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A Comparative Study of Maruti and Hyundai (With Reference to their Consumer Decision Making Cycle)

Rs. 500.00



Introduction:
The automobile industry today is the most lucrative industry. Due to the increase in disposable income in both rural and urban sector and easy finance being provided by all the financial institutes, the passenger car sales have increased at the rate of 40% per annum in June 2010 – 2011 over the corresponding period in the pervious year. Further competition is heating up in the sector with a host of new players coming in and other like Porsche, Bentley, Audi, and BMW all set to venture in the Indian markets. One factor that could help the companies in the marketing of their product is by knowing and creating a personality for their brands. This report attempts to answer some of the questions regarding brand personality of selected cars in India by conducting the market research. This report is categorized into parts, deals with introduction to brand personality, companies selected, product and the industry. One factor that could help the companies in the marketing of their products is buying Behaviour of the consumers. The Buying Behaviour of the customers can be studied by knowing their perceptions about the cars in the market and about the possible entrants in the market. One such technique is by knowing and creating a personality for the brands. This personality sketching will help in knowing what a customer (or a potential customer) thinks about a given brand of car and what are the possible factors guiding a possible purchase. Similarly, the idea of measuring the customer satisfaction will serve the same purpose of determining the customer perception. Thus, by measuring “the willingness of existing users of a car to recommend it to others” will help the car manufactures to chalk out the entire Customer Buying Behaviour.

The market research will be helpful for the new car entrant companies in India to find out the possible gaps between the customer expectations and the present market offerings. This way these companies will be able to find their share in the ever – expanding Indian market price.
Objectives of the Study:
1. To determine the demographic variables of the customers of different brands of cars.
2. Examine the customer perception about the cars.
3. To judge the satisfaction level of the car owners of different brands.
4. The research tracks responses at following two layers
a) Product related parameters
b) Dealer related parameters
5. To analyse the psychographic variables of the customers of different brand of the cars.

Number of Pages of Project Report: 35
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
Chapter 1: Executive Summary
Chapter 2: Objectives of the Study
Chapter 3: Scope of the Study
Chapter 4: Significance of the Study
Chapter 5: Research Methodology
Chapter 6: Introduction
Chapter 7: Buying Behaviour – The Decision Making Process
Chapter 8: Pros and Cons of Decision Making Method
Chapter 9: Complex problems and Decisions
Chapter 10: Findings and Analysis
Chapter 11: Limitations
Chapter 12: Conclusions
Chapter 13: Bibliography


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