DESSERTATION ON A STUDY ON FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS BUDGETED CARS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS

FOR THE MASTERS DEGREE IN BUSINESS ADMINISTRATION OF UTTARAKHAND TECHNICAL UNIVERSITY, DEHRADUN SUBMITTED TO: INTERNAL GUIDE PROFESSOR IMS Dehradun SUBMITTED BY VIKRAM SINGH RAWAT (MB11B56) EXTERNAL GUIDE

INSTITUTE OF MANAGEMENT STUDIES, DEHRADUN BATCH 2011-13

Table of Content

1. Executive Summary03 2. Introduction..05 3. Overview of the Auto segment12 4. Review of Literature24 5. Objective of the study32 6. Research methodology.35 7. Limitation of the study..38 8. Finding and Analysis.39 9. Conclusion59 10. Annexure...64

Executive Summary
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 2005-06 over the corresponding period in the pervious year. Further competition is heating up in the sector with a host of new players coming in and other like Porsche, Bentley, Audi, and BMW all set to venture in the Indian markets. One factor that could help the companies in the marketing of their product is by knowing and creating a personality for their brands. This report attempts to answer some of the questions regarding brand personality of selected cars in India by conducting the market research. This report is categorized into parts, deals with introduction to brand personality, companies selected, product and the industry. 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 25% per annum in June 2005-06 over the corresponding period in the previous year. Further competition is heating up in the sector with a host of new players coming in and others like Porches, Bentley, Audi, and BMW all set to venture in Indian markets. One factor that could help the companies in the marketing of their products is buying Behavior of the consumers. The Buying Behavior of the customers can be studied by knowing their perceptions about the cars in the market and about the possible entrants in the market. One such technique is by knowing and creating a personality for the brands.

This personality sketching will help in knowing what a customer (or a potential customer) thinks about a given brand of car and what are the possible factors guiding a possible purchase. Similarly, the idea of measuring the customer satisfaction will serve the same purpose of determining the customer perception. Thus, by measuring the willingness of existing users of a car to recommend it to others will help the car manufacturers to chalk out the entire Customer Buying Behavior. The reports shall attempt to answer some of the questions regarding brand personality of selected cars in India by conducting a market research. The market research will be helpful for the new car entrant companies in India to find out the possible gaps between the customer expectations and the present market offerings. This way these companies will be able to find their share in the ever-expanding Indian market pie.

The research will track the customer satisfaction in the following two layers: Product related Parameters

Dealers related parameters

The customer satisfaction index will be calculated for the car brands taken into consideration. It will be mainly a primary research and the information will be gathered from both primary and secondary research. The study will analyze the applicability of existing research concepts, theories, and tools for evaluating consumer satisfaction.

 INTRODUCTION

It is true fact that if you are satisfied you recommended to others. Word of mouth and customer satisfaction play a very important role in determining market perception about an automobile. It is the market perception that determines the success of a company and so it is very important for the car manufacturers to measure the willingness of existing users of a product to recommend it to others. The same is a lot of interest to customers as well for it helps them make the purchase decision. A car is one of the most significant purchases that an Indian household makes and this project addresses the most important question that perplexes car manufacturers: What makes the perfect car that influence will willfully purchase? The project highlights the factors that influence the buying decision of a consumer. The factor under consideration would be: Price Income of the consumer Features in the car Safety standard Warranty scheme Finance facility

Is an Indian consumer ready for more? Which is the driving motive behind the effective demand of the car? How the coming of new models like swift does is going to effect the buying decision of consumer and especially the Tata 1 lakh car. In other words, from the spread of choices offered by various manufacturers under various segments, of which one the customer will finally turn the ignition on and drive. Customer satisfaction index: some of the most advance thinking in the business world recognizes that customer relationships are best treated as assets, and that methodical analysis of these relationships can provide a road map for improving them

If you cannot measure it, you cannot improve it. Lord William Thomson Kelvin (1824-1907) Clause 8.2.1 in ISO9000: 2000 states: As one of the measurements of the performance of the quality management system, the organizations shall monitor information relating to customer perception as to whether the organization has met customer requirements. The method for obtaining and using this information shall be determined The requirement has been there in the QS9000 standard clause 4.1.6 which says: Trends in customer satisfaction and key indicators of customer dissatisfaction shall be documented and supported by objective information.

These trends shall be compared to those of competitors, or appropriate benchmarks, and reviewed by senior management. There is obviously a strong link between customer satisfaction and customer retention. Customers perception of service and quality of product will determine the success of the product or service in the market. With better understanding of customers perceptions, companies can determine the actions required to meet the customers needs. They can identify their own strengths and weaknesses, where they stand in comparison to their competitors, chart out the path future progress and improvement. Customer satisfaction measurement helps to promote an increased focus on customer outcomes and stimulate improvements in the work practices and processes used within the company. Customer expectations are the customer-defined attributes of your product or service. We cannot create satisfaction just by meeting customers requirements fully because these have to be met in any case. However falling short is certain to create dissatisfaction. Major attributes of customer satisfaction can be summarized as: Product quality Product packaging Keeping delivery commitments Price Responsiveness and ability to resolve complaints and reject reports Overall communication, accessibility and attitudes

Values

Benefits

Features

Attributes

We cannot begin to address the customer satisfaction issue we define the parameters and measures clearly. The customer satisfaction index represents the overall satisfaction level of that customer as one number, usually as a percentage

The buying process involves the following steps:

Problem Recognition

Information search

Evaluation

Decision

Buy

Post Purchase Dissonance

Dissatisfaction = Brand Rejection

Satisfaction = Brand Acceptance

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The fact that word of mouth sales are a big deal in this industry has also helped. Industry players and market surveys reveal that 20-30 percent of sales are through word of mouth.

