Lead Management Research Study performed for Lodestar UM (FCB Ulka) for understanding Mumbai masses automobile buying behaviour to produce relevant information for upcoming campaigns.

1. PROJECT REPORT
ON



AT
SUBMITTED IN PARTIAL FULFILMENT OF
PGDM (AICTE APPROVED)
BY
Ms. ASTHA SAXENA
PGDM 14 (MARKETING)
IIEBM, INDUS BUSINESS SCHOOL
WAKAD, PUNE – 57
PGDM – 2018-20

2. [2]

3. [3]
A REPORT
ON



AT

BY
Ms. ASTHA SAXENA
PGDM 14 (MARKETING)
IIEBM, INDUS BUSINESS SCHOOL
WAKAD, PUNE – 57
PGDM – 2018-20
A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS OF THE PGDM COURSE

4. [4]


5. [5]


6. [6]

I, Astha Saxena Reg. No. IBS/2018-20/PGDM/14 pursuing my PGDM, AICTE approved
course in Marketing hereby declare that this research project report is submitted by me to
IIEBM, Indus Business School, Pune in fulfilment of requirement of POST GRADUATE
DIPLOMA IN MANAGEMENT Program.
This is an original work carried out by me, under the guidance of Mr. Satish
Ramachandran and Mrs. Neha Kapoor Aggarwal at Lodestar UM in FCB ULKA, Saki
Naka, Mumbai during the period of Apr 22, 2019 to July 12, 2019.
This report is an original work of the undersigned and has not been reproduced from any
other source.
Date: July 2019 Place: Pune
Name: Astha Saxena Reg. No. 14

7. [7]

I take this opportunity to convey sincere thanks and gratitude to all those who directly or
indirectly helped and contributed towards the completion of this report. I would also like
to express my gratitude towards Dr. Jai Singh Marwaha, for believing in my potential
more than me and advising me from time to time throughout this project. I would also
like to extend my vote of thanks to Dr. C N Narayana, Group Director General, IIEBM;
Ms. Arathi Purohit, Academic Co-ordinator, IIEBM and the entire Placement cell of
IIEBM for providing me this opportunity to witness the real corporate scenario. I take this
opportunity to express my sincere and deep sense of gratitude towards Dr. Nidhi
Srivastava, Associate Professor HR, for the support and guidance from her end, has been
immensely helpful and extremely valuable.
I also take this opportunity to mention the most jovial staff of Lodestar UM. A huge
thanks to Satish, Neha, Anubhav and Anand for being so informative, patient and
uplifting guides and colleagues while explaining the work.
I’m deeply indebted to each one of you. Thank you so much for teaching me everything
about the advertisement industry in such a short while.
Astha Saxena

8. [8]

This project is a culmination of observation and analysis done based on the topic “Lead
Generation Strategies” concerning the Automobile Industry. The company Lodestar UM
assigned the task to record every event involved when buying a new car. Making it the
company’s objective i.e. to understand various strategies applied by companies to
maintain a lead. Recorded in the form of observations made from booking a test drive to
finally having a test drive. Along with rating them based upon their online presence and
showroom response. Similarly, to understand what a consumer expectation from the
company at large, individual research was being done on ‘Consumer Behaviour’ towards
purchase of 4-wheeler in Mumbai. Which was performed through a public survey and
further analysed with the help of statistical tools.
The observations and analysis result that how luxury car brands treatment with its
customer is far more different and better from other car brands. Also, what differentiating
factors can be inculcated by lower segment car brands in order to stand out from their
competition. Like, based on company research objective BMW stood out from the rest.
However, based on survey its visible that the purchase of SUVs and Sedans rule the
market instead of the luxury cars. Making Hyundai and Maruti the top choices of masses
while deciding to buy a new vehicle. Making it clear that still, prefer cost-effective, wider
variety of products to be the top parameters of consideration while making a choice of
buying a car.

