Post on 15-Oct-2014
Consumer behavior and their perception towards cars
(High end hatchbacks) In Coimbatore
Presented by, Team 5
Ashok G Roy(11AA07) George Abraham
(11AA14) Jayesh John (11AA16)
Sai Seshan (11AA31) Christopher (11AA46)
Introduction
Objectives
Articles
Research Methodology
Data Analysis
Findings
Literature Review
Limitations
Reference
Consumer buying behaviour is based :-
• Initiator: The person who determines that some need or want (car) is to be met.
• Influencer: The person who influences the decision to buy or endorse the view of the initiator.
• Buyer: The person who actually makes the purchase.
• User: The person who actually uses the car.
Objectives of the research
• To find out the customer perception about their cars.• To judge the satisfaction level of car owners of
different brands.• To find about the various factors that influences the
purchasing decisions of consumers.• To analyse about various brands and their share in
the market. • To find in detail about the consumer behaviour and
their preferences.
Car Models taken for the research
• Maruthi Suzuki Swift• Volkswagen Polo• Toyota Etios Liva• Ford Figo• Hyundai i20• Skoda Fabia• Nissan Micra
Article 1
• Article Title - “Consumer perceptions and behaviour with reference to car owners.
• Author – Dr. S. Subadra, Dr. K. Murugesan, Dr. R. Ganapathi
• Journal - APJRBM
Variables Identified
Independent Variables
• Income of the user• Lifestyle of the person• Occupational status• Family Size
Dependent variables
• Consumer buying behaviour• Consumer’s perception
• Research Methodology -Descriptive study.
• Data Collection -Primary Data Interviews, questionnaire, survey. -Secondary Data Newspapers, Journals
Analytical Tools
• Percentage Analysis• F-Test • Chi-Square test • ANOVA table• Mean, Median and Standard deviation • Correlation analysis
Findings
• There are four major classes of consumer behaviour determinants and expectations, namely, cultural, socio-economic, personal and psychological.
• The socio-economic determinants of consumer behaviour consist of age, marital status, occupation, education, income, family size.
Article 2
• Article Title - “Car market and consumer buying behaviour”
• Author - Dr Saikat Banerjee
• Journal – Journal of Marketing and Communication
Variables identified
Independent variables
• Price• Fuel efficiency• Brand image
Dependent variable
• Customer’s buying attitude and buying Behaviour
Target population
• Sample size – 100 people of 21 years and above.
• Target population – Delhi (people of different professional backgrounds)
• Sampling Technique – Simple random sampling method (convenience sampling)
Research methodology
• Research Design -Descriptive study.
• Data Collection Primary data – Questionnaires
• Analytical tools -Karl Pearson -Regression Analysis -Cross Tabulation
Findings
• The consumer’s decision to purchase a car is mostly dependent on his family and relatives.
• Most consumers give more importance for the Price and fuel efficiency of the car.
Article 3
• Article Title – “The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases’’
• Author - Dr Herrmann and Huber Frank
• Journal – The Journal of Product and Brand management
Variables Identified
Independent Variable
• Price of the car.
Dependent variable
• Consumer Satisfaction level• Purchase Decisions
• Sample size – 460 customers
• Location – Hyderabad
• Research design – Exploratory study
• Data collection – Informal interviews and questionnaires
Analytical Tools
• Exploratory and confirmatory factor analysis.• Percentage Analysis.• Regression Analysis.
Findings
• Results revealed that customer’s fairness perceptions depended on a supplier's commitment.
• The price of the car was a major factor that influences buying behavior.
Article 4• Article Title – “ Study on customer satisfaction,
behaviour and loyalty in the automobile segment”
• Authors- Asghar Afshar Jahanshahi , Mohammad Ali Hajizadeh Gashti , Seyed Abbas Mirdamadi.
• Journal - International Journal of Humanities and Social Science
Variables Identified
Independent variables
• After sales service• Age• Gender• Socio economic
background
Dependent variables
• Customer satisfaction• Customer buying behaviour• Customer Loyalty
Analytical tools
• Regression and ANOVA test • SPSS 16• Mean, median and standard deviation
• Sample Size – 234
• Research design Study Design- Exploratory study
• Data collection - Questionnaires
• Location - Pune
Findings
• The after sales services provided has an impact on the customer behaviour and the level of satisfaction.
• Customer satisfaction influences customer loyalty.
Article 5
• Article Title – “ Consumer loyalty and consumer Behaviour towards Automobiles”
• Author - Dr Haresh Vaishnani
• Journal - Jounal of Marketing Management.
Variables Identified
Independent Variables
• Education Level• Age Group• Advertisements• Sales Promotion
Techniques
Dependent Variable
• Consumer Loyalty and Consumer Buying Behaviour.
• Sample Size – 120 customers Sampling Method Method – Simple Random
Sampling
• Data collection Primary Data – Questionnaires Secondary Data – Textbooks, Magazines, websites
• Research Methodology Study design – Exploratory study
Analytical Tools
• Chi-Square (x2) test• Percentage Analysis• T test
Findings
• The education level is a determinant of customer Loyalty.
• Advertisements and promotion techniques influences consumer Behaviour.
