razin research proposal 2

Research Proposal

On

LUXURY CAR BRANDS IN AHMEDABAD

Submitted By

RAZIN HUSSAIN NM

Under The Supervision Of

Mrs JAGRITI MISHRA

Submitted To

Department Of Masters In Fashion Management (MFM)

National Institute Of Fashion Technology (NIFT)

(Ministry Of Textiles, GOVT. OF INDIA)

GH-0 Road, Behind Info city

Gandhinagar 382007, Gujarat

http://www.nift.ac.in

September, 2014

http://www.nift.ac.in/

Declaration-

I hereby declare that the work entitled “Luxury car brands in Ahmedabad” submitted to ‘Mrs Jagriti Mishra’ is a record of an original work done by me under the guidance of ‘Mrs Jagriti Mishra’ of "Market research" subject of Master of fashion management in "National Institute of fashion technology" and this project work is submitted in the partial fulfilment of the requirement for award of post graduate degree in fashion management. The result embodied in this project have not been submitted to any other institute for the award of any diploma or degree.

Acknowledgement-

I take this opportunity to express my profound gratitude and deep regards to my guide (Mrs Jagriti Mishra) for her exemplary guidance, monitoring and constant encouragement throughout the course of this thesis. The blessing, help and guidance given by her time to time shall carry me a long way in the journey of life on which I am about to embark.

Table of contents-

Background of research…………………………………………………...4

Problem definition………………………………………………………...4

List of illustrations………………………………………………………...6

Chapter 1

Literature Review……………………………………………………….....9

Research gap……………………………………………………………...17

Objective……………………………………………………………..…...18

Chapter 2

Pricing………………………………………………………………….....19

Endorsement………………………………………………………………21

Competition between brands………………………………...……………28

Chapter 3

Research methodology…………………………………………………....32

Research design…………………………………………………………...33

Questionnaire……………………………………………………………...35

Sampling design…………………………………………………………...44

Chapter 4

Scope of the research………………………………………………………46

Conclusion………………………………………………………………....47

Annexure…………………………………………………………………..48

Bibliography……………………………………………………………….50

CHAPTER 1

INTRODUCTION

The Automotive industry is one of the largest industries in world and one of the fastest

growing globally.1769 is the year which gave birth to steam engine automobile which was

capable of human transport. In 1807, RIVAZ designed the 1st car which was not successful

and that leads to the introduction of modern gasoline or petrol fuelled internal combustion

engine in 1885.1886 is regarded as the year of birth of modern automobile, with the BENZ

PATENT-MOTORWAGEN, by German inventor Karl Benz. India set its foot in the global

automotive industry in 1898, with the first car rolled out in the streets of MUMBAI. Cars are

produced for all the different socio-economic classes of the world. The cars that are

manufactured for high class people are known as LUXURY CARS. The luxury car market in

India is growing day by day, and at present the growth rate is 25% per month. A luxury car is

a luxuriously styled automobile which is designed to give satisfaction and comfort to its

owner. In India, Luxury cars usually have carrying capacity of 6 passengers and it starts from

20 lakhs. (Staticbrain, 2013)

The various automobile companies manufacturing luxury cars for India are: BMW, Rolls

Royce, Porsche, Mercedes, Bentley, Skoda, Audi, Chevrolet, Volkswagen, Volvo, Ford,

Mitsubishi, etc. But like in many other countries, Audi, BMW and Mercedes are majorly

controlling the Indian luxury car market.

PROBLEM DEFINITION

Once it was like, cars were bought to satisfy a kind of basic necessity. Today the automobile

industry has seen a revolutionary change with the Indian market and Luxury cars. What could

be the reason behind this huge change? Is it because of status or craze or has it become a need

for consumers? If it is craze, are the consumers not worried about savings? If it is status, do

the consumers have the same idea for all their other goods? If it is a basic need, do they use it

that way? The following survey is conducted to analyse the reason behind why is there a

sudden growth in purchasing luxury cars and is it going really help the economy grow or is it

going to lead the consumers into an empty room.

