QUESTIONNAIRE

1. Name: ………………………………………..

2. Sex: □Male □Female

3. Age Group

□18 to 25 □ 26 to 40
□41 to 65 □above 65

4. Marital status?

□Married □Unmarried □Others

5. Educational status

□Up to +2 □Graduate □PG □Others

6. Occupation

□Employee □Business □Professional □Others

7. Family income
 □10000 to 20000 □20000 to 30000 □30000 to 40000
□above 40000

8. Number of family members?

□Up to 2 □3 to5 □above 5

9. How many cars do you have?

□1 □2 □3 □Above 4
10. Tick the brand now you own or have?

□Maruthi swift □Maruthi Wagonr

□Hyundaii10 □ Maruthi Ritz □Ford Figo
□Indigo vista
11. Rank the reasons for purchasing this brand?

□Easy drive □Price

□Fuel efficiency □Color □Design
□Features □Resale value
12. What type of fuel is used in your car?

□Petrol □Diesel □Gas

 13. How many kilometers does your car give per litter?

□5to10k □10 to 15 □15 and above

14. Which source of information influenced you to buy the present
brand?

□Advertisement □Personal selling/salesman ship

□Sales promotion □Publicity

15. Are you having AC in your car?

□Yes □ No

16. Mode of payment?

□Cash/Cheque □Installment □Loan

17. Are you satisfied with this vehicle?

□Yes □No

18. How many km you normally ride with this car per day?

□Up to 25 □25to50 □50to100

□above100

19. Which of the following cars you have purchased?

 □New car □Second hand car

20. Who are decided/influenced you to purchase the car?

□Myself □Wife/Husband
□Children □Parents

21. Do you think advertisement can influence the buying decision of

customers?

□Strongly agree □fairly agree □neutrally

□Fairly disagree □strongly disagree
22. Are you satisfied with the price of midsized car compared to other
brand?

□Strongly agree □strongly disagree □fairly agree

□fairly disagree □neutrally
23. Your opinion about image of your car?

□Very good □Good □Average

□Poor □Very poor
24. For which of the following branded cars ,the availability of service
center is satisfying?

□Maruthi □Hyundai □Ford

 □Indigo □Tata □Honda

25. Please tick your opinion about the resale value?

□Very good □Good □Average

□Poor □Very poor

LIST OF CONTENTS
TITLE
LIST OF TABLES
LIST OF CHARTS

1. INTRODUCTION TO THE STUDY

INTRODUCTION TO THE TOPIC

OBJECTIVES OF THE STUDY
REVIEW OF THE LITERATURE
NEED FOR THE STUDY
SCOPE OF THE STUDY
RESEARCH METHODOLOGY
LIMITATION OF THE STUDY

