project report on raz

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´Awareness and Acceptance of Reliance Auto Zone In Indian Market:

An Empirical study´

Submitted by: Submitted by:Prof. Nimit Gupta Ashish Kumar Srivastava

Mayank AgarwalMd. Belal FarooquiRahul BhardwajRajneesh tiwari



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Content:

1) Abstract

2) Introduction

3) Advent of Reliance Autozone

4) Literature Review

5) Objective and purpose of the study

6) Significance of study

7) Research methodology

8) Finding and analysis

9) Discussion and conclusion

10) Recommendation

11) Limitation

12) Reference



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Awareness and Acceptance of Reliance Auto Zone in Indian Market:

An Empirical study

ABSTRACT

T he number of vehicles in India is growing, and so is the demand for their services, spare parts

and accessories. However, there are not many reliable options in terms of retailers or service

providers for automobiles. Customer have either an organized service station of a particular

manufacturer (who may not provide all services or additional accessories), or an unorganized

workshop owner (you may not be willing to rely on his product). AutoZone seeks to break the

jinx, as it has not only brought experts on board for better services, but also offers genuine

products that a customer can rely on.

T his paper provides the information about Reliance Auto Zone, its concept and realities and it

also depicts the picture about the acceptance and survival of Reliance Auto Zone in today¶s

dynamic environment and also shows respondents mindset towards such type of AutoZone.

T he research is an attempt to examine the Awareness of the respondents toward this new concept

of sales and servicing and is they ready to accept this new format of sales and servicing.

T he importance of the paper lies in the fact that such type of concept would survive in Indian

market or not, As we know that in this turbulent environment the respondent do not have

sufficient time for taking care of their vehicle, therefore customer preferences are changing and

they are looking for a concept that provides each and everything under one roof. T his will

change the respondent preferences and their attitude is shown in our research paper.

T he paper also highlights the future research directions in this area for Indian consumer¶s

preference and attitude regarding the AutoZone.

Key Words: Reliance Auto Zone, Consumer, Automobiles, Organized Service, Acceptance

Information, Preferences & attitude



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INTRODUCTION:

Reliance AutoZone, a subsidiary of Mukesh Ambani-led Reliance Industries Limited, after the

successful launch of 10 Reliance retail formats, Reliance has now entered the auto sector and

launched its first automotive specialty store "Reliance AutoZone´ at Ambience Mall, Jamnagar

Gujarat, adjacent to the national capital.

Speaking at the launch, Arun Dey, chief executive, Reliance Autozone, said, ³Indian auto

accessory retail market is quite fragmented and unorganized and is concentrated mainly in the

metros which feed the nearby markets.

We at Reliance Autozone have ambitious plans to capitalize upon this business opportunity.´

About Reliance:

Reliance Industries Limited: Reliance Industries Limited (RIL) is India's largest private sector company on all major financial

parameters with turnover of Rs1,18,354 crore (US$ 27.23 billion), cash profit of Rs17, 678 crore

(US$ 4.07 billion), net profit of Rs11,943 crore (US$ 2.75 billion) and net worth of Rs63, 967crore (US$ 14.72 billion) as of March 31, 2007.RILis the first and only private sector company

from India to feature in the Fortune Global 500 list of 'World's Largest Corporations' and ranks

amongst the world's Top 200 companies in terms of profits. RIL is amongst the 25 fastest

climbers ranked by Fortune. RIL also features in the Forbes Global list of world's 400 best big

companies and in FT Global 500 list of world's largest companies.

Reliance Retail Limited: Reliance Retail Limited, a 100% subsidiary of Reliance Industries Limited started rolling its

stores in November last year and today operates over 472 stores in over 19 cities spanning 3

million Sq ft. The formats that RRL operates in are Reliance Fresh, Reliance Digital for

consumer durables and information technology, Reliance Mart, a Hyper Market, RelianceTrends¶ - the apparel store, Reliance Wellness ± offering wellness products, Reliance I store the

apple store, Reliance Footprint -a footwear store, Reliance Jewels ± a jewelry store, Reliance

Time-Out- books, music and gifts store and Reliance Super- a Minimart Format.