For the purpose of the project has undergone through

Surveying the relevant consumer base through exhaustive questionnaire. Understand the elements underplaying in each segment Deducing A analytical overview through different statistical methods

Recommendation comes from satisfaction and satisfaction comes from

Product Quality

Service Quality

Relationship Quality

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OVERVIEW OF THE AUTO SEGMENT

Indians have emerged as avid car enthusiasts sporting their prized possessions as status symbols and speed machines. Foreign car companies have discovered the Indian consumer as well as the R & D potential in the Indian technical fraternity and are setting up manufacturing plants right and left across the country at lower costs. The Indian automobile industry is currently experiencing an unprecedented boom in demand for all types of vehicles. This boom has been triggered primarily by two factors: (1) increase in disposable incomes and standards of living of middle class Indian families estimated to be as many as four million in number; and (2) The Indian government's liberalization measures such as relaxation of the foreign exchange and equity regulations, reduction of tariffs on imports, and banking liberalization that has fueled financing-driven purchases. Industry observers predict that passenger vehicle sales will triple in five years to about one million, and as the market grows and customer's purchasing abilities rise, there will be greater demand for higher-end models which currently constitute only a tiny fraction of the market. These trends have encouraged many multinational automakers from Japan, U. S. A., and Europe to enter the Indian market mainly through joint ventures with Indian firms. India is increasingly becoming a global automotive hub both for the vehicles and component industry. India is fast integrating itself into the world economy and open to international automotive companies, who are increasingly investing in India. The Indian automotive and component industry is looking to increase the quality of production from existing levels, to develop new products and to increase exports. In the long run India is well set to become a key market for automotive 12

and component manufacturers in terms of local demand and as a base for export. Additionally, companies such as GM, Daimler Chrysler, Toyota, Delphi and MICO/Bosch are utilizing Indias well developed IT / software capabilities and have set up R&D hubs here for their global operations

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Maruti Udyog Limited

Maruti Udyog Limited is the premier car company in India. Maruti Udyog Limited (MUL) was established in Feb 1981. The company entered into collaboration with Suzuki Motor Corporation of Japan to manufacture cars. Maruti is the highest volume car manufacturer in Asia, outside Japan and Korea. Maruti Udyog Limited, the largest Car selling company in India, has many unique Service advantages for the customers. It has bagged the First Position in JD Power Customer Satisfaction Index for the consecutive two years. The company has also ranked highest in the India Sales Satisfaction Study.

1. Estilo
Maruti launched all new Estilo. If you are wondering why I dropped Zen from this car's name then let me explain. Estilo has got Wagon R's engine and chassis and Suzuki MR Wagon's shape. Whatever remains is taken from Zen, well does anything remains actually? Yes, Name! Name is taken from Zen, 'Zen Estilo'. In essence its stylish Wagon R, Japan's MR Wagon, combination of the two or anything but Zen. It seems Maruti wants to exploit Zen brand-image hence named this car after Zen. Zen Estilo has the same engine (1061cc, 64.8ps, 84Nm, 4-cylinder, 16-valve, MPFI F10D Petrol) under the hood that is found in Maruti Wagon R. Absolutely nothing has been changed except for the fact that this engine is much refined and is slightly better at responsiveness and fuel economy. This simply translate into 'Zen Estilo is a bit faster and more fuel economic than Wagon R'. Due to highly good drivability, driving in city would be more fun with Zen Estilo.

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Electronic Power Steering (not available in LX version) really helps in crowded traffic. Owning and maintaining Zen Estilo won't be a problem, engine is proven reliable and virtually maintenance-proof.

2. Swift
Competing with the other cars of Maruti, Maruti Swift is gradually making its position in the world of mid-sized family car. Maruti Swift has come up with the special technical specifications of 16 valve 4-cylinder, 1300 cc engine generating power. Maruti swift is equipped with various safety features and well advanced equipments. 3 assist grips, 3 spoke urethane steering wheel, antenna, cabin light (3 position), console box (lower), cup holders (front 2, rear1), front door trim pockets, green tinted glass window, halogen headlamps, headlamp leveling device, heater and manual Air conditioning, OVRM (internally adjusted), rear fog lamps, wind screen wiper 2 speed plus 1 speed intermittent, tailgate opener key type, trip meter (digital display), sun visors (both sides), brake assist , child lock (rear door), high mounted stop lamp, power steering, rear seat belts etc. are the features available in this model. Apart from the features found in other model, striking features of this model are black colored A & B pillars, 12v accessory socket in center console, day and night rear view mirror, door ajar warming lamp, driver's seatbelt warning lamp, tachometer, driver's seat belt warning lamp, vanity mirrors (sun visor co-driver side), rear seat head restraints, fabric accented door trims, central door locking (4 door), front and rear electronic windows, front fog lamps, light off/ key reminder, manual air-conditioning, key not removed warning buzzer, etc

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3. Maruti Esteem

Sophisticated big structured Maruti Suzuki esteem is one of the old car of the Maruti Udyog group. To run this huge car its engine is made of lightweight allaluminum. This contemporary engine has capacity of 65 bhp at 6000 rpm. According to *Mileage (Auto India, Nov 2005), Esteem holds the topmost position on mileage among the other category of cars including the small cars. There are three models of Maruti Suzuki Esteem:

Maruti Esteem (Lx) Maruti Esteem (Lxi) Maruti Esteem (Vxi)

The basic model of Maruti Suzuki Esteem includes various safety features and unique configuration in it. Air conditioned Maruti Suzuki Esteem for the comfort of the owner provides the facilities of cabin heater, front seat back pockets (both sides), front door pockets (both sides), air flow controls, remote operated fuel tank lid and trunk lid, coat hanger hook on grip assistance etc.. Instrument panel of this model includes tachometer and speedometer with sporty dial. Security measurement of this model has headlamp leveling device, collapsible steering column, lockable glove box, child proof rear door locks, halogen headlamps, prismatic day-night inside rear view mirror etc. This model is more upgraded version of Maruti Suzuki (Lx). Apart from the features that are already in MarutiSuzuki (Lx), there are other few more added features existing in Maruti Suzuki (Lxi). For comfort these models specially have

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rear view mirror on the left side, power steering and power window (front).

Hyundai Motor
Hyundai Motor India Limited (HMIL) was established in 1996 and is a wholly owned subsidiary of South Korean multi national, Hyundai Motor Company. HMIL is the fastest growing and the second largest car manufacturer in India and presently selling 30 variants of passenger cars in six segments. The Company has set up more than 70 dealer workshops that are equipped with the latest technology, machinery, and international quality press, body and paint shops, across the country, thereby providing a one-stop shop for a Hyundai customer. Hyundai also has a fleet of 78 emergency road service cars that can provide emergency service to all its customers anytime, anywhere.

4. Hyundai Santro
In the field of mid size car, Santro Xing is capturing the market very rapidly. Its design, style, space and other special features has made it one of the highest purchasable cars among any economy class.

