Marketing research on CAR

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Marketing research on CAR

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Marketing research on CAR

  1. 1. 1CONSUMER BUYING BEHAVIOURFOR CAR4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR
  2. 2. PRESENTED BY4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 2• Akash Gupta – 188• Alankar Das – 190• Amit Dedha – 366
  3. 3. CONTENTS4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 3• Introduction• Introduction• Major players• Market share• Research Methodology• Objectives of Research• Result Analysis• Key Findings• Recommendation• References
  4. 4. INTRODUCTION4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 4• SIAM (Society of Indian Automobile Manufacturers) is apexIndustry body representing 46 leading vehicle & vehicular enginemanufacturers in India• Indian automobile industry is one of largest markets in world &had previously been one of fastest growing globally, but is nowseeing flat or negative growth rates• Indias passenger car & commercial vehicle manufacturingindustry is 6th largest in world, with an annual production ofmore than 3.9 million units in 2011• Until recently it was dominated by Maruti Suzuki but new playerslike Renault & Volkswagen had shown good signs of growth• 1st car ran on Indias roads in 1897. Until 1930s, cars wereimported directly, but in very small numbers
  5. 5. MAJOR PLAYERS4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 5• a
  6. 6. MARKET SHARE4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 638.412.62.72.53.93.13.96.826.1CARSMaruti Suzuki Hyundai Honda Volkswagen Ford Toyota General Motors Mahindra Others
  7. 7. RESEARCH METHODOLOGYSample size 60Target Population 18-25 years26-35 years36- 45 years45 aboveArea covered Okhla, Kalkaji, Gurgaon & NoidaSampling Simple randomType of questions Close ended questionsData Collection Primary Data ( Questionnaire)Secondary Data ( Published sources, OnlinePortal )4/30/2013CONSUMER BUYING BEHAVIOUR ON CARS,MR7
  8. 8. OBJECTIVE OF STUDY• To conduct a market survey of various leading Carmanufacturers in India• To find out brands having highest & lowest market share• To analyze the reasons for success of strong brand• To formulate strategies for weak brands• To know Target customers• To know Frequency of purchase4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 8
  9. 9. RESULT ANALYSIS4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 9Youth3%Young Adult33%Adults42%Senior Citizens22%Q.1) Age group
  10. 10. GENDER4/30/2013 10Male87%Female13%Q.2) GENDERCONSUMER BUYING BEHAVIOUR ON CARS,MR
  11. 11. PROFESSION/OCCUPATION4/30/2013 11Student8%Service33%Business27%Self-employed22%Others10%Q.3) OCCUPATIONCONSUMER BUYING BEHAVIOUR ON CARS,MR
  12. 12. INCOME4/30/20131210000-150002% 15000-2000011%20000-5000045%50000-10000032%Above 1 lakh10%Q.4) INCOME (RS.)CONSUMER BUYING BEHAVIOUR ON CARS,MR
  13. 13. PREFERRED BRAND4/30/2013 13Maruti Suzuki42%Honda14%Hyundai24%Others20%Q.5) PREFERRED BRANDCONSUMER BUYING BEHAVIOUR ON CARS,MR
  14. 14. PURCHASE CRITERIA4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 14Price18%Features17%Design15%Brand Name21%Reliability14%After Sales Service15%Q.6) PURCHASE CRITERIA
  15. 15. 4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 15PROMOTIONAL STRATEGY05101520253035TV ADVERTISEMENTS PRINT ADVERTISEMENTS RADIO BILLBOARDSQ.7) PROMOTIONAL STRATEGY
  16. 16. CELEBRITY INFLUENCE4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 160510152025303540YES NOQ.8) CELEBRITY INFLUENCE
  17. 17. SATISFACTION LEVEL4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 17Very Dis-satisfied3% Dis-satisfied12%Neutral22%Satisfied33%Very satisfied30%Q.9) SATISFACTION
  18. 18. PURCHASE MADE FOR…..4/30/2013CONSUMER BUYING BEHAVIOUR ON CARS,MR18Family23%Yourself45%Your children28%Your girlfriend4%Q.10) Purchase made for…
  19. 19. FULL VALUE FOR MONEY4/30/2013CONSUMER BUYING BEHAVIOUR ON CARS,MR190510152025303540YES NOQ.11) VALUE FOR MONEY
  20. 20. KEY FINDINGS4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 20Strongest Brand – Maruti SuzukiMaruti Suzuki was followed by HyundaiWeakest Brand – NissanPeople are attracted towards advertisements on television & alsoby seeing online ads like on ‘Youtube’ or any other websitesConsumer are attracted towards a product by their ‘Brand Name’rds advertisements on Television
  21. 21. RECOMMENDATIONS• Focus On Innovative & attractive Advertisements. Nissan shouldfocus on online sources of Advertisements• New innovation & technology should be adopted• Price should be reasonable• They should improve after sale service to gain brand loyalty• They should conduct regular market survey & accordingly makestrategy for their promotion• More offer should be given to the consumer during festive seasons4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 21
  22. 22. REFERENCESwww.google.co.inwww.marutisuzuki.comwww.Hyundai.com/in/en/mainwww.hondacarindia.comwww.toyotabharat.comwww.overdrive.inwww.autocarindia.comwww.zigwheels.com4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 22
  23. 23. a4/30/2013 CONSUMER BUYING BEHAVIOUR ON CARS,MR 23• a

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