Professional Documents
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I AM inside
Anmol Verma
PGDM II year
Roll. No. 09
Main objective
Objective of study
• The objective of the study is to understand “factors
influencing customer buying behavior of small cars.
• The satisfaction level of car owners of different brands of
small cars.
• To understand the customer perception about the car.
• The research tracks responses at following two layers
Product related parameters
Dealer related parameters
Automobile Industry
Farm/Earthmoving Passenger
PCs/MUVs/SUVs LCVs/M&HCV & Construction Motorcycles/Scoote Carriers /
S/BUSES Equipments rs/Mopeds Goods Carriers
Domestic Market Share for 2009-10
Total
passenger 16% Passenger
vehicles Vehicles
4% Commercial
4% Vehicles
Three Wheelers
Two Wheelers
76%
1,949,776
2,000,000
1,549,882 1,552,703
1,379,979
1,500,000 1,143,076
1,061,572
902,096
1,000,000
500,000
0
2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10
Passenger Vehicles
Maruti is Leader
Market Share in 2009-10
3%
3% 5%
Maruti
8% 5% Tata
43%
Hyundai
Mahindra
General Motors
Toyota
16% Honda
17% Other
Maruti,Tata,Hyundai,
Chevrolet (GM)
Q. Why you buy your present car?
Data Analysis
32%
Motives For buying a car
22%
16
11 9 9
5
Q. You decided to buy your present car because of
Technical superiority
over competition
Comfort
Value for money
100% 1 1
2 3 2 2 2 2 3
90% 3 3
1
2 2
80% 3 3 2
1 2 3 3
2 2
70% 4
2 1 1
3 3 3 3
60% 1
2
2
50% 2 4 3 4 2
3 2 3
40% 3 2
1
1 1 2
30% 2 2 1
2 4 1 3
20% 3
3 3 3 3
3 3 3 3 3
10% 3
0%
100% 2
2 3 2 2 2 3 2
90% 4 3 3
80% 4
3 2 3 3 3 3
70% 3 2
3 3
60%
3
2 4 2 2 2 4
50% 3 3
2 2
40%
3 2 4
3 3 3 3
30% 1 2 1 2
20%
2 3 4 2 3
2 2 2 3 2 3
10%
0%
lto ift VA i ng a rk t ilo t ile i m
e
t ar i sta i 10
A w - s
ki is U o
X Sp Es i o
S
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V
d ai
zu k o r t n l z i ic
u u zu ve a nt o le Ze P a et u k d yun
S A r i t G z n
ti t is let a iS h ev zu k ia a i S u
a
I H
u u o F nd i t
ar ar e vr u nd C S u
u r ut Ta
M M y t i y a
Ch H u H M
ar
M
100%
90% 4 4 4 4 4 4
5 5 5 4 5
5 4
80%
70% 4 4 4
4 4 4
60% 4 4 4
3 4 4
50% 3
4 5
40% 2 4 4 4 5
3 2 4
4 2
30% 1
20% 4 5
4 4 4 3 5 4 4 4 4
2 3
10%
0%
) ) s ce s d e es ff e) s er es
ity ns lit
ie vi re de m g St
a ic io
n
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im it o c i er p a vi Ti ar r v ct e he
m
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ra
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y erT ed
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la
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er r
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ai rm e
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ist em A v n fo (D st n c e
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D
r tis I
lin
g Cu bie
n an
ve d re
d
Am Fi
A d an su
H
ar As
C
winner
Maruti suzuki Tata motors
General motars Hyundai
Q. Rate the brand image of your car
Santro is
5
best brand 5
image car 4
4 4 4 4 4 4
3
3 3 3 3
lto
wift V A in g
a rk tilo tile ime star ista i10
iA - s S ai
k k i s o U ro X t Sp n E io P r
A -
a
V d
uzu zu ve nt
o le Z e P al e tz
uki dic un
u A a r i G z n y
ti S ti s l et i S e v uk iat a i S u a
I H
u u o a h z F d i t
ar ar v r
u nd C S u
yu n
r ut Ta
M M e i a
Ch H
y
r ut H M
a
M
Q. Will you recommend your car to your friends
74 % recommend to
other 26%
Yes
74% No
No 13
Yes 37
0 5 10 15 20 25 30 35 40
36% 18%
Mostly wanted 18
18
16
14
12
11
12
9
10
0
Same segment , same Same segment, Upper segment, same Upper segment,
manufacturer different manufacturer different
manufacturer manufacturer
Age Group
18
16
22%
14 49%
12
10 18
8
6 4
3 8 3
4 2 2 5
4 1
2
0
Yes No
Customer is moving to 21
to 35 age group
Thanks