marketing research on car
DESCRIPTION
Marketing research on CARTRANSCRIPT
04/10/2023 CONSUMER BUYING BEHAVIOUR ON CARS,MR 1
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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