Reliance AutoZone:

AutoZone in Jamnagar Spread over an area of 15000 sq ft this unique facility is located adjacent

to Reliance Mart, the hypermarket. Reliance AutoZone offers 4 wheeler and 2 wheeler services

under one roof.

The product offerings at Reliance AutoZone include a comprehensive range of car and bike

accessories, electric scooters, tyres, batteries and many more useful accessories.

Mr Arun Dey, Chief Executive of Reliance AutoZone, said, ³This new format provides a one-stop solution to automobile owners who face inconvenience by having to crisscross betweenvarious touch points for accessories, batteries, tyres and lubes etc. at different locations atdifferent times.´For instance, as of now, RELIANCE AUTO ZONE does not offer major services like enginerepairs, denting and painting, or re-modeling. The main reason is that these services are veryspace consuming and should be located in a favorable area. Most of the company-owned service



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centers are located in far-off places, away from the city proper. This makes it inconvenient for the customer to take the car there for all types of repairs.Each staff member at AutoZone is well qualified for the job assigned. Automobile engineers, for instance, have years of industry experience, and they know their capabilities before assigningthem any job.

Reliance AutoZone shall focus on service of multi make passenger cars & 2 Wheelers under oneroof, Retail of 2 wheelers & Pre owned Cars, Retail & installation of Accessories, Tyres &Batteries.In other words it is a comprehensive solution to all vehicle owners. Being a part of RelianceRetail, Reliance AutoZone would leverage on its Prime location, Pan India Presence, SupplyChain Strength, CRM & Strong Brand equity.Reliance AutoZone shall offer Innovative Service Packages at convenient locations for all makesof 4 wheelers & 2 wheelers.Apart from regular maintenance & running repairs it also provides unique value added serviceslike car care, car detailing and many other services not catered by usual automotive workshops.At Reliance AutoZone, customers can get the vehicles serviced quickly at reasonable prices.

³Reliance AutoZone will give the customers unmatched Value Proposition. The vision of reliance auto zone is to create customer delight by delivering world class automotive products &

services with wide choice at best prices´. Arun Dey, Chief Executive, Reliance Autozone.

The world class systems installed at Reliance AutoZone. It includes state of the art facilityincluding high performance equipments, smokeless exhaust system, water treatment with recyclefacility and well trained manpower.Reliance AutoZone is also one of the few auto retailers investing in SAP R/3 for tracking of customer¶s vehicle ownership life cycle and Integrated CRM system for scheduling of customer service activities. Apart from vehicle service, in future Reliance AutoZone shall also enter intovehicle retailing arena. It plans to enter the 2-wheeler retail space by offering multi brand choice

under one roof.In the pre-owned car space Reliance AutoZone shall attempt to provide wide choice of multimake & multi model pre owned cars at various price points.

Reliance AutoZone plans to have a pan India presence by opening 400 such stores in the next

three-four years. In India, an approx of 104 million cars are sold. This figure is expected to touch

2.2 million by 2010. However, Reliance has not tied up with any of the auto companies.With all these initiatives Reliance AutoZone is all set to create new industry benchmarks in theautomotive retail space and the biggest beneficiary shall be the end customer after all he remains³The King´.



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ADVENT OF

The vision of RELIANCE AUTOZONE is to create customer delight by delivering world classautomotive products & services with wide choice at best prices.

³Reliance Autozone is amongst early entrants in India who have brought structured auto retailmatching global standards. This move is likely to change the Auto retail scenario in India as asignificant share of the market share would be captured by organized players,´ added Dey.

Apart from regular maintenance & running repairs it also provides unique value added serviceslike car care, car detailing and many other services not catered by usual automotive workshops.At Reliance AutoZone, customers can get the vehicles serviced quickly at reasonable prices. Thestore also offers fitment facility, warranty and service backup to its customers.

