final prince

7/24/2019 Final Prince

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SUMMER TRAINING REPORT ON

CUSTOMER MAPPING A SURVEY OF INDUSTRIAL CUSTOMER OF MUMBAI

(TOWARDS CARS)

Undertaken

at

MODY AUTO MOTORS PVT. LTD. MUMBAI

S!"#tted t$

%IWA%I UNIVERSITY GWALIOR

In Part#a& F&'#&&"ent $' Mater $' B#ne Ad"#n#trat#$n

At

MAARA%A INSTITUTE OF MANAGEMENT

AND TECNOLOGY

A#r*$rt R$ad+ G,a$r

S!"#tted T$- S!"#tted B-Mr. SAIFALI CAUAN DEEPA/ COUMAL

MBA III SEM (012340125)


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DECLARATION

I am Dee*ak C6$"a&, a student of MBA III Semester from Ma6ara7a Int#tte O'Mana8e"ent And Te96n$&$8+ G,a$r, declare that all the information, fact and figures

represented in this report entitled :CUSTOMER MAPPING A SURVEY OF INDUSTRIALCUSTOMER TOWARDS CARS OF MUMBAI;are first hand in nature. They are activelybased on my intensive research.

I have made the project under the safe roof of realistic data hich as a seet dream beforehandling due to strong faith and elastic string of my heart. I have succeeded in e!ualing theefforts ith the output, for hich I am very e"cited just li#e a blooming seed. Any resemblanceto earlier project or resource is purely coincidental.

Date DEEPA/ COUMAL

P&a9e- G,a$r MBA III Se"eter


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CERTIFICATE

This is to certify thatDee*ak C6$"a& :astudent of MBA III Semester of Ma6ara7a Int#tte

O' Mana8e"ent And Te96n$&$8+ G,a$raffiliated to $%#,a7# Un#


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AC/NOWLEGEMENT

It is privilege to e"press my gratitude sincere than#s toMa6ara7a Int#tte O' Mana8e"ent

= Te96n$&$8+ G,a$rhas given us the opportunity to summer training report on the topic. Iam than#ful to Mr. A96a& P#&&a# (D#re9t$r4MIMT), Dr. S!eer Baner7ee (Dean A9ade"#9),and Mr. SAIFALI CAUAN (Fa9&t G#de) for his valuable guidance and supportthroughout report preparation. I ould also li#e to than# Mr. R$6#& /6ara (Genera& Mana8er$' M$d At$ M$t$r).

I sincerely than# computer laboratory in3charge and library staff for their timely co3operation.I ould also li#e to than# to all people ho directly or indirectly helped to complete the report.

Date->>>>>> DEEPA/ COUMAL

P&a9e- G,a$r MBA III Se"eter


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PREFACE

The project is based on the Ct$"er *r$'#&e and "a**#n8 t$ ndertand t6e 9$n"er

!e6a


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CONTENTS

/age no.

C6a*ter2

INTRODUCTION TO TE PRO%ECT 8

E?ECUTIVE SUMMARY 9

INTRODUCTION TO AUTOMOBILE ISTORY :;

C6a*ter0

INTRODUSTION TO VOL/SWAGEN GROUP :4

ISTORY OF VOL/SWAGEN :9

NINE AUTOMOTIVE COMPANIES OF VOL/SWAGEN 2'

C6a*ter@

VOL/SWAGEN IN INDIA ;hat is their profileH Ko many potential customers do you have in the mar#etbased on your customer profilesH Ko can you reach themH

G A T$* d$,napproach starts ith mar#et and industry data. It ta#es a close loo# at a geographicmar#et area and profiles the consumers andLor businesses to let you #no their propensity to buyyour products and services. Mapping Analytics has e"pertise in both these approaches to mar#etsiing. >e also have a ealth of data sources through partnerships ith the best data providers inthe industry. >e can match the right data for mar#et analysis to your business and mar#et

strategy.

C&ter Ana '$r Ct$"er Ma**#n8
http://www.altageo.net/feature/market.htmlhttp://www.altageo.net/feature/market.htmlhttp://www.altageo.net/feature/market.htmlhttp://www.altageo.net/feature/market.html


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>e often use lifestyle clustering systems to sie consumer mar#ets. =lustering systems operateunder the premise that Cbirds of a feather floc# together.C That means people ith similar buyingbehaviors and demographic profiles tend to live close together. This helps you identifyneighborhoods or mar#ets here your potential is highest.

