A Project Report On Furniture Industry In India At Spacewood Furnishers Pvt. Ltd.

By Ankush Rajan Upwanshi

Submitted to University Of Pune In partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA)

Through MBA Department Matrix Education Foundations Matrix Business School

Authorized Signatory, The Matrix Educational Foundations

MATRIX SCHOOL OF MANAGEMENT STUDIES

Ambegaon (Bk), Pune 41.

Certificate
This is to certify that the Project Report entitled Customers Post Purchase Attitude Towards Small Car. is a bonfide work carried out by Mr. Ankush Rajan Upwanshi a Student of Matrix Business School, which is being submitted to the University of Pune in partial fulfillment of requirements for the award of degree of MASTERS OF BUSINESS ADMINSTRATION under my supervision and guidance. To the best of my knowledge and belief the work embodied in this project report has not been submitted earlier for the award of any degree or similar title of this or any other University or examining body.

Signature of Director Dr. Satish Ubale

Signature of Guide Mrs. Asmita Pawte

Date:

DECLARATION I, the undersigned, hereby declare that the Project Report entitled On Furniture industries in india from spacewood furnishers pvt. ltd. written and submitted by me to the University Of Pune, Pune in partial fulfillment of the requirements for the award of degree of Master of Business Administration under the guidance of Mrs. Asmita Pawte is my original work and the conclusions drawn therein are based on the material collected by myself.

Place: Pune

(Ankush Rajan Upwanshi)

Date:

Research Student

INDEX

Acknowledgement Content List of Tables List of Figures List of Abbreviations Executive summary Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Introduction Company Profile Research Methodology Theoretical Background Data Analysis and Interpretation Finding and Recommendations Conclusion Bibliography Appendix 1 Questionnaire

ACKNOWLEDGEMENT

I am highly indebted to Spacewood Furnishers pvt. ltd. giving me this opportunity to do my internship project in their esteemed organization. It has contributed immensely to my learning . I would like to thank my external guide Mr. Vivek Bane for giving me the required support in completing my project. My profound gratitude towards our Director, Dr. Satish Ubale

for giving me valuble guidance, suggestions and advice without which this project could not have been completed. I would also like to thank my internal guide Mrs. Asmita Pawte for giving me the necessary insight into my study.

Ankush Rajan Upwanshi

LIST OF TABLES

LIST OF GRAPHS

EXECUTIVE SUMMARY

The idea of India is gradually changing as number of countries showing interest to invest in India is increasing. According to an AT Kearneys FDI Confidence index, India has displaced the US as the second most favored destination in the world after China. India attracted FDI at US$7.96 billion during the first half of FY06, as against US$2.38 billion during the same period in FY05, more than 3 times growth. Indias economy is predicted to be growing over 8% in 2006 and with a billion plus population India has its wings of varied culture and business/industry scenario across the country. At the backdrop of such characteristics prospective investors in any foreign countries will be interested to know Doing business in India in wine industry. The study aimed at highlighting macro-economic indicators of the country with its risk analysis in terms of currency, non-collection of goods and non-payment. It also discusses obstacles that the prospective investors may face and appropriate marketing strategies that they should adopt to ensure smooth landing in the country which requires a good understanding of its geographies and associated culture and business environment, least but not the last the market dynamics. Approach taken for this study was to collect information/data from various authentic sources like industry associations, trade agencies and respective ministries wherever applicable. As far as policy/regulations are concerned respective ministries reports and guidelines have been referred and an attempt has been made to explain them appropriately as relevant they may be. Salient points which are key findings in this report are given below. Challenges in the market is still to find the right partner, knowledgeable about local market and procedural issues for foreign industries investment in India and can formulate the right strategies with solid foundation for setting up manufacturing base as JVs as the FDI policy may stipulate in respective sectors Tariffs (although tariff structure has been reduced considerably since economic reforms but issues still remain in some specific sectors) and poor infrastructure still poses a serious challenge to FDI. In addition, heavily bureaucratic investment processes, poor IPR enforcement, government inefficiency, and corruption have also discouraged foreign investors. Winning strategy overcoming the market entry barriers for setting up an establishment- a solid regional plan analyzing the local market demand and economics that work out to be feasible in producing in India and exporting to other countries in the world leveraging conducive economic factors that otherwise become an impediment in future growth. While marketing products distribution strategy can really make the difference; however merit has to be given after due diligence is done and a meticulous plan should be in place. Small distributors can really make a drastic improvement in sales growth where flexible marketing strategies play an important role.

