Study of Car Market

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Dissertation
On
Car Market and Buying Behavior- A study of Consumer Perception

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Towards The Partial Fulfillment of
Post Graduate Diploma in Management

Table of Content

1. Executive Summary………………………………………06 2. Introduction………………………………………………..08 3. Overview of the Auto segment…………………………14 4. Review of Literature………………………………………20 5. Objective of the study……………………………………29 6. Scope of the study………………………………………..30 7. Research methodology………………………………….32 8. Limitation of the study…………………………………..39 9. Car’s Profile………………………………………………..40 10. Finding and Analysis…………………………………….51 11. Cross Tabulation………………………………………….68 12. Conclusion…………………………………………………71 13. Scope of the Study……………………………………….74 14. Annexure…………………………………………………...75

Executive Summary

The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have increased at the rate of 38% per annum in June 2005-06 over the corresponding period in the pervious year. Further competition is heating up in the sector with a host of new players coming in and other like Porsche, Bentley, Audi, and BMW all set to venture in the Indian markets. One factor that could help the companies in the marketing of their product is by knowing and creating a personality for their brands.

This report attempts to answer some of the questions regarding brand personality of selected cars in India by conducting the market research. This report is categorized into parts, deals with introduction to brand personality, companies selected, product and the industry.

The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have increased at the rate of 25% per annum in June 2005-06 over the corresponding period in the previous year. Further competition is heating up in the sector with a host of new players coming in and others like Porches, Bentley, Audi, and BMW all set to venture in Indian markets. One factor that could help the companies in the marketing of their products is buying Behavior of the consumers. The Buying Behavior of the customers can be studied by knowing their perceptions about the cars in the market and about the possible entrants in the market. One such technique is by knowing and creating a personality for the brands.

This personality sketching will help in knowing what a customer (or a potential customer) thinks about a given brand of car and what are the possible factors guiding a possible purchase. Similarly, the idea of measuring the customer satisfaction will serve the same purpose of determining the customer perception. Thus, by measuring the” willingness of existing users of a car to recommend it to others” will help the car manufacturers to chalk out the entire Customer Buying Behavior.

The reports shall attempt to answer some of the questions regarding brand personality of selected cars in India by conducting a market research. The market research will be helpful for the new car entrant companies in India to find out the possible gaps between the customer expectations and the present market offerings. This way these companies will be able to find their share in the ever-expanding Indian market pie.

The research will track the customer satisfaction in the following two layers:

• Product related Parameters

• Dealers related parameters

The customer satisfaction index will be calculated for the car brands taken into consideration.

It will be mainly a primary research and the information will be gathered from both primary and secondary research. The study will analyze the applicability of existing research...
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