LIST OF TABLES

S NO 1

TABLES Age of the respondents

PAGE NO 37

Income of the respondents

39

Market segmentation in LMVs

41

Reason for having present car

43

Deciding factors for the next brand purchase

45

Dynamics of consumer decision making process Satisfaction level of interior design

47

49

Satisfaction level of safety features

52

Advantage of existing car

54

10

Marketing strategy by manufacturer

57

11

Brand recommendation

58

12

Decision factor for new car purchasing

60

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LIST OF CHARTS

S NO 1 2 3 4 5 6 7 8 9 10 11 12

CHARTS Age of the respondents Income of the respondents Market segmentation in LMVs Reason for having present car Deciding factors for the next brand purchase

PAGE NO 38 40 42 44 46 48 50 53 55 57 59 61

Dynamics of consumer decision making process Satisfaction level of interior design Satisfaction level of safety features Advantage of existing car Marketing strategy by manufacturer Brand recommendation Decision factor for new car purchasing

EXECUTIVE SUMMARY In this scenario the automobile industry is the most lucrative industry. Due to the increase of disposable income in both rural and urban area and easy finance being provided by all the financial institutes, the passenger car sales have increased at the rate of 38 per cent per annum in June 2007-5 -80-

08 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 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. The report 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 research helps to those companies 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 Dealer related parameters

The customer satisfaction index is 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 concepts, theories, and tools for evaluating consumer satisfaction. It is aimed to study the car market and buying behavior of the customers. The project analyzes the demographic, psychographic and buying characteristics of the customers in buying the car. It includes the detailed study of customers focusing on various parameters that lead to identifying and understanding the perception of the customers decision making in buying the car brands.

INTRODUCTION It is a true fact that if the customers are satisfied then the recommended to others. Word of mouth and customer satisfaction play a very important role in determining market perception about
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automobiles. Market perception determines the success of a company and so it is very important for the car manufacturers to measure the willingness of existing users of a product to recommend it to others. Car is one of the products which is purchased most significantly by Indian households. What makes the perfect car that influence willful purchase? The project highlights the factors that influence the buying decision of a consumer. The factor under consideration would be: Price Income of the consumer Features in the car Safety standard Warranty scheme Finance facility

Is an Indian consumer ready for more? Which is the driving motive behind the effective demand of the car? How the coming of new models like Fiat linea, is it going to effect the buying decision of consumer and especially the Tata 1 lakh car. In other words, from the spread of choices offered by various manufacturers under various segments, of which one the customer will finally turn the ignition on and drive. Customer satisfaction index: some of the most advance thinking in the business world recognizes that customer relationships are best treated as assets, and that methodical analysis of these relationships can provide a road map for improving them. If you cannot measure it, you cannot improve it. Lord William Thomson Kelvin (1824-1907) To measure the performance of the quality management system, the organizations shall monitor information relating to customer perception and to check whether the organization has met customer requirements or not. The method for obtaining and using this information shall be determined

The requirement has been there in the QS9000 standard clause 4.1.6 which says:

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Trends in customer satisfaction and key indicators of customer dissatisfaction shall be documented and supported by objective information. These trends shall be compared to those of competitors, or appropriate benchmarks, and reviewed by senior management. There is obviously a strong link between customer satisfaction and customer retention. Customers perception of service and quality of product will determine the success of the product or service in the market. With better understanding of customers perceptions, companies can determine the actions required to meet the customers needs. They can identify their own strengths and weaknesses, where they stand in comparison to their competitors, chart out the path future progress and improvement. Customer satisfaction measurement helps to promote an increased focus on customer outcomes and stimulate improvements in the work practices and processes used within the company. Customer expectations are the customer-defined attributes of your product or service. We cannot create satisfaction just by meeting customers requirements fully because these have to be met in any case. However falling short is certain to create dissatisfaction. Major attributes of customer satisfaction can be summarized as: Product quality Product packaging Keeping delivery commitments Price Responsiveness and ability to resolve complaints and reject reports Overall communication, accessibility and attitudes

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Values

Benefits

Features Attributes
We cannot begin to address the customer satisfaction issue, we define the parameters and measures clearly. The customer satisfaction index represents the overall satisfaction level of that customer as one number, usually as a percentage. The buying process involves the following steps:

Problem Recognition Information search

Evaluation

Decision Buy

Post Purchase Dissonance

Dissatisfaction = Brand Rejection

Satisfaction = Brand Acceptance

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The fact that word of mouth sales are a big deal in this industry has also helped. Industry players and market surveys reveal that 20-30 percent of sales are through word of mouth.

For the purpose of the project, the researcher has undergone through Surveying the relevant consumer base through exhaustive questionnaire. Understand the elements underplaying in each segment. Deducing an analytical overview through different statistical methods.

Recommendation comes from satisfaction and satisfaction comes from

Sources: www.automobileindustry.com

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MARKETING STRATEGY For todays business, change is only constant, what was in vogue yesterday will not be in fashion tomorrow. This applies equally well to business. Firms which dont change their marketing activities (strategy) and adjust themselves to market trends will go out of business. It is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Marketing strategies may differ depending on the unique situation of the individual business. Marketing strategy means, the overall plan for marketing a product that includes selecting and analyzing a target market and creating and maintaining a marketing mix. Marketing strategies are very important for market participants. Through marketing strategies a company or a business institution and even individual buyers and sellers can extract maximum profit. Though the important thing is to go through sound market survey and research before operating any strategically move, it may appear with the naked eye that small investors or buyers and sellers do not make strategies, they actually do. In street markets the seller has his own marketing strategies on what price he wants to sell his commodity, as the buyer wants to curtail the price and make maximum profit out of it. There are various ways through which a marketing strategy can be done. All strategies are unique and thus are very difficult to categories. But there is some generic categorizing which is done by the market experts. Some of the common types of marketing strategies are: Porter Generic Marketing Strategies Innovation Strategies Growth Strategies Warfare Based Marketing Strategies

Porter Generic Marketing Strategies

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This strategy is consisted of strategic scope and strategic strength. Strategic strength looks to keep the company's competitive vantage and strategic strength looks to penetrate the market. This can be divided into three parts such as cost leadership, product differentiation and market segmentation. Innovation Strategies This strategy deals with the launching of company's new products and models in the market. Innovation strategies also let the company to know if it is on the verge of fore fronting technology and business innovation. These can be of three types- pioneers, close followers and late followers. Growth Strategies Through this the strategists interrogate people about their plan to make their company grow and try to take better verdicts to make a new plan which can make the company prosper. Warfare Based Market Strategies This process draws parallel between military strategies and Market Strategies. It is considered to be the most desperate way of selecting strategies. The ultimate aim of inventing Market Strategies is to enter or sustain in a market with maximum profit and for that companies individuals are always making strategies not always formally but informally as well.

FACTOR INFLUENCE THE BUYER BEHAVIOR According to KOTLER (2003), The starting point for understanding buyer behavior is the stimulus-response model. Marketing and environmental stimuli ender in to the buyers consciousness. The buyers characteristic and decision process lead to certain purchase decision. Consumers buying behavior is influence by cultural, social, personal and psychological factors. Cultural factors exert the broadest and deepest influence.

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OVERVIEW OF THE AUTO SEGMENT (CARs PROFILE) Indians have emerged as avid car enthusiasts sporting their prized possessions as status symbols and speed machines. Foreign car companies have discovered the Indian consumer as well as the R & D potential in the Indian technical fraternity and are setting up manufacturing plants right and left across the country at lower costs. The Indian automobile industry is currently experiencing an unprecedented boom in demand for all types of vehicles. This boom has been triggered primarily by two factors: (1) Increase in disposable incomes and standards of living of middle class Indian families estimated to be as many as four million in number; and (2) The Indian government's liberalization measures such as relaxation of the foreign exchange and equity regulations, reduction of tariffs on imports, and banking liberalization that has fueled financing-driven purchases. Industry observers predict that passenger vehicle sales will triple in five years to about one million, and as the market grows and customer's purchasing abilities rise, there will be greater demand for higher-end models which currently constitute only a tiny fraction of the market. These trends have encouraged many multinational automakers from Japan, U. S. A., and Europe to enter the Indian market mainly through joint ventures with Indian firms. India is increasingly becoming a global automotive hub both for the vehicles and component industry. India is fast integrating itself into the world economy and open to international automotive companies, who are increasingly investing in India. The Indian automotive and component industry is looking to increase the quality of production from existing levels, to develop new products and to increase exports. In the long run India is well set to become a key market for automotive and component manufacturers in terms of local demand and as a base for export. Additionally, companies such as GM, Daimler Chrysler, Toyota, Delphi and MICO/Bosch are utilizing Indias well developed IT / software capabilities and have set up R&D hubs here for their global operations

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Size of the Industry

The domestic Indian passenger car market (including utility vehicles) totaled 900,000 units (with a CAGR of 10 per cent over the past 4 years) while the exports were 130,000 million units (with a registered CAGR of 68 per cent over the past 4 years) during financial year 2004 The Indian two-wheeler Industry is one of the largest in the world, and is expected to At the back of this phenomenal automotive growth is the success of the Indian auto maintain robust growth in the future component industry. Presently a US$ 6.7 billion industry, it is expected to almost treble in less than eight years time to US$ 17 billion by 2012 India offers a distinct technological and cost-competitive advantage, which global Original Equipment Manufacturers (OEMs) and automotive suppliers are leveraging for both manufacturing and research facilities. The passenger car market is projected to grow at a CAGR of 12.3 per cent over the next few years. Growth in the mid-size and premium car segments is expected to outpace the overall market growth.

