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EXECUTIVE SUMMARY
 Title of the study.

• A study on consumer bahaviour and perception towards
Mercedes-Benz”.
 Need of the study.

• The study was conducted to know the needs and wants of a
consumer and also to know the means by which he can be
satisfied. It also necessary to know about the consumer
perception towards a particular product.
 Objectives of the study.

• To study consumer bahaviour towards Mercedes-Benz
• To analyze market demands for Mercedes-Benz in general
• To study the consumer needs/preferences.
• Who influence the purchase
• Satisfaction towards services.
 Scope of the study.

• The study is designed to gather information on the consumer
bahaviour and perception towards cars. Scope of study also
extends to discover or research dealer’s reaction, how the
product is perceived as compare to its competitor’s
performance in respect of price, quality, and service.
 Research design.
• The study was of cross sectional type. Well structure approach
was adopted. In short, the study was of descriptive type,
where a survey method was considered to be suitable for the
purpose on hand.
City engineering college. 1 MBA Department

 Methodology.
• Sample size
Taken into consideration of the time factor and extent of the
study in the given territory. The sample size was taken 25
consumers.
• Source of data.
 Primary Data:
o Collected through personal interviews with the
help of detailed and structured questionnaire.
 Secondary Data:
o Company website
o Company magazines.
• Target customers.
 Target customers are those who already own a
Mercedes-Benz car.
• Type of sampling.
 The samples were selected by convenience sampling
method.
 Limitations of the study.

• Customers are not ready to give the information.
• Getting in touch with owners of vehicle was very difficult.
• Study is limited to only small geographical area.
 Findings.
• Satisfaction level of customer towards Mercedes-Benz is very
high.
• The main factor, which influences to buy Mercedes-Benz, is
brand image.

• Customer care at Sundaram Motors for Mercedes-Benz is
good.

INTRODUCTION.
CONSUMER BEHAVIOUR OF LUXURY AUTOMOBILES
Most current owners of owners cars tend to have purchased a car

previously; the customers have potentially developed an attitude towards
it. Here, an attitude becomes an evaluating judgment (desire or no desire)
based on prior or present experience such as previous satisfaction from
dealers or products and services (after sales and warranty), driving
experience, and socio-economic status of customers. It is also possible
that an attitude can be developed based on prior information without
experience, and when consumers develop preferences or biases for or
against brands based on the brands images in the market place. This also
depends largely on purchasing power of individual customer. Customers
may have a favourable attitude towards some manufactures luxury cars,
but may lack the ability due to insufficient purchasing power or
willingness to take buying action. On the other hand, luxury or non-luxury
(lower priced) manufactures cars may be neglected by customers who
have purchasing power (or over purchasing power in the sense). For
example, most buyers (with high, medium, or low income) tend to have a
Preferable attitude towards some manufacturers luxury cars such as Aston
Martin, Bentley, Ferrari, Porsche, rolls Royce, through the majority of them
might even have had a test drive before. The differences is that customer
with low to medium income may still also and anticipate the quality of
smaller sized cars of manufacturers from lower segment such as fiat, ford,
Skoda, Peugeot as these cars are affordable to them. In other words, cars
from lower segments have the meaning of reality to them.

In contrast, the better of buyer will only appreciate expensive cars from
luxury marques and may disregard inexpensive form any marques (even
form a luxury one e.g., the lest expensive Auid A3 or BMW 3 series
compact) as their choices. Accordingly, if one is interested in predicting
buyer bahaviour of luxury automobiles, an assessment of potential buyer
attitude towards the car is needed.
To further specify the definition of the customer’s attitude towards the

luxury cars a set of attitude variables, which potential buyers of luxury
cars might hold, was developed in discussion with luxury car dealers
(Audi, Jaguar, Mercedes, Lexus, and Volvo) at the London motor show ’97
at earl’s court exhibition. The following variables were identified: 1.
Reliability. 2. Quality 3. Durability. 4. Safety. 5. Security. 6. Performance 7.
Efficiency 8. Technology 9. Handling 10. Value. 11. Style. 12. Comfort. 13.
Prestige 14 statuses and 15 Visual impacts. The first nine variables are in
the objective category. The last six variables are in subjective category.
These different attitudes are directly related to different types of
customers because Cognition, Feelings, and Response disposition of the
customers are organized into a set of ‘ patterned emotional reactions’
(marking, 1969). This may be due to differences described as
demographic, geographic, psychographics, or life style. Therefore,
bahaviour moves from personal buyer to different buyers in a given
society. Like others products, luxury automobiles markets (manufactures,
companies, dealers) also need to focused on ‘ who buys’ or ‘ type of
customers’ to segment their cars. A discussion of the segmentation of the
consumers and the luxury automobiles follows.

HOW CAN LUXURY AUTOMOBILES CUSTOMERS BE SEGEMENTED?
Extensive literature on personality in psychology and other bahavioural
sciences has persuaded marketing researches to theorize that personality
characteristics should predict brand or store preference and other types of
buyer activity (Engle et al., 1995: 437). Evans (cited in Engel et al., 1995:
437) was an early research who attempted to predict automobile brand
ownership. He undertook this study using 12 objective variables, such as
age of car, income, and other demographics, to test the assumption that ‘
automobile buyers differ in personality structure’.
Although Evans was able to predict correctly a ford or Chevrolet owner in
70% of the cases, he concluded that, ‘ personality is of relatively little
value in predicting automobile brand ownership’. Several others studies
confirmed the lack of relationship between personality and product choice
(alpert, 1972; kassarjian 1971; Ziegler 1987). Engle et al., (1995) explain
that is this due to the fact that personality is “but” one variable in there
process of consumer decision-making. Even if personality traits were
found to be valid predictors, they might not assist market segmentation.
Marketers need to respect the fact that people and society can change
over time. In early 1980s, consumer consumption is somewhat ‘
conspicuous’. Many firms ignored consumer input or publicity confront
consumer group (Evans and Berman, 1987). Consumer were not very
knowledgeable about a number of products, especially industrial products
such as automobiles of which many brand’s had not become a flagship
marquee. Thus, they did not know what they expected from the products.
In automobile industry, under the jurisdiction of the national highway
traffic safety administration of the US had a number of motor vehicles
recalled, for example:
250,000 1978-1986 Audi 5000s – after shifting gears, sudden acceleration
could occur, (Evans and Berman, 1987: 485).

In the 1990s, it is the era of ‘ value driven ‘ customers and suppliers. The
consumption can no longer be conspicuous. Consumer is exposed to more
mass media. Commercial media become sources of useful information
diminish in importance. In addition, traditional consumers become more
experienced and their ability to distinguish between brands is sharpened.
Markets today need to understand that ‘ customer satisfaction is about ‘
attitude’; and the customer value is about ‘ bahaviour’ (Butz and
Goodstein, 1996: 64). According to this, VALS2 has been introduced and
also revised (referred to as VALS II). This typology then is a sound pursuit
of the customer bahaviour approach suggested by Engel et al, 1990,
1995) as discussed in previous section.
VALS typology and luxury automobile customers.

VALS typology is. Divided into four major categories: ‘Need-Driven, Outer-
Directed, Inner-Directed, and integrated’. Included in these four
categories is total of nine life styles: ‘Survivors, Sustainers, Belongers,
Emulators, Achievers, I-am-me, Experiential, and Societal-Conscious’
(Capelin, 1984: Engel, 1995). As expected, VALS data show that is US: 1)
the need-driven (11% of the population), purchase used cars; 2) the
societal-conscience (11% of the population), under inner-directed
category, purchase more gas savers; 3) Belongers (39% of the
population), under the outer-directed category, tend toward ‘ family-sized’
cars; 4) achievers (a lifestyle which constitutes 205 of the population),
under the outer-directed category, buy more large and luxury cars
(Capelin. 1984: 45).
This data ends support views to an understanding of the automobiles;
consumer segments, for example, need-driven customers are likely not to
purchase brand-new and highly-consumption cars.
It also allows marketers to communicate more effectively with core
customers and lead to efforts to position new luxury cars in lifestyle
segment, than if the segment were described only by demographics.
However, when referring to them luxury car, there is still some confusion
over the concepts of luxury cars and luxury car brands.

HOW CAN LUXURY AUTOMOBILES BE SEGMENTED?
Brand as luxury automobile segmentation Goodyear, 1996 suggests in the

second stage (brand as reference) of her evolution of brands concepts and
images3 that the marketers need the identification and different ion of
their products to reflect the consumers goal of making a good selection
from among competing brands since there exist difference in attitudes
and specificity, what is luxury car to some groups may be ‘ordinary’ to
others segmenting the luxury cars into physical categories regardless of
brand association (Attributes, benefits, attitudes) ( Keller. 1993) can be
very difficult to refer to in luxury sense. This requires marketers to identify
brands to distinguish between them (Hoyer and Brown. 1990). While
many brands seem to be qualified as luxury brands (e.g., Audi. Bentley,
BMW, Jaguar, Lexus, Mercedes, Porsche, Rolls-Royce) by one third of
industrial opinion, only some major brands e.g., Audi, BMW, Mercedes,
considered luxury brands by the public majority. The luxury cars need to
be part of its owner life. In others words, it need to provides its owner the
‘ practicability’ both in functional and perceptual point of view. That is why
BMW and Mercedes-Benz have dominated the luxury markets globally.
Every thing is made to facilities the users and also highlights the owner’s
sense of prestige and status wherever it travels.
Automobile’s price and characteristics as luxury automobile

segmentation.
The society of Motor Manufactures and Traders Limited (SMMT) classify

cars into nine segments: mini, super mini, lower medium, upper medium,
executive, luxury saloon, specialist sports, dual purpose, and multi
purpose vehicle (MPV). Amongst these, one can notice that there is the
separate segment namely ‘ luxury salon’. However, this may not
described the whole aspects of luxury cars. Most luxury automobile
manufactures do not only produce saloons, but also dual purpose (touring
or estate cars), MPV, and specialist sports in terms of passenger cars. In
other words, a luxury car
Brand is a ‘segment-segment’ (Kapferer, 1995) brand that wants to cover
all customer market segments. For example BMW positions its products
on various segments: lower medium (3 series compact), upper medium (3
series), executive (5 series), dual purpose (5 series touring), luxury saloon
(7 series), and specialist sports (8 series) range. Thus, a luxury car may
refer to a lower medium, executive, dual purpose, luxury saloon, or
specialist sport car. These types of cars are the cars the owners may drive
to the fore count at a gala dinner and still highlight the owner’s sense of
prestige and status. In this respect, a luxury car is ‘not’ limited to the
‘luxury saloon’ segment identified by SMMT. However, luxury cars may
‘not’ encompass ‘all’ passenger cars, which are produced by prestigious
luxury manufactures. For example, taking cars the bottom range of luxury
car manufactures, BMW 3sereies compact. Its price starts from $14,670 in
the US. At this price, buyers may purchase cars from other manufactures
such as Ford Mondeo, Fiat Bravo/Brava, and Skoda, which provide bigger
space and better handling. In fact, BMW 3 series compact was only the
fifth seller in 1997 from the bottom amongst the main sixteen markets in
UK.
In this respect, such prestigious luxury marquee as BMW is not effective in

this segment because the standard specifications of the cars in the lower
segments (upper medium, lower medium, and lowers) tend to include
prices and discover that cars with price from %34,001 and also include
special equipment such as high-tech services/maintenance and function-
function information system, safety, and security (e.g., immobilizes).
However, cars with price starting from %65,000 may not be perceived as
luxury cars in general but rather as prestigious specialist luxury or
specialist sports. This may be explained by the fact that the demands for
these cars are very minimal because of their high price range
(GB$65,000-$634,500). This price range is unaffordable to the majority of
luxury car buyers, and therefore does not enter the practicable of luxury
cars (as discussed above).

CONSUMER BAHAVIOUR OF LUXURY AUTOMOBILES:
Total worldwide sales of premium luxury and entry luxury salons and
sports cars of the order of 1.5 million units a year (scheele, 1995: 190).
The major luxury markets today are the USA, Germany, and UK and
JAPAN. The $21.1 billion UK new car market competitors with France and
Italy, to be the second biggest in Europe behind Germany (Harbor, 1997;
7,22). The new registration of luxury marques cars in 1997 in UK alone
was 154,506 units (MAVEL, 1997: 59). In others markets, especially in
south East Asia there are, of course, significant sales of luxury cars.
However, these are limited total volume either by the overall industry size
or by local market conditions and preference. Accordingly, the luxury car
market overall is currently undertaking a social change with luxury brands
seeming less remote, less different, and less exclusive with the quality of
life improving. As a result, increasing competition between makes has
intensified the importance of brand identity. As product standards
continue to rise, the perceived image of a car makes plays a key role in
the buying decision.