It has five variants:

Santro XK Santro XK (Non AC) Santro XL Santro XO Santro AT

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Along with the other features that are present in Santro XK (Non AC), other features present in this model are air conditioner, day and night inside rear view mirror, chrome1 radiator grille etc. Along with the features available in Santro XK, added features in this model are 4 doors CLS, passenger side OVRM, tinted glass, map pocket front door driver side, front door full size arm rest, door trim with fabric insert, hydraulic power steering, power windows (front) etc

5. Getz
Hyundai Motors launched small family car Getz at August 2004. Euro III emission norms fulfilled Car, Getz powered by 1300 cc. engine. Only the petrol version of this car was launched initially.

There are four variants found in this car:

Hyundai Getz GLS Hyundai Getz GLX Hyundai Getz GVS

This model has highly advanced features like AC with 4 speed blower, ash tray w/o illumination, center console w/ pen and jug holder, 60:40 rear seat split, vanity mirror passenger side, rear defogger, height adjustable seat belts (front), waist line molding, tilt steering, map pockets, front and rear power windows, rear seat back inclination(4 position), digital clock, rear wiper and washer, front for lamp, body color radiator grille, rear bumper reflectors, rear mud guard etc. Few features to view comfort and safety in mind, this model is being specially equipped with rear wiper and washer, rear defogger, alloy wheels etc. This model has few important features like height adjustable front seat belts, body colored radiator grille, rear bumper reflectors etc.

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6. Hyundai Accent
Hyundai Accent was ceremonially launched at Frankfurt International Motors Show on 15 September, 1999. It came in two versions, i.e. Petrol and Diesel Versions in India initially, while in Europe it was introduced only with the Petrol version. Initially Accent came up with the manual transmission which in turn started getting available in automatic transmission. To know about the models of this car, please see this following text:

Hyundai Accent GLE Hyundai Accent GLS Hyundai Accent Viva Hyundai Accent Viva CRDi Hyundai Accent CRDi

This model has many distinctive features like 60:40 split folding rear seats, automatic trunk lamps, body colored door handles, bumper with or without molding, door trims and consoles, high mounted stop lamps (HMSL), Mist (one stoke wiper blades), semi cloth upholstery, trip odometer, rear license garnish, waistline molding, wiper (3 no. of speed), cross bar under dash board, crumple zone, dual horn, engine sub frame etc. Features that are striking in this models are tinted glass, remote boot release, split rear seats, tachometer, remote fuel cap release, sun visors with vanity mirror, power telescopic antenna, luxury full cloth upholstery, energy absorbing collapsible steering column, full size wheel cover etc.

7. Verna
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The most awaited Verna finally launched in India. Verna can be considered as one of the most shock wave-creating cars in India; within first five days of its launch over 2000 Verna cars had been sold. Competition seems to be in shock. Comfort levels are quite good, I wasn't expecting them to be like this, and there is marginal refinement over Accent. Suspensions give you a feel, 'yes this car is meant for India', no bumpy rides. Car handles very well too. Interiors are not class, as expected, though they don't give a cheap feeling at all. City is way ahead of Verna in interiors and room. Driving position is good and to make it even better, height-adjustable driver-seat is provided in higher versions. AC is quite effective, cools the cabin quickly. Due to enough power, switching on AC doesn't make any difference in performance. Exterior design is satisfactory. Its neither great to boast about nor is bad to complaint about. Like all other Hyundai car designs, people have started to criticize Hyundai for design of Verna. After having first glance of Verna, one of Carwale.com colleagues called out, 'Hey, it looks like Baleno from front and Fiesta from behind!'. You can't help it, its inevitable with Hyundai. ABS is available as optional across the range. Its a bit disappointing that Airbags are not provided even as optional. Central Locking is available as standard feature in all the versions and keyless entry in petrol versions except the lowest-end Verna i. Finally Indian automotive industry is taking good shape. We have enough options in every segment available. From Maruti to Tata to Honda to Volkswagen to BMW to Porsche, every major world car player is interested to sell its cars to Indian people. Everyday we have news about some new launch. Verna is just launched and Ford has just announced launch of 1.6 TDCi (diesel) in two months time, Maruti has confirmed discontinuation of Baleno and arrival of new Baleno early next year and last but not the least Chevrolet is planning diesel Aveo soon.

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Tata Motors Limited

Tata Motors Limited is India's largest automobile company, with revenues of Rs. 24,000 crores in 2005-06. Its name comes first in the category of commercial vehicles and the second largest in the passenger vehicles, mid size car and utility vehicle segments. The company is the world's fifth largest medium and heavy commercial vehicle manufacturer.

Over 3.5 million Tata vehicles is moving on Indian roads, since 1954. Its manufacturing plant is located at Jamshedpur, Pune and Luck now

8. Tata Indica V2
Having attributes of three popular cars, Tata Indica is ruling the market. Making of Tata Indica with the concept of main distinguishing features of three popular cars i.e., with the overall structure of Maruti Zen, interior space like ambassador and cost nearly like Maruti 800 was a challenging venture of Tata Motors. Its fully foldable rear seat has made this car more accommodating for extra luggage. For safe and secure driving and to give proper comfort, side-impact beams, rigid monochrome frame and child safety locks are attached to this car. Different Tata Indica models are:

Tata Indica V2
o o o o

DLX DLG DLS DLE

With its market catching looks and few striking features have set a trend for the choosy buyers. Its power steering, central locking system, four power windows 21

have not only made this comfort driving car but also give assurance for the safety. To mention more about convenience of driving, HVAC system provides good cooling effect even in a sultry summer days. Door handles, body colored bumpers, ORVM and wheel arch flair are few more advantages that the owner of this car can easily avail. To assure safer driving along with the elegance and appeal of the car, this model is equipped with body colored bumpers, the wheel arch flairs, internally adjustable OVRM and central locking system. To avoid any inconvenience in operating the window, front windows are power windows. To avoid the scorching heat in a summer days, HVAC system of cooling can soothe anybody inside the car

9. Tata Indigo
Indigo with its market catching features like leather upholstery, beige interiors, LCD screen etc has made its position in the automobile industry. Indigo is available in Petrol and Diesel models. Petrol Variants
o o o

Indigo GLE Indigo GLS Indigo GLX

It is equipped with various features like manual power steering, manual front and rear windows, grey bumpers, half wheel covers, partial fabric lining on seat, molded roof lining, high mounted stop lamp etc. To mention few of the features present in this model along with the features of rest of the two models, there are available power steering and power windows, rear fog lamps, rub rails on door, full wheel covers, both sides outer rear view mirrors, rear defogger, central locking, audio warning signal for driver seat belt and many more

Industry Size

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The domestic Indian passenger car market (including utility vehicles) totaled 900,000 units (with a CAGR of 10 per cent over the past 4 years) while the exports were 130,000 million units (with a registered CAGR of 68 per cent over the past 4 years) during financial year 2004 At the back of this phenomenal automotive growth is the success of the Indian auto component industry. Presently a US$ 6.7 billion industry, it is expected to almost treble in less than eight years time to US$ 17 billion by 2014 India offers a distinct technological and cost-competitive advantage, which global Original Equipment Manufacturers (OEMs) and automotive suppliers are leveraging for both manufacturing and research facilities. The passenger car market is projected to grow at a CAGR of 12.3 per cent over the next few years. Growth in the mid-size and premium car segments is expected to outpace the overall market growth.