This new format will definitely change the mindset of Indian consumer because this new format provides a one-stop solution to automobile owners who face inconvenience in servicing.

Reliance Autozone is one of the few auto retailers which have invested heavily in SAP R/3 for tracking of customer¶s vehicle ownership life cycle and Integrated CRM system for schedulingcustomer service and other particulars.

Apart from vehicle service, in future Reliance Autozone shall also enter into vehicle retailingarena. It plans to enter the 2-wheeler retail space by offering multi brand choice under one roof.We are not inclined to any make or model," says Arun Dey, chief executive of RelianceAutoZone. "Everyone can come in. Today, most of the outlets are so crowded and use spurious parts«people have no choice", he adds

Reliance AutoZone plans to have a pan India presence by opening 400 such stores in the nextthree-four years. In India, an approx of 104 million cars are sold. This figure is expected to touch2.2 million by 2010.



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LITERATURE REVIEW:

Automobile Sector is one of the World¶s fastest growing market as a result many big players likeReliance, Castrol etc. are entering with the chain of specialty stores that will sell autoaccessories, and service cars in a bid to get a share of the wallets of car owners. Today, most of

the outlets are so crowded and use spurious parts«people have no choice. That is why relianceis coming up with ³Reliance Autozone which will provide the customers unmatched ValueProposition & deliver world class automotive products & services with wide choice at best pricesthere by creating customer delight. Reliance Autozone will focus on service of multi make

The key difference between Traditional service centre and Reliance Auto Zone is that intraditional service centre they only provide service and you have to buy spare parts fromoutside while in Reliance Auto Zone everything is available under one roof.

Another player that has entered into automobile sector with a similar concept as that of RelianceAutozone is Castrol. They have recently launched a specialty store named Castrol Bike Zone that

is especially for bikes, it provides personalized attention to every individual customer andsolutions are tailor made to suit their needs. There is absolute transparency in transaction. Nowork is done without prior consumer approval and every cost element is explained in detail.Even the replaced parts are returned to the consumer, post service. Each Bike Zone has an expertteam of mechanics specially trained by the Castrol training team. The mechanics are sufficientlytrained to handle any brand of two wheeler. Customer convenience is given importance as theycan relax at the air-conditioned clubhouse while their vehicles are being serviced. They can browse through reading material or watch their bike being serviced if they wish to.

There has been a change in consumer perception towards service centre because of thesespecialty stores that are providing service and other accessories under one roof , earlier consumer

was not so much concerned with the type of servicing being provided or valid spare parts beingused or not because there was not much transparency in the working. But now the consumer has become more aware about the servicing being provided as there is transparency and alsoconsumer are being given personalized attention.



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OBJECTIVES & PURPOSE OF STUDY :

The objectives for the study include:

y To measure the awareness level of consumers about RELIANCE AUTOZONE.



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y To measure the acceptance level of consumers about RELIANCE AUTOZONE.

y To know and analyze the future and growth of AUTOZONE in Indian Context.

y To know the Preferences of Students, Employees, and Businessman.

y To know the various features in service station which customers consider the most whiletaking decision of servicing of their vehicle.

y To know the spending of different customer of different segment in different locality.

SIGNIFANCE OF STUDY :

Reliance AutoZone is a very different concept for the Indian context. In today¶s scenariowe found that most of the people have their own vehicle and most of them are lessconcerned about the servicing because of time.But new format provides a one-stop solution to automobile owners who face inconvenience byhaving to crisscross between various touch points for accessories, batteries, tyres and lubes etc.at different locations at different times.´



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The customers who have expensive cars like Mercedes, BMW, etc. they prefer for theauthorized service centre. According to the study, 84% of people are satisfied withservice they get by authorized service centre. Now reliance started with new format of servicing and some other add on services for theIndian customer. They also act as well-wisher of the customer, and help the customer¶s

query regarding servicing and service station.This study shows that people prefer quality service and quality spare parts. Most of therespondents prefer authorized service stations than any other auto service stat ions.