Research work done to know about the Consumer Behaviour and their Perception
• Sample Size – 75 people
• Place of Research – Coimbatore Locations considered - Brooksfield, Railway Station, Peelamedu.
• Data Collection sources Primary Data – Questionnaires (consisted of 20 questions) Secondary Data - Journals, company websites, Textbooks,
Research Articles.
• Tools used for Analysis - Percentage Analysis - Five Point Likert scale
• Study Design - Descriptive study
Variables
• Independent Variables - Price, Mileage, Age, Education level, Gender,
Occupation, Income.
• Dependent Variables - Consumer Behaviour - Consumer satisfaction Level
Data AnalysisDetails-Place of Research:- Coimbatore-Locations:- Brooksfield, Railway Station, Peelamedu-Gender:-
Male Female
63 12
84% 16%
Data Analysis
-Occupation
-Monthly income
Student Salaried Business Others
16 23 27 09
21.4% 30.6% 36% 12%
Below 50,000 50,001 to 75,000 75,001 to 1,00,000 Above 1,00,000
39 21 11 4
52% 28% 14.7% 5.3%
Data Analysis
-Buying Preferences
-Decision making influencers
New Car Second-Hand Car
63 12
84% 16%
Family Friends Relatives Advertisement Sales Man
59 6 5 3 2
78.6% 8% 6.7% 4% 2.7%
Data Analysis
-Mode of Purchasing
-Factors Determining Purchase
Price Maintenance cost Mileage Resale Value Comfort
28 17 14 11 05
37.3% 22.6% 18.7% 14.7% 6.7%
Cash Loan
10 65
13.3% 86.7%
Data Analysis-Car Models Identified
-Satisfied Car Owners
Maruthi Swift
Volkswagen Polo
Toyota Etios Liva
Ford Figo
Hyundai i20
Skoda Fabia
Nissan Micra
22 16 05 13 15 03 01
29.3% 21.3% 6.7% 17.3% 20% 4% 1.4%
Maruthi Swift
Volkswagen Polo
Toyota Etios Liva
Ford Figo
Hyundai i20
Skoda Fabia
Nissan Micra
Yes 19 11 03 11 15 02 01
No 03 05 02 02 0 01 0
Data Analysis
-Satisfaction of Consumers on car service centers
-Recommendation of the car to others
Yes No
73% 27%
Yes No
57 13
76% 24%
Five point Likert Rating Scale
Factors Extremely Satisfied
Satisfied Neutral Unsatisfied Extremely Unsatisfied
Driving Comfort 13 21 27 09 05
Fuel Economy 06 14 34 16 05
Price 04 12 28 23 08
Pickup 16 34 17 05 03
Attractive model 15 30 18 09 03
Road Grip & Safety 09 32 21 09 04
Brand Image 17 28 20 08 02
Internal space 08 24 29 11 03
Maintenance cost 03 16 26 19 11
Status symbol 05 18 37 09 06
Latest technology 03 32 25 11 04
Resale value 10 27 19 08 11
Graphical Representation
Driving C
omfort
Fuel
Economy
Price
Pickup
Attractive
model
Road Grip
& Sa
fety
Brand Im
age
Internal
space
Mainten
ance
cost
Status s
ymbol
Latest
tech
nology
Resale
value
0
5
10
15
20
25
30
35
40
Extremely Satisfied Satisfied Neutral Unsatisfied Extremely Unsatisfied
Contents of the Questionnaire Framed Revolved around topics like :-
• Gender• Occupation• Monthly Income• Buying Preferences• Influencers• Mode of Purchase• Factors determining Purchase• Overall Satisfaction Level• Recommendation• After sales services
• Price• Driving comfort• Mileage• Brand Image• Internal Space• Safety• Attractive Model• Resale Value• Advertisement• Sales Promotion Techniques
Findings from our Research • Fuel economy and the price of the car are the most
important variables that determine consumer behaviour.
• Advertisements have very little impact on consumer behaviour.
• Family plays a major role in consumer behaviour, their perception.
• Improved after sales services will result in customer loyalty
Limitations to the study
• A strong unwillingness on the part of the owners of various cars, to participate and aid the research.
• Sample size was small and not enough for the research to be reliable.
• Time constraint.
References• http://www.skirec.com/images/download/apjrbm/APJRBM-DEC-10/3.pdf• http://www.ijhssnet.com/journals/Vol._1_No._7_%5BSpecial_Issue_June_2011%5D/33.pdf• http://www.volkswagen.com/vwcms/international_portal/virtualmaster/en.html• http://www.nissan.in/en/web/homepage/index.htm• http://www.toyota.com/• http://www.india.ford.com/• http://www.skoda.com/Skoda.com/Blog/Blog.html• http://www.hyundai.com/in/en/main/• http://www.marutisuzuki.com/• http://chandigarh.quikr.com/consumer-behaviour-towards-small-cars-Cars/consumer-behaviour-towards-s
mall-cars/x365• http://profit.ndtv.com/?pfrom=home-business• http://blog.carazoo.com/2011/11/maruti-tops-jd-power-customer-satisfaction-index-chart.html• http://automobilesociety.ac.in/company.php• www.autocarindia.com• www.overdrive.in• www.topgear.in• www.Team-Bhp.com
Thank You…
2012