INTRODUCTORY PART

1
 INTRODUCTION TO
AUTOMOBILE INDUSTRY OF INDIA

A Nations economy is well known from its transport system. For instant

and rapid growth in economy, a well-developed and well-networked

transportation system is essential. As India's transport network is developing

at a fast pace, Indian Automobile Industry is growing too. Also, the Automobile

industry has strong backward and forward linkages and hence provides

employment to a large section of the population. Thus the role of Automobile

Industry is very essential in Indian economy. Various types of vehicles are

manufactured by the Automobile Industry. Indian Automobile Industry includes

the manufacturing of trucks, buses, passenger cars, defense vehicles, two-

wheelers, etc. The industry can be broadly segmented into the Car

manufacturing, two-wheeler manufacturing and heavy vehicle manufacturing

units. The major Car manufacturer are Hindustan Motors, Maruti Udyog, Fiat

India Private Ltd., Ford India Ltd ., General Motors India Pvt. Ltd., Honda Siel

Cars India Ltd. Hyundai Motors India Ltd., Skoda India Private Ltd., Toyota

Kirloskar Motor Ltd.

The two-wheeler manufacturing is dominated by companies like TVS,

Honda Motorcycle & Scooter India (Pvt.) Ltd., Hero Honda, Yamaha, Bajaj, etc.

The heavy motors like buses, trucks, defense vehicles, auto rickshaws and other

multi-utility vehicles are manufactured by Tata-Telco, Ashok Leyland, Eicher

Motors, Bajaj, Mahindra and Mahindra, etc.

The Indian Automobile Market growth is expected to grow at a CAR of 2

9.5 percent amounting to Rs. 13,008 million by 2010 which is a big in number.
 Many foreign companies like Mercedes, Suzuki, Chevrolet, Honda,

Mitsubishi, Toyota, and Hyundai etc. have been investing in the Indian

Automobile Market in various ways such as technology transfers, joint ventures,

strategic alliances, exports, and financial collaborations. Like Maruti joined

hands with Suzuki in passenger cars, same as Mahindra with Renault, hero joint

ventures Honda in two wheeler segment, Ashoka with Leyland in commercial

vehicle segment. The auto market in India can boast of attractive finance

schemes, increasing purchasing power, and launch of the latest products.

Investments in the automobile industry by the foreign companies in India help in

strengthening the India’s economy.

India`s giant automotive manufacturer company TATA MOTORS has

largest share in commercial vehicle. And now they have acquired the jaguar and

range rover globally, capturing international market too, also they are exporting

their key products in the international market.

Total sales of major car manufacturers in India registered a figure of

0.674 million units at the end of March, 2007. The number of car exports in

India was 39,295 units. General Motors, Maruti, and Honda accounted for 60

percent of the market sales at the end of April, 2007. As the increase in per

capita income is observed in India, There has been an increase in the purchase

of motorcycles and cars both in the rural as well as urban areas.{figures from

reliable sources}

Some vital statistics regarding the automobile market in India has been

mentioned below:

 Two wheelers - 2nd largest in the world 3

 Commercial Vehicle - 4th largest in the world

 Passenger car- 11th largest in the world

 The Indian automobile market consists of a wide variety of vehicles such

as light, medium, and heavy commercial vehicles, cars, scooters, mopeds, motor

cycles, 3 wheelers, and multi-utility vehicles such as jeeps and small trucks.

The modern automobile market in India has been considering key issues in

the process of growth:

 Customer care, and not just 'service'

 Domestic as well as multinational investments

 Searing through cut-throat competition

 Road safety

 Anti-pollution norms

 Coordination with the government to enable advancement

 Used vehicle trade

The future of Indian Automobile market is bright as it looks forward to

manufacturing and implementing new innovations such as electric cars as

provided by Reva, CNG technology is used in new upcoming models of maruti and

Honda has launched their new hybrid car in the Indian market. Alternate fuels

like CNG and LPG, and probably customized Internet automobile orders.

4
INDIAN AUTOMOBILE HISTORY

The origin of

is not certain. In this section of automobile history,

we will only discuss about the phases of automobile in

the development and modernization process since the

first car was shipped to India. We will start

automotive history from this point of time.

The automobile industry has changed the way people live and work. The

earliest of modern cars was manufactured in the year 1895. Shortly the first

appearance of the car followed in India. As the century turned, three cars were

imported in Mumbai (India). Within decade there were total of 1025 cars in the

city.

The dawn of automobile actually goes back to 4000 years when the first

wheel was used for transportation in India. In the beginning of 15th century

Portuguese arrived in China and the interaction of the two cultures led to a

variety of new technologies, including the creation of a wheel that turned under

its own power. By 1600s small steam-powered engine models was developed, but

it took another century before a full-sized engine-

powered vehicle was created.

The actual horseless carriage was introduced in the

year 1893 by brothers Charles and Frank Duryea. It

was the first internal-combustion

5
Of America, and it was followed by Henry Ford's first experimental car that

same year.
 One of the highest-rated early luxury automobiles was the 1909 Rolls-

Royce Silver Ghost that featured a quiet 6-cylinder engine, leather interior,

folding windscreens and hood, and an aluminum body. It was usually driven by

chauffeurs and emphasis was on comfort and style rather than speed.

During the 1920s, the cars exhibited design refinements such as balloon

tires, pressed-steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of

1929 featured an 8-cylinder engine and an aluminum body.

The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back

door that suited more to the needs of families. In 1930s, vehicles were less

boxy and more streamlined than their predecessors. The 1940s saw features

like automatic transmission, sealed-beam headlights,

and tubeless tires.

The year 1957 brought powerful high-performance cars such as Mercedes-

Benz 300SL. It was built on compact and stylized lines, and was capable of 230

kmh (144 mph).This was the Indian automobile history, and today modern cars

are generally light, aerodynamically shaped, and compact

6
7
 Maruti Udyog

Limited

Hyundai Motor India Limited

Tata Motors Limited

General Motors Corporation (Chevrolet)

Honda Siel Cars India Ltd

8
 HISTORY OF MARUTI UDYOG LTD.
SMALL-CARS INFORMATION

HISTORY OF MARUTI UDYOG LTD. 9

Maruti Udyog Limited, an Indian car major, makes some of the most

popular cars in India. Maruti Udyog Limited (MUL) was set up in Feb 1981
through an Act of Parliament. Later, the company entered into collaboration

with Suzuki Motor Corporation of Japan to manufacture cars. The objective

behind formation of Maruti Udyog Limited was to produce comfortable and

affordable private means of transport.

About the Company:

Maruti Udyog Limited (MUL) has been one of the few successful

government enterprises. For bringing latest technology to India, Suzuki Motor

Company of Japan was chosen from seven other prospective partners worldwide.

Suzuki was picked not only to its undisputed leadership in small cars but also for

bringing to MUL contemporary technology and Japanese management practices

that had catapulted it to be major auto manufacturing country.

In 2001, MUL was awarded an ISO 9000:2000 certificate. The

production/ R&D of Maruti is spread across 297 acres with 3 fully-integrated

production facilities. The company has already rolled out 4.3 million vehicles.

With range of 11 models in 50 variants, Maruti Suzuki has a vehicle for every

consumer.

The three declared objectives of MUL are modernization of the Indian

Automobile Industry, Production of fuel-efficient vehicles to conserve scarce

resources, and Production of large number of motor vehicles.

10
 MARUTI SUZUKI 800

For years Maruti 800 has remained the right

opening car for people who look for low cost of

ownership and fuel efficiency. It is a car

perfectly made for the Indian roads. It goes in

any location, be it in town, around town, highways,

busy streets, narrow lanes... anywhere and

everywhere. In order to make the car more attractive, new engine has been

installed in M800. The M800 E 2 AC has been a major success.

Company Segment Biggest USP

Maruti Udyog Ltd. 'A' Best value for money on Indian roads.

Striking Features

 Sleek

 Slim dimensions.

 Short turning radius of 4.4 m.

 Unbeatable purchase price.

 Hassle-free maintenance.

Model Variants

 Maruti 800 Std - Bharat III

 Maruti 800 AC - Bharat III

11
Color Variants

 Icy Blue

 Caribbean Blue

 Super White

 Silky Silver

 Bright Red

 Crystal Gold

Awards and Accolades

Maruti 800 stands tall as the most preferred automobile brand of over 23 lakh

customers across india by the Awaz Consumer Awards'06.

