Internship Project for Automobile sector

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To Measure Sales satisfaction index (SSI) & Customer service index (CSI) Of ASPI Cars Pvt. Ltd. & Competitor Analysis in Automobile sector.

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Internship Project for Automobile sector

  1. 1. The Process Adherence To Measure SSI & CSI Of ASPI Cars Pvt. Ltd. & Competitor AnalysisPrepared By:Kirtan Pandya (32)Dhiraj Premani (41)SLIMS PGP (2011-13)
  2. 2. Flow Of Content Introduction Of ASPI Cars Pvt. Ltd. History of Automotive Industry In India Sales Process at ASPI Cars Pvt. Ltd. Service Process at ASPI Cars Pvt. Ltd. Research on CSI (Customer Service Index) for ASPI Cars Pvt. Ltd. Research on SSI (Sales Satisfaction Index) for ASPI Cars Pvt. Ltd. Sales Pattern at ASPI Cars Pvt. Ltd. Promotional Activity at ASPI Cars Pvt. Ltd. Competitors Analysis regarding leading automobile companies Bibliography
  3. 3. Introduction Of ASPI Cars Pvt. Ltd ASPI CARS PVT LTD is an authorized dealer of TATA motors and FIAT & deals in sales, service and spares
  4. 4. Introduction Of ASPI Cars Pvt. Ltd MISSION “To be The No.1 Dealer Nationally” It started its journey in the year 2006 in the month of December with its first showroom at sarkhej narol road near vishala hotel Ahmedabad and now also at Naranpura and at chandkheda Employees here share the information & guide customer in order to make them buy appropriate choice. It is among the top 3 most trusted dealer of Tata Motors & Fiat brand It is also ranked 2nd among the dealers at national level and also ranked 1st in west region (Rajasthan, Gujarat) & is known for its Best in class on time Delivery
  5. 5. Introduction Of ASPI Cars Pvt. LtdLOB(LINE OF BUSINESS)NANO TEAM CAR TEAM UV TEAM FIAT TEAM• NANO • Indica • Safari • Punto • Vista • Sumo Gold • Linea • Indigo CS • Sumo victa • Manza • Grande • Venture • Aria
  6. 6. Introduction Of ASPI Cars Pvt. LtdTeam1- NANO TEAM (Small Car)
  7. 7. Introduction Of ASPI Cars Pvt. LtdTeam 2- CAR TEAM
  8. 8. Introduction Of ASPI Cars Pvt. LtdTEAM 3- UTILITY VEHICLES (UV) TEAM
  9. 9. Introduction Of ASPI Cars Pvt. LtdTEAM 4- FIAT TEAM
  10. 10. History Of Automotive IndustryIn India• In 1940s the Indian automotive industry was at a very nascent stage.• Indian automobile industry was plagued by unfavorable government policies. All it had to offer in the passenger car segment was a 1940s Morris model called the Ambassador• In 1953, government of India and private sector came together to build an automotive component manufacturing industry to meet the rising needs of the automobile industry• The economic liberalization in 1991 has succeeded in bringing about a sustained growth in the automotive production sector triggered by enhanced competitiveness• A number of Indian automobile manufacturers including Tata Motors, Maruti Suzuki and Mahindra and Mahindra, have dramatically expanded both their domestic and international operations
  11. 11. History Of Automotive Industry In IndiaTimeline of Indian Automobile Industry Year Company Year Company 1901 First Indian to own a car in India – Jamshedji Tata 1995 Reva Electric Car Company 1905 Fiat Motors 1996 Hyundai Motors 1905 First Woman to drive a car in India - Mrs. 1997 Toyota Kirloskar Motors Suzanne RD Tata 1911 First Taxi in India 1997 Fiat Motors (Re-Entry) 1928 Chevrolet Motors 1998 Volvo 1945 Tata Motors 1998 Mitsubishi Motors 1947 Mahindra Motors 2003 Chevrolet 1981 Maruti Suzuki 2004 Audi 1994 Mercedes Benz 2006 BMW 1995 Ford Motors 2007 Volkswagen 1995 Honda SIEL 2009 Jaguar
  12. 12. Sales Process at ASPI Cars Pvt. Ltd Security Reception Customer advisor Accounts R.T.O. Delivery
  13. 13. Service Process at ASPI Cars Pvt. Ltd Booking Pre-job card Security guard Service advisor Service activity Delivery (IFIR Form)
  14. 14. CSI (Customer Service Index) A Research On CUSTOMER SERVICE INDEX At ASPI Cars Pvt. Ltd.
