A

SUMMER INTERNSHIP PROJECT REPORT

ON
STUDY ON CUSTOMER BUYING BEHAVIOR IN AUTOMOBILE
INDUSTRY (CARS)
AT
KARNAVATI MOTORS LTD.
Submitted to
Oakbrook Business School
IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
Under
Gujarat Technological University
UNDER THE GUIDANCE OF
Faculty Guide

Company Guide

Mr. Jignesh Darji

Mr. Sunil Bulchandani

Submitted by

DILJIT SINGH KHALSA

Enrollment No.: 158320592024

M.B.A SEMESTER II
Oakbrook Business School
M.B.A PROGRAMME
Affiliated to Gujarat Technological University, Gandhinagar

ii

PREFACE

Experience Is the Best Teacher

This saying has played vital role in including summer internship program as a part of MBA
program of the Gujarat Technology University.
The practical program at MBA develops a feeling about the difficulties and challenges in the
corporate world. Only theory knowledge does not impart complete education. Practical
experience must accompany theoretical knowledge to add meaning to education. To fulfill
these objectives summer internship program is a part of MBA program.
Our project is conducted on the customer buying behavior in automobile industry especially
in Mahindra Dealership of Karnavati Motors. Such a project is an exposure to working of
automobile industry and one of the basic ingredients of training should be an understanding
of basic role of the professional manager as individual and team work.
I have put in my best efforts to present the complete idea of customer buying behavior in
Mahindra Dealership in Ahmedabad City. This project report is based on the survey, analysis
of experience and past information.

ACKNOWLEDGEMENT

The internship opportunity I had with Karnavati Motors was a great chance for learning and
professional development. Therefore, I consider myself as a very lucky individual as I was
provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so
many wonderful people and professionals who led me though this internship period.
I am very grateful to Mr. Sunil Bulchandani for providing me an opportunity of working in their
wonderful organization and also to Oakbrook Business School for guiding and preparing me for
this opportunity.
Bearing in mind previous I am using this opportunity to express my deepest gratitude and special
thanks to the GM of Karnavati Motors Mr. Divyesh Thakkar, who in spite of being
extraordinarily busy with his duties, took time out to hear, guide and keep me on the correct path
and allowing me to carry out my project at their esteemed organization and extending during the
training.
I express my deepest thanks to Mrs. Naina Vyas, Team Leader for taking part in useful decision
& giving necessary advices and guidance and arranged all facilities to make life easier. I choose
this moment to acknowledge her contribution gratefully.
It is my radiant sentiment to place on record my best regards, deepest sense of gratitude to Mr.
Chandraprakash Pathak, Sales Consultant, Ms. Nikita Makwana, Sales Consultant, Mr. Ankit
Patel Sales Consultant, Mr. Poras Dastur, Trainer and Ms. Priya Hukamatani, Admin Staff for
their careful and precious guidance which were extremely valuable for my study both
theoretically and practically.
I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope to continue cooperation with all
of you in the future.

vi

EXECUTIVE SUMMARY

It is a fact that if you are satisfied with a product or service, you recommend it to others. Word of
mouth and customer satisfaction play a very important role in determining market perception
about an automobile. It is the market perception that 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. The same is a lot of interest to customers as well for it helps
them make the purchase decision.
A car is one of the most significant purchases that an Indian household makes and this project
addresses the most important question that perplexes car manufacturers:
What makes the perfect car that influence will willfully purchase?
The project highlights the factors that influence the buying decision of a customer.
The factor under consideration would be:
Price
Income of the consumer
Features in the car
Safety standard
Technical aspect
Finance facility
Is an Indian customer ready for more? What is the driving motive behind the effective

demand of the car? How the coming of new models going to effect the buying decision of
consumer.
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.

viii

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.
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.

viii

TABLE OF CONTENT
Sr. No.

Particular

Page No.

1
2
2.1
2.2
2.3
3
3.1
4
5
6
7
8
8.1
8.2
8.3
8.4
9
9.1
9.2
10
11
12
12.1
12.2
13
14
15
15.1

Preface
Acknowledgement
Executive summary
Introduction
Industry Overview
Global automobile industry
Indian automobile industry
Domestic & foreign vehicle manufacturers in India
Company Overview
Mahindra Punjab Automobiles I Pvt. Ltd.
Literature Review
Problem Statement
Research Objective
Topic Introduction
Research Methodology
Introduction
Research Design
Types of data
Sampling design
Data Analysis & Data Interpretation
Demographics
Vehicle and dealership related
Cross Tabulation
Hypothesis
Findings & Suggestions
Findings
Suggestions
Conclusion
Bibliography
Appendices
Questionnaire

1
2
3
5
7
9
12
24
26
27
28
29
29
29
29
30
32
32
36
51
56
59
59
60
61
62
63
64

ix

1. INTRODUCTION
2.
3.
4.
5.
6. The automobile industry today is the most lucrative industry. Due to the increase in
disposable income in both rural and urban sector and easy finance being provided by all
the financial institutes, the passenger car sales have increased at the rate of 38% per
annum over the corresponding period in the previous years. Further competition is
heating up in the sector with a host of new players coming in and other like Audi, BMW,
Jaguar and Porsche 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.
7.
8. This report attempts to answer some of the questions regarding brand personality of
selected cars in India by conducting the market research. This report is categorized into
parts, deals with introduction to brand personality, companies selected, product and the
industry.

9. INDUSTRY OVERVIEW
10.
11. 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:
12.
13. (1) Increase in disposable incomes and standards of living of middle class Indian families
estimated to be as many as four million in numbers.
14.
15. (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.
16.
17. 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.
18. 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.

18.1. Global Automobile Industry:

19.
20.
21.

North America: U.S. markets are peaking at historic levels, setting a sales record

of just under 17.5 million vehicles in 2015, up 5.7 percent from the year before and
topping the high-water mark of 17,402,486 in 2000. U.S. sales are likely to be relatively
flat in the next two years and may face a moderate downturn in 2018, the victim of
economic cycles, higher auto loan interest rates as the Federal Reserve raises overnight
rates, and an expected flood of vehicles into the used car market. Mexican auto sales
outpaced forecasts in 2015, jumping 19 percent to more than 1.3 million units, and are
expected to surpass 1.5 million by 2021. Investments in new auto factories in Mexico are
surging as well; installed capacity is likely to grow more than 50 percent over the next
five years (partially for North American consumption, but also for global export). These
conditions compel automakers and suppliers to manage supply chains and factory usage
cautiously in the U.S., while continuing to expand in Mexico.
22.
23.

European Union (E.U.): Sales have improved in the European Union since the

financial downturn, but the E.U. auto industry is held hostage by local economies that are
teetering on the edge of recession. In 2015, new car registrations in the E.U. rose 9.3
percent year-on-year, to 12.6 million units. But that is well below the record year of 2007,
when more than 18 million vehicles were sold in the region. And automakers in some
E.U. nations struggling to grow their economies notably France, Greece, Spain, Italy,
and Portugal face losses or low profits, fragmented markets, and the inefficiencies of
model proliferation. The E.U. auto industry must figure out ways to better match
production capacity to market demand, while simultaneously investing in new potentially
strong product areas (for example, small SUVs and crossovers) and in new automobile
technologies.
24.

25.

Emerging Nations: Perhaps the biggest downward macroeconomic force in the

auto industry today is the underperformance of emerging markets, which not too long ago
represented a significant opportunity for major gains in the global auto sector. While
Indias sales remained roughly flat in 2015, Chinas year-over-year growth slowed to 7.3
percent from a 10 percent gain in 2014 and 16 percent gain in 2013. New vehicle
ownership restrictions in Chinas largest cities will further curtail sales in the coming
years. Russia had its second straight year of precipitous decline in 2015; sales were
almost 50 percent below the 2012 peak. And Brazils sales fell by nearly 1.3 million
units, or 30 percent, from its record high in 2012, a drop that was larger than the entire
Mexican

car

market.

Automakers have made massive investments in emerging market countries and must be
extremely nimble if they are to successfully navigate the next few years. A very
conservative approach closely managing costs and factory capacity is critical to
staying above water in Brazil and Russia. China is a different story. Already the worlds
largest auto market, China is expected to boast annual vehicle sales of more than 30
million by 2020. Smart joint ventures with Chinese companies that can be counted on for
consistent returns (a necessary but difficult undertaking, as many Chinese joint ventures
struggle) and increased but highly managed production of more profitable, pricier models
will be essential for automakers that want to take advantage of potential vehicle sales
growth.
26.
27.

Middle East and Africa: Over the next five years, the Middle East and Africa

(ME&A), a laggard, relatively un-motorized region, will likely see strong and consistent
automobile sales growth; the biggest improvements are expected in Iran, Egypt, South
Africa, and Nigeria. Along with this growth, automaker factory activity in the region will
increase significantly. By 2021, nearly 3 million cars will be built yearly in the ME&A,
an output increase of about 50 percent, according to PwC Auto facts. Substantial factory
capacity improvements are likely in Algeria, Nigeria, Egypt, and Iran. Given the diversity
of this region there are more than 50 distinct markets automakers face the obstacle
of satisfying multiple unique local requirements in order to thrive. Among them are
4

domestic assembly quotas, import and export tariffs and duties for parts and vehicles, gas
or diesel preferences, and local customs that may dictate the design of interior and
exterior features. To gain a strong sales foothold in the ME&A, automakers must also
have a substantial factory and distribution presence.
28.
29.

29.1. Indian Automobile Industry:

30.
31. The Indian car industry is now the seventh largest car manufacturer in the world. The
overall Indian automobile industry has grown at a high rate of around 15% (CAGR
20014-15) on the back of a healthy macro-economic growth and overall positive
sentiments. As India is a developing economy with relatively low GDP per capita, the
Indian automobile industry is dominated by 2-Wheelers which comprise of ~77% of the
overall market. Passenger vehicles are the 2nd largest segment of the industry with a
share of ~15% and commercial and three wheelers comprise of 8% of the market share.
Passenger Cars sub-segment dominates the passenger vehicle market in India with ~70%
share. The next biggest sub-segment is the Utility Vehicles segment which has a share of
~20%, followed by Mini Vans.
32.
33. 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 vigorously in infrastructure, design and development, and marketing.
Automobile industry in India is today poised for the big leap.
34.
35. India is the 2nd largest two wheeler manufacturer in the world
36. Second largest tractor manufacturer in the world
37. 5th largest commercial manufacturer in the world
38. 3rd largest car market in Asia, surpassing China in the process

39.
40.
41.
42. There are various reasons for the growth of the Indian automobile market such as:
43.
44. 1. The people have more disposable income as economy is growing.
45. 2. Increase in the need of mobility due to urbanization and leisure travel.
46. 3. Car Finance options available from Financial Institutes at reasonable rate of interest.
47. 4. Availability of service centers and spare parts in near vicinity.
48. 5. Improvement in highway infrastructure.
49.
50.
51. 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:
52.
53. High machine tool capabilities
54. Extremely capable component industry
55. Most of the raw material locally produced
56. Low cost manufacturing base
57. Highly skilled manpower
58. Special capability in supplying large volume

59.