1.1 INDUSTRIAL PROFILE
INTRODUCTION
With the aim to serve our customers in India with the latest products and
technological excellence from the Mercedes-Benz stable, Daimler Chrysler
entered the Indian market and set up Mercedes-Benz India Ltd. way back
in 1994. In line with Daimler Chrysler’s worldwide corporate philosophy,
Mercedes-Benz India Limited was been rechristened Daimler Chrysler
India Private Ltd.
Daimler Chrysler India is a 100% subsidiary of Daimler Chrysler group and

one of the first auto joint ventures set up in India. It has a long-term
commitment to the Indian market and has full support of its parent
company for its future plans in India.
Daimler Chrysler is aware of the future potential of the Indian automobile

market and the tremendous economic power this country can generate.
The company is targeting 25% of the total turnover from Asia and thus
Daimler Chrysler India intends to play a definite role in the strategic forays
in this part of the globe.

Daimler Chrysler India
Management Policy
Who we are….
A leading provider of automobile products and services, in India and the

Indian-subcontinent, generating superior value for our customer and
shareholders along with our business partners and our employees.
What we want….
“Quality throughout” – “Protect the environment and life” – “Promote

safety”
We are committed to….
 Quality.
 Environment.
 Health and Safety.
 Corporate Security.
Daimler Chrysler India….
1. Quality
• Achieves the highest quality through.

• Team sprit
• Delegation of authority
• Trust in the abilities, knowledge and experience of our
employees, vendors and dealers.
• Continuous progress and improvement
• Optimizations of resources

2. Environment
• Meets environmental protection requirements of tomorrow.

• Offers environmental friendly products through
environment friendly operations.
• Meets all statutory requirements.
• Protects environment by continuous improvement in all
areas of operations.
• Provides information on environment protection to all
employees and interested public.
3. Health and Safety
• Takes all necessary measures to ensure a healthy and safe

environment for our employees.
• Creates awareness among our employees, services
providers and visitors about safety regulations.
• Meets all statutory requirements with respect to health and
safety.
4. Corporate security
• Ensures that security risks for the company and employs

are identified, assessed and prevented with the
involvement of employees.
• Takes necessary measures to protect personnel, property
ad data.
• Overcomes exceptional situations with the help of crisis
management.

Work Culture:
Products that meet such high demands as a Mercedes also require high
standards from people producing them: the staff of Daimler Chrysler.
A high qualification, extraordinary motivation, and the uncompromising

identification of the staff with their task are the basis for the image, which
Daimler Chrysler has acquired with their products all over the world.
The loyalty shown by our customers by their repeated decision for a

Mercedes-Benz has to be earned anew every day. And we do a lot to
achieve this.
We equip our production facilities with the latest state-of-the-art

engineering. We invest in the continuous training and education of our
staff in our training centers. We encourage teamwork, responsibility and
outstanding performance. All this serves the purpose of creating the
optimal basis for quality
International high-tech companies have had their products developed and

produced in India for years - especially in the field of computers and
computer software. There is a large potential of highly qualified and highly
motivated staff in India - from manual workers to top managers.
This is true for our production facilities in India, as it is in any other part of
the world. Indian workers may differ from their German counterparts, but
they have the same level of qualification as their counterparts in
Germany. They also enjoy the same facilities and level of training as their
counterparts in any other Mercedes-Benz production facility.
The training guidelines are identical to those in Germany, and the

examinations to be passed are of the same caliber and are awarded with
the exact same job titles as in Germany.

Company Milestone:
Year Milestone
November Mercedes-Benz India is set up as a joint venture between
1994 Daimler-Benz and Telco for production and sales of Mercedes-
Benz passenger vehicles.
March 1995 Mercedes-Benz E -Class (W 124) launched in India being one of
the most successful models worldwide.
September Mercedes-Benz India commences setting up its dealer network
1996 in India.
March 1997 First Mercedes-Benz Authorized Dealership is inaugurated.
August 1997 First Mercedes-Benz Authorized Service Station is inaugurated.
January 1998 Mercedes-Benz E -Class (W 210) with twin eyes launched with E
200 and E 230 Petrol versions and E 250 Diesel version.
June 1999 Joint Director of Foreign Trade, Pune and the Maharashtra
Chamber of Commerce and Industry award Top Exporter Award
Mercedes-Benz India Ltd. from Pune for the year 1997-98.
July 1999 Engineering Export Promotion Council awards Regional Highest
Exporters’ Trophy in Motor Vehicle Category Mercedes-Benz
India for the year 1997-98.
January 2000 Mercedes-Benz E -Class (W 210) Top-of–the–lines E 240 Petrol
version and the new E 220 CDI Diesel version launched in India.
May 2000 Mercedes-Benz India bags the Quality Award for the Year 1999
for 'Best Mercedes-Benz Production Plant' outside Germany for
the 2nd consecutive year.
September Mercedes-Benz S -Class - S320 L automatic, the 'Mercedes-Benz
2000 among the Mercedes-Benzes' launched.
December For the calendar year 2000, the company makes a turnaround
2000 with net profit of Rs. 20 corers.
February 2001 Mercedes-Benz India successfully implements the 'Mercedes-
Benz Production System'.
April 2001 Mercedes-Benz C -Class – C 180 Petrol version and C 200 CDI

Diesel version, 'Technological trailblazers' in its segment
launched in India.
June 2001 Mercedes-Benz India bags the Quality Award for 'Best
Mercedes-Benz Production Plant' Outside Germany for the 3rd
consecutive year.
August 2001 Mercedes-Benz India announces its CBU Programmed to serve
discerning customers in niche segment.
September Mercedes-Benz India becomes a100% subsidiary of Daimler
2001 Chrysler.
November The name of the company is rechristened Daimler Chrysler
2001 India Private Limited.
December For the calendar year 2001, the company posts net profit of Rs.
2001 40 cores.
January 2002 Daimler Chrysler India strengthens and expands its dealer
network of 14 exclusive Mercedes-Benz Showrooms and 17
Mercedes-Benz Service Workshops across India.
March 2002 Daimler Chrysler launches various imported Mercedes cars e.g.
M-Class, CLK, SLK, C-Class Sports Coupe to serve discerning
customers in niche segment.
April 2002 Daimler Chrysler India introduces 1-year unique comprehensive
"Automotive Mechatronics Programmed" aimed at developing
specific automotive diagnostic skills for dealer personnel in
India.
May 2002 Daimler Chrysler India celebrates the successful 1st anniversary
of the Mercedes Benz C-Class in India with over 1000 proud
owners of the Mercedes C-Class.
September Daimler Chrysler India factory is awarded top 5-stars rating for
2002 Safety, Health and Environment.
October 2002 The New Mercedes-Benz E-Class - E 240 Petrol version, which
points the way to, the automotive future launched in India.
2002 39 cores.
March 2003 The new E-Class - E 220 CDI Diesel version launched in India.

March 2003 The new S-Class - S 350 L Petrol version launched in India.
April 2003 The 10000th Mercedes-Benz car rolls off the Daimler Chrysler
production plant in India.
June 2003 Daimler Chrysler India strengthens and expands its dealer
network of 15 Showrooms; 18 Service Workshops and 5
additional Service Centers across India.
July 2003 The new C-Class Kompressor with the new four-cylinder super-
charged petrol engine for superb performance introduced in
India.
August 2003 Daimler Chrysler launches Bio-diesel project in India in
collaboration with Council for Scientific and Industrial Research
(CSIR), India and Hohenheim University, Germany.
2003 34 cores.
January 2004 The company showcases its ‘Technological and Innovational
Leadership Worldwide’ at the 7th Auto Expo, New Delhi.
Daimler Chrysler launches the new “Maybach”-‘A New Standard
in the High-end Luxury Class’ at the 7th Auto Expo, New Delhi.
The new Mercedes-Benz C-220 CDI –“Technological Trailblazer
in its market segment” launched at the 7th Auto Expo, New
Delhi.
The new Mercedes SL-Class wins the coveted ‘Most
Technologically Advanced Car of the Year’ award and the ‘Best
Designed Car of the Year’ awards from AutoCar Magazine and
CNBC TV.
February 2004 The new Mercedes E-Class, E-200 Kompressor that ‘Points the
way to the Automotive Future’ introduced in India.
March 2004 Mercedes-Benz India bags the Quality Award for the fourth time
for 'Best Mercedes-Benz Production Plant' outside Germany and
within the Group.

May 2004 Mercedes-Benz C-Class is successfully tested with bio-diesel
fuel across India as part of the project with CSIR and
Hohenheim University.
The new Mercedes-Benz E-Class, E 270 CDI diesel variant
launched in India.
July 2004 The new-look Mercedes-Benz C-Class, ‘Technological Trailblazer

in its segment’ introduced in India.
August 2004 Daimler Chrysler India strengthens and expands its dealer
network of 15 Mercedes-Benz Showrooms; 18 Mercedes-Benz
Service Workshops and 10 additional Mercedes-Benz Service
Centers.
October 2004 Daimler Chrysler India receives the prestigious award for
outstanding contribution towards the promotion of Indo-German
Economic Relations from the Indo-German Chamber of
Commerce.
November Daimler Chrysler India celebrates its Tenth Anniversary in India
2004
Production Facility:
Daimler Chrysler India has a world-class production facility in Pune, in

Maharashtra State. Within the group, Daimler Chrysler India has bagged
the Quality Award for the 'Best Mercedes-Benz Production Plant' outside
Germany for three consecutive years from 1998-2000, which is clear
evidence to our customers of our technological excellence in India. The
company has implemented 'Mercedes-Benz Production System', which
combines production processes with teamwork in a unique way. This leads
to closer integration of employees into individual operations and raises
the productivity and competitiveness of the system.
The Mercedes-Benz Production System is a combination of the best

practices followed worldwide in Daimler Chrysler plants. The system
comprises of unique standardization, high quality focus, robust processes,

just-in-time concept and continuous improvement, which ensures high
product quality.
Quality Management:
Daimler Chrysler India has been awarded the prestigious Quality Audit
Certification VDA6.1 that is stricter than ISO 9000. A large number of
measures are taken to guarantee that the vehicles manufactured at the
Pune plant are world-class Mercedes-Benz vehicles without any
compromise. Firstly, by following stringent quality guidelines, yardsticks
and standards followed in other Daimler Chrysler plants. Secondly,
Daimler Chrysler India offers high-quality workshops and training to its
workforce that contributes to safeguarding and increasing the legendary
Mercedes-Benz quality and brings it into everyday practice. Thirdly, the
company carries out quality checks in India in a similar way as in Daimler
Chrysler plants in Germany, as well as detailed and comprehensive
examinations of all production steps and products.
The company has exported over 3,000 Mercedes-Benz vehicles

manufactured in India to more than 25 countries including Germany.
When you compare the Mercedes-Benz cars produced in Germany with
cars manufactured in India, they are of the same quality and hence, a
Mercedes-Benz vehicle from India is an original Mercedes-Benz like those
vehicles produced in German plants.

Vendor Development:
Daimler Chrysler worldwide believes in concentration on core competence

and the development of vendors worldwide. Daimler Chrysler India has
also adapted similar production concepts to develop suppliers for all major
aggregates in India and this was possible with unique technical and
process training, quality measures and financial assistance to local
suppliers
Global Sourcing:
As a part of Daimler Chrysler’s strategy of global sourcing, Daimler

Chrysler India has successfully developed more than 20 joint ventures for
manufacture and export of auto components to the Daimler Chrysler
plants in Germany. Daimler Chrysler Indian suppliers follow stringent
quality guidelines and live up to the same high quality standards, which is
a pre-requisite for a 'Mercedes-Benz' vehicle.
Environmental Protection:
For Daimler Chrysler India environmental protection is a corporate goal

that is to be practiced with devotion. The company has been awarded the
prestigious ISO 14001 Certificate for implementing the 'Environmental
Management System'. Keeping in line with Daimler Chrysler’s policies
towards environmental protection, Daimler Chrysler India is making every
effort towards protecting the environment.
Dealer After-Sales:
Daimler Chrysler India has a dedicated network of Mercedes-Benz

authorized dealerships comprising of 15 Mercedes showrooms and 17
service workshops all across India. The company has implemented the

'Mercedes-Benz Retail Operating System’, which ensures that all
Mercedes-Benz dealerships follow standardized retail operating
procedures and deliver high standards of service to our customers. The
right atmosphere, aesthetic product presentations and qualified sales
personnel who know exactly what a customer is looking for makes buying
a Mercedes vehicle at a Mercedes-Benz showroom a truly unique
experience.
The exemplary engineering qualities of a Mercedes-Benz can only be

matched by first-class after-sales service and each Mercedes-Benz
authorized service station is equipped with state-of-the-art infrastructure
to handle the most critical service needs. Needless to mention, modern
equipment requires skilled personnel and the Mercedes-Benz service
center employs a team of dedicated and well-trained service professionals
And in our endeavors to provide total customer satisfaction, nothing is left

to chance. Not even the problem of emergency breakdown where time
counts most. Needless to say, assistance is only a phone call away.
Daimler Chrysler India has equipped its entire dealer network with 24-
hours service to provide round the clock service to its valuable customers.
The Mercedes-Benz service vans are equipped with the latest automatic
diagnostic instruments and offer breakdown assistance even in remote
places
Customer Relationship:

How to keep the fairway and trusted relationships
evergreen
The best fairways are those that receive constant attention and care. Just
like our relationship with you. To strengthen this bond we have a program
of events right through the year.
The Mercedes Trophy is an exclusive golf tournament for Mercedes-Benz

customers. The tournament is played by more than 53,000 golfers haling
from over 40 countries in the quest for the title ‘World Champion’.
In the fifth edition of the tournament this year, more than 500 customers
took part in this golfing extravaganza. The winners and runners-up in our
three regional finals (Bombay, Delhi and Bangalore) in each handicap
category competed at the National Finals in Pune each year. The winners
of the National Finals in India go on to represent the country as Team
India in the World Finals in Stuttgart, Germany.
Individualization:
For Mercedes-Benz customers, who wish to give their Mercedes that extra
personal touch, our dealerships offer high-quality enhancements for
individualization of Mercedes-Benz vehicles. This makes it possible for our
exclusive customers to mould their vehicle to their own personal tastes
with the aid of select options and a variety of accessories. Unique interior
options for steering wheels, gearshift levers are offered in wood and
leather as well as a combination of both. Mercedes-Benz quality is a
matter of course for all items in the individualization range.
The company goes even further in catering to the unique personal style of
our Mercedes customers by providing individualization of the exterior,
including body conversions like front and rear aprons, side skirts, doorsill
panels and alloy wheels.
Our customers are given a wide choice when it comes to floor mats and
covers for the seats. Not to mention the striking hands free mobile phones
kits, cool boxes and a host of special utility items such as cup holders,
spectacle boxes to name just a few.
Press Releases:
Date Title
07/08/2005 Daimler Chrysler test-drives Biodiesel powered
Mercedes-Benz cars across frozen desert of Leh and
the Himalayas.
15/07/2005 Daimler Chrysler announces further milestones of
Jatropha-Biodiesel Project
04/07/2005 New Mercedes-Benz C-Class to extend its market
leadership in India with an even more youthful and
dynamic character
14/03/2005 Pune Golfers triumph at the Mercedes Trophy 2005

finals
11/03/2005 Mercedes Trophy 2005 heads for a nail biting final
11/03/2005 Mercedes-Benz S-Class, E-Class and C-Class cars to
cost less in India
11/03/2005 Daimler Chrysler announces “Star Extend”- a new
retail finance initiative developed in conjunction with
ICICI Bank.
12/01/2005 Mercedes Trophy 2005: Swinging Times ahead

1.2 COMPANY PROFILE
History of Mercedes-Benz in India:
With the aim to serve our customers in India with the latest products and
technological excellence from the Mercedes-Benz stable, Daimler Chrysler
entered the Indian market and set up Mercedes-Benz India Ltd. way back
in 1994. In line with Daimler Chrysler’s worldwide corporate philosophy,
Mercedes-Benz India Limited was been rechristened Daimler Chrysler
India Private Ltd.
Daimler Chrysler India is a 100% subsidiary of Daimler Chrysler group and

one of the first auto joint ventures set up in India. It has a long-term
commitment to the Indian market and has full support of its parent
company for its future plans in India.
Daimler Chrysler is aware of the future potential of the Indian automobile

market and the tremendous economic power this country can generate.
The company is targeting 25% of the total turnover from Asia and thus
Daimler Chrysler India intends to play a definite role in the strategic forays
in this part of the globe
Wide choice of Mercedes-Benz products:
In the last two years, Daimler Chrysler India has extended the product
range to the maximum possible offering our exclusive customers a variety
of Mercedes-Benz products. And the company has been a main
contributor to the expansion of the luxury vehicle segment in the Indian
market. In January 2000, the company introduced Mercedes-Benz E-Class
(W 210) 'Top of the line' E 240 Petrol and E 220 CDI Diesel versions with a
number of unique additional features.

The company expanded the product range in September 2000 with the
Mercedes-Benz S-Class, the S-320 L Petrol Automatic, which is the
'Mercedes-Benz among the Mercedes-Benzes'. The product offensive
continued with the launch of the Mercedes-Benz C-Class in April 2001,
which is a 'Technological Trailblazer' in its market segment, with both C-
180 Petrol and C-200 CDI Diesel versions. Daimler Chrysler India launched
the Mercedes E-Class (W211) E-240 Petrol version which 'points the way
to the automotive future' in October 2002. In March 2003 the company
introduced both the Mercedes-Benz S-Class S-350 L and the new
Mercedes E-Class (W211) E-200 Diesel version in India successfully.
In addition to the company's own manufactured product range the

Mercedes-Benz S-Class, E-Class and C-Class, Daimler Chrysler India has
further expanded the product range to make variety of imported vehicles
like Mercedes-Benz SL-Class, M-Class, SLK, etc. available to discerning
Mercedes customers, thus living up to the expectations of our exclusive
customers. 'Wherever there is an inclination to own a Mercedes vehicle,
Daimler Chrysler India will provide a way!
The market trend in India in the last couple of years reflects a clear shift in
customer preference towards the latest technology, safety, comfort and
environmental compatibility. Keeping this in mind, Daimler Chrysler India
has been following the product extension strategy with total commitment
and offering the latest and most sophisticated technology.
Mercedes-Benz Pre Owned Vehicle:
Promotion of Pre Owned vehicles as an entry level option for first-time

buyers of a Mercedes-Benz provides a win-win situation for our valuable
customers, who get a luxury vehicle at an affordable price, for our dealers,

by generating more business, and for the company, by adding more
volume to sales. This prevents our vehicles from entering the gray
second-hand market, where there would be no checks on the condition of
the vehicle, before it is sold. Daimler Chrysler India has extended
substantial support to its dealer network by providing business guidelines
as well as training in fair financial evaluation and technical reconditioning
of the vehicles offered for trade-in.
Mercedes-Benz Pre Owned vehicles not only undergo a stringent technical

check-up, but also a thorough, standardized reconditioning procedure
which ensures that our customers get high-quality vehicles in top
condition. To make the customer's buying decision even more worry-free,
all Pre Owned vehicles come with a six-month, unlimited mileage
warranty.
Mercedes-Benz Collection:
The identification of Mercedes-Benz lifestyle does not stop with the

vehicle and this is reflected in the immense variety of exciting Mercedes-
Benz accessories that is now available at our exclusive Mercedes-Benz
showrooms. From an attractive key chain to a perfectly crafted vintage
vehicle model, from an exquisitely designed silk scarf to a genuine leather
wallet - these accessories immensely appeal to our Mercedes customers'.
Our customers can view our interesting Mercedes-Benz Collection on our
website, select any item they desire and send their request online to the
preferred Mercedes-Benz dealer.

Art goes far beyond the marvelous machines that rule the roads.... and of
course the hearts too, across the globe.
Be it the Mercedes-Benz Car or a wide range of merchandise at the

Mercedes-Benz Collection. The possession of the star certainly soars the
spirits of the owner. For decades, the star has stood for perfection,
passion and a lifestyle symbolizing the finer tastes in life.
These aspects scope beyond the marvels on wheels.
The Mercedes-Benz Collection consists of a whole list of accessories

ranging from apparels, watches, model cars, personal accessories and
more. All crafted with the same impeccable craftsmanship and attention
to detail that characterize our automobiles.
Mercedes-Benz Service
World Class Service matches the legendary quality of a Mercedes-Benz

Car at our exclusive dealerships and authorized service stations. So as a
Customer you can be sure that the personnel who handle your Mercedes
will provide the same high standards of service as that offered at any
Mercedes-Benz dealership or service station across the world. Because a
world class product needs world-class after-sales service.
A Mercedes-Benz authorized service station is equipped to handle an

exigency apart from regular servicing and maintenance. Hence you can
be assured of efficient, knowledgeable and professional service

Genuine Parts:
Technical quality - and so much more:
Mercedes-Benz Genuine Parts
The Mercedes-Benz Star logo is one of the most reputed trademarks of our
age. Throughout the world, it is considered a synonym for reliability,
durability, safety and innovative design. People are entitled to expect the
highest standards from everything that bears the Star. This applies with
particular force to Mercedes-Benz genuine
Why Genuine Parts

Under strict and constant quality
checks, Genuine Parts ensures your
vehicle remains safe and reliable
Advantage
Using Genuine Parts brings your
Mercedes-Benz vehicle to its utmost
performance.
New Packaging
Top quality merits the best possible
protection.
Service 24 Hours

The 24-hour Emergency Service is a project designed to support the
Customer while on the move. A mobile Emergency Service Van fully
equipped with the latest diagnostic tools will provide the needed support
for our Customers
Emergency Help line:
In case you should face any rare situation requiring the attention of our
specialized service team (Outside the regular maintenance service at the
dealer workshop), our personnel will be there along with the specially built
van for your assistance through our Dealers and they can be accessed
through the 24 Hour Service Number of the Dealers.

Mercedes-Benz Service:
As a part of Mercedes-Benz service our Dealers organized Service Weeks

periodically wherein Mercedes-Benz Customers are given an opportunity
to have a free check up carried out on the Car.
The objective is to help the Customer evaluate the health of the Car and
provide guidance for enhancing the operational reliability and road-
worthiness of their Mercedes-Benz.

1886| BENZ PATENT CAR
1 Cylinder
Bore: 91.4 mm
Stroke: 150 mm
Displacement: 984 cc
Output at 400 rpm: 0.7 kW (0.9 hp)
Top speed: 16km/h
With the Patent Motor Car, Karl Benz realized his revolutionary idea for a
new kind of vehicle. The car was powered by an internal combustion
engine, which was well matched to the chassis. The first public testing
took place on 3rd July 1886 in and around Mannheim.
|1886| DAIMLER MOTOR CARRIAGE
1 cylinder
Bore: 70 mm,
Stroke: 120 mm
Top speed: 16 km/h
This vehicle - a carriage without horses, propelled by an invisible energy

source - marked the beginning of a revolution in transport. The power
came from the new small engine developed by Gottlieb Daimler and
Wilhelm Maybach. Following the motorcycle and a motorboat, the
motorization of the carriage provided further proof of the versatility of the
invention.

1889| DAIMLER WIRE-WHEEL CAR
2 Cylinders
Bore: 60 mm, Stroke: 100 mm
1.2 Top speed: 22 km/h
The wire-wheel car was first shown to the public at the Paris Exhibition in
1889. Afterwards it remained in France, where its engine in particular,
developed by Wilhelm Maybach, served as a model for license
manufacture by the French automobile firms Panhard and Levassor and
Peugeot.
|1893| BENZ VICTORIA
1 cylinder
Bore: 150 mm,
Stroke: 165 mm
Output at 700 rpm: 3.7 kW (5hp)
Top speed: 35 km/h
"Victoria", Karl Benz reputedly exclaimed in 1893 when he succeeded in

developing a king-pin steering system, which allowed the front wheels of a
cornering vehicle to turn at different angles. This was how the new model
incorporating this system got its name. Theodor Freiherr von Liebieg
demonstrated the capabilities of the Victoria in 1894 when he drove from
Reichenberg in Bohemia via Mannheim to Reims and back

1894| DAIMLER BELT-DRIVEN CAR
2 Cylinders
Bore: 67 mm,
Stroke: 108 mm
Output at 700 rpm: 1.8 kW(2.5 hp)
Top speed:20km/h
The engine of the 'belt-driven car' was connected to the rear wheels by a
4-speed belt transmission, which permitted smooth gear changing.
1894| BENZ VELO
1 Cylinder
Bore : 110 mm
Stroke: 110 mm
1.2 Top speed: 21 km/h
The Benz Velo, built between 1894 and 1899, was the first volume-
production motor vehicle. At least 381 units are known to have been built
between 1894 and 1897. A Velo with demountable half roof was priced at
2200 gold marks.

1899| BENZ DOS-À-DOS
2 Cylinders
Bore: 100 mm
Stroke: 110 mm
Output at 940 rpm: 3.7 kW (5 hp)
Top speed: 40 km/h
On 15th May 1973, this valuable veteran model, a Benz Dos-À-Dos,

arrived in the Mercedes-Benz museum after a journey from England. The
name refers to the back-to-back seating arrangement. The Dos-À-Dos was
in production from 1896 to 1900 and sold at between 4000 and 4500 gold
marks, depending on the version
1902| BENZ SPIDER
2 Cylinders
Bore: 125 mm,
Stroke: 120 mm
Output at 1100 rpm: 11 kW (15 hp)
Top speed: 60km/h
This particular vehicle had suffered considerable indignities before it

finally found its way into the Mercedes-Benz museum. For many years, it
lay buried under a coal tip in Ireland before being unearthed and
completely restored. It moved to its present site in 1969

1902| MERCEDES SIMPLEX
4 Cylinders
Bore: 120 mm
Stroke: 150 mm
Top speed: 75 km/h
The first Mercedes differed from its predecessors in having a lower center
of gravity, a longer wheelbase and pressure lubrication, which could be
precisely controlled by the driver. The engine and the "grate" change
gearbox with four speeds plus reverse gear were connected by a coil
spring clutch. The gearbox was fitted with a differential and power was
transmitted to the rear wheels via a sprocket wheel shaft. The wooden-
spooked wheels were for the first time fitted with low-pressure tyres. This
highly successful first Mercedes was notable for its simplicity of operation;
hence its name was Simplex.
1903| BENZ 12/18 HP PARSIFAL
4 Cylinders
Bore: 80 mm,
Stroke: 120 mm
Top speed: 60km/h
The Parsifal series was the Benz answer to the Daimler Simplex models.
Premiered at the Paris Motor Show of 1902, the Parsifal lent the Benz
marque great prestige. Benz models were popular even in the highest
circles and were the firm favorites of Prince Heinrich of Prussia

1907| MERCEDES SIMPLEX TOURING COACH
4 Cylinders
Bore: 140 mm,
Stroke: 150 mm
Top speed: 80km/h
This touring coach was originally owned by Emil Jellinek, who used it to
take his family to the French Maritime Alps and to Baden near Vienna.
1921| BENZ 6/18 HP SPORTS CAR
4 Cylinders
Bore: 68 mm, Stroke: 108 mm
Top speed: 80 km/h
Fitted in the original version with a 1.6 litre four-

cylinder engine, this open-top car was equipped for
some racing events with a 45 hp engine. Light and
manoeuverable, the 6/18 scored many victories.

