PREFACE

Learning is a continuous process but this can be accomplished through practical

knowledge The MBA curriculum is so designed that student get enough practical

knowledge of business world which helps them to explore their skills in the

corporate world in future.

The MBA training helps the students to understand and gain

knowledge about the industry and market environment. It develops skills of

analyzing and interpreting problems through application of concepts and

techniques of management.

Trainee did a project for automobile industry in India with special

emphasizes on Chevrolet in Sagar City..

(PIYUSH JAIN )

DECLARATION

I, Mr. PIYUSH JAIN , a student of here by declare that this project is

the record of authentic work carried out by me during the academic year 2014-

2015 and has not been submitted to any other university or Institute towards the

award of any degree.

An attempt has been made by me to provide all relevant and important details

regarding the topic to support the theoretical edifice with concrete research

evidence. This will be helpful to clean the fog surrounding the various aspect of the

topic.

I hope that this project will be beneficial for the Organization.

Place: (PIYUSH JAIN )

TABLE OF CONTENTS

CHAPTER NO. TITLE PAGE NO.

EXCUTIVE SUMMARY i

1. INTRODUCTION 1-20

1.1 About the company

1.2 SWOT Analysis

1.3 About the topic

2. DATA BASE AND RESEARCH METHODOLOGY

21-25

3. DATA ANALYSIS AND INTERPRETATION 32-45

4. FINDINGS , SUGGESTIONS AND LIMITATIONS 46-49

BIBLIOGRAPHY 50

ANNEXURE

EXECUTIVE SUMMARY

The basic purpose of the department is to interact with different people

to provide awareness to them toward the cars i.e. Sales. Sales

department in Padam motors is divided in two parts on is general sale

i.e. Sale product to common man and the other is corporate sale i.e.

Sales the cars in different companies in bulk. Department also do many

promotional activities of to aware the customer .it do many kinds of

events like road shows , organizing events at public places .department

also provide many offers to customer like help in providing loans ,

insurance etc.

After observing above we can state that i have work in sales

department. In Padam motors first of all I have studied the features of

cars then after few 2-3 weeks I have go to market and organizing events.

I interact with people in showroom for the sale of the cars. I also have

visited many companies and firms in Ludhiana for corporate sales.

1.1 INTRODUCTION TO COMPANY

General motor Company (NYSE: GM) is an American

multinational company and the world's second largest automaker. General Motor

Company Ltd. offers six brands namely Buick, Cadillac, Chevrolet Daewoo, GMC,

Holden to each niche of segment. It is based on worldwide vehicle sales. G.M.

engaged in socially responsible operations. It is dedicated to provide products and

services of such quality that its customers will receive superior value while our

employees and business partners will share in our success and their stock-holders

will receive a sustained superior return on their investment. GM's largest national

market is the United States, followed by China, Brazil, the United Kingdom,

Canada, Russia and Germany. GM's On Star subsidiary is the industry leader in

vehicle safety, security and information services.

SOME FACTS ABOUT GM:

Employees more than 244,500 across the world .

Manufacturing facilities in 35 countries and sells its product in

approximately in 200 countries.

Global industry sale leader for 77 years.

Sold 9.7 million cars & trucks in years 2007.

GM's largest national market is US followed by China, Brazil, UK, Canada,

Germany.

COMPANY PROFILE

Type Public (NYSE:GM) Founded: September 16, 1908

Founder: ''William Billy Crapo Durant''

Headquarters: Renaissance center in Detroit,

Michigan

Area served: Worldwide

Key people:

President and CEO -- Frederick A. Henderson

GM vice chairman, Global Product

Development-- Thomas G. Stephens

GM executive Vice President and Chief

financial officer-- Ray Young

Industry: Automotive

Products: Automotive goods and services

Employees: More than 317,000 across the world

Dealership: 3,600

Subsidiaries: Automotive components holdings

Website: www.gm.com

FOUNDER OF GENERAL MOTORS

William Crapo. Durant

Born 8-Dec-1861

Birthplace Boston, Massachusette, US

Died 18-Mar-1947

Location of death New York City

Cause of death Unspecified

Gender Male

Race or Ethnicity White

Sexual orientation Straight

Occupation Businessman, Industrialist

Nationality United States

MISSION AND VISION STATEMENTS:

MISSION STATEMENT :

"G.M. is a multinational corporation engaged in socially

responsible operations, worldwide. It is dedicated to provide products and

services of such quality that our customers will receive superior value while our

employees and business partners will share in our success and our stock-holders

will receive a sustained superior return on their investment."