 A joint venture company is generally formed under the Indian Companies Act of 1956 and is jointly owned by an Indian company and a foreign company. This type of arrangement is quite common because India encourages foreign collaborations to facilitate capital investments, import of capital goods and transfer of technology. All industrial undertakings are exempt from obtaining an industrial license to manufacture, except for (i) industries reserved for the Public Sector, (ii) industries retained under compulsory licensing, (iii) items of manufacture reserved for the small scale sector and (iv) if the proposal attracts location restriction. Being a buyers market from sellers market promotion of products matters much. The key to gaining rural market share is increased brand awareness, complemented by a wide distribution network. Rural markets are best covered by mass media - Indias vast geographical expanse and poor infrastructure pose serious challenge for communication and hence emphasis must be given in communication problems to be really effective in selling to rural market. India is still not holding its laws high for protecting copyright issues. As a result cases of counterfeiting and violation of copyright act happens and probably judicial system is still not being able to curb the menace. Adjudication of cases is extremely slow. Logistics play an important role in distributing products to all corners of the country. Due to its vast territory challenges in implementing a smooth supply chain model is really challenging and hence outsourcing to third parties is very common and an useful and effective strategy to reach market place just in time.

CHAPTER 1
INTRODUCTION

INTRODUCTION This project report is based on survey which has been done between periods 27 May 2013 to 15 July 2013 to know about most the furniture used in day to day lifestyle. I have undertaken various areas of Nagpur to analyses customer preferences for daily using furnitures. The preferences would be based primarily on their perception level, need, liking and awareness about the brand.

AN OVERVIEW OF SMALL CAR INDUSTRY

The small car segment is one of the largest car segment in India is defined as a car that has length between the range of 3.8 to 4 meters. It comprises of nearly two third of the sales in the country.

Young India is booming and auto Industry is basking under the sun. By the year 2015,India shall witness a boom in the small car segments with major car makers making their foray in India and India will have small cars from General Motors,Volvo, Bentely, Hyundai, BMW, Renault, etc. The existing small cars would attract hefty discounts or would be phased out to complete with the new cars with new latest trendy features like ABS , airbags, automatic drive etc. We expect that all the cars shall be placed in the price band of Rs. 3 lakhs to 5 lakhs. Maruti Suzuki is the uncrowned king of the small car industry in India. It has already hub for its small car. Hyundai is the second largest auto manufacturer in India and has also made India as its manufacturing and export hub. It currently has its manufacturing plant in Sriperumber , near Chennai , with an existing capacity of 600,000 units. It has strong contenders for the small car segments like Santro ,Getz , I10 etc.

RESEARCH OBJECTIVE

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

Examine the customer perception about the car.

To judge the satisfaction level of the cars owners of different brands.

The research tracks responses at following two layers. 1. Product related parameters 2. Dealer related parameters.

To analyze the psychographic variables of the customers of different brand of the cars.

CHAPTER 2 PROFILE OF COMPANY

COMPANY PROFILE

Nielsen Holdings N.V. is an American global information and measurement company with headquarters in New York (USA). Nielsen is active in over 100 countries and employs approximately 35,000 people worldwide. Total revenues were $5.6 billion in 2012.

Nielsen is a leading global information and measurement company that enables companies to understand consumers and consumer behavior. Nielsen measures and monitors what consumers watch (programming, advertising) and what consumers buy (categories, brands, products) on a global and local basis. The company has a presence in approximately 100 countries spread across Africa, Asia, Australia, Europe, Middle East, North America, South America and Russia. James M. Kilts is Nielsen's Chairman and David L. Calhoun is Nielsen's Chief Executive Officer. Prior to joining Nielsen in 2006, Dave Calhoun served as Vice Chairman of The General Electric Company and President and Chief Executive Officer of GE Infrastructure, the largest of six GE business units. While the Nielsen brand is most often associated with television ratings, those TV ratings services comprise approximately one-quarter of the company's business and revenues. After substantial work to simplify the company over the last several years, Nielsen today aligns their business into two divisions: What Consumers Buy and What Consumers Watch . What Consumers Buy Nielsen's Buy division (approx. two-thirds of global revenues) primarily helps packaged goods companies and retailers (and Wall Street analysts) understand what consumers are buying in terms of categories, brands and products. For example, it is Nielsen's data that measures how much Diet Coke vs. Diet Pepsi is sold in stores, or how much Crest versus Colgate toothpaste is sold. They accomplish this by purchasing and analyzing huge amounts of retail data that measures what is being sold in the store, and they combine it with household panel data that captures everything that is brought into the home. They also can provide insights into how changes in product offerings, pricing or marketing would change sales. Major clients include The Coca-Cola Company, Nestle S.A., The Procter & Gamble Company, Unilever Group and Wall mart. What Consumers Watch Nielsen's Watch division (approx. one-third of global revenues) primarily measures what consumers are watching on all of the screens in their life: TV, computer, mobile/smartphones, tablets, etc. The company measures consumption of programming and advertising across all

distribution points. Nielsen's ratings are used by advertisers and networks to shape the buying and selling of advertising. Major clients include CBS, NBC Universal, News Corporation and The Walt Disney Company Company history

