0601073 perception mapping of competitors product in the mind of customers

A PROJECT REPORT

ON

“PERCEPTION MAPPING OF COMPETITORS

PRODUCT IN THE MIND OF CUSTOMERS AND

CONVERTING CUSTOMERS TO OUR

PRODUCT”

AT

Mahindra & Mahindra Automobiles.

UNDER GUIDANCE OF

Mrs. Smita Sovani.

SUBMITTED TO

UNIVERSITY OF PUNE.IN THE PARTIAL FULFILLMENT OF

MASTER OF BUSINESS ADMINISTRATION.

BY

VISHAL BRAHME.

MBA (MARKETING)

(2006-2008)

CERTIFICATE

To whomsoever it may concern.

This is to certify that Mr. Brahme Vishal is a bonafide student of our institute.

He has successfully carried out summer project “ PERCEPTION MAPPING OF

COMPETITORS PRODUCT IN THE MIND OF CUSTOMERS AND

CONVERTING CUSTOMERS TO OUR PRODUCT.” at Mahindra and Mahindra

automobile sector.

This is the original study of MR. Brahme vishal and important sources of data

used by him have been acknowledged in his project.

The report is submitted in partial fulfillment of two year’s full time course of

Master in business administration (2006-2008) as per the rules.

Mrs. Smita Sovani. Dr. S.L.Joshi

Project Guide Director

2

ACKNOWLEDGEMENT

I am overwhelmed while expressing my sense of gratitude towards all those who

helped and guided me during the course of this project.

I feel immense pleasure in expressing my sincere and profound sense of gratitude to

Mr. Abhishek Vidyabhanu & Mr. Shirish Khalap, of Mahindra & Mahindra

Automobiles, for their inspiring guidance and constructive criticism during the course

of summer project.

I express my sincere thanks to Mr. A. V. Palan, Sales Manager and sales team of

Kamal Carlines Nashik for their guidance, constant encouragement and constructive

criticism

I am very thankful to Mrs. Smita Sowani madam and all staff members of

Vishwakarma Institute of Management for their cooperation and valuable guidance in

completing the project.

I express my sincere thanks to Director Dr. Sharad Joshi for inspiring guidance.

Vishal Brahme

M.B.A. (Mktg)

VIM, Pune

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TABLE OF CONTENTS

SR. NO.

PARTICULARS PAGE NO.

1 EXECUTIVE SUMMARY. 1

2 RESEARCH DESIGN STATEMENT OF PROBLEM. OBJECIVE OF STUDY. RESEARCH METHODOLOGY

3

3 COMPANY OVERVIEW. 8

4 COMPANY AUTOMOBILE SECTOR OVERVIEW.

12

5 COMPARISON OF M & M’S AND COMPETITORS PRODUCT.

14

6 COUNTER SALES AND FIELD PROCESS AT DEALER OUTLET.

19

7 PROMOTIONAL ACTIVITY. 23

8 ANALYSIS AND INTERPRETATION OF THE DATA.

27

9 SUGGESTION AND CONCLUSION 34

10 BIBLIOGRAPHY 37

11 ANNEXURE 39

4

Chapter 1

Executive Summary.

1. EXECUTIVE SUMMARY

With the growing competition in the market and globalization coming into

role it has become essential for any Automobile company to keep in touch with the

5

recent technology. My subject of project mainly targets the perception mapping of

customers with reference to buying process of four wheelers. Thus, for a automobile

company to survive in a market it is very essential to stick to new technology, price

before and after sales service

In the present market scenario, many automobile companies are launching

their new product. In order to achieve our target market share there is necessity to

implement new programmes and marketing strategies. So the question comes in

mind, that, what is the behavior of customers while buying a four wheeler vehicle?

What are the factors which influence the buying behavior of customers? What are the

competitor’s strategies to increase their market share?