With such data it is interpreted that the Reliance AutoZone is emerging as a key and buzzword which will change the way marketers market their products and services but it willtake time because the data says that 64% of customers are not aware about Reliance AutoZone. There is lot of promotion and advertising required to make Indian population awareabout this concept of AutoZone. The concept will explore in the Indian market whencompany use more marketing concepts and promotional activities. Retaining thecustomers is very important for any business as it increases the customer base and word

of mouth is the best publicity for any company.

RESEARCH METHODOLOGY :

Area scope-o Study was conducted at various market places in Delhi/NCR.

Time scope-o Time taken to conduct this survey was around 28 days.

Research Design-o Adopted by us was descriptive research with the help of Questionnaire.

Data Collection method

o Data is collected by survey method.

Research Instrument

o QUESTIONNAIRE, designed to gather the information from consumer, havingobjective type, dichotomous type, multiple choice questions.

Pretesting of Questionnaire-As a general rule, a questionnaire should not be used in the field survey without adequate pretesting. So, pretesting of questionnaire was done on 10 customers and whatever shortcomings were found in the questionnaire, we eliminated it and then we carried outthe final survey.

Sampling Plan

Information is gathered from a sample drawn from 3 different segment¶s consumer.



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Lower income group (LIG) Middle income group (MIG) Higher income group (HIG)

Sampling Size

According to Gender Male - 67 Female ± 13According To Occupation

Working-41 Non- Working-39

Selection of sampling sizeAll sampling units are chosen randomly.These are mainly from sec-62, sec-58, sec-18, (Noida), Faridabad, Patparganj,Faculty and batch mates.

Judgmental sampling

Customers were chosen on our discretion in the market places. However in case of noncooperation by the respondent it was substituted by the next customer. Respondents mainlyconstituted who owned the car and involved in Buying of spare parts and servicing.

Field work With the questionnaire we carried out the survey, where we interviewed the customersAnd whatever data we got, we recorded that properly. No. of customers-80

Location- Sec-62, 18, 58, Mohan Nagar Ghaziabad, Faridabad , Patparganj and other Market places and offices in Delhi/NCR.

Sampling methodology is used, to have a wide coverage of the population, as thesampling technique used judgmental sampling as mentioned above. The sampling studyhad provided sufficient flexibility to have data on the various aspects includingdemographics and other such qualitative features under study. The respondents weresurveyed through non disguised, structured questionnaire, which was personallyadministered by us.

A) Hypothesis and Statistical test used:

We formulated the following hypotheses during the course of the study. These weretested using Chi Square test. Chi square test was used to find out the dependency betweenvarious variables highlighted in the questionnaire. During the analysis phase SPSSsoftware was used extensively.

Hypothesis 1: Is there is a significant association between the age of respondent and theawareness of the concept of Reliance Auto Zone.



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Hypothesis 2: Is there is a significant association between the occupation of respondentand the awareness of the concept of Reliance Auto Zone

Hypothesis 3: Is there is significant association between the age of the respondent and

the survival of Reliance Auto Zone.

Hypothesis 4: Is there is a significant association between the education of respondentand the awareness of Reliance Auto Zone.

Hypothesis 5: Is there is a significant association between outlets and replacement of parts.

Hypothesis 6: is there is a significant association between frequency of servicing andsatisfaction level.

H

ypothesis 7:

is there is a significant association between awareness of RelianceAutozone and preference to Reliance Autozone for servicing.

