CHAPTER - 1

EXECUTIVE SUMMARY

There are various brands available in market catering to various age groups. These seem to be
very old brands which have captured the mental space of their consumer by their consistency and
aggressive advertisements and marketing. As we can see some have with different features, some
target specific age groups, some try to focus on quality and quantity instead of variety while
some have entered the market just to tap the market other than their own market e.g., Honda.
While some like Maruti Suzuki which have tried to expand their product line to the remaining
areas in sedan market.
The major sedan car Brands in Pune are
1. HONDA

It has products:- Honda city , Honda civic & Honda accord.

2. HYUNDAI It has products:- Hyundai accent & Hyundai Verna.

3. TOYOTA

- It has 2 products:- Toyota corolla & Camry

4. FORD

It has products:- Ford feasta & ford icon.

Besides the above mentioned brands there are also two existing brands such as FIAT &
VOLKSWEGAN which dont seem to have captured much of the market yet. There are some
more brands which have ceased production (as per the Dealers) are SKODA & MITSUBISHI.

The project assigned to me was to find the best car in sedan segment in Pune. For this purpose I
selected a sample of 50 respondents. A questionnaire was used to collect the primary data which
avoided subjectivity and provided me only the relevant facts. I approached them formally and
recorded their responses systematically in the questionnaires.

Narrowing down the research I had to survey a sample which would represent the population
of Pune. So I selected respondents from different prominent locations in Pune. I narrowed
selected the sample which had users as well as nonusers which helped me to get a real picture
about the market and the best brand. I classified the respondents further in various criteria to find
out the best brand in each of them too. The criteria were age group, work status, User & nonuser
and brand loyalty. The sampling was done under two types : 1. Area sampling & 2. Random
sampling. The research process was done through following stages: 1. Selection of sample 2.
Designing a questionnaire 3. Data collection 4. Deep analysis 5. Findings & 6.conclusion. The
motive of the research is to analyze the data which is collected & to get proper findings among
the various existing brands. The findings will totally depend on the deep analysis of all the
questions which were discuss during the interviews with the respondents & get the exact output
throughout all the parameters.

CHAPTER - 2

COMPANY PROFILE

What We Do Nielsen offers an integrated suite of market information gathered from a wide
range of sources, advanced information management tools, sophisticated analytical systems and
methodologies, and dedicated professional client service to help our clients find the best paths to
growth.
Clients work with our services to:
Measure their market performance

Analyze market dynamics

Diagnose and solve marketing and sales problems, and

Identify and capture growth opportunities

Our people work closely with clients to help them choose the right set of information and
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Our major market-measurement services provide comprehensive coverage of:

Sales to

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of all types and sizes. These retail measurement services provide clients with essential facts on
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and stock conditions in retail stores.
Purchases by consumers of packaged goods and other products, gathered through participating
panels of consumer households and through customized studies. These consumer panel and
customized research services provide a foundation for understanding and analyzing consumers
motivations, attitudes, behavior, shopping patterns and demographic characteristics.

Analytical Tools and Services

We offer a wide range of software and professional services that enable clients to receive, select
9 and evaluate our market-measurement information, integrate it with their own data and thirdparty information, and apply it to specific business issues and situations. Clients can view and
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Diagnostic Services
Our consumer panel and customized research services provide clients with many opportunities
and techniques to examine trends and understand the impact of the market forces that influence
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and provide a controlled environment for examining motivational factors.

Our analytical and modeling services provide clients with a range of options to evaluate and
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In many markets, we offer a suite of consumer-focused customized research techniques and
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Europe Albania, Armenia, Austria, Belarus, Belgium, Bosnia, Bulgaria, Croatia, Cyprus, Czech
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Yemen.

The Nielsen Code

Arthur C. Nielsen, Sr.
Chairman, A. C. Nielsen Company, 1931

In 1931, Arthur C. Nielsen, Sr., wrote the Nielsen Code, defining the principles that would guide
Nielsen to global leadership in marketing research. The Code remains relevant today and
continues to guide our business.

Impartiality
Be influenced by nothing but your clients' interests. Tell them the truth.

Thoroughness
Accept business only at a price permitting thoroughness. Then do a thorough job, regardless of
cost to us.
Accuracy
Watch every detail that affects the accuracy of your work.
Integrity
Keep the problems of clients and prospects confidential. Divulge information only with their
consent.

Economy
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Price
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in specifications.
Delivery
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Service
Leave no stone unturned to help your clients realize maximum profits from their investment.

Products & Services

ACNielsen markets a wealth of information products, together with services and tools that help
clients use information correctly to address specific business issues and decisions.

Retail Measurement
Our Retail Measurement Services (RMS) provide continuous tracking of product sales to
consumers, based on information gathered at the retail point-of-sale. Clients receive detailed
information on sales, market shares, distribution, pricing and merchandising and promotional
activities. RMS information is available in more than 80 countries.

