CHAPTER-1

customer BEHAVIOUR towards Chevrolet products in GULBARGA city

CHAPTER-1

introduction

Marketing is typically seen as the task of creating, promoting and delivering goods and services to Customer.

Marketing is about understanding what Customer wants and supplying it more efficiently.

The marketing of today includes different subjects like product management, sales management and most importantly Customer behaviour which includes how the Customer is retained.

Motivation for Customers, the buying patterns of Customers, their attitude and perception towards products plays a vital role.

In this competitive market scenario, the marketing department is much concentrated on the Customer attitude and perception towards the products, play a vital role.

The term Customer behaviour studies how individuals groups and organization select, use and dispose goods, ideas or experience to satisfy their needs and desire.

The researcher chose the topic with immense interest to study the Customer behaviour and to know the Customer attitude with reference to CHEVROLET CARS in Gulbarga City.

OBJECTIVE OF THE STUDY

To study the factors influencing Customers towards Chevrolet Cars. To study the behaviour of Customers towards the Chevrolet Cars in Gulbarga City.

To analyse the satisfaction level of Customers for Chevrolet Cars products.

To study the market potential and prospects of market growth for the Chevrolet Cars in Gulbarga city.

SCOPE OF THE STUDY

The scope for four wheeler is growing day by day since the globe is venturing in to newer and newer uses of four wheeler with exclusive models.

The new designs and structures of vehicles and accessories for Customers have created a great scope.

Hence, the study helps to get insight of the Customers taste, Preferences, attitude and ultimately the behaviour towards the Chevrolet Cars in Gulbarga City.RESEARCH METHODOLOGYSample

:1000 respondents

Sampling procedure

:Random Sampling

Contact method

:Personal

Primary data

Primary data was collected through personal interview of the existing customers of Chevrolet Cars backed by structured questionnaire. Questionnaire includes both open ended and close ended questions. The researcher communicated the questions orally and the respondents answered the same which was recorded accordingly in written form.Secondary data:

Secondary data has been collected from the books, journals, company brochures and documents in writing of the report.

SAMPLING METHOD

The study was taken up with a sample size of 100 respondents. The respondents were selected randomly.

It was ensured that the sample size comprised of different Customer groups from different areas of the Gulbarga city.

LIMITATION OF THE STUDY Time was the major constraint which limited the extent of study. The sample size was of 100 respondents which itself was a limitation to the study.

The information gathered may have small percent of deviation because of social, cultural and other factors.

The information given by the respondents may or may not be true because in some cases, the respondents may be casual in answering the questionnaire.

CHAPTER SCHEME

The study is divided into 5 main chapters. The first chapter consists of introduction to the study, objectives of the study, methodology o the study, objectives of the study, methodology of the study, scope of the study. Limitations of the study and chapter scheme.

The second chapter consists of theoretical background about marketing, marketing process, marketing segmentation, marketing research, marketing mix and Customer behaviour.

The third chapter consists of a brief study on CHEVROLET CARS Ltd., which includes company profile, dealers profile.

The fourth chapter consists of Data analysis and interpretation.

The fifth chapter consists of findings, conclusion and suggestions.

CHAPTER-2Theoretical background

MARKETING

Marketing is the analysis, planning, implementation and control of programmes designed to bring desired exchange with targets audiences for the purpose of personal and mutual gain. It relies heavily on the adaptation and co-ordination of products, price, promotion and place for achieving response.- Philip Kotler -

Marketing includes all these activities have to with effecting changes in the ownership and possession of goods and services. Its the part of economics which deals with created of time, place and possession utilities and that phases of business activity through which human wants are satisfied, by the exchange of goods and services for some valuable consideration American Marketing Association

Marketing consists of those efforts, which effect the transfer in ownership of goods and care for their physical distribution.- Clarke and Clarke -

Marketing Process:

Marketing process consists of analyzing marketing opportunities, researching and selecting target markets, designing marketing strategies, planning marketing programmes and organizing, implementing and controlling marketing effort.

Companies have to identify long and short term marketing opportunities and research the selected market by measuring and forecasting attractiveness of the given market. Having selected the market, the companies need to develop a differentiating and positioning strategy for the target market. The marketing strategy must be transformed into marketing programmes by deciding on marketing expenditures and the marketing mix. Marketing mix is one of the key concepts in modern marketing theory. The final step is organizing the marketing resources and implementing and controlling the marketing plan.