60.
60.1. Domestic and Foreign Vehicle Manufacturers in India:
61.
62. Passenger Vehicles:
63.
64. The main domestic manufacturers of passenger vehicles are as follows:
65.
66. Maruti Udyog
67. Tata / Telco
68. Mahindra & Mahindra
69. Hindustan Motors
70.
71. Foreign competitors manufacturing locally including Hyundai, Ford, General
72. Motors, Honda, and Toyota
73.
74. 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.
75.
76. In terms of volumes:
77.
78. 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
79. (Santro) and Fiat (Palio) however are eroding Marutis long standing dominance in this
segment.
80. The mid / luxury range is developing with the introduction of Ford (Ikon), Hyundai
(Accent/Sonata) and Skoda (Octavia), although the volumes are not significant.
7

81.
82. 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
83. .
84. Commercial Vehicles
85.
86. The main Indian companies in the Commercial Vehicle segment are:
87.
88. TATA Engineering and Locomotive Company (TELCO)
89. Ashok Leyland
90. Bajaj Tempo Ltd
91. Eicher Motors Ltd
92. Swaraj Mazda
93.
94. 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.
95.
96. There has been a significant turnaround in this segment over the last 18 months with over
30% growth being seen in terms of both production and sales.
97.
98. 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.

99. Company Overview

100.
101.

Company profile:

102.
103.

Karnavati Automobile Group has 8 Automobile Dealerships in Gujarat

Including Renault, Volkswagen, Nissan, Mahindra & Mahindra, Hyundai, Royal

Enfield, Honda Bikes, and Triumph Bikes. They are employing more than 800 People
in the group.

Thought: To represent Karnavati as a Multi-dimensional and dynamic firm.

Inspiration: Represented by a dot that symbolizes how every consumer is the centre
of our business. Second inspiration is the place that harbors all our aspiration and
dreams where all efforts bear the sweet fruits of success. The third inspiration was the
element of nature that represents freshness and tip of the leaves designed in a way to
point all directions which shows Karnavatis excellence in serving its customer in all
possible ways.

Combination: All the three inspirations put together to symbolize the ground and
ideologies on which Karnavati is established.

Arrangements: The combinations of dot and the circle speak of how every business
activity at Karnavati is streamlined by encompassing the consumer insights. Then the
four leaves were centrally aligned and integrated precisely protruding thought the
circle.

Composition: The four leaves were centrally longed and integrated to create
something really striking.

The Final Logo:

The final logo when put together represented every facet of

Karnavati. Also the fonts were carefully chosen, that affiliated with the curvatures of
the leaves. The final aura of the logo and the font put together unfolds the dynamism,
foresightedness and consumer- centric approach of Karnavati.

104.
105.
106.

Mission:

107.

Mission is to provide extraordinary customer service with excellence

and within the appropriate time period.

108.

Vision:

109.

Representing the best value to all our customers and to develop future

capabilities to retain the top position in Auto Industries

110.

Values:

Customer focus

Integrity

Respect

Excellence

Teamwork

Good work environment

Transparency (Open Communications)

111.
112.

Key People:

113.

Mr. Baljeet Bagga (M.D)

Mr. Jigar Bhalani (Director)

Mr. Inderpreet Singh Saluja (CEO)

114.

10

115.
116.
117.

Companies:

118.

Parklane Auto Pvt. Ltd.

Petal Auto Pvt. Ltd.

Punjab Automobiles (I) Pvt. Ltd.

Parklane cars Pvt. Ltd.

Parklane Auto Pvt. Ltd.

Param Hyundai Pvt. Ltd.

Karnavati Bikes Pvt. Ltd.

Punjab Automobile (I) Pvt. Ltd

119.
120.

Organization Strength:

121.
122.

Karnavati have employed more than 800 people in our organisation in

order to achieve their goals.

11

122.1.Mahindra Punjab Automobiles I Pvt. Ltd.:

123.
124.

Mahindra Punjab Automobiles I Pvt. Ltd. is one of the Karnavati Motors

oldest & prime dealership. This dealership also houses the groups Head Office. This
dealership has strength of approximately 250 employees including its humongous
Service Centre located in the same area.
125.
126.

Location:

127.

The Mahindra Punjab I Pvt. Ltd. is strategically located near Sola Bridge, S G

Highway. The advantage the company gets from the location is:

Availability of varied type of roads and conditions for test drives. The location
provides exposure to National Highway NH8 which helps the customer to check the
high speed behavior of their vehicle and also rural and congested areas to check the

maneuverability and other aspects of day to day city driving.

128.
Close proximity to its Service Center and New car storage lot. The dealership has
opened humongous Service Centers for both commercial and private vehicles near
their showroom which helps them to better stay connected with their after sales
service departments. The dealership also has a new car storage lots close to its
showroom which helps store around 150 to 200 new cars which helps them to meet
their demand with supply.

129.

130.
S G Highway in Ahmedabad is known for numerous numbers of car showrooms
including small and big brands such as Marti Suzuki Nexa, Tata Motors, Skoda,
BMW, Mercedes, Audi, Ford, Jaguar & Land Rover, Nissan, Porsche, Renault,
Volkswagen, Rolls Royce, Isuzu, Mitsubishi to name a few making it the car
shopping destination for customers. Mahindra Punjab Automobile I Pvt. Ltd.
showroom is located right at the heart of this highway giving it the perfect platform
to play big in this game.

131.
12

132.
133.

Products:

134.

Mahindra showroom is broadly divided into two parts i.e. Commercial

Vehicles & Personal Vehicles. For the purpose of this study, we will mainly
concentrate on the Personal Vehicle aspect of the showroom.
135.

Mahindra is known for their rugged, tough and adventurous vehicles like

Scorpio and Bolero. But in recent years, Mahindra has expanded their portfolio from
mini SUVs to high end luxury SUVs with sedans and electric car segment in their
spectrum.
136.

Punjab Automobile dealership offers mostly all the passenger vehicles

manufactured by Mahindra & Mahindra Automotives for India. These are the
following vehicles offered to general public by this dealership for personal use:
137.

KUV 100:

138.

Its Mahindras rival to the Maruti Swift and quite a unique one at that. Its

because of the way it looks like an SUV. Sure, there is no shortage of stylish
hatchbacks in the segment, but with the KUV 100, Mahindra has tried to give it a
chunky, crossover-like stance and it definitely stands out from the crowd. As SUVs
are the flavor of the moment in our country a jacked-up look assures its appeal.
139.

Mahindra Quanto:

140.

Quanto is a compact sports utility vehicle from the esteemed stable of

Mahindra & Mahindra. Available only in a diesel version with four variants, it is
promoted by the company to be a sturdy and sporty vehicle, which its exteriors also
convey. Going with the current trend of Mini-SUV and many manufacturers are
running pillar to post to get their car models in the firing range, the latest entrant
being the Mahindra Quanto. The biggest reason for manufacturers aiming for such
vehicles is the tax exemption of around 12% on Excise duty on a sub 4 meter vehicle.

13

Mahindra took nearly two years in developing the Xylo based Mini Xylo or baby
Xylo that it finally christened as the Quanto.
141.
142.
Mahindra Nuvosport:
143.
April 05, 2016, Mahindra has plans to produce 18,000 units of
the NuvoSport annually. The Indian carmaker has launched the SUV at a price of Rs.
7.35 Lacks (ex-showroom, Thane). It is the second sub-4-metre SUV in Mahindra's
lineup after the TUV300. The NuvoSport replaces the Quanto and sits above the
TUV300 in terms of pricing and features. Mechanically, it is powered by a 1.5-litre
diesel from the outgoing Quanto. The diesel motor churns out 100bhp of power and
240Nm of torque. The vehicle will return a certified mileage of 17.45 kmpl.
Transmission options include a 5-Speed manual and an optional AMT (automatedmanual transmission). The NuvoSport gets anti-lock braking system (ABS) with
electronic brake force distribution (EBD) as standard across the range. Airbags are
optional for the base variant and standard on the others.
144.

Mahindra TUV 300:

145.

Mahindra

TUV300 (TUV three

double

O)

is

a Mini

sport

utility

vehicle manufactured by Mahindra & Mahindra. The vehicle was announced in Aug
2015 and was launched in Madhya Pradesh on 15 Sep 2015.
146.

In Aug 2015, Mahindra & Mahindra announced TUV300 and the microsite for

the vehicle went live the same month. The vehicle was officially launched on 15 Sep
2015 in Madhya Pradesh. TUV300 is designed by Mahindra Research Valley and is
built on the same platform as the Scorpio. TUV300 also carries the same engine as the
XUV500 and Scorpio, but the engine displacement in the TUV300 is lower, resulting
in lower engine power and torque.
147.

TUV300 comes in manual & automatic transmission. Between the two

transmissions, there are total seven variants. There are five variants in manual
transmission and two in automatic transmission. The manual transmission variant has
14

power output of 84Bhp whereas the automatic transmission variant has power output
of 81Bhp.
148.

Mahindra has launched the TUV300 with the mHAWK100 engine option that

will complement the existing mHAWK80 diesel engine that the SUV was launched
with. The more powerful motor is exclusively available in the top-spec T8 variant,
with prices starting at Rs 8.87 lakh (ex-showroom, Mumbai). It uses the same 1.5litre, 3-cylinder engine as the standard TUV300, but has been tuned to produce 101PS
of power and 240Nm of torque. While the manual gearbox equipped T8 can be had
with the mHAWK80 engine (85PS/230Nm) as well, the T8 AMT will be offered only
with the 101PS tune.
149.

Mahindra Xylo:

150.

The Mahindra Xylo is a CUV, designed and manufactured by Mahindra &

Mahindra. The Xylo was launched on 13 January 2009 at Nashik. Five variants, D2,
D4, H6, H8 and H9 are currently available [as of Jan 2015]. More than 3,000 units of
Xylo were sold in its first full month of sales, after launch in March 2009.
151.