Price Tag

Ex-showroom
Variant Colour
Price
Maruti 800 Std - Bharat III Non-Metallic 191646
Maruti 800 Std - Bharat III Metallic 194134
Maruti 800 AC - Bharat III Non-Metallic 213062
Maruti 800 AC - Bharat III Metallic 215550

12
 MARUTI SUZUKI ALTO

Maruti Suzuki Alto, one of the hottest selling compact

cars in the Indian market, is a car with minimum

number of problems - 93 per 100 vehicles in the B-

segment according to JD Power Asia Pacific 2005 India

awards. It has thundering MPFI engine, with 4 valves

per cylinder and 16 bit computer to tackle all

challenges.

The car has high tensile steel side door beams to guard against the front,

rear and side collision impact. The looks are tough but accommodating, having

more Boot Space than other cars. The AC of the vehicle is ideal for India's

tropical climate.

Company Segment
Maruti Udyog Ltd. 'B'

Striking Features

 Clear Lens Headlamps

 Dynamic Front Grill & Bumper

 Sparkling Tail Lamps

 Vibrant Colors

 Rotary Control for AC

 Stylish Fabric

13
Model Variants

 Alto Std

 Alto LX

 Alto LXi

Color Variants

 Wine Red

 Carribean Blue

 Brilliant Yellow

 Superior White

 Silky Silver

 Pearl Silver

 Midnight Black

 Bright Red

Price Tag

Variant Non Metallic Metallic

Alto Std 231585 234988
Alto Lx 265262 268665
Alto Lxi 283878 287281

14
 MARUTI SUZUKI OMNI

Maruti Suzuki Omni, from India's leading car maker

Maruti Suzuki India Limited, is trendy in design,

sporty in looks, powerful in performance and very

roomy in space. Available in variants of five & eight

seater with the fuel option of LPG, Maruti Suzuki

Omni is a perfect family car suitable for picnics and

other family outings. Maruti Udyog has also

launched the Ambulance and the Cargo models of Omni fitted with LPG kit.

Thoughtfully designed interiors of Maruti Omni offer ample leg & head space

for driving pleasure and with the sporty front grille the exterior looks trendy.

Technologically Maruti Suzuki Omni is equipped with host of features like

Bharat-III compliant engine, radial tyres, enhanced safety, disc brakes,

headlamp leveling device that provides optimum efficiency without compromising

the safety of its occupants.

Powered by a 37 bhp eco-friendly Bharat-III engine, Maruti Omni, with its

performance and spaciousness, is among the most successful Utility Vehicle

(UV) on roads. Available in number of cool color options Maruti Omni is having a

price range starting from Rs. 2.0-2.50 lacs.

Company Name Segment USP

Maruti Udyog Ltd. Mini Van Trendy and Spacious

Price of Maruti Suzuki Omni 15

Maruti Omni is carrying a price tag of Rs. 2.0-2.50 lacs
Striking Features of Maruti Suzuki Omni

 The Multi Point Fuel Injected (MPFI) engine for lower emissions and

higher fuel-efficiency

 Sporty looking front grille

 Clear lens headlamps for better visibility

 Attractive side body graphics

 Designer instrument console

 Catchy two tone upholstery

 Enhanced safety features

 Radial tyres for smooth riding experience

 Booster assisted front disc brakes

 Equipped with headlamp leveling device

Variants of Maruti Suzuki Omni

 Maruti Omni 5 Seater- BS III

 Maruti Omni 8 Seater- BS III

 Maruti Omni LPG- BS III

 Maruti Omni Cargo LPG- BS III

 Maruti Omni Cargo- BS III

Available Color Options of Maruti Suzuki Omni

 Bright Red

 Silky Silver

 Superior White


Carribean Blue

Icy Blue
16
 MARUTI SUZUKI ZEN ESTILO

Maruti Suzuki has launched a new model to replace

the existing Zen with a new name Estilo which has

been derived from Spanish word 'style'. Estilo is all

set to compete against the Hyundai Santro, Tata

Indica and possibly can eat into the sales of its own

model, the Swift. It will be somewhere between 3

and 4 lakh. Maruti Udyog launched the Zen to cater

to a slightly upmarket customer then that of the Maruti 800 had. Estilo will also

capitalize on the same formula.

Justifying its name 'style', Zen Estilo wears an aerodynamic body in

unique bean shape with stunning body line complimented nicely with sizzling color

options. The interiors of Estilo boasts a rich fabric upholstery, ergonomically

designed seats that ads up to the comfy driving pleasure for all occupants. Just

step inside Zen Estilo which is soft-plush from inside and sleek-dynamic from

outside, would shape your world in new dimension of comfort, style and

performance.

Company Segment Maximum Power

Maruti Udyog Ltd. Hatchback 64 bhp @ 6200 rpm

Price of Maruti Suzuki Zen Estilo

The stylish, dynamic and efficient Zen Estilo is available for sale throughout

India having a price tag between Rs. 3.0-4.0 Lacs.

17
Striking Features of Maruti Suzuki Zen Estilo
  All new body line up in bean shape

 Seats with adjustable head restraint

 3 spoke Electronic Power Steering wheel

 Side door beams and rear door child lock

 Highly efficient Air conditioning with heating ventilation

 Soft touch rich upholstery

 Electrically adjusted rear view mirrors

 Advanced engine technology and DDLI ignition system

Variants of Maruti Suzuki Zen Estilo

 Maruti Zen Estilo LX

 Maruti Zen Estilo LXi

 Maruti Zen Estilo VXi

Available Colors of Maruti Suzuki Zen Estilo

 Brilliant Yellow

 Champagne Beige

 Sparkling Olive

 Virgin Blue

 Purple Fusion

 Pearl Silver

 Bright Red

 Pure White

 Midnight Black

18
 MARUTI SUZUKI WAGON R

Maruti WagonR, the tall boy from MUL. Already the

most popular car in Japan by Suzuki, is also becoming

favorite to Indians for space. Introduced in 2000, it

was equipped with a 1.1-litre MPFI ignition system,

powered by a 62bhp @6000 rpm engine and a torque

of 8.4gm @3500 rpm.

Company Segment Biggest USP

Maruti Udyog Ltd. 'B' Inner Space

Striking Features

 Top-class Luxury

 Thoughtfulness

 Unmatched Safety

Model Variants

 WagonR LX E3 MINOR-06

 WagonR LX LPG BS III

 WagonR LXi

 Wagonr VXi

 WagonR LXI LPG BS3 MINOR-06

 WagonR VXi ABS

 WagonR AX
19
Color Variants
 Blue  Green

 Beige  Red

 Black  White

 Gold  Silver

Price Tag
In Rs.
Variant Non Metallic Metallic
WagonR LX E3 MINOR-06 323122 326524
WagonR LX LPG BS III 345106 348509
WAGONR Lxi 348660 352063
WAGONR Vxi 372145 375548
WagonR LXI LPG BS3 373160 376562
WAGONR Vxi ABS 403044 406447
WAGONR Ax 443888 447291

20
 MARUTI SUZUKI VERSA

Maruti Versa, a multi utility vehicle, is a mini-van with a look of a car to drive

you to work and also to take out your family and

friends for a picnic. The vehicle has a most powerful

and responsive 16 valve, 1298 cc engine that

generates 82 bhp at 6000 rpm and is controlled by a

16-bit Engine Management System.

Versa has flexiseat to adjust space as per requirement, twin AC (DX2

variant) for uniform all round cooling, and many other innovative features.

Company Segment
Maruti Udyog Ltd. 'C'

Striking Features

 Flexi Seating

 Twin A.C.

 Safety

 Metatech Engine

 Large Sliding Doors

 Easy Parking

 Easy Driving

21
Model Variants

 Versa (5-seater)

 Versa DX (8-seater)

 Versa DX 2 (8-seater)

Color Variants

 Superior White

 Metallic Midnight Black

 Metallic Silky Silver

 Metallic Icy Blue

 Metallic Pearl Silver

Price Tag

Variant Ex-showroom Price (Rs.)

