Chapter 1:

profile of the industry

and organization

Chapter 1: Profile of the Industry and Organization

1
1.1 About the Industry:
The automotive industry is a wide range of companies and organizations involved
in the design, development, manufacturing, marketing, and selling of motor
vehicles, some of them are called automakers. It is one of the world's most
important economic sectors by revenue. The automotive industry does not include
industries dedicated to the maintenance of automobiles following delivery to the
end-user, such as automobile repair shops and motor fuel filling stations.

The term automotive was created from Greek autos (self), and Latin motives (of
motion) to represent any form of self-powered vehicle. This term was proposed
by Elmer Sperry. Around the world, there were about 806 million cars and light
trucks on the road in 2007, consuming over 980 billion liters (980,000,000 m3) of
gasoline and diesel fuel yearly. The automobile is a primary mode of transportation
for many developed economies. The Detroit branch of Boston Consulting
Group predicts that, by 2014, one-third of world demand will be in the
four BRIC markets (Brazil, Russia, India and China). Meanwhile, in the developed
countries, the automotive industry has slowed down. ] It is also expected that this
trend will continue, especially as the younger generations of people (in highly
urbanized countries) no longer want to own a car anymore, and prefer other modes
of transport. Other potentially powerful automotive markets
are Iran and Indonesia. Emerging auto markets already buy more cars than
established markets. According to a J.D. Power study, emerging markets accounted
for 51 percent of the global light-vehicle sales in 2010. The study, performed in
2010 expected this trend to accelerate. However, more recent reports (2012)
confirmed the opposite; namely that the automotive industry was slowing down
even in BRIC countries. In the United States, vehicle sales peaked in 2000, at 17.8
million units.

1.2 About the company:

Mercedes Benz in India was set up in 1994, this was the joint venture of Daimler Benz
and telco for the productions and sales of their cars in India. The first authorized

2
dealership was set up in March 1997 and the first authorized service station was setup
in august same year. Mercedes Benz India limited was rechristened to Daimler to
Daimler-Chrysler India private limited

Mercedes Benz has become 100% subsidiary of Daimler-Chrysler group in September

2001 and it was one of the first joint ventures set up in India. they have Mercedes
manufacturing plant in Pune and it was declared as the best manufacturing unit outside
Germany many times. This tells the quality of cars produced in India. They 24
authorized dealerships all over India along with their highly equipped service stations
where they provide world class service but charge a world class price also. A Mercedes
Benz authorized service station is equipped to handle an exigency part from regular
servicing and maintenance. Hence you can be assured of efficient, knowledgeable and
professional service.

Corporate vision, mission statement and objectives:

Vision:

Our vision is to be the premier automobile dealership in Ghana, providing exceptional

value to its customers through service of highest quality. Silver Star Auto Ltd is also
committed to continuously increase its market share in the automobile industry by
making Mercedes Benz band of choice.
We will achieve this by providing a supportive work environment that allows its
employees to pursue professional excellence, whilst positively contributing to the work.
With its motor in mind - QUALITY SERVICE, OUR PASSION; customer satisfaction is
its goal and ‘do it right the first time’ is its wisdom.
Silver Star Auto Ltd. values its employees and clients, promotes growth, and
demonstrates integrity and respect.

Mission statement and objectives:

3
The mission of Silver Star Auto Limited is to promote the Mercedes-Benz brand by
developing and implementing strategies that result in high sales and exceptional After-
Sales services to our customers in Ghana, leading to optimum return on investment for
our shareholders.
We will achieve this by providing a supportive work environment that allows our
employees to pursue professional excellence, while positively contributing to the
communities that we work in.

SWOT analysis:
Strengths in the SWOT analysis of Mercedes
1. High TOMA: Mercedes is a well-established brand & is part of the
“German Big 3” luxury automakers, along with Audi and BMW, which are
the best-selling luxury automakers in the world. Mercedes focuses its
sponsorship spending on events that attract a well-heeled crowd. Its three
pillars are golf, tennis and New York’s Fashion Week. Mercedes won its first
Constructors’ Championship as the top team in F1 in 2014.

2. Manufacturing facilities worldwide: It has manufacturing facilities across

6 continents and in 26 countries including both for passenger cars & buses
which is helping them to keep their operational cost low & thereby increase
their profit.

3. Continuous product innovation: Daimler parent company of Mercedes has

always been known for its technological advancement right from
introduction of internal combustion engine in 1886 to “Pre-
safe” technology in 2013, Company has travelled far to establish itself in the
premium passenger car/trucks segment. Mercedesis concerned about
safety features of the vehicle.

