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Astudyofconsumerperceptionofcarmarket&buyingbehavior
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1.Projectsformba.blogspot.comAstudyofConsumerPerceptionofCarMarketandBuyingBehaviorAMINIPROJECTREPORTSubmittedby
(Reg.No:)InpartialfulfillmentoftherequirementfortheawardofthedegreeOfMASTEROFBUSINESSADMINISTRATIONUnderthe
guidanceofDEPARTMENTOFMANAGEMENTSTUDIESADHIYAMAANCOLLEGEOFENGINEERING,HOSURANNAUNIVERSITY
COIMBATOREProjectsformba.blogspot.com
2.Projectsformba.blogspot.comOCT2010BONAFIDECERTIFICATEThisistocertifythattheprojectreportentitledAstudyof
consumerperceptionofCarmarket&buyingbehaviorsubmittedby.isaBonafiderecordoftheminiprojectdonebyhimduringthe
academicyear201011,undermyguidanceandsupervisioninpartialfulfillmentofDEGREEOFMASTEROF
BUSINESSADMINISTRATION.Projectsformba.blogspot.com
3.Projectsformba.blogspot.comAcknowledgementsIproudlyutilizethisprivilegetoexpressmyheartythankstoour
PRINCIPAL,AdhiyamaanCollegeofEngineering,Hosur,forgivingmeadmissioninthisprestigiousinstitution.Myspecial
wordsofthanksto..,DIRECTORofDepartementofManagementStudies.Iwouldliketoexpressmysinceregratitudetoour
HEADOFTHEDEPARTMENT..forhisguidanceandsupportandmyfacultyguide.,who
helpedmealotincompletingmyminiprojecttheirconstantencouragementandsuggestion.Projectsformba.blogspot.com
4.Projectsformba.blogspot.comDeclarationIherebydeclarethatthisprojectreportentitledAstudyofconsumerperceptionofCarmarket&buying
behaviorsubmittedtoDepartmentofManagementstudies,ADHIYAMAANCOLLEGEOFFENGINEERING,HOSURinpartialfulfillmentofthe
requirementfortheawardoftheDegreeofMASTEROFBUSINESSADMINISTRATIONisaoriginalworkdonebymeduringtheperiodofmy
studyatthecollegeunderthesupervisionandguidanceof..Faculty,DepartmentofManagementStudies,AdhiyamaanCollege
ofEngineering,Hosur.PLACE:DATE:Projectsformba.blogspot.com
5.Projectsformba.blogspot.comTableofContent1ExecutiveSummary012Introduction.033OverviewoftheAutosegment094Reviewof
Literature155Objectiveofthestudy246Scopeofthestudy257Researchmethodology.268Limitationofthestudy339FindingandAnalysis34
CrossTabulation10Conclusion5311Annexure55ExecutiveSummaryProjectsformba.blogspot.com
6.Projectsformba.blogspot.comTheautomobileindustrytodayisthemostlucrativeindustry.Duetotheincreaseindisposableincomeinbothrural
andurbansectorandeasyfinancebeingprovidedbyallthefinancialinstitutes,thepassengercarsaleshaveincreasedattherateof38%perannumin
June200506overthecorrespondingperiodintheperviousyear.Furthercompetitionisheatingupinthesectorwithahostofnewplayerscomingin
andotherlikePorsche,Bentley,Audi,andBMWallsettoventureintheIndianmarkets.Onefactorthatcouldhelpthecompaniesinthemarketingof
theirproductisbyknowingandcreatingapersonalityfortheirbrands.Thisreportattemptstoanswersomeofthequestionsregardingbrand
personalityofselectedcarsinIndiabyconductingthemarketresearch.Thisreportiscategorizedintoparts,dealswithintroductiontobrand
personality,companiesselected,productandtheindustry.Theautomobileindustrytodayisthemostlucrativeindustry.Duetotheincrease
indisposableincomeinbothruralandurbansectorandeasyfinancebeingprovidedbyallthefinancialinstitutes,thepassengercarsaleshave
increasedattherateof25%perannuminJune200506overthecorrespondingperiodinthepreviousyear.Furthercompetitionisheatingupinthe
sectorwithahostofnewplayerscominginandotherslikePorches,Bentley,Audi,andBMWallsettoventureinIndianmarkets.Onefactorthat
couldhelpthecompaniesinthemarketingoftheirproductsisbuyingBehavioroftheconsumers.TheBuyingBehaviorofthecustomerscanbe
studiedbyknowingtheirperceptionsaboutthecarsinthemarketandaboutthepossibleentrantsinthemarket.Onesuchtechniqueisbyknowingand
creatingapersonalityforthebrands.Thispersonalitysketchingwillhelpinknowingwhatacustomer(orapotentialcustomer)thinksaboutagiven
brandofcarandwhatarethepossiblefactorsguidingapossiblepurchase.Similarly,theideaofmeasuringthecustomersatisfactionwillservethe
samepurposeofdeterminingthecustomerperception.Thus,bymeasuringthewillingnessofexistingusersofacartorecommendittootherswill
helpthecarmanufacturerstochalkouttheentireCustomerBuyingBehavior.Projectsformba.blogspot.com
7.Projectsformba.blogspot.comThereportsshallattempttoanswersomeofthequestionsregardingbrandpersonalityofselectedcarsinIndiaby
conductingamarketresearch.ThemarketresearchwillbehelpfulforthenewcarentrantcompaniesinIndiatofindoutthepossiblegapsbetweenthe
customerexpectationsandthepresentmarketofferings.ThiswaythesecompanieswillbeabletofindtheirshareintheeverexpandingIndianmarket
pie.Theresearchwilltrackthecustomersatisfactioninthefollowingtwolayers:ProductrelatedParametersDealersrelatedparametersThe
customersatisfactionindexwillbecalculatedforthecarbrandstakenintoconsideration.Itwillbemainlyaprimaryresearchandtheinformationwill
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begatheredfrombothprimaryandsecondaryresearch.Thestudywillanalyzetheapplicabilityofexistingresearchconcepts,theories,andtoolsfor
evaluatingconsumersatisfaction.INTRODUCTIONProjectsformba.blogspot.com
8.Projectsformba.blogspot.comItistruefactthatifyouaresatisfiedyourecommendedtoothers.Wordofmouthandcustomersatisfactionplaya
veryimportantroleindeterminingmarketperceptionaboutanautomobile.Itisthemarketperceptionthatdeterminesthesuccessofacompanyandso
itisveryimportantforthecarmanufacturerstomeasurethewillingnessofexistingusersofaproducttorecommendittoothers.Thesameisalot
ofinteresttocustomersaswellforithelpsthemmakethepurchasedecision.AcarisoneofthemostsignificantpurchasesthatanIndianhousehold
makesandthisprojectaddressesthemostimportantquestionthatperplexescarmanufacturers:Whatmakestheperfectcarthatinfluencewill
willfullypurchase?Theprojecthighlightsthefactorsthatinfluencethebuyingdecisionofaconsumer.Thefactorunderconsiderationwouldbe:
Price Incomeoftheconsumer Featuresinthecar Safetystandard Warrantyscheme FinancefacilityIsanIndianconsumerreadyfor
more?Whichisthedrivingmotivebehindtheeffectivedemandofthecar?Howthecomingofnewmodelslikeswiftdoesisgoingtoeffect
thebuyingdecisionofconsumerandespeciallytheTata1lakhcar.Inotherwords,fromthespreadofchoicesofferedbyvariousmanufacturers
undervarioussegments,ofwhichonethecustomerwillfinallyturntheignitiononanddrive.Projectsformba.blogspot.com
9.Projectsformba.blogspot.comCustomersatisfactionindex:someofthemostadvancethinkinginthebusinessworldrecognizesthatcustomer
relationshipsarebesttreatedasassets,andthatmethodicalanalysisoftheserelationshipscanprovidearoadmapforimprovingthemIfyoucannot
measureit,youcannotimproveit.LordWilliamThomsonKelvin(18241907)Clause8.2.1inISO9000:2000states:Asoneofthemeasurements
oftheperformanceofthequalitymanagementsystem,theorganizationsshallmonitorinformationrelatingtocustomerperceptionastowhether
theorganizationhasmetcustomerrequirements.ThemethodforobtainingandusingthisinformationshallbedeterminedTherequirementhasbeen
