women consumer attitude of purchasing car

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.,MISTE

Faculty, Department of management studies

In partial fulfillment for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

PONDICHERRY UNIVERSITY

PUDUCHERRY, INDIA

SEPTEMBER- 2007

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

PONDICHERRY 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

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

CHAPTER TITLE PAGE NO

I.

INTRODUCTIONCOMPANY PROFILENEED FOR THE STUDY

1217

II REVIEW OF LITERATURE 18

III OBEJECTIVES 28

IV RESEARCH METHODOLOGY 29

V DATA ANALYSIS AND INTERPRETATION 34

VI FINDINGS OF THE STUDY 62

VII SUGGESTION AND RECOMMENDATIONS CONCLUSION

6566

VIII LIMITATIONS OF THE STUDYSCOPE OF THE STUDY

6768

ANNEXURE

BIBILIOGRAPHY

6972

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.no TABLE NAME Page No

http://S.no/

1 Age Level of the Respondents 34

2 Marital Status of the Respondents 35

3 Educational Qualification of the Respondents 36

4 Occupation of the Respondents 37

5 Car users of the Respondents 38

6 Duration of car usage of the Respondents 39

7 Preferable price range of the Respondents 40

8 Types of financial source of the Respondents 41

9 Types of information source l of the Respondents 42

10 Colors preference of the Respondents 43

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

44

12 First preference given to the interior comforts 45

13 Gear system preferred by the Respondents 46

14 Types of safety measure that the Respondents expect 47

15 Exterior that attract the Respondents most 48

16 warranty expected by the respondents 49

17 Average years the people use the same car 50

18 Seating comfort of the respondents 51

19 air conditioner of the respondents 52

20 Storage space of the respondents 53

21 car accelerate adequately of the respondents 54

22 interiors of the respondents 55

23 Parking comfort of the Respondents 56

24 Car handles well in the city and highway 57

25 Chi-square test for usage of car against age 58

26 Chi-square test for preferable price range 58

27 Chi-square test for financial source 59

28 Chi-square test for information source 59

29 Chi-square test for colors 60

30 Non parametric tests 61

LIST OF CHARTS

S.no CHART NAME Page No

1 Age Level of the Respondents 34

2 Marital Status of the Respondents 35

3 Educational Qualification of the Respondents 36

4 Occupation of the Respondents 37

5 Car users of the Respondents 38

6 Duration of car usage of the Respondents 39

7 Preferable price range of the Respondents 40

8 Types of financial source of the Respondents 41

9 Types of information source l of the Respondents 42

10 Colors preference of the Respondents 43

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

44

12 First preference given to the interior comforts 45

13 Gear system preferred by the Respondents 46

14 Types of safety measure that the Respondents expect 47

15 Exterior that attract the Respondents most 48

16 warranty expected by the respondents 49

17 Average years the people use the same car 50

18 Seating comfort of the respondents 51

19 air conditioner of the respondents 52

20 Storage space of the respondents 53

21 car accelerate adequately of the respondents 54

22 interiors of the respondents 55

23 Parking comfort of the Respondents 56

24 Car handles well in the city and highway 57

http://S.no/

CHAPTER 1

INTRODUCTION

1.1. BACKGROUND:

In today’s 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 Ford’s 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 Korean car, was released, with styling by

Giorgio Guiro of Taliesin and power train technology provided by Japan's Mitsubishi

motors. Exports began in the following year to Ecuador and soon thereafter to the

Benelux countries. In 1991, the company succeeded in developing its first proprietary

gasoline engine, the four-cylinder Alpha, and transmission, thus paving the way for

technological independence.

Hyundai entered the U.S. market in 1986 with the introduction of

its subcompact Excel. The car was an immediate hit, with its supreme affordability being

a primary selling point; more than 100,000 Excels were sold stateside in the first seven

months. By 1988, Hyundai had begun to produce cars using its own technology. The

midsize Sonata was the first fruit borne of this endeavor.

In 1998, Hyundai began to overhaul its image in an attempt to establish itself

as world-class brand. Chung-Ju-Yung transferred leadership of Hyundai motor to his son,

Chung Mong Koo, in 1999.Hyundai parent company, Hyundai Motor Group, invested

heavily in the quality, design, manufacturing, and long-term research of its vehicles. It

added a 10-year or 100,000 mile warranty to cars sold in the United States and launched

an aggressive marketing campaign.

1.2.2. BUSINESS

In 1998, after a shake -up in a Korean auto industry caused by overambitious

expansion and the Asian financial crisis, Hyundai acquired rival KIA motors. In 2000, the

company established a strategic alliance with DaimlerChrysler and severed its partnership

with the Hyundai Group. In 2001, the dailmer-hyundai truck corporation was formed. In

2004, however, DaimlerChrysler divested its interest in the company by selling its 10.5

percent stake for $900 million.

Hyundai has invested in manufacturing plants in the North America, Pakistan,

China, India and Turkey as well as research and development centers in Europe, North

America and Japan.

In 2004, Hyundai Motor Company had $57.2 billion in sales in South Korea

making it the country's second largest corporation, worldwide sales in 2005 reached

2,533,695 units, an 11 percent increase over the previous year. Hyundai has set as its

2006 target worldwide sales of 2.7 million units.

Hyundai motor vehicles are sold in 193 countries through some 5,000

dealerships and showrooms. After a recent survey of global automotive sales by

Automotive News, Hyundai is now the sixth largest automaker in the world, surpassing

Nissan, Honda and many other major brands, selling 3,715,096 units in 2005.

1.2.3. THE FORMATIVE YEARS

To stimulate economic growth, the South Korean government formulated a

detailed plan for the development and manufacture of Korean cars by 1975. Hyundai

approached 26 firms in five countries to acquire the additional technologies required.

10 firms in Japan and Italy for car design.

4 firms in Japan and the United States for stamping equipment.

5 firms in the United Kingdom and Germany for casting and forging equipment.

2 firms in Japan and the United Kingdom for engines.

5 firms in the United States and United Kingdom for automotive parts.

1.2.4. WOLDWIDE NETWORK

Hyundai motor company has world wide network around the world.

Europe

America

Asia

Africa

Pacific

1.2.5. BOARD OF DIRECTORS

NOH, YOUNG DON, PRESIDENT AND CEO

KIM.JONG VON, EXECUTIVE VICE PRESIDENT

CHUNG, EVL-WOOT, SENIOR VICE PRESIDENT

VICE PRESIDENTS

KWON, YOUNG-SUK

KIM, WON-KI

LEE CHANG BUM

OH, IK-HEE

1.2.6. PRODUCTS

CARS MANUFACTURED BY HYUNDAI

SANTRO

ACCENT

GETZ PRIME

SONATA EMBERA

ELANTRA

VERNA

TUCSON

TERRACAN

TORNADO

COMMERCIAL VEHICLES

FORD D SERIES

FORD DK SERIES

FORD R SERIES

0303 BENZ BUS

HYUNDAIDQ-7

VISION&3TON TRUCK

MIGHTY11

E-MIGHTY

CHORUS

HYUNDAI 4.5 TO 5 TON TRUCK

HYUNDAI 8 TO 25 TON TRUCK

SUPER TRUCK MEDIUM

SUPER TRUCK

MEGA TRUCK

NEW POWER TRUCK

AERO TOWN

AERO CITY

AERO

HD160

HD170

HYUNDAI RB

HYUNDAI HP

UNIVERSE

TRAGO

HM1620 URBAN BUS

HM 1630 SUBURBAN BUS

1.2.7. PRODUCTION PLANT

THE ULSAN PLANT

The Ulsan Plant is the world’s single largest automobile plant in the world.

The mammoths-sized Ulsan complex sits at 1,200 acres site and it is Hyundai’s main

production plant comprised of five independent plants capable of producing 5,600

vehicles daily.

THE ASAN PLANT

The Asan plant, which mainly produces passenger vehicles for export, rests

on a 440acred site with a 4 million sq.ft.building that consists of production line for

machine press, auto frame, paint, assembly, engine, and material plants. It is an entirely

self-contained independent automobile production complex that is capable of an output of

30,000 mid to large size passenger vehicles annually.