2. REVIEW OF THE STUDY ABOUT MID SIZED CARS

 3. LITERATURE OF THE STUDY

4. ANALYSIS AND INTERPRETATION OF DATA

5. FINDINGS
SUGGESTIONS
CONCLUTION

LIST OF TABLES
TABL TITLE OF THE TABLE
E NO

1 TABLE SHOWING THE SEX OF THE

RESPONDENTS
2 TABLE SHOWING THE AGE GROUR OF THE
RESPONDENTS
3 TABLE SHOWING THE MARITAL STATUS OF
THE RESPONDENTS
4 TABLE SHOWING THE EDUCATIONAL STATUS
OF THE RESPONDENTS
5 TABLE SHOWING THE OCCUPATION OF THE
RESPONDENTS
6 TABLE SHOWING THE FAMILY INCOME OF
THE ESPONDENTS
7 TABLE SHOWING THE FAMILY MEMBERS OF
THE RESPONDENTS
8 TABLE SHOWIHG THE NUMBER OF CARS
OWNED BY THE RESPONDENTS
9 TABLE SHOWING THE BRAND PREFERENCE OF
 THE RESPONDENTS
10 TABLE SHOWING THE REASON FOR
PURCHASING THESE BRANDS
11 TABLE SHOWING FUEL USED BY THE
RESPONDENTS BRAND
12 TABLE SHOWING KILOMETER PER LITER
GIVEN BY THE RESPONDENTS PARTICULAR
BRAND
13 TABLE SHOWING SOURSE OF AWARENESS OF
BRAND PREFERENCE
14 TABLE SHOWING AVAILABILITY OF AIR
CONDITION IN THE RESPONDENTS BRAND
15 TABLE SHOWING MODE OF PAYMENT TO THE
RESPONDENTS
16 TABLE SHOWING SATISFATION WITH VEHICLE
17 TABLE SHOWING KILOMETER PER DAY
TRAVELLED BY THE RESPONDENTS
18 TABLE SHOWING THE TYPE OF CAR
PURCHASED THE RESPONDENTS
19 TABLE SHOWING DECIDED/INLUENCED YOU
TO PURCHASE THE CAR
20 TABLE SHOWING ADVERTISEMENT CAN
INFLUENCE THE BUYING DECTSION OF THE
RESPONDENTS
21 TABLE SHOWING PRICE OF MIDSIZED CAR
CAMPARED TO OTHER BRAND
22 TABLE SHOWING IMAGE OF RESPONDENTS
CAR
23 TABLE SHOWING AVAILABILITY OF SERVICE
 CENTER IS SATISFYING
24 TABLE SHOWING RESPONDENTS OPINION
ABOUT THE RESALE VALUE
CHI-SQUARE ANALYSIS
25 ASSOCIATION BETWEEN SEX OF THE
RESPONDENTS AND THEIR NUMBER OF CARS
OWNED
26 ASSOCIATION BETWEEN AGE GROUP OF THE
RESPONDENTS AND THEIR NUMBER OF CARS
OWNED
27 ASSOCIATION BETWEEN MARITAL STATUS OF
THE RESPONDENTS AND THEIR NUMBER OF
CARS OWNED
 LIST OF CHARTS
1 CHART SHOWING THE SEX OF THE
RESPONDENTS
2 CHART SHOWING THE AGE GROUR OF THE
RESPONDENTS
3 CHART SHOWING THE MARITAL STATUS OF
THE RESPONDENTS
4 CHART SHOWING THE EDUCATIONAL STATUS
OF THE RESPONDENTS
5 CHART SHOWING THE OCCUPATION OF THE
RESPONDENTS
6 CHART SHOWING THE FAMILY INCOME OF
THE ESPONDENTS
7 CHART SHOWING THE FAMILY MEMBERS OF
THE RESPONDENTS
8 CHART SHOWIHG THE NUMBER OF CARS
OWNED BY THE RESPONDENTS
9 CHART SHOWING THE BRAND PREFERENCE OF
THE RESPONDENTS
10 CHART SHOWING THE REASON FOR
PURCHASING THESE BRANDS
11 CHART SHOWING FUEL USED BY THE
RESPONDENTS BRAND
12 CHART SHOWING KILOMETER PER LITER
GIVEN BY THE RESPONDENTS PARTICULAR
BRAND
13 CHART SHOWING SOURSE OF AWARENESS OF
BRAND PREFERENCE
14 CHART SHOWING AVAILABILITY OF AIR
CONDITION IN THE RESPONDENTS BRAND
15 CHART SHOWING MODE OF PAYMENT TO THE
RESPONDENTS
16 CHART SHOWING SATISAFATION WITH
VEHICLE
17 CHART SHOWING KILOMETER PER DAY
TRAVELLED BY THE RESPONDENTS
18 CHART SHOWING THE TYPE OF CAR
PURCHASED THE RESPONDENTS
19 CHART SHOWING DECIDED/INLUENCED YOU
TO PURCHASE THE CAR
20 CHART SHOWING ADVERTISEMENT CAN
INFLUENCE THE BUYING DECTSION OF THE
RESPONDENTS
21 CHART SHOWING PRICE OF MIDSIZED CAR
CAMPARED TO OTHER BRAND
22 CHART SHOWING IMAGE OF RESPONDENTS
CAR
23 CHART SHOWING AVAILABILITY OF SERVICE
CENTER IS SATISFYING
24 CHART SHOWING RESPONDENTS OPINION
ABOUT THE RESALE VALUE
24
OBJECTIVES OF THE STUDY

Primary Objective:
• To study the preference towards purchasing a particular brand
in mid size car.