Versa Std Bharat III 360182
Versa DX (5 seater) Bharat 433575
Versa DX2 5 seater Bharat 471779

22
 MARUTI SUZUKI A-STAR

India's largest automaker Maruti Suzuki India

Limited has unveiled its much awaited hatchback car,

A Star in the Indian auto market. A Star was first

showcased in the Indian auto expo in New Delhi, as a

concept car and after launch A Star from Maruti

would be its fifth car model slated to be exported in

the International market as well. Maruti Suzuki A

Star, the all new entrant into the hatchback car segment in India, promises to

become the most fuel-efficient car in its category with an exceptional mileage

of 20 kmpl. The launch of A Star Car, which is the eighth consecutive car launch

by Maruti, denotes the key positioning of the market leader in the A2 car

segment with 55% market share.

The all new Maruti Suzuki A Star features a sporty-designer looks and

equipped with state-of-the-art technology that promises to deliver a wonderful

driving experience. A Star houses a brand new KB series 998 cc engine under its

hood that delivers 67 PS @ 6200 rpm and an exceptionally good torque of 90

Nm @ 3500 rpms. Being light in weight this engine lowers the vibration or noise

and provides more fuel-efficiency in every litre. The A Star has been launched

as the next generation model of Alto car and would be built completely at the

company's facility at Manesar, Haryana.

The striking new A-Star is available for sale in nine sizzling colors, three

variants with the price range starting from Rs. 3.47 Lacs 23
Company Name Segment USP
Maruti Suzuki India Limited Hatchback 67 PS @ 6200 rpm
 90 Nm @ 3500 rpm

Striking Features of Maruti Suzuki A-Star

 Powered with new-generation three-cylinder, light-weight aluminum K10B

engine

 Small turning radius of 4.5 meters

 Front suspension frame for better handling

 Lightweight and Highly rigid body structure

 Comes with an integrated music system

 Digital Console, Sporty Steering and short throw 6 gear shift

Variants of Maruti Suzuki A-Star

 Maruti Suzuki A-Star Lxi

 Maruti Suzuki A-Star Vxi

 Maruti Suzuki A-Star Zxi

Color Options of Maruti Suzuki A-Star

 Desert Brown

 Supreme White

 Bright Red

 Paradise Blue

 Sunlight Cooper

 Midnight Black

 Healing Green


Silky Silver

Azure Grey
24
Price of Maruti Suzuki A-Star
The sporty and futuristic Maruti Suzuki A Star Car is available for sale with a

price range of Rs. 3.67-4.28 Lakh (ex-showroom).

MARUTI SUZUKI RITZ

Maruti Suzuki has launched the Ritz in India.

Following the success of the A-Star in India, the

launch of Ritz will further consolidate the position

of Maruti Suzuki in India. Maruti Suzuki Ritz will

comply to the Bharat Stage IV norms and will come

with a powerful 1197cc K12M engine, which is the

second in the K Series being used by Maruti Suzuki

in India. The K12M engine is expected to be fuel efficient, low on emission, high

on performance, light weight and with lower noise, vibration and harshness.

Striking Features of Maruti Suzuki Ritz

 Fuel efficient K12M engine.

 Dual Airbags

 Attractive looks

 Bharat Stage IV Compliant

 Well-designed Tail Lights

 ABS Brakes

 Fog Lights

 Power steering and windows

 Central locking

Appearance 25
The Maruti Suzuki Ritz comes with great features and a stylish appearance. The

beautiful styling of the car has already generated lot of interest in newly

launched hatchback model from Maruti Suzuki.

26
Comfort
A lot of attention to detail has gone into the design of the Maruti Suzuki Ritz.

Comfort and convenience has not been compromised at all. The rear seats

provide ample leg room to enjoy the ride in the Maruti Ritz. To provide added

comfort the car also comes with power windows and AC climate control

features.

Safety
Like with all Maruti Suzuki cars, safety is an uncompromisable and important

feature. The safety features inside the newly launched Maruti Suzuki Ritz

include: Airbags, Fog Lamps, Electronic Brake Distribution, Anti Lock Brake

System and Power Steering.

Company Name Segment Maximum Power

Maruti Suzuki India Limited Hatchback 75 bhp

Variants and Their Price

Maruti Suzuki Ritz has launched in India on 15th. May, 2009. The premium

hatchback Ritz is priced at approx. 3.9 lacs for the base model and approx. 5.17

lacs for the metallic VDI variant.

27
 MARUTI SUZUKI SWIFT

Maruti Suzuki Swift, the car of the year, was

launched in May 2005. It is a new kind of compact

car with a fresh approach to design and

development. The Swift is more eye-catching, more

spacious, more refined and more user-friendly. It is

a whole lot of enjoyable to drive than anything else

in the compact-car category.

Company Segment Biggest USP

Maruti Udyog Ltd. 'B' Eye-Catching Design

Striking Features

 Dynamic European styling.

 Rally based suspension system.

 All-Aluminium 16 valve 32 bit hypertech engine.

 Automatic climate control.

Model Variants

 Maruti Swift LXi

 Maruti Swift VXi

 Maruti Swift ZXi

28
Color Variants

 Solid Bright Red

 Metallic Garnet Orange

 Metallic Mint Frappe

 Metallic Beam Blue

 Metallic Silky Silver

 Metallic Crystal Gold

 Metallic Azure Grey

 Metallic Midnight Black

Price Tag

Between Rs. 4 Lacs to Rs. 5.60 Lacs

29
 HISTORY OF Hyundai
SMALL-CARS INFORMATION
30
 HISTORY OF HYUNDAI MOTOR INDIA LTD.

Hyundai Motor is a South Korea based car maker, placed sixth among

the automobile makers in the world. Hyundai Motor India Limited (HMIL), its

subsidiary, is the second largest and manufacturer in India. Some popular

brands of Hyundai are Santro, Getz, Accent, Elantra, Sonata Embera and

Tuscon. are the most successful brands of HMIL. For incorporating sustainable

environment management practices, the company has been granted an ISO

14001 certification.

About the Company

Hyundai Motor Company (HMC), which came into being in 1967, is a

division of Hyundai Kia Automotive Group, headquartered at Seoul, the capital

of South Korea. The company operates the world's largest integrated

automobile manufacturing facility at Ulsan in South Korea.

Hyundai Motor India Limited (HMIL), its wholly owned subsidiary in

India, is the second largest car manufacturer in India. Currently the company

markets more than 30 variants of passenger cars in six segments. Santro falls

in the B segment, Getz in the B+, the Accent in the C segment, Elantra in the D

segment, Sonata Embera in the E segment and the Tucson in the SUV segment.

During calendar year 2005, HMIL recorded combined sales of 252,851

with a growth of 17.26% over previous year. The company has rolled-out

1,000,000 cars in just 90 months since its inception and holds the distinction of

31
being the largest exporter of passenger cars with exports of over Rs. 1,800

crores.
 Hyundai Santro Xing

Hyundai Santro Xing, one of the most popular cars in

its segment, is an identical vehicle with its international

cousins. It has undergone a cosmetic makeover and has a

new look than its previous model Hyundai Santro. It is

equipped with 1.1 litre engine and has options like ABS

and automatic transmission.

The car is powered by 1086 cc Epsilon engine fired by

a Distributor less Ignition System (DLI) that results in improved fuel

efficiency, reduced emission, and increased power and reduced maintenance

costs. It delivers 63 ps of power at 5500 rpm and an impressive torque of 9.8

kgm at 3000 rpm

Color Variants

 Real Earth

 Husky Blue

 Noble White

 Ebony Black

 Charming Grey

 Aqua Tint

 Passion Red

 Bright Silver

Model Variants

 XK Non AC 32
 XK

 XL
  XO

Price Tag

Model Variants Ex. Showroom Price

Euro III - XK (Metallic) 270,222

XK Non AC Euro III - XK (Solid) 266,506

Euro III - XK (Metallic) 327,848

Euro III - XK (Solid) 324,133

Euro III - XK -ABS (Solid) 338,156

XK Euro III - XK -ABS (Metallic) 341,871

Euro III - XL (Metallic) 349,432

Euro III - XL (Solid) 345,716

Euro III - XL-ABS (Metallic) 363,458

XL Euro III - XL-ABS (Solid) 359,742

Euro III - XO (Metallic) 373,883

Euro III - XO (Solid) 370,166

Euro III - XO -ABS (Solid) 384,188

XO Euro III - XO-ABS (Metallic) 387,905

Euro III - AT (Metallic) 418,331

Euro III - AT (Solid) 414,617

Euro III - AT-ABS (Metallic) 428,983

AT Euro III - AT-ABS (Solid) 425,267

33
 HYUNDAI i10
Get on Hyundai i10, the latest offering from

Hyundai Motor India Limited, very innovative in

design and very intelligent in drive. The all new i 10

boasts sporty and aerodynamic looks and luxurious

interiors. The flaunting body outline, wide angle

washer wiper, sunroof with slide and tilt option,

easy gear shift, refined air conditioning ducts, cockpit style sitting, deep

, power windows, height adjustable rear head rests these entire attributes

make the i 10 truly best in its class.