Arthur C. Nielsen and the invention of "Market Share" Arthur C. Nielsen founded the AC Nielsen Company in 1923 with the idea of selling engineering performance surveys. It was the first company to offer market research.The company expanded its business in 1932 by creating a retail index that tracked the flow of food and drug purchases. This was the first retail measurement of its kind and for the first time allowed a company to determine its share of the marketthe origination of the concept of "market share"Arthur C. Nielsen is credited with coining this business term. Radio and Television In 1936, Arthur C. Nielsen acquired the Audimeter, which measured which radio stations a radio had been tuned to during the day. After tinkering with the device for a few years, the company created a national radio rating service in 1942. The company collected information on which stations were tuned to in 1,000 homes. Then, this survey data was sold to manufacturers who were interested in the popularity of programs and demographic information about listeners for advertising purposes. This was the birth of audience measurement that would become the most well-known part of Nielsens business when applied to television. Today, these are commonly referred to as Nielsen ratings. The company began measuring television audiences in 1950, at a time when the medium was just getting off the ground. Just as with radio, a sampling of homes across the U.S. was used to develop ratings. This information was collected on a device that was attached to a television that recorded what was being watched. In 1953, the company began sending out diaries to a smaller sample of homes (Nielsen families) within the survey to have them record what they had watched. This data was put together with information from the devices. This combination of data

allowed the company to statistically estimate the number of Americans watching TV and the demographic breakdown of viewers. This became an important tool for advertisers and networks. In the 1980s, the company launched a new measurement device known as the people meter. The device resembles a remote control with buttons for each individual family member and extras for guests. Viewers push a button to signify when they are in the room and push it again when they leave, even if the TV is still on. This form of measurement was intended to provide a more accurate picture of who was watching and when. In July 2008, Nielsen released the first in a series of quarterly reports, detailing video and TV usage across the three screens Television, Internet and Mobile devices. The A2/M2 Three Screen Report also includes trends in time shifted viewing behavior and its relationship to online video viewing, a demographic breakdown of mobile video viewers and DVR penetration. Mergers, Acquisitions, Strategic Alliances and Divestitures The company was acquired by the Dun & Bradstreet Company in 1984.D&B, as it is known today, broke Nielsen into two separate companies in 1996. These were Nielsen Media Research, which was responsible for TV ratings, and AC Nielsen, which was responsible for consumer shopping trends and box-office data. The Dutch publishing company VNU (Verenigde Nederlandse Uitgeverijen) acquired Nielsen Media Research in 1999. It later recombined the two halves of the business when it acquired AC Nielsen in 2001. In between, it sold its newspaper properties to Wegener and its consumer magazines to Sanoma. In 2004, Nielsen began a joint venture called AGB Nielsen Media Research with WPP Group's AGB Group, a European competitor which provides similar services. VNU combined the Nielsen properties with other research and data collection units including BASES, Claritas, HCI and Spectra. The company's publishing arm also owned several publications including The Hollywood Reporter and Billboard magazine. VNU began acquiring companies that added to its measurement capabilities. In 2006, it acquired a majority stake in Buzzmetrics, a company which measures consumer-generated media online. Under the new ownership, Nielsen bought the remaining shares of the company in 2007. In the same year,

Nielsen acquired Telephia, which measures mobile media, and Bilesim Medya, a Turkish advertising intelligence firm. In 2006, VNU was acquired by a group of six private equity firms: the American Kohlberg Kravis Roberts & Co., Thomas H. Lee Partners, Blackstone Group, Carlyle Group and Hellman & Friedman, and Dutch equity firm AlpInvest Partners for 5bn. In the same year, the group hired David L. Calhoun, formerly of General Electric, as CEO. He renamed VNU as The Nielsen Company in 2007. VNU sold its business publications division in 2006 for 320m (210m) to venture capital group 3i, which then sold the UK division (VNU Business Publications Ltd) to Incisive Media. In 2008, the company acquired IAG Research which measures viewer engagement with TV commercials. The same year Nielsen made a strategic investment in Neuro Focus, a California firm applying neuroscience brainwave techniques for consumer research. The firm was later fully acquired by Nielsen in 2011 In 2009 and 2010, Nielsen sold its business magazines; its well-known entertainment properties went to the new company e5 Global Media. In 2009, the company acquired The Cambridge Group, which is a management consulting firm headquartered in Chicago. The Cambridge Group works with CEOs and top management teams to drive growth. The firm has a distinctive expertise in tapping into latent and emerging consumer demand, and using these insights to drive product, service and marketing innovation across consumer-driven businesses. In June 2010 Nielsen paired with McKinsey & Company to create the social media consulting company NM Incite. NM Incite has operations in 13 global markets, including: US, UK, Germany, Spain, Italy, Australia, New Zealand, China, Japan, India, Brazil, Canada and Korea. In August 2011 Nielsen acquired Marketing Analytics, Inc. The acquisition strengthens Nielsen's marketing ROI and marketing mix capabilities. In February 2012, Nielsen launched The Demand Institute in collaboration with The Conference Board. The Demand Institute is a non-profit, non-advocacy organization focused on helping business and government leaders understand how consumer demand is evolving and shifting around the world.

