Project GP

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A study of Consumer preference and Attitude towards small car segments in India
L. J. Institute of Engineering & Technology
( A STUDY OF CONSUMER PREFERENCE AND ATTITUDE TOWARDS SMALL

CARS )
A COMPREHENSIVE PROJECT REPORT SUBMITTED TO GUJARAT TECHNOLOGICAL UNIVERSITY As a partial fulfillment of the curricular requirement of the MBA programme BY Shaqib Kadri Shoyeb Mansuri MBA Semester IV (BATCH: 2009-2011) Enrollment No.:097280592017 097280592038 College Code No.:728 PROJECT GUIDE: Professor Mehul Yogi
L.J. Institute Of Engineering & Technology |l
CERTIFICATE
This is to certify that (Shaqib A Kadri) (09720592017)& (Shoyeb Mansuri) (097280592038) is a bonafide student of L. J. Institute of Engineering & Technology, Ahmedabad.He has completed his Grand Project titled A STUDY OF CONSUMER PREFERENCE AND ATTITUDE TOWARDS SMALL CARS under our guidance in partial fulfillment of the curricular requirement of the MBA Programme. His work is up to our satisfaction.
(Prof. S. M. Bhatt) Director
( Professor Mehul Yogi) Project Guide
Date:
ACKNOWLEGMENTS
It is an occasion of great pleasure and matter of great pride to present this report of project work to L.J. Institute of Engineering & Technology. A project work of this kind naturally helped a lot to explore and analyze current scenario of automobile sectors of the city. Undertaking this study has been a great learning. We thank L.J.I.E.T management to provide this opportunity to us. We would like to express our gratitude to our project guide Prof. Mehul Yogi for providing us guidance and cooperation continuously in spite of his busy schedules. We also thank all the respondents who helped us carry this survey by providing their valuable response to our questions.
DECLARATION
We, Shaqib Kadri & Shoyeb Mansuri, hereby declare that the report on A STUDY OF CONSUMER PREFERENCE AND ATTITUDE TOWARDS SMALL CARS is a result of our own work and our indebtedness to other work publications, if any, have been duly acknowledged.
Place: Ahmedabad
Date:
Shaqib Kadri Shoyeb Mansuri
Table of Content
Sr. No. Contents Page no.
1 2 3 4 5 6
Executive Summary Literature Review Introduction to Industry Research Methodology Discussion Of Analysis Findings
5 6 21 22 23 54
7 8
Annexure Biblography
55 75
Executive Summary
The objective of this project is to determine customer preference and attitude towards different small car brands available in India. Firstly, we took mainly thirteen brands of small cars, for a comparative study of small car segment. Later we went through the process of filling the questionnaires, to know exactly what the customers of small cars perceived about their cars. A sample size of 150 respondents was taken. Sample unit was customer who owned car, two wheelers or both of them. Secondary data from various sources like magazines, journals , internet etc was also collected. From the analysis we found that the most of respondents wanted to buy a new car, also the favourability of cars with better fuel efiiciency and less maintenance is more. The influence of brand ambassadors is not much in mind of consumers. Customers prefer the offers with special discounts on the cars.
Literature Review
Brand preference is an abstract term and it is necessarily formed through more than one component. This study endeavours to put together the antecedents and components of brand preference and tries to create a comprehensive framework for the measurement of the brand preference in Indian Automobile context. Kota Thomas L (1992) in his study examines the influence of extrinsic cause viz. price, reputation of the product and advertising that has been investigated in a main experimental setting using multi items measures. The results indicates that all the three signals affects consumers quality, perception, and they have an indirect influence on purchase intent. Tickwell, Paul A, M Horgan, Dianne D, and Keeny Charles text (1993) investigated the implication of loyal and non loyal brands and in this study they found that significant differences exist between loyal and non loyal brand and also a high correlation exists between self image and product user rating. Dorsch et al., (2002) studied consumer choice behavior using five step process. Abdul Haneef, M Abdul Kareem. B. A. and Edwin Gnanadhas. M (2006) in their study noted that consumer behavior is influenced strongly by cultural, social, personal, and psychological factors. Cultural factors include the set of basic values, perception, wants & behavior learned by member of society from the family and other important institution. The social factors include consumers family, small groups, social roles & status. The personal characteristic such as buyers age, lifecycle stage, occupation, economic situation and lifestyle influence a buyers decision. A persons buying choice are further influenced by four major psychological factors i.e. Motivation, Perception, Learning, and Beliefs & Attitudes. Basically, celebrity endorsements give a brand a touch of glamour in the mind of people, and the hope that a famous phase will provide added appeal and name recognition in a crowded market. Suresh A.M. and Raja KG (2006) made an attempt to measure the consumer satisfaction with small cars. In these study, the customer satisfaction is measured by using the following variable attributes under different dimensions, namely, after sales service, warranty, prompt delivery, customer care, information about the cars, power steering, technology, fuel capacity, acceleration, easy finance, convenience and accessibility, discount & rebates, fuel efficiency, maintenance cost, safety measures, model and colour of car.Kotler, 2003, in his study stated that consumer service often reveal that quality is one of the important, if not the most important decisions factors for consumers and product quality stands for the ability of a product to perform its functions.
Introduction of Automobile Industry