1.3 McKinsey’s 7 – S Frame work.
The 7 – S Model is better knows as McKinsey’s 7 - S this is because the

two persons who developed this model, Tom Peters and Robert
Waterman, have been consulted at McKinsey’s and co. at that time, they
published there 7 - S Model in their article “Structured is not organization”
[1980] and in their books “The art of Japanese Management” [1981] and
“In search of excellence” [1982]
The model starts on the premise than an origination is not just structure
but consist of seven elements.
Strategy, Structure, Systems, Style, Staff, Skills, Shared Values.
The seven elements are distinguished as Hard S’s and Soft S’s
The hard elements are feasible and easy to identify. They can be found in
strategy statements, corporate plans, organisational charts, and other
documentional.

The 7s McKinney’s framework.
Structure
Systems
Strategy
Shared
Values
Skills Style
Staff
Description
THE HARD S’s
Strategy - Action Company plans in response to anticipation of

Changes in its external environment
Structure - Basis for specialization and coordination influenced
Primarily by strategy and by organization size and
Diversity.
Systems - Formal and informal Procedures that support the
Strategy and structure
THE SOFT S’s

Style - The culture of organization consist of two components.
1. Organization culture: The dominant values and

norms, which develop over time and become relatively
enduring features of organizations life.
2. Management style: More on matter of what managers
do them what they say;
How do companied manager spend time?
What are the focusing attentions on?
Symbolism the creation and maintainance of meaning
fundamental responsibilities of managers.
Staff - The people / human resources management process
Used to develop managers, socializations process,
ways of shaping basic values of management cadre,
ways of introducing young recruits to the company,
ways of helping to manage the career of employees.
Skills - The distinctive competencies what the company
does
Best, ways of expanding are shifting competencies.
Shared Values - Guiding concepts, fundamentals around which
business is built –must be simple, usually stated at
abstract level, have great meaning inside the
organization even though outsiders may mot see
or understand them.
The 7-S Model is a valuable too to initiate change process and to give
them direction. A helpful application is to determine to the current state of
each element and to compare to this with ideal state. Based on this it is
possible to develop the action plans to achieve the intended state.

Strategy:
Company Objectives:
 Total customer satisfaction.
 Highest quality of service.
 Excellence in performance.
Company Vision
 Leadership in the field.
Company Policy:
 Fair trade practices.
 Total commitment to the customer interest.
Company Strategy:
 Continuous improvement in quality
 Achieving high levels in efficiency and productive.
 Continuous adaptation to changes in technology and business
trends.
 Development of sound systems.
 Effective team work.
 Total customer orientation.
Structure:
Organization structure defines the authority, Responsibilities
and relationship in the organization.
Sundaram Motors
Dealers in Mercedes-Benz
Executive Director
Senior General
Manager
Deputy General
Manager
Sales Works Administration Personnel

Manager Manager
Asst Entry Back Office CRE

Manager Executives
Sales
Sales Executive
Executive
System:

 Retail operating system: ROS is a detailed knowledge base
provided by the manufacturer which gives a certain guidelines for
managing and operating retail outlets. also specifies the resources
need to perform those activities.
 Work instruction manual: each department in the organisation

has got their own work instructions which has to be followed by
systematic provided with the flowcharts.
 Human resource system: the recruitment of staff will be given a

high importance and it will be carried out from the personnel
department.
 Marketing system: sales forecasting, sales planning and sales

analyses will be carried out with data management system. the
whole marketing activities will be plan at the beginning of calendar
year.
 Production System: The Mercedes-Benz Production System is a

combination of the best practices followed worldwide in Daimler
Chrysler plants. The system comprises of unique standardization,
high quality focus, robust processes, just-in-time concept and
continuous improvement, which ensures high product quality.

STYLE.
The style of organisation is to make top management team

participative in nature. In order to make the whole team competent
The top management functions are more focused towards.
 Formulating the strategy for their organisation goals
 Giving work instructions and orders to the various departments.
 Giving guidelines about the work process to the employees.
 Maintaining high level of decipline in the organisation.
 Take important and necessary decisions for the organisation.
 Building more inspiration, motivation, enthusiasam to the

employee.
 Be very cooperative to the various department.

STAFF:
Personnel department carries out the staff recruitment process. Where

the candidate has to under go inter personal skills and their capabilities.
The staff of Sundaram Motors the top, middle, lower management,

maintain the following ‘qualifications’ there by being able to meet the
expectation of their valuable customers. This has a resulted in the position
that the company maintains internationally and as well as in the minds of
their customers
Quality:
Customer’s focus has always been a driving force behind the
development 0f Mercedes-Benz quality intensive culture, which is based
two fundamental principles.
 Maintaining and enhancing professional attitude among all
employees.
 Responding to specify needs of every client and every customer.

SKILLS:
The top management, middle management and lower management have

certain skills to management allotted to them. The skills of each and
every manager are known well. like, the top management involves taking
decisions, appointing recruits and so on; the middle management
prepress reports for the top give suggestions and so on; the lower
management gets instructions from the top and does the work as told
but when comes to something extra every one joins their hands and work
with an innovative mind.
The company encourages the staff to questions accepted routines

because not only success but also clear analyses of failures, is what leads
to sustainable progress.
Though the company is maintaining a good position not only in India

but world wide, the skills of staff must be improved each and every
moment in order to maintain the position. The staff has minded to always
well come changes and this very much helps in the success of the
company. Innovativeness is also needed at each and every step taken by
the staff.

SHARED VALUES:
Quality policy
Through business philosophy that main feast
 Excellence in business operations

o Dealers standards fulfillment
o System implementation
o Corporate governance
 Dedicate and competent team

o Continuous training and development
 Harmonious brand representations

o Customer satisfaction
o Corporate identify

1.4 PRODUCT PROFILE
S-Class
Discretion at its finest!
The finest tribute to Mercedes-Benz is the lasting veneration, which

successive generations of connoisseurs lavish upon the marquee. This
timelessness, we assure you, is not a matter of chance. Consider the
flagship of the stable: the S-Class saloon. This remarkable automobile,
hailed repeatedly as the world’s finest luxury car, incorporates more than
30 innovations - that have given rise to 340 patent applications from our
engineers. This quantum leap in automotive engineering is illustrated in
every aspect of the car’s performance.
Because it competes constantly with itself, the Mercedes-Benz S-Class is

beyond all competition. Whether it is safety, comfort, performance,
aesthetics and eco-friendliness, the S-Class stretches the definition of the
term ‘excellence’.
If you think you deserve the finest automobile in the world, think no
further than the Mercedes-Benz S-Class.
The S-Class: Consistently top class!
Even more technology, even more luxury.
The S-Class facelift showcases a wealth of technical highlights including

the launch of the 3.7 litre engine. The ground breaking PRE-SAFE
system is to be fitted as standard in the face lifted S-Class. Inner values
have been taken to new heights thanks to further innovative features
such as COMAND.

The facelift S-Class is intended to preserve the high loyalty rate and to
further extend the lead over the competition.
It is almost common knowledge; you think of it, the S-Class has it
FEATURES:
Comfort
It’s not just about reaching the destination.
It’s about getting the maximum out of your journey.
When you travel in the Mercedes-Benz S-Class, getting to your destination

is almost a disappointment; given the pleasure you extract from your
journey. Take, for instance, the convenience of the multi-function steering
wheel. It places all the controls within thumb’s reach of the driver; right
from being able to select a radio station, pick up phone calls, adjust
volume, set speed limits and a whole lot more.
Keeping in tune with the times, various systems are available to turn the
S-Class into a mobile entertainment center. Apart from a screen for the
rear passenger, integrated into the center console is COMAND – a control
and display system. It combines the controls for the radio and CD
changer. To enjoy these comforts, the S-Class extends well-appointed
settings.
This automobile nonpareil with a long wheelbase offers much greater leg,
elbow and shoulder room than any other make. The eye is immediately
drawn to the leather seats – resplendent in java beige or anthracite black.
The seats are electrically adjustable and can be programmed to
remember your preference. The contoured seats provide excellent lateral
support and the firm-surfaced upholstery ensures fatigue-free seating

comfort. At the press of a button, the center air chamber in the backrest
begins to breathe, keeping your back cool and dry, while relaxing your
back muscles gently.
Miniature fans concealed in the backrest and the seat cushion ventilate
the seats in hot weather. For ideal traveling conditions, you can import
your own weather, thanks to the four-zone Automatic Climate Control. And
you are not the only one – the rear passengers can also set their own
personal climate using the optional rear air-conditioning. This means that
a total of four climate zones can be set separately.
The electric tilting/sliding glass sunroof, whatever the time of the day,
offers a wonderful view. If it starts to rain, the sunroof automatically
closes – a remarkable feature in the S-Class. The remote control can be
used to open and close the roof and the side windows at the same time.
And thanks to the integral wind reflector, you will not experience a
draught while driving at high speeds with the roof open.
When you travel in the S-Class that is what you want to keep on
doing. Travel.
Safety
It’s not just about building a safer car.
It’s about making the road a safer place.
The Mercedes-Benz S-Class boasts numerous safety features but none of

them patented. And that is for a reason; the deeply ingrained conviction
that every life is precious.
Consider, for instance, one of the greatest innovations in the world of

safety systems - the Electronic Stability Program (ESP®). On the basis of
several sensor signals, ESP® is able to recognize dangerous situations
much earlier and faster than even the most seasoned driver.
Consequently, the system can respond with high precision to stabilize the
vehicle by precisely modulated brake signals to individual wheels.
Alternatively, it reduces engine torque to attain stability.
Or, the window bags – which are in addition to the front and side Airbags -
providing, added protection to passengers. Consider also, Brake Assist
(BAS). A sensor monitors every contact made with the brake pedal and
measures the force with which the brakes are applied. If the pressure
exceeds a set limit, Brake Assist (BAS) recognizes that it is an emergency.
A magnetic valve is then activated which rapidly empties one of the brake
booster chambers, thus building up and holding the full braking pressure.
And then, the revolutionary PRE-SAFE feature. This concept is a synergy of

active and passive safety. It can anticipate critical situations using the
ESP® and BAS sensors and trigger preventive measures to protect the
occupants. PRE-SAFE is activated, for instance, in emergency braking
situations in combination with Brake Assist (BAS), and where there is a
risk of skidding, if the vehicle is over-steering or under-steering.
The Mercedes-Benz approach to passenger protection can be stated quite

simply: safety is not a luxury option, it is a necessity
Engine and Transmission
It’s not just about unleashing raw power.
It’s about harnessing it.
Every Mercedes-Benz S-Class is a moving testament for the latest in

technology and innovations. On road dynamics, sensotronic controls,
majestic power and new generation engines deliver top-of-the-line driving

pleasure. Performance is almost second nature to the Mercedes-Benz
S-Class.
The V6 in the S 350 L is one of our latest additions. In terms of power, its
3.7 litre V6 engine is characterized by its majestic output of 171 K*, 334
Nm of torque and incredibly smooth running. The S-Class petrol engines,
with their V-shaped cylinder arrangement, are renowned for their
tremendous power build and discreet sound.
The principle behind the new type of fuel combustion is that two spark
plugs per cylinder, instead of the usual one, deliver dual ignition. This
results in more intensive fuel combustion and increased smoothness and
quietness, whether crawling along bumper-to-bumper or cruising on the
motorway.
The S-Class also comes with a 5-speed automatic transmission, endowed

with Touch shift. The transmission allows smooth gear changes while
maneuvering or parking, even on steep uphill or downhill gradients. If you
want to change the gear yourself, just give the selector lever a light tap –
and the gear you have just engaged is displayed in the instrument cluster.
Another innovation in the S-Class is the Supertonic, which is a cruise
control system combined with variable speed limiter. This allows you to
achieve the maximum speed set by you but makes sure you do not
exceed it. Helping you to be in control at all times. As the miles roll by,
sensors in the S-Class measure actual wear and tear on the vehicle and a
microcomputer works out individual maintenance dates. A digital display
(ASSYST) in the cockpit assists you in taking excellent care of your S-
Class.
The Mercedes-Benz S-Class. The power to surge ahead in

complete peace of mind.

