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independence, real financial saving and privacy. owever, some people perceive effects of car
use such as declining fitness due to lack of e"ercise or stress when stuck in traffic.
&bout *+ percent of car owners may not imagine living without car. /eople who drive a lot tend
to regard public transportation to be inferior )uality, unmatched with their status and standards of
living. 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.
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. 0omen are still far more likely than men to live in
households with no car, although the pattern is far more e)ual among younger men and women.
0omen(s increased earning power and rising economic wealth therefore make them of growing
importance in e"panding car manufacturers( threatened sales targets. #learly women are buyingsmall, fuel-efficient cars in greater and greater numbers. This reflects womens responsibility
attitude toward the environment as well as price consciousness.
OBJECTIVES
To find out the attitude of women consumers in purchasing cars.
To find out the factors that influence women car buyers.
To find out the maor 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 the level of awareness with regard utility of cars among women consumers.
NEED FOR THE STUDY
The purpose of the study is to view the 0omen #onsumers preferences and awareness about
cars. 1ver since the advent of information technology in India, there has been a steady increase
in the number of women employees in these industries. &s 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. 2et another factor that
encourages the women employee to purchase cars is the liberal loans offered by commercial
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banks and financial institutions. This also helps the automobiles industries to develop and launch
the new products with wider variety of mi" to meet the specification and demands of women
consumers.
LIMITATIONS OF THE STUDY
The opinions collected from one respondent cannot be taken as the opinion of the whole
population. The result of the study is subected to personal bias of people. The study is done in
/alakkad city. !o the opinions of the people outside the city are unknown. 4alidity and reliability
of the data collected depend on the response given by the people. !ample si$e is limited to 3++only.
METHODOLOGY
The study was empirical in nature and was carried out to find the women consumers attitude of
purchasing car with special reference to /alakkad #ity. & standardi$ed )uestionnaire method was
administered in collecting data for the above study purpose. The sampling frame for this studywas 0omen consumers. #onvenience sampling techni)ue was selected as a sample design. The
study is e"clusively conducted in /alakkad #ity keeping in mind to find the price range,
preference and level of awareness towards the purchasing of car. !imple /ercentage and #hi
s)uare test were used for data analysis.
REVIEW OF LITERATURE
&sha 4.!.53+36, highlighted that the %aruti motor car segment within the four-wheeler industryshowed a distinct behavior, compared to the overall sales of four-wheeler. %ost of the women
consumers buy <o car. It provides for increased comfort drivability, safety, economical and
convenience as compared to other brands. The women consumers are satisfied with their aftersale services. %ost of the women opined that, the reason behind dealing with a particular brandis 7Brand image8. /reference to <o car followed by %aruti and others. 9iran 9umar.: 53+36
in the study an attempt has been made to the survey for improving the customer satisfaction of
yundai four-wheelers. %any suggestions have been made to overcome the problems relating toyundai. The study had helped to gain more knowledge about the car industry. The customer is
considered to be the prime focus in todays market as customers is the first person in the
business. !araswathi 53++*6 in her study on consumer satisfaction on post-sales service withreference to four-wheeler automobile industry in yderabad and !ecunderabad reflected that
%aruti, yundai and Tata were the main players in four-wheeler industry. The study indicated
that most of the respondents were aware of the service centers and received reminders from
dealers for free services. The study also found that most of the respondents were satisfied withthe over-all service offered to them. 4idhya !hankar 53++;6 in her study, focused attention on the
nature of various categori$ed of consumer perception of yundai car. The study points out that
the selection of a particular brand of yundai car is due to the influence of product factors suchduring comfort, appearance availability of spares, price etc. !awant 53++;6 did a study on buying
of four-wheelers from ++ respondents within
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did not consider the safety factor to be that important, they found that all models are more or lesse)ually safe. The criteria that ultimately played a significant role in the purchase decision of
respondents were> mileage, price, re)uired maintenance, acceleration and makers reputation.
DATA ANALYSIS AND INTEPRETATION
TABLE NO: 4.1 - AGE LEVEL
!ource> /rimary :ata
In!"!n#!:
?rom the above table it is inferred that, 3 percent belongs to the age group of 3+-3@ years, A
percent belongs to the age group of 3@-=+ year, 33 percent belongs to the age group of =+-=@
year, A percent belongs to the age group of =@-+ and 3A percent belongs to the age group above
+ years.