  15. 15. CSI (Customer Service Index)Customer Satisfaction Index (CSI) is a measure of how products and services supplied by a company meet or surpass customer expectationSignificance Of CSI: Demonstrate commitment to listening to customers Enhance profits  Gain feedback from customers about products, services, and/or support outside of what customers provide the sales force Improve customer satisfaction and retention Improve quality of service Increase market share Increase repeat business  Obtain information on product developments, priorities, and requirements Provide a way for unhappy customers to vent
  16. 16. CSI (Customer Service Index) PROBLEM STATEMENT: In spite of purchasing car from Aspi cars pvt. Ltd., some customers prefer other service stations for service of their cars RESEARCH OBJECTIVE:  Factors that prevents the customers to give their cars for service at Aspi cars pvt. Ltd.  Improvements that customers want from service department of Aspi cars pvt. Ltd.  Learn where the company stands in comparison with competitors  Improve customer satisfaction and retention
  17. 17. CSI (Customer Service Index) RESEARCH DESIGN Type Of Research: Descriptive Data Collection: Primary Data: In this survey, we chose telephonic inquiry and called customers who purchased their cars from Aspi cars Pvt. Ltd. But did not get their car serviced from Aspi. For that we prepared one questionnaire which was the only data source for our research Sampling: The sampling was done on the random basis from the data of lost customers. Our sample size was of 198 customers
  18. 18. CSI (Customer Service Index)• Data Preparation and Interpretation REASONS FOR SERVICE DISSATISFACTION OTHERS (PREFER OTHER DEALER) 6 WEAK RESPONSE 16 PRICE 4 PAST BAD EXPERIENCE 13 DISCOUNTS 2 SERVICE QUALITY 14 SERVICE TIME 2 DISTANCE 19 0 5 10 15 20
  19. 19. CSI (Customer Service Index) FINDINGSPURCHASED FROM OTHER DEALER 5 REMOVE FROM CALLING LIST 1 NO SUGGESTIONS 2 SOLD OUT 22 HIGHLY DISSATISFIED 14 DISSATISFIED 22 SATISFIED 37 UNABLE TO CONTACT 95 0 20 40 60 80 100
  20. 20. CSI (Customer Service Index)L.O.B. WISE ANALYSIS• Utility Vehicles NUMBER PERCENTAGE (%) SATISFIED 4 44.44 DISSATISFIED 5 55.55 TOTAL 9 100
  21. 21. CSI (Customer Service Index)L.O.B. WISE ANALYSIS• Tata Cars NUMBER PERCENTAGE (%) SATISFIED 26 52 DISSATISFIED 24 48 TOTAL 50 100
  22. 22. CSI (Customer Service Index)L.O.B. WISE ANALYSIS• Fiat Cars: NUMBER PERCENTAGE (%) SATISFIED 2 40 DISSATISFIED 3 60 TOTAL 5 100
  23. 23. CSI (Customer Service Index)  TEST FOR INDEPENDENCE H0: Service satisfaction level is independent of the Service department. H1: : Service satisfaction level is not independent of the Service departmentOBSERVED FREQUENCY EXPECTED FREQUENCY SATISFACTION LEVEL SATISFACTION LEVELSERVICE SATISFIED DISSATISFIED TOTAL SERVICE SATISFIED DISSATISFIED TOTALDEPARTMENT DEPARTMENTFIAT 2 3 5 FIAT 2.5 2.5 5TATA 26 24 50 TATA 25 25 50UV 4 5 9 UV 4.5 4.5 9TOTAL 32 32 64 TOTAL 32 32 64
  24. 24. CSI (Customer Service Index)Service Satisfaction Observed Expected (fij- eij) (fij- eij)2 (fij- eij)2/eijdepartment level frequency(fij) frequency(eij)Fiat Satisfied 2 2.5 -0.5 0.25 0.0039Fiat Dissatisfied 3 2.5 0.5 0.25 0.0039Tata Satisfied 26 25 1 1 0.0156Tata Dissatisfied 24 25 -1 1 0.0156Uv Satisfied 4 4.5 -0.5 0.25 0.0039Uv Dissatisfied 5 4.5 0.5 0.25 0.0039 χ2 0.05• The value of test statistics is χ2= 0.05.• At 0.05 level of significance, χ2α= 5.99• Since, χ2 ≤ χ2α do not reject H0. Therefore, we can conclude that Satisfaction level isindependent of the Service department
  25. 25. CSI (Customer Service Index) FINDINGS• Weak response in terms of handling customer complaints before and after service• Damage of parts of cars by service staff which prevents customer to come again for service• From 198 customers, 95 were unable to contact, 37 were satisfied, 22 were dissatisfied and 14 were highly dissatisfied.• The service quality of different L.O.B. does not vary.