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Indian Automobile Industry

Cars in India Cars by Make

Audi

Bentley

BMW

Chevrolet

Daewoo

Fiat

Ford

Hindustan Motors

Honda

Hyundai

ICML

Lamborghini

Mahindra

MahindraRenault

Maini

Maruti Suzuki

Maybach

Mercedes-Benz Mitsubishi

Nissan

Opel

Porsche

Premier

Rolls-Royce

San

Skoda Cars by Body-Style

Tata

Toyota

Volkswagen

Volvo

Hat Sedan Coupe chback van/Van

Mini vertible

Con SUV

Truck

Station Wagon

M UV

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Cars by Segment

Small

Luxury

Midsize

Utility

Sports

Super Luxury

Small Cars in India

Chevrolet

Daewoo

Fiat

Hyundai

Mahindra-Renault

Maini

Maruti Suzuki

Opel

Skoda

Tata

Luxury Cars in India

Audi

Bentley

BMW

Chevrolet

Fiat

Ford

Honda

Hyundai

Maruti Suzuki

Mercedes-Benz

Mitsubishi

Nissan

Porsche

Rolls-Royce

Skoda

Toyota

Volkswagen

Volvo

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Midsize Cars in India

Chevrolet

Daewoo

Fiat

Ford

Hindustan Motors

Honda

Hyundai

Mahindra-Renault

Maruti Suzuki

Mitsubishi

Opel

Premier

San

Tata

Utility Cars in India

Chevrolet

ICML

Mahindra

Maruti Suzuki

Tata

Toyota

Sports Cars in India

Chevrolet

Ford

Mahindra

Tata

Super Luxury Cars in India

Audi

Bentley

Lamborghini

Maybach

Mercedes-Benz

Rolls-Royce

Source; www.LMVs.com and www.autocarindia.com

Automobile Industry in India is still in its infancy but growing rapidly. The opportunities in the automobile industry in India are attracting big names with the big purse and they are investing

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vigorously in infrastructure, design and development, and marketing. Automobile industry in India is today poised for the big leap.

India is the 2nd largest two wheeler manufacturer in the world Second largest tractor manufacturer in the world 5th largest commercial manufacturer in the world 3rd largest car market in Asia, surpassing China in the process

Automobile industry Contributes 17% of the total indirect taxes collected by the exchequer & is a driver of product and process technologies, and has become a excellent manufacturing base for global players, because of its

high machine tool capabilities Extremely capable component industry Most of the raw material locally produced Low cost manufacturing base Highly skilled manpower Special capability in supplying large volumes

Indian Automobile Manufacturers in India and Plant Locations

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Passenger Vehicles
The main domestic manufacturers of passenger vehicles are as follows:

Maruti Udyog Tata / Telco Mahindra / Mahindra Hindustan Motors

Foreign competitors manufacturing locally including Hyundai, Ford, General Motors, Honda, and Toyota. Car demand has seen a turnaround since mid 2001 thanks to heavy discounts and cheaper finance. A large number of new models, both locally assembled and imported, have also revitalized the market. In terms of volumes: The A/B segments are where Indias strength and future lies. The A/B segment accounts for over 65% of the total passenger vehicles produced. Competition in this segment is stiff with Maruti the market leader with around 55% market share. New models from Telco (Indica), Hyundai (Santro) and Fiat (Palio) however are eroding Marutis long standing dominance in this segment. The mid / luxury range is developing with the introduction of Ford (Ikon), Hyundai (Accent/Sonata) and Skoda (Octavia), although the volumes are not significant. The UV segment remains sluggish with growth at just over 1%. The clear market leader, Mahindra (44% market share) posted increased sales of 9% in the first 3 quarters of 2002/03. Toyota and Telco domestic UV business remains flat.

Commercial Vehicles
The main Indian companies in the Commercial Vehicle segment are:

TATA Engineering and Locomotive Company (TELCO) Ashok Leyland Bajaj Tempo Ltd Eicher Motors Ltd Swaraj Mazda

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There is only one international company currently manufacturing CVs in India, Volvo but again volumes are not large. Other global players are active, although in partnership with one of the domestic manufacturers E.g.:- IVECO (manufacturing their range of trucks in association with Ashok Leyland. There has been a significant turn around in this segment over the last 18 months with over 30% growth being seen in terms of both production and sales. This sector has received a huge boost with Indias massive demand from the infrastructure sector (particularly roads), cyclical fleet replacement by fleet owners and an upturn in the cement and steel sectors.

Automobile Manufacturers Market Share

Passenger Cars LCV

Hyundai 18%

Tata 13%

Fiat 4%Ford 3% HM 2%

Ashok Leyland 1%

Bajaj Tempo 7%

Eicher 8%

HM 2%

M&M 30%

Maruti 55%

Honda Toyota GM2% 0.3% Daimler Chrysler Mitsubishi Skoda 1% 0.2% 1% 1%

Tata 44%

Swaraj Mazda 8%

Maruti (JV of Suzuki), leading the market, Tata and M&M are the key players a) Followed by Hyundai and Tata, together hold close to 75% of market b) Daewoo stopped production, mainly due to financial issues 2 years back

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I. Maruti Udyog Limited Maruti Udyog Limited is the premier car company in India. Maruti Udyog Limited (MUL) was established in Feb 1981. The company entered into collaboration with Suzuki Motor Corporation of Japan to manufacture cars. Maruti is the highest volume car manufacturer in Asia, outside Japan and Korea. Maruti Udyog Limited, the largest car selling company in India, has many unique service advantages for the customers. It has bagged the First Position in JD power customer satisfaction index for the consecutive two years. The company has also ranked highest in India Sales satisfaction study. 1a. Estilo Maruti launched all new Estilo. If you are wondering why I dropped Zen from this car's name then let me explain. Estilo has got Wagon R's engine and chassis and Suzuki MR Wagon's shape. Whatever remains is taken from Zen, well does anything remains actually? Yes, Name! Name is taken from Zen, 'Zen Estilo'. In essence its stylish Wagon R, Japan's MR Wagon, combination of the two or anything but Zen. It seems Maruti wants to exploit Zen brand-image hence named this car after Zen. Zen Estilo has the same engine (1061cc, 64.8ps, 84Nm, 4-cylinder, 16-valve, MPFI F10D Petrol) under the hood that is found in Maruti Wagon R. Absolutely nothing has been changed except for the fact that this engine is much refined and is slightly better at responsiveness and fuel economy. This simply translate into 'Zen Estilo is a bit faster and more fuel economic than Wagon R'. Due to highly good drivability, driving in city would be more fun with Zen Estilo. Electronic Power Steering (not available in LX version) really helps in crowded traffic. Owning and maintaining Zen Estilo won't be a problem, engine is proven reliable and virtually maintenanceproof. 1b. Wagon R Duo At first glance the Maruti WagonR Duo looks quite normal. Well, that is if you think the WagonR's boxy looks are normal to start to start with. Frankly, for a car that has to get around a city, I really don't care, because the Duo is all about LPG, and the fact that it is first factory fitted LPG car in India. Factory-fitted means one major plus, your warranties don't get voided because of the gas fitment.

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There is no denying the cars cost advantage, this is the cheapest Maruti vehicle to run, and that in itself is a massive statement. The redesign of the car hasn't just meant a fresh exterior look; it has also meant new interior - rotary controls on the panel and a very neat looking display with an all new Speedo. The problem is that despite the insignificant cost savings, you save a rupee a kilometer on LPG over petrol, which even makes the extra Rs 24000 you have to pay for the car seem worth it, the Duo just wheezes at times, and this is despite two important facts, first LPG has more energy than CNG (that other gas) and because this is a company designed car, Maruti engineers have really played around with the engines tuning. 1c. Swift Competing with the other cars of Maruti, Maruti Swift is gradually making its position in the world of mid-sized family car. Maruti Swift has come up with the special technical specifications of 16 valve 4-cylinder, 1300 cc engine generating power. Maruti swift is equipped with various safety features and well advanced equipments. 3 assist grips, 3 spoke urethane steering wheel, antenna, cabin light (3 position), console box (lower), cup holders (front 2, rear1), front door trim pockets, green tinted glass window, halogen headlamps, headlamp leveling device, heater and manual Air conditioning, OVRM (internally adjusted), rear fog lamps, wind screen wiper 2 speed plus 1 speed intermittent, tailgate opener key type, trip meter (digital display), sun visors (both sides), brake assist , child lock (rear door), high mounted stop lamp, power steering, rear seat belts etc. are the features available in this model. Apart from the features found in other model, striking features of this model are black colored A & B pillars, 12v accessory socket in center console, day and night rear view mirror, door ajar warming lamp, driver's seatbelt warning lamp, tachometer, driver's seat belt warning lamp, vanity mirrors (sun visor co-driver side), rear seat head restraints, fabric accented door trims, central door locking (4 door), front and rear electronic windows, front fog lamps, light off/ key reminder, manual air-conditioning, key not removed warning buzzer, etc 1d. Maruti Baleno This mid size car with its bold and elegant looks along with its smart performance is becoming the part of the dream of many car lovers.