THE JEONJU PLANT

The jeonju plant occupies a total of 400,000 pyong (317 acres) of land and

has 4.3 million sq.ft. In production space. It specializes in producing mid-to large-sized

buses of 2.5 tons or more, trucks, and specialty vehicles .The Jeonju plant is capable of

producing 125,000 units per year and in terms of the plant’s scale, it is deemed to be the

world’s largest commercial vehicle production plant.

1.2.8. GLOBAL PRODUCTION SYSTEM

U.S.ALABMA PLANT

In May 2005, the Alabma plant started its mass production in earnest and

within one year achieved 10th place in the product quality category among 37 plants in

North America. This plant is developed into a facility that focuses on building mid to full

sized high function, high quality and highly profitable mid to full size vehicles.

CHINA PLANT

The Hyundai china plant has a symbolic significance as the only passenger

vehicle manufacturer located in Beijing, capital of china. The plant holds the strategic

advantage of preemptive entry into china market with present 300,000 units plant

capacity, through the construction of the second plant with annual production capacity of

300,000-units.

INDIA PLANT

The Hyundai India plant is a comprehensive, self-sufficient automobile

plant in which new product that are suitable for the local Indian market can be

researched, developed, manufactured and sold independently. Its market share jumped to

second place only two years after it entered the Indian auto market. Hence, In order to

meet the increasing automobile demand, a second plant with 300,000-units production

capacity will begin its mass production in october2007.

TURKEY PLANT

The Hyundai turkey plant increased its production capacity from 60,000-

units per year to 10,000-units per year. The Turkey plant acts as a critical global base to

penetrate the Europe market.

1.2.8. RESEARCH AND DEVELOPMENT

The pride of Hyundai is now measured by the pride of superb vehicles!

Hyundai has set standard for developing cutting edge engines that will be the heart of

next generation vehicles.

The ‘S-ENGINE’-The new concept that overcame previous limitations

The ‘S-engine’. The world highest quality v6 diesel solely developed by

Hyundai, achieves powerful performance, generating 240 horsepower. This engine boasts

the highest economical efficiency available today. Not only does it offer fast response

time but also by overcoming existing diesel engines limitations, its power output rate is

equivalent to gasoline engines. It also meet the euro 4 environmental regulation standards

which proves that this is the most advanced new concept diesel engine, achieving top

quality engine performance, fuel efficiency, and environment friendliness, all at the same

time.

THE ABC OF EBD TECHNOLOGY

Automobile companies around the world have been working on integrated

brake systems that improve stopping, enhance control in turns and even make car faster

in acceleration.

Hyundai Motor led the market in 1998 when it augmented its anti-lock brake

system with Electronic brake force distribution. It was ahead of its US and Japanese

rivals in this respect and almost all Hyundai models with anti lock brake system were

equipped with electronic brake force system starting that year.

Antilock brake system modulates brake pressure in sudden braking situation to

effectively prevent wheel lock or skidding, which can result in loss of directional control

and increase braking system. Electronic brake force distribution works in tandern with

antilock brake system to ensure safer and straight line stop. It automatically optimizes the

distribution of braking force to the front and rear wheels depending upon changes in

vehicular weight.

1.2.9. AWARDS

2002

Hyundai Santro topped the 'JD Power Asia Pacific Intial Quality Study (IQS)' that

measures the product quality for three consecutive years (2000, 2001 & 2002).

Hyundai Santro topped the 'JD Power Asia Pacific Apeal' study that measures

customer satisfaction for three consecutive years (2000, 2001 & 2002).

Hyundai Accent topped the 'JD Power Asia Pacific IQS' for 2002 and the APEAL

study for 2001 & 2002

2003

Hyundai Motor India adjudged as the 'Car Maker of the year' at the ICICI Bank

Overdrive awards

2005

No 1 Entry Midsize Car' by Accent Petrol.

No 1 Entry Midsize Car' by Accent CRDi.

Hyundai Getz became the 'Car of the Year' by BS Motoring.

Hyundai Motor India Limited became the 'Company of the Year' by BS Motoring.

Hyundai Getz became the 'CNBC Auto car of the Year.' Hyundai Elantra became

the 'Best Value for Money Car' by CNBC

2006

Sonata Embera won the 'Executive Car of The Year 2006' award from Business

Standard Motoring Magazine and NDTV Profit Car & Bike declared the Tucson as the

'SUV of The Year 2006'.

2007

The Hyundai Verna has bagged some of the most prestigious awards starting

with the Overdrive 'Car of the Year 2007', CNBC-TV18 Auto car 'Best Value for Money

Car 2007' and 'Performance Car of the Year 2007' from Business Standard Motoring.

HYUNDAI MOTOR INDIA LIMITED

1.3.1. HISTORY

In India Hyundai Motor India Limited is a wholly owned subsidiary of

Hyundai Motor Company, the second largest and the fastest growing car manufacturer in

India.

HMIL's fully integrated state-of-the-art manufacturing plant near Chennai

boasts some of the most advanced production, quality and testing capabilities in the

country. Having started operations in 1996, HMIL has an illustrious history in India.

HMIL emerged as the second largest automobile manufacturer in the country in just 6

months after it began its production and rolled out its 100,000th car from its Chennai

plant within just 19 months of commencement of operations.

Hyundai Motor India, continuing its tradition of being the fastest growing

passenger car manufacturer, registered total sales of 299,513 vehicles in calendar year

(CY) 2006, an increase of 18.5 percent over CY 2005. In the domestic market it clocked

a growth of 19.1 percent a compared to 2005, with 186,174 units, while overseas sales

grew by 17.4 percent, with exports of 113,339 units.

HMIL is investing to expand capacity in line with its positioning as HMC's

global export hub for compact cars. Apart from expansion of production capacity, HMIL

plans to expand its dealer network, which will be increased from 183 to 250 this year.

And with the company's greater focus on the quality of its after-sales service, HMIL's

service network will be expanded to around 1,000 in 2007.

The year 2006 has been a significant year for Hyundai Motor India. It achieved

a significant milestone by rolling out the fastest 300,000th export car. Hyundai exports to

over 65countries globally; even as it plans to continue its thrust in existing export

markets, it is gearing up to step up its foray into new markets. The year just ended also

saw Hyundai Motor India attain other milestones such as the launch of the Verna and yet

another path-breaking record in its young journey by rolling out the fastest 10,00,000th

car.

1.3.2. INFRASTRUCTURE

The Hyundai India plant located in Irungattukottai, 30 kilometers from

Chennai was built in record time. The plant is first self-sufficient manufacturing unit in

India to be independently invested by an overseas automobile company. Incorporated in

May 1996, the groundbreaking ceremony for the Chennai plant was held in December in

the same year, and the first pilot Santro was ready in a record-breaking 17months.

The plant which stands on a 500+acre plot has been built with an initial

investment of more than Rs. 2500 crores. It has a capacity to make 120,000 cars and

130,000 engine transmission units per annum and does the Korean Company make the

largestinvetment.

HMIL commenced operations with 70%-localized content, which is one

of the highest amongst all car manufacturers. The entire power train and the body panels

are made in-house and the integrated manufacturing setup at the Hyundai Motors

Chennai plants consists of Hitachi Zosen 2500 ton presses for the body panels State-of-

the-art Paint shop, Final assembly line, Engine and transmission lines. Hyundai has

brought in 14 Korean companies and helped them setup base in India for sourcing

components. The total vendor base consists of 60 companies located at the plant site

itself. HMIL aims to increase localized content to over 90% in the millennium.

1.3.3.THEPRESENT Although the HMIL is said to have initially planned to launch their Indian

operation with a car for the mid-sized segment. HMIL presently markets 20variants of

passenger cars in six segments. The Santro in the B segment, the Getz in the B+ segment,

the Accent and Verna in the C segment, the Elantra in the D segment, the Sonata Embera

in the E segment and the Tucson in the SUV segment.

1.3.4. THE FUTURE

The Indian operations will play an important role for Hyundai to

develop and expand their presence in the neighboring South East Asian countries and

plans to export the Santro as SKDs (semi-knockdown kits) and CBUs (completely built

units) to the neighboring countries like Pakistan, Bangladesh, Nepal and Sri Lanka.

HMIL is setting up its second plant, which will produce an additional

300,000 units per annum, raising HMIL's total production capacity to 600,000 per annum

by the end of year 2007.

