Synopsis Automobiles

8/2/2019 Synopsis Automobiles

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DEVI AHILYA VISHWAVIDYALAYA, INDORE

Synopsis

MAJOR RESEARCH PROJECT

A Study of the Factors Affecting Brand Value

Development for Two Wheelers

A Research Synopsis submitted as partial fulfillment for the

award of the Degree of Masters of Business

Administration


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(2009-2011)

GUIDED BY: SUBMITTED

BY:

MBA IIIrdSem

Introduction

The automobile industry in India accounts for a business volume of billions of dollar

and has the potential to grow much faster both through Indian as well as

International manufacturers which have established huge facilities in the country.

The automobile industry is at the center of Indias new global dynamic. The

domestic market expanding rapidly as incomes rise and consumer credit becomes

more widely available. Manufacturers product lines are being continually

expanded, as is the local automotive manufacturing base. Expectation are high

that India can develop as a global hub for vehicle manufacturers and as an

outsourcing center that offers the global automotive industry solution high up the

automotive value chain.


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After independence, Bajaj Auto Ltd. had an undisputed leadership over the market. The

industry registered compounded growth rate of 12% during the seventies.

Market Structure

Automobile

Commercial Passenger Vehicle 2-wheeler 3-wheeler

Vehicle

Motorcycle Scooters Mopeds


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Literature Review

Industrialization has brought vast changes in the Automobile Industry, because growth and

development of any area requires appropriate transportation facilities. Automobile

industry is one of the fastest growing sector in our country. The rapid growth of middle

class section is the primary reason for the growth of two wheeler industry. People in

rural and semi urban areas are trying to elevate their life style and people in

metropolitan cities are completely disappointed with the public transport system. It

arises needs of two wheelers.


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Rationale of the Study

The studies on two wheeler markets have been reported in literature. Many researchers

found two wheeler markets are full of hope and opportunities. Two wheeler segments

is a part of giant Indian automobile industry. This segment has seen 20% to 25% growth

rate from the post 2000. India is having 35 crore middle class family which is target

consumers of this segment.

The project aims to find out the various factors developing brand value of two wheelers that

makes possible purchase of a two wheelers. The objective of the study is to know

consumers opinion of their two wheelers regarding its features like appearance,

mileage, price etc, to analyze the impact of behavioural factors of consumers on

choosing particular brand of motor.


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Objective of the Study

1. To measure the image of brands of two wheelers.

2. To investigate the impact of brand image and the attributes on brand preferences.

3. To find the factor developing brand value of two wheelers.


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Research Methodology

1. The Study

The present study is based on descriptive type research which identifies factors affecting

brand value development for two wheelers.

2. The Sample

For the present study the sample is been taken of 100 respondents which includes students

and employees.

3. The Tools

Tools for Data Collection

a) Primary Data:-The Primary Data is collected through self-designed questionnaire and personnel

Interview of customers.

b) Secondary Data:-For the collection of secondary data News Papers, Magazines, Articles, Research

Journals, Internet, Books etc. are used.

Tools for Data Analysis

For the analysis of collected data pie chart and graphical representation are applied.

.


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References

1. http://www.twowheeler.com2. http://www.economictimes.indiatimes.com3. http://www.indianexpress.com4. Ramaswamy V.S. & Namakumari S.N (2004) Marketing Management, 2nd

Edition.

5. http://www.indiabike.com6. http://www.mouthshut.com7. http://www.wikipedia.com
http://www.indiabike.com/http://www.mouthshut.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.mouthshut.com/http://www.indiabike.com/

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Synopsis Automobiles