Sem 6 Project Ppt Luxury Car.pptx

CONSUMER BEHAVIOUR ON LUXURY CARS (A Study based in Kolkata)

SANDEEP BHATIA Roll No. 31114 B.Com(eve) Marketing Room 16

INTRODUCTION •

Consumer behaviour is the study of how individuals or groups buy, use and dispose of goods, services, ideas or experience to satisfy their needs or wants.

 HISTORY OF THE WORLD’S AUTOMOBILE INDUSTRY The history of the automobile reflects an evolution that took place worldwide. It is estimated that over 100,000 patents created the modern automobile. However, we can point to the many firsts that occurred along the way. Several Italians recorded designs for wind driven vehicles

 THE AUTOMOBILE INDUSTRY AT PRESENT: For most of the history of automobiles, a car was expected to do little more than travel from place to place with some degree of reliability and economy. As roads and technology improved and more people began to use them, cars were expected to go a little faster, ride more comfortably and last long enough to make the investment worthwhile. Almost any new car could do these things well by the early 1930s, and even as technology advanced over the next 40 years, what the world expected of a car remained basically the same.

 THE INDIAN AUTOMOBILE INDUSTRY AT PRESENT:  The automobile industry in India is gradually evolving to replicate those of developed countries. The trends are emerging in the industry across segments, namely, passenger cars, multi-utility vehicles, commercial vehicles, two-wheelers and tractors. The qualitative analysis of the various trends reveals that the industry offers immense scope even for allied industries and those looking at investing in the auto industry. The Indian automobile industry is undergoing a revolution of sorts. The vehicle war is on. And it's a fight to the finish.

 LUXURY CAR INDUSTRY

 People who were not ready to spend their money on luxuries have now changed their attitude that “yesterday’s luxuries are today’s necessities”. To be a successful marketer it is absolutely essential to read the minds and perceptions of the prospective buyers of luxury cars. like Porches, Bentley, Audi, and BMW all set to venture in Indian markets.

NATURE OF THE PROBLEM  Marketers must understand both the theory and reality of consumer behaviour. To further specify the definition of customer’s attitude towards premium passenger cars, a set of attitude variables which potential buyers of luxury cars might need to be analysed.  Studying about the market perception and consumer behaviour of high end cars for this century consumers are a little different when compared to the 80’s and 90’s. Here in the 21st century we find that the living style of consumers have changed. Everyone wants a change in their way of living so in the Indian society the purchasing of a high end car by a middle class family with a limited resources can fetch them respect in the neighbourhood.  In present Scenario, the companies have completely changed their strategies and brand image as gone were the days when Indian buyers wanted to buy less expensive stuff moreover the people were not very brand conscious. But with the introduction of globalization and increase in the earning opportunity people have shown their strong inclination towards luxury cars.

 The car market of Kolkata has recently undergone a phenomenal change with a entry of new car model as a result of collaboration with different foreign car market. Though there are many car manufacturing companies only a few are able to sand in the market and earn profit and mostly the companies are not able to face the competition to remain in the market. The reason is due to the entry of new International cars which contribute to the luxury segment. So, I have developed an interest to study the reason behind in preferring some brands and also a very few research studies in Luxury car segment are available. My sincere aspirations to know the back ground of the Luxury car industry in India and also which brand is dominated by the society in Kolkata is studied.

OBJECTIVES  i) To determine the scope of luxury cars in India.  ii) To study the growth, development and performance of automobile industry in India.  iii) Growth opportunities of luxury cars in India.  iv) To identify and to analyse the purchase patterns and the factors influencing the brand preference of Luxury cars.  v) To determine the demographic variables of the customers of different brands of cars.  vi) To assess the awareness of buyers about the brands, products, special features and accessories of Luxury cars.  vii) To examine the pre and post purchase behaviour of buyers of Luxury cars.  viii) To examine the level of satisfaction of buyers in using the Luxury cars.  ix) To offer summary of findings, suggestions and conclusions.

RESEARCH METHODOLOGY  A research process consists of stages or steps that guide the project from its conception through the final analysis, recommendations and ultimate actions. The research process provides a systematic planned approach to the research projects and ensures that all aspect of the research projects is consistent with each other  RESEARCH DESIGN: It is a blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve the marketing research problems.  The Research process has 4 distinct yet interesting steps for research analysis:

 Formulation of problem  Collection of data  Making sampling plan  Research limitation  1.Formulation of problem  I propose to first conduct intensive primary research and secondary research to understand the full impact and implication of the luxury car industry, to review and critique the industry norms and reports on which certain issues shall be selected which I feel remain unanswered or liable to change this shall be further taken up in the next stage of exploratory research.

 2. Collection of data  The collection of data is done by exploratory research.  Exploratory research: 

The methods I used for exploratory research are as follows:

 a) Primary data The primary data are those which are collected afresh for the first time and thus happens to be original in character.  b) Secondary data- The secondary data are those which are already available. While collecting secondary data , the researcher has to look into various sources from where the data can be obtained. In this case , for writing the literature review , different research papers , reports and newspapers have been accepted.  STATISTICAL TOOLS  Study of the collection, organization, analysis, interpretation and presentation of data. It deals with all aspects of data including the planning of data collection in terms of the design of surveys. Analyzing data, it is possible to use one or both of statistics methodologies: descriptive and inferential statistics in the analysis data. To analyse the data the following statistical tools were used.

 They are:  i) Bar Graph  ii) Pie Chart