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REVIEW OF LITERATURE

1 Consumer Preferences and Taste

A market of a billion people has different consumer with various choice of their products and thus an elasticity demand will be appeared in the market. Consumer differs from one to another one and arranging into age, gender,
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income, education level, and tastes. Moreover, it has relationship in between the unlimited resources surroundings and the consumer will be heavily make their choice changed always of the goods and services so that they will demand more and more (Kotler et al. 2005). Consumer not really understand why they would chosen the product and purchased it at the time and what actually control them to buy it and the reason why so because is always comes from their minds demanded. As a result, a number of factors have been identified and taken into considerations that are affected consumer's attitude towards product and service.

2.1.1 Cultural Factor

An individual buying characteristic strongly affected by culture towards a

particular brand. Culture makes shape on people making decision to purchase and to do their daily activities, and determines it. Yet each single people have his or her own of culture value to decide on something. Life style, beliefs, attititudes, also known as subcultures of people belonging to a particular culture and that is subculture (Kotler et al. 2005), such as geographical areas and human characteristics such as
age and ethnic background.

Social Factor
Social factor like for instance reference groups, family, and role and status that also has influenced a consumer buying behaviour very much. Reference groups refer to an individual identified with a group using his or her group member value, attititudes or behaviour as the basic for his or her judgments, opinions, and actions, and to recognize behaviour. Any group has a positive or negative directly affecting on some people like as membership groups (credit card etc.) which can belong to. Some of people desires to belong to and involve into that group is called inspirational groups, like as a fan's admiration for an idol. 25

Personal Factor
These factors are age and life cycle stage, occupation, economic situation, lifestyle influence consumer' buying behaviour influences on a person or one family patterns. People always change their preference, taste, as well as their wants over and over their life cycle. Each job has required its own unique requirements or clothing like for instance an office lady has to wear formal uniform or business suite daily for their working time. However, lifestyle is a pattern of living as activities, interests, and the opinion of the people. An individual's buying behaviour differs from one another due to have different life style, taste, and preference in between of them likes as a man is oftenly to choose the casual clothes like as jean as compare to a business man who like to buy more business suites. Finally, economical factor also affects a product choice. It talks about a person's income, savings, or interest rate. If a worker has a low income and that's mean he or she has low demand to buy less.

Psychological Factor
It includes these factors affecting a person's buying choices. These factors are motivation, perception, learning, beliefs and attitude. A person has many needs at a given point in time and these need become the motive directs that person to buy a product they wants and seek their satisfaction. Anyway, how the person acts is influenced by his or her perception of situation may differ from one another due to perceive the situation differently. Some of people are liked to learn something and get its experience, knowledge and resources from the training or practical for example as they might train as an intelligent consumer to choose a good and cheaper product. And then from their learning and motivation, an individual needs belief and attitude towards their buying behaviour.

Target Market Selection

Firms nowadays are difficult to focus at all of consumer in the market since their wants are too unlimited and require more. Thus firms must select one segment, or more, as a target market, so marketers can identify the specific needs accordance to the identified

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target group as a result can develop marketing strategies to satisfy consumer needs. It is called as targeting market that are selecting a particular good or services valuable or attractiveness into the specified segments and pay attention on one or more segments. So, this research only narrows down to age segmentation of demographic and focus on teenagers, young adults and baby boomers, as well as to meet their need and want, and discusses how their attitudes towards product and service.

Age Segmentation
As a consumer age his or her needs and desires basically change and thus today firms use different collected survey data or marketing approaches to meet the wants of existing consumer on age differences. Example for one strategy is marketer offer the similar goods in different design to the targets such as toothpaste, designed for adult and children. Referred to Peter et al. (2005), marketers should analysis consumer-product relationship to segment market and researcher suggested that 3 steps of segmenting market as the following: first step is identifying product's concept and determining the type of consumer, second step is focusing targeted group and last step is considered as the secondary step and analyzing these difference, understanding relationship between consumer needs and homogenous product. Finally, this study was discussed about how today age-related gives impacts on existing market.

2.3 Brand
Brand is usually described as a unique name or trademark given to a product or service, or can be either is a term, symbol, design for a particular firm which is identified a good or service, or a firm to distinguish form its competitors. Consumers feel value and trust towards that brand if a firm's brand marketed well. Brand image is a symbolic structure created and has powerful motivates consumer to purchase products or services, and the image is given consumer the differential impression with its meaning about brand like for instance Malaysia Airlines, customer think about Malaysian Hospitality. Malaysian Airlines has best hospitality and always leaves good image to the public. These associations can either be developed over time through advertising campaigns with a consistent theme, from direct experience with the product etc. 27

a) Brand Equity
Brand equity refers to the value-added of a particular brand and brings to a particular good or service, and David Aaker (2005, p.173) defined brand equity as a set of assets can liabilities to a brand's name and symbol that adds to or subtracts from the value provided by a product or service to a firm and/or a firm's customer. Refers to The Sun, Dr. Admin Khan mentioned that Malaysia Airlines is going to offers more value added services and flight frequency to favorite destination such as Melbourne, dates from Oct 2009 to Sept 2010 to allow people traveling more. David Aaker (1991) has been identified four major categories of brand equity are: brand name awareness, brand loyalty, perceived quality, and brand associations.

b)Brand loyalty
Brand loyalty is fixed preference for one particular brand that results of a consumer generally loyals to a particular product or service and purchases repeatedly over time, as well as over competitor brands. Moreover, consumer has to continuous attitude towards a particular brand and repeatedly purchases the brand and without concerning any factor. If one particular brand had a greater advertising, builds strong and attaches a consistent value, it can retain loyal consumer who had experienced using his or her preferred brand and for a brand loyalist is less sensitive to price changes whether there is up or down, as well as can affect sales volume.