Consumer Panel
Consumer Panel research tracks the purchasing behavior of consumers in over 125,000
households in 24 countries worldwide, primarily through the use of in-home scanners. Panel
information reveals consumers purchasing from all outlets they visit and provides insights into
who is buying, methods of payment, use of coupons and participation in frequent shopper
programs.

Assortment and In-Store Space

Our team of experts work with retailers and manufacturers around the world to deliver businessdriven, easy-to-implement solutions that provide a measurable return on their investment in
managing assortment and in-store space. We help them make key decisions on issues such as

shelf inventories, shelf space, category growth opportunities, product listings and how best to
distribute merchandising information.

Customized Research
Our diverse and powerful suite of Customized Research services help clients obtain qualitative
and quantitative measures of consumers attitudes and purchasing behavior, customer
satisfaction, brand awareness and equity, advertising effectiveness and other marketing issues.

Retailer Services
Our services for retailers are designed to help them understand what attracts consumers to their
stores. Retailers work with us to evaluate competitive performance, increase traffic and sales,
leverage their frequent-shopper data and build consumer loyalty, improve performance of their
private label products and understand their results across all product classes and categories they
carry.

Analytic Consulting
Our advanced Analytic Consulting Services help clients address such key business issues as
pricing, promotion, marketing mix, assortment and product rationalization, category placement,
category structure and in-store, in-market auditing and testing.

Decision Support
We provide clients with a wide range of software tools and delivery methods designed to put the
right information on the desks of decision-makers at the moment they need it. These tools range

from advanced analytical and data-management systems for sophisticated users to standard
reports for end-users that are automatically refreshed when our databases are updated.

Global Services
ACNielsen Global Services coordinates with local ACNielsen offices throughout the world to
deliver clear, consistent information across markets. This helps manufacturers effectively
understand emerging marketing opportunities for global brands. Utilizing consistent and
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Services provides information-based solutions to worldwide marketers with a broad international
scope.

By Business Issue
Clients work with our services on a daily basis to make fundamental, fact-based decisions about
core business activities.

Understanding the Consumer

Understanding human needs is critical for effective targeted marketing. However, these needs are
not always easily detectable. People are not fully aware of their own underlying motivations or
of the forces that determine their own behavior. In fact, we often mislead ourselves when we
attempt to explain our behavior in our desire to act as rational human beings. Sometime we do
not want to admit or even realize the real reason for our behavior because it is, more often than
not, irrational.

For example, when we fall in love, we know we are in love, we feel we are in love, but this does
not explain why we are in love. Love is something that we simply experience. Putting this in a
marketing context, it is clear that a brand or organization has both an identity and a personality.
When we ask consumers why they buy a brand they respond rationally and often describe the
brands identity, i.e. the objective or explicit characteristics observed by the conscious thinking
brain which are easily verbalized. However, a brand also has a personality intangible traits that
differentiate it from its competitors which we experience but cannot easily verbalize.

For example, in many countries most consumers initially cite taste as the reason why they
consume a certain brand of beer. However, in blind taste tests most "loyal" beer drinkers cant
differentiate their brand from other similar products. The truth is that in these countries the most

successful beer brands are those that symbolize group cohesion, equality and male bonding.
Motivational research provides an understanding of the following:

What are the unconscious category drivers?

How do consumers experience your brand versus the competitors?

What personality traits does your brand exhibit?

Effective strategic marketing requires an understanding of how consumers experience a brand.

We can help you understand brand relationships by exploring core needs of consumers and
explaining how people relate to the personality of a brand.

CHAPTER 3

INDUSTRY OVERVIEW

Overview
India ranks just behind China with the worlds second largest population at over 1 billion people.
Less than 1 percent of the population currently owns automobiles, which is a much smaller
proportion than the rest of the Southeast Asia region. For example, the regional average of
ownership is 16.45 percent.1 Nonetheless, sales of passenger vehicles in India have more than
doubled since 2001 to over 1.5 million units (see Table on last page). India also has one of the
fastest growing economies, and many U.S. companies view India as a potentially lucrative
market. It is expected that the automotive industry will play an important role in helping the
economy to continue this growth. Not only are domestic sales expected to grow dramatically, but
India will play a significant role in the global automotive market. The worlds top manufacturers,
General Motors, Ford, Toyota, Honda, and others, have a significant share of already established
manufacturing bases. These manufacturers hope to not only capture an emerging market, but also
to use these bases as export hubs to serve the region and the global market.

