Copy of G5-Super Luxury Cars

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Project Report on

Consumer Survey Of

Super Luxury Cars

Submitted to:

GLS Institute of Business Administration


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T.Y. B.B.A

Submitted by:

Name of the student Roll No.

Anar Sheth 177

Dharti Patel 105

Ghanshyam Ramani 137

Harsh Vadgama 199

Hinal Trivedi 197

OmdevSinh Gohil 35

Pooja Pritmani 133

Roshani Patel 120Sumera Mandsorwala 71

Zarna Patel 125

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Preface

As part of our curriculum as prescribed by the Gujarat University for the final yearin the Bachelors of Business Administration program we are required to prepare

and submit a research project on any industry in the country which involves the

element of primary data collection. The objective behind preparing this project

report is to relate the management theories taught in the classroom to their

practical application. The preparation of this project report is based on facts and

findings noted during the survey and the information collected from various

secondary sources such as the internet, and written and published documents. In

spite of our best efforts, there may be omissions and errors for which we take full

responsibility.

In this research project we have tried to present our analysis and findings

regarding a consumer survey on super luxury cars.We feel that this project will

provide several key management perspectives towards the behavior pattern that

relates to the purchase of a super luxury cars among the common man. With this

objective in mind we humbly hope that this shall further extend the knowledge we

possess about the automobile industry.

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Acknowledgement

As we submit this project we would like to acknowledge many of those who have

encouraged and facilitated the success of our project.

We would like to thank the director of our institute MR. VADIBHAI PATEL for

providing us with an opportunity to undertake a research project of this magnitude

and for providing us with all the administrative assistance we needed.

We would like to thank proof. VINEETA GANGAL without whose valuable

contribution and insights this project would not have been possible, without

whose guidance, help and support we would have never been able to conduct our

research. We would also like to thank her for the valuable feedback and critical

insights, her valuable time and all her assistance.

Our deepest thanks to all the people who directly or indirectly supported us in

making this project very object oriented and useful for others.

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ContentsPreface......................................................................................................................3

Acknowledgement....................................................................................................4

Contents ...................................................................................................................5

RESEARCH METHODOLOGY.............................................................................9

Research methodology.............................................................................................9

The Marketing research process............................................................................9

1.)Define the problem........................................................................................92.) Develop the research plan:..........................................................................10

3.) Collect the information...............................................................................11

4.) Analyze the information............................................................................11

5.) Present the findings:...................................................................................11

...........................................................................................................................13

Introduction............................................................................................................13

Indian Automobile Industry................................................................................13

Introduction to the Industry.................................................................................14

...........................................................................................................................19

History....................................................................................................................19

Famous Automobile Maker.................................................................................19

Major Player in Indian Automobile Industry......................................................20

India as Manufacturing Hub................................................................................21Companys having Manufacturing Plant in India............................................22

India as the Export Hub.......................................................................................23

Companys exporting from India .......................................................................25

Imports................................................................................................................25

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FDI, Mergers, Acquisitions and Joint Ventures..................................................27

............................................................................................................................27

Industry life cycle...................................................................................................28

Automotive Mission Plan 20062016....................................................................29Market Research.....................................................................................................31

Segmentation.......................................................................................................31

Based on the price of the Car..............................................................................32

Based on the length of the Car............................................................................33

Based on the User................................................................................................33

Niche Market..........................................................................................................34

Marketing Mix........................................................................................................36

Passion towards super luxury cars is increasing....................................................39

...........................................................................................................................40

History of Companies.............................................................................................41

BMW-BAVARIAN MOTOR WORK .................................................................41

Logo Design........................................................................................................44

.........................................................................................................................44AUDI......................................................................................................................46

Meaning:..........................................................................................................46

History.................................................................................................................46

Logo Design.....................................................................................................48

Mercedes-Benz.......................................................................................................50

History.................................................................................................................50

Logo Design........................................................................................................52

Volkswagen............................................................................................................54

History.................................................................................................................54

Logo Design........................................................................................................56

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SKODA..................................................................................................................58

History.................................................................................................................58

Logo Design........................................................................................................60

...........................................................................................................................62Promotion...............................................................................................................63

Road shows:........................................................................................................63

Advertisement:....................................................................................................63

Print ads:..............................................................................................................63

Print ad by BMW...................................................................................................64

