important for the car manufacturers to
measure the 7$illingness of eisting users of a product to recommend it to
others. The same is a lot of interest to customers as $ell for it helps them mae
the purchase decision.
& car is one of the most significant purchases that an *ndian household maes
and this proect addresses the most important uestion that perplees car
manufacturers5
7)hat maes the perfect car that influence $ill $illfully purchase9
The proect highlights the factors that influence the buying decision of a
consumer.
The factor under consideration $ould be5
6rice
*ncome of the consumer
#eatures in the car
1afety standard
)arranty scheme
#inance facility
*s a consumer ready for more9 )hich is the driving motive behind the effective
demand of the car9 :o$ the coming of ne$ models lie s$ift does is going to
effect the buying decision of consumer and especially the Tata ; lah car.
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*n other $ords, from the spread of choices offered by various manufacturers
under various segments, of $hich one the customer $ill finally turn the ignition
on and drive.
4ustomer satisfaction inde5 some of the most advance thining in the business
$orld recognies that customer relationships are best treated as assets, and that
methodical analysis of these relationships can provide a road map for improving
them
7*f you cannot measure it, you cannot improve it. < =ord )illiam Thomson -elvin
/;82>!;?0@
7&s one of the measurements of the performance of the uality management
system, the organiations shall monitor information relating to customer
perception as to $hether the organiation has met customer reuirements. Themethod for obtaining and using this information shall be determined
Trends in customer satisfaction and ey indicators of customer dissatisfaction
shall be documented and supported by obective information. These trends shall
be compared to those of competitors, or appropriate benchmars, and revie$ed
by senior management.
There is obviously a strong lin bet$een customer satisfaction and customer
retention. 4ustomerAs perception of service and uality of product $ill determine
the success of the product or service in the maret.
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)ith better understanding of customerAs perceptions, companies can determine
the actions reuired to meet the customerAs needs. They can identify their o$n
strengths and $eanesses, $here they stand in comparison to their competitors,
chart out the path future progress and improvement. 4ustomer satisfaction
measurement helps to promote an increased focus on customer outcomes and
stimulate improvements in the $or practices and processes used $ithin the
company.
4ustomer epectations are the customer!defined attributes of your product or
service. )e cannot create satisfaction ust by meeting customerAs reuirements
fully because these have to be met in any case. :o$ever falling short is certain
to create dissatisfaction.
(aor attributes of customer satisfaction can be summaried as5
6roduct uality
6roduct pacaging
-eeping delivery commitments
6rice
Besponsiveness and ability to resolve complaints and reect reports
+verall communication, accessibility and attitudes
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)e cannot begin to address the customer satisfaction issue $e define the
parameters and measures clearly.
The customer satisfaction inde represents the overall satisfaction level of that
customer as one number, usually as a percentage
Values
Benefits
Features - Attributes
+ -
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The buying process involves the follo$ing steps5
10
ro&+em#eco!nition
Information earch
Eva+uation
ot urchaeionance
uy
eciion
Satifaction
rand Acce)tance
iatifaction
rand #e'ection
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7The fact that $ord of mouth sales are a big deal in this industry has also helped.
*ndustrial field of study and maret surveys reveal that 20!30 percent of sales
are through $ord of mouth.
/or the )ur)oe of the )ro'ect ha under!one throu!h
1urveying the relevant consumer base through ehaustive uestionnaire.
Cnderstand the elements underplaying in each segment
Deducing & analytical overvie$ through different statistical methods
#ecommendation come from atifaction and atifaction come from
11
Service Quality
RelationshipQuality
Product Quality
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O*#(*+ O T,# A)TO %#!M#'T
*ndians have emerged as avid car enthusiasts sporting their pried possessions
as status symbols and speed machines. #oreign car companies have discovered
the *ndian consumer as $ell as the B D potential in the *ndian technical
fraternity and are setting up manufacturing plants right and left across the
country at lo$er costs. The *ndian automobile industry is currently eperiencing
an unprecedented boom in demand for all types of vehicles. This boom has
been triggered primarily by t$o factors5
/; increase in disposable incomes and standards of living of middle class
*ndian families estimated to be as many as four million in numberE
F1ource5 &uto drive (againeG
/2 The *ndian governmentHs liberaliation measures such as relaation of the
foreign echange and euity regulations, reduction of tariffs on imports, and
baning liberaliation that has fueled financing!driven purchases.
F1ource5 *ndia Today $eelyG
*ndustry observers predict that passenger vehicle sales $ill triple in
coming five years to about one million, and as the maret gro$s and customerHspurchasing abilities rise, there $ill be greater demand for higher!end models
$hich currently constitute only a tiny fraction of the maret. These trends have
encouraged many multinational automaers from Japan, C. 1. &., and Iurope to
enter the *ndian maret mainly through oint ventures $ith *ndian firms.
*ndia is increasingly becoming a 4$OA$ A5OOI7E 5 both for the
vehicles and component industry. *ndia is fast integrating itself into the $orld
economy and open to international automotive companies, $ho are increasingly
investing in *ndia.
The *ndian automotive and component industry is looing to increase the uality
of production from eisting levels, to develop ne$ products and to increase
eports. *n the long run *ndia is $ell set to become a ey maret for automotive
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and component manufacturers in terms of local demand and as a base for
eport.
&dditionally, companies such as (, Daimler 4hrysler, Toyota, Delphi and
(*4+K'osch are utiliing *ndiaAs $ell developed *T K soft$are capabilities and
have set up BD hubs here for their global operations.
:ere in the area is of study and research more emphasis is laid to understand to
no$ about potential buying pattern of customers as the analytical area has got
constraints lie lacing manufacturing units of automotives and components.
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&ndustry %ie
The domestic *ndian passenger car maret /including utility vehicles totaled
?00,000 units /$ith a 4ompound &nnual ro$th Bate of ;0 per cent over the past >
years $hile the eports $ere ;30,000 million units /$ith a registered 4&B of "8
per cent over the past > years during financial year 200>
The *ndian t$o!$heeler *ndustry is one of the largest in the $orld, and is epected
to maintain robust gro$th in the future
*ndia offers a distinct technological and cost!competitive advantage, $hich global
+riginal Iuipment (anufacturers /+I(s and automotive suppliers are leveraging
for both manufacturing and research facilities. The passenger car maret is
proected to gro$ at a 4&B of ;2.3 per cent over the net fe$ years. ro$th in the
mid!sie and premium car segments is epected to outpace the overall maret
gro$th.
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&ndian Automo"ile &ndustry
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&utomobile *ndustry in *ndia is still in its infancy but gro$ing rapidly. The
opportunities in the automobile industry in *ndia are attracting big names $ith the
big purse and they are investing vigorously in infrastructure, design and
development, and mareting. &utomobile industry in *ndia is today poised for the
big leap.
*ndia is the 2nd largest t$o $heeler manufacturer in the $orld
1econd largest tractor manufacturer in the $orld
th largest commercial manufacturer in the $orld
3rd largest car maret in &sia, surpassing 4hina in the process
&utomobile industry 4ontributes ;@% of the total indirect taes collected by the
echeuer is a driver of product and process technologies, and has become a
ecellent manufacturing base for global players, because of its
high machine tool capabilities
Itremely capable component industry
(ost of the ra$ material locally produced
=o$ cost manufacturing base
:ighly silled manpo$er
1pecial capability in supplying large volumes
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ometic and /orei!n 7ehic+e anufacturer5
Passenger *ehicles
The main domestic manufacturers of passenger vehicles are as follo$s5
(aruti Cdyog
Tata K Telco
(ahindra K (ahindra
:industan (otors
#oreign competitors manufacturing locally including yundai9 /ord9 4enera+
otor9 onda9 and oyota.