The evolution of the automotive industry in India can be broadly divided into three phases: 1947-1983 This period was marked by unfavourable government policies steep excise duties and sales tax, and high customs duty on import. There were only two major players in this period Hindustan Motors and Premier Automobiles Ltd . 1983-1993:In 1983, the government of India entered into a joint venture with Suzuki to form Maruti Udyog. The automobile industry was de-licensed in 1991 with the announcement of the New Industrial Policy; while the passenger car industry was de-licensed in 1993. The automobile sector in India underwent a metamorphosis as a result of these policies with a number of local players coming into prominence during this period. 1993-2010 : After the sector opened to foreign direct investments in 1996, global majors moved into the Indian market. Measures such as relaxation of the foreign exchange and equity regulations, reduction of tariffs on imports, and refining the banking policies played a vital role in turning around the Indian automobile industry. This period also witnessed the diversification of manufacturers in to related activities fleet management, finance lease, insurance and the used car market. Current Status At present, 100% FDI is permissible in the automobile sector, including the passenger car segment. Subsequent to the liberalization, the auto sector has emerged as a sunrise sector for the Indian economy. As a result of favourable government policies and its inherent cost competitiveness, India has evolved as a global manufacturing hub in recent times. Automotive industry consists of the automobile and auto component sectors, and a number of global and Indian companies are present in both sectors. Two-thirds of the auto component production is directly consumed by the manufacturers. Being one of the largest industries in India, the automotive industry has witnessed impressive growth in the past two decades. The period between April-August 2010 saw a production growth of more than 30per cent over the same period last year , with the industry producing over 7Million vehicles during this period. Overall automotive production in India has increased at healthy CAGR of close to 9% in the period 2003-09.
Not very long ago, the only cars that were available in India were the Ambassador and the Premier Padmini. The Ambassador is a replica of the Morris Oxford - an old British car, while the Premier Padmini was a Fiat 1100 assembled in India.
All that was in pre-liberalisation India, which existed before 1991, when the first liberalization measures were announced. Earlier, the production of the Maruti Suzuki 800 hatchback car in 1983 - a joint venture between Government of India and Suzuki Motors of Japan, paved the way for a renaissance in the Indian automobile sector. Post liberalization, India is on every car manufacturer's map. The reasons are not hard to notice. Currently, India is the second largest two-wheeler market and the fourth largest commercial vehicle market in the world. Not only it is the eleventh largest passenger car market globally, but it is also expected to be the seventh largest by 2016. Post liberalization, many foreign manufacturers have lined up and have setup base in India. Other domestic manufacturers have also improved production levels and are in the race for producing better models as well. Some of the car manufacturers who have set up base in India are Audi, BMW, Chevrolet Fiat, Ford, Honda, Hyundai, Mahindra, Maruti, Mercedes, Mitsubishi, Skoda, Suzuki, Tata, Toyota, Volkswagen, and Volvo. India's economic growth is booming currently. These manufacturers have set up manufacturing facilities in India, or are importing cars and spares to meet the demands of this growing market. For example, companies like Ford are planning to make India a regional hub for exports of both small cars as well as engines. According to Mr. Michael Boneham, President Designate for Ford India, the company plans to export the small car and the engine for markets abroad. He indicated that one of the markets would be chiefly Ford Asia Pacific Region while other markets are under consideration presently. There are many reasons for the impressive growth of the Indian car industry. Some of these are comparatively easy availability of vehicle finance, attractive rates of interest, and convenient installments. Competition has forced manufacturers to be innovative and responsive to customer demands and needs. Now that India is not alien to quality and perfection, customer expectations have soared to higher levels. Depending upon customers needs, four segments - small, midsize, premium and sports utility vehicles currently represent the car market in the country. A niche concept cars segment is also emerging wherein reputed re-modellers like DC Chhabria cater to individuals who wish to remodel their vehicles to create concept cars for their use. Contrarily, a segment is also emerging comprising of people who wish to upgrade to cars from two wheelers. Tata already is in the process of launching the small car Nano to suit this segment's needs. Many other car manufacturers such as Bajaj Auto are also following suit and are in the process of coming up with their specific versions to cater to this segment. Currently, there is high demand for cars across all these segments. With the growing economy, people left with a lot of disposable income spend it towards meeting their mobility needs such as L.J. Institute Of Engineering & Technology |l
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cars. Banks and other financial institutions have an assortment of vehicle loan schemes with attractive rates of interest and convenient installments. These schemes encourage people to go in for loans to purchase cars of their choice. Additionally, a convenient union budget in the current financial year (2008-09) has worked in favour of the automobile sector, which has seen an uptrend in sales across various segments. The latest trend of new cars on Indian road has led to the emergence of an entirely new market in second hand cars too. Many entrepreneurial and professional dealerships have sprung up in many cities in India dealing in second hand cars. The growth of the second hand market is not surprising. The new car market has grown at an incredible pace in India. As mentioned, loans are easily available in the country for purchase of new cars. Moreover, many people are now upwardly mobile. Therefore, people who were earlier part of the small car segment now have moved over to the premium car segment, and those in this segment have moved over to the luxury car segment. Therefore, the trend is to get rid of the cars that defined them as part of the earlier segments and buy cars that identify them with the newer segments. Apparently, the desire for newer cars and models is yet another reason. People get attracted by newer models, which prompt them to acquire them. This makes them sell their current cars for reasonable resale values. This phenomenon benefits those who want to buy cars, but are not able to afford new ones. Many companies like Maruti Suzuki (Maruti True Value) have also established resale showrooms where people can purchase genuine, good condition, second hand cars at reasonable prices. With the emergence of favorable trends in the automobile sector in India, what remains to be seen is how these developments will go a long way to transform the mobility needs of the ordinary Indian.
The 4 wheeler industry in India has not been able to match up to the performance of its counterparts in other parts of the world. The main reason for this has been the regulatory atmosphere that prevailed till the deregulation in the mid 1990s. After the Liberalisation the passenger car segment saw a boom and many companies from India as well as foreign entered the market. However, the smooth sailing was suddenly disrupted in the last quarter of FY1996. The automobile industry, which contributed substantially to industrial growth in FY1996, failed to L.J. Institute Of Engineering & Technology |l