VISION STATEMENT:

"GM’s vision is to be the world leader in transportation

products and related services. We will earn our customers’ enthusiasm through

continuous improvement driven by the integrity, teamwork, and innovation of GM

people."

BOARD OF DIRECTORS OF GM:

The board is now composed of 13 members. Of those, one is GM President and

CEO Fritz Henderson. The others were all nominated by the current owners of the

New GM: 10 nominated by the U.S. Treasury, one nominated by the governments

of Canada and Ontario and one by the United Auto Workers' Retiree Medical

Benefits Trust, These are:

Frederick A. Henderson President and Chief Executive Officer

Daniel F. Akerson Director since July 24, 2009

David Bonderman Director since July24, 2009

Erroll B. Davis, Jr. Director since July 10, 2009

Stephen J. Girsky Director since July 10, 2009

Kent Kresa Director since July 10, 2009

Philip A. Laskawy Director since July 10, 2009

Kathryn V. Marinello Director since July 10, 2009

Patricia F. Russo Director since July 24, 2009

Carol M. Stephenson Dean,

CHEVROLET

Louis Chevrolet was a race-car driver and car designer. As head of Buick Motor

Company, prior to founding GM, Durant had hired Chevrolet to drive Buicks in

promotional races. Louis Chevrolet has been forced out of GM in 1910. He wanted

to use Chevrolet's designs to rebuild his own reputation.

In 1911 Chevrolet motor company of Michigan is in corporate in

November by Louis Chevrolet and William Durant.

In 1918 Chevrolet joins general motors’ corporation.

In 1924 GM starts building Chevrolets for sales in European countries.

In 1928 GM India started in India by assembling Cheverlert cars, trucks and

buses

In 1953 Chevrolet introduced world’s first volume production sports car

Chevrolet Corvette. It is the first production car with plastic body.

In 1984 Chevrolet corvette is introduced , with the cars first major styling

change in 15 years.

Chevrolet Corvette celebrates its 50’th aniversary.

In 2005 all new Chevrolet Aveo sedan makes its world-wide debut at Auto

Shanghai, China’s premier auto show.

In 2006 all new Chevrolet Captiva SUV makes its world-widedebut at Geneva

Motor show.

GENERAL MOTORS INDIA

GENERAL MOTORS came in India in 1928 with its brand Chevrolet. General

Motor were the fist automobile company to open an assembly plant in India.

General Motors India Private Ltd. (GM India) is a wholly-owned subsidiary of

General Motors Corporation that is engaged in the automobile business in India.

Bangalore.

1st footprints in India:

1928: GM India started in India by assembling Chevrolet cars, trucks and

buses. The Indian venture eventually shut down in 1954

GM’s 2 nd coming in India :

1994: General Motors India incorporated a 50-50 joint venture company

with the C.K. Birla Group of companies to produce and sell Opel branded Vehicles

1999: General Motors India became a full subsidiary of GM. GM bought out

the Hindustan Motors interest in 1999. GM India continued to produce Opel cars at

the Halol.

2003: After 40 years in July 2003 Chevrolet brand of GM made its return to

India with Chevrolet Optra.

GM Today:

GM India Plant is located at Halol, 45 kilometers northwest of

Vadodara ,in Gujarat

New GM India Plant is coming up at Sagar .

Its headquarters operation in Sagar , Madhya pradesh

It has a large technical center in Bangalore

Presently there are more than 100 dealership with 195 sale point

and 198 service outlets, with network still being expanded.

Chevrolet has also tied up with Bharat petroleum corporation

(BPCL) to establish authorized service centers at select BPCL

workshops called “V-CARE’’ and is rapidly expanding this

parallel service centre.

Today General Motor India offers its one brand in India namely Chevrolet whose following cars are in market.

CHEVEROLET SPARK

CHEVROLET AVEO U-VA

CHEVROLET AVEO

CHEVROLET TAVERA

CHEVROLET SRV

CHEVROLET OPTRA MAGNUM

CHEVROLET CAPTIVA

1.2 SWOT Analysis of Chevrolet: Strengths weakness

1. Technology

2. Goodwill

3. Efficient Human Resources

1. Less diesel version cars.2. Fuel inefficient cars.3. Less sale point and service outlet in

India.4. Lack of proper distribution system.

1. Demand for more cars.

2. To acquire the rival firm.

3. Enter either in new product line or in new business. Eg. Chevrolet can make two wheelers as increase in demand of bikes.