 The new-age 1.1 L iRDE engine with electric control unit

 Centre console mounted gear shift

 Dual air bags with seat belt pre tensioners

 Effective ABS (Anti Lock Braking System)

 Multi reflector fog lamp and clear rear lamps for better visibility

 I10 comes equipped with warning lamps at the console. Gate ajar warning

lamp, low fuel warning lamp, seat belt warning lamp, ABS warning lamp and

air bag warning lamp.

 Deep glove box and cup holders

 Power windows and power steering

Variants of Hyundai i 10

 Hyundai i10 D-Lite

 Hyundai i10 Era


Hyundai i10 Magna

Hyundai i10 Magna (O)

34
 Hyundai i10 Kappa 1.2 L
Available colors of Hyundai i10

 Crystal White

 Stone Black

 Oyster Grey

 Virtual Yellow

 Electric Red

 Deep Ocean Blue

 Champagne Gold

 Blushing Red

 Sleek Silver

 Alpine Blue

Award and Accolades for Hyundai i10

Hyundai i10 car is the most awarded Car that has bagged all the prestigious Car

of the Year 2008 prizes as follows:

 Business Standard Motoring

 CNBC-TV18 Auto Car, Auto Awards

 NDTV Profit Car & Bike Awards 2008

 Over Drive Awards 2008

Price
Hyundai i 10 has been priced between 3.50-5.00 lacs.

35
 Hyundai Getz

Hyundai Getz, an ideal blend of form and

functionality, is a car with an extra smooth 12V, 4

Cylinder Inline, MPFI, 1.3-Litre SOHC

. It delivers an amazing power of 82.9 ps at 5500

rpm and a torque of 11.8 Kgm at 3200 rpm. Hyundai

Getz cars offer standard 5 speed manual

transmission that gives an improved shift feel and

requires lesser shifting effort and lesser gear sticking. It also has an optional

Anti Lock

(ABS), which modulates brake pressure in sudden braking situations and

prevents wheel lock or skidding.

Company Segment

Hyundai Motor India

'B'
Limited

Striking Features of Hyundai Getz

The features of Hyundai Getz are of world class. It provides one of the best

features in the world. The features are appropriate for the Indian roads. Few

of the main features are mentioned below.

 Tilt Steering

 Functional & Roomy Rear Seat 36

 Tail Gate Lock/Unlock via Central Locking System
Model Variants of Hyundai Getz
Hyundai Getz cars come in four exclusive model variants. These model

variants are as cited below

 GLE

 GVS

 GLS

 GLX

Color Variants of Hyundai Getz

Hyundai Getz comes in four color variants that are best suited for the

Indian market and choice of the mass. These variants are given below.

 Bright Silver

 Ebony Black

 Noble White

 Electric Blue

Price Tag of Hyundai Getz

The prices of all the four model variants of Hyundai Getz are given in the

below table. Check out how much it cost in Delhi, Kolkata, Mumbai and Chennai.

The prices are to the close approximation ex-showroom. Please check the latest

prices and variant specifications with your dealer.

37
 Model Variants (ex. showroom price)

GLE 4,21,601

GVS 4,57,601

GLS 4,83,083

GLX 5,18,117

Safety in Hyundai Getz

 Equipped with Anti Lock Brake System (ABS).

 Rear Bumper Reflectors helps to avoid any hazardous situation by

reflecting the light falling on them from the trailing vehicle.

 It has energy absorbing collapsible steering.

 The Clutch Lock disallows the ignition until clutch is pressed thereby

preventing jerk start.

38
HYUNDAI i20
 In the phase of dipping sale figures, India's leading

automaker Hyundai Motor India Limited (HMIL),

has stepped-up its existing car model i10 with the

refined one i20. The all new Hyundai

i20 car model is an another addition in the company's hatchback cars stable

that has been launched with more room for the luggage, higher-quality interiors

with the flexibility of seating that is near to its predecessor i10. Hyundai i20

car was first showcased in the Paris Motor Show 2008 and in India it was

launched in the end of December 2008 meeting all existing emission norms

including the Euro-V. The newly launched Hyundai i20 car is equipped with the

latest technology 1.2 litre Kappa petrol engine that pumps out maximum power

of 80 ps @ 5200 rpms. Hyundai i20 is up for sale throughout India in three

variants with seven colors and carries the ex-showroom price range starting

from 5.0 Lacs going upto 6.0 lacs for the top version.

Company Name Segment Performance

80 ps @ 5200 rpms (Max. Power)

Hyundai Motor India Ltd. Hatchback
11.4 nm/ 4000 (Max. Torque)

39
Striking Features of Hyundai i20 Car

 Electrically adjustable outside mirror on both sides

 Top variant features five spoke light-weight alloy wheels

 USB port at the centre console for playing music on the i-pod

 Globe box connected with the air-conditioning system of the car

 Adjustable steering wheel for better riding comfortable

 The seats with head rests can be adjusted at different angles

 Safety of the car is assured by the responsive systems of ABS with EBD

 Six air bags dual front, side and curtain keep the occupants safe in case

of head-on collision

Variants of Hyundai i20 Car

 Hyundai i20 Magna

 Hyundai i20 Asta

 Hyundai i20 Asta (O)

Color Options in Hyundai i20 Car

 Crystal White

 Black Diamond

 Sleek Silver

 Silky Beige

 Sparkle Blue

 Berry Red

 Dark Grey Metallic

Price of Hyundai i20 Car 40

The ex-show price of all new ranges between Rs. 5.0-6.0 Lakhs.
HISTORY OF TATA MOTORS LTD.
SMALL-CARS INFORMATION

41
 HISTORY OF TATA MOTORS LTD.

Tata Motors is the leading Indian automobile manufacturer. With

several decades of impressive performance behind it, Tata Motors produces top

of the line commercial vehicles. It is India's largest and one of the world's top

five medium and heavy commercial manufacturers. It has made a name for itself

in car production too.

About the Company

Tata Motors Limited is the leader of the market in commercial vehicles

in each segment. It is the second largest in the passenger vehicles segment. At

global level, Tata Motors stands fifth in the medium and heavy commercial

vehicle manufacturer category. It has carved a niche for itself among global

automobile makers.

Set up in 1945, it has its network across the length and breadth of the

country. It rolled out its first vehicle in 1954. More than three million of its

vehicles ply on the Indian roads. In September 2004, the company was listed in

the New York Stock Exchange. It became the first from India’s engineering

sector to be listed in the New York Stock Exchange.

Tata Motors, through its subsidiaries, provide engineering and

automotive solutions. It produced Tata Indica, India’s first indigenously

developed car. In 2005, it launched Tata Ace, first indigenously developed mini-

truck of India. In 2009, it created history by launching Tata Nano, the world’s

cheapest car.
42
 Tata Nano

Major Highlights of Tata Nano

Warranty:

18 months or 24,000 km whichever is earlier

Service Interval:

1st free: 1000 km or 1 month whichever is earlier 2nd

free: 5000 km or 6 months whichever is earlier 3rd

free: 10000 km or 1 year whichever is earlier Subsequent service every 10,000

kms

Colour Options:

Nano base: Bright red, ivory white, summer blue

Nano CX: Bright red, ivory white, Summer blue, Champagne gold, Lunar silver

Nano LX: Champagne gold, Lunar silver, Sunshine yellow

Price of Tata Nano Car

The standard model, the CX and the LX are the 3 variants of the new

Tata Nano. The non AC standard version of the car comes with an ex-factory

price of Rs 1 lakh and will cost Rs 1.12 lakh at showrooms in Pant Nagar, where

the company is making the car. In Delhi, it will cost just over Rs 1.23 lakh (Rs

1.34 lakh in Mumbai). The AC version would be priced at Rs 1.48 lakh in Delhi and

Rs 1.6 lakh in Mumbai, while the deluxe version would cost 1.72 lakh in Delhi (Rs
43
1.85 lakh in Mumbai). The booking amount would range from Rs 95,000 to Rs 1.4

lakh for different versions

 Tata Indigo XL

Tata Motors Ltd., pioneer in Indian automotive

Industry, launched the Tata Indigo XL and started

a new era of comfort, luxury and performance in

auto industry of India. The long wheelbase of 2650

mm makes Indigo XL India's first car in the

segment of stretch limousine cars. Tata Indigo XL

is a statement of elegant luxury, style and power performance.