Launched in India in early 2009, the Xylo started off well with an initial flurry

of sales. However, since then sales have slowly declined, and it is widely believed that
sales have not lived up to Mahindra's expectations. The Xylo was loosely based on the
Mahindra Scorpio's ladder frame chassis. This chassis was modified to take account
of the Xylo's longer wheelbase and higher refinement requirements. The Xylo was
launched with a number of seating configurations, including two up front, and two
benches [8 seats], or two up front, middle row captain seats and a rear bench [7 seats].
152.

Mahindra Scorpio:

153.

The Mahindra Scorpio is a four-wheel drive SUV. The Scorpio was conceptualized
and designed by the in-house integrated design and manufacturing team of M&M.
The car has been the recipient of three prestigious Indian awards: the "Car of the

15

Year" award from Business Standard Motoring as well as the "Best SUV of the Year"
and the "Best Car of the Year" awards, both from BBC World Wheels.
154.

The mHawk Diesel engine holds a capacity of 2.2 L with 4 cylinders that

delivers 120hp. The mHawk employs a top-mounted intercooler to improve

turbocharger efficiency. The engine is based on the Bosch Common Rail system with
solenoid injectors and fuel spray design that improves fuel efficiency. The mHawk is
equipped with a two chain drive stage system and hydraulic lash adjusters.
155.

Mahindra Bolero:

156.

The Mahindra Bolero is a four-wheel drive off-road vehicle. The various fuel

trims in Mahindra Bolero are priced differently. The Diesel trims are priced between
Rs. 6,03,937/- to Rs. 7,78,046/-.
157.

The basic design is based on the Mahindra Armada Grand. The first-

generation Bolero was equipped with a Peugeot 2.5 L (150 in3) IDI engine which
produced 75 Bhp (56 kW). The second generation was released with slightly modified
exteriors and the major change was the engine, a 2.5 L (150 in3) in-house engine from
Mahindra. It is powered by a 72 Bhp (54 kW) 2,523 cc (154.0 cu in) turbocharged direct injection diesel engine. Bolero seats are high and the bonnet is low and
gives a hawk eye visibility with almost zero blind spot. Reversing is easy due to its
narrow design and thin pillars. Ambassadors and 800 were the symbol of Indian cars
and no wonder soon bolero will steal it. Bolero is meant for its ride quality over
typical Indian roads. Its way of ride easily shames luxury cars. the sorted suspension
system with reliable engine making bolero a success model. It has been long years in
the market with top selling numbers and the reason is "bolero a road king".
158.

Mahindra XUV 500:

159.

The Mahindra XUV 500 is a Mid-Size sport utility vehicle produced by the

Indian automobile company Mahindra & Mahindra. The XUV500 was designed and
developed at Mahindra's design and vehicle build center in Nashik and Chennai, and
16

is manufactured in Mahindra's Chakan & Nashik plant, India. During its development,
the car was code named 'W201'. The design is inspired by fastest land animal,
the cheetah. It is the first monocoque chassis based vehicle the company has
produced.
160.

The XUV 500 was launched in September 2011, and by June 2012 it was

available in 19 cities in India. To meet the growing demand for the XUV 500, M & M
planned to increase the monthly production to 5000 units by Sept-Oct 2012.
161.

Despite being highly popular in India, it is less well known in other countries

than is the Mahindra Scorpio. But the XUV500 was relatively popular in the South
African market with sales exceeding 1200 units by February 2013.
162.

Mahindras XUV 500 secured first place in the 2014 Desert Storm Rally - one

of Indias toughest tests for both man and machine. The car also clocked the fastest
time in three sections of the rally.
163.
164.

Mahindra Thar:

165.

The Mahindra Thar is

a compact and

mid-size four-wheel

drive off-

road and sport utility vehicle (SUV), manufactured by Indian automaker Mahindra &
Mahindra Limited. The vehicle was launched in the Indian market on October 4, 2010
to fill the void left by its predecessor the Mahindra MM540. The Thar has been voted
one of the top 10 SUVs available in the Indian market. Three variants-DI 2WD, DI
4WD and CRDe, with soft top version are available.
166.

The Thar also comes with a 7 seater option, though it can be converted into a

two seater.
167.

Ssang Yong Rexton:

17

168.

A 70% share of SsangYong was acquired by Indian Mahindra & Mahindra

Limited, in February 2011, after being named the preferred bidder in 2010 to acquire
the bankruptcy-protected company.
169.

The SsangYong Rexton is a mid-size SUV manufactured by the SsangYong

Motor Company in since late 2001. It is based on the Mercedes-Benz M-Class (W

163) platform. This vehicle offers standard appointments such as quiet on-road
performance, car-like handling, and off-road capability, and can be configured to seat
seven people or as a five-seater. The car's design was also styled by Giorgietto
Giugiaro's Italdesign studio.
170.

In 2006, the model received style changes, along with more comfort and

convenience and was then renamed the Rexton II

18

171.

Organization:

172.
173.

Mahindra Punjab Automobile is a medium size business and therefore it has a

flat organizational hierarchy. The showroom deals with customers entering the
showroom to sales process such as product briefing, financing, RTO formalities, etc.
and also after sales process such as Customer Relations, Insurance, etc. Following is
the organizational hierarchy of the showroom:
174.
175.

176.

177.

178.

179.

180. O

181.

182.

183.

184.

W
N
E
185.

186.

187.

188.

189.

R
190. |

191.

192.

193.

194.

195.

196.

197.

198.

199.

200. C

201.

202.

203.

204.

E
205.

206.

207.

208.

209.

O
210. |

211.

212.

213.

214.

215.

216.

217.

218.

219.

220. G

221.

222.

223.

224.

225.

226.

227.

228.

229.

M
230. |

231.

232.

233.

234.

235. A

236. INS

237.

238. VE

239.

240. S

241.

242.

243. ACCE

244. F

URA

RT

SSORI

NCE

ES

HI

CL

ES

EX

CH

AN

245.

246.

247.

GE
248.

249.

250. |

251.

252.

253.

254.

255.

256.

257.

258.

259.

260. S

261.

262.

263.

264.

272.

273.

274.

S
265.

266.

267.

268.

269.

270.

S
271.

275. MAHINDRA PUNJAB AUTOMOBILE PVT. LTD. HEIRARCHY

276.

19

277.

Owner:

278.

Mr. Baljeet Singh Bagga, the owner of Karnavati Motors Group handles 20+

showrooms and Mahindra Punjab Automobile showroom houses the Head Office of
the Karnavati Group. The owner along with CEO handles all operations from this
very showroom.
279.

CEO:

280.

CEO helps Mr. Bagga in running the operations of every showroom in the city

and the ones outside of it.

281.
282.
283.
284.

GM:

285.

Mr. Divyesh Thakkar is the General Manager of the Punjab Automobile

showroom. Mr. Thakkar runs the operations of the Mahindra showroom and handles
all the departments in it like Sales, Insurance, Accounts, RTO, etc. All the
departmental heads report directly to Mr. Thakkar.
286.
287.

Sales:

288.

Sales department is responsible for all the sales activities for their varied

products. Sales are generated from different sources for the showroom like Walk Ins,
Telephone, Internet, etc. The showroom is heavily depended on the activities of their
sales department and hence the products are categorized into different categories
according to the product characteristics and each category has its own sales manager
(SM).
289.

SM 1 handles sales activities of Bolero, Thar and Xylo.

290.

SM 2 handles sales activities of KUV 100, TUV 300 and Nuvosports.

291.

SM 3 handles sales activities of Scorpio, Rexton and XUV 500.

20

292.

Each SM has sales consultants working under him. The sales consultants

working for a SM can range from 4 to 8 depending upon the category.

293.
294.

CSD:

295.

CSD is a specialized unit of the sales department which only concentrates on

selling the products to the Defense personnel as those personnel receive special
benefits from the government of India and therefore their procedures are a bit
different from normal sales procedure. The requirement for making a special unit for
CSD personnel is because of the high popularity and preference of Mahindra vehicles
between the defense personnel.
296.
297.
298.
299.

CR:

300.

CR (Customer Relationship) is a department which helps the showroom to

maintain good relationship with their customers and ensure that they again come to
them for their next purchase.
301.

Activities of CR department include taking care of the delivery process, obtain

information from their customers about their purchase satisfaction, personal profile,
etc, and operate their Top Gear & Purple Clubs.
302.

Top Gear club is an endeavor by Mahindra to provide the customers with an

unforgettable ownership experience. It provides personalized offers and valuable

service benefits in three different categories viz. Lifestyle, Entertainment and
Adventure.
303.

Purple Club membership is offered to only those customers who have bought a

Rexton or XUV 500. Purple club is a unique ownership experience created to provide
personalized services and exceptional privileges in categories such as Auto benefits
(complementary vehicle pampering, car spa, free PUC, monsoon car wash, etc.),
21

Lifestyle benefits (access to complementary holidays), Personal Relationship

Manager for lifetime, Other benefits (pick up and drop facility, round the clock
assistance, etc.).
304.

CR department employees 3 to 5 employees.

305.
306.

Vehicle Exchange:

307.

X-mart is a brand for Mahindra & Mahindra Ltd. to facilitate vehicle exchange

at M&M dealership.
308.

Following a customer centric approach, it provides their client the facility to

trade their used cars for the new Mahindra vehicles.

309.

They also offer them other conveniences like finance facility, insurance etc.

under the same roof.

310.
311.
312.

Finance:

313.

Mahindra Finance (Mahindra & Mahindra Financial Services Limited) is a

leading non banking finance company catering to the financial needs of the car buyers
in the showroom. Apart from Mahindra Finance, the showroom has tie ups with other
banks for finances such as ICICI, Axis, SBI, HDFC, and many more.
314.

There are 3 finance executives that handle all the finance related activities in

the showroom & explains the finance schemes to the customers according to their
requirements and also facilitates the financing procedures.
315.
316.

Insurance:

317.

The Insurance department takes care of all the Insurance related activities of

their vehicles, be it the new cars sold to customers to the insurance renewal of their
existing customers.
22

318.

There are approximately 20 to 30 employees working in the Insurance

department of the showroom.

319.
320.

Accessories:

321.

The accessories department is the department which is entrusted with all the

accessories that are fitted to the stock vehicles. Some accessories are mandatory
according to the RTO rules, some are fitted complementary by the company in the
whole package and others are available for customers to fit if they want to at a price.
322.