  26. 26. SSI (Sales Satisfaction Index) A Research On SALES SATISFACTION INDEX At ASPI Cars Pvt. Ltd.
  27. 27. SSI (Sales Satisfaction Index) SSI Factors & Attributes100% 25.590%80%70% DELIVERY PROCESS 16.4 DELIVERY TIMING60% SALES PERSON50% 14.8 SALES INITIATION40% 12.4 DEALER FACILITY30% 11.4 PAPERWORK20% 10.1 DEAL10% 9.4 0% SSI
  28. 28. SSI (Sales Satisfaction Index) PROBLEM STATEMENT Decreasing SSI (Sales Satisfaction Index) of ASPI Cars Pvt. Ltd RESEARCH OBJECTIVE Factors that affects consumer while purchasing a car Factors that needs to be improved in Sales process Improvements or suggestions by the customer to make the Sales process better RESEARCH DESIGN Data Collection: Primary Data: In this survey, we chose telephonic inquiry and called customers who purchased their cars from ASPI cars Pvt. Ltd in Feb-March 2012. For that we prepared one questionnaire which was the only data source for our research.
  29. 29. SSI (Sales Satisfaction Index) ENTRANCE 0 ENTRANCE 8% 1 NO. OF 3% 2 RANK PEOPLE 3% 0 8 3 1 3 13% 2 3 5 50% 3 13 4 23 4 23% 5 51 101
  30. 30. SSI (Sales Satisfaction Index) RECEPTION RECEPTION 0 1 5% 4% 2 4% NO. OF RANK PEOPLE 3 11% 0 5 1 4 2 4 4 5 3 11 21% 55% 4 22 5 57 103
  31. 31. SSI (Sales Satisfaction Index) CUSTOMER ADVISOR CUSTOMER ADVISOR 1 3 1% 8% RANK NO. OF PEOPLE 4 0 0 24% 1 1 2 0 3 8 5 4 24 67% 5 68 101
  32. 32. SSI (Sales Satisfaction Index) AMBIENCE AMBIENCE 2 1% 3 NO. OF RANK 19% PEOPLE 0 0 1 0 5 2 1 46% 3 20 4 4 36 34% 5 48 105
  33. 33. SSI (Sales Satisfaction Index) TEST DRIVE TESST DRIVE 0 1 3% 1% 2 3% 3 NO. OF 6% RANK PEOPLE 0 2 4 20% 1 1 2 2 3 5 5 67% 4 15 5 51 76
  34. 34. SSI (Sales Satisfaction Index) FINANCE FINANCE 0 1 4% 4% 2 2% NO. OF RANK 3 PEOPLE 11% 0 2 1 2 4 12% 2 1 3 6 5 67% 4 6 5 35 52
  35. 35. SSI (Sales Satisfaction Index) DELIVERY DELIEVERY 1 2 3% 4% 3 2% 4 NO. OF RANK 6% PEOPLE 0 3 5 1 4 17% 2 2 3 6 6 4 18 68% 5 71 104
  36. 36. SSI (Sales Satisfaction Index)FINDINGSSatisfied 61/105Improvement in P.D.I. 5Absence of receptionist / refreshment not offered 3Problem in finance 4Proper response from Customer Advisor before & after the booking 10Proper parking area for customers 6Weak response from R.T.O. department 2Test drive vehicle not available 2Late delivery 2
  37. 37. SSI (Sales Satisfaction Index) SUGGESTIONS• Proper guidance for the visitors about parking by security guard & parking board as well• P.D.I process needs a lot of improvement• Continuous check on whether customers are provided refreshment facility in time• Customer should be treated equally before & the booking of a car• Door to door delivery of R.C. Book
  38. 38. SSI (Sales Satisfaction Index) SUGGESTIONS (CONTD)• There should be soft music in the background• Showroom should be more spacious & provide privacy to customers• Each and every process of the event should be monitored carefully• ASPI should provide cover for the car to new customers• On time delivery of car
  39. 39. SSI (Sales Satisfaction Index) GOOD THINGS AT ASPI Cars Pvt. Ltd.• Customers are fully satisfied with the demonstration given to them about the car which shows that our customer advisors are very efficient• Refreshment facility is very good (but can be improved)• Cleaning department is very much effective and sincere about their work