Marketing segmentation:

Customers behave in a group, each such group has sit5s own model of behavior. Identifying such groups of customers is known as market segmentation. It is a market strategy to produce and market products that suit the needs of a particular groups of customers. Therefore, the whole market has to be subdivided. To develop an understanding of its dimensions. This process of subdividing market is referred to as market segmentation.Definition:

It is the sub-dividing of a market into homogeneous sub-sets of customers where any sub set may conceivably be selected as a market target to be reached with a distinct marketing mix.- Philip Kottler

Marketing research:

It is the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services.- American Marketing Association

Why Marketing Research:

To make good marketing decisions a company needs good information and the ability to evaluate the information. Information acquired through research will impact the decisions the company makes in setting its marketing strategy and each part of their marketing mix.Marketing research may, therefore, be defined as objective and systematic collection, recording and analysis of data relevant to marketing problems of a business in order to develop an appropriate information base for decision making in the marketing area.Marketing mix:

The set of controllable variables that firm blends to produce the response it wants in the target markets.

- Philip kotler

Marketing mix constitutes the management pertaining to four key areas of marketing function of a business.a. Product:

a product is a bundle of physical, functional and phychological benefits and features. A product has specific designing, shape, weight, color, functions, quality, style, name, package etc. A product is designed to meet the needs and expectations of customers.b. Price:

Pricing a product is a strategic policy to capture market, and to earn a desired profit. Price is the money value of a product. The price of a product should match the value perceived by its buyers. Price is a means of promoting sales and the firms share in the market.C. Promotion:

Promotion refers to the marketing communication with the prospective buyers with a view to persuade them to buy the product.d. Place:

Place stands for distribution, which covers the channels of the physical distribution of the products. The firm should select and manage the trade channels through which it want its products to reach the market, at the right time.MARKETING MIX

ProductPlace

Product Variety

Quality

Design

Features

Brand name

Packaging

Size

Services

Warranties

ReturnsPriceList Price

Discounts

Allowances

Payment period

Credit Terms

PromotionSales promotionAdvertising

Sales Force

Public Relations

Direct marketingChannelsCoverage

Assortments

Locations

Inventory

Transport

CUSTOMER BEHAVIOUR

Customer behaviour is the decision process and physical activity individuals engage in, when evaluating, acquiring, using or disposing of goods and services.

Marketing StimuliOther stimuliBuyers CharacteristicsBuyers Decision ProcessBuyers Decision

ProductEconomicCulturalProblem recognitionProduct choice

PriceTechnologicalSocialInformationBrand Choice

PlacePoliticalPersonalSearch

PromotionCulturalPsychologicalEvaluation of alternativesPurchase Time

Purchase decisionPurchase Amount

Post purchase behaviour

MODEL OF BUYER BEHAVIOR

These are the major factors which influence Customer behaviour Culture

Sub Culture

Social Class

Culture:

Culture is the most fundamental determinant of the persons wants and behaviour.Sub Culture:

Each culture consists of Smaller subcultures that provide more specific identification and socialization of their members subculture include nationalities, religions, racial groups, and geographic regions.

Social Class:

Characteristics:

Those within each social class tend to behave more alike than personal from 2 different social classes.

Persons are perceived as occupying inferior or superior positions according to social class. Social class is indicated by a cluster of variables

Ex:- Occupation, Income, wealth, education and value orientation rather by any single variable

Individual can move from one social class to another up or down during their life time.

Reference groups:

A person reference groups consists of all the groups that have a direct (face to face) or indirect influence on the persons attitude or behaviour.

Group having a direct influence on a person are called membership groups.

Family:

The family is the most important Customer buying organization in society, it has been researched extensively family members constitute the most influential primary reference group we can distinguish between two families in the buyers life. Marketers are interested in the roles relative influence of the husband, wife and children in the purchase of a large variety of products and services. There roles vary widely in different countries and social classes.Roles and statuses:

A person participates in many groups family, clubs, organization. The persons position in each group can be defined in terms of role and status. A role consists of a activities that a person is expected to perform. Each role carries a status.Personal factors:

A buyers decisions are also influenced by person characteristics. These includes the buyers age and stage in the life cycle, occupation, economic circumstances, life style and personality and self concept. Occupation also influences a persons consumption pattern.

Lifestyle: People from the same subculture, social class and occupation may lead quite different lifestyles.

A lifestyle is person pattern of living in the world as expressed in activities, interests, opinions. Lifestyle portrays the Whole person. Interacting with his or her environment.