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maintain the same momentum between FY1997 and FY1999. The overall slowdown in the economy and the resultant slowdown in industrial production, political uncertainty and inadequate infrastructure development were some of the factors responsible for the slowdown experienced by the automobile industry. In FY2000, the sector experienced a turnaround, posted positive growth rates and witnessed the launch of many new models. But the spectacular growth in FY2000 was followed by a decline in FY2001 and only a marginal growth of 0.5% in FY2002. However, since FY2003, industry sales have increased at a 3-year CAGR of 17.4% to 1.14 million in FY2006.
PORTERS FIVE FORCES MODEL: Porters Five Forces of Competition framework views the profitability of an industry as determined by five sources of competitive pressure. These five forces of competition include three sources of horizontal competition: competition from substitutes, competition from entrants, and competition from established rivals; and two sources of vertical competition: the bargaining power of suppliers and buyers. The strength of each of these competitive forces is determined by a number of key structural variables, as shown in Figure 3.3.
Porters Five Forces of Competition framework
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1) Competition from Substitutes: The price customers are willing to pay for a product depends, in part, on the availability of substitute products. The absence of close substitutes for a product, as in the case of automobiles, means that consumers are comparatively insensitive to price (i.e., demand is inelastic with respect to price). The existence of close substitutes means that customers will switch to substitutes in response to price increases for the product (i.e., demand is elastic with respect to price).
The extent to which substitutes limit prices and profits depends on the propensity of buyers to substitute between alternatives. This, in turn, is dependent on their price performance characteristics. The more complex the needs being fulfilled by the product and the more difficult it is to discern performance differences, the lower the extent of substitution by customers on the basis of price differences.
The structural determinants of the Five Forces of Competition 2) Rivalry between Established Competitors:
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For most industries, the major determinant of the overall state of competition and the general level of profitability is competition among the firms within the industry. In some industries, firms compete aggressively sometimes to the extent that prices are pushed below the level of costs and industry-wide losses are incurred. In others, price competition is muted and rivalry focuses on advertising, innovation, and other non price dimensions. Six factors play an important role in determining the nature and intensity of competition between established firms: concentration, the diversity of competitors, product differentiation, excess capacity, exit barriers, and cost conditions. 3) Threat of Entry: If an industry earns a return on capital in excess of its cost of capital, that industry acts as a magnet to firms outside the industry. Unless the entry of new firms is barred, the rate of profit will fall toward its competitive level. The threat of entry rather than actual entry may be sufficient to ensure that established firms constrain their prices to the competitive level. Economies of Scale Since Indian automobile market is of order $ 350 billion, the economies of scale are very high. Thus, threat of new entrants is low. Product Differences Since there is hardly any difference in the offerings of the various providers, so product differentiation is low. So threat of new entrants is high. Brand Identity Since there is no big Retailer like Amazon.com or Wal-Mart in India. So threat of new entrants is high. Government Policy Since the Government Policy has been quite restrictive till now with respect to the Retail market & FDI, so threat of new entrants is low. Capital Requirements The capital requirements for entering in the automobile sector are substantially high( high fixed cost and cost of infrastructure), so only big names can think of venturing into this area So, in that respect threat of new entrants is low. Access to distribution Since in India there is no well established distribution network. So threat of new entrants is low. L.J. Institute Of Engineering & Technology |l
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4) Bargaining Power of Buyers: The firms in an industry operate in two types of markets: in the markets for inputs and the markets for outputs. In input markets firms purchase raw materials, components, and financial and labour services. In the markets for outputs firms sell their goods and services to customers (who may be distributors, consumers, or other manufacturers). In both markets the transactions create value for both buyers and sellers. How this value is shared between them in terms of profitability depends on their relative economic power. The strength of buying power that firms face from their customers depends on two sets of factors: buyers price sensitivity and relative bargaining power. Product Differences Since there is hardly any difference in the offerings of the various providers, so product differentiation is low. So bargaining power of buyers is high. Buyer Information Todays customers are well educated about the various product offerings in the sector. So bargaining power of buyers is high. Buyer Switching Costs Since customers dont have to pay a fat premium to be registered for provision of services, so bargaining power of buyers is high. Brand Identity High Brand Identity and trustworthiness reduce the bargaining power of buyers but, otherwise the bargaining power of buyers is high. Buyer Profits Since dealers offers discounts and various bundling services like 0% insurance, old car sale, etc, on different items. Hence bargaining power of buyers is high. 5) Bargaining Power of Suppliers: Analysis of the determinants of relative power between the producers in an industry and their suppliers is precisely analogous to analysis of the relationship between producers and their buyers. The only difference is that it is now the firms in the industry that are the buyers and the producers of inputs that are the suppliers. The key issues are the ease with which the firms in the industry can switch between different input suppliers and the relative bargaining power of each party.
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A study of Consumer preference and Attitude towards small car segments in India Product Differences Since there is hardly any difference in the offerings of the various suppliers, so product differentiation is low. So bargaining power of Suppliers is low.
Supplier Information Todays automobile manufacturers are well educated about different Suppliers. So bargaining power of Suppliers is low.
Supplier Switching Costs Since different Suppliers hold resources as per buyers requirements and a large inventory has to be maintained. So bargaining power of Suppliers is low as they would have to incur a huge cost on switching. But if they get automobile manufacturers for similar products who can pay higher Supplier switching cost is low. In such case, bargaining power of Suppliers is high.
Brand Identity High Brand Identity and Trustworthiness of a Supplier increases the bargaining power of Suppliers. But, otherwise the bargaining power of suppliers is low.
SWOT ANALYSIS: I.