9. [9]

.......................................................................................... 4
.......................................................................................... 5
.......................................................................................................................... 6
............................................................................................................ 7
 .......................................................................................................... 8
............................................................................................................... 9
......................................................................................................... 10
.............................................................................................................. 11
a) Brands under IPG................................................................................................................ 14
b) Brands under FCB Ulka....................................................................................................... 14
.................................................................................................... 15
......................................................................................................... 18
a) Title of the Project.............................................................................................................. 18
b) Objective of the Project...................................................................................................... 18
Part A – Company Research........................................................................................................ 18
Part B – Individual Research ....................................................................................................... 18
c) Scope of the Project ........................................................................................................... 18
.............................................................................................. 19
a) Research Design ................................................................................................................. 19
a) Data Collection Method/Sources ....................................................................................... 20
b) Sampling Plan ..................................................................................................................... 21
.............................................................................. 22
a) Tables and Graphs.............................................................................................................. 22
............................................................................................. 37
 ............................................................................................................................. 38
............................................... 39
 ......................................................................................................................... 40
b) Webliography ..................................................................................................................... 40
 ................................................................................................................................ 41
a) Questionnaire..................................................................................................................... 41
b) List of Table & Graphs ........................................................................................................ 47
c) Emails Screenshots............................................................................................................. 50

10. [10]

The company has nearly three automobile brands under them. Amongst those there was
a major need for the knowledge of a non-biased consumer opinion towards such brands.
Mostly when it comes to the decision of purchasing a new vehicle. This research provides
insights and information about how various brands handle a supposed lead. Also, it
explains the major factors that help in determining a consumer choice of purchase.
Few brands that were a client in the company faced major drops in their sales for specific
models. The company in order to make such promotion campaigns that need to dissolve
such and several issues that may have accumulated with the specific model name required
this information necessarily. The project was proven to be beneficial in finding out the
key problem areas associated with client brands. Any automobile model-based
information was generated and collected on the basis of four major criteria i.e. online
presence, searchability, point of contact and consumer interaction.

11. [11]

Interpublic group is a global provider of marketing solutions. Through our 54,000
employees in all major world markets, our companies specialize in consumer advertising,
digital marketing, communications planning and media buying, public relations and
specialty marketing. IPG agencies create customized marketing programs for many of the
world's largest companies through our comprehensive global services. The work our
agencies produce helps clients build brands, increase sales of their products and services
and gain market share. The work they provide clients is specific to their unique needs.
Our solutions vary from project-based activity involving one agency to long-term, fully
integrated campaigns created by multiple IPG agencies working together. With offices in
over 100 countries, we can operate in a single region, or deliver globally integrated
programs. The role of our holding company is to provide resources and support to ensure
that our agencies can best meet clients’ needs. Based in New York City, our holding
company sets company-wide financial objectives and corporate strategy, establishes
financial management and operational controls, guides personnel policy, directs
collaborative inter-agency programs, conducts investor relations, provides enterprise risk
management and oversees mergers and acquisitions. In addition, they provide limited
centralized functional services that offer our companies operational efficiencies,
including accounting and finance, executive compensation management and recruitment
assistance, employee benefits, marketing information retrieval and analysis, internal
audit, legal services, real estate expertise and travel services.
Major global brands include Craft, FCB (Foote, Cone & Belding), FutureBrand, Golin,
Huge, Initiative, Jack Morton Worldwide, MAGNA, McCann etc.
FCB ULKA is one of the few agencies in India that comes with its own in-house media,
digital, consulting, activation, analytics & content agencies, as opposed to merely ‘group
companies’. We bring a deep understanding of the Indian market, the Indian client and
the Indian consumer to the table. This has been honed through decades of local new
business wins and work. FCB India is uniquely oriented towards the volatile, uncertain,
ambiguous world that brands are operating in today. Never Finished is far more than a