In any automobile sector, finance plays important role in the sales process. A

customer should get more option regarding to finance as per their need. In today’s

competitive world each and every customer expects a best of before and after sales

service which plays an important role in increasing sales. There should be proper

training programme for sales person at the dealer’s outlet in order to achieve proper

communication between company and the dealer, this will help the company to know

the customers expectations and their feedback about the product.

In today’s competitive and globalization era it is very important to launch a

new product having some additional features than before competitors product.

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Chapter 2

Research Design Statement of Problem. Objective of Study. Research Methodology. Research Approach. Scope & Limitations.

2. RESEARCH DESIGN

7

2.1 STATEMENT OF THE PROBLEM

In September 2006, Mahindra & Mahindra Limited (M & M) started commercial

production of Maxx Maxi Truck in four wheeler segment. Since it’s launch it received

stiff competition from Tata Ace. The sales figure of Maxx Maxi Truck was very less

as compared to that of Tata Ace. Company adopted various promotional policies to

increase the sales figure but, it didn’t helped a lot.

Title of the project:“PERCEPTION MAPPING OF COMPETITORS PRODUCT IN THE MIND

OF CUSTOMERS AND CONVERTING CUSTOMERS TO OUR PRODUCT”

2.2 OBJECTIVE OF STUDY

PRIMARY OBJECTIVE:

To analyze the market scenario of the MaXX MAXI TRUCK and

Competitors product.

To find the reasons for low sales.

SECONDARY OBJECTIVE:

To study the perception of the customers about the product.

To study the use of the vehicles purchased.

To study the effect of various opinion makers on buying behavior.

To suggest the means to increase the sales.

2.3 RESEARCH METHODOLOGY

The detail steps are as shown below:

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Introduction and briefingProblem identification and planning of the study

Research objectivesResearch objectives was laid down.

Primary and Secondary data collectionCheck internal and external sources of data,to help in the preparation of questionnaire

Survey and data collectionData collection from target customers.

Data analysis and interpretationSuggestion and conclusion

2.4 RESEARCH APPROACH

In this research, primary and secondary data is collected as,

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Primary Data: The primary data was collected by conducting interviews and having

discussion with people. The telephonic medium is also used.

The people interviewed were from different areas such industrial areas,

market yard etc.

It took some time to collect this data but in order to get more accurate

data it was necessary to visit various person using different vehicles

and the project is exploratory research.

Secondary Data: The secondary data has been collected from literature reviews,

including trade journals, seminar proceedings, patent literature,

company literature, published reports and government publications.

It is the data collected by someone else.

Research instrument:

The research instrument used in this project was structured questionnaire. The

intention of survey was to explore the market scenario of four wheeler.

Method of sampling:

The sampling method used for project was convenience sampling.

Geographical coverage:

Nashik district.

Time period:

60 days (4th June-4th August).

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Analysis of data:

The collected data is categorized in a systematic way according to need of objective and then simple statistical technique like pie chart, graphs are used to analyze the data.

2.5 SCOPE

Focus area of project is to find market scenario of four wheeler vehicles and to

check opportunities for future growth.

Geographical scope:The project area was limited to the geographical limits of Nashik district.

Time Scope:Time period for project was limited to two months only.

2.6 LIMITATION

Within two months it’s very difficult to cover all areas.

It is difficult task to collect data as the customer mind is unpredictable.

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Chapter 3Company Overview.

GROUP OVERVIEW:-

This subsection contains fast facts about the Group; its promoter companies; management structure, Group financial results.

12

The birth of Mahindra & Mahindra began when K.C. Mahindra visited the

United States of America as Chairman of the India Supply Mission. He met Barney

Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of

inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of

World War II be ideal for India's rugged terrain and its kutcha rural roads?