Strengths: Large domestic market. Sustainable labor cost advantage. Government incentives for manufacturing plants. Strong engineering skills in design. Able to achieve significant gains in productivity. Weaknesses: Low labor productivity. High interest costs and high overheads. Rising cost of production. L.J. Institute Of Engineering & Technology |l
II.

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A study of Consumer preference and Attitude towards small car segments in India Low investment in Research and Development. Opportunities: Commercial vehicles. Heavy thrust on mining and construction activity. Increase in the income level. Cut in excise duties. Rising rural demand.
III.

IV.

Threats: Rising interest rates. Cut throat competition. Lack of technology for Indian Companies.
FACTORS CONTRIBUTING TO THE GROWTH OF INDIAN AUTO SECTOR: The convergence of government policies, economys growth, peoples purchasing power have all contributed to the phenomenal growth of Indian Auto industry. Some of the important growth drivers are explained below: Rise in the industrial and agricultural output indirectly helps Indian Auto industry Industrial and agricultural output increase has reflected in higher GDP and overall growth of the economy which is about 9% in the last three years. Higher GDP means more purchasing power. Sales of vehicles for domestic and commercial consumption have seen high growth in these three years too. Growth in the road infrastructure increases demand for vehicles. Indian highways and roads have improved a lot in quality and connectivity in the last 20 years. Projects like L.J. Institute Of Engineering & Technology |l
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A study of Consumer preference and Attitude towards small car segments in India the Golden Quadrilateral aim to make even remote areas accessible by road. Some of the National Highways are of international standards. This has made road transport a viable, cost effective and speedy option both for goods and passenger traffic.
Rise in the Per capita income increases two/four wheeler sales. Industrial growth in the 70s, IT boom in the 1980s and BPO boom in the 1990s have transformed the Indian middle class. The present generation is able to earn the same levels of salary that their parents were earning after years of work. This has pushed up the demand for two and four wheelers. A rise in per capita income is also indirectly responsible for the retail boom and industrial boom for consumer durables. This has pushed up the demand for commercial vehicles to enable efficient distribution.
Urbanization changes the face of Indian auto industry. Joint families in towns and villages have given away to migration of the younger generation to cities in search of better opportunities. The new-age educated migrants and nuclear families (many with double income couples) have a higher purchasing power. Presently, the rate of spread of urbanization is 30% which is likely to increase by 40% in 2030 (UN). Urbanization has promoted infrastructural development and it is estimated to spread at a rate of $500 billion in the next 5-6 years.
Rising working class and middle class contribute to increased demand of automotives. Post 1980s, a surging economy has created millions of new jobs in the private sector. This has lead to a lot of prosperity in the working class and the middle income households. They are able to provide for food, clothing and education and also are able to think of owning luxuries like vehicles. According to the Planning Commission report, between the year 2003 and 2009, 130 million people would have been added to the working population. According to a finding from McKinsey, the middle income group will grow from 50 million to 550 million by 2025.
Exhaustive range of options in price and models of automotives. Indian consumer in 70s and 80s had to choose between and Premier Padmini or an Ambassador. Now there are at L.J. Institute Of Engineering & Technology |l
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A study of Consumer preference and Attitude towards small car segments in India least 123 different models of cars from 30 odd manufacturers available. The prices of the compact cars like Tatas Nano have made the world sit up and take note of the truly unbeatable price points.
Attractive Finance Schemes for purchase of automotives. Most nationalized and foreign banks have very tempting finance options and low interest rates for purchase of cars and two wheelers. There are specialized companies that finance the commercial vehicles. All this has made the dream of owning a vehicle an easy reality.
Favorable Government Policies for the auto sector. Apart from a healthy growing economy, Indian auto industry has a lot to thank the government for the amazing growth rates. The Indian government has introduced several industry specific programs.
a. Government support: Current Industrial Policy: The New Industrial Policy of 1991 delicensed the Automobile Industry in India, but passenger car was delicensed in 1993. Now, no license is required for setting up of any unit for manufacture of Automobiles except in some special cases. Further, 100 per cent Foreign Direct Investment (FDI) is permissible under automatic route in this sector including passenger car segment. The import of technology or technological upgradation on the royalty payment of 5 per cent without any duration limit and lump sum payment of US $ 2 million is also allowed under automatics route in this sector. This liberalization has helped this sector to restructure itself, absorb newer technologies, and keep pace with the global developments realizing its full potential. Exim Policy: Removal of Quantitative Restrictions (QRs) from April 1, 2001 has allowed the import of vehicle, including passenger car segment freely subject to certain conditions notified by DGFT. To protect India from becoming a dumping ground for old and used vehicles produced L.J. Institute Of Engineering & Technology |l
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abroad, the custom duty on the import of second hand vehicles including passenger cars has been raised to 105 per cent. The custom duty rate on new Completely Built Units (CBUs) has also been increased to a level of 60 per cent to allow Indian countries to a fully competitive environment THE FUTURE OF INDIAN AUTO INDUSTRY: According to a report from United Nations Industrial Development Organizations (UNIDO) in International Yearbook of Industrial Statistics 2008, India enjoys 12th position amongst top 15 automakers in the world. India is at the 4th position amongst the auto makers of developing countries. By 2016 the size of the Indian automobile industry is expected to grow by 13%, to reach a mark of US$ 120-159 billion. Presently, India is the 2nd largest two wheeler market in the world and fourth largest commercial vehicle market worldwide. With allies in a strong economy, rising demand and financial backing, Indian auto industry is standing at the threshold of success. The four wheeler segment comprises of the passenger vehicles, utility vehicles and multipurpose vehicles. India is the 11th largest passenger car market in the world and prominently features on the major automobile players road map. The passenger cars segment is has the largest share in the domestic passenger vehicles industry. It contributes to a total volume of 78% and the rest of the share is enjoyed by utility and sports vehicles. Some of the key players in the market are Maruti Udyog Ltd. Tata Motors Ltd., Hyundai, Toyota, Honda, Ford and GM. The newer entrants are the marquee brands like Mercedes-Benz, BMW and Volkswagen.
Domestic sales trend (Number of vehicle sold) Category Passenger Vehicles Commercia l Vehicles Three 200304 902,09 6 260,11 4 284,07 2004-05 1,061,57 2 318,430 307,862 2005-06 1,143,07 6 351,041 359,920 2006-07 1,379,979 467,765 403,910 2007-08 1,549,88 2 490,494 364,781 2008-09 1,552,703 384,194 349,727 200910 1,949,7 76 531,39 5 440,36
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A study of Consumer preference and Attitude towards small car segments in India 8 5,364, 249 6,810, 537 6,209,76 5 7,897,62 9 7,052,39 1 8,906,42 8 7,872,334 10,123,98 8 7,249,27 8 9,654,43 5 7,437,619 9,724,243 8 9,371,2 31 12,292, 770
Wheelers Two Wheelers Grand Total
Source: - http://www.siamindia.com/scripts/gross-turnover.aspx Passenger vehicles (from 2003-04 to 2009-10 46% growth) Commercial Vehicle (from 2003-04 to 2009-10 49% growth) Three wheelers (from 2003-04 to 2009-10 64% growth) Two wheelers (from 2003-04 to 2009-10 57% growth) Total growth (from 2003-04 to 2009-10 55% growth) Current market share of small car maker companies
5.82% 3.19% 3.86% 4.34% 6.80% 13.88% 2.50%
Market share
MARUTI SUZUKI HYUNDIA TATA MOTOR 45.15% M&M GM FORD TOYOTA
14.46%
HONDA OTHERS
(Source: SIAM (from April 2010 to January 2011), 4Ps of Business & Marketing issue 3, Date 25 Feb-10 Mar 11) Maruti Suzuki 45.15% L.J. Institute Of Engineering & Technology |l
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A study of Consumer preference and Attitude towards small car segments in India Hyundai Tata motors M&M GM Ford Toyota Honda Others 14.46% 13.88% 6.80% 4.34% 3.86% 3.19% 2.50% 5.82%
As we can see in the above Pie-chart more than 45% of the market is covered by the automobile giant Maruti Suzuki. Since long Maruti Suzuki is on the same position may be because it has large number of product portfolio of small cars as well as small to medium passenger cars. In other Market is been covered by the two major company they are Hyundai form south Korea and Tata Motors form India with market share of 14.46% and 13.88% respectively. Remaining market is covered by other companies like GM, FORD, TOYOTA, HONDA, these all companies are in the premier car maker
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Research Methodology
Research Objectives:
To study and explore dynamics of competition in small car segments in India. To study factors affecting brand preference towards small cars. To do a comparative analysis of the major players in small car segment. To study & analyze consumer attitude towards different brands of small cars.
Research Design:
Exploratory research Descriptive research
Research Instrument:
Structured Questionnaires
Sample Design:
Sample size:150 respondents, Judgment sampling
Data Sources:
Primary Data Secondary Data
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Discussion of study including analysis
Income Chart
4% 8% 1-3lacs 43% 3-5lacs 5-7lacs 45% 7 & above
43% of respondents have income from 1-3lacs,45% of respondents have income from 3-5 lacs,8% of respondents have income from 5-7 lacs and only 4% of respondents have income 7 lacs & above
Profession
27% 46%
27%
46% of respondents belong to service class and 27 % of respondents are self employed and also 27% of respondents have other as their profession.
self employed service others
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Ownership
120 100 100 80 60 40 20 0 car two wheeler Ownership both 14 36
Out of 150 respondents only 14 people own car, 100 own two wheeler and 36 own both car as well as two wheeler
Planning to buy
69% of respondents are planning to buy car and 31 % are not planning to buy car.
yes no
31%
69%
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Evoke Set
25 No of respondents 20 15 10 5 0 figo swift micra alto indica wagon-r i10 santro 4 4 6 6 8 22 25 24 20 18 13
Out of 150 respondents, wagon-r and alto are brands of car which are at top of mind of respondents.Santro,i10,swift are followed behind wagonr and alto
Cars
Kind of Offer
free insurance 31% 21% special discount extended service 15% 33% o% finance availability
others
estilo
spark
33% of respondents give their priority to special discount on cars.31% of respondents want 0% finance availability
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Influence of brand ambassador

60 50 40 30 20 10 0 56 40 38
Out of 150 respondents, 56 respondents disagree that brand ambassador influence their decision to buy car.
10
6 agree neutral disagree strongly disagree
strongly agree
Brand ambassador influence
Purpose of car
70 60 50 40 30 20 10 0 utility necessary Purpose of car status 20 60 70
Out of 150 respondents, 70 respondents said that main purpose of car for them is necessity
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Planning to buy vs ownership

