1359. analyse the consumer behavior in upper d and e segment of cars

8/4/2019 1359. Analyse the Consumer Behavior in Upper d and e Segment of Cars

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SUMMER PROJECT REPORT

ONTHE CONSUMER BEHAVIOUR WHILE

PURCHASING THE VEHICLES PARTS

SUBMITTED TO: SUBMITTED

BY :

MS. MALIKA RANI KM. ANSHUCHAUDHARY

ROLL NO RQ2004 AO3

ACKNOWLEDGEMENT

I proudly present my project on the consumer s behaviours

while purchasing the vehicles parts

I sincerely hope that I have done Justice and the best support

and guidance under submission of this summer training

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project and bought the knowledge imparted by Faculty Ms.

Malika Rani mam, Lovely professional University.

TABLE CONTENT

INTRODUCTION

CONCEPTUAL FRAMEWORK

OBJECTIVE OF THE PROJECT

RESEARCH METHODOLOGY

LIMITATIONS THE PROJECT

FINDINGS

SURVEY ANALYSIS

CONCLUSION

KEY FINDINGS

BIBLIOGRAPHY

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QUESTIONNAIRE

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.

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CONCEPTUAL FRAMEWORK

Buyer behaviour in the purchasing vehicles parts

The purpose this project is to gain a better understanding , factors that influence

consumer buying behavior in vehicles parts Specifically, we considered a number

internal factors that influence consumer behavior including perception, motivation ,

learning. Ialso examined how a consumers attitude, which is a lasting evaluation a

person, object, or issue, can affect what they buy.

I reviewed other factors that influence consumer purchasing decisions , buying behavior

including personal, social, , situational issues. The personal influences on consumers are

important determinants their needs , wants. Such factors as age, income, family

status, , chosen lifestyle are strongly related to the types products people buy , the

specific brands , they select.

I examined the stages the consumer decision-making process for buying a problem

recognition, information search, evaluation alternatives between different brands ,

product choice , post purchase evaluation with respect to after sales service, customer

relationship, , resale value the vehicle I also addressed the impact the amount effort

expended , perceived risk; factors associated with relative importance , perceived

consequences the purchase, from the consumers perspective.

PROJECTS OBJECTIVES

1. To study how internal factors influence consumers decision-making processes for

buying the vehicles parts.

2. To study the repurchase, purchase, , post purchase activities consumers engage

in when making decisions purchasing new vehicles parts

3. Understands , how situational factors can influence consumer behaviour.

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4. Describe how consumers relationships with other people , sources influence

their decision-making processes.

Influences on the Consumer Purchase Decision Process

Marketing mix influences Product

Price

Promotion Place

Psychological Influences Motivation

Personality

Perception Learning

Values, beliefs

, attitude

Lifestyle

Source: Consumer Behaviour by Leon G. Schiffman & Leslie Lazar Kanuk

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Consumer Decision Process

Problem recognition

Information search Alternative evaluation

Purchase decision

Post purchase behavior

Socio-culturalInfluences

Personal influence

Reference groups

Family Social class

Culture

Subculture

Situational Influences

Purchase task Social surroundings

Physical surroundings

Temporal effects

Antecedent states


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1) Marketing Mix Influences:

The Marketing Mix Influences - Marketing mix is used to reinforce the advantages the

vehicles parts carefully reflecting its core values , positioning. It confirms how , why it

will be interest to various segments the vehicles parts -buying public.

Product Reflecting the Branding ,

In branding , , market positioning, branding , wishes to communicate a number key

attributes the vehicle parts. The brands positioning statement is designed to convey

the product advantages , the character the model in a way that will best attract the

target market.

Place Getting the Product o the Customer

In order to succeed at getting the product to the consumer, the companies employs

national or International network agents or dealers who carry cars , other marques

(car br ,s e.g. Honda City). This means that support should be given to the dealers around

to promote the model in a way that generates them, for the vehicles parts..

Price Reflecting the Positioning Strategy

The company should have a clear understanding its key target market for e.g. (Young

people , other price-conscious car buyers) for small car segment , should design-pricing

strategies to best address their needs , the positioning the vehicles parts.

Promotion Communicating

Publicity in the form motoring reviews test drives are critical to the success a trade

launch as this activity should generate sufficient consumer curiosity , interest in the new

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models. By getting potential vehicles parts buyers to test drive a car, product usage

increases. This has a knock on effect to vehicles parts sales. The primary above the line

medium used to promote communicate vehicles parts is through advertising. The

choice TV , outdoor advertising makes perfect marketing sense.

2) Socio-Cultural Influences:

a) Cultural Influences:

Culture: An overall culture Indian people with special reference to Delhites is based on

egoism. People in Delhi are very egoists. For Example: Suppose ones neighbour, friend

or relative buys a br , like Honda, irrespective one having money or not one would

target to buy the same brand , or a better brands , just to outshine his personality. Also,

easy availability loans , schemes has helped them to achieve their goals. This nature

people has also led to the increase in the vehicles parts sales.

Caste or status: The divisions between the castes are reaffirmed on a daily basis,

especially in rural areas, by many forms languages , etiquette. Each caste uses different

personal names , uses slightly different forms speech, so it is ten possible for people to

determine someones castes as soon as the person begins speaking. Persons lower rank

behave politely by addressing their superiors with honorable formulas.

The modern urban environment makes excessive concern about castes niceties

impossible; all kinds people squeeze into buses with few worries about intimate

personal contact. Employment, health , educational opportunities are ficially open for

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all, without prejudice based on casts. In urban slums, the general breakdown social

organization among the destitute allows a wide range intercastes relationships.

Despite the near invisibility castes in public life, castes based factions exits in all

modern institutions, including political parties, , when it comes to marriage- the true test

adherence to ritual purity-the overwhelming majority unions occurs between members

the same caste.

Thus we see that the society India was in past a very caste oriented society, but with

times it is changing. But still their exits some traces the caste system in the daily lives

Indians with special reference to people Delhi. Thus we need to put the cars in the

category basic requirements people due to the underdeveloped , erratic transportation

system. So since a car satisfies the basic transportation need, communicating need, safety

need , also personal need for others, which is very basic in nature, it appeals to people

all classes in a similar manner. Hence it is a Product for all.

Sex Sub Culture: All the ethnic groups in India with special reference to Delhites

preserve a clear distinction in the roles the sexes. Women are responsible for cooking,

raising children, , taking care the housework. The mans job is to protect women ,

children to provide them with material support.

At the center the system are children, who mix freely until puberty , receive great deal

affection from both sexes. As they enter their teens, children begin to adopt the adult

roles that keep them in separate worlds: girls help with the household chores , boys work

outside the home. Among the middle , upper income groups, however, education may

last into their early twenties, , women may mix with males or even take on jobs that

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were in past preserved for men. Today women have achieved great heights in all fields ,

vital efforts are being made for equality but still in India its the female who is forever

subordinate to the man. But when it comes to the household duties , taking decisions for

the family it the women who fully contribute for the final decision making process.

b) Social Influences:

The consumers behaviour is also influenced by (other) social factors as:

Reference groups

Family

Social rules , statuses

c) Reference Groups

A persons reference groups consist all social groups that have a direct (face to face) or

indirect influence on the persons attitudes or behaviour. (Kotler, 2000, p. 163-164)

Two types reference groups:

Membership groups are the groups, to which the person belongs,

Family, friends, neighbours, coworkers (primary groups)

Religious, political, pr essional groups (secondary groups)

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Non-membership groups are the groups to which a person not belongs, but which

influence the attitudes , behaviour the person. E.g. A Celebrity influencing the

personality , attitude a person.