Tata Indigo XL is equipped with improved interior upholstery, hi-end

music system, latest communication technology, 06 way powered front seat with

built-in LCD screen. This offering from Tata Motors Ltd. is teamed with

advanced 1.4 litre engines - the refined 16 valve Twin Cam petrol version

delivering 101 PS, and the silent, high torque 70 PS DICOR (common rail) diesel

version.

Available in Grand and Classic versions Tata Indigo XL has Royal

Burgundy, Ivory White, Arctic Silver and Carbon Black colour options. The

spacious, luxurious and feature packed Tata Indigo XL has been priced between

Rs. 5.30-7.00 Lacs.

Company Segment USP

Tata Motors Ltd. Sedan Luxury at affordable price.

44
Key Features of Tata Indigo XL

 Longer wheelbase of 2650 mm for more space.

 6-way powered front seats with lumbar support.

 Separate rear air conditioner with independent controls.

 Seats made from the finest of European leather.

 Central armrest with cup-holders and trays in rear seat.

 3-link rear suspension for better comfort.

 New wood and leather combo steering wheel.

 Power windows DVD based 4-speaker entertainment system with twin LCD
screens.
 Blue-tooth connectivity and 12V socket in the rear console.

Available Model Variants of Tata Indigo XL

 Tata Indigo XL Classic

 Tata Indigo XL Grand

Available Colors Variants of Tata Indigo XL

 Royal Burgundy
 Ivory White
 Carbon Black
 Arctic Silver

Price of Tata Indigo XL

The all new Tata Indigo XL has been priced between Rs. 5.30-7.00 Lacs.

45
 Tata Indica

In September 1995, Ratan Tata, Chairman of Tata Motors Ltd., had a

dream. A dream he believed he shared with every Indian. "We'll have a car with

the Zen's size, the Ambassador's internal dimensions, and the price of a Maruti

800". In December 1998 Tata Motors Ltd., pioneer in Indian automobile

industry, launched Tata Indica - India's first indigenously designed and

manufactured hatchback car.

Tata Indica car was the epitome of the vision for every Indian that Ratan

Tata had. Ease of maneuverability, small-size with large space, comfortable with

safety of passengers are the striking features that are accredited to Tata

Indica. Since its launch Tata Indica saw number of changes in its technology

combined with the state-of-the-art features. Tata Indica has been launched in

three upgraded versions as Indica V2 (in year 2002), Indica V2 Turbo (in year

2005) and Indica V2 Xeta (in year 2006).

Available for sale in sizzling colors and competitive price these upgraded

versions of Tata Indica are going neck-to-neck with its rivals like Chevrolet

Spark, Hyundai Santro Xing, Hyundai Getz Prime, Maruti Zen Estilo and Maruti

Suzuki Wagon-R.

46
Presenting here the brief of different Tata Indica models :

Tata Indica V2 (Launched in 2002)

The Indica V2 was the revamped version of

Tata Indica. Indica V2 was launched with lots of

exciting features like : new front grille, clear lens

head & tail lamps, muscled sporty look, designer

alloy wheels, refurbished interiors combined with

micro processor based engine to deliver superior

fuel efficiency.

Refreshing Colors of Tata Indica V2

Salsa Red, Odyssey Blue, Pastel Green, Satin Glow, Arctic Silver, Cavern Grey,

Carbon Black, Mint White

Versions of Tata Indica V2

DL-BS III, DLE-BS III, DLS-BS III

47
 Indica V2 Turbo (Launched in year 2005)-

The Indica V2 Turbo was launched with turbo engine to offer turbo

charger that make turbo diesel engine more

advanced with power output of 68PS@ 4500 rpm.

Indica V2 Turbo was launched with lots of new

features like : Chrome-plated strip on hood,

Internally adjustable Outer Rear View Mirror, plush

fabric used in interiors, adjustable head rest and

rear seat, new electronic instrument cluster, power Steering, power Windows.

Colors of Indica V2 Turbo

Salsa Red, Cavern Grey, Arctic Silver, Arizona Ochre, Mint White, Carbon Black

Amazon Blue

Versions of Tata Indica V2 Turbo

DLG TURBO-BS III, DLS TURBO-BS III, DLX TURBO-BS III

48
 Indica V2 Xeta (Launched in year 2006)

The new Indica V2 Xeta promises to make

much more car sense with its eXtra Efficiency Torque

Advantage (XETA) petrol engine that delivers 12.4

kgm torque. Indica V2 Xeta has state-of-the-art

technology and stunning features like : advanced

MPFI engine which has 32 bit microprocessor, newly

designed electronic instrument cluster, spacious cabin

with ample elbow room and leg space, power Steering, power Windows and

better torque advantage.

Colors of Indica V2 Xeta

Amazon Blue, Pastel Green, Salsa Red, Carbon Black, Arctic Silver, Mint White,

Arizona Ochre, Cavern Grey

Versions of Tata Indica V2 Xeta

GL - BS III, GLE - BS III, GLS - BS III, GLG - BS III and GLX - BS III

49
Prices

Here are the prices of Tata Indica V2, Tata Indica V2 Turbo and Tata Indica

V2 Xeta -

Available Versions Price (Rs.)

Tata Indica V2 DL-BS III 3,28,671
Tata Indica V2 DLE-BS III 3,54,936
Tata Indica V2 DLS-BS III 3,71,284
Tata Indica V2 Turbo DLS 3,89,854
Tata Indica V2 Turbo DLG 4,04,099
Tata Indica V2 Turbo DLX 4,23,476
Tata Indica V2 Xeta 1.2 GL - BS III 2,58,160
Tata Indica V2 Xeta 1.2 GLE - BS III 2,85,638
Tata Indica V2 Xeta 1.2 GLS - BS III 3,05,252
Tata Indica V2 Xeta 1.2 GLG - BS III 3,28,943
Tata Indica V2 Xeta GLX - BS III 3,57,680

50
 HISTORY OF chevrolet
SMALL-CARS INFORMATION
51
 HISTORY OF GENERAL MOTORS CORP.

General Motors Corporation, which came into being in 1908, is the

world's largest manufacturer of vehicles. It designs, manufactures and markets

automobiles worldwide. Renowned brands of General Motors include Buick,

Cadillac, Chevrolet, GMC, Holden, Opel, and Oldsmobile. It entered the Indian

market as a 50-50 joint venture with the Birla Group but later became a fully

owned subsidiary of its parent company. It is global automaker with

manufacturing units in more than 30 countries.

About the Company

Largest manufacturer of automobiles in the world, General Motors

produces millions of automobiles every calendar year. The corporation employs

more than three lakh people around the world. The company has invested

aggressively in high technology and e-business, using these for marketing and

servicing of its products.

General Motors entered India in 1994 as a 50-50 joint venture company

with Birla Group of Companies. However, in 1999, it became a fully owned

subsidiary of GM. From Public Limited, it was converted to Private Limited

Company. The company strengthened its presence in India with several product

launches. Chevrolet Optra was introduced in 2003 and Chevrolet Tavera (MUV)

in 2004.

Company’s plant near Vadodara in Gujarat was originally built by

Hindustan Motors (HM). Making a Joint Venture with HM, General Motors

modernized the 45,000-square-meter plant. Opel Corsa, Corsa Sail, Chevrolet

Optra, and Chevrolet Tavera are produced here. Chevrolet Forester and Opel
52
Vectra are imported from Japan and Germany and sold as Completely Built in

Units.
 Chevrolet Spark
Making its foray in the highly competitive

'hatchback' segment world's leading car maker

General Motors (GM) has launched Chevrolet Spark

in India. The modern, dynamic and stylish 'Chevy

Spark' comes with loads of sporty features packed

with high power performance. The body of

Chevrolet Spark has been made of light weight high strength steel with much

larger wheel base (2345 mm), that improves the cabin space. The interiors &

exteriors of Chevrolet Sparks have been designed intelligently - seats of high

quality fabrics, classically styled dash board with easily visible instrument

panel , roomy leg space, noise insulating mat, sporty roof rails fitted alloy wheel

and smiling face looks will definitely make your drive a 'fun drive'.