Personality and self concept:

Personality we mea distinguishing psychological characteristics that lead to relatively consistent and enduring responses to environment.

Personality can be useful variable a analyzing Customer behaviour, provide that personality types can be classified accurately and that strong correlations exist between certain personality types and product or brand choices.

Self concept (Self Image):

Related to personality it self concept (or self image) marketers try to develop brand images that match the target marketers self image. It is possible that a persons actual self concept (how she views herself) and from her other self concept (how she think other see her) which will she try to satisfy in making a purchase? Because it is difficult to answer this question, self concept theory has had a mixed record of success in predicting Customer responses to brand images.Psychological factors;

A persons buying choices are influence by 4 major psychological factors. Motivation

Perception

Learning

Beliefs and attitudesMotivation:

A person has many needs at any given time. Some needs are biogenic, they arise from physiological status of tension. Such as hunger, thirst, discomfort. Other needs are psychogenic, they arise from psychological status of tension such as the need of recognition. Esteem or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need i.e., sufficiently pressing to drive the person to act.Perception:

A motivated person is ready to act. How the motivated person actually acts is influenced by his or her perception of the situation.

Perception is the process by which an individual selects organizers interprets information inputs to create a meaningful picture of the world.

Learning:

When people act they learn.

Learning involves changes in a individuals behaviour arising from experience.

Most human behaviour is learned learning theorists believe that learning is produced though the interplay of drives, stimuli, cues, responses and reinforcement.

Beliefs and attitudes:

Beliefs:

A belief is a descriptive thought that a person holds about something. Belief may be based on knowledge, opinion or faith these beliefs make up product and brand images and people act on their images. If some beliefs are wrong and inhibit purchase the manufacturers will want to launch a campaign to correct these beliefs.Attitudes:

An attitudes is a persons enduring favorable or unfavourable evaluation emotional feelings and action tendencies towards some object idea.

People have attitude towards almost everything religion, politics, clothes, music, food. Attitudes put them into a frame of mind of liking or disliking an object moving towards or away from it. Attitudes lead people to behave in a fairy consistent way towards similar objects.CHAPTER-3COMPANY PROFILEABOUT CHEVROLET CARS MOTOR COMPANY

Established in 1967, Chevrolet Cars motor co. has grown into the Chevrolet Cars mobis and over two dozen auto related subsidiaries and affiliates. Employing over 68,000 people worldwise, Chevrolet Cars posted US$27.383 billion in sales (on a non consolidated basis). Chevrolet Cars motor vehicles are sold in 193 countries through some 5000 dealership and showrooms. Chevrolet Cars motor co., is a sponsor of the 2006 FIFA germany world cup. Further information about Chevrolet Cars motor and its products is available. Chevrolet Cars motor India Limited (HMIL) is a wholly owned subsidiary of Chevrolet Cars motor company, south korea and is the second largest and the fastest growing can manufacturer in India. HMIL presently markets 31 variants of passenger cars in six segments. The santro in the B segment, getz in the B+ segment, the accent in the c segment, the elantra in the d segment, sonta embera in the E segment and the Tucson and Terracan in the SUV segment.

The company recorded combined sales of 252, 851 during calendar year 2005 with a growth of 17.26% over year 2004. HMIL is Indias fastest growing car company having rolled out 10,00,0000 cars in just 90 months since its inception and is the largest exporter of passenger cars with exports of the over Rs. 1,800 crores. HMIL has recorded a growth of 27.2% in exports over the year 2004.

HMILS Fully integrated state of the - art manufacturing plant near Chennai boasts some of the most advanced production, quality and testing capabilities in the country. In continuation of its investment in providing the Indian customer global technology, HMIL has announced plans for its second plant, which will produce 300,000 units per annum, raising HMILs total production capacity to 600,000 per annum by 2007.

HMIL is investing to expand capacity in line with its positioning as HMCs global export hub for compact cars. Apart from expansion of production capacity, HMIL plans to expand its dealer network, which will be increased from 157 to 200 this year. And with the companys greater focus on the quality of its after sales. Service, HMILs service network will be expanded to over 1,000 in 2006.

The year 2005 has been a significant year for Chevrolet Cars Motor India. It achieved a significant milestone by rolling out the fastest 200,000th export car. HMIL exports to over 60 countries globally and made a foray into the highly competitive UK market by exporting its first shipment of 820 cars.