Secondary Objectives:
• To study the general awareness on mid size car brand

• To ascertain the factors that influences the consumer in

preferring particular brand.
• To study the preferred promotion mix by which the consumer
have bought the mid size car.
NEED FOR THE STUDY:
Mid size car is going to lead Indian car market Mid size car brand
preference plays vital role in mid size car industry. Presently most of the
people are willing to use mid size cars because it is easy to drive, easy
to park anywhere and even women are also feeling comfortable to drive
the cars.
Cars brand preference is determined by factors such as brand
awareness, brand image, pricing strategies ,future , customer satisfaction
and brand loyalty etc., These are all the factors will create the maximum
numbers of consumers ,.There are also some of the in conveniences like
high maintenance cost , no road grip , less space , high price etc, in the
car industry.
Consumers in all car industry face these problems. The car
industries make control over the problems by way taking effective steps
in rectifying the problems. So this comparative study is undertaken to
the midsized cars and giving some suggestions.
LIMITATION OF THE STUDY
The study as the following limitation:
 The study covers Coimbatore city only.

 The limitation of the tools used the study is the limitation of the
study also.

 As the study is based on interview schedule the result would be

varying according to the opinion of the respondents.

 The samples are drawn from a particular area. So the results are
reliable to that place only.
RESEARCH METHODOLOGY
Research methodology is a way to systematically do the research.
It is a science of studying how research is done scientifically. The
sampling is a simple process of learning about the population. A sample
is a subset of population units. The Researcher has selected the
respondents.
Research Design
Research design was based on Descriptive research. The
Descriptive Research studies are those, which are concerned with
describing the characteristics of a particular individual or a group. This
study helps the researcher in obtaining the knowledge regarding the
consumer’s brand preference.
Sampling Technique
The researcher has adopted judgment sampling method.
Judgment Sampling
The researcher’s judgment is used for selecting items which he
considers as representative of the population. Judgment Sampling is
used quite frequently in qualitative research where the desire happens to
be to develop hypothesis rather than to generalize to larger populations.
Sample Size
The samples were drawn from the population of 125 Respondents.
Tools for Data collection
This study basically uses primary data. The Researcher has used
interview schedule method for collecting the needed primary data. The
interview schedule consists of 25 Questions. And the secondary data
were collected from internet, text book and previous research records.

Tools for Analysis of Data

As the researcher as understood that the study revolves around the
consumer’s brand preference. For the purpose of the research study a
questionnaires prepared to study the extent of consumer’s brand
preference and the factors that influence the consumer in preferring a
particular brand.
The researcher has used percentage analysis, chi-square test.
Percentage Analysis
Percentage Analysis is used for the analysis of the data that is
collected for research work.
Chi-square test
Chi-square test can be determined if categorical data shows
dependency or independency. It can also be used to make comparisons
between theoretical populations and actual data when categories are
used. This test is applicable in large number of problems
X 2 =∑ (O-E) 2 / E

O –Observed frequency

E – Expected frequency
REVIEW OF LITRATURE
Review of the literature helps us to discover what is already
known, what others have attempted to find out, what problems remains
unsolved.
The study on consumer’s in brand preference is designed to
analyze various factors such as age,sex,occupation, income etc.
consumer’s brand preference depends upon number of factors such as
brand awareness, brand image, brand identity, brand equity, and
consumer satisfaction etc., various researchers on various time analyzed
various factors on this interesting topic.
Consumer Buying Behavior
Terpstra and sarathy [1997] in their studies found that self
image/self expression affects consumer’s product preference and their
purchase intentions.
Peppers and Rogges [1993] in their studies found that individual
customer purchasing behavior affected not only customer revenue but
also customer service costs and profits.
Erickekn [1996]; and Mehta [1999] in their studies found a
significant relationship between self image and intention to buy an
American automobile [ford escort] based on this findings , it might be
inferred that “individuals prefer brands that have images compatible
with their perceptions of self.
Brand Awareness
Mac Donald sharp [1996] and Antonia malt [2002] in their
studies found that the level of awareness in form of brand recognition is
with quite high for potential customers. While a higher percentage
recalls BMW from their memory as a luxury brand rather than a
performance brand.