B) FINDINGS AND AN ALYSIS

Findings and Analysis have been discussed under the following sub- headings

y Awareness of Reliance AutoZone

Table 1 shows the awareness level of Reliance AutoZone among the masses

Table 1: Awareness of Reliance AutoZone (n = 80)

Respondent awareness about RAZ

Observed N Expected N Residual

Yes 29 40.0 -11.0

No 51 40.0 11.0

Total 80

It become clearly evident that out of the 80 respondents 36 % (29 respondents) were

aware of the concept of Reliance AutoZone, which indicates that many respondents wereaware of the concept, however 64 % (51 respondents) were not aware, showing that therespondents were almost having the same opinion as far as the awareness of the RelianceAutoZone was concerned, which showed that still the concept is in its infancy stage. Thishad also revealed that the concept was known to few respondents only, not for all therespondents.



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y Awareness of Reliance AutoZone According to Age of the Respondents.

Hypothesis 1

Null Hypothesis (H o) = There is no association between the age of respondent and theawareness of the concept Reliance AutoZone .

Alternate Hypothesis (H 1) = There is association between the age of respondent and theawareness of the concept of Reliance AutoZone

From the output table 2 it can be seen that the null hypotheses is rejected and it becomeclear that there was difference among the age groups regarding the awareness of Reliance AutoZone.

Table 2:

Chi-Square Test for Testing Awareness of Reliance AutoZone ,

across Age (n = 80)

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 1.602a

2 .449

Likelihood Ratio 1.579 2 .454

Linear-by-Linear

Association

.876 1 .349

N of Valid Cases 80

a. 1 cells (16.7%) have expected count less than 5. The minimum expected count is 3.63.

On the basis of the age pattern of the respondents, it can be interpreted that young people were supposed to be more concerned and affected by the concept of Reliance AutoZone. This exists because of the fact that young respondents were more educated andwere more concern for the latest techniques of marketing.

y Awareness of Reliance AutoZone According to the Occupation of the

respondents.

Hypothesis 2

Null Hypothesis (H o) = There is no association between the occupation of respondentand the awareness of the concept of Reliance AutoZone

Alternate Hypothesis (H 1) = There is association between the occupation of respondentand the awareness of the concept of Reliance AutoZone.



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The output table reveals that the null hypothesis is rejected showing that theoccupation of the respondents and the awareness Reliance AutoZone areassociated and people in different occupat ion had different awareness level.

Table 3: Chi-Square Test for Testing Awareness of Reliance AutoZoneAccording to Occupation (n = 80)

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square .989a

1 .320

Continuity Correction .581 1 .446

Likelihood Ratio .993 1 .319

Fisher's Exact Test .359 .223

Linear-by-Linear

Association

.977 1 .323

N of Valid Cases 80

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 14.14.

b. Computed only for a 2x2 table

On the basis of the occupation, it can be interpreted that there was differenceamong the respondents in different occupations for the concept of Reliance

AutoZone.According to study it reveals that respondents who were working people weremore aware of the concept in reference to the other such groups.

y Survival of Reliance Autozone According to Age of the Respondents.

Hypothesis 3

Null Hypothesis (H o) = There is no association between the age of respondent and thesurvival of Reliance Autozone.

Alternate Hypothesis (H 1) = There is association between the age of respondent and thesurvival of Reliance Autozone.



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The output table 4 reveals that the null hypothesis is rejected showing that the ageof the respondent has no impact on survival of Reliance Autozone.Table 4: Chi-Square Test for testing survival of Reliance Autozone across Age

(n = 80)

Chi-Square Tests



6 .387


Linear-by-Linear

Association

2.084 1 .149

N of Valid Cases 80

a. 7 cells (58.3%) have expected count less than 5. The minimum expected count is .50.

On the basis of the age, it can be interpreted that there was difference among thegroups for the concept of Reliance Autozone. This clearly interprets that agecannot be a single due the survival of the concept of Reliance Autozone.

y Awareness of Reliance AutoZone According to the Education of the

Respondents

Hypothesis 4

Null Hypothesis (H o) = There is no association between the education of respondent andthe awareness of the concept of Reliance AutoZone

Alternate Hypothesis (H 1) = There is association between the education of respondentand the awareness of the concept of Reliance AutoZone

Education plays an important role in concept understanding; therefore we had analyzedawareness of Reliance AutoZone across education with the above mentionedhypothesis. The output table 5 reveals that the null hypothesis is rejected showing that the

education of the respondents and the awareness of Reliance AutoZone were associated.