,ar demand ha een a turnaround ince mid 2001 than: to heavy
dicount and chea)er finance. A +ar!e num&er of new mode+9 &oth
+oca++y aem&+ed and im)orted9 have a+o revita+i;ed the mar:et.
*n terms of volumes5
The &K' segments are $here *ndiaAs strength and future lies. The &K'
segment accounts for over "% of the total passenger vehicles
produced. 4ompetition in this segment is stiff $ith (aruti the maret
leader $ith around % maret share. Le$ models from Telco /*ndica,
:yundai /1antro and #iat /6alio ho$ever are eroding (arutiAs long
standing dominance in this segment.
The mid K luury range is developing $ith the introduction of #ord /*on,
:yundai /&ccentK1onata and 1oda /+ctavia, although the volumes are
not significant.
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The CM segment remains sluggish $ith gro$th at ust over ;%. The clear
maret leader, (ahindra />>% maret share posted increased sales of
?% in the first 3 uarters of 2002K03. Toyota and Telco domestic CM
business remains flat.
,ommercia+ 7ehic+e
The main *ndian companies in the 4ommercial Mehicle segment are5
T&T& Ingineering and =ocomotive 4ompany /TI=4+
&sho =eyland
'aa Tempo =td
Iicher (otors =td
1$ara (ada
There is only one international company currently manufacturing 4Ms in *ndia,
Molvo but again volumes are not large. +ther global players are active, although
in partnership $ith one of the domestic manufacturers I.g.5! *MI4+
/manufacturing their range of trucs in association $ith &sho =eyland.
There has been a significant turn around in this segment over the last ;8 months
$ith over 30% gro$th being seen in terms of both production and sales.
This sector has received a huge boost $ith *ndiaAs massive demand from the
infrastructure sector /particularly roads, cyclical fleet replacement by fleet
o$ners and an upturn in the cement and steel sectors.
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Automo&i+e anufacturer ar:et Share
aen!er ,ar $,7
0.60" n 0.083 n
(aruti /JM of 1uui, leading the maret,
Tata and (( are the ey players
a #ollo$ed by :yundai and Tata, together hold close to @% of maret
b Dae$oo stopped production, mainly due to financial issues years long
bac
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(eview of .iterature
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Brand Personality
& brand is 7a set of epectation and association evoed from a company or
product. & brand is ho$ your ey constituents! customers, employees,
shareholders etc. eperience $hat you do. 1ome brands are of such great
importance to people, that $e spea of them as a part of oneAs life and identity,
being used to epress one. 1ome $ould say that these brands have their o$n
personality, the brand personality, $hich can be defined as 7the set of human
characteristics associated $ith a given brand. Thus, it includes such
characteristics as gender, age and socioeconomic class, as $ell as such classic
human personality is both distinctive and enduring.
'ased on the premise that brand can have the personalities in much the same
$ay as humans, brand personality describe brands in terms of human
characteristics. 'rand personality is seen as valuable factor in increasing brand
engagement and brand attachment, in much the same $ay as people relate andbid to other people. (uch of the $or in the area of brand personality is based
on translated theories of human personality and using similar measures of
personality attributes and factors. 'rand personality refers to the set of human
characteristics $e associated $ith the brand. & common $ay of determining this
is to reply on the metaphor5 7*f the brand $as a person, $hat $ould heKshe be
lie9 $e then list and group the traits to describe the brand as, for eample5
caring, approachable and trust$orthy. :o$ever, there is a lot more $e can do.
'ecause many people interact $ith brands as though they $ere other people, it
is important to understand $hat a brand personality consists of, and ho$ its
characteristics can be used to affect the relationship bet$een the brand and its
user. -no$ing and understanding the brand personality gives a good insight into
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this relationship, and into peoplesA attitudes to$ards the brand, and is also as
important guide to communicating the brand.
7A$5ES A> ,A#A,E#ISI,SS O/ #A> E#SO>A$I?
6eopleAs personalities are determined largely through the value and beliefs they
have, and other personality characteristics they develop. &n eample of value or
belief is honesty.
(any people believe in being honest in everything they do and say. &n eample
of characteristic is confidence. This is not a belief, but more of a behavior. There
are, of course, many valueKbeliefs and characteristic that a person may have, but
there are some that are particularly lieable. *t is these lieable values and
characteristics that people are inevitably attracted. Iamples of these include
dependability, trust$orthiness, honesty, reliability, friendliness, caring, and fun!
loving.
There are about t$o hundred $ords that describe personality characteristics,
and these can be used for putting personality into brands. To illustrate ho$
people thin in personality terms $hen maing udgments about brands, here
are the results of consumer research into ho$ people feel about to$ companies.
)hen ased uestion5 7if these companies are people, ho$ $ould you describe
them9 their replies $ere5
4ompany & 4ompany '
1ophisticated Iasy going
&rrogant (odest
Ifficient :elpful
1elf! centered 4aring
Distant &pproachable
Disinterested *nterested
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These t$o companies are actually competitors in a service industry. *f you $ere
ased of these t$o companies you $ould lie to be your fiends, you $ould
probably choose company ', as did ?% of other respondents. *t is not
surprising that the service level of company ' can be better eperience for
customers than that of company &. it is also easy to conclude that if customers
consistently eperience these differences bet$een the t$o companies, then the
brand image of company ' $ill be much better than company &.
& further point of interest arising out of this research is that people tend to prefer
brands that fit their self!concept. Iveryone has vie$s about themselves and ho$
they $ould lie to be seen by others. &nd they tend to lie personalities that are
similar to theirs, or to those $hom they admire. Thus, creating brands $ith
personalities similar to those of a certain group of consumers $ill be an effective
strategy. The closer the brand personality is to the consumer personality /or one
$hich they admire or aspire to, the greater $ill be the $illingness to buy the
brand and deeper the brand loyalty.
he ,reation of rand erona+ity
'rand personality traits are formed and influenced by any direct or indirect
contact that the consumer has $ith a brand. & brand, unlie a person, cannot
thin, feel or act. & brand has no obective eistence at allE it is simply a
collection of perception on the mind of the consumer. 4onsumers accept the
mareting actions to humanie brands. +ne eplanation fort this can be found in
the theories of animism, $hich suggest that there eists need by people to
anthropomorphie obects in order to facilitate interaction $ith the nonmaterial
$orld. &nthropomorphie occurs $hen human ualities are attributed to non
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¬her form of animism eplains ho$ brand personality is created in a more
indirect $ay. This form of animism involves complete anthropomorphiation of
the brand obect itself. :uman ualities of emotionality and thought are
transferred to the brand. This is achieved $ith the help of the mareting actions,
especially advertising.
F1ource5 psycho &nalysis on &nimism < oogle 1earchG
+ne of the advantage of the brand personality is that based on their distinctive
personalities, consumers are able to differentiate bet$een brands. ¬her
advantage is that the consumer can interpret the brandAs image in such a $ay
that it is personally more meaningful. 'rand personality encourages more active
processing on the part of the consumer. Thus, the consumer put more efforts in
creating and using the brand personality. & further advantage of brand
personality is that life is given to a brand. 'y vitaliing a brand, another
perspective of brand personality can be eamined, namely the role of a brand as
relationship partner in a consumer!brand relationship. Let $e $ill concentrate
on these consumer!brand relationships.