Banners and Neon signs:.....................................................................................64

Booklets and Pamphlets:.....................................................................................64

..........................................................................................................................65

Findings and analysis.............................................................................................66

Q: 3 Gender.........................................................................................................66

............................................................................................................................66

Q: 6 Do you have a car.?.....................................................................................67

Q: 7 Which segments of car do you currently have?..........................................69Q: 8 Which category of car segment would you like to switch on next to?.......70

Q: 9 Would you like to buy a super Luxury car?................................................71

Q: 10 Rate the following companies according to your preference:...................72

Q: 11 Why would you go for a specific company?.............................................73

Q: 12 Which of the following features you desire / prefer in a super luxury car?Rank the features on the scale of 1 to 5 in each of the following sub sections

with rank 1 as the highest preference..................................................................74Q: 13 Which of the following sources do you relate to while purchasing a car?.............................................................................................................................80

Q.14 Do you suggest that these companies should start their manufacturing unitsin India?...............................................................................................................92

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Q: 15 Are you satisfied with no of showrooms?.................................................97

Q: 16 Are you satisfied with no. of service stations?........................................101

Q: 17 What is the level of your post purchase satisfaction?.............................105

Q: 18 How was your experience regarding after sales service?........................109Q: 19 How do you dispose your old cars?........................................................113

Q: 20 Do you prefer any other features in upcoming models, please specify:. 114

.........................................................................................................................116

.............................................................................................................................116

SWOT ANALYSIS..............................................................................................117

.........................................................................................................................121

Model Questionnaire............................................................................................121

Conclusion............................................................................................................130

Bibliography.........................................................................................................131

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RESEARCH

METHODOLOGY

Research methodology

The Marketing research process

1.) Define the problem

There are three types of problem:

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1. Difficulties while purchasing

2. Post purchase difficulties

3. Opportunities/Difficulties

In this project we have used the unnoticed opportunities problems. The problemslike customer satisfaction are very important to know.

Units of analysis

The individual or object whose characteristic are to be measured is called as unit

of analysis. In this research we have taken unit of analysis as the current users ofeconomic, luxury and super luxury cars.

Space boundaries

Space boundary means the area that we are using for the field survey. In thisresearch the scope of the survey is Ahmadabad city.

Characteristic of interest

This aspect identifies the focus of the problem. In this project characteristic of theinterest is to know the customer satisfaction level of the buyers of super luxurycars.

2.) Develop the research plan:

There are different ways to carry out research. There are two type of sources fromwhich data can be received.

Primary data

Secondary data

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For this project we used primary data in terms of questionnaire to collect theinformation from the customer.

A questionnaire consists of a set of questions presented to respondents.

Questionnaire is the most common instrument used to collect primary data. Inpreparing a questionnaire the researcher carefully chooses the questions, theirform, wording and sequence.

We used a structured questionnaire to get the information.

The secondary data is also used in terms of data collected from various websitesand auto magazines.

3.) Collect the information

In order to collect information we personally went to the people using superluxury cars and asked them to fill up the questionnaire. We also faced certain

problems during the survey. Some respondent were not at home, some refused toco-operate and some gave biased and dishonest answers. Getting the rightrespondents was critical, but we somehow managed and this project containsreliable and realistic data.

4.) Analyze the information

The next step in the process is to extract findings and analyze the collected data.The researcher tabulates the data and develops the frequency distributions.

In this process we have used simple frequency distribution method. Frequencygives the number of times that a particular entry occurs. The number of tallies(IIII) gives the number of people who answered the question. The table of suchtallies is frequency distribution table. The data presented in this manner is thentotaled.

For our questions after preparing the frequency table we ranked the options

according to their preference that is the one which is most preferable is 1 and theleast preferable is 5. In certain questions we found out their percentages and we

presented them through bar graphs and pie charts.

5.) Present the findings:

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Lastly, after the tabulation, interpretation and analysis of the data, a properreport containing the finding of the research study and suggestions was prepared.The final report is then submitted to the institute and university.