In July 2012, Nielsen acquired the advertising tech company Vizu. The acquisition was made so that Nielsen can better analyze the effectiveness of online advertisement. On December 18, 2012, Nielsen announced that it would acquire Arbitron, a company primarily involved in radio audience measurement, for $1.26 billion dollars. On June 17, 2013 Nielsen announced that Onex Corp (TSX: OCX) had completed the acquisition of Nielsen Expositions for $950 million in cash consideration. Nielsen Expositions operated tradeshows in the United States. The company was renamed Emerald Expositions Inc. after the transaction. Becoming a Public Company Nielsen was a private company from 2006 through 2011. On January 25, 2011 the company listed itself on the New York Stock Exchange and issued an Initial Public Offering (IPO) that raised $1.8 billion in the largest private equity-backed U.S. IPO since 2006. Products Revenue Employees Website Consumer information, Consumer research, Market measurement $5.612 billion (2012) 35,000 (2012) www.nielsen.com

CHAPTER III RESEARCH DESIGN AND METHODOLOGY

RESEARCH METHODOLOGY

Research in common parlance refers to the search for knowledge. One can also define research as a scientific and systematic search for pertinent information as a specific topic, In fact research is an art of scientific investigation.

Research is an academic activity and as such the term should be used in technical sense, Research comprise define and redefining problems, formulating, hypothesis or suggested solution collecting organizing and evaluating , data , making deductions and research, conclusion and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis. Research is a careful critical enquiry or examination in seeking facts or principles, diligent investigation in order to ascertain something .

Define the research problem:A research must find the problem and formulate it so that it becomes susceptible to research. I have also define the research problem i.e. to study consumer trends , behavior, preferences and level of satisfaction in small car.

Research Design:Descriptive and Analytical research includes survey and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state affairs as it exists at present.

Sample size :The study sample constitutes 200 respondents who are from the service or business background in the research area.

Sampling Design:The researcher has used probability sampling in which satisfied random sampling is used. Research Instrument:I used direct observation and Questionnaire as instrument. Area of Research:Pune. Research of data:Primary data Secondary data Primary data:Primary data are gathered for the specific purpose or for a specific research project, consist of original information for the filaments of project objective. In this Questionnaire is been used as to gather the primary data. Collection of primary data:Observation Focus Survey Questionnaire

Secondary data:Secondary data are the data which already exists somewhere secondary provides standing point for research and after the advantage of low cost and ready availability.

Internal External Internal data are reports and memos generated within an organization to facilitate its operations and annual reports. External data are those specially produce for outside consumption. Direct observation Book for marketing management Survey of customer data and report

CHAPTER IV Theoretical Background

Post-purchase Decision: Customer satisfaction is a key to building profitable relationships with consumersto keeping and growing consumers and reaping their customer lifetime value Post purchase Decision :

The satisfaction or dissatisfaction that the consumer feels about the purchase Relationship between: Consumers expectations Products perceived performance The larger the gap between expectation and performance, the greater the consumers dissatisfaction Cognitive dissonance is the discomfort caused by a post-purchase conflict

WORKING TOWARDS ENHANCING CUSTOMER SATISFACTION:

In the existing business environment- markets are turbulent and customer needs fast changing, companies should opt for ways to add value for their customer by offering products or services just the way they want it. When the customer has to choose from a large and bewildering number of options, features, pricing structures and delivering methods, offering unique products to every individual customer will go a long way in adding value to the consumer decision making process. Customer satisfaction is a continuous process which does not begin or end with a purchase. It covers the entire ownership experience from selecting a product, to purchase, through aftercare to repeat purchase. Clearly there are three phases in the customer satisfaction process, namely:

1. Pre sales: During this stage the customers expectations are developed through the various information sources like advertising, word of mouth and so on.

2. During Sales: When the customer is engaged in experiencing on how to deal with enquiries and sell products.

3. The After Sales Period: This refers to the period when the customer has started using the product.

Thus customer expectations and their experience will together determine the level of satisfaction. These expectations are inclusive of :

Pre-sales Period Availability of clear, useful information on: The product or service. Its quality aspect. Its price. Its availability or sales outlet. How to obtain it.

During Sales Period Opportunity to inspect the products. Provision of an attractive sales environment. Reasonable and reliable delivery. Enhancing quality of goods or services. Prompt redressal in case of complaint receipt. Freedom to choose without undue sales pressure.

The After Sales Period If required necessary support or advice be provided . Prompt replacement or refund if necessary.

A smooth and straight forward complaint procedure. Efficient repair and maintenance service. Efficient and effective consumer follow-up process. From the above discussion it is seen that consumer satisfaction goes beyond the core product or service offering. Marketing decision makers have to start by trying to understand the element which together will determine the satisfaction levels. Then list the elements in a proper sequence so as to identify what is to be done so as to increase the customer satisfaction level. This can done only if the marketers involve a system which facilitates interaction with their customers. These interactions will prove to be equally important as the quality of the core product or service offered by the company in the long run.