12. [12]
creative philosophy; it’s at the heart of building brands that cannot just out think but
outlast the competition.
IPG Mediabrands owned Lodestar UM is a strategic media agency committed to proving
that media is a top line growth driver as much as an efficiency play. Lodestar is one of
the largest media agencies in the country, built on a reputation of a strong strategic
approach and innovative media solutions. To ensure that it is at the forefront of thought
leadership, Lodestar over the last 10 years has meticulously invested in research, tools
and techniques. It has also created a robust infrastructure in OOH, customized content,
and the digital space where it has built the biggest solutions network in the industry,
offering integrated end-to-end solutions for its clients.
At FCB, they believe the best part of a brand’s story is never finished. The part that always
asks what can they do better. And always wonders what’s next. What’s out there. What’s
waiting to be discovered. And it’s not just the story of a brand or an idea. It’s the story of
all of us. Always moving forward. Always looking back. Always a work in progress.
BEDROCK
It begins with a belief—every successful brand has a purpose. Find it. Know it. Live it.
Find it by interrogating the past. Know it by understanding the present. Live it by
anticipating the future. When a brand’s roots are strong, when they touch bedrock, there
is no reason to fear the winds of change.
CREATE BEHAVIOR
Yes, get people’s attention. Yes, make them think, feel, emote. And then move them to
do something. To act, to change, to go from here to there. Open the door to your brand
and welcome the world in. Give them cause to wonder, and give them a reason to come
back. That’s the circle of brand life. Done well, it’s a circle without end.
BRAVE TOGETHER
Their philosophy? They’re are in this together. The success of any one of us is the success
of all of us. It is important to create relationships, spaces and situations where we can
make brave choices, our partners can make brave decisions, and together we can make
brave, Never Finished work.

13. [13]
Established : 1961 (India)
2006 (FCB and McCann Worldwide merger)
Location : Mumbai, Maharashtra
Address : 5th floor, Chibber House, Saki Naka, Andheri (E)
Industry : Advertising
Type : Media Agency
Employees : 500-1000 (Mumbai)
Headquarters : Mumbai, Maharashtra
Parent : Interpublic Group of Companies (IPG)
[FCB, IPG Mediabrands, McCann, MullenLowe
Group, Independents]
Clients : 26
[Coca-Cola, Times of India, Amul, HUL etc.]
CEO : Rohit Ohri (FCB India)
Nandini Dias (Lodestar UM)
Ads Category : Segments like-
▪ Savoury Foods, Sweet Foods & Snacks
▪ Alcoholic Drinks on - Alcoholic Drinks
▪ Cosmetics & Beauty, Clothing
▪ Home Electronics & Audio-Visual
▪ Travel, Transport & Tourism
▪ Entertainment & Leisure, Publications & Media
▪ Banking, Investment & Insurance
▪ Business Equipment & Services
▪ Healthcare & Prescription Drugs
▪ Public Awareness Messages
▪ Fundraising & Appeals

14. [14]
a) Brands under IPG
b) Brands under FCB Ulka

15. [15]

Lead Generation is the process of collecting names and contact information about
qualified prospects which will be contacted by the salespeople for generating orders. It
usually involves direct response advertising and telemarketing.
(http://www.businessdictionary.com/definition/lead-generation.html)
Channels of lead generation : Broadly speaking, there are two channels of lead generation:
inbound and outbound. Both channels are obviously aimed at generating leads for your
business. But there’s a slender difference in the way they work. The outbound method
involves a proactive attempt to reach out to your audience. This usually begins with
purchasing lead lists. You then contact these leads by calling them directly (cold calling)
or sending them physical mails (direct mail). For a wider reach, businesses look beyond
lead lists and use billboards, print ads, television ads, and radio ads. The emphasis here is
on budget, media connections, and how much marketing muscle you can flex. In
outbound lead generation, your pitch is quite apparent and there are no efforts made to
educate your audience. The inbound method attracts leads using online content. You
create a website, or you write a blog, and you optimize it for online search through SEO
(search engine optimization) techniques. This means the content has the appropriate
keywords and answers the questions your target audience is asking. When your content
is easily discoverable and begins to engage your readers, they become your leads.
Depending on how you interact with them from then on, they can become your customers
too. In inbound lead generation, you educate your target audience through a carefully
planned content strategy. This takes time and involves very little budget spend. Two
keywords here: content and SEO (search engine optimization). And the domain is largely
digital.
(https://www.academia.edu/7318995/Consumer_Buying_Behavior_in_Automobile_Ind
ustry)