Design
It’s not just about making heads turn.
It’s about leaving a lasting impression.
The world’s finest luxury automobile has none of the stiff upper lip usually
associated with vehicles of this class. On the contrary, it offers an agile
and youthful aspect. The remarkable thing is that it is able to combine this
sleekness with the highest formal standards – and yet blend discreetly
into the environment. Its external dimensions give it the air of a muscular
yet sleek athlete. Making it a rare saloon that is reminiscent of a coupe.
Nowhere is this more apparent than in its profile, with the steep slope and
flowing lines of its side pillars. The moderately wedge-shaped form with its
harmoniously elongated lines, flowing from rear to front, undisturbed by
any elements anywhere on its side, is what makes the S-Class a picture of
harmony.
The front end is a blend of dynamism and discretion. Sporty clear-glass

headlamps and restyled radiator grill; flowing, coupe-style side profile and
new dynamically formed tail-lights with higher brilliance lenses all
accentuate the elegant styling of the S-Class. It is a new interpretation of
a century-old heritage. The masterstroke undoubtedly comes in the form
of the paint finishes – in a choice of shades.
The point is: no matter whom the S-Class passes across on its regal
journey, it will remain embedded in their minds forever.
Environmental Compatibility
It’s not just about meeting environmental standards.
It’s about setting them.
For the world’s finest luxury car, delivering superlative standards of

performance, safety and comfort is necessary, but not sufficient. It must
do all this with the least disturbance to the ecological balance. And that is
exactly what the Mercedes-Benz S-Class does.
The S-Class draws upon the rich experience of extensive research into
reducing the environmental impact through new, ecologically responsible
car manufacturing techniques. For instance, no CFCs are used in the air-
conditioning. Conventional materials have been replaced by wood fibers,
cotton, cellulose, flax, sisal and coconut. All these efforts and innovations
combine to give some very pleasant results. Does the Mercedes-Benz S-
Class more than conform to stringent emission norms, it also qualifies as
and Ultra Low norms, it also qualifies as an ‘Ultra Low Emission Vehicle’.
And the real beauty is that it even has the potential to satisfy emission
norms, planned only for the year ahead!
These stratospheric standards are a commitment of our duty to the

environment. And to the generations that follow.

Technical Data Engine PARAMETERS
No of Cylinders / 6/V
arrangement
Engine Displacement 3724cc
(cm3)
Bore and Stroke (mm) 97.0 x 84.0
Maximum Power 171 @ 5700 rpm
(kW / bhp @ rpm)
Maximum Torque 334 @ 2500-4500 rpm
(Nm @ rpm)
Compression Ratio 10:01
No. of valves per cylinder 3
Fuel Preparation Micro processor controlled petrol

injection (HFM)

Suspension and Running Gear
Suspension Front: 4-link Suspension, torsion
bar stabilizer. Full Air Suspension
with level control, ADS.
Rear: Multi-link suspension,

torsion bar stabilizer, full air
suspension with level control,
ADS
Brakes Dual-circuit system, 4 brake
discs, front discs ventilated and
perforated, ABS with Brake Assist
(BAS)
Steering Speed sensitive power steering
Wheels 7.5 J x 16 H 2 ET 46
Tyres 225 / 60 R 16 98 W
Dimensions and Weights

Gross vehicle weight (kg) 2370
Kerb Weight (90 % Fuel 1840 Kg
and Driver)
Dimensions:
Vehicle Height (mm) 1444
Vehicle Length (mm) 5163
Vehicle Width (mm) 1855
Wheel base (mm) 3085
Front / rear track (mm) 1574 / 1574
Ground clearance (mm) 150 (without the vehicle being
raised)
City engineering college.
Trunk volume (liters) 500 56 MBA Department
Fuel tank capacity (liters) 88 / 11

C-Class
The C-Class - Open up your senses
The Mercedes-Benz C-Class has been now introduced with the electric
glass sunroof. The newly added feature in the C-Class the electric glass
sunroof adds more zest and youthful appeal to the vehicle’s design. Catch
the sunrise, feel the wind in your hair and be ready to be swept away by
the new Mercedes-Benz C-Class with Sunroof.
A trim figure, compact size and well-appointed interiors, makes the C-

Class a uniquely appealing proposition. Needle sharp steering, eager
suspensions and accurate gearshifts lend a dynamic driving experience.
The C-Class is available in two power packed variants!
The C220 CDI with a new diesel engine, which that offers 21%, more
power and 36% more torque than its predecessor, the C200 CDI! And the
much fancied and desired C200 KOMPRESSOR featuring a sporty and
supercharged petrol engine
Durable and agile - The C220 CDI's engine

Evidence that smoothness, driving pleasure and fuel economy is perfectly
compatible are provided by the Mercedes-Benz Diesel Engines with
Common Rail Direct Injection.
The C220 CDI is driven by the powerful second generation, leading-edge

common-rail direct injection diesel engine which skillfully integrates its
core characteristics i.e. torque, power output, fuel consumption, emission
characteristics, comfort and reliability.
The powerful 2.2 litter engine delivers an output of 104 kW corresponding

to 141 hp at 3800 rpm. The turbo-charged powerhouse hailed as the
"technological trailblazer" in its segment develops a peak torque of 340
Nm between an rpm range of 1800-2300 rpm, thus enhancing bottom-end
pulling power.
Supercharged Performance - The C200 KOMPRESSOR
The C200 KOMPRESSOR, propelled by the 1.8 litre, super-charged engine

skillfully combines several different technologies, including compressor
supercharging, intercooling, four-valve technology, variable-adjustment
camshafts, Lanchester balancer and adaptive drive dynamics. As a
resultant, this system maximizes motoring pleasure, performance and
smoothness, whilst minimizing fuel consumption. The technologically
advanced four-cylinder engine delivers an output of 116 kW
corresponding to 158 hp at 5500 rpm. This super-charged power plant
develops a peak torque of 221 Nm between an rpm range of 3500 – 4500
rpm.

FEATURES.
Design
Exterior
• Muscular front apron, with larger double-slatted air intakes

• Striking three-slat radiator grille
• Fuller wheel arches creating a wider-looking stance
• Modified sill covers
• Haematite-coloured trims strips on the waistline
• Clear-lens headlamps
• Clear-lens fog lamps
• High-brilliance tail lights
• High-brilliance third brake light
Interior
• Surface grain with a matt-look finish on interior trim parts

• 'Olive-ash' wood trim
• Four-dial design instrument cluster with white lighting, chrome
surrounds and illuminated needle tips, housing a vertical
multifunction display
• Advanced heating and climate control console, with chrome
ringed control wheels
• Chrome trim strips on the center console
• Chrome highlight on the glove compartment handle
• Advanced 'push-push' center console control switches

Safety
Real-life safety in five stages
When Mercedes engineers consider concepts for the further improvement

of vehicle safety, only one standard counts: real life. All new
developments or enhancements that provide car occupants with greater
safety are invariably based on careful analysis of actual traffic conditions
and accident processes.
The new C-Class is an outcome of this pioneering "Real-Life Safety

Concept", which essentially consists of five stages
Occupant protection
1. Danger warning: Sensors on the axles and bodywork monitor the

car's handling characteristics. On reaching the limits of driving dynamics,
a yellow warning symbol lights up in the cockpit.
2. Accident prevention: Standard-fitted assistance systems such as

ABS, Brake Assist and ESP® automatically enter into action in critical
situations, thereby helping the driver to keep everything under control.
3. Minor knocks: The impact energy of minor bumps at speeds of up to

15 km/h is absorbed by the bumpers and crash boxes in the front-end
module. The inertia reels on the seat belts are locked. Sensors monitor the
severity of the accident and prevent the airbags being inflated until their
supplementary protective effect is actually needed.
4. Impact: In a severe collision, robust members in the front, side and

rear structures absorb energy and distribute the impact forces over a wide
area. The belt tensioners are activated. Depending on the severity of
impact, the front airbags initially inflate less than fully, in line with actual
need, so that the optimal protective effect is assured. In a side-on crash,
side bags in the front doors, combined with window bags, protect the
occupants.

For the front passenger seat, the automatic seat occupancy and child seat
recognition system prevents the passenger-side front airbag, belt
tensioner and side bag being activated if not actually needed. The fuel
supply to the engine is cut off.
5. Occupant protection: In the event of even greater danger to the

vehicle occupants, a second inflation stage for the front airbags is
triggered. At the same time, the belt force limiters are also activated.
Performance
• C 200 KOMPRESSOR, supercharged gasoline engine

(116 K* and a torque of 221 Nm at 3500 - 4500 r/min)
• C 220 CDI, turbo-charged diesel engine (104 K* and torque
of 340 Nm at 1800 - 2300 r/min)
• 6-speed manual transmission with direct linkage or 5-speed
automatic transmission with touch shift
• 7-spoke design, 16'' alloy wheels (4)
• Wider 205/55 R16 tyres
• Cruise control with "Speedtronic" variable speed limiter
• Fog lamps front and rear
• Power steering with safety steering column
• Service interval indicator (Assyst)
Comfort
Interior: Premium-class comfort
'Entry level' is a misnomer when the car in question is a Mercedes-Benz.

The C-Class designers have essentially shrunk all the opulence and major
comforts of the S-Class into a right sized package. Just perfect for tight
urban spaces and really practical for everyday use. A sporty saloon meant

for spirited driving by the young and the young-at-heart, the C-Class
handles the city commute and long-distance runs with equal aplomb.
The design of the interior, its materials, equipment and external appeal
underscore the premium character of the C-Class. Ergonomics that are a
benchmark in its class let the driver concentrate on essentials. Namely
the traffic and the driving experience. Thereby easing away the stress of
driving. No wonder, C-Class owners rarely cede the driver's seat to anyone
else!
Environment
Environmental protection is one of our corporate goals, which is practiced

with devotion. The C-Class petrol and diesel power plants feature cutting
edge technology that meets all prevalent emission norms with flying
colors.
Mercedes-Benz follows environmentally sustainable manufacturing

practices and endeavors to set exemplary environmental standards in all
areas of operation
Top-Class Technology
The C-Class is powered by the most technologically advanced power

plants in its class. Complementing these hi-tech engines are an extensive
list of technical innovations some of which are summarized here -
Adaptive 2-stage front airbag:

The inflation of the driver's and front passenger's airbags is adapted to
the severity of impact.
Aluminum frame-type integral support:

This support frame for engine, gearbox and front axle components helps
save weight.

Brake Assist:
During emergency braking, Brake Assist automatically builds up the
maximum brake pressure and shortens the braking distance.
Belt force limiters:

Belt force limiters on all outboard seats; reduce the force of the seat belt
on the occupant in a crash reducing chances of secondary injury.
Belt tensioners:
Belt tensioners on all outboard seats automatically tighten seat belt slack
in case of an accident increasing the effectiveness of the seatbelts.
Crash boxes:
These impact-absorbing elements in the front-end structure can be
replaced at low cost after a minor collision.
Data bus:
New functions are made possible by three networked data bus systems
3-link front axle:

A new design improves wheel location, comfort and steering precision.
Ellipsoid firewall:
The firewall optimizes occupant protection in a frontal impact.
ESP®
This electronic driving safety system reduces the risk of skidding.
Fiber optics:

An optical data bus increasing data throughput speeds and reducing the
scope of electro-magnetic disturbances transmits audio and telephone
signals
.
Headlamp Assist:
A sensor on the windshield detects low light conditions and automatically
switches on the headlamps.
Multifunction steering wheel:

The car radio, car telephone, navigation system and other devices can be
operated from the steering wheel. The driver's hands stay on the wheel
thereby reducing chances of accidents.
One-touch gearshift:
The driving ranges of the automatic transmission are selected
conveniently by touching the selector lever.
6-speed manual gearbox:

The 6-speed gearbox optimizes the matching of gear ratios to the driving
conditions thereby reducing fuel consumption and enhancing driving
performance.
Side bags in the front doors:

Side impact airbags supplement the protection provided by the side
impact beams, cushioning occupants from the risk of injury and reducing
scope for cabin intrusion in side-way impacts.
SPEEDTRONIC:
The driver can use SPEEDTRONIC to limit the top speed of the vehicle.
This promotes safe driving habits.
THERMATIK automatic climate control:

Different temperature zones to be set for driver and front passenger. It is
available with rear vents to ensure uniform cabin cooling. A humidity
sensor and infinitely variable compressor built-in to the system further
enhance comfort.
Climate Memory:
Climate Memory available in conjunction with Thematic air-conditioning
stores the individual settings of the automatic climate control in the
electronic ignition key.
Tunnel mode:
This feature available in conjunction with Thematic air-conditioning closes
all open windows on entering a tunnel or underground parking garage on
pressing the air recirculation button. This ensures that stale air and fumes
trapped in the confined space does not enter the cabin.
Window bags:
In a side impact crash, window bags extend like a curtain from the A-pillar
to C-pillar, reducing the risk of head injury, cushioning occupants from
glass and minimizing the scope for cabin intrusion.
Electric Glass Sunroof:

Besides enhancing visual appeal, the electric glass sunroof provides faster
draught-free air circulation in the interior. It enables hot or stale air to be
evacuated rapidly besides helping to prevent the windows misting in bad
weather. The sunroof also features high thermal insulation for effective
protection against direct sunlight.