c)Perceived Quality
David Aaker (1991) refers perceived quality as a consumer's makes self opinions about a particular product or service's quality, or superiority for a variety buying reason, and oftenly affects consumer making the decisions. Consumers have all the information about a particular product or services before go after it and trying to understand it, and thus to use it as the guide for making a choices and judgment of quality for the product. Importantly, the feeling is based on perceptions of what is received, such as quality, self-

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feature and performance of a particular product. Furthermore, perceived quality often differs from the actual quality of a particular product, or a brand, and derives from consumer's previous experiences.

d)Brand Association
Brand association connects directly or indirectly consumers to a particular brand and thinking of the brand that is identified its product or service category likes for consumer perceives Malaysian Airlines as low fares and good service associated with. The associations are usually meant to something and built upon product attributes such as product characteristics or features are identified and differentiated (Armstrong et al. 2005), and consumer benefits that gains from a consumer's experience of a particular product or service that is already familiar with, as well as a consumer's thought about a particular brand, and always influencing consumer purchasing behaviour and build loyalty.

2.3.2 Brand Positioning

As identified target markets' needs, marketers must try to position its product or brand and form an image or identity in consumers' minds (Peter et al., 2005, cited in Maggard, 1976). Marketers can associate brand or a product with one or more attributes such as features and performance in order to obtain differential advantages. However, marketers can identify the attributes through advertising or packaging, and those attributes that is relative oftenly has changed a consumer's perceptions of each product from collecting information and questionnaire.

a) Advertisement
Marketers today widely use advertisements as marketing tools to communicate target consumers and inform them about the existing of products or services (Belch et al., 2009, p.18). Advertising describes, presents and brings products or services to consumers as well as brings them into the stores, and in order to attract consumers' attention to buy it.

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Apart from that, Don E. Schultz et al. emphasizes that advertising often affects consumers' attitudes or behaviors towards the advertised products or services. Besides that, advertising is also used to give consumers information about products and services as well as to remind them where to find out it. People today are liked to buy a particular product or service that familiar with and confidence in referred to Tellis (2004), due to gaining knowledge of, experience with or having loyalty to the advertised products or services.

b) Social Aspect
Advertising is very powerful influencing consumers' attitude towards consumption on product and service, as well as bought a result on the societal values and lifestyle. Advertisers now try to bring a advertisement consistently with values and lifestyle to adapt with target consumers whose advertisers want to approach. Advertising O' Guinn, T. C. et al. (2006, p.113) considered a number of social factors that affected by the advertising on educating consumer's, standards of living, happiness and well being, and mass media. This research only focus on the first effect is educating consumers and second is improving living standards.

c)Educating Consumers
Sometimes advertising is one of effective reason transferring education objective or information to consumer without giving them confusion. By educating and transferring information, consumers not only approach to get knowledge about the products' features and they also can know the value and benefits of the product that have. Thus the advertising sometimes can educate consumer in the good way. Moreover, product and service advertised can convenient consumer not too spending the time on searching the goods or services, and the reason is some of advertisement contains sufficiency information of to the targets, about products' functional features and performance result.

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d)Improving Living Standards

Advertising as usually shown on media often promote the valuable and lower cost of product and service, and thus consumer can save more money to buy them besides drive benefit from the product. Moreover, advertising gives a variety of choice to consumer like for instance Malaysian Airlines provide many lower fares package to flight over some destination to draw their targets' attention to purchase their goods. Consumer's needs change dramatically causes now advertisers need to promote more and newest product or service to adapt today consumers' taste. Not only that the competitors in existing market already become wide and advertisers also have to produce fresh and differ over the competitor.

2.5 Sponsorship
Masterman G. (2007) emphasized that, sponsorship is a special event, or describes as an integrated communications tool to support firm goals by enhancing image of the company and its product or shaping consumer attitudes, increasing awareness of brands, pushing' promotion or driving sales for a sponsor, as a result of the way to reach target markets. Firm today often use sponsorship in resulting to drive sales for a sponsor, and to offer practical opportunities for selling therefore sales take place due to sponsorship (ibid). Moreover, in order to successfully reaching target, sponsoring an event is the most significance key to differentiate brands from competitors and for taking advantages over competitors.

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Objectives of Study

To determine the demographic variables of the customers of different brands of cars. 32

Examine the buying behaviour about the cars. To judge the satisfaction level of the people in response to brands

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RESEARCH OBJECTIVE

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The objective of the present study can be accomplished by conducting a systematic market survey. Market Research is a systematic design, collection, analysis and reporting of data and finding that are relevant to different market situation facing by the company. The marketing research process that will be adopted in the present study consist of the following stages:

1. Defining the problem and research objective: The research objective state that what information is needed to solve the problem. Here the objective of research is to do the market survey on the basis of perception of the customer with Dainik Jagran . 2 . D e v e l o p i n g r e s e a r c h p l a n: If required. The descriptive and casual approaches may also be used. Once the problem is defined, the next step is to prepare a plan for getting t h e i nf o r m a t i o n n e e d e d f o r t h e r e s e a r c h . T h e pr e s e n t s t u d y w i l l a d o p t exploratory approach where in there is a need to gather a large amount of information before making a conclusion 3 . C o l l e c t i o n a n d S ou r c e s o f D a t a: T o c o l l e c t t h e d a t a , r e l e v a n t i n f or m a t i o n i s n e c e s s a r y a s r e g a r d s t o t h e project.

Data Collection
Data for the present study is collected from two sources: Primary sources:
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The data are collected directly from the universe by conducting interviews, etc. these are the original sources from which the researcher directly gathers data which are not previously referred. Secondary sources: The data are collected from the secondary sources such as magazines, journals, etc. These sources consist of already variable data in the form of statements, and reports, which may include sensory reports, financial statements of the company, reports of governments departments, etc. I used both Primary and Secondary sources of data collection. For primary source I have used Questionnaire. For secondary source I have used Internet, Magazines, and Newspaper etc

Data Approach
There are several Approach of data collection. The primary sources of data collection are done through o Observation o Interviewing o Mail survey o Questionnaire

Observation:
Observation is a mode of primary data collection through which we directly get the data from a universe and based on that data one can carry on the research.

36

Interviewing:
Interviewing is another mode of direct data collection, which provides complete information about the universe.

Mail survey:
Through Mail survey, we can get direct data from the universe, the responds and the feedback based on which the research can be carried out.