16. [16]
6 ways to generate sales leads online Content marketing - Create and distribute content
with a primary focus on education, not selling. (www.freshworks.com) Content can be
produced in various formats—blogs, infographics, videos, case studies, white papers.
Social media - Depending on your business, every social media platform can be a precious
lead generation channel. Facebook, Twitter, Instagram and Snapchat are essential for
B2C; LinkedIn is elementary for B2B. Email - With email, you get to initiate a one-to-
one conversation with your recipient, while sharing a blog, inviting them for a webinar,
informing them about a product update, or offering a discount. Webinars - Webinars
require people to share their email ID, which makes it an ideal lead gen activity. Timely
webinars, with relevant topics and quality speakers, can build a brand around your
business. PPC (pay-per-click) ads - Clicking on a PPC ad takes the visitor to a landing
page, which collects the lead’s information. PPC ads work because they contain keywords
relevant to your audience, plus they appear on page one of Google. Display ads- Also
called banner ads, display ads are like print ads for digital. Crisp copy, a persuasive CTA
(call-to-action), illustrations and animation are effective elements in display ads.
Consumer behaviour is the study of how individual customers, groups or organizations
select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.
It refers to the actions of the consumers in the marketplace and the underlying motives
for those actions. Marketers expect that by understanding what causes the consumers to
buy goods and services, they will be able to determine—which products are needed in the
marketplace, which are obsolete, and how best to present the goods to the consumers.
Profound changes are taking place in the automotive landscape and analysts are predicting
a greater level of change in the next decade than in the previous half century. (The future
of the new car market – is it heading for an electric future?, Tom White
https://www.theleadagency.com/customer-acquisition/the-future-automotive-lead-
generation/) Handling consumer data - One of the other significant challenges for OEMs
and their lead providers is how their respective CRM systems talk to one another. Each
OEM CRM is different, which can make it difficult to transfer rich consumer data, such
as existing finance details. To avoid missed opportunities for our clients, we have built a
bespoke customer acquisition ecosystem designed to address these pain points and ensure

17. [17]
the consumer’s needs are understood. This means dealership sales teams are well-
equipped to meet them and make a sale. Another important step we’re taking is to grow
a team of optimisation specialists to work with our clients right the way through the sales
process and maximise conversion potential. Focus on quality - We believe the days of
high volumes of low quality leads will become a thing of the past. OEMs will require and
therefore expect a mix of quality lead types, which will drive disruption and innovation
within the lead generation industry. Customer acquisition companies that embrace this
change and the opportunity it represents will ultimately be the ones that maintain
relevance and succeed.

18. [18]

a) Title of the Project
Study on ‘Lead Management Strategies’ of automobile showrooms & consumer
behaviour towards them
b) Objective of the Project
Part A – Company Research
To understand lead generation strategies applied by automobile companies. Further, rate
them based on their web presence & showroom response in Mumbai
• To find out the flaw in clients services
• To find out the best process/practices that makes the brand differentiated
Part B – Individual Research
To observe consumer behaviour based on showroom response while purchasing a 4-
wheeler
• To check client brands images in the market
• To suggest required changes needed for future discussion
c) Scope of the Project
This project helped in providing fruitful insights about lead management services
provided by automobile clients under the company. It also gave authentic view about the
competition’s strategies that later impacts the actual sales.

19. [19]

a) Research Design
Descriptive research can be explained as a statement of affairs as they are at present with
the researcher having no control over variable. Moreover, “descriptive studies may be
characterised as simply the attempt to determine, describe or identify what is, while
analytical research attempts to establish why it is that way or how it came to be”.
Descriptive research is “aimed at casting light on current issues or problems through a
process of data collection that enables them to describe the situation more completely
than was possible without employing this method.” In its essence, descriptive studies are
used to describe various aspects of the phenomenon. In its popular format, descriptive
research is used to describe characteristics and/or behaviour of sample population. An
important characteristic of descriptive research relates to the fact that while descriptive
research can employ a number of variables, only one variable is required to conduct a
descriptive study. Three main purposes of descriptive studies can be explained as
describing, explaining and validating research findings. Descriptive studies are closely
associated with observational studies, but they are not limited with observation data
collection method. Case studies and surveys can also be specified as popular data
collection methods used with descriptive studies.
Exploratory research, as the name implies, intends merely to explore the research
questions and does not intend to offer final and conclusive solutions to existing problems.
This type of research is usually conducted to study a problem that has not been clearly
defined yet. Conducted in order to determine the nature of the problem, exploratory
research is not intended to provide conclusive evidence, but helps us to have a better
understanding of the problem. When conducting exploratory research, the researcher
ought to be willing to change his/her direction as a result of revelation of new data and
new insights. Exploratory research design does not aim to provide the final and conclusive
answers to the research questions, but merely explores the research topic with varying
levels of depth. It has been noted that “exploratory research is the initial research, which
forms the basis of more conclusive research. It can even help in determining the research
design, sampling methodology and data collection method”. Exploratory research “tends