Each accessory that they sell comes directly from Mahindra or Mahindra &

Mahindra certified for its compatibility and reliability. They are genuine Mahindra
accessories designed and produced specifically for Mahindra cars.
323.

Also, only the Mahindra Genuine Accessories protects the car warranty.

324.

The Mahindra accessories department has approx 5 to 8 employees working

for them.
325.
326.
327.

RTO:

328.

RTO department is concerned with RTO related activities like registering

vehicles in RTO, payment of taxes and prescribed fees, allotment and appointment for
vehicle number, etc.
329.
330.

Accounts:

331.

Accounts department employees 15 to 20 employees and is concerned with

monetary aspects of the showroom like payroll, revenues, costs, etc.

332.
333.

HR:
23

334.

HR (Human Resource) department is handled by Mr. Sunil Bulchandani and

he is assisted by 3 HR executives. HR department recruits, hires, train and

compensate employees working at the showroom. A special trainer Mr. Poras Dastur
is provided by the company to train each sales consultant.

24

335.

LITERATURE REVIEW
336.

337.

In 2008, Manish Kumar Srivastava, A.K. Tiwari, studied the consumer behavior

for A3 segment vehicles such as Honda City and SX4 in a particular region Jaipur. Data
collected from 100 respondents 50 each from Honda City and Maruti SX4. Respondents
were considered from various backgrounds like Gender, Occupation, and Income class.
Also customer purchase parameters considered for study are Price, Safety, Comfort,
Power & Pickup, Mileage, Max Speed, Styling, After Sales Service, Brand Name and
Spare Parts Cost. Based on above parameters and analysis made in this it revealed that,
while purchasing A3 segment car Customer give much importance to Safety, Brand
Name and seating and driving comfort.
338.

2010, Prasanna Mohan Raj, studied the factors influencing customers brand

preference of the economy segment SUVs and MUVs. Data collection was made
through direct interaction and customer intercept survey using questionnaire. Descriptive
analysis was used to transform data into understand format and factor analysis was used
for identification of factors influencing customer preference. In light of study findings,
the preference of a given brand can be explained in terms of six factors namely Product
reliability, monetary factor, trendy appeal, frequency of non-price promotions offered,
trustworthiness and customer feeling or association towards brand.
339.

2010, Bhuvender Chaudhary, Saurabh Tripathi, this research attempts to answer

some of the questions regarding brand personality of selected cars in India by conducting
the market research. This personality sketching will help in knowing what a customer (or
a potential customer) thinks about a given brand of car and what are the possible factors
guiding a possible purchase. Similarly, the idea of measuring the customer satisfaction
will serve the same purpose of determining the customer perception. Thus, by measuring
the willingness of exciting users of a car to recommend it to others will help the car
manufacturers to check out the entire customer Buying Behavior.
340.

2013, Samin Rezvani, Goodarz Javadian Dehkordi, Muhammad Sabbir Rahman,

their paper reviews the country of origin and different variables that influence consumer
25

purchase intention, also highlight the relationship of variables and customer purchase
intention. Study demonstrate that people care about which country products come from
and where they are made and consider these factors when evaluating the quality of
product. Stereotypes of country and the preferences of customers, influence the purpose
intention.
341.

In 2014, K.Vidyavathi, the study throws light on various aspects that the

manufactures should concentrate on to attract the prospective buyers. The demand for the
small Automobile segment is increasing because of the growing number of nuclear
families as well as parking problems. Hence the manufactures should find out the needs,
wants, tastes and preferences of consumers in order to design the products. Also fuel
economy and driving comfort are the most important parameters followed by availability
of spares and their price.
342.

In 2014, Menon, Jagathy Raj V.P., the study findings shows that due to price

difference in Gasoline and Diesel, about one third of the car owners were having diesel
vehicles. The research results showed that about one seventh of car for the city drive for
family usage, while using the second car for office and business usage. Foreign brand
cars show clear preference in the Kerala car market. Also it was observed that in the
information gathering and consumer purchase initiation stage, TV commercials on car
models and brands, search on internet website of the manufacturer and visit to dealers /
distributors were the prime sources where customers gathers information on car models.
343.

In 2015, Ramita Verma, Shubhkamana Rathore, studied the luxury car segment of

India. Researches and studies have revealed that the luxury car market is growing at a
steady speed of 25% per annum with more and more numbers of luxury cars entering
Indian car market. Luxury cars are preferred by HNI (High Net worth Individuals). HNI
wants to differentiate themselves from crowd for various reasons. Change in attitude of
the customer accounts for the sudden acceleration in the Luxury car Market in India, as
the emphasis has been shifted from price consideration and affordability to design,
quality and pleasure.

26

344.

PROBLEM STATEMENT
345.
346.
347.

348.

Due to the emergence of globalization and liberalization there is a stiff completion

among the Automobile industries which are focusing attention in capturing the Indian
markets an automobile are no more considered as luxury once, now occupies a part of
day-to-day life and has become a necessity. Customers have now changed their attitude
that yesterdays luxuries are todays necessities. To be a successful marketer it is
absolutely essential to study the perceptions of the prospective buyers and track their
drivers of those perceptions and hence study their buying behavior.

27

349.

RESEARCH OBJECTIVE

350.
351.
352.

Primary Objective:

353.
354.

The primary objective of the research is to study and understand the buying

behavior of the customers entering in the dealership to purchase a passenger car.

355.
356.

357.

Secondary Objectives:

358.
359.

The secondary research objectives for the project undertaken can be defined as

follows:
360.

To determine the demographic variables of the customers of different brands of cars.

Examine the customer perception about the cars.

To judge the satisfaction level of customers in the dealership.

28

361.
362.

363.

TOPIC INTRODUCTION
364.
365.
366.

367.

The concept of buying behavior is of prime importance in marketing and has

evolved over the years. It is important to understand consumer buying behavior as it

plays a vital role in creating an impact on purchase of products. The human want s are
unlimited and always expect more and more. Car Models are no exception to this
behavior. This lead to constant modifications of Car
368.

Models & its features and today we see a new model coming into the market

practically every quarter. The market is a very important place to study the behavior of
consumers and also provide useful insights what a consumer requires in a product. It is
only through research that a company will be able to study the buying behavior of
consumers. As one of the measurements of the performance of the quality management
system, I shall monitor information relating to customer perception as to whether the
organization has met customer requirements. The method for obtaining and using this
information shall be determined under

369.

29

370.

RESEARCH METHODOLOGY

371.
372.
373.
374.
375.
376.

A research process consists of stages or steps that guide the project from its

conception through the final analysis, recommendations and ultimate actions. The
research process provides a systematic, planned approach to the research project and
ensures that all aspects of the research project are consistent with each other
377.
378.

379.

8.1 Introduction

380.
381.

This chapter aims to understand the research methodology establishing a

framework of evaluation and revaluation of primary and secondary research. The

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

382.
383.

8.2 Research Design

384.
385.

Research Design: Descriptive

386.

Research approach: Quantitative

387.
388.
389.

8.3 Types of Data

Primary Data: New data gathered to help solve the problem at hand. As

compared to secondary data which is previously gathered data. An example is

information gathered by a questionnaire. Qualitative or quantitative data that are newly
collected in the course of research, Consists of original information that comes from
people and includes information gathered from surveys, focus groups, independent 20
30

observations and test results. Data gathered by the researcher in the act of conducting
research. This is contrasted to secondary data which entails the use of data gathered by
someone other than the researcher information that is obtained directly from first-hand
sources by means of surveys, observation or experimentation. Primary data is basically
collected by getting questionnaire filled by the respondents.
390.
391.

Secondary Data: Already published data in private as well as government

sources are used for preparing the projects. The secondary data used was collected from
various comprehensive websites, journals and text books (mentioned in the bibliography).
392.
393.

Data Collection Tool: The tool used to collect the data from respondents was

questionnaire.
394.
395.

Data collection method: Data collection method from the respondents was

survey method.
396.
397.

Contact method: Personal interview was used as the contact method.

398.
399.

Data analysis: The analysis of the data gathered will be done by the means of

charts and graphs.

400.
401.
402.

403.

8.4 Sampling Design:

404.
405.

Sampling frame: The sample was collected from Ahmedabad city.

406.
407.

Sampling unit: People who visit Mahindra showroom for enquiry will be our

sampling unit.
408.

31

409.

Sampling method: Non probability & Convenience sampling was the

preferred choice for our project

410.
411.

Sample Size: 68 Respondents.

412.
413.

Limitations: The few limitations that our sampling design contains are as follows

Selected samples may tend to provide us with wrong or biased answers.

The selected samples were from Ahmedabad only, which may result in results being one
sided or incomplete in nature.

414.
415.

Scope: The results of this type of study can be understood more accurately if the

same type of study will be conducted in other cities or other dealerships of some other
brand of passenger cars.

32

416.

417.

DATA ANALYSIS & DATA INTERPRETATION

418.

419.
420.
420.1.Demographics
421.
422.

Q. Age?

423.
424.

The age of the respondents were categorized into 4 broad age groups as follows:

425.
426.

427.

Le

ss than or

428.

430.

429.

equal to

25

432.

431.

to 34

35

Gr

eater than

to 54

or equal

24
433.

to 55

434.

435.

25

436.

32

439.

440.

37

441.

47

437.

requenc
y
438.

ercenta

ge
443.

33

442.

9%

444.

Customer Age Group

9%
< or = 24

25 - 34

7%
35 - 54

> or = 55

37%
47%

445.
446.

Interpretation:

447.

From the above analysis of the data obtained from the questionnaires, I found that

the dominant age group of customer is 35 to 54 years followed closely by 25 to 34 years

age group. This information helps the company to better target their customers by
tracking behavior pattern from these dominant age group rather than spending its
valuable resources on other age groups.
448.
34

449.

Q. Occupation?

450.
451.

452.

453.

Student

457.

458.

Freque
ncy
463.
Percent

S
elf

Govt.
Serva

yed

nt

3%

455.

Emplo
459.

464.

454.

2
5

465.

460.

mploye

7%

466.
19%

age
469.

35

456.
Other

e
461.

13
3

462.

5
467.

3
3

7%

468.
4%

470.

Occupation

4% 3%

Student

Self Employed
37%

Government Servent
37%

Employee

Other

19%

471.
472.
473.

Interpretation:

474.