4. Financial stability: Strong financial position of the parent company

Daimler which has several other world renowned brands is helping the
group companies in minimizing their operational cost by using shared
resources.

5. Strong hold in the developing nations: Premium automobile players like

AUDI, BMW etc. who are excelling in the developed economies are being

4
 trailed by Mercedes in developing nations like India. Mercedes is focused
on becoming No.1 player in developing markets & that’s what driving their
growth.

6. Product portfolio: Mercedes have strong product portfolio ranging from

sedan to SUV which is helping them to compete with other players in the
market.

Weaknesses in the SWOT analysis of Mercedes

1. Expensive After sales service & maintenance: Servicing cost is one of
the important deciding factors which ever vehicle you are planning to buy.
Mercedes servicing cost is high as compared to other players in the same
segment.

2. Conflicting goals of the group companies: It may happen that Daimler

itself being such a big group can fall prey of conflicting objectives of the
group companies which may affect its individual brand.

3. Distribution is stunted – Although Mercedes could expand strongly,

however, it is found to have a stunted growth because it keeps distribution
of its vehicle very much exclusive, which affects its supply and therefore its
brand equity.

Opportunities in the SWOT analysis of Mercedes

1. Growth shifting to Asian markets: Although American & European
market is the pulse of this Industry, but the focus is shifting to developing
markets like China, India & other Asian nations because of rise in
disposable income, changing lifestyle & stable economicconditions.

2. Increase in demand of premium vehicles: Companies like VOLVO, Audi,

BMW etc. are betting high & are targeting the developing nations due to
increase in demand of Luxury public transportation system.

3. Strategic Alliances: This can prove smart strategy for Automobile

companies. By using specialized capabilities & partnering with other
company they can differentiate their offerings.

4. Growing Automobile industry: Automobiles represent freedom and

economic growth.Automobiles allow people to live, work and play in ways
that were unimaginable a century ago. Automobiles provide access to

5
 markets, to doctors, to jobs. Nearly every trip ends with either an economic
transaction or some other benefit to the quality of life.

5. Technological advancement: Developing fuel efficient futuristic

technology & hybrid cars can help Mercedes in emerging as a market
leader globally.

Threats in the SWOT analysis of Mercedes

1. Intense Competition from other players in the segment: Presence of
players such as AUDI, BMW, Volvo etc. who are not leaving any stone
unturned to emerge as a global player & leader in most of the markets.

2. Volatility in the fuel Prices: At least for the passenger segment

fluctuations in the fuel prices remains the determining factor for its growth.
Also government regulations relating the use of alternative fuels like
CNG. Shell gas is also affecting the inventories.

3. Sluggish Economy: Macroeconomic uncertainty, Recession, un-

employment etc. are the economic indicators which will daunt the
automobile industry for a long period of time.

4. High fixed cost and investment in R & D: Due to the fact that mature
markets are already overcrowded, Industry is shifting towards emerging
markets by building facilities, R & D centers but benefit of these decisions is
yet to be capitalized.

5. Government Regulations: Government policies like reduction in global

warming by discouraging the use of personal transportation, reducing the
road permit validity, volatility in fuel prices, restricting the entry of outside
state vehicles are some of the policies/regulation which are already been
implemented in respective regions in the world and is affecting the sector by
& large.

6
 Chapter-2
Introduction to Study

7
 Chapter2: Introduction to Study

A research process consists of stages or steps that guide the project from its conception
through the final analysis, recommendations and ultimate actions. The research process
provides a systematic, planned approach to the research project and ensures that all
aspects of the research project are consistent with each other.

Research studies evolve through a series of steps, each representing the answer to a
key question.

INTRODUCTION

This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings; which are also
dealt with and lead to a logical deduction towards the analysis and results.

RESEARCH DESIGN

I propose to first conduct a intensive secondary research to understand the full impact
and implication of the industry, to review and critique the industry norms and reports, on
which certain issues shall be selected, which I feel remain unanswered or liable to
change, this shall be further taken up in the next stage of exploratory research. This
stage shall help me to restrict and select only the important question and issue, which
inhabit growth and segmentation in the industry.

The various tasks that I have undertaken in the research design process are :

8
  Defining the information need
 Design the exploratory, descriptive and causal research.

RESEARCH PROCESS

The research process has four distinct yet interrelated steps for research analysis

It has a logical and hierarchical ordering:

 Determination of information research problem.