HMIL has many awards in its bouquet. Recently Sonata Embera won Executive Car of the year 2006 award by Business standard motoring magazine and TUCSON has been declared as SUV of the year by NDTV profit car and bike awards 2006. The mid size Sedam Accent won two wards, Accent petrol no. 1 Entry mid size car and accent Diesel no. 1 mid size diesel car by TNS. It was declared The star company amongst unlisted companies by business standard this year. Getz got the coveted Car of the year 2005 award twice over. It was declared a winner by both business standard motoring and CNB TV 18 Auto car Auto awards. Hundai Elantra won the CNBC TV 18 Auto car Best value for money car award.

HMIL was also the manufacturer of the year two years in a row in 2002 and 2003. ICICI overdrive awards declared Chevrolet Cars as the Car maker of the year in 2003. Chevrolet Cars products with state of the art technology have also been winning many accolades over the years. Santro bagged top honours in JD power Asia Pacific for three years. Accent was ranked No.1 in JD power Asia Pacific APEAL for two years and also got business standard motoring jury award for its CRDI model.

HMIL has also been awarded the benchmark ISO 14001 certification for its sustainable environment management practice.

Chevrolet Cars is committed to making vehicles that make the world a better place to live in. from design stage to production, all processes are concentrated on making cars that pollute a lot less and exceed global benchmarks.

Chevrolet Cars Motor India has been awarded the benchmark ISO 14001 certification for its sustainable environment management practices. Living up to its commitment of providing global standards of quality and process management in India, Chevrolet Cars had put in place an environment management system (EMS) at its manufacturing plant in Chennai right from its project stage. The certification process was completed in a record time of 10 months with zero NCRs. The assessment was done by TUV SUDDEUTSCHLAND and covered areas like Awareness Training, Technology upgradation, recycling, waste management and fulfilling government regulations.

HMI is also working on a backward integration strategy that will support vendors of the company in implementing EMS.

Chevrolet Cars motor company.S.Korea, the parent of HMI, has been doing considerable work on sustainable environment management. The company has a well defined framework in place for developing products that reduce pollutant emissions and processes for preservation of natural resources and energy along all the stages of the product life cycle from production, sales, use to disposal. The company has also been in the forefront of development of environment friendly technologies like Hybrid Electric Vehicles (HEVs) and Fuel Cell Electric vehicles (FLEVs) and has been awarded the ISO 14001 certification for all its three major plants in Ulsan, Asan and Jeunju in S.Korea.SOCIAL RESPONSIBILITY

Hundai, as a responsible corporate citizen is committed to sustainable social development and the preservation of the environment. All the companys key manufacturing units, including the Indian Plant have the ISO 14001 certification for its environment management practices. As a part of its social responsibility programs, the company conducts various campaigns to spread awareness of in car safety and safe driving practices, particularly targeted against drunken driving, speed etc.

As a part of its community development projects, the company has adopted a new villages around its factory in Tamil Nadu and has been working towards the social and economic development of these villages, assisting them in the area of primary health care, education, basic amenities and employment opportunities.

Dream, Strive, Achieve is the mantra of every individual working in this Rs. 4800 crore company situated in Sprawling 550 acre facility located in Tamil Nadu.CAREER OPPORTUNITIES

Dream, Strive, Achieve is the mantra of every individual working in this Rs. 4800 crore company situated in a sprawling 550 acre facility located in Tamil Nadu. HMI houses state of the art production techniques and has a workforce of more than 2700 employees. HMI is a wholly owned subsidiary of Chevrolet Cars motor corporation Korea, which is $ 15 billion strong company.

Chevrolet Cars brings with itself the latest in technology. Quality and people practices ensuring in providing the right sync to produce the best cars by bringing out the best in people. You could play a decisive role in transforming the automobile landscape in India by being part of this adrenaline pumped team. You can find out more about careers with us. Email your resume to recruit@htmil.net. So that we can spot the right opportunity for you.

See the career openings at present. Click on our current opportunity.

ORGANISATION STRUCTURE

SALES DEPARTMENTDepartment Hierarchy

WORK PROFILESALES MANAGER

The sales manager is engaged in catering the needs of the total sales department. He also looks after the customers needs and makes a provision and arrange for financial availability on customers demands.

SALES EXECUTIVE:

The executive is involved in guiding the customers about the features of the product. He provides complete product knowledge about the technical aspects and fuel consumption and benefits over the other brands available in the market to potential Customers.SALESMAN:

The salesmen are spread out into the field attracting more and more customers the firm has appointed two salesman in each taluk of the district.