Chevrolet Spark is powered with very powerful, fuel efficient 1.0 Litre S-

TEC engine that delivers power of 63 ps @ 5400 rpm. Suspension system

(Mcpherson) of the car has been designed specially for the Indian conditions

and extended riding comfort.

Available for sale in four variants (E, base, LS and LT), the price of

Chevrolet Spark is between Rs. 3-4 Lacs that will definitely 'Spark' a new price

war in the hatchback segment of India.

Company Name Segment USP

General Motors India Pvt. Ltd. Hatchback Performance with Looks.

53
Striking Features of Chevrolet Spark

 Powered by the advanced S-Tec engine that delivers maximum power output

even at lower speeds.

 Intelligent & compact packaging in terms of length & wheelbase.

 Intelligent & compact packaging in terms of length & wheelbase.

 High roof line for spacious head room for rear seat passengers.

 Outside mirrors are internally adjusted that is extremely useful in dusty

conditions.

 Super cool air-conditioning system suiting Indian climatic conditions.

 Small turning radius of 4600 mm makes 'chevy spark' easy in handling.

 Energy absorbing hexagonal profile saves the occupants of car in event of

collision.

Available Models Of Chevrolet Spark

 Chevrolet Spark 1.0 E

 Chevrolet Spark 1.0

 Chevrolet Spark 1.0 LS

 Chevrolet Spark 1.0 LT

Colors of Chevrolet Spark

 Icy Blue

 Mint Green

 Fiery Red

 Casablanca White

 Platinum Metallic

Price of Chevrolet Spark 54

Chevrolet Spark has been priced around Rs.3.0 - 4.0 Lacs.
 Chevrolet Aveo U-VA

The Hatchback car family of India has got a

new member Chevrolet Aveo U-VA from the world's

largest car maker General Motors (GM). This

. In the B segment is big in space and comfort &

better in performance and safety. U-VA boasts

roomy and premium quality interior with sporty

speedometer, tachometer, comfortable seats for all occupants, convenient cup

holder (front & rear) has been nicely graced with peppy and attractive

hatchback. Chevy U-VA With its comfy spaciousness and attractive features

may pose a tough competition to its rival models from Maruti and Hyundai.

Chevy Aveo U-VA has been designed thoughtfully to deliver hassle free

riding experience in different Indian road conditions. Launched in three

variants Chevy U-VA is available for sale throughout India in beautiful color

options bearing a price tag of Rs. 4.0 lacs. .

Company Name Segment Maximum Power

General Motors India Hatchbac 76 PS @ 5500 rpm with 110 Nm @ 4400

Pvt.Ltd. k rpm

55
Striking Features of Chevrolet Aveo U-VA

 Attractive sporty looks

 Body coloured bumper with catchy front chrome grill

 Bright grey interior color scheme

 Convenient cup holder at Front and Rear

 Remote fuel filler and tailgate release

 Engine check lamp

 Door ajar warning lamp

 Equipped with headlamp levelling device

 Front and rear bumpers resistant to 2.5 MPH collision

Variants and Their Price

Variant Price (ex-showroom Delhi)

AVEO U-VA 1.2 Rs. 3,99,869.00

AVEO U-VA 1.2 LS Rs. 4,40,385.00

AVEO U-VA 1.2 LT Rs. 4,80,437.00

Color Options in Chevrolet Aveo

 Blazing Red

 Platinum Metallic

 Icy Blue

 Intense Black

 Cashmere 56
 Rainforest Green
 Chevrolet Aveo
The Indian arm of world's leading car maker

General Motors (GM) added a new feather of

Chevrolet Aveo to the cap of sedan car segment in

India. Aveo is available in 1.4 and 1.6-litre petrol

engine options and hosting number of amazing

features right from inside to outside. Use of fine

quality fabric for the ergonomically designed seats, wood inserts, grey dashes

and an effective air-conditioner adds soothing touch to the interior and a

pleasure to the drive. Chevrolet Aveo is very impressive in terms of power

performance, the 1399cc, 16 valve, 4 cylinder in-line engine, generates 94ps of

power and 128Nm of torque for the great riding pleasure.

With superb power and comfy ride, Chevy Aveo assures of a safe drive to

its occupants all the time with its high-end security features. The surprisingly

good package of comfort, performance and safety in Chevy Aveo is available in

seven color options and have a price range from Rs. 5.50-6.0 Lacs.

Company Name Segment Maximum Power

General Motors India Pvt.Ltd. Sedan 94 PS @ 6200 rpm with 127 Nm @ 3400 rpm

57
Striking Features of Chevrolet Aveo

 2 tone beige interior with full fabric seats

 Rear seat integrated head rests

 Sporty chrome instrument cluster with white dials

 Engine Check Lamp

 Low fuel warning lamp

 Tiltable steering column

 Very effective Air Conditioner and Heater

 Chrome radiator grill giving Aveo a stunning looks

 07 cool colors options

Variants and Their Price

Variant Price (ex-showroom Delhi)

AVEO 1.4 Rs. 5,95,569.00

AVEO 1.4 LS Rs. 6,36,787.00

AVEO 1.6 LT Rs. 6,79,048.00

Color Options in Chevrolet Aveo

 Blazing Red

 Platinum Metallic

 Ivory Gold

 Icy Blue

Intense Black


 Cashmere
58
 Casablanca White
OVERVIEW ON RESEARCH
METHODOLOGY
59
 INTRODUCTION TO MARKETING RESEARCH

Research in common parlance refers to a search for knowledge. Once can

also define research as a scientific and systematic search for pertinent

information on a specific topic. In fact, research is an art of scientific

investigation.

The Advanced Learner’s Dictionary of Current English lays down the

meaning of research as “a careful investigation or inquiry specially through

search for new facts in any branch of knowledge.”

1 Redman and Mory define research as a “systematized effort to gain new

knowledge.”

2 Some people consider research as a movement, a movement from the known to

the unknown. It is actually a voyage of discovery. We all possess the vital

instinct of inquisitiveness for, when the unknown confronts us, we wonder and

our inquisitiveness makes us probe and attain full and fuller understanding of

the unknown. This inquisitiveness is the mother of all knowledge and the method,

which man employs for obtaining the knowledge of whatever the unknown, can be

termed as research. Research is an academic activity and as such the term

should be used in a technical sense.

We define marketing research as the systematic design, collection,

analysis, and reporting of data and findings relevant to a specific marketing

situation facing the company.

Marketing managers often commission formal marketing studies of

specific Problems and opportunities. They may request a market survey, a

60
product –Preference test, sales forecast by region, or an advertising evaluation.
It is the job of the marketing researcher to producer customer insight into the

problem. The process of marketing research is as follow:

MARKETING RESEARCH PROCESS

61
1.Define the problem, the decision alternative and the
research objective:
This requires that the ‘marketing manager’ and the ‘researcher’ work

together. The marketing managers should be aware of marketing research. If

they are not or know little, they may obtain the wrong information or arrive at

wrong. Here the researcher can help the manger. Defining the problem and

research objective is quite difficult. But after defining the problem carefully,

the manager and researcher must set the ‘Research objectives’.

Here we may have one of the three objectives:

1. Exploratory Research – is to gather preliminary information that will help

define problems and suggest hypothesis.

2. Descriptive Research – Describes things such as

(I) market potential (II) Attitudes of consumers.

3. Causal Research – To test hypothesis about cause – effect relationship.

2. Develop the research plan:

The second stage of marketing research calls for developing the most

efficient plan for gathering the needed information. The marketing manager

needs to know the cost of the research plan before approving it. Designing a

research plan calls for decisions on the data sources, research approaches,

research instruments, sampling plan, and contact methods.

3. Collect the information:

information
The data collection phase of marketing research is generally the most

expensive and the most prone to error. In the case of surveys, four major
62
problems arise. Some respondents will not be at home and must be recontacted.

