major project report submited towards the partial fulfillment

8/11/2019 Major Project Report Submited Towards the Partial Fulfillment

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MAJOR PROJECT REPORT SUBMITED TOWARDS THE PARTIAL FULFILLMENT

OF

BACHELOR OF BUSINESS ADMINISTRATION

MAJOR PROJECT REPORT

ON

Customer buying behavior &level of satisfaction

In

Automobile Industry

Batch: 2010-2013

SUBMITTED BY: PROJECT GUIDE

Name: Shikha Trehan Name: Ms. Kanika Dhingra

Enrollment No. 02524001710 Designation: Assistant Professor

TRINITY INSTITUTE OF PROFESSIONAL STUDIES, DWARKA SEC-9

AFFILIATED TO GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY


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CERTIFICATE

TO WHOM SO EVER IT MAY CONCERN

This is to certify that the project work Consumer buying behavior & level of satisfaction made

by Shikhatrehan, BBA (gen) enroll no-02524001710 is an authentic work carried out by her

under guidance and supervision of Ms. KanikaDhinga

The project report submitted has been found satisfactory for the partial fulfillment of the degree

of Bachelor of Business Administration.

Project supervisor:

Signature:

Ms. KanikaDhingra


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ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather it is an amalgamation of theefforts, ideas, and cooperation of number of entities.

I would like to thank TRINITY INSTITUTE OF PROFFESIONAL STUDIES for giving an

opportunity to work on a valuable project.

The completion of the project study that follows seemed to be a distant goal had it not been for

the contribution of Ms.KanikaDhingra for allowing me to work on a very intrinsic part on

CUSTOMER BUYING BEHAVIOUR& LEVEL OF SATISFACTION IN AUTOMOBILE

INDUSTRY. I thank her for the ideas and basic concepts she delivered and shared with me, as

they helped me alot in accomplishing this project of mine.

(SHIKHA TREHAN)

BBA (Gen) 6th

SEm


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DECLARATION

I hereby declare that the following documented project report titled CUSTOMER BUYINGBEHAVIOUR& LEVEL OF SATISFACTION IN AUTOMOBILE INDUSTRY is an original

and authentic work done by me for the partial fulfillment of Bachelors of Business

Administration degree Program at TRINITY INSTITUTE OF PROFESSIONAL STUDIES.

I hereby certify that the entire endeavour out in the fulfillment of the task is genuine and original

to the best of my knowledge & I have not submitted it earlier elsewhere.

SIGNATURE:

SHIKHA TREHAN

BBA (Gen) 6th

Sem

Enroll. No. - 02524001710


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TABLE OF CONTENTS

S.NO PARTICULARS Page No.

1 CHAPTER-1( Introduction & Literature Review-

Topic, Industry, Firm) Introduction History

(Theoretical concept about the topic such as

importance, functions, types, roles)etc

1-17

2 CHAPTER-2(Research Objectives &Methodology)

Research Objectives Of The Study Research Methodology Research Design

Types of research design Data Collection Sampling Design Sampling Instrument

19-23

3 CHAPTER-3(Data Processing, Analysis &

Interpretation) No. of Questions Types of Questions

25-39

4 Findings 40

5 Limitations 41

6 Conclusion 42

7 Suggestion & recommendation 43

8 Bibliography 44

9 Annexure 45-48


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Chapter 1

INTRODUCTION


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INDUSTRY

It begins as early as 1769.The automobile sector is one of the key segments of the economy

having extensive forward and backward linkages with other key segments of the economy. It

contributes about 4 per cent in India's Gross Domestic Product (GDP) and 5 per cent in India's

industrial production. Indian Automobile sales growth rate would be 11 % by 2013.

The Indian automotive industry has emerged as a 'sunrise sector' in the Indian economy. India is

being deemed as one of the world's fastest growing passenger car markets and second largest two

wheeler manufacturer. It is also home for the largest motor cycle manufacturer and the fifth

largest commercial vehicle manufacturer.

India is expected to become the third largest automobile market in the world. Ford is looking at

India as a major export hub, as per MrJoginder Singh, President and Managing Director, Ford

India.

By 2020, the luxury car segment is estimated to be around three per cent of the overall passenger

car market in India. So, there is huge opportunity for growth. India is going to be one of the

biggest markets for us, worldwide, according to Tomas Ernberg, Managing Director, Volvo Auto

India.

India is the largest base to export compact cars to Europe. Moreover, hybrid and electronicvehicles are new developments on the automobile canvas and India is one of the key markets for

them. Global and Indian manufacturers are focusing their efforts to develop innovative products,

technologies and supply chains.

The automobiles sector is divided into four segments two-wheelers (mopeds, scooters,

motorcycles, electric two-wheelers), passenger vehicles (passenger cars, utility vehicles, multi-

purpose vehicles), commercial vehicles (light and medium-heavy vehicles), and three wheelers

(passenger carriers and good carriers).

The industry is one of the key drivers of economic growth of the nation. Since the delicensing of

the sector in 1991 and the subsequent opening up of 100 percent FDI through automatic route,

Indian automobile sector has come a long way. Today, almost every global auto major has set up

facilities in the country.


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In recent years the automobile industry in India has grown by leaps and bounds. In India it is one

of the largest in the world and one of the fastest growing globally.

The Indian Automobile Industry is manufacturing over 11 million vehicles and exporting about

1.5 million every year

SEGMENTATION OF AUTOMOBILE INDUSTRY

Following is the segmentation that how much each sector comprises of whole Indian Automobile

Industry

Indian Auto Market Growth for the year 2007-08

The automobile industry crossed a landmark with total vehicle production of 1million

Car sales was 8, 82,094 units against 8, 20,179 units in 2007-08.

The two-wheeler market grew by 13.6 % with 70, 56,317 units against 62, 09,765 units in

2007-08.