 Development of appropriate research design.
 Execution of research design.
 Communication of results.
Each step is viewed as a separate process that includes a combination of task , step
and specific procedure. The steps undertake are logical, objective, systematic, reliable,
valid, impersonal and ongoing.

EXPLORATORY RESEARCH

The method I used for exploratory research was

 Primary Data
 Secondary data

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data
which is previously gathered data. An example is information gathered by a
questionnaire. Qualitative or quantitative data that are newly collected in the course of
research, Consists of original information that comes from people and includes
information gathered from surveys, focus groups, independent observations and test

9
results. Data gathered by the researcher in the act of conducting research. This is
contrasted to secondary data, which entails the use of data gathered by someone other
than the researcher information that is obtained directly from first-hand sources by
means of surveys, observation or experimentation.

Primary data is basically collected by getting questionnaire filled by the

respondents.

SECONDARY DATA

Information that already exists somewhere, having been collected for another purpose.
Sources include census reports, trade publications, and subscription services. There
are two types of secondary data: internal and external secondary data. Information
compiled inside or outside the organization for some purpose other than the current
investigation Researching information, which has already been published? Market
information compiled for purposes other than the current research effort; it can be
internal data, such as existing sales-tracking information, or it can be research
conducted by someone else, such as a market research company or the U.S.
government.

Secondary source of data used consists of books and websites

My proposal is to first conduct a intensive secondary research to understand the full

impact and implication of the industry, to review and critique the industry norms and
reports, on which certain issues shall be selected, which I feel remain unanswered or
liable to change, this shall be further taken up in the next stage of exploratory research.

DESCRIPTIVE RESEARCH

STEPS in the descriptive research:

Statement of the problem

 Identification of information needed to solve the problem

 Selection or development of instruments for gathering the information

10
  Identification of target population and determination of sampling Plan.

 Design of procedure for information collection

 Collection of information

 Analysis of information

 Generalizations and/or predictions

DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire
method has come to the more widely used and economical means of data collection.
The common factor in all varieties of the questionnaire method is this reliance on verbal
responses to questions, written or oral. I found it essential to make sure the
questionnaire was easy to read and understand to all spectrums of people in the
sample. It was also important as researcher to respect the samples time and energy
hence the questionnaire was designed in such a way, that its administration would not
exceed 4-5 mins. These questionnaires were personally administered.

The first hand information was collected by making the people fill the questionnaires.
The primary data collected by directly interacting with the people. The respondents were
contacted at shopping malls, markets, places that were near to showrooms of the
consumer durable products etc. The data was collected by interacting with 200
respondents who filled the questionnaires and gave me the required necessary
information. The respondents consisted of housewives, students, businessmen,
professionals etc. the required information was collected by directly interacting with
these respondents.

11
DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION

It is a description of the characteristics of that group of people from whom a course is

intended. It attempts to describe them as they are rather than as the describer would
like them to be. Also called the audience the audience to be served by our project
includes key demographic information (i.e.; age, sex etc.).The specific population
intended as beneficiaries of a program. This will be either all or a subset of potential
users, such as adolescents, women, rural residents, or the residents of a particular
geographic area. Topic areas: Governance, Accountability and Evaluation, Operations
Management and Leadership. A population to be reached through some action or
intervention; may refer to groups with specific demographic or geographic
characteristics. The group of people you are trying to reach with a particular strategy or
activity. The target population is the population I want to make conclude an ideal
situation; the sampling frames to matches the target population. A specific resource set
that is the object or target of investigation. The audience defined in age, background,
ability, and preferences, among other things, for which a given course of instruction is
intended.

I have selected the sample trough Simple random Sampling

SAMPLE SIZE:

This involves figuring out how many samples one need.

The numbers of samples you need are affected by the following factors:

 Project goals

12
  How you plan to analyze your data

 How variable your data are or are likely to be

 How precisely you want to measure change or trend

 The number of years over which you want to detect a trend

 How many times a year you will sample each point

 How much money and manpower you have

SAMPLE SIZE

I have targeted 100 people in the age group above 20 years for the purpose of the
research. The target population influences the sample size. The target population
represents the New Delhi region. The people were from different professional
backgrounds.

The details of our sample are explained in chapter named primary research where the
divisions are explained in demographics section.

ERRORS IN THE STUDY

Interviewer error

There is interviewer bias in the questionnaire method. Open-ended questions can be

biased by the interviewer’s views or probing, as interviewers are guiding the respondent
while the questionnaire is being filled out. The attitudes the interviewer revels to the
respondent during the interview can greatly affect their level of interest and willingness
to answer openly. As interviewers, probing and clarifications maximize respondent
understanding and yield complete answers, these advantages are offset by the
problems of prestige seeking, social desirability and courtesy biases.