Marion wailer [2004] in his research distinguished by gender, female

potential customers show a higher desire for competitive brands for
both, as a luxury as well as a performance brand, while male potential
customers show surprisingly a higher desire for competitive brands
when it comes to performance cars.

Brand Popularity
Natalie Ann Ryan[2002] states that “brand popularity can be
defined as to scope to which a brand has been widely sought after
bought by an importantly big population “ Furthermore it is considered
to be the growth of market acceptance and brand good will ever a long
time . Brand popularity will positively influence the brand performance
by creating a good brand image in the minds of consumers. As a result it
will have a positive contribution to the brands loyalty, image and the
market sales.

Brand Preference
H.Peeru Muhamed[1988] in his report “the passenger car
industry of India;a study of market condition and brand preference is
more influenced by product quality and market related characteristics
and also examined the government support is very poor in the initial
stage.
Aman Kirmani (1990) idvn his study “the effect of received
aertising cost and brand perceptions” has examined how, why and when
consumers use their perceptions of advertising costs to a new brand
quality related attributes. The study concludes that perceived cost effects
brands perceptions, when content was uninformative about brand
attributes,but not when content was informative and level of
involvement did not affect the relationship. It has also been found that
price affected quality perceptions.
Tickwel, paul. A,M.Horgan, Dianne D and keeny Charles. T
(1992-93) investigated the relationship between self images, brand
image and brand loyalty. Significant difference between loyal and non
loyal brands and a high correlation between self and product user rating
were found.
After sales service
Robertson Hyazinth Manual (1998) in his study on “consumer
satisfaction towards after sales service” . study revealed the major feed
backs of the respondents where that the maintenance charges are
moderate / low their vehicle performance is good and also the majority
of the respondents opinion regarding mode of vehicle delivery and after
sales service is delayed. They would suggest ABT and also examined
the level of customer satisfaction regarding the service operators not
good much lower.
Bauge [1944] stockford and kunze [1950] found that a higher
overall level of consumer satisfaction has been reported in various
studies for women than for men.
Morse [1953] observed that a higher overall level of consumer
satisfaction has been reported in various studies for women than for
men
Age is also one of the most important variable in exercising its
influence on consumer’s in brand preference.
 CHAPTER11

RIVEW OF THE STUDY ABOUT MIDSIZED CARS

As per the history of Automobile companies in India ,in the

late 1890,s Tata Motors launched its first truck in India .It was done in
collaboration with Mercedes-Benz .Though automobiles were
introduced to India in the late 19th century ,It was only after the Indian
independence in 1947 that India started manufacturing automobiles
,Some of the early Automobile Companies in India are:
Hindustan Motors
Premier Automobiles
Maruti Suzuki
Tata motors
Sanjay Gandhi was the first Indian politician who championed the
need for a “people,s Car” .Thus the state –owned firm ,Maruti Udyog
was launched and gained over 50%market share.
After the liberalization in 1991 ,Indias ‘s Automobile Industry
grew in leaps and bounds .With the growth in the Indian Economy ,big
international car manufacturers like General Motors, Ford, Toyota,
Honda, Hyundai, Rolls Royce.
Bentley and Maybach entered the Indian market. Earlier in the
1920’s Roll Royce collections were the Maharaja’s symbols. With time
the middle class also started possessing their own Automobiles .With the
introduction of several Automobiles in India, highways or expressways
were constructed. The renowned International Automakers like Ford
,Suzuki, GM and Honda have their manufacturing bases in India .But,
Automobile industry in India is dominated by domestic companies like
Maruti, Tata, Mahindra & Mahindra, Ashok Leyland and Bajaj Auto.
Milestones achieved
The milestones achieved by the Automobile Companies in India
are:
*The first Automobile in India rolled in 1897 in Mumbai
*International players are adding to their investments in Indian
auto industry.
*the Indian passenger vehicle market is dominated by cars by 79%.
*India is the fourth largest car market in Asia.
 COMPARISION OF THE MID SIZE CARS ARE GIVEN
BELOW:
Engine Ground Dimension Price Mileage Max Special
Capacity Clearance
(LxWxH) (Approx) speed Features

Maruti 1298cc 170mm 3695x Rs 4.0- 15-21 156 Bigger and better
with European
Swift 1690x 5.50lac Km/l Km/h
Style looks .
1530

Maruti 1061cc 165mm 3520x Rs3.50- 12-13 145 Roomy

4.50lac
Wagonr 1490x Km/l Km/h Interiors

1660 (ECM).