thereintheQS9000standardclause4.1.6whichsays:Trendsincustomersatisfactionandkeyindicatorsofcustomerdissatisfactionshallbe
documentedandsupportedbyobjectiveinformation.Thesetrendsshallbecomparedtothoseofcompetitors,orappropriatebenchmarks,and
reviewedbyseniormanagement.Thereisobviouslyastronglinkbetweencustomersatisfactionandcustomerretention.Customersperceptionof
serviceandqualityofproductwilldeterminethesuccessoftheproductorserviceinthemarket.Withbetterunderstandingofcustomersperceptions,
companiescandeterminetheactionsrequiredtomeetthecustomersneeds.Theycanidentifytheirownstrengthsandweaknesses,wheretheystand
incomparisontotheircompetitors,chartoutthepathfutureprogressandimprovement.Customersatisfactionmeasurementhelpstopromotean
increasedfocusoncustomeroutcomesandstimulateimprovementsintheworkpracticesandprocessesusedwithinthe
company.Projectsformba.blogspot.com
10.Projectsformba.blogspot.comCustomerexpectationsarethecustomerdefinedattributesofyourproductorservice.Wecannotcreatesatisfaction
justbymeetingcustomersrequirementsfullybecausethesehavetobemetinanycase.Howeverfallingshortiscertaintocreate
dissatisfaction.Majorattributesofcustomersatisfactioncanbesummarizedas: Productquality Productpackaging Keepingdelivery
commitments Price Responsivenessandabilitytoresolvecomplaintsandrejectreports Overallcommunication,accessibilityandattitudes
Values+BenefitsFeaturesAttributesProjectsformba.blogspot.com
11.Projectsformba.blogspot.comWecannotbegintoaddressthecustomersatisfactionissuewedefinetheparametersandmeasuresclearly.The
customersatisfactionindexrepresentstheoverallsatisfactionlevelofthatcustomerasonenumber,usuallyasapercentageThebuyingprocess
involvesthefollowingsteps:ProblemRecognitionInformationsearchEvaluationDecisionProjectsformba.blogspot.comDissatisfaction=
Satisfaction=BrandRejectionPostPurchaseBuyBrandAcceptanceDissonance
12.Projectsformba.blogspot.comThefactthatwordofmouthsalesareabigdealinthisindustryhasalsohelped.Industryplayersandmarket
surveysrevealthat2030percentofsalesarethroughwordofmouth.Forthepurposeoftheprojecthasundergonethrough Surveyingtherelevant
consumerbasethroughexhaustivequestionnaire. Understandtheelementsunderplayingineachsegment DeducingAanalyticaloverview
throughdifferentstatisticalmethodsProductQualityServiceQualityRecommendationcomesfromsatisfactionandsatisfactioncomes
fromProjectsformba.blogspot.comRelationshipQuality
13.Projectsformba.blogspot.comOVERVIEWOFTHEAUTOSEGMENTIndianshaveemergedasavidcarenthusiastssportingtheirprized
possessionsasstatussymbolsandspeedmachines.ForeigncarcompanieshavediscoveredtheIndianconsumeraswellastheR&Dpotentialinthe
Indiantechnicalfraternityandaresettingupmanufacturingplantsrightandleftacrossthecountryatlowercosts.TheIndianautomobileindustryis
currentlyexperiencinganunprecedentedboomindemandforalltypesofvehicles.Thisboomhasbeentriggeredprimarilybytwofactors:(1)increase
indisposableincomesandstandardsoflivingofmiddleclassIndianfamiliesestimatedtobeasmanyasfourmillioninnumber
andProjectsformba.blogspot.com
14.Projectsformba.blogspot.com(2)TheIndiangovernmentsliberalizationmeasuressuchasrelaxationoftheforeignexchangeandequity
regulations,reductionoftariffsonimports,andbankingliberalizationthathasfueledfinancingdrivenpurchases.Industryobserverspredictthat
passengervehiclesaleswilltripleinfiveyearstoaboutonemillion,andasthemarketgrowsandcustomerspurchasingabilitiesrise,therewillbe
greaterdemandforhigherendmodelswhichcurrentlyconstituteonlyatinyfractionofthemarket.Thesetrendshaveencouragedmanymultinational
automakersfromJapan,U.S.A.,andEuropetoentertheIndianmarketmainlythroughjointventureswithIndianfirms.Indiaisincreasingly
becomingaglobalautomotivehubbothforthevehiclesandcomponentindustry.Indiaisfastintegratingitselfintotheworldeconomyandopen
tointernationalautomotivecompanies,whoareincreasinglyinvestinginIndia.TheIndianautomotiveandcomponentindustryislookingtoincrease
thequalityofproductionfromexistinglevels,todevelopnewproductsandtoincreaseexports.InthelongrunIndiaiswellsettobecomeakey
marketforautomotiveandcomponentmanufacturersintermsoflocaldemandandasabaseforexport.Additionally,companiessuchasGM,Daimler
Chrysler,Toyota,DelphiandMICO/BoschareutilizingIndiaswelldevelopedIT/softwarecapabilitiesandhavesetupR&Dhubsherefortheir
globaloperationsIndustrySize ThedomesticIndianpassengercarmarket(includingutilityvehicles)totaled900,000units(withaCAGRof10per
centoverthepast4years)whiletheexportswere130,000millionunits(witharegisteredCAGRof68percentoverthepast4years)during
financialyear2004Projectsformba.blogspot.com
15.Projectsformba.blogspot.com TheIndiantwowheelerIndustryisoneofthelargestintheworld,andisexpectedtomaintainrobustgrowthin
thefuture AtthebackofthisphenomenalautomotivegrowthisthesuccessoftheIndianautocomponentindustry.PresentlyaUS$6.7billion
industry,itisexpectedtoalmosttrebleinlessthaneightyearstimetoUS$17billionby2012 Indiaoffersadistincttechnologicalandcost
competitiveadvantage,whichglobalOriginalEquipmentManufacturers(OEMs)andautomotivesuppliersareleveragingforbothmanufacturing
andresearchfacilities.ThepassengercarmarketisprojectedtogrowataCAGRof12.3percentoverthenextfewyears.Growthinthemidsizeand
premiumcarsegmentsisexpectedtooutpacetheoverallmarketgrowth.IndianAutomobileIndustryProjectsformba.blogspot.com
16.Projectsformba.blogspot.comAutomobileIndustryinIndiaisstillinitsinfancybutgrowingrapidly.Theopportunitiesintheautomobileindustry
inIndiaareattractingbignameswiththebigpurseandtheyareinvestingvigorouslyininfrastructure,designanddevelopment,and
marketing.AutomobileindustryinIndiaistodaypoisedforthebigleap.Indiaisthe2ndlargesttwowheelermanufacturerintheworldSecond
largesttractormanufacturerintheworld5thlargestcommercialmanufacturerintheworld3rdlargestcarmarketinAsia,surpassingChinainthe
processAutomobileindustryContributes17%ofthetotalindirecttaxescollectedbytheexchequer&isadriverofproductandprocesstechnologies,
andhasbecomeaexcellentmanufacturingbaseforglobalplayers,becauseofitshighmachinetoolcapabilitiesExtremelycapablecomponent
industryMostoftherawmateriallocallyproducedProjectsformba.blogspot.com
17.Projectsformba.blogspot.comLowcostmanufacturingbaseHighlyskilledmanpowerSpecialcapabilityinsupplyinglarge
volumesProjectsformba.blogspot.com
18.Projectsformba.blogspot.comDomesticandForeignVehicleManufacturers:PassengerVehiclesThemaindomesticmanufacturersofpassenger
vehiclesareasfollows:MarutiUdyogTata/TelcoMahindra/MahindraHindustanMotorsForeigncompetitorsmanufacturinglocally
includingHyundai,Ford,GeneralMotors,Honda,andToyota.Cardemandhasseenaturnaroundsincemid2001thankstoheavydiscounts
andcheaperfinance.Alargenumberofnewmodels,bothlocallyassembledandimported,havealsorevitalizedthemarket.Intermsofvolumes:The
A/BsegmentsarewhereIndiasstrengthandfuturelies.TheA/Bsegmentaccountsforover65%ofthetotalpassengervehiclesproduced.
