SUMMER TRAINING REPORT ON CUSTOMER MAPPING A SURVEYOF INDUSTRIAL CUSTOMER OF MUMBAI (TOWARDS CARS)

Undertaken at MODY AUTO MOTORS PVT.LTD.MUMBAI NORTH Submitted to JIWAJI UNIVERSITY GWALIOR In Partial Fulfillment ofMasters of Business Administration At MAHARAJA INSTITUTE OF MANAGEMENT AND TECHNOLOGY, GWALIOR (M.P.) Submitted To: Submitted By:Mrs. SHAIFALI CHAUHAN DEEPAK CHOUMAL MBA 3 SEM

DECLARATION

I, DEEPAK CHOUMAL, student of MBA III Semester from Maharaja Institute Of Management, Gwalior, declare that all the information, fact and figures represented in this report entitled CUSTOMER MAPPING A SURVEYOF INDUSTRIAL CUSTOMER OF MUMBAI are first hand in nature. They are actively based on my intensive research.

I have made the project under the safe roof of realistic data which was a sweet dream before handling due to strong faith and elastic string of my heart. I have succeeded in equaling the efforts with the output, for which I am very excited just like a blooming seed.Any resemblance to earlier project or resource is purely coincidental.

Date DEEPAK CHOUMALPlace: Gwalior MBA III Semester

CERTIFICATE

This is to certify that Mr. DEEPAK CHOUMAL student of MBA III Semester of maharaja Institute Of Management Gwalior affiliated to Jiwaji University, Gwalior has completed his summer training of 6 weeks ( from 15th of JULY to 30th AUGUST ) and prepared this report on CUSTOMER MAPPINGA SURVEYOF INDUSTRIAL CUSTOMER OF MUMBAI under my guidance.

Date: SHAIFALI CHAUHANPlace: Gwalior Faculty Guide

ACKNOWLEDGEMENT

It is privilege to express my gratitude & sincere thanks to Maharaja Institute Of Management & Technology, Gwalior has given us the opportunity to summer training report on the topic. I am thankful to Mr. Achal Pillai (Director-MIMT), Dr. Subeer Banerjee (Dean Academics), and Faculty Guide (Ms. SHAIFALI CHAUHAN) for his valuable guidance and support throughout report preparation. I would also like to thank Mr. Rohil Khara General Manager of Mody Auto Motors. I sincerely thank computer laboratory in-charge and library staff for their timely co-operation. I would also like to thank to all people who directly or indirectly helped to complete the report. Date: DEEPAK CHOUMAL Place: Gwalior M.B.A. lll sem.

PREFACE

The project isbased onthe Customer profile and mapping to understand the consumer behavior regarding automobile sector. The project took 7 weeks for completion. The main motive of project report was to enhance my expertise and extensive knowledge I gained through my course, by applying it practically to the market of automobile Mumbai North.

The project has been completed by collecting the primary data by interviewing the various companies of Mumbai. Secondary data was also used as per the availability from different sources. In all the study was to find out at which geographical area the potential customer may exist and also to study the consumer behavior regarding automobile sectors.

During the project, I learnt the procedures and various other aspects of marketing of automobileby applying theoretical knowledge and concepts to the best. Needless to say, errors and omissions are bound tooccur. Last but not the least, I am grateful to all those who happened to be a part of the successful completion of this Project and my mind and heart for going hand in hand!

DEEPAK CHOUMAL

CONTENTS

Page no. Chapter1 INTRODUCTIONTOTHEPROJECT 7 EXECUTIVE SUMMARY 8 INTRODUCTION TO AUTOMOBILE HISTORY 13

Chapter2 INTRODUCTION TO VOLKSWAGEN GROUP 17 HISTORY OF VOLKSWAGEN 24 NINE AUTOMOTIVE COMPANIES OF VOLKSWAGEN 27 ACHIEVEMENTS OF VOLKSWAGEN 31

Chapter3

VOLKSWAGEN IN INDIA 35 INTRODUCTION TO MODY AUTO MOTORS 39 PRODUCT PROFILE FOR MODELS AVAILABLE IN INDIA 42

Chapter4

OBJECTIVES OF THE STUDY 48 RESEARCH METHODOLOGY 49 SWOT ANALYSIS 54

Chapter5

CONCLUSION 56 LIMITATIONS 57 RECOMMENDATION 58 QUESTIONAIRE 59 BIBLIOGRAPHY 61

CHAPTER 1

INTRODUCTIONTOTHEPROJECT

The project title is CUSTOMER PROFILE AND MAPPING TO UNDERSTAND THECONSUMER BEHAVIOUR REGARDING AUTOMOBILE SECTOR.

Customer mapping is also known as geographical market analysis and it is the Easiest Way to Identify Where Your Customers Come From and Who They Are. This project focus on to know the profile and from which geographical part of Mumbaithe potential customer of Volkswagen carscan be and what is the consumer behavior ofvarious users ofcars like how many carsdo they have and after how much do they like to change their cars .The whole survey has been done in various parts of Mumbai city like FocalPoint, Industrial Area, Kandivali (West).

So, in this research I studied themapping of the customers and behaviorof the customers. So, overall it was great learning experiencefor me to get such anintro spect about automobile industry and various aspects related to its marketing strategy.

EXECUTIVE SUMMARY

Customer mapping is the Easiest Way to Identify Where Your Customers Come From and Who They Are.

Customer Mapping Analysis may include:

A customer profile to understand whereto find more like them.

Market penetration and market share reports showing performance in existing markets and expected performance in new markets.

Market ranking reports allowing company to prioritize resource deployment into new markets.

Customer Mapping helps to know marketpotential by using following steps

Map Customer Locations

Create a "pin map" of where your customers live.Find out at a glance what partsof town you draw from and where to advertise.If you have your namesand addresses in a data file, you can order right now with no payment required in advance.

Identify Your Trade Area

Map your customers tosee what your trade areais.Compare your customers with the marketpotential to see your market penetration.

Define Customer Profile

Once you have your customers mapped, you can analyze the demographic characteristics and define a profile of your best customers.From this it is a short step to finding more potential customers like them.

Target Your AdvertisingGiven your trade area, and yourcustomer profile, you can focus advertising to theplaces and media that are most likely to hit your target market.

