customer satisfaction & buying behavior towards small cars

8/7/2019 Customer Satisfaction & Buying Behavior Towards Small Cars

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Analysis of

Customer satisfaction & buying behavior

towards small Cars (Delhi,Noida)

Anmol VermaPGDM II yearRoll. No. 09

I AM inside


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Main objectiveObjective of study

The objective of the study is to understand factorsinfluencing customer buying behavior of small cars.

The satisfaction level of car owners of different brands ofsmall cars.

To understand the customer perception about the car. The research tracks responses at following two layers

Product related parameters

Dealer related parameters

Small cars (2,00,000 up to 5,00,000)


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Focus area


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16%4%

4%

76%

Domestic Market Share for2009-10

PassengerVehicles

CommercialVehicles

ThreeWheelers

Two Wheelers

0

500,000

1,000,000

1,500,0002,000,000

2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

902,0961,061,572 1,143,076

1,379,979 1,549,882 1,552,703

1,949,776

Passenger Vehicles

Totalpassengervehicles


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43%

17%

16%

8%

5% 3%3% 5%

Market Share in 2009-10

Mar ti

ataHyundai

Mahindra

General Motors

oyota

Honda

Other

Maruti is Leader

More than70%of marutisale come from small cars


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Research MethodologySampling Unit:- customer of small cars (11 cars of top 4 brands)

Sample Size:- 50

Sampling Method:- Random sampling( Delhi , Noida)

Source of data

PrimaryData:-From the questionnaire

Secondary data :- magazines , websites etc

Maruti,Tata,Hyundai,Chevrolet (GM)


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Increase indis osable

income

Bettersafetyat

roads

Familyneeds

Increase infamilysize

Suits yourlifestyle and

ersonality

16

119

59

Motives For buying a car3 %

22%

Q. Why you buy your present car?

Data Analysis


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Affordable

price Technical

superiority over

competition

Comfort

Manufacturers

image

Value for

money

Safety

After sale

services

Product spceific reasons for buying a car

Q. You decided to buy your present car because of

Customer isgoing


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

33 3

33 3 3 3 3 3 3

12 4

21

1 2 12

1 3

2 3 4 2

2

34

32

2 3

23

43

21 1 3

12

3

23 2

1

1

2 32

23 3

1 2 33

12 2 2

32 3

Adjustable Front seat Headrest Music

ystem Interior Colour

Dash oard Leg Room

eats design

LeaderQ . Rate your existing car in terms ofunderstated Interior Design features


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2 3

2 2 23

2 3 2 3

1

3 32 1

32

3 32

2

2

2 3

2 2 2

3

3

33 3

3

22

3 3 3 3

2 3 4 3 2 32 2 3 2

2

Crossbar under Dashboard Air ags Anti Lock reaking ystem

Aerodynamic hape Intensity of front lights

Safest car Q. Rate your existing car in terms of understatedafety features .


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

4 4 4 24 5

3 35 4 4 4 4

2 34

1

2

4

4 2

54 4 5 4

3 44

3

4

4

4 4

44 4 4

4

5 54

45

45 4

4 4 4 4 5

Maruti suzuki Tata motors

General motars Hyundai

winner

Q. Rate your Dealer


12/19

3

4 4

5

3

4

3

4

3

4 4

0

1

2

3

4

5

6

antro isbest brand

image car

Q. Rate the brand image of your car


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0 10 20 30 40

Yes

No

37

13

74%

26%Yes

No

Q. Will you recommend your car to your friends

74% recommend toother


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0

2

4

6

8

10

12

14

16

18

ame segment, same

manufacturer

amesegment, different

manufacturer

Uppersegment, samemanufacturer

Uppersegment, different

manufacturer

9

11

12

18

18%

22%

24%

36%

Mostly wanted

Q. Will you buy your new car in the


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Middle class buyer

10

38%30%

22%

Age Group

< 21

21 -35

36-54

>55

36%

28%

18%18%

Monthly family income


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0

2

4

6

8

10

12

14

16

18

Yes No

423 1

8

2

18

543

Very low Low Neutral High Very High

11%8%

21%%

11%

high brand image incustomer mind

Recommend to other


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FINDINGS

It was found that 38%of the customers were in the agegroup of21to 35.

Highly satisfied with cars actually recommend to other.

Main reason for buying car is disposable income

Maruti is leader in small car segment.

Chevrolet (GM) is also good car in the mind ofcustomer.

Customer knowing is very difficult to judge becausethey wanted more on less price.

Word of mouth


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Customer is moving to 21to 35 age group

Customer know what they are purchases .

Cars market growing and future is very competitive .

Customers directly related to income level of them.

Leanings from survey


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Thanks

customer satisfaction & buying behavior towards small cars

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