This document is a research report submitted for a Master's degree that studies consumer behavior towards car brands in Mathura city, India. It provides an introduction to the topic of consumer behavior and determinants that influence purchasing decisions. It reviews relevant literature on India's automobile industry and the roles of dealers. The objectives are to understand customer attitudes and perceptions of brands like Tata, Maruti, Hyundai and Honda, determine choice criteria, and examine post-purchase behavior. The methodology discusses using a cross-sectional study of 100 car owners in the area to collect data at a single point in time.

1. RESEARCH REPORT
ON TOPIC
A study of consumer behavior towards cars in
automobile industry (with the special reference to
TATA, MARUTI, HYUNDAI, HONDA) in Mathura city
SUBMITTED TO
GLA UNIVERSITY, MATHURA
2010-2012
Towards Partial Fulfillment of Requirement for
Masters of Business Administration Degree
RESEARCH GUIDE: SUBMITTED BY:
MR.ARUN KAUSHAL MAYANK SHARMA
MBA
UNIVERSITY ROLL.NO- 106100023

2. INTRODUCTION TO THE TOPIC
CONSUMER BEHAVIOUR
In today’s challenging and competitive world of last changing technology, consumer tastes are also
characterized by fast changes. So to survive in the market the firms have to be in touch with the
changing consumer preferences. Marketers have to understand the consumer behavior and factors
influencing the buying behavior of the customers in order to be successful in this dynamic and
competitive environment.
MEANING OF CONSUMER BEHAVIOUR
Consumer Behavior is the behavior that the consumer display while searching for, evaluating,
purchasing and disposing of products and services that they expect will satisfy their needs. Consumer
behavior is the study of how consumer makes their decisions to spend their resources on
consumption related items i.e. time, efforts and money.
Study of consumer behavior proves the marketers an insight regarding the consumer preferences and
helps them in effective market segmentation and targeting. The importance of consumer behavior lies
in the fact that behavior can be understood and influenced to ensure a positive purchase decision. So
a round understanding of consumer behavior is necessary for long run success of any marketing
program. That’s why the marketing manager’s interest lies exactly in understanding consumer
behavior to ensure that his marketing strategy results in purchase of the product.
DETERMINANTS OF CONSUMER BEHAVIOUR
The study of consumer behavior is quite complex, because of many variables involved and their
tendency to interact with and influence each other. The main determinants of consumer behavior are:
External Variables
Individual determinants of Consumer Behaviors
External Variables: The external environment is made up of various influences such as:
o Culture
o Sub Culture
o Social Class
o Family
o Reference Groups
o Personal Factors such as age and life cycle, education, occupation, life style,
personality, etc.

3. Individual Determinants of Consumer Behavior:
The individual determinants of consumer behavior are:
o Personality and Self Concept
o Motivation and Involvement
o Learning
o Memory
o Attitude
PERCEPTUAL MAPPING
Consumer’s perceptions of products are developed in a complex way and are not easily determined
by marketers. However, a technique known as perceptual mapping may be used in exploring
consumer’s product perceptions. Since product can be perceived on many dimensions (such as
quality, price and strength) the technique is multidimensional in nature. That is, it allows for the
influence for more than one stimulus characteristic on product perceptions, typically consumer feel
out measuring scales to indicate their perceptions of many characteristics and similarity of competing
brands. Computer programs analyze the resulting data to determine those products characteristics or
combination of characteristics that are most important to consumers in distinguishing between
competing brands. Results of this analysis can be plotted in terms of perceptual “maps” which display
how consumes perceive the brands, and their differences, on a coordinate system.