  40. 40. SALES PATTERN Under this project, we analysed the sales data of year 2010 & 2011 which containedmonth wise sales of individual cars, type of finance (self / finance), intended usage (personal /taxi), type of fuel used (petrol / diesel), L.O.B. (Line of business) and Variants in each car.We compared two year data which is useful in two ways1) To manage the inventory for the upcoming years,2) To find the loopholes. RESEARCH METHOD  Secondary data: In this particular research, all the data were secondary which were provided by the company itself.
  41. 41. SALES PATTERN SALES 300 250 200 150 100 50 0 FEBRUAR SEPTEMB NOVEMB DECEMBE JANUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER Y ER ER R Series1 145 189 212 134 158 208 208 243 222 256 101 218 Series2 163 134 169 60 120 100 67 166 183 155 135 169• As you can see form the graph, sales in each month except January has decreased in 2011 compared to 2010. The reason could be new car launches in 2011 like, Hyundai Eon, Volkswagen Jetta, Nissan Sunny Diesel, Mahindra XUV 500, Toyota Etios ,Liva and Honda Brio.• The other reason for decline in sales is opening of 3rd dealer of TATA Motors in Ahmedabad.
  42. 42. SALES PATTERN SELF 140 120 100 80 60 40 20 0 FEBRUAR SEPTEMB NOVEMB DECEMBE JANUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER Y ER ER RSeries1 61 76 71 54 54 91 96 124 70 104 48 78Series2 68 49 65 17 55 37 16 85 73 45 40 58 FINANCE 200 150 100 50 0 FEBRUAR SEPTEMB NOVEMB DECEMBE JANUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER Y ER ER RSeries1 84 113 141 80 104 117 112 119 152 152 53 140Series2 95 85 104 43 65 63 51 81 110 110 95 111
  43. 43. SALES PATTERN PERSONAL300250200150100 50 0 SEPTEMBE NOVEMBE JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER R RSeries1 139 175 198 128 141 191 203 236 201 246 98Series2 161 132 159 55 116 95 64 162 177 151 132 TAXI 25 20 15 10 5 0 SEPTEMBE NOVEMBE JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER R RSeries1 6 14 14 6 17 17 5 7 21 10 3Series2 2 2 10 5 4 5 3 3 6 4 3
  44. 44. SALES PATTERN PETROL 100 90 80 70 60 50 40 30 20 10 0 SEPTEMBE NOVEMBE DECEMBE JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER R R RSeries1 63 63 75 46 47 76 91 53 53 52 22 49Series2 64 30 34 11 22 19 19 31 22 30 21 42 DIESEL 250 200 150 100 50 0 SEPTEMBE NOVEMBE DECEMBE JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST OCTOBER R R RSeries1 82 126 137 88 111 132 117 190 169 204 79 169Series2 99 104 135 49 98 81 48 135 161 125 114 127
  45. 45. SALES PATTERN L.O.B. 1600 1400 1200 1000 800 600 400 200 0 FIAT CAR TEAM UVs NANOSeries1 241 1426 253 374Series2 130 933 289 269
  46. 46. SALES PATTERN NANO 200 180 160 140 120 100 80 60 40 20 0 CX LX STDSeries1 139 187 48Series2 105 123 44
  47. 47. SALES PATTERN INDIGO MANZA 500 400 300 200 100 0 AQUA AURA ELANSeries1 36 441 0Series2 39 185 40 INDIGO eCS 120 100 80 60 40 20 0 GLS GLX LE LX LS XL VXSeries1 5 28 9 106 31 43 0Series2 2 14 10 106 34 14
  48. 48. SALES PATTERN INDICA 120 100 80 60 40 20 0 DLE DLS XETA LE LS LXSeries1 57 107 9 0 0 0Series2 2 5 0 3 89 32 INDICA VISTA300200100 0 AQUA AURA TERRA QUADRAJETSeries1 113 256 185 0Series2 17 77 91 167