13
Questionnaire error

The questionnaire designing has to careful so that only required data is concisely
reveled and there is no redundant data generated. The questions have to be worded
carefully so that the questions are not loaded and does not lead to a bias in the
respondents mind

Respondent error

The respondents selected to be interviewed were not always available and willing to co
operate also in most cases the respondents were found to not have the knowledge,
opinion, attitudes or facts required additionally uninformed response errors and
response styles also led to survey error.

Sampling error

We have taken the sample size of 100, which cannot determine the buying behavior of
the total population. The sample has been drawn from only National Capital Region.

RESEARCH DESIGN

Research design is a conceptual structure within which research was conducted. A

research design is the detailed blueprint used to guide a research study towards its
objective. It is a series of advanced decision taken together comprising a master plan or
a model for conducting the research in consonance with the research objectives.
Research design is needed because it facilitates the smooth sailing of the various

14
research operations, thereby making research as efficient as possible yielding
maximum information with the minimum effort, time and money.

Scope and the Limitation of the study

 The scope of study is limited to the respondents are selected from in and around
Hyderabad
.
 The project is carried out for the period of 8 weeks only.

 Measurement of customer satisfaction is complex subjects, which uses non-

objectives method, which is not reliable.

 The sample unit was also 100 respondents.

 However, Mercedes-Benz showrooms are located in other places i.e. locally and
even in the neighboring states. Only opinion of respondents of HYDERABAD
was consider for finding out the opinions of respondents.

15
 Chapter 3:
Review of Literature

Chapter 3: Review of Literature

To create fascination and brand identity: that's the objective of the Mercedes-Benz design
philosophy, oriented towards long-term effect rather than short-lived trends, it taps into a
“gene pool” of brand-typical style elements in the sense of a living tradition. At the end of this
process is the car as an individual space for living.

16
For Mercedes-Benz, design is literally a trademark. Because for over 100 years, design has
characterized the image of the brand with the three-pointed star and has made visible
typical Mercedes brand values such as fascination, responsibility and perfection. Insofar,
design has important tasks on two counts – and Mercedes design has fulfilled them for
many years now very successfully: the car's lines fascinate not only because of the product
itself, they also serve as a mirror of the philosophy and profile of the Stuttgart-based
automotive brand. In other words: design makes brand values visible – and sets its mark on
them.

Design should also awaken passion, passion for the automobile and the wish to possess a
model. “Love at first sight” has long been a slogan with a great reality content in the
automotive trade. After arousing love at first sight, one of the main tasks of the designers is
to create a lasting relationship and maintain the love affair over many years. The
psychological arc goes from acquaint to recognize to brand awareness. It is not only a
question of creating shapely, functional individual products, but of generating brand identity
at the same time.

Identity and continuity

However, in order to build up and care adequately for such a successful brand image, long-
term strategies and conceptual continuity are essential. New Mercedes models must indeed
formally create a bridge to the future, but at the same time their lines may not abandon their
origin. This guarantees that every new Mercedes-Benz possesses a clearly recognisable
identity and shows its pedigree at the first glance. Although every model displays
unmistakable analogies with its predecessors, it shows a clear formal further development
and heralds a new design era.

Given that a product life span of around 20 years is quite realistic for Mercedes automobiles,
the designers must not indulge in passing fancies. The high market value which Mercedes-
Benz passenger cars retain even after many years on the road is due not least to the fact
that a previous model of Mercedes-Benz does not automatically “look” old. Even when new
models come out in a model series, they don't detract from their predecessors, which
continue to be desirable, in particular because of the enduring appeal of their design.

17
A Mercedes-Benz is always recognizable as a Mercedes-Benz. Meticulously and with great
care, Mercedes-Benz designers ensure that certain style features, while being further
developed, are retained in their basic form. Designers then speak of the brand's “gene pool”.
This is what they tap into, to care for and protect the style of the brand.

A good example of this is the typical Mercedes radiator grille – a feature which has identified
and rendered unmistakable the motor car with the three-pointed star for over 100 years.
Over this long span of time the radiator grille has been repeatedly developed further in a
formal sense. Both in its basic proportions and in its details the designers try to interpret this
identifying feature anew, creating a fresh, modern image.

