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Project Report on Women consumer attitude to Purchasing Car

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CHAPTER 1

A STUDY ON WOMEN CONSUMER ATTITUDE OF PURCHASING CAR SUMMER PROJECT REPORT Submitted by PRIYA MALINI.J REGISTER NO: 27348329

Under the Guidance of Prof.Mr. S.JAYA KUMAR, M.E., M.B.A.,MISTEFaculty, Department of management studies

In partial fulfillment for the award of the degreeOfMASTER OF BUSINESS ADMINISTRATION DEPARTMENT OF MANAGEMENT STUDIES SRI MANAKULA VINAYAGAR ENGINEERING COLLEGEPONDICHERRY UNIVERSITYPUDUCHERRY, INDIASEPTEMBER- 2007

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGEPONDICHERRY UNIVERSITY

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This to certify that the project work entitled A STUDY ON WOMEN CONSUMER PATTERN OF BUYING CAR is a bonafide work done by PRIYA MALINI.J [REGISTER NO: 27348329] in partial fulfillment of the requirement for the award of Master of Business Administration by Pondicherry University during the academic year 2007 2008.

GUIDE HEAD OF DEPARTMENT

Submitted on Viva-Voce Examination held on -------------------------------------

EXTERNAL EXAMINER

ACKNOWLEDGEMENT First and foremost I thank the god for his blessings, showered on me in completing the project successfully

I whole heartedly thank my respected chairman MR.N.KESAVAN, vice chairman MR.SUGUMARAN, and beloved M.D MR.DHANASEKARAN who helped me in all endeavors and for their blessings to make this project a successful one.

I am extremely grateful to Our Principal Dr. V.S.K. VENGATACHALAPATHY the keen interest and affection towards throughout the course and to provide necessary and essential facilities to do this project report.

I convey my sincere thanks and deep sense of gratitude to our Head of Department PROF.Mr.S.JAYAKUMAR, Department of Management Studies, offered me an opportunity to do the project.

I take the privilege to extend my hearty thanks to internal guide PROF.MR.S.JAYAKUMAR, Head of Department, Department of Management Studies, for his encouragement, support, valuable suggestion and guidance throughout the project duration.

I am grateful to my company guide Mr.G.CHANDRASEKAR, MARKETING MANAGER, Hyundai motor India limited, Chennai, for his guidance and inspiration extended all along the project.

Finally, I express my sincere thanks and deep sense of gratitude to my parents and cousins who supported and helped me in completion of this project.

CONTENTS ABSTRACT

LIST OF TABLES

LIST OF CHARTS

CHAPTERTITLEPAGE NO

I.INTRODUCTION

COMPANY PROFILE

NEED FOR THE STUDY1

2

17

IIREVIEW OF LITERATURE18

IIIOBEJECTIVES28

IVRESEARCH METHODOLOGY29

VDATA ANALYSIS AND INTERPRETATION34

VIFINDINGS OF THE STUDY

62

VII SUGGESTION AND RECOMMENDATIONS CONCLUSION65

66

VIIILIMITATIONS OF THE STUDY

SCOPE OF THE STUDY67

68

ANNEXURE

BIBILIOGRAPHY69

72

ABSTRACT

The economic status of the modern women have been greatly influenced by the rapidly changing environment they live in are exposed to, their education background and the commercial opportunities that are available to them. The combination of more employment opportunities for women had a large impact of the consumption habits of women

This project is about The women consumer pattern of buying car at Hyundai Motor India Limited, Chennai.

This study was based on women consumers purchasing pattern and 200 samples were collected and analyzed using the statistical tools like chi-square test and non-parametric test like Z-test.

A standardized questionnaire suitable to the study was framed and conducted pilot study to test its reliability and sensitivity. Based on the findings of the pilot study some modification was made in the questionnaire.

The main purposes of the study were to find out the various preferences of women in buying a car. The consumer expectations about the features of cars and the attributes which influences their choice of purchasing car was studied.

The awareness about the car was more signified in the age group of 30-35. Most of the consumer choose their car based on the warranty period given by the company and price of the cars.

LIST OF TABLES S.noTABLE NAMEPage No

1Age Level of the Respondents34

2Marital Status of the Respondents35

3Educational Qualification of the Respondents36

4Occupation of the Respondents37

5Car users of the Respondents38

6Duration of car usage of the Respondents39

7Preferable price range of the Respondents40

8Types of financial source of the Respondents41

9Types of information source l of the Respondents42

10Colors preference of the Respondents43

11First preference given to the factor that influence the choice of buying44

12First preference given to the interior comforts45

13Gear system preferred by the Respondents46

14Types of safety measure that the Respondents expect47

15Exterior that attract the Respondents most48

16warranty expected by the respondents49

17Average years the people use the same car50

18Seating comfort of the respondents51

19air conditioner of the respondents52

20Storage space of the respondents53

21car accelerate adequately of the respondents54

22interiors of the respondents55

23Parking comfort of the Respondents56

24Car handles well in the city and highway57

25Chi-square test for usage of car against age58

26Chi-square test for preferable price range 58

27Chi-square test for financial source 59

28Chi-square test for information source 59

29Chi-square test for colors 60

30Non parametric tests61

LIST OF CHARTS

S.noCHART NAMEPage No

1Age Level of the Respondents34

2Marital Status of the Respondents35

3Educational Qualification of the Respondents36

4Occupation of the Respondents37

5Car users of the Respondents38

6Duration of car usage of the Respondents39

7Preferable price range of the Respondents40

8Types of financial source of the Respondents41

9Types of information source l of the Respondents42

10Colors preference of the Respondents43

11First preference given to the factor that influence the choice of buying44

12First preference given to the interior comforts45

13Gear system preferred by the Respondents46

14Types of safety measure that the Respondents expect47

15Exterior that attract the Respondents most48

16warranty expected by the respondents49

17Average years the people use the same car50

18Seating comfort of the respondents51

19air conditioner of the respondents52

20Storage space of the respondents53

21car accelerate adequately of the respondents54

22interiors of the respondents55

23Parking comfort of the Respondents56

24Car handles well in the city and highway57

CHAPTER 1

INTRODUCTION

1.1. BACKGROUND:

In todays competitive world, every company has to study consumer purchasing power and behaviors prior to develop a marketing plan for their product. This enables the marketer to understand who constitute the market, what and why the market buys, who participate in and influences the buying process, and how, when and where consumer buy.

But such knowledge is critical for marketers since having a strong understanding of buyer behavior will help shed light on what is important to the customer and also suggest the important influences on customer decision-making. Using this information, marketers can create marketing programs that they believe will be of interest to customers. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. Contemporary approaches to business emphasize the importance of adopting a consumer focus. Marketing, in particular, begins and ends with the consumer from determining his or her needs to ensure post-purchase satisfaction.

1.2. COMPANY PROFILE:

HYUNDAI MOTOR COMPANY

1.2.1. HISTORY

.Hyundai Motor Company was established in 1967. The company's first model, the cortina was released in cooperation with ford motor company in 1968. The company quickly established an alliance with one of the industry's oldest automakers, signing a two-year contract with Ford in 1968 to share assembly technology. Hyundai's first car, the cortina, was created from that partnership

In 1968 the company entered into a contract with Ford motor company to assemble the Ford Curtain and Granada for the South Korean market and continued to produce them until 1976. Hyundai completed construction of the Ulsan plant in six months and achieved the shortest groundbreaking to first commercial production of any of Fords 118 plants. The eight-year journey provided Hyundai with assembly knowledge, blueprints, technical specifications, production manuals, and trained Hyundai engineers.

In 1975, the Pony, the first Korea