"A Study On Consumer Buying Behaviour at Khivraj Motors": Project Report

A STUDY ON CONSUMER BUYING BEHAVIOUR AT KHIVRAJ MOTORS
PROJECT REPORT Submitted to the SCHOOL OF MANAGEMENT In partial fulfillment of the requirements For the award of the degree
MASTER OF BUSINESS ADMINISTRATION By MOHAMMED ANNIES IBRAHIM.M (3511010422)
Under the guidance of
Mrs. Sujatha MBA, M PHIL (PHD)

ASST.PROFESSOR
SRM School of Management SRM University SRM Nagar, Kattankulathur - 603 203, Kancheepuram District, Tamil Nadu.
BONAFIDE CERTIFICATE Certified that this project report titled A STUDY ON CONSUMER BUYING BEHAVIOUR IN KHIVRAJ MOTORS is the Bonafide work for Mr.M.MOHAMMED ANNIES IBRAHIM, 3511010422 who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not from part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.
-------------------------------MRS.S.SUJATHA ---------------------------Dr. JAYSHREE SURESH
(Project Guide)
(Dean)
Internal Examiner
External examiner
Submitted for the viva-voce examination held on -----------------------
DECLARATION
I hereby declare that the project report entitled A STUDY ON CONSUMER BUYING BEHAVIOUR IN KHIVRAJ MOTORS carried out by us under the supervision of Mrs.S.SUJATHA Asst. Professor, FACULTY,SCHOOL OF MANAGEMENT, SRM UNIVERSITY, Kattankulathur is the result of the original work done by me. This work has not been previously submitted by anyone else for the award of any other degree or diploma in any other institute or university.
Place: IDRAHIM M Date:
MOHAMMED ANNIES
REG.No:3511010422
ACKNOWLEDGEMENT
I feel that it is my duty to thank the people who helped me in my venture, which made me, realize the fact that there is nothing better than a little inspiration to get up and do something. I offer my sincere thanks to Mrs.S.SUJATHA Asst. Professor, SRM UNIVERSITY for giving us an opportunity I am extremely thankful to MR.PRASADH TEAM LEADER who has thought us everything about recruitment and selection process and guided us throughout the project and for giving a wonderful opportunity & support for the successful completion of the project. I express my gratitude to all other faculties in School of Management for their valuable guidance, which helped me in preparing this report. I am also thankful to my friends who were a moral support for us from the very beginning of the project in all circumstances. Last but not the least; I thank the Almighty for the successful completion of this project.
ABSTRACT
The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have increased in the previous year. Further competition is heating up in the sector with a host of new players coming in and others like Porches, Bentley, Audi, and BMW all set to venture in Indian markets. One factor that could help the companies in the marketing of their products is buying Behavior of the consumers. The Buying Behavior of the customers can be studied by knowing their perceptions about the cars in the market and about the possible entrants in the market. One such technique is by knowing and creating a personality for the brands. This report attempts to answer some of the questions regarding brand personality of selected cars in India by conducting the market research. This report is categorized into parts, deals with introduction to brand personality, companies selected, product and the industry. This personality sketching will help in knowing what a customer (or a potential customer) thinks about a given brand of car and what are the possible factors guiding a possible purchase. Similarly, the idea of measuring the customer satisfaction will serve the same purpose of determining the customer perception. Thus, by measuring the willingness of existing users of a car to recommend it to others will help the car manufacturers to chalk out the entire Customer Buying Behavior. The reports shall attempt to answer some of the questions regarding brand personality of selected cars in India by conducting a market research. The market research will be helpful for the new car entrant companies in India to find out the possible gaps between the customer expectations and the present market offerings. This way these companies will be able to find their share in the ever-expanding Indian market pie.
The research will track the customer satisfaction in the following two layers: Product related Parameters Dealers related parameters The customer satisfaction index will be calculated for the car brands taken into consideration. It will be mainly a primary research and the information will be gathered from both primary and secondary research. The study will analyze the applicability of existing research concepts, theories, and tools for evaluating consumer satisfaction.
CHAPTER
TITLE
INTRODUCTION NEED FOR THE STUDY COMPANY PROFILE REVIEW OF LITERATURE OBEJECTIVES RESEARCH METHODOLOGY
PAGE NO
6 10 12 18 28 31
I.
II III IV V VI VII
DATA ANALYSIS AND INTERPRETATION 49 FINDINGS OF THE STUDY 91
SUGGESTION AND RECOMMENDATIONS 94
VIII IX
CONCLUSION ANNEXURE QUESTIONNAIRE BIBLIOGRAPHY
96 99
LIST OF TABLES
S.no 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 TABLE NAME Age Level of the Respondents Gender of the Respondents Monthly income of the Respondents Respondents own a car Respondent reason for buying the present car Kilometers you covered in a month Respondents car given for service Duration of using a car Colors preference of the Respondents Type of financial source the respondents prefer Friedman test for interior features Friedman test for safety features Kendalls W test for safety features Correlation between age vs. fuel consumption Correlation between age vs. mileage Correlation between age vs. pick up Correlation between age vs. stability at higher speed Correlation between age vs. top speed Correlation between samples vs. buying decision of cars Cochrans test for buying purpose of respondents Friedman test for the level of customer satisfaction on dealer service Respondents recommend their car to friends Respondents recommend segment to their friends Brand image of the car Page No 50 51 52 54 56 58 60 62 64 66 69 71 72 73 74 75 76 77 79 80 82 84 86 88
LIST OF CHARTS
S.no 1 2 3 4 5 6 7 8 9 10 11 12 13 CHART NAME Age Level of the Respondents Gender of the Respondents Monthly income of the Respondents Respondents own a car Respondent reason for buying the present car Kilometers you covered in a month Respondents car given for service Duration of using a car Colors preference of the Respondents Type of financial source the respondents prefer Respondents recommend their car to friends Respondents recommend segment to their friends Brand image of the car Page No 50 51 53 55 57 59 61 63 65 67 85 87 89
CHAPTER 1
INTRODUCTION
It is true fact that if you are satisfied you recommended to others. Word of mouth and customer satisfaction play a very important role in determining market perception about an automobile. It is the market perception that determines the success of a company and so it is very important for the car manufacturers to measure the willingness of existing users of a product to recommend it to others. The same is a lot of interest to customers as well for it helps them make the purchase decision. A car is one of the most significant purchases that an Indian household makes and this project addresses the most important question that perplexes car manufacturers: What makes the perfect car that influence will willfully purchase? The project highlights the factors that influence the buying decision of a consumer.
The factor under consideration would be:

Price Income of the consumer Features in the car Safety standard Warranty scheme Finance facility
10
Is an Indian consumer ready for more? Which is the driving motive behind the effective demand of the car? How the coming of new models like swift does is going to effect the buying decision of consumer and especially the Tata nano1 lakh car. In other words, from the spread of choices offered by various manufacturers under various segments, of which one the customer will finally turn the ignition on and drive. Customer satisfaction index: some of the most advance thinking in the business world recognizes that customer relationships are best treated as assets, and that methodical analysis of these relationships can provide a road map for improving them there is obviously a strong link between customer satisfaction and customer retention. Customers perception of service and quality of product will determine the success of the product or service in the market. With better understanding of customers perceptions, companies can determine the actions required to meet the customers needs. They can identify their own strengths and weaknesses, where they stand in comparison to their competitors, chart out the path future progress and improvement. Customer satisfaction measurement helps to promote an increased focus on customer outcomes and stimulate improvements in the work practices and processes used within the company. Customer expectations are the customer-defined attributes of your product or service. We cannot create satisfaction just by meeting customers requirements fully because these have to be met in any case. However falling short is certain to create dissatisfaction.
11
MAJOR
ATTRIBUTES
OF
CUSTOMER
SATISFACTION
CAN
BE
SUMMARIZED AS: Product quality Product packaging Keeping delivery commitments Price Responsiveness and ability to resolve complaints and reject reports Overall communication, accessibility and attitudes
NEED FOR THE STUDY Surveying the relevant consumer base through exhaustive questionnaire. Understand the elements underplaying in each segment Deducing A analytical overview through different statistical methods
12
COMPANY PROFILE The City of Chennai is the Citadel of South. This City is known for promotion of culture, tradition and industry. Industrial Development in Automobile Sector is well established in this city for decades. The House of Khivraj is well known in the Automobile and Real Estate Sectors in this Metro. Khivraj Group has spread its activities for Four decades in diversified fields like Automobile Sector Real Estates Renewable Energy Sector (Green Field Operations) Infrastructural activities IT Park The flag ship company of the Group is KHIVRAJ MOTORS LTD . This Company was dealing in the vehicles manufactured by Hindustan Motors Ltd for 35 years. This company was also dealing in two and Three Wheelers of Bajaj Auto Ltd for Four decades. Now, the company has taken Dealership for Maruti Vehicles. The company has established two Car Show-rooms, one in the arterial road of Anna Salai and the other in the serenial Adyar. Three state-of-the-art workshops with all modern hi-tech, automated facilities are offered by the company for Cars. These workshops are ideally located in centre places. The Company is proud to have an independent Body shop with modern gadgets
13
The Company has diverted the Dealership for Bajaj Auto Ltds products to its sister concerns to have clear focus in its operations. These concerns have modern show rooms and operate specialty ideal workshops for two and Three Wheelers. The automobile turn over of the group has crossed billion rupees. The Company has promoted many Real Estate projects in CHENNAI. The founder of the Company is considered as a doyen in Real Estate, finance and automobile business. Many land mark buildings bear the proud name of KHIVRAJ in CHENNAI. The Company also owns considerable commercial space in ANNA SALAI the arterial road and central hub of the city. The Company has diverted its Real Estate business to one of its subsidiaries viz.KHIVRAJ ESTATES LTD . This company has launched a residential township project in a plot of 2.5 acres. The Company is building around 100,000 sq.ft in this township. The Company has erected several Wind Electric Generators to fulfill its social obligations for environment and green power. The Companys investment in this sector has crossed Rs.100 millions. A separate infrastructure company is promoted for promoting further Wind Electric Generators and other infrastructure activities. The management of the Company vests with Shri AJIT KUMAR CHORDIA who is a young dynamic technocrat and administrator with admirable skills in different spheres and Shri BHARAT KUMAR CHORDIA a young administrator who is known for his accumen in several fields and managerial capacity. They are guided by the Company Chairman ShriNAVARATANMULL CHORDIA who is groomed by the Founder of the Company Late Shri KHIVRAJ CHORDIA.
14
The group companies are well managed by dedicated professionals. The flag ship company has been granted ISO 9002 Certificate for its Sales, Services and Spares operations. The group is well known for its financial stren The Company is proud to be associated with M/s Ashok Leyland Ltd., M.N.Dastur & Co. Ltd, Future Software Ltd, SIFY Ltd., Industrial Development Bank of India, Kotak Mahindra Ltd, ICICI, Citi Bank, Shelters, Citi Corp, and many Government Departments and undertakings besides many others in its multi-faceted activities. Now, the Khivraj Group is venturing into Used Cars Trade by tying up with Maruti Udyog Ltd for True Value Outlet wherein we would be dealing in buying and selling of Used Maruti Cars. The True Value outlet is the First of its kind in Chennai situated at No.1, Whites Road, Whites India Building, Royapettah, CHENNAI 600 014. The Company is poised to grow in leaps and bounds under its dynamic and able management. 1999 - ISO 9002 Certified. 2000 - Pioneered Omni call Taxi in Tamil Nadu 2001 - Exclusive Hi-Tech Body shop launched at Guindy. 2002 -Hi-Tech Mechanical workshop launched at Ekkaduthangal. 2003 - First Dealer of TRUE VALUE - Maruti pre-owned car division at Chennai. Pioneered the FIRST WAGON R CALL TAXI IN THE CITY. Entered the field of I.T by constructing of an I.T park , OLYMPIA TECH PARK in the heart of the City of Chennai at Guindy in 3 phases
15
CHAPTER 2
REVIEW OF LITERATURE Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use). Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal Consumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy. Abraham Maslow in his theory of hierarchical needs in 1943, Maslows Hierarchy of Needs, suggested the intuitively appealing notion that humans must satisfy the most basic objectives before they can move onto "higher level" ones. Thus, an individual must satisfy physiological needs (such as food and liquid) before he or she will be able to expend energy on less fundamental objectives such as safety. Only when basic objectives have been met will a person move on to seek such objectives as love and belonging, and only a small minority of people make it as far as seeking self-actualization. This is useful in understanding different needs of consumers across the World.
16
Frederick Herezberg in his two factor theory develops a two-factor theory that distinguishes dissatisfiers and satisfiers. The absence of dissatisfiers is not enough; satisfiers must be actively present to motivate a purchase. Extending the theory to marketing, one finds that hygiene factors are product quality, packing, product warranty and so forth David Mc Clelland in his Theory of achievement motivation suggests why it is that different people behave in different ways. We all have more or less of a need on some of these factors, making each of us motivated toward different personal goals. People who have a higher need of achievement would probably make better entrepreneurs or salespeople and be lousy team players. People who have a higher need of power would probably make better leaders but could be obnoxious "armtwisters" as salespeople. People who have a higher need of affiliation would probably make the best team players but would lack the "self drive" to be salespeople running their own territory. Leon Festinger is his Theory of cognitive dissonance gave this theory to marketer of post purchase consumer behaviour; we need to that all of us, for most part of our lives, live in a state of mental equilibrium. This gets affected when a certain event does not happen the way we expect it to be. Webers Law suggests that consumers ability to detect changes in stimulus intensity appear to be strongly related to the intensity of that stimulus to begin with. The Hard Core Behavioral perspective is based on learning theories such as operant and classical conditioning. These theories suggest that consumers must learn from their own experiences
17
The Rational Expectations perspective is based on an economic way of looking at the World. Economists assume that people think rationally and have perfect information, even though they know very well that these assumptions are often unrealistic. However, despite the unrealistic assumptions made, economists often make relatively accurate. According to Nicosia (1966) those that assume the consumer is information process who engage in a rational, scientific, deliberate and cognitive process leading to a purchase choice. Gabriel and Lang (1995)make the fundamental that the there are different types of consumer not in the sense of different segment, but rather than one consumer can vary their type from time to time or even within one act of consumption. Thomas (1997) suggested that consumer have never been so unpredictable, hence consumer research incapable of providing insights required by market decision maker. According to Fierat sheltz (1997) a consumer no longer represents a centered, unified, consistent self image but fragmented and fluid set of self images
Consumer Behavior and Marketing Strategy The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome
18
How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Understanding these issues helps us adapt our strategies by taking the consumer into consideration.
FACTORS INFLUENCE CONSUMER PURCHASE BEHAVIOUR People buy different products from different brands to satisfy their needs. Consumer purchases are influenced strongly by cultural, social, personal and psychological characteristic. Although marketers cannot control such factors, they must give attention to them. Culture: Culture is the set of basic value, perception, wants and behaviors learned by a member of society from family and other institution. Culture is the most basic cause of a person's wants and behavior. Every group or society has a cultural influence on buying behavior may vary greatly from country to country, or even neighborhood to neighborhood. Subculture: Each culture contains smaller subcultures. Subculture is a group of people with shared value system based on common life experiences and situations. Subcultures include nationalities, religions, racial groups, and geographic regions
Social Class Almost every society has some form of social class structure. Social classes are society's relatively permanent and ordered divisions whose members share similar values, interest, and behaviors. Social class is not determined by single factor, but is measure as combination of occupation, income, education, wealth, and other variables. Social classes show distinct product and brand preferences in areas such as clothing, home, furnishing, leisure activity, and automobiles.
19
Social Factor A consumer's behavior also is influenced by social factors, such as the consumer's groups, family, and social roles and status. Groups: A consumer's behavior is influenced by many small groups. A group can be defined as two or more people who interact to accomplish individual or mutual goals. Groups that have direct influence and to which a person belongs are called membership groups. In contrast, reference groups serve as direct or indirect points of comparison or reference in forming a consumer's attitudes or behavior Family: Family member can strongly influence consumer's behavior. Husband- wife involvement varies widely by product category and by stage in the buying process. Roles and status: The consumer's position in each group can be defined in terms of both role and status. A role consists of the activities people expected to perform according to persons around them. Each role carries a status reflecting the general esteem given to it by society. People often choose products that show their status in society.
Personal Factor A consumer's decision also are influenced by personal characteristics such as the consumer's age and life cycle stage, occupation, economic situation, lifestyle, personality and self concept: Age and life cycle stage: People change the goods and services they buy over their lifetimes. Taste in food. Clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of family life cycle. Traditional family life cycle stages include young singles and married couples with children. Sony recently overhauled its marketing approach in order to target products services to consumers based on their life stages.
20
Occupation: A consumer's occupation affects the goods and services bought. Blue collar workers tend to buy more rugged work clothes, whereas executives buy more business suits. Economic situation: A consumer's economic situation will affect product choice. If economic indicator point to recession, marketers can take steps to redesign, reposition, and reprise their products closely. Lifestyle: People coming from the same subculture, social class, and occupation may have quite different lifestyles. Lifestyle is a consumer's pattern of living as expressed in his or her psychographics. It involves consumer's activities, interest and opinions. When used carefully, the lifestyle concept can help the marketer changing consumer values and how they affect buying behavior. Personality and self-concept: Each consumer's distinct personality influences his or her buying behavior. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting response to one's own environment. For example, coffee marketer have discovered that heavy coffee drinker tend to be high on sociability. Thus Starbucks and other coffee houses create environments in which people can relax and socialize over a cup of steaming coffee.
Psychological Factor A consumer's buying choices are further influenced by four major psychological factors: Motivation: A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to direct the person to seek satisfaction.
21
Perception: A motivated person is ready to act. How the person acts is influenced by his or her perception of the situation. Perception is the process by which people select, organize, and interpret information to form meaningful picture of the world. Learning: When people act, they learn. Learning describes change in individual's behavior arising from experience. Beliefs and Attitudes: Through doing and learning, people acquire beliefs and attitudes. A belief is a descriptive thought that a person has about something. Marketers are interested in the beliefs that people formulate about specific products and services, because these beliefs make up product and brand images that affect buying behavior. Attitude describes a persons relatively consistent evaluation, feelings and tendencies towards an object or idea.
BUYING BEHAVIOUR OF INDIAN CONSUMERS What was the price? Until 2000, this was the deciding factor for the Indian consumers in buying a product. Although the Indian economy was liberalized in 1991, and international brands entered the Indian market soon after, Indian consumers didnt change overnight, their mindset of saving continued and meant little difference in their buying behaviors. A majority of Indians may actually be shopping not because of the particular products but because buying offers them a chance to win great gifts or a date with their favorite celebrity, a survey has found
22
Around 87 percent of Indians participated in some form of promotion, out of which 53 percent won prizes, while around 40 percent even changed their buying behaviors in accordance with the celebrity endorsement, a promo survey 2006 conducted by Brand equity, has revealed, also the survey pointed out that about 57 percent of Indians were loyal to some brand and most of them gave priority to the price or budget before trying a brand. The Indian consumption pattern and preference have undergone vast changes over the year allowing the foreign retailers to play with the psyche of the brand conscious.
CAR CONSUMPTION The car market, in common with many other markets, has entered a competitive period in which although sales volume has increased, the motor industry remains a key indicator in the world economy. The nexus of related industries which depend for their continued expansion on the car point to its crucial position. The massive growth of cars has required a massive growth of roads.
DEPENDENCE OF CAR Car dependence is a reality for almost 80 percent of trips people make. Nevertheless, most people would not describe themselves as dependent, but rather see the car as providing independence, real financial saving and privacy. However, some people perceive effects of car use such as declining fitness due to lack of exercise or stress when stuck in traffic. About 80 percent of car owners may not imagine living without car. People who drive a lot tend to regard public transportation to be inferior quality, unmatched with their status and standards of living.
23
It is seen that middle income people in the urbanized towns own more cars and travel farther than counterparts in cities. The "rural poor" are now forced to own and use cars or two wheelers to a greater extent than their income would normally supports due to lack of alternatives to satisfy their commuting requirements. The people with the highest income presumably own nearly 60 percent of the cars and account for 70 percent of the traffic. Middle and high-income groups rely heavily on cars wherever they live. Car dependence is a process and not a state: car use changes as people get older and perhaps richer. In general, people are not forced to buy a car and then immediately adopt a life style. It is also a fact that once we buy a car we drive more and more and play less attention to alternatives. The number of journeys by car or less than half a kilometer appears to have increased from 4 percent in 1970 to 30 percent today. If one calculates the time spent in traffic and parking the car, it may have taken the same time walking. 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.
24
OBJECTIVES OF THE RESEARCH