20. [20]
to tackle new problems on which little or no previous research has been done”.
Unstructured interviews are the most popular primary data collection method with
exploratory studies.
Survey Research is defined as the process of conducting research using surveys that are
given to survey respondents. The data collected from surveys is then statistically analysed
to draw meaningful research conclusions. Surveys are proven to be one of the most
effective and trustworthy research methods. It is classified as a method for extracting
information about a significant business matter from an individual or a group of
individuals and consists of structured survey questions that motivate the participants to
respond. A creditable survey research can give these businesses access to a colossal
information bank. Organizations in media, other businesses, and even governments rely
on survey research to obtain accurate data. The traditional definition of survey research
is a quantitative method for collection of information from a pool of respondents by
asking multiple survey questions. This research type includes recruitment of individuals,
collection, and analysis of data. It’s useful for researchers who aim at communicating
new features or trends to their respondents. Generally, it’s the primary step towards
obtaining quick information about mainstream topics and conducting more rigorous and
detailed quantitative research methods like surveys/polls or qualitative research methods
like focus groups/on-call interviews can follow. There are many situations where this
research can be conducted using a blend of both, qualitative and quantitative strategies.
a) Data Collection Method/Sources
Qualitative data collection method is exploratory in nature and is mainly concerned with
gaining insights and understanding on underlying reasons and motivations. Qualitative
data is defined as the data that approximates and characterizes. It can be observed and
recorded. This data type is non-numerical in nature. This type of data is collected through
methods of observations, one-to-one interview, conducting focus groups and similar
methods. Data was collected through information made available by the company or the
call centres scheduling visits to the nearest Car Showroom from Saki Naka Metro Station.
Based upon the visit’s observations were being noted and required material were collected
including agent’s visiting cards, cost sheet, car model description handbook etc. varying
from availability from showroom to showroom.

21. [21]
Quantitative data is defined as the value of data in the form of counts or numbers where
each data-set has a unique numerical value associated with it. This data is any quantifiable
information that can be used for mathematical calculations and statistical analysis, such
that real-life decisions can be made based on these mathematical derivations. This data
can be verified and can also be conveniently evaluated using mathematical techniques. It
makes measuring various parameters controllable due to the ease of mathematical
derivations they come with. Often collected for statistical analysis using surveys, polls or
questionnaires given to a specific section of a population. The retrieved results can be
established across a population. Data was collected through a Survey, where
questionnaire was handed over to random commuters in order to ask for their opinion
about vehicles they’re using or wish to use in the upcoming future.
b) Sampling Plan
Primary data is data that is collected by a researcher from first-hand sources, using
methods like surveys, interviews, or experiments. It is collected with the research project
in mind, directly from primary sources. Secondary data is research data that has
previously been gathered and can be accessed by researchers. The term contrasts with
primary data, which is data collected directly from its source. Mumbai as a city based on
Some research papers have been divided into mainly 4 parts based on the consumers
preferred mode of commutation. Taking into account that information similar areas were
being targeted based upon the same. Focusing mainly, on the area in and around Andheri.
A simple random sample is a subset of a statistical population in which each member of
the subset has an equal probability of being chosen. A simple random sample is meant to
be an unbiased representation of a group.