CompetitioninthissegmentisstiffwithMarutithemarketleaderwitharound55%marketshare.NewmodelsfromTelco(Indica),Hyundai(Santro)
andFiat(Palio)howeverareerodingMarutislongstandingdominanceinthissegment.Themid/luxuryrangeisdevelopingwiththeintroduction
ofFord(Ikon),Hyundai(Accent/Sonata)andSkoda(Octavia),althoughthevolumesarenotsignificant.TheUVsegmentremainssluggishwith
growthatjustover1%.Theclearmarketleader,Mahindra(44%marketshare)postedincreasedsalesof9%inthefirst3quartersof2002/03.Toyota
andTelcodomesticUVbusinessremainsflat.Projectsformba.blogspot.com
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19.Projectsformba.blogspot.comCommercialVehiclesThemainIndiancompaniesintheCommercialVehiclesegmentare:TATAEngineeringand
LocomotiveCompany(TELCO)AshokLeylandBajajTempoLtdEicherMotorsLtdSwarajMazdaThereisonlyoneinternationalcompany
currentlymanufacturingCVsinIndia,Volvobutagainvolumesarenotlarge.Otherglobalplayersareactive,althoughinpartnershipwithoneofthe
domesticmanufacturersE.g.:IVECO(manufacturingtheirrangeoftrucksinassociationwithAshokLeyland.Therehasbeenasignificantturn
aroundinthissegmentoverthelast18monthswithover30%growthbeingseenintermsofbothproductionandsales.Thissectorhasreceivedahuge
boostwithIndiasmassivedemandfromtheinfrastructuresector(particularlyroads),cyclicalfleetreplacementbyfleetownersandanupturninthe
cementandsteelsectors.Projectsformba.blogspot.com
20.Projectsformba.blogspot.comAutomobileManufacturersMarketSharePassengerCarsLCV0.604Mn0.083MnHyundaiBajaj18%Tempo
EicherHMTataAshok7%2%8%M&M13%Leyland30%Fiat1%4%Ford3%HMMaruti2%55%HondaTataSwarajToyotaMazdaGM2%
44%0.3%Daimler8%ChryslerMitsubishiSkoda1%0.2%1%1%Maruti(JVofSuzuki),leadingthemarket,TataandM&Marethekey
playersa)FollowedbyHyundaiandTata,togetherholdcloseto75%ofmarketb)Daewoostoppedproduction,mainlyduetofinancialissues2
yearsbackProjectsformba.blogspot.com
21.Projectsformba.blogspot.comReviewofLiteratureBrandPersonalitybrandisasetofexpectationandassociationevokedfromacompanyor
product.Abrandishowyourkeyconstituentscustomers,employees,shareholdersetc.experiencewhatyoudo.SomebrandsareofsuchgreatA
importancetopeople,thatwespeakofthemasapartofoneslifeandidentity,beingusedtoexpressone.Somewouldsaythatthesebrandshavetheir
ownpersonality,thebrandpersonality,whichcanbedefinedasthesetofhumancharacteristicsassociatedwithagivenbrand.Thus,itincludes
suchcharacteristicsasgender,ageandsocioeconomicclass,aswellassuchclassichumanpersonalityisbothdistinctiveandenduring.Basedonthe
premisethatbrandcanhavethepersonalitiesinmuchthesamewayashumans,brandpersonalitydescribebrandsintermsofhumancharacteristics.
Brandpersonalityisseenasvaluablefactorinincreasingbrandengagementandbrandattachment,inmuchthesamewayaspeoplerelateandbidto
otherpeople.Muchoftheworkintheareaofbrandpersonalityisbasedontranslatedtheoriesofhumanpersonalityandusingsimilarmeasuresof
personalityattributesandfactors.Brandpersonalityreferstothesetofhumancharacteristicsweassociatedwiththebrand.Acommonway
ofdeterminingthisistoreplyonthemetaphor:Ifthebrandwasaperson,whatwouldhe/shebelike?wethenlistandgroupthetraitstodescribethe
brandas,forexample:caring,approachableandtrustworthy.However,thereisalotmorewecando.Becausemanypeopleinteractwithbrandsas
thoughtheywereotherpeople,itisimportanttounderstandwhatabrandpersonalityconsistsof,andhowitscharacteristicscanbeusedtoaffectthe
relationshipbetweenthebrandanditsuser.Knowingandunderstandingthebrandpersonalitygivesagoodinsightintothisrelationship,and
intopeoplesattitudestowardsthebrand,andisalsoasimportantguidetocommunicatingthebrand.Projectsformba.blogspot.com
22.Projectsformba.blogspot.comTheCreationofBrandPersonalityBrandpersonalitytraitsareformedandinfluencedbyanydirectorindirect
contactthattheconsumerhaswithabrand.Abrand,unlikeaperson,cannotthink,feeloract.Abrandhasnoobjectiveexistenceatallitissimplya
collectionofperceptiononthemindoftheconsumer.Consumersacceptthemarketingactionstohumanizebrands.Oneexplanationfortthiscanbe
foundinthetheoriesofanimism,whichsuggestthatthereexistsneedbypeopletoanthropomorphizeobjectsinordertofacilitateinteractionwiththe
nonmaterialworld.Anthropomorphizeoccurswhenhumanqualitiesareattributedtononhumanobjects,e.g.brands.Consumerseasilyassign
personalityqualitytoinanimateobjectslikebrandsinthinkingaboutthebrandsasiftheyarehumancharacters.Inadirectway,personalitytraitsare
associatedwithabrandbythepeopleassociatedtothatbrand.Onedirectwaytoformandinfluencebrandpersonalityisuserimaginary.User
imaginaryisdefinedasthesetofhumancharacteristicsassociatedwiththetypicalorstereotypeuserofthebrand.Associationswiththecompany
employeesorCEOandthebrandsproductendorsersarealsodirectwaysbywhichbrandpersonalitytraitsareformedandinfluenced.The
personalitytraitsthatofthepeopleassociatedwithabrandaretransferreddirectlytothebrand.Thetheoriesofanimismdescribeanother
processmechanismthatdirectlyexplainsthespecificwaysinwhichthevitalityofthebrandcanberealized(Fournier,2004).Spokespersonsthatare
usedinadvertisingcanhavepersonalitiesthatfitthoseofthebrandtheyadvertise.Overtime,thepersonalitiesofthespokespersonaretransmittedto
thebrand.Thebrandpersonassociationscanalsohaveamorepersonalnature.Brandscanbeassociatedwithpersonwhouseorusedthatparticular
brand,forexampleaclosefriendorafamilymember.Also,brandsreceivedasgiftscanalsobeassociatedwiththepersonfromwhomthegiftwas
received.Thesepersonassociationsservetoanimatethebrandasavitalinthemindsoftheconsumers.Obviously,thisaspectismuchlessunderthe
controlofthemarketers.Indirectly,thebrandpersonalityiscreatedbyalltheelementsofthemarketingmix.Betra,LehmanandSinghsuggestthat
thepersonalityofabrandiscreatedovertime,byProjectsformba.blogspot.com
23.Projectsformba.blogspot.comtheentiremarketingmixofthebranditsprice(highorlow,oddoreven),retailstorelocation(imaginary
associations),productformulation(ingredients,benefits),andproductform(solid/liquid.Etc.),packagingdetails(color,size,material,shape),
symbolusedanallphasesofthebrandcommunication,salespromotion,andmediaadvertising.Anotherformofanimismexplainshowbrand
personalityiscreatedinamoreindirectway.Thisformofanimisminvolvescompleteanthropomorphizationofthebrandobjectitself.Human
qualitiesofemotionalityandthoughtaretransferredtothebrand.Thisisachievedwiththehelpofthemarketingactions,especiallyadvertising.For
example,thebrandcharacterofM&MintheM&Mcommercialshasthecapacitytolaughandjoke.Oneoftheadvantageofthebrandpersonalityis
thatbasedontheirdistinctivepersonalities,consumersareabletodifferentiatebetweenbrands.Anotheradvantageisthattheconsumercaninterpret
thebrandsimageinsuchawaythatitispersonallymoremeaningful.Brandpersonalityencouragesmoreactiveprocessingonthepartof
theconsumer.Thus,theconsumerputmoreeffortsincreatingandusingthebrandpersonality.Afurtheradvantageofbrandpersonalityisthatlifeis
giventoabrand.Byvitalizingabrand,anotherperspectiveofbrandpersonalitycanbeexamined,namelytheroleofabrandasrelationshippartnerin
aconsumerbrandrelationship.Nextwewillconcentrateontheseconsumerbrandrelationships.Whetherthebrandisaproductoracompany,the
companyhastodecidewhatpersonalitytraitsthebrandistohave.Therearevariouswaysofcreatingbrandpersonality.Onewayistomatchthe
brandpersonalityascloselyaspossibletothatofconsumersortothepersonalitythattheylike.Theprocesswillbe Definethetargetaudience
Findoutwhattheyneed,wantandlike Buildaconsumerpersonalityprofile Createtheproductpersonalitytomatchthat
profileProjectsformba.blogspot.com
24.Projectsformba.blogspot.comThistypeofapproachisfavoredbycompaniessuchasLeviStrauss,whoresearchtheirtargetaudiencefastidiously.