Current State of the Indian Auto Market

The Indian auto market is currently small with potential for dramatic growth. While the regional
average is for 16.45 percent of the population to own a car, less than 1 percent of the Indian
population owns one. Given the large size of the middle class with increasing purchasing power
and the youthful population (over half the population is less than 25 years of age and India has

the highest proportion of population below 35), there is the potential to penetrate a largely
untapped market. Also, given the availability of cheap, skilled labor, India has the potential to
serve as a regional export hub for manufacturers in the Asia-Pacific region. Small Vehicle Market
The Indian market is dominated by small, low-cost vehicles (two wheelers such as scooters and
motorcycles make up about 75 percent of the market share). Approximately 75 percent of
passenger car sales in India are small cars. Tata Motors has introduced the Nano, which is both
fuel-efficient (about 50 miles per gallon) and cheap ($2,500). Tata is expecting to launch sales of
the Nano in 2008. A number of other manufacturers have already announced plans to develop
small cars in a similar price range in order to compete effectively in this market. Indian Exports
and Top Manufacturers Currently, Asia and Africa are Indias largest export markets, but the
European market has seen recent growth as well. Exports of passenger vehicles nearly tripled
from 72,005 in 2002-03 to 198,478 units in 2006-07.10 According to the Society of Indian
Automotive Manufacturers (SIAM), approximately 1.4 million passenger vehicles were sold in
FY13/14.

Automotive Mission Plan 2006-2016

Indias Automotive Mission Plan (AMP) 2006-2016 is a collaborative effort between the Indian
government, the automotive industry, and academia.11 The stated vision of AMP is for India to
emerge as the destination of choice in the world for design and manufacture of automobiles and
auto components with output reaching a level of U.S. $145 billion accounting for more than 10
percent of the GDP and providing additional employment to 25 million people by 2016.12 India
is currently the eleventh largest passenger car market in the world and aims to be the seventh

largest market by 2016. While the auto industry has experienced strong growth over the past
decade, it still plays a small role in the global industry. According to AMP, India has about 2.37
percent of the world production of passenger and commercial vehicles and exports from India
contribute approximately 0.3 percent of the global auto trade. The AMP makes a number of
suggestions for actions to be taken by both the government and industry in order for India to
fulfill the goals laid out in the plan. For example, they estimate an investment of approximately
$35-40 billion in the auto sector over the 2006-2016 time period will be required to implement
AMP. The governments responsibility would be to facilitate infrastructure creation, promote
the countrys capabilities, create a favourable and predictable business environment, attract
investments and promote R&D. 13 Industrys responsibility concerns issues such as designing
and manufacturing quality products, improving productivity, maintaining costs, among others.
AMP also calls for the formation of an appropriate development policy; improving road, rail,
port, and energy infrastructure; expanding demand for automobiles domestically; and,
developing a roadmap to address environmental and safety concerns.

Barriers to Growth

Infrastructure While India provides great opportunity, there are also a number of barriers limiting
the potential growth of the industry. One of these barriers is the lack of an adequate
infrastructure. Both the quality and number of roads are lacking, and ports need to be improved
in order to support the demands of a growing economy. Without structural improvements,
efficiency will be sacrificed at the expense of higher production costs. Without these
improvements, it will be difficult to become an export hub. In addition, poor, heavily congested

roads, with no parking available may reduce domestic sales. Electricity shortages are another
obstacle that may limit growth in India. It is estimated that, a company can expect nearly 17
significant power outages per month, against one per month in Malaysia and fewer than five in
China. At the same time costs are higher.14 Labor and Legal Restrictions Another obstacle
concerns the labor pool and inflexible labor regulations. While there is a large, low-cost labor
pool, there is concern from some executives that demand for skilled labor exceeds supply.
Several interviewed executives noted the quality and quantity of skilled labor as problematic,
especially the lack of engineers.15 In addition, strict labor regulations and an inflexible system
pose difficulties. The bureaucratic red tape makes it difficult to make changes and implement
new economic policies and programs. Another concern is Indias poor protection of intellectual
property rights. India is on the Office of the U.S. Trade Representatives 2008 priority watch list
because India needs to provide stronger protection for copyrights, trademarks, and patents.

Sales Estimation
Maruti Suzuki Indias sales juggernaut continues unabated. Its March 2015 sales growth was
small but over the fiscal, the market leader made handsome gains. In March, its sales rose by 1.4
percent to 103,719 units (March 2014: 102,269). The carmakers bread-and-butter segments
recorded tepid growth rates. In the mini segment, sales of the Alto and Wagon R combined rose
to 40,159 units from 40,085 units in the year-earlier month, up 0.2 percent. In the compact
segment comprising the Swift, Dzire, Celerio and Ritz, sales were down 12.5 percent to 38,710
units from 44,251 units in the year-earlier month. The Ciaz sold 4,251 units in March 2015,
taking the sedans total sales to about 32,000 units since its launch last October. In the UV
segment, the Omni and Eeco sold 11,768 units cumulatively, 20 percent up from 9,752 units in

March 2014. Sales of the Gypsy and Ertiga together were 6,216 units, down 4 percent from
6,499 units in the year-earlier period. The Gypsy has benefitted from orders from the Indian
army, selling on average about 450-500 units a month. For 2014-15 overall the carmaker has
posted big gains. Its cumulative sales were 1,170,702 units, up 11.11 percent on 2013-14
(1,053,689), and the highest ever for the company. Compared to 2013-14, when overall domestic
sales were flat at 0.3 percent over 2012-13 (1,051,046), 2014-15 numbers will have brought
cheer to Maruti.