Trends and reality

Recognizing and shaping trends are important tasks of the auto designers. They live in the
present, but their realm of action is the future. This calls for a very sensitive perception for
changes in customers' life habits, for people's new attitudes towards their daily life and for
those tendencies concerning form and colour made evident in other sectors such as the
furniture industry or the electronics sector, for example. Or for impulses coming from other
cultures; this is why Mercedes designers do not only work in Germany, but in Italy, Japan,
China and the USA as well. The automaker has set up Advanced Design Studios at all these
locations, to act as a sort of seismograph and pick up stylistic trends on site and analyse
them to process them creatively. A key issue here is the ability to intuitively grasp that which
can attain formal timelessness, and to develop a sensitivity for important, sustainable
tendencies in art, culture and society.

However, having a vision for the future and being able to sense new trends is not enough.
Because behind the manifold, diffuse wealth of future ideas on offer there lies the question
of which of the currents does a brand like Mercedes-Benz want to allow itself to be
influenced by. For Mercedes-Benz it has always been decisive to be, not fashionable, but
modern.

That's why what is important is to distinguish between short-lived tendencies and long-term
developments and thus identify customers' authentic expectations for the future. Mercedes
designers therefore do not need trend counseling but rather a well-founded prognosis and

18
concrete answers to the questions as to how people will live tomorrow, how they will
consume and – in particular – how to enthrall and inspire future customers. The challenge
consists in reflecting about possible future developments and to think further – beyond the
reality that bears the seal of trends and fashion.

Passion and practicality

This aspect is probably the most important and interesting of those that determine the work
of automotive designers. It is all about people, or, more specifically, about customers and
their personality. Because driving a car today means a lot more than reaching your
destination in safety and comfort. Today, more than ever, the emphasis is on making the
journey itself an experience that is enjoyable because one feels at ease in one's car, and
because the car goes well with one's lifestyle – and because it is also possible to express
style very well by means of the car. More than ever, the sensory perception of a product
therefore plays an exceptional role.

Experience and enjoyment

Keeping the fascination for what is beautiful alive over the years is also one of the most
important tasks of the interior designers. Its importance for design work is increasing. The
interior of a car is conceived as a space for living, one where a lot of time is spent. That is
why a pleasant environment is playing an increasingly important role in the motor car, too.

There is no doubt about it: customers have become both more demanding and more
discerning over the years in this respect. They not only want a wide choice of possible
appointments from which to pick precisely that which suits their individual taste and
personality. They now also set greater store by the use of high-quality materials and
precision workmanship. These of course help convey, whilst also making more tangible,
values such as aesthetics, comfort and quality as part of the overall visual impression.

The objective of the interior designers at Mercedes-Benz can be summed up in a few words:
one gets into the car, closes the doors and immediately feels at home

19
20
 Chapter4:
Data analysis and
interpretation

Chapter 4: Data analysis and interpretation

How Big Data Analytics Innovates Brand Marketing

Fostering relationship will require businesses to understand the needs and preferences
of their customers. This is crucial for brand marketing as it helps an online business to

21
have a specific target market that it knows better in terms of their customer purchasing
preferences and related shopping activities. For many years, companies have already
collected linear data for digital marketing. However, as digital technology evolves and
grow, big data analytics came and it innovates how the brand marketing approach is
done by most prominent brands in the industry today.

A new form of data analytics has emerged, infusing brand marketing campaigns with
more accurate analysis on how brands can connect and interact with their target
consumers and market. Instead of linearly collecting data, the new approach for brand
marketing is utilizing circular data analysis, which involves understanding customer
behaviors, shopping activity, and preferences for a product, service or brand. For every
Likes or re-tweet of potential customers to a brand’s Facebook or Twitter page, the data
analytics system processes the crucial metrics that set aside specific parameter results
to understand your customer’s patterns of preferences for digital products and services.

Businesses are driven towards satisfying their customers and big data analytics make
the process easier. It makes digital marketers more competent in delivering accurate
results in their digital marketing campaign by providing their customers the kind of
products they want and need. Many companies have been relying mainly on their gut in
terms of determining what products and services customers may want and like. This
becomes their marketing campaigns ineffective. With big data analytics, data reports
provide leads that can help marketers understand customer behavior more accurately.

The Infusion of Big Data to Brand Marketing

The massive influx of data provides numerous information that are helpful to brand
companies in determining the various aspects of product improvement and delivering
specific services relevant to customers that will yield better profit for them. Big data
provide a window of opportunity for brand companies to know what products their target

22
 customers are passionate about, their wants, preferences and shopping behavior.
Amazon, for instance, is using a new scheme of collecting big data by launching its
Price Check application that allows the consumers to use the app in checking for
Amazon.com product prices. By a simple click of this app, it brings back a massive
influx of information regarding the consumer purchasing habits, location and interests.

