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

CHAPTER

TITLE
INTRODUCTION COMPANY PROFILE NEED FOR THE STUDY REVIEW OF LITERATURE OBEJECTIVES RESEARCH METHODOLOGY

PAGE NO
1 2 17 18 28 29

I. II III IV V VI VII

DATA ANALYSIS AND INTERPRETATION 34 FINDINGS OF THE STUDY 62

SUGGESTION AND RECOMMENDATIONS 65 CONCLUSION 66 LIMITATIONS OF THE STUDY SCOPE OF THE STUDY ANNEXURE BIBILIOGRAPHY 67 68 69 72

VIII

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 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 nonparametric 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 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 TABLE NAME Age Level of the Respondents Marital Status of the Respondents Educational Qualification of the Respondents Occupation of the Respondents Car users of the Respondents Duration of car usage of the Respondents Preferable price range of the Respondents Types of financial source of the Respondents Types of information source l of the Respondents Colors preference of the Respondents First preference given to the factor that influence the choice of buying First preference given to the interior comforts Gear system preferred by the Respondents Types of safety measure that the Respondents expect Exterior that attract the Respondents most warranty expected by the respondents Average years the people use the same car Seating comfort of the respondents air conditioner of the respondents Storage space of the respondents car accelerate adequately of the respondents interiors of the respondents Parking comfort of the Respondents Car handles well in the city and highway Chi-square test for usage of car against age Chi-square test for preferable price range Chi-square test for financial source Chi-square test for information source Chi-square test for colors Non parametric tests Page No 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 58 59 59 60 61

LIST OF CHARTS
S.no 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 CHART NAME Age Level of the Respondents Marital Status of the Respondents Educational Qualification of the Respondents Occupation of the Respondents Car users of the Respondents Duration of car usage of the Respondents Preferable price range of the Respondents Types of financial source of the Respondents Types of information source l of the Respondents Colors preference of the Respondents Page No 34 35 36 37 38 39 40 41 42 43

First preference given to the factor that influence the 44 choice of buying First preference given to the interior comforts Gear system preferred by the Respondents Exterior that attract the Respondents most warranty expected by the respondents Average years the people use the same car Seating comfort of the respondents air conditioner of the respondents Storage space of the respondents car accelerate adequately of the respondents interiors of the respondents Parking comfort of the Respondents Car handles well in the city and highway 45 46 48 49 50 51 52 53 54 55 56 57

Types of safety measure that the Respondents expect 47

CHAPTER 1
INTRODUCTION 1.1. BACKGROUND:
In todays 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 Fords 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 worlds single largest automobile plant in the world. The mammoths-sized Ulsan complex sits at 1,200 acres site and it is Hyundais 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 plants scale, it is deemed to be the worlds 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 60,000units 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-ofthe-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 worlds 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., friends 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, Maslows 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. Webers 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 persons 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 didnt 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, fuelefficient cars in greater and greater numbers. This reflects womens 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 = ----------------------------Total no. Of Respondents From the above formula, we can get percentages of the data given by the respondents. x 100

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 S.no 1 2 3 4 5 AGE LEVEL 20-25 25-30 30-35 35-40 Above 40 Total no. Of respondents NO. of respondents 42 38 44 18 58 200 Percentage of respondent 21 19 22 9 29 100

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
PERCENTAGE
35 30 25 20 15 10 5 0 20-25 25-30 30-35 35-40 above 40

Series1

AGE LEVEL

MARITAL STATUS TABLE NO: 5.2 S.no 1 2 Marital status NO. of respondents 60 140 200 Percentage of respondent 30 70 100

Single Married Total no. Of respondents 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

PERCENTAGE
80 70 60 50 40 30 20 10 0 single married

Series1

MARITAL STATUS

EDUCATIONAL QUALIFICATION TABLE NO: 5.3 Source: primary data Educational NO. of respondents Percentage of qualification respondent 1 Hsc 13 6.5 2 Diploma 2 1 3 Under graduate 55 27.5 4 Post graduate 122 61 5 Others 8 4 Total no. Of 200 100 respondents 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