The information gathered from the questionnaire data shows that almost all of the

customers visiting the dealership are equally divided into the major three occupation
categories that is self employed group, Employee group and Government servant group
and the few others are either students or from other category such as farmer or housewife.
36

475.
476.
477.

Q. Annual family income?

478.
479. I surveyed 68 people who belonged to various annual family income groups. The survey
of 5 income group was done. The five income groups were:
480.
481.

482.

483.

485.

487.

489.

Less than
or
equal

reater
484.

486.

7 to 12

to 6

488.

than

13 to 18

19 to 24

Lakh

Lakh

Lakh

or
equal

Lakh

to 25
Lakh

490.

491.

Frequen

23

492.

493.

36

494.
5

495.

501.

cy
496.

497.

Percent

34%

498.

499.

53%

7%

age
502.
503.

37

500.
3%

504.

Annual Family Income

3% 3%
< or = 6 Lakh

7 to 12 Lakh

13 to 18 Lakh
7%
34% 19 to 24 Lakh

> or = 25 Lakh

53%

505.
506.
507.

Interpretation:

508.

Analyzing the income of customers visiting the showroom is very important for

the company as it helps the company to indicate the frequency and type of buyers visiting
the showroom for their varied products accordingly. From the above analysis it is very
clear that more than half of the showrooms visiting customers are from 7 to 12 lakh
income group. Company can infer this reading to obtain information about which of their
offered product is more likely to be entertained by this income group customers and
accordingly develop their strategy. That said, it is not that the other customers are of less
use. This information helps the company to better allocate its resources and develop
efficient and effective strategies.

38

508.1.Vehicle & Dealership Related

509.
510.
511. Q. Do you own a car?
512.
513.
516.
519.

Frequency
Percentage

514.
517.
520.

522.
523.

39

Yes
50
74%

515.
518.
521.

No
18
26%

524.

Any car owned by customer?

26%
Yes

No

74%

525.
526.

Interpretation:

527.

This information helps to understand the type of customer visiting the showroom.

A customer owning a car has a very different approach to a purchase than a customer who
is buying his first car. A customer buying his first car is very precautious and in some
cases has a very elementary knowledge about the vehicle. This information helps the
sales representative to develop his approach towards the sales and follow up process. The
40

above analysis clearly indicates that almost three fourth of the customers visiting the
showroom owns a car.
528.
529. This information also suggests that due to the increase in the disposable income available
to the customers, majority of customers now owns a car, which a few years ago was considered
a luxury.
530.
531.
532. Q. If customer owned a car, what brand do they owned?
533.
534.

535.

536.

537.

538.

539.

540.

541.

Mar

Hyun

Tata

Fiat

Nissa

Chevr

Mahin

ut

da

ole

dr

S
u
z
u
ki
543.

542.

544.

Freque

16

22

ncy
550.

551.

552.

Percen

15

21

545.

546.

547.

553.

554.

2
555.

548.

549.

16

556.

557.

15

tag
e
558.
559.

567.

560.

561.

562.

563.

564.

565.

566.

Hon

Toyo

Skod

BM

For

Volkswa

Rena

ta

gen

ul

a
568.

t
569.

570.

571.
41

572.

573.

574.

Freque

10

ncy
575.

576.

Percen

10

8
577.

578.

579.

580.

4
581.
4

2
582.
2

tag
e
583.
584.

Car Brand Prefrence

25.00
20.00
15.00
Percentage
10.00
5.00
0.00
Maruti Suzuki Tata

Nissan Mahindra Toyota

BMW Volkswagen

585. Interpretation:
586. Survey done from 68 customers shows that 50 customers from them already own a car.
These 50 customers were further analyzed and it revealed the various car brands these
customers already own. Hyundai and Maruti Suzuki are the most owned brand because of their
deep penetration in the market from their high range of offering. The data also shows that the
third most owned brand is Mahindra & Mahindra itself. It indicates that there are number of

42

customers who are again willing or considering to purchase Mahindra & Mahindra brand
again.
587.
588. Q. Scale the factor which would influence your purchasing decision.
589.

(5 highest, 1 least)

590.

Parti

591.

culars

607.

Pric

e
618.

Fina

ncing
629.

Com

panys past

592.

593.

594.

595.

597.

598.

599. 600.

601.

602.

603.

604.

605.

606.

608.

609.

610. 611.

612.

613.

614.

615.

616.

617.

1.

619.

620.

621. 622.

623.

624.

625.

626.

627.

628.

7.

630.

631.

632. 633.

634.

635.

636.

637.

638.

639.

641.

642.

643. 644.

645.

646.

647.

648.

649.

650.

1.

652.

653.

654. 655.

656.

657.

658.

659.

660.

661.

663.

664.

665. 666.

667.

668.

669.

670.

671.

672.

4.

674.

675.

676. 677.

678.

679.

680.

681.

682.

683.

2.

financial
record
640.
Bran
d Image
651.

Wor

d of mouth
662.

Size

and Shape
673.

Tech

nical Aspect

43

684.
r

Afte

685.

686.

687. 688.

689.

690.

691.

692.

693.

694.

sales

696.

697.

698. 699.

700.

701.

702.

703.

704.

705.

8.

707.

708.

709. 710.

711.

712.

713.

714.

715.

716.

service
695.
Festi
ve
Promotion
706.
Adv
ertisement

1
717.
718.
719.
720.
721.

722. Factor preference

44

723.

60

50

40

30
5
4

20

Percentage

10

724.
45

725.
726.
727.
728.

Interpretation:

729.

A customers purchase decision is influenced by many factors. I have chosen 10

factors to understand the impact they have on the customers buying decision. Analysis of
the data shows that the most important factor influencing the buying decision of the
customer is After Sales Service which has the highest ratings from all other factors,
closely followed by price and shape & size of the vehicle. The least rated factors amongst
the 10 factors is Companys past financial record.
730.
731.

Q. What is the price range you are considering?

732.
733.
734.

735.

736.

Less than

737.

8 to 12

or

738.

739.

13 to 18

19 to 24

Lakh

Lakh

Lakh

reater
than

equal

or

to 7

equal

Lakh

to 25
Lakh

740.

741.

Frequen

20

742.

743.

34

744.

10

745.

751.

cy
746.

747.

Percent

29%

748.

749.

50%

15%

age
752.
753.

46

750.
4%

754.

Budget Range of Customers

< or = 7 Lakhs

8 to 12 Lakhs

4% 1%
15%
29%
13 to 18 Lakhs
19 to 24 Lakhs

> or = 25 Lakhs

50%

755.
756.
757.

Interpretation:

758.

The above graph shows that the budget range of 50% customers visiting the

showroom falls in the 8 to 12 lakh rupees. This segment has the highest volume of sales
with products such as top spec KUV 100, Nuvosports and TUV 300 in it. These three
products are new offerings from Mahindra & Mahindra.
759.
760.

Q. Would you like to buy a used car?

761.
762.

763.

Prefer used
47

764.

Do not prefer

cars
765.
768.
771.

Frequency
Percentage

766.
769.

used cars
767.
49
770.
72%

19
28%

772.

Prefrence for Used Car

28%
Do Not Prefer Used Car

Prefer Used Car

72%

773.
774.

Interpretation:

775.

The data collected from 68 customers visiting the showroom suggests that 72% of

them do not prefer to buy a used car. This is a good sign for the dealership as customers
are willing to buy brand new cars from their showroom instead of purchasing used car in
their budget. The flipside of this data is that this survey was undertaken inside the
showroom where customers seek to buy brand new car.
776.
777.
48

778.
779.
780.
781.
782.

Q. Which of these types of cars would you consider driving?

783.
784.

785.

786.

787.

788.

789.

790.

791.

792.

793.

Se

Hatch

Sp

Min

Min

Pre

Ot

ba

ck

800.

801.

802.

803.

794.

795.

Freque

ncy
804.

805.

Percen

796.
26
806.
18%

797.

798.

799.

10

807.

808.

809.

810.

811.

812.

813.

1%

3%

5%

tag
e
814.
815.

49

816.

Customer prefrence for Car type

1%
3% 5%
18%
Sedan

Hatchback

1%
Sports

MUV

SUV

Minivan

Minicar

Prestige

18%

36%
7%

11%

817.
818.

Interpretation:

819.

Data acquired from surveying visiting customers in Mahindra showroom

suggested that the majority 36% customers prefer to drive SUVs, followed by 18% Sedan
and Hatchback each. It is clearly evident from the data that customers shopping in
Mahindra showroom are inclined more toward driving SUVs type car and has relatively
less preference towards other types of cars.
820.
50

Other

821.
822.
823.

Q. What (features) would you look for in your car?

824.

(5 highest, 1 least)

825.
826.

Parti

827.

culars

843.

Shap

e & Size
854.

Tech

nology
865.

Bran

d Image
876.

Inter

ior
887.

Com

fort
898.

Pow

er
909.

Fuel

Efficiency

828.

829.

830.

831.

833.

834.

835. 836.

837.

838.

839.

840.

841.

842.

844.

845.

846. 847.

848.

849.

850.

851.

852.

853.

1.

855.

856.

857. 858.

859.

860.

861.

862.

863.

864.

2.

866.

867.

868. 869.

870.

871.

872.

873.

874.

875.

1.

877.

878.

879. 880.

881.

882.

883.

884.

885.

886.

1.

888.

889.

890. 891.

892.

893.

894.

895.

896.

897.

1.

899.

900.

901. 902.

903.

904.

905.

906.

907.

908.

910.

911.

912. 913.

914.

915.

916.

917.

918.

919.

1.

3
920.
921.
51

922.

Feature Preference
923.

80
70
60

Percentage

50

40

4
2

30

20
10
0

Shape & Size

Technology

924.

52

Brand Image

925.

80
70
60
50

5
4

Percentage

40

3
2

30

20
10
0

Interior

Comfort

Power

Fuel Efficiency

926.
927.
928.
929.

Interpretation:

930.
931.

The data above shows that the customers give the most importance to comfort in a

car followed by size and shape & interiors respectively. The least ratings are given to the
technological aspects. Customers give less importance to technological details such as
how many cylinders are there in the engine or how much torque does the engine produce.
53

Customers are keener on knowing details such as amount of leg space available to middle
row customers or how well does the shock absorbers absorb the jerks from the potholes.
932.
933.
934.
935.
936.
937.
938.

Q. Rate according to your engine preference type.

939.
940.

Parti

941.

culars

957.

Petr

ol
968.

Dies

el
979.