Swift action followed thought. The Mahindra brothers joined hands with a

distinguished gentleman called Ghulam Mohammad. And, on October 2nd, 1945,

Mahindra & Mohammad was set up as a franchise for assembling jeeps from Willys,

USA

Two years later, India became an independent nation and Mahindra &

Mohammad changed its name to Mahindra & Mahindra. Ghulam Mohammad

migrated to Pakistan post-partition and became the first Finance Minister of Pakistan

Since then, Mahindra & Mahindra has grown steadily in size and stature and

evolved into a Group that occupies a premier position in almost all key sectors of the

economy. The Group's history is studded with milestones. Each one taking the Group

forward. In fact, today, its total turnover is about 4.5 billion dollars.

The Mahindra Group, a US $4.5 billion conglomerate, has a significant

presence in the key sectors of the Indian economy. A consistently high performer, the

Mahindra Group is one of the most respected in the country.

Set up in 1945 to make general-purpose utility vehicles for the Indian market,

the flagship company Mahindra & Mahindra Limited has expanded its operations

beyond automobiles and tractors and has made spirited thrusts into new areas of

business.

The Company has, over the years, transformed itself into a Group that caters

to the Indian and overseas markets with a presence in six business sectors:

Automotive Sector, Farm Equipment Sector, Information Technology Sector, Trade &

Financial Services Sector, Infrastructure Development Sector and the Systech Sector.

The Systech Sector was recently started in order to focus on developing components

as well as offering engineering services.

With the launch of new generation vehicles like the Mahindra Bolero and

Mahindra Scorpio, the Group has created brands that for the global stage. The Group's

global strategy today focuses on a mix of mergers & acquisitions and joint ventures to

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strengthen its core product areas and enter new niche markets, both domestic and

international. These include a joint venture with French auto major, Renault, to

manufacture and market Logan, the world's most affordable C-segment car, in India,

and a joint venture with International Truck, USA.

The Mahindra Group has always been committed to Corporate Social

Responsibility. On the occasion of its 60th anniversary, the Group announced a range

of Corporate Social Responsibility activities supported by a commitment of 1% of

Profit after Tax for its Corporate Social Responsibility initiatives.

The five core values that form the bedrock on which the Mahindra Group has

been built are: good corporate citizenship, professionalism, customer first, quality

focus and dignity of the individual. These values have been a part of the Group's ethos

since the very beginning and continue to guide the business decisions of the Group

even today. The Group's philosophy of growth is centered on its belief in people and

all efforts are made to reward and retain the best talent in the industry.

In 2002, the Group embarked on a transformation process, which was

christened the 'Blue Chip' initiative. The essence of the Blue Chip is captured in the

five business mantras that it propagates, namely: leadership, innovation, globalization,

a sharp focus on financial returns and, most importantly, customer centricity.

Leadership for the Group is the aim to be number one or number two in all their

businesses.

Globalization is not just about selling products around the globe; it is about

setting global standards of excellence in whatever the Group does. Above all, the

Group is committed towards creating a genuinely customer centric organization, with

the aim of not just satisfying customers but delighting them

MAHINDRA AND MAHINDRA GROUP

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Chapter 4Company Automobile

Sector Overview.

16

COMPANY AUTOMOBILE SECTOR OVERVIEW

The Automotive Sector is the market leader in utility vehicles in India since

inception and currently accounts for about half of India’s market for utility vehicles

with a product portfolio that ranges from rugged, mass-transport utility vehicles to

personal segment sports utility vehicles like the Scorpio

While the world-class Scorpio (declared to be the ‘Car of the Year’ by CNBC

Autocar, BBC Wheels and Business Standard Motoring) is the Automotive Sector’s

current flagship, it has many more products that have made it popular with individuals

and institutions in India and the world. The Automotive Sector of the Mahindra

Group is currently present in the multi-utility vehicle, light commercial vehicle and

three-wheeler segments. Now, with its joint ventures, it will have a presence in the

passenger car and the medium and heavy commercial vehicle segments too

Mahindra Automobiles have a strong and growing presence in international

markets. From humble beginnings in 1968, when 1,200 vehicles were shipped to the

former Yugoslavia, Mahindra exports have grown by leaps and bounds and today

reach customers across five continents. From neighbouring Bangladesh and Sri Lanka

to such far-flung places as Australia and Uruguay, vehicles sporting the Mahindra

logo can now be found in almost every corner of the world. Such is Mahindra’s

commitment to global markets that it launched subsidiaries in South Africa in 2004

(Mahindra South Africa) and in Europe in 2005 (Mahindra Europe) to handle its

sales and growth in those important markets. The Company is also currently

establishing local assembly set-ups in strategic markets in order to better serve its

customers in those respective regions.