Family

Family members constitute the most influential primary reference group shaping the

buyers behavior. This family is the most important consumer-buying organization in

society.

d) Personal Influences:

A buyers decisions are also strongly influenced by personal characteristics, so the

Age , Life-cycle Stage

People buy different goods , services over their lifetime: They eat baby food in the early

years, most foods in the growing , maturing years, , special diets in the later years. With

reference to the cars a younger person may dem , a sportier looking car whereas an older

person would go for a more comfortable , spacious car.

Occupation

A persons consumption pattern is also influenced by his or her occupation. A white-

collar worker will buy other vehicle as a blue-collar worker.

Economic circumstances

Peoples economic circumstances consist their:

Spendable income

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Savings , assets

Borrowing power

Attitude toward spending , saving.

Lifestyle

People coming from the same subculture, social class, occupation but may lead different

lifestyles. A persons lifestyle in the persons pattern living in the world as expressed in

the persons activities, interests, , opinions. Lifestyle portrays the whole person

interacting with his or her environment.

Personality , Self-concept lead to the Psychological factors.

Personality means the persons distinguishing psychological characteristics.

Self-Concept (or self image) means our image ourselves. The self-expressive benefit

that a br , car relates to the ability a br , to help a consumer to communicate his or her

self-image. Since consumers have multiple roles, the consumer has an associated self-

concept , a need to express that self-concept. The purchase , use br ,s is one way to

fulfill the need for self-expression. For example: consumer, who may define him/herself

as successful , powerful by driving a Mercedes Benz.

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Model Purchase Decision Process

Problem recognition:Perceiving need

Source: Kotler 2000

1) Need Recognition:

The need for the car emerges from a number factors like:

1) The basic transportation need

2) Increase in the family size

3) Upgrading for a better car

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Information search:Seeking value

Alternative evaluation:Assessing value

Purchase decision:

Buying value

Post- Purchase behavior:Value in consumption

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4) First time buyer upgrading from a two-wheeler

All these factors help to satisfy the basic transportation need, communicating need,

safety need (safe transportation) , Ego needs like status, respect , prestige.

Psychological Influences: Maslows Hierarchy Needs

Source: Schiffman Kanuk

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Personal NeedsStatus, respect, prestige

Social NeedsFriendship, belonging, love

Safety NeedsFreedom from harm, financial security

Physiological NeedsFood, water, sex, oxygen

Self-actualization

needs

Self-fulfillment


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2) Pre-purchase search: Information search

An aroused consumer will be inclined to search for more informations. What sourcesinformations are used to help arrive at a decision?

Consumer informations sources fall into four groups:

(1) Personal sources: Family, friends, , neighbours

(2) Commercial sources: Advertising, salespersons, displays

(3) Public sources: Mass media, consumer-rating organizations

(4) Experiential sources: H ,ling, examining, using the product.

Normally, the amount consumer search activity increases as the consumer moves from

situations limited problem solving to extensive problem solving.

The pre purchase search for the car includes the survey the options

available on the basis the following:

a) Price

b) Size, space , comfort

c) Easy availability

d) Brands

e) Features

f) Fuel efficiency

g) Low- maintenance cost

h) Re-sale value

i) Reputation the company

j) Style

k) Credit facility , Discounts

The external sources relied on the above data are:

1) Dealers guidance

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2) Marketing efforts used by the Company

3) Word mouth

4) Friends, relatives , pear groups.

5) Family members

6) Past experience with a brands

The internal sources are the:

Psychological Field:

1) Motivation: As vehicles parts satisfies a safe transportation , communicating need,

safety need, , personal need the consumer, the motivation is basic in nature. Also

Delhites pose an inclination towards buying a car due to underdeveloped , erratic public

transportation system , long distances in Delhi.

The degree the perceived risk involved in the purchase the car is more therefore the

consumers use large , extensive search , evaluation tactics. On analyzing the responses

from the questionnaire I infer that the customers in Delhi spend a lot time in the

search , purchase decision vehicles parts.

2) Personality: Ownership a car is a reflection who you are. Driving a particular

feels its an expression the personality. Moreover Delhites believe that their personality

is mirrored through the choice their cars.

3) Perception: A positive experience leads to the formation a positive perception about

a brands vehicles parts a negative experience with a brands would reduce the brands ,

image , hence brand loyalty.

4) Attitudes: People buy cars for all sorts reasons. Some just want a reliable vehicle

that will get them from one destination to another. For few, it is the symbol prestige,

status , self-image. For others, it is the potent symbol independence.

5) Beliefs: Beliefs are a consumers subjective perception how well a product or brands

, performs on different attributes. Beliefs are based on personal experience, advertising, ,

discussions with other people

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6) Learning: The purchase vehicles parts follows an experiential learning process. This

is so as the experience tends to alter the purchasing behaviour the customer. This is so

because it concerns his or her familys risk. So if the customer derives satisfaction from aparticular brands , car it would go in for further purchases or recommend others about

that particular brands , or else would switch.

3) Evaluation the Alternatives:

When evaluating the potential alternatives, consumers tend to use two types

information:

1. A list brands ,s (or models) from which they plan to make their selection

(evoked set).

2. The criteria they will use to evaluate each brands , (or model).

The automobile industry is basically divided into three segments: Mini cars (Alto, Santo,

Zen, Indica, Wagon R, Palio, Swift), Mid segment cars (Accent, Ford Icon, Esteem,

SX4, Verna, Honda City ) , Luxury segment (Octavia, Honda Accord, Sonata,

Mercedes). Making a selection from sample all possible brands ,s (or models) is a

human characteristic that helps simplify the decision making process.

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Purchase Decision Process: The Criteria for vehicles parts Purchase

Factor Most Important Factor (%)

Ease maintenance/repair 61%

Quality compared to other brands 61%

Price compared to other brands 58%

High-quality brands 54%

Style/look brands 46%

4) Decision Making:

The purchase vehicles parts is Extensive , Extended decision-making process.

This is because: A car or an automobile is a High involvementproduct.

TYPES CONSUMER PROBLEM-SOLVING PROCESSES

Routenized

Used when buying frequently purchased, low cost items

Used when little search/decision effort is needed

E.g., buying a quart orange juice once per week

Limited problem solving

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Used when products are occasionally purchased

Used when information is needed about an unfamiliar product in a familiar product

category

Extended problem solving

Used when product is unfamiliar, expensive, or infrequently purchased

E.g., buying a new car once every five years

Purchase Decision Process: Involvement & Problem

Solving Variations

Low Routine problem solving

(E.g., milk , bread)

Limited problem solving(E.g., small appliances)

Extended problem solving

(E.g., stocks , cars)

High Low

Source: Consumer Behaviour by Leon G. Schiffman & Leslie Lazar Kanuk. p.549

Purchase Decision Process: Four Types Buying Behaviour

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Level Involvement

Complex

Dissonance -

Reducing

High Low

Source: Consumer Behaviour by Leon G. Schiffman & Leslie Lazar Kanuk. p.549

Buying vehicles parts is a complex decision making process since the Brands ,

difference is significant , the level involvement is also high since buying a car is next

to the purchase a house due to the costs , other risks involved.

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Variety-seeking

Habitual


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High Involvement:

1. It is expensive also has a lot risks attached to it like emotional risk, functional

risk, financial risks etc, , can have serious personal consequences ,/or reflect ones

social image.