Customer Mapping

Customer mapping shows organizations which neighborhoods and markets they are serving with their products. The results of customer mapping canoften be surprising and show trends that were otherwise unknown. In addition, customer mapping can be applied not only to an entire client database, but also to selected kinds of customers such as:

Those who have bought certain products, or certain services. Those whose purchases exceed a specified amount gain the greatest value from Customer mapping, it can be combined with market share analysis to reveal the strongest areas that are being reached, and those that are not being reached.

Strategies for Customer Mapping

What is a geographic market worthto your business? Mapping Analytics will help you find the answer. Market potential can be expressed as a function of:

The number of customers purchasing. Amount purchased. Frequency of purchase.

In other words, market potential = (how many* how much * how often).

Bottom Up or Top Down Market Analysis?

It all depends on your specific needs.Mapping Analytics can advise you onthe best approach to sizing any market. Weemploy various methodologies and data sets to get you the answers you need.

A bottom Up approach to market sizing starts with your customers. How much and often do they buy? What is their profile? Howmany potential customers do you have in the market basedon your customer profiles? How can you reachthem?

A Top down approach starts with market and industry data. It takes aclose look at a geographic market area andprofiles the consumers and/or businesses to let you know their propensity to buy your products and services. Mapping Analytics has expertise in both these approaches to market sizing. We also havea wealth of data sources through partnerships with thebest data providers in the industry. We can match the right datafor market analysis to your business and market strategy.

Cluster Analysis for Customer Mapping

We often uselifestyle clustering systems to size consumer markets. Clusteringsystems operate under the premise that "birds ofa feather flock together." That meanspeople with similar buying behaviors and demographic profiles tend tolive close together. This helps you identify neighborhoods or markets where your potential is highest.

Cluster analysis identifies key segments in the population that are more likely topurchase your products than the average consumer.

Knowing in which clusters people reside providesa reasonable means ofunderstanding and predicting how they will behave.

Understanding which clusters are more likely than others to purchase allows bettertargeting.

Clusters are tied to geography, allowing you to identify and prioritize neighborhoods, trade areas and markets.

Access Market Opportunity

Market analysis services from Mapping Analytics will provide the key intelligence we need to rank andprioritize markets. We will know:

The top new geographic markets to target based on customer or revenue potential.

Which markets where we currently do business have untapped potential Gaining this market understanding is essential to growing andexpanding our business. But it isn't enough on its own.

Demographic Site Selection

When we work with Mapping Analytics, we will discover that demographic site selection leads to a sound business site selection decision. We include a series of important analyses when helping we select new sites, including:

Customer profiling. Mapping customer locations. Competitive analysis. Trade area development and mapping. Demographic, Census, and marketdata analysis. Market potential analysis.

Customer Profiling

Customer profiling services from Mapping Analytics create descriptive segments or groups of your customers. Each segment has specific defining characteristics. A customer segment is not as simple as applying a demographic label, such as "women age 45-54" or"businesses with revenue >$500 million.

"Those descriptions alone won't tell you enough about your customer. For example, not all women age 45-54 have the same tendency to purchase your products. So a profile like this may not help you much, andyou may waste resources marketing and selling to thewrongpeople.

That's why Mapping Analytics takes a more comprehensive and disciplined approach to customer profiling. We use your own customer data,lifestyle cluster data, and analytical techniques. The result is a more accuratedescription of your customer that can be usedto identify areas where you can find moreof your best customers.

What Goes Into aCustomer Profile

What makes up a customer profile? It depends on whether your customers are businesses orconsumers. In either case, you typically start with your own customer data(such as location, purchases, spending volume), append additional consumer or business data, then group into segments that share similar characteristic.

MappingCustomer Attitudes

By Cliff Allen, Click Z, Oct 17, 2000

However, it's hard to predict which carsomeone will buy just by knowing demographic characteristics. While one person of a certain age,income level, and family situation may drive an expensive imported car,his next-door neighbor might share the same demographicprofile and drive an inexpensive domestic car. Thus, the demographic data doesn't explain the difference in automotive preferences. But understanding the differences in how these two consumers perceive the features and benefits of automobiles could help marketers understand their needs and interests and which cars they are likely to prefer. By surveying consumers about their attitudes toward the leadingproducts in a market, marketers can map customers' dominant attitudes toward products. Market research companies such as Simmons conduct detailed interviews to gather the data needed to identify clusters of buyer attitudes.

INTRODUCTIONOFAUTOMOBILEINDUSTRY

The automobile industry has changed the way people live and work. The earliest of modern cars was manufactured in the year 1895. Shortly the first appearance of the car followed in India. As the century turned, three cars were imported in Mumbai (India). Within decade there were total of 1025 cars in the city. The dawn of automobile actually goes back to 4000 years when the first wheel was used fortransportation in India. In the beginning of 15th century, Portuguese arrived in China and the interaction of the two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power.By 1600s small steam-powered engine models was developed, but it took another century before a full-sized engine-powered vehicle was created. Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893. It was the first internal-combustion motor car of America, and it was followed by Henry Fords first experimental car that same year.

One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that featuredaquiet 6-cylinder engine,leatherinterior, foldingwindscreens andhood, andan aluminum body. Chauffeurs usually drove it and emphasis was on comfort and style ratherthanspeed.During the1920s,thecarsexhibiteddesign refinementssuchasballoon tires,pressed-steel wheels, and four-wheel brakes. Graham Paige DCPhaeton of 1929 feature dan 8-cylinder engine and an aluminum body.

The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that suited more to the needs offamilies.In 1930s, vehicles were less boxy andmore streamlinedthan theirpredecessor was.

The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires. The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It wasbuilt oncompact andstylizedlines, andwascapableof230kmph(144mph).ThiswastheIndianautomobilehistory,andtodaymoderncarsaregenerallylight,aerodynamically shaped, and compact.