90 80 70 60 50 40 30 20 10 0 86
Planning to buy
yes 22 4 car 10 14 14 no
Out of 150 respondents,14 own car and out of them only 4 are planning to buy a other car.100 respondents own two wheeler and 86 respondents want to buy a car.36 respondents own both two wheeler and car and out of that 14 are planning to buy car
two wheeler Own car or two wheeler
both
Average attitude towards cars

Avg attitude towards cars 140 120 100 80 60 40 20 0 swift polo figo micra santro wagonr indica estilo spark alto ritz i10 beat
Swift is the brand which has the highest average attitude amongst 150 respondents and it has an average attitude of 133.4, followed by i10 having attitude of 130.1867,
Cars
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Profession vs santro
40 35 30 25 20 15 10 5 0 38 32 26 14 26 14
Series1 Series2
Total 40 respondents are self employed and out of that 26 have attitude towards santro less than 130 while 14 have more than 130.70 respondents are having service as their profession and 38 have attitude towards santro less than 130 and 32 have more than 130.
self employed
service profession
others
Profession vs i10
40 40 30 20 10 0 self employed service Profession others 22 18 30 26 14 Series1 Series2
Total 40 respondents are self employed and out of that 18 have attitude towards i10 less than 130 while 18 have more than 130.70 respondents are having service as their profession and 30 have attitude towards i10 less than 130 and 40 have more than 130.
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Profession vs polo
45 40 35 30 25 20 15 10 5 0 self employed service Profession others 4 22 18 Series1 Series2 28 42 36
Total 40 respondents are self employed and out of that 22 have attitude towards polo less than 130 while 18 have more than 130.70 respondents are having service as their profession and 42 have attitude towards polo less than 130 and 28 have more than 130.
Profession vs figo
45 40 35 30 25 20 15 10 5 0 42
28 22 18
28 Series1 12 Series2
Total 40 respondents are self employed and out of that 22 have attitude towards figo less than 130 while 18 have more than 130.70 respondents are having service as their profession and 42 have attitude towards figo less than 130 and 28 have more than 130.
self employed
service Profession
others
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Profession vs spark
80 70 60 50 40 30 20 10 0 self employed service Profession others 22 18 40 30 10 30 Series2 Series1
Total 40 respondents are self employed and out of that 22 have attitude towards spark less than 130 while 18 have more than 130.70 respondents are having service as their profession and 40 have attitude towards spark less than 130 and 30 have more than 130.
Profession vs estilo
50 40 30 20 10 0 self employed service Profession others 24 16 8 22 Series1 Series2 48 32
Total 40 respondents are self employed and out of that 24 have attitude towards estilo less than 130 while 16 have more than 130.70 respondents are having service as their profession and 48 have attitude towards estilo less than 130 and 22 have more than 130.
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Profession vs wagonr
70 60 50 40 30 20 10 0 26 18 44 22 self employed service Profession 24 others 16
Series2 Series1
Total 40 respondents are self employed and out of that 22 have attitude towards wagonr less than 130 while 18 have more than 130.70 respondents are having service as their profession and 44 have attitude towards wagonr less than 130 and 26 have more than 130.
Profession vs alto
46 24 26 14 24 16 Series1 Series2 Series1 self employed service Profession others Series2
50 40 30 20 10 0
Total 40 respondents are self employed and out of that 26 have attitude towards alto less than 130 while 14 have more than 130.70 respondents are having service as their profession and 46 have attitude towards alto less than 130 and 24 have more than 130.
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Profession vs swift
40 35 30 25 20 15 10 5 0 self employed service Profession others 18 22 32 24 16 Series1 Series2 38
Total 40 respondents are self employed and out of that 18 have attitude towards swift less than 130 while 22 have more than 130.70 respondents are having service as their profession and 32 have attitude towards swift less than 130 and 38 have more than 130.
Profession vs ritz
60 50 40 30 20 10 0 52 30 16 18 10 Series1 Series2 self employed service Profession others
24
Total 40 respondents are self employed and out of that 24have attitude towards ritz less than 130 while 16 have more than 130.70 respondents are having service as their profession and 52 have attitude towards ritz less than 130 and18 have more than 130.
33
Profession vs micra
50 50 40 30 20 10 0 self employed service Profession others 24 16 20 Series1 8 Series2 32
Total 40 respondents are self employed and out of that 24 have attitude towards micra less than 130 while 16 have more than 130.70 respondents are having service as their profession and 50 have attitude towards micra less than 130 and 20 have more than 130.
Profession vs beat
60 40 20 0 self employed service Profession others 26 14 48 22 28 12 Series2 Series1 Series1 Series2
Total 40 respondents are self employed and out of that 26 have attitude towards beat less than 130 while 14 have more than 130.70 respondents are having service as their profession and 48 have attitude towards beat less than 130 and 22 have more than 130.
34
Profession vs Indica
60 50 40 30 20 10 0 self employed service Profession others 8 14 32 56
28 Series1 12 Series2
Total 40 respondents are self employed and out of that 32 have attitude towards indica less than 130 while 8 have more than 130.70 respondents are having service as their profession and 56 have attitude towards indica less than 130 and 14 have more than 130.
Buy vs santro
70 60 50 40 30 20 10 0 1 planning to buy 2 26 20 yes no 40 64
Out of 150 respondents ,64 respondents are such who are planning to buy a car and their attitude towards santro is less than 130 and 40 respondents have attitude more than 130.26 respondents are not planning to buy car and their attitude towards santro is less than 130 and 20 have attitude more than 130.
35
Buy vs i10
60 50 40 30 20 10 0 1 planning to buy 2 22 24 yes no 56 48
Out of 150 respondents ,5 6 respondents are such who are planning to buy a car and their attitude towards i10 is less than 130 and 48 respondents have attitude more than 130.22 respondents are not planning to buy car and their attitude towards i10 is less than 130 and 24 have attitude more than 130.
Buy vs polo
80 70 60 50 40 30 20 10 0 1 planning to buy 2 14 32 36 yes no 68
Out of 150 respondents ,68 respondents are such who are planning to buy a car and their attitude towards polo is less than 130 and 36 respondents have attitude more than 130.32 respondents are not planning to buy car and their attitude towards polo is less than 130 and 14 have attitude more than 130.
36
Buy vs figo
70 60 50 40 30 20 10 0 1 planning to buy 2 14 32 yes no 44 60
Out of 150 respondents ,60 respondents are such who are planning to buy a car and their attitude towards figo is less than 130 and 32 respondents have attitude more than 130.32 respondents are not planning to buy car and their attitude towards figo is less than 130 and14 have attitude more than 130.
Buy vs spark
70 60 50 40 30 20 10 0 1 planning to buy 2 16 30 42 yes no 62
Out of 150 respondents ,62 respondents are such who are planning to buy a car and their attitude towards spark is less than 130 and 42 respondents have attitude more than 130.30 respondents are not planning to buy car and their attitude towards spark is less than 130 and 16 have attitude more than 130.
37
Buy vs estilo
80 70 60 50 40 30 20 10 0 72
32
32 14
yes no
1 planning to buy
Out of 150 respondents ,72 respondents are such who are planning to buy a car and their attitude towards estilo is less than 130 and 32 respondents have attitude more than 130.32 respondents are not planning to buy car and their attitude towards estilo is less than 130 and 14 have attitude more than 130.
Buy vs wagonr
Out of 150 respondents ,68 respondents are such who are planning to buy a car and their attitude towards wagonr is less than 130 and 36 respondents have attitude more than 130.22 respondents are not planning to buy car and their attitude towards wagonr is less than 130 and 24 have attitude more than 130.
38
Buy vs alto
Out of 150 respondents ,72 respondents are such who are planning to buy a car and their attitude towards alto is less than 130 and 32 respondents have attitude more than 130.24 respondents are not planning to buy car and their attitude towards alto is less than 130 and 22 have attitude more than 130.
Buy vs swift
60 50 40 30 20 10 0 1 planning to buy 2 26 20 yes no 54 50
Out of 150 respondents ,54 respondents are such who are planning to buy a car and their attitude towards swift is less than 130 and 50 respondents have attitude more than 130.20 respondents are not planning to buy car and their attitude towards swift is less than 130 and 26 have attitude more than 130.
39
Buy vs ritz
Out of 150 respondents ,74 respondents are such who are planning to buy a car and their attitude towards ritz is less than 130 and 30 respondents have attitude more than 130.32 respondents are not planning to buy car and their attitude towards ritz is less than 130 and 14 have attitude more than 130.
Buy vs micra
Out of 150 respondents ,76 respondents are such who are planning to buy a car and their attitude towards micra is less than 130 and 28 respondents have attitude more than 130.30 respondents are not planning to buy car and their attitude towards micra is less than 130 and 16 have attitude more than 130.
40
Buy vs beat
Out of 150 respondents ,70 respondents are such who are planning to buy a car and their attitude towards beat is less than 130 and 34 respondents have attitude more than 130.32 respondents are not planning to buy car and their attitude towards beat is less than 130 and 14 have attitude more than 130.
Buy vs indica
90 80 70 60 50 40 30 20 10 0 84
32 20 14
yes no
Out of 150 respondents ,84 respondents are such who are planning to buy a car and their attitude towards indica is less than 130 and 20 respondents have attitude more than 130.32 respondents are not planning to buy car and their attitude towards indica is less than 130 and 14 have attitude more than 130.
1 planning to buy
41
Brand ambassador vs santro