With big data on hand, brand companies will be able to improve the experience of their
customers when interacting with their products and services. By infusing big data
analytics, it is easier for marketers to know about their competitors and how to improve
their digital marketing strategies that will bring their brand closer to their customers. The
data collected is a company’s asset because by analyzing the collected data, valuable
customer information is extracted that companies use to build stronger relationship with
their target customers.

Using big data analytics for brand marketing:

The ultimate goal in utilizing big data in optimizing brand marketing is to understand
what data is valuable to your marketing goals. There are major benefits in using big
data as follows:

1. Big data can help enrich a brand company’s marketing model and customer
engagement. Branding can be improved by using the data acquired from customers’
shopping and purchasing behavior. This can help marketers understand how to
personalize a customer’s shopping experience and undertake a more
personalization approach to the company’s marketing model for better customer
engagement.
2. Big data analytic point out the existing marketing flaws. Brand marketers may
see possible indicators that will show the direction of market trends that their brand
may be unable to address. It can give a marketer more insights about the weak
areas of their marketing strategies and which marketing directions to take to make
their brand more customer-centric and engaging to their target market.

23
3. Brand marketing can use data analytics to improve a company’s marketing
experimentation process. Every aspect of digital marketing schemes may be
considered based on the customer data and behavior, and companies can employ
various marketing strategies to give their customers better product experience.
4. Use big data as a feedback loop. Big data parameters can be used to analyze
whether a particular brand marketing approach is working and able to engage
customers. With the big data analysis process, digital marketers can easily transition
from one marketing approach to another until they find one that yields better
customer response and product interaction.
5. Big data analytics provide newer insights in marketable approaches that were
never available before. Digital marketers are unable to track down a customer’s
online shopping patterns before, for instance, or unable to know what kind of brands,
products and services they usually search online. Translate and define data to obtain
new marketing views that will make your brand more responsive to the demands of
your market.

DATA FIGURE 1.0:

24
INTERPRETATION:

 35% of the respondents own a C class.

 30% of the respondents own an E class.
 10% of the respondents own an M class.
 25% of the respondents own an S class.

DATA FIGURE 2.0:

INTERPRETATION:

25
  22% of the respondents like the style/design of their car.
 24% of the respondents like the comfort of their car.
 26% of the respondents like the brand name of their car.
 28% of the respondents like the services offered.

DATA FIGURE 3.0:

INTERPRETATION:

 35% of the respondents prefer black colour.

 20% of the respondents prefer white colour.
 30% of the respondents prefer silver colour.
 15% of the respondents prefer red colour.

26
DATA FIGURE 4.0:

INTERPRETATION:

 21% of the respondents sources of information were their friends.

 21% of the respondents sources of information were the advertisements.
 19% of the respondents sources of information were the car experts.
 17% of the respondents sources of information were the salesperson.
 22% of the respondents sources of information were Auto magazines.

27
DATA FIGURE 5.0:

INTERPRETATION:

 75% of the respondents prefer authorized service centre.

 25% of the respondents prefer local workshops.

DATA FIGURE 6.0

INTERPRETATION:

28
  30% of the respondents prefer in house finance.
 70% of the respondents prefer out house finance.

DATA FIGURE 7.0:

INTERPRETATION:

 35% of the respondents source of media for information is T.V.

 15% of the respondents source of media for information is Magazines.
 30% of the respondents source of media for information is News papers.
 20% of the respondents source of media for information is F.M/Radio.

29
DATA FIGURE 8.0:

INTERPRETATION:

 20% of the respondents expect free insurance as an offer.

 30% of the respondents expect special discount as an offer.
 15% of the respondents expect extension of free service period as an offer.
 35% of the respondents expect finance availability with 0% interest as an
offer.

DATA FIGURE 9.0

30
INTERPRETATION:

 25% of the respondents expect information about new cars.

 25% of the respondents expect information about service and mileage.
 25% of the respondents expect assistance regarding loans & insurance.
 25% of the respondents expect dealers to understand their needs.

DATA FIGURE 10.0:

31
INTERPRETATION:

 18% of the respondents prefer the price of the brand.

 20% of the respondents prefer the quality of the brand.
 22% of the respondents prefer the comfort of the brand.
 15% of the respondents prefer the discnts & services provided by the
brand.
 25% of the respondents prefer all the attributes provided by the brand.