Feedback:

Many of the companies are encouraging their customers to give a feedback and use this as a means of maintaining regular contact and dialogue. Having realized the importance of obtaining a feedback from their customers, rather than avoiding comment, companies are encouraging their customers to talk. As mentioned above, feedback helps the marketer and firm to get an idea about the customers viewpoint on their products or services and more important is that this information will help them to take action and deal with any problems immediately.

PURCHASE BEHAVIOUR: The consumer may make three types of purchase, namely:

First time or trial purchase, repeat purchases and long term commitment purchases. When the consumer is purchasing the product for the first time, he or she may buy lesser quantity than usual. This will be trial purchase because the consumer would purchase the product to try it out on an experimental basis. The consumer would prefer to evaluate the product through direct use in a smaller quantity, especially when purchasing a new brand.

POST PURCHASE EVALUATION: There is a general tendency among consumer to judge their experience against their expectations when being involved in a post purchase evaluation process. There are three possible outcome of the consumers evaluation of the products performance in light of their own (consumers) expectations: These outcomes are: 1. Actual performance matches expectations, leads to a neural feeling. 2. Performance of product surpasses or exceeds expectations, which results in positive disconfirmation of expectations and this leads to satisfaction. 3. Performance of the product falls below expectations, causing negative disconfirmation of expectations leading to dissatisfaction.

CHAPTER V

Analysis & Interpretation of the data

DATA ANALYSIS

Data analysis is a process of inspecting, cleaning, transforming, and modeling data with the goal of high lighting information, conclusions, and decision making. multiple facets Parameter No. Of Respondent useful suggesting supporting Data analysis has and approaches,

encompassing diverse techniques under a variety of names, in different business, science, and social science domains. Example Pie chart.

Do You Have A Small Car ?

Yes No Total

177 23 200

Interpretation:- From the above diagram we inferred that most people have the car and very few not have the car.

Which Company Car Do You Have ?

Parameter Tata Maruti Hyundai Others Total

No. of respondent 14 81 54 28 177

Tata

Maruti

Hyundai

others

16%

8%

30%

46%

Interpretation:- From the above diagram we inferred that most of people like Maruti and very few like other.

Age Of The Vehicle

Parameter Less than 1 year 1-2 year old 2-3 year old 3-4 year old 4-5 year old Total

No. Of Respondent 20 33 44 43 37 177

Age Of Vehicle

11% 21% Less than 1 year 19% 1-2 year old 2-3 year old 3-4 year old 24% 25% 4-5 year old

Interpretation:-

Total Monthly Income

Parameter Rs.30,001-40,000 Rs.40,001-50,000 Rs.50,001-75000 Rs75,001-100,000 Rs.100,001 or more Total

No. Of Respondent 76 54 22 14 11 177

No. Of Respondent
Rs.30,001-40,000 Rs75,001-100,000 Rs.40,001-50,000 Rs.100,001 or more Rs.50,001-75000

6% 8%

12%

43%

31%

Interpretation:-

Type Of Transmission

Parameter Manual Automatic Total

No. Of Respondent 167 10 177

Transmission
Automatic 6%

Manual 94%

Interpretation:- From the above diagram we inferred that most of people prefer manual transmission and very few prefer automatic transmission other.

Vehicle color

Parameter White Red Maroon Light blue Dark Blue Green Beige/gold Yellow Black Silver/grey Other Total

No. Of Respondent 25 13 34 8 26 6 3 2 11 38 12 177

Vehicle Color

7%

14% White Red

21%

7%

Maroon Light blue Dark Blue Green Beige/gold

6% 1% 2% 3% 5% 15%

19%

Yellow Black Silver/grey Other

Interpretation: - From the above diagram we get that youngsters like peppy and vibrant colors such as green ,yellow ,pink and doctors prefer white colors and corporate prefer black ,silver most and black were the choice of maximum respondent

Which type of fuel they prefer?

Parameter Diesel Petrol CNG Total

No. of respondent 50 111 16 177

Fuel

CNG 9%

Diesel 28%

Petrol 63%

Interpretation: - From the above diagram we inferred that most of the people prefer petrol for their small car & very less use CNG.