)hether the brand is a product or a company, the company has to decide $hatpersonality traits the brand is to have. There are various $ays of creating brand
personality. +ne $ay is to match the brand personality as closely as possible to
that of consumers or to the personality that they lie. The process $ill be
Define the target audience
#ind out $hat they need, $ant and lie
'uild a consumer personality profile
4reate the product personality to match that profile
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This type of approach is favored by companies such as =evi 1trauss, $ho
research their target audience fastidiously. #or =evis the results is a master
brand personality that is5
+riginal
(asculine
1ey
Nouthful
Bebellious
*ndividual
#ree
&merican
& related byproduct brand personality /for a specific customer group such as
=eviAs 0; eans is5
Bomantic
1eually attractive
Bebellious physically pro$ess
Besourceful
*ndependent
=ies being admired
'oth profile appeal mostly to the EOIO>A$ SIE O/ E EO$E-S
I>S! to their feelings and sensory function. This profiling approach aims to
reinforce the self!concept of the consumers and their aspirations. The approach
is ideal for brands that adopt a maret!niche strategy, and can be etremely
successful if a maret segment has a degree of global homogeneity, as is the
case $ith =evis.
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>on )roduct re+ated &rand )erona+itie driver
5er ima!inary< user imaginary can be based on either typical users
/people you see using the brand or idealied users /as portrayed in
advertising and else $ere. Cser imaginary can be po$erful driver of
brand personality, in part because the user is already a person and thus
the difficulty of conceptualiing the brand personality is reduced. #or
eample 4harlie has a feminine, strongly independent brand personality
driven by it user imaginary. The upscale personality of (ercedes and the
sey, sophisticated personality of 4alvin -lein are similarly influenced by
user imaginary.
S)onorhi) < activities such as events sponsored by the brand $ill
influence its personality.
A!e< ho$ long a brand has been on the maret can affect its personality.
Thus ne$ entrants such as #ord, vols$agon and 4hevrolets, and it as all
too common far a maor dominate brand to see as strongly and old
fashioned, a brand for older people.
Sym&o+ < a symbol can be po$erful influence on brand personality
because it can be controlled and can have etremely strong associations.
@hy ue &rand )erona+ity
The brand personality construct can help brand strategies by enhancing their
understandings of peopleAs perceptions of and attitude to$ards the brand,
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contributing to a differentiating brand identity guiding the communication effort
and creating brand euality.
Enrichin! undertandin!
The brand personality metaphor can help a manager gain an in!depth
understanding of consumer perceptions and attitudes to$ards the brand.
'y asing people to describe a brand personality, feelings and
relationship can be identified that often provide more insight than is
gained by asing about attribute perceptions.
,ontri&utin! to a differentiatin! identity
1trategically, a brand personality, as a part of a core or etended identity,
can serve as the foundation for meaningful differentiations. &dvertising
agencies such as Noung Bubicam and +gilvy (ather routinely
include a brand personality statement as a part of their brand positioning
strategy.
4uidin! the communication effort
Tactically the brand personality concept and vocabulary communication
the brand identity $hich richness and teture to those $ho must
implement the identity building effort. 6ractical decisions need to be made
about not only advertising but pacaging, promotions, $hich events to
associate $ith, and the style of person interactions bet$een the customer
and the brand.
,ratin! &rand euity
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The brand personality creates brand euity. The self!epression model
eplains this. The model says that for certain groups of customersE some
brands become vehicles to epress a part of their self!identity. 6eople
epress their o$n or idealied identity in a variety of $ays, such as a ob
choices, attitudes, options, activities and lifestyles. 'rand that people lie,
admire, discuss, buy and use also provide a vehicle for self!epression.
rand )erona+ity of car
&re you $hat you drive9 That is $hat are companies seem to be asing and in
the same breath trying to convince you about. *n other $ords, are you the
:yundai accent o$ner $ho commands immediate respect $herever she goes
/including fro the potential father!in!la$ or are you the suave eecutive from the
4hevrolet ad $ho is ever ready to share a moment $ith loved one9 )ith a
plethora of ne$ models in the maret, and generic benefits /such as space or
fuel efficiency of a particular car segment hardly a distinguishing factor bet$een
car models, mareter are increasingly differentiating on the emotional pay!off a
particular car modelKbrand provides to the customer. This, of course, varies from
the segment to segment and also on ho$ long a particular model has been in
the maret.
#or instance, $hile advertising for entry level or smaller cars tends to focus more
on the rational or functional benefits of the vehicles, the differentiations is
increasingly on the emotional benefits $hen it comes to high end cars.
7enerally, it has been seen as one move up the value chain, the differentiationis more on the emotional pay!off. 6eople buy car as an etension of their
personality rather than ust features. & car, in *ndia, helps build up sho$ off,
social esteem value. The advertising $ould also vary according to the segment
$hich one is targeting, he says. #or instance, the 4hevrolet +ptra ad /$hich
depicts a young husband driving his $ife to see the moon on the occasion of
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-arvachauth sho$s an +ptra consumer as someone $ho believes in family
values and indulging loves ones.
F1ource5 televisionG
7)e find that typically profile of an +ptra consumer is someone $ho is in the age
group of 3!>years and has a chauffer. :e buys a car not only for himself but
also for the family and tries to mae up, for not being able to spend enough time,
by indulging love ones, points out dutta. The positioning goes $ell $ith the
companies catch lines of 7for a special ourney called life.
:igh end car maer 1oda auto too, through its advertising, attempts to connect
$ith its consumer on emotional level. 74ar is the etension of the personality and
our advertising sho$s the consumer to be youthful, image!conscious and even
bit a macho. The campaign ointly made by 1odaAs mareting department and
ad agency *') not only communicates the uality of the brand but an
appreciation for the finer things in life. The target 1oda consumer is a 1I4 &;,
primarily male, businessman or someone in the senior management, says
1hashan vaid, manager /mareting, 1oda &uto *ndia. 1urely, image building
does come higher in the consumerAs scheme of priorities $hen buying a ne$ carthan ever before.
The importance of brand image has risen sharply in the last fe$ years. &t the
segment level, the increase in importance is greater for the mid!sie cars,
indicating the relevance of brand among the more epensive maret segments.
The manufacturer need to focus more o ho$ consumers perceive them as
offering eciting cars and being committed to$ards them. 4ontemporariness of
model has a big impact on purchase decision. The perception of the car in terms
of its performance and design, uality, sales, after sales, cost of o$nership,
apart from brand image, all impact upon the purchase decision.
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&s long as advertising for cars is strongly differentiated and sharply positions the
model and at the same time satisfies a define need segment, it shall have the
capability to brea the clutter and creates a uniue and compelling reason for
consumers to purchase. 7+ne good eample of this is /O# IBO>! the osh
machine made a tremendous impact on consumers in offering to satisfy a clear
need. Nou can see some more of this $ith a recently launched premium hatch
bac as $ell.
F1ource 5 televisionG
*nterestingly, the strategy mareter follo$ changes a bit $hen it comes to
addressing the smaller car category $ith the rational benefits of a brand tending
to be the focal point of the campaign. 7)e have found that typically a buyer for a
smaller car /sub Bs > lac loos for aspects such as reliability and fuel efficiency.
This changes as $e move up since in case the consumer has been $ith the
category for a longer time and hence it is important t to tal of an emotional pay
off.
& case in point is the (aruti 800 campaign in $hich the ids $ho is playing $ith
a toy (aruti 800 eclaims to his dad /$hen ased ho$ long $ill he eep on
running the car, 7papa i -ara, petrol hatam hi nahin :onda. The ad cleverlyconveys that the car ust eeps going on and on. *t ends $ith the voiceover
telling us that (aruti 1uui is most fuel!efficient car.