ForLevistheresultsisamasterbrandpersonalitythatis: Original Masculine Sexy Youthful Rebellious Individual Free
AmericanArelatedbyproductbrandpersonality(foraspecificcustomergroup)suchasLevis501jeansis: Romantic Sexuallyattractive
Rebelliousphysicallyprowess Resourceful IndependentBothprofileappealmostlytotheemotionalsideofthepeoplesmindstotheir
feelingsandsensoryfunction.Thisprofilingapproachaimstoreinforcetheselfconceptoftheconsumersandtheiraspirations.Theapproachisideal
forbrandsthatadoptamarketnichestrategy,andcanbeextremelysuccessfulifamarketsegmenthasadegreeofglobalhomogeneity,asisthecase
withLevis.Nonproductrelatedbrandpersonalitiesdrivers Userimaginaryuserimaginarycanbebasedoneithertypicalusers(peopleyousee
usingthebrand)oridealizedusers(asportrayedinadvertisingandelsewere).Userimaginarycanbepowerfuldriverofbrandpersonality,in
partProjectsformba.blogspot.com
25.Projectsformba.blogspot.combecausetheuserisalreadyapersonandthusthedifficultyofconceptualizingthebrandpersonalityisreduced.For
exampleCharliehasafeminine,stronglyindependentbrandpersonalitydrivenbyituserimaginary.TheupscalepersonalityofMercedesandthe
sexy,sophisticatedpersonalityofCalvinKleinaresimilarlyinfluencedbyuserimaginary. Sponsorshipactivitiessuchaseventssponsoredby
thebrandwillinfluenceitspersonality.Swatch,forexample,reinforcesitsoffbeat,youthfulpersonalitywilltargetedsponsorshipsthathaveincluded
theFreestyleSkiWorldCupinBreckenridge,thefirstInternational Agehowlongabrandhasbeenonthemarketcanaffectitspersonality.Thus
newentrantssuchasApple,MCI,andSaturntendtohaveyoungerbrandpersonalitiesthanbrandsuchasIBM,AT&T,andChevrolets,anditasall
toocommonfaramajordominatebrandtoseeasstronglyandoldfashioned,abrandforolderpeople. Symbolasymbolcanbepowerful
influenceonbrandpersonalitybecauseitcanbecontrolledandcanhaveextremelystrongassociations.Applesbittenapple,theMarlborocowboy,
theMichelinmansallhelpstocreateandreinforceapersonalityfortheirbrands.BrandpersonalityofcarsAreyouwhatyoudrive?Thatiswhatare
companiesseemtobeaskingandinthesamebreathtryingtoconvinceyouabout.Inotherwords,areyoutheHyundaiaccentownerwhocommands
immediaterespectwherevershegoes(includingfrothepotentialfatherinlaw)orareyouthesuaveexecutivefromtheChevroletadwhoisever
readytoshareamomentwithlovedone?Withaplethoraofnewmodelsinthemarket,andgenericbenefits(suchasspaceorfuelefficiency)ofa
particularcarsegmenthardlyaProjectsformba.blogspot.com
26.Projectsformba.blogspot.comdistinguishingfactorbetweencarmodels,marketerareincreasinglydifferentiatingontheemotionalpayoffa
particularcarmodel/brandprovidestothecustomer.This,ofcourse,variesfromthesegmenttosegmentandalsoonhowlongaparticularmodelhas
beeninthemarket.Forinstance,whileadvertisingforentrylevelorsmallercarstendstofocusmoreontherationalorfunctionalbenefitsofthe
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vehicles,thedifferentiationsisincreasinglyontheemotionalbenefitswhenitcomestohighendcars.Generally,ithasbeenseenasonemoveupthe
valuechain,thedifferentiationismoreontheemotionalpayoff.Peoplebuycarasanextensionoftheirpersonalityratherthanjustfeatures.Acar,in
India,helpsbuildupshowoff,socialesteemvalue.Theadvertisingwouldalsovaryaccordingtothesegmentwhichoneistargeting,hesays.For
instance,theChevroletOptraad(whichdepictsayounghusbanddrivinghiswifetoseethemoonontheoccasionofKarvachauth)showsanOptra
consumerassomeonewhobelievesinfamilyvaluesandindulginglovesones.WefindthattypicallyprofileofanOptraconsumerissomeonewhois
intheagegroupof3545yearsandhasachauffer.Hebuysacarnotonlyforhimselfbutalsoforthefamilyandtriestomakeup,fornotbeingableto
spendenoughtime,byindulgingloveones,pointsoutdutta.Thepositioninggoeswellwiththecompaniescatchlinesofforaspecialjourneycalled
life.Theimportanceofbrandimagehasrisensharplyinthelastfewyears.Atthesegmentlevel,theincreaseinimportanceisgreaterforthemidsize
cars,indicatingtherelevanceofbrandamongthemoreexpensivemarketsegments.Themanufacturerneedtofocusmoreohowconsumersperceive
themasofferingexcitingcarsandbeingcommittedtowardsthem.Contemporarinessofmodelhasabigimpactonpurchasedecision.Theperception
ofthecarintermsofitsperformanceanddesign,quality,sales,aftersales,costofownership,apartfrombrandimage,allimpactuponthepurchase
decision.Projectsformba.blogspot.com
27.Projectsformba.blogspot.comAccordingtoBhatia,aslongasadvertisingforcarsisstronglydifferentiatedandsharplypositionsthemodelandat
thesametimesatisfiesadefineneedsegment,itshallhavethecapabilitytobreaktheclutterandcreatesauniqueandcompellingreasonfor
consumerstopurchase.OnegoodexampleofthisisFordIkonthejoshmachinemadeatremendousimpactonconsumersinofferingtosatisfya
clearneed.Youcanseesomemoreofthiswitharecentlylaunchedpremiumhatchbackaswell.Interestingly,thestrategymarketerfollowchangesa
bitwhenitcomestoaddressingthesmallercarcategorywiththerationalbenefitsofabrandtendingtobethefocalpointofthecampaign.Wehave
foundthattypicallyabuyerforasmallercar(subRs4lac)looksforaspectssuchasreliabilityandfuelefficiency.Thischangesaswemoveupsince
incasetheconsumerhasbeenwiththecategoryforalongertimeandhenceitisimportantttotalkofanemotionalpayoff.Acaseinpointisthe
Maruti800campaigninwhichthekidswhoisplayingwithatoyMaruti800exclaimstohisdad(whenaskedhowlongwillhekeeponrunningthe
car),papakiKara,petrolkhatamhinahinHonda.Theadcleverlyconveysthatthecarjustkeepsgoingonandon.Itendswiththevoiceovertelling
usthatMarutiSuzukiismostfuelefficientcar.Howeverinthesmallcarsegment,therationalbenefitsmagicisnotalwaysapplicable.Takethecase
ofHyundaiSantro,theadvertisingofwhichhasevolvedovertheyearsfrominitiallyconveyingmainlythefunctionalbenefitsofthemodelto
connectingwiththeconsumeronanemotionallevelnow.WhenwelaunchedtheSantro,westartedwiththepositioningifthecarbeingacomplete
familycarwhichwascompletelyrationalpositioning.Butthentwothingshappenedtheproductfoundacceptanceinthemarketandthecompetition
cameupwithsimilarproductinthemarket.Brandimageisnotdrivenbygoodadvertisingalonebutissignificantlyimpacteduponbythecars
performanceanddesign,quality,andthecostofownership.Amongthethree,productqualityhasthehighestcorrelationwithbrandimage.Smallcar
buyerseeksProjectsformba.blogspot.com
28.Projectsformba.blogspot.comcapabilityinadvertising,andfuelefficiencyisrelativelymoreimportanttothem.Technology,innovation,andgood
influencepremiummidsizebuyers.OnerealityforusinIndiaisthatthemarketisextremelyprice/valueconscious.Whilemakingpurchasesbasedon
above,thereisrationalside,whichdoeshaveanimpactonthedecisiononaparticularmakeandmodelofcar.Beitrationaloranemotionaldecision,
consumerswouldhavetothinkasabevyofnewmodelsfloodtheIndianmarket.Projectsformba.blogspot.com
29.Projectsformba.blogspot.comObjectivesofStudyTheresearchobjectiveisastatement,inaspreciseterminologyaspossible,ofwhatinformation
isneeded.Theresearchobjectiveshouldbeframedsothatobtainingtheinformationwillensurethattheresearchpurposeissatisfied.Research
objectivehavethreecomponents.ResearchquestionTheresearchquestionspecifiestheinformationthedecisionmakingneeds.Theresponsibilityof
theresearcheristomaketheresearcherquestionasspecificandpreciseaspossible.Theresearcherquestionaskswhatspecificinformationis
requiredtoachievetheresearchpurpose,oranswertheresearchproblem.Iftheresearchquestionsareansweredbytheresearch,thentheinformation
shouldaidthedecisionmaker.DevelopmentofhypothesisAhypothesisisapossibleanswertoaquestion.Developmentofhypotheses
impliesgeneratingbasicallyalternativeanswerstoresearchquestions.Theresearchdetermineswhichofthesealternativeanswersiscorrect.Itisnot
alwayspossibletodevelophypotheses,buteffortsshouldbemade.ScopeorboundariesoftheresearchDefiningthescopeoftheresearchorthe
researchboundariesensuresthedesiredprecisionoraccuracyoftheresult.Theresearchersresponsibilityistorestatetheinitialvariablesassociated
withthedecisionproblem,thatisconverttheresearchproblem,intheformofoneormorekeyquestionformatsHowWhatWhereWhen