2. It typically entails extensive information search, consideration several product

attributes , brands the formation attitudes, , word- -mouth communication.

3. Purchase Behaviour & Post Purchase Evaluation:

We have inferred that the people in Delhi uses the conjunctive decision Rule , compare

the various alternatives on the basis Brands , price, Fuel consumption for buying the

vehicles parts.

The output consumer decision-making is the post purchase evaluation.

The car seems to satisfy a number needs posed by the customer as majority replies

showed its repurchase, post consumption (not necessarily the same brands , or model) if

they had the resources to buy. This shows that:

1) Actual performance meets the promises made to the customer.

2) Or its consumption has delivered the desired results.

.

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OBJECTIVE S OF THE PROJECT

1. Analyze the consumer behaviour purchasing the vehicles parts in

India.

2. To do comparative study various attributes of vehicles partsavailable in India.

3. To identify the difference in market performance various segment

cars.

4. To compare various parameters customer satisfaction for the

vehicles parts

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RESEARCH METHODOLOGY

Research Design:

Definition: "A research design is the arrangement condition for collection , analysis

data in a manner that to combine relevance to research purpose with economy in

procedure".

Research design is a conceptual structure within which research is conducted. It

constitutes the blueprint for the collection, measurement analysis data. Research

design is needed because it facilitates the smooth sailing the various research

operations, thereby making research as efficient as possible yielding maximum

information with minimum effort, time , money. Research design for advance planning

methods to be used for collecting the relevant data , the techniques to be used in their

analyses. Preparation research design should be done with great care as any error may

upset the entire project. Therefore it is imperative that an efficient design must be

prepared before starting research operations. The design helps the researcher to

organize his ideas in a form whereby it will be possible for him to look for flaws ,

inadequacies.

The following questions have to be answered in a research design:

1. What is the study about?

2. Why is the study being made?

3. Where will the study be carried out?

4. What type data is required?

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5. Where can the required data be found?

6. What periods time will the study include?

7. What will be the sample design?

8. What techniques data collection will be used?

9. How will the data be analyzed?

.Source Secondary Data

The major aim the study was to analyze the competition on the market. Therefore I

need to gain knowledge about the. Vehicles parts. In order to accumulate this

knowledge all kind secondary data was collected to get the relevant information.

Secondary data sources were:

Internet sites

Company Annual Report

Reference books , Auto magazines.

Methodology for Collection Primary data:

Conducting a questionnaire survey keeping in mind the following was used to collect

the primary data:

Identification the right , relevant target group.

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Use Close-ended Structured undisguised questionnaire to be filled by the

target.

Comparison , analysis results.

The questionnaire was used to determine the following

a Examine the psychographics potential vehicles parts customers

b Probe the buying behaviour car owners/non car owners

c Find out the expectations people regarding the vehicles parts

d To judge the awareness level vehicles parts its competitors amongst people

e To find out the customer perceptions about vehicles parts.

Sample selection:

The sample was selected using judgment sampling

Target Respondents vehicles parts Owners in , around the Lucknow.

The sample size was restricted to 50 respondents only.

Assumptions:

The sample size represents the entire population vehicles parts owners.

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The respondents do not give biased answers.

These were some the sources through which up-to-date relevant data was

collected. It is one the best methods to collect data because economy in terms

time ,money.

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LIMITATIONS THE PROJECT

1. Survey was only conducted in Lucknow.

2. Limited numbers questionnaires were filled in different age groups

due to time constraint.

3.The final results are based on the responses the respondents, which

may be biased.

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s

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MANUFACTURER: HYUNDAI MOTOR INDIA

Sonata

Body Three Box 4 door Saloon

Brakes

Front Disc

Rear Disc

Type Diagonal,dual circuit,hydraulic,power assisted

Dimension & weight

Fuel Tank capacity 70 (mm)

Ground Clearance 170 (mm)

Kerb weight 1443/1529 (Kg)

Overall Height 1475 (mm)

Overall Length 4800 (mm)

Overall Width 1832 (mm)

Wheelbase 2730 (mm)

Engine

Displacement 2359 (cc)Ignition Electronic Distributorless

No. cylinders /

arrangement / Valves4 cyl in-line,DOHC, 16V

Transmission 4 - Speed H-Matic

Performance

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Max. Power 165/5800

Max. Torque 23.6/4250

Steering

Min. Turning Radius 5.46 (m)

Type Rack & Pinion

Suspension

FrontIndependent Double Wishbone with coil spring , gas shocks, stabilizer bar

RearFully independent Multi-link with coil springs, Gas shocks ,anti- roll bar

Tyres & Wheels

Type Aluminum Alloy

Tyres 215/60 R16 (Tubeless)

Tyres 6.5j x 16

Comforts

Rear Map Reading Lights Front Map Reading Lights

Room Lamp with delayed f

Trunk Light

Glove Box With Cover, Illumination , lock

Cigar Lighter with Illumination

Front Ashtray with Illumination

Rear Ashtray

Door-mounted Full-size Armrest (Front & Rear)

Rear Centre Armrest with Cup Holders

Pull Strap on Rear Centre Armrest

Double level Front Centre Armrest

Front Door Map Pockets

Body Coloured Outside Door H ,les

Door Opening Knob Inside Chrome

Assist Grips

Coat Hooks on Assist Grips

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Clutch Footrest

Door Courtesy Lamp

Std Door Scuff

Low Fuel Warning Lamp

Power outlet in trunk

RHD Controls

Chrome Gear Shift Knob

Chrome Surround Gauge

Crash Pad mounted Ignition switch

Illuminated Ignition

Instrument panel Illumination Control

Adjustable Front seat Headrest

Adjustable Rear seat Headrests Lockable Fold down rear seat back

8-Way Adjustable Driver seat

Tilt-Steering

Driver Seat Lumbar support

Moquette Seats & Trim

Air Conditioning with Heater

Steering Wheel

Rear A/C Duct

Power Windows ( Front & Rear) with Auto-down

Power Window operation after Ignition cut- f Power Steering

Electric Adjustable ORVM

Retractable Power ORVM Housing

Headlamp Assist (levelling)

Woodgrain Fascia

Alloy Wheels

Tachometer

Carpet Floor Mats

Battery Saver

Sunglass Holder

Electric Fuel filler & Trunk Release

Luggage Tray in Spare wheel in trunk

Retracting Seatback Pockets

Digital Clock

Hood & Trunk Gas Lifters

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Ticket Holder

Vanity Mirror

Safety & Aesthetics

Dual-Member Side Impact Protection

Front Seat Belts

Height Adjustable Front Seat Belts

Rear Seat Belts

Child-Safety Rear Door Locks

Energy Absorbing Collapsible Steering Column

Central Door Locking

Day & Night Mirror

HMSL

Anti Submarine Seats

Driver Side Air Bag

Passenger Side Air Bag

Immobilizer

Keyless Entry with Security Alarm

ABS

Seat Belt Pretensioner with Load Limiter & buckle sensor

5-mph Bumpers

Laminated Windscreen

Rear Defogger Front Mud Guard

Rear Mud Guard

Twin Exhaust

Front Fog Lamps

Headlamps (Projection Lamps)

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MANUFCATURER: MARUTI UDYOG LTD

SX4


Brakes

Front Ventilated Disc

Rear Drum, leading / trailing

Type Vacuum assisted hydraulic

Dimension & weight

Front Track 1440 (mm)

Fuel Tank capacity 51 (Litre)