Table 5: Chi-Square Test for Testing Awareness of Reliance AutoZone Across

Education (n = 80)

Chi-Square Tests




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3 .418


Linear-by-Linear

Association

2.762 1 .097

N of Valid Cases 80


Calculation of chisquare test reveals that there is difference between respondentswho were having different educational level as far as the concept of Reliance

AutoZone is concerned among the general masses. It becomes evident that educationis one of the basis due to which difference exists in the awareness of this concept in particular.

y Relationship between outlets and replacement of parts.

Hypothesis 5

Null Hypothesis (Ho) = There is no association between the out lets and replacement of the parts.

Alternate Hypothesis (H 1) = There is association between the outlets and replacement of the

parts.

The output table reveals that the null hypothesis is accepted showing that existssuch relationship between outlets and replacement of the parts.

Table 6: Chi-Square Test for Testing outlets and replacement of the parts by the

respondent (n = 80)

Chi-Square Tests



3 .011


Linear-by-Linear

Association

8.876 1 .003



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N of Valid Cases 80

a. 6 cells (75.0%) have expected count less than 5. The minimum expected count is .75.

Closer analysis revealed that there exists such relationship between outlets whererespondent buy parts and replacement or primary concern of choosing such outlets

y Relationship between the frequency of servicing of the vehicle and satisfaction

level of servicing.

In order to find relationship between the frequency of servicing of the vehicle andsatisfaction level of servicing, the following hypothesis was formulated and ChiSquare Test of independence was used.

Hypothesis 6

Null Hypothesis (H o) = There is no association between the frequency of frequency of servicing of the vehicle and satisfaction level of servicing.

Alternate Hypothesis (H 1) = There is association between the frequency of frequencyof servicing of the vehicle and satisfaction level of servicing.

The output table reveals that the null hypothesis is accepted showing that exists nosuch relationship between frequency of frequency of servicing of the vehicle andsatisfaction level of servicing.

Table 7: Chi-Square Test for Testing frequency of servicing and satisfaction

level of respondent (n = 80)

Chi-Square Tests

Value Df Asymp. Sig. (2-sided)


3 .331


Linear-by-Linear

Association

.016 1 .899

N of Valid Cases 80



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Table 7: Chi-Square Test for Testing frequency of servicing and satisfaction

level of respondent (n = 80)

Chi-Square Tests

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 3.425a 3 .331


Linear-by-Linear

Association

.016 1 .899

N of Valid Cases 80


Closer analysis revealed that there exist no such relationship between frequency of servicing and the satisfaction level of respondent.

In order to find relationship between the frequency of promotions on mobile phoneand conversion of permission marketing into buying decision making, thefollowing hypothesis was formulated and Chi Square Test of independence wasused.

y Relationship between the Respondent awareness about Reliance AutoZone and

Respondent Preference towards Reliance AutoZone.

Hypothesis 7

Null Hypothesis (H o) = There is no association between the respondent awareness aboutReliance AutoZone and preference towards Reliance AutoZone.

Alternate Hypothesis (H 1) = There is association between the respondent awarenessabout Reliance AutoZone and preference towards Reliance AutoZone

The output table reveals that the null hypothesis is rejected showing that exists nosuch relationship between Respondent awareness about Reliance Autozone andRespondent Preference towards Reliance Autozone.



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Table 8: Chi-Square Test for Respondent awareness about Reliance AutoZone andRespondent Preference towards Reliance AutoZone.(n=80)

Chi-Square Tests

Value df

Asymp. Sig.

(2-sided)

Exact Sig.

(2-sided)

Exact Sig.