Commercial vehicles segment grew at 10.1 % with 3,50,683 units against 3,18,430 units

in 2007-08

The domestic automobile industry sales grew 12.8% at 89, 10,224 units as against 78,

97,629 units in 2007-08.

Automotive Companies in India

Major Indian Companies Major Multi-national companies


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SWOT ANALYSIS OF INDIAN AUTOMOBILE INDUSTRY

STRENGTHS:

Automobile industry is established and evergreen industry.

India is the strongest player in small car segment

Indian Companies are best cost innovators

Assembly line manufacturing, and JIT inventory management, the automotive industry

has been able to achieve significant gains in productivity.

Exceptional human resource base

WEAKNESS:

India lack proper infrastructural facilities

Poor after sales service

The automotive industry lags behind other sectors such as IT and financial services in

management training, reward and retention.


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OPPORTUNITIES:

Small cars is a future

Green cars

Auto financing

Royalty through Patents

THREATS:

Global Crisis

Companies not focusing on R & D are under great risk

High competition from foreign players

Lack of technology for Indian companies

HISTORY

INDUSTRY

The origin of automobile is not certain. In this section of automobile history, we will only

discuss about the phases of automobile in the development and modernization process since the

first car was shipped to India. We will start automotive history from this point of time.

The automobile industry has changed the way people live and work. The earliest of modern cars

was manufactured in the year 1895. Shortly the first appearance of the car followed in India. As

the century turned, three cars were imported in Mumbai (India). Within decade there were total

of 1025 cars in the city.


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The dawn of automobile actually goes back to 4000 years when the first wheel was used for

transportation in India. In the beginning of 15th century Portuguese arrived in China and the

interaction of the two cultures led to a variety of new technologies, including the creation of a

wheel that turned under its own power. By 1600s small steam-powered engine models was

developed, but it took another century before a full-sized engine-powered vehicle was created.

The actual horseless carriage was introduced in the year 1893 by brothers Charles and Frank

Duryea. It was the first internal-combustion motor car of America, and it was followed by Henry

Ford's first experimental car that same year.

One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that

featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an

aluminum body. It was usually driven by chauffeurs and emphasis was on comfort and style

rather than speed.

During the 1920s, the cars exhibited design refinements such as balloon tires, pressed-steel

wheels, and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine

and an aluminum body.

The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that suited more

to the needs of families. In 1930s, vehicles were less boxy and more streamlined than their

predecessors. The 1940s saw features like automatic transmission, sealed-beam headlights, and

tubeless tires.

The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It was

built on compact and stylized lines, and was capable of 230 kmh (144 mph).


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COMPANIES

TATA MOTORS

1945

- The Company was incorporated on 1st September at Mumbai to manufacture diesel vehicles for

commercial use, excavators, industrial shunter, dumpers, heavy forgings and machine tools.

- The commerical diesel vehicles which were known `Tata Mercedes Benz' (TMB) are now

called `Tata' vehicles after the expiry of the collaboration agreement with Daimler-Benz AG,

West Germany. The company also used to manufacture pulp and paper making machinery.

1946

-Tata Enginering undertook manufacture of 5000 'KC' broad gauge open wagons for the Indian

Railway.

-The Managing Agency Tata Sons was transferred to Tata Industries on July 1, 1946. The

Managing Agency system continued till it was abolished by an act of Parliament in 1970.

1948

-Steam Road Roller introduced in collaboration with Marshal Sons (UK) 1950 Collaboration

signed with M/s Krauss-Maffei, W. Germany for manufacture of steam locomotives 1954

Collaboration with M/s Daimler -Benz AG, W.Germany, for the manufacture of medium

commercial vehicles at Jamshedpur.

1956

- Steel foundry set up in collaboration with Usines Emile Henricot of Court St. Etienne, Belgium.

1959

- Research and Development Center set up at Jamshedpur.


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1960

- The company's name, which was Tata Locomotive & Engineering Company Ltd.was changed.

1961

-Collaboration with M/s Pawling & Harnischfeger (P&H), U.S.A. for manufacture of cable type

excavators and cranes.

TOYOTA MOTORS

Toyota Motor Sales, U.S.A., Inc., was formed Oct. 31, 1957, establishing its headquarters in a

former Rambler dealership in Hollywood, Calif. Sales began in 1958 and totaled a modest 288

vehicles287 Toyopet Crown sedans and one Land Cruiser.

Enthusiasm turned to gloom when it was found that the Toyopet, a sturdy vehicle with quality

features and room to spare, was woefully underpowered and overpriced for the American

market. Toyopet sales stalled and were discontinued in 1961. The legendary Land Cruiser, which

quickly gained a reputation as a durable, all-terrain vehicle, carried the Toyota flag in the United

Sates until 1965 when the Toyota Corona arrived.

Corona, the first popular Toyota in America, was designed specifically for American drivers.

With a powerful engine, factory-installed air conditioning and an automatic transmission, Corona

helped increase U.S. sales of Toyota vehicles threefold in 1966 to more than 20,000 units.

As more Americans discovered the quality and reliability of Toyota products, sales continued to

soar. By July 1967, Toyota had become the third-best-selling import brand in the United States.

The thrifty Corolla was introduced in 1968 and, like the Corona, was a huge success with

American drivers. Corolla has since become the worlds all-time best-selling passenger car, with

over 30 million sold in more than 140 countries.

In 1972 Toyota sold its one-millionth vehicle. By the end of 1975, Toyota surpassed Volkswagen

to become the No. 1 import brand in the United States. Three years later, in 1978, Toyota won


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the "Import Triple Crown" by leading all import brands in sales of cars, trucks and total vehicles.

During the 1970s, Toyota launched some of its most memorable marketing campaigns, using tag

lines that included "You Asked for It/You Got It!" and the hit "Oh What A Feeling!" campaign

that included the popular "Toyota Jump."