Colors
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Pearl Silver Silky Silver Superior White Midnight Black Bean Blue

Along with the features present in Lxi, there are many other extra features available in this model like leather steering cover, automatic climate control, rear spoiler with LED stop lamp, stylish alloy wheels, MP3 music system, silver finish centre garnish, remote keyless entry etc. It has various effective comfort and safety features like tilt adjust power steering, central lock door locking, electric windows, tachometer, trip meter, "key not removed" warning buzzer, AC illumination system, cigarette lighter, ash tray illumination, electrically operated AC louver switches, semi concealed windshield wiper (2 speed plus 2 controlled intermittent), front and rear mud flaps, day/night inside rear view mirror, velour floor carpet, front door armrests and pockets (both sides), rear door child lock, lockable glove box, side impact beams etc. 1e. Maruti Esteem Sophisticated big structured Maruti Suzuki esteem is one of the old car of the Maruti Udyog group. To run this huge car its engine is made of lightweight all-aluminum. This contemporary engine has capacity of 65 bhp at 6000 rpm. According to *Mileage (Auto India, Nov 2005), Esteem holds the topmost position on mileage among the other category of cars including the small cars. There are three models of Maruti Suzuki Esteem:

Maruti Esteem (Lx) Maruti Esteem (Lxi) Maruti Esteem (Vxi)

The basic model of Maruti Suzuki Esteem includes various safety features and unique configuration in it. Air conditioned Maruti Suzuki Esteem for the comfort of the owner provides the facilities of cabin heater, front seat back pockets (both sides), front door pockets (both sides), air flow controls, remote operated fuel tank lid and trunk lid, coat hanger hook on grip assistance etc..
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Instrument panel of this model includes tachometer and speedometer with sporty dial. Security measurement of this model has headlamp leveling device, collapsible steering column, lockable glove box, child proof rear door locks, halogen headlamps, prismatic day-night inside rear view mirror etc. This model is more upgraded version of Maruti Suzuki (Lx). Apart from the features that are already in MarutiSuzuki (Lx), there are other few more added features existing in Maruti Suzuki (Lxi). For comfort these models specially have rear view mirror on the left side, power steering and power window (front). II. Hyundai Motor Hyundai Motor India Limited (HMIL) was established in 1996 and is a wholly owned subsidiary of South Korean multi national, Hyundai Motor Company. HMIL is the fastest growing and the second largest car manufacturer in India and presently selling 30 variants of passenger cars in six segments. The Company has set up more than 70 dealer workshops that are equipped with the latest technology, machinery, and international quality press, body and paint shops, across the country, thereby providing a one-stop shop for a Hyundai customer. Hyundai also has a fleet of 78 emergency road service cars that can provide emergency service to all its customers anytime, anywhere. 2a. Hyundai Santro In the field of mid size car, Santro Xing is capturing the market very rapidly. Its design, style, space and other special features has made it one of the highest purchasable cars among any economy class. It has five variants:

Santro XK Santro XK (Non AC) Santro XL Santro XO Santro AT

Along with the other features that are present in Santro XK (Non AC), other features present in this model are air conditioner, day and night inside rear view mirror, chrome1 radiator grille etc. Along with the features available in Santro XK, added features in this model are 4 doors CLS,

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passenger side OVRM, tinted glass, map pocket front door driver side, front door full size arm rest, door trim with fabric insert, hydraulic power steering, power windows (front) etc 2b. Getz Hyundai Motors launched small family car Getz at August 2004. Euro III emission norms fulfilled Car, Getz powered by 1300 cc. engine. Only the petrol version of this car was launched initially. There are four variants found in this car:

Hyundai Getz GLS Hyundai Getz GLX Hyundai Getz GVS

This model has highly advanced features like AC with 4 speed blower, ash tray w/o illumination, center console w/ pen and jug holder, 60:40 rear seat split, vanity mirror passenger side, rear defogger, height adjustable seat belts (front), waist line molding, tilt steering, map pockets, front and rear power windows, rear seat back inclination(4 position), digital clock, rear wiper and washer, front for lamp, body color radiator grille, rear bumper reflectors, rear mud guard etc. Few features to view comfort and safety in mind, this model is being specially equipped with rear wiper and washer, rear defogger, alloy wheels etc. This model has few important features like height adjustable front seat belts, body colored radiator grille, rear bumper reflectors etc. 2c. Hyundai Accent Hyundai Accent was ceremonially launched at Frankfurt International Motors Show on 15 September, 1999. It came in two versions, i.e. petrol and diesel versions in India initially, while in Europe it was introduced only with the petrol version. Initially Accent came up with the manual transmission which in turn started getting available in automatic transmission. To know about the models of this car, please see this following text:

Hyundai Accent GLE Hyundai Accent GLS Hyundai Accent Viva Hyundai Accent Viva CRDi Hyundai Accent CRDi

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This model has many distinctive features like 60:40 split folding rear seats, automatic trunk lamps, body colored door handles, bumper with or without molding, door trims and consoles, high mounted stop lamps (HMSL), Mist (one stoke wiper blades), semi cloth upholstery, trip odometer, rear license garnish, waistline molding, wiper (3 no. of speed), cross bar under dash board, crumple zone, dual horn, engine sub frame etc. Features that are striking in this models are tinted glass, remote boot release, split rear seats, tachometer, remote fuel cap release, sun visors with vanity mirror, power telescopic antenna, luxury full cloth upholstery, energy absorbing collapsible steering column, full size wheel cover etc. 2d. Verna The most awaited Verna finally launched in India. Verna can be considered as one of the most shock wave-creating cars in India; within first five days of its launch over 2000 Verna cars had been sold. Competition seems to be in shock. Comfort levels are quite good, I wasn't expecting them to be like this, and there is marginal refinement over Accent. Suspensions give you a feel, 'yes this car is meant for India', no bumpy rides. Car handles very well too. Interiors are not class, as expected, though they don't give a cheap feeling at all. City is way ahead of Verna in interiors and room. Driving position is good and to make it even better, height-adjustable driver-seat is provided in higher versions. AC is quite effective, cools the cabin quickly. Due to enough power, switching on AC doesn't make any difference in performance. Exterior design is satisfactory. Its neither great to boast about nor is bad to complaint about. Like all other Hyundai car designs, people have started to criticize Hyundai for design of Verna. After having first glance of Verna, one of Carwale.com colleagues called out, 'Hey, it looks like Baleno from front and Fiesta from behind!'. You can't help it, its inevitable with Hyundai. ABS is available as optional across the range. Its a bit disappointing that Airbags are not provided even as optional. Central locking is available as standard feature in all the versions and keyless entry in petrol versions except the lowest-end Verna. Finally Indian automotive industry is taking good shape. We have enough options in every segment available. From Maruti to Tata to Honda to Volkswagen to BMW to Porsche, every major world car player is interested to sell its cars to Indian people. Everyday we have news about some new launch. Verna is just launched and Ford has just announced launch of 1.6 TDCi (diesel) in two months time, Maruti has confirmed discontinuation of Baleno and arrival of new Baleno early next year and last but not the least Chevrolet is planning diesel Aveo soon.
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III. Tata Motors Limited Tata Motors Limited is India's largest automobile company, with revenues of Rs. 24,000 crores in 2005-06. Its name comes first in the category of commercial vehicles and the second largest in the passenger vehicles, mid size car and utility vehicle segments. The company is the world's fifth largest medium and heavy commercial vehicle manufacturer. Over 3.5 million Tata vehicles is moving on Indian roads, since 1954. Its manufacturing plant is located at Jamshedpur, Pune and Luck now. 3a. Tata Indica V2 Having attributes of three popular cars, Tata Indica is ruling the market. Making of Tata Indica with the concept of main distinguishing features of three popular cars i.e., with the overall structure of Maruti Zen, interior space like ambassador and cost nearly like Maruti 800 was a challenging venture of Tata Motors.Its fully foldable rear seat has made this car more accommodating for extra luggage. For safe and secure driving and to give proper comfort, sideimpact beams, rigid monochrome frame and child safety locks are attached to this car. Different Tata Indica models are:

Tata Indica V2
o o o o

DLX DLG DLS DLE

With its market catching looks and few striking features have set a trend for the choosy buyers. Its power steering, central locking system, four power windows have not only made this comfort driving car but also give assurance for the safety. To mention more about convenience of driving, HVAC system provides good cooling effect even in a sultry summer days. Door handles, body colored bumpers, ORVM and wheel arch flair are few more advantages that the owner of this car can easily avail. To assure safer driving along with the elegance and appeal of the car, this model is equipped with body colored bumpers, the wheel arch flairs, internally adjustable OVRM and central locking system. To avoid any inconvenience in operating the window, front windows are power windows.

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To avoid the scorching heat in a summer days, HVAC system of cooling can soothe anybody inside the car 3b. Tata Indigo Indigo with its market catching features like leather upholstery, beige interiors, LCD screen etc has made its position in the automobile industry. Indigo is available in petrol and diesel models.

Petrol Variants
o o o

Indigo GLE Indigo GLS Indigo GLX

It is equipped with various features like manual power steering, manual front and rear windows, grey bumpers, half wheel covers, partial fabric lining on seat, molded roof lining, high mounted stop lamp etc. To mention few of the features present in this model along with the features of rest of the two models, there are available power steering and power windows, rear fog lamps, rub rails on door, full wheel covers, both sides outer rear view mirrors, rear defogger, central locking, audio warning signal for driver seat belt and many more. 3c. Indigo Marina Fully equipped with 32 bit micro processor and 1405 cc MPFI Petrol engine, this variant delivers maximum power of 85 PS @ 5500 rpm and maximum torque of 11kgm @ 3000 rpm. It has various features like AC system,2 spoke wheel, grey bumpers, chrome-plated grill lip, black door handles, roof rails, partial wheel covers, digital clock, internal antenna, partial fabric seats, anti-submarine type front seats, child safety locks on rear doors, collapsible steering column, side impact beams etc.This model along with the features of Indigo Marina GLE comes with various other features like HVAC system, aluminum gear shift knob, 4 spoke wheel, power steering, body colored bumpers, rub rails on door, full wheel covers, stylish grip and cover for hand brake lever etc. IV. Chevrolet Its king like entry happened in India in 1928 with its National Series AB touring. Reliability of this car was proved by its 171 cubic inches, 24.7hp four cylinder engines. General
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Motors, parent company of Chevrolet, was the first in setting up assembly plant in India. First office of Chevrolet was located at Mumbai and its assembly plant was in Sewree. 4a. Chevrolet Aveo With the assurance of safety and technologically advanced equipments, Chevrolet Aveo provides complete statement of reliability and efficiency. Safety features like tailor welded blanks, high- strength steel structure, B-pillar, height adjustable safety belt anchors, rear child safety door locks, front safety belt pretension etc really confirm the security of the passenger.