CHAPTER 2

LITERATURE REVIEW

AUTOMOBILE INDUSTRY OF INDIA

The Automotive industry is one of the largest industries in the world and one of the fastest

growing globally as well as in India. India manufactures over 3,212,988 vehicles (including 2

wheeler and 4 wheeler) and exports about 2,898,659 in 2013. India is the world's second

largest manufacturer of motorcycles. India's passenger car and commercial vehicle

manufacturing industry is the sixth largest in the world. In 2009, India emerged as Asia's

fourth largest producer of motor vehicles, behind china, Japan and South Korea. And also

India has second fastest growing automobile market in the world. According to the Society of

Indian Automobile Manufacturers, annual car sales are projected to increase up to 5 million

vehicles by 2015 and more than 9 million by 2020. By 2050, the country is expected to top

the world in car volumes with approximately 611 million vehicles on the nation's roads.

A chunk of India's car manufacturing industry is based in and around Chennai, also known

as the DETROIT of India with the operations of BMW, Ford, and

Hyundai and Nissan headquarters in the city. Chennai accounts for 60 per cent of the

country's automotive exports. Gurgaon and Manesar near New Delhi are hubs where all of

the Maruti Suzuki cars in India are manufactured. The Chakan corridor

near Pune, Maharashtra is another vehicular production hub with companies like General

Motors, Volkswagen, Skoda, Mahindra and Mahindra, Tata Motors, Mercedes

Benz, Fiat and Force Motors having assembly plants in the area. Ahmedabad with the Tata

Nano plant, Halol with General Motors in Gujarat, Audi in Aurangabad, Hindustan

Motors in West Bengal are some of the other automotive manufacturing regions around the

country. Even the states like Haryana, Rajasthan, Uttarakand, Karnataka, Punjab, Utter

Pradesh, Himachal Pradesh, and Telangana is having production hubs in India.

(mapsofindia, 2013)

LUXURY CAR BRANDS

Luxury vehicle is a marketing term for a vehicle that provides luxury, pleasant or desirable

features beyond the necessity, at increased expense. It suggests a vehicle with greater

construction precision, comfort, equipment, performance, design ingenuity, technological

innovation, or features that convey brand image, status, or prestige or any

other discretionary feature or combination of features. In every era of automobile history

there is a group of car marques and models that have been expensive to purchase, due to their

alleged superiority of their design and engineering. Aimed at wealthy buyers, such

automobiles might be generically being termed luxury cars. "This term is also used for unique

vehicles produced during "an era when luxury was individualistic consideration and

coachwork could be tailored to an owner like a bespoke suit.

The various automobile companies manufacturing luxury cars for India are: BMW, Rolls

Royce, Porsche, Mercedes, Bentley, Skoda, Audi, Chevrolet, Volkswagen, Volvo, Ford,

Mitsubishi, etc. But like in many other countries, Audi, BMW and Mercedes are majorly

controlling the Indian luxury car market.

THREE MAJOR LUXURY CAR BRANDS IN INDIA

AUDI AG

The Audi badge the 'Four Rings' is the emblem of one of the oldest

car manufacturers in Germany. It symbolises the 1932 merger of the four independent motor-

vehicle manufacturers: Audi, DKW, Horch and Wanderer. Together with the NSU brand,

which joined in 1969, these companies are the roots of the present-day AUDI AG. After the

war the Audi name which is a Latin word means HEAR was disappeared, but again revived

in 1965, using the four rings as a logo. Also, the name is sort of a pun on 'hoerch', German for

'hear', name of one of the founders. The company itself is more than a century old. The four

rings in the logo have nothing to do with the Olympic rings.

Audi oversees worldwide operations from its headquarters in Ingolstadt, Bavaria, Germany.

Audi-branded vehicles are produced in nine production facilities worldwide. Audi has been a

majority owned (99.55%) subsidiary of Volkswagen Group since 1966, following a phased

purchase of Audi AG's predecessor, Auto Union, from Daimler-Benz. Volkswagen launched

the Audi brand with the 1965 introduction of the Audi F103 series. Audi's slogan

is Vorsprung durch Technik, meaning "Advancement through Technology”.