As Toyota celebrated its 25th anniversary in America during 1982, it opened a new national sales

headquarters complex that it occupies today in Torrance, Calif. Toyota's success continued, and

in 1986, it became the first import automaker to sell more than one million vehicles in America

in a single year, racking up sales of 1,025,305 cars and trucks. That year also marked the

company's debut as a manufacturer in the United States, with the rollout of the first Toyota car

built on American soil. The vehicle, a white Corolla FX16, was produced on Oct. 7, 1986, at the

New United Motor Manufacturing, Inc. plant, a joint venture with General Motors

Since then, Toyota has established many other vehicle and parts plants in North America. By the

end of 2011, Toyota will operate 14 plants across North America, including facilities in the states

of California, Kentucky, Indiana, West Virginia, Alabama, Tennessee, Texas, Missouri and

Mississippi.

MARUTI SUZUKI MOTORS

Formerly known as MarutiUdyog Limited, Maruti Suzuki India Limited (MSIL) has come to be

synonymous with India, like no other. The brand is to Indias automobile industry as haute

couture is to fashion for Maruti cars wouldnt command 44.9 percent of the market share

without some ground to its supremacy. Commonly referred to as just Maruti, the Japanese auto

giant Suzuki Motor Corporation currently holds a 54.2 per cent share in the company. Leading

the nations automobile market for almost two and a half decades now, Maruti cars in India were

the first of its kind in India to be mass-produced. It also went on to become the first company in

India to sell more than a million cars. There is surprise that Maruti is given the credit for

bringing about the automobile revolution in our country.


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MarutiUdyog Limited was first established in 1981, though production did not start until 1983.

And the first Maruti car to roll out was the iconic Maruti 800. Given the fact that the only other

known cars available at that time were Hindustan Ambassador and Premier Padmini, Maruti cars

in India brought about the much-needed technological evolution. It also held the title of Indias

largest selling car until 2004. And with that, Maruti never looked back because it went on to sell

over six million cars since the first 800 rolled out. However, it wasnt until 2007 that the top-

brass at the firm decided to rename it to Maruti Suzuki India limited. They have two

manufacturing facilities located in Gurgaon and Manesar, and together they have a production

capacity of over 1.5 million units per year. Maruti plans to expand the capacity to up to 1.75

million units by 2013.

Maruti Suzuki India Limited has an impressive portfolio with a total of 15 brands and over 150

variants of Maruti cars in India, ranging from the Maruti 800 to the latest Ertiga. The company

offers equally competitive services through its network of 933 dealerships, 2, 946 service

stations and 30 express service stations spread across the nation. Other than Maruti cars, the

company also offers a wide range of services to enhance their customersexperience via Maruti

Insurance, Maruti Finance, MarutiTrueValue, and Maruti Driving School among others.

Also, Maruti does not believe in limiting its presence within our national boundaries, and hence,

INTRODUCTION OF THE PROJECT

Objective of the Study

To know market position of Tata motors, Marta Suzuki &Toyota motors vehicle in the

market.

To know consumer behavior for purchase of two wheeler vehicle or four wheeler.

To identify the factor which influences on consumer decision?

To classify which types of customers visiting of Dealers with reference to age, gender,

income

To know which medium play important role for purchasing bike, cars etc.


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To study who is the decision make in purchasing bike, cars etc?

To study whether customers are satisfied with staff and services or not?

Identifying possible areas of Improvement.

Scope of the study

The research measures the experiences of customers.

Defines and analyses the experiences based on key deliverables.

Gains Customer expectations.

Need of the study

Increasing competition, ever growing market, easy availability of the finances and

increasing population of young executives, with huge disposable incomes, over the past

few years has substantially increased the sales in the automobile industry. Also, the

competition among the dealers of the products has increased with each trying to

maximize their customer base. This makes it imperative for the dealers to provide the

best of the services and exceed the customer expectations to achieve customer delight and

loyalty.

Consumer buying behavior

Consumer behavioris the study of individuals, groups, or organizations and the processes they use to

select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts

that these processes have on the consumer and society.

Importance:consumer behavior holds a great important in marketing field because if look

over the modern philosophy of marketing in that CUSTOMER is treated as the KING, his needs

and wants are being studied for making any product, and above that its always been seen while

looking for opportunities for a product development that which product is brought most and what

are the factors that result in purchase of a product.

We can easy understand its importance if we look around our environment. Consumer behavior

is made up of two words consumer and behavior. Consumer is the person who consumes the


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product, he may or may not be a buyer and behavior means the aggregate of all the responses

made by an organism in any situation. So consumer behavior means the aggregate of response

made by the consumer. It makes us know the reasons behind the purchase of a product, and

about the various feelings of the customer that are being attached with the purchase of the

product.

Hence we can say that its very importance to study the behavior of your consumers whom you

are going to serve through your product

FACTORS INFLUENCING CONSUMER BUYING PROCESS

CULTURE:

Social Class

Elite /Rich

Upper Class

Middle Class

Lower Middle

SOCIAL:

Roles and status

Family Decision Making:

The information provider


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The influencer

The decision maker

The consumer

PERSONAL:

Consumer Market

Consists of all the individuals and households who buy or acquire goods and services for

personal consumption..

Consumer Buying Decision Process

Problem Recognition:Problem recognition occurs when a buyer becomes aware of adifference between a desired state and an actual condition

Problem recognition, called need recognition by some, is the point where a potential

buyer determines that they have an unfulfilled need want or desire


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The recognition may result from internal stimuli (e.g. hunger, tired, the need for

additional help, etc.)

The recognition may result from external stimuli (e.g. an external requirement, an ad, a

suggestion from a someone, the creation of a new position, the retirement of a key

individual)

The recognition may result from a combination of stimuli.

Information Search:If the potential consumer continues beyond the problem recognition

stage, they will begin an information search

Information search is the stage in the buyer decision process in which the consumer is

aroused to search for more information (Kotler and Armstrong). The consumer is

engaged in problem solving behavior.

The information search stage is the stage where the organization seeks candidates for a

position.