:o$ever in the small car segment, the rational benefits magic is not al$ays
applicable. Tae the case of :yundai 1antro, the advertising of $hich has
evolved over the years from initially conveying mainly the functional benefits of
the model to connecting $ith the consumer on an emotional level no$. 7)hen
$e launched the 1antro, $e started $ith the positioning if the car being a
complete family car $hich $as completely rational positioning. 'ut then t$o
things happened! the product found acceptance in the maret and the
competition came up $ith similar product in the maret.
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'rand image is not driven by good advertising alone but is significantly impacted
upon by the cars performance and design, uality, and the cost of o$nership.
&mong the three, product uality has the highest correlation $ith brand image.
1mall car buyer sees capability in advertising, and fuel efficiency is relatively
more important to them. Technology, innovation, and good influence premium
mid!sie buyers. +ne reality for us in *ndia is that the maret is etremely
priceKvalue conscious. )hile maing purchases based on above, there is
rational side, $hich does have an impact on the decision on a particular mae
and model of car. 'e it rational or an emotional decision, consumers $ould have
to thin as a bevy of ne$ models flood the *ndian maret.
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O"/ectives of %tudy
The research obective is a statement, in as precise terminology as possible, of
$hat information is needed. The research obective should be framed so thatobtaining the information $ill ensure that the research purpose is satisfied.
Besearch obective have three components.
#eearch uetion C
The research uestion specifies the information the decision maing needs. The
responsibility of the researcher is to mae the researcher uestion as specific
and precise as possible. The researcher uestion ass $hat specific information
is reuired to achieve the research purpose, or ans$er the research problem. *f
the research uestions are ans$ered by the research, then the information
should aid the decision maer.
eve+o)ment of hy)othei C
& hypothesis is a possible ans$er to a uestion. Development of hypotheses
implies generating basically alternative ans$ers to research uestions. The
research determines $hich of these alternative ans$ers is correct. *t is not
al$ays possible to develop hypotheses, but efforts are to be made.
Sco)e or &oundarie of the reearch D
Defining the scope of the research or the research boundaries ensures the
desired precision or accuracy of the result.
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The researcherAs responsibility is to restate the initial variables associated $ith
the decision problem, that is convert the research problem, in the form of one or
more ey uestion formats!
:o$
)hat
)here
)hen
)hy
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O"/ectives of the (esearch
The research obectives for the proect undertaen can be defined as follo$s5
To determine the D#MO!(AP,&C *A(&AB.#% of the customers of
different brands of cars.
Examine the C)%TOM#( P#(C#PT&O'about the cars.
To judge the satisfaction level of car owners of different brands .
The research tracks responses at following two layers:
;. 6roduct related parameters
2. Dealer related parameters
To analyze the psychographic varia"lesof the customers of different
brand of the cars.
%cope of the study
*t is aimed to study the car maret and buying behavior of the customer. The
proect is analyed the demographic, psychographic and buying characteristics
of the customers in buying the car. *t includes the detailed study of customers
focusing on the various parameters that lead to identifying and understanding
the perception of the customer in buying the car brands.
%ignificance of the study
& brand is a set of epectations and associations evoed from company or
product. & brand is ho$ ey constituents! customers, employees etc.
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eperiences $hat you do. 1ome brands are of such great importance to people,
that $e spea of them as a part of oneAs life and identity, being used to epress
one. 1ome $ould say that these brands have their o$n personality, the brand
perception, $hich can be defined as the set of human characteristics associated
$ith a given brand.
'ecause many people interact $ith brand as though they $ere other people, it is
important to understand $hat a brand perception consists of, and ho$ its
characteristics can be used to affect the relationship bet$een the brands and its
users. -no$ing and understanding the brand perception gives a good insight
into this relationship, and into peoplesA attitudes to$ards the brand, and is also
an important guide to communicating the brand.
ike apparel and lifestyles brands! a car is extension of
one"s perception#. 6eople buy cars $hich either matches their personalities
or those $hich provide them opportunities of being perceived as somebody they
aspire to be. This becomes significant as consumers move up the value chain
from small compact cars to midsie and up$ards.
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(esearch Methodology
& research process consists of stages or steps that guide the proect from its
conception through the final analysis, recommendations and ultimate actions.
The research process provides a systematic, planned approach to the research
proect and ensures that all aspects of the research proect are consistent $ith
each other.
Besearch studies evolve through a series of steps, each representing the
ans$er to a ey uestion.
Besearch 6ro8ect 1teps
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*t has a logical and hierarchical ordering5
Determination of information research problem.
ODevelopment of appropriate research design.
OIecution of research design.
O4ommunication of results.
Iach step is vie$ed as a separate process that includes a combination of tas,
step and specific procedure. The steps undertae are logical, obective,
systematic, reliable, valid, impersonal and ongoing.
#0P.O(ATO(1 (#%#A(C,
The method * used for eploratory research $as
6rimary Data
1econdary data
P(&MA(1 DATA
Le$ data gathered to help solve the problem at hand. &s compared to
secondary data $hich is previously gathered data. &n eample is information
gathered by a uestionnaire. Pualitative or uantitative data that are ne$ly
collected in the course of research, 4onsists of original information that comes
from people and includes information gathered from surveys2 focus
groups2 independent o"servations and test results3Data
gathered by the researcher in the act of conducting research. This is contrasted
to secondary data $hich entails the use of data gathered by someone other than
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the researcher information that is obtained directly from first!hand sources by
means of surveys, observation or eperimentation.
rimary data i &aica++y co++ected &y !ettin! uetionnaire fi++ed &y the
re)ondent.
%#CO'DA(1 DATA
*nformation that already eists some$here, having been collected for another
purpose. 1ources include census reports, trade publications, and subscription
services. Data that have already been collected and published for another
research proect /other than the one at hand. There are t$o types of secondary
data5 internal and eternal secondary data. *nformation compiled inside or
outside the organiation for some purpose other than the current investigation.
Data that have already been collected for some purpose other than the current
study. Besearching information $hich has already been published. (aret
information compiled for purposes other than the current research effortE it can
be internal data, such as eisting sales!tracing information, or it can be
research conducted by someone else, such as a maret research company or
the *ndian overnment. 6ublished, already available data that comes from pre!
eisting sets of information, lie medical records, vital statistics, prior research
studies and archival data.
Secondary ource of data ued conit of &oo: and we&ite
(y proposal is to first conduct a intensive secondary research to understand the
full impact and implication of the industry, to revie$ and critiue the industry
norms and reports, on $hich certain issues shall be selected, $hich * feel remain
unans$ered or liable to change, this shall be further taen up in the net stage of
eploratory research.
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D#%C(&PT&*# (#%#A(C,
1TI61 in the descriptive research5
1tatement of the problem
*dentification of information needed to solve the problem
1election or development of instruments for gathering the information
*dentification of target population and determination of sampling 6lan.
Design of procedure for information collection
4ollection of information
&nalysis of information
eneraliations andKor predictions
DATA CO..#CT&O'
Data collection too place $ith the help of filling of uestionnaires. The
uestionnaire method has come to the more $idely used and economical means
of data collection. The common factor in all varieties of the uestionnaire method
is this reliance on verbal responses to uestions, $ritten or oral. * found it
essential to mae sure the uestionnaire $as easy to read and understand to all
spectrums of people in the sample. *t $as also important as researcher to
respect the samples time and energy hence the uestionnaire $as designed in
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such a $ay, that its administration $ould not eceed >! mins. These
%uestionnaires were personally administered.