Questionnaire:
Questionnaire is the method of data collection, which is very much popular, particularly in big cities. Different modes of questions are put up on the paper and the particular universe, on which the research is conducted, are asked to fill their responses.

4. Sampling Plan:
Sampling units: I have completed my survey in Dehradun city.

Sampling size:
A survey was conducted for three thousand respondents. The selection of the respondents was done on the basis of simple random sampling.

5 . A n a l y z e t h e c o l l e c t e d i nf o r m a t i on :

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This involves converting raw material in to useful information. It involves tabulation of data and using statically measures on them for developing frequency distribution and calculating the averages and dispersion

Limitations of the study

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All the research projects are hindered in their smooth flow by some unforeseen problems. The problems arise in the form of constraints by budget, time and scope of the study. The current project was also faced by certain problem. Some of the problems faced in the course of the research are as follows: A strong unwillingness on the part of the owners of various cars, to participate and aid the research. The boredom and wavering concentration that set in among the respondents while answering the long questionnaire: thus in turn led to the difficulty of preventing incomplete questionnaires. Sampling error: the research include a sample size of 100 customers which is not enough to determine the buying behavior of the consumers for buying the cars. Since its not a census survey there is always a chance of error while extrapolating the results of a sample study over the population especially in those researches where the qualitative aspects are concerned. So its always doubtful to map the qualitative aspects using a quantitative measure.

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FINDINGS AND ANALYSIS

Q1. Why you bought your present car? Please rank from the highest order of preference 1. Increase in disposable income

40

2. 3. 4. 5.

Better safety at roads Family needs Increase in family size Suits your lifestyle and personality
Motives For buying a car

40

35

39
30

25

20

23
Series1

15

17
10

12
5

Increase in disposable income

Better safety Family needs Increase in at roads family size

Suits your lifestyle and personality

Motives

Interpretation:
As per the analysis shows, increase in disposable income seems to be the most important reason for buying a car. This trend is reflected in the growth of the Per capita Disposable income and consequently the growth of the Indian automobile industry especially in the B and C segment cars. Similarly, the growing family needs like working partners, increasing family size, status, etc. add to the motives of buying a car.

Q2. You decided to buy a car brand because of (rate best 3 factors from 1 to 3 in order of your preference) 1. Affordable price

41

2. 3. 4. 5. 6. 7.

Technical superiority over competition Comfort Manufacturers image Value for money Safety After sale services
Product Specific Reasons for Buying a Car

2 10

32 Afforable prices Technical superiority Comfort Manufacturer's image Value for money Safety After sale services

28

12

Interpretation:
Indian market is still the hard nut to crack for most of the automobile manufacturers. Though the Indian car industry is among the fastest growing car markets of the world still the Indian psyche is too complex for the manufacturers to understand. The most important reason for buying a car when it comes to B and C segment cars seems to be value for money. 32% of the respondents suggested that affordable prices are the most important factor while purchasing a car. This is the reason for sticking to a particular segment till the next substantial rise in the personal disposable income. This reason is followed by Value for money where the customers look for the best product, best services and best repute all bundled in one with the best deal they can strike. This

42

explains the reason for the stagnant or sudden growth in sale of B and C segment cars just before budget and near occasions like Diwali.

43

Q3. Please rate your existing car in terms of understated Safety features on a scale of 1 to 5 Safety Parameters Crossbar under Dashboard Air Bags Anti Lock Breaking System Aerodynamic Shape Intensity of front lights 1 2 3 4 5

Customer Satisfaction on the Safety Parameter

100%

Customer Satisfaction Level ( %age)

90% 80% 70%

3 4 5 4 4

3 3 4 3 4 3 3 1 4 1 1 3 3 3 3 1 1 3 3 4 5

60% 50% 40% 30% 20% 10% 0% 3

Intensity of front light Aerodynamic Shape ABS Air Bags Crossbar under Dashboard

Maruti Estilo (9)

Maruti Wagon R(23)

Maruti Swift

Indica V2

Aveo

Santro

Getz

Safety Parameters of Different cars

Interpretation:
As can be noted Maruti Swift and Indica V2 fight neck to neck on almost every front, with Indica marginally better in features like crossbars under the dashboard and Anti Brake systems. Most of the cars in this segment fare relatively similar and very close to each other on most of the fronts.

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Customer Satisfaction Level on Safety Parameters

100% 90% 80% 3 3 4 4 4 4

Customer satisfaction level

70% 60% 50% 40% 30% 20% 10% 0%

3 3

Intensity of front light Aerodynamic Shape ABS Air Bags Crossbar under Dashboard

Esteem

Baleno

Indigo

Indigo Marina

Optra

Accent

Verna

Cars' Safety Parameters

Interpretation:
As one can see most of the respondents are quite happy with the safety parameters of their respective cars. However, one striking point observed here are that almost every car fares neutral on the safety parameters.

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Q4. Please rate your existing car in terms of following parameters Parameter Fuel Consumption Mileage ( Km/ltr) Pick Up Stability at higher speed Top speed 1 2 3 4 5

Customer Satisfaction Level on the Fuel Efficiency

100%

Customer Satisfaction Level ( %age)

90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

3 3

4 4 4 5 5 Stability at higher speed Pick up Mileage Fuel Consumption

4 3 4 4 3 4

Maruti Estilo (9)

Maruti Wagon R(23)

Maruti Swift

Indica V2

Aveo

Santro

Getz

Cars' Fuel Efficiency Parameters

Interpretation:
The customer choice of the car highly depends upon the performance and maintenance costs of the car. This is the reason why this class of parameter was chosen for this study. And the results show that Marutis Wagon R fares the best car in its segment as most fuel efficient car of all. Similarly, Wagon R fares the best on the terms like mileage but it lags behind Hyundais Santro on pick up

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front. So this segment shows a mixed bag of response for the Fuel efficiency and mileage parameter. Indica V2 performs consistently on all the parameters and Getz fares really well on pick up whereas it fares badly on fuel consumption. Considered this condition for Getz it should be seen as a red signal for the manufacturers so that Getz does not end up being like Fiats Palio famous as a car for drinking petrol.