CHART NO: 5.3

OCCUPATION TABLE NO: 5.4

S.no 1 2 3 4 5 Occupation Business Govt.employee Private employee It professionals Homemaker Total no. Of respondents NO. Of respondents 9 37 58 50 46 200 Percentage of respondent 4.5 18.5 29 25 23 100

Source: primary data 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

PERCENTAGE
35 30 25 20 15 10 5
e e e e rs ls

Series1 Series2

0
s in e s p b u s o vt .e w

io n a fe ss

lo y

e m p

p ri v

OCCUPATION

CAR USERS TABLE NO: 5.5 Source: primary data Percentage of respondent 1 Yes 130 65 2 No 70 35 Total no. Of respondents 200 100 Inference: From the above table it is inferred that, 65 percent of respondents own a car and 35 percent do not own a car. S.no People own a car NO. Of respondents

CHART NO: 5.5

it

h o m e

a te

p ro

m a ke

lo y

PERCENTAGE

70 60 50 40 30 20 10 0 yes

Series1

CAR USERS

no

DURATION OF CAR UTILITY TABLE NO: 5.6 S.no 1 2 3 4 5 Duration of car usage NO. Of respondents 12 17 44 14 43 200 Percentage of respondent 9.23 13 33.85 10.77 33 100

0-1 year 1-2 year 2-3year 3-4 year Above 4 years Total no. of respondents Source: primary data

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

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

PERCENTAGE 40 35 30 25 20 15 10 5 0 0-1 yr 1-2 yrs 2-3 yrs 3-4 yrs DURATION above 4 yrs Series1

CONSUNER PRICE PREFERENCES TABLE NO: 5.7 Preferable price range 2.5 4.5 lakhs 4.5-6.5 lakhs 6.5-8.5 lakhs 8.5-10.5 lakhs Above10.5 lakhs Total no. Of respondents Source: primary data S.no 1 2 3 4 5 NO. of respondents 92 89 15 3 1 200 Percentage of respondent 46 44.5 7.5 1.5 0.5 100

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

PERCENTAGE
50 45 40 35 30 25 20 15 10 5 0 2.54.5 lakhs 4.56.5 lakhs 6.58.5 lakhs 8.510.5 lakhs above 10.5 lakhs

Series1 Series2

PRICE RANGE

FINANCIAL SOURCES UTILIZED TO PURCHASE CAR TABLE NO: 5.8 S.no 1 2 3 4 5 Financial source Bank Private financials Loans through dealership Own source of income Lease Total no. of respondents NO. Of respondents 79 39 37 45 0 200 Percentage of respondent 39.5 19.5 18.5 22.5 O 100

Source: primary data 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 1 2 3 Information source TV Internet Magazines NO. of respondents 23 34 39 Percentage of respondent 11.5 17 19.5

4 5

Referral Walk into show room Total no. Of respondents

47 57 200

23.5 28.5 100

Source: primary data Inference: From the above table it is inferred that, 11.5 percent of respondents 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 1 2 3

colors

NO. of respondents 52 90 58 200

Dark Light Bright Total no. Of respondents Source: primary data

Percentage of respondent 26 45 29 100

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.

CHART NO: 5.10

FIRST PREFERENCE TO INFLUENCE THE CHOICE OF PURCHASING CAR TABLE NO: 5.11

s.no 1 2 3 4 5

Factors influence choice of buying cost Fuel efficiency Exterior appearance Safety and reliability Brand Total no. of respondents

No. of respondents 63 22 10 55 50 200

Percentage of respondents 31.5 11 5 27.5 25 100

Source: primary data 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

Percentage 35 30 25 20 15 10 5 0 cost fuel efficiency exterior safety and appearance reliability brand

Series1 Series2

FIRST PREFERENCES GIVEN FOR THE FACTORS INFLUENCES THE BUYERS

FIRST PREFERENCE ON INTERIOR COMFORTS TABLE NO: 5.12 Source: primary data s.no 1 2 3 4 5 Interior comforts Air conditioner Power window Enter/exit Adjustable seating comforts Adjustable safety belt No. of respondents 70 15 56 40 19 Percentage of respondents 35 7.5 28 20 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