Hyundai Motor India, the countrys second largest carmaker, registered domestic sales
of 39,525 units, marking an increase of 12.92 percent (March 2014: 35,003). For FY2014-15, the
company sold a total of 420,668 units, posting a growth of 10.55 percent (2013-14: 380,523).
Commenting on the March numbers, Rakesh Srivastava, senior VP (Sales and Marketing),
HMIL, said: In a market with weak sentiments, Hyundai achieved its highest-ever single month
sales of 39,525 units with highest-ever financial year sales of 420,668 units. The market share of
16.3 percent is the highest ever with a strong performance from new models like the Elite, i20
Active, Xcent and Verna and led by strong marketing initiatives to engage rural markets and
repeat buyers. The 2015 outlook seems challenging as currently there is low traction in the
market with weak delivery on macro-economic parameters and on low customer sentiment. We
are hopeful that an environment will be created to bring-in investment and create employment
that will give the required thrust to grow the industry.

Mahindra & Mahindra (M&M), with its diesel-engined stable of SUVs, has taken a hit in sales
both in March 2015 and for the fiscal 2014-15, following deregulation of diesel prices. The

companys passenger vehicles division, which manufactures the UVs and the Verito sedan and
Verito Vibe hatchback, sold a total of 21,030 units in March 2015, down 10.25 percent (March
2014 : 23,433). Cumulative sales for the fiscal year were 210,021 units, down 8.35 percent year
on year (2013-14 : 229,155). M&M though is hopeful of a better performance in 2015-16. Pravin
Shah, chief executive, Automotive Division, M&M, said, With factors such as expectation of
normal monsoon, settling down of petrol and diesel prices and the likely softening of interest
rates, we expect the auto industry to perform better in FY2016.

Honda Cars India has reported its highest ever monthly domestic sales of 22,696 units during
March 2015 and registered a growth of 23.17 percent (March 2014: 18,426). Driven by strong
sales momentum for its cars throughout the year, the company also posted its highest ever annual
domestic sales of 189,062 units during 2014-15 recording 40.74 percent growth (2013-14:
134,339) . The product-wise split for Honda cars in March is: City (9,777), Amaze (8,128),
Mobilio (3,049), Brio (1,642) and CR-V (100). With its record sales of 9,777 units in a single
month, the fourth-generation City sedan crossed the fastest 100,000 cumulative sales mark in just
15 months and registered 101,299 units sales since its launch in January 2014. Commenting on
the companys sales performance, Jnaneswar Sen, senior vice-president (Marketing & Sales)
said, 2014-2015 has been extremely fruitful for Honda. We are thankful to our customers for the
great response we have achieved for the Mobilio. The new Honda City has achieved exceptional
success. We are excited about the upcoming launch of the Jazz in the new fiscal and look forward
to another year of good growth. During 2014-15, HCIL expanded its dealer network in both
existing markets and Tier III cities. The company now has 232 facilities in 152 cities across the
country.

Tata Motors passenger car division sold 15,039 units last month, a growth of 19 percent (March
2014: 12,640). The company says the Zest sedan and Bolt hatchback were big contributors to the
total. While passenger cars sold 12,977 units, higher by 33%, over March 2014, UV sales
declined by 28 percent, at 2,062 units, in March 2015.

Toyota Kirloskar Motor sold a total of 13,333 cars in the domestic market in March 2015,
posting 62.48 percent growth year on year (March 2014: 8,206). For 2014-15, as per SIAM sales
data, the carmaker has delivered a total of 141,887 units, marking a growth of 10.15 percent
(FY2013-14: 128,811). March 2015 is the fifth consecutive month that the company has clocked
double-digit growth. According to N Raja, director and senior vice-president (Sales and
Marketing), With the launch of the new Corolla Altis, Etios , Etios Liva and Etios Cross in 2014
and new Innova and Fortuner in 2015, we saw an increased acceptance from customers which
continues to grow month after month.

Tata Motors passenger car division sold 15,039 units last month, a growth of 19 percent (March
2014: 12,640). The company says the Zest sedan and Bolt hatchback were big contributors to the
total. While passenger cars sold 12,977 units, higher by 33%, over March 2014, UV sales
declined by 28 percent, at 2,062 units, in March 2015.

General Motors India rounded off the fiscal year with 4,257 vehicles sold in March 2015, down
35.5 percent (March 2014: 6,601). For the fiscal year 2014-15, the carmaker sold 52,273 units,
down 35 percent (2013-14: 80,890). In a statement, the company said that despite the marginal

reductions in repo rates earlier this year, the green shoots are still not visible in the economy as
we havent really seen the banks passing on the reductions entirely to consumers. This,
coupled with the economic slowdown, continues to hold the industry performance in the red and
a possible turnaround is still not expected in the coming months, said P Balendran, vicepresident, GM India. We hope that interest rates are reduced in phases going forward and the
government takes some decisive steps to improve the consumer sentiment so that there is some
uptick seen towards the festive season, he added.

