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Study Of Car Market

Dissertation
On
Car Market and Buying Behavior- A study of Consumer Perception

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Towards The Partial Fulfillment of
Post Graduate Diploma in Management

Table of Content

1. Executive Summary………………………………………06
2. Introduction………………………………………………..08
3. Overview of the Auto segment…………………………14
4. Review of Literature………………………………………20
5. Objective of the study……………………………………29
6. Scope of the study………………………………………..30
7. Research methodology………………………………….32
8. Limitation of the study…………………………………..39
9. Car’s Profile………………………………………………..40
10. Finding and Analysis…………………………………….51
11. Cross Tabulation………………………………………….68
12. Conclusion…………………………………………………71
13. Scope of the Study……………………………………….74
14. Annexure…………………………………………………...75

Executive Summary

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 38% per annum in June 2005-06 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.

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,...