Mileage

Parameter 10 kmpl 15 kmpl 20 kmpl More Than 20 kmpl Total Mileage

2% 9% 41%

No. of respondent 16 85 72 4 177

10 kmpl 15 kmpl 48% 20 kmpl MORE THAN 20 kmpl

Interpretation: - From the above diagram we inferred that mostly peoples say that their small car give 15 kmpl mileage & very few peoples get more than 20 kmpl mileage

Engine Displacement/size Parameter 600-800 801-1000 1001-1500 1500-2000 Cant say Total 23 6 15 7 126 177 No. of respondent

Price Range Parameter 1.5-2.5 Lakh 2.5-3.5 Lakh 3.5-4.5 Lakh More than 5 Lakh Total 23 76 58 20 177 No. Of Respondent

Price Range

11%

13%

1.5-2.5 Lakh 2.5-3.5 Lakh 33% 43% 3.5-4.5 Lakh More than 5 Lakh

Interpretation: - From the above diagram we get that most of the peoples purchase their small car in the range of 2.5 to 3.5 lakh & few people buy above than 5 lakh.

Which features attract them most ?

Parameter Designe Engine Interior Technology Total

No. of respondent 16 60 34 67 177

Features

9% 38% 34% Designe Engine Interior 19% Technology

Interpretation: - From the above diagram we get that most of the people satisfied with the technology while very few with design

Parameter Level Yes No Total

No. of respondent 163 17 177

Satisfaction

Yes

No

8%

92%

Interpretation: - From the above diagram we inferred that Most of the people satisfied with their small car

Satisfaction Level On Looks Parameter Yes No Cant say Total No. of respondent 149 18 10 177

Satisfaction Level
Yes No Cant say

6% 10%

84%

Interpretation: - From the above diagram we get that most of the people satisfied with their small car looks.

Pre-purchase notion about the brand?

Parameter Yes No Total 165 12 177

No. Of Respondent

Pre-Purchase Notion
YES NO

7%

93%

Interpretation: - From the above diagram we get that most of the people had Pre-purchase notion about the brand.

The factors that satisfy your pre purchase notion ? Parameter Good fuel efficiency Maintenance Roominess/interior space/comfort Good vehicle quality Vehicle safety Vehicle performance Future resale value Spare part 81 85 23 64 9 15 52 35 No. Of Respondent

Satisfied With Your Pre-Purchase Notion

10% 22% 14%

Good fuel efficiency Maintenance Roominess/interior space/comfort Good vehicle quality

4% 3% 23% 18% 6%

Vehicle safety Vehicle performance Future resale value Spare part

Visibility and Driving safety

Parameter

No. of respondent
Forward

Rating scale(out of 10)

Effectiveness of headlights Ease of judging distances when parking

visibility from the drivers seat

Tata Maruti Hyundai

14 81 54

7 10 6

8 10 5

6 9 5

Others Total

28 177

10 9 8 8 7 7

10 10

6 6 5 5 4 3 2 1 0 Tata Maruti Hyundai 5

6 6

Forward visibility from the drivers seat Effectiveness of headlights Ease of judging distances when parking

Others

Engine \ Transmission
Parameter No. of respondent
Performance during rapid acceleration from the stop

Rating scale(out of 10)

Rating of vehicles fuel economy (KMPL) Passing power at highway speeds

Tata Maruti Hyundai

14 81 54

8 9 8

9 10 9

8 8 6

Others Total

28 177

10 9 9 8 8 7 8 9

10 9 8 8 7 6 6 8 Performance during rapid acceleration from the stop Rating of vehicles fuel economy (KMPL) Passing power at highway speeds Passing power at highway speeds

6 5 4 3 2 1 0 Tata Maruti Hyundai Others

Driving Dynamics
Parameter No. of respondent Rating scale(out of 10)
Ride smoothness in normal driving Handling stability on curves or winding roads Vehicle ground clearance

Tata Maruti Hyundai

14 81 54

8 9 7

9 10 9

7 9 7

Others Total

28 177

10 9 9 8 8 7 7 6 5 4 3 2 1 0 Tata 9

10 9 9 8 7 7 7 7 Ride smoothness in normal driving Handling stability on curves or winding roads Vehicle ground clearance

Maruti

Hyundai

Others

Heating, Ventilation and Air Conditioning

Parameter No. of respondent
Ability to direct air flow where you want it

Rating scale(out of 10)

Systems ability to maintain desired temperature Quietness of Heater /AC fan

Tata Maruti Hyundai Others Total

14 81 54 28 177

8 9 7 5

7 9 6 6

7 6

10 9 9 8 8 7 7 6 8 9

10

7 6

7 6 5 6 Ability to direct air flow where you want it Systems ability to maintain desired temperature Quietness of Heater /AC fan

5 4 3 2 1 0 Tata Maruti Hyundai Others

Seats
Parameter No. of respondent
Comfort of drivers seat back support and bottom seat cushion

Rating scale(out of 10)

How well the drivers seat holds you in place while cornering Comfort of the rear seat

Tata Maruti Hyundai Others Total

14 81 54 28 177

8 10 9 8

9 10 8 7

9 10 9 7

10 9 9 9 8 8 7 6 5 4 3 2 1 0 Tata

10 10 10 9 8 9 8 7 7 Comfort of drivers seat back support and bottom seat cushion How well the drivers seat holds you in place while cornering Comfort of the rear seat