The first hand information $as collected by maing the people fill the
uestionnaires. The primary data collected by directly interacting $ith the
people. The respondents were contacted at shopping malls! markets!
places that were near to showrooms of the consumer durable
products etc. The data $as collected by interacting $ith @ respondents $ho
filled the uestionnaires and gave me the reuired necessary information. The
respondents consisted of house $ives, students, business men, professionals
etc. the reuired information $as collected by directly interacting $ith these
respondents.
D#T#(M&'AT&O' T,# %AMP.# P.A' A'D %AMP.# %&4#
TA(!#T POP).AT&O'
*t is a description of the characteristics of that group of people from $hom a
course is intended. *t attempts to describe them as they are rather than as the
describer $ould lie them to be. &lso called the audience the audience to be
served by our proect includes ey demographic information /i.e.E age, se
etc..The specific population intended as beneficiaries of a program. This $ill be
either all or a subset of potential users, such as adolescents, $omen, rural
residents, or the residents of a particular geographic area. Topic areas5
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overnance, &ccountability and Ivaluation, +perations (anagement and
=eadership. & population to be reached through some action or interventionE
may refer to groups $ith specific demographic or geographic characteristics. The
group of people you are trying to reach $ith a particular strategy or activity. The
target population is the population * $ant to mae conclusions about. *n an ideal
situation, the sampling frames to matches the target population. & specific
resource set that is the obect or target of investigation. The audience defined in
age, bacground, ability, and preferences, among other things, for $hich a given
course of instruction is intended.
* have selected the sample through Sim)+e #andom Sam)+in!
%AMP.# %&4# 5
This involves figuring out ho$ many samples one need.
The numbers of samples you need are affected by the follo$ing factors5
6roect goals
:o$ you plan to analye your data
:o$ variable your data are or are liely to be
:o$ precisely you $ant to measure change or trend
The number of years over $hich you $ant to detect a trend
:o$ many times a year you $ill sample each point
:o$ much money and manpo$er you have
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%AMP.# %&4#
* have targeted @ people in the age group above 2; years for the purpose of
the research. The sample sie is influenced by the target population. The target
population represents the local regions of -urnool District. The people $ere from
different professional bacgrounds.
The details of our sample are eplained in chapter named primary research
$here the divisions are eplained in demographics section.
%AMP.&'! T#C,'&6)#
1imple random sampling techniue has been used to select the sample
& im)+e random am)+e is a group of subects /a sample chosen from a
larger group /a population. Iach subect from the population is chosen
randomly and entirely by chance, such that each subect has the same
probability of being chosen at any stage during the sampling process. This
process and techniue is no$n as Sim)+e #andom Sam)+in!, and should not
be confused $ith Bandom 1ampling.
45
http://en.wikipedia.org/wiki/Sample_(statistics)http://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Randomizationhttp://en.wikipedia.org/wiki/Probabilityhttp://en.wikipedia.org/wiki/Random_samplehttp://en.wikipedia.org/wiki/Sample_(statistics)http://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Randomizationhttp://en.wikipedia.org/wiki/Probabilityhttp://en.wikipedia.org/wiki/Random_sample -
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#((O(% &' T,# %T)D1
&nterviewer error
There is intervie$er bias in the uestionnaire method. +pen!ended uestions
can be biased by the intervie$erAs vie$s or probing, as intervie$ers are guiding
the respondent $hile the uestionnaire is being filled out. The attitudes the
intervie$er revels to the respondent during the intervie$ can greatly affect their
level of interest and $illingness to ans$er openly. &s intervie$ers probing and
clarifications maimie respondent understanding and yield complete ans$ers,
these advantages are offset by the problems of prestige seeing, social
desirability and courtesy biases.
6uestionnaire error
The uestionnaire designing has to careful so that only reuired data is
concisely reveled and there is no redundant data generated. The uestions have
to be $orded carefully so that the uestions are not loaded and does not lead to
a bias in the respondents mind
(espondent error
The respondents selected to be intervie$ed $ere not al$ays available and
$illing to co operate also in most cases the respondents $ere found to not have
the no$ledge, opinion, attitudes or facts reuired additionally uninformed
response errors and response styles also led to survey error.
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%ampling error
)e have taen the sample sie of @, $hich cannot determine the buying
behavior of the total population. The sample has been dra$n from only area ofstudyF-urnoolG.
(esearch Design
Besearch design is a conceptual structure $ithin $hich research is conducted. &
research design is the detailed blueprint used to guide a research study to$ards
its obective. *t is a series of advanced decision taen together comprising a
master plan or a model for conducting the research in consonance $ith the
research obectives. Besearch design is needed because it facilitates the
smooth sailing of the various research operations, thereby maing research as
efficient as possible yielding maimum information $ith the minimum effort, time
and money.
RESEARCH DESIGN
EXPLORATORY
RESEARCH
DESIGN
CONCLUSIVE
RESEARCH
DESIGN
DESCRIPTIVE
RESEARCH
CAUSAL
RESEARCH
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.imitations of the study
&ll the research proects are hindered in their smooth flo$ by some
unforeseen problems. The problems arise in the form of constraints bybudget, time and scope of the study. The current proect $as also faced
by certain problem. 1ome of the problems faced in the course of the
research are as follo$s5
& strong un$illingness on the part of the o$ners of various cars, to
participate and aid the research.
The boredom and $avering concentration that set in among the
respondents $hile ans$ering the long uestionnaire5 thus in turn led to
the difficulty of preventing incomplete uestionnaires.
1ampling error5 the research include a sample sie of @ customers $hich
is not enough to determine the brand perception of the consumers for
buying the cars. 1ince its not a census survey there is al$ays a chance of
error $hile etrapolating the results of a sample study over the population
especially in those researches $here the ualitative aspects are
concerned. 1o itAs al$ays doubtful to map the ualitative aspects using a
uantitative measure.
The study $as limited to the geographical region
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Car7s Profile
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Maruti )dyog .imited
(aruti Cdyog =imited is the premier car company in *ndia. (aruti Cdyog =imited
/(C= $as established in #eb ;?8;. The company entered into collaboration
$ith 1uui (otor 4orporation of Japan to manufacture cars. (aruti is the
highest volume car manufacturer in &sia, outside Japan and -orea.
(aruti Cdyog =imited, the largest 4ar selling company in *ndia, has many uniue
1ervice advantages for the customers. *t has bagged the #irst 6osition in JD
6o$er 4ustomer 1atisfaction *nde for the consecutive t$o years. The company
has also raned highest in the *ndia 1ales 1atisfaction 1tudy.
83 #stilo
(aruti launched all ne$ Istilo. *f you are $ondering $hy * dropped Qen from thiscarHs name then let me eplain. Istilo has got )agon BHs engine and chassis
and 1uui (B )agonHs shape. )hatever remains is taen from Qen, $ell does
anything remains actually9 Nes, LameR Lame is taen from Qen, HQen IstiloH. *n
essence itAs stylish )agon B, JapanHs (B )agon, combination of the t$o or
anything but Qen. *t seems (aruti $ants to eploit Qen brand!image hence
named this car after Qen.
Qen Istilo has the same engine /;0";cc, ">.8ps, 8>Lm, >!cylinder, ;"!valve,
(6#* #;0D 6etrol under the hood that is found in (aruti )agon B. &bsolutely
nothing has been changed ecept for the fact that this engine is much refined
and is slightly better at responsiveness and fuel economy. This simply translate
into HQen Istilo is a bit faster and more fuel economic than )agon BH. Due to
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highly good drivability, driving in city $ould be more fun $ith Qen Istilo.