Maruti 1197cc 170mm 3695x 3.98-4.93 17.70- 156 Innovative

lac 21.10
Ritz 1690x Km/h And fuel
Km/l
1530 Efficient.

Indica 1172cc 175mm 3675x 3.55- 16.74- 148 Microprocessor

4.12lac
Vista 1665x 16.85 Km/h Based engine

1485 Km/l Management

system

Hyundai 1086cc 165mm 3565x Rs3.50- 17.83 140/h IRDE

I10 1595x 5.00lac Km/h Engine

1550 Electric

countrol
MARUTI SWIFT

Maruti Suzuki Swift, which was launched in May 2005, has been a huge hit in
India. This compact car was an effort by Maruti to incorporate fresh design and
concepts into their models. A car with eye-catching features, it is a delight to
watch. Placed in the category of B-segment cars, Swift is appreciated for quality of
power, response and fuel efficiency. Some striking features of the car are Dynamic
European styling, Rally based suspension system, All-Aluminium hypertech
engine and Automatic climate control.

Design and Interiors

The car has great design and equally good interiors. It has a clean-sheet design,
built on a newly developed platform with three and five-door models on offer. It
has adopted contemporary mechanicals. Features like torsion beam rear suspension
and electronic brake force distribution have been incorporated. Enough legroom
and luggage space is available in the car.

The automobile has fabric accented trendy looking door trims. The boot can
accommodate plenty of luggage. The long wheelbase and width of the car mean
high level of comfort and spaciousness.

Variants, Price and Mileage

Various variants of Maruti Suzuki Swift on availability are:-
Swift LXi, Swift VXi, Swift ZXi, Swift Diesel Ldi, Swift Diesel Vdi

The car is available in the price tag of Rs. 4 Lakhs to Rs. 5.60 Lakhs.
Engine
The car is equipped with 1298cc engine with 4 cylinders and 16 valves. The
maximum power is 87bhp @ 6000rpm, and maximum torque 113Nm @ 4500rpm.
As for fuel distribution, it is Multipoint injection.
Safety
A range of safety features have been incorporated in Maruti Suzuki Swift. The car
is available with a number of safety features like collapsible steering column, front
seatbelt pre-tensioners with load limiters, and energy absorbing trim all around.
Active safety technologies include dual front airbags, and antilock braking system
together with electronic brake-force-distribution have been roped in.

Technical Specifications Of Maruti Swift

Body Type Hatchback

Numbers of Doors 5
Seating Capacity 5
Tyre 165 / 80 R14 / 185/70 R14 (tubeless)
Weights
Kerb Weight 980 kgs. (LXi) / 1000 kgs. (VXi) / 1010 kgs. (ZXi)
Gross Vehicle Weight 1415 kgs.
160 kmph
Fuel Tank Capacity 43 litres
Engine
Capacity 1298cc
Number of Cylinders 4
Number of Values 16
Bore x Stroke 74.0 x 75.5 mm
Compression Ratio 9.0:1
Maximum Power 87bhp @ 6000rpm
Maximum torque 113Nm @ 4500rpm
Fuel distribution Multipoint Injection
Transmission
 Five-speed manual with syncromesh in all gears, one
Type
reverse
Gear Ratios
1st 3.545
2nd 1.904
3rd 1.280
4th 0.966
5th 0.757
Reverse 3.272
Dimensions
Overall Length 3695mm
Overall Width 1690mm
Overall Height 1530mm
Wheelbase 2390mm
TrackFront 1470mm
Rear 1480mm
Ground clearance 170mm
Minimum turning
4.7 metres
radius
232 litres (with seatback raised)
Luggage Capacity
368 litres (with seatback raised)
Chassis
Steering Rack & pinion, power assited
Brakes
Front Ventilated Discs
Rear Drums
Suspension
Front MacPherson strut and coil spring
Rear Torsion beam & coil spring
MIDSIZED CARS
 FINDINGS

Findings are the results of the various analyses and interpretation carried out
in the research work. It gives simple explanation of the results obtained.