1. Increase in competion.

2. Effect on image due to bankruptcy. 3. New technology used by rivals eg.

Toyota4. Change in customer need and taste

eg. more demand for fuel efficient cars.

Opportunities Threats

OBJECTIVES OF STUDY:

1. To know the market share of Chevrolet Cars.

2. To know the factor of awareness of the cars.

3. To know the effective factors for preferring 4 wheelers

(CARS).

4. To know value of brand ambassador of cars.

INTRODUCTION TO RESEARCH METHODOLOGY

Marketing research is the function which likes the consumers, customers &

public t the marketer through information which is used to identify & define

marketing opportunities & problems, generate, refine & evaluate marketing

action; monitor marketing performances & improve understanding of marketing

as a process.

It has following steps:

I: PROBLEM DEFINITION

II: DEVELOPMENT OF AN APPROACH TO THE PROBLEM

III: RESEARCH DESIGN FORMULATION

IV: FIELDWORK OR DATA COLLECTION

V: DATA PREPARATION AND ANALYSIS

VI: REPORT PREPRATION AND PRESENTATION

2.1 RESEACH DESIGN:

It is framework or blueprint for conducting the

market research project. It specifies the details of procedures necessary

for obtaining the information needed to structure and/or solve

marketing research problem. Research design broadly classified into

two parts :

Exploratory Research

Conclusive Research

EXPLORATORY RESEARCH:

Exploratory research looks for hypothesis in

well-established fields of study. Hypothesis usually comes from ideas developed

in previous researches or are delivered from theory. Hypothesis is tentative

answer to the question that serves as guide for most of the research projects

It seeks to discover new relationships. All

marketing research projects start with it. This is a preliminary phase & is

absolutely essential in order to obtain a proper definition of problems at hand.

The major emphasis is on the discovery of ideas & insight.

CONCLUSIVE RESEARCH:

Conclusive research provides information that helps the

executive so that he can make a rational decision. This study has done well while

attempting to arrive at a more clear description of an apparent problem.

2.2 TARGET POPULATION:

The collection of elements or object that

possess the information sought by the researcher and about which inference are to

be made. In this project researcher choose the customer in Padam motors as

elements. Target population should be defined in term of Element and Sampling

unit.

ELEMENT:

Object that possess the information sought by the researcher and

about which inferences are to be made.

SAMPLING UNIT:

The basic unit containing the elements of the population

to be sampled . In this research the sampling units are the persons that comes with

customer {wife, children, parents, friends etc.}

2.3 SAMPLE SIZE:

Sample size refers to the number of elements to be

used in a study. In this research I have take the sample size of 80

Customer that comes in Padam Motors Ludhiana

2.4 SAMPLING TECHNIQUES:

Sampling Techniques are of two types:

a) Non probability (non random)

b) Probability sampling (random sampling)

The sampling technique used in this research is Non - random sampling

techniques in which I have choose convenience sampling technique because it is

least expensive and least time consuming of all sampling techniques.

Convenience sample:

It is also known as "accidental" sample or "man-in-the-

street" samples. The researcher selects units that are convenient, close at hand,

easy to reach, etc. I have come in contact with peoples in retail outlet of Chevrolet

(Padam Motors, Ludhiana).

2.5 SCOPE OF STUDY:

The scope of the study will be useful in future.

Through this study we can know what is the market share of GM and

what are the factors that influence the customer for purchasing four

wheelers (cars). Through this study we will find out the factors of

awareness of cars.

Hence by implementing all the above on Chevrolet

we can increases its sales.

2.6 DATA COLLECTION METHOD:

The data collection process can be relatively simple

depending on the type of data collection tools required and used during the

research. Data collection tools are instruments used to collect information for

performance assessments, self-evaluations, and external evaluations. The data

collection tools need to be strong enough to support what the evaluations find

during research. Here are a few examples of data collection tools used within three

main categories.

I. Secondary participation: Secondary participation require

no direct contact to gather information. It involve:

Postal mail

Electronic mail

Telephone

Web-based surveys

II. In-person observations: Data collection tools used in

personal contact observations are used when there is face to face contact

with the participants. Some examples of this type of data collection tool

would include:

In-person surveys – used to gain general answers to basic questions

Direct or participatory observations – where the researcher is directly

involved with the study group

Interviews – used to gain more in depth answers to complex questions

Focus groups – where certain sample groups are asked their opinion

about a certain subject or theory.