The automobile industry in India is on an investment overdrive. Be it passenger car or two-wheelermanufacturers, commercial vehiclemakersorthree-wheelercompanies everyone appears to be in a scramble to hike production capacities. The country is expected to witness over Rs 30,000crore of investment by 2010. Hyundai will also be unmasking the Verna and a brand new diesel car. General Motors will be launching a mini and may be a compact car. Most of the companies have made their intentions clear. Maruti Udyog has set up the second carplant with a manufacturing capacity of 2.5lakh units per annum for an investment of Rs 6,500Crore (Rs 3,200 Crore for diesel engines andRs 2,718 Crore for the car plantitself).Hyundai and Tata Motors have announced plans for investing a similar amount over the next 3years. Hyundai will bring in more than Rs 3,800Crore to India. Tata Motors will be investing Rs 2,000 Crore in its small car project. General Motors willbeinvesting Rs 100 Crore, Ford about Rs350 Crore and Toyota announced modest expansion plans even as Honda Siel has earmarked Rs 3,000Crore over the next decade for India - asizeable chunk ofthis should come by2010 since the company is also looking to enter the lucrative small car segment. Talkingaboutthecommercialvehiclesegment,AshokLeylandandTataMotorshaveeachannouncedwelloverRs1,000Croreofinvestment.Mahindra&Mahindrasjointventurewith International Trucks is expected to see an infusion of at least Rs 500 Crore. Industryperformance in 2008-09The Indian automotive market managed to stand up to the vagaries of the economic meltdown to show slightly growth during fiscal 2008-09. Overall vehicle sales at 97.23lakh grew 0.71 percent from 96.54lakh units in 2007-08.When major automotive markets reported a 30-40 per cent decline, only a handful of countries managed to show growth. A few months ago, India was looking at negative growth but has turned around. It is actually better than expected. Passenger vehicle sales at 15.51lakh registered flat growth while commercial vehicle sales showed a 21 per cent drop.

SIAM has a positive outlook for the current financial year. While it foresees a 7-8 per cent growth for the commercial vehicle segment, the industry body predicts a 3-5 per cent growth forpassenger vehicles.

The passenger vehicle market hasweathered thedownturn largely dueto market leaderMaruti Suzuki which holds 48 per cent of the market. The compact car giant clocked 7.22lakh units for2008-09. Closest rival Hyundai Motor India sold 2.44lakhcars, a growth of 13 percent. Most premium carmakers saw volumes shrink last fiscal. Toyota Kirloskar Motors numbers fell15 per cent to 46,892 units while Ford Indias sales were down 17 per cent to 27,976 units.

Honda Siel Cars India also saw a 17 per cent drop at 52,420 units while General Motors India was down 8 per cent to 61,526 units.

Among commercial vehicle makers, all major players saw substantial fall in volumes. Market leader Tata Motors with a 60 per cent plus share, showed 22 per cent drop in numbers at 2.34lakh units while Ashok Leyland showed 37 per cent drop at 47,632.Eithers sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 per cent at 7,819 units. The freight Movement is unlikely to improve this fiscal which will impact trucksales.

CHAPTER 2

INTRODUCTION TO VOLKSWAGEN GROUP

Type: Public Company

Headquarters: Germany Industry: Automotive

Products: Cars, Trucks

Revenue: 113.8 billion (2008)

Operating income: 6.61 billion (2008)

Profit: 4.68 billion (2008)

Employees: 369,928(2008)

Vehicle brand companies

Audi Bentley motors ltd Bugatti automobileSubsidiaries: Lamborghini Seat Skoda auto Scania Volkswagen passenger car Volkswagen commercials vehicles

INTRODUCTION TO VOLKSWAGEN

Type: Subsidiary of Volkswagen group

Founded: May 28, 1937

Founders: Ferdinand Porsche, Adolf Hitler

Headquarters: Wolfsburg, Germany

Area served: Worldwide

Key people: Martin Winter korn (Chairman of board of management) Ferdinand piech (chairman of Volkswagen supervisory board) Christian kingler (board of management of the Volkswagenpassanger cars)

Industry: Automotive

Products: Cars, Trucks

Website: Volkswagen.com

Worldwide location of various Volkswagen plants

InGerman,Volkspronouncedas(folks),meanspeopleandWagen means Car. Hence:

Volkswagen means "people's car" in German, in which it is pronounced [folksvan].

Its current tagline or slogan isDas Auto (in English The Car).

Its previous German tagline was AusLiebe zum Automobile, which translates to:

Out of Love for the Car, or, For Love of the Automobile, as translated by VW in other languages.

History of Volkswagen

Adolf Hitler had a keen interest in cars even though he did not like to drive. In 1933, shortly after taking over as leader of Germany, he teamed up with Ferdinand Porsche to make changes to Porsche's original 1931 design to make it more suited for the working man. Hans Ledwinka discussed his ideas with Ferdinand Porsche, who used many Tatra design features in the 1938"KdF-Wagen", later known as the VW Kferor Volkswagen Beetle. When Chrysler brought out the 1934 De Soto Airflow coupe, its design enabled Mr. Porsche to finalize his design of the Beetle. On 22 June 1934,Dr. Ferdinand Porsche agreed to create the "People's Car" forHitler's mother.

Aftersometime,theyplannedtochangesomefeatures regarding variousaspects.These changes includedbetter fuelefficiency,reliability,ease-of-use,andeconomicallyefficientrepairs and parts. The intention was that ordinary Europeans would buy the car by means of a savings scheme ("Save five Marks a week, if you want to drive your own car"), which around 336,000 people eventually paid into. The VW car was just one of many KdF programmes which included things such as tours and outings. The prefix "Volks" ("People's") was not just applied to cars, but also to other products in Europe; the "Volksempfnger" radio receiver forinstance. On 28 May 1937, the Gesellschaft zur Vorbereitung des Deutschen Volkswagens was established by the Deutsche Arbeitsfront. It was later renamed "Volkswagenwerk" on 16September 1938.VW Type 82E Erwin Komenda the longstanding Auto Union chief designer, developed the car body of theprototype, which was recognizably the Beetle we know today. It was one of the first to be evolved with the aid ofa wind tunnel; unlike the Chrysler Airflow, it would bea success.

New factory started

The building of the new factory started 26 May 1938 in the new town of KdF-Stadt, now called Wolfsburg, which had been purposely built for the factory workers. This factory only produced a handful of cars by the time war started in 1939. None were actually delivered to any holder ofthe completed saving stamp books, though one Type 1 Cabriolet was presented to Hitler on 20April 1938 (his 49th birthday).At the times of 1st world War, Volkswagen War meant production changed to military vehicles, the Type 82Kbelwagen ("Bucket car") utility vehicle (VW's most common wartime model),and the amphibious Schwimmwagen which were used to equip the German forces. By 1946 the factory was producing 1,000 cars a month, a remarkable feat considering it was still in disrepair. Due to roof and window damage, rain stopped production and steel to make the cars had to be bartered for new vehicles.

Volkswagens were first exhibited and sold in the United States in 1949, but only sold two units in America that first year. On its entry to the U.S. market, the VW was briefly sold as a "Victory Wagon". Volkswagen of America was formed in April 1955 to standardize sales and service in the United States. Production of the Type 1 Volkswagen Beetle increased dramatically over the years, the total reaching one million in 1955.