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Introduction

Indian Automobile IndustrySince the first car rolled out on the streets of Mumbai (then Bombay) in 1898, theAutomobile Industry of India has come a long way. During its early stages theauto industry was overlooked by the then Government and the policies were alsonot favorable. Automobile sector is one of the most dynamic sectors in India.Since, the introduction of liberalization policy and various taxes relieves by theGovt. of India in recent years, it has had a remarkable boom represented by the

entry of many foreign players, massive investments with the most up-to-datetechnologies in the Automobile Industry. Indian automobile industry is currentlygrowing at the pace of around 18 % per annum. Many foreign companies have

been entering in the Indian Automobile Market in various ways such astechnology transfers, joint ventures, strategic alliances, exports, and financialcollaborations. The auto market in India can boast of attractive finance schemes,

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increasing purchasing power, and launch of the latest products. A well-developedtransportation system plays a key role in the development of an economy, andIndia is no exception to it. With the growth of transportation system theAutomotive Industry of India is also growing at rapid speed, occupying an

important place on the 'canvas' of Indian economy.

The modern automobile market in India has been considering key issues inthe process of growth:

Customer care and not just 'service'

Domestic as well as multinational investments

Searing through cut-throat competition

Road safety

Anti-pollution norms

Coordination with the government to enable advancement

Used vehicle trade

Introduction to the Industry

The history of the automobile actually began about 4,000 years ago when the firstwheel was used for transportation in India. Several Italians recorded designs forwind-driven vehicles. The first was Guido davigevano in 1335. It was a windmill-type drive to gears and wheels. Vaturio designed a similar vehicle that was alsonever built. Later Leonardo Da Vinci designed clockwork-driven tricycle withtiller steering and a differential mechanism between the rear wheels.

In the early 15th century, the Portuguese arrived in the China and theinteraction of the two cultures led to a variety of new technologies, including the

creation of a wheel that turned under its own power. By the 1600s, small steam-powered engine models were developed, but it was another century before a full-sized engine-powered vehicle was created.

Catholic priest named Father Ferdinand Verbiest is created to have built asteam-powered vehicle for the Chinese Emperor Chien Lung in about 1679. There

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is no information about the vehicle, only the event. Since James watt didnt inventthe steam engine until 1705, we can guess that this was possibly a model vehicle

powered by a mechanism like Heros steam engine a spinning wheel with jets onthe periphery.

Although by the mid-15th century the idea of a self-propelled vehicle hadbeen put into practice with the development of experimental vehicles powered bymeans of springs, clockworks, and the wins, Nicolas-Joseph Cugnot of France isconsidered to have built the first true automobile in 1769. Designed by Cugnotand constructed by M.Brezin, it is also the first vehicle to move under its own

power for which there is a record. Cugnots three-wheeled steam-powered vehiclecarried four persons and was meant to move artillery pieces. It had to top speed ofa little more than 3.2 km/h (2mph) and had to stop every 20 minutes to build up afresh head of steam.

Carl Benz and Gottlieb Daimler, both Germans, share the credit ofchanging the transport habits of the world, for their efforts laid the foundation ofthe great motor industry as we know it today. First, Carl Benz inverted the petrolengine in 1885 and a year later Daimler made a car driven by motor of his owndesign and the rest is history.

Daimlers engine proved to be a great success mainly because of its less weight

that could deliver 1000rpm and needed only small light vehicle to carry them.

France too had joined the motoring scenario by 1890 when twoFrenchmen Panhard and Levassor began producing vehicles powered by Daimlerengine, and Daimler himself, possessed by the automobile spirit, went on addingnew features to his engine. He built the first V-Twin engine with a glowing

platinum tube to explode the cylinder gas-the very earliest from of sparking plug.The engines were positioned under the seat in most of the Daimler as well as Benz

cars. However, the French due of Panhard and Levassor made a revolutionarycontribution when they mounted the engine ion the front of the car under abonnet.

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Charles Duryea built a motor carriage in America with petrol engine in1892, followed by Elwood Haynes in 1894, thus paving the way for motorcars inthat country.

For many years after the introduction of automobiles, three kinds ofpower sources were in common use: steam engines, gasoline or petrol engine, andelectric motors. In 1900, over 2,300 automobiles were registered in New York,Boston, Massachusetts, and Chicago. Of these, 1,170 were stem cars, 800 wereelectric cars and only 400 were gasoline cars.