The research objectives for the project undertaken can be defined as follows: To determine the demographic variables of the customers of different brands of cars. Examine the customer perception about the cars. To judge the satisfaction level of car owners of different brands. The research tracks responses at following two layers o Product related parameters o Dealer related parameters To analyze the psychographic variables of the customers of different brand of the cars.
SCOPE OF THE STUDY

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.
25
SIGNIFICANCE OF THE STUDY

A brand is a set of expectations and associations evoked from company or product. A brand is how key constituents- customers, employees etc. experiences what you do. Some brands are of such great importance to people, that we speak of them as a part of ones life and identity, being used to express one. Some would say that these brands have their own personality, the brand perception, which can be defined as the set of human characteristics associated with a given brand.
Because many people interact with brand as though they were other people, it is important to understand what a brand perception consists of, and how its characteristics can be used to affect the relationship between the brands and its users. Knowing and understanding the brand perception gives a good insight into this relationship, and into peoples attitudes towards the brand, and is also an important guide to communicating the brand. Like apparel and lifestyles brands, a car is extension of ones perception. People buy cars which either matches their personalities or those which provide them opportunities of being perceived as somebody they aspire to be. This becomes significant as consumers move up the value chain from small compact cars to midsize and upwards.
26
RESEARCH
Research is a process in which the researcher wishes to find out the end result for a given problem and thus the solution helps in future course of action. The research has been defined as A careful investigation or enquiry especially through search of new facts in any branch of knowledge.
RESEARCH METHODOLOGY
The procedure using, which researcher go about their work of describing, explaining and predicting phenomena, is called Methodology. Methods comprise the Procedure used for generating, collecting and evaluating data. Methods are the way of obtaining information useful for assessing explanation.
TYPE OF RESEARCH The type of research used in this project is descriptive in nature. Descriptive research is essentially a fact finding related to the present, abstracting generation by cross sectional study of the current situation.
DESIGN OF DESCRIPTIVE STUDIES A descriptive study involves the following steps: Formulating the objectives of the study Defining the population and selecting the sample Designing the method of data collection Analysis of data Conclusion and recommendation for further improvement in the practice
27
TYPES OF DATA COLLECTED
PRIMARY DATA A study is carried out by means of questionnaire and the respondents were requested to be frank in their views. A short preliminary talk about the purpose of the study has been given in order to establish rapport with the respondents. They were told that their views would remain quite anonymous and no time limit was set to complete the questionnaire.
Data Source: The present study is based exclusively on primary data generated using questionnaire, from the sample of 80 Consumers in Chennai city. A standardized questionnaire suitable to the study was framed and conducted pilot study tests to its reliability and sensitivity. Based on the findings of the pilot study some modifications were made in the questionnaire.
Sampling and Sampling techniques: A sampling plan is a definite design for obtaining a sample from the sampling frame. It refers to the technique or the procedure the researcher would adopt in selecting some sampling units from which inferences about the population is drawn. Sampling design is determined before any data are collected.
SAMPLE SIZE Nearly 80 samples were collected from Chennai consumers.
28
STATISTICAL TOOLS As many as 80 respondents were interviewed using a standardized questionnaire to study the attitude of. The Socio demographic and economic characteristics of the study sample are displayed in the form of uni-variate tables and visual presentations are also provided through pie-charts. Some of the tools are as follows, FRIEDMAN TEST PEARSON CORRELATION COCHRANS-Q TEST
ERRORS IN THE STUDY

Interviewer error There is interviewer bias in the questionnaire method. Open-ended questions can be biased by the interviewers views or probing, as interviewers are guiding the respondent while the questionnaire is being filled out. The attitudes the interviewer revels to the respondent during the interview can greatly affect their level of interest and willingness to answer openly. As interviewers probing and clarifications maximize respondent understanding and yield complete answers, these advantages are offset by the problems of prestige seeking, social desirability and courtesy biases. Questionnaire error The questionnaire designing has to careful so that only required data is concisely reveled and there is no redundant data generated. The questions have to be worded carefully so that the questions are not loaded and does not lead to a bias in the respondents mind Respondent error The respondents selected to be interviewed were not always available and willing to co operate also in most cases the respondents were found to not have the knowledge, opinion, attitudes or facts required additionally uninformed response errors and response styles also led to survey error.
29
LIMITATIONS OF THE STUDY All the research projects are hindered in their smooth flow by some unforeseen problems. The problems arise in the form of constraints by budget, time and scope of the study. The current project was also faced by certain problem. Some of the problems faced in the course of the research are as follows: A strong unwillingness on the part of the owners of various cars, to participate and aid the research. The boredom and wavering concentration that set in among the respondents while answering the long questionnaire: thus in turn led to the difficulty of preventing incomplete questionnaires. Sampling error: the research include a sample size of 80 customers which is not enough to determine the brand perception of the consumers for buying the cars. Since its not a census survey there is always a chance of error while extrapolating the results of a sample study over the population especially in those researches where the qualitative aspects are concerned. So its always doubtful to map the qualitative aspects using a quantitative measure.
30
CAR PROFILE
MARUTI UDYOG LIMITED