CN

G
990.

LPG

942.

943.

944.

945.

947.

948.

949. 950.

951.

952.

953.

954.

955.

956.

958.

959.

960. 961.

962.

963.

964.

965.

966.

967.

969.

970.

971. 972.

973.

974.

975.

976.

977.

978.

2.

980.

981.

982. 983.

984.

985.

986.

987.

988.

989.

991.

992.

993. 994.

995.

996.

997.

998.

999.

1000.

1001.
1002.
1003.

54

1004.

90
80
70

Percentage

60

50

4
3

40

30

20
10
0

Petrol

Diesel

CNG

LPG

1005.
1006.

Interpretation:

1007.

Survey done in the Mahindra showroom indicates that the customers give the

most importance to diesel powered engine. Mahindra for the first time in its history since
its inception has introduced a petrol powered car KUV 100. The rest other models namely
TUV300, Nuvosports, Bolero, Scorpio, Xylo, Quanto, XUV 500, Rexton and Thar are
solely powered by diesel engines. This gives a general idea that customers who are
visiting Mahindra dealership are those who prefer diesel engines more than petrol, CNG
or LPG powered engines.
1008.

Q. Your preferred car manufacturer.

1009.
1010.
1014.

1011.
Fre

1015.

Indian

1012.

Multinat

ional
1016.
19

22
55

1013.

Indiffer
ent

1017.

27

quency
1018.
Perc

1019.

32%

1020.

28%

1021.

40%

entage
1022.
1023.

Preferred Car Manufacturer

Indian

32%
40% Multinational

Indiffrent

28%

1024.
1025.

Interpretation:

1026.

The survey shows that majority of customers (40%) visiting the Mahindra

showroom were indifferent in their choice for preferred car manufacturer from Indian and
Multinational and 32% customers preferred Indian car manufacturer from Multinational
car manufacturers. It shows that the Indian car manufacturers give the customers ample
reasons to choose Indian manufacturer upon Multinational manufacturers. The
advancement in infrastructure and technology in the country has led to more refined
vehicles coming out of Indian manufacturers.

56

1027.
1028.
1029.
1030.
1031.
1032.
1033.

Q. Give the single most reason for shopping from this dealership for your vehicle.

1034.
1035.

1036.

dvertise
ment
1041.

1042.

ncy
1047.
Percen

4
1048.

Previous

ecomme

ence
1043.

others
1044.
2
1

1049.

1050.

7%

1039.
Location

1040.
Other

nded by

6
2

8%

1038.

Experi
2

Freque

1037.

2
4%

1045.

1046.

31

1051.

1052.

36%

5%

tag
e
1053.
1054.
1055.

In this question, customers were asked to provide the single most reason to shop

from the Mahindra Punjab Automobiles Dealership located at Sola Bridge, but as I found
out that there were combinations of reasons that every customer had to shop at this very
dealership. So, the customers have selected multiple options from the above given list of
possible reasons.
1056.
1057.

57

1058.

Reason to buy from this Dealership

5%
Advertisement

28%
Recomended

Previous Exp.
36%

Location

Other

7%
24%

1059.
1060.
1061.

Interpretation:

1062.

Knowing the single most reason to attract the customers is the Holy Grail for any

business. This question asked from customers concludes that the major reason for
customers to shop at this dealership is due to its location and 36% of responses are in this
favor. As it was highlighted earlier in this project, SG Highway, Ahmedabad is a location
58

known for housing many National and Multinational Automobile showrooms and
Mahindra Punjab Automobiles showroom is at the very heart of this highway. The other
two major reasons for shopping at this showroom are advertisement and recommendation
from others.
1063.
1064.

Q. How satisfied are you with this dealership?

1065.
1066.

1067.

1068.

Totally

1072.
Freque
ncy
1078.
Percen

1069.

Very

1070.

Somewhat

1071.

omewh

ery

Satisfi

Satisfi

Satisfi

at

Dissati

ed

ed

ed

Dissati

sfied

1073.
44
1079.
65%

1074.

1075.

14

sfied
1076.
4

1077.

1082.

1083.

1080.

1081.

20%

9%

tag
e
1084.

59

6
%

0
%

1085.

Customer Satisfaction from the Dealership

9%
Totally Satisfied

Very Satisfied

6%

Somewhat Satisfied Somewhat Dissatisfied

Very Dissatisfied

21%
65%

1086.
1087.

Interpretation:

1088.

From the research done by me it is clearly evident that majority of customers

(65%) are totally satisfied from the various actions taken by the dealership and 20 % of
respondents are very satisfied. It means that majority of the respondents are falling under
the top two satisfaction range that is totally satisfied and very satisfied and only a few 15
% of the total respondents are either only somewhat satisfied or somewhat dissatisfied
with the actions taken by the dealership.

60

1089.

CROSS TABULATION

1090.
1091.

Q. Scale the factor which would influence your purchasing decision.

1092.
1093.
Age
Group
1094.
1104.
Less than
or
equal
to 24
years
1117.
25-34
years
1118.
1131.
35-54
years
1132.
1145.
Greater
than
or
equal
to 55
years
1158.
TOTAL
1159.

1096.
1095.
1098.
5

1105.
3
1106.
1119.
13
1120.
1133.
19
1134.

1146.
3
1147.
1160.
1161.
38
1162.

Price Factor

1099.
4

1100.
3

1101.
2

1107.
1
1108.

1109.
1
1110.

1111.
0
1112.

1121.
7
1122.

1123.
4
1124.

1125.
0
1126.

1135.
9
1136.

1137.
4
1138.

1139.
0
1140.

1148.
2
1149.

1150.
1
1151.

1152.
0
1153.

1163.
19
1164.

1165.
10
1166.

1167.
0
1168.

1173.
1174.

Price Factor

1102.
1

1103.
Total

1113.
0
1114.

1115.
5
1116.

1127.
1
1128.

1129.
25
1130.

1141.
0
1142.

1143.
32
1144.

1154.
0
1155.

1156.
6
1157.
1171.
68
1172.

1169.
1
1170.

1175.

20
18
16
14
12
10

Frequency

5 8

6
4
2
0

<=24

25-34

35-54

>=55

Age Group

1176.
1177.

Interpretation:
1178.

1179.On the basis of my research, we can say that the majority of population from all the age group
gave the highest rating for price factor which would influence their purchasing decision.
1180.
1181.
1182.
1183.
1184.
1185.
Age

1187.

Companys Past Financial Record

1188.

Group
1186.
1196.
Less than
or
equal
to 24
years
1209.
25-34
years
1210.
1223.
35-54
years
1224.
1237.
Greater
than
or
equal
to 55
years
1250.
TOTAL
1251.

1190.
5

1197.
2
1198.
1211.
0
1212.
1225.
8
1226.

1238.
1
1239.
1252.
11
1253.

1191.
4

1192.
3

1193.
2

1199.
1
1200.

1201.
1
1202.

1203.
0
1204.

1213.
3
1214.

1215.
5
1216.

1217.
6
1218.

1227.
3
1228.

1229.
9
1230.

1231.
2
1232.

1240.
0
1241.

1242.
2
1243.

1244.
2
1245.

1254.
7
1255.

1256.
17
1257.

1258.
10
1259.

1264.
1265.
1266.
1267.
1268.
1269.
1270.
1271.
1272.
1273.
1274.

Companys Past Financial Record

1194.
1

1195.
Total

1205.
1
1206.

1207.
5
1208.

1219.
11
1220.

1221.
25
1222.

1233.
10
1234.

1235.
32
1236.

1246.
1
1247.
1260.
23
1261.

1248.
6
1249.
1262.
68
1263.

1275.

12
10
8
5
Frequency

4
3
2

1
2
0

<=24

25-34

35-54

>=55

Age Group

1276.
1277.

Interpretation:

1278.
1279.

From the research done by me, we can say that:

1280.

The majority of the population in age group Less than or equal to 24 years have given
the highest rating to Companys Past Financial Record factor which would influence
their buying decision.

The majority of the population in age group 25 to 34 years has given the lowest
rating to Companys Past Financial Record factor which would influence their buying
decision.

The majority of the population in age group 35 to 54 years has given lowest rating to
Companys Past Financial Record factor which would influence their buying decision.

The majority of the population in age group Greater than or equal to 55 years has
given 2 and 3 rating to Companys Past Financial Record factor which would influence
their buying decision.

1281.
1282.
Age
Group
1283.
1293.
Less than
or
equal
to 24
years
1306.
25-34
years
1307.
1320.
35-54
years
1321.
1334.
Greater
than
or
equal
to 55
years
1347.
TOTAL
1348.

1285.
1284.
1287.
5

1294.
3
1295.
1308.
4
1309.
1322.
4
1323.

1335.
2
1336.
1349.
13
1350.

Word of Mouth

1288.
4

1289.
3

1290.
2

1296.
0
1297.

1298.
1
1299.

1300.
0
1301.

1310.
5
1311.

1312.
12
1313.

1314.
1
1315.

1324.
7
1325.

1326.
12
1327.

1328.
4
1329.

1337.
0
1338.

1339.
3
1340.

1341.
1
1342.

1351.
12
1352.

1353.
28
1354.

1355.
6
1356.

1291.
1

1292.
Total

1302.
1
1303.

1304.
5
1305.

1316.
3
1317.

1318.
25
1319.

1330.
5
1331.

1332.
32
1333.

1343.
0
1344.

1345.
6
1346.

1357.
9
1358.

1359.
68
1360.

1361.
1362.
1363.
Word of Mouth
1364.

12

10

8
5
Frequency

4
3
2

<=24

25-34

35-54
Age

1365.
1366.
1367.
1368.

Interpretation:

>=55

The majority of the population in age group Less than or equal to 24 years have given
the highest rating to Word of Mouth factor which would influence their buying
decision.

The majority of the population in age group 25 to 34 years has given 3 rating to Word
of Mouth factor which would influence their buying decision.

The majority of the population in age group 35 to 54 years has given 3 rating to Word
of Mouth factor which would influence their buying decision.

The majority of the population in age group Greater than or equal to 55 years has
given 3 rating to Word of Mouth factor which would influence their buying decision.

1369.

HYPOTHESIS

1370.
1371.
1372. H0 01: There is no significant relationship between income of the customer and budget
for purchasing car by the customer at the dealership.
1373.
1374.