35 30 25 20 15 10 5 0 32 26 2020 8 2 12 4 2 Series1 Series2 24
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,36 respondents are such who have attitude towards santro less than 130 and 24 respondents have attitude more than 130.
santro
Brand ambassador vs i10

30 25 20 15 10 5 0 26 20 20 6 4 20 18 6 0 Series1 Series2 30
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,26 respondents are such who have attitude towards i10 less than 130 and 30 respondents have attitude more than 130.
42
Brand ambassador vs polo

34 35 30 25 20 15 10 5 0 24 10 0 14 6 6 0 Series1 Series2 30 26
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,26 respondents are such who have attitude towards polo less than 130 and 30 respondents have attitude more than 130.
Brand ambassador vs figo

30 25 20 15 10 5 0 28 24 16 8 2 strongly agree agree 10 6 0 neutral disagree strongly disagree Series1 Series2 30 26
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,26 respondents are such who have attitude towards figo less than 130 and 30 respondents have attitude more than 130.
43
Brand ambassador vs spark

30 30 25 20 15 10 5 0 24 16 12 8 2 4 2 Series1 Series2 26 26
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,30 respondents are such who have attitude towards spark less than 130 and 26 respondents have attitude more than 130.
Brand ambassador vs estilo

40 35 30 25 20 15 10 5 0 36 28 10 0 12 26 20 12 4 2 Series1 Series2
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,36 respondents are such who have attitude towards estilo less than 130 and 20 respondents have attitude more than 130.
44
Brand ambassador vs wagonr

30 25 20 15 10 5 0 26 22 18 12 8 2 6 0 Series1 Series2 28 28
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,28 respondents are such who have attitude towards wagonr less than 130 and 28 respondents have attitude more than 130.
Brand ambassador vs alto

30 30 25 20 15 10 5 0 26 14 8 2 26 26
12 6 0 Series1 Series2
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,30 respondents are such who have attitude towards alto less than 130 and 26 respondents have attitude more than 130.
45
Brand ambassador vs swift

35 30 25 20 15 10 5 0 32 22 8 2 24 18 14 6 0 Series1 Series2 24
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,24 respondents are such who have attitude towards swift less than 130 and32 respondents have attitude more than 130.
Brand ambassador vs ritz

40 35 30 25 20 15 10 5 0 34 36
20 10 6 0 strongly agree agree
18
20 Series1 6 0 Series2
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,36 respondents are such who have attitude towards ritz less than 130 and 20 respondents have attitude more than 130.
neutral disagree strongly disagree
46
Brand ambassador vs micra

40 35 30 25 20 15 10 5 0 34 20 18 10 0 6 38
18 4 2
Series1 Series2
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,38 respondents are such who have attitude towards micra less than 130 and 18 respondents have attitude more than 130.
Brand ambassador vs beat

34 35 30 25 20 15 10 5 0 26 10 0 14 26 12 22 6 0 Series1 Series2
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,34 respondents are such who have attitude towards beat less than 130 and 22 respondents have attitude more than 130.
47
Brand ambassador vs indica

45 40 35 30 25 20 15 10 5 0 42 28 10 0 12 30 14 8 6 0 Series1 Series2
Out of 150 respondents, 56 disagree that brand ambassador influence their decision to buy a car. Out of 56,42 respondents are such who have attitude towards indica less than 130 and 14 respondents have attitude more than 130.
Average Rank of cars