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Customer Satisfaction Level on the basis of Fuel Efficiency

100%

Customer Satisfaction Level ( in %age terms)

90% 4 80% 70% 60% 50% 40% 3 30% 20% 10% 0% 3 3 4 3 3 3 3 3 3 3 3 3 3 4 5 5 5 5 5

Stability at higher speed Pick up Mileage Fuel Consumption

Esteem Baleno

Indigo

Indigo Marina

Optra

Accent

Verna

Car's Fuel Efficiency Parameters

Interpretation:
Segment C cars are known as hybrid car segment between the B segments fuel efficiency with the luxury of the D class. Checking the same it seems that most of the cars in this segment are placed much closed to each other with very little difference here and there. Most of the cars are fuel efficient w.r.t their weights and pick ups. Indigo fares as the best car in terms of fuel efficiency. Baleno 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 Service Satisfaction Level Q1. Please rate your Dealer on the understated parameters on the scale of 1 to 5 where 1 2 3 4 5 Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied 1 Distance ( Proximity) Advertisements (Promotions) Technical Facilities Cost of Service Availability of Spares Information Provided Service Time Charges Staff Car Handling ( Delivery & service) Assured Customer Transactions Ambience of Service Center Finance ( Credit) Schemes 2 3 4 5

Dealers are the middle men between a car manufacturer and its customers. Dealer thus becomes the most important link in joining the company to its customers as he is the person who will sell the product, will deliver it and will keep on providing the after sales services to the customers as and when required. So, it becomes necessary automatically to study dealer as a part of customers satisfaction journey with the product called car! Why Maruti fares so well ahead of its competitors till date and its the largest car company in India with the largest market share in A and B segment is

49

because during the protected regime it build a dealers network so strong that its yet very difficult for most of the competitors to set up a network as large as Maruti. So wherever you go its not difficult to find a Maruti service station and a Maruti dealer. This is how Maruti has maintained relationships with its customers and has been able to convert most of them into a repeat customer. So, dealer network is something of such importance that while studying the customers satisfaction profile its almost impossible to ignore it.

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Customer Satisfaction Level on the Basis of Dealers

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
(P ro xi m (P ity ro ) Te m o ch t io ni ns ca ) lF ac i l it Co ie st Av s of ai Se la bi rv lit ic In e yo fo fS rm pa at re io n s Pr ov Se ided rv ic e Ti Ca m rH e an Ch dl a rg in As g es (D su re el iv d St er Cu af y st f & o se m Am er rv bi ic Tr en e) an ce sa o Fi ct fS na io er ns nc vi e c e (C C en re di te t) r Sc he m es

Customer Satisfaction Level ( in %age terms)

2 1

3 5

4 3

2 4 4

2 5 4 4 5

4 Hyundai General Motors Tata Motors Maruti Suzuki

4 4

4 4

4 4 4 4 4

4 4

5 4

ta nc Ad D is

ve rt is

em en

ts

Dealers releated parameters for diff Manufacturers

Interpretation:
While buying a car, dealers choice play a very important role in deciding the company and models choice. So dealers act as influencers on the complete buying behavior of the prospective customers. Among all the listed factors Maruti fares the best among all its counter parts in terms of dealer density which is quite obvious. Also, the cost of service provided by Maruti dealers is the lowest followed by Tata Motors. Similarly, for B and C segment cars Maruti emerges out as the clear winner among the four car companies studied all thanks to the vast, extensive and well managed dealer system.

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Q2. How do you rate the brand image of your car? 1 Very Low High
Brand Image
6

5 Very

Customer Perception ( Avg)

Series1

5
2

4 3

4 3 3

Maruti Estilo

Maruti Wagon R

Maruti Swift

Indica V2 Car Brands

Aveo

Santro

Getz

Interpretation:
As per the analysis, Santro is the car whose brand image is most preferred in the market. This is because of the reason, that its from the house of Hyundai a South Korean company known for its overall image. On the contrary Maruti Estilo and Aveo share the same platform on the brand image. This can be attributed to the fact that both these cars are relatively new on the block and market takes time to imbibe and give the brand an image. This is established by the fact that Marutis Wagon R and Swift are exactly the same as far as the image is concerned.

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Customer Perception of Different Cars

6

Customer Perception ( Avg)

Series1

5
2

4 3

4 3

Esteem

Baleno

Indigo

Indigo Marina Car Brands

Optra

Accent

Verna

Interpretation:
As the analysis reveals GMs Optra fares as the Best Car as far as customers perception is concerned about the brand image of the car in the C segment. This is because of the fact that GM itself commands an amazing brand image among its customers. Accent and Verna both Hyundai cars share the same position.

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Q3. Will you recommend your car to your friends? Yes No

Customer's Ultimate Perception
80

73
70

60

50

Frequency

40

30

27

20

10

Yes

No

Customer Action ( Will you recommend your car to your friends?)

Interpretation:
It seems logical that satisfied customers will someday become loyal customers, in other words there is a positive correlation between customer satisfaction scores and customer buying behavior. If a customer rates the car very high in satisfying his or her needs, the car manufacturer should expect more referrals and this is reflected in the analysis that 73% customers say that they will refer their car to their friends even if they move to other segment or other brand.

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Demographics

age group <21 21-35 36-55 >55

17

20

21 41

I surveyed around 100 people who belonged to various age groups. The survey of 4 age groups was done. The four age groups were: Less than 21 years 21 -35 years 36-54 years More than 55 years

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MONTHLY FAMILY INCOME

monthly family income <50,000 50,001-1,00,000 1,00,001-2,00,000 >2,00,001

19 33

19

28

I surveyed around 200 people who belonged to various monthly family income groups. The survey of 4 income groups was done. The four income groups were: Less than 50000 50000 - 1,00,000 1,00,001 2,00,000 More than 2,00,001

Interpretation:
Above graphs exhibits the income bracket of the sample size, as evident the majority of the sample is in the income bracket of < 50,000 a month income. Though none of the bracket is highly skewed, this enables the study to be wide and not dependent on a set income class, which was a fortunately desirable result of simple random sampling.

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Cross Tabulation
1. Motive to buy the car*segment car B and C

Bar Chart

20

segm ent C ar B E s t ilo W agon R S w if t

15

S a n tro G e tz I n d ic a V 2 Aveo

t n u o C

10

E s te e m B a le n o A ccent V e rn a

I n d ig o M a r in e I n d ig o O p tra

0
le ab rd fo Af s ice pr r te Af
c Te al ic hn r io pe Su y rit e ov rc t it pe om n io

lue va

ty fe Sa

respondant's objective buying a car brand

According to the result, I found that choice of car depends upon these following factors: So the choice of car is not driven only by intensive factors such as brand perception but is hugely influenced by extensive factors such as price, service, and models available, financing options etc. also the choice of the car is largely influenced by the manufacture image. This is why Maruti is perceived as a value for money car and Getz emerges out as a winner in the B segment for this criteria. As Getz is from the house of Hyundai known for its technology and great design is far better perceived as a preferred car than other cars. But a word of caution here, this perception may or may not result in a converted sale.

rt fo m Co

Interpretation:

an m a uf u ct r re 's im e ag

les sa

r fo ey on m

ice rv se

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2. Recommend the car to your friend*ranking of Brand and company

Bar Chart
respondants' ranking of brand and company image Very Low Low 30 Neutral High Very High

40

t n u o C

20

10

0 yes no

Would you recommend your car to your friends

Interpretation:
The graph shows that people who rank their car high or very high on the brand image are the people who recommend their car to their friend. This is something the car companies should look for as these people may not be the brand loyal but are definitely the people who help a company to reinforce the brand image propagated by the company.