In the information search stage candidates will be identified through various efforts to

produce applications, resumes may be collected, references may be checked, credit

histories may be reviewed, and candidates may be interviewed.

Internal versus external search

Internal Search - Information search in which buyers search their memories for

information about products that might solve their problem. (Pride and Ferrell). These may

include internal job listings, human resources, internal promotions, etc.

External Search - An information search in which buyers seek information from outside

sources. (Pride and Ferrell) These may include advertisements, campus recruiting, use of

headhunters, etc

Evaluation of Alternatives:A successful information search yields a group of brands

(products) that a buyer views as possible alternatives.

This is the stage in the buyer decision process in which the consumer uses information to

evaluate alternative brands in the choice set.


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A consideration set is a group of brands that a buyer views as alternatives for

possible purchase.

Development of Evaluation Criteria

Evaluation criteria are objective and subjective characteristics that are important to the

buyer.

This stage will often include the development of specific screening criteria.

All applicants and application materials are subjected to a screening in an effort to

determine the extent to which any given candidate will meet the organization's objective

Purchase:In this stage the consumer chooses the product or brand to be bought.

This is the point where an offer is extended to one or more candidates

Two factors can come between the purchase intention and the purchase decision. (Kotler

and Armstrong)

Attitudes of others

Unexpected situational factors

Marketers can influence the purchase decision

Post purchase Evaluation:The marketer's job does not end when the product is bought.

After the purchase, buyers undergo an evaluation of the purchase decision. Does the

product meet expectations with regard to performance?

Post purchase behavior refers to all behavior, positive and negative, that is generated

from the purchase

The outcome of the evaluation is either satisfaction or dissatisfaction. Marketer's aim is

typically beyond mere satisfaction and meeting expectations.

CUSTOMER SATSIFACTION:

Customer satisfaction is the overall essence of the impression about the supplier by the

customers. This impression which a customer makes regarding supplier is the sum total of all the

process he goes through, right from communicating supplier before doing any marketing to post


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delivery options and services and managing queries or complaints post delivery. During this

process the customer comes across working environment of various departments and the type of

strategies involved in the organization. This helps the customer to make strong opinion about the

supplier which finally results in satisfaction or dissatisfaction.

The Customer is the King.

Quality is what customer wants.

TQMs purpose is meeting customer expectations.

Importance:Successful business owners and managers quickly realize that keeping customers

costs less that finding new ones. If certain practices drive customers away, a business repeatedly

spends time and money on advertising and other efforts to recruit customers. These business

owners know that weaknesses in the production or delivery of goods lead to distressed

customers. They useonline surveys to collect feedback from customers as tools for improvement

usingcustomer satisfaction surveys.

Studies show satisfied clients tend to buy products more often and develop loyalty to a particular

brand. They often spread the word by recommending products and services to friends and family

as an informal referral process.Customer satisfaction surveysgive firms specific information

about positive and negative perceptions, which could improve marketing or sales efforts

Customer perception of Quality

Quality is what customer perceives to be.

customer needs goes on changes

Quality level needs are to be improved accordingly.

Six customer perceptions.

1. Performance

Fitness for use

Product/ service is ready for use.

Availability
http://www.smart-survey.co.uk/http://www.smart-survey.co.uk/customer-satisfaction-survey/http://www.smart-survey.co.uk/customer-satisfaction-survey/http://www.smart-survey.co.uk/customer-satisfaction-survey/http://www.smart-survey.co.uk/customer-satisfaction-survey/http://www.smart-survey.co.uk/customer-satisfaction-survey/http://www.smart-survey.co.uk/customer-satisfaction-survey/http://www.smart-survey.co.uk/customer-satisfaction-survey/http://www.smart-survey.co.uk/


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Reliability

Maintainability

2. Features

Secondary character

Extra facilities

3.Service

Provide the service at right time, even though the customer doesnt complaint.

4. Warranty

Represents a promise of a quality product.

Force the org to focus on customer needs.

Forces the org to correct the action system.

It attracts and build the market

5. Price

Nowadays customer is ready to give high price towards Quality.

Expects to get good product in lower price.

Customers perception of value is continuously changing.

To succeed the org should identify, verify the perception of value.

6. Reputation

Customer wills to buy product from a known company.

Reputation brings market to the Org.

So org should strive for customer for life.

CUSTOMER COMPLAINTS

Satisfied customer contributes 2.6 times as a satisfied customer.

Satisfied customer contributes 17 times as a dissatisfied customer.

Dissatisfied customer decreases 1.8 times of a totally satisfied customer.


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Dissatisfied customer should be reduced. Therefore feedback and suggestions should be

monitored.

WHY CUSTOMER FEEDBACK

Discover customer dissatisfaction

Identify customer needs

Discover priorities of Quality

Compare performance with the competition.

Determine opportunities for improvement

TOOLS FOR COLLECTING CUSTOMER COMPLAINTS

Comment cards - attached to warranty card.

Customer Questionnaire - surveymail/e-mail/ telephone.

Focus groupscustomer meeting/ discussions.

Toll free telephone numbers

Customer visit.

Employee feedback.


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CHAPTER 2

RESEARCH OBJECTIVE

&

METHODOLOGY


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RESEARCH OBJECTIVE OF THE STUDY

Primary Objective: - To know the buyers attitude towards Maruti Suzuki, Toyota

motors & Tata motors& after sales based upon style, power, driving comfort, and after

sales service.

Secondary Objective: - To find out the attitude of customer towards products of

Maruti, Tata, and Toyota etc

RESEARCH METHODOLOGY

Research methodology is a collective term for the structured process of conducting

research. There are many different methodologies used in various types of research and the term

is usually considered to include research design, data gathering and data analysis

Research methodologies can be quantitative (for example, measuring the number of times

someone does something under certain conditions) or qualitative (for example, asking people

how they feel about a certain situation).