Recently in the United States, Audi has updated the slogan to "Truth in Engineering". Audi

is a member of the "German Big 3" luxury automakers, along with BMW and Mercedes-

Benz, which are the three best-selling luxury automakers in the world.

BRANDING

The Audi emblem is four overlapping rings that represent the four marques of Auto Union.

The Audi emblem symbolises the amalgamation of Audi with DKW, Horch and Wanderer:

the first ring from the left represents Audi, the second represents DKW, third is Horch, and

the fourth and last ring Wanderer. Its similarity to the Olympic rings caused the International

Olympic Committee to sue Audi in International Trademark Court in 1995, to which they

lost.

As part of Audi's centennial celebration in 2009, the company updated the logo, changing

the font to left-aligned Audi Type, and altering the shading for the overlapping rings. Audi

also developed Sound Branding Toolkit including certain instruments, sound themes, rhythm

and car sounds which all are supposed to reflect the AUDI sound character.

SLOGANS

Audi's corporate tagline is Vorsprung-durch-Technik, meaning "Progress through

Technology".

SPONSORSHIP

Audi is a strong partner of different kinds of sports. In football, long partnerships exist

between Audi and domestic clubs including FC Bayern Munich, Hamburger SV, 1. FC

Nuremberg, and Borussia Monchengladbach and international clubs including Chelsea FC

Real Madrid CF, FC Barcelona, AC Milan, Ajax Amsterdam, Queens Park Rangers

F.C. and Persepolis F.C.

BMW

BMW stands for Bayerische Motoren Werke or Bavarian Motor Company. The company was

established in 1913 and based in Munich, Germany. It started out as an aero engine

manufacturer, hence the company logo. The logo comprised of four quadrants of alternating

white and blue colour. It is a stylized representation of an airplane propeller spinning against

the clear blue sky. The logo represents a white propeller blade against a blue sky. It reflects

the origins of BMW as a maker of military aircraft engines during WWI. Also, white and

blue are the traditional colours of Bavaria.

BMW became an automobile manufacturer in 1929 when it purchased Fahrzeugfabrik

Eisenach, which, at the time, built Austin Sevens under licence under the Dixie marque.

BMW's team of engineers progressively developed their cars from small Seven-based cars

into six-cylinder luxury cars and, in 1936, began production of the BMW 328 sports car.

Aircraft engines, motorcycles, and automobiles would be BMW's main products until World

War II. Due to certain political crisis during the war and the automobile manufacturing

stopped altogether.

After the war, BMW survived by making pots, pans, and bicycles until 1948, when it

restarted motorcycle production. Meanwhile, BMW's factory in Eisenach fell in the Soviet

occupation zone and the Soviets restarted production of pre-war BMW motorcycles and

automobiles there. Slow sales of luxury cars and small profit margins from micro cars caused

the BMW board to consider selling the operation to Daimler-Benz. However, Herbert Quandt

was convinced to purchase a controlling interest in BMW and to invest in its future.

BMW grew in strength, eventually acquiring the Rover Group (most of which was later

divested), and the license to build automobiles under the Rolls-Royce marque.

MERCEDES

The Mercedes-Benz logo is one of the most famous brands in the world. The Benz logo is a

simplistic three-pointed star that represents its domination of the land, the sea, and the air.

The famous three-pointed star was designed by Gottlieb Daimler to show the ability of his

motors for land, air and sea-usage. It was first seen on a Daimler in 1909, and was combined

with the Benz laurel wreath in 1926 to signify the union of the two firms. Mercedes-Benz is

the world's oldest automobile manufacturer.

Mercedes-Benz is a German automobile manufacturer; a multinational division of the

German manufacturer Daimler AG and it’s headquarter is in Stuttgart, Baden-

Württemberg, Germany. The brand is used for luxury automobiles, buses, coaches, and

trucks.