G =luster analysis identifies #ey segments in the population that are more li#ely to purchase yourproducts than the average consumer.G noing in hich clusters people reside provides a reasonable means of understanding andpredicting ho they ill behave.G *nderstanding hich clusters are more li#ely than others to purchase allos better targeting.G =lusters are tied to geography, alloing you to identify and prioritie neighborhoods, tradeareas and mar#ets.

A99e Market O**$rtn#t

Mar#et analysis services from Mapping Analytics ill provide the #ey intelligence e need toran# and prioritie mar#ets. >e ill #noF

The top ne geographic mar#ets to target based on customer or revenue potential. >hich mar#ets here e currently do business have untapped potential Eaining this mar#etunderstanding is essential to groing and e"panding our business. But it isnNt enough on its on.

De"$8ra*6#9 S#te Se&e9t#$n

>hen e or# ith Mapping Analytics, e ill discover that demographic site selection leadsto a sound business site selection decision. >e include a series of important analyses henhelping e select ne sites, includingF

=ustomer profiling. Mapping customer locations. =ompetitive analysis. Trade area development and mapping. 5emographic, =ensus, and mar#et data analysis. Mar#et potential analysis.

Ct$"er Pr$'#n8

=ustomer profiling services from Mapping Analytics create descriptive segments or groups of

your customers. ach segment has specific defining characteristics. A customer segment is not assimple as applying a demographic label, such as Comen age &'3'&C or Cbusinesses ith revenueOP'


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CThose descriptions alone onNt tell you enough about your customer. ?or e"ample, not allomen age &'3'& have the same tendency to purchase your products. So a profile li#e this maynot help you much, and you may aste resources mar#eting and selling to the rong people.

ThatNs hy Mapping Analytics ta#es a more comprehensive and disciplined approach to

customer profiling. >e use your on customer data, lifestyle cluster data, and analyticaltechni!ues. The result is a more accurate description of your customer that can be used toidentify areas here you can find more of your best customers.

W6at G$e Int$ a Ct$"er Pr$'#&e

>hat ma#es up a customer profileH It depends on hether your customers are businessesor consumers. In either case, you typically start ith your on customer data (such as location,purchases, spending volume1, append additional consumer or business data, then group intosegments that share similar characteristic.

Ma**#n8 Ct$"er Att#tde

By =liff Allen, =lic# Q, Dct :4, 2


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INTRODUCTION OF AUTOMOBILE INDUSTRY

The automobile industry has changed the ay people live and or#. The earliest of modern cars

as manufactured in the year :89'. Shortly the first appearance of the car folloed in India. As

the century turned, three cars ere imported in Mumbai (India1. >ithin decade there ere total

of :


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Fa9t = F#8re

The automobile industry in India is on an investment overdrive. Be it passenger car or to3

heeler manufacturers, commercial vehicle ma#ers or three3heeler companies 3 everyone

appears to be in a scramble to hi#e production capacities. The country is e"pected to itness over

0s ;


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>hen major automotive mar#ets reported a ;


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INTRODUCTION TO VOL/SWAGEN GROUP

T*e- /ublic =ompany

eadarter- Eermany

Indtr- Automotive

Pr$d9t- =ars, Truc#s

Re


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INTRODUCTION TO VOL/SWAGEN

T*e- Subsidiary of @ol#sagen group

F$nded- May 28, :9;4

F$nder- ?erdinand /orsche, Adolf Kitler

eadarter- >olfsburg, Eermany

Area erorldide

/e *e$*&e- Martin >inter #orn (=hairman of board of management1

?erdinand piech (chairman of @ol#sagen supervisory board1

=hristian #ingler (board of management of the @ol#sagen passanger cars1

Indtr- Automotive

Pr$d9t- =ars, Truc#s

We!#te- @ol#sagen.com


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ISTORY OF VOL/SWAGEN

In Ger"an+ V$&k *r$n$n9ed a ('$&k)+ "ean *e$*&e and Wa8en "ean Car. en9e-

V$&k,a8en "ean *e$*&eH 9ar #n Ger"an+ #n ,6#96 #t # *r$n$n9ed ' &k ferUor @ol#sagen Beetle. >hen =hrysler brought

out the :9;& 5eSoto Airflo coupe, its design enabled Mr. P$r96eto finalie his design of the

Beetle. Dn 22 )une :9;&, Dr. Ferd#nand P$r96e agreed to create the Pe$*&eH Car for

#t&erH "$t6er.