Ilectronic 6o$er 1teering /not available in =S version really helps in cro$ded
traffic. +$ning and maintaining Qen Istilo $onHt be a problem, engine is proven
reliable and virtually maintenance!proof.
93 +agon ( Duo
&t first glance the (aruti )agonB Duo loos uite normal. )ell, that is if you
thin the )agonBHs boy loos are normal to start to start $ith. #ranly, for a car
that has to get around a city, * really donHt care, because the Duo is all about
=6, and the fact that it is first factory fitted =6 car in *ndia. #actory!fittedmeans one maor plus, your $arranties donHt get voided because of the gas
fitment.
There is no denying the cars cost advantage, this is the cheapest (aruti vehicle
to run, and that in itself is a massive statement. The redesign of the car hasnHt
ust meant a fresh eterior looE it has also meant ne$ interior ! rotary controls
on the panel and a very neat looing display $ith an all ne$ 1peedo.
The problem is that despite the not insignificant cost savings, you save a rupee a
ilometer on =6 over 6etrol, $hich even maes the etra Bs 2>000 you have
to pay for the car seem $orth it, the Duo ust $heees at times. &nd this is
despite t$o important facts, first =6 has more energy than 4L /that other
gas and because this is a company designed car, (aruti engineers have really
played around $ith the engines tuning.
:3 %wift
4ompeting $ith the other cars of (aruti, (aruti 1$ift is gradually maing its
position in the $orld of mid!sied family car. (aruti 1$ift has come up $ith the
special technical specifications of ;" valve >!cylinder, ;300 cc engine generating
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po$er. (aruti s$ift is euipped $ith various safety features and $ell advanced
euipments. 3 assist grips, 3 spoe urethane steering $heel, antenna, cabin
light /3 position, console bo /lo$er, cup holders /front 2, rear;, front door trim
pocets, green tinted glass $indo$, halogen headlamps, headlamp leveling
device, heater and manual &ir conditioning, +MB( /internally adusted, rear fog
lamps, $ind screen $iper 2 speed plus ; speed intermittent, tailgate opener ey
type, trip meter /digital display, sun visors /both sides, brae assist , child loc
/rear door, high mounted stop lamp, po$er steering, rear seat belts etc. are the
features available in this model. &part from the features found in other model,
striing features of this model are blac colored & ' pillars, ;2v accessory
socet in center console, day and night rear vie$ mirror, door aar $arming
lamp, driverHs seatbelt $arning lamp, tachometer, driverHs seat belt $arning
lamp, vanity mirrors /sun visor co!driver side, rear seat head restraints, fabric
accented door trims, central door locing /> door, front and rear electronic
$indo$s, front fog lamps, light offK ey reminder, manual air!conditioning, ey
not removed $arning buer, etc
;3 Maruti Baleno
This mid sie car $ith its bold and elegant loos along $ith its smart
performance is becoming the part of the dream of many car lovers.
,o+or
6earl 1ilver
1ily 1ilver
1uperior )hite
(idnight 'lac
'ean 'lue
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&long $ith the features present in =i, there are many other etra features
available in this model lie leather steering cover, automatic climate control, rear
spoiler $ith =ID stop lamp, stylish alloy $heels, (63 music system, silver finish
centre garnish, remote eyless entry etc.
has various effective comfort and safety features lie tilt adust po$er steering,
central loc door locing, electric $indo$s, tachometer, trip meter, ey not
removed $arning buer, &4 illumination system, cigarette lighter, ash tray
illumination, electrically operated &4 louver s$itches, semi concealed $indshield
$iper /2 speed plus 2 controlled intermittent, front and rear mud flaps, dayKnight
inside rear vie$ mirror, velour floor carpet, front door armrests and pocets /both
sides, rear door child loc, locable glove bo, side impact beams etc.
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The basic model of (aruti 1uui Isteem includes various safety features and
uniue configuration in it. &ir conditioned (aruti 1uui Isteem for the comfort
of the o$ner provides the facilities of cabin heater, front seat bac pocets /both
sides, front door pocets /both sides, air flo$ controls, remote operated fuel
tan lid and trun lid, coat hanger hoo on grip assistance etc..
*nstrument panel of this model includes tachometer and speedometer $ith sporty
dial. 1ecurity measurement of this model has headlamp leveling device,
collapsible steering column, locable glove bo, child proof rear door locs,
halogen headlamps, prismatic day!night inside rear vie$ mirror etc.
This model is more upgraded version of (aruti 1uui /=. &part from thefeatures that are already in (aruti1uui /=, there are other fe$ more added
features eisting in (aruti 1uui /=i. #or comfort these models specially have
rear vie$ mirror on the left side, po$er steering and po$er $indo$ /front.
,yundai Motor
:yundai (otor *ndia =imited /:(*= $as established in ;??" and is a $holly
o$ned subsidiary of 1outh -orean multi national, :yundai (otor 4ompany.
:(*= is the fastest gro$ing and the second largest car manufacturer in *ndia and
presently selling 30 variants of passenger cars in si segments. The 4ompany
has set up more than @0 dealer $orshops that are euipped $ith the latest
technology, machinery, and international uality press, body and paint shops,
across the country, thereby providing a one!stop shop for a :yundai customer.
:yundai also has a fleet of @8 emergency road service cars that can provide
emergency service to all its customers anytime, any$here.
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=3 ,yundai %antro
*n the field of mid sie car, 1antro Sing is capturing the maret very rapidly. *ts
design, style, space and other special features has made it one of the highestpurchasable cars among any economy class.
It ha five variant
Santro HB
Santro HB F>on A,G
Santro H$
Santro HO
Santro A
&long $ith the other features that are present in 1antro S- /Lon &4, other
features present in this model are air conditioner, day and night inside rear vie$
mirror, chrome; radiator grille etc. &long $ith the features available in 1antro
S-, added features in this model are > doors 4=1, passenger side +MB(, tinted
glass, map pocet front door driver side, front door full sie arm rest, door trim
$ith fabric insert, hydraulic po$er steering, po$er $indo$s /front etc
>3 !et
:yundai (otors launched small family car et at &ugust 200>. Iuro ***
emission norms fulfilled 4ar, et po$ered by ;300 cc. engine. +nly the petrolversion of this car $as launched initially.
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here are four variant found in thi car
yundai 4et; 4$S
yundai 4et; 4$H
yundai 4et; 47S
This model has highly advanced features lie &4 $ith > speed blo$er, ash tray
$Ko illumination, center console $K pen and ug holder, "05>0 rear seat split,
vanity mirror passenger side, rear defogger, height adustable seat belts /front,
$aist line molding, tilt steering, map pocets, front and rear po$er $indo$s, rear
seat bac inclination/> position, digital cloc, rear $iper and $asher, front for
lamp, body color radiator grille, rear bumper reflectors, rear mud guard etc. #e$
features to vie$ comfort and safety in mind, this model is being speciallyeuipped $ith rear $iper and $asher, rear defogger, alloy $heels etc. This
model has fe$ important features lie height adustable front seat belts, body
colored radiator grille, rear bumper reflectors etc.
