priya malini

Download Priya Malini

Post on 03-Apr-2018

220 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • 7/28/2019 Priya Malini

    1/83

    A STUDY ON WOMEN CONSUMER ATTITUDE OF

    PURCHASING CAR

    SUMMER PROJECT REPORT

    Submitted by

    PRIYA MALINI.J

    REGISTER NO: 27348329

    Under the Guidance of

    Prof.Mr. S.JAYA KUMAR, M.E., M.B.A.,MISTE

    Faculty, Department of management studies

    In partial fulfillment for the award of the degree

    Of

    MASTER OF BUSINESS ADMINISTRATION

    DEPARTMENT OF MANAGEMENT STUDIES

    SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

    PONDICHERRY UNIVERSITY

    PUDUCHERRY, INDIA

    SEPTEMBER- 2007

  • 7/28/2019 Priya Malini

    2/83

    SRI MANAKULA VINAYAGAR ENGINEERING

    COLLEGE

    PONDICHERRY UNIVERSITY

    DEPARTMENT OF MANAGEMENT STUDIES

    BONAFIDE CERTIFICATE

    This to certify that the project work entitled A STUDY ON WOMEN CONSUMER

    PATTERN OF BUYING CAR is a bonafide work done by PRIYA MALINI.J

    [REGISTER NO: 27348329] in partial fulfillment of the requirement for the award of

    Master of Business Administration by Pondicherry University during the academic year

    2007 2008.

    GUIDE HEAD OF DEPARTMENT

    Submitted on Viva-Voce Examination held on -------------------------------------

    EXTERNAL EXAMINER

  • 7/28/2019 Priya Malini

    3/83

    ACKNOWLEDGEMENT

    First and foremost I thank the god for his blessings, showered on me in completing

    the project successfully

    I whole heartedly thank my respected chairman MR.N.KESAVAN, vice chairman

    MR.SUGUMARAN, and beloved M.D MR.DHANASEKARAN who helped me in all

    endeavors and for their blessings to make this project a successful one.

    I am extremely grateful to Our Principal Dr. V.S.K. VENGATACHALAPATHY

    the keen interest and affection towards throughout the course and to provide necessary

    and essential facilities to do this project report.

    I convey my sincere thanks and deep sense of gratitude to our Head of Department

    PROF.Mr.S.JAYAKUMAR, Department of Management Studies, offered me an

    opportunity to do the project.

    I take the privilege to extend my hearty thanks to internal guide

    PROF.MR.S.JAYAKUMAR, Head of Department, Department of Management

    Studies,for his encouragement, support, valuable suggestion and guidance throughout the

    project duration.

    I am grateful to my company guide Mr.G.CHANDRASEKAR, MARKETING

    MANAGER, Hyundai motor India limited, Chennai, for his guidance and inspiration

    extended all along the project.

    Finally, I express my sincere thanks and deep sense of gratitude to my parents and

    cousins who supported and helped me in completion of this project.

  • 7/28/2019 Priya Malini

    4/83

    CONTENTS

    ABSTRACT

    LIST OF TABLES

    LIST OF CHARTS

    ABSTRACT

    CHAPTER TITLE PAGE NO

    I.

    INTRODUCTIONCOMPANY PROFILE

    NEED FOR THE STUDY

    12

    17II REVIEW OF LITERATURE 18

    III OBEJECTIVES 28

    IV RESEARCH METHODOLOGY 29

    V DATA ANALYSIS AND INTERPRETATION 34

    VI FINDINGS OF THE STUDY 62

    VII SUGGESTION AND RECOMMENDATIONSCONCLUSION

    6566

    VIII LIMITATIONS OF THE STUDYSCOPE OF THE STUDY

    6768

    ANNEXURE

    BIBILIOGRAPHY

    6972

  • 7/28/2019 Priya Malini

    5/83

    The economic status of the modern women have been greatly influenced by the

    rapidly changing environment they live in are exposed to, their education background and

    the commercial opportunities that are available to them. The combination of more

    employment opportunities for women had a large impact of the consumption habits of

    women

    This project is about The women consumer pattern of buying car at Hyundai

    Motor India Limited, Chennai.

    This study was based on women consumers purchasing pattern and 200 samples

    were collected and analyzed using the statistical tools like chi-square test and non-

    parametric test like Z-test.

    A standardized questionnaire suitable to the study was framed and conducted pilot

    study to test its reliability and sensitivity. Based on the findings of the pilot study some

    modification was made in the questionnaire.