SERVICE DEPARTMENTDepartment Hierarchy

WORK PROFILERECEPTION

At the reception the customers are greeted and the record of the services provided to different vehicles is maintained. A seating provision made, accompanied by a television set to the customers so that the customers find a good time while their vehicles are being services.WORKS MANAGER:

The manager supervises the performance of all the personnel engaged in the service department. He is entitled to perform all the necessary activities falling under his purview.SUPERVISOR:

The supervisor is in charge of the services to be provided to the vehicles. He has to determine the kind of service the vehicle needs when it is brought to the workshop. He has to supervise the working of the workers. The supervisor is provided with 3 workers in his team.

WORKERS:

The workers provide their services to the vehicles depending upon the instructions of the supervisor depending upon the speed and accuracy. The worker is assigned work.

HELPERS:

These are the people who further assist the workers. They engage themselves in carrying the instructions placed by the workers or sometimes also the supervisors.

WORKFLOW:

The department maintains the record of the business in the format provided by the company through its software. It also maintaining a job card that will be filled in by the supervisor depending upon the requirements the customers need to be provided to their vehicle. Further this job card will be sent to the spares department to get the required spare parts for the vehicle. On receiving all the necessary accessories the servicing will be done.

A few special automated equipments are available for the radiant servicing of the vehicles. These equipments reduce the time consumption and provide the best service.Special Equipment available:

Pneumatic guns Clutch holder

Breaking extractor

Magnet holder

Mechanical ratcher

Multi-utlity roller text bench

Functions:-

Pre-delivery inspections Service repair

Final Inspection

Accident repair, denting and washing

Training

EXPLANATION

Before delivering vehicle to the customer the workshop department workers check the vehicle whether it is in a good condition or not.

The work starts from servicing the vehicle, according to the customers needs the service is done. First the job card is to be prepared here.

After complete services are rendered the inspection is done infront of the customer. It is called final inspection.

SPARES DEPARTMENTDepartment Hierarchy

WORKPROFILESPARES MANAGER

The manager manages all the activities of the activities of the spares department right from placing an order to the company to regularly checking the stock and meeting all the spares requirements of the firm.ASSISTANT SPARES:

The assistant serves as a helping hand to the manager in all the activities he perform in regard with the spares department.WORKFLOW:

The firm records and maintains the transactions in the format provided by the company through a software. It maintains a job card that has a specified format which should be filled in by the customers themselves or is filled in by the service department based on the requirements of the service the customer needs.

This department deals with proper maintenance of spares required for vehicles. This includes spare parts required for the smooth maintenance of the vehicles. Accessories refer to the extra items, which makes vehicle look grand. Some of the accessories are seat covers, wheel caps etc.WORK PROFILE:SPARES MANAGER:

The manager manages all the activities of the spares department right from placing an order to the company to regularly checking the stocks and meeting all the spares requirements of the firm.

ASSISTANT SPARES:

The assistant serves as a helping hand to the manager in all the activities h perform in regard with the spares department.

WORKFLOW

The firm records and maintains the transactions in the format provided by the company through a software. It maintains a job card that has a specified format should be filled in by the customers themselves or is filled in by the service department based on the requirements of the service the customer needs.

This department deals with proper maintenance of spares required for vehicles. This includes spare parts required for the smooth maintenance of the vehicle. Accessories refer to the extra items, which makes vehicle look grand. Some of the accessories are seat covers wheel caps etc.

Functions: Procurement of spares and accessories Issue of spares and accessories to workshop

Counter sales

Inventory control of spares

Training

Explanation:

It includes procurement of spares and accessories required by stores, and it also includes proper checking of shortages.

As and when servicing is carried on in workshop requirement of spares and accessories will be high, so all these work should be carried by this department itself.

Spares and accessories are sold on the counter while servicing a particular vehicle if any spares are required they are sold through this counter only.

Ex:- Nuts, bolts etc.

Here each and every kind of spare parts are maintained properly. Highly moving spares are having more demand and should be kept full without shortages the manager is responsible for all the shortage and proper maintenance.

Training is given to the employees who are working in spares department. If new accessories come to the showroom. Then proper training is necessary for them, so spares manager undertakes this work.

ACCOUNTS / FINANCE DEPARTMENT

DEPARTMENT HIERARCHY

No firm can operate without adequate funds. They are lifeblood of any company this department is pivotal for any organization. This department deals with maintaining the accounts and checking the accounts. If contain the proper checking of accounts related to cash transactions while purchasing the vehicles. All accounts work is done through computers.

