1. A STUDY ON
“Factor effecting buying decision among car owners
- with reference to Maruti Swift , Hyundai i20, Ford Fiego ”
Submitted in Partial Fulfilment of the Requirements of
Bangalore University for the Award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
BY
VEERENDRA KUMAR .A
REG. NO: 09SKCMA083
Under the Guidance of
Prof. VEENA .K.N
Acharya Institute of Management &
Sciences
1st Cross, 1st Stage, Peenya Industrial Area
Bangalore – 560058
2009– 2011
2. “Factor effecting buying decision among car owners
-with reference to Maruti Swift , Hyundai i20, Ford Fiego”
1. INTRODUCTION
The Automobile industry in India is one of the largest in the world and one of
the fastest growing globally. India manufactures over 11 million
vehicles(including 2 wheeled and 4 wheeled) and exports about 1.5 million
every year. It is the world's second largest manufacturer of motorcycles, with
annual sales exceeding 8.5 million in 2009. India's passenger car and
commercial vehicle manufacturing industry is the seventh largest in the world,
with an annual production of more than 2.6 million units in 2009. In 2009, India
emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South
Korea and Thailand.
As of 2009, India is home to 40 million passenger vehicles and more than 2.6
million cars were sold in India in 2009 (an increase of 26%), making the country
the second fastest growing automobile market in the world. According to the
Society of Indian Automobile Manufacturers, annual car sales are projected to
increase up to 5 million vehicles by 2015 and more than 9 million by 2020. By
2050, the country is expected to top the world in car volumes with
approximately 611 million vehicles on the nation's roads.
2. STATEMENT OF THE PROBLEM
In India small car segments demand is increasing rapidly and companies like
Maruti Suzuki, Hyundai ,Ford are introducing new cars every year. The main
reason for this is, most of the Indians are moving towards nuclear family and
prefer small personalized transport. This change in the life style of Indian
people and increasing disposable income motivates individuals to choose a car
based on their perceived benefits. Therefore, it is important to study the Factor
effecting buying decision among car owners with reference to Maruti
Swift, Hyundai i20, Ford Fiego.
3. 3. OBJECTIVE OF THE STUDY
To know the market share of small cars segment in Bangalore
To compare the marketing strategies and promotional strategies of these
companies
To identify features that attract customers while purchasing of car
To identify the customer expectation and perception about the brands
To know the customer satisfaction levels after sales and services offered in
a long run
4. SCOPE OF THE STUDY
It will help to know which small car brand is preferred .
It will help to know which manufacture is providing best service.
It will help to know strength and weakness of cars.
This study will also reveal the customers attitude towards small car
segment.
LIMITATIONS OF STUDY
• Owing to the huge population size (sampling universe) spanning throughout
the Bangalore, it becomes almost impossible to cover all the places in the
given scope of study.
• The results thus obtained are just an overview of the people who are in an
around Banglore
For the ease of analysis, percentage of respondents using the products was
considered as the market share of the particular product in that category
5. RESEARCH DESIGN
Research design of the project gives us a insight about the customer perception
about the various automobile cars available in the market by making a comparative
analysis by preparing a questionnaire and exploring the view of customers on the
particular brand of small car segment.
4. Type of Research Used
An explorative research design involving a sample size of minimum 50 small car
owners were used for this purpose. The variables are included; safety ,status
,operating expense, comfort, features, price, and power
Source of Data Collection
Primary source Owners of Maruti Swift, Hyundai i20, Ford Fiego.
Secondary source The data has been collected through print, electronic and
close interaction of responds
6. Sample Design
Sampling Technique
Non-Probability Sampling –
a. Convenience Sampling – The respondents were approached in the place
where it was near the residential areas and apartments
b. Judgment Sampling - The respondents were selected on the basis of those
who were most easily approachable and had good prospects of giving true
information.
Sample Size sample includes minimum of 50 small car owners .
Design of the Questionnaire
Closed- ended and open ended questionnaire will be used. Which would enable
to keep the survey within well defined parameter while assessing the varied
observation relating to the option indicated by customer .
7. Tools for Data Collection
Questionnaires, Personal interviews and secondary data collection from
magazines
8.Plan of Analysis
5. The collected information i.e. primary data and secondary data are put into
readable form and the data analysis is made using statistical tools like ANOVA
is used and the findings are presented with the tables, charts and graphs, which
makes the readable form .The charts, tables and graphs are prepared from the
information obtained from the secondary sources.
.
9. CHAPTER SCHEME
Chapter 1- INTRODUCTION
It includes the theoretical aspect of the study and introduction to the research
topic.
Chapter 2- RESEARCH METHODOLOGY
Which includes Introduction part, Need for the study, Statement of the problem,
Scope of the study, Hypothesis, Objective, Research design, Sample design,
Source of data, Tools of analysis, Limitation of Study.
Chapter 3- INDUSTRY PROFILE
Which includes brief introduction about the automobile Industry and the
services .
Chapter 4- DATA ANALYSIS AND INTERPRETATION
It includes Analysis and interpretation of data. Analysis is carried on by
preparation of Tables, Graphs, Charts .
Chapter 5- FINDINGS AND SUGGESTION
It contains the Summary of findings and Suggestion. This chapter gives
summary of findings of the study along with the suggestion.
Chapter 6- CONCLUSION
This chapter gives conclusion of the study.
Prof. Veena.K.N Veerendra kumar.A
