Project 2

A STUDY ON CONSUMER STATISFACTION ON BRANDED CARS WITH
SPECIAL REFERENCE TO COIMBATORE
CHAPTER-1
INTRODUCTION
Automobiles have been first started evolving from the works of Mr. Nicolas-
Joseph Cotonou during the 17th century. After that, the year 1886 is regarded as the
year of birth of the modern automobile named Benz Patent Motor wage, by the
German inventor Mr. Carl Benz. Mr. Henry Ford made automobile that many middle
class people could afford to buy by manufacturing Model T automobiles in the year
1908. There after numerous companies have come out with their models and brands in
the field of automobile industry with their own versatile ideas which has reached the
present scenario.
In Indian automobile market the luxury cars are the fastest growing segment.
Luxury car market grown at an accelerated pace in the past couple of years because it
is a reflection of the changing lifestyle of the affluent class in the country. Indeed for
the betterment of the manufacturing companies sales activities and survival measures
different marketing strategies should be adopted according to current economic
situation due to the increasing competitive car companies (BMW, Audi, Mercedes-
Benz, Toyota, Maruthi etc) from various parts of the world.
A marketing strategy is a process that can allow an organization to concentrate

its limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. It is most effective when it is integral component
of firm strategy, defining how the organization will successfully engage consumer,
protects, and competitors in the market arena.
Marketing strategies are dynamic and inter active. It may differ depending on
the unique situation of the individual business. Various marketing strategies enable a
firm to expand business activities for market reputation, to satisfy human wants, to
lead to specialization and efficient performance of production function climaxing in
economic stability.
REVIEW OF LITERATURE
1. A.M and RAJA. K.G have made an attempt to measure the consumer
perceptions and behavior with special reference to the car owner. In this study, the
customer perception is measured by using the variable attributes namely, after sales
service, ability to understand customer needs, behaviour and knowledge of the
mechanics, warranty, prompt delivery, 24 hours customer care, information about the
cars, engine capacity, power steering, technology, fuel capacity, acceleration, easy
finance, convenience and accessibility, ground clearance, easy processing and
documentation, price, discount and rebates, fuel efficiency, maintenance cost, luggage
capacity, safety measures, model and colour of the car, music accessories, engine
pickup, availability of spares, cost of labour and spares. He concluded that technology
and model of the car played an important role in choosing the cars
.
2. BALAKRISHNAN MENON has done a study on Dominant partial least square
factors of consumer purchase behaviour of passenger cars and postulate that there are
certain factors which influence the brand Preferences of the customers while they take
decision to buy passenger cars. Within this framework, the study reveals that
customers give more importance to fuel efficiency than the other factors. They believe
that the brand name tells them something about product quality, utility, technology
and the like. They prefer to purchase the passenger cars which offer high fuel
efficiency, good quality, technology, durability and reasonable price.
3. C.DHARMARJ has done a study on “consumer survey on brand preference”-in

the city Coimbatore and he says that, Brand names have become increasingly valuable
assets for many multinational Companies. In a cluttered marketplace, brands stand up
as the source of differentiation for providers of products and services that can be
quickly tracked with easy access to Technology and information. Many consumers
use brands as clues to indicate product performances, instead of engaging themselves
in search for Information when deciding between competing brands. Finally he
concluded that consumers use brands as cues to make decisions to purchase or try
products.
4. SATYA SUNDARAM has done a study on consumer preference and
satisfaction towards B-segment cars and 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 pointed out that diesel cars are becoming popular in India and
the announcement of reductions in excise duties by the govern.
5. BASAVARAJ.H. HUGGIE (2016), To study the factors influencing the