FUNCTIONS: Bank Transactions Daily Reconciliation

Party ledger

Expense control

EXPLANATION:

The customers who have purchase the vehicles on loan basis are concerned to Bank. So the transactions are done through banks.

In this section, daily records of various accounting transactions are maintained and verified.

Each and every customers ledger account is been prepared. Because, the customer might have taken the vehicle on loan or cash. But it is necessary for checking the total sales.

Proper steps are taken by the management to control the expenses related to operation in the business.

CHAPTER-4Analysis and interpretation of the study1. Table showing Classification of Respondents on the Basis of Qualification and Occupation

Qualification / OccupationUnder GraduateGraduatePost GraduateDiplomaOtherTotal

Inservice0760215

Administrators04100014

Own Business0451111067

Student010001

Housewife010001

Others020002

Total06027112100

From the above table it was noted that, of the total respondents, 67 percent were businessmen, comprised of 67 percent graduates, 16 percent post graduates, 15 percent others and 2 percent diploma holders. where as 15 percent were servicemen comprised of 47 percent graduates, 40 percent post graduates and 13 percent others followed by 14 percent administrators comprised of 71 percent post graduates and 29 percent graduates, other comprised of cent percent graduates, where as 1 percent students were comprised of cent percent graduates and 1 percent house wives were comprised of cent percent graduates.

2. Table showing Classification of Respondents on the Basis of Sex and Qualification

Qualification / SexUnder GraduateGraduatePost GraduateDiplomaOtherTotal

Male0552711295

Female040105

Total05927212100

From the above table it was noted that of the total respondents, 95 percent were male of which 58 percent were graduates, 29 percent were post graduates, 12 percent were of other qualification and 01 percent were diploma holders, where as 5 percent were female of which 80 percent were graduates and 20 percent were diploma holders.

3. Table showing Classification of Respondents on the Basis of Sex in Relation with Occupation

Occupation / SexIn-serviceAdministratorsOwn BusinessStudentHouse wife OthersTotal

Male14146310294

Female1040106

Total151467112100

From the above table it was noted that, of the total respondents, 94 percent were male of which 15 percent were inservice, 15 percent were administrators, 67 percent were having own business and 02 percent were of other occupation, where as 04 percent were female who were business women.

4. Table showing Classification of Respondents on the Basis of occupation in relation with monthly income Occupation/ Monthly IncomeIn ServiceAdministratorsOwn BusinessStudentHouse WifeOthersTotal

Below 1500000010100000002

15000-2500015146601000197

25000-3500000000000000101

Above 35000000000000002100

Total 151567010002100

From the above table it was noted that, of the total respondents, 66 percent were businessmen who full under monthly income group of 15000-25000, 15 percent were servicemen falling under income group of 15000-25000, 14 percent were administrators falling under income group of 15000-25000, 01 percent were administrators with monthly income of below 15000, 01 percent were businessmen with monthly income of below 15000 followed by 01 percent of other occupation with monthly income between 25000-35000.

5. Table showing Sex of the Respondents

SexNo. of Respondents

Male94

Female06

Total100

From the above table it was found that, of the total respondents 94 percent were male and 6 percent were female.

6. Table Showing Qualification of the respondentsQualificationRespondents

Under Graduate00

Graduate59

Post graduate27

Diploma 02

Others12

Total100

From the above table, it was noted that of total respondents, 59 percent were graduates, 27 percent were post graduates, 2 percent were diploma and 12 percent were of other qualification.

7. Table Showing Marital Status of the Respondents

Marital StatusNo. of Respondents

Single01

Married99

Total100

From the above table it was noted that, of the total respondents, 99 percent were married and 01 percent were single.

8. Table Showing Occupation of the Respondents

OccupationNo. of Respondents

In service15

Administrator14

Own Business64

Students01

Housewife01

Others02

Total100

From the above table it was noted that, of the total respondents, 84 percent were businessmen, 15 percent were servicemen, 14 percent were administrators, 2 percent were of other occupation, 1 percent were students and 1 percent were housewives.

9. Table Showing Monthly Income of the Respondents

Monthly IncomeNo. of Respondents

Below 1500002

15000 2500097

25000 3500001

Above 3500000

Total100

From the above table it was noted that, of the total respondents 97 percent fall under monthly income group of 15000 25000, 2 percent fall under income group of below 15000 and 1 percent fall under income group of 25000 35000.