Maruti Udyog Limited is the premier car company in India. Maruti Udyog Limited (MUL) was established in Feb 1981. The company entered into collaboration with Suzuki Motor Corporation of Japan to manufacture cars. Maruti is the highest volume car manufacturer in Asia, outside Japan and Korea.
Maruti Udyog Limited, the largest Car selling company in India, has many unique Service advantages for the customers. It has bagged the First Position in JD Power Customer Satisfaction Index for the consecutive two years. The company has also ranked highest in the India Sales Satisfaction Study. ESTILO Maruti launched all new Estilo. If you are wondering why I dropped Zen from this car's name then let me explain. Estilo has got Wagon R's engine and chassis and Suzuki MR Wagon's shape. Whatever remains is taken from Zen, well does anything remains actually? Yes, Name! Name is taken from Zen, 'Zen Estilo'. In essence its stylish Wagon R, Japan's MR Wagon, combination of the two or anything but Zen. It seems Maruti wants to exploit Zen brand-image hence named this car after Zen. Zen Estilo has the same engine (1061cc, 64.8ps, 84Nm, 4-cylinder, 16-valve, MPFI F10D Petrol) under the hood that is found in Maruti Wagon R. Absolutely nothing has been changed except for the fact that this engine is much refined and is slightly better at responsiveness and fuel economy. This simply translate into 'Zen Estilo is a bit faster and more fuel economic than Wagon R'. Due to highly good drivability, driving in city would be more fun with Zen Estilo. Electronic Power Steering (not available in LX version) really helps in crowded traffic. Owning and maintaining Zen Estilo won't be a problem, engine is proven reliable and virtually maintenance-proof.
31
ALTO The Alto is Maruti Udyog's subcompact offering to India and the country's one of the most popular cars in the small car segment. It is exported to numerous Southeast Asian countries (including Sri Lanka and Bangladesh) and Chile. The Alto is available in three variants: Maruti Alto Standard, Maruti Alto LX and Maruti Alto LXi. It borrows from Maruti 800's tried and tested engine technology, therefore delivering optimal performance. The Alto, with its compact dimensions and sturdy built, is just right for the Indian roads. Besides, it needs minimal maintenance and is extremely fuel efficient, making it just the perfect car for the average Indian working class. In addition to this, Maruti's wide service network and the lure of this little car is perfectly understandable (especially at its price). The Alto has received a couple of minor upgrades on the interior as well as a new sporty looking grille and a much more substantial bumper. It has also received two new colors, Caribbean Blue and Wine Red. The Alto is equipped with a 796cc engine that serves up 46 bhp worth of power and 62 Nm of torque. A 5-speed, all synchromesh, manual transmission is standard in the Alto. The front suspension has a McPherson Strut with torsion type roll control device, while the rear sports coil spring gas-filled shock absorbers with three link rigid axle and isolated trailing arms. The ride quality is pleasant and comfortable but handling does not exactly measure up. Steering is spongy at times. A stiff suspension soaks up bumps like a pro. Brakes are hugely responsive too. A stiff chassis gives the Alto its fabulous driving character.
32
WAGON R Maruti Suzuki new WagonR was first launched in 1993 in Japan. The WagonR made its Indian debut in 2001. Even though the car could not impress the Indian audience in the beginning, it gained quite some popularity later. And since then it has been one of the best selling cars for the company. Since its launch, Maruti Suzuki has sold 8.8 lakh units of the car in India and exported 5.5 lakh units to various countries. In 2006, the WagonR got a facelift and the new Wagon R Duo, which could run on LPG apart from petrol, was launched. Now Maruti Suzuki has launched the BS IV compliant version of the WagonR. The new WagonR, also known as "The Blue-Eyed Boy" has got a lot improvements such as new features along with a new dynamic look. Right from the new K-series engine to stylish new interiors, Maruti Suzuki has done everything to impress the Indian crowd. The new Maruti Suzuki WagonR is available in a range of attractive Colour including Superior White, Midnight Black, Baker's Chocolate, Breeze Blue, Fire Brick Red, Silky Silver and Glistening Grey. The all new WagonR comes in four variants, the LX, LXi, the high-end VXi and a CNG variant. The new car gets its power from a 998cc threecylinder K10B engine and this engine is coupled by a 5-speed manual transmission that provides smooth maneuvering of the car. The BS IV compliant engine can stir up 67 bhp at 6200 rpm and a maximum torque of 90 Nm at 3900 rpm. The new WagonR is economical and its performance is out of this world with a mileage of 18 kmpl. The cable type transmission and new frame-type suspension offer great stability on all terrains owing to the gas filled inside the setup which is very different from the oil filled older mechanism. The NVH levels are also enhanced. Maruti has reworked the front suspension to ensure the car handling gets better
33
SWIFT Competing with the other cars of Maruti, Maruti Swift is gradually making its position in the world of mid-sized family car. Maruti Swift has come up with the special technical specifications of 16 valve 4-cylinder, 1300 cc engine generating power. Maruti swift is equipped with various safety features and well advanced equipments. 3 assist grips, 3 spoke urethane steering wheel, antenna, cabin light (3 position), console box (lower), cup holders (front 2, rear1), front door trim pockets, green tinted glass window, halogen headlamps, headlamp leveling device, heater and manual Air conditioning, OVRM (internally adjusted), rear fog lamps, wind screen wiper 2 speed plus 1 speed intermittent, tailgate opener key type, trip meter (digital display), sun visors (both sides), brake assist , child lock (rear door), high mounted stop lamp, power steering, rear seat belts etc. are the features available in this model. Apart from the features found in other model, striking features of this model are black colored A & B pillars, 12v accessory socket in center console, day and night rear view mirror, door ajar warming lamp, driver's seatbelt warning lamp, tachometer, driver's seat belt warning lamp, vanity mirrors (sun visor codriver side), rear seat head restraints, fabric accented door trims, central door locking (4 door), front and rear electronic windows, front fog lamps, light off/ key reminder, manual air-conditioning, key not removed warning buzzer, etc
Maruti Suzuki Ertiga