After some time, they planned to change some features regarding various aspects. These

changes included better fuel efficiency, reliability, ease3of3use, and economically efficient repairs

and parts. The intention as that ordinary uropeans ould buy the car by means of a savings

scheme (Sa


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Ne, 'a9t$r tarted

The building of the ne factory started 2- May :9;8 in the ne ton of d?3Stadt, no called

W$&'!r8, hich had been purposely built for the factory or#ers. This factory only produced

a handful of cars by the time ar started in :9;9. 6one ere actually delivered to any holder of

the completed saving stamp boo#s, though one T*e 2 Ca!r#$&et ,a *reented t$ #t&er $n 01

A*r#& 2@ (6# 3t6 !#rt6da).

At the times of :storld >ar, @ol#sagen >ar meant production changed to military vehicles,

the Type 82 Wbelagen (B9ket 9ar)utility vehicle (@>Ns most common artime model1,

and the amphibious Schimmagen hich ere used to e!uip the Eerman forces.

By :9&- the factory as producing :, as briefly sold as a

C@ictory >agonC. @ol#sagen of America as formed in April :9'' to standardie sales and

service in the *nited States. /roduction of the Type : @ol#sagen Beetle increased dramatically

over the years, the total reaching one million in :9''. Sales soared U due in part to the famous

advertising campaigns by 6e or# advertising agency D$&e+ Dane Bern!a96. +ed by art

director e&"t /r$ne+ and copyriters%an /$en#8 andB$! Le


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5espite the fact it as almost universally #non as the Beetle (or the Bug1, it as never

officially labeled as such by the manufacturer, instead referred to as the Type :. The first

reference to the name Beetle occurred in *.S. advertising in :9-8, but not until :998 and the

Eolf3based 6e Beetle ould the name be adopted by @ol#sagen.

@ol#sagen as in serious trouble by :94;. Beetle sales had started to decline rapidly in

uropean and 6orth American mar#ets. The company #ne that Beetle production had to end

one day, but the conundrum of replacing it had been a never3ending nightmare. @>Ns onership

of Audi L Auto *nion proved to be the #ey to the problem 3 ith its e"pertise in front3heel

drive, and ater3cooled engines hich @ol#sagen so desperately needed to produce a credible

Beetle successor. Audi influences paved the ay for this ne generation of @ol#sagens, #non

as the /olo, Eolf and /assat.

V$&k,a8en G$&'+ $&d a t6e ra!!#t #n USA

>hile @ol#sagenNs range of cars soon became similar to that of other large uropean

automa#ers, the Eolf has been the mainstay of the @ol#sagen lineup since its introduction, and

the mechanical basis for several other cars of the company. There have been si" generations of

the @ol#sagen Eolf, the first of hich as produced from the summer of :94& until the end of

:98; (sold as the 0abbit in the *nited States and =anada and as the =aribe in +atin America1. It

ould be produced in the *nited States as the 0abbit until the spring of :98&. The second3

generation Eolf hatchbac#L)etta sedan ran from late :98; to late :99:, and a 6orth Americanversion produced in /ennsylvania ent on sale at the start of the :98' model year.
http://en.wikipedia.org/wiki/File:VWGolf4.jpg


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In the :98


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@ol#sagen group U the @ol#sagen Bora (the sedan, still called )etta in the *SA1, 6e

Beetle, SAT Toledo, SAT +eXn, Audi A;, Audi TT and S#oda Dctavia. Koever, it as beaten

into third place for the :998 uropean =ar of the ear aard by the inning Alfa 0omeo :'-

and runner3up Audi A-.

In the late 9


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E&e9tr#9 and a&ternat#


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NINE AUTOMOTIVE COMPANIES OF VOL/SWAGEN

AUDI-

99.''Y onershipV the Audi mar!ue is the sole active brand of the former Auto *nion, bought

from 5aimler3Benon ;< 5ecember :9-&.