Sales soared due in part to the famous advertising campaigns by New York advertising agency Doyle, Dane Bernbach. Led by art directorHelmut Krone, andcopywriters Julian Koenig and Bob Levinson.

Volkswagen ads became as popular as the car, using crisp layouts andwittycopy toluretheyounger,sophisticatedconsumerswithwhom thecarbecame associated. Despite the fact it was almost universally known as the Beetle (or the Bug), it was never officially labeled as such by the manufacturer, instead referred to as the Type 1. The first reference to the name Beetle occurred in U.S. advertising in 1968, but not until 1998 and the Golf-based New Beetle would the name be adopted by Volkswagen.

Volkswagen was in serious trouble by 1973. Beetle sales had started to decline rapidly in European and North American markets. The company knew that Beetle production had to end one day, but the conundrum of replacing it had been a never-ending nightmare. VW's ownership of Audi / Auto Union proved to be the key to the problem - with its expertise in front-wheel drive, and water-cooled engines which Volkswagen so desperately needed to produce a credible Beetle successor. Audi influences paved the way for this new generation of Volkswagens, known as the Polo, Golf and Passat.

Volkswagen Golf, sold as the rabbits in USA

WhileVolkswagen'srangeofcarssoonbecamesimilartothatofotherlargeEuropeanautomakers, the Golf has been the mainstay of the Volkswagen lineup since its introduction, and the mechanical basis for several other cars of the company.

There have been six generations ofthe Volkswagen Golf, the first of which was produced from the summer of 1974 until the end of1983 (sold as the Rabbit in the United States and Canada and as the Caribe in Latin America).

It would be produced in the United States as the Rabbit until the spring of 1984. The second-generation Golf hatchback/Jetta sedan ran from late 1983 to late 1991, and a North American version produced in Pennsylvania went onsale at the start of the 1985model year.

In the 1980s, Volkswagen's sales in the United States and Canada fell dramatically, despite the success of models like the Golf elsewhere. The Japanese and the Americans were able tocompete with similar products at lower prices. Sales in the United States were 293,595 in 1980,but by 1984 they were down to 177,709.Volkswagen had entered the super-mini market in 1976 with the Volkswagen Polo, a stylish and spacious three-door hatchback designed by Bertone. It was a strong seller in West Germany and most of the rest of Western Europe, being one of the first foreign small cars to prove popular in Britain. The second generation model, launched in 1981 and sold as a hatchback and "coupe"(with the hatchback resembling a small estate car and the coupe being similar to a conventional hatchback), was an even greater success for Volkswagen. It was face lifted in 1990 and was still selling well after 15 years, when it was replaced by the third generation Polo in 1994.The Volkswagen New Beetle concept, especially in North America.

In 1994, Volkswagen unveiled the J-mays-designed Concept One, a "retro"-themed car with a resemblance to the original Beetle but based on the Polo platform. Its genesis was secret and in opposition to VW management, who felt it was too backward-looking. Management could not deny the positive public response to the concept car and gave the green-light to its development as theNew Beetle. The production car would be based on the Golf rather than the Polo, because the Polo frame was too small for the car to pass crash test standards in the U.S. It has been quitepopular in the North America and is now gaining in the EU.

Volkswagen group the Volkswagen Bora (the sedan, still called Jetta in the USA), New Beetle, SEAT Toledo, SEAT Len, Audi A3, Audi TT and Skoda Octavia. However, it wasbeaten into third place for the 1998 European Car of the Year award by the winning Alfa Romeo156 and runner-up Audi A6.In the late 90s Volkswagen acquired the three luxury brands Lamborghini (through Audi), Bentley and Bugatti which were mainly due toFerdinand Piech and added to the groupportfolio. Volkswagen in 2005, despite challenges, still maintained North American sales of 224,195adramatic increase from the low in 1993 when US sales totaled only 49,533 vehicles. VW plans to close out the decade with the release on several new vehicles worldwide and a barrage ofadvertising.

The Fifth-Generation Golf

Volkswagen is recognized as one of the leading small diesel engine manufacturers, and ispartnering with Mercedes and other companies to market Blue Tec clean diesel technology, callingit Blue-Motion.VolkswagenhasofferedanumberofitsvehicleswithaTDI (Turbocharged Direct Injection engine) which lends class-leading fuel economy to several models. According to the United States Environmental Protection Agency, four of the ten most fuel efficient vehicles available for sale in the U.S. in 2004 were powered by Volkswagen diesel engines.

Electric and alternative fuel vehicles:Clean diesel

A Blue MotionVolkswagen PoloVolkswagen has been sellingclean diesel -powered engines for the Europeanmarket since2003. VW developed Turbocharged Direct Injection (TDI) technology for diesel engines, andit offers a wide array of TDI power trains. As modern diese fuel economy is 30percent higherthan gasoline engines, a proportional reduction of greenhouse gases emissions is achieved with clean diesel technology. Volkswagen is also developing hybrid technology for diesel-electric. A VW Golfturbo-diesel hybrid concept car was exhibited in the 2008Geneva Motor Show, which has a fuel economy of 70 mpg (3.3 liters per 100km).

Electric vehicles:Volkswagen and Sanyo have teamed up to develop a hybrid vehicle battery system. Volkswagenboss Martin Winterkorn has confirmed the company plans to build compact hybrid vehicles.

There will definitely be compact hybrid models, such as Polo and Golf, and without any great delay, with gasoline and diesel engines.

Flexible-fuel vehicles

The 2003 VW Gol 1.6 Total Flex was the first full flexible-fuel vehicle launched in Brazil, capable of running on any blend of gasoline and ethanol (E100).

Volkswagen Group ownsnine active automotive companies

Audi:- 99.55% ownership; the Audi marque is the sole active brand of the formerAuto Union, bought from Daimler-Benz on 30 December 1964.

Automobilie Lamborghini:-100% ownership by Audi AG; company wasboughtinJune1998.

BentleyMotorsLimited:-100%ownershipbyVolkswagenAG; thecompany (at the time known as Rolls-Royce & Bentley Motors Ltd.) was bought on 28July 1998 from Vickers, but did not include the 'Rolls-Royce' brand name. The Rolls-Royce marquee was subsequently restarted by BMW who had licensed the brand from Rolls-Royce plc.