Maruti's first foray into the MPV segment, the Ertiga has been launched in India at a price of Rs 5.89 lakh for the base petrol variant, ex-Delhi. The Ertiga is being offered in six variants three with a petrol engine and three with a diesel and will square off against the Innova and Xylo. It will be available in seven colors. The Ertiga uses familiar parts and bits from the Maruti kitty. Its swept back headlamps project a family look which has been inspired from the Swift while the bonnet and grille are taken from the Ritz.
34
The interiors feature three rows of seating with dual tone upholstery with the steering wheel having audio controls on it. The middle and third row of passengers have air vents embedded in the roof liner above the front row. With a turning radius of 5.2m and being lesser in length and width than its competitors, the Ertiga has nimble dynamics.
HYUNDAI MOTOR
Hyundai Motor India Limited (HMIL) was established in 1996 and is a wholly owned subsidiary of South Korean multi national, Hyundai Motor Company. HMIL is the fastest growing and the second largest car manufacturer in India and presently selling 30 variants of passenger cars in six segments. The Company has set up more than 70 dealer workshops that are equipped with the latest technology, machinery, and international quality press, body and paint shops, across the country, thereby providing a one-stop shop for a Hyundai customer. Hyundai also has a fleet of 78 emergency road service cars that can provide emergency service to all its customers anytime, anywhere.
Hyundai Santro In the field of mid size car, Santro Xing is capturing the market very rapidly. Its design, style, space and other special features has made it one of the highest purchasable cars among any economy class. Santro XK Santro XK (Non AC) Santro XL Santro XO Santro AT
35
Along with the other features that are present in Santro XK (Non AC), other features present in this model are air conditioner, day and night inside rear view mirror, chrome1 radiator grille etc. Along with the features available in Santro XK, added features in this model are 4 doors CLS, passenger side OVRM, tinted glass, map pocket front door driver side, front door full size arm rest, and door trim with fabric insert, hydraulic power steering, power windows (front) etc
GETZ Hyundai Motors launched small family car Getz at August 2004. Euro III emission norms fulfilled Car, Getz powered by 1300 cc. engine. Only the petrol version of this car was launched initially. Hyundai Getz GLS Hyundai Getz GLX Hyundai Getz GVS This model has highly advanced features like AC with 4 speed blower, ash tray w/o illumination, center console w/ pen and jug holder, 60:40 rear seat split, vanity mirror passenger side, rear defogger, height adjustable seat belts (front), waist line molding, tilt steering, map pockets, front and rear power windows, rear seat back inclination(4 position), digital clock, rear wiper and washer, front for lamp, body color radiator grille, rear bumper reflectors, rear mud guard etc. Few features to view comfort and safety in mind, this model is being specially equipped with rear wiper and washer, rear defogger, alloy wheels etc. This model has few important features like height adjustable front seat belts, body colored radiator grille, rear bumper reflectors etc.
36
HYUNDAI ACCENT Hyundai Accent was ceremonially launched at Frankfurt International Motors Show on 15 September, 1999. It came in two versions, i.e. Petrol and Diesel Versions in India initially, while in Europe it was introduced only with the Petrol version. Initially Accent came up with the manual transmission which in turn started getting available in automatic transmission. To know about the models of this car, please see this following text: Hyundai Accent GLE Hyundai Accent GLS Hyundai Accent Viva Hyundai Accent Viva CRDi Hyundai Accent CRDi This model has many distinctive features like 60:40 split folding rear seats, automatic trunk lamps, body colored door handles, bumper with or without molding, door trims and consoles, high mounted stop lamps (HMSL), Mist (one stoke wiper blades), semi cloth upholstery, trip odometer, rear license garnish, waistline molding, wiper (3 no. of speed), cross bar under dash board, crumple zone, dual horn, engine sub frame etc. Features that are striking in this models are tinted glass, remote boot release, split rear seats, tachometer, remote fuel cap release, sun visors with vanity mirror, power telescopic antenna, luxury full cloth upholstery, energy absorbing collapsible steering column, full size wheel cover etc.
VERNA The most awaited Verna finally launched in India. Verna can be considered as one of the most shock wave-creating cars in India; within first five days of its launch over 2000 Verna cars had been sold. Competition seems to be in shock. Comfort levels are quite good, I wasn't expecting them to be like this, and there is marginal refinement over Accent. Suspensions give you a feel, 'yes this car is meant for
37
India', no bumpy rides. Car handles very well too. Interiors are not class, as expected, though they don't give a cheap feeling at all. City is way ahead of Verna in interiors and room. Driving position is good and to make it even better, height-adjustable driver-seat is provided in higher versions. AC is quite effective, cools the cabin quickly. Due to enough power, switching on AC doesn't make any difference in performance. Exterior design is satisfactory. Its neither great to boast about nor is bad to complaint about. Like all other Hyundai car designs, people have started to criticize Hyundai for design of Verna. After having first glance of Verna, one of Carwale.com colleagues called out, 'Hey, it looks like Baleno from front and Fiesta from behind!'. You can't help it, its inevitable with Hyundai. ABS is available as optional across the range. Its a bit disappointing that Airbags are not provided even as optional. Central Locking is available as standard feature in all the versions and keyless entry in petrol versions except the lowest-end Verna
TATA MOTORS LIMITED Tata Motors Limited is India's largest automobile company, with revenues of Rs. 24,000 crores in 2005-06. Its name comes first in the category of commercial vehicles and the second largest in the passenger vehicles, mid size car and utility vehicle segments. The company is the world's fifth largest medium and heavy commercial vehicle manufacturer. Over 3.5 million Tata vehicles is moving on Indian roads, since 1954. Its manufacturing plant is located at Jamshedpur, Pune and Luck now
38
TATA INDICA V2 Having attributes of three popular cars, Tata Indica is ruling the market. Making of Tata Indica with the concept of main distinguishing features of three popular cars i.e., with the overall structure of Maruti Zen, interior space like ambassador and cost nearly like Maruti 800 was a challenging venture of Tata Motors. Its fully foldable rear seat has made this car more accommodating for extra luggage. For safe and secure driving and to give proper comfort, side-impact beams, rigid monochrome frame and child safety locks are attached to this car.
TATA INDICA V2 DLX DLG DLS DLE With its market catching looks and few striking features have set a trend for the choosy buyers. Its power steering, central locking system, four power windows have not only made this comfort driving car but also give assurance for the safety. To mention more about convenience of driving, HVAC system provides good cooling effect even in a sultry summer days. Door handles, body colored bumpers, ORVM and wheel arch flair are few more advantages that the owner of this car can easily avail. To assure safer driving along with the elegance and appeal of the car, this model is equipped with body colored bumpers, the wheel arch flairs, internally adjustable OVRM and central locking system. To avoid any inconvenience in operating the window, front windows are power windows. To avoid the scorching heat in a summer days, HVAC system of cooling can soothe anybody inside the car
39
CHEVEROLET
Its king like entry happened in India in 1928 with its National Series AB touring. Reliability of this car was proved by its 171 cubic inches, 24.7hp four cylinder engines. General Motors, parent company of Chevrolet, was the first in setting up assembly plant in India. First office of Chevrolet was located at Mumbai and its assembly plant was in Sewree. CHEVROLET AVEO With the assurance of safety and technologically advanced equipments, Chevrolet Aveo provides complete statement of reliability and efficiency. Safety features like tailor welded blanks, high- strength steel structure, B-pillar, height adjustable safety belt anchors, rear child safety door locks, front safety belt pretension etc really confirm the security of the passenger. Aveo 1.4 E* Aveo 1.4 Aveo 1.4 LS Aveo 1.6 LT It is well equipped with 1.4L DOHC 94 PS, 5 Speed MT, chrome radiator grille, wide 185/60 R14 tyres, pullout type door handle, two tone beige interiors, power steering and power window, central locking, rear defogger with timer, remote trunk lid opener, engine service soon indicator etc. It is well equipped with 1.4L DOHC 94 PS, 5 Speed MT, chrome radiator grille, wide 185/60 R14 tyres, pullout type door handle, two tone beige interiors, power steering and power window, central locking, rear defogger with timer, remote trunk lid opener, engine service soon indicator etc. Its main mentionable features along with the other features which are associated with the rest of the models, are 1.6L DOHC 102 PS, 5 speed MT; double DIN MP3 system with 6 speakers; rear spoiler with CHMSL; chrome coated exterior handles and trunk lid garnish; 14" alloy wheels; electrically adjustable OVRM; wood finish on IP and door trim; car alarm and key less entry system. 40
OPTRA With its 1.8 litre engine capacity runs up to 8.1 kmpl inside the city crowd roads and 11.2 kmpl on the highway. Its luxurious and comfortable interior include center console, central armrest, flip down rear armrest, automatic climate control air conditioners, enough legroom space, sunglass holder, mobile phone holding space in the rear door, cup holders etc. 1.6 Elite 1.6 LS Elite 1.6 LT Royale 1.8 LT 1.8 LT AT It is equipped with various comfort and safety features like driver seat height adjuster, plush feel beige fabric, silver finish on control panel and luxurious wood finish on IP and door boards etc.
41
TABLE 5.1
AGE Frequency 12 38 17 13 80 Percent 15.0 47.5 21.3 16.3 100.0 Valid Percent 15.0 47.5 21.3 16.3 100.0 Cumulative Percent 15.0 62.5 83.8 100.0
Valid
LESS THAN 25YRS 25-35 35-45 45&ABOVE Total
INTERPRETATION: 15% of the respondents are less than 25yrs, 47.5% of the respondents are within 26-35 yrs of age, 21.3% of the respondents are within 36-45 yrs of age and 16.3% of the respondents are above 45 yrs of age. INFERENCE: 47.5% of the respondents are between 26-35 yrs of age
42
CHART 5.1 AGE
50 45 40 35 30 25 20 15 10 5 0 lessthan 26-35 25 yrs 36-45 above 45 lessthan 25 yrs 26-35 36-45 above 45
43
TABLE 5.2
GENDER Frequency Percent Valid MALE 64 80.0 FEMALE 16 20.0 Total 80 100.0 Cumulative Valid Percent Percent 80.0 80.0 20.0 100.0 100.0
INTERPRETATION 80 % of the respondents are male and 20% respondents are female
INFERENCE 80 % of the respondents are male
44
CHART 5.2 GENDER
female
Series1
male
20
40
60
80
100
45
TABLE 5.3
WHAT IS YOUR MONTHLY FAMILY INCOME? Frequency 18 32 21 7 2 80 Percent 22.5 40.0 26.3 8.8 2.5 100.0 Valid Percent 22.5 40.0 26.3 8.8 2.5 100.0 Cumulative Percent 22.5 62.5 88.8 97.5 100.0
Valid
LESS THAN 30000 RS 30,001 RS 60,000 RS 60,001 RS 1, 00,000 RS 1, 00,001-RS1,50,000 ABOVE 1,50,000 Total
INTERPRETATION 22.5% of the respondents family income is less than rs30000 per month. 40% of the respondents family income is between rs 30001 to 60000 per month, 26.3% of the respondents family income is between rs 60001 to 100000 per month, 8.8% of the respondents family income is between rs100001 to 150000 and 2.5% of the respondents family income is above rs 150000 per month
INFERENCE 40 % of the respondents family income lies between rs 30001 to 60000.
46
CHART 5.3 INCOME
WHAT IS YOUR MONTHLY FAMILY INCOME?