The company also has plans to introduce several new models in the

Indian market, and the pre-production and road tests of its next car are already being

conducted. Code-named the LC-I, HMIL plans to introduce a mid-sized (1400 - 1800 cc)

car in October 1999. Although similar to the Hyundai Accent, which already sells in

Korea, the LC-1 (like its predecessor the Santro) has been specially designed for the

Indian market at the Hyundai Design Center at Namyong, Korea. The company also

plans to launch at a later date a multi-utility vehicle in the Indian market. By the year

2000 HMIL will employaround3000 workers operating in multiple shifts.

1.3.5. PRODUCTS

Santro Xing

Getz

Accent

Verna

Elantra

Sonata Embera

Tucson

1.3.6. PRODUCTION

Modern automobile engineering practices require a holistic approach to

production management, which cannot be accomplished in a non-integrated

manufacturing and assembly setup.

The production processes at Hyundai motor India are overlaid with an

organization-wide implementation of manufacturing best practices like just-in-time,

inventory management, kaizen, TPM and TQM, that help in making the world’s best

cars, right here in India.

1.3.7. RESEARCH AND DEVELOPMENT

The research and development team focuses on the development of new

products and technologies that include interior and exterior design changes, development

of new generation engines and alternate fuel systems, concept vehicles and advanced

passenger safety and comfort systems, in line with evolving customer preferences across

the globe. Recent successes of the team include the development of the Hyundai patented

common Rail Direct injection (CRDi) engine in association with Detroit diesel.

1.3.8. HYUNDAI MOTOR INDIA FOUNDATION

HMIL has chartered the Hyundai Motor India Foundation (HMIF) with the

objective of addressing the expectations of society and initiating concrete steps towards

extending support in the fields of Health Care, Educational and Vocational training,

Environment, Road Safety, Art, Science and Technology, Natural Calamity and Heritage

re-building.

As its first initiative, HMIF has undertaken to renovate the Senate House, which

is a 150-year-old heritage building of the University of Madras. The foundation has also

donated a Hyundai Accent to Care Foundation, a non-profit Society engaged in providing

Health Care to people from economically weaker sections and those living in rural area.

Hyundai is committed to road-safety, and undertakes myriad initiatives ranging

from creating awareness to help implement road discipline, besides producing cars that

conform to the highest safety standards to make the Indian roads safer. Hyundai Motor

India, in association with the Institute of Road Traffic Education and Delhi Traffic

Police, launched an innovative road safety program called "Hyundai Traffic Squad", a

Student Traffic Volunteers Scholarship Scheme to create road safety awareness and

support Delhi Traffic Police in improving Traffic Management System in Delhi.

1.3.7. AWARDS

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 &

Bike awards 2006.

The mid-size sedan Accent won two awards, Accent Petrol-No 1 Entry

mid-size car and Accent Diesel-No 1 mid-size diesel car by TNS. Business

Standard declared it “The Star Company” amongst unlisted companies this

year.

Getz got the coveted “Car of the Year 2005” award twice over. Both

Business Standard Motoring and CNBC-TV18 Auto car Auto awards

declared it a winner.

HMIL was also the “Manufacturer of the Year” two years in a row in 2002

and 2003.

ICICI Overdrive Awards declared Hyundai as the “Car Maker of the

Year” in 2003.

Hyundai products with state of the art technology have also been winning

many accolades over the years. Santro bagged top honors in JD Power

Asia Pacific for three years. Accent was ranked No. 1 in J D 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 practices.

1.3. NEED FOR THE STUDY

The purpose of the study is to view the Women Consumers preferences and

awareness about cars.

Ever since the advent of information technology in India, there has been a

steady increase in the number of women employees in these industries. As these working

women are paid with handsome of salaries by the companies and their working hours are

varied, there is a need for them to have safe and secure transportation with a fair degree

of privacy.

These factors enable the women employee to purchase four wheelers of

different brands. Yet another factor that encourages the women employee to purchase

cars is the liberal loans offered by commercial banks and financial institutions.

This also helps the automobiles industries to develop and launch the new

products with wider variety of mix to meet the specification and demands of women

consumers.

CHAPTER 2

REVIEW OF LITERATURE

Consumer behaviour is the study of how people buy, what they buy, when

they buy and why they buy. It blends elements from psychology, sociology,

sociopsychology, anthropology and economics. It attempts to understand the buyer

decision making process, both individually and in groups. It studies characteristics of

individual consumers such as demographics, psychographics, and behavioural variables

in an attempt to understand people's wants. It also tries to assess influences on the

consumer from groups such as family, friends, reference groups, and society in general.

Behavior occurs either for the individual, or in the context of a group (e.g.,

friend’s influence what kinds of clothes a person wears) or an organization

(people on the job make decisions as to which products the firm should use).

Consumer behavior involves the use and disposal of products as well as the study

of how they are purchased. Product use is often of great interest to the marketer,

because this may influence how a product is best positioned or how we can

encourage increased consumption. Since many environmental problems result

from product disposal

Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance. For example,

aggressive marketing of high fat foods, or aggressive marketing of easy credit,

may have serious repercussions for the national health and economy.

Abraham Maslow in his theory of hierarchical needs in 1943, Maslow’s Hierarchy

of Needs, suggested the intuitively appealing notion that humans must satisfy the most

basic objectives before they can move onto "higher level" ones. Thus, an individual must

satisfy physiological needs (such as food and liquid) before he or she will be able to

expend energy on less fundamental objectives such as safety. Only when basic objectives

have been met will a person move on to seek such objectives as love and belonging, and

only a small minority of people make it as far as seeking self-actualization. This is useful

in understanding different needs of consumers across the World.

Frederick Herezberg in his two factor theory develops a two-factor theory that

distinguishes dissatisfiers and satisfiers. The absence of dissatisfiers is not enough;

satisfiers must be actively present to motivate a purchase. Extending the theory to

marketing, one finds that hygiene factors are product quality, packing, product warranty

and so forth

David Mc Clelland in his Theory of achievement motivation suggests why it is that

different people behave in different ways. We all have more or less of a need on some of

these factors, making each of us motivated toward different personal goals. People who

have a higher need of achievement would probably make better entrepreneurs or

salespeople and be lousy team players. People who have a higher need of power would

probably make better leaders but could be obnoxious "armtwisters" as salespeople.

People who have a higher need of affiliation would probably make the best team players

but would lack the "self drive" to be salespeople running their own territory.

Leon Festinger is his Theory of cognitive dissonance gave this theory to marketer of

post purchase consumer behaviour; we need to that all of us, for most part of our lives,

live in a state of mental equilibrium. This gets affected when a certain event does not

happen the way we expect it to be.

Weber’s Law suggests that consumers’ ability to detect changes in stimulus intensity

appear to be strongly related to the intensity of that stimulus to begin with.

The Hard Core Behavioral perspective is based on learning theories such as operant and

classical conditioning. These theories suggest that consumers must learn from their own

experiences

The Rational Expectations perspective is based on an economic way of looking at the

World. Economists assume that people think rationally and have perfect information,

even though they know very well that these assumptions are often unrealistic. However,

despite the unrealistic assumptions made, economists often make relatively accurate.

According to Nicosia (1966) those that assume the consumer is information process who

engage in a rational, scientific, deliberate and cognitive process leading to a purchase

choice.

Gabriel and Lang (1995)make the fundamental that the there are different types of

consumer not in the sense of different segment, but rather than one consumer can vary

their type from time to time or even within one act of consumption.

Thomas (1997) suggested that consumer have never been so unpredictable, hence

consumer research incapable of providing insights required by market decision maker.

According to Fierat sheltz (1997) A consumer no longer represents a centered, unified,

consistent self image but fragmented and fluid set of self images.

2.1. Consumer Behavior and Marketing Strategy

The study of consumers helps firms and organizations improve their marketing strategies

by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between

different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment

(e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that

differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumer.

Understanding these issues helps us adapt our strategies by taking the consumer into

consideration.

2.2. FACTORS INFLUENCE CONSUMER PURCHASE BEHAVIOUR

People buy different products from different brands to satisfy their needs.

