DEPARTMANT OF MANAGEMENTSummer Training Report OnWoman Consumer Attitude Towards Purchasing a CarSubmitted To

PUNJAB TECHNICAL UNIVERSITY JALANDHAR

In the partial fulfillment of Requirements for the award of Degree of Masters in Business AdministrationSubmitted ByAABID HUSSAIN SHAH (Roll No: 1433086)Under the Guidance OfMr.Vikram Jeet Thakur Mr. Arif Lateef GilkarHOD Department of Management HR

INNOCENT HEARTS GROUP OF INSTITUTIONS JALANDHARCertificate .

ACKNOWLEDGEMENT Worthy success can never be accomplished without adequate experience and expert guidance from well qualified people

First of all I thank my parent who helped me for the completion of the project. I express my intense gratitude to Pof.Deepak Paul Director Innocent Hearts Group of Institutions Loharan who gave me an opportunity to take post-graduation in this college.

I express my gratitude to Mr.Vikram Jeet Thakur, HOD of Department of Management, who guided me in doing this project.

It would not have been possible for me to complete this project on effectiveness of recruitment training without the cooperation and support rendered by the employees of Peaks Auto.Pvt. Ltd (Maruti Suzuki).

DECLARATIONI hereby declare that this project titled WOMAN CONSUMER ATTITUDE TOWARDS PURCHASING A CAR is based on the original work carried out by me under the supervision of Mr. Arif Lateef Gilkar, is an original and bonafied work carried out in partial fulfillment of the requirements of the award of the degree of Masters in Business Administration of Punjab Technical University. This is my original work and not submitted for any other diploma, fellowship, award or prizes. This is my sole effort.

Aabid Hussain ShahPlace: Anantnag

CONTENTS

1. INTRODUCTIONIn todays competitive world, every company has to study consumer purchasing power and behaviors prior to develop a marketing plan for their product. This enables 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.

The roles of women in the society have changed tremendously in this 21st century. Apart from managing the household they have spared time to work for their families which have changed their perspective towards things. Most of the marketers know that the needs of women are different and it has become necessary for them to have a deep understanding of how and why they are different. The purpose of this study is to ascertain the key factors influencing the women respondents brand preference in selection of their scooter. The result of Exploratory Factor Analysis revealed five factors namely Comfort, Efficiency, Affordability, Familiarity and Quality of Service as the determinants of preference.

Women are leading in every field of study as the literacy rate and working rate have increased since Independence. It was very difficult for them to move from one place to another, to make their mobility easier the marketers thought of introducing brand new cars day by day with latest technology that makes easy drive for women consumers. Now-a-days, there are number of models available in the markets and in order to sustain in the present market it has become essential for the marketers to know the pattern of consumer brand preferences. Brand preference is nothing a measure of brand loyalty in which consumers will choose a particular brand in presence of competing brands. A brand saves consumers time in choosing their products. Hence, the analysis of brand preference is an important area for the marketers to develop the marketing strategies for their brands. In 21st century, women is economically empowered as the proportion of working women is increasing, which has shown a dramatic effect on purchasing patterns of any product. Therefore every manufacturer has to know about the psychology of the consumers especially women and their brand preference towards the vehicle as the competition is intense. To suit the varied requirements of diverse users, manufactures produce different models of vehicles and the product (i.e. car) has gone for a complete revamp and the advanced technology have almost been phased out. Due to these changes in the car segment, it has become imperative to have a fresh perspective of urban female consumers and the key factors to prefer the various brands. In order to design marketing program to suit this segmentThe purpose of the study is to view the Women Consumers preferences and awareness about cars. Ever since the advent of information technology in India, there has been a steady increase in the number of women employees in these industries. As these working women are paid with handsome of salaries by the companies and their working hours are varied, there is a need for them to have safe and secure transportation with a fair degree of privacy.These factors enable the women employee to purchase four wheelers of different brands. Yet another factor that encourages the women employee to purchase cars is the liberal loans offered by commercial banks and financial institutions.This also helps the automobiles industries to develop and launch the new products with wider variety of mix to meet the specification and demands of women consumers.2.2. Buying Behavior of WomenThe rapid rise in employment among women. A far greater proportion of women are employed in less well-paid sectors, but women are making inroads in the higher echelons of business and as entrepreneurs. Of greater long-term significance is the gradual rise in women's wealth. Disparity remains as far as rates of pay for women are concerned, but key note has identified trends and report findings that support the view that women are gaining a far greater share of the UK's personal assets as a result of a wide range of factors most notably, early financial independence.The women have to set up independently and acquire their own assets at a young age. KeyMarkets reviewed for this report show the following key trends: a more cautious pattern of consumer spending in the light of the recent corrections in interest rates and the housing market, and a consequent reluctance to spend on `big-ticket' items; and major alterations in patterns of distribution, e.g. the growing dominance of the supermarket retailers and increasing parity in patterns of demand between the sexes, which is paralleled by the rise ofInternet retailing.2.3. Car Consumption of WomenThe car market, in common with many other markets, has entered a competitive period in which, although volume sales have increased, market values are declining as a result of high capacity, high levels of imports and market saturation. Women are still far more likely than men to live in households with no car, although the pattern is far more equal among younger men and women. Women's increased earning power and rising economic wealth therefore make them of growing importance in expanding car manufacturers' threatened sales targets.Initially women were given the responsibility of managing the household works. But as time passed, the responsibility of them increased from household management to supporting the bread earner of their family. This change had drastic impact on their perception and attitude as their experience were different. This made the researcher to think of the present study of brand preference of women respondents in Coimbatore city and it is clear from the study that women respondents prefer to choose the brand of cars which is Affordable for their budget, comfort and efficient to drive, which provides the best quality of services and which is familiar among their groups. Hence the marketers are advised to adopt a lower or reasonable pricing strategies based on different income segments and are also advised to stimulate sales by modifying the products characteristics through Quality Improvement, Feature Improvement and Style Improvement as many of the respondents prefer to choose cars which have comfort and efficiency while driving. It can also be seen that familiarity is one of the factors affecting their choice of brand of cars. Hence, marketers can go for advertisement and other promotional measures to grab the attention of such groups. As there is cut throat competition in the market only by considering all these factors the marketers can sustain in the near future.

Maruti Suzuki India Pvt Ltd