LESS THAN 30000 RS 30,001 RS 60,000 RS 60,001 RS 1, 00,00 RS 1, 00,001-RS1,50,0 ABOVE 1,50,000
47
TABLE 5.4
DO YOU OWN A CAR Frequency Percent Valid YES 70 87.5 NO 10 12.5 Total 80 100.0 Cumulative Valid Percent Percent 87.5 87.5 12.5 100.0 100.0
INTERPRETATION 87.5% of the respondents own a car and 12.5 % of the respondents doesnt have car
INFERENCE 87.5% of the respondents own a car.
48
CHART 5.4 YOU OWN A CAR
yes no
49
TABLE 5.5
WHY YOU BOUGHT YOUR PRESENT CAR Cumulative Frequency PercentValid Percent Percent Valid INCREASE IN DISPOSABLE INCO BETTER SAFETY R FAMILY NEEDS INCREASE IN FAM SIZE SUITS FAMILY LIFE STYLE AND PERSONALITY Total 25 13 22 5 15 80 31.3 16.3 27.5 6.3 18.8 100.0 31.3 16.3 27.5 6.3 18.8 100.0 31.3 47.5 75.0 81.3 100.0
INTERPRETATION 31.3% of the respondents buys car due to increase in disposable income 16.3% of the respondents buys car for better safety of roads 27.5% of the respondents buys a car for family needs 6.3 %of the respondents buy car for the increase in family size and 18.8 of the respondents buys car for style and personality
Inference 31.3 %of the respondents buys car due to increase in their disposable income
50
CHART 5.5 REASONS FOR A PRESENT CAR
35 30 25 20 15 10 5 0 1
increase in disposable income better safety road family needs increase in family size style and personality
51
TABLE 5.6
HOW MANY KILOMETRES DO YOU COVER IN A MONTH Frequency Percent BELOW 600 13 16.3 600-800 24 30.0 800-1000 28 35.0 1000-1500 10 12.5 1500&ABOVE 5 6.3 Total 80 100.0 Cumulative Valid Percent Percent 16.3 16.3 30.0 46.3 35.0 81.3 12.5 93.8 6.3 100.0 100.0
Valid
INTERPRETATION 16.3% of the respondents cover below 600 kms in a month, 30%of the respondents cover between 600 to 800 kms in a month, 35% of the respondents cover between 800 to 1000 kms in a month, 12.5% of the respondents cover between 1000 to 1500 kms in a month and 6.3% of the respondents cover above 1500kms in a month
INFERENCE 35% of the respondents cover between 800 to1000 kms in a month 6.3% of the respondents cover above 1500kms in a month
52
CHART 5.6 KMS COVERED INA MONTH
35 30 25 20 15 10 5 0 1000below 600 600-800 800-1000 1500 30 35 12.5 above 1500 6.3
Series1 16.3
53
TABLE 5.7
HOW OFTEN YOUR CAR GIVEN FOR SERVICE Frequency Valid 800KMS OR AFTER A MONTHS 1000 KMS OR AFTER 3 MONTHS 1500 KMS OR AFTER 6 MONTHS 2000KMS OR AFTER 9 MONTHS 2500KMS OR AFTER A YEAR Total 24 33 10 8 5 80 Percent 30.0 41.3 12.5 10.0 6.3 100.0 Valid Percent 30.0 41.3 12.5 10.0 6.3 100.0 Cumulative Percent 30.0 71.3 83.8 93.8 100.0
INTERPRETATION 30% of the respondents give their car for a service at 800kms or after a month 41.3%of the respondents give their car for service after 3months or at 1000kms 12.5%of the respondents give their car for service after 6months or at 1500kms 10%of the respondents give their car for service after 9 months or at 2000kms and 6.3% of the respondents give their car for service after a year or at 2500kms
INFERENCE 41.3% of the respondents give their car for service after 3 months or at 1000kms. 6.3% of the respondents give their car for service after a year or at 2500kms.
54
CHART 5.7 CAR GIVEN SERVICE
45 40 35 30 25 20 15 10 5 0 800 kms or after 1000 kms or 1500 kms or six 2000 kms or 2500 kms or a a month three months months nine months year
55
TABLE 5.8
HOW LONG YOURE USING A CAR Cumulative Percent 30.0 57.5 70.0 86.3 100.0
Valid
0-1 1-2 2-3 3-4 4&ABOVE Total
Frequency 24 22 10 13 11 80
Percent 30.0 27.5 12.5 16.3 13.8 100.0
Valid Percent 30.0 27.5 12.5 16.3 13.8 100.0
INTERPRETATION 30% of the respondents are using a car between 0 to1 year, 27.5% of the respondents are using a car between 1to 2 years, 12.5% of the respondents are using a car between 2to 3 years, 16.3% of the respondents are using a car between 3to4 years and 13.8% of the respondents are using a car above 4 years.
INFERENCE 30% of the respondents are using a car between 0 to 1 year. 12.5% of the respondents are using a car between 2to 3 years.
56
CHART 5.8 DURATION OF CAR OWNED
above 4 yrs 3-4 yrs 2-3 yrs 1-2 yrs 0-1 yr 0 5 10 15 20 25 30
Series1
57
TABLE 5.9
WHICH ONE OF THE COLOUR YOU PREFER Frequency Percent Valid DARK 42 52.5 LIGHT 23 28.8 BRIGHT 15 18.8 Total 80 100.0 Cumulative Valid Percent Percent 52.5 52.5 28.8 81.3 18.8 100.0 100.0
INTERPRETATION 52.5% of the respondents prefer dark color for their car, 28.8% of the respondents prefer light color for their car and 18.8%of the respondents prefer Bright color for their car.
INFERENCE 52.5% of the respondents prefer dark color for their car. 18.8% of the respondents prefer bright color for their car.
58
CHART 5.9 COLOR PREFERED
60 50 40 30 20 10 0 dark S1 light bright Series1
59
TABLE 5.10
WHAT TYPE OF FINANCIAL SOURCE DO YOU PREFER Cumulative Percent 37.5 67.5 87.5 96.3 100.0
Valid
BANK PRIVATE FINANCIALS LOAN THROUGH DEALERSHIP OWN SOURCE OF INCOME OTHERS Total
Frequency 30 24 16 7 3 80
Percent 37.5 30.0 20.0 8.8 3.8 100.0
Valid Percent 37.5 30.0 20.0 8.8 3.8 100.0
INTERPRETATION 37.5% of the respondents prefer bank as their financial source to buy a car ,30% of the respondents prefer private financials as their financial source to buy a car , 20% of the respondents prefer loan through dealership as their financial source to buy a car, 8.8% of the respondents prefer own source of income as their financial source to buy a car and 3.8% of the respondents prefer other ways as their financial source to buy a car.
INFERENCE 37.5% of the respondents prefer bank as their financial source to buy a car. 8.8%of the respondents prefer own source of income to buy a car.
60
CHART 5.10 FINANCIAL SOURCE PREFERED
40 35 30 25 20 15 10 5 0 1 bank private financials loan through dealership own source of income others
61
AIM
To test the significant difference between the levels of customer satisfaction with the interior design features
NULL HYPOTHESIS (HO)

There is no significant difference between the levels of customer satisfaction with the interior design features
ALTERNATE HYPOTHESIS (H1)

There is a significant difference between the levels of customer satisfaction with the interior design features
FRIEDMAN TEST PURPOSE:

Perform a Friedman test that k treatments are identical.
DESCRIPTION:
The Friedman test is a non-parametric test for analyzing randomized complete block designs. It is an extension of the sign test when there may be more than two treatments.
62
TABLE 5.11
Ranks SEAT DESIGN LEGROOM DASH BOARD INTERIOR COLOUR MUSIC SYSTEM ADJUSTABLE FRONT SEAT HEADREST Mean Rank 3.36 2.76 4.19 3.49 3.04 4.16
63
Test Statistics N Chi-Square df Asymp. Sig. a. Friedman Test
80 95.239 5 .000
CALCULATED VALUE DEGREE OF FREEDOM LEVEL OF SIGNIFICANCE TABLE VALUE
: : : :
95.239 5 5% 11.07
RESULT
As the calculated value 95.239>11.07 table value therefore we reject null hypothesis h0 and accept alternate hypothesis h1
INFERENCE
There is a significant difference between the levels of customer satisfaction with the interior design features.
64
AIM
To test the significant difference between the levels of customer satisfaction with the safety features

There is no significant difference between the levels of customer satisfaction with the safety features

There is a significant difference between the levels of customer satisfaction with the safety features
FRIEDMAN TEST
PURPOSE:
DESCRIPTION:
65
TABLE 5.1
Ranks Mean Rank CROSSBAR UNDER DASHBOARD AIR BAGS ANTI LOCK BREAKING SYSTEM AERODYNAMIC SHAPE INTENSITY OF FRONT LIGHTS 2.79 2.91 2.57 3.41 3.33
66

CALCULATED VALUE DEGREE OF FREEDOM LEVEL OF SIGNIFICANCE TABLE VALUE : : : : 28.184 4 5% 9.49
80 28.184 4 .000
RESULT
As the calculated value 28.184 > 9.49 table value therefore we reject null hypothesis h0 and accept alternate hypothesis h1
INFERENCE
There is a significant difference between the levels of customer satisfaction with the safety feature.
67
AIM
To find the correlation between age and fuel consumption
TABLE 5.14
Correlations FUEL CONSUM PTION AGE 1 .897** .000 80 80 .897** 1 .000 80 80
AGE
Pearson Correlation Sig. (2-tailed) N FUEL CONSUMPTIONPearson Correlation Sig. (2-tailed) N
**. Correlation is significant at the 0.01 level (2-tailed).
RESULT
There is high correlation between age and fuel consumption of .897correlation coefficient
DECISION
There is correlation between age and fuel consumption
68
AIM
To find the correlation between age and mileage
TABLE 5.15
Correlations MILEAGE ( AGE KM/LTR) 1 .911** .000 80 80 .911** 1 .000 80 80
AGE
MILEAGE ( KM/LTR)
Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N
RESULT
There is high correlation between age and mileage as the correlation coefficient 0.911
DECISION
There is correlation between age and mileage
69
AIM
To find the correlation between age and pick up
TABLE 5.16
Correlations AGE AGE Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N PICK UP 1 .901** .000 80 80 .901** 1 .000 80 80
PICK UP
RESULT
There is high correlation between age and pick up as the correlation coefficient 0.901
DECISION
There is correlation between age and pick up
70
AIM
To find the correlation between age and stability at higher speed
TABLE 5.17
Correlations STABILITY AT HIGHER SPEED .875** .000 80 1 80
AGE AGE Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N 1 80 .875** .000 80
STABILITY AT HIGHER SPEED
RESULT
There is high correlation between age and stability at higher speed as the correlation coefficient 0.875
DECISION
There is correlation between age and stability at higher speed
71
AIM
To find the correlation between age and top speed
TABLE 5.18
Correlations AGE AGE Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N 1 80 .923** .000 80 TOP SPEED .923** .000 80 1 80
TOP SPEED
RESULT
There is positive correlation between age and top speed as the correlation coefficient 0.923
DECISION
There is correlation between age and top speed
72
AIM
To find the correlation between the samples and buying decision of cars
Spearman rank correlation

