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