The Chevrolet Beat is GM Indias highest selling model with sales averaging about 1,000 units a
month. Ford India sold 5,253 cars in March 2015, down 17 percent (March 2014: 6,356). Its
2014-15 cumulative numbers were 75,138 units, down 11 percent YoY. With the economic
recovery being slower than anticipated and a high interest rate and inflation environment,
customers continue to defer their discretionary spends, said Anurag Mehrotra, executive
director (Marketing, Sales and Service), Ford India. However, Fords faith in Indias long-term
growth prospects remains intact. We are continuing to invest in Indias future growth potential. In
March, we took our growth commitment in India to a new peak with the inauguration of US $1billion integrated manufacturing facility at Sanand, Gujarat, he added. Nissan Motor India sold
a total of 47,474 units in FY2014-15, registering growth of 24.21 percent (2013-14: 38,220). In
March, it sold 4,717 units, down 33 percent (March 2014: 7,082).

According to Guillaume Sicard, president Nissan India Operations, We are pleased with the
progress we demonstrated in our tenth year in India. FY2014 has been a significant year when
we reestablished our India business with an independent sales and marketing organization. The

growth we achieved was supported by the launch of two new models and fast growing network.
As we set ourselves a target of 5 percent market share by FY20, we are focused on sustaining
and accelerating our performance.

Volkswagen India reported sales of 4,577 units in March 2015, up 22 percent (March 2014:
3,741). However, in the fiscal year, its sales dropped 14 percent to 45,018 units (2013-14:
52,528). The company says the Polo, which comes fitted with dual front airbags on all variants
and is one of the safest hatchbacks in the India, made a significant contribution to March sales
along with the new Jetta and Limited Edition Vento Magnific. Michael Mayer, director,
Volkswagen Passenger Cars, Volkswagen Group Sales India, said: We are happy to note the
significant hike in sales in March 2015. The increase in sales underlines the fact that car buyers
in India are increasingly appreciative of the key attributes of our cars, which are best-in-class
safety, build quality and driving dynamics, which makes our cars very involving to drive.

CHAPTER 3

OBJECTIVES OF STUDY

Brand
Sedan
Best

CHAPTER 4

RESEARCH METHODOLOGY

INTRODUCTIONResearch methodology is a way to systematically solve the research problem. It may be

understood as science of studying how research is done scientifically. Various steps & techniques
adopted for research are studied in research methodology.

PURPOSE
The method section answers these two main questions:

1. How was the data collected or generated?

2. How was it analyzed?

In other words, it shows your reader how you obtained your results. But why do you need to
explain how you obtained your results? We need to know how the data was obtained because the
method affects the results. Knowing how the data was collected helps the reader evaluate the
validity and reliability of your results, and the conclusions you draw from them. Often there are
different methods that we can use to investigate a research problem. Your methodology should
make clear the reasons why you chose a particular method or procedure. The reader wants to
know that the data was collected or generated in a way that is consistent with accepted practice
in the field of study. For example, if you are using a questionnaire, readers need to know that it
offered your respondents a reasonable range of answers to choose from (asking if the efficiency

of public transport in Bangkok is "a. excellent, b. very good or c. good" would obviously not be
acceptable as it does not allow respondents to give negative answers).The research methods must
be appropriate to the objectives of the study. If you perform a case study of one commuter in
order to investigate users' perceptions of the efficiency of public transport in Bangkok, your
method is obviously unsuited to your objectives. The methodology should also discuss the
problems that were anticipated and explain the steps taken to prevent them from occurring, and
the problems that did occur and the ways their impact was minimized. In some cases, it is useful
for other researchers to adapt or replicate your methodology, so often sufficient information is
given to allow others to use the work. This is particularly the case when a new method had been
developed, or an innovative adaptation used.

COMMON PROBLEMS

Irrelevant detail

Unnecessary explanation of basic procedures

Problem blindness-Most of us encounter some problems when collecting or generating

our data. Do not ignore significant problems or pretend they did not occur. Often,
recording how you overcame obstacles can form an interesting part of the methodology,
and means you can also give a rationale for certain decisions, plus a realistic view of
using the methods you chose.

OVERVIEW
Introduction:
Introduction of research problem introduction of objectives introduction of how objectives will
be achieved (methodology), optional introduction of main findings and conclusions, optional.

Literature review:
Review of previous work relating to research problem (to define, explain, justify) review of
previous work relating to methodology (to define, explain, justify) review of previous work
relating to results (particularly reliability, etc.)

Method (how the results were achieved):

Explanation of how data was collected/generated explanation of how data was analyzed
explanation of methodological problems and their solutions or effects

Results and discussion:

Presentation of results interpretation of results discussion of results (e.g. comparison with results
in previous research, effects of methods used on the data obtained)

Conclusions:
Has the research problem been solved? To what extent have the objectives been achieved?
What has been learnt from the results? How can this knowledge be used? What are the
shortcomings of the research, or the research methodology?