It has four variants:

Aveo 1.4 E* Aveo 1.4 Aveo 1.4 LS Aveo 1.6 LT

It is well equipped with 1.4L DOHC 94 PS, 5 Speed MT, chrome radiator grille, wide 185/60 R14 tyres, pullout type door handle, two tone beige interiors, power steering and power window, central locking, rear defogger with timer, remote trunk lid opener, engine service soon indicator etc. It is well equipped with 1.4L DOHC 94 PS, 5 Speed MT, chrome radiator grille, wide 185/60 R14 tyres, pullout type door handle, two tone beige interiors, power steering and power window, central locking, rear defogger with timer, remote trunk lid opener, engine service soon indicator etc. Its main mentionable features along with the other features which are associated with the rest of the models, are 1.6L DOHC 102 PS, 5 speed MT; double DIN MP3 system with 6 speakers; rear spoiler with CHMSL; chrome coated exterior handles and trunk lid garnish; 14" alloy wheels; electrically adjustable OVRM; wood finish on IP and door trim; car alarm and kesy less entry system. 4b. Optra With its 1.8 litre engine capacity runs up to 8.1 kmpl inside the city crowd roads and 11.2 kmpl on the highway. Its luxurious and comfortable interior include center console, central armrest, flip down rear armrest, automatic climate control air conditioners, enough legroom space, sunglass holder, mobile phone holding space in the rear door, cup holders etc. It has various variants:

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1.6 Elite 1.6 LS Elite 1.6 LT Royale 1.8 LT 1.8 LT AT

REVIEW OF LITERATURE The author T.Devasenathipathi, P T Saleendran, A Shanumugasundaram 1 discussed that buying behavior is the process where an individual decide on whether, what, when, where, how and from whom to purchase goods and services (Walters, 1974). In this study, consumers buying behavior is analyzed with respect to place of purchase of LMVs, frequency of purchase of cars, based on decision- makers regarding purchase of car, the objectives were -To measure the customer perception, purchase behavior, and consumer awareness regarding the LMVs and to create a basic awareness about the car and other benefits of each car company among the public From the study, it was found that the working population preferred cars as they considered it to be very convenient of the cars. Consumer preferred on price, comfortable, fuel expenses etc. the general characteristics of the respondents like family size, education of the respondent, and monthly income of household were collected to study the consumer profile. The author P.Padamavathy and D Murugananthi 2 discussed that 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. This study was conducted in Coimbatore city. Randam sampling was followed to select a sample of 100 car owners in the city. The objective of the study were to analyze the consumption patten of LMVs, to study the buying behavior of the consumers with regard to branded cars, to identify the factor influencing the consumers buying behavior with respect to brands

T.Devasenathipathi, P T Saleendran, A Shanumugasundaram, A study on consumer preference in automobile industry specially LMVs, the Icfai Journal of Consumer Behavior.
1 2

P.Padamavathy and D Murugananthi, A Study on consumer buying behavior of LMVs in auto

mobile sector, The Icfai Journal of Consumer Behavior.

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From the study, it was the general characteristics of the respondents like family size, education of the respondent and monthly income of household were collected to study the consumer profile. The family size of the four to six persons contributed a major share followed by less than four persons and more than six persons. Majority of the respondents wre graduateds. 38% of the sample households had a monthly income of Rs. 15000 to 20000 followed by 14% of the households who had less than Rs. 15000. The author Mrs. Sashikala3 discussed that the technology of electronic media and the art of advertising have combined over the past 60 years to create very powerful tools of influence. These tools have proved to be capable of shaping the attitudes, values and behaviors of the large numbers of people. It would therefore be interesting to study the power of advertisements to influence, in the context of recent discoveries in brain science. The most effective ads are not informational, but emotional. In some cases, the feelings evoked by the ad may have no logical connection is linked with the product, the mission has been accomplished. This paper focuses on analyzing the effectiveness of advertisements targeting emotions of an individual and on sales. Objective of this study were-to understand the concept of emotional influence, to study advertisements as a means to target emotions of the potential consumers, to analyze the effectiveness of the advertisements targeting individuals emotions on sales. From this study, 70% of the sampled population is exposed to television as a medium of entertainment and information, as compared to 20% for print media. According to them, television, out of all the media, has a greater emotional impact on an individuals psyche, as it contains both video as well as audio effects. Then 64% of the respondents have confirmed that it is the aspect of information, which attracts them most while watching an advertisement. This is true for all the specified types of advertisements mentioned in the questionnaire. The author P N Raghunathan and T Devasenathipathi4 discussed that consumer buying behavior refers to the buying behavior of the ultimate consumer a firm needs to study the consumer
3

Mrs. Sashikala,A study on emotional intelligence and effectiveness of Advertising, the Icfai

Journal of Marketing Management The Icfai Journal of Advertising.

4

P N Raghunathan and T Devasenathipathi , A study on Consumers behavior and factors

influencing to buy the LMVs in auto mobile sector The Icfai Journal of Consumer Behavior.

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buying behavior because the buyers reactions to a firms marketing strategy have great impact on the firms success. The marketing concepts stress that a firm should create a marketing mix (MM) that satisfies (gives utility to) the customers, therefore, need to analyze what, where, when and how consumers buy. Marketers can better predict how consumers will respond to marketing strategies. Objective of this study-To identify the factors influencing the consumers to purchase the products (cars), to know the purchase behavior of the consumer in the area of study, to suggest the best media for advertisement. From this study, it is noted that 41.67% of the customers take their own decisions (self decision) in buying the car. It is noted from the analysis that 58.33% consumers are made a buy where in buy previously. Most of the respondents changed their place of purchase because of the quality, followed by availability and price. It is noted from the analysis that 43.83% consumers read the advertisement about car market in the newspaper It is found from the analysis that 51.91% of the consumers made purchases based on advertisements.

According to Schiff man and Kanuk5, the process of consumer decision making can be viewed as three district but interlocking stages: the input stage, the process stage are depicted in the simplified model of consumer decision- making in the below Stages of consumer decision-making

EXTERNAL INFLUENCES

(INPUT) CONSUMER DECISION-MAKING

(PROCESS) Schiff man and Kanuk, A study on consumer decision making process in LMVs, research management Icfai journal
5

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POST-DECISION BEHAVIOR (OUTPUT)

RESEARCH METHODOLOGY 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 the systematic, planed approach to the research project and ensures that all aspects of the research project are consistent with each other. 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, are also dealt with and lead to a logical deduction towards the analysis and results. This study proposes 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 the researcher feels may remain unanswered or liable to change, shall be further takens up in the next stage of exploratory research. This shall help the researcher to restrict and select only the important questions and issue, which inhabit growth and segmentation in the industry. The research design outlines the actual research problem on hand and details the process for solving solution.

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RESEARCH DESIGN

EXPLORATORY RESEARCH DESIGN

CONCLUSIVE RESEARCH DESIGN

DESCRIPTIVE RESEARCH

CAUSAL RESEARCH

RESEARCH PROCESS The research process has four distinct yet interrelation steps for research analysis.It has 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 the researcher used for exploratory. DATA COLLECTION

Primary Data Secondary data

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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 results. SECONDARY DATA Information that already exists somewhere, data that have already been collected for some purpose other than the current study. 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. Published, already available data that comes from pre-existing sets of information, like medical records, vital statistics, prior research studies and archival data. DETERMINING THE SAMPLE PLAN AND SAMPLE SIZE TARGET POPULATION Those who are having the car at present. SAMPLE PLAN The numbers of samples are needed to affect by the following factors: SAMPLE SIZE Project goals. 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?

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I have targeted 100 people in the age group above 21 years for the purpose of the research. The sample size is influenced by the target population. The target population represents the Tiruppur region. The people were from different professional backgrounds. SAMPLING TECHNIQUE Simple random sampling technique has been used to select the sample. A simple random sample is a group of subjects (a sample) chosen from a larger group (a population). Each subject from the population is chosen randomly and entirely by chance, such that each subject has the same probability of being chosen at any stage during the sampling process. This process and technique is known as Simple Random Sampling, and should not be confused with Random sampling. STATISTICAL TOOLS 1. 2. 3. CHI-SQUARE ANOVA SIMPLE PERCENTAGE (PERCENTAGE ANALYSIS)

OBJECTIVES
The major objectives of this study are; to understand the dynamics of consumer decision making to learn the market segmentation strategies of LMVs manufacturer to identify various internal & external factors that are influencing consumers in purchasing their favorite LMVs brands to analyze various marketing mix strategies adopted promoting their brands by LMV manufactures in

LIMITATIONS OF THE STUDY All the research projects are hindered in their smooth flow by some unforeseen problems. The problems arise in the form of constraints by budget, time and scope of the
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study. The current project was also faced by certain problems. Some of the problems faced in the course of the research are as follows. A strong unwillingness on the part of the owners of various cars, to participate and aid the research. The boredom and wavering concentration that set in among the respondents while answering the long questionnaire: thus in turn led to the difficulty of preventing incomplete questionnaires. Sampling error: the research include a sample size of 100 customers which is not enough to determine the brand perception of the consumers for buying the cars. Since it is not a census survey there is always a chance of error while extrapolating the results of a sample study over the population especially in those researches where the qualitative aspects are concerned. So its always doubtful to map the qualitative aspects using a quantitative measure.The study was limited to the geographical region of TIRUPPUR.

TABLE-1 AGE OF THE RESPONDENTS

S no 1 2 3 4

Component Less than 21 years 21 -35 years 36-54 years More than 55 years

No of respondents 20 41 21 17

Percentage 20 41 21 17

Interpretation
Above table exhibits the age of the sample size, as evident the majority of the sample is in the age bracket of 21-35. Though none of the bracket is highly skewed, this was a fortunately desirable result of simple random sampling.

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CHART-1 AGE OF THE RESPONDENTS

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TABLE-2 MONTHLY INCOME OF THE RESPONDENTS

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S.no 1 2 3 4

Component Less than 50000 50000 - 1,00,000 1,00,001 2,00,000 More than 2,00,001

No of respondents 19 33 28 20

Percentage 19 33 28 20

Interpretation
Above table exhibits the income bracket of the sample size. As evident majority of the sample is in the income bracket of < 50,000 a month. Though none of the bracket is highly skewed, this enables the study to be wide and not dependent on a set income class, which is fortunately desirable result of simple random sampling.