Gross Vehicle Weight 1500 kgs


Kerb weight 975 (kg)




Rear track 1435 (mm)

Wheelbase 2480 (mm)

Engine

Bore x stroke 75.0 x 90.0 (mm)Compression ratio 9.2 +/- 0.2:1

Displacement 1590 (cc)

Fuel System Multi Point Fuel Injection

No. cylinders /

arrangement / Valves4 cylinder, in-line, 16 Valves

Type All- Aluminium contemporary, SOHC

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PerformanceMax. Power 94 bhp @ 6000 rpm

Max. Torque 132 Nm @ 3000 rpm

Steering

Min. Turning Radius 4.9 (m)

Type Rack , pinion with hydraulic power assistance

Suspension

Front

Mc Pherson strut & coil spring with an L shaped lower

arm , anti roll bar

RearMc Pherson strut & coil spring with parallel link

arrangement

Transmission

Transmission type 5 Forward, all-synchromesh

Tyres & Wheels

Tyres 165 / 80 R 13

Comforts

(2-speed + time controlled intermittent)

3-Spoke urethane steering wheel

Air Conditioner Illumination System

Alloy wheels

Ash Tray Illumination

Assist Grips- 3 Nos.

Back door/trunk lid opener

Cabin lights (3 Positions)

Chrome plated front grill Chrome plated window lining

Cigarette Lighter

Coloured Bumpers

Cup Holder

Day/night inside rear view mirror

Electric Windows

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Electrically adjustable outside rear-view mirror

Electrically Operated A/C Louvre Switches

Fabric material for front , rear seats

Floor mats

Foot Rest

Front & Rear Mud Flaps

Front door armrests

Front door pockets (both Sides)

Front seat back pockets

Front seat height adjuster (driver's side)

Fuel lid opener

Green tinted glass

Heater

Instrument Panel Light Adjuster

Instrument panel light intensity adjuster

Key Not Removed' Warning Buzzer

Leather Steering Cover

Light- f Reminder

One coat hook

Power antenna

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Rear ashtray

Rear seat centre armrest

Rear spoiler with LED stop lamps

Reclining , sliding front seats

Semi-concealed windshield wiper

Shade b , on windshield

Silver finish centre console

Stereo with AM/FM, Remote-control, digital clock , 4 speakers

Sun visor (Both Sides)

Tachometer

Ticket holder (driver's Side)

Tilt Adjustable Power Steering

Tripmeter

Trunk room light

Vanity mirror (passengers side only)

Velour carpet for luggage compartment

Velour floor carpet

Safety & Aesthetics

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Adjustable front seat head restraints

Central Door Locking

Child-pro rear door locks

Collapsible steering column

Height adjustable front seatbelts

Lockable glove box

Rear seat belts

Rear window demister

Remote keyless entry

Side impact beams

Side protective moulding

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MANUFACTURER: MITSUBISHI MOTORS LTD.

Cedia

Body 3 Box 4 Door Sedan

Brakes

Front Ventilated Disc Brakes

Rear Leading & Trailing Shoe Drum Brakes

Dimension & weight

Fuel Tank capacity 50 (L)



Overall Length 4290 (mm)Overall Width 1690 (mm)

Wheelbase 2500 (mm)

Engine

Type 4 cyl. Inline SOHC 8Valve IDI Diesel

Performance

Max. Power 68 / 4500

Max. Torque 12.5 / 3000

Suspension

Front Front McPherson Strut & Coil Spring with stabiliser bar

RearRear Independent Multi-link Suspension with stabiliserbar

Transmission

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Transmission type 5-speed Manual

Tyres & Wheels

Tyres 175/80R13

Comforts

Air Conditioner with Rear Dust

Power Steering

Tilt Steering Column

Power Window

Center Door Locking

Rear Defogger

High Adjuster (Driver Seat)

Door Mirror

80W / 130W Power Tuner / MP3 CD Player

High Back Rear Seat With Central Arm Rest

Front Seat Head Restraints

Leather Insert (XL Type) Steering Wheel

Safety & Asthetics

Collapsible Breakable Steering

Side Impact bars

Centrally Mounted fuel tank

Integral Front Head Lamps Rear Combination lamp

Muffler Cutter

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MANUFACTURER: TOYOTA KIRLOSKAR MOTORS LTD

Camry 2.4L A/T

Body Three Box 4 door Luxury Sedan

Brakes

Front Ventilated Disc

Rear Solid Disc

Dimension & weight

Front Track -

Fuel Tank capacity 60 Litres

Gross Vehicle Weight 1985 mm

Ground Clearance 160 mm

Kerb weight 1470 - 1545 kgs

Overall Height 1480 mmOverall Length 4815 mm

Overall Width 1820 mm

Rear track 1575 mm

Wheelbase 1775 mm

Engine

Bore x stroke 88.5 mm X 96.0 mm

Compression ratio 9.8 : 1

Displacement 2362 cc

Fuel System EFI

No. cylinders /

arrangement / Valves4 cylinders, In line type, 16-valve DOHC, with VVT-I

Performance

Max. Power 123 kw (167 ps) / 6000rpm

Max. Torque 224 Nm (22.8kg-m) / 4000 rpm

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Steering

Min. Turning Radius 5.5 m

Type Rack , Pinion Power steering

Suspensions

Front MacPherson strut

Rear Duel link strut

Transmission

Transmission Type 5-speed A/T with ECT

Tyres & Wheels

Tyres 215 / 60 R 16 Radial

Wheel size -

Comforts

Design Concept

HID Projector type Headlamp

Rectractable headlamp cleaner

Auto Light Control System

Rear Combination Lamp

Aero Wiper Blades

Rain sensing Wipers

New 16" alloy Wheels

hydrolic Outer Rear View mirror

Printed Antenna

Large glove Box

Accessory box

Ashtrey

cup Holder

Front console side pocket

Console Box

Accessory box behind shift

Behind sun visor

Front door pocket

Seat back pocket

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Safety & Asthetics

Vehicle Stability control

Large diameter disc brake

ABS with EBD

Brake assist

Impact absorbing structure

SRS Airbags

Seat belt -pretensioner , force limiter

Head impact protection

WIL ( Whiplash Injury Lessening)

Pedestrian injuiry reduction structure

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TOYOTA KIRLOSKAR MOTORS LTD

Corolla 1.8 G Automatic

Body Three Box 4 door Sedan

Brakes

Antilock brake system Not Available

Front 140mm ventilated discs

Rear 140mm solid discs

Dimension & weight

Front track 1480 mm

Fuel Tank capacity 50 litres

Ground clearance 180 mm

Kerb weight 1185 kgsOverall Height 1500 mm

Overall Length 4530 mm

Overall Width 1705 mm

Rear track 1460 mm

Wheelbase 2600 mm

Engine

Bore x stroke 79mm x 91.5mm

Brake Horse Power 125bhp @ 6000rpm

Compression ratio 10.0:1

Construction Alloy Block & Alloy Head

Displacement 1794 cc

Fuel Type Unleaded Petrol

Ignition Electronic MPFI

Layout 4-inline

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Torque 158Nm @ 4200rpm

Valve gear 4 valves per cylinder, DOHC, VVT-I

Fuel consumption

City n.a.

Highway n.a.

Overall n.a.

Power train

Transmission 4 Speed Automatic

Type Front Wheel Drive

Steering

Type Rack & Pinion, Power assisted

Suspension

Front Mcpherson strut type with stabilizer

RearETA beam type suspension with toe control torsion beam& coil spring.