TABLE NO: 4.$ - MARITAL STATUS
S.N% M&"'(&) *(&(+* N%. % "!*,%n!n(* P!"#!n(&! !ingle C+ =+
3 %arried + ;+
Total 3++ ++
S.N% A! L!/!) N%. % "!*,%n!n(* P!"#!n(&! 3+-3@ 3 3
3 3@-=+ =* A
= =+-=@ 33
=@-+ * A
@ &bove + @* 3A
Total 3++ ++
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!ource> primary data
In!"!n#!:
?rom the above table it is inferred that, =+ percent of the Despondents are single and ;+ /ercent
of the respondents are married people.
TABLE NO: 4.0 - EDUCATIONAL UALIFICATION
!ource> primary data
In!"!n#!:
?rom the above table it is inferred that, ; percent of respondents are having higher secondary
)ualification, 3 percent of the respondents are having :iploma )ualification, 3C percent of
respondents are having under graduate )ualification, Cpercent of respondents are having
/ostgraduate )ualification and percent are others.
@
S.N% E+#&('%n&) 2+&)''#&('%n N%. % "!*,%n!n(* P!"#!n(&! !# ;
3 :iploma 3
= Under graduate @3 3C
/ost graduate 33 C
@ 'thers *
Total 3++ ++
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TABLE NO: 4.4 - OCCUPATION
S.N% O##+,&('%n N%. % "!*,%n!n(* P!"#!n(&! Business + @
3 primary data
In!"!n#!:
?rom the above table it is inferred that, @ percent of respondents are business women, * percent
are government employees, 3A percent are private employees, 3@ percent are IT professionals
and 3= percent are homemakers.
TABLE NO: 4.3 - CAR USERS
!ource> primary data
In!"!n#!:
?rom the above table it is inferred that, C@ percent of respondents own a car and =@ percent do
not own a car.
C
S.N% P!%,)! %n & #&" N%. % "!*,%n!n(* P!"#!n(&! 2es =+ C@3 o ;+ =@
Total 3++ ++
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TABLE NO: 4.5 - DURATION OF CAR UTILITY
!ource> primary data
In!"!n#!:
?rom the above table it is inferred that, A percent of the respondent are using car from +- yr.=
percent were using car from -3 years, = percent were using car from 3-= years, percent were
using car from = E years and == percent were using car above years
TABLE NO: 4.6 - CONSUMER PRICE PREFERENCES
!ource> primary data
;
S.N% D+"&('%n % C&" U*&! N%. % "!*,%n!n(* P!"#!n(&! +- year * A
3 -3 year 3C =
= 3-=year C* =
=- year 33
@ &bove years CC ==
Total 3++ ++
S.N%
P"!!"&7)! P"'#! R&n! N%. % "!*,%n!n(* P!"#!n(&!
Ds. 3.@ E .@ lakhs A3 C
3 Ds. .@ - C.@ lakhs A+ @
= Ds. C.@ - *.@ lakhs ;
Ds. *.@ - +.@ lakhs 3
@ &bove Ds. +.@ lakhs 3
Total 3++ ++
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In!"!n#!:
?rom the above table it is inferred that, C percent of respondents prefer cars between Ds.3.@ -
.@ lakhs, @ percent prefer cars between Ds..@ - C.@ lakhs, ; percent prefer cars between
Ds. C.@ - *.@ lakhs, percent prefer car between Ds.*.@ - +.@ lakhs and percent prefer cars
above Ds.+.@ lakhs.
TABLE NO: 4.8 - FINANCIAL SOURCES UTILI9ED TO PURCHASE CAR
!ource> primary data
In!"!n#!:
?rom the above table it is inferred that, =A percent of respondents choose bank, 3+ percent
choose private financials, A percent choose loan through dealership and 33 percent purchase car
with their own source of income.
*
S.N% F'n&n#'&) S%+"#! N%. % "!*,%n!n(* P!"#!n(&!