Maruti

Hyundai

Others

Audio / Entertainment / Navigation system Parameter No. of respondent Rating scale(out of 10)
Sound clarity at high volumes Ease to see /read audio system displays Ability of navigation system to provide desirable route

Tata Maruti Hyundai Others Total

14 81 54 28 177

8 10 8 7

8 9 8 8

6 9 7 8

10 9 8 8 8 7 6 6 5 4 3 2 1 0 Tata

10 9 9 8 8 7 7 Sound clarity at high volumes Ease to see /read audio system displays Ability of navigation system to provide desirable route 8 8

Maruti

Hyundai

Others

Storage and Space

Parameter No. of respondent
Ease of getting in/out of vehicle

Rating scale(out of 10)

Front seat head room/leg room/foot room Amount of trunk/cargo area space

Tata Maruti Hyundai Others Total

14 81 54 28 177

8 8 5 6

9 9 6 4

9 8 5 4

10 9 9 9 8 8 7 6 6 5 5 4 4 4 3 2 1 0 Tata Maruti Hyundai Others 5 Front seat head room/leg room/foot room Amount of trunk/cargo area space 6 Ease of getting in/out of vehicle 8 8 9

Vehicle interior
Parameter No. of respondent
How well the exterior and interior colors are coordinated

Rating scale(out of 10)

Attractiveness of instrument panel and dashboard Ability to comfortably rest arms while driving

Tata Maruti Hyundai Others Total

14 81 54 28 177

9 9 8 7

8 10 7 6

9 10 6 6

10 9 8 7 6 5 4 3 2 1 0

10 10 9 8 9 9 8 7 6 7 6 6 How well the exterior and interior colors are coordinated Attractiveness of instrument panel and dashboard Ability to comfortably rest arms while driving

Tata

Maruti

Hyundai

Others

Vehicle exterior

Parameter

No. of respondent
Front-end styling (headlight/grille area)

Rating scale(out of 10)

Rear-end styling (taillight/trunk area) /1

Side-profile appearance /10 and styling

Tata Maruti Hyundai Others Total

14 81 54 28 177

8 10 9 9

9 10 8 9

9 10 8 8

10 9 9 9 8 8 7 6 5 4 3 2 1 0 Tata

10 10 10 9 8 8 9 9 8

Front-end styling (headlight/grille area) Rear-end styling (taillight/trunk area) Side-profile appearance and styling

Maruti

Hyundai

Others

Factors considered while purchasing or Purchase criteria

Parameter No. of respondent
Brand affect

Rating scale(out of 10)

Company Service Endorsement affects Advertisement affect

Tata Maruti Hyundai Others Total

14 81 54 28 177

9 9 10 5

8 10 8 5

8 8 10 5

8 9 10 6

10 9 9 8 8 8 7 6 9

10

10

10

Brand affect 5 5 5 Company Service Endorsement affects Advertisement affect

5 4 3 2 1 0 Tata Maruti Hyundai Others

CHAPTER VI FINDINGS AND SUGGESTIONS

FINDINGS

Based on survey we came to analyses that following inference:About 46% of people prefer to have Maruti followed by Hyundai, Tata and other respectively. In the car models most of the people uses different others models of automobiles which is about 52%.About 92% peoples satisfied with their small car. About 38% of people given preference to Technology and secondly to Engine. Mileage was mostly preferred by people is 15/ kmpl which was 48%. Consumers uses the price range of car is between 2.5 3.5 lakh mostly & that is 43%. About 84% consumers satisfied with their cars look. About 63% prefer petrol, 28% diesel & remain 9% for cng. 90% peoples are convenient with upto date technology. By likert scale:About 42% consumer has agree with the satisfaction level while 35% are strongly agree &rest are others. About 30% are cant say of about endorsement affect.45% consumer are strongly agree with mileage.40% are strongly agree with look & style.40% are stongly agree with customer satisfaction on performance level. In comfort satisfaction level about 66% of consumer are satisfied with car. About 63% customers are satisfied with engine.73% customer are satisfied with security features

SUGGESTIONS

Small car industry must try to provide more facility in an affordable price.

Match competitors schemes

Try to capture the nearest other market nearby

Occasional offers

Try to provide every model of small car in every showroom

Easily provide car to their customer in a very small period of time after booking.

Investigator should possess very politeness, patience and positive attitude while dealing with respondent.

CHAPTERVII LIMITATIONS OF THE STUDY

LIMITATIONS OF THE STUDY

The survey is subjected to the bias and prejudices of the respondents. Hence 100% accuracy cant be assured The researcher was carried out in a short span of time, where in the researcher could not widen the study. Items on the questionnaire were developed to be used in many occupations, and have not been specially designed for small car owner. It was costly affairs. Some of the respondent had negative behavior toward surveying caused a problem concluding survey. Customers have no time for fill the questionnaires. while

CHAPTER VIII CONCLUSION

CONCLUSION

The small car segment has played an important role in giving a push to the automobile industry in India. In fact, the production, sales and exports of the small car is a fair indication of the growing importance that it enjoys in this country's manufacturing economy. After conducting the survey we analyses that mind of users of car is of wanting in nature they get satisfy with the product they use. People need every time modifications in the technology they are using. But at the same time they gave more emphasis on goodwill of the company. Most of the people given more emphasis on engine, design, technology etc.