Other respondents will refuse to co-operate. Still others will give biased or

dishonest answers. Finally, some interviewers will be biased or dishonest. Yet

data collection methods are rapidly improving, thanks to computers and

telecommunications. Some research firms’ interview from a centralized location.

Professional interviewers sit in booths and draw telephone numbers at random.

When the phone is answered, the interviewer reads a set of questions from a

monitor and types the respondents’ answers into a computer. This procedure

eliminates editing and coding, reduces errors, saves time, and produces all the

required statistics.

4. Analyze the information:

information
The next – to – last step in the marketing research process is to extract

findings from the collected data. The researcher tabulates the data and

develops frequency distributions. Averages and measures of dispersion are

computed for the major variables. The researcher will also apply some advanced

statistical techniques and decision models in the hope of discovering additional

findings.

5. Present the findings:

findings
As the last step, the researcher presents the findings. The researcher

should present findings that are relevant to the major marketing decisions

facing management.

6. Make the decision:

The managers who commissioned the research need to weigh the

evidence. They know that the findings could suffer from a variety or errors. If

their confidence in the findings is low they may even decide to study the issues

further and do more research. The decision is theirs, but hopefully the

research provided them with insight into the problem.

63
 SCOPE OF RESEARCH

The scope of any research shows the boundary of that research within

which the activities of research operates. It gives the framework under which

the researcher would collect the data and analyze the same. It is aimed to

study the car market and buying behavior of the customer. The project is

analyzed the demographic, psychographic and buying characteristics of the

customers in buying the car. It includes the detailed study of customers

focusing on the various parameters that lead to identifying and understanding

the perception of the customer in buying the car brands.

Our research project is not an exception case from it. The scope of our

survey would be limited only to the following areas of Ahmedabad:

 Satellite

 Ghatlodia

 Ranip

 Navarangpura

 Gurukul

64
 RESEARCH OBJECTIVES

The first step of any research project is to define the problem that is

to be answered by the research project itself. This is the most important part

of the research process, as it provides a focus and direction for the project and

identifies the specific information the reader is looking at in the project.

Actually, it enables the reader to understand exactly what the project is

attempting to achieve. If the definition of problem is unclear and objectives are

poorly defined, the result could be waste of time, money, energy and resources.

In short, research objective is a pre-requisite for any research project.

There should be a clear-cut definition of research objectives. Our

project, therefore, is not an exception. Our research project –

THE CONSUMER BUYING BEHAVIOUR ON SMALL SIZE CAR has certain

specific and general objectives. They are as follows:

 To know about buying behavior of consumer for small-size car

 To know consumer Preferences towards the small car brand

 To know most influence able to attract the consumer for small size car

 To know about general information of companies.

 To know about the various features of small-size cars.

65
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RESEARCH
RESEARCH DESIGN
A Research design is a framework or blueprint for conducting the

marketing research project. A research design lays the foundation for

conducting the project. Research design may be broadly classified as

exploratory or conclusive .A classification of marketing research design can be

represented as follows. A good research design will ensure that the marketing

research project is conducted more effectively and efficiently.

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66
  Conclusive research design

Conclusive research design typically more formal and structured than

exploratory research. It is based on large, representative samples and the data

obtained are subjected to quantitative analysis. The findings from this are

considered to be conclusive in nature. Conclusive research designs may be either

descriptive or casual.

As we have to study consumer behavior on water purification

technologies, our research is descriptive. Descriptive research may be defined

as a research that has as its major objective the description of something –

market or consumer characteristics or functions.

Descriptive research can be further classified into Cross- sectional

design & longitudinal design. Our research design is cross-sectional. It can be

explained as follows.

1. Cross-sectional research

Cross-sectional research takes place at a single point in time. All tests,

measures, or variables are administered to participants on one occasion. This

type of research seeks to gather data on present conditions instead of

looking at the effects of a variable over a period of time.

2. Longitudinal research

Longitudinal research is a study that takes place over a period of time.

Data is first collected at the outset of the study, and may then be gathered

repeatedly throughout the length of the study. Some longitudinal studies

67
may occur over a short period of time, such as a few days, while others may

take place over a period of decades.

 DATA COLLECTION
Data gathering is a very important part of the research project process.

It is through data, with the help of which we would be able to analyze the

problem in terms of facts and figures.

Actually, the reliability of research decisions depends on the quality of

data gathered. By taking this concept into consideration, the data can be

classified into primary data and secondary data. We have used both the types

of data, as far as our project is concerned.

 Primary data

 Secondary data

68
 Primary Data

Primary data are generally information gathered or generated by the

researcher for the purpose of the project immediately at hand. When the data

are collected for the first time, then that data is called primary data. There

are certain advantages and disadvantages of primary data. They are as follows:

 Advantages:
 The information is more reliable

 It provides a firsthand use information

 Disadvantages:
 Expensive – Costly and very difficult

 Expensive in terms of time, energy and resources

available

We have used the following primary data in our project:

 Questionnaire

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 Secondary Data
These are those data which are collected from the various sources which

have been already created for the purpose of first time use and future use.

 Advantages:
 It involves less cost

 Less time and less efforts

 Disadvantages:
 Not more reliable compare with that of primary data

 Possibility of biased and may result in wrong decision

making

We have used the following secondary data in our project:

 Internet

 Car Magazines

 Company catalogs

 Reference book- Research Methodology By C.R.Kothari

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 SAMPLING DECISIONS

At the planning stage of a statistical investigation part, the question of

sample size is very critical. If the sample size is large, there could be a waste of

money, energy and resources, and if it is small, it doesn’t make any sense of

practical use in making good decisions. So, the sample should be taken in such a

way that it can bring fair, accurate level of accuracy and unbiased results.

The objective of taking sample is to obtain desirable level of accuracy

and confidence with minimum cost.

In our survey we have taken convient sample of 100 respondents.

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 DATA ANALYSIS

In order to properly analyze the data, there would be two types of data

analysis in this project. They are as follows:

 Qualitative data analysis : through Findings, Analysis and explanation

 Quantitative data analysis : through charts, schedules, figures, and

structures

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 FINDINGS
Findings and analysis of each question is shown below;

1. Do you own a car?

Customer View Yes No

% respondents 100 0

Interpretation:

 Here, we consider only those people who used the car.

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3.In Automobile sector which company’s car you prefer to
buy?
Players Maruti TATA Hyundai Chevrolet Others
Suzuki
%of respondents 47 17 25 6 5

Consumer Prefer to buy car

5%
6%

Maruti Suzuki
TATA
Hyundai
25% 47%
Chevrolet
other

17%

Interpretation:

 We have taken a 100 sample unit for research. They were from different

areas of Ahmedabad which are Satellite, Ghatlodia, Ranip, Navarangpura,

and Gurukul.

 From the above table & chart, we can say that 47% People use Maruti

Suzuki Cars, 17% people use TATA Cars, 25% use Hyundai and Very few

people use Chevrolet & others Cars.

 Here, Maruti Suzuki Cover the market because the customer prefer car on

the basis of image of company.

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 4.Which model of car you prefer?

Maruti Suzuki
Maruti Zen
Models Alto Omni WagonR Versa A-Star Ritz Swift
800 Estilio
%of
16 20 12 09 17 03 05 08 10
respondents

Maruti Suzuki

10% Maruti 800

16%
Alto
8%
Omni
5% Zen Estilo
WagonR
3% Versa
20%
A-star
Ritz
17%
swift
12%
9%

Interpretation:

 From the above table & chart, we can say that 20% People use Maruti Alto

car, second highest preferring cars are wagon R & Alto Which are 17% &

16%.

 Omni & swift are use as 12% & 10%.

 Very few customers prefer Zen Estilo, Versa, and others.

 People prefer Maruti Alto & Maruti800 highest because these cars are

used for family use and its price is low. 75

 TATA

Indica
Models Nano Indica Indigo
Vista
%of respondents 11 24 38 27

TATA

11%

27%
NANO
Indica Vista
24% Indica
Tata indigo

38%

Interpretation:

 From the above table & chart, we can say that 38% People use Indica,

second highest preferring cars are Indigo & Indica Vista Which are 27% &

24%.

 Very few customers prefer Nano is 11% because it is newly launched.

 People prefer Indica, Indigo & Indica Vista highest because these cars are

mostly used in travelers & it is available in diesel and petrol.