CHART-2 MONTHLY INCOME OF RESPONDENTS

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TABLE-3 MARKET SEGMENTATION STRATEGIES IN LMVS

S.no 1

Components Segment A
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No of respondents 21

Percentage 21

2 3 4

Segment B Segment C Segment D

34 33 12

34 33 12

Interpretation
Above table exhibits 34% of the respondents belong to segment B, 33% to segment C, 21% to segment A and 12% to segment D.

Segment A Segment B Segment C Segment D

above 10, 00,000

(Luxury Cars)

5, 00,000-10, 00,000 (Midsize Cars) 2, 00,000-5, 00,000 below 2, 00,000 (Utility Cars) (Small Cars)

CHART-3 MARKET SEGMENTATION STRATEGIES IN LMVS

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TABLE-4 REASON BEHIND THE PURCHASE OF PRESENT CAR

S.no 1

Component Increase in disposable income

No of respondents 39

Percentage 39

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2 3 4 5

Better safety at roads Family needs Increase in family size Suits your lifestyle and personality

12 17 23 9

12 17 23 9

Interpretation
As per the table, increase in disposable income seems to be the most important reason for buying a car. This trend is reflected in the growth of the Per Capita Disposable Income and consequently the growth of the Indian automobile industry especially in the B and C segment cars. Similarly, the growing family needs like working partners, increasing family size, status, etc. add to the motives of buying a car.

CHART-4 REASON BEHIND THE PURCHASE OF PRESENT CAR

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TABLE-5 DECIDING FACTORS FOR THE NEXT BRAND PURCHASE

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S.no 1 2 3 4 5 6 7

Component Affordable price Technical superiority over competition Comfort Manufacturers image Value for money Safety After sale services

No of respondents 32 7 9 12 28 10 2

Percentage 32 7 9 12 28 10 2

Interpretation
Indian market is still the hard nut to crack for most of the automobile manufacturers. Though the Indian car industry is among the fastest growing car markets of the world still the Indian psyche is too complex for the manufacturers to understand. The most important reason for buying a car when it comes to B and C segment cars seems to be value for money. 32% of the respondents suggested that affordable price is the most important factor while purchasing a car.

CHART-5

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DECIDING FACTORS FOR THE NEXT BRAND PURCHASE

TABLE-6
THE DYNAMICS OF CONSUMER DECISION MAKING PROCESS
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S.no 1 2 3 4

Component Time of financial year Offer period Surplus amount Discount period

No of respondents
21 43 11 25

Percentage
21 43 11 25

Interpretation
From the above table it is clear that offer period was the main decision making factor by 43% of the respondents, 25% of the respondents stated discount period, 21% of the respondents stated time of financial year and 11% of the respondents stated surplus amount.

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CHART-6
THE DYNAMICS OF CONSUMER DECISION MAKING PROCESS

SATISFACTION LEVEL OF INTERIOR DESIGN The satisfaction level of the customer is analyzed with the various attributes of the car. The various attributes of the car are, seat design, leg room, dash board, interior color, music system and adjustable front seat headrest. The satisfaction of each attribute is measured with the five point scale. Each scale carrying marks of 5 to 1. Highly satisfied, gets the mark of 5 and highly

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dissatisfied gets the mark of 1. The total score value is calculated and the total value is multiplied by the highest value of 500 and multiplied by 100 for the percentage. The satisfied attributes get the score value of 60% and above otherwise the attributes get dissatisfied.

TABLE 7 SATISFACTION LEVEL OF INTERIOR DESIGN

Not satisfied Segment A,D D D C,D D

COMPONENT

Segment A 42% 80% 75% 80% 84%

Segment B 70% 65% 70% 75% 65%

Segment C 65% 75% 60% 55% 80%

Segment D 40% 45% 30% 40% 40%

Satisfied Segments B, C A, B, C A, B, C A, B A, B, C

Seats design Leg room Dash board Interior color Music system Adjustable front seat headrest
Weighted average

92%

40%

65%

35%

A, B, C

75.50%

64.17%

66.67%

38.33%

A, B, C

Interpretation
SEAT DESIGN From the above analysis, the attributes of the seat design got 42% under segment A. So the sample respondents are satisfied with the seat design. From the above analysis, the attributes of the seat design got 70% under segment B. So the sample respondents are dissatisfied with the seat design. From the above analysis, the attributes of the seat design got 65% under segment C. So the sample respondents are dissatisfied with the seat design. From the above analysis, the attributes of the seat design got 40% under segment D. So the sample respondents are dissatisfied with the seat design. LEG ROOM From the above analysis, the attributes of the leg room got 80% under segment A. So the sample respondents are satisfied with the leg room.
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From the above analysis, the attributes of the leg room got 65% under segment B. So the sample respondents are satisfied with the leg room. From the above analysis, the attributes of the leg room got 75% under segment C. So the sample respondents are satisfied with the leg room. From the above analysis, the attributes of the leg room got 45% under segment D. So the sample respondents are dissatisfied with the leg room. DASH BOARD From the above analysis, the attributes of the dash board got 75% under segment A. So the sample respondents are satisfied with the dash board. From the above analysis, the attributes of the dash board got 70% under segment B. So the sample respondents are satisfied with the dash board. From the above analysis, the attributes of the dash board got 60% under segment C. So the sample respondents are satisfied with the dash board. From the above analysis, the attributes of the dash board got 30% under segment D. So the sample respondents are dissatisfied with the dash board. INTERIOR COLOR From the above analysis, the attributes of the interior color got 80% under segment A. So the sample respondents are satisfied with the interior color. From the above analysis, the attributes of the interior color got 75% under segment B. So the sample respondents are satisfied with the interior color. From the above analysis, the attributes of the interior color got 55% under segment C. So the sample respondents are dissatisfied with the interior color. From the above analysis, the attributes of the interior color got 40% under segment D. So the sample respondents are dissatisfied with the interior color.

MUSIC SYSTEM From the above analysis, the attributes of the music system got 84% under segment A. So the sample respondents are satisfied with the music system. From the above analysis, the attributes of the music system got 65% under segment B. So the sample respondents are satisfied with the music system. From the above analysis, the attributes of the music system got 80% under segment C. So the sample respondents are satisfied with the music system.

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From the above analysis, the attributes of the music system got 40% under segment D. So the sample respondents are dissatisfied with the music system. ADJUSTABLE FRONT SEAT HEADREST From the above analysis, the attributes of the adjustable front seat headrest got 92% under segment A. So the sample respondents are satisfied with the adjustable front seat headrest. From the above analysis, the attributes of the adjustable front seat headrest got 40% under segment B. So the sample respondents are satisfied with the adjustable front seat headrest. From the above analysis, the attributes of the adjustable front seat headrest got 65% under segment C. So the sample respondents are satisfied with the adjustable front seat headrest. From the above analysis, the attributes of the adjustable front seat headrest got 35% under segment D. So the sample respondents are dissatisfied with the adjustable front seat headrest. OVERALL From the above analysis, 75.5% of respondents under segment A are satisfied with all features. From the above analysis, 64.17% of respondents under segment B are satisfied with all features. From the above analysis, 66.67% of respondents under segment C are satisfied with all features. From the above analysis, 38.33% of respondents under segment D are dissatisfied with all features.

SATISFACTION LEVEL OF SAFETY FEATURES The satisfaction level of the customers is analyzed with various safety measures in the car. The safety measures of the car like, crossbar under dashboard, air bags, anti lock breaking system, aerodynamic shape and intensity of front lights. The satisfaction of each attribute is measured with the five point scale. Each scale carrying marks of 5 to 1. Highly satisfied gets the mark of 5 and highly dissatisfied gets the mark of 1. The total score value is calculated by multiplying the total value by the highest value of 500 and multiplied by 100 for the percentage. The satisfied attributes get the score value of 60% and above otherwise the attribute gets dissatisfied. TABLE 8 SATISFACTION LEVEL OF SAFETY FEATURES
COMPONENT Segment A 85% 85% Segment B 70% 60% Segment C 65% -5 -80Segment D 40% Satisfied Segments A,B, C A, B Not satisfied Segment D C, D

Crossbar under dashboard Air bags

Anti lock breaking system Aerodynamic shape Intensity of front lights

Weaighted average

80% 70% 85% 67.5%

70% 75% 70% 57.5%

65% 55% 80% 44.2%

30% 40% 40% 25%

A, B, C A, B A, B, C A

D C,D D B, C, D

Interpretation
CROSSBAR UNDER DASHBOARD From the above analysis, the attributes of the crossbar under dashboard got 85% under segment A. So the sample respondents are satisfied with the crossbar under dashboard. From the above analysis, the attributes of the crossbar under dashboard got 70% under segment B. So the sample respondents are satisfied with the crossbar under dashboard. From the above analysis, the attributes of the crossbar under dashboard got 65% under segment C. So the sample respondents are satisfied with the crossbar under dashboard. From the above analysis, the attributes of the crossbar under dashboard got 40% under segment D. So the sample respondents are dissatisfied with the crossbar under dashboard. AIR BAGS From the above analysis, the attributes of the air bags got 85% under segment A. So the sample respondents are satisfied with the air bags. From the above analysis, the attributes of the air bags got 60% under segment B. So the sample respondents are satisfied with the air bags. From the above analysis, the attributes of the air bags got zero under segment C. So the sample respondents are dissatisfied with the air bags. From the above analysis, the attributes of the air bags got zero under segment D. So the sample respondents are dissatisfied with the air bags. ANTI LOCK BREAKING SYSTEM From the above analysis, the attributes of the anti lock breaking system got 80% under segment A. So the sample respondents are satisfied with the anti lock breaking system. From the above analysis, the attributes of the anti lock breaking system got 70% under segment B. So the sample respondents are satisfied with the anti lock breaking system. From the above analysis, the attributes of the anti lock breaking system got 65% under segment C. So the sample respondents are satisfied with the anti lock breaking system.