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http://www.mahindra.co.za/

http://www.mahindraeurope.com/

Mahindra vehicles have gone on display to auto enthusiasts around the world,

participating in prestigious automobile shows in Paris, Rome, Bologna, Johannesburg

and São Paulo. And this is just the beginning of the Company’s global adventure. In

2006 Mahindra announced that it would be the first Indian automobile manufacturer

to enter the world’s most demanding and critical market – USA

In February 2005 Mahindra & Mahindra and Renault decided to join forces to

produce and commercialize Logan in India. The joint venture is a 51:49 partnership

between M&M and Renault. An investment of 125 million euros (Rs. 700 crore) was

announced to set up a production capacity of 50,000 cars per year. The Logan would

be produced at M&M’s state-of-the-art factory located in Nashik, which offers a

stamping shop, a paint shop with a top quality pre-treatment and an assembly line

specific for the Logan

The JV went on stream on September 1, 2006 with the trial production of Logan. The

assessment of all suppliers has been done by Renault’s quality team. Up gradations at

the level of suppliers for the new product are being implemented by the Mahindra

Renault team. All specific equipment required for production has been installed in the

body shop, the paint shop and the TCF line. The trial vehicles have been put through

thorough durability testing on Indian roads, besides accelerated tests on the Renault

test tracks. The first phase of road trials was done in May- August 2005. Some

vehicles completed more than 50,000 km on Indian roads and passed the rigors of

India’s climactic changes. The second phase of validations was completed at Renault

test tracks.

In November 2006, Mahindra & Mahindra and Renault decided to extend their

strategic alliance and signed another memorandum of understanding to set up a

greenfield facility with a capacity of 500,000 units per year within 5 years. In this

alliance, M&M and the Renault-Nissan alliance would each hold 50 percent stake.

The driving force behind this announcement was to consolidate the Mahindra Renault

joint venture formed exclusively for the Logan. A range of Mahindra as well as

Mahindra-Renault products suited to the requirements of Indian customers will be

manufactured at the new ‘Greenfield’ production site under the direction of Renault

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and Mahindra. The production site will include a vehicle assembly plant, shared

between the two partners. Renault also has plans to set up a power train factory.

Production is expected to begin mid-2009, with an initial installed production capacity

of 300,000 vehicles per year. The manufacturing site is yet to be finalised.

The product range will be marketed by Mahindra-Renault and sold through the

extensive and well-established Mahindra channel network throughout India..

PRODUCT DEVELOPMENT

M&M has a strong Product Development set-up with world class facilities. The

Company's product development prowess was acknowledged internationally with the

design and development of Scorpio becoming a Harvard Business School case study.

Keeping in tune with the needs of the society, the company has also focused its

energies on development of alternate propulsion technologies. It has the distinction of

designing the world’s first Hydrogen 3 wheeler and India’s first Hybrid vehicle

MANUFACTURING UNITS

KANDIVLI

NASIK

ZAHEERABAD

IGATPURI

HARIDWAR

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http://www.mahindra.com/OurBusinesses/automotive_domestic_manufacturingplant_HARIDWAR.htm

http://www.mahindra.com/OurBusinesses/automotive_domestic_manufacturingplant_IGATPURI.htm

http://www.mahindra.com/OurBusinesses/automotive_domestic_manufacturingplant_ZAHEERABAD.htm

http://www.mahindra.com/OurBusinesses/automotive_domestic_manufacturingplant_NASIK.htm

http://www.mahindra.com/OurBusinesses/automotive_domestic_manufacturingplant_KANDIVLI.htm

Chapter 5Comparison of M & M’s and Competitors Product

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Mahindra & Mahindra’s MaXX MAXI TRUCK-

Features:- Displacement - 2523cc

Power -46.3kW@3200rpm

GVW - 2300 KG.