TYPES OF RESEARCH DESIGN

There are certain types of research which can be classified according to their very purpose as

well as by the research strategy used. A research can be classified into the following categories:

Exploratory research

Conclusive research (Descriptive research)

Explanatory research

1. Exploratory research:

Exploratory research is an initial research which explores the possibility of obtaining as

many relationships as possible between different variables without knowing their end-use

applications. Here, a general study will be conducted without having any specific objectives.


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2. Conclusive research (Descriptive research):

In this type of research, problem of a research is formulated and specific objectives are

established. This type of research may be a result of exploratory research. At the, the research

draws definite and concrete conclusion(s) for implementation.

3. Explanatory research:

Here, in this type of research, the emphasis is given on studying a situation or a

problem in order to explain the relationship between two or more than two particular variables.

In short, situation is there, and you are just expected to explain the situation in order to reveal the

solutions.

DATA COLLECTION

Sources of data collection

Data refers to information or facts however it also includes descriptive facts, non numerical

information, qualitative and quantitative information

Data could be broadly classified as

Primary data

Secondary data

Primary data

Primary data is the data collected for the first time through field survey. It is collected with a set

of objectives to assess the current status of any variable studied. Primary data reveals the cross-

section picture of the object under scruting. Therefore primary data are those collected by the

investigator (or researcher) himself for the first time and thus they are original in character.


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Advantages of primary data

They are the first hand information.

The data collected are reliable as they are collected by te researcher for himself.

The primary data are useful for knowing opinion, qualities and attitudes of respondents.

Secondary data

Secondary data refers to the information or facts already collected. It is collected with objective

of understanding the part status of any variable or the data collected and reported by some source

is accessed and used for the objective of a study.

Advantages of secondary data

The information can be collected by incurring least cost.

The time required for obtaining the information is very less.

Most of the secondary data are those published by big institutions. So they contain large

quantity of information

Sources of information:

Primary data

Questionnaire or schedule

Observation

Feedback form

Interview

Projective techniques

Content analysis

Consumer panels


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Secondary data

Book

Periodicals or journals

Research thesis and dissertations

Footnotes

Encyclopedias

Statistical data sources

Websites/blogs

STATISTICAL TOOLS USED

The main statistical tools used for the collection and analyses of data in this project are:

Pie Charts

Tables

Sampling Design

1. Sampling Area:

For this survey I have covered the geographic area or parts of New Delhi

Following are the areas of sampling

WEST DELHI:

1. Rajouri Garden

2. Patel Nagar

SOUTH DELHI:

1. Greater kailash


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2. Malviya Nagar

EAST DELHI:

1. Mausam Vihar

2. Preet Vihar

2. Sampling Population:

In order to take a reasonable sample size and not to disturb the functioning of the organization, a

sample size of reasonable strength of the Population has been taken in order to arrive at the

buying beahviour& level of satisfaction of customers

Accordingly, 100 samples have been selected at random from all the areas of Delhi and feedback

forms (questionnaire) have been obtained. The data has been analyzed in order to arrive buying

behaviour& level of satisfaction of poplulation using vehicles of Maruti Suzuki, Toyota Motors

& Tata Motors

3. Sampling Unit:

The technique of Random Sampling has been used in the analysis of the data. Randomsampling from a finite population refers to that method of sample selection, which gives each

possible sample combination an equal probability of being picked up and each item in the entire

population to have an equal chance of being included in the sample. This sampling is without

replacement, i.e. once an item is selected for the sample, it cannot appear in the sample again.

4. Sampling Technique

Simple random sampling. Every member of the population has an equal chance of

selection. I have used simple random sampling for our project

No. of Questions:Total no. of questions is 13

Types of Questions: Open & closed end questions


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CHAPTER 3

DATA ANALYSIS

&

INTERPRETION


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Frequency Table1: Annual Income of the respondent

Graph1: Annual Income of the respondent

Interpretation :Among respondents surveyed, 40% of the respondents have their income level between 1 lakh-

2lakhs, 53% have their income between 2.5lakhs-4lakhs & 7% have their income between 4lakhs

& above.

Annual income of the responde nt

38 38.0 39.6 39.6

51 51.0 53.1 92.7

7 7.0 7.3 100.0

96 96.0 100.0

4 4.0

100 100.0

100000-250000

250000-400000

400000 & above

Total

Valid

SystemMissing

Total

Frequency Percent Valid PercentCumulative

Percent

Annual income of the respondent

400000 & above250000-400000100000-250000

60

50

40

30

20

10

0

7

53

40


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Frequency Table 2: Searching Information before buying car

Graph 2: Searching Information before buying car

Interpretation:Out of 100 respondents surveyed, 49% expressed that they searched information for the car &

51%expressed that they have not searched for information.

Did you se arch inform ation for b uying the car?

49 49.0 49.0 49.0

51 51.0 51.0 100.0

100 100.0 100.0

YES

NO

Total

ValidFrequency Percent Valid Percent

Cumulative

Percent

Did you search information for buy ing the car?

NOYES

60

50

40

30

20

10

0

5149


33/54

Frequency Table 3: Comparison with other car brands

Graph 3: Comparison with other car brands

Interpretation:Among the respondents surveyed , 44% expressed that they compared the car with the other

Brands they were aware off.

Did you comp ar e w ith other car br ands that you w er e aw are off?

44 44.0 44.0 44.0

56 56.0 56.0 100.0

100 100.0 100.0

YES

NO

Total


Cumulative

Percent

Did y ou compare with other car brands that you were aware of f

NOYES

60

50

40

30

20

10

0

56

44


34/54

Frequency Table 4: Age of the Car

Graph 4: Age of the Car

Interpretation:Among the respondents surveyed, 24% of the respondents expressed that they have vehicle of

age less than 2 years, 59% of the vehicle are between 2-4years, 10% between 4-6 years & 7% of

vehicle have age more than 6 years.

Fr om ho w many year s you are using your e xisting car?