Consumer purchases are influenced strongly by cultural, social, personal and

psychological characteristic. Although marketers cannot control such factors, they must

give attention to them.

Culture: Culture is the set of basic value, perception, wants and behaviors learned

by a member of society from family and other institution. Culture is the most basic cause

of a person's wants and behavior. Every group or society has a cultural influence on

buying behavior may vary greatly from country to country, or even neighborhood to

neighborhood.

Subculture: Each culture contains smaller subcultures. Subculture is a group of people

with shared value system based on common life experiences and situations. Subcultures

include nationalities, religions, racial groups, and geographic regions

Social Class

Almost every society has some form of social class structure. Social classes are society's

relatively permanent and ordered divisions whose members share similar values, interest,

and behaviors. Social class is not determined by single factor, but is measure as

combination of occupation, income, education, wealth, and other variables. Social classes

show distinct product and brand preferences in areas such as clothing, home, furnishing,

leisure activity, and automobiles.

Social Factor

A consumer's behavior also is influenced by social factors, such as the consumer's

groups, family, and social roles and status.

Groups: A consumer's behavior is influenced by many small groups. A group can be

defined as two or more people who interact to accomplish individual or mutual goals.

Groups that have direct influence and to which a person belongs are called membership

groups. In contrast, reference groups serve as direct or indirect points of comparison or

reference in forming a consumer's attitudes or behavior

Family: Family member can strongly influence consumer's behavior. Husband- wife

involvement varies widely by product category and by stage in the buying process.

Roles and status: The consumer's position in each group can be defined in terms of both

role and status. A role consists of the activities people expected to perform according to

persons around them. Each role carries a status reflecting the general esteem given to it

by society. People often choose products that show their status in society.

Personal Factor

A consumer's decision also are influenced by personal characteristics such as the

consumer's age and life cycle stage, occupation, economic situation, lifestyle, personality

and self concept:

Age and life cycle stage: People change the goods and services they buy over

their lifetimes. Taste in food. Clothes, furniture, and recreation are often age

related. Buying is also shaped by the stage of family life cycle. Traditional family

life cycle stages include young singles and married couples with children. Sony

recently overhauled its marketing approach in order to target products services to

consumers based on their life stages.

Occupation: A consumer's occupation affects the goods and services bought.

Blue collar workers tend to buy more rugged work clothes, whereas executives

buy more business suits.

Economic situation: A consumer's economic situation will affect product choice.

If economic indicator point to recession, marketers can take steps to redesign,

reposition, and reprice their products closely.

Lifestyle: People coming from the same subculture, social class, and occupation

may have quite different lifestyles. Lifestyle is a consumer's pattern of living as

expressed in his or her psychographics. It involves consumer's activities, interest

and opinions. When used carefully, the lifestyle concept can help the marketer

changing consumer values and how they affect buying behavior.

Personality and self-concept: Each consumer's distinct personality influences his

or her buying behavior. Personality refers to the unique psychological

characteristics that lead to relatively consistent and lasting response to one's own

environment. For example, coffee marketer have discovered that heavy coffee

drinker tend to be high on sociability. Thus Starbucks and other coffee houses

create environments in which people can relax and socialize over a cup of

steaming coffee.

Psychological Factor

A consumer's buying choices are further influenced by four major psychological factors:

Motivation: A need becomes a motive when it is aroused to a sufficient level of

intensity. A motive is a need that is sufficiently pressing to direct the person to

seek satisfaction.

Perception: A motivated person is ready to act. How the person acts is influenced

by his or her perception of the situation. Perception is the process by which

people select, organize, and interpret information to form meaningful picture of

the world.

Learning: When people act, they learn. Learning describes change in individual's

behavior arising from experience.

Beliefs and Attitudes: Through doing and learning, people acquire beliefs and

attitudes. A belief is a descriptive thought that a person has about something.

Marketers are interested in the beliefs that people formulate about specific

products and services, because these beliefs make up product and brand images

that affect buying behavior. Attitude describes a person’s relatively consistent

evaluation, feelings and tendencies towards an object or idea.

2.3. BUYING BEHAVIOUR OF INDIAN CONSUMERS

“What was the price?” Until 2000, this was the deciding factor for the Indian

consumers in buying a product. Although the Indian economy

Was liberalized in 1991, and international brands entered the Indian market soon after,

Indian consumers didn’t change overnight, their mindset of saving continued and meant

little difference in their buying behaviors.

A majority of Indians may actually be shopping not because of the particular

products but because buying offers them a chance to win great gifts or a date with their

favorite celebrity, a survey has found

Around 87 percent of Indians participated in some form of promotion, out of

which 53 percent won prizes, while around 40 percent even changed their buying

behaviors in accordance with the celebrity endorsement, a promo survey 2006 conducted

by Brand equity, has revealed, also the survey pointed out that about 57 percent of

Indians were ’loyal” to some brand and most of them gave priority to the price or budget

before trying a brand.

The Indian consumption pattern and preference have undergone vast changes

over the year allowing the foreign retailers to play with the psyche of the brand

conscious.

2.4. BUYING BEHAVIOUR OF WOMEN

The rapid rise in employment among women. A far greater proportion of

women are employed in less well-paid sectors, but women are making inroads in the

higher echelons of business and as entrepreneurs. Of greater long-term significance is the

gradual rise in women's wealth. Disparity remains as far as rates of pay for women are

concerned, but Key Note has identified trends and report findings that support the view

that women are gaining a far greater share of the UK's personal assets as a result of a

wide range of factors — most notably, early financial independence.

The women have to set up independently and acquire their own assets at a young

age. Key markets reviewed for this report show the following key trends: a more

cautious pattern of consumer spending in the light of the recent corrections in interest

rates and the housing market, and a consequent reluctance to spend on `big-ticket' items;

and major alterations in patterns of distribution, e.g. the growing dominance of the

supermarket retailers and increasing parity in patterns of demand between the sexes,

which is paralleled by the rise of Internet retailing.

2.5. CAR CONSUMPTION

The car market, in common with many other markets, has entered a competitive

period in which although sales volume has increased, the motor industry remains a key

indicator in the world economy. The nexus of related industries which depend for their

continued expansion on the car point to its crucial position. The massive growth of cars

has required a massive growth of roads.

2.6. DEPENDENCE OF CAR

Car dependence is a reality for almost 80 percent of trips people make.

Nevertheless, most people would not describe themselves as dependent, but rather see the

car as providing independence, real financial saving and privacy. However, some people

perceive effects of car use such as declining fitness due to lack of exercise or stress when

stuck in traffic.

About 80 percent of car owners may not imagine living without car. People who

drive a lot tend to regard public transportation to be inferior quality, unmatched with their

status and standards of living.

It is seen that middle income people in the urbanized towns own more

cars and travel farther than counterparts in cities. The "rural poor" are now forced to own

and use cars or two wheelers to a greater extent than their income would normally

supports due to lack of alternatives to satisfy their commuting requirements.

The people with the highest income presumably own nearly 60 percent of

the cars and account for 70 percent of the traffic. Middle and high-income groups rely

heavily on cars wherever they live.

Car dependence is a process and not a state: car use changes as people

get older and perhaps richer. In general, people are not forced to buy a car and then

immediately adopt a life style. It is also a fact that once we buy a car we drive more and

more and play less attention to alternatives.

The number of journeys by car or less than half a kilometer appears to

have increased from 4 percent in 1970 to 30 percent today. If one calculates the time

spent in traffic and parking the car, it may have taken the same time walking..

The current driving trends indicate much more car use and fewer acceptable

alternatives. In an attempt to reduce car travel, addressing the most cars dependent will be

least successful.

2.7. CAR CONSUMPTION OF WOMEN

The car market, in common with many other markets, has entered a

competitive period in which, although volume sales have increased, market values are

declining as a result of high capacity, high levels of imports and market saturation.

Women are still far more likely than men to live in households with no car,

although the pattern is far more equal among younger men and women. Women's

increased earning power and rising economic wealth therefore make them of growing

importance in expanding car manufacturers' threatened sales targets.

Women prefer cars that are affordable, practical and safe, and with dash flair

design, as evidence d by eclipse spyder convertible, which has the highest percentage of

female registrants of any car on the market. Clearly women are buying small, fuel-

efficient cars in greater and greater numbers. This reflects women’s responsibility attitude

toward the environment as well as price consciousness.