Findings from simple percentage anasysis

Sex:

The study reveals that most of the respondents i.e..53.6% were male.

Age group:
 The study reveals that most of the respondents i.e..53.6% of the respondents
fall under the age group 26-40.

Marital status:

The study reveals that most of the respondents i.e..65.6%were married.

Educational qualification:

The study reveals that most of the respondents i.e..44% of the respondents
had completed graduate degree.

Occupation:

The study reveals that 58.4% of the respondents were doing business.

Family income:

The study reveals that41.6% of the respondents family income was above Rs
40,000.

Number of family members:

The study reveals that 55.2% of the respondents were in the family with
number of members 3to5.

How many cars owned;

The study reveals that 60% of the respondents were having a single car.

Tick the brand now you own or have:

The study reveals that 36% of the respondents were preferred maruti swift
and 20% of the respondents were preferred maruti wagonR and 16% of the
respondents were preferred hundai i10 and fourth preferred brand was maruti ritz.

Reasons for purchasing these brand:

The study reveals that24% of the respondent selected this brands for price
16% of the respondents are selected this brand for easy drive and future.

Fuel used in car:

The study reveals that 56% of the respondents were using petrol in their car.

Kilometer per litter:

The study reveals that 59.2% of the respondents obtained 10to15 km per
litter.
Source of awareness on brand preference:

The study reveals that 37.6% of the respondents were aware of the brand
preference through publicity.

Availability of air condition:

The study reveals that81.6% of the respondents were having air condition in
their car.

Mode of payment to the respondents:

The study reveals that48% of the respondents were using cash /cheque to
the mode of payment.

Satisfication with vehicle:

The study reveals that 88% of the respondents were satisfied their vehicle.

Kilometer per day:

The study reveals that41.6% of the respondents were travelling 25to50 km

per day.

Type of car purchased the respondents:

The study reveals that 76% of the respondents were purchased new car.

Decided/ influenced respondents to purchase the car:

The study reveals that 48% of the respondents were influenced our self.

Advertise can influence the buying decision:

The study reveals that 48%of the respondents were strongly agree .

Price of mid sized car compared to other brand:

The study reveals that48% of the respondents were strongly agree.

Image of the respondents cars:

The study reveals that 48% of the respondents responds to good.

Availability of service center is satisfying:

The study reveals that40%satisfied maruti swift .

Opinion about the resale value:

 The study reveals that48% of the respondents opinion about the resale
value is good.

Findings from chi-square test:

There is no significant association between the sex of the respondents and

their number of cars owned.

There is no significant association between the age group of the respondents

and their number of cars owned.

There is no significant association between the marital status of the

respondents and their number of cars owned.

There is no significant association between the education of the respondents

and their number of cars owned.

Suggestions:

Engine power and interior modification should be done by maruti ltd. As many
customers are satisfied.

Maruti Suzuki should focus on power segment.

All companies should try to cut down their prices to reach the lower income
group.

1.Maintenance cost should be brought down to the minimum.

2.Company should provide extra safety facilities without charging any extra
cost.
 3.Companies like ford and hyundai try to improve their sales as they are not

Last few years.

4.According to surveyed respondents found that mileige,price,style,and the

comfort are the most i

5.Important futures, fuel efficiency , the spare parts availability and

maintenance costs are other

6.Features , which one should look into buying a car.

Conclusion :
Thus to conclude that midsized car companies in car industry but some of
the main players are

Maruti Suzuki

Hyundai

Ford

Tata

In the above companies maruti Swift overall capture the maximum percentage of
market share and customer loyalty towards their product line.
Hyundai i10 is the second leader as per customer loyalty and market capturing.

Some point which a customer want to see while purchasing the product are as
follows

Mileage

Comfort

Power

Cost

Design

Low maintenance cost

A periodical survey on market condition will definitely help the

manufactures to go with market change and it helps the company to drive to
success in marketing their products.

The results of the survey showed that customers were eager to purchase
maruti Suzuki branded cars. So the buying the behavior of consumers is based on
mileage followed by price and maintenance of car. Finally I would conclude that
maruti Suzuki swift is the most eye-catching mid size car.