ACOMPREHENSIVE REPORT

ON CUSTOMER BUYING BEHAVIOR

FOR

Volkswagen, India.BY:- SAVAN MAKADIA (56)

PRITA BHATT ()

SEM-4

MARKETING

GUIDED BY: - PROF.BHAVIKA BHATT DR.JK.P.I.M-MBA

TABLE OF CONTENTSCHAPTER NO. CHAPTER NAME SLIDE NO.

1. Introduction of Volkswagen

3.

2. Literature review 4.

3. Rationale of the study

8.

4. Research Methodology

9.

5. Data interpretation 13.

INTRODUCTION The Volkswagen Group with its headquarters in

Wolfsburg is one of the world’s leading automobile

manufacturers and the largest carmaker in Europe.

In 2009, the Group increased the number of vehicles

delivered to customers to 6.336 million (2008: 6.257

million), corresponding to a 11.3 percent share of the

world passenger car market.

In Western Europe, it has the largest car market in the

world, just over one in five new cars (20.9 percent)

comes from the Volkswagen Group. Group sales came

in 2009 to 105.2 billion euros (2008: 113.8 billion).

Profit after tax in the 2009 financial year amounted

to 0.9 billion euros (2008: 4.69 billion).

LITERATURE REVIEW Mandeep Kaur and Sandhu (2006)

They attempted to find out the important features which a customer considers while going for the purchase of a new car. The study covers the owners of passenger cars living in the major cities of the State of Punjab and the Union Territory of Chandigarh.

The respondents perceive that safety and comfort are the most important features of the passenger car followed by luxuriousness. So the manufacturers must design the product giving maximum weightage to these factors.

Chidambaram and Alfred (2007)

Postulates that there are certain factors which influence the brand preferences of the customers. Within this framework, the study reveals that customers give more importance to fuel efficiency than other factors.

They believe that the brand name tells them something about product quality, utility, technology and they prefer to purchase the passenger cars which offer high fuel efficiency, good quality, technology, durability and reasonable price.

Satya Sundaram (2008)

They analyzed how the competition makes the automobile manufacturer to launch at least one new model or a variant of the model every year. This survey also pointed out that diesel cars are becoming popular in India and the announcement of reductions in excise duties by the government has helped to some extent to boost the demand.

Clement Sudhakar and Venkatapathy (2009)

They studied the influence of peer group in the purchase of car with reference to Coimbatore District. It was also found that the influence of friends is higher for the purchase of small sized and mid sized cars.

Brown et al (2010)

He analyzed the consumers‟ attitude towards Indian, European, Japanese and the US cars. The country – of – origin plays a significant role in the consumers‟ behavior.

The brand name, lower price and distributor's reputation completely have a significant impact on the sale of passengers‟ car.

However, the present study differs from the above, in that, the buyer behavior in Namakkal in Tamil Nadu is sought to be analyzed here. The scope and the area of the study are unique in nature.

The rationality of the research study is that the automobile sector

is booming in this current years and many competing companies

have entered the Indian Automobile Industry, so to find out the

current status of Volkswagen’s cars in Indian Market of West

region and also to suggest some improvements in relation to

brand image, car performance, taste of Indian customers for cars

and customer satisfaction.

RATIONALE OF STUDY

RESEARCH METHODOLOGYObjective of research study

The primary objective of the research study is to find the customer buying behavior for

Volkswagen car in India and the secondary objective are as follows:-  To know about the satisfaction regarding Volkswagen cars. To know the taste of customers about the Volkswagen cars. To understand the different models of cars preferred by the

customers. To understand the post purchase of customers for Volkswagen car. To know the word of mouth of customers for Volkswagen cars.

Research DesignHere the “Descriptive” type of research design will be used. It is

the most suitable and preferable type of design and the exact

information can be crafted out in the descriptive way to make

understand and clear the whole concept or problem on which the

research was carried out.

Source Of Information

Primary Data: Data will be collected from the samples from Vadodara City.

Secondary Data: Data will be collected from Volkswagen showroom, their sites, company’s sales record and Volkswagen website.

Research Instrument

The research instrument which I will use for the research is through using “Structured and Non-disguised Questionnaire”. The different types of rating scales and statistical test will be utilized as the research goes on.