22. [22]

a) Tables and Graphs
Inference: The table above summarizes the observations and actions performed by the
mentioned companies on the specific brands in order to maintain a lead. From the data
displayed above we can clearly make out that Mercedes and BMW were the top when it
comes to managing a lead. As based on the criteria on which they were judged i.e.
frequency and medium of contact, online presence and showroom response; both proved
themselves to be the best out of the rest. Similarly, we can also say that Jaguar and
Hyundai don’t seem to have a well-managed system in order to manage a lead.
(the mentioned brands and models under them were being provided were the company
and haven’t been chosen at random. Similarly, the response tab only contains the
information about the first time of contact rather than the frequency. SEO to Test Drive
tabs have been rated on a liker scale of five points where one means poor and 5 means
excellent.)

23. [23]
Inference: The table above summarizes the further task completion of the brands that
were either less or not present in Indian market. To better understand the lead
management process on a rather global level. However, upon researching for such brands
several problems seem to have occurred. Mainly concerning about those finding either a
dealership services in India rather than booking it online. There was an even worse
response from their end. As it’s clearly visible from the table above most companies
prefer only one medium of confirmation to be the means for lead management. Although,
all of these weren’t measured on the basis of their showroom response due to
underperforming lead calls.

24. [24]
Inference: The graph above summarizes that out of the sample size of 200 respondents
110 respondents doesn’t own a personal 4-wheeler. However, 90 respondents do own a
car. This states that only 45% of respondents actually owned a car.
Inference: The graph represents that out of the 110 respondents that don’t own their own
4-wheeler, amongst those 62 respondents are actually interested in buying a car in coming
future. However, 48 respondents have no such plan in their near future. Which now makes
the relevant respondents to be 152 out of the entire sample size. Making 76% relevant
respondents attained from the survey.

25. [25]
Q. If yes, would you buy a new car in:
 Same Segment and Manufacturer  Same Segment, Different Manufacturer
 Different Segment, Same Manufacturer  Different Segment and Manufacturer
Inference: The question above gave insights about the consumer opinion about their
satisfaction level from their pre-owned vehicle. This helps us determine that majority of
car owners i.e. 47% are satisfied with their company of choice. However, on the near
contrary 40% said they may need a different car in different segment and manufacturer
as well as 13% saying that they require a new car in maybe some other manufacturing
brand. What was most important to note here was the fact that none of the respondent
needed a car segment update with their pre-owned car manufacturer.

26. [26]
Q. If switching, state the reason
 Wider range of products  Brand Image  Resale Value
 Better Engine option  Other
Inference: This question responses explains that the biggest reason for the consumers to
think about switching from their already owned vehicle is the fact that there’s a presence
of much bigger and better variety of product present in the market. The image of the brand
falls in as the second most preferred reason for consumers to switch from their original
brand. Similar, on a very close call is the vehicle ‘Resale Value’ that determines the
person’s choice to exchange their vehicle.

27. [27]
Q. Body type of choice:
 Sedan  SUV  Hatchback
 Luxury  Coupe
Inference: The graph above represents that SUV is the most opted body-type of car-
choice while making a purchase of a car. However, Sedans falls on the second position
with 44 respondents. Making SUV the top choice with 37.5%, Sedan being 28.9% and
Luxury, Coupe and Hatchback taking up 17.7%, 13.8 % and 0.019% of the responses.

28. [28]
Q. Fuel type of your preference:
 Petrol  Diesel  Hybrid
 LPG  CNG
Inference: The graph above represents that Petrol is the most preferred fuel type when it
comes to choose of vehicle. 68 respondents out of the entire sample size made their choice
of engine to be of Petrol instead of Diesel, LPG, CNG or Hybrid. Even when companies
are now preferring alternatives to be the only option available for purchase. But the survey
displayed that 44.7% still prefer a petrol run vehicle over any other variant.

29. [29]
Inference: This question explained that regardless of the amount of time and energy
spend over choosing the brand name for any kind of Brand. 78% of the respondents don’t
care about the name associated on their vehicle of choice. On the contrary only 22% of
the respondents knew the brand name they owned or planned to own.