10 9.146667 8.68 8.466667 9 8.16 7.84 7.613333 7.293333 7.373333 8 7 6.453333 5.893333 6.12 6 4.44 5 3.386667 4 3 2 1 0 Average Ranking
I10 has the highest average rank among 12 other cars while beat has the lowest rank that is 9.14667
Cars
48
Relationship between attitude towards car and income
Variables in the Equation
S.E.
Wald
df
Sig.
Exp(B)
Step 1
income
-1.520
.772
3.881
.049
.219
Constant
.960
.833
1.330
.249
2.612
a. Variable(s) entered on step 1: income.
Z= Bo=intercept B1=co-efficient X= income When income is 1-3 lacs
( ) When income is 3-5 lacs
( ) When income is 5-7 lacs L.J. Institute Of Engineering & Technology |l
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( ) When income is 7 lacs & above
( )
For Santro
B
a
S.E.
Wald
df
Sig.
Exp(B)
Step 1
income
.718
.507
2.004
.157
2.050
Constant
-1.213
.595
4.156
.041
.297
Case 1:
( ) Case 2:
( ) Case 3:
50
( ) Case 4:
( )
For Wagon-r
B
a
S.E.
Wald
df
Sig.
Exp(B)
Step 1
income
.208
.507
.168
.682
1.231
Constant
-.638
.593
1.158
.282
.528
Case 1:
( ) Case 2:
( ) Case 3:
( ) Case 4: L.J. Institute Of Engineering & Technology |l
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( )
Relationship between profession and attitude towards car
For Polo
B
a
S.E.
Wald
df
Sig.
Exp(B)
Step 1
profession
-.833
.258
10.418
.001
.435
Constant
.913
.512
3.171
.075
2.491
a. Variable(s) entered on step 1: profession.
( ) Case 1:
( ) Case 2:
( ) Case 3:
( )
52
For Wagon-r
B
a
S.E.
Wald
df
Sig.
Exp(B)
Step 1
profession
-.104
.229
.208
.648
.901
Constant
-.198
.484
.166
.683
.821
a. Variable(s) entered on step 1: profession.
( Case 1:
) ( )
( ) Case 2:
( ) Case 3:
( )
53
Interpretation:
From above we can say that the respondents belonging to group of 1-3 lacs have high favourability towards wagon-r and the probability of it comes out to be 0.394 The respondents belonging to 3-5 lacs group have high favourability for santro, similarly the respondents belonging to group of 5-7 lacs group and group of 7 lacs & above have high favourability for santro. The respondents belonging to the profession class of self employed, service and belonging to other profession have high favourability for wagon-r.
54
Findings
Most of respondents have income from 3-5 lacs and respondents having income in range of 1-3 lacs are there in considerable amount. Most of respondents belong to service class profession Most of respondents own two wheelers, only a small percentage of respondents own car. Most of respondents are planning to buy car. Wagon-r and alto are brands of car which are at top of mind of respondents.Santro,i10,swift are followed behind. Most of respondents give their priority to special discounts available on cars. Most of respondents disagree that brand ambassador influence their decision to buy car. Most of respondents said that main purpose of car for them is necessity A good propotion of respondents who own two wheeler are planning to buy car in near future. Swift is the brand which has the highest average attitude amongst respondents. I10 has the highest average rank among 12 other cars while beat has the lowest rank . From above we can say that the respondents belonging to group of 1-3 lacs have high favourability towards wagon-r and the probability of it comes out to be 0.394 The respondents belonging to 3-5 lacs group have high favourability for santro, similarly the respondents belonging to group of 5-7 lacs group and group of 7 lacs & above have high favourability for santro. The respondents belonging to the profession class of self employed, service and belonging to other profession have high favourability for wagon-r.
55
Annexure
QUESTIONNAIRE
Personal details: Name: No. of members in family: Annual household income: a)1-3 lakhs b)3-5 lakhs c)5-7 lakhs d)7 lakhs & above What is your Profession? a)Self Employed b)Service Specify)__________________________ c)Other profession(Please
1. Do you own (Please tick)
Car
Two wheeler
2. Are you planning to buy a car? 3. Name some brands of cars in the small car segment in India?
56
4. Rank the following attributes according to your preferences while buying a new car?(1 excellent to 10 poor) Sales & Services: Price: Fuel Efficiency: Smooth Ride: Luxury: Value for Money: Looks: Comfort: Safety: Style/Looks:
5. Rate the following cars as per your perception on the basis of the attributes specified (5 excellent to 1 poor)?
Attribute Sant s ro
I1 0
Pol o
Fig o
Spar k
Estil o
Wag on-r
Alt o
Swif t
Rit z
Micr a
Bea t
Indic a
57
Sales and Service Price Fuel Efficienc y Smooth Ride Luxury Value for Money Looks Comfort Safety Style Looks /
6. Where would you or where from do you get the relative information for buying a car for yourself?
Television Friends Dealers Mechanics Magazines L.J. Institute Of Engineering & Technology |l
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A study of Consumer preference and Attitude towards small car segments in India Other car owners
7. Which of the cars mentioned below is the best in overall perspective to you? (Rank 1 as the best and so on)
Santro I10 Polo Figo Spark Zen Estilo Wagon R Alto Swift Ritz Micra Indica Beat
8) What kinds of offers do you like or expect from the dealer? a) Free insurance b) Special discounts on sales of cars c) Extending the service period d)
Finance availability with 0% interest L.J. Institute Of Engineering & Technology |l
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9) Brand Ambassador influence my buying decision related to purchase of car a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly disagree 10) Purpose of purchase of a car a) Utility b) Necessary c) Status
income Frequency 64 68 12 6 150 Percent 42.7 45.3 8 4 100
Valid
1-3lacs 3-5lacs 5-7lacs 7 & above Total
profession Frequency 40 70 40 150 Percent 26.7 46.7 26.7 100 Valid Percent 26.7 46.7 26.7 100
Valid
self employed service others Total
owncarortwo Frequency 14 100 36 150 Percent 9.3 66.7 24 100 Valid Percent 9.3 66.7 24 100
Valid
car two wheeler both Total
60
planningtobuy Frequency 104 46 150 Percent 69.3 30.7 100 Valid Percent 69.3 30.7 100
Valid
yes no Total
kindofoffer Frequency 32 50 22 46 Percent 21.3 33.3 14.7 30.7 Valid Percent 21.3 33.3 14.7 30.7
Valid
free insurance special discount extended service o% finance availability
brandambassa Frequency 10 40 38 56 6 150 Percent 6.7 26.7 25.3 37.3 4 100 Valid Percent 6.7 26.7 25.3 37.3 4 100
Valid
strongly agree agree neutral disagree strongly disagree Total
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purposeofcar Frequency 60 70 20 150 Percent 40 46.7 13.3 100 Valid Percent 40 46.7 13.3 100
Valid
utility necessary status Total
owncarortwo * planningtobuy Crosstabulation Count planningtobuy yes owncarortwo car two wheeler both Total 4 86 14 104 no 10 14 22 46
profession * santro Crosstabulation Count santro profession self employed service others Total ab<130 26 38 26 90 ab>130 14 32 14 60
62