Curb weight - 1400 KG.

Passing - 900 KG.

Fuel Tank Capacity -40 L

Max speed -100kmph.

Colors - White.

180mm ground clearance.

Radial tyres.

Low maintenance.

High fuel economy.

More stability.

More safety.

Big on speed.

Big on loading capacity.

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Tata’s ACE-

Features- Displacement -700cc

Power -16 hp @3200rpm

GVW -1550 KG

CVW -805KG

Passing -745KG

Fuel Tank Capacity -30 L

Max speed - 64 kmph

More savings.

Less price.

Good aesthetics.

Greater fuel efficiency.

Price Comparison:

Factors MaXX MAXI TRUCK Tata ACEShowroom cost(Rs)

344915 259994

R.T.O. 15500 21000Insurance 7684 18230Octroi 10350 5200Total Price 378449 304424

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Chapter 6

Counter Sales & Field Sales Process at Dealers

Outlet.

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Counter Sales Process:

This is a introductory phase of a customer directly, when customer arrives at

showroom for enquiry about vehicle, the sales person fills CDIF(Customer Data

Enquiry Form) which contains

Name of the customer.

Address of the customer.

Contact number of customer.

Vehicle which he is going to buy.

Possible date of buying.

Whether he is hot/ warm /Cold Customer.

(Hot- Is the customer who wishes to buy vehicle in 15 days.

Warm- Is the customer who wish to buy vehicle within a month.

Cold- Is the customer who intends to buy vehicle after a month.)

Test drive for the customer as per his wish.

Test drive feedback by the customer.

Follow up schedule of customers by the sales person.

After filling the CDIF form, each and every customer is given quotation price of

vehicle which he is going to buy. The quotation is used for the purpose of financing

activity of the customer. Each customer is given leaflet of the vehicle and contact

number of the sales person. If customer demands for the financing of vehicle then

sales person is responsible for giving him guidance regarding various finance

available.

Role of counter sales person at the time of delivery of vehicle :At the time of delivery of vehicle the counter sales person has to fill the PDIF

(Pre Delivery Inquiry Form) form, PDIF form contains

Name of the customer.

Warranty policy guidelines explained.

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Servicing and conditions.

Switches and controls explained.

Fuse box location shown.

Spare wheel and jack location shown.

Vehicle received with standard tools and kits.

24 hour help line informed.

Introduction to service and service locations.

Vehicle documents explained.

Reasonable quantity of fuel in fuel tank.

Vehicle delivered in clean and good order.

Passing of the vehicle is responsibility of a dealer.

Warranty and service booklet for the customer.

Field sales process:Field sales process starts after giving quotation to the customers and filling CDIF

forms. Sales person has to follow the customer and pursue him to buy vehicle.

Separate sales person are appointed for different areas of district. Initially the sales

person used the techniques of hot, warm and cold customers in order to achieve the

target. But there was not a precise idea about the number of follow ups in a month to

achieve the given target. To eliminate this drawback a new field sales planning is

introduced. This method helps to monitor the sales person, his follow up and helps

him to achieve his target.

Sales planning process:

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FIELD SALES CONSULTANT COVERAGE PLANSr No.

Cust. Name Mobile No. Stage move

Model to buy Application Location 1st 2nd 3rd 31st

1Sachin pathak. 224121424 T1

Bolero SLX Personal Malegaon T

2 Broker Mechanic P

P = Personal

T = Telephonic

X = missed T1 T2 T3 Banker

SALES REPORT FOR MaXX MAXI TRUCK FROM APRIL TO OCTOBER 2007 IN NUMBER OF VEHICLES SOLD AT DEALER OUTLET-

April : 10

May : 12

June : 5

July : 9

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August : 36

September : 19

October : 42

Chapter 7

Promotional Activities.