WhyObjectivesoftheResearchProjectsformba.blogspot.com
30.Projectsformba.blogspot.comTheresearchobjectivesfortheprojectundertakencanbedefinedasfollows:Todeterminethedemographic
variablesofthecustomersofdifferentbrandsofcars.Examinethecustomerperceptionaboutthecars.Tojudgethesatisfactionlevelofcar
ownersofdifferentbrands.Theresearchtracksresponsesatfollowingtwolayers1.Productrelatedparameters2.DealerrelatedparametersTo
analyzethepsychographicvariablesofthecustomersofdifferentbrandofthecars.ScopeofthestudyItisaimedtostudythecarmarketandbuying
behaviorofthecustomer.Theprojectisanalyzedthedemographic,psychographicandbuyingcharacteristicsofthecustomersinbuyingthecar.It
includesthedetailedstudyofcustomersfocusingonthevariousparametersthatleadtoidentifyingandunderstandingtheperceptionofthecustomer
inbuyingthecarbrands.Projectsformba.blogspot.com
31.Projectsformba.blogspot.comResearchMethodologyAresearchprocessconsistsofstagesorstepsthatguidetheprojectfromits
conceptionthroughthefinalanalysis,recommendationsandultimateactions.Theresearchprocessprovidesasystematic,plannedapproachtothe
researchprojectandensuresthatallaspectsoftheresearchprojectareconsistentwitheachother.Researchstudiesevolvethroughaseriesofsteps,
eachrepresentingtheanswertoakeyquestion.ResearchProjectStepsProjectsformba.blogspot.com
32.Projectsformba.blogspot.comINTRODUCTIONThischapteraimstounderstandtheresearchmethodologyestablishingaframework
ofevaluationandrevaluationofprimaryandsecondaryresearch.Thetechniquesandconceptsusedduringprimaryresearchinordertoarriveat
findingswhicharealsodealtwithandleadtoalogicaldeductiontowardstheanalysisandresults.RESEARCHDESIGNIproposetofirstconducta
intensivesecondaryresearchtounderstandthefullimpactandimplicationoftheindustry,toreviewandcritiquetheindustrynormsandreports,
onwhichcertainissuesshallbeselected,whichIfeelremainunansweredorliabletochange,thisshallbefurthertakenupinthenextstageof
exploratoryresearch.Thisstageshallhelpmetorestrictandselectonlytheimportantquestionandissue,whichinhabitgrowthandsegmentationin
theindustry.ThevarioustasksthatIhaveundertakenintheresearchdesignprocessare: Definingtheinformationneed Designtheexploratory,
descriptiveandcausalresearch.RESEARCHPROCESSTheresearchprocesshasfourdistinctyetinterrelatedstepsforresearchanalysisIthasa
logicalandhierarchicalordering: Determinationofinformationresearchproblem. Developmentofappropriateresearchdesign. Execution
ofresearchdesign. Communicationofresults.Projectsformba.blogspot.com
33.Projectsformba.blogspot.comEachstepisviewedasaseparateprocessthatincludesacombinationoftask,stepandspecificprocedure.Thesteps
undertakearelogical,objective,systematic,reliable,valid,impersonalandongoing.EXPLORATORYRESEARCHThemethodIusedforexploratory
researchwas PrimaryData SecondarydataPRIMARYDATANewdatagatheredtohelpsolvetheproblemathand.Ascomparedtosecondary
datawhichispreviouslygathereddata.Anexampleisinformationgatheredbyaquestionnaire.Qualitativeorquantitativedatathatarenewly
collectedinthecourseofresearch,Consistsoforiginalinformationthatcomesfrompeopleandincludesinformationgatheredfromsurveys,focus
groups,independentobservationsandtestresults.experimentation.Primarydataisbasicallycollectedbygettingquestionnairefilledby
therespondents.SECONDARYDATAInformationthatalreadyexistssomewhere,havingbeencollectedforanotherpurpose.Sourcesincludecensus
reports,tradepublications,andsubscriptionservices.Datathathavealreadybeencollectedandpublishedforanotherresearchproject(otherthanthe
oneathand).Therearetwotypesofsecondarydata:internalandexternalsecondarydataProjectsformba.blogspot.com
34.Projectsformba.blogspot.comDESCRIPTIVERESEARCHSTEPSinthedescriptiveresearch: Statementoftheproblem Identificationof
informationneededtosolvetheproblem Selectionordevelopmentofinstrumentsforgatheringtheinformation Identificationoftarget
populationanddeterminationofsamplingPlan. Designofprocedureforinformationcollection Collectionofinformation Analysisof
information Generalizationsand/orpredictionsDETERMINATIONTHESAMPLEPLANANDSAMPLESIZETARGETPOPULATIONItisa
descriptionofthecharacteristicsofthatgroupofpeoplefromwhomacourseisintended.Itattemptstodescribethemastheyareratherthanasthe
describerwouldlikethemtobe.Alsocalledtheaudiencetheaudiencetobeservedbyourprojectincludeskeydemographicinformation(i.e.age,sex
etc.).Thespecificpopulationintendedasbeneficiariesofaprogram.Thiswillbeeitherallorasubsetofpotentialusers,suchasadolescents,women,
ruralresidents,ortheresidentsofaparticulargeographicarea.Topicareas:Governance,AccountabilityandEvaluation,OperationsManagement
andLeadership.Apopulationtobereachedthroughsomeactionorinterventionmayrefertogroupswithspecificdemographicorgeographic
characteristics.IhaveselectedthesampletroughSimplerandomSamplingProjectsformba.blogspot.com
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35.Projectsformba.blogspot.comSAMPLESIZE:Thisinvolvesfiguringouthowmanysamplesoneneed.Thenumbersofsamplesyouneedare
affectedbythefollowingfactors:ProjectgoalsHowyouplantoanalyzeyourdataHowvariableyourdataareorarelikelytobeHowprecisely
youwanttomeasurechangeortrendThenumberofyearsoverwhichyouwanttodetectatrendHowmanytimesayearyouwillsampleeach
pointHowmuchmoneyandmanpoweryouhaveSAMPLESIZEIhavetargeted100peopleintheagegroupabove21yearsforthepurposeof
theresearch.Thesamplesizeisinfluencedbythetargetpopulation.ThetargetpopulationrepresentstheDelhiregions..Thepeoplewerefrom
differentprofessionalbackgrounds.Thedetailsofoursampleareexplainedinchapternamedprimaryresearchwherethedivisionsareexplainedin
demographicssection.SAMPLINGTECHNIQUESimplerandomsamplingtechniquehasbeenusedtoselectthesampleAsimplerandomsampleisa
groupofsubjects(asample)chosenfromalargergroup(apopulationProjectsformba.blogspot.com
36.Projectsformba.blogspot.comERRORSINTHESTUDYInterviewererrorThereisinterviewerbiasinthequestionnairemethod.Openended
questionscanbebiasedbytheinterviewersviewsorprobing,asinterviewersareguidingtherespondentwhilethequestionnaireisbeingfilledout.
Theattitudestheinterviewerrevelstotherespondentduringtheinterviewcangreatlyaffecttheirlevelofinterestandwillingnesstoansweropenly.
Asinterviewersprobingandclarificationsmaximizerespondentunderstandingandyieldcompleteanswers,theseadvantagesareoffsetbythe
problemsofprestigeseeking,socialdesirabilityandcourtesybiases.QuestionnaireerrorThequestionnairedesigninghastocarefulsothatonly
requireddataisconciselyreveledandthereisnoredundantdatagenerated.Thequestionshavetobewordedcarefullysothatthequestionsarenot
loadedanddoesnotleadtoabiasintherespondentsmindRespondenterrorTherespondentsselectedtobeinterviewedwerenotalwaysavailableand
willingtocooperatealsoinmostcasestherespondentswerefoundtonothavetheknowledge,opinion,attitudesorfactsrequiredadditionally
uninformedresponseerrorsandresponsestylesalsoledtosurveyerror.SamplingerrorWehavetakenthesamplesizeof100,whichcannotdetermine
thebuyingbehaviorofthetotalpopulation.ThesamplehasbeendrawnfromonlyNationalCapitalRegion.Projectsformba.blogspot.com
37.Projectsformba.blogspot.comResearchDesignResearchdesignisaconceptualstructurewithinwhichresearchisconducted.Aresearchdesignis
thedetailedblueprintusedtoguidearesearchstudytowardsitsobjective.Itisaseriesofadvanceddecisiontakentogethercomprisingamasterplan
oramodelforconductingtheresearchinconsonancewiththeresearchobjectives.Researchdesignisneededbecauseitfacilitatesthesmoothsailing
ofthevariousresearchoperations,therebymakingresearchasefficientaspossibleyieldingmaximuminformationwiththeminimumeffort,timeand
money.RESEARCHDESIGNEXPLORATORYCONCLUSIVERESEARCHRESEARCHDESIGNDESIGNDESCRIPTIVECAUSAL
RESEARCHRESEARCHProjectsformba.blogspot.com
38.Projectsformba.blogspot.comLimitationsofthestudyAlltheresearchprojectsarehinderedintheirsmoothflowbysomeunforeseenproblems.