Tyres & WheelsTyres 195/65 R15

Wheel make Alloy

Wheel size 6.0J x 15

Comforts

Air Conditioner

Power windows

Full Fabric Trim (Leather Optional)

Climate Control Electrically Retractable Mirrors

Tinted Glass

Safety & Asthetics

Air Bags (driver & passenger side)

Power Steering

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Central Locking

Alloy Wheels

Seat Belts

6 CD changer

Global Outst ,ing Assessment (GOA) body for crash safety

Fog lamps

Rear Defogger

Side protective mould with chrome insert

Chrome door h ,les

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MAUFACTURER: DAIMLERCHRYSLER INDIA P. LTD.

E 240 V6


Brakes

Type

Sensotronic Brake Control (SBC), front disc brakes

internally ventilated, solid rear disc brakes, drum parkingbrake at rear, ABS, Brake Assist, ESP

Dimension & weight

Boot space 540 litres

Fuel Tank capacity 80/8

Gross vehicle weight 2105 kgOverall Height 1452 (over ro rail)



Wheelbase 2854 (mm)

Engine

Bore x stroke 89.9 Nm @ 68.2 rpm

Displacement 2597cc

Mixture formation

Microprocessor controlled fuel injection with hot film

airflow sensor (HFM)No. cylinders /

arrangement / Valves6 / V, 3 valves per cylinder

Performance

Max. Power 123 kW @ 5750 rpm

Max. Torque 225 Nm @ 4500 rpm

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Steering

Type Power-assisted rack- ,-pinion, steering damper

Suspension

FrontFour-link suspension, McPherson struts, anti-dive, coil

springs, gas-pressure shock absorbers, stabiliser

RearMulti-link independent suspension, anti-squat , anti-dive,

coil springs, gas-pressure shock absorbers, stabilizer

Tyres & Wheels

Tyres 225/55 R 16 95 V

Wheels 7.5 J x 16 H2 ET 42

Comforts

4 power windows

Leather steering wheel in the interior colour

Armrest with stowage compartment

Shift lever gaiter , knob leather-covered

Instrument cluster with chrome surrounds

Side rub strips with chrome inserts

Bumpers with chrome strips

Sun visors with illuminated vanity mirrors

Door h ,les in the vehicle colour with chrome strips

Lumbar support

Heated, electrically adjustable exterior mirrors

Ambient lighting

Steering wheel adjustable for height , reach

Power steering

Outside temperature display

Headlamp Assist

Central display in instrument cluster Green-tinted thermal insulation glass

One-touch wiper function

Seat belts in interior colour

THERMATIC automatic climate control with dust filter

Light alloy wheels

Multifunction steering wheel

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Fine wood trim in brown burr walnut

Safety & Asthetics

Belt tensioners/belt force limiters in the front & on the outer rear seats

Front sidebags

Windowbags

Anti-lock braking system (ABS)

Brake Assist

SPEEDTRONIC with cruise control

Three rear head restraints

Fog lamps

Automatic child seat-recognition

Three inertia-reel seat belts in the rear

Central locking with crash sensor

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FINDINGS

The automobile industry in the country is booming , there are lots choices, which are

available in the market. In this section we will look at the different vehicles parts which

are available in the Indian market, , the price range at which they come.

A segment or the entry-level segment in the Indian Car industry has been dominated by

one car over the decades. The Maruti 800 from the stable one the largest cars makers

in the country Maruti Udyog falls under this category cars. These cars have single ,

changed the perception cars in the country , have provided an easy option for those

who want to graduate from a two- wheeler to a car.

Tata Motors' dream providing a one lakh rupee car would revolutionize this segment

but till then Maruti 800 will continue to rule the roost with another product from Maruti

stable Alto catching up with it. There has been a shift in the market in which these cars

are being sold. Since a large number towns in India will not come under the Euro III

norms it makes little sense for the people in these places to shell out extra money for

cars, which have to conform to Euro III norms.

The D-segment is the fastest growing category cars , according to the industry

sources; it is growing at a healthy rate 35% per annum.

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Cars in this segment for luxury , they come with a hefty price tag, but who cares when

you have loads money , an array luxurious wheels to choose from. These cars

provide you the ultimate luxury , are fitted with the state the art accessories.

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Below are the list luxury cars, which are available in the country , the indicative price

tag:

Ex-

Showroom

Registration

& Service

Charges

(Individual)

Registration

& Service

Charges

(Company)

Comprehensive

Insurance

Total

(Individual)

Total

(Company)

Skoda Octavia 1,339,498 58,250 58,250 49,700 1,447,448 1,447,448

Ford Mondeo Duratec

Petrol 1,556,185 8,150 8,150 49,177 1,613,512 1,613,512

GM Aveo 1.6 LT 719,914 60,394 161,182 28,763 809,071 909,859

Honda Accord V6 1,754,290 72,235 206,705 64,197 1,890,722 2,025,192

Honda City ZX EXi 708,056 30,639 84,196 25,245 763,940 817,497

Hyundai Sonata

Embera 2.4 AT 1,444,965 62,469 62,469 53,927 1,561,361 1,561,361

Maruti Baleno Vxi BS-

III 700,448 51,956 100,988 27,010 779,414 828,446

Mitsubishi Lancer XL

2.0L Diesel 964,200 43,568 120,704 37,901 1,045,669 1,122,805

Toyota Corolla 1.8 G

Automatic 1,094,310 5,180 5,180 40,054 1,139,544 1,139,544

Mercedes E 240 V6 4,097,341 187,191 531,572 148,606 4,433,138 4,777,519

These are only a few luxury cars, which are available in the country, , with each

passing day the list is sure to increase.

India is fast emerging as an important market for cars. In terms its car market, India

ranks third in Asia having recently displaced South Korea from the position. The car

sales have almost doubled in a span 4 years from 2003-05 to 2007-08. The following

chart explains the growth car sales in India during the aforementioned period.

Passengers Vehicles

(PVS)

From April-

November

06-08

From April-

November

08-09

Total

Market

Share (in

The Net

Change

between

Total

number

exports in

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%) the period

(in %)

April 08-09

Maruti Udyog 2,69360 2,91,182 52.2 8.1 23,043

Hyundai Motors

India Ltd.

89,075 1,07, 066 19.2 20.2 68,374

Tata Motors 95,402 24,348 16.6 -2.7 12,105

Honda Siel Cars

India Ltd.

23,186 24,348 4.4 5.1 31

Ford India Pvt. Ltd 15,026 10,512 1.9 -30% 9,928

Utility Vehicles

Mahindra ,

Mahindra Ltd.

49,897 51,540 42.7 3.3 1,878

Toyota

KirloskarMotorPvt

Ltd.

24,404 24,983 20.7 2.4 0

Tata Motors Ltd 19,967 21,610 17.9 8.2 905

General Motors

India Pvt Ltd.

7,008 12,027 10 71.6 0

Maruti Udyog Ltd . 2682 2472 2 -7.8 54

Hyundai Motor

India Ltd.