E-Class
Since its first edition in 1947 the E-Class has never failed to marvel the car
connoisseurs.
It's not by chance that this, our most successful model series, has gained
more than 3 million loyalists throughout the world since production began.
If ever there was a car that stands true onparameters of reliability, safety
and durability with ride comfort, motoring pleasure and environmental
compatibility, and still leaves ample room for individuality, it is the
Mercedes-Benz E-Class saloon.
FEATURES:
Intelligent technical solutions
An established leader
With its new look, a range of equipment and exudes individuality, a

multitude of comfort and safety features included as standard and
unbeatable technology, the new E-Class is pre-destined to remain the
clear leader in its leader.
Driving dynamics, safety and comfort are the areas in which the new E-
Class most clearly displays its impressive powers of innovation and
technological leadership. Add to this a first class image for quality, and it

is easy to see why the new E-Class sets the standard in its segment – yet
again.
Comfort
Feeling comfortable and at ease in the E-Class luxury saloon is of course a

foregone conclusion given the wide array of features offered.
It comes equipped with THERMOTRONIC automatic climate control with

residual engine heat utilization just to put you on a relaxed state of mind.
Careful attention to detail ensures
a host of features like multi-functional steering wheel, steering wheel
adjustable for height and reach, central display in instrument cluster and
cruise control with 'Speedtronic' variable speed limiter for ease of
handling.
The E-Class of course also has a host of features, which are designed to
titillate your senses. They include an Audio 20 Radio with CD drive and 6
CD changer, telephone keypad, comfort-fit seat belts, bucket seats to lay
back, lumbar support, adjustable headrests, sunvisors with illuminated
vanity mirrors, a sunroof to enjoy the nuances of nature and a whole lot
more.
The Mercedes-Benz E-Class saloon, redefines comfort
Innovation and Technology
Feeling on top of the world is but natural in an E-Class saloon.
The E-Class comes packed with the latest that automotive engineering
has to offer - ESP, rain sensors with infinitely adjustable interval control
adaptive airbags, belt force limiters
for the driver and front passenger, driver and front passenger automatic

recognition with weight classification, aero wipers and the new 5 twin-
spoke alloy wheels.
The Mercedes-Benz E-Class saloon, signifies leadership through

path breaking innovations.
Safe
Feeling safe and secure in the E-Class saloon is only natural, given the
unmatched standards of safety it offers. The Electronic Stability Program
(ESP®) is instantly activated when your car is in danger of skidding.
The sensors recognize specific risks at anearly stage. ESP® throttles back
the engine torque and brakes one or more wheels in order to stabilize the
vehicle. The E-Class comes fitted with another milestone in braking
technology, electro hydraulic brake system, Sensotronic Brake Control
(SBCTM).
The elaborate safety system of the E-Class includes airbags, front side
bags and window bags, automatic child seat-recognition and central
locking with crash sensors.
The Mercedes-Benz E-Class saloon, the safest place on the road.
Power and Performance
Feeling in command in the E-Class saloon is part of the standard

equipment.
The refined sound of the powerful E200 Kompressor sets the tone. The
E240 comes with a six cylinder V-shaped engine, while the refined E270
CDI offers high torque with low emissions.

The Mercedes-Benz E-Class saloon, unparalleled performance.
Standard equipment
• Aero windscreen wipers with rain sensor and one-touch wiper

function
• Airbags with multistage deployment logic for driver and front
passenger, plus side bags and window bags
• Anti-lock braking system (ABS)
• Armrest in rear with cup holder to match interior appointments
• Audio 20 CD and integral radio aerial in rear windscreen
• Automatic child seat recognition in front passenger seat
• Belt tensioners and two-stage belt force limiters for driver and
front passenger, one-stage for outer rear seats
• Brake Assist (BAS)
• Central locking with interior switch and crash sensor
• Cruise control with SPEEDTRONIC variable speed limiter
• Electronic Stability Program (ESP®)
• Five 3-point seat belts; height-adjustable in front, with automatic
belt height adjustment in rear (except center rear)
• Five head restraints, pneumatically folding in rear
• Four power windows, with one-touch control and obstruction
sensor
• Heated exterior mirrors, electrically adjustable, with integral
indicator
• Heated windscreen washing system
• Multifunction steering wheel

• Outside temperature display
• Power steering with safety steering column
• Rev counter
• Seat occupancy sensor with weight sensor in front passenger
seat
• Sensotronic Brake Control (SBCTM)

• Steering column manually adjustable for height and reach
• THERMOTRONIC 4 zone climate control
• Sun-roof (Glass version)
• 5 twin-spoke light-alloy wheels, set of four
Technical Data
Engine: E 200 K
No. cylinders / arrangement 4 in line
Displacement (cc) 1796
Bore x stroke (mm) 82.0 x 85.0
Maximum Power 116 / 158 at 5500 r/min
(kW / hp @ r/min)
Maximum Torque (Nm @ 221 at 3500 - 4500 r/min
r/min)
Compression ratio 8.5 : 1
No. of valves per cylinder 4 valves per cylinder
Fuel Preparation Micro Processor Controlled Petrol
Injection ( HFM )

Suspension Front: Four-link independent
suspension with coil springs
Rear: Multi-link independent

suspension with coil springs
Brakes Power brakes (hydraulic energy
accumulator), foot
operated Electro-hydraulic
transmission, ABS
acting on all four wheels
Steering Rack-and-pinion power steering,
collapsible column
Tyres 225 / 55 R 16 95 V

Engine: E 270 CDI
No. cylinders / 5, in line
arrangement
Engine Displacement ( cc ) 2658
Bore and Stroke (mm) 88.0 x 88.3

Maximum Power ( kW / 127 kW @ 3800 r/min
hp ) @ r/min
Maximum Torque (Nm @ 425 Nm @ 1800 - 2300 r/min
r/min )
Compression Ratio 18:1

Braking system Sensotronic Brake Control (SBC),
4 Brake discs, front Dw c
ventilated ABS with brake assist
BAS
Steering Power Assisted rack - and -
pinion, steering damper,
collapsible steering column
Tyres 225 / 55 R 16 95 V
Dimensions and Weights

Gross Vehicle Weight ( Kg ) 2200
Kerb Weight ( acc. to EC 1695

kg )
Dimensions:
Height (mm) 1402
Length (mm) 4818
Width (mm) 1822
Wheel Base (mm) 2854
Front/Rear Track (mm) 1559 / 1552
Ground Clearance (mm) 123 ( without the vehicle being
raised )
Trunk Volume (Liters) 520

1.5 SWOT Analysis
Strengths. Weakness.
1. Being ranked as a No 1 Dealer for 1. Certain models cannot be

territory development and best produced immediately like
performance in the country customize CBU Cars.
constitute from past four years.
2. Limited number of work stations.
2. Highly Qualified team.
3. Centrally located showroom and

workstations, and 24hours help-line

service across the country.
Opportunities. Threats.
1. Highly advance on the 1. Govt polices in tax structures.

technological innovations and giving
2. Certain business on import
the best the industry.
structure.
2. Still Maintaining the high-end

loyalty in spite of high-end
competitors by giving advance
enrich model.
3. Planning to open more number of

work stations across the state.
DESIGN OF THE STUDY
2.1 Statement of the problem.

The first step in a Marketing Research process is to define the
problem chosen for investigation. This step is very signification
one since it said “ A problem well defined is half solved”, on the
other hand if the problems defined vaguely, a wrong problem is
defined or the user or research are not clarified, then the
research results may be completely useless for the management
and research effort of the investigators is futile exercise.
The study has been focused to know the needs and wants of a
consumer and also to know the means by whish he can be
satisfied. It also necessary to know about the consumer
perception towards a particular product
2.2 Objectives of the study.
The prime objectives of the study are to help the company track
down the approach / bahaviour of consumer in purchasing
Mercedes-Benz. So as to elicit information with regards to:-
 To study consumer bahaviour towards Mercedes-Benz.
 To analyze market demand for Mercedes-Benz in general and
demand for various brand specific.
 To study the consumer needs or preference.
 To study the dealer and services renders role with regard to the
product.
 To analyze the consumer perception towards Mercedes-Benz.
 Who influence the purchase?
 Who makes the purchase decision?
 To find the customer satisfaction level of the product.
 Satisfaction towards the services.
 To investigate the actual problem faced by the customer.
2.3 Scope of the study.

 The study is designed to gather information on the consumer
bahaviour and perception towards cars. Scope of study also
extents to discover or research dealers reaction, how the
product is perceived as compare to its competitors
performance in respect of price, quality, service.
 The scope of study is limited to the information provided by
the “TVS” Motor car dealers in Bangalore.
2.4 Methodology.
• Sample size
Taken into consideration of the time factor and extent of the
study in the given territory. The sample size was taken 25
consumers.

• Source of data.
 Primary Data:
o Collected through personal interviews with the
help of detailed and structured questionnaire.
 Secondary Data:
o Company website
o Company magazines.
• Target customers.
 Target customers are those who already own a
Mercedes-Benz car.
• Type of sampling.
 The samples were selected by convenience sampling
method.
Tools and Techniques of data collection

Tools:
The questionnaire forms the communication method to collect
the required information. for the present study, a structured questionnaire
was formed to get the facts, the questionnaire was administered in
accordance with a prearranged order.
Techniques:
The people contacted for the surveys were threw owners of
the Mercedes-Benz car.
Personal interview was conducted with the person to gather the

information required.
Apart from the collecting replies to the questionnaire, discussion
was also held with the owner’s of the Mercedes-Benz.
2.5 Limitations of the study.

 Consumer bahaviour involves mainly the human
element getting accurate information about the buyer is
slightly difficult task as respondents may try to hide
certain information may give ambiguity or evasive
answers care is taken in the formulation of
questionnaire to get as far as possible true responses.
 Another limitation is that the study is based more upon

secondary data rather then primary data.
 Study is limited to only potential areas in Bangalore city,

due to lack of time.
 The method selected is complex and time consuming.
 The lengthen questionnaire sometimes strained the

respondents that might have caused disinterest in
answering the questions at the end.
 Respondent’s bias may be present due to a lot of open-

ended questions present in the questionnaire.
 The time for the study was also a limiting factor where
the study had to be complete in two months.

TABLE – 1
DIFFERENT MODELS OF MERCEDES-BENZ CAR.
NUMBEROF
MODEL PERCENTAGE
RESPONDENTS
S-Class 0 0%
C-Class 10 40%
E-Class 15 60%
Total 25 100%

CONCEPT: The test is designed to find out most acceptable model in
Mercedes-Benz.
ANALYSIS: 60% of respondents are with E-Class, and remaining 40%

with
C-Class, none of the respondents are found with S-Class.
INFERENCE: most of the respondents are enjoying drive in E-Class and C-

Class they believe E and C-class are much economic than S-
Class, due, to which there is very Minute respondents found
for S-Class.
GRAPH SHOWING DIFFERENT MODELS OF MERCEDES-BENZ CAR.

70%
60%
NUMBER OF RESPONDENTS
60%
50%
40%
40% S-Class
C-Class
30% E-Class
20%
10%
0%
0%
MODEL
TABLE – 2
RESPONDENTS WITH MERCEDES-BENZ TILL DATE.
NUMBEROF
NUMBER OF YEARS PERCENTAGE
RESPONDENTS
One year 20 80%

Two years 5 20%
Three years 0 0%

More than five years 0 0%
Total 25 100%
CONCEPT: The test is designed to find out how long respondents are
driving Mercedes-Benz.
ANALYSIS:80% of respondents are driving Mercedes-bens from past one

year Next 20% from past 2 years. No correspondents were
in drive with Mercedes-Benz from past 5 years.
INFERENCE: Due to fast growth in technology, respondents urge to buy a

luxury car, due to which Mercedes-Benz respondents are
increased in a large extent from past 2 years.
GRAPH SHOWING RESPONDENTS WITH MERCEDES-BENZ TILL

DATE.

More than five
NUBER OF YEARS
0% years
Three years
0%
Two years
20%
One year
80%
0% 50% 100%
TABLE – 3
LEVEL OF SATSIFACTION TOWARDS MERCEDES-BENZ .
LEVEL OF NUMBEROF
PERCENTAGE
SATISFACTION RESPONDENTS
Very high 10 40%

High 8 32%
Moderate 5 20%

Average 2 8%
Total 25 100%
CONCEPT: The test is designed to find out the level of satisfaction

towards
Mercedes-Benz.
ANALYSIS:40% of respondents, level of satisfaction are very high,

32% says high, 20% says moderate, and rest of 8%
respondents
say average.
INFERENCE: according to the above analysis, we can conclude that theirs

is
no respondents saying they are not satisfied. 7 the level of
satisfaction is not to the mark.
GRAPH SHOWING THE LEVEL OF SATSIFACTION TOWARDS

MERCEDES-BENZ.
40%
40%
32%
35%
30%
RESPONDENTS
NUMBER OF
25% 20%
Very high
20% High
15% 8% Moderate
10% Average
5%
0%
1
LEVEL OF SATISFACTION
TABLE – 4
RESPONDENTS INTREST FOR SERVICES.
NUMBEROF
CENTERS PERCENTAGE
RESPONDENTS
Authorized dealer 25 100%

Unauthorized service
0 0%
station
Total 25 100%
CONCEPT: The test is designed to find out the where respondents prefer
for
there car Serviced.
ANALYSIS:100% of the respondents go to authorized dealer to get their

car
service. There are no respondents who go to unauthorized
service centers.
INFERENCE: from the above data we can conclude that every respondent
wants his car to be serviced by authorized dealer only.
TABLE – 5
RESPONDENTS PERCEPTION ABOUT CUSTOMER CARE OF

MERCEDES-BENZ SHOWROOM.