PERCENTAGE 35 30 25 20 15 10 5 0 adjustable adjustable seating safety belt comforts FIRST PREFERENCE GIVEN FORINTERIOR COMFORTS air conditioner power windows enter/exit Series1 Series2

TYPES OF GEAR SYSTEM TABLE NO: 5.13 Gear system S.no 1 2 Manual Automatic Total no. Of respondents NO. of respondents 48 152 200 Percentage of respondent 24 76 100

Source: Primary Data 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

SAFETY MEASURES TABLE NO: 5.14

S.no 1 2 3 4 5

Types of safety measures Central locking with test alarm Central locking with remote Low fuel warning lamp Day and night mirror Child safety rear door locks Total no. Of respondents

NO. Of respondents 20 40 50 15 75 200

Percentage of respondent 10 20 25 7.5 37.5 100

Source: Primary Data

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
PERCENTAGE
40 35 30 25 20 15 10 5 0 1 2 3 4 5

Series1 Series2

1.central locking with test alaram 2.central lock with remote 3.low fuel warning lamp 4.day and night mirror 5.child safety rear door locks

PRIORITY ON EXTERIOR ATTRACTION TABLE NO: 5.15 S.no 1 2 3 4 5 Exterior NO. Of respondents 27 4 52 87 30 200 Percentage of respondent 13.5 2 26 43.5 15 100

Alloy wheels Ordinary wheels Alloy wheels with tubeless tyre Stylish body look Bumpers Total no. Of respondents Source: Primary Data

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

WARRANTY EXPECTED TABLE NO: 5.16 Source: primary Data s.no 1 2 3 4 5 Warranty expected 1year 2 year 3 year 4 year 5 year Total no. Of respondents NO. Of respondents 2 8 47 62 81 200 Percentage of respondent 1 4 23.5 31 40.5 100

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

PERCENTAGE
45 40 35 30 25 20 15 10 5 0 1 year 2 years 3 years 4 years 5 years

Series1

YEARS OF WARRANTY

DURATION OF CAR USAGE TABLE NO: 5.17

S.no 1 2 3 4 5

How long people use the same car 2 years 3years 4years 5years Above 5 years Total no. Of respondents

NO. Of respondents 12 60 30 42 56 200

Percentage of respondent 6 30 15 21 28 100

Source: Primary Data

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

CAR USERS: WHAT CAR USER FEELS ABOUT CARS MY SEATS ARE COMFORTABLE TABLE NO: 5.18 s.no 1 2 3 4 5 seats are comfortable Strongly agree agree neutral disagree strongly disagree No. Of respondents 80 47 2 1 0 130 Percentage pf respondents 61.54 36.15 1.54 0.77 0 100

Total no. OF respondents Source: primary data

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

PERCENTAGE
70 60 50 40 30 20 10 0 strongly agree neutral

Series1 Series2

SEATING COMFORTS

s trongly disagree

MY AIR CONDITIONER WORKS WELL TABLE NO: 5.19 Source: Primary Data s.no 1 2 3 4 5 Air conditioner Strongly agree agree neutral disagree strongly disagree Total no. OF respondents No. Of respondents 78 46 2 4 0 130 Percentage pf respondents 60 35.38 1.53 3.07 0 100

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

PERCENTAGE 70 60 50 40 30 20 10 0 strongly agree agree neutral disagree AIR CONDITIONER strongly disagree PERCENTAGE Series1 Series2

STORAGE SPACE IS ADEQUATE TABLE NO: 5.20

s.no 1 2 3 4 5

Storage space are adequate Strongly agree agree neutral disagree strongly disagree

No. Of respondents 61 35 5 27 2

Percentage pf respondents 46.92 26.92 3.85 20.76 1.54

Total no. OF respondents Source: primary data

130

100

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. CHART NO: 5.20

PERCENTAGE 50 45 40 35 30 25 20 15 10 5 0 strongly agree agree neutral disagree STORAGE SPACE strongly disagree Series1 Series2

MY CAR ACCELERATE ADEQUATELY TABLE NO: 5.21

s.no 1 2 3 4 5

My car accelerate adequately Strongly agree agree neutral disagree strongly disagree

No. Of respondents 58 64 2 5 1 130

Percentage pf respondents 44.62 49.23 1.53 3.85 0.77 100

Total no. OF respondents Source: Primary Data

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.