In ten years from the invention of the petrol engine, the motorcar hadevolved itself into amazing designs and shapes. By 1898, there were 50automobile-manufacturing companies in the united state, a number that rose to

241 by 1908. In that year, Henry Ford revolutionized the manufacturing ofautomobiles with his assembly-line style of production and brought out the ModelT, a car that was inexpensive, versatile and easy to maintain. The introduction ofthe Model T transformed the automobile from a playing of the rich to an item thateven people of modest income could afford; by the late 1920s the car wascommonplace in modern industrial nations.

Herbert Austin and William Morris, two different carmakers, introduced mass

production methods of assembly in the UK, thus paving the way for a revolutionin the automobile industry. Austin seven was the worlds first practical four-setterbaby car which brought the pleasures of motoring to many thousands of the

people who could not buy a larger, more expensive car.

Even the bull-nose Morris with front mounted engine became the well-

loved model and one of the most popular cars in the 1920s.Automobile manufacturing in the 1930s and 1940s refind and improved

on the principles of Ford and other pioneers. Cars were generally large, and manywere still extremely expensive and luxurious; many of the most collectible carsdate from this time. The increased affluence of the United States after World War

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II led to the development of large, petrol consuming vehicles, while mostcompanies in Europe made smaller, more fuel-effecting cars. Since the mid-1970s, the rising cost of fuel has increased the demand for these smaller cars,many of which have been produced in Japan as well as in Europe and the United

States.

The history of motor vehicles has surely been a well-traversed one. Theautomobile, as it progressed, was a product of many hands, of revolutionaryconcepts, and of simple, almost unnoticed upgrading. In the end, the one whoreceived the most for these challenges changes was the motorist, whose interest,money, and enthusiasm have forced the auto-moguls to upgrade, perfect, and addto previous achievements in order to stay in the competition.

In terms of the lives of average people, there is little doubt that theautomobile id the most revolution since the wheel. The basic premise of theautomobile is simple; choose a wheeled vehicle from the many types typically

pulled by horse or oxen add a motor and create a self-propelled, personaltransportation vehicle.

The earliest ancestor of the modern automobile is probably the Fardier,a three-wheeled, steam-powered, 2.3-mph vehicle built in 1771 by Nicolas JosephCugnot for the French minister of war. This cumbersome machine was never put

into production because it was much slower and harder to operate than a horse-drawn vehicle.

Amedee Bollee, also a Frenchman, built an improved 12-passengersteam car in 1873, but the steam engine proved impractical for a machine that wasintended to challenge the speed of a horse-and-buggy. The invention of the

practical automobile had to await the invention of a workable internal combustionengine.

The milestone vehicles were built in Germany in 1889 by Gottlieb Daimler andWilhelm Maybach. Powered by a 1.5hp, two cylinder gasoline engine, it had afour-speed transmission and traveled at 10mph. Another German, Karl Benz, also

built a gasoline-powered car the same year. The gasoline-powered automobile, or

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motor car, reminded largely a curiosity for the rest of the nineteenth century, withonly a handful being manufactured in Europe and the United States.

The first automobile to be produced in quantity was the 1901 Curved

Dash Oldsmobile, which was built in the United States by ransom E.Olds. Modernautomobile mass production and its use of the modern industrial assembly line iscredited to Henry Ford of Detroit, Michigan, who had built his first gasoline-

powered car in 1896. Ford began producing his Model T in 1908, when it wasdiscontinued; over 18 million had rolled off the assembly line.

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History

Famous Automobile MakerNicolas August Otto: Nicolas August Otto invented the gas motor engine in1876

Gottlieb Daimler: In 1885, Gottlieb Daimler invented a gas engine that allowedfor a revolution in car design.

Karl Benz: Karl Benz was the German mechanical engineer who designed and in1885 built the worlds first practical automobile to be powered by an internal-

combustion engine.

Franz Josef Popp: Founder of BMW in the year 1916. Its head quarter is inGermany.

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John Lambert: Americas first gasoline-powered automobile was the 1891Lambert car invented by John W. Lambert.

Emil Skoda: Founder of Skoda.

Duryea Brothers: They founded Americas first company to manufacture and sellgasoline powered vehicles.

August Horch: Founder of Audi. It was Founded on July 16th 1909 in Germany.Its head quarters are located in Germany.

Rudolf Diesel: Rudolf Diesel invented the diesel-fuel internal com bustionengine.

Ferdinand Porsche: Founder of Volkswagen. The company was founded on May28 1937 in Germany.