III. Case Studies And Content Analysis:

Case studies and content analysis

are data collection tools which are based upon pre-existing research or a search of

recorded information which may be useful to the researcher in gaining the required

information which fills in the blanks not found with the other two types during the

data collection process. Some examples of this type of data collection tool would

include:

Expert opinions – leaders in the field of study

Case studies – previous findings of other researchers

Literature searches – research articles and papers

In this project researcher PIYUSH JAIN used In-Person Observations method in which I have undergo surveys – used to gain general answers to basic questions , Interviews – used to gain more in depth answers to complex questions.

I also used case studies and content analysis method in which I was in contact with Expert opinions – leaders in the field of study (sales persons).

DATA ANALYSIS AND INTERPRETATIONQ1. Which car you have?

Car’s Brand No. of cars in sample space

%market share

Maruti 27 34G.M. 8 10Hyundai 14 17Honda 14 17Ford 6 8Toyota 9 11Skoda & Tata 1 + 1 = 2 3

This question is prepare to know the market share of GM. But survey is conducted in only city Ludhiana. It was found that in this city market share of GM is 10% but if we see overall India its share is less than 3%

Q2. How did you come to know about this car before purchasing?

INTERPRETATION:

No. of persons % of persons

Friends, relatives 19 12

Advertisements 22 32

Car experts 7 10

Sale’s persons visit 17 24

Auto magazines 15 22

From this question we have conducted that customer came

to know about cars by advertisement. In India television is most popular way of

advertise the product. Most of the GM customers came to know about their vehicle

through Friends and relatives because there are very few advertisement of

Chevrolet in India.

Q3. To which media do you get expose regularly?

Media No. of customers %age of customer

Televisions 36 45

Magazines 17 21

News papers 26 33

F.M/Radio 1 1

INTERPRETATION :

From this analysis we come to know that most of the

customers are interested in watching televisions, which is a good media for

communicating with people and delivering our intentions about product.

Q4. Which kind of T.V. channels do you watch regularly? T.V. channels No. of

Customer %age no. of Customer

National news channels 17 21

Regional news channel 20 25

Sports channels 7 9

Entertainment channels

36 45

INTERPRETATION:

This question is meant to know the interests

and preferences of customers towards T.V. channels. More than quarter of the

sample size showed interest only on the entertainment channels and next

preference goes to the regional news channels. So to increases the sale of

Chevrolet it should have to use entertainment channels to increases its sale.

Q5. Which factor below influence your decision?

INTERPRETATION:

No. of persons % of persons

Price 13 32.5Mileage 20 50Quality 25 62.5Resale value 7 17.5Maintenance 10 25Look & shape 20 50Brand Image 7 17.5Pick up 6 15

From this question we analysis that many customer

are influence by quality and after this they influence by look and shape but during

research it was found that segment A cars customer are influence by price,

mileage, resale value etc. but high profile customer see quality, look and shape.

Q6. Does advertisement influence your decision in choosing Car?

INTERPRETATION:

No. of persons % of persons

Yes 32 40

No 48 60

Total 80 100

This question is also conducted to know the factors that influence customer for purchase car. From this question we have find out that 60% customer are not affected by advertisement.

Q7. What kinds of offers influence yours decision before purchase new car?

Offers No. of customers %age no. of customer

Free insurance 24 30Special discount on sale of cars

12 15

Extending the service period

9 11

Finance availability with 0%interest

35 44

INTERPRETATION:

By the result of this question we come to know about

the various promotional techniques/offers which attract the customers. From the

above analysis many customers are expecting the finance availability with 0%

interest from the various offers given to them.

Q8 Where do you get your car serviced regularly?

Place of service No. of customers %age of customer

At authorized service centre 41

62 77

At a local workshop near home

18 23

INTERPRETATION:

This question is prepare to know the value of the

authorized service centers of cars. From this question it is find out that many

customer give preference to authorized centre for service of their cars. More the

service outlet more will be sale. Hence Chevrolet has to open more service outlets

in India to increases its market share.

Q9. What’s your opinion on a Brand Ambassador for the cars?

Customer opinion on ambassador

No. of customers

%age no. of customer

Very necessary 63 79

Not needed 17 21

Waste of money for manufacturer

0 0

INTERPRETATION:

This question is meant to know about the importance

of Brand Ambassador for a car in the customer’s point of view. Most of the

Chevrolet customers think that a Brand Ambassador is very necessary for

promoting a car.

Q10. What’s your opinion about the present Ambassador Saif Ali Khan for the Car Chevrolet ?