  49. 49. SALES PATTERN SUMO VICTA 80 60 40 20 0 CX EX GX LXSeries1 59 2 3 1Series2 76 2 1 6 SAFARI 60 40 20 0 EX GX LX VXSeries1 56 15 25 24Series2 57 6 22 14
  50. 50. SALES PATTERN ARIA 25 20 15 10 5 0 PRESTIGE PRIDE PLEASURE PURESeries1 5 1 0 0Series2 13 13 20 23 SUMO GRANDE 40 30 20 10 0 EX GX LXSeries1 7 6 35Series2 1 6 2
  51. 51. SALES PATTERN10 SPACIO 5 0 1 2 HT 1 9 XENON1.5 10.5 0 1 2 EX 1 1
  52. 52. SALES PATTERN FIAT PUNTO 60Axis Title 40 20 0 DYNAMIC EMOTION ACTIVE Series1 1 54 42 Series2 3 40 30 FIAT LINEA 140 120 100 80 60 40 20 0 ACTIVE DYAMIC EMOTION T JET Series1 4 8 128 3 Series2 2 3 48 4
  53. 53. Promotional Activity at ASPI Cars Pvt. Ltd 1. EVENTS 2. ONLINE PROMOTION 3. IN-HOUSE ACTIVITY
  54. 54. Promotional Activity at ASPI Cars Pvt. Ltd  EVENT  PRE-PLANING  EVENT DAY  FOLLOW UP
  55. 55. Promotional Activity at ASPI Cars Pvt. Ltd  EVENT
  56. 56. Promotional Activity at ASPI Cars Pvt. Ltd  ONLINE PROMOTION
  57. 57. Promotional Activity at ASPI Cars Pvt. Ltd  ONLINE PROMOTION
  58. 58. Promotional Activity at ASPI Cars Pvt. Ltd  IN-HOUSE ACTIVITY:
  59. 59. Promotional Activity at ASPI Cars Pvt. Ltd  IN-HOUSE ACTIVITY:
  60. 60. Competitor Analysis & Consumer Perception Regarding Leading Automobile Companies
  61. 61. Competitor Analysis & Consumer Perception  RESEARCH OBJECTIVES • To understand the consumer perception at the time of car purchase • To analyse the position of leading automobile companies and extract their strong & weak points • Factors affecting at the time of second car purchase • Retention level of each company in terms of attracting customers again
  62. 62. Competitor Analysis & Consumer Perception  RESEARCH DESIGN  TYPE OF RESEARCH:  SURVEY APPROACH: • Descriptive • We got our questionnaire filled from the users of the different cars. We collected  DATA COLLECTION: data from different showrooms, malls and • Primary data: Communication Study parking areas. – Close-ended, multiple choices.  SAMPLING: – Research instrument- Questionnaire • The data of 140 peoples was collected. – Also collected 19 responses from Facebook by posting our survey there
  63. 63. Competitor Analysis & Consumer Perception DATA ANALYSIS & INTERPRETATION: First car owners: Company No. Of People Maruti Suzuki 36 Tata 30 Hyundai 29 Honda 19 Mahindra 26 140
  64. 64. Competitor Analysis & Consumer Perception • Rank Of Maruti Suzuki From 1 To 5: Maruti Suzuki 60 50 40 30 20 10 0 1 2 3 4 5 Rank 1 2 3 4 5 No of people 56 31 20 18 15
  65. 65. Competitor Analysis & Consumer Perception • Rank Of TATA Motors From 1 To 5: TATA Motors 50 40 30 20 10 0 1 2 3 4 5 Rank 1 2 3 4 5 No of people 18 23 31 43 25
  66. 66. Competitor Analysis & Consumer Perception • Rank Of Hyundai From 1 To 5: Hyundai 50 40 30 20 10 0 1 2 3 4 5 Rank 1 2 3 4 5 No of people 25 44 37 21 13
  67. 67. Competitor Analysis & Consumer Perception • Rank Of Honda From 1 To 5: Honda 45 40 35 30 25 20 15 10 5 0 1 2 3 4 5 Rank 1 2 3 4 5 No of people 24 26 40 35 15
  68. 68. Competitor Analysis & Consumer Perception • Rank Of Mahindra From 1 To 5: Mahindra 80 70 60 50 40 30 20 10 0 1 2 3 4 5 Rank 1 2 3 4 5 No of people 17 16 12 23 72