Theproblemsariseintheformofconstraintsbybudget,timeandscopeofthestudy.Thecurrentprojectwasalsofacedbycertainproblem.Someof
theproblemsfacedinthecourseoftheresearchareasfollows:Astrongunwillingnessonthepartoftheownersofvariouscars,toparticipateand
aidtheresearch.Theboredomandwaveringconcentrationthatsetinamongtherespondentswhileansweringthelongquestionnaire:thusinturn
ledtothedifficultyofpreventingincompletequestionnaires.Samplingerror:theresearchincludeasamplesizeof100customerswhichisnot
enoughtodeterminethebrandperceptionoftheconsumersforbuyingthecars.Sinceitsnotacensussurveythereisalwaysachanceoferrorwhile
extrapolatingtheresultsofasamplestudyoverthepopulationespeciallyinthoseresearcheswherethequalitativeaspectsareconcerned.Soits
alwaysdoubtfultomapthequalitativeaspectsusingaquantitativemeasure.Projectsformba.blogspot.com
39.Projectsformba.blogspot.comFINDINGSANDANALYSISCrossTabulationQ1.Whyyouboughtyourpresentcar?Pleaserankfromthehighest
orderofpreference1.Increaseindisposableincome2.Bettersafetyatroads3.Familyneeds4.Increaseinfamilysize5.Suitsyourlifestyleand
personalityMotivesForbuyingacar40353930252023Series115171012590IncreaseinBettersafetyFamilyneedsIncreaseinSuitsyour
disposableatroadsfamilysizelifestyleandincomepersonalityMotivesProjectsformba.blogspot.com
40.Projectsformba.blogspot.comInterpretation:Aspertheanalysisshows,increaseindisposableincomeseemstobethemostimportantreasonfor
buyingacar.ThistrendisreflectedinthegrowthofthePercapitaDisposableincomeandconsequentlythegrowthoftheIndianautomobileindustry
especiallyintheBandCsegmentcars.Similarly,thegrowingfamilyneedslikeworkingpartners,increasingfamilysize,status,etc.addtothe
motivesofbuyingacar.Q2.Youdecidedtobuyacarbrandbecauseof(ratebest3factorsfrom1to3inorderofyourpreference)1.Affordableprice
2.Technicalsuperiorityovercompetition3.Comfort4.Manufacturersimage5.Valueformoney6.Safety7.Aftersale
servicesProjectsformba.blogspot.com
41.Projectsformba.blogspot.comProductSpecificReasonsforBuyingaCar21032AfforablepricesTechnicalsuperiorityComfortManufacturers
image28ValueformoneySafetyAftersaleservices7912Interpretation:Indianmarketisstillthehardnuttocrackformostoftheautomobile
manufacturers.ThoughtheIndiancarindustryisamongthefastestgrowingcarmarketsoftheworldstilltheIndianpsycheistoocomplexforthe
manufacturerstounderstand.ThemostimportantreasonforbuyingacarwhenitcomestoBandCsegmentcarsseemstobevalueformoney.32%
oftherespondentssuggestedthataffordablepricesarethemostimportantfactorwhilepurchasingacar.Thisisthereasonforstickingtoa
particularsegmenttillthenextsubstantialriseinthepersonaldisposableincome.ThisreasonisfollowedbyValueformoneywherethecustomers
lookforthebestproduct,bestservicesandbestreputeallbundledinonewiththebestdealtheycanstrike.Thisexplainsthereasonforthestagnantor
suddengrowthinsaleofBandCsegmentcarsjustbeforebudgetandnearoccasionslikeDiwali.ProductSatisfactionLevelQ3.Pleaserateyour
existingcarintermsofunderstatedInteriorDesignfeaturesonascaleof1to5where1HighlyDissatisfiedProjectsformba.blogspot.com
42.Projectsformba.blogspot.com2Dissatisfied3Neutral4Satisfied5HighlySatisfiedInteriorType12345SeatsdesignLegRoomDash
BoardInteriorColourMusicSystemAdjustableFrontseatHeadrestInteriorsforSegmentBcars100%333333380%1111134444
AdjustableFrontSeatHeadrest44Levelofsatisfaction4MusicSystem60%4InteriorColourDashBoard33LegRoom3434SeatDesign340%
444334420%44444330%MarutiMarutiMarutiIndicaAveoSantroGetzEstiloWagonSwiftV2Cars
RInterpretation:Projectsformba.blogspot.com
43.Projectsformba.blogspot.comInteriorsplayaveryimportantroleindecidingthesaleofacar.Moreplush,comfortableandexotictheinteriorsare
morearethechancesofitsbeingpopularamongthecustomers.ForthisreasonmanufacturersspendbillionsofdollarseveryyearonR&D
tocontinuouslyimprovetheinteriorsoftheircars.Seats,legroom,dashboard,armrestsetcarefewoftheoptionswhichcountfortheinteriors.Asthe
analysisshowGetzscoressubstantiallyhighw.r.t.itscounterpartsontheaccountofmusicsysteminstalled.Similarly,IndicaV2racesfaraheadasfar
aslegroomisconcerned.However,WagonRfaresbadlyonthisfront.Overall,almostallcarsgetamixedresponseinthissegmentasfarasthe
interiorsareconcernedCustomerSatisfactonbasedonInteriorsofCars100%3333333Satisfactionlevel(in%age)80%33345454444
AdjustableFrontSeatHeadrest4460%4MusicSystemInteriorColour34455DashBoard5340%LegRoomSeatDesign444555520%44
444440%amotnagoraenineneeptdierarccalstOInVMABEgodiInCarsInteriorParametersInterpretation:Asonecanseemostof
therespondentsarequitehappywiththeinteriorsoftheirrespectivecars.However,onestrikingpointobservedherearethatalmosteverycar
faresProjectsformba.blogspot.com
44.Projectsformba.blogspot.comneutralontheadjustablefrontseatheadset.Thesecarshavemorelegroom,comewithattachedmusicsystems
(Vernafaresthebestamongallcarsonthisfront)combinedwithluxuryfeatureslikeTVscreens,armrestsatthebackseatetc.Q4.Pleaserateyour
existingcarintermsofunderstatedSafetyfeaturesonascaleof1to5SafetyParameters12345CrossbarunderDashboardAirBagsAntiLock
BreakingSystemAerodynamicShapeIntensityoffrontlightsCustomerSatisfactionontheSafetyParameter100%90%3CustomerSatisfaction
Level(%age)34454480%370%33560%444IntensityoffrontlightAerodynamicShape50%4ABSAirBags340%3Crossbarunder
Dashboard343430%1311120%1110%33333330%MarutiMarutiMarutiIndicaAveoSantroGetzEstiloWagonSwiftV2(9)R(23)
SafetyParametersofDifferentcarsProjectsformba.blogspot.com
45.Projectsformba.blogspot.comInterpretation:AscanbenotedMarutiSwiftandIndicaV2fightnecktoneckonalmosteveryfront,withIndica
marginallybetterinfeatureslikecrossbarsunderthedashboardandAntiBrakesystems.Mostofthecarsinthissegmentfarerelativelysimilarand
veryclosetoeachotheronmostofthefronts.CustomerSatisfactionLevelonSafetyParameters100%90%334444580%Customersatisfaction
level370%33344360%IntensityoffrontlightAerodynamicShape550%444ABS444AirBags40%CrossbarunderDashboard30%113
444320%4410%444440%EsteemBalenoIndigoIndigoOptraAccentVernaMarinaCarsSafetyParametersInterpretation:Asonecansee
mostoftherespondentsarequitehappywiththesafetyparametersoftheirrespectivecars.However,onestrikingpointobservedherearethatalmost
everycarfaresneutralonthesafetyparameters.Q5.PleaserateyourexistingcarintermsoffollowingparametersParameter12345Fuel
ConsumptionProjectsformba.blogspot.com
46.Projectsformba.blogspot.comMileage(Km/ltr)PickUpStabilityathigherspeedTopspeedCustomerSatisfactionLevelontheFuelEfficiency
100%90%CustomerSatisfactionLevel(%age)333444480%70%34360%4545StabilityathigherspeedPickup50%Mileage4Fuel
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Consumption40%344330%3420%4310%333330%MarutiMarutiMarutiIndicaAveoSantroGetzEstiloWagonSwiftV2(9)R(23)Cars
FuelEfficiencyParametersInterpretation:Thecustomerchoiceofthecarhighlydependsupontheperformanceandmaintenancecostsofthecar.This
isthereasonwhythisclassofparameterwaschosenforthisstudy.AndtheresultsshowthatMarutisWagonRfaresthebestcarinitssegmentas
mostfuelefficientcarofall.Similarly,WagonRfaresthebestonthetermslikemileagebutitlagsbehindHyundaisSantroonpickupfront.Sothis
segmentshowsamixedbagofresponsefortheFuelefficiencyandmileageparameter.IndicaV2performsconsistentlyonalltheparametersandGetz
faresreallywellonpickupwhereasitfaresbadlyonfuelconsumption.ConsideredthisconditionforGetzitshouldbeseenasaredsignalfor
themanufacturerssothatGetzdoesnotendupbeinglikeFiatsPaliofamousasacarfordrinkingpetrol.Projectsformba.blogspot.com
47.Projectsformba.blogspot.comCustomerSatisfactionLevelonthebasisofFuelEfficiency100%90%CustomerSatisfactionLevel(in%age44
5555580%70%60%344Stabilityathigherspeedterms)5555Pickup50%MileageFuelConsumption40%33330%333320%3410%
333330%EsteemBalenoIndigoIndigoOptraAccentVernaMarinaCarsFuelEfficiencyParametersInterpretation:SegmentCcarsareknownas
hybridcarsegmentbetweentheBsegmentsfuelefficiencywiththeluxuryoftheDclass.Checkingthesameitseemsthatmostofthecarsin
thissegmentareplacedmuchclosedtoeachotherwithverylittledifferencehereandthere.Mostofthecarsarefuelefficientw.r.ttheirweightsand
pickups.Indigofaresasthebestcarintermsoffuelefficiency.Balenofaresalittlebitbehindthanitscounterpartsasfarasthestabilityathigh