The name first appeared in 1926 under Daimler-Benz but traces its origins to Daimler-

Motoren-Gesellschaft's 1901 Mercedes and to Karl Benz's 1886 Benz Patent Motorwagen,

which is widely regarded as the first automobile. Mercedes-Benz's slogan is "Das Beste oder

nichts" (means "The best or nothing"). Mercedes-Benz is part of the "German Big 3" luxury

automakers, along with Audi and BMW, which are the bestselling luxury automakers in the

world.

Many technological innovations have been introduced by this company throughout the years

of their journey in the automobile industry including, internal combustion engine automobile,

honeycomb radiator, fuel injection, safety cell, airbags etc. These innovations made a big

change in the automobile industry and now in present era, it is been used by other brands as

well for better power and safety of the car.

Benz has also participated in FORMULA ONE world championship in 1954 and 1955. It also

part owned Team McLaren for few years. In 2010, Benz took over Brawn GP and renamed it

as Mercedes GP and from this season on, a team works for Mercedes-Benz. (carwala, 2012)

SPONSORSHIP

German national football team is sponsored by Mercedes-Benz. It also sponsors Bundesliga

club Vfb Stuttgart and provides the naming right for their stadium, the Mercedes-Benz arena.

ACHIEVEMENTS

Mercedes has also developed multi concept cars such as hybrid-electric, and fuel cell

powertrain. In 2007 Frankfurt motor show, Benz showed 7 hybrid models and in 2009 they

came with three Blue Zero concepts. Each car features a different powertrain - battery-

electric, fuel-cell electric and gasoline-electric hybrid.

LUXURY BRANDS IN INDIA IN 2013

2013 was a bad year for the whole automobile industry in India. It showed a slow economy,

but it was a good year for the luxury car makers in India. AUDI closed its sales at 10,002

units, a clear increase of 11% over a year ago. And at the same time, Mercedes-Benz ended it

with a sale of 9003 unit, which is an increase of 32% for the company. However the sales

report of both this company is not comparable in India because AUDI reports wholesale

figures (sales to dealers) and Mercedes reports retail figures (sales to consumers). According

to the society of Indian Automobiles Manufactures, car sales have been slowed and it

dropped 5% to 1.6 million units in April-November period, as the buyers postponed purchase

and due to higher ownership costs. But luxury car users remain the same as they were not

susceptible to macro-economic swings and they were literally waiting for the new models to

launch. In India, AUDI claims that they are the very first luxury car manufacturer to sell more

than 10,000 units in a single year. “2013 was an awesome year for AUDI India in terms of

growth, performance and expansion. Our strong leadership is a result of our diverse product

portfolio, network expansion, and unique marketing activities and after sales service at part

with global standards,” said Joe King, head of Audi India, in a statement. Mercedes-Benz, too

said 2013 marked its best sales performance since entering the Indian market in 1994. “We

are very satisfied with our performance in 2013, which we called the ‘Year of Offensive’. We

are happy that our new A-Class, new E-Class and the SUV (sport utility vehicle) portfolio

saw robust demand amidst challenging market conditions,” said Eberhard Kern, managing

director and chief executive at Mercedes-Benz India. (livemint, 2013)

COMPETITIVE ANALYSIS-MERCEDES, AUDI & BMW

We all know Germany for its technological innovations and power. And also, we know about

the competition between the BIG manufactures of cars which is born in this very same place,

Germany. The main objective of these brands is to increase production and to reach top of the

table. In India, brands like Honda, Hyundai, Maruti etc. manufactures luxury cars, but rich or

elite class of society always prefer BMW, AUDI or MERCEDES-BENZ. These 3 are the

major players in luxury car segment all over the world. People see these brands as a symbol

of pride or it’s a status symbol for them.

These brands even maintain a healthy competition between them for their special edition cars

which comes under different brand names which they acquired in their past. When Audi

launched special edition cars in the name of ‘RS’ series, BMW came with ‘M’ series and

MERCEDES-BENZ with ‘AMG’ series. These are more powerful, stylish and expensive

than their original models, and still, there is a huge market in India for the same. Even though

these special versions come under different brand names, customers has to pay more price

and it brings huge profit for these luxury brands as, they don’t have to spend more on

advertisement or for other marketing strategies.