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Promotional activities at Mahindra & Mahindra:1) LOAN EXCHANGE MELA

2) CUSTOMER SERVICE.

3) DEMO SHOW

1) LOAN EXCHANGE MELA :

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In loan exchange mela sales person of dealer is accompanied by representative of a

particular finance company. Here customer along with vehicle comes to know about

various finance facilities available to him.

2) CUSTOMER SERVICE –

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TELL US is initiated by Mahindra & Mahindra for customer service. Here

customer can send his feedback about M & M directly to the company 24*7.

The ad campaign shows Dr. Pawan Goenka (Vice President of M & M) asking people

to share their experience good or not so good with the company.

TELL US forms are available at dealer’s outlet. Because of this ad campaign the

customers of M & M started to get better service.

3) DEMO SHOW-

In demo show the vehicle is to be demonstrated to the various people at various

places by giving them test drive. Because of this people come to know about the

newly launched vehicle, its features.

In demo show peoples are given test drive of the vehicle and the sales person

giving test drive points out the strong points of the vehicle as compared to that of

competitor’s product.

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In addition to demo show road shows are also performed. Generally the road

shows are performed by an external agency. The road show is generally conducted at

places such as markets, near bus stand and places where there is more crowd. In road

show people are attracted by music systems, various games, and by distributing

various gifts such as kitchens, t-shirts, caps and pens.

During road show and demo shows leaflets are distributed along with various

finance facilities.

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Chapter 8Analysis & Interpretation

of Data.

FACTORS OF MAXX MAXI TRUCK AS COMPARED TO TATA

ACE-1) SPEED-

EXCELLENT VERY GOOD GOOD AVERAGE POOR28 56 16 0 0

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INTERPRETATION:

Since power of MaXX MAXI TRUCK is four times than that of Tata Ace its

speed is more .

Its maximum speed is 100 kmph while Tata Ace’s maximum speed is 64

kmph.

2)INTERIOR-


INTERPRETATION-

The interior of MMT is better than that of Tata Ace.

The cabin is more comfortable than that of Ace.

3) PRICE-


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INTERPRETATION:

The price of MMT is comparatively more than Ace.

3)AESTHETICS-


INTERPRETATION:

The aesthetic appearance of MMT is good than Ace.

5) PICK UP-


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INTERPRETATION:

The pick up of MMT is more because of its power.

6) DRIVING COMFORT-


INTERPRETATION:

Because of more cabin size, better driving comfort than Ace.

7) SEATING ARRANGEMENT-


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INTERPRETATION:

Good seating arrangement than Ace because of cabin size.

8) GEAR SHIFTING-


INTERPRETATION:

Very comfortable gear shifting.

9) GROUND CLEARANCE-


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INTERPRETATION:

Ground clearance is 180 mm. More than Tata ace.

10) TYRE SIZE-


INTERPRETATION:

Bigger tyre size as compared to Ace.

11) SUGGESTION TO FRIEND-

YES NO83 17

37

INTERPRETATION:

83% customers will suggest MMT to their friends.

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Chapter 9Suggestion and

Conclusion.

SUGGESTION AND CONCLUSIONS.

S uggestion -

Reduce the price of the MaXX MAXI TRUCK.

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Conclusion-

By giving discount of RTO and Insurance without decreasing

price of the vehicle.

S uggestion -

To remove the turning radius problem.

Conclusion-

To inform the problem of turning to the production department.

Suggestion -

Average of the vehicle should be more.

Conclusion-

To inform the production manager about the vehicle.

S uggestion -

More incentive for sales person.

Conclusion-

Salesperson will try to maximize sales in order to get more

Incentive provided it will not affect the sale of other Pik-Up

Group.