Henry Ford: Henry Ford improved the assembly line for automobilemanufacturing (Model-T), invented a transmission mechanism, and popularizedthe gas powered automobile.

Charles Franklin Kettering: Charles invented the first automobile electricalignition system and the first practical engine driven generator.

Major Player in Indian AutomobileIndustry

1. Maruti Suzuki

2. Opel

3. Mahindra & Mahindra

4. Tata

5. Fiat

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and financing facilities and local availability of almost all the raw materials at acompetitive cost has emerged as one of the favorite investment destinations for theautomotive manufacturers.

Japanese auto major, Nissan Motor Co, has identified India as one of the five low-cost countries to manufacture its new generation compact cars, including theMicro.

Hyundai has made India its global hub for manufacturing small cars. It will investUS$ 1 billion in its second plant in Chennai by 2013. In addition, it is alsoinvesting US$ 40 million in its R&D facility in Hyderabad.

General Motors has so far invested about US$ 1 billion into its Indian operations.It has already started production of its small car, Spark in its new Talegaon factoryin Maharashtra, which has been set up with an investment of US$ 300 million.

Mercedes-Benz will invest about US$ 64.21 million in its plant at Chakan nearPune, which would begin operations in February-March next year. The plantwould have a production capacity of 2,500 trucks and buses and 10,000 cars overtwo shifts per year.

Renault has entered into 50:50 joint ventures with Nissan Motors and togetherthey have set up a manufacturing facility near Chennai at a cost of US$ 901.35million to deliver 400,000 cars annually.

Skoda Auto plans to make India its regional manufacturing hub. It will startproducing cars in India by 2010 with a manufacturing target of 50,000 units.Besides the domestic market, these will also be exported to neighboring countrieslike Nepal, Sri Lanka, Burma and Bangladesh.

Companys having Manufacturing Plantin India

Company Amount of Investment

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Nissan Motors US$ 982.98 millionHyundai US$ 1.40 billionGeneral Motors US$ 1 billionMercedes-Benz US$ 64.21 million

Renault US$ 901.35 millionSkoda US$ 912million

India as the Export Hub

The Indian automotive industry has found a ready and accepting global marketbecause of the introduction of new vehicle and components with improved quality

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and performance. The export value of automotive exports in 1997-98 is Re.30,201,228,000 as compared to Rs. 4,635,167,000. The automotive industry hasmaintained a steady in the total exports of the country. It had a share of 2.7% in1997-98, 2.2% in 1998-99 and 2.8% in 1999-00.

Transport equipment is the second fastest growing export commodity aftercashew huts, according to the Indian Economic Survey, 1999-2000. With a weightof 2.2 in the total export of the country, transport equipment has grown by 54.8%from $443.2 million in 1998-99 to $685.9 million in 1999-00.

Although the Indian auto exports have had no presence in the global exportmarket of the 1960s and 1970s, it has maintained a steady share of 0.1-0.2% inworld road vehicle exports since the 1980s. Globalization and foreign

collaboration tie-ups have also played a role in the export growth.

Export of all kinds of automotive vehicles as well as auto components havebeen increasing over the last decade, as can be seen from the graph.

In terms of manufacturing excellence and availability of low-cost qualitycomponents as well as a fast expanding domestic market, India is all set to

become the global export hub of the automobile industry. The exports marketshave helped carmakers such as Maruti Suzuki and Hyundai Motor India post

greater sales overseas than in the domestic market.According to the figures released by SIAM, the period from AprilOctober

2008 saw automobile exports registering a growth of 29.36 per cent.

As the world moves away from big cars to smaller makes, owing to highfuel costs and general recessionary trends, the small car advantage presents a huge

business opportunity for car makers in India. The Indian car market accounts for71 per cent of small cars, while in China it accounts for 33 per cent.

Home-grown auto major, Maruti Suzuki, the country's largest car maker,currently exports Alto, M800, Omni, Wagon R and Zen Estilo to non-Europeanmarkets such as Chile, UAE, Algeria and East Africa. The Japanese car maker,which exported 53,000 units in 200708, will up it to 200,000 units by 2010.