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3. ranking of Brand and Image*Segment B and C car

Bar Chart
segment Car B and C Estilo Wagon R 8 Swift Santro Getz Indica V2 6 Aveo Esteem Baleno Accent 4 Verna Indigo Marine Indigo Optra 2

10

t n u o C
0 Very Low Low Neutral High Very High

respondants' ranking of brand and company image

Interpretation:
This graph shows that how brand image is useful in making the choice of a car especially in the B and C segment. So, Santro is the car whose brand image is on the top and its the most preferred car.

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 CONCLUSION

60

To conclude, the results show that the companies are playing on the peripheral cues to maintain their Total Relationship Management and connect to the customers both present and potential. The companies are operating in a highly aggressive and competitive global market place and this climate has led to the emphasis on quality in all aspects. TQM focuses on integration and coordination as well as the continuous improvement of all activities and processes. Total Relationship Management (TRM) is a very recent marketing strategy and philosophy. It focuses on and is concerned with all integrated internal and external activities within and between the organizations. These two terms are integrated by the manufacturers by building good quality products and building good relationship with dealers and enhancing service levels. However, when studied from the point of view of a customer there seems to be no major difference among the car brands in a segment as far as performance is concerned. The brand perception is dependant mostly on the peripheral cues depending upon the nature and quality of the service provided along with the pricing, maintenance, availability of spare parts and related issues. So, a question arises here that is this the end of road for the branding of cars? Has the commoditization of cars has started and its time that manufacturers must read the writing on the wall? It seems so! It seems as an undercurrent sentiment is flowing and the perception of the customers is changing according to it. So this might be the reason that despite Verna faring so high on the performance parameters still lags on the account of converted sales.

The study shows that brand perception is something which starts building up before a car is purchased and goes on with its use and is reflected in the recommendations the customer makes to his acquaintances for the same car.

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Also, its seen that the customer might not be using the car still he holds the perceptions about it. Brand personality of a car is enforced by the sellers in the mindsets of the customers and the customers react to it by forming their perceptions about the car and this reflects in the overall brand image of the car. So brand image and brand personality complement each other and the brand perception aids the building of brand image. Dealers, as per the study findings, play a very important role in building up the brand perception of the cars. Since dealers are the connecting link between the customers and the manufacturers thus becoming the most important link in joining the company to its customers as he is the person who will sell the product, will deliver it and will keep on providing the after sales services to the customers as and when required.

So, it becomes necessary automatically to study dealer as a part of customers satisfaction journey with the product called car! Their proximity to the customers, the service provided by them and the relationship maintained by them with the customers helps the car companies to establish and reinstate the brand personality communicated by them to the customers. Finally the major point that emerges out of this detailed study is a caution for the car companies. It says that there is no doubt that Indian car market may be growing with a double digit figure still the car companies have a long way to travel to convince their customers about the brand personality of their cars and how it suits the prospective buyers. Simply because it simply is not a guarantee that how so ever good the customer might be holding the brand perception and how so ever good the brand image may be it is not a guarantee that it will convert into sale. Cars just like clothes and accessories suit the style and persona of a person and since all cars will become commodity someday the key to sell and excel in the market will lie with a person who knows how to use the

62

perceptions of the customers to its use and sell the cars coz ultimately only that car survives w

ANNEXURE

REFRENCES QUESTIONAIRE
63

References:
Sites Visited www.siamindia.com www.autocarindia.com www.overdrive.com www.hyundai.co.in www.ibef.org Books consulted Building Strong Brands- David A Aaker

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Questionnaire
For Customers:

Q1. Why you bought your present car? Please rank from the highest order of preference 1. Increase in disposable income 2. Better safety at roads 3. Family needs 4. Increase in family size 5. Suits your lifestyle and personality Q2. You decided to buy a car brand because of (rate best 3 factors from 1 to 3 in order of your preference) 1. Affordable price 2. Technical superiority over competition 3. Comfort 4. Manufacturers image 5. Value for money 6. Safety 7. After sale services

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Product Satisfaction Level Q3. Please rate your existing car in terms of understated Interior Design

features on a scale of 1 to 5 where 1 2 3 4 5 Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied 1 2 3 4 5

Interior Type Seats design Leg Room Dash Board Interior Colour Music System Adjustable Front seat Headrest

Q4. Please rate your existing car in terms of understated Safety features on a scale of 1 to 5

Safety Parameters Crossbar under Dashboard Air Bags Anti Lock Breaking System Aerodynamic Shape Intensity of front lights

Q5. Please rate your existing car in terms of following parameters 66

Parameter Fuel Consumption Mileage ( Km/ltr) Pick Up Stability at higher speed Top speed

67

Dealer Service Satisfaction Level

Q1. Please rate your Dealer on the understated parameters on the scale of 1 to 5 where 1 2 3 4 5 Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

1 Distance ( Proximity) Advertisements (Promotions) Technical Facilities Cost of Service Availability of Spares Information Provided Service Time Charges Staff Car Handling ( Delivery & service) Assured Customer Transactions Ambience of Service Center Finance ( Credit) Schemes

Q2. How do you rate the brand image of your car? 1 Very Low High Q3. Will you recommend your car to your friends? Yes 68 2 3 4 5 Very

No

Q4. If yes, will you buy your new car in the Same segment , same manufacturer Same segment, different manufacturer Upper segment, same manufacturer Upper segment, different manufacturer

Age group:

<21 36-55

21-35 >55

What is your monthly Family income? Less than 50000 Rs 50,000 Rs 1, 00,000 Rs 1, 00,001 Rs 2, 00,000 More than Rs 2, 00,001 Number of cars owned: Present Car (s) owned: NAME: Phone NO: SEX:

69