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From the above analysis, the attributes of the anti lock breaking system got 30% under segment D. So the sample respondents are dissatisfied with the anti lock breaking system. AERODYNAMIC SHAPE From the above analysis, the attributes of the aerodynamic shape got 70% under segment A. So the sample respondents are satisfied with the aerodynamic shape. From the above analysis, the attributes of the aerodynamic shape got 75% under segment B. So the sample respondents are satisfied with the aerodynamic shape. From the above analysis, the attributes of the aerodynamic shape got 55% under segment C. So the sample respondents are dissatisfied with the aerodynamic shape. From the above analysis, the attributes of the aerodynamic shape got 44% under segment D. So the sample respondents are dissatisfied with the aerodynamic shape. INTENSITY OF FRONT LIGHTS From the above analysis, the attributes of the intensity of front lights got 85% under segment A. So the sample respondents are satisfied with the intensity of front lights. From the above analysis, the attributes of the intensity of front lights got 70% under segment B. So the sample respondents are satisfied with the intensity of front lights. From the above analysis, the attributes of the intensity of front lights got 80% under segment C. So the sample respondents are satisfied with the intensity of front lights. From the above analysis, the attributes of the intensity of front lights got 40% under segment D. So the sample respondents are dissatisfied with the intensity of front lights. OVERALL From the above analysis, 67.5% of respondents under segment A are satisfied with all features. From the above analysis, 57.5% of respondents under segment B are dissatisfied with all features. From the above analysis, 44.2% of respondents under segment C are dissatisfied with all features. From the above analysis, 25% of respondents under segment D are dissatisfied with all features. THE ADVANTAGE OF EXISTING CAR The satisfaction level of the customer is analyzed with the various attributes of the car. The attributes of the car such as, fuel consumption, mileage (km/ltr), pick up, top speed stability at higher speed. The satisfaction of each attribute is measured with the five point scale. Each scale carrying marks of 5 to 1. Highly satisfied gets the mark of 5 and highly dissatisfied gets the mark of 1. The total score value is calculated and the total value is multiplied by the highest value of 500

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and multiplied by 100 for the percentage. The satisfied attribute get the score value of 60% and above otherwise the attribute gets dissatisfied. TABLE 9 THE ADVANTAGE OF EXISTING CAR
COMPONENT Segment A 80% 75% 75% 80% 84% 65.7% Segment B 70% 65% 70% 60% 70% 55.8% Segment C 65% 60% 60% 55% 80% 53.3% Segment D 40% 45% 30% 40% 40% 32.5% Satisfied Segments A,B, C A, B, C A, B, C A, B A, B, C A Not satisfied Segment D D D C,D D B, C, D

Fuel consumption mileage (km/ltr) Pick up Stability at higher speed Top speed
Weaighted average

Interpretation
FUEL CONSUMPTION From the above analysis, the attributes of fuel consumption got 80% under segment A. So the sample respondents are satisfied with fuel consumption. From the above analysis, the attributes of fuel consumption got 70% under segment B. So the sample respondents are satisfied with fuel consumption. From the above analysis, the attributes of fuel consumption got 65% under segment C. So the sample respondents are satisfied with fuel consumption. From the above analysis, the attributes of fuel consumption got 40% under segment D. So the sample respondents are dissatisfied with fuel consumption.

MILEAGE (KM/LTR) From the above analysis, the attributes of mileage (km/ltr) got 75% under segment A. So the sample respondents are satisfied with mileage (km/ltr). From the above analysis, the attributes of mileage (km/ltr) got 65% under segment B. So the sample respondents are satisfied with mileage (km/ltr). From the above analysis, the attributes of mileage (km/ltr) got 60% under segment C. So the sample respondents are satisfied with mileage (km/ltr).

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From the above analysis, the attributes of mileage (km/ltr) got 45% under segment D. So the sample respondents are dissatisfied with mileage (km/ltr). PICK UP From the above analysis, the attributes of pick up got 75% under segment A. So the sample respondents are satisfied with pick up. From the above analysis, the attributes of pick up got 70% under segment B. So the sample respondents are satisfied with pick up. From the above analysis, the attributes of pick up got 60% under segment C. So the sample respondents are satisfied with pick up. From the above analysis, the attributes of pick up got 30% under segment D. So the sample respondents are dissatisfied with pick up. STABILITY AT HIGHER SPEED From the above analysis, the attributes of stability at higher speed got 80% under segment A. so the sample respondents are satisfied with stability at higher speed. From the above analysis, the attributes of stability at higher speed got 60% under segment B. So the sample respondents are satisfied with stability at higher speed. From the above analysis, the attributes of stability at higher speed got 55% under segment C. So the sample respondents are dissatisfied with stability at higher speed. From the above analysis, the attributes of stability at higher speed got 40% under segment D. So the sample respondents are dissatisfied with stability at higher speed.

TOP SPEED From the above analysis, the attributes of top speed got 84% under segment A. So the sample respondents are satisfied with top speed. From the above analysis, the attributes of top speed got 70% under segment B. So the sample respondents are satisfied with top speed. From the above analysis, the attributes of top speed got 80% under segment C. So the sample respondents are satisfied with top speed.

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From the above analysis, the attributes of top speed got 40% under segment D. So the sample respondents are dissatisfied with top speed. OVERALL From the above analysis, 65.7% of respondents under segment A are satisfied with all features. From the above analysis, 55.8% of respondents under segment B are satisfied with all features. From the above analysis, 53.3% of respondents under segment C are satisfied with all features. From the above analysis, 32.5% of respondents under segment D are dissatisfied with all features.

TABLE-10

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WEIGHTED AVERAGE FOR MARKETING STRATEGY BY MANUFACTURER

1 11 Distance (Proximity) Advertisements (Promotions) Technical Facilities Cost of Service Availability of Spares Information Provided Service Time Charges Staff Car Handling (Delivery & service) Assured Customer Transactions Total 16 176 20 220 8 88 4 44 9 99 1 11 6 66 5 55 4 44 14 154 13 143 100

2 10 9 90 15 150 8 80 8 80 5 50 10 100 8 80 13 130 5 50 12 120 7 70 100

3 9 12 10 8 7 63 10 90 6 54 13 11 7 9 81 6 54 8 72 14 12 6 12 10 8 3 27 10 0

4 8 11 88 9 72 13 104 17 136 0 0 7 56 8 64 5 40 10 80 11 88 9 72 100

5 7 6 42 10 70 8 56 14 98 9 63 11 77 4 28 15 105 0 0 7 49 16 112 100

6 6 0 0 8 48 9 54 7 42 11 66 5 30 16 96 7 42 20 12 0 11 66 6 36 10 0

7 5 3 15 14 70 12 60 15 75 9 45 14 70 7 35 11 55 6 30 9 45 0 0 100

8 4 7 28 0 0 2 8 1 4 5 20 13 52 15 60 14 56 17 68 8 32 18 72 100

9 3 12 36 13 39 10 30 6 18 19 57 11 33 0 0 9 27 6 18 3 9 11 33 100

10 2 9 18 3 6 8 16 15 30 5 10 10 20 8 16 11 22 14 28 3 6 14 28 100

11 1 15 15 1 1 12 12 7 7 15 15 9 9 22 22 2 2 4 4 10 10 3 3 100

total 100 616 100 739 100 598 100 588 100 542 100 539 100 521 100 606 100 568 100 687 100 596 5.96 6.87 5.39 5.21 6.06 5.68 5.42 5.98 5.88 7.39 6.16

RANK

III

I V VIII

IX

X XI IV VIII

II

VI

Interpretation
Above table shows that 1st rank goes to advertisement on marketing strategy, then 2nd rank goes to car handling (delivery& service) and 3rd rank goes to distance (proximity)

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TABLE-11 BRAND RECOMMENDATION

S.no 1 2

Brand recommendation Yes No

No of respondents 73 27

Percentage 73 27

Interpretation
It seems logical that satisfied customers will someday become loyal customers, in other words there is a positive correlation between customer satisfaction scores and customer buying behavior. If a customer rates the car very high in satisfying his or her needs, the car manufacturer should expect more referrals and this is reflected in the analysis that 73% customers say that they will refer their car to their friends even if they move to other segment or other brand.

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CHART-11 BRAND RECOMMENDATION

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TABLE- 12 DECISION FACTOR FOR NEW CAR PURCHASING

S no 1 2 3 4

Content Same segment , same manufacturer Same segment, different manufacturer Upper segment, same manufacturer Upper segment, different manufacturer

No respondents 18 23 24 35

Percentage 18 23 24 35

Interpretation
The table shows that most people when moving to upper segment will prefer a different manufacturer, and the next striking finding is that the customers will prefer both same and different manufacturers in the B segment cars and there is not much difference in the C segment also. This behavior is complex to understand as these are the customers who have given whopping response for recommending their car to their friends. Its the reason why brand perception is so difficult to understand.

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CHART- 12 DECISION FACTOR FOR NEW CAR PURCHASING

CHI - SQUARE
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Affordable price Technical superiority over Competition Comfort Manufacturer's image Value for money Safety After sales service

<21 6 0 1 2 1 0 1

21-35 21 3 7 8 3 8 2

36-55 6 2 5 4 2 4 1

>55 5 1 2 2 1 2 0

Calculation
O 6 21 6 5 0 3 2 1 1 7 5 2 2 8 4 2 1 3 2 1 0 E 1.9 9.5 4.37 2.47 0.3 1.5 0.69 0.39 0.75 3.75 1.725 0.975 0.8 4 1.84 1.04 0.35 1.75 0.805 1.04 0.7 O-E 4.1 11.5 1.63 2.53 -0.3 1.5 1.31 0.61 0.25 3.25 3.275 1.025 1.2 4 2.16 0.96 0.65 1.25 1.195 -0.04 -0.7 (O-E)2 16.81 132.25 2.66 6.40 0.09 2.25 1.72 0.37 0.06 10.56 10.73 1.05 1.44 16.00 4.67 0.92 0.42 1.56 1.43 0.00 0.49
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(O-E)2/E 8.85 13.92 0.61 2.59 0.30 1.50 2.49 0.95 0.08 2.82 6.22 1.08 1.80 4.00 2.54 0.89 1.21 0.89 1.77 0.00 0.70

8 4 2 1 2 1 0

3.5 1.61 0.91 0.2 1 0.46 0.26

4.5 2.39 1.09 0.8 1 0.54 -0.26

20.25 5.71 1.19 0.64 1.00 0.29 0.07 Total

5.79 3.55 1.31 3.20 1.00 0.63 0.26 70.93

DEGREES OF FREEDOM, = (C-1) (R-1) = (4-1) *(7-1) = 18 Significant level, 0.05 (5%) FOR =18, TABLE VALUE =28.869 F cal = 71.63 F tab = 28.869 Therefore F cal> F tab, hence accept alternate hypothesis and reject null hypothesis.