SOME EXAMPLES OF DIFFERENT TYPES OF RESEARCH

Analysis:
Classes of data are collected and studies conducted to discern patterns and formulate principles
that might guide future action.

Case study:
The background, development, current conditions and environmental interactions of one or more
individuals, groups, communities, businesses or institutions is observed, recorded and analyzed
for stages of patterns in relation to internal and external influences.

Comparison:
Two or more existing situations are studied to determine their similarities and differences.

Correlation-prediction:
Statistically significant correlation coefficients between and among a number of factors are
sought and interpreted.

Evaluation:
Research to determine whether a program or project followed the prescribed procedures and
achieved the stated outcomes.

Design-demonstration:
New systems or programs are constructed, tested and evaluated

Experiment:
One or more variables are manipulated and the results analyzed.

Survey-questionnaire:
Behaviors, beliefs and observations of specific groups are identified, reported and interpreted.

Status:
A representative or selected sample of one or more phenomena is examined to determine its
special characteristics.

Theory construction:
An attempt to find or describe principles that explain how things work the way they do.

Trend analysis:
Predicting or forecasting the future direction of events.
DATA TO BE COLLECTEDa) Primary data: It is the first hand data acquired by the researcher through his survey.
b) Secondary data: It the data which is already assembled & ready for use available through other
sources such as, research papers presented by other researchers, magazines, published research
books, internet etc.

DATA COLLECTION METHOD

For this project, the primary data which needed to collect for the 1st time was gathered through
survey technique which most effective & popular technique for data collection. The survey was
conducted with the use of questionnaire.

RESEARCH INSTRUMENT
Questionnaire consists of following types of questions.

a) Closed ended: These are the questions that specify all the possible answers those are easy
to tabulate & interpret.
Further sub-types used are:1. Dichotomous questions: These are the questions with only 2 possible answers.
2. Multiple choice questions: These are the questions with more than 3 or more answers.

b) Open ended: These type questions allow respondents to answer in their own words &
often reveal about how people think. They are especially useful in exploratory research
where researcher is looking for insight into how people think rather than how many
people think in a certain way. I have used open ended question for enquiring about the
likes and dislikes of the consumed product.

The sub-types used are-

1. Unstructured questions: Respondents can answer in unlimited no .of ways.

2. Word association: Respondents mention the brand which comes to their mind when They hear
Any car brand.

Sampling. Sample is small group of consumers taken under consideration from total customer
population. This small group represents the total population.

Types of sampling designs

Probability sampling

Random Sampling

Stratified Random Sampling

Disproportionate Stratified Sampling

Cluster Sampling

Multistage Sampling

Area Sampling

Multiphase Sampling

Replicated Sampling

Sequential sampling.

Out of the above I have taken random sampling, Area sampling.

Random Sampling: In this every unit of the population is known and non-zero probability of
being selected. This type of selection is free from human errors. This sampling is done without
any replacement and no unit can be selected more than once. So the consumer or non-consumer
once and cant be contacted again for the same interview.

Area sampling: Here area is divided into further smaller area. This sampling is done on the
geographical consideration. Thus, in the project the Pune region of Maharashtra state is only
been selected. The Pune region is again divided into sub-areas Aundh, Bavdhan, Bhawani Peth,
Erandawne, Karve Nagar, Kondhwa, Pune Satara Road, Sadashiv Peth, Prabhat road, Kothrud,
Bibvewadi, Sahkar Nagar, Wadgaon Budruk.

In the project I studied market in Pune city. As it was impossible to approach all respondents of
city, a sample of 50 was selected which represent whole city. For this purpose I have used
project.

DATA EVALUATION: All the data collected is not accepted as it is collected. It is filtered &
only relevant data is introduced in the report which helps in achieving objective of the Research.

CHAPTER 5

ANALYSIS OF DATA

As the project title suggests my aim is to find out the best i.e. most preferred and most heard
sedan car brand.

To qualify to be the Best sedan Car Brand

It must have the maximum percentage of response among the top of the mind, spontaneous
section and must be the most known brand amongst the aided response section.

1. Top of the Mind response shows the actual brand used by the consumers.
2. Spontaneous responses throw light on the awareness about other brands.
3. Aided sections checks the awareness about all the brands considered under study.

I have analyzed the TOM (top of the mind) & Spontaneous on basis of different Criteria;1) Overall,
2) 4 age groups,
3) 4 working status,
4) User/Nonuser
5) Brand Loyalty.
Total no of respondents = 50
No of users = 35
No of non-users = 15

Brands under consideration were:

a) Honda
b) Hyundai
c) Toyota
d) Maruti Suzuki
e) Ford

THE FOLLOWING WERE THE FINDINGS FOR ACROSS ALL THE CRITERIA
Distribution of respondents in work status: (Table 1.1)

Work status

No. of Respondents

Overall %

Working

11

21

Non- Working

15

30

Retired

02

Student

22

45

Overall %
50

45

45
40
35

30

30
25

Overall %
21

20
15
10
4

5
0
Working

Non-Working

Retired

Student

Overall best brand in Top of mind category is Honda: (Table 1.2)