CHAPTER 3

OBJECTIVES PRIMARY OBJECTIVES:

To find out the women consumer attitude of purchasing cars.

SECONDARY OBJECTIVES:

To find out the factors that influence women car buyers

To find out the major information sources through which they come to

know about the carmakers and models.

To find out the price range that is preferred by women and the financial

sources which they prefer to purchase cars

To find out the preferences with regard to interior comforts, safety

measures and other comforts that the carmakers offer.

To find out awareness level of utility of cars among women consumers.

CHAPTER 4

RESEARCH METHODOLOGY

4.1. Research

Research is a process in which the researcher wishes to find out the end

result for a given problem and thus the solution helps in future course of action. The

research has been defined as “A careful investigation or enquiry especially through

search of new facts in any branch of knowledge”.

4.2. RESEARCH METHODOLOGY

The procedure using, which researcher go about their work of describing,

explaining and predicting phenomena, is called Methodology. Methods comprise the

Procedure used for generating, collecting and evaluating data. Methods are the way of

obtaining information useful for assessing explanation.

4.3. TYPE OF RESEARCH

The type of research used in this project is descriptive in nature. Descriptive

research is essentially a fact finding related to the present, abstracting generation by cross

sectional study of the current situation.

4.3.1. DESIGN OF DESCRIPTIVE STUDIES

A descriptive study involves the following steps:

Formulating the objectives of the study

Defining the population and selecting the sample

Designing the method of data collection

Analysis of data

Conclusion and recommendation for further improvement in the

practice

4.3.2. TYPES OF DATA COLLECTED

PRIMARY DATA

A study is carried out by means of questionnaire and the respondents were requested

to be frank in their views. A short preliminary talk about the purpose of the study has

been given in order to establish rapport with the respondents. They were told that their

views would remain quite anonymous and no time limit was set to complete the

questionnaire.

Data Source:

The present study is based exclusively on primary data generated using

questionnaire, from the sample of 200 Consumers in Chennai city. A standardized

questionnaire suitable to the study was framed and conducted pilot study tests to its

reliability and sensitivity. Based on the findings of the pilot study some modifications

were made in the questionnaire.

4.4. Sampling and Sampling techniques:

A sampling plan is a definite design for obtaining a sample from the

sampling frame. It refers to the technique or the procedure the researcher would adopt in

selecting some sampling units from which inferences about the population is drawn.

Sampling design is determined before any data are collected.

4.5. SAMPLE SIZE

Nearly 200 samples were collected from Chennai women consumers.

4.5. PERIOD OF SURVEY

The period is from August 2007 to September 2007.

4.6. STATISTICAL TOOLS

As many as 200 respondents were interviewed using a standardized

questionnaire to study the attitude of female. The Socio demographic and economic

characteristics of the study sample are displayed in the form of uni-variate tables and

visual presentations are also provided through pie-charts.

A detail statistical analysis using chi-square test for independence of attributes

has been applied. Further, to test the proportion of attributes, the binominal tests were

used

4.6.1. DESCRIPTION OF STATISTICAL TOOLS USED

Percentage method Chi-square test Binomial test

PERCENTAGE METHOD

In this project Percentage method test was used. The percentage method

is used to know the accurate percentages of the data we took, it is easy to graph out

through the percentages. The following are the formula

No of Respondent

Percentage of Respondent = ----------------------------- x 100

Total no. Of Respondents

From the above formula, we can get percentages of the data given by the respondents.

CHI-SQUARE ANALYSIS

To test the significance of the independence between two attributes, chi-square test is

used. We set-up.

Ho: The two attributes are not associated &against

H1: The two attributes are associated

Under Ho, the test statistic chi square is

(O-E)

= ∑ ------------*(r-1),(c-1) d.f

E

Where

O Stands for the observed Frequencies

E Stands for expected frequencies,

r and c are respectively the number of rows and number of columns.

The expected values are calculated using the formula

Row total column total

E = --------------------------------------

Grand total

The calculated value of chi- square is greater than the table value for (r-1)(c-1)degrees of

freedom at 0.05 or 0.01 level of significance then reject Ho , otherwise accept Ho.

BINOMIAL DISTRIBUTION

The binomial probability distribution whose mean would be equal to n.p and

standard deviation equal to √ (n.p.q),where p represents the probability of success, q

represent the probability of failure such that p+q=1 and n the size of the sample.

Mean proportion of successes = (n.p)/ n =p

And standard deviation of the proportion of successes = √p.q/n

When the sample size is large, the binomial distribution tend to become normal

distribution, as such for proportion testing purpose we make use of the test statistic Z as

p--p

z = -------------------

√p.q/n

Where p^ is the sample population

CHAPTER 5

DATA ANALYSIS AND INTEPRETATION

AGE LEVEL

TABLE NO: 5.1

Source: Primary Data

Inference: From the above table it is inferred that, 21 percent belongs to the age group of 20-25 years, 19 percent belongs to the age group of 25-30 year, 22 percent belongs to the age group of 30-35 year, 9 percent belongs to the age group of 35-40 and 29 percent belongs to the age group above 40 years.

CHART NO: 5.1

S.no AGE LEVEL NO. of respondents

Percentage of respondent

1 20-25 42 212 25-30 38 193 30-35 44 224 35-40 18 95 Above 40 58 29

Total no. Of respondents

200 100

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0

5

10

15

20

25

30

35

20-25 25-30 30-35 35-40 above 40

Series1

PERCENTAGE

AGE LEVEL

MARITAL STATUS

TABLE NO: 5.2

S.no Marital status NO. of respondents


1 Single 60 302 Married 140 70

Total no. Of respondents 200 100 Source: primary data

Inference: From the above table it is inferred that, 30 percent of the Respondents are single and 70 Percent of the Respondents are married people.

CHART NO: 5.2

0

10

20

30

40

50

60

70

80

single married

Series1

PERCENTAGE

MARITAL STATUS

EDUCATIONAL QUALIFICATION

TABLE NO: 5.3

Source: primary data

Inference: From the above table it is inferred that, 6.5percent of respondents are having higher secondary qualification, 1 percent of the respondents are having Diploma qualification, 27.5 percent of respondents are having under graduate qualification, 61percent of respondents are having Postgraduate qualification and 4 percent are others.

S.no Educational qualification

NO. of respondents Percentage of respondent

1 Hsc 13 6.52 Diploma 2 13 Under graduate 55 27.54 Post graduate 122 615 Others 8 4


200 100

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CHART NO: 5.3

OCCUPATION

TABLE NO: 5.4

S.no Occupation NO. Of respondents Percentage of respondent1 Business 9 4.52 Govt.employee 37 18.53 Private employee 58 294 It professionals 50 255 Homemaker 46 23

Total no. Of respondents 200 100


Inference: From the above table it is inferred that, 4.5 percent of respondents are business women, 18.5 percent are government employee, 29percent are private employee, and 25 percent are it professionals and 23 percent are homemakers.

CHART NO: 5.4

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0

5

10

15

20

25

30

35

Series1

Series2

PERCENTAGE

OCCUPATION

CAR USERS

TABLE NO: 5.5


Inference: From the above table it is inferred that, 65 percent of respondents own a car and 35 percent do not own a car.

CHART NO: 5.5

S.no People own a car NO. Of respondents Percentage of respondent

1 Yes 130 652 No 70 35


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10

20

30

40

50

60

70

yes no

Series1

PERCENTAGE

CAR USERS

DURATION OF CAR UTILITY

TABLE NO: 5.6


Inference: From the above table it is inferred that, 9.23 percent of the respondent are using car from 0-1 yr.13 percent were using car from 1-2 yr, 33.85 percent were using car

S.no Duration of car usage NO. Of respondents Percentage of respondent

1 0-1 year 12 9.232 1-2 year 17 133 2-3year 44 33.854 3-4 year 14 10.775 Above 4 years 43 33

Total no. of respondents 200 100

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from 2-3 yrs, 10.77 percent were using car from 3-4yrs and 33 percent were using car above 4 years

CHART NO: 5.6

0

5

10

15

20

25

30

35

40

0-1 yr 1-2 yrs 2-3 yrs 3-4 yrs above 4yrs

Series1

PERCENTAGE

DURATION

CONSUNER PRICE PREFERENCES

TABLE NO: 5.7

S.noPreferable price range NO. of respondents Percentage of

respondent1 2.5 –4.5 lakhs 92 462 4.5-6.5 lakhs 89 44.53 6.5-8.5 lakhs 15 7.54 8.5-10.5 lakhs 3 1.55 Above10.5 lakhs 1 0.5



Inference: From the above table it is inferred that, 46 percent of respondents prefer cars between 2.5-4.5 lakhs, 44.5 percent prefer cars between 4.5-6.5, 7.5 percent prefer cars

between 6.5-8.5, 1.5 percent prefer car between 8.5-10.5 lakhs and 0.5 percent prefer cars above 10.5 lakhs.