?3 ,yundai Accent
:yundai &ccent $as ceremonially launched at #ranfurt *nternational (otors
1ho$ on ; 1eptember, ;???. *t came in t$o versions, i.e. 6etrol and Diesel
Mersions in *ndia initially, $hile in Iurope it $as introduced only $ith the 6etrol
version. *nitially &ccent came up $ith the manual transmission $hich in turn
started getting available in automatic transmission. To no$ about the models of
this car, please see this follo$ing tet5
yundai Accent 4$E
yundai Accent 4$S
yundai Accent 7iva
yundai Accent 7iva ,#i
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yundai Accent ,#i
This model has many distinctive features lie "05>0 split folding rear seats,
automatic trun lamps, body colored door handles, bumper $ith or $ithout
molding, door trims and consoles, high mounted stop lamps /:(1=, (ist /one
stoe $iper blades, semi cloth upholstery, trip odometer, rear license garnish,
$aistline molding, $iper /3 no. of speed, cross bar under dash board, crumple
one, dual horn, engine sub frame etc. #eatures that are striing in this models
are tinted glass, remote boot release, split rear seats, tachometer, remote fuel
cap release, sun visors $ith vanity mirror, po$er telescopic antenna, luury full
cloth upholstery, energy absorbing collapsible steering column, full sie $heel
cover etc.
@3 *erna
The most a$aited Merna finally launched in *ndia. Merna can be considered as
one of the most shoc $ave!creating cars in *ndiaE $ithin first five days of its
launch over 2000 Merna cars had been sold. 4ompetition seems to be in shoc.
4omfort levels are uite good, * $asnHt epecting them to be lie this, and there
is marginal refinement over &ccent. 1uspensions give you a feel, Hyes this car is
meant for *ndiaH, no bumpy rides. 4ar handles very $ell too. *nteriors are not
class, as epected, though they donHt give a cheap feeling at all. 4ity is $ay
ahead of Merna in interiors and room. Driving position is good and to mae it
even better, height!adustable driver!seat is provided in higher versions. &4 is
uite effective, cools the cabin uicly. Due to enough po$er, s$itching on &4doesnHt mae any difference in performance.
Iterior design is satisfactory. *ts neither great to boast about nor is bad to
complaint about. =ie all other :yundai car designs, people have started to
criticie :yundai for design of Merna. &fter having first glance of Merna, one of
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4ar$ale.com colleagues called out, H:ey, it loos lie 'aleno from front and
#iesta from behindRH. Nou canHt help it, itAs inevitable $ith :yundai. &'1 is
available as optional across the range. *tAs a bit disappointing that &irbags are
not provided even as optional. 4entral =ocing is available as standard feature in
all the versions and eyless entry in petrol versions ecept the lo$est!end Merna
i.
#inally *ndian automotive industry is taing good shape. )e have enough
options in every segment available. #rom (aruti to Tata to :onda to
Mols$agen to '() to 6orsche, every maor $orld car player is interested to
sell its cars to *ndian people. Iveryday $e have ne$s about some ne$ launch.
Merna is ust launched and #ord has ust announced launch of ;." TD4i /dieselin t$o months time, (aruti has confirmed discontinuation of 'aleno and arrival of
ne$ 'aleno early net year and last but not the least 4hevrolet is planning diesel
&veo soon.
Tata Motors .imited
Tata (otors =imited is *ndiaHs largest automobile company, $ith revenues of Bs.
2>,000 crores in 200!0". *ts name comes first in the category of commercial
vehicles and the second largest in the passenger vehicles, mid sie car and
utility vehicle segments. The company is the $orldHs fifth largest medium and
heavy commercial vehicle manufacturer.
+ver 3. million Tata vehicles is moving on *ndian roads, since ;?>. *ts
manufacturing plant is located at Jamshedpur, 6une and =uc no$
83 Tata &ndica *9
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:aving attributes of three popular cars, Tata *ndica is ruling the maret. (aing
of Tata *ndica $ith the concept of main distinguishing features of three popular
cars i.e., $ith the overall structure of (aruti Qen, interior space lie ambassador
and cost nearly lie (aruti 800 $as a challenging venture of Tata (otors.
*ts fully foldable rear seat has made this car more accommodating for etra
luggage. #or safe and secure driving and to give proper comfort, side!impact
beams, rigid monochrome frame and child safety locs are attached to this car.
ifferent ata Indica mode+ are
ata Indica 72
o D=S
o D=
o D=1
o D=I
)ith its maret catching loos and fe$ striing features have set a trend for the
choosy buyers. *ts po$er steering, central locing system, four po$er $indo$s
have not only made this comfort driving car but also give assurance for the
safety. To mention more about convenience of driving, :M&4 system provides
good cooling effect even in a sultry summer days. Door handles, body colored
bumpers, +BM( and $heel arch flair are fe$ more advantages that the o$ner of
this car can easily avail.
To assure safer driving along $ith the elegance and appeal of the car, this model
is euipped $ith body colored bumpers, the $heel arch flairs, internally
adustable +MB( and central locing system. To avoid any inconvenience in
operating the $indo$, front $indo$s are po$er $indo$s. To avoid the scorching
heat in a summer days, :M&4 system of cooling can soothe anybody inside the
car
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883 Tata &ndigo
*ndigo $ith its maret catching features lie leather upholstery, beige interiors,
=4D screen etc has made its position in the automobile industry.
Indi!o i avai+a&+e in etro+ and iee+ mode+.
etro+ 7ariant
o *ndigo =I
o *ndigo =1
o *ndigo =S
*t is euipped $ith various features lie manual po$er steering, manual front and
rear $indo$s, grey bumpers, half $heel covers, partial fabric lining on seat,
molded roof lining, high mounted stop lamp etc. To mention fe$ of the features
present in this model along $ith the features of rest of the t$o models, there are
available po$er steering and po$er $indo$s, rear fog lamps, rub rails on door,
full $heel covers, both sides outer rear vie$ mirrors, rear defogger, central
locing, audio $arning signal for driver seat belt and many more.
893 &ndigo Marina
#ully euipped $ith 32 bit micro processor and ;>0 cc (6#* 6etrol engine, this
variant delivers maimum po$er of 8 61 V 00 rpm and maimum torue of
;;gm V 3000 rpm.
*t has various features lie &4 system,2 spoe $heel, grey bumpers, chrome!
plated grill lip, blac door handles, roof rails, partial $heel covers, digital cloc,
internal antenna, partial fabric seats, anti!submarine type front seats, child safety
locs on rear doors, collapsible steering column, side impact beams etc
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This model along $ith the features of *ndigo (arina =I comes $ith various
other features lie :M&4 system, aluminum gear shift nob, > spoe $heel,
po$er steering, body colored bumpers, rub rails on door, full $heel covers,
stylish grip and cover for hand brae lever etc.
Chevrolet
*ts ing lie entry happened in *ndia in ;?28 $ith its Lational 1eries &' touring.
Beliability of this car $as proved by its ;@; cubic inches, 2>.@hp four cylinderengines.
eneral (otors, parent company of 4hevrolet, $as the first in setting up
assembly plant in *ndia. #irst office of 4hevrolet $as located at (umbai and its
assembly plant $as in 1e$ree.
8:3 Chevrolet Aveo
)ith the assurance of safety and technologically advanced euipments,
4hevrolet &veo provides complete statement of reliability and efficiency. 1afety
features lie tailor $elded blans, high! strength steel structure, '!pillar, height
adustable safety belt anchors, rear child safety door locs, front safety belt
pretension etc really confirm the security of the passenger.
It ha four variantD
Aveo 1." E
Aveo 1."