NUMBEROF
PERCEPTION PERCENTAGE
RESPONDENTS
Good 15 60%
Moderate 10 40%
Average 0 0%
Bad 0 0%
Total 25 100%
CONCEPT: The test is designed to find out the perception about the
customer care. In Mercedes-Benz showroom.
ANALYSIS:60% of the respondents feel it good, rest 40% of respondents

says moderate.
INFRENCE: According to the above table the customer-care of

Mercedes-
Benz is good and moderate, but not bad, which is not good
sign.

GRAPH SHOWING THE RESPONDENTS PERCEPTION
ABOUT CUSTOMER CARE OF MERCEDES-BENZ
SHOWROOM .
60%
60%
50%
40%
RESPONDENTS
NUMBER OF
40%
Good
30% Moderate
20% Average
Bad
10%
0% 0%
0%
1
PERCEPTION

TABLE – 6
MOST CONVENIENCE FEATURE OF YOUR MERCEDES-

BENZ
NUMBEROF
FEATURE PERCENTAGE
RESPONDENTS
Safety 5 20%
Speed 0 0%
Design 4 16%
Performance 4 16%
Technology 12 48%
Total 25 100%
CONCEPT: The test is designed to find out most convenience feature of ]

Mercedes-Benz.
ANALYSIS:48% of the respondents say it is technology, 20% say it is

safety,
and rest 16% each says it is design and performance.
INFRENCE: The most convenience feature is according the

respondents is
technology, Safety, design, performance, and speed is given
the
least priority

GRAPH SHOWING THE MOST CONVENIENCE FEATURE OF YOUR
MERCEDES-BENZ
50% 48%
45%
40%
RESPONDENTS
35%
NUMBER OF
30% Safety
25% Speed
20%
20% 16% 16% Design
15% Performance
10% Technology
5% 0%
0%
1
FEATURES

TABLE – 8
USAGE OF HELP-LINE SERVICE OF MERCEDES-BENZ
NUMBEROF
GRADE PERCENTAGE
RESPONDENTS
Very good 4 16%
Good 6 24%
Average 15 60%
Poor 0 0%
Total 25 100%
CONCEPT: The test is designed to find out the usage of help-line service
in the showroom.
ANALYSIS:60% of the respondents, responded as average, 24% of the

respondents feel its good and remaining 16% of the
respondents say very well, no respondent is mentioned as
poor
INFERENCE: Most of the respondents feel help-line is average,

GRAPH SHOWING THE USAGE OF HELP-LINE SERVICE OF
MERCEDES-BENZ
Poor
Very good
0%
16%
Good
Average 24%
60%

TABLE – 9
FACTORS INFLUENCED AFTER SALES SERIVICES
NUMBEROF
FACTORS PERCENTAGE
RESPONDENTS
Best in service delivery 2 8%
Best service advisor 7 28%
Highest service quality 3 12%
Most user-friendly
13 52%
service
Least problem
experienced with 0 0%
vehicle serviced
Total 25 100%
CONCEPT: The test is designed to find out most important factor during
after sales service Impressed
ANALYSIS:52% of respondents say, the service is most user friendly,

28% say they are best service advisor, 12% of the
respondents say, they have higher quality service 7 remaining
8% believes in the best in service delivery.
INFERENCE: The most important factor after sale services that impressed
to
The respondents , are most user friendly and best service
adviser.

GRAPH SHOWING THE FACTORS INFLUENCED AFTER SALES
SERIVICES
Best in service
delivery
52%
60%
Best service advisor
50%
RESPONDENTS
NUMBER OF
40% 28%
30% Highest service
12% quality
20% 8%
10% 0% Most user-friendly
service
0%
1
Least problem
FACTORS experienced with
vehicle serviced

TABLE – 10
LEVEL OF SATISFACTION ON SERVICE DURING

WARRANTY
LEVEL OF NUMBEROF
PERCENTAGE
SATISFACTION RESPONDENTS
Highly satisfied 5 20%

Satisfied 17 68%
Not satisfied 3 12%
Total 25 100%
CONCEPT: The test is designed to find out level of satisfaction on service

during Warranty period.
ANALYSIS:68% of respondents are satisfied with service within warranty

period, 20% highly satisfied 7 remaining 12% are not satisfied.
INFERENCE: from the above concept it is very clear that the service of
Mercedes-Benz within warranty period is satisfactory level.

GRAPH SHOWING THE LEVEL OF SATISFACTION ON SERVICE
DURING WARRANTY.
12%
100%
90%
RESPONDENTS
80%
NUMBER OF
70% 68%
60%
50% Not satisfied
40% Satisfied
30%
20% 20% Highly satisfied
10%
0%
1
LEVEL OF
SATISFACTION

TABLE – 11
LOCATION OF SUDARAM MOTORS.
NUMBEROF
LOCATION PERCENTAGE
RESPONDENTS
Centrally located 20 80%

Very far 5 20%
Difficult to approach 0 0%
Total 25 100%
CONCEPT: The test is designed to find out the location of Sundaram

Motors.
ANALYSIS:up to 80% of respondents feel Sundaram Motors is located

Centrally and remaining 20% feel it, far and there is no
respondent saying it id difficult to approach.
INFERENCE: most of the respondents, responded that the location of

Sundaram Motors is centrally located..

GRAPH SHOWING LOCATION OF SUDARAM MOTORS.
0%
20%
Centrally located
Very far
Difficult to approach
80%

TABLE – 12
REASONS BEHIND PURCASING MERCEDES-BENZ CAR.
NUMBEROF
REASONS PERCENTAGE
RESPONDENTS
Brand name 20 37.7%
Quality 2 3.77%
Luxury 5 9.43%
Maintenance 0 0%
Performance 4 7.54%
Price 0 0%
Affordable 1 1.88%
Speed 0 0%
Safety 4 7.54%
Technology 15 28.30%
Suits my needs 2 3.77%
Total 53 100%
CONCEPT: The test is designed to find out reasons for purchasing a car.
ANALYSIS:37.7% of respondents say that, they consider brand name,

28.30% says that technology and 9.4% of are considering the
luxury while purchasing 7.54% each for safety and
performance.
No respondent considered price, and speed.
INFERENCE: brand name is the main reason for purchasing a car

followed
by technology, Luxury, safety, performance, comfort. Price
and
speed is the least factor for Consideration.

GRAPH SHOWING REASONS BEHIND PURCASING
MERCEDES-BENZ CAR.
40.00%
37.70% Brand name
35.00%
Quality
30.00% 28.30% Luxury
Maintenance
25.00%
Performance
20.00% Price
Affordable
15.00%
Speed
9.43%
10.00% 7.54% 7.54% Safety
5.00% 3.77% 3.77% Technology
1.88%
0% 0% 0% Suits my needs
0.00%
REASONS

TABLE – 13
PERCEPTION ABOUT THE PROMOTIONAL ACTIVITES OF

MERCEDES-BENZ.
NUMBEROF
PERCEPTION PERCENTAGE
RESPONDENTS
Highly satisfied 0 0%
Satisfied 22 88%
Not satisfied 3 12%
Total 25 100%
CONCEPT: The test is designed to find out the perception about the
promotional activities of Mercedes Benz.
ANALYSIS:88% of respondents are satisfied by the promotional activity

by
Mercedes-Benz and 12% are not satisfied.
INFERENCE: promotional activities of Mercedes-Benz are good they have

satisfied Respondents to a large extent, only few feel they are
not satisfied.

GRAPH SHOWING THE PERCEPTION ABOUT THE PROMOTIONAL
ACTIVITES OF MERCEDES-BENZ.
100% 12%
90%
RESPONDENTS
80%
NUMBER OF
70%
60% Not satisfied
50% 88%
40% Satisfied
30% Highly satisfied
20%
10% 0%
0%
1
PERCEPTION

TABLE – 14
PEOPLE WHO INFLUENCED TO BUY THE MERCEDES-BENZ

CAR.
NUMBEROF
PEOPLE PERCENTAGE
RESPONDENTS
Myself 15 60%
Family 5 20%
Friends 0 0%
Relatives 5 20%
Total 25 100%
CONCEPT: The test is designed to find out the persons who influenced to
buy the car.
ANALYSIS:60% of respondents have got the Mercedes-Benz due to there

own interest. 20% because of family, and rest of 20%
influence by
friends.
INFERENCE: From the above table it is clear most of the respondents buy
Mercedes-Benz by their own wishes and will.

GRAPH SHOWING THAT, WHO INFLUENCED TO BUY THE
MERCEDES-BENZ CAR.
60%
60%
50%
RESPONDENTS
NUMBER OF
40%
Myself
30% Family
20% 20%
20% Friends
Relatives
10%
0%
0%
1
PEOPLE

TABLE – 15
REFERING PEOPLE, BASED ON THE SERVICE OF

SUNDARAM
MOTORS AND PERFOMANCE OF CAR.
NUMBEROF
OPINION PERCENTAGE
RESPONDENTS
Yes 23 92%
No 2 8%
Total 25 100%
CONCEPT: The test is designed to find out, would the existing

respondents
refer others to buy the Mercedes-Benz car.
ANALYSIS:92% of respondents are ready to refer their friends to buy the

. car and 8% of Respondents are not willing to refer.
INFERENCE: most of the existing respondents are quite happy with the
Service of Sundaram Motors and performance of the car
they are quite happy to refer their friend and relatives to but
the car.

GRAPH SHOWING THAT REFERING PEOPLE, BASED ON
THE SERVICE OF SUNDARAM MOTORS AND PERFOMANCE
OF CAR.
8%
Yes
No
92%

TABLE – 16
FACILITIES AVAILABLE AT SUNDARAM MOTORS.
FACLITIES OUTSTANDIN VERY

GOOD AVERAGE POOR
AVAILABLE G GOOD
Convenience
8 11 4 2 0
of location
Appearance
& cleanliness 6 12 6 1 0
of office
Level of
5 15 5 0 0
comfort
Product
0 10 12 3 0
information
Selection of
3 12 10 0 0
vehicles
CONCEPT: The test is designed to rate the facilities available at

Sundaram
Motors.
ANALYSIS:
 76% of respondents say the location of Sundaram Motors is quite

convenient
 72% of the respondents say Sundaram Motors appearance and
cleanliness is outstanding and good.
 80% of respondents say they feel comfort at showroom.
 60% of respondents are saying that the availability of product
Information was good.
 60% of respondents say selection of vehicle is good.

GRAPH SHOWING FACILITIES AVAILABLE AT SUNDARAM
MOTORS.
16
14
12
OUTSTANDING
10
VERY GOOD
8 GOOD
AVERAGE
6
POOR
4
0
Convenience
Appearance &
Selection of
cleanliness of
Level of
information
comfort
of location
vehicles
Product
office
FACILITIES

TABLE – 16
SALES PERSON KNOWLEDG ABOUT VECHILES
NUMBEROF
RATING PERCENTAGE
RESPONDENTS
Excellent 14 56%
Good 11 44%
Average 0 0%
Poor 0 0%
Bad 0 0%
Total 25 100%
CONCEPT: The test is designed to find out the sales person knowledge
about vehicles.
ANALYSIS: 56% of respondents say sales person knowledge about

vehicle
is excellent Rest 44% of respondent s feels they are good.
INFERENCE: Maximum respondents feel that sales person knowledge

about
vehicles are satisfactory level. There is no respondent
saying
knowledge of sales person is bad or poor.

GRAPH SHOWING THE SALES PERSON KNOWLEDG ABOUT
VECHILES
56%
60%
44%
50%
RESPONDENTS
NUMBEROF
40% Excellent
30% Good
Average
20% Poor
10% 0% 0% 0% Bad
0%
1
RATINGS

TABLE – 17
SALES PERSON ATTENTION
NUMBEROF
RATING PERCENTAGE
RESPONDENTS
Excellent 8 32%
Good 14 56%
Average 3 12%
Poor 0 0%
Bad 0 0%
Total 25 100%
CONCEPT: The test is designed to find out the sales person attention
Focused.
ANALYSIS: 56% of respondents say that sales persons attention on

respondents is good, 32% of respondents say excellent and
remaining of 12% feel average.
INFERENCE: Sales person attention focused on respondents is excellent

and
agreeable.