Special edition cars are meant for limited customers, for those diehard fans of these brands.

In 2013, the total sale of these limited versions all over the world was 70,000.

‘RS’ from Audi is a better model than their regular model ‘S’ in terms of engine power and

other technological innovations. ‘REN SPORT’ is the expansion of ‘RS’ which means car

race in German. All the new technologies are first implemented on ‘RS’ models and then it is

implemented on the normal models of Audi. And that makes ‘RS’ models more superior and

costly in market. ‘RS’ versions are launched only in selected markets and there is only 9 ‘RS’

model. In India, there is 12 Audi series in which there are only 2 versions of ‘RS’. Europe is

the main market for ‘RS’ versions of Audi.

BMW special editions are known as ‘M’ series which means motorsports. Till 1978, they

only produced sports cars under this ‘M’ label, but after that they even started manufacturing

passenger cars. For the past 10years, the body of BMW ‘M’ series is made of ultra-light

weight carbon fibre materials. It looks more like sports cars or even better than them. “BMW

is an exciting brand, and ‘M’ series is such a happening product. It is manufactured only for

the diehard fans of BMW” said Mr. Frederic nishk, president of BMW. Out of the 13 ‘M’

models introduced by BMW, 2 are available in Indian market.

In 2005, MERCEDES-BENZ bought the Swedish automobile manufacturing company AMG

and right after that, they introduced their premium model or special edition cars in the name

AAG. Right now it contributes only 2% of total market but in coming years it will play an

important role in the sales of Mercedes-Benz. Company is trying to sell 30,000 units per year

by 2017 and from 23 AMG models to 30 models. E 63, CLA 45 are the two models

introduced in India by Benz. (RAKESH, 2013)

CAR MODELS AND ITS PRICE

BMW PRICE

In RS

AUDI PRICE BENZ PRICE

1

Series

22.65 – 32.50

lakhs

A3 22.95 –

32.66

lakhs

A

Class

26.20 –

27.90

lakhs

X1 30.75 -36

lakhs

Q3 25.35 –

37 lakhs

B

Class

28.31 –

30.49

lakhs

3

Series

34.30 – 42.50

lakhs

A4 28.30 –

57.82

lakhs

CLS 95.15

lakhs

3GT

Series

42.75 lakhs A6 42.63 –

87.33

lakhs

G

Class

1.85

Crores

X3 44.90 lakhs Q5 45.39 –

60.11

lakhs

M

Class

54.80

lakhs –

2.49

crores

5

Series

49.90 – 59.20

lakhs

TT 54.59

lakhs

CLA

Class

68.50

lakhs

X5 64.90 – 70.90

lakhs

Q7 60.30 –

77.18

lakhs

SLK

Class

73.90

lakhs –

1.26

crores

Z4 71.90 lakhs A7 85.88

lakhs

GL 73.95

lakhs –

1.70

crores

7

Series

1.03 – 1.87

crores

RS5 1.01

crores

C-

Class

32.85

lakhs -

1.07

crores

6

Series

1.12 – 1.75

crores

A8 L 1.13

crores

S-

Class

1.10 –

1.40

crores

RS7

SPORTBACK

1.31

crores

E

Class

45.53

lakhs-

1.29

crores

R8 1.65 –

2.24

CRORES

SLS

AMG

2.52

Crores

(OICA, 2013)

CHAPTER 3

RESEARCH GAP

Several researches have been conducted on the luxury car market including in-depth studies

on various prestigious car brands. The Ahmedabad market is an upcoming market with huge

potential. This study would be conducted taking Ahmedabad as a sampling frame as very few

of the major research works have focused on Ahmedabad as a subject of study.

OBJECTIVES

To study and compare major luxury car brands in Ahmedabad, Gujarat.

To study the consumer preference with respect to luxury car brands.