Bank ;* =A
3 /rivate financials + 3+
= Foans through dealership =* A
'wn source of income 33
@ Fease + +
Total 3++ ++
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TABLE NO: 4. - INFORMATION SOURCES TO PURCHASE CAR
S.N
%
In%";&('%n S%+"#! N%. % "!*,%n!n(* P!"#!n(&!
T4 33
3 Internet = ;
= %aga$ines + 3+
Deferral C 3=
@ 0alk into show room @* 3ATotal 3++ ++
!ource> primary data
In!"!n#!:
?rom the above table it is inferred that, percent of respondents use T4, ; percent use
internet, 3+ percent use maga$ines, 3= percent collect through referral and 3A percent walks into
showroom to find out the information about car for purchase.
TABLE NO: 4.1< - COLOUR PREFERENCE
!ource> primary data
In!"!n#!:
?rom the above table it is inferred that, 3C percent of the respondent prefer dark colors, @
percent prefer light colors and 3A percent prefer Bright colors.
A
S.N% C%)%"* N%. % "!*,%n!n(* P!"#!n(&! :ark @3 3C
3 Fight A+ @
= Bright @* 3A
Total 3++ ++
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TABLE NO: 4.11
FIRST PREFERENCE TO INFLUENCE THE CHOICE OF PURCHASING CAR
!ource> primary data
In!"!n#!:
?rom the above table it is inferred that, =3 percent give first preference for cost, percent give
first preference for fuel efficiency, @ percent give first preference for e"terior appearance, 3;
percent give first preference for safety and reliability and 3@ percent give first preference for
brand.
+
S.N% F(%"* 'n)+!n#! #=%'#! % B+>'n N%. % "!*,%n!n(* P!"#!n(&!
#ost C =3
3 ?uel efficiency 33
= 1"terior appearance + @
!afety and reliability @ 3;
@ Brand @+ 3@
Total 3++ ++
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!ource> /rimary :ata
In!"!n#!:
?rom the above table it is inferred that, 3 percent of respondents prefer manual transmission and
;C percent prefer automatic transmission.
TABLE NO: 4.14 - SAFETY MEASURES
S.N% T>,!* % S&!(> M!&*+"!* N%. % "!*,%n!n(* P!"#!n(&! #entral locking with test alarm 3+ +
3 #entral locking with remote + 3+
= Fow fuel warning lamp @+ 3@
:ay and night mirror C *
@ #hild safety rear door locks ; =;
Total 3++ ++
!ource> /rimary :ata
In!"!n#!:
?rom the above table it is inferred that, + percent of respondents would like to have central
locking with test alarm as a safety measure, 3+ percent would like to have central locking with
remote, and 3@ percent would like to have low fuel warning lamp, * percent would like to have
day and night mirror and =; percent would like to have child safety rear door locks. -
TABLE NO: 4.13 - PRIORITY ON E?TERIOR ATTRACTION
3
S.N% E@(!"'%" N%. % "!*,%n!n(* P!"#!n(&! &lloy wheels 3C =
3 'rdinary wheels 3
= &lloy wheels with tubeless tyres @3 3C
!tylish body look **
@ Bumpers =+ @
Total 3++ ++
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!ource> primary :ata
In!"!n#!:
?rom the above table it is inferred that, percent of respondents e"pect year warranty,
percent e"pect 3 years, 3= percent e"pect = years, = percent e"pect years and percent
e"pect @ years.
TABLE NO: 4.16 - DURATION OF CAR USAGE
S.N% D+"&('%n N%. % "!*,%n!n(* P!"#!n(&! 3 years 3 C
3 =years C+ =+
= years =+ @
@years 3 3
@ &bove @ years @C 3*
Total 3++ ++
!ource> /rimary :ata
In!"!n#!:
?rom the above table it is inferred that, C percent of the respondents use the same car for 3 years
only, =+ percent of the respondents use the same car for = years, @ percent of the respondents
use the same car for years, 3 percent of the respondents use the same car for @ years and 3*
percent of the respondents use the same car for more than @ years.
TABLE NO: 4.18
CAR USERS: WHAT CAR USER FEELS ABOUT CARS
SEATS ARE COMFORTABLE
!ource> primary data
In!"!n#!:
S.N% S!&(* &"! #%;%"(&7)! N%. % "!*,%n!n(* P!"#!n(&!