CHART NO: 5.7

0

5

10

15

20

25

30

35

40

45

50

2.5-4.5

lakhs

4.5-6.5

lakhs

6.5-8.5

lakhs

8.5-10.5lakhs

above10.5lakhs

Series1

Series2

PERCENTAGE

PRICE RANGE

FINANCIAL SOURCES UTILIZED TO PURCHASE CAR

TABLE NO: 5.8


S.no Financial source NO. Of respondents


1 Bank 79 39.52 Private financials 39 19.53 Loans through

dealership37 18.5

4 Own source of income 45 22.55 Lease 0 O

Total no. of respondents

200 100

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Inference: From the above table it is inferred that, 39.5 percent of respondents choose bank, 19.5 percent choose private financials, 18.5 percent choose loan through dealership and 22.5 percent purchase car with their own source of income.

CHART NO: 5.8

INFORMATION SOURCES TO PURCHASE CAR

TABLE NO: 5.9

S.no Information source NO. of respondents Percentage of respondent

1 TV 23 11.52 Internet 34 173 Magazines 39 19.54 Referral 47 23.55 Walk into show room 57 28.5


200 100


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Inference: From the above table it is inferred that, 11.5 percent of respondent’s use TV, 17 percent use internet, 19.5 percent use magazines, 23.5 percent collect through referral and 28.5 percent walks into showroom to find out the information about car.

CHART NO: 5.9

COLOURS PREFERENCE

TABLE NO: 5.10

S.no colors NO. of respondents Percentage of respondent

1 Dark 52 262 Light 90 453 Bright 58 29



Inference: From the above table it is inferred that, 26 percent of the respondent prefer dark colors, 45 percent prefer light colors and 29 percent prefer Bright colors.

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CHART NO: 5.10

FIRST PREFERENCE TO INFLUENCE THE CHOICE OF PURCHASING CAR

TABLE NO: 5.11

s.no Factors influence choice of buying

No. of respondents Percentage of respondents

1 cost 63 31.5

2 Fuel efficiency 22 11

3 Exterior appearance 10 5

4 Safety and reliability

55 27.5

5 Brand 50 25

Total no. of respondents

200 100


Inference : From the above table it is inferred that, 31.5 percent give first preference for cost, 11 percent give first preference for fuel efficiency, 5 percent give first preference for exterior appearance, 27.5 percent give first preference for safety and reliability and 25 percent give first preference for brand.

CHART NO: 5.11

0

5

10

15

20

25

30

35

cost fuelefficiency

exteriorappearance

safety andreliability

brand

Series1

Series2

Percentage

FIRST PREFERENCES GIVEN FOR THE FACTORS INFLUENCES THE BUYERS

FIRST PREFERENCE ON INTERIOR COMFORTS

TABLE NO: 5.12

s.no Interior comforts No. of respondents Percentage of

respondents

1 Air conditioner 70 35

2 Power window 15 7.5

3 Enter/exit 56 28

4 Adjustable seating comforts 40 20

5 Adjustable safety belt 19 9.5

Total no. of respondents 200 100


Inference: From the above table it is inferred that, 35 percent of the respondents give first preference to air conditioners. 7.5 percent give first preference to power windows,28 percent give first preference to enter/exit, 20 percent give first preference to adjustable seating comforts and 9.5 percent give first preference to adjustable safety belt.

CHART NO: 5.12

0

5

10

15

20

25

30

35

airconditioner

powerwindows

enter/exit adjustableseating

comforts

adjustablesafety belt

Series1

Series2

PERCENTAGE

FIRST PREFERENCE GIVEN FORINTERIOR COMFORTS

TYPES OF GEAR SYSTEM

TABLE NO: 5.13

S.noGear system NO. of respondents Percentage of

respondent1 Manual 48 242 Automatic 152 76



Inference: From the above table it is inferred that, 24 percent of respondents prefer manual transmission and 76 percent prefer automatic transmission.

CHART NO: 5.13

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SAFETY MEASURES

TABLE NO: 5.14

S.no Types of safety measures NO. Of respondents Percentage of respondent

1 Central locking with test alarm 20 10

2 Central locking with remote 40 20

3 Low fuel warning lamp 50 25

4 Day and night mirror 15 7.5

5 Child safety rear door locks 75 37.5



Inference: From the above table it is inferred that, 10 percent of respondents would like to have central locking with test alarm as a safety measure, 20 percent would like to have central locking with remote, and 25 percent would like to have low fuel warning lamp, 7.5 percent would like to have day and night mirror and 37.5 percent would like to have child safety rear door lock.

CHART NO: 5.14

0

5

10

15

20

25

30

35

40

1 2 3 4 5

Series1

Series2

1.central locking with test alaram

2.central lock with remote

3.low fuel warning lamp4.day and night mirror

5.child safety rear door locks

PERCENTAGE

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PRIORITY ON EXTERIOR ATTRACTION

TABLE NO: 5.15


Inference: From the above table it is inferred that 13.5 percent of the respondents were attracted by alloy wheels, 2 percent of the respondents were attracted by ordinary wheels, 26 percent of the respondents were attracted by alloy wheels with tubeless tyre, 43.5 percent of the respondents were attracted by stylish body look and 15 percent of the respondents were attracted by bumpers.

CHART 5.15

S.no Exterior NO. Of respondents


1 Alloy wheels 27 13.52 Ordinary wheels 4 23 Alloy wheels with tubeless tyre 52 264 Stylish body look 87 43.55 Bumpers 30 15


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WARRANTY EXPECTED

TABLE NO: 5.16

s.no Warranty expected NO. Of respondents Percentage of respondent

1 1year 2 12 2 year 8 43 3 year 47 23.54 4 year 62 315 5 year 81 40.5


Source: primary Data

Inference: From the above table it is inferred that, 1 percent of respondents expect 1 year of warranty, 4 percent are expect 2 years , 23.5percent expect 3 years, 31 percent expect 4 years and 40.5 percent expect5 years.

CHART NO: 5.16

0

5

10

15

20

25

30

35

40

45

1 year 2 years 3 years 4 years 5 years

Series1

PERCENTAGE

YEARS OF WARRANTY

DURATION OF CAR USAGE

TABLE NO: 5.17

S.no How long people use the same car NO. Of respondents


1 2 years 12 62 3years 60 303 4years 30 154 5years 42 215 Above 5 years 56 28



Inference: From the above table it is inferred that, 6 percent of the respondents use the same car for 2 years only, 30 percent of the respondents use the same car for 3 years, 15 percent of the respondents use the same car for 4 years, 21 percent of the respondents use the same car for 5 years and 28 percent of the respondents use the same car above 5 years.

CHART NO: 5.17

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CAR USERS: WHAT CAR USER FEELS ABOUT CARS

MY SEATS ARE COMFORTABLE

TABLE NO: 5.18

s.no seats are comfortable No. Of respondents Percentage pf respondents

1 Strongly agree 80 61.54

2 agree 47 36.15

3 neutral 2 1.54

4 disagree 1 0.77

5 strongly disagree 0 0

Total no. OF respondents 130 100


Inference: From the above table it is inferred that, 61.54 percent of the respondents were strongly agree that their seats are comfortable , 36.15 percent were agree ,1.54 percent were neutral and l 0.77 percent were disagree.