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 Hyundai

Santro
Models i10 i20 Getz
Xing
%of respondents 47 28 19 06

Hyundai
6%

19% Santro Xing

i10
47% i20
Getz

28%

Interpretation:

 From the above table & chart, we can say that 47% People use Santro Xing,

second highest preferring cars are i10 & i20 Which are 28% & 19%.

 Very few customers prefer Getz is 6% because its price is very high

comparisons to others.

 People prefer Santro Xing highest because these cars are mostly used for

social status.
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 Chevrolet

Models Spark Aveo u-va Aveo

%of respondents 57 32 11

Chevrolet

11%

Spark
aveo u-va
aveo
32%
57%

Interpretation:

 From the above table & chart, we can say that 57% People use Spark

because it is low price comparison to others.

 32% people prefer aveo u-va and 11% people use aveo.

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5. What factors did you consider most, while buying a car?

Market Segmentation

In this question we segment the market in to four categories according to the

age.

1. 18-25
2. 26-35
3. 36-50
4. Above 50

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 Segment I: 18-25

Fuel Low Stylish Resale

Customer view Price
efficient maintenance value
%of 41 23
6 9 21
respondents

Age 18 to 25
6%
9%
23%
Price
Fuel efficient
Low maintenance
Stylish
21%
Resale Value

41%

Interpretation:

 In this segment we consider youngster who use car for own purpose.

 From the above table & chart, we can say that 41% People take the first

preference to stylish,

 This age also prefer the resale value & low maintenance of the car which is

23% & 21%.

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 Segment II: 26-35

Fuel Low Stylish Resale

Customer view Price
efficient maintenance value
%of 26 10
38 16 10
respondents

Age 26 to 35

10%

Price
38% Fuel efficient
26% Low maintenance
Stylish
Resale Value

10%
16%

Interpretation:

 In this segment we consider those people who use car for business purpose.

 From the above table & chart, we can say that majority of (almost 38%)

People take the first preference to price because these people are

considering their budget.

 This age also consider the stylish & fuel efficient of the car which is 26%

& 16%, resale value & low maintenance is same like 10%.
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 Segment III: 36-50
Customer Fuel Low Stylish Resale
Price
view efficient maintenance value
%of 2 6
26 31 35
respondents

Age 36 to 50
2% 6%

26% Price
Fuel efficient
Low maintenance
31% Stylish
Resale Value

35%

Interpretation:

 In this segment we consider those people who use car for business mature

people.

 From the above table & chart, we can say that majority of (almost 35%)

People take the first preference to maintenance of car.

 After that these people consider Fuel – efficient in the car.

 This customers do not consider style if car.

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 Segment IV: Above 50
Fuel Low Resale
Customer view Price Stylish
efficient maintenance value
%of
45 24 22 1 8
respondents

Above 50

1% 8%

Price
Fuel efficient
22% Low maintenance
45%
Stylish
Resale Value

24%

Interpretation:

 In this segment we consider those people who use car for their retirement.

 From the above table & chart, we can say that majority of (almost 45%)

People take the first preference to price of car.

 After that these people consider Fuel – efficient in the car.

 This customers also do not consider style if car.

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6.Why have you purchased the car?

Business
Uses of car Office use Family use Social status
purpose
%of respondents 27 13 52 8

Uses of car
8%

27%
Official use
Business purpose
Family use
Social status

52% 13%

Interpretation:

 From the above table & chart, we can say that 52% People use car for their

family use after that 27% people use for official use.

 For 13% people use for business purpose and 8% use for social status.

 Mostly car use for family use because they want to traveling with family.

 From our research we know that people use car for their business purpose

as well as family use.

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7.What is the most influence able way to attract you towards
the products?
Print Online Sales
Customer View T.V Radio Others
Media Advt. Man
% respondents 27 12 35 8 11 7

General
7%

11% 27% Print Media

Online Advt.
T.V.
8% Radio
Sales Man
others
12%

35%

Interpretation:

 From the above table & chart, we can say that 35% People known about the

car from T.V, 27% people known from print media, people known from

Online Advt & Sales man are 12% & 11%.

 T.V advertisement is the major factor to reach the people. After that

print media is the second major factor to reach the people.

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10. Why would you replace the car?

Customer View Looks Mileage Low Price Co- Others

maintenance image

% 19 8 24 32 15 2
respondents

Prefer to buy car

2%

15% 19%
Looks
Mileage
Low Maintanance
8% Price
Co-Image
Others
32%
24%

Interpretation:

 From the above table & chart, we can say that 32% People consider price

and 24% people consider maintenance on the car.

 19% people see the looks of car while replacing the car.

 Only 8% people consider mileage while replacing car.

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11. What kinds of offers do you like or expect from the
dealer?

Finance
Free Free Special
Customer View availability with Others
insurance service Discount
0% interest
% respondents 23 11 30 32 4

Offers Like
4%

23% Free Insurane

Free Service
32% Special Discount
Finance Availability
With 0% Interest
11% Others

30%

Interpretation:

 From the above table & chart, we can say that 32% & 30% People consider

finance availability with 0% interest and special discount.

 Most of the customers purchase the car on loan so they consider mostly

finance availability with 0% interest.

 23% people consider free insurance because annual insurance premium is

high.

 11% people consider free service and 4% people consider other service

from dealer.
87
12. Are you satisfy with your car performance?

Customer View Yes No

% respondents 61 39

Car Performance

39% Yes
No

61%

Interpretation:

 As we see, majority of them (almost 61%) does not satisfy with their car

performance.

 There may be a various reason like high maintenance, low mileage, etc.

88
Family income per annum (in Rs.):

Income (in Rs.) Less than 1.6lac – 3lac 3lac- 5lac More than
1.6lac 5lac
%of respondents 25 17 47 11

Family Income

11%
25%
Less than 1.6 lac
1.6 lac- 3 lac
3 lac - 5 lac
more than 5 lac

47% 17%

Interpretation:

 From the above table and chart, we can say that 30% people are in

less than Rs. 1,60,000 income group, 41% people are in Rs. 1,60,000 to

3,00,000 income group, 20% people are in Rs 3,00,000 to 5,00,000 income

group, 9% people are in more than Rs 5,00,000 of income group.

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 LIMITATIONS OF THE STUDY

Every study has certain limitations. In my study, also there were certain

limitations, which I could not able to solve.

1. We interpret the report on the basis of the customers’ survey, so it is

not required that all the data should be correct.

2. The research was conducted in a very small area.

3. Time factor was also important for me.

4. I had only found the upper-middle class family to fill up the

questionnaire, but generally, an average middle class family was required

for the study.

5. The sample size is also very small which represent my research on

consumer Buying behavior.

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91
 Conclusion
Since Indian Automobile market is continuously in the prowl of surging as a

major car manufacturer, people are purchasing car as there is increase of income of

common people as well as change in tastes and preferences of consumers. It is

important for the car manufacturers and car dealers to be able to understand the

different factors affecting the extent in car purchasing behaviour. The factor analysis

results indicate that factor 1 which consists of Information provided by salesperson;

safety; easy availability of spare parts; technology are affecting the car purchasing

behavior. People are more conscious about the on spot information provided about

various cars who serves according to the needs and wants of the customer. The type of

technology used and the wider reach of the service stations also affect the most on

car purchasing decision. While government obligations and various policies like import

duties, custom exemptions is seen as second most affecting driver factor 2 of

purchase of cars. Factor 3 includes family needs; brand image; income level; special

family programs/events like Anniversary, Birthday; insurance facility; credit card

acceptance; car accessories affects customers car purchase. This shows that

importance of family decisions, special occasions in family and the various services

provided by car dealers. Factor 4, includes installment payment facility; location of the

car dealer shop; looks; availability of service station showing customers accessibility to

the service provided. Factor 5 shows the impact of various promotional activities and

extra care taken by car dealers. Factors 6 shows the impact of suggestion provided by

family members and peers as well as price and after sales service provided. Factor 7

includes the infrastructural benefits of the shop and the variety of cars it stores.

Overall, various internal and external factors like extra care facilities, location

of the shops, various information provided by car dealers, advertisement and print

media promotions, features of the car in all are contributing in making car purchasing

behaviour of customers.
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 BIBLOGRAPHY

www.marutisuzuki.com

www.hyundai.co.in

www.tatamotors.com

www.chevrolet.co.in

BOOK:

By 93
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