    The main purposes of the study were to find out the various preferences of women

    in buying a car. The consumer expectations about the features of cars and the attributes

    which influences their choice of purchasing car was studied.

    The awareness about the car was more signified in the age group of 30-35. Most

    of the consumer choose their car based on the warranty period given by the company and

    price of the cars.

  • 7/28/2019 Priya Malini

    6/83

    LIST OF TABLES

    S.no TABLE NAME Page No

    1 Age Level of the Respondents 34

    2 Marital Status of the Respondents 35

    3 Educational Qualification of the Respondents 36

    4 Occupation of the Respondents 37

    5 Car users of the Respondents 38

    6 Duration of car usage of the Respondents 39

    7 Preferable price range of the Respondents 40

    8 Types of financial source of the Respondents 41

    9 Types of information source l of the Respondents 42

    10 Colors preference of the Respondents 43

    11 First preference given to the factor that influence the choice ofbuying

    44

    12 First preference given to the interior comforts 45

    13 Gear system preferred by the Respondents 46

    14 Types of safety measure that the Respondents expect 47

    15 Exterior that attract the Respondents most 48

    16 warranty expected by the respondents 49

    17 Average years the people use the same car 50

    18 Seating comfort of the respondents 51

    19 air conditioner of the respondents 52

    20 Storage space of the respondents 53

    21 car accelerate adequately of the respondents 54

    22 interiors of the respondents 55

    23 Parking comfort of the Respondents 56

    24 Car handles well in the city and highway 57

    25 Chi-square test for usage of car against age 58

    26 Chi-square test for preferable price range 58

    27 Chi-square test for financial source 59

    28 Chi-square test for information source 59

    29 Chi-square test for colors 60

    30 Non parametric tests 61

    http://s.no/http://s.no/
  • 7/28/2019 Priya Malini

    7/83

    LIST OF CHARTS

    S.no CHART NAME Page No

    1 Age Level of the Respondents 34

    2 Marital Status of the Respondents 35

    3 Educational Qualification of the Respondents 36

    4 Occupation of the Respondents 37

    5 Car users of the Respondents 38

    6 Duration of car usage of the Respondents 39

    7 Preferable price range of the Respondents 40

    8 Types of financial source of the Respondents 41

    9 Types of information source l of the Respondents 42

    10 Colors preference of the Respondents 43

    11 First preference given to the factor that influence thechoice of buying

    44

    12 First preference given to the interior comforts 45

    13 Gear system preferred by the Respondents 4614 Types of safety measure that the Respondents expect 47

    15 Exterior that attract the Respondents most 48

    16 warranty expected by the respondents 49

    17 Average years the people use the same car 50

    18 Seating comfort of the respondents 51

    19 air conditioner of the respondents 52

    20 Storage space of the respondents 53

    21 car accelerate adequately of the respondents 54

    22 interiors of the respondents 55

    23 Parking comfort of the Respondents 56

    24 Car handles well in the city and highway 57

    http://s.no/http://s.no/
  • 7/28/2019 Priya Malini

    8/83

    CHAPTER 1

    INTRODUCTION

    1.1. BACKGROUND:

    In todays competitive world,every companyhas to study consumer

    purchasing power and behaviors prior to develop a marketing plan for their product. Thisenables the marketer to understand who constitute the market, what and why the market

    buys, who participate in and influences the buying process, and how, when and where

    consumer buy.

    But such knowledge is critical for marketers since having a strong

    understanding of buyer behavior will help shed light on what is important to the customer

    and also suggest the important influences on customer decision-making. Using this

    information, marketers can create marketing programs that they believe will be of interest

    to customers.

    Buyer behavior is deeply rooted in psychology with dashes of sociology

    thrown in just to make things more interesting. Since every person in the world is

    different, it is impossible to have simple rules that explain how buying decisions are

    made.

    Contemporary approaches to business emphasize the importance of

    adopting a consumer focus. Marketing, in particular, begins and ends with the consumer

    from determining his or her needs to ensure post-purchase satisfaction.

  • 7/28/2019 Priya Malini

    9/83

    1.2. COMPANY PROFILE:

    HYUNDAI MOTOR COMPANY

    1.2.1. HISTORY

    . Hyundai Motor Company was established in 1967. The company's first

    model, the cortina was released in cooperation with ford motor company in 1968. The

    company quickly established an alliance with one of the industry's oldest automakers,

    signing a two-year contract with Ford in 1968 to share assembly technology. Hyundai's

    first car, thecortina, was created from that part