Analysis of

Customer satisfaction & buying behavior towards small Car’s

(Delhi,Noida)

I AM inside

Anmol Verma
PGDM II year
Roll. No. 09
 Main objective
Objective of study
• The objective of the study is to understand “factors
influencing customer buying behavior of small cars.
• The satisfaction level of car owners of different brands of
small 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)

 Focus area

Automobile Industry

Light Pass Commercial

Tractor
Two Three
Vehicle Vehicle Wheelers Wheelers

Farm/Earthmoving Passenger
PCs/MUVs/SUVs LCVs/M&HCV & Construction Motorcycles/Scoote Carriers /
S/BUSES Equipments rs/Mopeds Goods Carriers
 Domestic Market Share for 2009-10
Total
passenger 16% Passenger
vehicles Vehicles
4% Commercial
4% Vehicles
Three Wheelers
Two Wheelers
76%

1,949,776
2,000,000
1,549,882 1,552,703
1,379,979
1,500,000 1,143,076
1,061,572
902,096
1,000,000

500,000

0
2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

Passenger Vehicles
 Maruti is Leader
Market Share in 2009-10

3%
3% 5%
Maruti
8% 5% Tata
43%
Hyundai
Mahindra
General Motors
Toyota
16% Honda
17% Other

More than 70% of maruti

sale come from small cars
 Research Methodology
Sampling Unit:- customer of small cars (11 cars of top 4 brands)
Sample Size:- 50
Sampling Method:- Random sampling( Delhi , Noida)
Source of data …
Primary Data:-From the questionnaire
Secondary data :- magazines , websites etc 
 

Maruti,Tata,Hyundai,
Chevrolet (GM)
Q. Why you buy your present car?
Data Analysis
32%
Motives For buying a car
22%
16
11 9 9
5
Q. You decided to buy your present car because of

Product spceific reasons for buying a car

Safety After sale services

Affordable price

Technical superiority
over competition
Comfort
Value for money

Customer is Manufacturer’s image

going
 Q . Rate your existing car in terms of
Leader understated Interior Design features

100% 1 1
2 3 2 2 2 2 3
90% 3 3
1
2 2
80% 3 3 2
1 2 3 3
2 2
70% 4
2 1 1
3 3 3 3
60% 1
2
2
50% 2 4 3 4 2
3 2 3
40% 3 2
1
1 1 2
30% 2 2 1
2 4 1 3
20% 3
3 3 3 3
3 3 3 3 3
10% 3
0%

lto ift VA i ng a rk t ilo t ile i m

e
t ar i sta i 10
A w - s
ki is U o
X Sp Es i o
S
Pr A- a
V
d ai
zu k o r t n l z i ic
u u zu A ve a nt o le Ze P a et zu k d yun
S r i t G In
ti t is let a iS h ev zu k ia a i S u
a
H
u u o F d t i t
ar ar e vr u nd C
i Su un r u Ta
M y a
M Ch H
y ut H M
ar
M

Adjustable Front seat Headrest Music System Interior Colour

Dash Board Leg Room Seats design
 Safest car Q. Rate your existing car in terms of understated
Safety features .

100% 2
2 3 2 2 2 3 2
90% 4 3 3

80% 4
3 2 3 3 3 3
70% 3 2
3 3
60%
3
2 4 2 2 2 4
50% 3 3
2 2
40%
3 2 4
3 3 3 3
30% 1 2 1 2
20%
2 3 4 2 3
2 2 2 3 2 3
10%
0%
lto ift VA i ng a rk t ilo t ile i m
e
t ar i sta i 10
A w - s
ki is U o
X Sp Es i o
S
Pr A- a
V
d ai
zu k o r t n l z i ic
u u zu ve a nt o le Ze P a et u k d yun
S A r i t G z n
ti t is let a iS h ev zu k ia a i S u
a
I H
u u o F nd i t
ar ar e vr u nd C S u
u r ut Ta
M M y t i y a
Ch H u H M
ar
M

Crossbar under Dashboard Air Bags Anti Lock Breaking System

Aerodynamic Shape Intensity of front lights
 Q. Rate your Dealer

100%
90% 4 4 4 4 4 4
5 5 5 4 5
5 4
80%
70% 4 4 4
4 4 4
60% 4 4 4
3 4 4
50% 3
4 5
40% 2 4 4 4 5
3 2 4
4 2
30% 1
20% 4 5
4 4 4 3 5 4 4 4 4
2 3
10%
0%
) ) s ce s d e es ff e) s er es
ity ns lit
ie vi re de m g St
a ic io
n
nt
im it o c i er p a vi Ti ar r v ct e he
m
ox m
o
F a fS fS P ro
vi
ce Ch se
ce sa Sc
C
Pr ro al to ty
o
n r & i
ra
v
n
it)
e
( ( P ic os ili tio Se er
y erT ed
nc ts hn C
la
b a il v
of
S
er r
a en Te
c
ai rm e
om (C
ist em A v n fo (D st n c e
c e
D
r tis I
lin
g Cu bie
n an
ve d re
d
Am Fi
A d an su
H
ar As
C

winner
Maruti suzuki Tata motors
General motars Hyundai
 Q. Rate the brand image of your car

Santro is
5
best brand 5

image car 4
4 4 4 4 4 4

3
3 3 3 3

lto
wift V A in g
a rk tilo tile ime star ista i10
iA - s S ai
k k i s o U ro X t Sp n E io P r
A -
a
V d
uzu zu ve nt
o le Z e P al e tz
uki dic un
u A a r i G z n y
ti S ti s l et i S e v uk iat a i S u a
I H
u u o a h z F d i t
ar ar v r
u nd C S u
yu n
r ut Ta
M M e i a
Ch H
y
r ut H M
a
M
 Q. Will you recommend your car to your friends

74 % recommend to
other 26%
Yes
74% No

No 13

Yes 37

0 5 10 15 20 25 30 35 40
 36% 18%

Q. Will you buy your new car in the

22%
24%

Mostly wanted 18

18

16

14
12
11
12
9
10

0
Same segment , same Same segment, Upper segment, same Upper segment,
manufacturer different manufacturer different
manufacturer manufacturer
 Age Group

22% 10% < 21

Middle class buyer
21 -35
38%
30% 36-54
>55

Monthly family income

18% 36% <50,000

50,001<1,00,000
18% 1,00,001<2,00,0
Mostly car owner 00
are 21 to 35 age group 28%
>2,00,000
 high brand image in
customer mind
Recommend to other
11% 11%
8%

18

16
22%
14 49%
12

10 18
8

6 4
3 8 3
4 2 2 5
4 1
2

0
Yes No

Very low Low Neutral

High Very High
 Word of mouth
FINDINGS

• It was found that 38%of the customers were in the age

group of 21to 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 of
customer.
• Customer knowing is very difficult to judge because
they wanted more on less price.
 Leanings from survey

• Customer know what they are purchases .

• Cars market growing and future is very competitive .
• Customers directly related to income level of them.

Customer is moving to 21
to 35 age group
Thanks