profession * i10 Crosstabulation Count i10 profession self employed service others Total ab<130 22 30 26 78 ab>130 18 40 14 72
profession * polo Crosstabulation Count polo profession self employed service others Total ab<130 22 42 36 100 ab>130 18 28 4 50
profession * figo Crosstabulation Count figo profession self employed service others ab<130 22 42 28 ab>130 18 28 12
63
profession * spark Crosstabulation Count spark profession self employed service others Total ab<130 22 40 30 92 ab>130 18 30 10 58
profession * estilo Crosstabulation Count estilo profession self employed service others Total ab<130 24 48 32 104 ab>130 16 22 8 46
profession * wagonr Crosstabulation Count wagonr profession self employed service others Total ab<130 22 44 24 90 ab>130 18 26 16 60
profession * alto Crosstabulation Count alto
64
profession
self employed service others Total
ab<130 26 46 24 96
ab>130 14 24 16 54
profession * swift Crosstabulation Count swift profession self employed service others Total ab<130 18 32 24 74 ab>130 22 38 16 76
profession * ritz Crosstabulation Count ritz profession self employed service others Total ab<130 24 52 30 106 ab>130 16 18 10 44
profession * micra Crosstabulation Count micra profession self employed ab<130 24 ab>130 16
65
service others Total 50 32 106 20 8 44
profession * beat Crosstabulation Count beat profession self employed service others Total ab<130 26 48 28 102 ab>130 14 22 12 48
profession * indica Crosstabulation Count indica profession self employed service others Total ab<130 32 56 28 116 ab>130 8 14 12 34
planningtobuy * santro Crosstabulation Count
66
santro planningtobuy yes no Total ab<130 64 26 90 ab>130 40 20 60
planningtobuy * i10 Crosstabulation Count i10 planningtobuy yes no Total ab<130 56 22 78 ab>130 48 24 72
planningtobuy * polo Crosstabulation Count polo planningtobuy yes no Total ab<130 68 32 100 ab>130 36 14 50
planningtobuy * figo Crosstabulation Count figo ab<130 ab>130
67
yes no Total 60 32 92 44 14 58
planningtobuy
planningtobuy * spark Crosstabulation Count spark planningtobuy yes no Total ab<130 62 30 92 ab>130 42 16 58
planningtobuy * estilo Crosstabulation Count estilo planningtobuy yes no Total ab<130 72 32 104 ab>130 32 14 46
planningtobuy * wagonr Crosstabulation Count wagonr planningtobuy yes no Total ab<130 68 22 90 ab>130 36 24 60
68
planningtobuy * alto Crosstabulation Count alto planningtobuy yes no ab<130 72 24 ab>130 32 22
planningtobuy * swift Crosstabulation Count swift planningtobuy yes no Total ab<130 54 20 74 ab>130 50 26 76
planningtobuy * ritz Crosstabulation Count ritz planningtobuy yes no Total ab<130 74 32 106 ab>130 30 14 44
69
planningtobuy * micra Crosstabulation Count micra planningtobuy yes no Total ab<130 76 30 106 ab>130 28 16 44
planningtobuy * beat Crosstabulation Count beat planningtobuy yes no Total ab<130 70 32 102 ab>130 34 14 48
planningtobuy * indica Crosstabulation Count indica planningtobuy yes no Total ab<130 84 32 116 ab>130 20 14 34
brandambassa * santro Crosstabulation Count Santro brandambassa strongly agree agree neutral disagree strongly disagree ab<130 8 20 26 32 4 ab>130 2 20 12 24 2
70
Total 90 60
brandambassa * i10 Crosstabulation Count i10 brandambassa strongly agree agree neutral disagree strongly disagree Total ab<130 6 20 20 26 6 78 ab>130 4 20 18 30 0 72
brandambassa * polo Crosstabulation Count polo brandambassa strongly agree agree neutral disagree strongly disagree Total ab<130 10 34 24 26 6 100 ab>130 0 6 14 30 0 50
brandambassa * figo Crosstabulation Count figo ab<130 ab>130
71
strongly agree agree neutral disagree strongly disagree Total 8 24 28 26 6 92 2 16 10 30 0 58
brandambassa
brandambassa * spark Crosstabulation Count spark brandambassa strongly agree agree neutral disagree strongly disagree Total ab<130 8 24 26 30 4 92 ab>130 2 16 12 26 2 58
brandambassa * estilo Crosstabulation Count estilo brandambassa strongly agree agree neutral disagree strongly disagree Total ab<130 10 28 26 36 4 104 ab>130 0 12 12 20 2 46
brandambassa * wagonr Crosstabulation Count
72
wagonr brandambassa strongly agree agree neutral disagree strongly disagree Total ab<130 8 22 26 28 6 90 ab>130 2 18 12 28 0 60
brandambassa * alto Crosstabulation Count alto brandambassa strongly agree agree neutral disagree strongly disagree Total ab<130 8 26 26 30 6 96 ab>130 2 14 12 26 0 54
brandambassa * swift Crosstabulation Count swift ab<130 ab>130
73
strongly agree agree neutral disagree strongly disagree Total 8 22 14 24 6 74 2 18 24 32 0 76
brandambassa
brandambassa * ritz Crosstabulation Count ritz brandambassa strongly agree agree neutral disagree strongly disagree Total ab<130 10 34 20 36 6 106 ab>130 0 6 18 20 0 44
brandambassa * micra Crosstabulation Count micra brandambassa strongly agree agree neutral disagree strongly disagree Total ab<130 10 34 20 38 4 106 ab>130 0 6 18 18 2 44
brandambassa * beat Crosstabulation Count
74
beat brandambassa strongly agree agree neutral disagree strongly disagree Total ab<130 10 26 26 34 6 102 ab>130 0 14 12 22 0 48
brandambassa * indica Crosstabulation Count indica brandambassa strongly agree agree neutral disagree strongly disagree Total ab<130 10 28 30 42 6 116 ab>130 0 12 8 14 0 34
75
Biblography
www.scribd.com Indian journal of Marketing, Volume 40 Marketing Management, Koshi Kotler, 13th Edition Article on Impact of Brand Prefernce Dimensions on Customer Satisfaction, Dr.C.Dharmaraj

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L. J. Institute of Engineering & Technology

( A STUDY OF CONSUMER PREFERENCE AND ATTITUDE TOWARDS SMALL

(Prof. S. M. Bhatt) Director

( Professor Mehul Yogi) Project Guide

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Shaqib Kadri Shoyeb Mansuri

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Introduction of Automobile Industry

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Porters Five Forces of Competition framework

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Wheelers Two Wheelers Grand Total

5.82% 3.19% 3.86% 4.34% 6.80% 13.88% 2.50%

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Discussion of study including analysis

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Influence of brand ambassador

6 agree neutral disagree strongly disagree

Brand ambassador influence

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Planning to buy vs ownership

two wheeler Own car or two wheeler

Average attitude towards cars

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Brand ambassador vs santro

Brand ambassador influence

Brand ambassador vs i10

Brand ambassador influence

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Brand ambassador vs polo

Brand ambassador influence

Brand ambassador vs figo

Brand ambassador influence

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Brand ambassador vs spark

Brand ambassador influence

Brand ambassador vs estilo

Brand ambassador influence