(1-sided)

Pearson Chi-Square .193a

1 .660

Continuity Correctionb

.008 1 .930

Likelihood Ratio .198 1 .656

Fisher's Exact Test .740 .475

Linear-by-Linear Association .191 1 .662

N of Valid Cases 80


b. Computed only for a 2x2 table

The study reveals that more promotions and advertisement results into changing the preferences of consumer. The relevancy should be the prime aspect which is clearlydepicted from the table above as most of the respondents were not considering if they areaware about the Reliance AutoZone, they will definitely go for it.

CONCLUSIONS

In the survey we found that the gender of the respondent does not make any significantinfluence in the opinion of the respondents as far as Reliance Autozone is concerned. Thevarious other demographics like age, education, occupation would make a considerableimpact on the awareness of this concept of importance.

Various external sources like media, hoardings, mails, and websites were basicallycontributed for the awareness of Reliance Autozone. Also, we found that most of therespondent who have branded or expensive cars, they prefer to go to the authorizedservice station.

But there is a positive outcome is that if the company makes them aware about theReliance Autozone, they will go there for servicing because of following reason:

A) Brand name of reliance

B) Quality of service

C) Less cost

From the study it was concluded that respondents used company¶s own service center and most of them are satisfied with it. But study reveals that if they get their vehicleserviced along with other facilities like spare parts, etc. under one roof at low-cost they



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will definitely go for it. It becomes evident from the study that advertisement on media is becoming a major technique of marketing.

During the study it was also came to know that those respondents who are aware of Reliance AutoZone they haven¶t approach because they are satisfied by the service provided to them by their authorized company service station.

Despite of all other facts, we had revealed that majority of the respondents agrees that theconcept of Reliance AutoZone will be a useful concept in the future for them, and it willhelp them to save time and money both.

RECOMMENDATIONS

After research and analysis, we found that most of the respondents are not aware about theconcept of Reliance AutoZone.But after the awareness they will give their preference to Reliance AutoZone, because of the brand name of the Reliance Company.After completing the research work we came to know that following recommendations will be

helpful for the Reliance AutoZone to survive in India.

Advertisement plays a crucial role in promotion of any brand and also to provideinformation about latest launches. The company must focus on creative advertisementin the most effective media create an impact in the mind of the customers.

Continuous improvement in the advancement of technological process to providequality service.

To attract Low Income Group & Middle Income Group, offer service that are havinglatest features but at a slightly lower cost.

Go to untapped market. Ex- rural market and semi urban cities.

Increase focus on distribution channel so as to ensure the availability of all the spare parts for all brand of vehicle and is easily available to customers at their nearbylocations.

The companies must conduct marketing survey at the regular intervals to know themarket condition, taste and preferences of the customers and technological awarenessof customers to enhance Sales and service quality.

LIMITATIONS

Every survey has certain limitations to it and the same is true with our survey. The main issuewas the casual behavior of people towards this research. Many of the respondents were notinterested in replying to our questions initially. Other issues regarding our research are-



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Our attempt was to cover most of the service stations of Delhi and NCR, but it was difficult totravel to unknown places and gather information.

Many people may have given false information about their brand preferences, just to show their status and might have misled us.

Lack of awareness among people about the new concept of AutoZone and brands also createdsome troubles for us.

Since, it was not possible to include a lot many questions in the questionnaire, many aspectsrelated to the Reliance AutoZone and behavior of customers could not be studied.

Lastly but not the least, as this was our first MARKET SURVEY we were not very well awareabout the practical aspects of a marketing research. So, there are the chances that we may not beable to present the findings and analyze it.

REFERENCES

%RRNV

MARKETING RESEARCH- AN APPLIED ORIENTATION

By- Naresh K. MalhotraBUSINESS RESEARCH METHOD ±

By-COOPER & SCHINDLER 10TH ED., TATA McGRAWHILL,2008

MARKETING RESEARCH ± TEXT AND CASESBy- RAJENDRA NARGUNDKAR

Internet:

y www.autozone.com

y www.relianceindia.com

y www.reliancemoney.com

y www.google.com



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