!trongly agree 3 C3
3 &gree ;3 =C
= eutral 3
:isagree 3 @ !trongly :isagree + +
Total 3++ ++
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?rom the above table it is inferred that, C3 percent of the respondents strongly agree that their
seats are comfortable, =C percent agree percent were neutral disagree respectively.
TABLE NO: 4.1 - AIR CONDITIONER WORKS WELL
!ource> /rimary :ata
In!"!n#!:
?rom the above table it is inferred that, C+ percent of the respondents strongly agree that their air
conditioner works well, =@ percent agree, 3 percent were neutral and = percent disagree.
TABLE NO: 4.$< - STORAGE SPACE IS ADEUATES.N% S(%"&! *,! &"! &!2+&(! N%. % "!*,%n!n(* P!"#!n(&!
!trongly &gree A ;
3 &gree @ 3;
= eutral *
:isagree + 3+
@ !trongly :isagree 3
Total 3++ ++
@
S.N% A'" C%n'('%n!" N%. % "!*,%n!n(* P!"#!n(&!
!trongly agree 3+ C+3 &gree ;+ =@
= eutral 3
:isagree C =.
@ !trongly :isagree + +
Total 3++ ++
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!ource> primary data
In!"!n#!:
?rom the above table it is inferred that, ; percent of the respondents strongly agree that their
storage space is ade)uate, 3; percent agree, percent were neutral, 3+ percent disagree and 3
percent strongly disagree.
TABLE NO: 4.$1 - CAR ACCELERATE ADEUATELY
!ource> /rimary :ata
In!"!n#!:
?rom the above table it is inferred that, @ percent of the respondents strongly agree that their car
accelerate ade)uately, A percent agree, percent were neutral, = percent disagree and 3 percent
strongly disagree.
C
S.N% C&" #!)!"&(! &!2+&(!)> N%. % "!*,%n!n(* P!"#!n(&!
!trongly agree A+ @
3 &gree A* A
= eutral 3
:isagree C =
@ !trongly :isagree 3
Total 3++ ++
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TABLE NO: 4.$$ - PARKING THE VEHICLE EASILY
!ource> primary data
In!"!n#!:
?rom the above table it is inferred that, =* percent of the respondents strongly agree that they can
park their vehicles easily, = percent agree, 3 percent were neutral, 3 percent disagree and
3 percent strongly disagree.
TABLE NO: 4.$0 - VEHICLES HANDLES WELL IN THE CITY AND HIGHWAYS
S.N% C&" =&n)!* 'n (=! #'(> &n ='=&> !)) N%. % "!*,%n!n(* P!"#!n(&! !trongly agree A ;
3 &gree A3 C
= eutral *
:isagree 3@ !trongly :isagree 3
Total 3++ ++
!ource> primary data
In!"!n#!:
?rom the above table it is inferred that, ; percent of the respondents strongly agree
that their cars handles well in the city, and highways C percent agree, percent were neutral.
3 percent were disagreeing and percent were strongly disagreeing.
CHI-SUARE ANALYSIS
TABLE NO: 4.$4 - AGE AND INFORMATION SOURCE TO PURCHASE CAR
S%+"#! TV In(!"n!( M&&'n!* R!!""&) W&) 'n(%
*=% "%%;
T%(&)
;
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A!3+-3@ C + + 3 3
3@-=+ 3 C * + 3 =*
=+-=@ C * 3
=@-+ 3 C 3 *
&bove + * * + * @*
Total 33 = + C @* 3++
N+)) H>,%(=!*'*
There is no significant relationship between age and information source to purchase car.
&t @H level of significance, :.?. C, #.4. 3.@C, T.4. 3C.=!ince the calculated value is less than the table value, the null hypothesis is accepted, and hence
we conclude that there is no relationship between age and information source to purchase car.