DATA FIGURE 11.0:

32
INTERPRETATION:

 22% of the respondents previous cars were BMW.

 28% of the respondents previous cars were Mercedes.
 25% of the respondents previous cars were Toyota.
 12% of the respondents previous cars were Volkswagen.
 13% of the respondents previous cars were Audi.

DATA FIGURE 12.0:

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INTERPRETATION:

highly satisfied with the fuel efficiency.

 30% of the respondents are satisfied with the fuel efficiency.

 25% of the respondents are neutral towards fuel efficiency.
 12% of the respondents are dissatisfied with the fuel efficiency.
 10% of the respondents are highly dissatisfied with the fuel efficiency.

DATA FIGURE 13.0

INTERPRETATION:

 30% of the respondents are highly satisfied with safety & comfort.
 25% of the respondents are satisfied with safety & comfort.
 20% of the respondents are neutral towards safety & comfort.
 15% of the respondents are dissatisfied with safety & comfort.
 10% of the respondents are highly dissatisfied with safety & comfort.DATA

FIGURE 14.0:

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INTERPRETATION:

 30% of the respondents are highly satisfied with the design.

 25% of the respondents are satisfied with the design.
 20% of the respondents are neutral towards the design.
 15% of the respondents are dissatisfied with the design.
 10% of the respondents are highly dissatisfied with the design.

DATA FIGURE 15.0:

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INTERPRETATION:

 26% of the respondents are highly satisfied with the space availability.
 25% of the respondents are satisfied with the space availability.
 22% of the respondents are neutral towards the space availability.
 16% of the respondents are satisfied with the space availability.
 11% of the respondents are highly dissatisfied with the space availability.

DATA FIGURE 16.0:

INTERPRETATION:

 29% of the respondents are highly satisfied with the maintenance cost.
 31% of the respondents are satisfied with the maintenance cost.
 20% of the respondents are neutral towards the maintenance cost.
 12% of the respondents are dissatisfied with the maintenance cost.
 8% of the respondents are highly dissatisfied with the maintenance cost.

DATA FIGURE 17.0:

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INTERPRETATION:

 29% of the respondents are highly satisfied with post sale & additnl.
services.
 27% of the respondents are satisfied post sale & additional services.
 24% of the respondents are neutral towards post sale & additional services.
 12% of the respondents are dissatisfied with post sale & additnl. services.
 8% of the respondents are highly dissatisfied with post sale & additnl.
services.

DATA FIGURE 18.0:

Features
120

100
100

80

60
100
40 35
30
20
20 35 30 10
20 5
10 5
0
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total

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INTERPRETATION:

 35% of the respondents are highly satisfied with the features.

 30% of the respondents are satisfied with the features.
 20% of the respondents are neutral towards the features.
 10% of the respondents are dissatisfied with the features.
 5% of the respondents are highly dissatisfied with the features.

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 Chapter-5
Findings& Suggestion

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 Chapter-5 SUMMARY OF FINDINGS

 . Most of the customers own a C class.

 Most of the customers like the services of their car.
 Most of the customers prefer the black colour.
 Most of the customers get the information about their car from auto
magazines.
 Most of the customers prefer the authorized service station.
 Most of the customers prefer out house finance as a finance option.
 Most of the customers get exposed to T.V. as a media for information.
 Most of the customers prefer finance availability with 0% interest as an offer.
 Most of the customers expect their dealers to provide them information about
every new information or offer.
 Most of the customers like all the attributes of their cars.
 Most of the customers owned a Mercedes as their previous car.
 Most of the customers are satisfied with the fuel efficiency of their car.
 Most of the customers are satisfied with the safety & comfort of their car.
 Most of the customers are satisfied with the design of their car.
 Most of the customers are satisfied with the space availability of their car.
 Most of the customers are satisfied with the maintenance cost of their car.
 Most of the customers are satisfied with the post sale & additional services
offered to them.
 Most of the customers are satisfied with the features of their cars.

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RECOMMENDATIONS & SUGGESTIONS

Mercedes-Benz has to implement good customer relationship management strategy

that enhances customer satisfaction level.

The company can for the undertake R&D to improve the existing feature which field help
increase in the customer satisfaction.

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

As majority of the customer give opinion that they are satisfied is the factor, services
and design of the product, the company should not only maintain the existing standard
but also enhance them.

Suggestions given by customers:

 Please try to increase the number of Service centers.