speedsandmileageisconcerned.Projectsformba.blogspot.com
48.Projectsformba.blogspot.comDealerServiceSatisfactionLevelQ1.PleaserateyourDealerontheunderstatedparametersonthescaleof1to5
where1HighlySatisfied2Satisfied3Neutral4Dissatisfied5HighlyDissatisfied12345Distance(Proximity)Advertisements(Promotions)
TechnicalFacilitiesCostofServiceAvailabilityofSparesInformationProvidedServiceTimeChargesStaffCarHandling(Delivery&service)
AssuredCustomerTransactionsAmbienceofServiceCenterFinance(Credit)SchemesDealersarethemiddlemenbetweenacarmanufacturerand
itscustomers.Dealerthusbecomesthemostimportantlinkinjoiningthecompanytoitscustomersasheisthepersonwhowillselltheproduct,will
deliveritandwillkeeponprovidingtheaftersalesservicestothecustomersasandwhenrequired.So,itbecomesnecessaryautomaticallytostudy
dealerasapartofcustomerssatisfactionjourneywiththeproductcalledcar!WhyMarutifaressowellaheadofitscompetitorstilldateanditsthe
largestcarcompanyinIndiawiththelargestmarketshareinAandBsegmentisbecauseduringtheprotectedregimeitbuildadealersnetworkso
strongthatitsyetverydifficultformostofthecompetitorstosetupanetworkaslargeasMaruti.SowhereveryougoitsnotdifficulttofindaMaruti
servicestationandaMarutidealer.ThisishowMarutihasmaintainedrelationshipswithitscustomersandhasbeenabletoconvertmostof
themProjectsformba.blogspot.com
49.Projectsformba.blogspot.comintoarepeatcustomer.So,dealernetworkissomethingofsuchimportancethatwhilestudyingthecustomers
satisfactionprofileitsalmostimpossibletoignoreit.CustomerSatisfactionLevelontheBasisofDealers100%90%23344CustomerSatisfaction
Level(in%ageterms)4444554480%170%42324244460%5Hyundai453GeneralMotors50%344TataMotors4440%4Maruti
Suzuki44444430%20%545554544444410%0%fsafgeeeStmsicars)SeidedtieityTireesrvercans)Chicesilipa)mSem
icentniceovacioheoxifSCeofrvchotirvPrctlFroScyostsaseTem(Pnit)Colitanioroy&rvniceedbiatTr(PSeeranlarmCrtser
oflivaistenfoe(omAvceDiDeInmncenstiseg(naCubiinrtFiAmdvedlreanAdsurHAsCaDealersreleatedparametersfordiff
ManufacturersInterpretation:Whilebuyingacar,dealerschoiceplayaveryimportantroleindecidingthecompanyandmodelschoice.Sodealers
actasinfluencersonthecompletebuyingbehavioroftheProjectsformba.blogspot.com
50.Projectsformba.blogspot.comprospectivecustomers.AmongallthelistedfactorsMarutifaresthebestamongallitscounterpartsintermsof
dealerdensitywhichisquiteobvious.Also,thecostofserviceprovidedbyMarutidealersisthelowestfollowedbyTataMotors.Similarly,forBand
CsegmentcarsMarutiemergesoutastheclearwinneramongthefourcarcompaniesstudiedallthankstothevast,extensiveandwellmanageddealer
system.Q2.Howdoyouratethebrandimageofyourcar?12345VeryLowVeryHighBrandImage6CustomerPerception(Avg)543Series15
244433310MarutiMarutiMarutiIndicaV2AveoSantroGetzEstiloWagonRSwiftCarBrandsInterpretation:Aspertheanalysis,Santroisthe
carwhosebrandimageismostpreferredinthemarket.Thisisbecauseofthereason,thatitsfromthehouseofHyundaiaSouthKoreancompany
knownforitsoverallimage.OnthecontraryMarutiEstiloandAveosharetheProjectsformba.blogspot.com
51.Projectsformba.blogspot.comsameplatformonthebrandimage.Thiscanbeattributedtothefactthatboththesecarsarerelativelynewonthe
blockandmarkettakestimetoimbibeandgivethebrandanimage.ThisisestablishedbythefactthatMarutisWagonRandSwiftareexactly
thesameasfarastheimageisconcerned.CustomerPerceptionofDifferentCars65CustomerPerception(Avg)43Series15244443310
EsteemBalenoIndigoIndigoOptraAccentVernaMarinaCarBrandsInterpretation:AstheanalysisrevealsGMsOptrafaresastheBestCarasfaras
customersperceptionisconcernedaboutthebrandimageofthecarintheCsegment.ThisisbecauseoftheProjectsformba.blogspot.com
52.Projectsformba.blogspot.comfactthatGMitselfcommandsanamazingbrandimageamongitscustomers.AccentandVernabothHyundaicars
sharethesameposition.Q3.Willyourecommendyourcartoyourfriends?YesNoCustomersUltimatePerception8073706050Frequency40
302720100YesNoCustomerAction(Willyourecommendyourcartoyourfriends?)Interpretation:Itseemslogicalthatsatisfiedcustomerswill
somedaybecomeloyalcustomers,inotherwordsthereisapositivecorrelationbetweencustomersatisfactionscoresandcustomerbuyingbehavior.If
acustomerratesthecarveryhighinsatisfyinghisorherneeds,thecarmanufacturershouldexpectmorereferralsandthisisreflectedintheanalysis
that73%customerssaythattheywillrefertheircartotheirfriendseveniftheymovetoothersegmentorotherbrandQ4.Willyoubuyyournewcar
intheProjectsformba.blogspot.com
53.Projectsformba.blogspot.comSamesegment,samemanufacturerSamesegment,differentmanufacturerUppersegment,samemanufacturer
Uppersegment,differentmanufacturerCustomerPerception4035301225Values7C206B157231017175110SameSegment,Same
Segment,UpperUppersamedifferentSegment,SameSegment,manufacturermanufacturersManufacturerDifferentManufacturerCustomer
ActionsInterpretation:Theanalysisshowsthatmostpeoplewhenmovingtouppersegmentwillpreferadifferentmanufacturer.Andthenextstriking
findingisthatthecustomerswillpreferbothsameanddifferentmanufacturersintheBsegmentcarsandthereisnotmuchdifferenceintheCsegment
also.Thisbehavioriscomplextounderstandasthisarethecustomerswhohavegivenwhoppingresponseforrecommendingtheircartotheirfriends.
ItsthereasonwhybrandperceptionissodifficulttounderstanDemographicsIsurveyedaround100peoplewhobelongedtovariousagegroups.The
surveyof4agegroupswasdone.Thefouragegroupswere:Projectsformba.blogspot.com
54.Projectsformba.blogspot.com Lessthan21years 2135years 3654years Morethan55yearsMONTHLYFAMILYINCOME
monthlyfamilyincome<50,00050,0011,00,0001,00,0012,00,000>2,00,00119331928Isurveyedaround200peoplewhobelongedtovarious
monthlyfamilyincomegroups.Thesurveyof4incomegroupswasdone.Thefourincomegroupswere: Lessthan50000 500001,00,000
1,00,0012,00,000 Morethan2,00,001Interpretation:Abovegraphsexhibitstheincomebracketofthesamplesize,asevidentthemajorityofthe
sampleisintheincomebracketof<50,000amonthincome.ThoughnoneoftheProjectsformba.blogspot.com
55.Projectsformba.blogspot.combracketishighlyskewed,thisenablesthestudytobewideandnotdependentonasetincomeclass,whichwasa
fortunatelydesirableresultofsimplerandomsampling.CrossTabulation1.Motivetobuythecar*segmentcarBandCBarChart20segmentCarB
EstiloWagonRSwift15SantroGetzIndicaV2Aveo10EsteemCnuotBalenoAccentVerna5IndigoMarineIndigoO
ptra0AfAfvaTCSmecafomanfoteluethnrdrsueyfofaicabfoalrtctalresurleSmeruppronsesericrveyimioesicagrityeeov
ercompetitiorespondantsobjectivebuyingacarbrandnInterpretation:Accordingtotheresult,Ifoundthatchoiceofcardependsuponthese
followingfactors:Projectsformba.blogspot.com
56.Projectsformba.blogspot.comSothechoiceofcarisnotdrivenonlybyintensivefactorssuchasbrandperceptionbutishugelyinfluencedby
extensivefactorssuchasprice,service,andmodelsavailable,financingoptionsetc.alsothechoiceofthecarislargelyinfluencedbythe
manufactureimage.ThisiswhyMarutiisperceivedasavalueformoneycarandGetzemergesoutasawinnerintheBsegmentforthiscriteria.As
GetzisfromthehouseofHyundaiknownforitstechnologyandgreatdesignisfarbetterperceivedasapreferredcarthanothercars.Butawordof
cautionhere,thisperceptionmayormaynotresultinaconvertedsale.2.Recommendthecartoyourfriend*rankingofBrandandcompanyBar
Chartrespondantsrankingof40brandandcompanyimageVeryLowLowNeutral30HighVeryHigh20Cnuot100yesnoWouldyou
recommendyourcartoyourfriendsInterpretation:Thegraphshowsthatpeoplewhoranktheircarhighorveryhighonthebrandimagearethepeople
whorecommendtheircartotheirfriend.ThisissomethingthecarcompaniesProjectsformba.blogspot.com
57.Projectsformba.blogspot.comshouldlookforasthesepeoplemaynotbethebrandloyalbutaredefinitelythepeoplewhohelpacompanyto
reinforcethebrandimagepropagatedbythecompany.3.rankingofBrandandImage*SegmentBandCcarBarChart10segmentCarBandC
EstiloWagonR8SwiftSantroGetzIndicaV26AveoEsteemBalenoCnuotAccent4VernaIndigoMarineIndigoOptra20VeryLowLow
NeutralHighVeryHighrespondantsrankingofbrandandcompanyimageInterpretation:Thisgraphshowsthathowbrandimageisusefulinmaking
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thechoiceofacarespeciallyintheBandCsegment.So,Santroisthecarwhosebrandimageisonthetopanditsthemostpreferredcar.