INFERENCE: There is a significant level of difference between the age group and the factors that mainly influence the purchase of the new car.

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TEST NO -1 TABLE SHOWING THE CLASSIFICATION BASED ON SAFETY FEATURES OF THE RESPONDENTS

EXTREMELY SATISFIED X1

SATISFIED X2

NEUTRAL X3

DISSATISFIED X4

HIGHLY DISSATISFIED X5

TOTAL

32 31 42 18 48
X1=171

16 41 26 21 33
X2=147

27 13 16 42 18
X3=116

19 9 6 16 1
X4=51

6 6 10 3 0
X5=25

100 100 100 100 100 500

FORMULATION OF HYPOTHESIS NULL HYPOTHESIS: H0

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There is no significant level of difference in the safety features like crossbar under dashboard, air bags, anti lock breaking system, aerodynamic shape and intensity of front lights by the respondents. ALTERNATE HYPOTHESIS: H1 There is significant level of difference in the safety features like crossbar under dashboard, air bags, anti lock breaking system, aerodynamic shape and intensity of front lights by the respondents.

Calculation table

x12 1024 961 1764 324 2304

X1=6377

x22 256 1681 676 441 1089

X2=4143

x32 729 169 256 1764 324 X3=324 2

x42 361 81 36 256 1

X4=735

x52 36 36 100 9 0
X5= 181

Correction factor=T/n = 500/25 CF = 10000 Total sum of squares SST = X1+X2+X3+X4 + X5 - T/n = (6377+ 4143 + 3242 +735+181) 10000 SST = 4678 Sum of squares between samples SSB = (X1)/n1 + (X2)/n2 + (X3)/n3 + (X4)/n4 + X5/n5 - T/n = 171/4 + 137/5 + 116/5 + 51/5 +25/5 10000
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SSB = 2938.4 Sum of squares within samples = SST SSB = 46782938.4 SSW = 1739.6

One way ANOVA Table

SOURCE OF VARIATION

SUM OF SQUARES

DEGREES OF FREEDOM

MEAN SQUARE

BETWEEN SAMPLES

SSB=2938.4

C-1=4

MMB=734.6

WITHIN SAMPLES SSW=1739.6 (C-1)(R-1)=16 MMW=108.725

Fcal = 734.6 / 108.725 Fcal = 6.76 At 5% level of significance, for degrees of freedom (4, 16), the Ftab value Ftab (4, 16) = 3.01 Since Fcal > Ftab reject null hypothesis and accept alternate hypothesis.

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INFERENCE There is a significant level of difference in the safety features like crossbar under dashboard, air bags, anti lock breaking system, aerodynamic shape and intensity of front lights by the respondents.

TEST NO -2 TABLE SHOWING THE CLASSIFICATION BASED ON MARKETING STRATEGY ADOPTED BY THE COMPANY
EXTREMELY SATISFIED X1 SATISFIED X2 NEUTRAL X3 DISSATISFIED X4 HIGHLY DISSATISFIED X5

TOTAL

31 28 41 51
X1=151

40 27 30 27
X2=124

13 27 24 10
X3=74

10 14 5 9
X4=38

6 4 0 3
X5=13

100 100 100 100 400

FORMULATION OF HYPOTHESIS NULL HYPOTHESIS: H0 There is no significant level of difference in the marketing strategy like advertisements (promotions), cost of service, car handling (delivery & service), availability of spares etc, adopted by the company. ALTERNATE HYPOTHESIS: H1
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There is a significant level of difference in the marketing strategy likes advertisements (promotions), cost of service, car handling (delivery & service), availability of spares etc, adopted by the company.

Calculation table x12

961 784 1681 2601 X1=6027

x22
1600 729 900 729 X2=3958

x32
169 729 576 100 X3=1574

x42
100 196 25 81 X4=402

x52
36 16 0 9 X5= 61

Correction factor=T/n = 400/20 CF = 8000 Total sum of squares SST = X1+X2+X3+X4 + X5 - T/n = (6027+ 3958 + 1574 +402+61) 8000 SST = 4022 Sum of squares between samples SSB = (X1)/n1 + (X2)/n2 + (X3)/n3 + (X4)/n4 + X5/n5 - T/n = 151/4 + 124/4 + 74/4 + 38/4 +13/4 8000 SSB = 3316.5 Sum of squares within samples = SST SSB

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= 40223316.5 SSW = 705.5

One way ANOVA Table

SOURCE OF VARIATION

SUM OF SQUARES

DEGREES OF FREEDOM

MEAN SQUARE

BETWEEN SAMPLES

SSB=2938.4

C-1=4

MMB=829.125

WITHIN SAMPLES

SSW=1739.6

(C-1)(R-1)=12

MMW=58.79167

Fcal = 829.125/ 58.79167 Fcal = 14.10 At 5% level of significance, for degrees of freedom (4, 12), the Ftab value Ftab (4, 12) = 3.26 Since Fcal > Ftab reject null hypothesis and accept alternate hypothesis.

INFERENCE: There is a significant level of difference in the marketing strategy like advertisements (promotions), cost of service, car handling (delivery & service), availability of spares etc, adopted by the company.
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TEST NO -3 TABLE SHOWING THE CLASSIFICATION BASED ON THE FEATURES OF THE CAR

EXTREMELY SATISFIED X1

SATISFIED X2

NEUTRAL X3

DISSATISFIED X4

HIGHLY DISSATISFIED X5

TOTAL

24 20 25 16 41 X1=126

42 29 38 24 19 X2=152

13 30 25 47 21 X3=136

11 18 11 8 8 X4=56

10 3 1 5 11

100 100 100 100 100 500

X5=30

FORMULATION OF HYPOTHESIS NULL HYPOTHESIS: H0 There is no significant level of difference in the features of the car ALTERNATE HYPOTHESIS: H1 There is a significant level of difference in the features of the car

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Calculation table x12

576 400 625 256 1681 X1=3538

x22
1764 841 1444 576 361 X2=4986

x32
169 900 625 2209 441 X3=4344

x42
121 324 121 64 64 X4=694

x52
100 9 1 25 121 X5= 256

Correction factor=T/n = 500/25 CF = 10000 Total sum of squares SST = X1+X2+X3+X4 + X5 - T/n = (3538+ 4986 + 4344 +694+256) 10000 SST = 3818 Sum of squares between samples SSB = (X1)/n1 + (X2)/n2 + (X3)/n3 + (X4)/n4 + X5/n5 - T/n = 126/5 + 152/5 + 136/5 + 56/45 +30/5 10000 SSB = 2302.4 Sum of squares within samples = SST SSB = 38182302.4 SSW = 1515.6

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One way ANOVA Table

SOURCE OF VARIATION

SUM OF SQUARES

DEGREES OF FREEDOM

MEAN SQUARE

BETWEEN SAMPLES

SSB=2938.4

C-1=4

MMB=575.6

WITHIN SAMPLES

SSW=1739.6

(C-1)(R-1)=16

MMW=94.725

Fcal = 575.6/ 94.725 Fcal = 6.08 At 5% level of significance, for degrees of freedom (4, 16), the Ftab value Ftab (4, 16) = 3.01 Since Fcal > Ftab reject null hypothesis and accept alternate hypothesis.

INFERENCE There is a significant level of difference in the features like seats design, leg room, dash board, interior color, music system, adjustable front seat headrest of the car. Hence there is some relationship between the above mentioned features.

FINDINGS
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1. 39% of the customers brought the car due to their increasing disposal income. 2. 32% of the respondents suggested that affordable prices are the most important factor while purchasing a car. This is the reason for sticking to a particular segment till the next substantial rise in the personal disposable income. This reason is followed by Value for money where the customers look for the best product, best services and best repute all bundled in one with the best deal they can strike 3. Most of the customers gave high rank to the interior color for the existing car. As one can see most of the respondents are quite happy with the interiors of their respective cars. However, one striking point observed here are that almost every car fares neutral on the adjustable front seat headset. These cars have more leg room, come with attached music systems (Verna fares the best among all cars on this front) combined with luxury features like TV screens, armrests at the back seat etc. 4. Most of the customers say their experience about their existing car in terms of understated safety features are good. Maruti Swift and Indica V2 fight neck to neck on almost every front, with Indica marginally better in features like crossbars under the dashboard and anti brake system. Most of the cars in this segment fare relatively similar and very close to each other on most of the fronts. As one can see most of the respondents are quite happy with the safety parameters of their respective cars. However, one striking point observed here are that almost every car fares neutral on the safety parameters. 5. The customers choice of the car highly depends upon the performance and maintenance costs. This is the reason why this class of parameter was chosen for this study. And the results show that Marutis Wagon R fares the best car in its segment as most fuel efficient car of all. Similarly, Wagon R fares the best on the terms like mileage but it lags behind Hyundais Santro on pick up front.