BugattiAutomobiles:-100%ownershipviatheVolkswagenFrancesubsidiaryofVWAG,BugattiAutomobilesSASwascreatedafterVolkswagenpurchased the right to the Bugatti marque.

SEAT:- Initially cooperation agreement with Audi AG, 51% (1986) and 100%ownership by the VW Group since 1990, and was the first foreign subsidiary in the VW Group.

koda Auto:- 100% ownership since 1999.

Volkswagen Passenger Car :-100% ownership.

VolkswagenCommercialVehicles:-(VWCV)or'VolkswagenNutzfahrzeuge'(VWN) (German) 100% ownership; started operationsasanindependententityin1995.VWCV/VWNis inchargeofall commercialvehicledevelopments within the Group and has control over Scania and is a shareholder in MANAG.

Scania AB :-70.94% of voting rights as at 27 February 2009.

Current Volkswagen Models

EuropeCaddy Life.Eos.

Fox.Golf Mk6.

Golf Plus.Golf Variant.

Jetta Mk5.Multivan.

New Beetle.New Beetle Convertible.

Passat Mk6. Passat CC.

Phaeton.Polo Mk4F.

Scirocco.Sharan.

Touran.Tiguan.

Touareg.

Achievements ofVolkswagen

In 1980, Volkswagen competed in the Paris-Dakar Rally with the Audi-developed Iltis, placing1st, 2nd, 4th and 9th overall.

Volkswagen enlists Dakar Champion Jutta Kleinschmidt, the first female to win the Dakar in 2001, to help design and complete a Dakar Racer.

In 2003, VW replaced the ADAC Volkswagen Lupo Cup with the newly released Polo, tobecome the ADAC Volkswagen Polo Cup.

In 2004, Volkswagen Commercial Vehicles enter the European Truck Racing series with the Volkswagen Titan series truck - it became back-to-back champions for the 2004 and 2005 series.

In 2003, the Hannover based team starts with a 2WD buggy named Tarek. It places 6th outrightbut took 1st in the 2WDand Diesel class.

In 2004, VW enters the newly developed Race-Touareg T2, finishing 6th overall and 2nd in the diesel class.

In 2005, an updated Race-Touareg with slightly more power is entered, with driver Bruno Saby, finishing in 3rd overall and 1st in theDiesel class!

2005 and 2004

May 23, 2005 - ThePassat - receives five star rating - top result in the EuroNCAP crash test. April 8, 2005 - The Golf - more than 25 awards worldwide. March 23, 2005 - Volkswagen Phaeton moving ahead. February 16, 2005 - The new Passat launched with four different engines. January 30, 2004 - The Volkswagen Touareg an outstanding off-road vehicle International experts award prizes to the Volkswagen SUV.

In 2006, Volkswagen released the most powerful Race-Touareg yet: the Race-Touareg 2. Five vehicles enter, with driver Giniel de Villers finishing in 2nd place overall, and 1st in the Diesel class.

2006

September 12, 2006 - Volkswagen Ranks First in J.D. Power EnvironmentalStudy. September 12, 2006 - Aerodynamic package makes Volkswagen Passat an eye-catcher . June 20, 2006 - Volkswagen receives environmental award from Federation ofGerman Industries. March 2, 2006 - Auto1 Award- The Passat is Europes Number One. January 20, 2006 - Passat AwardedRenowned What Car Trophy as Best Family Car. January 19, 2006 - ThePassat is Germany's Favourite Car 2006-ADAC readers awardVolkswagen the 'Gelber Engel' prize.

2007

May 16, 2007 - Volkswagenmodels voted Company Cars of the Year. April 20, 2007 - Volkswagen wins 10 gold at Fleet Awards 2007. March 27, 2007 -Multiple awards for Volkswagen advertising. March 26, 2007 -"Innovation of reason" 2007: Award for high temperature fuel cell from Volkswagen. January 4, 2007 - Volkswagen unveiled the cleanest ever TDI engine.

2008

February 20, 2008 - Volkswagen Tiguan is voted SUV of the year by "OFF ROAD" magazine readers. January 29, 2008 - Volkswagenreceives award for increasing shareholder value. January 29, 2008 - Value champions 2008: Volkswagen Tiguan and Golf Estate. January 24, 2008 - Golf GTIis one of 10 Best Cars of 2008. January 18, 2008 - What Car? Award 2008: Double for Volkswagen. January17, 2008 -Prize forTSI andDSG: YellowAngel 2008 Awardfor VolkswagensLatest High-End Technologies.

In 2009, Volkswagen won the 2009 Dakar Rally held in Argentina. VW's Touareg race models finished 1st and 2nd Winner of numerous international awards andaccolades worldwide.

.

CHAPTER - 3

Volkswagen inIndia

Recently Volkswagen paved the way for sustainable market activities in India. With the investment agreement signed at the end of 2006 the brand sets a new course that unites two success stories Volkswagen and India.

Volkswagen AG is to build a new production plant in Pune in the Indian state of Maharashtra. With investment totaling some 410 million euros, a full production plant with a press shop, body shop, paint shop and assembly lines is to be built on the 230 hectare site in the Chakan industrialparknear Pune.

TheGermanbrandandEuropeslargestautomotivemanufacturerwillbeentering the Indian market to meet the rapidly growing demand for mobility. Volkswagen will be developing a vehicle in the foreseeable future specifically tailored to the needs of the Indian market offering all the features of a genuineVolkswagen. For the first step the Volkswagen brand will bring locally produced vehicles to the Indian market up from the third quarter of 2007.

To accompany the growing supply of Volkswagen PassengerCars,theGrouphasestablishedaseparateIndiansalescompanyin2007,initiallyforVolkswagen as well as for Audi. Volkswagen Group Sales India Private Limited registered in MumbaiwilldistributelocallymanufacturedandimportedvehiclesinIndia.

Thus, Volkswagen can bring one of it's upper-premium sedan as the first locally produced vehicle to the Indian market. In April 2006, Volkswagen produced the 14 millionth of itsbestseller. The Passat has become the very image of automotive progress, representing what Made in Germany means.

This long-term success is confirmed by numerous accolades from experts, journalists and customers who have put the car through its paces in recent months. This image is characterized by vehicle size, drive technologies, safety features such as airbags, ABS and ESP in addition to quality details including galvanized bodies. Imported vehicles such as thepremium Sports Utility Vehicle Touareg will complement the range.

Various positions of Volkswagen Dealers in India

Current Existing Dealers in India

Ludhiana - Prestige Motors, Lally Motors India Private Limited.