Top of the mind

No. of Respondents

Overall %

Honda
Hyundai
Toyota
Maruti Suzuki
Ford

22
08
10
04
06

44
16
20
08
12

Overall %
50
44

45
40
35
30

Overall %

25

20

20

16

15

12
8

10
5
0
Honda

Hyundai

Toyota

Maruti Suzuki

Ford

Overall Best Brand in Spontaneous section was again Honda: (Table 1.3)

Spontaneous
Honda City

Overall %

72

Honda Civic
Toyota Corolla Altis
Ford Fiesta
Hyundai Verna
Hyundai Accent
Tata Indigo
Maruti Sx4
Chevrolet Optra
Mitsubishi Cedia
Ford Ikon
Volkswagen Jetta
Fiat Linea
Toyota Camry
Skoda Laura
Skoda Octavia

58
45
50
35
55
30
54
24
06
32
05
08
12
09
18

Overall Spontaneous %
80
70
60
50
40
30

72
58
45

55

50
35

54

30

32

Overall %

24

20
10
0

12

18
9

Factors influencing the buyers: ( Table 1.4 )

Factors
Features
Brand
Luxury
Comfortability

NO of Respondents
26
06
08
10

Percentage
52
12
16
20

60
52
50
40
30

No. of Respondents

26

%
20

20

16
12

10

10

0
Features

Brand

Luxury

Comfortability

Overall comparison: (Table - 1.5)

Parameters

No. of Respondents

% Comparison

Features
Brand
Luxury
Comfort ability

22
11
04
13

45
21
09
25

% Comparison
50
45

45

40
35
30

25

25

% Comparison

21

20
15
9

10
5
0
Features

Brand

Luxury

Comfortability

Transmission type preferred by customers: (Table 1.6)

Transmission type

Automatic
Manual auto hybrid
Manual
CVT

No. of Respondents
14

Percentage
28

04
30
02

08
60
04

70
60

60
50
40

20

30

28

30

No. of Respondents

14

10

8
2

Fuel type preferred by customers: (Table 1.7)

Fuel type

Petrol
LPG
Diesel

CNG

No. of Respondents
24
04
16
06

Percentages
48
08
32
12

60
48

50
40

32
No. of Respondents

30
24

20

16
12
8

10

4
0
Petrol

LPG

Diesel

CNG

Distribution of respondents deciding factor: (Table 1.8)

Factors

Previous experience with the

No. of respondents
24

Percentage
48

brand
Good reputation
Reliability of the car/brand
Interiors/Fittings
Sporty
Looks/Alloys

12
16
22
18

24
32
44
36

28

56

34
14
26
32
18

68
28
52
64
36

/Spoiler/Bumpers
Festive
Discounts/Discounts

Good vehicle quality

Luxury
Vehicle performance
Resale Value
Attractive design & styling

80
68
64
70
56
60
52
48
44
50
36
36
34
40
32
32
28
2826
30 24 24
22
18
18
16
14
20
12
10
0

No. of respondants
Percentage

Distribution on basis of information sources: (Table 1.9)

Sources

No. of Respondents
28
06
02
08
06

Family/ Friends/Relatives
Television
Internet
Newspapers/ magazines

Auto shows

Percentage
52
12
04
16
12

60
52
50
40
30

28

No. of Respondents
Percentage

20

16
12

10

12
8

6
2

0
Family/ Friends/Relatives

Internet

Auto shows

Distribution of respondent recommendation: (Table 1.10)

Recommendation Factor

No. of Respondents
24
12
06
08

Definitely would
Probably would not
Probably would

Definitely would not

Percentage
48
24
12
16

60
48

50
40

No. of Respondents

30
24

24

percentage

20

16
12

10

12
6

0
Definitely would

Probably would

Distribution on basis of age group factor: (Table 1.11)

Best brand in TOM section in the Age groups was Honda

Age %

Age %

Age %

Age %

Top of the mind

18 25

26 35

36 45

46+

Honda
Hyundai
Toyota
Maruti Suzuki
Ford

18
09
04
11
02

15
07
03
06
03

07
04
02
04
01

02
01
0
01
0

20
18
16

18
15

14
12

11

10

18 25
26 35

36 45

7
4

4
2

4
1

0
Honda

46+

Hyundai

4
2

Toyota 0

Maruti Suzuki

3
1
Ford 0

Distribution of Users and Nonusers in the four age groups: (Table 1.12)

Do you buy it

Age %
18 25

Age %
26 35

Age %
36 45

Age %
46+

Users

06

28

19

17

Non-users

10

30

28

25
19

20

17
% Users

15

% Non-users
10

10
6

7
5

5
0
18 25

26 35

36 45

46+

Distribution on basis of respondents income level: (Table 1.13)