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Transport equipment including auto parts and vehicles has long been a part of theannual imports, primarily because of their superior technology. Through theabsolute value of transport equipment imports have increased intermittently overthe decades, their share in the total imports valued Rs. 72 corers or US $ 151

million in 1960-61, a share of 6.4%. This share has fallen to 1.4% for the year1999-2000, through the absolute value has risen to Rs. 2571 corers or US $ 611million.

In spite of the fetish cars seem to enjoy, import of auto components faroutnumbers the import of vehicles. In 1997-98 while Rs. 17 billion worth of autocomponents were imported, in comparison only Rs. 1.7 billion worth of vehiclesor engines were imported.

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FDI, Mergers, Acquisitions and Joint

Ventures

In sync with the dynamics of an open market, mergers and acquisitions and jointventures have continued to be the driving force in the Indian automobile industry.Leading Japanese, Korean, European, French, Italian and American automobilecompanies have either set up their own manufacturing base in India or have tiedup with Indian automotive firms to roll out new products from Indian market. Thelist includes Toyota, Nissan, Renault, Fiat, Honda, Kawasaki, Cummins and many

more. On the other hand, Indian companies have also been bullish in acquiringforeign automobile companies to reinforce their presence in the global market.

The biggest acquisition in the first half of 2008 has been the Tata Motors'acquisition of Jaguar-Land Rover from US automobile firm for US$ 2.3 billion.During this period, another auto major, Mahindra & Mahindra has acquiredthree Italian companies - G R Grafica Ricerca, Metalcastello and EnginesEngineering. Another event is Daimler AG's acquisition of 26 per cent stake inSutlej Motors.

The prominent private equity deals in the first half of the year include GolbotHolding's (a Goldman Sach arm) 3.68 per cent stake in M&M for US$ 175million, AIG Global Investment's US$ 20 million in Unipart, AIG's 14.5 per centin Kinetic Engineering and Phi Advisors' 10 per cent in M&M's subsidiary FirstChoice.

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Industry life cycle

Industry life cycle model identifies five sequential stages in the evolution of anindustry that leads to five distinct kinds of industry environment:

Embryonic

Growth

Shakeout Mature

Decline.

Luxury Car Market is in the growth stage as shown in the figure.

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Automotive Mission Plan

20062016

The vision of the Automotive Mission Plan (AMP) 20062016 is to emerge asthe destination of choice in the world for design and manufacture of automobilesand auto components with output reaching a level of US$ 145 billion accountingfor more than 10 per cent of the GDP and providing additional employment to 25

million people by 2016.

As per the AMP, it is estimated that the total turnover of the automotive industryin India would be in the order of US$ 122 billion159 billion in 2016. It isexpected that in real terms, India would continue to enjoy its eminent position of

being the largest tractor and three-wheeler manufacturers in the world and the

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worlds second largest two-wheeler manufacturer. By 2016, India would emergeas the worlds seventh largest car producer (as compared to the eleventh largestcurrently) and retain the fourth largest position in world truck manufacturingsector. Further, by 2016, the automotive sector would double its contribution

to the countrys GDP from current levels of 5 per cent to 10 per cent.

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Market Research

Market research often refers to either primary or secondary research. Secondaryresearch involves a company using information compiled from various sources,which is about a new or existing product. Primary market research involvesqualitative research (such as focus groups or one-on-one interviews) andquantitative research (such as surveys) as well as field tests or observationsconducted for or tailored specifically to that product. Primary research, which isalso called field research or original research, is useful for finding new

information and getting customers' views on products

Segmentation

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A market segment consists of a group of customers who share a similar set ofwants

The marketer does not create the segments; the marketers task is to identify the

segments and decide which one(s) to target. Segment marketing offers severalbenefits over mass marketing. The company can create a more fine-tuned productor service offering and price it appropriately for the target segment. The companycan more easily select the best distribution and communication channels, and itwill also have a clearer picture of its competitors, which are the companies goingafter the same segment.

In the context of automotive sector, we would be classifying it in the followingways-:

BASED ON THE PRICE OF THE CAR

BASED ON THE LENGTH OF THE CAR

BASED ON THE USER SEGMENT

Based on the price of the Car

On the basis of price of car we can segment the car in following ways-:

Economy Segment

The economy segment of car ranges up to Rs. 2.5 lacs. The products in thissegment are Maruti 800, Alto and the newly launched product of TATA motorsi.e. NANO.