255 1,042 0.9 308.2 0

Multi-Purpose

Vehicles

Maruti Udyog Ltd. 42,388 43,858 100 3.5 731

Mahindra &

Mahindra Ltd

13 0 0 0 0

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Medium , Heavy

Commercial

Vehicles

Tata Motors 79,614 73,538 61.1 -7.6 4,807

Ashok Leyl , 27,577 33,406 27.7 21.1 2825

Eicher Motors 8,043 8,700 7.2 8.2 318

Swaraj Mazda 3,573 4,080 3.4 14.2 115

Light Commercial

Vehicles

Passenger Carriers

Tata Motors 5,835 6,811 46.8 16.7 1,096

Mahindra ,

Mahindra

2,305 1,960 13.5 -15 115

Swaraj Mazda 1,178 1,315 9 11.6 12

Force Motors Ltd. 2,059 2,877 19.8 39.7 59

Goods Carriers

Tata Motors 30,955 44,380 58.9 43.4 12,461

Mahindra ,

Mahindra

23,563 23,731 31.5 0.7 1,600

Swaraj Mazda 2,671 2,299 3 -13.9 204

Eicher Motors 3,019 2,954 3.9 -2.1 451

The table has been drawn according to SIAM Sales report from April-November 2008.

Indian Market Analysts are jubilant over the fact that India has the fastest growing

automobile industry (passenger cars segment) in the world today. This is seen as the

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result rapid increase middle-class population in the country combined with the

government's pro-development policies.

The findings International Organisation Motor Vehicle Manufacturers revealed that

in India the car production had grown to 30% in 2007, thus leading the table, Brazil

came a distant second with the increase 17%.

The table below attempts to capture in figures the rapid growth production

Automobile Sector in India.

Types Vehicle 2005-06 2006-07 2007-08 2008-09

Passenger Vehicles 557400 782550 960480 1045880

Utility Vehicles 114470 146330 182020 196380

Multipurpose Vehicles 51450 60670 67370 66665

Total 723320 989550 129870 1308925

Current buyer behavior trends

A most important factor influencing car purchase is vehicle performance, followed by

vehicle design , comfort. Buying a car is an emotional decision for most people, with a

vague "Want to own" a car topping the reason for buying a car, followed by more

functional "travel ten" , "vehicle" attraction.

Maruti 800 has the highest recall in consumer minds among all other br ,s, closely

followed by Maruti Zen , Hyundai Santro. But as far as car ads go, people like the

Hyundai Santro ads most (thanks to superstar Shahrukh Khan's presence) followed by

Maruti Zen.

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Among age-groups, Hyundai Verna has a higher popularity among 25-34 year olds,

Honda City is more popular among 35-44 years old, while the Zen takes the cake for

45-54 years old. Among those thinking to buy a car, Maruti Zen , Hyundai Santro top

the list probable buys, followed closely by Maruti 800. People get most their

information on cars from their friends, followed by past experience owning or driving

a vehicle.

Earning drivers for the Dem , Cars

The dem , for cars is dependent on a number factors. The key variables are:

1. Per capita income

2. Introduction new models

3. Availability , cost car financing schemes

4. Price cars

5. Incidence duties , taxes

6. Depreciation norms

7. Fuel cost , its subsidization

8. Public transport facilities

The first four factors viz. increase in per capita income, introduction new models,

availability , cost car financing have a positive relationship to the dem , whereas

others have an inverse relationship to dem , for cars. The dem , for cars in the future is

expected to come predominantly from the existing two-wheeler owners who will be

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upgrading to a four-wheeler, to rising income , necessity. With the release new

models in the higher end the economy segment, the supply second h , economy cars

is expected to increase substantially, which will cost just about twice the price

premium range two-wheelers. This could affect the dem , for new cars. Growth in the

car segment is therefore expected to hover around 15-20 per cent year on year.

Government policy: The GOI policy will continue to dominate the supply cars. The

different norms with great significance to the sector are import duty on CKD/ SKD kits,

auto components, foreign exchange , neutralization schedule for new ventures etc.

Excise duty: The car industry had been asking for reduction in excise duty so as to

reduce the end prices cars to customers , increase the slogging dem ,. With

continuation liberalization , shift in the perception ( car being a luxury product) will

lead to reduction in duties over a period two to three years. This will reduce the prices

cars leading to further boost in dem ,.

Sales tax duty: The levy uniform sales tax in all the states will have a negative impact

on the dem , front, due to increased prices.

Competition in the sector: With the entry all the world majors in the car segment, the

competition is expected to heat up substantial in the next two years. This will lead to

shakeout in the industry , only those companies having a backing multinationals with

strong commitment will be able to continue operations in the segment. This may also

lead to take over activity in the Indian car industry.

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Release new models: The flood variations in existing , new models will provide

wide range choice for the customer one year down the line. Also these new models

will be able to carve a niche for themselves in the crowded market.

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SURVEY ANALYSIS

1. Do you own vehicles parts from Suparbha Pvt Ltd?

Yes

80%

No

20%

Findings: 80 % the respondents own vehicles part. The reason for this is that thesample was chosen such that most the respondents had vehicles parts thus actual

information on cars could be drawn.

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2. If yes, which vehicles parts do you own?

4

3

8

4

6

11

2 2

0

2

4

6

8

10

12

Hyundai Maruti Toyota Chevrole t Ford Honda Mercedes Skoda

Findings: As per the bar graph the most popular cars in this segment are Honda &

Toyota followed by Ford & Hyundai .

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3. Have you purchased the vehicles parts from any other company?

6

94

0

10

20

30

40

50

60

70

80

90

100

Yes No

Findings: After the survey it was observed that the vehicles parts purchased by the

consumers from the subarbha pvt ltd.

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4. When do you replace or you buy a car because of bad parts?

60%

30%

10%

0-3yrs

3-6 yrs

6yrs & above

Findings: 60 % respondents said that they replace the within the first three years. 30

% respondents said that they replace the car in 3-6 Years. The primary reason for

replacement being the end the term finance. This enabled the respondents to apply

for fresh loans , go in for new cars.

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5. You bought vehicles parts of cars because

30

20

60 60

75

0

0

10

20

30

40

50

60

70

80

Increase in

disposable

income

Reduced

risk of

accident

Family

needs

Increase in

family size

Suits your

lifestyle and

personality

Others

Findings: The first reasons for most the respondents to go because it suits the

lifestyle , personality. The second reason as identified by survey is the increase in

family size that makes D & E segment cars affordable.

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6. You decided to buy your existing car because ( rate best 3 factors

from 1-3 in order your preference)

0

1

2

3

4

5

6

7

Hyundai Maruti Toyota Chevrolet Ford Honda Mercedes Skoda

Affordable price Technical superiority over competitionComfort Manufacturers imageValue for money SafetyAfter sales service Others

Findings: Hyundai: Respondents bought Hyundai Sonata because its affordable

price , because Hyundais good after sales network. Respondents who had Maruti

SX4 bought it because Marutis Image , after sales network. Toyota Camry &

Corolla was purchased because its technical superiority over competitors. GM

Models were purchased as they were affordable in comparison to its competitors.

Ford was preferred because its Technical superiority. Similarly Honda was

preferred for its technical superiority , Hondas image. Mercedes , Skoda were

mainly purchased for their br , image.

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7. You sought advice from the following before deciding about which vehicles parts to

buy

12

34

22

12

16

4

0

5

10

15

20

25

30

35

Friends Family

Members

Car Owners Automobile

Expert

Dealers Any other

Findings: Most the respondents took the family advice before buying a car. While

others referred to friends, other car owners , dealers advice on the car. While others

looked for experts advice in auto journals.

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8. Major decision maker in your family for buying the car will be:-

1%7% 0% 1%

91%

Parents

Spouse

Self

Children

Everybody

Findings: Most the respondents said that they are the major decision makers in the

family.

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9. What sources information you looked out for in order to gather data

about various vehicles parts co. existing in the market?