Ahmedabad - Volkswagen Ahmedabad Automark Motors Pvt. Ltd.

Bangalore - Elite Motors Pvt. Ltd.

Bangalore - Volkswagen Palace Cross.

Chandigarh - Genuss Motors, Swami Automotives Pvt.Ltd.

Cochin - Volkswagen Cochin EVM Motors & Vehicles India Pvt. Ltd.

Chennai - Volkswagen Chennai ABRA Motors Private Limited.

Coimbatore - Volkswagen Coimbatore Ramani Cars Private Limited.

Delhi - DD Auto world Private Limited.

Delhi - Kashyap Vehicle Works Private Limited.

Delhi West - Volkswagen Delhi West World class Automobiles Pvt. Ltd.

Goa - Volkswagen Goa Caulo Automotive Pvt. Ltd.

Hyderabad - Orion Motors.

Jaipur - Volkswagen Jaipur Tanya Cars Pvt. Ltd.

Kolkata - Volkswagen Kolkata OSL Exclusive Pvt. Ltd.

Mumbai - Volkswagen Downtown Mumbai.

Mumbai Mody Auto Motors Mumbai North.

Pune - Volkswagen Pune Vidyut Motors Pvt. Ltd.

Surat - Volkswagen Surat Navjivan Auto Square Pvt. Ltd.

INTRODUCTION TO MODY AUTO MOTORS

Volkswagen Mumbai North (Mody Auto Corp Pvt. Ltd.)

Volkswagen Mumbai North is a unit of Mody Auto Corp Private Limited, founded in the year 2014. This is also a part of Mody Group which is an authorized dealer for New Cars Sales, Pre owned car sales & service provider for Volkswagen Passenger Cars in Mumbai. Volkswagen Mumbai North committed to offer optimum customer satisfaction by providing quality of products and unmatched service experience. Volkswagen Mumbai North thanks to its innovative team of professionals & their customers.

Vision:

To be the most admired auto retail company in south by delighting our customers. To be the industry bench mark in terms of customer satisfaction, business process & performance results, thereby adding value & prosperity to all who are associated with the company.

Mission:

To consistently delight our customers and build lasting relationship through our business processes which are driven by motivated and empowered team. To create a seamless organization that encourages listening, learning, innovation & employee growth inline with Mody Group core values.

Strategy:

A long-term strategy is being the leading benchmark company in the Indian auto motive market by constant investments in our peopleand facilities.

Quality Policy:

Mody Auto Motors are fully committed towards total customer satisfaction. We believe in continual professional improvement. Hence we keep updating our systems and facilities to offer the very best for:

Total Commitment to customersatisfaction.

Focus on employees involvement and improve retention.

Work professionally and honestly.

Mody Auto Motors Sales:

Highly qualified Sales Team is ready to advise customers on any specific want and need that would require and willassistin making the right choices.

Product Profile For Volkswagen Models Available In INDIA

Volkswagen Polo.

Volkswagen Cross Polo.

Volkswagen Vento.

Volkswagen Jetta.

Volkswagen Touareg.

Competitors Of Existing Volkswagen Models In India

CompetitorsofJETTA(14-18lakhs)

Honda Civic.

Hyundai Sonata (Emberra).

Skoda Octavia.

Skoda Laura.

Toyota Corrola Altis.

Fiat 500.

Competitors of Passat (24lakhs)

Toyota Camry.

Honda Accord.

BMW 3series.

Skoda Superb.

CHAPTER - 4

OBJECTIVES OF THE STUDY

The study has been under taken to analyze the customer profile andmapping to understand the consumer behavior regarding automobile sector.

Objectives:

To know the customer profile.

To analyzethe exactsegregation ofthe industry ofMumbai.

To know at which geographical segment the potential customer exist.

To know the consumer behavior regarding cars on following parameter:

(a)To analyze the factors that influence the customer before buying a car.(b)To find outthe replacement patternof customers.(c)To findout the purchase pattern.

RESEARCH METHODOLOGY

A research process consists of stages or steps that guide the project from its conception through thefinal analysis,recommendations andultimate actions. Theresearchprocessprovidesasystematic,plannedapproachtothe researchprojectand ensuresthatall aspectsofthe research projectare consistent with each other. Research studies evolve through a series of steps, each representing the answer to a key question.

Thischapteraimstounderstandtheresearchmethodologyestablishingaframeworkofevaluation and revaluation of primary and secondary research. The techniques and concepts used duringprimary research in order to arrive at findings; which are also dealt with and lead to a logical deduction towards the analysis andresults.

RESEARCH DESIGN

I propose to first conduct a intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which Ifeel remain unanswered or liable to change, this shall befurther taken up in the next stage of exploratory research. This stage shall help me to restrict and select only the important question and issue, which inhabit growth andsegmentation in the industry. The various tasks that I have undertaken in the research design process are:

Defining the information need. Design the exploratory, descriptive and causal research.

RESEARCH PROCESS

The research process has four distinct yet interrelated steps for research analysisIt has a logical and hierarchical ordering:

Determination of information research problem. Development of appropriate research design. Execution of research design.

Communication of results. Each step is viewed as aseparate process that includes a combination of task, step and specificprocedure. The steps undertake are logical, objective, systematic, reliable, valid, impersonal and ongoing.

EXPLORATORY RESEARCH

The method I used for exploratory research was:

Primary DataSecondary data

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data which ispreviously gathered data. An example is information gathered by a questionnaire. People andincludesinformationgatheredfrom surveys, focus groups, independent observations and test results. Data gathered by the researcherin the act of conducting research. This is contrasted to secondary data, which entails the use ofdatagatheredbysomeoneotherthan theresearcherinformationthatisobtained directly fromfirst-hand sources bymeans of surveys, observationor experimentation. Primary data isbasically collected by getting questionnaire filled by the respondents.

SECONDARY DATA

Information that already exists somewhere, having been collected for another purpose. Sources includecensusreports,tradepublications, andsubscription services. Thereare twotypes of secondary data:

Internal and External Secondary Data.

It canbe internal data, such as existing sales-tracking information, or it can be research conducted bysomeone else,such as a marketresearch company orthe U.S. government.Secondary source ofdata used consistsof books and websites. Myproposal isto first conducta intensive secondary researchto understandthe fullimpact and implication oftheindustry,toreviewandcritiquetheindustrynormsandreports,onwhichcertainissuesshallbe selected, which I feel remainunanswered or liable to change,this shall be further taken up in the next stage of exploratory research.