CHART NO: 5.18

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0

10

20

30

40

50

60

70

stronglyagree

neutral stronglydisagree

Series1

Series2

PERCENTAGE

SEATING COMFORTS

MY AIR CONDITIONER WORKS WELL

TABLE NO: 5.19

s.no Air conditioner No. Of respondents Percentage pf respondents

1 Strongly agree 78 60

2 agree 46 35.38

3 neutral 2 1.53

4 disagree 4 3.07




Inference: From the above table it is inferred that, 60 percent of the respondents were strongly agree that their air conditioner works well, 35.38 percent were agree, 1.53 percent were neutral and 3.07 percent were disagree.

CHART NO: 5.19

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0

10

20

30

40

50

60

70

stronglyagree

agree neutral disagree stronglydisagree

Series1

Series2PERCENTAGE

PERCENTAGE

AIR CONDITIONER

STORAGE SPACE IS ADEQUATE

TABLE NO: 5.20

s.no Storage space are adequate No. Of respondents Percentage pf respondents


2 agree 35 26.92

3 neutral 5 3.85

4 disagree 27 20.76

5 strongly disagree 2 1.54



Inference: From the above table it is inferred that, 46.92 percent of the respondents were strongly agree that their storage space is adequate, 26.92 percent were agree, 3.85 percent were neutral ,20.76 percent were disagree and 1.54 percent were strongly disagree.

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CHART NO: 5.20

0

5

10

15

20

25

30

35

40

45

50

stronglyagree


Series1

Series2

PERCENTAGE

STORAGE SPACE

MY CAR ACCELERATE ADEQUATELY

TABLE NO: 5.21

s.no My car accelerate adequately No. Of respondents Percentage pf respondents


2 agree 64 49.23

3 neutral 2 1.53

4 disagree 5 3.85




Inference: From the above table it is inferred that, 44.62 percent of the respondents were strongly agree that their car accelerate adequately , 49.23 percent were agree, 1.53 percent were neutral ,3.85 percent were disagree and 0.77 percent were strongly disagree.

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CHART NO: 5.21

0

5

10

15

20

25

30

35

40

45

50

stronglyagree


Series1

Series2

PERCENTAGE

CAR ACCELERATES

MY INTERIOR IS QUITE WELL IN THE CITY

TABLE NO: 5.22

s.no Interior is quite in the city No. Of respondents Percentage pf respondents


2 agree 68 52.31

3 neutral 3 2.31

4 disagree 4 3.07




Inference: From the above table it is inferred that, 42.31 percent of the respondents were strongly agree that their interior is quite well in the city, 52.31 percent were agree, 2.31 percent were neutral and 3.01 percent were disagree .

http://s.no/

CHART NO: 5.22

0

10

20

30

40

50

60

stronglyagree


Series1

Series2

PERCENTAGE

INTERIORS

I CAN PARK MY VEHICLE EASILY

TABLE NO: 5.23

s.no I can park my vehicle easily No. Of respondents Percentage pf respondents


2 agree 44 33.84

3 neutral 3 2.31

4 disagree 31 23.84




Inference: From the above table it is inferred that, 38.46 percent of the respondents were strongly agree that they can park their vehicles easily, 33.84 percent were agree,

http://s.no/

2.31 percent were neutral ,23.84 percent were disagree and 1.54 percent were strongly disagree.

CHART NO: 5.23

0

5

10

15

20

25

30

35

40

stronglyagree


Series1

Series2

PERCENTAGE

CAR PARKING

MY VEHICLES HANDELS WELL IN THE CITY AND HIGHWAYS

TABLE NO: 5.24

s.no My car handles in the city and highway well

No. Of respondents Percentage pf respondents


2 agree 59 45.39

3 neutral 6 4.62

4 disagree 2 1.54




http://s.no/

Inference: From the above table it is inferred that, 47.62 percent of the respondents were strongly agree that their cars handles well in the city, and highways 45.39 percent were agree, 4.62 percent were neutral . 1.54 percent were disagree and0.77percent were strongly disagree.

CHART NO: 5.24

0

5

10

15

20

25

30

35

40

45

50

stronglyagree


Series1

Series2

PERCENTAGE

PERFORMANCE OF VEHICLES

Cross tab analysis using Chi-Square test

It is of interest to know the awareness of respondents with respect to age group.

Table 5.25: Awareness with usage of car against age group.

Age distribution

Usage of car Total Chi-square Value

P value

Total

Yes: 65

No : 35

100

18.341

.000

INFERENCE:

Most of the respondents are more in the age group 30-35 yearsand is found to be statistically significant.

Table 5.26: Awareness with preferable price range against age group

Age distribution Price of car Total Chi-square Value

P value

Total

2.5-4.5 lakhs:90

4.5-6.5 lakhs:89

6.5-8.5 lakhs:16

8.5-10.5 lakhs:4

above 10.5 lakhs:1

100

8.036

.045

INFERENCE:

It shows that people prefer car of price range 2.5-4.5 lakhs

Table 5.27: Awareness with financial source against age group

Age distribution Financial source

Total Chi-square Value

P value

Total

Group 1:79

Group2:38

Group3:37

Group4:45

Group5:1

100

9.443

.024

INFERENCE:

It shows that people lend from banks than from other source.

Table 5.28: Awareness with Information source against age group

Age distribution Information source

Total Chi-square Value

P value

Total

Tv:38

Internet:46

Magazine:36

Referral:45

Walk in to the showroom:35

100

3.902

.048

INFERENCE:

It is found to be statistically significant.

Table 5.29: Awareness with colour against age group

Age distribution colour Total Chi-square Value

P value

Total

Dark:52

Light:90

Bright:58

100

7.104

.008

INFERENCE:

Almost 50% indicate that they prefer light colour.

NON-PARAMETRIC TESTS

N Mean Standard Deviation

Type of gear system

Type of safety measures

Exterior that attract the most

Warranty

100

100

100

100

.90

.43

.45

.50

.302

.498

.500

.503

Average usage of the car

Free services

Comfort

Air-conditioner

Storage space

Accelerate adequacy

Interior

Parking

Easy handle

100

100

100

100

100

100

100

100

100

.78

.83

.79

.77

.78

.74

.85

.49

.93

.416

.378

.409

.423

.417

.449

.359

.502

.256

Based on Z Approximation

INFERENCE

The binominal test reveals that all categories turned out to be highly statistically

significant .The years of warranty they expect from a car shows that the awareness has

reached the mass females.

CHAPTER 6

FINDINGS OF THE STUDY

21 percent belongs to the age group of 20-25 years, 19 percent belongs to the age

group of 25-30 year, 22 percent belongs to the age group of 30-35 year, 9 percent

belongs to the age group of 35-40 and 29 percent belongs to the age group above

40 years.

30 percent of the Respondents are single and 70 Percent of the Respondents are

married people

6.5percent of respondents are having higher secondary qualification, 1 percent of

the respondents are having Diploma qualification, 27.5 percent of respondents are

having under graduate qualification, 61percent of respondents are having

Postgraduate qualification and 4 percent are others

4.5 percent of respondents are business women, 18.5 percent are government

employee, 29percent are private employee, and 25 percent are it professionals and

23 percent are homemakers

65 percent of respondents own a car and 35 percent do not own a car.

9.23 percent of the respondent are using car from 0-1 yr.13 percent were using car

from 1-2 yr, 33.85 percent were using car from 2-3 yrs, 10.77 percent were using

car from 3-4yrs and 33 percent were using car above 4 years.

46 percent of respondents prefer cars between 2.5-4.5 lakhs, 44.5 percent prefer

cars between 4.5-6.5, 7.5 percent prefer cars between 6.5-8.5, 1.5 percent prefer

car between 8.5-10.5 lakhs and 0.5 percent prefer cars above 10.5 lakhs.

39.5 percent of respondents choose bank, 19.5 percent choose private financials,

18.5 percent choose loan through dealership and 22.5 percent purchase car with

their own source of income.

11.5 percent of respondent’s use TV, 17 percent use internet, 19.5 percent use

magazines, 23.5 percent collect through referral and 28.5 percent walks into

showroom to find out the information about car.

26 percent of the respondent prefers dark colors, 45 percent prefer light colors and

29 percent prefer Bright colors.

31.5 percent give first preference for cost, 11 percent give first preference for fuel

efficiency, 5 percent give first preference for exterior appearance, 27.5 percent

give first preference for safety and reliability and 25 percent give first preference

for brand.

