Professional Documents
Culture Documents
College Of
Management Studies
S.Y.BMS-B
Research marketing
PRESENTED BY:
ANKITPATEL
ROLL NO:3001
PRESENTED TO:
PROF. Mona Bhatia
Topic:
Topic
C a r M a rke t a n d B u yin g
b e h a vio r o f cu sto m e r
Formulatingthe research
problem
• Unit of analysis – what is car
market .
• Characteristic of interest -
Buying behaviour
of customer.
Objectives of the
research
• To have an overview of automobile Industry
in India.
• To understand consumer buying habits and
behavior.
• To understand the factors affecting buying
pattern for cars.
• To identify customers future requirements
with respect to cars.
• To judge the satisfaction level of car
owners of different brands.
Extensive literature
survey
Sites Visited -
www.siamindia.com
•www.autocarindia.com
www.overdrive.com
•www.hyundai.co.in
www.ibef.org
Books consulted -
Building Strong Brands- David A Aaker
OVERDRIVE
TIMES DRIVE- NEWS ARTICLE FROM TOI THURSDAY
Preparing the
research design
• DESCRIPTIVE RESEARCH
• As every project require action , plan
, method to conduct the study. My
research will be descriptive
research because my project is
based on the factor that affect the
perception of buying behavior of
consumer
•
Sources of data
• When I will do my research the data of My project
would be based on primary and secondary data”.
New data gathered to help solve the problem at
hand. The study will analyze the applicability
of existing research concepts, theories, and
tools for evaluating consumer satisfaction.
•
Determining the
Sample Design
• I h a ve se le cte d th e sa m p le th ro u g h S im p le
ra n d o m S a m p lin g
• A s it is n o t e a sy to co n d u ct th e re se a rch o f
a ll th e cu sto m e rs , I w illse le ct fe w
cu sto m e rs so th a t it w illm a ke e a sie r fo r
m e to u n d e rsta n d th e ir w a n ts, w h a t th e y
a re lo o kin g fo r a n d w h a t th e y a re
exp e ctin g .
• I h a ve se g re g a te d p e o p le in 3 cla sse s:
lo w e r m id d le , h ig h e r cla ss p e o p le
• I h a ve ta rg e te d 1 0 0 p e o p le in th e a g e
g ro u p a b o ve 2 1 ye a rs fo r th e p u rp o se o f
th e re se a rch .
• T h e ta rg e t p o p u la tio n re p re se n ts th e
M u m b a i re g io n s.
Collection Of Data
• The first hand information will
collected by making the people fill
the questionnaires. The primary data
will be collected by directly
interacting with the people. The
respondents will contacted at
shopping malls, markets, places that
were near to showrooms .
• The respondents will be consisting of
house wives, students, business men,
professionals etc.
Questionnaires
For Customers:
• 1. Age group:
• >21 21-35
• 36-55 <55
•
• Q 2 . You decided to buy a car brand
because of (rate best 3 factors from 1
to 3 in order of your preference)
1. Affordable price
2. Technical superiority over competition
3. Comfort
4. Manufacturer’s image
5. Value for money
6. Safety
7. After sale services
Product
Satisfaction Level
Q3. Please rate your existing car in terms of understated Interior
Design features on a scale of 1 to 5 where
1 Highly Dissatisfied
2 Dissatisfied
3 • Neutral
4 Satisfied
5 Highly Satisfied
1 2 3 4 5
Interior Type
Seats design
Leg Room
Dash Board
Interior Colour
Music System
Ø
• Crossbar under Dashboard
• Air Bags
• Q5 . Please rate your existing car in terms of following
parameters
• Parameter
Ø 1
Ø 2
Ø 3
Ø 4
Ø 5
• Fuel Consumption
•
• Mileage ( Km/ltr)
• Pick Up
• Top speed
Q . 6 How do you rate the brand image of your car?
1 2 3 4 5
ØVery Low
Very high