AUTOMOBILE LAMBORGINI-

:


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BUGATTI AUTOMOBILES-

:


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S/ODA AUTO-

:


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Crrent V$&k,a8en "$de&

Gurope=addy +ifeGos

G?o".GEolf M#-

GEolf /lusGEolf @ariant

G)etta M#'

GMultivan

G 6e BeetleG 6e Beetle =onvertible

G/assat M#-G /assat ==

G/haetonG/olo M#&?

GSciroccoGSharan.

GTouranGTiguan

GTouareg


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VOL/SWAGEN IN INDIA

0ecently @ol#sagen paved the ay for sustainable mar#et activities in India. >ith the

investment agreement signed at the end of 2


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Crrent E#t#n8 Dea&er #n Ind#a

G+udhiana 3 /restige Motors, +ally Motors India /rivate +imited.

GAhmedabad 3 @ol#sagen Ahmedabad Automar# Motors /vt. +td.

GBangalore 3 lite Motors /vt. +td.

GBangalore 3 @ol#sagen /alace =ross.

G=handigarh 3 Eenuss Motors, Sami Automotives /vt.+td.

G=ochin 3 @ol#sagen =ochin @M Motors @ehicles India /vt. +td.

G=hennai 3 @ol#sagen =hennai AB0A Motors /rivate +imited.

G=oimbatore 3 @ol#sagen =oimbatore 0amani =ars /rivate +imited.

G5elhi 3 55 Auto orld /rivate +imited.

G5elhi 3 ashyap @ehicle >or#s /rivate +imited.

G5elhi >est 3 @ol#sagen 5elhi >est >orld class Automobiles /vt. +td.

GEoa 3 @ol#sagen Eoa =aulo Automotive /vt. +td.

GKyderabad 3 Drion Motors.

G)aipur 3 @ol#sagen )aipur Tanya =ars /vt. +td.

Gol#ata 3 @ol#sagen ol#ata DS+ "clusive /vt. +td.

GMumbai 3 @ol#sagen 5onton Mumbai.

GMumbai Z Mody Auto Motors Mumbai 6orth.

G/une 3 @ol#sagen /une @idyut Motors /vt. +td.

GSurat 3 @ol#sagen Surat 6avjivan Auto S!uare /vt. +td


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INTRODUCTION TO MODY AUTO MOTORS

V$&k,a8en M"!a# N$rt6 (M$d At$ C$r* P


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M$d At$ M$t$r Sa&e-

GKighly !ualified Sales Team is ready to advise customers on any specific ant and need thatould re!uire and ill assist in ma#ing the right choices.

MD5 A*TD MDTD0S offers all facilities that are re!uired by todayRs demanding customers.In sales a good inventory of cars so that one can see, test drive (including door step test drive1and select their desired model and color. >ith @ol#sagen Eenuine Accessories.

They have a ide range of products from car accessories up to the uni!ue @ol#sagen =lothingand sportsear. Trade3in facility this is also the best place in ton to buy !uality used cars,e"cellent finance options are also available ith lo MIRs, cash less facility for insurance, aide range of genuine @ol#sagen accessoryRs to customie the car the ay customers li#e, airconditioned customer lounge overloo#ing the service area so one can vie their car being

serviced, service van fully e!uipped ith tools and e!uipments ready to provide doorstep serviceas and hen re!uired.

These are among just a fe facilities offered at all Mody Auto Motors dealerships. ?or a greatcar buying e"perience just visit the nearest Mody Auto Motors dealership.


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PRODUCT PROFILE FOR MODELS AVAILABLE IN INDIA

PASSAT

TECNICAL SPECIFICATIONS

@ehicle Model /assat T5I 2.< "clusive

ngine Type &3cylinder diesel engine

5isplacement(litersLcc1 2.


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%ETTA


@ehicle Model )etta :.- + (/etrol1 )etta :.- + T5I (5iesel1

)etta :.9 + T5I(Trendline1L=omfortline

ngine Type &3cylinder dieselengine

&3cylinder diesel engine

5isplacement(litersLcc1 :.-L:'9'cc :.9L:89-cc

Ma". Tor!ue(6M at 0/M1 :&8L;8


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TOUAREG


@ehicle Model Touareg ;.< @- T5I Touareg '.< @:< T5I

ngine Type -3cylinder \@Rturbodiesel

:


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VOL/SWAGENPOLO


Seating Capacity 5 Person

Displacement 1198 cc

Fuel Type Petrol

Max Power 74 !p " 54## $PM

Max Tor%ue 11# &m " '75# $PM

Mileage ()$)*+ 1,-47 .mpl

)lternate Fuel &ot )pplicale

Transmission Type Manual

&o o/ gears 5 0ears
http://www.carwale.com/volkswagen-cars/polo/http://www.carwale.com/volkswagen-cars/polo/


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VOL/SWAGEN VENTO


New Vento petrol New Vento Diesel

1.6-liter

petrol(105PS/153Nm)

16.09

kmpl

1.5-liter TDI (105PS/250Nm)

(manual)

20.64

kmpl

1.2-liter TSI

(105PS/175Nm)

18.19

kmpl1.5-liteTDI(Auto)

21.5

kmpl


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C$"*et#t$r O' E#t#n8 V$&k,a8en In Ind#a

COMPETITORS OF %ETTA (2342 LA/S)

KD65A =I@I=

K*65AI SD6ATA

SD5A D=TA@IA

SD5A +A*0A

TDDTA =D00D+A A+TIS

?IAT ' ;S0IS

SD5A S*/0B


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OB%ECTIVES OF TE STUDY

The study has been under ta#en to analye the customer profile and mapping to understand the

consumer behavior regarding automobile sector.

OB%ECTIVES

To #no the customer profile.

To analye the e"act segregation of the car industry of Mumbai.

To #no at hich geographical segment the potential customer e"ist.

To #no the consumer behavior regarding cars on folloing parameterF3

(a1 To analye the factors that influence the customer before buying a car.

(b1 To find out the replacement pattern of customers.

(c1 To find out the purchase pattern.


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RESEARC METODOLOGY

A research process consists of stages or steps that guide the project from its conception through the final

analysis, recommendations and ultimate actions. The research process provides a systematic, planned

approach to the research project and ensures that all aspects of the research project are consistent ith

each other. 0esearch studies evolve through a series of steps, each representing the anser to a #ey

!uestion.

This chapter aims to understand the research methodology establishing a frameor# of evaluation and

revaluation of primary and secondary research. The techni!ues and concepts used during primary

research in order to arrive at findingsV hich are also dealt ith and lead to a logical deduction toards

the analysis and results.

RESEARC DESIGN

I propose to first conduct a intensive secondary research to understand the full impact and implication of

the industry, to revie and criti!ue the industry norms and reports, on hich certain issues shall be

selected, hich I feel remain unansered or liable to change, this shall be further ta#en up in the ne"t

stage of e"ploratory research. This stage shall help me to restrict and select only the important !uestion

and issue, hich inhabit groth and segmentation in the industry.

The various tas#s that I have underta#en in the research design process areF

5efining the information need.5esign the e"ploratory, descriptive and causal research.


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RESEARC PROCESS

The research process has four distinct yet interrelated steps for research analysis. It has a logical and

hierarchical orderingF

5etermination of information research problem.

5evelopment of appropriate research design.

"ecution of research design.

=ommunication of results.

ach step is vieed as a separateprocess that includes a combination of tas# , step and specific

procedure. The steps underta#e are logical, objective, systematic, reliable, valid, impersonal and

ongoing.

E?PLORATORY RESEARC

The method I used for e"ploratory research asF

/rimary 5ata

Secondary data

PRIMARY DATA

6e data gathered to help solve the problem at hand. As compared to secondary data hich is

previously gathered data. An e"ample is information gathered by a !uestionnaire. ]ualitative or

!uantitative data that are nely collected in the course of research, =onsists of original

information that comes from people and includes information gathered from surveys, focus

groups, independent observations and test results. 5ata gathered by the researcher in the act of

conducting research.


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This is contrasted to secondary data, hich entails the use of data gathered by someone other than

the researcher information that is obtained directly from first3hand sources by means of surveys,

observation or e"perimentation. /rimary data is basically collected by getting !uestionnaire filled by the

respondents.

SECONDARY DATA

Information that already e"ists somehere, having been collected for another purpose. Sources include

census reports, trade publications, and subscription services.

There are to types of secondary dataF

Internal and e"ternal secondary data.