Level of income

No. of Res-

Percentage

Rs. 10000 or less

Rs. 10000 to 50000
Rs. 50000 to 100000
Rs. 100000 & above

Pondents
00
12
18
20

00
24
36
40

45
40
35
30
25
20
15
10
5
0

40

36
24

20

18
12

No. of Respondants
Percentage
0 0

Distribution % of Loyal, Disloyal, and Not applicable consumers: (Table 1.14)

Brand loyalty

No.

of

Respondents

Overall %

Yes

20

40

No

08

15

NA

22

45

Brand Loyalty
50
45
40

45
40

35
30

% Loyal

25
20

15

15
10
5
0
Yes

No

NA

CHAPTER 6

FINDINGS

Overall best brand Sedan Car in Top of mind category is HONDA City. ( Ref . Table no
1.2 )
Overall Best Brand in Spontaneous section was again HONDA. ( Ref . Table no 1.3 )
Best brand in Top of mind section in the four Age groups was HONDA. ( Ref . Table no
1.11 )
Brand loyalty is highest for TOYOTA. ( Ref . Table no 1.14 )
Best Brands in spontaneous section in four age groups was HONDA.(Ref .Table no 1.11)
Main Comparison aspect of car was FEATURES. ( Ref . Table no 1.5 )
Best brand in Top of mind section in the work statuses was HONDA.

 No of users is highest in NON WORKING (Ref. Table no 1.1 )

No of non-users is highest in STUDENTS (Ref. Table no 1.1 )
Brand loyalty is highest amongst students. (Ref. Table no 1.1 )
Best Brand Among Users - HONDA (Ref. Table no 1.12 )
Best Brand Among Non-Users HONDA, TOYOTA ( Ref . Table no 1.12 )

CHAPTER 7

LIMITATION

Time constraints.
Due to time constraints, only a small sample could be interviewed.

Geographical area:
The interviews had to be conducted in Pune region only.
Respondents answers varied according to the situation and the time at which they were
interviewed.

One of the criterion i.e. retired could not be fulfilled since I could approach only one
respondent who was eligible for that and this could have affected the results. So, I had to set that
sample aside in some cases.
Needs to make several attempts to approach the respondents resulting in delay.

CHAPTER 8

RECOMMENDATION AND
SUGGESTIONS

Must try to concentrate more on quality.

Must try to improve more & more adding features in existing models.

Must try to concentrate more on branding of the product.

Must try to control their prices and make their products price competent.

 Must try to advertised as much as possible about the product as well as the brand.

Must try to develop a genuine image in the minds of the target consumer, so that it helps
to avoid brand switching and foster brand loyalty.

Must try to increase more & more after sales service so that the existing customer should
not be shifted to other brand.

CHAPTER 9

BIBLIOGRAPHY

WEBSITES:
www.google.com
www.managementparadise.com
www.acnielsen.com
www.languages.ait.ac.th/el21meth.htm

BOOKS:
Marketing management: Philip Kotler
Research methodology: C.R.Kothari

ANNEXURE

Respondents name:Address:Telephone number: - (R)

Date of interview:-

(O):-

Place of Main Interview: 1.Street

2.Office

3.Home

4.Other

1. What is your Working status ?

a) Working

b) Non working

c) Retired

d) Student

2. Which one brand comes to your mind when I say a Sedan?

3.
a.
b.
c.
d.
e.
f.
g.
h.

What is /are awareness about the following make models?

Honda City
i. Tata Indigo
Honda Civic
j. Toyota Corolla Altis
Ford Fiesta
k. Toyota Camry
Ford Ikon
l. Skoda Laura
Hyundai Accent
m. Skoda Octavia
Hyundai Verna
n. Volkswagen Jetta
Fiat Linea
o. Chevrolet Optra
Mitsubishi Cedia
p. Maruti Sx4

4. What did u consider important when you bought this car?

a. Model b. Looks c. Design d. Space comfort
5. How did you compare that car?
a. Features b. Brand c. Luxury d. Comfortability
6. Transmission type?
a. Automatic
b. Manual auto hybrid

c. Manual
d. CVT

7. Fuel type
a. Petrol
b. LPG

c. Diesel
d. CNG

8.
a.
b.
c.
d.
e.
f.

Why did u decide to purchase your make model?

Previous experience with the brand
Good vehicle quality
Good reputation
Luxury
Reliability of the car/brand...
Vehicle performance
Interiors/Fittings
Resale Value
Sporty Looks/Alloys /Spoiler/Bumpers
Attractive design & styling
Festive Discounts/Discounts

9. What kind of information sources did you used to decide MAKE & MODEL
Purchases?
a. Family/ Friends/Relatives
b. Television
c. Internet

d. Newspapers/ magazines
e. Auto shows

10. Would you recommend your purchase CAR to a friend or relative?

a. Definitely would
c. Probably would
b. Probably would not
d. Definitely would not
11. What is your age group?
a. 18 25 b. 26 35 c. 36 45 d. 46 +
12. Which of the following groups best describes your households total monthly income
before taxes?
a. Rs. 10000 or less
b. Rs. 50000 to 100000

c. 10000 to 50000
d. 100000 & above