4. REVIEW OF LITERATURE
Relevant literatures pertaining to the present study on four wheeler automobile industry are included in this
chapter. The literatures are helpful for proper understanding the four wheeler automobile industry and its various
related aspects. Review of literature is also helpful in effectively fulfilling the objectives for which the research
project has been undertaken.
 G.S. Dangayach and S.G. Deshmukh, in their study on „Advanced manufacturing technologies:
evidences from Indian automobile companies‟ in International Journal of Manufacturing
Technology and Management, reports the findings of an exploratory survey on „Advanced
manufacturing technologies (AMT)‟ administered in Indian automobile companies. The objective
of the survey is to assess the status of advanced manufacturing technologies, identify advanced
manufacturing technologies relevant to Indian automobile sector companies, identify competitive
priorities, and assess the degree of investment in advanced manufacturing technologies. Responses
from 68 companies are analyzed and presented.
 RNCOS industry in their study of Indian Automobile Sector provides a forecast and analysis
based on various macro- and microeconomic factors, sector and industry specific databases, and an
in-house statistical and analytical model. This model takes into account the past and current trends
in an economy, and more specifically in an industry, to bring out an objective market analysis. In
this research main topics covered are: Study of the Indian automobile industry structure, Analysis
of performance of industry sub-segments and their future outlook, Understanding the Indian auto
component market and its growth aspects, Identification of future prospects for the Indian
automobile industry.
 S. Saraswathi undertook a study on „Customer Satisfaction on Post-Sales Service with Reference
to Four-Wheeler Automobile Industry‟ which reveals that the key to success of automobile industry
lies not only in having good products but also in being able to provide the customer with the level
of service they desire. Because of increasing competitiveness in the Indian automobile industry,
almost all automobile manufacturers have invested valuable resources on customer satisfaction as a
tool to understand the needs and expectations of their customers. Increased presence of four-
wheeler vehicles throughout the country has created a growing need for providing service
infrastructures closer to the customers' homes or offices.
 Dr V Sumantran (Executive Director-Passenger Car Business Unit and Engineering
Research Centre at Tata Motors Limited during November 2001 to August 2005,
conducted a study on ‘The Indian Auto Industry & The Role of Dealers’ which reveals that the
global auto industry has been the subject of much analysis in recent years. While global capacity
creation proceeds at a good clip on one hand, continued capacity creation in the face of sluggish
sales have led to depressed levels of capacity utilization. Today, the Indian auto industry is one of
the largest industrial sectors with a turnover that contributes to roughly 5 per cent of India's GDP.
More importantly, it contributes to employment of over 2 million people directly and indirectly to
another 10 million. The industry is important for national policy in that it contributes 19 per cent of
indirect taxes.

5. OBJECTIVE OF STUDY
The main objective is to find out the current trend going on in the industry i.e. (about the product,
price, place and promotion). This research aims at studying the. A STUDY OF CONSUMER BUYING
BEHAVIOUR TOWARDS CARS IN AUTO MOBILE INDUSTRY WITH THE SPECIAL REFERENCE TO TATA,
MARUTI, HYUNDI, HONDA.
 To study Customer attitude toward various Cars brand.
 To find out the perceived positioning of different Car Brands among customer.
 To know out the choice criteria which the customers use while purchasing a Car.
 To know about the post purchase behavior about existing consumer.
JUSTIFICATION OF STUDY
Project aims to understand and enunciate the working process of different automobile and
evaluating its outcome in the four- wheeler automobile sector. Over the past few years, there has
been tremendous progress made around the world in opening up travel and tourism markets to
the benefits of increased competition.
One of the main aspects of the project is to analyze the different products and services offered
and initiatives adapted by the four- wheeler automobile sector their product. Selling “intangible
assets” is one of the toughest jobs in the world. The project is more of a team effort and will
incur team returns.
SCOPE OF STUDY

6. RESEARCH METHODOLOGY
When we talk of Research Methodology, we not only talk of Research Methods but also take into
consideration the logic behind the methods which we use in the context of our research study and explain
why we use or why we are using a particular method or technique. The information that is to be needed
for fulfilling the objective of study was collected from various primary and secondary sources.
MEANING OF RESEARCH
Research is defined as ‘a scientific and systematic search for pertinent information on a specific topic.
Research is an art of scientific investigation. It is an academic activity. It is a systematized effort to gain
new knowledge.
RESEARCH DESIGN
The study is a cross sectional study because the data were collected at a single point of time. For the
purpose of present study a related sample of population was selected on the basis of convenience.
SAMPLING DESIGN
Target Population - The respondents are those who are having their own Cars.
Sample size – 100 persons were visited for the purpose of the study.
Sampling Technique - In this study, the respondents were chosen through convenience and
judgmental sampling.
Sample Area - Mathura city
Data Analysis – Data collection through survey was analyzed with the help of simple percentage,
tabular and graphic method that includes both graphs and pie charts.

7. BIBLIOGRAPHY
 Philip Kotler, “Marketing Management”
 Research methodology by CR. KOTHARI.
WEBSITES
http://www.maruti.com/
http://www.carfinderservice.com/make/Hundayi
http://www.cars.tatamotors.com/
http://www.cars.honda .com/