Aveo 1." $S
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Aveo 1.6 $
*t is $ell euipped $ith ;.>= D+:4 ?> 61, 1peed (T, chrome radiator grille,
$ide ;8K"0 B;> tyres, pullout type door handle, t$o tone beige interiors, po$er
steering and po$er $indo$, central locing, rear defogger $ith timer, remote
trun lid opener, engine service soon indicator etc. *t is $ell euipped $ith ;.>=
D+:4 ?> 61, 1peed (T, chrome radiator grille, $ide ;8K"0 B;> tyres,
pullout type door handle, t$o tone beige interiors, po$er steering and po$er
$indo$, central locing, rear defogger $ith timer, remote trun lid opener,
engine service soon indicator etc. *ts main mentionable features along $ith the
other features $hich are associated $ith the rest of the models, are ;."= D+:4
;02 61, speed (TE double D*L (63 system $ith " speaersE rear spoiler $ith4:(1=E chrome coated eterior handles and trun lid garnishE ;> alloy $heelsE
electrically adustable +MB(E $ood finish on *6 and door trimE car alarm and ey
less entry system.
8;3 Optra
)ith its ;.8 litre engine capacity runs up to 8.; mpl inside the city cro$d roads
and ;;.2 mpl on the high$ay. *ts luurious and comfortable interior include
center console, central armrest, flip do$n rear armrest, automatic climate control
air conditioners, enough legroom space, sunglass holder, mobile phone holding
space in the rear door, cup holders etc.
It ha variou variant
1.6 E+ite
1.6 $S E+ite
1.6 $ #oya+e
1.8 $
1.8 $ A
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*t is euipped $ith various comfort and safety features lie driver seat height
aduster, plush feel beige fabric, silver finish on control panel and luurious $ood
finish on *6 and door boards etc. &long $ith the features present in ;." Ilite, this
is available $ith tilt steering, remote eyless entry $ith chirp and trun opening,
&)*1, driver seat lumbar support, front fog lamps, body colored outside mirrors
and door handles etc. There are many etra features present in this model along
$ith the features of ;." =T Boyale lie automatic climate control system, all
round $ood finish including 4entre 6anel, tilt adustable front headrests, ;
alloy $heels $ith &'1 and I'D as option at etra cost, rear disc braes, dual
airbag, double D*L audio system $ith 4D changer.
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&'D&'!% A'D
A'A.1%&%
Cross Ta"ulation
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J1.)hy you bought your present car9 6lease ran from the highest order ofpreference
;. *ncrease in disposable income2. 'etter safety at roads3. #amily needs>. *ncrease in family sie. 1uits your lifestyle and personality
3(
12
1*
23
(
0
;0
;
20
2
30
3
>0
Increase in
disposable
income
Better safety
at roads
Family needs Increase in
family size
Suits your
lifestyle and
personality
6otive
6otive /or &uyin! a car
1eries;
&nterpretation5
&s per the analysis sho$s, increase in disposable income seems to be themost important reason for buying a car. This trend is reflected in the gro$thof the 6er capita Disposable income and conseuently the gro$th of the*ndian automobile industry especially in the ' and 4 segment cars. 1imilarly,the gro$ing family needs lie $oring partners, increasing family sie, status,etc. add to the motives of buying a car.
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J2. Nou decided to buy a car brand because of /rate best 3 factors from ; to 3 inorder of your preference
;. &ffordable price2. Technical superiority over competition3. 4omfort>. (anufacturerAs image. Malue for money". 1afety@. &fter sale services
Product Specific Reasons for Buying a Car
32
@
?;2
28
;0
2
&fforable prices
Technical superiority
4omfort
(anufacturerHs image
Malue for money
1afety
&fter sale services
&nterpretation5
*ndian maret is still the hard nut to crac for most of the automobilemanufacturers. Though the *ndian car industry is among the fastest gro$ing car
marets of the $orld still the *ndian psyche is too comple for the manufacturers
to understand. The most important reason for buying a car $hen it comes to '
and 4 segment cars seems to be Wvalue for moneyA. 32% of the respondents
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suggested that affordable prices are the most important factor $hile purchasing
a car. This is the reason for sticing to a particular segment till the net
substantial rise in the personal disposable income. This reason is follo$ed by
WMalue for moneyA $here the customers loo for the best product, best services
and best repute all bundled in one $ith the best deal they can strie. This
eplains the reason for the stagnant or sudden gro$th in sale of ' and 4
segment cars ust before budget and near occasions lie Di$ali.
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Product %atisfaction .evel
J3. 6lease rate your eisting car in terms of understated *nterior Designfeatures on a scale of ; to $here
1 i!h+y iatified2 iatified3 >eutra+" Satified% i!h+y Satified
Interior y)e 1 2 3 " %
&eats design
eg 'oom
(ash )oard
$nterior *olour+usic &ystem
,djustable -ront seat eadrest
Interiors for Segment B cars
3> >
3 >> >
3
> >
> >3
>
3
3 33
>>
3
>
> >>
>
>
>
;; ; ; 3
;
>
3 3 3 33 3 3
0%
20%
>0%
"0%
80%
;00%
MarutiEstilo
MarutiWagon
R
MarutiSwift
Indica!
"#eo Santro $etzCars
$eve+ofatifaction
&dustable #ront 1eat :eadrest
(usic 1ystem
*nterior 4olour
Dash 'oard
=eg Boom
1eat Design
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&nterpretation5
*nteriors play a very important role in deciding the sale of a car. (ore plush,
comfortable and eotic the interiors are more are the chances of its beingpopular among the customers. #or this reason manufacturers spend billions of
dollars every year on BD to continuously improve the interiors of their cars.
1eats, leg room, dash board, armrests etc are fe$ of the options $hich count for
the interiors. &s the analysis sho$ et scores substantially high $.r.t. its
counterparts on the account of music system installed. 1imilarly, *ndica M2 races
far ahead as far as leg room is concerned. :o$ever, )agon B fares badly on
this front. +verall, almost all cars get a mied response in this segment as far as
the interiors are concerned.
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,utomer Satifacton &aed on Interior of ,ar
> > > > > > >
> > >
3 > >
3
> > >>
>>
>
3 3 3 > >
3 3 3 3 3 3 3
0%
20%
>0%
"0%
80%
;00%
Esteem
Balen
o
Indigo
Indigo
Marina
%ptra
"ccent
erna
Cars& Interior Parameters
Satifaction+eve+Fin
3 3 3 3
33
3
3 3 3 3
3 > >
> >
0%
;0%
20%
30%
>0%
0%
"0%
@0%
80%
?0%
;00%
Esteem Baleno Indigo IndigoMarina
%ptra "ccent erna
Car&s Fuel Efficiency Param eters
Cust
omerSatisfaction,e#el'in-age
terms) 1tability at higher speed
6ic up
(ileage
#uel 4onsumption
&nterpretation5
1egment 4 cars are no$n as hybrid car segment bet$een the ' segments fuel
efficiency $ith the luury of the D class. 4hecing the same it seems that most
of the cars in this segment are placed much closed to each other $ith very little
difference here and there. (ost of the cars are fuel efficient $.r.t their $eights
and pic ups. *ndigo fares as the best car in terms of fuel efficiency. 'aleno fares
a little bit behind than its counterparts as far as the stability at high speeds and
mileage is concerned.
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Dealer %ervice %atisfaction .evel
P;. 6lease rate your Dealer on the understated parameters on the scale of ; to
$here
1 i!h+y Satified
2 Satified
3 >eutra+
" iatified
% i!h+y iatified
1 2 3 " %(istance / 0roximity1
,dvertisements /0romotions1
Technical -acilities
*ost of &ervice
,vailability of &pares
$nformation 0rovided
&ervice Time
*harges
&taff
*ar andling / (elivery 2 service1,ssured *ustomer Transactions
,mbience of &ervice *enter
-inance / *redit1 &chemes
Dealers are the middle men bet$een a car manufacturer and its customers.
Dealer thus becomes the most important lin in oining the company to its
customers as he is the person $ho $ill sell the product, $ill deliver