30. [30]
Q. How the following affect your purchase decision:
Hugely Slightly Neutral Might be Not at all
After Sales Service     
Comfort     
Manufacturer's Image     
Prestige     
Promotion/Offer     
Safety     
Eco-Friendliness     
Technical Aspect     
Test Drive Experience     
Value for money     
Inference: Following graph explains that Comfort and Safety seems to be the top factors
while considering a car for purchase. Meanwhile, the prestige and promotions/offers
attached to the vehicle that are supposed to enhance sales, is actually not that effective
when it comes to purchasing decisions.

31. [31]
Q. Rate the following engine preference based on your choice:
Highly Imp Important Neutral Not Imp Not at all Imp
Fuel Usage     
Mileage     
Pick Up     
Speed Stability     
Top Speed     
Inference: Following graph explains that Mileage and Fuel Usage seems to be the top
factors while considering a car engine for purchase. Meanwhile, the top speed of the
vehicle that are supposed to be the top representative of car ads, is actually not that
effective when it comes to purchasing decisions.
Engine Preference Choices

32. [32]
Q. Rate the following based on your preference of interior features:
Highly Imp Important Neutral Not Imp Not at all Imp
Seats Designs     
Leg Room     
Dashboard     
Interior Color     
Adjustable Seats     
Inference: The above graph explains that adjustable seats and Music System are the top
choices of lookout while browsing through the option of interior feature of a car. Nearly
70% of the respondents consider them to be the only feature they look at when interiors
of their car of choice is concerned.
Interior Features Choices

33. [33]
Q. Rate the following based on your choice with safety parameters:
Highly Imp Important Neutral Not Imp Not at all Imp
Cross Bar     
Air Bags     
Anti-Lock Braking    
Lights Intensity     
Aerodynamics     
Inference: The above graph explains that Air Bags are the only piece of safety that the
consumers are aware about. Which becomes the prime reason why they only seek such
safety measure in a car. Meanwhile other features due to lack of knowledge remains not
the priority when it comes to safety features of an automobile.
Safety Parameters

34. [34]
Q. Rate the influence of the following factors based on Showroom Experience:
Highly Imp Important Neutral Not Imp Not at all Imp
Tech Facilities     
Cost of Service     
Agent Availability     
Information     
Staff     
Ambience     
Credit Schemes     
Service Time     
Inference: The above represents that while being at the showroom Service Time and
Information about the model are the things, any consumer may expect from the
showroom. Therefore, companies should invest more on getting the things done rather
than enhancing the experience.
Showroom Experience

35. [35]
Inference: This graph shows that most consumers do want to switch their vehicles.
However, they are happy with their choice of purchase, even if it was at least at the time
of purchase. Therefore, they’ll recommend their choice to others as well.
Inference: This graph helps us understand that respondents mostly like to invest a sum
total of less than or between 10-30 lakhs on their automobile. Anything more expensive
is considered a luxury. And therefore, is mostly not preferred.

36. [36]
Inference: This graph helps us understanding that still, people prefer to book and have a
test drive done and tested before choosing to buy a car. Making it important for such
brands to maintain and allow services of on road test drive checks every time.
Inference: It explains that even though most consumers are happy with the response they
get at the showroom, still there isn’t a complete delight attained by customers. Nearly
30% of the respondents were not that satisfied with the showroom experience they might
have had during their visit there. This may contribute in understanding how an experience
at the showroom may end up determining a lead lost.

37. [37]

Following were the observations made during the course of completion of the project:
• Min. 4 attempts are made to connect to a supposed lead to turn into a sales success
• Attempts to contacts are often suspended after 6th
attempt of no response from the
expected lead
• Due to lack of database management sometimes brands make only 2 attempts before
leaving it to become a bad lead which later affects the sales
• Absence of specific brand page degrades the search engine visibility of various brands
• Secondary car dealers often end up creating pseudo-leads for the parent company
• Presence of several Sales Agent and competition amongst them lead to unattended
lead finally converting bad
• Majority of respondents comes from a middle-class family background. Making mid-
segment priced cars to be the top choice while purchasing
• SUVs is the most preferred option amongst Married as well as Married with kids
bearing respondents
• Petrol variant of any model is still the overall preferred choice. Even when most
brands now produce only diesel model over petrol.
• A big chunk of sample size is dissatisfied with their choice of purchase
• Survey displayed that majority of car owner/potential buyers don’t care about the
name of the brand instead just cared about the efficiency of the model
• Mileage is the most important factor of consideration while deciding the car engine
of the model of choice
• Air Bags is the most asked about feature of security and safety while making the
purchase
• Service Time is the most detrimental thing of consideration while buying a car
• Adjustable Seats is the most asked about feature while deciding the interiors
• On-Road price of the vehicle is more detrimental factor for purchase with basic
‘Comfort’ and ‘Safety’ instead of other offers and features