customers to purchase the TVS Two wheeler. The research has studied only TVS Two
wheeler. Other Two-wheeler companies have been excluded in the study; it is clear
from the study that 21% of people are aware about TVS Two through TV ad.”
6. V. SUGANTHI & R. RENUKA, M. Phil (2016), To Analyse the level of
satisfaction of customers for maruthi Suzuki swift cars. The study is based on the
primary data collected from 200 respondents, who have purchased the cars. Findings
of the study are 78% of the respondents preferred brand by the majority of the
consumers.
7. DEBASIS TRIPATHY & RONALD MANI (2014), To study the satisfaction

level of consumers, who use Bikes. The data collected through questionnaire from
city of Allahabad. Data has collected through various publications of books. A total of
600 existing customers were randomly selected from the city of Allahabad.
8. WILLARD HOM (2000) presents two broadly classified customer satisfaction

models viz. Macro-models, which place the customer satisfaction among a set of
related constructs in marketing research and Micro-models, which theorize the
elements of customer satisfaction. The paper also gives various models of customer
satisfaction from the perspective of the marketing research discipline.
9. VAVRA, T.G. (1997) in his book suggests specific programs to improve the
measurement of customer satisfaction in an organization. The author describes five
critical skills required for this task viz.sampling /customer-participant selection,
questionnaire design, interviewing /survey administration, data analysis, and quality
function deployment-building action plans.
10. PEYTON, R.M. (2003) in their working paper submitted at the Allied
Academies International Conference presented a comprehensive review of the
literature on various Customer Satisfaction and Dissatisfaction (CS/D) theories
proposed. The literature are specifically prior to the 1990s. This review focuses on the
major components of the decision-making process, also addresses the measurement-
related issues relevant to this body of literature.
11. PRAVEEN KUMAR (2020) stated that this study would evaluate and examine
the factors that influence the choice of a particular car brand by the owners of
Madurai City. Research shows that shoppers were pleased with the price, size, level of
exercise, distances, indoor living rooms, and brand status. The study shows that the
recent factors affecting the decision of car owners in the entire research field are
prices, fuel quality, pick-up, and comfort are most significant.
12. PHULEMOHAN,(2012) in his Ph.D thesis, ―Exploring Marketing strategies

and customer satisfaction in automobile industry: a comparative study of Aurangzeb
and pune city found that telephone, internet are the most preferred sources of
collecting feedback. He also suggested that the company should use advanced
technology and try to increase the efficiency of car. He also suggested that with an
object to minimize the complain of car regarding after sales service, the automobile
companies should have direct linkage with the customers through email, and the
company should focus that whether the customers are really satisfied with after sales
service or not.
13. SUGANYA R, (Jan 2012)in her research paper highlights the effect of brand
equity on consumer purchasing behavior on car. The paper speaks that brand plays
vital role in car sales, not only to attract but also to retain customers. The author
concluded that brand awareness and perceived quality proved to influence the brand
loyalty. Also brand loyalty and brand association affect customers‘ attitudes towards
brand.
OBJECTIVES OF THE STUDY

 To study the awareness level about global brand cars.
 To study the factors which influence the consumers to buy the global brand
cars.
 To study the various offers given by the company.
 To study the satisfaction level of a consumer’s towards the purchase of Global

branded cars.
 To offer suggestions based on the study.

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A STUDY ON CONSUMER STATISFACTION ON BRANDED CARS WITH

SPECIAL REFERENCE TO COIMBATORE

A marketing strategy is a process that can allow an organization to concentrate

3. C.DHARMARJ has done a study on “consumer survey on brand preference”-in

5. BASAVARAJ.H. HUGGIE (2016), To study the factors influencing the

7. DEBASIS TRIPATHY & RONALD MANI (2014), To study the satisfaction

8. WILLARD HOM (2000) presents two broadly classified customer satisfaction

12. PHULEMOHAN,(2012) in his Ph.D thesis, ―Exploring Marketing strategies

OBJECTIVES OF THE STUDY

 To study the various offers given by the company.

 To study the satisfaction level of a consumer’s towards the purchase of Global

 To offer suggestions based on the study.

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