24 24.0 24.0 24.0

59 59.0 59.0 83.0

10 10.0 10.0 93.0

7 7.0 7.0 100.0

100 100.0 100.0

Less than 2years

2 - 4 years

4 - 6 years

More than 6 years

Total

Valid

Frequency Percent Valid PercentCumulative

Percent

From how many years y ou are using your exist ing car?

More than 6 years4 - 6 years2 - 4 yearsLess than 2years

70

60

50

40

30

20

10

0

7

10

59

24


35/54

Frequency Table 5: Source of Awareness

Graph 5: Source of Awareness

Interpretation:Out of the 100 respondents, 19% came to know about their vehicle through company personal,

19% from friends, 38% from media & 24% of them knew themselves.

How did you com e to know about the existing car?

19 19.0 19.0 19.0

19 19.0 19.0 38.0

38 38.0 38.0 76.0

24 24.0 24.0 100.0

100 100.0 100.0

Company personal

Friends

Media

Self

Total


Cumulative

Percent

How did y ou come to know about the existing car?

SelfMediaFriendsCompany personal

40

30

20

10

0

24

38

1919


36/54

Frequency Table 6: Factors Influenced to buy Car

Graph 6: Factors Influenced to buy Car

Interpretation:

Among the respondents surveyed, 40% of them were influenced by friends, 21% by family, 16%

were influenced by status and 11% of respondents expressed that they had necessity to buy the

vehicle.

What influenced you to b uy your exis ting car?

11 11.0 11.0 11.0

16 16.0 16.0 27.0

21 21.0 21.0 48.0

40 40.0 40.0 88.0

2 2.0 2.0 90.0

10 10.0 10.0 100.0

100 100.0 100.0

Necessity

Status

Family

Friends

Advertisements

Others

Total

Valid

Frequency Percent Valid Percent

Cumulative

Percent

What inf luenced you to buy y our existing car?

Others

Advertisements

Friends

Family

Status

Necessity

50

40

30

20

10

0

10

40

21

16

11


37/54

Frequency Table 7: Ranking features of car which influenced to buy

Graph 7: Ranking features of car which influenced to buy

Interpretation:Among the respondents surveyed 46% ranked mileage as a feature which influenced them lot to

by that car, 25% ranked price and 10% of the respondents ranked the brand equity of Tata.

the follow ing fe atures of your car w hich influenced you to buy that par ticular

25 25.0 25.0 25.0

46 46.0 46.0 71.0

7 7.0 7.0 78.0

10 10.0 10.0 88.0

3 3.0 3.0 91.0

5 5.0 5.0 96.0

4 4.0 4.0 100.0

100 100.0 100.0

Price

Mileage

Design & Technology

Brand

Resale value

Comfort

Utility

Total

Valid


Cumulative

Percent

Rank the f ollowing f eatures of y our car which inf luenced y ou to bu

Utility

Comfort

Resale value

Brand

Design & Technology

Mileage

Price

50

40

30

20

10

04

53

10

7

46

25


38/54

Frequency Table 8: Level of Importance - Power

Graph 8: Level of Importance - Power

Interpretation:Among the respondents surveyed, majority of the respondents is, 73% expressed that the power

of vehicle is a most important attribute while buying a car.

Level of im portance - Powe r

73 73.0 73.0 73.0

12 12.0 12.0 85.0

12 12.0 12.0 97.0

2 2.0 2.0 99.0

1 1.0 1.0 100.0

100 100.0 100.0

most important

Impotantant

Neutral

Least importance

Very least importance

Total

Valid


Cumulative

Percent

Level of importance - Power

Very least importancLeast im portance

NeutralImpotantant

most important

80

60

40

20

0

1212

73


39/54

Frequency Table 9: Level of Importance - Fuel Consumption

Graph 9: Level of Importance - Fuel Consumption

Interpretation:

Among the respondents surveyed, majority of the respondent is, 73% expressed that the fuel

efficiency of a vehicle is also a most important attribute while buying a car.

Level of im portance - Fuel cons um ption

73 73.0 73.0 73.0

3 3.0 3.0 76.0

10 10.0 10.0 86.0

12 12.0 12.0 98.0

2 2.0 2.0 100.0

100 100.0 100.0

most important

Impotantant

Neutral

Least importance


Total

Valid


Cumulative

Percent

Level of importance - Fuel consumption

Very least importancLeast importance

NeutralImpotantant

most important

80

60

40

20

0

1210

73


40/54

Frequency Table 10: Level of Importance - Safety

Graph 10: Level of Importance - Safety

Interpretation:

Out of 100 respondents, 74% expressed safety as a most important aattribute while buying a

car, 12% least importance and 9% expressed it a very least important.

Level of imp ortance - Safety

74 74.0 74.0 74.0

1 1.0 1.0 75.0

4 4.0 4.0 79.0

12 12.0 12.0 91.0

9 9.0 9.0 100.0

100 100.0 100.0

most important

Impotantant

Neutral

Least importance


Total

Valid


Cumulative

Percent

Level of importance - Safety

Very leas t importancLeast importance

NeutralImpotantant

most important

80

60

40

20

0

912

4

74


41/54

Frequency Table 11: Rating the level of Comfortness

Graph 11: Rating the level of Comfortness

Interpretation:

Out of the 100 respondents surveyed ,57% rated the level of comfortness given by their vehicle

as good,34% rated very good and 6% rated it as neither good nor poor.

How w ill you rate the le vel of com fortness of your vehicle?