10 10

20

10

50

0

0

5

10

15

20

25

30

35

40

45

50

Newspaper

and

Magazine

Television Word of

mouth

publicity

Dealers Test drives

and

promotional

camapigns

Others

Findings: Most the respondents took a test drive during promotional campaigns

before buying the new car. They also referred to Newspapers, televisions , dealers for

information on the cars parts.

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10. Sources finance your existing car parts was

30

60

10

00

0

10

20

30

40

50

60

Personal

resources

Bank loans Company

loans

Financial

institutions

Others

Findings: Most the respondents sought a bank loan for financing the car.

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11. Why do you think people are buying cars parts these days? (rate from

1-4 in order preference)

1

33

2

1

3

3

2

1

3

1

3

1

4

3

4

0

0.5

1

1.5

2

2.5

3

3.5

4


Manoeuvaraility in traffic condition Self Esteem Looks Comfort

Findings: Self Esteem, Looks & Comfort are the main reasons that people go for

vehicles parts.s The comforts with looks represent their lifestyle.

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12. Are Warranty, safety Standard important in your decision for .

buying vehicles parts?

Yes

90%

No

10%

Findings: More than 90% respondents were ready to pay extra price for warranty ,

the safety standards?

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CONCLUSION

Family needs reign supreme as a reason for car purchase. Surprisingly many car owners

bought their car as it suited their lifestyle , personality. Family is the focal point a car

purchase. The decision to buy a car is a collective one made by the whole family. The

car is bought not to fulfill the needs one particular family person but to cater to the

entire family's needs. Therefore the car should be a family car, which can satisfy the

needs the whole family.

In order to attract these people to a new purchase, companies must hit them at the above

point. It should be projected to fit into the lifestyle these people or rather better their

lifestyle.

People consulted by car owner/non car owner before car purchase. Potential car buyers

consult family the most. They tend to obtain information from people already owning

the car. The reason could be that, they are a little apprehensive about the purchase ,

want to quench their anxiety. Car owners also tend to consult these people but their

number is appreciably less than the non-car owners.

Although the family is the most consulted, before making a purchase decision, none

the factors can be ignored.

People already owning a particular car is also consulted by a large number potential

buyers. Companies should make sure that the early buyers the car are completely

satisfied by the car's performance. These early buyers act as information sources for the

followers. Any negative publicity on their part may turn away the potential customers.

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Dealers are one the most important set people for companies. These are the people

who directly communicate with the customers. Therefore companies should make sure

that these people are highly motivated, knowledgeable, , friendly , customer oriented.

The car owners as well as non-car owners are most influenced by newspaper ,

magazine ads , reports. Word mouth publicity cannot be ignored.

Most the respondents use personal resources to obtain funds for the car purchase. Most

these people save money for a long to collect the required amount. There is lot

emotional attachment when a car is bought from personal funds , Companies should

duly, provide value for money for people in terms low maintenance costs. Fuel

efficiency etc. A lot banks are financing for cars. This concept is new but is catching

fast in the big cities. Companies have tied up with ICICI, Standards Chartered , other

banks to come up with joint schemes for car finances for the car.

It can be seen that nearly half the car owners want to replace their existing cars with a

luxury car. This attitude could be due to additional features in the new cars, which may

attract these people, or the non-performance their existing car may compel them to

replace the car.

The price the vehicles parts should be competitive. Price is the first major hurdle,

which a customer has to jump over before making a purchase decision. Too high a price

may discourage many potential car buyers , a very low price may raise doubts about the

car" performance capabilities.

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As far as fuel efficiency , maintenance cost are concerned, these should satisfy the

customer's expectations. These two features are the most general features, which are

compared when people compare two cars.

The main reason for popularity car is luxury at nominal price; companies should also

make the car competitive in terms price. It should be easy to drive in traffic conditions

on empty roads, should have low maintenance cost, should be fuel-efficient , fulfill

small family needs.

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KEY FINDINGS

Perception Is Reality

A strong car brands can create significant value in the automotive industry. For mass-

market cars, brands helps determine which products a consumer considers buying.

Furthermore, superior brands extend their halo across every model vehicle within the br

s,. Its no surprise that most auto manufacturers make brands , positioning , development

a key item on their marketing agenda. Yet despite intense interest in their power,

automotive brands remain relatively poorly understood.

Since a prominent role the brands , positioning , development play in many auto

manufacturers business strategies, I conducted extensive research , analysis to better

understands , how consumers think about car brands. My analysis uses simple

questionnaire interviews to distill multiple brands image attributes into a small set

underlying factors, which provide valuable insights into consumer brands , perceptions.

My research shows that consumers have a simple yet sophisticated understanding what

differentiates car brands. Notwesting automakers attempts to distinguish their brands

on the basis lifestyle or emotional imagery, consumers evaluate brands in terms their

earned reputation for product excellence relative to their total ownership cost.

Consumers perceptions are based on their accumulated direct , indirect experience with

the products that constitute those brands. These perceptions are obviously not perfect.

Some brands reputations exceed or fall short their demonstrable product attributes.

But, as a rule, consumers beliefs are accurate, stable, relatively immune to

manipulation. In contrast to the situation with consumer goods, in which equity is created

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substantially through advertising, automotive brands perceptions change primarily

through consistent , sustained changes in the underlying product portfolio. Within this

conclusion, I was able to identify five central insights that are critical to understanding

,in how, to what extent, manufacturers can enhance , leverage the value their brands.

1. Virtually all the difference in how consumers perceive competing brands can be

explained by their relative performance against two holistic measures: product

excellence , cost. Traditionally, car manufacturers have tried to measure their brands

across a large number image attributes, hoping to develop additional insights about

brands , differentiation. However, consumer perceptions a brands, reputation are

generally consistent across different measures value. For example, consumers believe

that manufacturers whose car lines have a reputation or luxury , prestige tend to produce

cars that excel in many other areas, such as ride, safety, , reliability. In fact, a brands ,

score on any one attribute tends to be so highly correlated with its score on another

attribute that these scores can be integrated into one measure that represents a car lines

propensity to create excellent products.

Consumers also have a sophisticated understanding product cost. They recognize that

vehicles differ not only in their initial purchase price, but also in their expected

maintenance , operating costs, as well as their ultimate resale value. Together, these

different types expenditures determine the total cost to the consumer over the

ownership cycle. As with the product excellence dimension, the various attributes that

determine a brands expected ownership costs can be integrated into a single measure

product cost.

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These two holistic measures, product excellence , cost ownership, account for 91

percent the difference in how consumers perceive automotive brands . In fact, these two

holistic measures are comprehensive enough to predict the consumers overall opinion

the brands , with an extremely high degree accuracy.

2. Consumers are not only elegantly simple in their view automotive brands they

are acutely rational as well. For the average consumer, a new car is second only to a

new home in the size the transaction, , the potential to communicate an

individuals sense self-worth. Consequently, consumers spend a substantial

amount time evaluating their alternatives.

But in general, consumers are well informed, , their opinions accurately reflect the

accumulated performance the products that are the physical embodiment those

brands . Similarly, consumers perceptions a brands , reputation for durability,

reliability, , workmanship (which are key constituents the holistic product excellence

measure) are highly correlated with the actual dependability that brands , vehicles.

3. Consumers recognize that, in general, better products cost more. Consumers self-

select an automotive segment on the basis which attribute (cost ownership or

product excellence) they value more. Within a consumers chosen segment, brands

,that deliver more both attributes provide superior value to the consumer. E.g. BMW

has carved a niche within the luxury segment based on its image as the ultimate driving

machine. The majority brands are not differentiated on any basis other than product

excellence , cost ownership.