Sampling Decisions

Sampling method: - Non-probability sampling method will be used.

Sampling media: - A hard copy of structured and non-disguised questionnaire will be used by offering it to the respondents.

Sample size: - 200 respondents will be taken as samples.

FINDINGS

On the basis of my research for non probability sample that is for whole population using different cars, I have found the following points for Volkswagen car.

•In this modern era most population having cars.

•Customers are more willing to buy petrol cars.

•Mileage, looks and interior are the most common feature that attracts customer attention.

• Customers are also price sensitive in their purchase decision for car.

•The frequency of customer to purchase new car is 5 year.

•100% population is aware about the Volkswagen Company.

•Customers also pay high amount of money for maintenance.

RECOMMENDATIONS AND SUGGESIONS

On the basis of my research for non probability sample that is for whole population using different cars, I have found the following points for Volkswagen car.

•Car companies are more focus toward petrol editions of car thus I would like to suggest Companies should also concentrate toward “CNG” version of car.

•Companies are only focuses on looks and interiors however it is also important to concentrate on safety and durability feature of cars.

•Companies should also put efforts to increases mileage capacity of cars so that maximum no of customers can attract.

•The prices of cars are highly increasing so company can also make some efforts to reduce some amount of price or can produce different versions of cars at different price so customers can get benefit of law price.

•Now a day’s most customers prefer Compaq cars so it is more beneficial for car companies to produce Compaq cars

RESEARCH METHODOLOGY FOR VOLKSWAGEN CUSTOMERS

1.Source Of Information

•Primary Data: Data is collected from the samples from Vadodara City. •Secondary Data: Data is collected from Volkswagen showroom from company’s sales record.

2.Research Instrument

The research instrument which I have used for the research is “Structured and Non-disguised Questionnaire”. The different types of rating scales are also utilized as the research had proceeded on.

3.Sampling Decisions

•Sampling method: - Random sampling method has been used.

•Sample size: - 50 respondents will be taken as samples.

FINDINGS

On the basis of my research for sample that is for whole population using Volkswagen, I have found the following points for Volkswagen car.

•Cars of Volkswagen Company is in high demand.

•Customers are more willing to buy “polo” of Volkswagen company.

•Status symbol, speed and interior are the most common feature that attracts customer attention.

• Customers are less price sensitive in their purchase decision for volkswagen car.

•The frequency of customer to purchase new car is 5 year.

•Maximum number of customers are fully satisfied with Volkswagen cars .

•Customers also pay high amount of money for maintenance.

•Maximum no of customers are using petrol versions of Volkswagen.

•Customers are also spread positive word of mouth to ward Volkswagen car.

RECOMMENDATIONS AND SUGGESIONS

On the basis of my research from sample that is for whole population using Volkswagen, I have found the following points for Volkswagen car.

•As Volkswagen has introduce polo for middle class customers I would like to suggest company would also produce another models of car like polo to attract more customers.

•Company can also increase their volume of sales by reducing some amount of price

•The prices of all Volkswagen cars are high compare to other company.

•Company would also faces very high rate of competition from Audi and Mercedes.

• Company would also focuses on some attractive advertisement of car.

CONCLUSIONIn last finally I reach to that conclusion that each and every product in the

market sell on both the part Product Quality and Product Service. So here best example of VW- Auto mark Motors because they are selling Words well-known brand VW with the best VW services. In Gujarat there is a huge customer market for their VW brand. In Auto mark Vadodadara there is more demand of VW car especially New Polo. Now a days the mind of people changes and they are moved to purchase car the people who show prestige or believe in Brand, Quality and Technology with service they are preferred VW cars. The people of Vadodara are coming for car the reason is that it’s a Volkswagen. So it’s became Brand name in Gujarat as well as India also. Now the other question arise who people are coming middle class family how they preferred for a car of 5-7 lacks. But the reason of behind it that now a days the banks are providing loan facility at low rate I observed that among all customer more than 80% people are purchase car on loan. So it’s impact of easy term and condition of finance.

So in the end now a day in India there is very upward market in Automobile sector and VW is the one of the company which get maximum benefit by introducing new polo. People wants brand name and quality now they are ready to pay more money compare to others local brand. So VW have very good opportunity to get maximum market in India.