Consumer Buying Behaviour

Topics: Automobile industry in India, Maruti Suzuki, Automotive industry Pages: 12 (2128 words) Published: August 31, 2008
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Submitted to:
Prof. Dr. Somnath Chakraborty
Faculty (Marketing Management II)

Institute of Management Technology
Raj Nagar, Hapur Road, Ghaziabad, U.P.-201001

Submitted By
Abhishek Roy01
Akash Bhatt02
Amit Kumar Yadav05
Nalin Garg22
Anand Bhardwaj 07
Gaurav G Shinde36


Report Purpose & Context4
Research Approach4
Response Rate4
Age Distribution5
Research Results:6

Indian Car market industry is booming. With the increase in per capita earning Indians are buying cars like never before. According to the Society of Indian Automobile Manufacturers, (SIAM) sales of passenger cars in India have exceeded the magical one million mark putting India among a select group of prosperous countries where passenger cars sell in such high numbers. Significantly while domestic car sales increased by 27.4 per cent to 696,207 units from 541,491 units the previous year, exports rose 56 per cent to 1, 25, 327 units during this period. Also for the first time in history of the industry, vehicles worth more USD 1 billion were exported. Most significantly, passenger car exports have nearly trebled in four years, from 28,122 units in 1998-99 to 71,653 vehicles in 2002-3. According to Jagdish Khattar president of Siam and managing director of Maruti Udyog Ltd, India's largest carmaker, exports are further expected to rise by 15 to per cent in the current fiscal. Analysts say the news on the exports front is the most encouraging and by far the best thing to have happened to the Indian automobile industry. This is because as more and more Indian-made cars flood foreign shores the low quality image associated with Indian products will ultimately fade, encouraging more automobile companies to look at India as a manufacturing destination that can cater to world wide markets. Nothing could be better in terms of foreign direct investment and employment. Till a few years ago a limited number of companies had actually set up substantial manufacturing facilities in India to cater exclusively to the domestic market. However, Hyundai Motor was the first global company to put its faith in Indian manufacturing to cater to global standards. Given the background it becomes important for the car manufacturers to know the exact consumer preference and taste. It would help them to beat the competition and give an edge in the market. To be successful in the market, a brand needs to continuously be up to the mark of consumer expectation. An effective market survey of potential buyers would help them to align towards the consumer expectations.

Report Purpose & Context
This report details the results of a survey of existing and potential new car buyer behavior which was conducted among the executive class of various companies. It aims to understand the importance of various attributes in the mind of the surveyed population. It also measures the effectiveness of the various sources of information and brand image comparisons of various players in the domain of small Car market in Indian passenger car industry. The report is divided into sections covering research methodology and analysis of results. Note that our comments on the findings are included at various points in the analysis, and are indicated with a bold letters. Research Approach

Around 200 self-completion questionnaires were mailed to executives in various reputed organizations all over India. The questionnaire was also made available on the internet to increase the reach. The questionnaire contained 09 questions, most of which required a ‘tick box’ for the respondents’ answers. Appendix contains the questionnaire. A personalized accompanying letter was also sent...
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