34 34.0 34.0 34.0

57 57.0 57.0 91.0

6 6.0 6.0 97.0

2 2.0 2.0 99.0

1 1.0 1.0 100.0

100 100.0 100.0

Very good

Good

Neither good nor poor

poor

very poor

Total

Valid


Cumulative

Percent

How will y ou rate the level of comf ortness of your v ehicle?

very poor

poor

Neither good nor poo

Good

Very good

70

60

50

40

30

20

10

06

57

34


42/54

Frequency Table 12: Rating the Frequency of Maintenance and Repair

Graph 12: Rating the Frequency of Maintenance and Repair

Interpretation:

Among the respondents surveyed , 52% expressed that the maintenance & repair needs of their

vehicle is frequent , 23% expressed it is very frequent 14% it is neither frequent nor frequent,

7% infrequent & 5% very frequent.

w ill you rate the fre quency of maintenance service and r epair need s of y

vehicle?

23 23.0 23.0 23.0

52 52.0 52.0 75.0

14 14.0 14.0 89.0

7 7.0 7.0 96.0

4 4.0 4.0 100.0

100 100.0 100.0

Very frequent

Frequent

Neither frequent

nor f requent

Infrequent

very f requent

Total

Valid


Cumulative

Percent

How will y ou rate the frequency of maintenance serv ice and repair

very frequent

Infrequent

Neither frequent nor

Frequent

Very frequent

60

50

40

30

20

10

0 47

14

52

23


43/54

Frequency 13: level of satisfactions- maintenance & services

Graph13: level of satisfactions- maintenance & services

Interpretation:

Among the respondents surveyed, 51% expressed that they are satisfied over the maintenance

and service needs of their vehicle 13% expressed high satisfaction and 29% of them expressed

that they are neither satisfied nor dissatisfied.

Level of satisfaction - Maintenance & Services

13 13.0 13.1 13.1

51 51.0 51.5 64.6

29 29.0 29.3 93.9

3 3.0 3.0 97.0

3 3.0 3.0 100.0

99 99.0 100.0

1 1.0

100 100.0

Highly satis f ied

satisfied

neither s atis f ied

nor d issatisfied

dissatisfied

Highly dissatisf ied

Total

Valid

SystemMissing

Total


Cumulative

Percent

Level of sat isf action - Maintenance & Serv ices

Highl y dissatisfied

dissatisfied

neither satisfied no

satisfied

Highl y s atisfied

Missi ng

60

50

40

30

20

10

0 33

29

51

13


44/54

Frequency14: level of satisfaction- speed

Graph 14: level of satisfaction- speed

Interpretation:

Out of respondents surveyed 36% expressed that they 'are neither satisfied nor dissatisfied with

speed ,26% expressed that they are satisfied, 11% highly satisfied and 24% of respondents

expressed dissatisfaction on the speed of their vehicle.

Level of satisfaction - Spe ed

11 11.0 11.0 11.0

26 26.0 26.0 37.0

36 36.0 36.0 73.0

24 24.0 24.0 97.0

3 3.0 3.0 100.0

100 100.0 100.0

Highly satisfied

satisfied

neither satis fied

nor dissatisfied

dissatisfied

Highly dissatisfied

Total

Valid


Cumulative

Percent

Level of satisf action - Speed

Highly dissa tisfied

dissatis fied

neither satis fied no

satisfied

Highly satisfied

40

30

20

10

03

24

36

26

11


45/54

Frequency 15: level of satisfaction- reliability

Graph 15: level of satisfaction- reliability

Interpretation:

32% of the respondents expressed that they are satisfied over the reliability, 25% of the

respondents are neither satisfied nor dissatisfied, 17% are dissatisfied, and 18% of the

respondents expressed high dissatisfaction over the reliability.

Level of satisfaction - Reliability

8 8.0 8.0 8.0

32 32.0 32.0 40.0

25 25.0 25.0 65.0

17 17.0 17.0 82.0

18 18.0 18.0 100.0

100 100.0 100.0

Highly satis f ied

satisfied

neither s atis f ied

nor d issatisfied

dissatisfied

Highly dissatisf ied

Total


Cumulative

Percent

Level of satisf action - Reliability

Highly dissatisfied

dissatisfied

neither satis fied no

satisfied

Highly satisfied

40

30

20

10

0

1817

25

32

8


46/54

FINDINGS

1. In current market scenario, respondents give maximum no.of weightage to

price then after they conside rmileage and colors respectively.

2. The study shows that more no. of respondents have connected sources of

income from agriculture or industries

3. The study shows that 51respondents are already user of Tata motors, Toyota

&Maruti Suzuki vehicle. So these

are popular automobile companies instudy region.

4. The study show that 48 respondents come to know from others and 26

respondents come to know from friends about Tata motors, Toyota& Maruti

Suzuki vehicle.

5. The study shows that 55 respondents have purchased Tata motors, Toyota&

Maruti Suzuki vehicle by Loan and45 respondents have purchased by cash.

6. The study shows that 31respondents gave more points to mileage.

7. The study shows that 46 respondentsfather take a decision to purchase bike

And 42 respondents take a self decision to purchase bike or car.

8. The study shows that 30 respondents are give rankto availability of showrooms

and 35 respondents gave rank to service.

9. The study shows that 43 respondents are giving excellent to festival offer and

41 respondents are give poor rank to the anniversary offer.


47/54

LIMITATIONS OF THE STUDY

Although the study was carried out with extreme enthusiasm and careful planning there are

several limitations, which handicapped the research viz,

1. Time Constraints:

The time stipulated for the project to be completed is less and thus there are chances that some

information might have been left out, however due care is taken to include all the relevant

information needed.

2. Sample size:

Due to time constraints the sample size was relatively small and would definitely have been more

representative if I had collected information from more respondents.

3. Accuracy:

It is difficult to know if all the respondents gave accurate information; some respondents tend to

give misleading information.

4. It was difficult to find respondents as they were busy in their schedule, and collection of data

was very difficult. Therefore, the study had to be carried out based on the availability of

respondents


48/54

CONCLUSION

1. Majority of the respondents is, 53% have their income level between 2, 50,000-4, 00,000

and most of them have business as their occupation. Majority of the respondents have

diesel engine Tata Indica with AC and power steering, as thing fuel is cheaper than petrol

& efficient.