5.1 Thus the segment B shows a mixed bag of response for the fuel efficiency and mileage parameter. Indica V2 performs consistently on all the parameters and Getz fares really well

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on pick up whereas it fares poor on fuel consumption. Based on this condition manufacturers should realise it as a red signal to produce new cars. 5.2 Segment C cars are known as hybrid car segment between the B segments fuel efficiency with the luxury of the D class. Checking the same it seems that most of the cars in this segment are placed much close to each other with very little difference here and there. Most of the cars are fuel efficient with respect to their weights and pick ups. Indigo fares as the best car in terms of fuel efficiency. Baleno fares a little bit behind than its counterparts as far as the stability at high speeds and mileage is concerned. 6. Brand image; as per the analysis, Santro is the car whose brand image is most preferred in the market. This is because of the reason, that its from the house of Hyundai a South Korean company known for its overall image. On the contrary Maruti Estilo and Aveo share the same platform on the brand image. This can be attributed to the fact that both these cars are relatively new on the block and market takes time to imbibe and give the brand an image. This is established by the fact that Marutis Wagon R and Swift are exactly the same as far as the image is concerned. 7. As the analysis reveals GMs Optra fares as the Best Car as far as customers perception is concerned about the brand image of the car in the C segment. This is because of the fact that GM itself commands an amazing brand image among its customers. Accent and Verna both Hyundai cars share the same position. 8. 73% of the customers will recommend their favorite brands and features also. It seems logical that satisfied customers will someday become loyal customers, in other words there is a positive correlation between customer satisfaction scores and customer buying behavior. If a customer rates the car very high in satisfying his or her needs, the car manufacturer should expect more referrals and this is reflected.

9. Most people when moving to upper segment will prefer a different manufacturer and the next striking finding is that the customers will prefer both same and different manufacturers in the B segment cars and there is not much difference in the C segment also. This behavior
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is complex to understand as these are the customers who have given whopping response for recommending their car to their friends. This is the reason as to why brand perception is so difficult to understand. 10. 41% of the customers are there in the age group of 21-35 who buy the car and take decision process.
11. In

Chi - square test, the table value is 28.869and thecalculated value is 70.93. So it is to

accept alternative hypothesis and reject null hypothesis. So some relationship is there between the consumer decision making process and affordable price, technical superiority and safety etc.
12. There is a significant level of difference in the safety features like crossbar under dashboard,

air bags, and anti lock breaking system, aerodynamic shape and intensity of front lights by the respondents. This is the result from ANOVA test. 13. There is a significant level of difference in the marketing strategy like advertisements (promotions), cost of service, car handling (delivery & service), availability of spares etc. adopted by the company. This is the result from ANOVA test.
14. There is a significant level of difference in the features like seat design, leg room, dash board,

interior color, music system and adjustable front seat headrest of the car. Here there is some relationship between the above mentioned features. This is the result from ANOVA test.

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SUGGESTIONS
The study on consumer decision making process in automobile sector to buy the car is given by some key factors which have to be concentrated. From the findings the companies can follow suggestions towards its key factors. The company mainly focus on middle class people, at the age group of 21-35, because their disposal income is increasing now. The company should full fill the consumer expectations on featutures like music system, interior design, seat assessment etc when compared to their competetitors. The company can increase the number of agencies in the area of Palladam and Avinasi of Coimbatore district to show them as the mass marketer and to increase the image of the company among the agencies to even sustain the existing dealers. Since all the varieties of cars, the B & C segment cars are in the top position, it has to increase involvement to all other varities and to hold and increase the customers. Good advertisements in the media can be done to create awareness regarding varities of car in automobile sector, as well as to increase the potential. The companies can also increase the promotional activities to increase the sales promotion by communicating with an audience through variety of non personal,non media vehicles such as gifts ,coupons.The organization can pay for the delivery.This system may also convinence the existence agencies on its profit margin. The companies can also increase the promotional mix such as personal selling,by communicating directly with audience. The companies can make attention towards the price strategies. The companies can suggest expected pricing and penetration pricing. The companies can offer the following discounts to the consumers as well as agencies; A. Cash discounts B. Seasonal discounts

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CONCLUSION To conclude, the companies are operating in a highly aggressive and competitive global market place and this climate has led to the emphasis on quality in all aspects. TQM focuses on integration and coordination as well as the continuous improvement of all activities and processes. Total Relationship Management (TRM) is a very recent marketing strategy and philosophy. It focuses on and is concerned with all integrated internal and external activities within and between the organizations. These two terms are integrated by the manufacturers by building good quality products and building good relationship with dealers and enhancing service levels. However, when studied from the point of view of a customer there seems to be no major difference among the car brands in a segment as far as performance is concerned. The brand perception is dependant mostly on the peripheral cues depending upon the nature and quality of the service provided along with the pricing, maintenance, availability of spare parts and related issues. So, a question arises here, that is, the end of road for the branding of cars? Has the commoditization of cars started and its time that manufacturers must read the writing on the wall? It seems so! It seems as an undercurrent sentiment is flowing and the perception of the customers is changing according to it. So this might be the reason that despite Verna faring so high on the performance parameters still lags on the account of converted sales. The study shows that brand perception is something which starts building up before a car is purchased and goes on with its use and is reflected in the recommendations the customer makes to his acquaintances for the same car. Also, its seen that the customer might not be using the car still he holds the perceptions about it. Brand personality of a car is enforced by the sellers in the mindsets of the customers and the customers react to it by forming their perceptions about the car and this reflects in the overall brand image of the car. So brand image and brand personality complement each other and the brand perception aids the building of brand image. Dealers, as per the study findings, play a very important role in building up the brand perception of the cars. Since dealers are the connecting link between the customers and the manufacturers thus becoming the most important link in joining the company to its customers as he is the person who will sell the product, will deliver it and will keep on providing the after sales services to the customers as and when required.

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So, it becomes necessary automatically to study dealer as a part of customers satisfaction journey with the product called car! Their proximity to the customers, the service provided by them and the relationship maintained by them with the customers helps the car companies to establish and reinstate the brand personality communicated by them to the customers. Finally the major point that emerges out of this detailed study is a caution for the car companies. It says that there is no doubt that Indian car market may be growing with a double digit figure still the car companies have a long way to travel to convince their customers about the brand personality of their cars and how it suits the prospective buyers. Simply because it is not a guarantee that how so ever good the customer might be holding the brand perception and how so ever good the brand image may be it is not a guarantee that it will convert into sale. Cars just like clothes and accessories suit the style and personal of a person and since all cars will become commodity someday the key to sell and excel in the market will lie with a person who knows how to use the perceptions of the customers to its use and sell the cars because ultimately only that car survives which sells!

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BIBLIOGRAPHY
1. Automobile components manufacturers association of India www. Acmainfo.com 2. Numerous newspaper advertisement, cuttings of which from most of exhibits. 3. Product leaflets of Tata motors for the indicia xeta v2 4. WWW. Automobileindia.com 5. WWW.tatamotors.com
ADVERTISMENT

1.

Comstock .G and Paik H (1991) television and American child, academic press, New Year.

2. Diamond M and Hospson J (1999) magic trees of the mind, pen gain Putnam, new yark. 3. Eliot L (1999) whats going on in there? How the brain and mind develop in the first five years of life, Bantam books, New Year.
CONSUMER BEHAVIOURS

1. Srinivasan n Elangovan s Chinnaiyam p(2000) consumer perception towards processed fruit and vegetable products, Indian journal of marketing- volume 30 2. Walters C Glenn (1974) consumer behavior, theory and practice, Richard D Irwin inc, Ilinois. 3. Amarchand D and varadharajan B (1989) marketing, Korank publisher pvt. ltd 4. Charle Wlamb Jr Joseph. F Hair,j and corl mc danial(1992) principles of marketing, south Western publishing.co 5. Kotler Phillip and garry ramstrong (1996) prinicipels of marketing. 7 th edition, prentice Hall, Inc 6. Michal j baker (1997) the marketing book, 4th edition, published in India by viva books private ltd SITES VISITED

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www.siamindia.com www.autocarindia.com www.overdrive.com BOOKS CONSULTED Building Strong Brands- David a Asker Consumer behavior Icfai publication QUESTIONNAIRE

NAME GENDER Q1. Age group

: : : a) <21 c) 36-55 b) 21-35 d) >55

Q2. What is your monthly Family income? Less than Rs20000 Rs 20,001 Rs 50,000 Rs 50,001 Rs 75,000 More than Rs 75, 0001 Q3. Please tell youre about market segmentation chosen to buy in LMVs A) Segment A Segment A Segment B Segment C Segment D B) Segment B C) Segment C D) Segment D

Aabove Rs10, 00,000 Rs5, 00,000-Rs10, 00,000 Rs2, 00,000-Rs5, 00,000 Below Rs2, 00,000

Q4. What are the factors that influenced in purchased your car (old car)? 1. Increase in disposable income 2. Better safety at roads 3. Family needs 4. Increase in family size 5. Suits your lifestyle and personality Q5. What are the factors that mainly influencing to purchase the new car (other than old car)?
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1. Affordable price 2. Comfort 3. Manufacturers image 4. Value for money 5. Safety 6. After sale services 7. Technical superiority over competition Q6. When do you purchase the car? A) Tax benefit C) New car introduction B) Special gift offer period D) discount period

Product Satisfaction Level Q7. Please rate your existing car in terms of understated Interior Design features on a scale of 1 to 5 where 1 2 3 4 5 Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied 1 2 3 4 5

Interior Type Seats design Leg Room Dash Board Interior Color Music System Adjustable Front seat Headrest

Q8. Please rate your existing car in terms of understated Safety features on a scale of 1 to 5

Safety Parameters

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Crossbar under Dashboard Air Bags Anti Lock Breaking System Aerodynamic Shape Intensity of front lights

Q9. Please rate your existing car in terms of following parameters

Parameter Fuel Consumption Mileage ( Km/ltr) Pick Up Stability at higher speed Top speed

Q10. Please rate your Dealer on the understated parameters on the scale of 1 to 5 where 1 2 3 4 5 Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied 1 Distance ( Proximity) Advertisements (Promotions) Technical Facilities Cost of Service Availability of Spares Information Provided
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Service Time Charges Staff Car Handling ( Delivery & service) Assured Customer Transactions

Q11. Will you recommend your car to your friends? Yes No

Q12. If yes, will you buy your new car in the Same segment , same manufacturer Same segment, different manufacturer Upper segment, same manufacturer Upper segment, different manufacturer

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