BIBLIOGRAPHY

BOOKS:

SEARCH ENGINE:

WEBSITE:

QUESTIONNAIRE

(To Know About Most Convenient Factors of Small Car) ______________________________________________________________________________ Name: Address: Occupation: Contact no: Sex: Age:

______________________________________________________________________________

Q.1 Do you have a small car ? (1) Yes (2) No

Q.2 Which car do you have? Please specify following details?

Eligibility: Qualified period for interview based on delivery date of vehicle 2008 to 2013

a.

Make:

b. Model: .

b. Date of delivery......././.

d. Year of ownership

Q.3 Age of the Vehicle Less than 1 year 1-2 year old 2-3 year old 3-4 year old 4-5 year old

Q.4Which of the following group best describes your households total monthly income before taxes ? 1. Rs10,000 or less 2. Rs10,001-15,000 4. Rs. 20,001-30,000 5. Rs.30,001-40,000 7. Rs.50,001-75000 8. Rs75,001-100,000 9. Rs.100,001 or more

3. Rs.15,001-20,000 6. Rs.40,001-50,000.

Q.5 Type of transmission (1)Manual (2) Automatic (3) CVT (4) Manual/Auto Hybrid

Q.6 What color is your vehicle? 1. White 2. Red 4. Light blue 5. Dark Blue 7. Beige/gold 10. Silver/grey 8. Yellow 9. Black 11. Purple 12.Other..

3. Maroon 6. Green

Q.7 Which type of fuel you prefer for your car? (1) Diesel (2) Petrol (3) CNG

Q.8 What is your car mileage? (1) 10-12kmpl (2)12-15kmpl (3)15-20kmpl (4) Above 20kmpl

Q.9 Engine Displacement/size (liters) Eg.1.6L is the same as 1600cc

Q.10 Please tell me the license plate no. of your vehicle?

Q.11 What is the price range of your car? (1) 1.5-2.5 lakhs (2) 2.5-3.5 lakhs (3) 3.5-4.5 lakhs (4) Above 5 lakhs

Q.12 Which features attracts you most to buy a small car? (1) Designs (2) Engine (3) Interior (4) Technology

Q.13Are you satisfied with your small car performance? (1) Yes (2) No

Q.14 Does look matters for you before purchase a car?

(1) Yes (2) No

Q.15 Do you have any pre purchase notion about the brand which you have purchase? (1) Yes (2) No

Q.16 Which are the factors that satisfy your pre purchase notion ? 1. Good fuel efficiency 4.Good vehicle quality 7.Future resale value

2. Maintenance

5.Vehicle safety

8. Spare part 9. Other

3. Roominess/interior space/comfort

6.Vehicle performance

How will you rate the satisfaction level of following factors using scale from 1 to 10

(Where: 1 is Unacceptable, 5 is Average and 10 is Outstanding)

1 Unacceptable

5 Average

10 Outstanding

Q.17 Visibility and Driving safety Forward visibility from the drivers seat Effectiveness of headlights Ease of judging distances when parking /10 /10 /10

Q.18 Engine \ Transmission Performance during rapid acceleration from the stop Rating of vehicles fuel economy (KMPL) Passing power at highway speeds /10 /10 /10

Q.19 Driving Dynamics Ride smoothness in normal driving Handling /stability on curves or winding roads Vehicle ground clearance /10 /10 /10

Q.20 Heating, Ventilation and Air Conditioning Ability to direct air flow where you want it Systems ability to maintain desired temperature Quietness of Heater /AC fan Q.21 Seats Comfort of drivers seat back support and bottom seat cushion How well the drivers seat holds you in place while cornering Comfort of the rear seat /10 /10 /10 /10 /10 /10

Q.22 Audio / Entertainment / Navigation system Sound clarity at high volumes Ease to see /read audio system displays Ability of navigation system to provide desirable route /10 /10 /10

Q.23 Storage and Space Ease of getting in/out of vehicle Front seat head room/leg room/foot room Amount of trunk/cargo area space /10 /10 /10

Q.24 Vehicle interior How well the exterior and interior colors are coordinated Attractiveness of instrument panel and dashboard Ability to comfortably rest arms while driving /10 /10 /10

Q.25 Vehicle exterior Front-end styling (headlight/grille area) Rear-end styling (taillight/trunk area) Side-profile appearance and styling /10 /10 /10

Q.26 Factors considered while purchasing or Purchase criteria Brand affect Company Service Endorsement affects Advertisement affect /10 /10 /10 /10