SUBMISSION OF PROJECT SYNOPSIS & GUIDE ACCEPTANCE FORM. (To be submitted to the project steering comittee) PART A: Registration |. Student Details Name SANTOSH. KUMAR IMIDISETI Roll Number 1408021798 Name of program MBA Session Spring Year 2016 Semester Semester IV Specialisation (©M0014-201602-DE I. Project Synopsis Details Title of the project Astudy of consumer perception of car market & buying behavior at Uttkal Automobiles Pvt. Ltd, Bhubaneswar Introduction and Objectives of the Itis true fact that if you are satisfied you recommended to others. Word of mouth study and customer satisfaction play a very important role in determining market perception about an automobile. Itis the market perception that determines the success of a company and so it is very important for the car manufacturers to measure the “willingness of existing users of a product to recommend it to others”. The same is a lot of interest to customers as well for it helps them make the purchase decision. A car is one of the most significant purchases that an Indian household makes and this project addresses the most important question that, perplexes car manufacturers: Objectives: The research objectives for the project undertaken can be defined as follows: + To determine the demographic variables of the customers of different brands of cars. + Examine the customer perception about the cars. « To judge the satisfaction level of car owners of different brands. + ‘The research tracks responses at following two layers 1, Product related parameters 2. Dealer related parameters + To analyze the psychographic variables of the customers of different brand of the cars. Problem Statement (including _Brand is “a set of expectation and association evoked from a company or product. Literature Review) Abrand is how your key constituents- customers, employees, and shareholders etc. experience what you do." Some brands are of such great A importance to people, that we speak of them as a part of one's life and identity, being used to express one, Some would say that these brands have their own personality, the brand personality, which can be defined as “the set of human characteristics associated with a given brand”. Thus, it includes such characteristics as gender, age and socioeconomic class, as well as such classic human personality is both distinctive and enduring. Based on the premise that brand can have the personalities in much the same way as humans, brand personality describe brands in terms of human characteristics. Brand personality is seen as valuable factor in increasing brand engagement and brand attachment, in much the same way as people relate and bid to other people. Much of the work in the area of brand personality is based on translated theories of human personality and using similar measures of personality attributes and factors. Brand personality refers to the set of human characteristics we associated with the brand. A common way of determining this is to reply on the metaphor: “if the brand was a person, whatMethodology and References would he/she be like?" we then list and group the traits to describe the brand as, for example: caring, approachable and trustworthy. However, there is a lot more we can do. Ina direct way, personality traits are associated with a brand by the people associated to that brand. One direct way to form and influence brand personality is user imaginary. User imaginary is defined as the set of human characteristics associated with the typical or stereotype user of the brand. Associations with the company employees or CEO and the brand's product endorsers are also direct ways by which brand personality traits are formed and influenced. The personality traits that of the people associated with a brand are transferred directly to the brand, The theories of animism describe another process mechanism that directly explains the specific ways in which the vitality of the brand can be realized (Fournier, 2004). Spokespersons that are used in advertising can have personalities that fit those of the brand they advertise. Over time, the personalities of the spokesperson are transmitted to the brand. The brand-person associations can also have 2 more personal nature. Brands can be associated with person who use or used that particular brand, for example a close friend or a family rember, Also, brands received asgifts can also be associated with the person from whom the gift was received. These person associations serve to animate the brand as a vital in the minds of the consumers. Obviously, this aspect is much less under the control of the marketers, Aresearch process consists of stages or steps that guide the project from its conception through the final analysis, recommendations and ultimate actions. The research process provides a systematic, planned approach to the research project, and ensures that all aspects of the research project are consistent with each other. | propose to first conduct a intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which | feel remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory research. This stage shall help me to restrict and select only the important question and issue, which inhabit growth and segmentation in the industry. The various tasks that | have undertaken in the research design process are : “1 Defining the information (1 Design the exploratory, descriptive and causal research, RESEARCH PROCESS The research process has four distinct yet interrelated steps for research analysis It has a logical and hierarchical ordering: Determination of information research problem. ( Development of appropriate research design. Execution of research design © Communication of results. Each step is viewed as a separate process that includes a combination of task, step and specific procedure. The steps undertake are logical, objective, systematic, reliable, valid, impersonal and ongoing. PRIMARY DATA New data gathered to help solve the problem at hand. As compared to secondary data which is previously gathered data, An example is information gathered by questionnaire. Qualitative or quantitative data that are newly collected in the course of research, Consists of original information that comes from people and includes information gathered from surveys, focus groups, independent observations and test results, Experimentation. SECONDARY DATA Information that already exists somewhere, having been collected for another purpose. Sources include census reports, trade Publications, and subscription services. Data that have already been collected and published for another research project (other than the one at hand). There are two types of secondary data: internal and external secondary data STEPS in the descriptive research: C Statement of the problem = Identification of information needed to solve the problem |: Selection or development of instruments for gathering the information || Identification of target population and determination of sampling Plan. |. Design of procedure for information collection | Collection ofinformation Analysis of information || Generalizations and/or predictions SAMPLE SIZE || have targeted 100 people in the age group above 21 years for the purpose of the research. The sample size is influenced by the target population. ‘The target population represents the Delhi regions. . The people were from different professional backgrounds. || The details of our sample are explained in chapter named primary research where the divisions are explained in demographics section. [) SAMPLING TECHNIQUE [1 Simple random sampling technique has been used to select the sample IIL, Guide Details Name of the Guide B SRIKANTH Date of Birth 0000-00-00 Primary Contact Number +917735471320 Primary Email Id bsrikanth1515@rediffmail.com Total Experience 3 Country India Area of Year of uti wversi Name of the PG alcati f Institution/University| Specialisation passing (MBA) Master of Business Administration Does the guide has more than two years of Experience Y | Dr. /Mr./Mrs/Ms. B SRIKANTH hereby confirm my willingness to guide Mr,/ Ms, SANTOSH, KUMAR IMIDISETI RollNo, 1408021798 attached to Learning Centre (code) 03375 , ACCORD INSTITUTE OF MANAGEMENT & TECHNOLOGY, whose Project Title is A study of consumer perception of car market & buying behavior at Uttkal Automobiles Pvt. Ltd, Bhubaneswar during the Spring session of 2016 (year). | agree to submit the project status/ Internal Assessment marks to the University. (Signature of the Guide) I hereby declare that this project synopsis is an original work carried by me and will not be submitted to any other University for fulfillment of any course of study. Place Date (Signature of the Student)