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Hyundai for having good customer service , providing a pleasant buying experience.

However, the majority brands , are not meaningfully differentiated on any basis

other than product excellence , cost ownership.

4. Brands in crowded, weakly positioned brands , tend to suffer from eroding

margins. Such brands naturally tend to achieve lower purchase consideration ,

hence volume.. They must seek to improve at least one the two holistic br , measures

for their brands , Because improvement a brands , product excellence is difficult to

accomplish across an entire product portfolio , generally requires up to a decade, the

only way for brands , to improve their positioning quickly is to lower product prices ,

fer customers better cost ownership. By contrast, Honda , Toyota have clearly

distanced themselves from the rest the mass-market segment. In the consumers

mind, Honda , Toyota represent a combination product excellence , cost ownership

that so far surpasses all other competitors that they operate along a different trade f

curve.

5. Brands , positions tend to change relatively little over time. Consumer

perceptions are shaped in large part through accumulated product experience, both

firsth , , indirect. Consumers also use a large number objective sources

information to supplement their direct product experience (e.g., word mouth,

product reviews, , safety ratings). As a result, the perception-forming process is long.

Manufacturers, in contrast with most consumer goods, whose br , equity is created

substantially through advertising. Although marketing communications certainly play an

important role in what consumers think, the only way to sustain meaningful change in

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automotive brands , perceptions is with ongoing, consistent changes in the underlying

product experience. Over the past two decades, most manufacturers have made concerted

efforts to improve product quality, develop new features, , reduce costs. They have used

various techniques, such as computer-aided design, system outsourcing, , component

reuse, to speed up the product development cycle, reducing the time it takes to respond

to.

The Hyundai brands , have benefited from a sustained flow new products that fer

significantly improved quality, attractiveness, edgy styling (at times), , extremely low

cost ownership due to low sticker prices , extended warranty coverage. The resulting

value proposition has not only increased these brands unit volume, but also has

radically changed consumers perceptions the brands , What is stunning is how

much the Korean br ,s have improved in such a short time, especially in comparison

with how long it took Toyota , Honda to shaketheir reputation for producing tin cans.

If the Korean brands , continue to improve their reputation for product excellence while

maintaining their cost ownership, they could score high on the three mass-market

brands , to join the cluster currently defined by Maruti Udyog, Tata Motors , Fiat India.

In contrast, the value Maruti brands , Tata Motors has been deteriorating. Fiat Motors

are doing averagely. Maruti was initially able to transfer consumers satisfaction with the

dealer experience to the product. Although Maruti still remains differentiated on the

basis its channel performance, the product has failed to satisfy consumers expectations

for quality, the brands , as a whole has experienced significant erosion.

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The marketing function must take an active role in balancing the drive toward lower cost

ownership with the consumer value created through innovative features options.

Lifestyle , emotional imagery cannot compensate for weak brands , undifferentiated

products. Consumers may acknowledge a brands ,personality, but the aspects the

brands , that drive consumer shopping behavior are promises that the brands , represents

for product excellence , cost ownership. Image advertising , lifestyle s to accelerate

consumers understanding the brands , but it cannot fundamentally change the promise.

Consequently, the number resources applied toward lifestyle , image advertising should

be carefully inspected for appropriateness , effectiveness. For mass-market vehicles,

incentives are a symptom a weak brands , not the cause. In the absence a strong

brands ,, price is the only plausible way to affect near-term dem ,. Hence, curtailing

incentives in an effort to build brands , is not likely an economically viable option.

Many manufacturers have made brands , positioning , development a key item on their

marketing agenda. Yet br ,s are not the product manufacturers marketing efforts.

Instead, consumers base their understanding an automotive brands ,s value on their

accumulated experience with that brands ,s products. If you want to change the Brands

,, change the products for the better.

All this shows that the internationality the brands does have an effect on the

purchase decision the car in the minds the consumers. As we had already seen that

the foreign brands ,s like Hyundai, Honda, Fiat, are doing really well due to their

excellence in the product quality, technology, features, price etc. All these attributes

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does play a very important role in comparison with the local brands like Maruti

Suzuki, Tata Motors etc.

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BIBLIOGRAPHY

Books

Consumer Behavior by Philip Kotler 2006-07

Consumer Behavior 2007 by Leon G. Schiffman & Leslie Lazar Kanuk.

Aker, David, Managing Br , Equity, New York, The Free Press, 1991.

Kapfer, Jean-Noel, Strategic Br , Management, Now Approaches to creating &

Evaluating Br , Equity, Fifth Edition, less Editions Organization, 2002.

Kotler, Philip Marketing Management Analysis, Planning, Implementation &

Control, 11th Edition, Prentice Hall India Pvt. Ltd. 2005.

JOURNALS & MAGAZINES

The Automotive Component Manufacturers Association India (ACMA), JAN-

FEB 04

Automotive Engineer & Trader (Annual Number 2003) p.39-47

Investment Research & Information Services Limited. (P.48-50 7 161-167)

www.Siam.com

Magazines

Cars Wars II, Business World.

Over Drive.

Business Standards Motoring

Auto India

India Todays

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Questionnaire

NAME:

GENDER:

MARITAL STATUS:

OCCUPATION:

EMAIL ID:

(a) Hyundai Sonata (b) Maruti SX4 (c) Toyota Camry (d) Chevrolet

Optra

(e) Ford Mondeo (f) Honda Accord (g) Mercedes Benz (h) Skoda Octavia

1. Do you own vehicles parts?

(a) Yes (b) No

2. If yes, which vehicles parts do you own?

(a) Hyunda (b) Maruti (c) Toyota (d) Chevrolet

(e) Ford (f) Honda (g) Mercedes (h) Skoda

3. Have you purchased the vehicles parts.

(a) Yes (b) No

4. When do you replace or you buy a car because of bad parts?

(a) 0-3yrs (b) 3-6 yrs (c) 6yrs & above

5. You bought vehicles parts of cars because?s

(a) Increase in disposable income (b) Reduced risk of accident

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(c) Family needs (d) Increase in family size

(e) Suits your lifestyle and personality (f) Other

6. You decided to buy your existings car because of ( rate best 3 factors from 1-3in order of your preference) ?


Affordableprice

Technicalsuperiority

over

competitionComfort

Manufacturers

image

Value formoney

Safety

After sales

service

Others

7. You sought advice from the following before deciding about which vehiclesparts to buy?

(a) Friends (b) Family Members (c) Car Owners

(d) Automobile Expert (e) Dealers (f) Any other

8. Major decision maker in your family for buying the car will be:-

(a) Parents (b) Spouse (c) Self (d) Children (e)

Everybody

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9. What sources of information you looked out for in order to gather data aboutvarious vehicles parts company existings existing in the market?

(a) Newspaper and Magazine (b) Television (c) Word of mouthpublicity

(d) Dealers (e)Test drives and promotional campaigns (f)

Others

10.Sources of finance of your existing car parts was?

(a) Personal resources (b) Bank loans (c) Company loans

(d) Financial institutions (f) Others

11.Why do you think people are buying cars parts these days? (rate from 1-4 inorder of preference)

Manoeuvaraility

in trafficcondition

Self Esteem Looks Comfort

Hyundai

Maruti

Toyota

Chevrolet

Ford

Honda

Mercedes

Skoda

1359. analyse the consumer behavior in upper d and e segment of cars

Documents