 Keep Service Stations at main locations of the city, where many customers feel it
easy to go to service centers.
 There is no proper response from the service men at service station. Please
recruit efficient service men in the service centers.

 The service men in the service centers are unable to understand the problems
told
by us, and they are not resolving the cars problems.

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  Provide information on service and mileage regularly.
 Please provide information about new cars along with their price lists at least
once in 6 months.

 Advertisements through televisions can influence many categories of people. So

try to concentrate on this segment. We don’t see or find much of the Mercedes

advertisements on T.V

 Try to provide financial facility at 0% interest.

 Customer should be educated about the maintenance of the vehicle. i.e.
Maintenance tips should be provided.

 Mileage of the cars is not up to the expectations.

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 Chapter 6:
CONCLUSION

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 Chapter 6:CONCLUSION

Accomplishing this project on customer satisfaction was an excellent and knowledge

gaining experience for me. Despite small sample size for questionnaire this project
helped me to know the view of customer and common people towards the customer
satisfaction of Mercedes-benz.

Brands are now a central feature of consumer marketing, they are important in building
long-term relationships with the consumer, irrespective of the type of market. Their
importance is now also being recognized in other markets including service and
industrial. Investing in a brand builds consumer confidence and loyalty and allows for
brand stretching. It requires a consistent and long-term strategy. Only a few brands
have emerged as truly global.

In conclusion I would say that the brand Mercedes-benz is quite known to peoples.
Mercedes-benz has built its customer satisfaction among a relatively large number of
people in an around New Delhi. The customers are aware largely of the product with the
help of Television and the product still has a way to increase its advertising channels to
reach the relatively large number of people. Most of the customers are satisfied with the
features and services of Mercedes-benz but there is always a scope of improvement in
every field.

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 Chapter:7
BIBLIOGRAPHY

45
 Chapter-7:BIBLIOGRAPHY

WEBSITES:-

 www.mercedes-benz.co.in
 www.mercedes-benz.com
 www.scribd.com
 www.wikipedia.com
 www.google.com
 www.automobileindia.com
 www.indiacar.com

MAGAZINES:-

 Brochures & Manuals.

 Top Gear
 Overdrive
 Business Today

BOOKS:-

 Marketing Research - G.C Beri

 Marketing Management- Philip Kotler
 Marketing Management- V.S Ramaswamy & S. Namakumari

46
 QUESTIONNAIRE

Name:

Contact no.

Address: E-Mail address:

1. Which of the following Mercedes car you own?

a) C class

b) E class

c) M class

d) S class

2. What do you like most about your Mercedes car?

a) Style/design

b) Comfort

c) Mercedes brand

d) Service

3. Which color do you prefer the most for your car?

a) Black

b) White

c) Silver

d) Red

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4. How did you come to know about this car before purchasing?

a) From friends, relatives (buzz)

b) Avertissements

c) Car experts

d) Sale’s pesons visit

e) Auto magazines

5. Where do you get your car serviced regularly?

a) At authorized service Centre

b) At a local workshop near my home

6. Which type of finance do you prefer?

a) In house finance

b) Out house finance

7. To which media do you get expose regularly?

a) Televisions

b) Magazines

c) News papers

d) F.M/Radio

8. What kinds of offers do you like or expect from the dealer?

a) Free insurance

b) Special discount on sale of cars

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c) Extending the service period

d) Finance availability with 0% interest

9. What more do you expect from your dealer?

a) Information about new cars

b) Information about service and mileage

c) Assistance regarding loans and insurance

d) Understanding customer needs

10. What are the attributes of the brand that you prefer as a customer?

a) Price

b) Quality

c) Comfort

d) Discounts & Services

e) All the above

11. What brand(s) did you own before buying this car?

a) Volkswagen

b) Toyota

c) BMW

d) Audi

e) Mercedes

12. Are you satisfied with the fuel consumption of your Mercedes?

a) Highly satisfied

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b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied

13. Are you satisfied with the Safety and Comfort of your Mercedes?

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied

14. Are you satisfied with the Design of your Mercedes?

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied

15. Are you satisfied with space available in your Mercedes?

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied

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16. Are you satisfied with the maintenance cost of your Mercedes?

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied

17. What is your satisfaction level with the post-sale & additional services offered by
Mercedes?

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied

18. What is your satisfaction level with the features offered by Mercedes?

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied

Please leave your suggestions:

Thanks for taking the time to fill out this questionnaire and for providing valuable

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information which will be used for my project work, market research studies and reports.
We do not share or sell your name, address or any other data with any outside
company for any purpose.

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