Customer opinion No. of customers

%age no. of customer

Full filled the purpose 23 29

Unable to attract customers 57 71

INTERPRETATION:

Most of the Chevrolet customers think that the present

Brand Ambassador Saif Ali Khan for the car Chevrolet not full filled the purpose

and he is not able to increase the sales of the cars U-VA.

Q11. Whom do you suggest as a right person for promoting a car?

customer suggestion No. of customers %age no of customer

Sports person 28Film stars 35Car expert 14Any celebrity 3

INTERPRETATION:

Most of the customers suggest a film star as the best

ambassador. Because many of them get attracted only to their favorite film stars

other than other brand ambassadors.

FINDINGS

1. In Ludhiana market share of GM is 10% while in India it is 3%.

2. Customer comes to know about the car through advertisement, but Chevrolet

has less advertisement so GM Customer come to know about it from friends

or relatives.

3. Television is best media for communicating with people and delivering their

intentions about product. Large no. of customer see entertainment channel

regularly.

4. Most of segment A class car user are effected by mileage, price, Brand

Image and resale value. Segment B & C class car user are effected by

maintence cost, Look and shape and mileage while segment D&E class car

user are influence by quality, Pick up, Look & Shape.

5. Advertisement has few effect on customer to purchase the car.

6. Many customers are expecting the finance availability with 0% interest from

the various offers given to them.

7. Many customer give preference to authorized centre for service of their cars.

8. Large no. of customer feel that brand Ambassador is necessary for

promoting the cars and film star can attract the customer than any other

celebrity but Chevrolet ambassador is unable to attract the customer.

9. GM has a lot of competition from other automobile companies like Honda,

Hyundai, Skoda, Maruti, Ford, Toyota, etc.

SUGGESTIONS

1. Please try to increase the number of Service outlet and sale point.

2. Advertisements through televisions can influence many categories of

people. So try to concentrate on this segment. We don’t see or find much

of the Chevrolet Car advertisements in T.V except U-VA.

3. Try to provide financial facility at 0% interest.

4. Mileage of the cars is not up to the expectations. Mileage of Magnum is

very worst its giving only 9 to 11 Kms per liter. Please try to rectify it

.

5. The sales people present in the showroom respond to us properly when we

come to purchase a new car, but they do not respond when we come to tell

our problems regarding the cars.

6. Change the brand ambassador of Chevrolet.

7. Blower of Chevrolet cars should be also on rear seats.

8. If Service & Spare parts of Chevrolet available throughout India then

its sales will increases.

9. Chevrolet should introduce some diesel version car.

LIMITATIONS

1. Research work was carried out in one District of Punjab (LUDHIANA) only

the finding may not be applicable to the other parts of the country because of

social and cultural differences.

2. The sample was collected using connivance-sampling techniques. As such

result may not give an exact representation of the population

3. Shortage of time is also reason for incomprehensiveness.

4. The views of the people are biased therefore it doesn’t reflect true Picture

5. To know customer perception regarding different cars.

BIBLIOGRAPHY

www.google.com

www.gm.com

www.fourwheeler.com

www.gmindia.com

ANNEXURE

QUESTIONNAIRE

1. Which car you have?

…………………………………………………………….

2. How did you come to know about this car before purchasing? From friends, relatives (buzz) Advertisements Car experts Sale’s persons visit Auto magazines

3. To which media do you get expose regularly? Televisions Magazines News papers F.M/Radio

4. Which kind of T.V. channels do you watch regularly? National news channels Regional news channels

Sports channels Entertainment channels

7. Which factor below influence your decision?

a) Price b) Maintenance

c) Mileage d) Look &Shape

e) Quality f) Brand Image

g) Resale value h) Pick up

8. Does advertisement influence your decision in choosing Car?

a) Yes b) No

9. What kinds of offers influence yours decision before purchase new car?

a) Free insurance

b) Special discount on sale of cars

c) Extending the service period

d) Finance availability with 0% interest

10. Where do you get your car serviced regularly?

a) At authorized service centre

b) At a local workshop near my home

11. What’s your opinion on a Brand Ambassador for the cars? a) Very necessary b) Not needed c) Waste of money for manufacturer

12. What’s your opinion about the present Ambassador Saif Ali Khan for the Car Chevrolet? Full filled the purpose

Unable to attract customers

13. Whom do you suggest as a right person for promoting a car? Sports person Film stars

Car expert Any celebrity

14. Any suggestion for General Motors.

………………………………………………………………

………………………………………………………………

……………………………………………………………....

DATE SIGNATURE

………….. ………………..