Information compiled inside or outside the organiation for some purpose other than the current

investigation 0esearching information, hich has already been publishedH Mar#et information

compiled for purposes other than the current research effortV it can be internal data, such as e"isting

sales3trac#ing information, or it can be research conducted by someone else, such as a mar#et research

company or the *.S. government. Secondary source of data used consists of boo#s and ebsites. My

proposal is to first conduct a intensive secondary research to understand the full impact and implication

of the industry, to revie and criti!ue the industry norms and reports, on hich certain issues shall

be selected, hich I feel remain unansered or liable to change, this shall be further ta#en up in the ne"t

stage of e"ploratory research.

DATA COLLECTION

5ata collection too# place ith the help of filling of !uestionnaires. The !uestionnaire method has come

to the more idely used and economical means of data collection. The common factor in all varieties of

the !uestionnaire method is this reliance on verbal responses to !uestions, ritten or oral. I found it

essential to ma#e sure the !uestionnaire as easy to read and understand to all spectrums of people in


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the sample. It as also important as researcher to respect the samples time and energy hence the

!uestionnaire as designed in such a ay, that its administration ould not e"ceed &3'mins.

These !uestionnaires ere personally administered. The first hand information as collected by ma#ing

the people fill the !uestionnaires. The primary data collected by directly interacting ith the people.

DETERMINING TE SAMPLE PLAN AND SAMPLE SIE

TARGET POPULATION

It is a description of the characteristics of that group of people from hom a course is intended. It

attempts to describe them as they are rather than as the describer ould li#e them to be. Also called the

audience the audience to be served by our project includes #ey demographic information (i.e.V age, se"

etc.1.The specific population intended as beneficiaries of a program.

The target population is the population I ant to ma#e conclude an ideal situationV the sampling frames

to matches the target population. A specific resource set that is the object or target of investigation. The

audience defined in age, bac#ground, ability, and preferences, among other things, for hich a given

course of instruction is intended.

I have selected the sample trough Simple random Sampling.

SAMPLE SIE

This involves figuring out ho many samples one need. The numbers of samples you need are affected

by the folloing factorsF

/roject goals

Ko you plan to analye your data

Ko variable your data are or are li#ely to be

Ko precisely you ant to measure change or trend

The number of years over hich you ant to detect a trend


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Ko many times a year you ill sample each point.

I have targeted';< people for the purpose of the research. The target population influences the sample

sie. The target population represents Mumbai region. The people ere from different professional

bac#grounds. The details of our sample are e"plained in chapter named primary research here the

divisions are e"plained in demographics section.

RESEARC DESIGN

0esearch design is a conceptual structure ithin hich research as conducted. A research design is the

detailed blueprint used to guide a research study toards its objective. It is a series of advanced decision

ta#en together comprising a master plan or a model for conducting the research in consonance ith the

research objectives. 0esearch design is needed because it facilitates the smooth sailing of the various

research operations, thereby ma#ing research as efficient as possible yielding ma"imum information

ith the minimum effort, time and money.


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ANALYSIS

A6A+SIS KAS B6 5D6 B T>D MTKD5S

:. E0A/KI=A+ MTKD5

2. /0=6TAE MTKD5


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T*e $'

B#ne

Inter*retat#$n

T*e $' t6e !#ne Man'a9trer Trad#n8 Ser


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?rom this analysis it came to #no that in Mumbai the 48Y of the business ismanufacturing, :'Y business is trading and 4Y business is service. It means theMumbai industry is a manufacturing industry.

L$9at#$n $' #ndtr#e

Inter*retat#$n

?rom this analysis it came to #no that most of the industry of Mumbai isconcentrated around focal point area (;-Y1 and industrial area ('-Y1 and the then/une (8Y1.

L$9at#$n Ind.

Area

F$9a&

*$#nt

Pne

N$. $'

re*$ndent

0 20 @

Per9enta8e 5 @5


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T*e $' "an'a9tr#n8 #ndtr

Inter*retat#$n

?rom this analysis it came to #no that in +udhiana the ;2Y industry is cycleindustry and then folloed by Auto parts industry (2


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Per9enta8e $'


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Pr#9e ,#e D#tr#!t#$n $' 9ar

Pr#9e ran8e $'

9ar

@4Q&ak6 Q420&ak6 20401&ak6 014@1&ak6 @1&ak6

N$. $' 9ar 33 @0 3 00 03

Per9enta8e 3 @ 0 @

Inter*retat#$n

?rom this analysis it came to #no that the cars ith range ;34la#hs holds &8Y ofthe mar#et hile the cars ith range 43:2la#hs holds ;8Y of the mar#et and rest ofthe mar#et is holed by other range of cars. >hich means most of the mar#et is hold

by ;34la#hs and 43:2la#hs cars.