38. [38]

Following are a list of things learned during the course of this project:
o Knowledge about ‘Lead Generation’
o Knowledge about ‘Lead Management’
o Maintenance and Recording of diverse large data
o Knowledge of different aspects/types of automobiles
o Customer Relationship Management
o SEO/SEM Score Checking
o Market Research Techniques

39. [39]

It can be concluded that certain brands need to develop a better lead management system
in order to reduce the amount of bad leads they generate. As it was observed that four
brands out of all that were observed, contacted later than acceptable time period. Such
incidents can often be detrimental in effecting the sales of the various models of
automobiles. Similarly, there’s an absence of coordination amongst the showroom and
sales manager while managing the lead maintenance-based services. As a buyer such
response may result into a failed sales lead.
Brands should focus on reducing the on-road price of the vehicles instead of adding up
expensive features on to some non-well performing model. As, in a city like Mumbai,
most preferred mode of transportation by the majority is public transport. Buying an
expensive vehicle doesn’t seem to be a feasible choice by most. Therefore, an average
model with ample amount of safety and comfort features are just enough to make a great
sale in the market.

40. [40]

a) Bibliography
• Steward Stephenson (2018), What is Lead Management. leadquared, 46-48
• Tom White (2017), The Future of automotive lead generation, the lead agency,
287-296
• Avlonitis, G. J., and Panagopoulos, N. G. (2005). Antecedents and consequences
of CRM technology acceptance in the sales force. Industrial Marketing
Management, 355-368
• Burton-Jones, A., and Grange, C. (2013). From Use to Effective Use: A
Representation Theory Perspective. INFORMATION SYSTEMS RESEARCH,
632-658.
• Kandapa Thanasuta, Thanyawee Patoomsuwan, Vanvisa Chaimahawong,
Yingyot Chiaravutthi (2011), Brand and country of origin valuations of
automobiles. Asia Pacific Journal of Marketing and Logistics, pp. 355-375
• Dr. R. Menaka, K. Ashath (2014), A STUDY ON CONSUMER BUYING BEHAVIOUR AND
SATISFACTION TOWARDS INDIAN AUTOMOBILE INDUSTRY. Shanlax International
Journal of Arts, Science & Humanities Vol. 2 No. 2, 61-66
b) Webliography
• Car Comparison - https://www.carwale.com/
• Customer Ratings - https://www.zigwheels.com/
• Showroom Details - overdrive.in
• Consumer Behaviour towards Automobiles - https://www.academia.edu

41. [41]

a) Questionnaire

42. [42]

43. [43]

44. [44]

45. [45]

46. [46]

47. [47]
b) List of Table & Graphs
Less than 10 Lakhs 150
10-50 Lakhs 43
50 Lakhs – 1 Cr. 7
Greater than 1 Cr. 0
Audi 22
BMW 10
Mercedes 11
Jaguar 9
Honda 24
Maruti 36
Mahindra 15
Toyota 19
Hyundai 42
Skoda 11
Nissan 3
Ford 13
Tata 12
Datsun 1
Fiat 1
Other 11
Different Segment and Manufacturer 25
Same Segment and Manufacturer 29
Same Segment, Different Manufacturer 8
Different Segment, Same Manufacturer 0
Wider range of products 18
Better Engine option 9
Brand Image 14
Resale Value 12
Other 9

48. [48]

49. [49]

50. [50]

51. [51]
c) Emails Screenshots

52. [52]

53. [53]