RESEARCH METHODOLOGY

The research methodology is a way to systematically solve the research problems. It may be

understood as a science to studying how the research is done scientifically. We study various

steps that are generally adopted by researcher in studying his research problem along with the

logic behind them. It is necessary for the researcher to know not only the research topic but

also the methodology.

RESEARCH DESIGN

Redman and Moray define research as a “systematized effort to gain new knowledge”

Research is an art of scientific investigation. It is also a process of systematic study. It is an

area of investigation which includes collection, analysis and interpretation of data. Research

has to proceed systematically in the already planned direction with the help of a number of

steps in sequence. To make the research systemized the researcher has to adopt certain

methods. The method adopted by the researcher to complete the project is called Research

methodology. A Research design is the arrangement of condition for collection and analysis

of data in a manner that aims to combine relevance to the research purpose with economy in

procedure. Research design is purely and simply the framework and plan for the study that

guides the collection and analysis of data. It is a blue print that is followed in completing a

study.

Exploratory research design is used in this research to explore how well the luxury

cars have covered the entire market of upper middle class and the higher class from the

comparative analysis of the above mentioned major brands and the customer preference

towards it.

METHOD OF COLLECTING DATA AND VARIOUS DATA SOURCES

For this study the following approach was adopted. This research includes both Primary and

Secondary data. The primary data will be collected by getting some questionnaires filled by

the customers and few personal interviews are conducted for a complete study. Secondary

data is being collected through internet, various websites. Some articles on the research topic

were also taken into consideration. Observation method is also adapted for data collection.

And this is Exploratory Research Design as am exploring the automobile market.

PRIMARY DATA

It is collected directly from executives and customers. Information is collected from

executives through personal and direct interview to collect primary data. Detailed and

structured questionnaire is formed to suit the objectives of the study which contain definite

and predetermined questions, and it is given to selected people. Primary data is the data that

is collected for the first time by the researcher.

METHODS OF PRIMARY DATA COLLECTION

The Main three methods used in primary data collection are:

a. Questionnaire

b. Interview

c. Observation

SECONDARY DATA

It is used mainly to support the primary data. Secondary data is collected through books,

annual reports, significant literature front the organization and previous reports, magazines,

vouchers etc.

TOOLS FOR COLLECTING DATA

The basic tool for collecting data in this research was through getting the questionnaires filled

through the customers.

SAMPLING DESIGN

A Sample design is a definite plan for obtaining a sample from a given population. It refers to

the technique or the procedure that the researcher would adopt in selecting sample. Sample

design may lay down the number of items to be included in the sample, i.e. the size of the

sample. Sample design is determined before the data’s are collected.

SAMPLING FRAME

The area of sampling or the frame selected for this research is Ahmedabad, Gujarat. The main

target for this study is the customers of luxury car brands in Ahmedabad. The number of

respondents surveyed would be 100. This will include the current and potential buyers of the

mentioned brands.

SAMPLING PROCEDURE

Non- probability sampling

Non-probability sampling is a sampling technique where the samples are gathered in a

process that does not give all the individuals in the population equal chances of being

selected.

Convenience sampling

In this method of sampling, the unit of the sample is recorded according to the convenience

of the researcher.

In this research, Non-probability and convenience sampling method is used.

SAMPLE SIZE

The sample size for consumers is 96. For rounding off, 100 respondents would be surveyed.

We compute this figure by taking into consideration the confidence level as 95%

Confidence interval is 10. Population size is 1, 00,000

To decide the sample size, we have to use this formula:

SS =

Z 2 * (p) * (1-p)

c 2

Where:

Z = Z value (e.g. 1.96 for 95% confidence level)

p = percentage picking a choice, expressed as decimal

(.5 used for sample size needed)

c = confidence interval, expressed as decimal

(e.g., .04 = ±4)

SAMPLING UNITS

Respondents visiting car showrooms of selected brands across all ages and gender and

potential or actual buyer of the above mentioned brands.