35 percent of the respondents give first preference to air conditioners. 7.5 percent

give first preference to power windows,28 percent give first preference to

enter/exit, 20 percent give first preference to adjustable seating comforts and 9.5

percent give first preference to adjustable safety belt.

24 percent of respondents prefer manual transmission and 76 percent prefer

automatic transmission.

10 percent of respondents would like to have central locking with test alarm as a

safety measure, 20 percent would like to have central locking with remote, and 25

percent would like to have low fuel warning lamp, 7.5 percent would like to have

day and night mirror and 37.5 percent would like to have child safety rear door

lock.

13.5 percent of the respondents were attracted by alloy wheels, 2 percent of the

respondents were attracted by ordinary wheels, 26 percent of the respondents

were attracted by alloy wheels with tubeless tyres, 43.5 percent of the respondents

were attracted by stylish body look and 15 percent of the respondents were

attracted by bumpers.

1 percent of respondents expect 1 year of warranty, 4 percent are expect 2 years,

23.5percent expect 3 years, 31 percent expect 4 years and 40.5 percent expect5

years.

6 percent of the respondents use the same car for 2 years only, 30 percent of the

respondents use the same car for 3 years, 15 percent of the respondents use the

same car for 4 years, 21 percent of the respondents use the same car for 5 years

and 28 percent of the respondents use the same car above 5 years.

61.54 percent of the respondents were strongly agree that their seats are

comfortable , 36.15 percent were agree ,1.54 percent were neutral and l 0.77

percent were disagree.

60 percent of the respondents were strongly agree that their air conditioner works

well, 35.38 percent were agree, 1.53 percent were neutral and 3.07 percent were

disagree.

46.92 percent of the respondents were strongly agree that their storage space is

adequate, 26.92 percent were agree, 3.85 percent were neutral ,20.76 percent

were disagree and 1.54 percent were strongly disagree.

44.62 percent of the respondents were strongly agree that their car accelerate

adequately , 49.23 percent were agree, 1.53 percent were neutral ,3.85 percent

were disagree and 0.77 percent were strongly disagree.

42.31 percent of the respondents were strongly agree that their interior is quite

well in the city, 52.31 percent were agree, 2.31 percent were neutral and 3.01

percent were disagree.

38.46 percent of the respondents were strongly agree that they can park their

vehicles easily, 33.84 percent were agree, 2.31 percent were neutral ,23.84

percent were disagree and 1.54 percent were strongly disagree.

47.62 percent of the respondents were strongly agree that their cars handles

well in the city, and highways 45.39 percent were agree, 4.62 percent were

neutral . 1.54 percent were disagree and0.77percent were strongly disagree.

CHAPTER 7

SUGGESTION AND CONCLUSION

1. The respondents were aware about cars through entire information source. So the

company should come out with, the most effective dissemination of information

about cars, through all possible advertisement strategy.

2. Most of the respondents those who were highly aware about cars belong to the age

group of 30-35,Hence the company should target the above age group to offer the car

according to their preferences.

3. The survey indicates that more respondents prefer low price models (2.5 -4.5

lakhs).Hence I suggest that manufacturer must offer car of above price range to

women consumers.

4. As more respondents prefer light colors with air conditioner facility in the cars, I

suggest that the manufacturer should give high priority to these features.

5. Further child safety rear door locks as safety measures and stylish exteriors are

preferred by most of the consumers, Therefore manufacturer must serious thought to

these suggestions.

CHAPTER 7.1

CONCLUSION

As per the study, I conclude

The most preferred car must be compact, air conditioned, stylish

and safety measure such as child lock system. As the consumers belong to upper middle

income group, the company should facilitate attractive loan offers by having tie-ups with

commercial bank.High focus and weightage must be given to attribute preferred by

women while launching the new product. The year of warranty they expect for a car

shows that the awareness has reached the mass female. After sales service also

considered by the women consumer, hence high priority should be given for after sales

service with sufficient staff and networking infrastructure.

CHAPTER 8

LIMITATION OF THE STUDY

The study is to a certain extent limited by the vastness of the canvas and the time

available with the researcher for this assignment.

The issue has multiple perspectives, evidenced by the large number of theories

that abound on the subject and the enormous literature available. It thus requires

enormous perspicacity and a judicious use of literature and primary information sources

to carry out a planned investigation on the subject.

While sincere efforts have been made to examine the issue from different

perspectives the availability of more time would have possibly thrown up more

perspectives and a larger primary information sample leading to more accurate analysis

and qualitatively superior solutions.

CHAPTER 8.1

SCOPE OF THE STUDY

The project was developed on the basis women consumers

It will be helpful to found out the awareness level of women consumers and their

specification about car.

It will be helpful for the company in developing a new product according to women

expectation and product modification according the women consumer’s specification for

existing product.

.

ANNEXURE

1. Name: ----------------------------------------------------- (optional)

2. Age

a. 20-25 b. 25-30 c. 30-35 d. 35-40 e. above40

3. Marital status

a. single b. married

4. Educational qualification

a. Hsc b. diploma c. under graduation d. post graduation e.other

5. Occupation

a. business b.govt employee c. private employee d .it professionals e. homemaker

6. Annual income

A.1.5lakhs-3lakhs b.3lakhs-4.5 lakhs c.4.5-6lakhs d. 6lakhs-8.5 lakhs e.above 8.5 lakhs

7. Do you own a car?

a.yes b.no

Specify the name of the car----------

8. How long you are using car?

A.0-1yr b.1-2yrs c.2-3yrs d .3-4yrs e.above4 yrs

9. What is your preferable price range of cars?

A.2.5lakhs-4.5 lakhs b.4.5 lakhs-6.5 lakhs c.6.5lakhs-8.5lakhs d.8.5lakhs-10.5

lakhs e.above10.5 lakhs

10. What type of financial source you prefer to purchase a car?

a.banks b.private financials c.loans through dealerships d.ownsourceof income e.lease

11. What type of information source do you use before buying car?

a.tv b.internet c.magazine/newspapers d.referal e.walkin to showroom

12. Which one of the following colour do you prefer?

a. dark b. light c.bright

13. Rate down the following factors that influence your choice of buying a car?(rate from

1-5)

a. cost -----------------

b.fuel efficiency ----------

C.exterior appearance ----------

http://a.tv/

http://b.no/

d. safety and reliability-----------

e.comfort-------------

14. Rate down the following interior comfort is of high important according to you (rate

1-5)

a.air conditioners----------------------

b.power windows---------------

c.enter/exit---------------------

d.adjustable seating comfort--------------

e.adjustable safety belt----------

15. Which type of gear system you prefer?

a. manual transmission b.automatic transmission

16. What type of safety measures would you like to have in a car?

a.central locking with test alaram b.central locking with remote c.low fuel warning lamp

d. day and night mirror e.child safety rear door lock.

17. Which one of the following exterior those attract you most?

a.alloywheels b.ordinary wheels c.alloywheels with tubeless tyre d.stylish body look

e.bumpers

18. How many years of warranty do you expect for a car?

a.1 b.2 c.3 d.4 e.5

19. How many free services do you expect for a car from the dealers?

a.1 b.2 c.3 d.4 e.5

20. On an average how long do you use same car?

a.2years b.3years c.4years d.5years e.above 5 years

21. What do you feel about your car?

I. my seats are comfortable

ii. My airconditioner works well

iii. Storage space is adequate

iv. My car accelerate adequately

V. my interior is quite in the city

vii. I can park my vehicle easily

viii. My vehicles handle well in city and highways

S.no Strongly agree

agree neutral disagree Strongly disagree

BIBLIOGRAPHY

BOOKS

1. Kothari, C.R., RESEARCH METHODOLOGY.

Published by new age international private limited, 2nd edition, 1985

2. Rajan Saxena, MARKETING MANAGEMENT., Published by Tata

McGraw Hill, 2nd edition, 1997.

WEBSITES

-www.bizcovering.com

-www.target.com

http://www.target.com/

http://www.bizcovering.com/

-www.indiainfoline.com

-www.skyroxin.com

-www.consumerpsychologist.com

-www.dbv.com

-www.knowthis.com

http://www.indiainfoline.com/

women consumer attitude of purchasing car

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