DATA COLLECTION

Data collection took place with the help of filling of questionnaires.The questionnaire method has come to the more widely used and economical means of data collection.Ifoundit essential tomakesurethequestionnairewaseasyto readandunderstand toallspectrums of peoplein the sample.It was alsoimportant as researcherto respectthe samplestime andenergy hence thequestionnaire wasdesigned insuch a way, that its administration would not exceed 4-5 minutes. These questionnaires were personally administered. The first hand information was collected by making the people fill the questionnaires. The primary data collected by directly interacting with the people.

DETERMINING THE SAMPLE PLAN ANDSAMPLE SIZE

TARGET POPULATION

It is a description of the characteristics of that group of people from whom a course is intended. It attempts to describe them as they are rather than as the describer would like them to be. Also called the audience the audience to be served by our project includes key demographic information (i.e.; age, sex etc.).The specific population intended as beneficiaries ofa program.

The target population is the population I want to make conclude an ideal situation; the samplingframestomatchesthetargetpopulation.Aspecificresourcesetthatistheobjectortargetofinvestigation.Theaudiencedefinedinage,background,ability,andpreferences,amongother things, for which a givencourse of instruction is intended.

I have selected the sample trough Simple random Sampling.

SAMPLESIZE

This involves figuring out how many samples one need. The numbers of samples you need are affected by the following factors:

Project goals How you plan to analyze your data How variable your data are or are likely to be How precisely you want to measure change or trend The number of years overwhich you want to detect atrend How many times a year you will sample eachpoint.

I have targeted 120 people forthe purpose ofthe research. Thetargetpopulation influences the samplesize. Thetarget population represents Mumbai region. Thepeople werefrom differentprofessional backgrounds. The details of our sample are explained in chapter named primary research where the divisions are explainedin demographics section.

ERRORS IN THE STUDY

Interviewer error

There is interviewer bias in the questionnaire method. Open-ended questions can be biasedbytheinterviewersviewsorprobing,asinterviewersareguidingtherespondentwhilethequestionnaire is being filled out. The attitudes the interviewer revels to the respondent during the interviewcangreatlyaffecttheirlevelofinterestandwillingnesstoanswer 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.

The respondents selected to be interviewed were not always available and willing to co operate also in mostcases the respondents were found to not have the knowledge, opinion, attitudes orfacts required additionally uninformed response errors and response styles also led to survey error.Sampling error

We have takenthe sample size of 150,which cannot determine the buying behavior of thetotalpopulation. The sample has been drawn from only National Capital Region.

Research Design

Research design is a conceptual structure within which research was conducted. A research design is the detailed blueprint used to guide a research study towards its objective. It is a series of advanced decision taken together comprising a master plan or a model for conducting the research in consonance with the research objectives. Research design is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximum information with the minimum effort, time and money.

SWOT ANALYSIS

SWOT analysis of Volkswagen will tell us the internal strengths and weaknesses of the company as well as external opportunities and threats that the company is facing. SWOT analysis of the company will explore the strategic situation of Volkswagen. Analysis is described below:

Strengths:The manufacturing and production processes of Volkswagen are its biggest strength. It has developed many techniques with the help of which it produces cars at a greater scale. With the help of technical production Volkswagen also gets the benefit of price competitiveness as the production cost gets decreased. Volkswagen has also developed ideas for the full utilization of its different plants as we already discussed that it has many plants in different parts of the world. If one plant is busy in producing some part of the cars it uses other plants for the production of other parts and hence gets the optimal utilization of plants as well as saves the time. With the effective use of its plants and technology Volkswagen has increased its sales and reduced its cost (123 Help me 2012). We can describe strengths of Volkswagen in brief as follows: Strong portfolio of brandsHigh focus on research and development department.Robust capabilities of production.Global presence.Volkswagen operates in 153 countries worldwide and was the third biggest auto manufacturer in 2012, down from the 1st place in 2011. The company manufactures its cars in 100 plants in Europe, North and South America, Asia, Africa and Oceania. Except GM and Toyota, no other automotive company is capable to compete with Volkswagen in terms of global presence.

Strong brand portfolioThe business owns and sells 13 automotive brands: Audi, Bentley, Bugatti, Lamborghini, Porsche, SEAT, koda, Volkswagen, MAN, Scania and other commercial vehicles. With such wide range of vehicle models the company satisfies nearly all consumer needs and have an access to an immense consumer market.SynergyVolkswagen Group benefits from the synergy created between all 13 separate automotive brands. All 13 separate companies share a part of R&D and servicing costs, learns from each other best practices and shares distribution channels.Strong presence in ChinaChina is the largest automotive market and is an emerging economy that grows steadily. It is also the biggest market for Volkswagen vehicles where the company captures nearly 20% of the market mainly with its Audi and Volkswagen brands.Well performing brandsWithout its namesake brand, the company owns a few other very successful brands, including Audi and Porsche. Audi brand is valued at $7 billion, while Porsche is valued at $5 billion. Audi is also the second biggest brand in the firms portfolio and is growing impressively.Weaknesses:Volkswagen has been seen going away from its goal having its leadership in incorrect hands. Volkswagen has suffered from some hard times in past. Currently Volkswagen has again achieved the right path towards its goal by having multi brand car manufacturing company serving in more than 150 countries and it needs to focus on it so that it can sustain its growth and can remain competitive. Weaknesses of the company can be described in brief as follows: In few regions performance of the company is sluggish e.g. South America Employee productivity of the company is relatively low Cash flow of the company is little poor (You Sigma n.d.).

Weak position in the US passenger car marketIn 2012, Volkswagen had only about 5% market share in the US passenger car market. US is the second largest automotive market in the world and weak Volkswagens position there results in comparably lower sales.Most cars are not environment friendlyVolkswagen owns three sport car brands Porsche, Lamborghini and Bugatti that emit high amount of CO2 and are fuel inefficient. Besides Volkswagen group is strongly opposing to legislation requiring tighter regulations on CO2 emissions and energy efficiency as their cars are not as fuel-efficient and environment friendly as their competitors.Opportunities:Volkswagen has acquired many companies to enhance its market share and with the help of its increased profits and other divisions i.e. financial division, it can go for further acquisitions to capture the maximum market share. It has another opportunity of investing in new technologies so that it can give a new look to the car manufacturing industry (123 Help me 2012). The opportunities available to the company are described below in brief: Increasing demand for the buses globally Increasing demand for the vehicles which are hybrid electric Potential of growth in Asian region like China and IndiaChanging customer needsVolkswagen could introduce more fuel-efficient models that also emit much less CO2 across all its automotive brand, thus meeting new customer needs (environment friendly cars) and increasing brand reputation.Increasing fuel pricesConsumers are very sensitive to rising fuel prices and when prices go up, their demand tends to grow for fuel-efficient and hybrid cars.Positive attitude towards green vehiclesCars that emit large quantities of CO2 and fuel inefficient cars pollute air and negatively affect the environment. Consumers are aware of this negative impact and are more positive to green vehicles that emit much less CO2 and are fuel-efficient.