10. Table Showing the uses of Chevrolet Cars ProductsUsageRespondents

Yes100

No20

Total100

From the above table it was noted that, 80 percent of the respondents have used Chevrolet Cars products and remaining 20 percent said no.

11. Table Showing the comparison of Chevrolet Cars Products prices with other BrandsParticularsWeightNo. of respondentsActual Score

High400

Average398294

Below average212

Poor111

Total4100297

An attempt is made to study the comparison of Hundai Motors Products prices and follows weightage is give below.Likerts Scale Technique

=

=

From the above table and calculation it was noted that on an average 75 percent of the respondents were opinion about the comparison of Chevrolet Cars Products prices with other brands was high.

12. Table Showing the comparison in performance of Chevrolet Cars with other brands

ParticularsWeightNo. of respondentsActual Score

Excellent51575

Very good44416

Poor300

Good23672

Satisfactory155

Total5100168

An attempt is made to study the comparison of Chevrolet Cars products prices and follows weightage is given below.

Likerts Scale Technique

=

=

From the above table and calculation it was noted that on an average 34 percent of respondents were of opinion about the comparison in performance of Chevrolet Cars with Other brands was Excellent.

13. Table Showing the Awareness Towards Chevrolet CarsAwarenessRespondents

Yes100

No00

Total100

From the above table it was analysed that cent percent of respondents were aware of Chevrolet Cars.

14. Table Showing the Media Through which respondents came to know about the brandMediaRespondents

T.V.24

Newspaper30

Publicity0

Friends29

Family14

Advertisement hoardings 3

Others0

Total100

From the above table it was noted that, of the total respondents, 30 percent came across the brand through print media, 29 percent came across the brand through friends, 24 percent came across the brand through, television, 14 percent came across the brand through family members and 03 percent came across the brand through advertisement hoardings.

15. Table showing the factors, which made respondents to prefer Chevrolet Cars productsFactorsRespondents

Price0

Quality70

Brand name13

Safety2

Others15

Total100

Fro the above table it was noted that of the total respondents 70 percent preferred the Hundai product because of its quality, 15 percent preferred the Chevrolet Cars product because of other factors 13 percent preferred the Chevrolet Cars product because of brand name and 02 percent preferred the product because of safety factor.

16. Table showing the satisfaction with Chevrolet Cars Products

SatisfactionRespondents

Yes100

No00

Total100

From the above table it was noted that cent percent of the respondents were satisfied with the performance of the Chevrolet Cars.

17. Showing Classification of Respondents on the basis of reasons for satisfactionAttributesRespondents

Price0

Quality17

Brand name10

Mileage73

Others0

Total100

From the above table it was noted that, of the total respondents 73 percent were satisfied because of mileage, 17 percent were satisfied because of quality and 10 percent were satisfied because of brand name.

18. Table Showing the Recommendation Regarding Improvements by the Respondents

FactorsRespondents

Availability00

Colours31

Style65

Quality4

Others0

Total100

From the above table it was noted that, of the total respondents 65 percent recommended improvement in the styling of Chevrolet Cars products, 31 percent recommended improvement in colours, finishing of Chevrolet Cars products and 04 percent recommended improvements in quality of the Chevrolet Cars products.

19. Table Showing the satisfaction with the range of Chevrolet CarsSatisfactionRespondents

Yes100

No0

Total100

From the above table it was noted that cent percent of the respondents were satisfied with the range of Chevrolet Cars.

CHAPTER-5findings, CONCLUSION & SUGGESTIONSFINDINGS

It was found from study that 44 percent of respondents felt that the performance of Chevrolet Cars is very good. It was found from study that 98 percent respondents felt that Chevrolet Cars products deal with average range of prices. It was found from study that 100 percent respondents were used of Chevrolet Cars. It was found from study that 97 percent respondents fall under monthly income group of 15000-25000. It was found from study that 80 percent of respondents were aware of Chevrolet Cars products. It was found from study that print media was effective in creating awareness about the product for customer.

It was found from study that 70 percent of respondents preferred Chevrolet Cars for its quality. It was found from study that cent percent respondents were satisfied with Chevrolet Cars products.

It was found from the study that 73 percent of the respondents were satisfied with Chevrolet Cars because of its mileage.

It was found from the study that 65 percent of the respondents recommended, improvement in style of Chevrolet Cars motor products. It was found from the study that 55 percent of the respondents were male who were graduates.CONCLUSION

The study concludes with a note that the Customers in Gulbarga city represents a diversified set with different social, cultural and economical background. The survey conducted for the purpose of the study provides an insight into the Customers taste, expectations, preference, attitude and behaviouir towards the Chevrolet Cars products.