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M$de $' Pr96ae

Inter*retat#$n

?rom this analysis it came to #no 44Y of customer prefers to purchase cars onfinance due to various reasons. And this ratio also sho the purchasing poer ofthe customer.

M$de $' Pr96ae Ca6 F#nan9e

N$. $' re*$ndent 200 31

Per9enta8e 0@ QQ


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Pre'erred Bank '$r F#nan9e

T$ta& n$. $' re*$ndent401

Pre'erred Bank ICICI DFC Nat#$naed An $t6er

N$. $'

re*$ndent

1 3 52

Per9enta8e @2 2 0 02

Inter*retat#$n

?rom this analysis it came to #no ;:Y of people prefer I=I=I ban#, 29Y ofpeople 6ationalied ban#, :9Y of people prefer K5?= ban# and 2:Y of peopleprefer others ban# for financing the cars. Kence I=I=I is the prior option chosen bythe customers to finance their cars.


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CONCLUSION

The above study shos that Mumbai industry is manufacturing industry and most of the industry

resides in focal point and industrial area. In manufacturing industry cycle industry, auto parts

industry and hosiery industry are major industries. And among car companies maruti holds the

major part of the mar#et folloed by Kyundai, Konda, Tata and then other companies. And most

number of cars hold by customers are in the range ;34la#hs (;'Y1 and then 43:2la#hs range.

Most of the customers (44Y1 prefer to purchase cars on finance. Most customers change their

cars after ;3& year interval. As this result may not be suitable to all the regions of the country

because of the culture, standard of living and volume of the mar#et. The research concludes that

@ol#sagen have great opportunity to penetrate in the mar#et.


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LIMITATIONS OF TE RESEARC PRO%ECT

The research study suffers from folloing limitationsF

The Mumbai mar#et as too vast and it as not possible to cover each and every

customer in the available short span of time.

Eenerally, the respondents ere busy in their or# and ere not interested in responding.

0espondents ere reluctant to disclose complete and correct information about

themselves and their organiation.

Most respondents ere reluctant to provide e"act information as in hy they preferred

particular companyRs car.

The research as conducted in present prevailing conditions. There can be some

fluctuations in the mar#et, hich can offset the findings.

The project is carried out for the period of &' days only.

Measurement of customer satisfaction is comple" subjects, hich uses non3objectives

method, hich is not reliable.

The sample unit as also :2< respondents.


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RECOMMENDATION

@ol#sagen should increase their service stations.

?acilities regarding after sales services should be increase.

/eople ere not aare about @> brand, there should be more brand aareness in the

mar#et.

They should increaseadvertisement activities.

/eople didnRt recognie difference beteen prestige motors /restige Konda, that

should be rectified.

They should promote more road shos in the respective areas.

The company should promote about the entire feature offered by it.


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UESTIONNAIRE FOR TE CUSTOMER PROFILE MAPPING

Na"e >>>>>>>>>>.

2- W6at # $r a8e

(a) 014@1 (!) @1431 (9) 3141 (d) 1

0- Are $ a-

(a) Ma#n earn#n8 "e"!er (!) Ot6er earn#n8 "e"!er

@- W6at # $r $99*at#$n

(a) B#ne"an (!) Sa&ar#ed (9) Se&' E"*&$ed

I' B#ne"an

(a) C$"*an Na"e -

(!) De#8nat#$n -

(9) Addre-

3- W6at t*e $' !#ne are $ d$#n8

(a) Man'a9tr#n8 (!) Trad#n8 (9) Ser


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P&a9e @>>>>>>>>>>>>>>>>>>>>>>>>>>>>

P&a9e 3>>>>>>>>>>>>>>>>>>>>>>>>>>>>

5- W6at # $r "$nt6& 6$e6$&d #n9$"e

(a) Be&$, 1+111 (!) 1+11242+ 11+111 (9) 2+ 11+1124+11+111

(d)A!$


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22- D$ $ *r$>>>>>>>>>>>>>>.


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BIBLIOGRAPY

Re'eren9e

B$$k-4

:. =.6. Sonta##i, $Mar#eting 0esearch%, Kimalaya /ublishing Kouse, 6e 5elhi, 2

final prince

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