CONCLUSIONProjectsformba.blogspot.com
58.Projectsformba.blogspot.comToconclude,theresultsshowthatthecompaniesareplayingontheperipheralcuestomaintaintheirTotal
RelationshipManagementandconnecttothecustomersbothpresentandpotential.Thecompaniesareoperatinginahighlyaggressiveand
competitiveglobalmarketplaceandthisclimatehasledtotheemphasisonqualityinallaspects.TQMfocusesonintegrationandcoordinationas
wellasthecontinuousimprovementofallactivitiesandprocesses.TotalRelationshipManagement(TRM)isaveryrecentmarketingstrategyand
philosophy.Itfocusesonandisconcernedwithallintegratedinternalandexternalactivitieswithinandbetweentheorganizations.Thesetwoterms
areintegratedbythemanufacturersbybuildinggoodqualityproductsandbuildinggoodrelationshipwithdealersandenhancingservice
levels.However,whenstudiedfromthepointofviewofacustomerthereseemstobenomajordifferenceamongthecarbrandsinasegmentasfaras
performanceisconcerned.Thebrandperceptionisdependantmostlyontheperipheralcuesdependinguponthenatureandqualityoftheservice
providedalongwiththepricing,maintenance,availabilityofsparepartsandrelatedissues.So,aquestionarisesherethatisthistheendofroadfor
thebrandingofcars?Hasthecommoditizationofcarshasstartedanditstimethatmanufacturersmustreadthewritingonthewall?Itseemsso!It
seemsasanundercurrentsentimentisflowingandtheperceptionofthecustomersischangingaccordingtoit.Sothismightbethereasonthatdespite
Vernafaringsohighontheperformanceparametersstilllagsontheaccountofconvertedsales.Thestudyshowsthatbrandperceptionissomething
whichstartsbuildingupbeforeacarispurchasedandgoesonwithitsuseandisreflectedintherecommendationsthecustomermakestohis
acquaintancesforthesamecar.Also,itsseenthatthecustomermightnotbeusingthecarstillheholdstheperceptionsaboutit.Brandpersonalityof
acarisenforcedbythesellersinthemindsetsofthecustomersandthecustomersreacttoitbyformingtheirperceptionsaboutthecarandthisreflects
intheoverallbrandimageofthecar.Sobrandimageandbrandpersonalitycomplementeachotherandthebrandperceptionaidsthebuildingofbrand
image.Projectsformba.blogspot.com
59.Projectsformba.blogspot.comDealers,asperthestudyfindings,playaveryimportantroleinbuildingupthebrandperceptionofthecars.Since
dealersaretheconnectinglinkbetweenthecustomersandthemanufacturersthusbecomingthemostimportantlinkinjoiningthecompanyto
itscustomersasheisthepersonwhowillselltheproduct,willdeliveritandwillkeeponprovidingtheaftersalesservicestothecustomersasand
whenrequired.So,itbecomesnecessaryautomaticallytostudydealerasapartofcustomerssatisfactionjourneywiththeproductcalledcar!Their
proximitytothecustomers,theserviceprovidedbythemandtherelationshipmaintainedbythemwiththecustomershelpsthecarcompaniesto
establishandreinstatethebrandpersonalitycommunicatedbythemtothecustomers.Finallythemajorpointthatemergesoutofthisdetailedstudyis
acautionforthecarcompanies.ItsaysthatthereisnodoubtthatIndiancarmarketmaybegrowingwithadoubledigitfigurestillthecarcompanies
havealongwaytotraveltoconvincetheircustomersaboutthebrandpersonalityoftheircarsandhowitsuitstheprospectivebuyers.Simplybecause
itsimplyisnotaguaranteethathowsoevergoodthecustomermightbeholdingthebrandperceptionandhowsoevergoodthebrandimagemaybe
itisnotaguaranteethatitwillconvertintosale.Carsjustlikeclothesandaccessoriessuitthestyleandpersonaofapersonandsinceallcarswill
becomecommoditysomedaythekeytosellandexcelinthemarketwillliewithapersonwhoknowshowtousetheperceptionsofthecustomersto
itsuseandsellthecarscozultimatelyonlythatcarsurviveswhichsells!ANNEXUREProjectsformba.blogspot.com
60.Projectsformba.blogspot.comREFRENCESSitesVisited
www.siamindia.comwww.autocarindia.comwww.overdrive.comwww.hyundai.co.inwww.ibef.orgBooksconsultedBuildingStrongBrandsDavidA
AakerQUESTIONAIREProjectsformba.blogspot.com
61.Projectsformba.blogspot.comForCustomers:Q1.Whyyouboughtyourpresentcar?Pleaserankfromthehighestorderofpreference1.Increase
indisposableincome2.Bettersafetyatroads3.Familyneeds4.Increaseinfamilysize5.SuitsyourlifestyleandpersonalityQ2.Youdecidedtobuy
acarbrandbecauseof(ratebest3factorsfrom1to3inorderofyourpreference)1.Affordableprice2.Technicalsuperiorityovercompetition3.
Comfort4.Manufacturersimage5.Valueformoney6.Safety7.AftersaleservicesProductSatisfactionLevelQ3.Pleaserateyourexistingcarin
termsofunderstatedInteriorDesignfeaturesonascaleof1to5where1HighlyDissatisfied2Dissatisfied3Neutral4Satisfied5Highly
SatisfiedInteriorType12345Projectsformba.blogspot.com
62.Projectsformba.blogspot.comSeatsdesignLegRoomDashBoardInteriorColourMusicSystemAdjustableFrontseatHeadrestQ4Pleaserate
yourexistingcarintermsofunderstatedSafetyfeaturesonascaleof1to5SafetyParameters12345CrossbarunderDashboardAirBagsAnti
LockBreakingSystemAerodynamicShapeIntensityoffrontlightsQ5.PleaserateyourexistingcarintermsoffollowingparametersParameter123
45FuelConsumptionMileage(Km/ltr)PickUpStabilityathigherspeedTopspeedProjectsformba.blogspot.com
63.Projectsformba.blogspot.comDealerServiceSatisfactionLevelQ1.PleaserateyourDealerontheunderstatedparametersonthescaleof1to5
where1HighlySatisfied2Satisfied3Neutral4Dissatisfied5HighlyDissatisfied12345Distance(Proximity)Advertisements(Promotions)Technical
FacilitiesCostofServiceAvailabilityofSparesInformationProvidedServiceTimeChargesStaffCarHandling(Delivery&service)AssuredCustomer
TransactionsAmbienceofServiceCenterFinance(Credit)SchemesQ2.Howdoyouratethebrandimageofyourcar?12345VeryLowVery
HighQ3.Willyourecommendyourcartoyourfriends?YesNoProjectsformba.blogspot.com
64.Projectsformba.blogspot.comQ4.Ifyes,willyoubuyyournewcarintheSamesegment,samemanufacturerSamesegment,different
manufacturerUppersegment,samemanufacturerUppersegment,differentmanufacturerAgegroup: <212135 3655>55Whatisyour
monthlyFamilyincome?Lessthan50000Rs50,000Rs1,00,000Rs1,00,001Rs2,00,000MorethanRs2,00,001Numberofcars
owned:PresentCar(s)owned:NAME:SEX:PhoneNO:Projectsformba.blogspot.com
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