Chevrolet Cars has been able to grab the attention of the people with its unique range of products suiting different preferences and tastes of different section of potential customers and prospects. In a very short time of period Chevrolet Cars has been able to enjoy good awareness level regarding its product and which in turn has ignited the buying decision making process in the minds of prospects.

The authorized dealer for Chevrolet Cars products in the city have put in stringent efforts to popularize the brand of Chevrolet Cars and have succeeded to target the customers and bring into its fold.

SUGGESTIONS1. It is suggested that the company and dealers have to use the print and television media for promotional and advertising activities as they have been able to reach maximum people.2. The dealers have to take up efforts to popularize the schemes and benefits they are extending to the customers for buying the Chevrolet Cars products.

3. The majority of the users of Chevrolet Cars products were males, it is suggested to target the female customers and bring them into its customer base.

4. It is suggested Chevrolet Cars to bring its products with various colour finishing.

BIBLIOGRAPHY 1. Marketing Management ( Ninth Edition )

By Philip Kotler

2. Marketing

By Patanshetty Palekar

3. Internet: www.Chevrolet Cars.org

QUESTIONNAIRE1. Name

:

2. Age

:

3. Sex

: Male[]Female[]

4. Education:

a)Under Graduate[]b)Graduate

[]

c)Post Graduate[]d)Diploma

[]

e)Others

[]

5. Marital Status

a)Single

[]b)Married

[]

6. Occupation

a)In Service

[]b)Administrator

[]

c)Own Business[]d)Student

[]

e)House wife

[]f)Others

[]

7. Monthly income

a)Below 15000

[]b)15200-25000

[]

c)25000-35000

[]d)Above 35000

[]

8. Have you used Chevrolet Cars Products?

a)Yes

[]b)No

[]

9. Please name the brand you are aware of (X/()

a)Chevrolet Cars[]b)Maruti

[]

c)Toyota

[]d)Ford

[]

e)Opel

[]f)Mahindra

[]

g)Honda

[]h)Tata

[]

i)Mistubishi

[]j)Others

[]

10. Which of the following Chevrolet Cars product are you aware of?

a)Spark

[]b)Beat

[]

c)Aveo-U-Va

[]d)Chevrolet Aveo[]

e)Captiva

[]f)Cruze

[]

g)Tavera

[]h)Optra Magnum[]

11. How do you compare Chevrolet Cars project prices with others brands?

(X/()

a)High

[]b)Average

[]

c)Below Average[]d)Poor

[]

12. How do you compare the performance of Chevrolet Cars Products with

other (X/()

a)Excellent

[]b)Very good

[]

c)Poor

[]d)Good

[]

e)Satisfactory

[]

13. Where you aware of Chevrolet Cars Products before

a)Yes

[]b)No

[]

14. If yes how did you come to know? (X/()

a)T.V.

[]b)Newspaper

[]

c)Publicity

[]d)Friends

[]

e)Family

[]f)Advertisement[]

g)Others

[]

15. Which of the following factors made you prefer Chevrolet Cars products?

a)Price

[]b)Quality

[]

c)Safety

[]d)Brand Name

[]

e)Others

[]

16. Have you satisfied with Chevrolet Cars Products?

a)Yes

[]b)No

[]

17. Yes then put out the reasons for satisfaction with Chevrolet Cars Motor Products

a)Price

[]b)Quality

[]

c)Brand Name

[]d)Mileage

[]

e)Others

[]

18. On what following aspects you recommend improvements.

a)Availability

[]b)Colours

[]

c)Style

[]d)Quality

[]

e)Others

[]

19. Are you satisfied with the range of Chevrolet Cars?

a)Yes

[]b)No

[]

20. Suggestions:

MANAGING DIRECTOR

GENERAL MANAGER

Product Manager

Office supervisor

Work Manager

Sales Manager

Account

Service Adviser

Assistant

Assistant

Senior Technician

Workers

Helpers

Sales Executive

Delivery boys

Managing

Director

General

Manager

Product Manager

Product Manager

Sales consultant

Delivery boys

Workers

Senior Technician

Service Adviser

Spares incharge

Works manager

Managing

Director

helpers

Assistant

Managing

Director

General

manager

Spares

Manager

Assistant

Cashier

Senior Accountant

General

manager

Managing

Director

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