The Spearman correlation coefficient is often thought of as being the Pearson correlation coefficient between the ranked variables. In practice, however, a simpler procedure is normally used to calculate . The n raw scores Xi, Yi are converted to ranks xi, yi, and the differences di = xi yi between the ranks of each observation on the two variables are calculated. If there are no tied ranks, then is given by
If tied ranks exist, Pearson's correlation coefficient between ranks should be used for the calculation
73
TABLE 5.19
Correlations TECH SUPERIOR TY OVER AFTER SALES FFORDABL COMPETIT BRAND VALUE FOR PRICE ON COMFORTIMAGE MONEY SAFETYSERVICE Spearman's AFFORDABLE PRCorrelation Coef 1.000 -.488** -.275* .413** -.206 -.444** -.004 Sig. (2-tailed) . .000 .014 .000 .066 .000 .971 N 80 80 80 80 80 80 80 TECH SUPERIOR Correlation Coef -.488** 1.000 .162 -.327** -.390** .127 .064 OVER COMPETITSig. (2-tailed) .000 . .151 .003 .000 .261 .572 N 80 80 80 80 80 80 80 COMFORT Correlation Coef -.275* .162 1.000 -.953** .081 -.383** .721** Sig. (2-tailed) .014 .151 . .000 .477 .000 .000 N 80 80 80 80 80 80 80 BRAND IMAGE Correlation Coef .413** -.327** -.953** 1.000 .142 .118 -.814** Sig. (2-tailed) .000 .003 .000 . .208 .295 .000 N 80 80 80 80 80 80 80 VALUE FOR MONCorrelation Coef -.206 -.390** .081 .142 1.000 -.450** -.535** Sig. (2-tailed) .066 .000 .477 .208 . .000 .000 N 80 80 80 80 80 80 80 SAFETY Correlation Coef -.444** .127 -.383** .118 -.450** 1.000 .081 Sig. (2-tailed) .000 .261 .000 .295 .000 . .477 N 80 80 80 80 80 80 80 AFTER SALES SECorrelation Coef -.004 .064 .721** -.814** -.535** .081 1.000 Sig. (2-tailed) .971 .572 .000 .000 .000 .477 . N 80 80 80 80 80 80 80 **.Correlation is significant at the 0.01 level (2-tailed). *.Correlation is significant at the 0.05 level (2-tailed).
RESULT
There is negative correlation between the samples and their buying decisions
DECISION
There is negative correlation between the samples and their buying decisions
74
AIM
To test the uses of the car are equally distributed or not

The use of the car are not equally distributed

TABLE 5.20
COCHRAN TEST
Frequencies Value 1 FAMILY USE SELF USE OFFICIAL USE PRESTIGE OTHERS 27 21 18 10 4 2 53 59 62 70 76
75
Test Statistics N Cochran's Q df Asymp. Sig. 80 57.895a 4 .000
a. 1 is treated as a success.
: : : :
57.895 4 5% 9.49
RESULT
INFERENCE
76
AIM
To test the significant difference between the levels of customer satisfaction with the dealer service

There is no significant difference between the levels of customer satisfaction with the dealer service

There is a significant difference between the levels of customer satisfaction with the dealer service
FRIEDMAN TEST
PURPOSE:
DESCRIPTION:
77
TABLE 5.21
Ranks DISTANCE ( PROXIMITY) ADVERTISEMENTS (PROMOTIONS) TECHNICAL FACILITIES COST OF SERVICE AVAILABILITY OF SPARES INFORMATION PROVIDED SERVICE TIME CHARGES STAFF CAR HANDLING ( DELIVERY & SERVICE) ASSURED CUSTOMER TRANSACTIONS AMBIENCE OF SERVICE CENTER FINANCE ( CREDIT) SCHEMES Mean Rank 7.18 5.13 8.59 9.06 9.54 3.62 8.63 9.27 5.60 5.34 7.28 5.39 6.39
78
80 440.644 12 .002
: : : :
440.644 12 5% 21.026
RESULT
INFERENCE
There is a significant difference between the levels of customer satisfaction with the dealer service
79
TABLE 5.22
YOU RECOMMEND YOUR CAR TO YOUR FRIENDS
Valid
YES NO Total
Frequency 72 8 80
Percent 90.0 10.0 100.0
Cumulative Valid Percent Percent 90.0 90.0 10.0 100.0 100.0
INTERPRETATION
90 % of the respondents will recommend car to their friends Only 10% of the respondents do not recommend car to their friends
INFERENCE
90% of the respondents recommend car to their friends
80
CHART 5.22
WILL YOU RECOMMEND YOUR CAR TO YOUR FRIENDS?

YES NO
81
TABLE 5.23
IF YES, WILL YOU ASK TO BUY YOUR NEW CAR IN THE Frequency Valid SAME SEGMENT, SAME MANUFACTURER SAME SEGMENT, DIFFERENT MANUFACTURER UPPER SEGMENT, SAME MANUFACTURER UPPER SEGMENT, DIFFERENT MANUFACTURER Total 22 14 34 10 80 Percent 27.5 17.5 42.5 12.5 100.0 Valid Percent 27.5 17.5 42.5 12.5 100.0 Cumulative Percent 27.5 45.0 87.5 100.0
INTERPRETATION 27.5 % of the respondents will recommend car to their friends under same segment same manufacturer, 17.5 % of the respondents will recommend car to their friends under same segment, different manufacturer 42.5 % of the respondents will recommend car to their friends for upper segment same manufacturer and12.5% of the respondents will recommend car to their friends for upper segment, different manufacturer
INFERENCE 42.5 % of the respondents will recommend car to their friends for upper segment same manufacturer. 17.5 % of the respondents will recommend car to their friends under same segment, different manufacturer.
82
CHART 5.23
IF YES, WILL YOU BUY YOUR NEW CAR IN THE

SAME SEGMENT , SAM MANUFACTURER SAME SEGMENT, DIFFERENT MANUFACTURER UPPER SEGMENT, SA MANUFACTURER UPPER SEGMENT, DIFFERENT MANUFACTURER
83
TABLE 5.24
HOW DO YOU RATE THE BRAND IMAGE OF YOUR CAR? Frequency 4 11 18 30 17 80 Percent 5.0 13.8 22.5 37.5 21.3 100.0 Valid Percent 5.0 13.8 22.5 37.5 21.3 100.0 Cumulative Percent 5.0 18.8 41.3 78.8 100.0
Valid
VERY LOW LOW NEUTRAL HIGH VERY HIGH Total
INTERPRETATION 5 % of the respondents rated the brand image of their car as very low, 13.8 % of the respondents rated the brand image of their car as low, 22.5 % of the respondents rated the brand image of their car as neutral, 37.5 % of the respondents rated the brand image of their car as high and 21.3 % of the respondents rated the brand image of their car as very high
INFERENCE 21.3 % of the respondents rated the brand image of their car as very high. 22.5 % of the respondents rated the brand image of their car as neutral 5 % of the respondents rated the brand image of their car as very low
84
CHART 5.24
HOW DO YOU RATE THE BRAND IMAGE OF YOUR CAR?