QUESTIONNAIRE DESIGN

Survey would be used as a tool for data collection and hence a structured questionnaire would

be administered on the selected sample elements. The questionnaire would consist of both

open and close ended questions including multiple choices and yes/no type questions. Likert

scale would also be employed in the questionnaire.

CHAPTER 4

STATISTICAL ANALYSIS

Question 1:

Which of the following group you belong to?

[ ] Government [ ] Employed in private Sector

[ ] Business man [ ] Others

OCCUPATION NO. OF

RESPONDENTS

PERCENTAGE

(%)

Government Employee 7 7(%)

Employed in private sector 18 18(%)

Business Man 42 42(%)

Others 33 33(%)

Total 60 100(%)

From the samples I have taken to conduct this research, 42% belongs to ‘business man’ group

(out of 100 samples).

Question 2:

Do you own a luxury car?

[ ] Yes [ ] No

OPTIONS NO. OF

RESPONDENTS

PERCENTAGE

(%)

Yes 57 57(%)

No 43 43(%)

Total 100 100(%)

Out of these 100 respondents, 57% is using luxury cars.

Question 3:

If no, do u plan to buy luxury car?

[ ] Yes [ ] No

OPTIONS NO. OF

RESPONDENTS

PERCENTAGE

(%)

Yes 40 40(%)

No 13 13(%)

Total 53 53(%)

As this question is applicable only for those who do not have a luxury car, the total

number of respondents is 53 and 40% of the people wish to buy a luxury car and they

follow these brands very much.

Question 4:

Which brand do you prefer?

[ ] BMW [ ] MERCEDES

[ ] AUDI

LUXURY BRANDS NO. OF

RESPONDENTS

PERCENTAGE

(%)

BMW 27 27(%)

Mercedes 46 46(%)

Audi 27 27(%)

Total 100 100(%)

This table shows that 46% of respondents prefer Mercedes than BMW and Audi.

Question 5:

Which brand is technologically updated?


[ ] AUDI

LUXURY BRANDS NO. OF

RESPONDENTS

PERCENTAGE

(%)

BMW 43 27(%)

Mercedes 50 46(%)

Audi 39 27(%)

Even though the respondents had the privilege to select more than one brand, most of

them chose Mercedes (50%) and half of them think that Mercedes is technologically updated.

Question 6 :

Identify which brands Advertisement is given below?

NO. OF

ANSWERS RESPONDENTS IDENTIFIED

CORRECT BRAND

PERCENTAGE

(%)

Audi(correct answer) 45 45(%)

N/A 47 47(%)

WRONG ANSWER 8 8(%)

TOTAL 100 100(%)

By showing this advertisement of Audi without its Logo, 45% of respondents identified the

brand.

Question 7:


NO. OF

ANSWERS RESPONDENTS IDENTIFIED

CORRECT BRAND

PERCENTAGE

(%)

BMW(correct answer) 46 46(%)

N/A 47 47(%)

WRONG ANSWER 7 7(%)

TOTAL 100 100(%)

By showing this advertisement of BMW without its Logo, 46% of respondents identified the

brand.

Question 8:


ANSWERS

NO. OF

RESPONDENTS IDENTIFIED

CORRECT BRAND

PERCENTAGE

(%)

Mercedes(correct answer) 65 65(%)

N/A 26 26(%)

WRONG ANSWER 9 9(%)

TOTAL 100 100(%)

By showing this advertisement of Mercedes without its Logo, 65% of respondents identified

the brand.

Now, these three images are given to find how strong the advertisements of BMW, Audi and

Mercedes and did that make an impact on customers. It shows that Mercedes is more popular

than Audi and BMW and 65% of respondents recognised the Ad of Mercedes even without

the Logo on it. 45% recognised the Ad of Audi and 46% recognised the Ad of BMW.

Question 9:

Rank the following parameters on the preference of your purchase

ATTRIBUTES POOR SATISFACTORY GOOD EXCELLENT TOTAL

Quality 2 28 31 39 100

Colour and

Finish

0 8 54 38 100

Features 2 12 30 56 100

Durability 2 14 51 33 100

Mileage 9 52 26 13 100

Here, respondents were asked to select any one brand and then they had to rank its attributes.