1375.
N
(Resp
onden
t)

1376.
X
(I
n
c
o
m
e
G
r
o
u
p
)

1377.
Y
(
B
u
d
g
e
t
G
r
o
u
p
)

1383.
1

1384.
2

1385.
2

1391.
2
1399.
3

1392.
1
1400.
1

1393.
2
1401.
2

1378.
XM
x

1386.
0.2
0
6
1394.
0
.
7
9
4
1402.
0
.
7
9

1379.
YM
y

1387.
0
.
1
4
7
1395.
0
.
1
4
7
1403.
0
.
1
4

1380.
(X Mx
)2

1381.
(Y My)

1388.
0.042

1389.
0.022

1396.
0.631
1404.
0.631

1397.
0.022
1405.
0.022

1382.
(X Mx)(Y My)

1390.

0.03

1398.

0.11
7

1406.

0.11
7

1407.
4

1408.
5

1409.
5

1415.
5

1416.
2

1417.
2

1423.
6

1424.
1

1425.
2

1431.
7

1432.
2

1433.
2

1439.
8

1440.
1

1441.
1

1447.
9

1448.
2

1449.
2

1455.
10
1463.
11

1456.
2
1464.
2

1457.
3
1465.
2

4
1410.
3.2
0
6

1418.
0.2
0
6
1426.
0
.
7
9
4

1434.
0.2
0
6
1442.
0
.
7
9
4

1450.
0.2
0
6
1458.
0.2
0
6
1466.
0.2

7
1411.
2.8
5
3
1419.
0
.
1
4
7
1427.
0
.
1
4
7
1435.
0
.
1
4
7
1443.
1
.
1
4
7
1451.
0
.
1
4
7
1459.
0.8
5
3
1467.
-

1412.
10.278

1413.
8.139

1420.
0.042

1421.
0.022

1428.
0.631

1429.
0.022

1436.
0.042

1437.
0.022

1444.
0.631

1445.
1.316

1452.
0.042

1453.
0.022

1460.
0.042
1468.
0.042

1461.
0.728
1469.
0.022

1414.

9.1
46

1422.

0.03

1430.

0.11
7

1438.

0.03

1446.

0.91
1

1454.

0.03

1462.

0.1
76

1470.

0.03

0
6

1471.
12

1472.
2

1473.
2

1479.
13

1480.
1

1481.
2

1487.
14

1488.
2

1489.
4

1495.
15

1496.
1

1497.
1

1503.
16

1504.
1

1505.
2

1511.
17
1519.
18

1512.
1
1520.
1

1513.
1
1521.
2

1474.
0.2
0
6
1482.
0
.
7
9
4
1490.
0.2
0
6
1498.
0
.
7
9
4
1506.
0
.
7
9
4
1514.
0
.
7
9
4
1522.
-

0
.
1
4
7
1475.
0
.
1
4
7
1483.
0
.
1
4
7
1491.
1.8
5
3
1499.
1
.
1
4
7
1507.
0
.
1
4
7
1515.
1
.
1
4
7
1523.
-

1476.
0.042

1477.
0.022

1478.

1484.
0.631

1485.
0.022

1486.

1492.
0.042

1493.
3.433

1494.

1500.
0.631

1501.
1.316

1502.

1508.
0.631

1509.
0.022

1510.

1516.
0.631
1524.
0.631

1517.
1.316
1525.
0.022

1518.

0.03

0.11
7
0.3
81

0.91
1

0.11
7

0.91
1

1526.

0.11
7

1527.
19

1535.
20

1528.
1

1536.
2

1529.
2

0
.
7
9
4
1530.
0
.
7
9
4

1537.
2

1538.
0.2
0
6

1543.
21

1544.
2

1545.
2

1551.
22

1552.
1

1553.
1

1559.
23
1567.
24

1560.
2
1568.
2

1561.
2
1569.
2

1546.
0.2
0
6
1554.
0
.
7
9
4

1562.
0.2
0
6
1570.
0.2
0
6

0
.
1
4
7
1531.
0
.
1
4
7
1539.
0
.
1
4
7
1547.
0
.
1
4
7
1555.
1
.
1
4
7
1563.
0
.
1
4
7
1571.
0
.
1
4

1532.
0.631

1533.
0.022

1534.

1540.
0.042

1541.
0.022

1542.

1548.
0.042

1549.
0.022

1550.

1556.
0.631

1557.
1.316

1564.
0.042
1572.
0.042

1565.
0.022
1573.
0.022

0.11
7

0.03

0.03

1558.

0.91
1

1566.

0.03

1574.

0.03

1575.
25

1576.
2

1577.
2

1583.
26

1584.
1

1585.
2

1591.
27

1592.
1

1593.
2

1599.
28

1600.
1

1601.
2

1607.
29

1608.
1

1609.
2

1615.
30
1623.
31

1616.
2
1624.
2

1617.
1
1625.
2

1578.
0.2
0
6
1586.
0
.
7
9
4
1594.
0
.
7
9
4
1602.
0
.
7
9
4
1610.
0
.
7
9
4

1618.
0.2
0
6
1626.
0.2
0

7
1579.
0
.
1
4
7
1587.
0
.
1
4
7
1595.
0
.
1
4
7
1603.
0
.
1
4
7
1611.
0
.
1
4
7
1619.
1
.
1
4
7
1627.
0

1580.
0.042

1581.
0.022

1582.

1588.
0.631

1589.
0.022

1590.

1596.
0.631

1597.
0.022

1598.

1604.
0.631

1605.
0.022

1606.

1612.
0.631

1613.
0.022

1614.

1620.
0.042
1628.
0.042

1621.
1.316
1629.
0.022

0.03

0.11
7

0.11
7

0.11
7

0.11
7

1622.
0.236
1630.
0.03

1631.
32

1639.
33

1632.
2

1640.
1

1633.
3

1641.
3

6
1634.
0.2
0
6
1642.
0
.
7
9
4

1647.
34

1648.
3

1649.
2

1655.
35

1656.
1

1657.
2

1650.
1.2
0
6
1658.
0
.
7
9
4

1665.
2

1666.
0.2
0
6

1663.
36

1671.
37
1679.
38

1664.
2

1672.
2
1680.
2

1673.
2
1681.
2

1674.
0.2
0
6
1682.
0.2
0

.
1
4
7
1635.
0.8
5
3

1643.
0.8
5
3
1651.
0
.
1
4
7
1659.
0
.
1
4
7
1667.
0
.
1
4
7
1675.
0
.
1
4
7
1683.
0

1636.
0.042

1637.
0.728

1638.

0.1

1644.
0.631

1645.
0.728

1646.
0.677

1652.
1.454

1653.
0.022

1654.
0.177

1660.
0.631

1661.
0.022

1668.
0.042

1669.
0.022

1670.

1676.
0.042
1684.
0.042

1677.
0.022
1685.
0.022

1678.

76

1662.

0.11
7

0.03

0.03

1686.

0.03

1687.
39

1688.
2

1689.
2

1695.
40

1696.
3

1697.
3

1703.
41

1704.
1

1705.
2

1711.
42

1712.
1

1713.
2

1719.
43

1720.
2

1721.
4

1727.
44

1728.
2

1729.
2

1735.
45
1743.
46

1736.
3
1744.
1

1737.
3
1745.
2

1690.
0.2
0
6
1698.
1.2
0
6
1706.
0
.
7
9
4
1714.
0
.
7
9
4
1722.
0.2
0
6

1730.
0.2
0
6
1738.
1.2
0
6
1746.
-

.
1
4
7
1691.
0
.
1
4
7
1699.
0.8
5
3
1707.
0
.
1
4
7
1715.
0
.
1
4
7
1723.
1.8
5
3
1731.
0
.
1
4
7
1739.
0.8
5
3
1747.
-

1692.
0.042

1693.
0.022

1694.

1700.
1.454

1701.
0.728

1702.

1708.
0.631

1709.
0.022

1710.

1716.
0.631

1717.
0.022

1718.

1724.
0.042

1725.
3.433

1726.

1732.
0.042

1733.
0.022

1740.
1.454
1748.
0.631

1741.
0.728
1749.
0.022

0.03
1.0
29

0.11
7

0.11
7
0.3
81

1734.

0.03

1742.

1.0
29

1750.

0.11
7

0
.
7
9
4

1751.
47

1752.
2

1753.
2

1759.
48

1760.
1

1761.
1

1767.
49

1768.
3

1769.
3

1775.
50

1776.
1

1777.
2

1783.
51

1784.
1

1785.
2

1791.
52

1792.
4

1793.
3

1799.
53
1807.

1800.
2
1808.

1801.
3
1809.

1754.
0.2
0
6
1762.
0
.
7
9
4
1770.
1.2
0
6
1778.
0
.
7
9
4
1786.
0
.
7
9
4
1794.
2.2
0
6
1802.
0.2
0
6
1810.

0
.
1
4
7
1755.
0
.
1
4
7
1763.
1
.
1
4
7
1771.
0.8
5
3
1779.
0
.
1
4
7
1787.
0
.
1
4
7
1795.
0.8
5
3
1803.
0.8
5
3
1811.

1756.
0.042

1757.
0.022

1758.

1764.
0.631

1765.
1.316

1766.

1772.
1.454

1773.
0.728

1774.

1780.
0.631

1781.
0.022

1782.

1788.
0.631

1789.
0.022

1790.

1796.
4.866

1797.
0.728

1798.

1804.
0.042
1812.

1805.
0.728
1813.

1806.

0.03

0.91
1
1.0
29

0.11
7

0.11
7
1.8
81
0.1
76

1814.

0.2
54

0
6

1815.
55

1816.
2

1817.
2

1823.
56

1824.
3

1825.
3

1818.
0.2
0
6
1826.
1.2
0
6

1833.
2

1834.
0.2
0
6

1831.
57

1832.
2

1839.
58

1840.
2

1841.
1

1847.
59

1848.
4

1849.
4

1855.
60
1863.
61

1856.
2
1864.
2

1857.
2
1865.
2

1842.
0.2
0
6
1850.
2.2
0
6

1858.
0.2
0
6
1866.
0.2
0
6

0
.
1
4
7
1819.
0
.
1
4
7
1827.
0.8
5
3
1835.
0
.
1
4
7
1843.
1
.
1
4
7
1851.
1.8
5
3
1859.
0
.
1
4
7
1867.
0
.

0.042

0.022

0.03

1820.
0.042

1821.
0.022

1828.
1.454

1829.
0.728

1836.
0.042

1837.
0.022

1838.