VERY LOW LOW NEUTRAL HIGH VERY HIGH
85
SUMMARY OF FINDINGS
47.5% of the respondents are within 26-35 yrs of age 80 % of the respondents are male 40% of the respondents family income is between rs 30001 to 60000 per month 87.5% of the respondents own a car 31.3% of the respondents buys car due to increase in disposable income 35% of the respondents cover between 800 to1000 kms in a month 41.3% of the respondents give their car for service after 3 months or at 1000kms. 30% of the respondents are using a car between 0 to1 years 52.5% of the respondents prefer dark color for their car 37.5% of the respondents prefer bank as their financial source to buy a car. 21.3 % of the respondents rated the brand image of their car as very high. 22.5 % of the respondents rated the brand image of their car as neutral
42.5 % of the respondents will recommend car to their friends for upper segment same manufacturer
17.5 % of the respondents will recommend car to their friends under same segment, different manufacturer. 90% of the respondents recommend car to their friends There is a significant difference between the levels of customer satisfaction with the interior design features There is a significant difference between the levels of customer satisfaction with the safety features There is correlation between age vs. fuel consumption 86
There is correlation between age vs. mileage There is correlation between age vs. pick up There is correlation between age vs. stability at higher speed There is correlation between age vs. top speed There is correlation between the samples vs. buying decision of cars There is a significant difference between the levels of customer satisfaction with the dealer service
87
SUGGESTION
The respondents were aware about cars through entire information source. So the company should come out with, the most effective dissemination of information about cars, through all possible advertisement strategy. Most of the respondents those who were highly aware about cars belong to the age group of 25-35,Hence the company should target the above age group to offer the car according to their preferences. The source of the awareness is mainly through the media as tv advertisement ,hence the frequency of the advertisement and the quality can be improved Most of the respondents prefer quality and it can be improved in future Every brand is favorite to someone as there is 1/3 of the customers are not willing to buy other than the favorite one The survey indicates that more respondents prefer low price models (2.5 -4.5 lakh).Hence I suggest that manufacturer must offer car of above price range to women consumers. As more respondents prefer dark colors with air conditioner facility in the cars, I suggest that the manufacturer should give high priority to these features. Further child safety rear door locks as safety measures and stylish exteriors are preferred by most of the consumers, Therefore manufacturer must serious thought to these suggestions.
88
CONCLUSION
To conclude, the results show that the companies are playing on the peripheral cues to maintain their Total Relationship Management and connect to the customers both present and potential. The companies are operating in a highly aggressive and competitive global market place and this climate has led to the emphasis on quality in all aspects. TQM focuses on integration and coordination as well as the continuous improvement of all activities and processes. Total Relationship Management (TRM) is a very recent marketing strategy and philosophy. It focuses on and is concerned with all integrated internal and external activities within and between the organizations. These two terms are integrated by the manufacturers by building good quality products and building good relationship with dealers and enhancing service levels. The study shows that brand perception is something which starts building up before a car is purchased and goes on with its use and is reflected in the recommendations the customer makes to his acquaintances for the same car. Also, its seen that the customer might not be using the car still he holds the perceptions about it. Brand personality of a car is enforced by the sellers in the mindsets of the customers and the customers react to it by forming their perceptions about the car and this reflects in the overall brand image of the car. So brand image and brand personality complement each other and the brand perception aids the building of brand image. Dealers, as per the study findings, play a very important role in building up the brand perception of the cars. Since dealers are the connecting link between the customers and the manufacturers thus becoming the most important link in joining the company to its customers as he is the person who will sell the product, will deliver it and will keep on providing the after sales services to the customers as and when required.
89
So, it becomes necessary automatically to study dealer as a part of customers satisfaction journey with the product called car! Their proximity to the customers, the service provided by them and the relationship maintained by them with the customers helps the car companies to establish and reinstate the brand personality communicated by them to the customers. Finally the major point that emerges out of this detailed study is a caution for the car companies. It says that there is no doubt that Indian car market may be growing with a double digit figure still the car companies have a long way to travel to convince their customers about the brand personality of their cars and how it suits the prospective buyers. Simply because it simply is not a guarantee that how so ever good the customer might be holding the brand perception and how so ever good the brand image may be it is not a guarantee that it will convert into sale. Cars just like clothes and accessories suit the style and persona of a person and since all cars will become commodity someday the key to sell and excel in the market will lie with a person who knows how to use the perceptions of the customers to its use and sell the cars coz ultimately only that car survives which sells!
90
APPENDIX QUESTIONNAIRE
CAR MARKET AND BUYING BEHAVIOR OF CONSUMER
NAME AGE
: ______________________________ : Less than 25 25-35 35-45 45 & above.
SEX
: Male Female
DO YOU OWN A CAR
Yes No
MONTHLY FAMILY INCOME
Less than 30000 Rs 30,001 Rs 60,000 Rs 60,001 Rs 1, 00,000 Rs 1, 00,001 Rs 1, 50,000 More than Rs 1, 50, 000
91
For Customers:
Q1. Why you bought your present car? Please rank from the highest order of preference
1. Increase in disposable income 2. Better safety at roads 3. Family needs 4. Increase in family size 5. Suits your lifestyle and personality
Q2. You decided to buy a car brand because of (rate best 3 factors from 1 to 3 in order of your preference)
1. Affordable price 2. Technical superiority over competition 3. Comfort 4. Manufacturers image 5. Value for money 6. Safety 7. After sale services
Q3 how many kilometers do you cover in a month? 1 below 600 2 600-800 3 800-1000 4 1000-1500 5 above 1500
Q4 how often your car is given for service?
92
1 800kmsor after a month 2 1000kms or after 3 months 3 1500kms or after 6 month 4 2000kms or after 9 months 5 2500kms or after a year
Q5 what will be the purpose of your new car? 1 family use 2 official use 3 self use 4 prestige 5 others Q6 How long you are using car?
1 .0-1yr 4. 4-5 yrs 2.1-2yrs 3.2-3 yrs 3.3-4yrs
5. Above5 yrs
Q7. Which one of the following Colour do you prefer? a. dark b. light c. bright Q8. What type of financial source you prefer to purchase a car? a. banks b. private financials d. own source of income c. loans through dealerships e.others
93
Product Satisfaction Level
Q9. Please rate your existing car in terms of understated Interior Design features on a scale of 1 to 5 where
1 2 3 4 5
Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied
Interior Type Seats design Leg Room Dash Board Interior Colour Music System Adjustable Front seat Headrest
Q10. Please rate your existing car in terms of understated Safety features on a scale of 1 to 5
Safety Parameters
Crossbar under Dashboard Air Bags Anti Lock Breaking System Aerodynamic Shape Intensity of front lights
94
Q11. Please rate your existing car in terms of following parameters
Parameter
Fuel Consumption Mileage ( Km/ltr) Pick Up Stability at higher speed Top speed
95
Dealer Service Satisfaction Level
Q12. Please rate your Dealer on the understated parameters on the scale of 1 to 5 where
1 2 3 4 5
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
Distance ( Proximity) Advertisements (Promotions) Technical Facilities Cost of Service Availability of Spares Information Provided Service Time Charges Staff Car Handling ( Delivery & service) Assured Customer Transactions Ambience of Service Center Finance ( Credit) Schemes
96
Q13. How do you rate the brand image of your car?
1 Very Low
5 Very High
Q14. Will you recommend your car to your friends?

Yes No
Q15. If yes, will you buy your new car in the

Same segment , same manufacturer Same segment, different manufacturer Upper segment, same manufacturer Upper segment, different manufacturer
97
BIBLIOGRAPHY
BOOKS 1. Kothari, C.R., RESEARCH METHODOLOGY. Published by new age international private limited, 2nd edition, 1985 2. Rajan Saxena, MARKETING MANAGEMENT., Published by Tata McGraw Hill, 2nd edition, 1997. 3. Sharma D.D (1999), Marketing Research, sultan chand &chand &co Third edition
WEBSITES -www.bizcovering.com -www.target.com -www.consumerpsychologist.com -www.dbv.com -www.knowthis.com
98

"A Study On Consumer Buying Behaviour at Khivraj Motors": Project Report

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

"A Study On Consumer Buying Behaviour at Khivraj Motors": Project Report

Uploaded by

Copyright:

Available Formats

A STUDY ON CONSUMER BUYING BEHAVIOUR AT KHIVRAJ MOTORS

MASTER OF BUSINESS ADMINISTRATION By MOHAMMED ANNIES IBRAHIM.M (3511010422)

Under the guidance of

Mrs. Sujatha MBA, M PHIL (PHD)

Submitted for the viva-voce examination held on -----------------------

Place: IDRAHIM M Date:

DATA ANALYSIS AND INTERPRETATION 49 FINDINGS OF THE STUDY 91

SUGGESTION AND RECOMMENDATIONS 94

CONCLUSION ANNEXURE QUESTIONNAIRE BIBLIOGRAPHY

The factor under consideration would be:

OBJECTIVES OF THE RESEARCH

SCOPE OF THE STUDY

SIGNIFICANCE OF THE STUDY

TYPES OF DATA COLLECTED

SAMPLE SIZE Nearly 80 samples were collected from Chennai consumers.

ERRORS IN THE STUDY

MARUTI UDYOG LIMITED

Maruti Suzuki Ertiga

LESS THAN 25YRS 25-35 35-45 45&ABOVE Total

CHART 5.1 AGE

INFERENCE 80 % of the respondents are male

CHART 5.2 GENDER

INFERENCE 40 % of the respondents family income lies between rs 30001 to 60000.

CHART 5.3 INCOME

WHAT IS YOUR MONTHLY FAMILY INCOME?

INFERENCE 87.5% of the respondents own a car.

CHART 5.4 YOU OWN A CAR

CHART 5.5 REASONS FOR A PRESENT CAR

CHART 5.6 KMS COVERED INA MONTH

35 30 25 20 15 10 5 0 1000below 600 600-800 800-1000 1500 30 35 12.5 above 1500 6.3

CHART 5.7 CAR GIVEN SERVICE

0-1 1-2 2-3 3-4 4&ABOVE Total

Percent 30.0 27.5 12.5 16.3 13.8 100.0

Valid Percent 30.0 27.5 12.5 16.3 13.8 100.0

CHART 5.8 DURATION OF CAR OWNED

above 4 yrs 3-4 yrs 2-3 yrs 1-2 yrs 0-1 yr 0 5 10 15 20 25 30

CHART 5.9 COLOR PREFERED

60 50 40 30 20 10 0 dark S1 light bright Series1

Percent 37.5 30.0 20.0 8.8 3.8 100.0

Valid Percent 37.5 30.0 20.0 8.8 3.8 100.0

CHART 5.10 FINANCIAL SOURCE PREFERED

NULL HYPOTHESIS (HO)

ALTERNATE HYPOTHESIS (H1)

FRIEDMAN TEST PURPOSE:

Test Statistics N Chi-Square df Asymp. Sig. a. Friedman Test

CALCULATED VALUE DEGREE OF FREEDOM LEVEL OF SIGNIFICANCE TABLE VALUE

NULL HYPOTHESIS (HO)

ALTERNATE HYPOTHESIS (H1)

Test Statistics N Chi-Square df Asymp. Sig. a. Friedman Test

Correlations FUEL CONSUM PTION AGE 1 .897** .000 80 80 .897** 1 .000 80 80

Pearson Correlation Sig. (2-tailed) N FUEL CONSUMPTIONPearson Correlation Sig. (2-tailed) N

**. Correlation is significant at the 0.01 level (2-tailed).

Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N

**. Correlation is significant at the 0.01 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

STABILITY AT HIGHER SPEED

**. Correlation is significant at the 0.01 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

Spearman rank correlation

NULL HYPOTHESIS (HO)

ALTERNATE HYPOTHESIS (H1)

Test Statistics N Cochran's Q df Asymp. Sig. 80 57.895a 4 .000

CALCULATED VALUE DEGREE OF FREEDOM LEVEL OF SIGNIFICANCE TABLE VALUE

Correlations FUEL CONSUM PTION AGE 1 .897 .000 80 80 .897 1 .000 80 80