GRAPH SHOWING THE SALES PERSON ATTENTION FOCUSED ON
RESPONDENTS
0%
0%
Bad
RATING
12% Poor
1
Average
56%
Good
24% Excellent
0% 20% 40% 60%

NUMBEROF RESPONDENTS

TABLE – 18
COURTESY AND FREINDLINESS OF THE SALES PERSON.
NUMBEROF
RATING PERCENTAGE
RESPONDENTS
Excellent 10 40%
Good 15 60%
Average 0 0%
Poor 0 0%
Bad 0 0%
Total 25 100%
CONCEPT: The test is designed to find out the sales person attention
focused.
ANALYSIS: 60% respondents feel courtesy and friendliness of sales

person
at Sundaram Motors was good, rest 40% rated as excellent..
INFERENCE: Maximum respondents are satisfied by the courtesy and

friendliness of Sales person.

GRAPH SHOWING THE COURTESY and FREINDLINESS OF
THE SALES PERSON.
60%
60%
50%
40%
40% Excellent
30% Good
Average
20% Poor
Bad
10%
0% 0% 0%
0%
1
RATINGS

TABLE – 19
ABLITY TO UNDERSTAND YOUR NEEDS
NUMBEROF
RATING PERCENTAGE
RESPONDENTS
Excellent 5 20%
Good 15 60%
Average 5 20%
Poor 0 0%
Bad 0 0%
Total 25 100%
CONCEPT: The test is designed to find out the ability to understand

needs
ANALYSIS: 60% of respondents say the ability to understand their need

by
Sundaram Motors is good, and 20% of respondents rated as
excellent, remaining 20% as average.
INFERENCE: From the above table one can conclude that the Sundaram
Motors understand their needs much better.

GRAPH SHOWING THE SALESPERSONS ABLITY TO UNDERSTAND
RESPONDENTS NEEDS
60%
60%
50%
40%
Excellent
30% Good
20% 20% Average
20% Poor
Bad
10%
0% 0%
0%
1
RATINGS

TABLE – 20
SALES PERSON EXPLANATION OF FEATURES,

ADVANTAGES and BENFITS OF VECHILES.
NUMBEROF
RATING PERCENTAGE
RESPONDENTS
Excellent 17 68%
Good 4 16%
Average 4 16%
Poor 0 0%
Bad 0 0%
Total 25 100%
CONCEPT: The test is designed to find out the sales person explanation
of
vehicle.
ANALYSIS: 68% of respondents rated sales person explanation of

feature,
advantages, Benefits of vehicles as excellent. 16% of each
respondents say as good and average.
INFERENCE: the sales person satisfies Most of the respondents

explanation about product is up to the mark.

GRAPH SHOWING THE SALES PERSON EXPLANATION OF
FEATURES, ADVANTAGES and BENFITS OF VECHILES TO THE
RESPONDENTS.
68%
70%
60%
RESPONDENTS
50%
NUMBEROF
Excellent
40%
Good
30% Average
16% 16%
20% Poor
0% 0% Bad
10%
0%
1
RATINGS

TABLE – 21
TRANSPARENCY DURING SALES PROCESS
NUMBEROF
RATING PERCENTAGE
RESPONDENTS
Excellent 4 16%
Good 15 60%
Average 6 24%
Poor 0 0%
Bad 0 0%
Total 25 100%
CONCEPT: The test is designed to find out the transparency during the
sales..
ANALYSIS:60% of respondents feel transparency during sales is good,

24%
of respondents rated as average, and remaining 16% as
excellent.
INFERENCE: transparency during sales person at Sundaram Motors is

good.

GRAPH SHOWING THE TRANSPARENCY DURING SALES PROCESS
0%
0%
Bad
RATINGS
24% Poor
1
60% Average
Good
16% Excellent
0% 20% 40% 60%


TABLE – 22
WITH THE PURCHASE OF WHOLE
NUMBEROF
RATING PERCENTAGE
RESPONDENTS
Excellent 5 20%
Good 14 56%
Average 6 24%
Poor 0 0%
Bad 0 0%
Total 25 100%
CONCEPT: The test is designed to find out with the purchase whole.
ANALYSIS: 56% of respondents rate the purchase of whole at Sundaram

Motors is good, 24% of respondents rated as excellent and
remaining 20% as good.
INFERENCE: The purchase of whole at Sundaram Motors is good.

GRAPH SHOWING WITH THE PURCHASE OF WHOLE
60% 56%
50%
40% Excellent
Good
30% Average
24%
20% Poor
20% Bad
10%
0% 0%
0%
RATINGS

TABLE – 23
SALES PERSON ADVICE
NUMBEROF
RATING PERCENTAGE
RESPONDENTS
Excellent 8 32%
Good 13 52%
Average 4 16%
Poor 0 0%
Bad 0 0%
Total 25 100%
CONCEPT: The test is designed to find out the sales person advice.
ANALYSIS: 52% of respondents rated that sales person advice at

Sundaram
Motors is good, 32% of respondents rate as excellent, and rest
of
16% as average.
INFERENCE: Sales person working at Sundaram Motors is doing a good

GRAPH SHOWING THE SALES PERSON ADVICE
Excellent
RATINGS
Good
32% 52% 16%0% Average
Poor
Bad
0% 50% 100%

TABLE – 24
PUNCTUALITY and HONSET OF SALES PERSON
NUMBEROF
RATING PERCENTAGE
RESPONDENTS
Excellent 10 40%
Good 15 60%
Average 0 0%
Poor 0 0%
Bad 0 0%
Total 25 100%
CONCEPT: The test is designed to find out the punctuality and honest of
sales person
ANALYSIS: 60% of respondents rate punctuality and honesty of sale

person
at Sundaram Motors is good and 40% of respondents rate as
excellent.
INFERENCE: most of the sales person working at Sundaram Motors is

punctuality and Honesty.

GRAPH SHOWING THE PUNCTUALITY And HONSET OF SALES PERSON
60%
60%
50%
40%
40%
Excellent
30% Good
Average
20% Poor
Bad
10%
0% 0% 0%
0%
1
RATINGS

TABLE – 25
RATING OF SERVICE AT SUNDARAM MOTORS

(PRE SALES)
CATEGORY VERY GOOD GOOD AVERAGE POOR
Enquiry 10 0
12 3
handling
Financial 14 0
6 5
support
20 0
Documentation 5 0
10
Delivery period 10 5
10 0
Facilities 12 3
CONCEPT: The test is designed to find out the rating of service at

Sundaram Motors (Pre sales)
ANALYSIS:The table clearly shows that 80% of respondents rated very

well
for the services at Sundaram Motors.
INFERENCE: Services at Sundaram Motors are very good, however, there

is
more Scope to improve in documentation and financial
support.

TABLE – 31
RATING OF SERVICE AT SUNDARAM MOTORS

(POST SALES)
CATEGORY VERY GOOD GOOD AVERAGE POOR
Service 5 15 5 0
Customer care 3 10 10 2
CONCEPT: The test is designed to find out the rating of service at

Sundaram Motors (Post sales)
ANALYSIS:The table clearly shows that 80% of respondents rated very

well
for the services at Sundaram Motors.
INFERENCE: Services at Sundaram Motors are very good, however, there

is
more Scope to improve in documentation and financial
support.

FINDINGS.
According to the survey conducted on sample size of 25 for the study of

perception and bahaviour towards Mercedes-Benz has following findings.
1. 60% of customers are driving E-class.

2. Most of the customers are driving Mercedes-Benz from past one to
two years.
3. The level of satisfaction by Mercedes-Benz is very high.
4. 100% of users want their Mercedes-Benz to be serviced at
authorized dealer only.
5. Customer care at Sundaram Motors for Mercedes-Benz is good.
6. Most of the customers have given first priority to technology,
followed by safety, design, and performance.
7. The most important factor after sales service impressed customer
was user-friendly service.
8. 80% of customers said the location of Sundaram Motors is
convenient.
10. Customers are very much satisfied with service provided by
Sundaram Motors during warranty period was good.
11. Majority of customers purchases Mercedes-Benz by there own wish.
12. Overall 60% of customers rated facilities like, convenience of
location, appearance and cleanliness of office, comfort during first visit
to the showroom, availability of product information, selection of
vehicles at Sundaram Motors was good.

13. Overall the customer rate salesperson assistance about sales
person knowledge about vehicles, attention focused on them, courtesy
and friendliness, ability to understand there needs, explanation of
product, punctuality and honesty, advice were good, only few
customers rated them as average. Transparency during sales person
and purchase of whole was rated as good.
CONCLUSION
The project was entitled as “ A study of consumer perception and

bahaviour towards Mercedes-Benz “
The sample survey on 25 users of Mercedes-Benz in Bangalore city of

Karnataka helps the company to know the factors influenced to purchase
of Mercedes-Benz and to ascertain the research behind.
It was a great experience for me, I had an exposure to the external

environment and it was very different from theoretical study.
Based on the study it has been found that most of the customers prefer
Mercedes-Benz E-Class as it us economic convenient and comfortable.
Were in s-class and c-class are not that suitable to Bangalore.
Most of the consumers purchase Mercedes-Benz on their own will and
wish. Brand image and technology ready given the first priority next
comes safety, comfort.
Mercedes-Benz is purchase by customer in recent years. Than earlier, the

level of satisfaction by the users is moderated, it is not up to the mark.
The reason being Mercedes-Benz always been a matter and pride and
prestige which is daydream to common people.
About the dealer of Mercedes-Benz, Sundaram Motors at Bangalore.
Factors and facilities to satisfied customer needs

Sundaram Motors sales and services is excellent as rated by customers as
they have good knowledge about vehicle, honesty friendliness,
punctuality sales person working.
Documentation, delivery period and financial support are good according
to the survey.
SUGGESTION AND RECOMMENDATIONS.
According to the survey report the customers given suggestion and

recommendation.
The service is not to the international standards.

- Needs to improve the service and shorten the service time.
Should have the updating about the new arrivals, models. Which are rare
in Mercedes-Benz. There are very few models to choose in Mercedes-
Benz.
- More models should be introduced in the range of 25 to 30 lakhs
gory. Increase the scope of selection.
Customers are not aware of help-line

- Promotional activity should be taken to create awareness about the
Mercedes-Benz help-line.
- Customer care should be improve drastically, should maintain good
relationship.
Enquiry handling, documentation, delivery period are rated as good by

customer. They should improve on financial support and facilities to meet
customer satisfaction.
Some of the customer feel the facilities are average, should improve. And
also should maintain genuine spare parts, so that the service and delivery
will be quick.

Finally they should also have of lot of choices forge customers to meet
their satisfaction about their dream car.

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EXECUTIVE SUMMARY

 Title of the study.

 Need of the study.

 Objectives of the study.

 Scope of the study.

City engineering college. 1 MBA Department

 Limitations of the study.

City engineering college. 2 MBA Department

City engineering college. 3 MBA Department

CONSUMER BEHAVIOUR OF LUXURY AUTOMOBILES

Most current owners of owners cars tend to have purchased a car

City engineering college. 4 MBA Department

To further specify the definition of the customer’s attitude towards the

City engineering college. 5 MBA Department

City engineering college. 6 MBA Department

VALS typology and luxury automobile customers.

City engineering college. 7 MBA Department

Brand as luxury automobile segmentation Goodyear, 1996 suggests in the

Automobile’s price and characteristics as luxury automobile

The society of Motor Manufactures and Traders Limited (SMMT) classify

In this respect, such prestigious luxury marquee as BMW is not effective in

City engineering college. 9 MBA Department

City engineering college. 10 MBA Department

Daimler Chrysler India is a 100% subsidiary of Daimler Chrysler group and

Daimler Chrysler is aware of the future potential of the Indian automobile

City engineering college. 11 MBA Department

A leading provider of automobile products and services, in India and the

“Quality throughout” – “Protect the environment and life” – “Promote

We are committed to….

Daimler Chrysler India….

• Achieves the highest quality through.

City engineering college. 12 MBA Department

• Meets environmental protection requirements of tomorrow.

3. Health and Safety

• Takes all necessary measures to ensure a healthy and safe

• Ensures that security risks for the company and employs

City engineering college. 13 MBA Department

A high qualification, extraordinary motivation, and the uncompromising

The loyalty shown by our customers by their repeated decision for a

We equip our production facilities with the latest state-of-the-art

International high-tech companies have had their products developed and

The training guidelines are identical to those in Germany, and the

City engineering college. 14 MBA Department

City engineering college. 15 MBA Department

City engineering college. 16 MBA Department

City engineering college. 17 MBA Department

July 2004 The new-look Mercedes-Benz C-Class, ‘Technological Trailblazer

Daimler Chrysler India has a world-class production facility in Pune, in

The Mercedes-Benz Production System is a combination of the best

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The company has exported over 3,000 Mercedes-Benz vehicles

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Daimler Chrysler worldwide believes in concentration on core competence

As a part of Daimler Chrysler’s strategy of global sourcing, Daimler

For Daimler Chrysler India environmental protection is a corporate goal

Daimler Chrysler India has a dedicated network of Mercedes-Benz

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The exemplary engineering qualities of a Mercedes-Benz can only be

And in our endeavors to provide total customer satisfaction, nothing is left

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The Mercedes Trophy is an exclusive golf tournament for Mercedes-Benz

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