Suggestion -

Advertisement at local level such as radio, local NEWS paper,

hoardings or by distributing leaflets. (Indoor as well as Out door advertising.)

Conclusion-

Many four wheeler owners don’t get time to watch T.V. due to

their hectic schedule so such customer should be targeted.

Suggestion -

Mechanic training and making them aware of company’s product.

Conclusion-

Mechanic will help to increase sell of company’s product as he

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play’ s the role of opinion maker.

.

Suggestion -

To increase mouth publicity from the customer..

Conclusion-

By distributing some coupons to the existing customer so that he

will get 1000-5000 rupees if his friend will come and buy vehicle..

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Chapter 10Bibiography

Marketing Management -Philip Kotler.

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Marketing Management - Dr. Rajan Saxena.

Research Methodology - C R Kothari.

Autocar.

Autoindia.

www.mahindra.com

www.tatamotors.com

http://auto.indiamart.com

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http://auto.indiamart.com/

http://www.tatamotors.com/

http://www.mahindra.com/

Chapter 11Annexure.

QUESTIONNAIRE

Customer Satisfaction Survey Four Wheeler Segment:-

1. Name :-

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2. Address :-

3. Contact No.:-

4. Which Four Wheeler do you own?

a) Tata Ace b)Tata 207 DI c) Maxx Maxi Truck

5. Which kind of ownership do you have?

a) First Hand b) Second Hand

6. For how many years you are using the vehicle?

a) 0 to 1 year b) 1to 2 year c) 2to 3 year d) 3 and above

7. Mileage given by the vehicle-

8. From where did you get information about this vehicle

a) Advertisement b) Friend c) Mechanic d) Any other-

9. How will you rate following factors concerned with vehicle

You own-

a) Average -

1) Excellent 2)Very good 3) Good 4) Average 5) Poor

b) Consistency -


c) Pick up -


d) Load bearing capacity -


e) Maintenance -

1)Excellent 2)Very good 3) Good 4) Average 5) Poor

f) Price -


g) Availability of spare parts -


h) Cost of Spare parts -


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i) Service by dealers -


j) Behavior of dealers -


k) Aesthetics -


10. Are you thinking of selling the vehicle ? Yes / No

If Yes, Expected Price-

11. Will you suggest the same vehicle to your Friend? Yes / No

If Yes,

Name of your Friend-

Contact number -

12. Any Suggestion (Modification) regarding the vehicle ?

13. Make of Vehicle-

14. Whether vehicle is loan free- Yes/No

Name of Field Officer

TEST DRIVE QUESTIONNAIRE

1) Speed 1) Excellent 2)Very good 3)Good 4)Average

5) poor

2) Interior 1) Excellent 2)Very good 3)Good 4)Average

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5) Poor

3) Price 1) Excellent 2)Very good 3)Good 4)Average 5)Poor

4) Aesthetics 1) Excellent 2)Very good 3)Good 4)Average 5)Poor

5) Pick Up 1) Excellent 2)Very good 3)Good 4)Average 5)Poor

6) Driving

Comfort 1) Excellent 2)Very good 3)Good 4)Average 5)Poor

7) Seating

Arrangement 1) Excellent 2)Very good 3)Good 4)Average 5)Poor

8) Gear Shifting 1) Excellent 2)Very good 3)Good 4)Average 5)Poor

9) Braking 1) Excellent 2)Very good 3)Good 4)Average 5)Poor

10) Ground

Clearance 1) Excellent 2)Very good 3)Good 4)Average 5)Poor

11) Tyre Size 1) Excellent 2)Very good 3)Good 4)Average 5)Poor

12) Will you prefer to buy this vehicle in future? Yes/No

13) Will you suggest this vehicle to your friend? Yes/ No

14) Suggestion/ Improvements-

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0601073 perception mapping of competitors product in the mind of customers

Business

Transcript of 0601073 perception mapping of competitors product in the mind of customers