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TABLE NO: 4.$3 - MARITAL STATUS AND COLOUR PREFERENCE
C%)%+"
M&"'(&) S(&(+*
D&" L'=( B"'=( T%(&)
!ingle C 3 3+ C+
%arried =C CC =* +
Total @3 A+ @* 3++
ull ypothesis
There is no significant relationship between marital status and colour preference.&t @H level of significance, :.?. 3, #.4. +.AC3, T.4. @.AA
!ince the calculated value is less than the table value, the null hypothesis is accepted, and hence
we conclude that there is no relationship between marital status and colour preference.
FINDINGS OF THE STUDY
3A percent of the respondents belong to the age group of above + years. ;+ percent of the
respondents are married people. C percent of respondents are having /ostgraduate )ualification
and percent are others. @ percent of respondents are business women, * percent are
government employee, 3A percent are private employee, and 3@ percent are it professionals and
3= percent are homemakers. C@ percent of respondents own a car and =@ percent do not own a
car. C percent of respondents prefer cars between 3.@ - .@ lakhs and @ percent prefer cars
between .@ - C.@ lakhs. =A percent of respondents choose bank, 3+ percent choose privatefinancials, A percent choose loan through dealership and 33 percent purchase car with their own
source of income. percent of respondents use T4, ; percent use internet, 3+ percent use
maga$ines, 3= percent collect through referral and 3A percent walks into showroom to find out
the information about car. 3C percent of the respondent prefers dark colors and 3A percent prefer
Bright colors. =3 percent give first preference for cost, 3; percent give first preference for safety
and reliability and 3@ percent give first preference for brand. =@ percent of the respondents give
first preference to air conditioners. 3 percent of respondents prefer manual transmission and ;C
percent prefer automatic transmission. + percent of respondents would like to have central
locking with test alarm as a safety measure and =; percent would like to have child safety rear
door lock. = percent of the respondents were attracted by alloy wheels and percent of the
respondents were attracted by stylish body look. = percent of the respondents e"pect years
warranty and percent e"pect @ years warranty. 3 percent of the respondents use the same car
for @ years and 3* percent of the respondents use the same car for more than @ years. C3 percent
of the respondents strongly agree that their seats are comfortable. C+ percent of the respondents
strongly agree that their air conditioner works well. ; percent of the respondents strongly agree
that their storage space is ade)uate and 3 percent strongly disagree and feel that the storage space
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is not ade)uate. @ percent of the respondents strongly agree that their car accelerate ade)uately.
=* percent of the respondents strongly agree that they can park their vehicles easily, 3 percent
disagree and 3 percent strongly disagree and said that parking their vehicles is not very
easy. ; percent strongly agree that their car handles well in the city and C percent agree that
their car handles well in the highways.
SUGGESTIONS
The respondents were aware about cars through entire information source. !o the company
should come out with, the most effective dissemination of information about cars, through all
possible advertisement strategy. %ost of the respondents those who were highly aware about cars
belong to the age group of =+ - =@, ence the company should target the above age group to
offer the car according to their preferences. The survey indicates that more respondents prefer
low price models 5Ds. 3.@ - .@ lakhs6. ence suggestions is made that manufacturer must offer
car of above price range to women consumers. &s more respondents prefer light colors with air
conditioner facility in the cars, suggestions are made to the manufacturer to give high priority tothese features. ?urther child safety rear door locks as safety measures and stylish e"teriors are
preferred by most of the consumers, Therefore manufacturer must have a conscience to these
suggestions.
CONCLUSION
The most preferred car must be compact, air conditioned, stylish and safety measure such as
child lock system. &s the consumers belong to upper middle income group, the company shouldfacilitate attractive loan offers by having tie-ups with commercial bank. igh focus and weight
age must be given to attribute preferred by women while launching the new product. The year of
warranty they e"pect for a car shows that the awareness has reached the mass female. &fter sales
service also considered by the women consumer, hence high priority should be given for after
sales service with sufficient staff and networking infrastructure.
BIBLIOGRAPHY
9othari, #.D, J0esear+h Methoology " Methos 3 4e+hni5ues, 5!econd edition6, ew :elhi>0ishwa /rakashan 53++36.
Daan !a"ena, JMar6eting Management, 3ndedition, ew :elhi> Tata %c '"ford University
/ress 53++;6. %c
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/hilip 9otler and 9evin Fane 9eller, JMar6eting Management, :orling 9inersley 5India6 /vtFtd, 3++;