2. Almost 50% of the respondents searched for information before buying the car to select

the best one. 44% of respondents compared with other car brands to know the positive &

negative points associated with their vehicle.

3. Majority of the vehicle have their age between 2-4 years, this indicates that the

respondents have spent enough time with their vehicle and well experienced with

performance of car. 38% of respondents came to know about their vehicle through

different media. 40% of the respondents expressed that they were influenced by their

friend to buy the car. Majority of customer are driver by profession and this wordof

mouth will create more awareness about vehicle.

4. Majority of the customer i e, 46% expressed that they are influenced by mileage of the

car while buying the car and 25% were influenced by price of the car. Majority of the

customer expressed comfortness, price, power, fuel consumption, safety and resale value

attributes as most important while buying car. These arethe basic attribute of a vehicle

and most of the customers look their feature while buying car.

5. Majority of the customer i e, 71% are not aware about all versions Tata, Toyota &maruti

passenger car, so the company personal need to create awareness about all versions of

Tata, Toyota &Maruti. Majority of the customers rated good to the mileage and

comfortness given by their vehicle. Most of the customer (52%) expressed that their

vehicle faced frequent maintenance & service problems.

6. Majority of the customer expressed satisfaction over comfortness and maintenance and

service problems faced by their vehicle. Out of 100 respondents 26% were satisfied

36% were neither satisfied nor dissatisfied & 24% dissatisfied on the speed of the vehicle

whereas most of them expressed satisfied on the reliability.


49/54

SUGGESTION

1. Majority of the respondents were still unaware about different versions of Tata, Toyota

&maruti passenger. Therefore I suggest the company personals should take initiative to create

awareness about these versions.

2. According to the survey, most of the car buyers took at price of the vehicle. Tata, Toyota

&Maruti has always kept the best, reasonable price for his products and also has been successful

in it. These companies must set even better price for his products in the feature.

3. Most of the customers expressed concern over frequency of the maintenance & service

problems faced by their vehicle and expressed high satisfaction over it. Therefore, I suggest

them to re look at the vehicle & re-develop in order to stop the frequency of these problems.

4.Tata Motors, Toyota motors &Maruti Suzuki and its dealer have to consider not only market

performance of its cars but also of its competitors cars and at the same time keep the track of

changing attitude of the customer in changed situation.

5. Schemes & offers given by the company has or great influenced on the buying behavior of the

customer. Tata Motors, Toyota motors &Maruti Suzuki & its dealers must give more attractive

offers & schemes than their competitors. There are few customers who are not influenced byoffers & schemes, so to protect their interest; they should come up with new feature, design &

technology and services after sales etc.


50/54

BIBLIOGRAPHY

BOOKS:

Principles of marketing: KOTLER ARMSTRONG.

Marketing Management: PHILIP KOTLER.

(Analysis, Planning Implementation and Control)

Services Marketing : TATA Mc GRAW HILL.

Marketing Research : G.C.BERI.

Research Methodology: KOTHARI. C.R.

WEBSITES:

www.marutisuzuki.com

www.tatamotors.com

www.toyotamotors.com

www.finalyearprojects.com

www.wikipedia.com
http://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.tatamotors.com/http://www.tatamotors.com/http://www.toyotamotors.com/http://www.toyotamotors.com/http://www.finalyearprojects.com/http://www.finalyearprojects.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.finalyearprojects.com/http://www.toyotamotors.com/http://www.tatamotors.com/http://www.marutisuzuki.com/


51/54

ANNEXURES

Kindly fill in the following details

Name : - __________________________________

Address : - __________________________________

Age : - __________________________________

Occupation : - __________________________________

Contact No : - __________________________________

1.)Please mention your Annual Income:

a) 10,00,000-25,00,000 [ ] b) 25,00,000- 40,00,000 [ ] c) 40,00,000 and above [ ]

2.) Didyou search information for buying the car?

Yes No

3. Did you compare with other car brands that you were aware of?

Yes No

4.) From how many Years you are using your existing car?

a). Less than 2 years

b) 2 to 4 years

c) 4 to 6 years

d) More than 6 yrs

5.) How did you come to know about the existing Car?

a) Company Personal b) Friends c) Media d) Self


52/54

6.) What influenced you to buy your existing car?

a) Necessity b) Status c) Family

d) Friends d) Advertisements f) Others

7.) Rank the following features of your car which influenced you to buy that particular car?

a. Price

b. Mileage

c. Design & Technology

d. Brand

e. Resale value

f. Comfort

g. Utility

8.) What level of importance did you attach to the following attributes while buying your

passenger car?

Attributes Most

Important

Important Neutral Least

Importanc

e

Very least

Importanc

e

a)Comfortness

b)Price

c)Power

d)Fuel

Consumption

e) Safety

f) Resale value


53/54

9.) Are you aware of all versions of Tata motors, maruti Suzuki &Toyota motors

Yes No

10.) How will you rate the mileage given by your vehicle?

a. Very good

b. Good

c. Neither good nor poor

d. Poor

e. Very poor

11.) How will you rate the Level of Comfortness of your vehicle?

a. Very good

b. Good

c. Neither good nor poor

d. Poor

e. Very poor

12.) How will you rate the frequency of maintenance service and repair needs of your vehicle?

a. Very frequent

b. Frequent

c. Neither frequent nor infrequent

d. Infrequent

e. Very infrequent

13.) Rate level of your satisfaction in terms of maintenance &service

a. Highly satisfied

b. Satisfied

c. Neither satisfied

d. Nor dissatisfied


54/54

14. Rate level of your satisfaction in terms of speed

a. Highly satisfied

b. Satisfied


d. Nor dissatisfied

15. Rate level of your satisfaction in reliability

a. Highly satisfied

b. Satisfied


d. Nor dissatisfied

16. Rate level of your satisfaction in terms of speed

a. Highly satisfied

b. Satisfied


d. Nor dissatisfied

major project report submited towards the partial fulfillment

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