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Analysis of
Customer satisfaction & buying behavior
towards small Cars (Delhi,Noida)
Anmol VermaPGDM II yearRoll. No. 09
I AM inside
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Main objectiveObjective of study
The objective of the study is to understand factorsinfluencing customer buying behavior of small cars.
The satisfaction level of car owners of different brands ofsmall cars.
To understand the customer perception about the car. The research tracks responses at following two layers
Product related parameters
Dealer related parameters
Small cars (2,00,000 up to 5,00,000)
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Focus area
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16%4%
4%
76%
Domestic Market Share for2009-10
PassengerVehicles
CommercialVehicles
ThreeWheelers
Two Wheelers
0
500,000
1,000,000
1,500,0002,000,000
2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10
902,0961,061,572 1,143,076
1,379,979 1,549,882 1,552,703
1,949,776
Passenger Vehicles
Totalpassengervehicles
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43%
17%
16%
8%
5% 3%3% 5%
Market Share in 2009-10
Mar ti
ataHyundai
Mahindra
General Motors
oyota
Honda
Other
Maruti is Leader
More than70%of marutisale come from small cars
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Research MethodologySampling Unit:- customer of small cars (11 cars of top 4 brands)
Sample Size:- 50
Sampling Method:- Random sampling( Delhi , Noida)
Source of data
PrimaryData:-From the questionnaire
Secondary data :- magazines , websites etc
Maruti,Tata,Hyundai,Chevrolet (GM)
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Increase indis osable
income
Bettersafetyat
roads
Familyneeds
Increase infamilysize
Suits yourlifestyle and
ersonality
16
119
59
Motives For buying a car3 %
22%
Q. Why you buy your present car?
Data Analysis
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Affordable
price Technical
superiority over
competition
Comfort
Manufacturers
image
Value for
money
Safety
After sale
services
Product spceific reasons for buying a car
Q. You decided to buy your present car because of
Customer isgoing
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
33 3
33 3 3 3 3 3 3
12 4
21
1 2 12
1 3
2 3 4 2
2
34
32
2 3
23
43
21 1 3
12
3
23 2
1
1
2 32
23 3
1 2 33
12 2 2
32 3
Adjustable Front seat Headrest Music
ystem Interior Colour
Dash oard Leg Room
eats design
LeaderQ . Rate your existing car in terms ofunderstated Interior Design features
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2 3
2 2 23
2 3 2 3
1
3 32 1
32
3 32
2
2
2 3
2 2 2
3
3
33 3
3
22
3 3 3 3
2 3 4 3 2 32 2 3 2
2
Crossbar under Dashboard Air ags Anti Lock reaking ystem
Aerodynamic hape Intensity of front lights
Safest car Q. Rate your existing car in terms of understatedafety features .
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
4 4 4 24 5
3 35 4 4 4 4
2 34
1
2
4
4 2
54 4 5 4
3 44
3
4
4
4 4
44 4 4
4
5 54
45
45 4
4 4 4 4 5
Maruti suzuki Tata motors
General motars Hyundai
winner
Q. Rate your Dealer
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3
4 4
5
3
4
3
4
3
4 4
0
1
2
3
4
5
6
antro isbest brand
image car
Q. Rate the brand image of your car
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0 10 20 30 40
Yes
No
37
13
74%
26%Yes
No
Q. Will you recommend your car to your friends
74% recommend toother
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0
2
4
6
8
10
12
14
16
18
ame segment, same
manufacturer
amesegment, different
manufacturer
Uppersegment, samemanufacturer
Uppersegment, different
manufacturer
9
11
12
18
18%
22%
24%
36%
Mostly wanted
Q. Will you buy your new car in the
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Middle class buyer
10
38%30%
22%
Age Group
< 21
21 -35
36-54
>55
36%
28%
18%18%
Monthly family income
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0
2
4
6
8
10
12
14
16
18
Yes No
423 1
8
2
18
543
Very low Low Neutral High Very High
11%8%
21%%
11%
high brand image incustomer mind
Recommend to other
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FINDINGS
It was found that 38%of the customers were in the agegroup of21to 35.
Highly satisfied with cars actually recommend to other.
Main reason for buying car is disposable income
Maruti is leader in small car segment.
Chevrolet (GM) is also good car in the mind ofcustomer.
Customer knowing is very difficult to judge becausethey wanted more on less price.
Word of mouth
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Customer is moving to 21to 35 age group
Customer know what they are purchases .
Cars market growing and future is very competitive .
Customers directly related to income level of them.
Leanings from survey
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Thanks