CHART NO: 5.21

PERCENTAGE 50 45 40 35 30 25 20 15 10 5 0 strongly agree agree neutral disagree CAR ACCELERATES strongly disagree Series1 Series2

MY INTERIOR IS QUITE WELL IN THE CITY

TABLE NO: 5.22 s.no 1 2 3 4 5 Interior is quite in the city Strongly agree agree neutral disagree strongly disagree Total no. OF respondents Source: primary data 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 . No. Of respondents 55 68 3 4 0 130 Percentage pf respondents 42.31 52.31 2.31 3.07 0 100

CHART NO: 5.22

PERCENTAGE 60 50 40 30 20 10 0 strongly agree agree neutral disagree strongly disagree INTERIORS Series1 Series2

I CAN PARK MY VEHICLE EASILY

TABLE NO: 5.23 s.no 1 2 3 4 5 I can park my vehicle easily Strongly agree agree neutral disagree strongly disagree Total no. OF respondents Source: primary data 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, 2.31 percent were neutral ,23.84 percent were disagree and 1.54 percent were strongly disagree. No. Of respondents 50 44 3 31 2 130 Percentage pf respondents 38.46 33.84 2.31 23.84 1.54 100

CHART NO: 5.23

PERCENTAGE 40 35 30 25 20 15 10 5 0 strongly agree agree neutral disagree CAR PARKING strongly disagree Series1 Series2

MY VEHICLES HANDELS WELL IN THE CITY AND HIGHWAYS TABLE NO: 5.24 s.no 1 2 3 4 5 My car handles in the city and highway well Strongly agree agree neutral disagree strongly disagree Total no. OF respondents Source: primary data 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
PERCENTAGE 50 45 40 35 30 25 20 15 10 5 0 strongly agree neutral disagree strongly agree PERFORMANCE OF VEHICLES disagree Series1 Series2

No. Of respondents 62 59 6 2 1 130

Percentage pf respondents 47.69 45.39 4.62 1.54 0.77 100

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 Total No : 35 Usage of car Yes: 65 100 18.341 .000 Total Chi-square Value P value

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 2.5-4.5 lakhs:90 Total 4.5-6.5 lakhs:89 6.5-8.5 lakhs:16 8.5-10.5 lakhs:4 above 10.5 lakhs:1 INFERENCE: It shows that people prefer car of price range 2.5-4.5 lakhs 100 8.036 .045 Total Chi-square Value P value

Table 5.27: Awareness with financial source against age group Age distribution Financial source Group 1:79 Total Group2:38 Group3:37 Group4:45 Group5:1 100 9.443 .024 Total Chi-square Value P value

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 Tv:38 Total Internet:46 Magazine:36 Referral:45 Walk in to the showroom:35 100 3.902 .048 Total Chi-square Value P value

INFERENCE:

It is found to be statistically significant.

Table 5.29: Awareness with colour against age group Age distribution colour Dark:52 Total Light:90 Bright:58 100 7.104 .008 Total Chi-square Value P value

INFERENCE: Almost 50% indicate that they prefer light colour.

NON-PARAMETRIC TESTS N Type of gear system Type of safety measures 100 100 Mean .90 .43 .45 .50 .78 .83 .79 .77 .78 .74 .85 .49 .93 Standard Deviation .302 .498 .500 .503 .416 .378 .409 .423 .417 .449 .359 .502 .256

Exterior that attract the most 100 Warranty Average usage of the car Free services Comfort Air-conditioner Storage space Accelerate adequacy Interior Parking 100 100 100 100 100 100 100 100 100

Easy handle 100 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 respondents 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. service with sufficient staff and networking infrastructure. After sales service also considered by the women consumer, hence high priority should be given for after sales

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 consumers 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 ---------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 -www.indiainfoline.com -www.skyroxin.com -www.consumerpsychologist.com -www.dbv.com -www.knowthis.com