1844.
0.042

1845.
1.316

1846.
0.236

1852.
4.866

1853.
3.433

1860.
0.042
1868.
0.042

1861.
0.022
1869.
0.022

1822.

0.03

1830.

1.0
29

0.03

1854.

4.0
87

1862.

0.03

1870.

0.03

1871.
62

1872.
1

1873.
1

1874.
0
.
7
9
4

1879.
63

1880.
2

1881.
2

1887.
64

1888.
1

1889.
1

1882.
0.2
0
6
1890.
0
.
7
9
4

1897.
2

1898.
0.2
0
6

1895.
65

1896.
2

1903.
66

1904.
2

1905.
2

1911.
67
1919.

1912.
1
1920.

1913.
2
1921.

1906.
0.2
0
6
1914.
0
.
7
9
4
1922.

1
4
7
1875.
1
.
1
4
7
1883.
0
.
1
4
7
1891.
1
.
1
4
7
1899.
0
.
1
4
7
1907.
0
.
1
4
7
1915.
0
.
1
4
7
1923.

1876.
0.631

1877.
1.316

1878.

1884.
0.042

1885.
0.022

1892.
0.631

1893.
1.316

1900.
0.042

1901.
0.022

1902.

1908.
0.042

1909.
0.022

1910.

1916.
0.631
1924.

1917.
0.022
1925.

0.91
1

1886.

0.03

1894.

0.91
1

0.03

0.03

1918.

0.11
7

1926.

0.1

0.2
68
1927.

1928.
122

1929.
146

0.8

0
5
6
3
1930.
1931.
1.7
2.1
9
4
4
7
1935.

0.042

0.728

1932.
45.118

1933.
38.529

76
1934.

1936.

X Values (Income):

1940.

Y Values (Budget):

1937.

= 122

1941.

= 146

1938.

Mean = 1.794

1942.

Mean = 2.147

1939.

(X-Mx)^2 = SSx = 45.118

1943.

(Y-My)^2 = SSy = 38.529

27.
059

1944.
1945.

X and Y Combined:

1946.

N = 68

1947.

(X-Mx)(Y-My)

1948.

= 27.059

1949.
1950.

R Calculation (Pearson Correlation Coefficient):

1951.

r = ((X-My)(Y-Mx))/((SSx)(SSy))

1952.

r = 27.059 /((45.118)(38.529)) = 0.649

1953.
1954.

Result: Null hypothesis is not accepted

1955.
1956.

Interpretation:

1957.
The value of R is 0.649. This is a moderate positive correlation, which means
there is a tendency for high X variable scores (Income) go with high Y variable (Budget)
scores.
1958.
1959.

1960.

FINDINGS & SUGGESTIONS

1961.
1962.
1962.1. Findings
1963.

Majority of the customers visiting the showroom are either self employed or are
employee of any private organization, each 37% in frequency.

53% of the customers visiting the dealership have income falling under the 7 to 12 lakh
rupees per annum income range.

Study indicates that 74% of the respondents already own a car prior of visiting the
dealership.

Research study says that from the existing 74% car owner respondents, Maruti Suzuki is
the most popular rand amongst them with 16 out of 50 respondents owning it.

According to the study, a respondents buying decision would be influenced the most by
After Sales Service factor.

The most preferred price range for respondents visiting the showroom of Mahindra is
from 8 to 12 Lakh rupees.

72% of all the respondents were not interested or not considering to buy a used car.

36% of all the respondents preferred driving SUV type vehicle.

The most sought after feature by respondents who came to enquire about cars was
Comfort.

The most favored engine type by respondents was Diesel powered engine with 325
ratings out of 340.

40% of all the respondents shopping at the dealership were indifferent about preferred car
manufacturer between Indian and Multinational.

36% of all the responses given by 68 respondents were in favor of Location being the
most effective reason for shopping at the dealership to shop for a new vehicle.

65% of all the respondents were totally satisfied from the actions taken by the dealership
to help respondents purchase their car.

1964.
1965.

1965.1. Suggestions
1966.
1967.
1968.

Mahindra Punjab Automobile dealership is one of the oldest, well known and

most respected automobile dealership in Ahmedabad city faring far much better than its
competitors. It has achieved its success from the various management practices it follows.
Although this dealership is far ahead of any of its competitors in the city, I still feel that
there is still some room for improvements in order to hold its numero uno position in the
market in the future. Some of my suggestions are listed as under:
1969.

From my experience at the dealership, I have noted underutilized usage of the kiosk
machine placed in the dealership by the sales consultants. Those kiosk machines are
placed there to help the sales consultants better connect with the customers with the use
of technology. It is a tried and tested marketing tool which can help the sales consultants
close their deal.

1970.

Tablets are another sales tool which is highly underutilized by the sales representatives
like the kiosk machine. Tablet is a handy tool for the sales representative which can be
used any where such as during test drives, customers office, customers home, or any
other place where the sales process is being conducted.

1971.

During my time working at the internship, I interacted with many walk in customers in
the showroom, one of the most frequently occurring complaint was about the
dysfunctional air conditioning at the showroom premises. Ahmedabad is one of the
hottest cities in the country and having a non-functioning air conditioner just hampers the
customer buying experience. When asking the satisfaction rating question from the
customer, most customers choose not to rate full because of the non-functioning air
conditioner.

1972.

CONCLUSION
1973.

1974.
1975.

The results show that the companies are playing on the peripheral cues to

maintain their Total Relationship Management and connect to the customers both present
and potential. 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.
1976.
1977.

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.
1978.
1979.

To conclude, we can say that studying dealership and customer buying behavior

in it is very necessary. The customers at the dealership are very diverse psychologically,
demographically and behaviorally and understanding them is a key to success.
1980.
1981.

We also came up to certain conclusions such as:

1982.
1983.

Customers are indifferent toward the preferred car manufacturer.

1984.
1985.

Customers prefer diesel powered engines more than any other alternative at the

Mahindra dealership.
1986.

1987.
1988.
1989.

After sales service is the most influential factor in buying decisions of customers.

1990.

BIBILOGRAPHY
1991.
1992.

Clement Sudhakar J., and Venkatapathy R., A Study on Automobile PurchasePeer

Influence in Decision Making, Indian Journal of Marketing, Vol.35, No.6, June 2009

1993.

Furse, David H, Girish N. Punj and David W.Stewart, A Typology of Individual search
strategies among purchasers of New Automobiles, Journal of Consumer Research,
Vol.10, March 1984, p.43. Gaedebe, R (2007), Consumer Attitude towards Cars Made in
Developing Countries, Journal of Retailing, 49 (summer)

1994.

George Homans, Social Behavior: Its Elementary Forms, Harcourt, Brace and World,
New York, 1961, and Michael J. Ryan and E.H. Bonfield, The Fishbein Extended Model
and Consumer Behavior, Journal of Consumer Research, Vol.2

1995.
1996.

Websites:

1997.

https://en.wikipedia.org/wiki/Automotive_industry_in_India

1998.

http://www.ibef.org/industry/india-automobiles.aspx

1999.

http://indiainbusiness.nic.in/newdesign/index.php?param=industryservices_landing/329/1

2000.

http://www.livemint.com/Industry/bulpIdEod7tk9HTftdo9bL/At-764-growth-Indiafastest-growing-passenger-car-market.html

2001.

http://www.ripublication.com/gjfm-spl/gjfmv6n6_16.pdf

2002.

http://esource.dbs.ie/bitstream/handle/10788/1797/mba_chandra_i_2014.pdf?sequence=1

2003.
2004.
2005.
2006.
2007.
2008.
2009.
2010.
2011.
2012.
2013.
2014.

APPENDICES

2015.
2016.

PUNJAB AUTOMOBILES INDIA PVT. LTD.

2017.

CUSTOMER SURVEY

2018.

Date:
___________________

2019.

Name:

____________________________________________________

2020.
Age:
2021. Q3. Area District/City:
______________________________ _____________________________
2022.

Occupation:

Student:
____________________
Self Employed:
____________________
Government Servant: ____________________

Employee: _________________________
Other:
_________________________

Contact
No.
_________________________________

Email
_____________________________________

Id.:

Q1. Family Income (Rs/Annum):___________________________________________

Q2. Do you own a car? YES/NO

Q3. If YES, than which brand do you own?

Maruti Suzuki
_________________________________________
Hyundai
_________________________________________
TATA
_________________________________________
Fiat
_________________________________________
Nissan
_________________________________________
Chevrolet
_________________________________________
Mahindra & Mahindra
_________________________________________

_______________________________

Honda
_________________________________________
Toyota
_________________________________________
Skoda
_________________________________________
Mercedes
_________________________________________
BMW
_________________________________________
Audi
_________________________________________
Other:
_________________________________________

Q4.
If
NO
which
car
would
you
______________________________________________________

Q5. Scale the factor which would influence your purchasing decision.

(1-least, 5-highest)

Factors

like

to

purchase?

Price

Financing

Companys
past
financial
record.
Brand name

Word
of
mouth
Shape
&
Size
Factors

Technical
aspect
After sales
service
Festive
season
promotion
Advertiseme
nt
Any
other
(Specify
Below)

Other: ____________________________________________________________________
Q6. What is the price range you are considering? _________________________________________
Q7. Would you like to buy a used car? YES OR NO: ______________________________________
Q8. Which of these types of cars would you consider driving?

Sedan
______________________
Hatchback
______________________
MUV
______________________
Sports/ Cabriolet ______________________
SUV
______________________

Minivan
_________________________
Mini Car _________________________
Prestige Car _________________________
Other
_________________________

Q9. What would you look for in your car?

(1-least, 5-highest)

Size & Shape

Technology
Brand Image
Interior
Comfort

Power
Fuel Efficiency
Any Other (Specify below)

Other: ____________________________________________________________________

Q10. Rate according to your car engine preference

(1-least, 5-highest)

Petrol
Diesel

Q11. Your prefer car manufactured by?

Indian

CNG
LPG

_____________________________

Multinational _________________________

Q12. Why? ______________________________________________________________________________

Q13. What was the single most reason for shopping at this dealership to buy your vehicle?

Advertising (Radio, TV, Newspaper, Internet,

etc)
Previous experience with the dealership

Q.14 How satisfied are you with the actions taken by the dealership?

Totally Satisfied _____________________

Very Satisfied
_____________________
Somewhat Satisfied _____________________

o
o
o

Recommended by others
Location
Other ___________________________

Somewhat Dissatisfied __________________

Very Dissatisfied
__________________

THANK YOU