Growth through acquisitionsSo far, Volkswagen Group was very successful in acquiring other auto manufactures and getting access to larger consumer markets as well as faster than organic growth. To continue grow at current rates and to access vital US market, Volkswagen should continue acquiring competitors.Increasing global demand for busesDemand for buses is expected to grow by 5% annually until 2016. Volkswagen being a major bus supplier has an opportunity to expand its manufacturing and increase sales.Threats:The main threats in front of the Volkswagen are increasing competition and uncertain economic condition of the world. The main competitors of Volkswagen are Toyota, Honda, Hyundai, Mercedes, and BMW etc. Volkswagen produces a range of cars from lower segment to higher segment to compete with these competitors. Economic slowdown all over the world is another big problem of Volkswagen. European debt crisis affected itsbusinessin Europe and slowdown in American economy also decreased its sales figures. If the consumers are in trouble they start purchasing cheaper quality vehicles and Volkswagen needs to focus on it. Threats to the company are described in brief below: Recession in 2009 globally Automotive industry is weakening globally due to high fuel prices and uncertain economic condition Regulation to protect the environment of the society in which company operates (You Sigma n.d.).New emission standardsVolkswagen strongly opposes stricter regulations for lower emission standards. If such legislation would be passed the business would have to make huge investments to engineer newer engines that emit less CO2.

Fluctuating fuel pricesDue to increasing extraction of shale gas, future fuel prices should drop and make hybrid cars less attractive. Volkswagens investments to hybrid and electric cars would be treated as losses, rather than perspective future cars. On the other hand, steeping fuel prices would make current Volkswagen models less attractive to cost conscious consumers, as they demand smaller cars that consume lower amounts of fuel.Rising raw material pricesRising prices for raw metals will lift the costs for auto manufacturers and result in squeezed profits for the companies.Growing euro exchange rateThe business earns more than 70% of its revenue outside the euro zone. Exchange rate fluctuations threaten Volkswagen's profits if the euro will start appreciating against other currencies.

CHAPTER - 5

Conclusion

The above study shows that Mumbai industry is manufacturing industry and most of the industry resides in focal point and industrial area.

In manufacturing industry cycle industry, autoparts industry and hosiery industry are major industries. And among car companies maruti holds the major part of the market followed by Hyundai, Honda, Tata and then other companies.

And most number of cars hold by customers are in the range 3-7lakhs (35%) and then 7-12lakhs range. Most of the customers (77%) prefer to purchase cars on finance. Most customers change their cars after 3-4 year interval.

As this result may not be suitable to all the regions of the country because of the culture, standard of living and volume of the market. The research concludes that Volkswagen have great opportunity to penetrate in the market.

Volkswagen is not just a car manufacturing company but it is a big group which can be divided into two groups: first automobile and second financial services. It has a range of successful brands which help it in achieving its strategic objectives.

The main brands of the company are Volkswagen, Audi, Bugatti, Skoda, Bentley, Seat and Lamborghini. The strategic objective of Volkswagen is to position itself as a global leader in economic and environmental terms.

The group has decided to achieve the four goals to become the global leader in car manufacturing by 2018.

LIMITATIONS OF THE RESEARCH PROJECT

The research study suffers from following limitations:

The Mumbai market was too vast and it was not possible to cover each and every customer in the available short span of time.

Generally,therespondentswerebusyintheirworkandWere notinterestedin responding.

Respondentswerereluctanttodisclosecompleteandcorrectinformationabout themselves and their organization.

Most respondents were reluctant to provide exact information as in why they preferredparticular companys car.

Theresearchwas conducted in presentprevailingconditions. Therecanbesome fluctuations in the market, which can offset the findings.

The project is carried out for theperiod of 45 days only.

Measurement of customer satisfaction is complex subjects, which uses non- objective methods, which is not reliable.

Recommendation

Volkswagen should increase their service stations.

Facilities regarding after sales services should be increase.

People were not aware about VW brand, there should be more brand awareness in the market.

They should increase advertisement activities.

People didnt recognize difference between prestige motors & Prestige Honda, that should be rectified.

They should promote more road shows in the respective areas.

The company should promote about the entire feature offered by it.

QUESTIONNAIRE FOR THE CUSTOMERPROFILE MAPPING

Name .

Q1: What is your age?

(a) 20-30 (b)30-40 (c)40-50 (d)50+

Q2: Are you a:

(a) Mainearningmember (b)Otherearningmember

Q3: What is your occupation?

(a)Businessman (b)Employee on salary based (c)SelfEmployed

Q4: What type of business are you doing?

(a)Manufacturing (b)Trading (c)ServiceIndustry

Q5: What is your monthly household income?

(a)Below50,000 (b)50,000-1,00,000 (c)1,00,000-1,50,000(d) Above 50, 00,000

Q6: Number of cars currently have owned?

(a)1 (b)2 (c)Thinking to purchase

BIBLIOGRAPHY References Books 1. C.N. Sontakki, Marketing Research, Himalaya Publishing House, New Delhi, 2006. 2. C.R. Kothari, Research Methodology Methods and Techniques, New Age International (Pvt.) Ltd., publishing New Delhi, 2004. 3. Churchill, Gilbert and Dawn Iacobucci, Marketing Research Methodological Foundations, South-Western, Thomson Learning, 2002. 4. Crosby, Philip, Quality is free: The art of making quality certain, McGraw Hill Custom Publishing, 1978. 5. Dr S.C.Gupta, Statistical Methods, Sultan Chand & Sons Educational Publishers, New Delhi, 2006.

WEBSITES:-http://www.volkswagen.co.inhttp://www.volkswagenmumbainorth.comhttp://www.automobile.comhttp://www.google.com

Magazines:- Autocar. OverDrive.

Staff Of The Mody Auto Motors. Bottom of Form