The above table shows the combined statistical analysis of all the three brands together. 39%

of the respondents say that the quality is excellent. 54% said colour and finish is good. 56%

said features are Excellent. 51% said durability is good and 52% said Mileage is satisfactory.

SCOPE OF THE STUDY

This survey helps us to know the satisfaction level of the customer for the service offered by

the different car brands. The research will focus on exploring the key areas where the

customer is most satisfied and dissatisfied. This study also helps to know which luxury car

brand is leading in Indian market, especially in Ahmedabad, Gujarat. The research will help

us get a clear idea as to why is there a sudden growth in the Indian (Ahmedabad) market for

luxury car1s and the reason behind it. The analysis will also help us understand the future

results of the growth. The study would be conducted in 3 month duration and the scope of

sampling will extend to Ahmedabad area.

BIBLIOGRAPHY

carwala. (2013). Retrieved september 7, 2014, from www.carwale.com:

http://www.carwale.com/mercedesbenz-cars/

carwala. (2012). Retrieved september 7, 2014, from www.carwale.com:

http://www.carwale.com/mercedesbenz-cars/

livemint. (2013). Retrieved september 7, 2014, from www.livemint.com:

http://www.livemint.com/Industry/FxqjANDjaUawee4pNG7eyL/Audi-Mercedes-

break-previous-sales-records.html

livemint. (2013). Retrieved september 7, 2014, from www.livemint.com:

http://www.livemint.com/Industry/FxqjANDjaUawee4pNG7eyL/Audi-Mercedes-

break-previous-sales-records.html

mapsofindia. (2013). Retrieved september 6, 2014, from www.automobiles.mapsofindia.com:

http://automobiles.mapsofindia.com/automobile-industry-in-india/

OICA. (2013). Retrieved september 7, 2014, from www.oica.net.

RAKESH, P. (2013). Mathrubhumi wheels. calicut, kerala: Mathrubhumi Publishers.

Staticbrain.(2013). Retrieved September 7, 2014, from www.statisticbrain.com:

http://www.statisticbrain.com/cars-produced-in-the-world/

Staticbrain. (2013). Retrieved September 7, 2014, from www.statisticbrain.com:

http://www.statisticbrain.com/cars-produced-in-the-world/

A STUDY ON LUXURY CAR BRANDS IN

AHEMDABAD, GUJARAT

QUESTIONNAIRE

1. Which of the following group you belong to?

[ ] Government [ ] Employed in private Sector

[ ] Business man [ ] Other’s

2. Do you own a luxury car?

[ ] Yes [ ] No

3. If no, do u plan to buy luxury car?

[ ] Yes [ ] No

4. Which brand do you prefer?


[ ] AUDI

5. Which brand is technologically updated?


[ ] AUDI

6. Identify which brands Advertisement is given below?


[ ] AUDI [ ] DON’T KNOW







9. Rank the following parameters on the preference of your purchase

Poor Satisfactory Good Excellent

Quality

Colour &

Finish

Features

Durability

Mileage

10. Which brand provide better after sale services?


[ ] AUDI

11. What are the factors that affect most while purchasing a luxury car?

(Choose the most appropriate from the given six alternatives)

Brand and

Specifications

Engine

Power

Shape

and

Looks

Availability Brand

Image

Price External

Influence

BMW

MERCEDEZ

Audi

12. Which brand do u think have a better public relation?


[ ] AUDI

NAME ……………………………………………………………

Gender

[ ] Male [ ] Female

Age group

[ ] 18- 25 years [ ] 26-35 years

[ ] 36-45 years [ ] 46-55 years

[ ] above 56 years

Marital Status

[ ] Unmarried [ ] Married

Annual Income

[ ] Below 25 lakh [ ] between 25 – 30 lakh

[ ] Between 30-50 lakh [ ] above 50 lakh

razin research proposal 2

Documents