  69. 69. Competitor Analysis & Consumer Perception • Factors That Consumer Considers While Purchasing The First Car Factors 90 80 70 60 50 40 30 20 10 0 low performan brand price looks maintainan features ce name ce Series1 84 65 64 60 47 41
  70. 70. Competitor Analysis & Consumer Perception • SATISFACTION LEVEL: • Out of 140 customers, only 4 customers were not satisfied with their car. And the reasons for their dissatisfaction were high maintenance, inefficient after sales service • So we can say that, satisfaction level of the customers with their current car is approximately 97%
  71. 71. Competitor Analysis & Consumer Perception • Second Car Preference: Company No. Of People Maruti 30 Tata 25 Hyundai 29 Honda 35 Mahindra 19 Others 9 147
  72. 72. Competitor Analysis & Consumer Perception • Factors That Consumer Considers While Purchasing The Second Car Factors 70 60 50 40 30 20 10 0 after low brand perform resale looks features sales maintai price name ance value service nance Series1 64 36 31 8 6 5 5 5
  73. 73. Competitor Analysis & Consumer Perception • Retention Level: First Car No Of People Same Car % Retention Maruti 36 12 33 Tata 30 13 43 Hyundai 29 9 31 Honda 19 7 37 Mahindra 26 15 58
  74. 74. Competitor Analysis & Consumer Perception % Retention 70 60 50 40 30 20 10 0 maruti tata hyundai honda mahindra Series1 33 43 31 37 58
  75. 75. Competitor Analysis & Consumer Perception • Findings: • As the larger proportion of Indians contains middles class people, they prefer Maruti as their first cars as it has looks and it provides better performance as well • From our analysis customers ranked Maruti on 1st rank, Hyundai on 2nd rank, Honda on 3rd rank, TATA on 4th rank and Mahindra on 5th rank • While purchasing the first car, 3 most important factors which consumers take into consideration are performance, price and looks
  76. 76. Competitor Analysis & Consumer Perception • While purchasing the second car, 3 most important factors which consumers take into consideration are brand name, performance and looks • When it comes to purchasing the second car, customer’s preference diverges to Honda from Maruti because Honda has a bigger brand name • By comparing factors for car purchase, we can say that in the first car purchase, price is considered second most important factor but when it comes to purchasing second car, price is considered to be the least important factor • When it comes to retention (purchasing a car from same company), Mahindra comes at the top followed by TATA Motors, Honda, Maruti and Hyundai
  77. 77. Competitor Analysis & Consumer Perception • Sample Questionnaire: 1. Rank the below given automobile companies.  Maruti Suzuki  TATA Motors  Hyundai  Honda  Mahindra 2. Which car do you own? ____________ 3. What are the top 3 reasons behind purchasing this car?  Brand name  Looks  Price  Performance  Features  Low maintenance  Resale value  After sale services
  78. 78. Competitor Analysis & Consumer Perception Sample Questionnaire (Continue): 4. Are you fully satisfied with your car?  Yes  No 5. If no, then what is the reason behind it? _______________________ 6. Which company would you prefer for your second car & why? ___________________________________________________

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