Mid- Size Segment

The mid-size segment of car ranges from 2.5 lacs to 4.5 lacs. It includes theproducts like Hyundai santro, Maruti Zen, Tata Indica etc.

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Luxury car segment

The luxury segment of car ranges from 4.5 lacs to 10 lacs. It includes the products

like Honda city, Hyundai Verna, Mahindra Scorpio etc.

Super luxury car segment

The super luxury segment of car ranges above 10 lacs. This segment satisfies theelite class of the society. It includes the products like Skoda Laura, Honda Accord,BMW, Mercedes, and Audi etc.

Based on the length of the Car

A segment- Cars that are less than 3.5 meters long (800, Omni)

B segment- Cars between 3.5 meters to 4 meters long (Zen, SX4, and Santro)

C Segment- Cars between 4 meters to 4.5 meters long (Verna, Honda city, fordfiesta)

D segment- Cars that are more than 4.5 meters long (Mercedes, Sonata, Accord,Skoda)

Based on the User

Segmentation of automotive sector is also based on the user of the products.

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Individual Buyers

Taxi operators

Government /non-government institutions

Niche Market

A niche is a more narrowly defined group seeking a distinctive mix of benefits.Marketers usually identify niches by dividing a segment into sub segments.

BMW is targeting high class people but it is mainly targetingthe young people who earn a lot of money up to the age of35-40 years and want to have a stylish saloon.

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Mercedes is also targeting high class people but it is

mainly targeting the CEOs, chairmen, etc of age group of50-60 years.

Audi mainly targets Youths between age group between25-40, making car available to them at a bit cheaper cost

compared to other car manufactures in this segment.

Skoda targets all aged people looking for cheaper cars.

Volkawagen believes in SAFETY first. Theirtargeted market is of people looking for bestengineering with safety, mainly mid-aged

people.

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Marketing Mix

A Marketing mix is the division of groups to make a particular product bypricing, product, branding, place, and quality. Although some Day marketers haveadded other P's, such as Personal and packaging and physical evidence, thefundamentals of marketing typically identifies the four P's of the marketing mix as

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referring to:

"Marketing Mix" is set of correlated tools that work together to achieve company'sobjectives, they are: product, price, promotion, and place.

The set of controllable tactical marketing tools, product, price, place andpromotion - that the firm blends to produce the response it wants in the targetmarket:

Product - A tangible object or an intangible service that is mass produced ormanufactured on a large scale with a specific volume of units. Intangible productsare often service based like the tourism & the hotel industry. Typical examples ofa mass produced tangible object are the motor cars and the disposable razor. A

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less obvious but ubiquitous mass produced service is a computer operatingsystem.

Price The price is the amount a customer pays for the product. It is determined

by a number of factors including market share, competition, material costs,product identity and the customer's perceived value of the product. The businessmay increase or decrease the price of product if other stores have the same

product.

Place Place represents the location where a product can be purchased. It is oftenreferred to as the distribution channel. It can include any physical store as well asvirtual stores on the Internet.

Promotion Promotion represents all of the communications that a marketer mayuse in the marketplace. Promotion has four distinct elements advertising, Publicrelations, word of mouth and point of sale. A certain amount of crossover occurswhen promotion uses the four principal elements together, which is common infilm promotion. Advertising covers any communication that is paid for, fromtelevision and cinema commercials, radio and Internet adverts through print mediaand billboards. One of the most notable means of promotion today is thePromotional Product, as in useful items distributed to targeted audiences with noobligation attached. This category has grown each year for the past decade while

most other forms have suffered. It is the only form of advertising that targets allfive senses and has the recipient thanking the giver. Public relations are where thecommunication is not directly paid for and includes press releases, sponsorshipdeals, exhibitions, conferences, seminars or trade fairs and events. Word of mouthis any apparently informal communication about the product by ordinaryindividuals, satisfied customers or people specifically engaged to create word ofmouth momentum. Sales staff often plays an important role in word of mouth andPublic Relations

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Passion towards super

luxury cars is increasing

Increasing motor sport activities in India like car and bike rallies (Raid theHimalayas), Formula 1s rising exposure and possibilities for holding the event inIndia, auto expos, International product launches in the country are creating anatmosphere for experiencing the vehicles not just use them for transportation. Itmakes people think about experiencing the same feelings of racers not just bydriving them once but also forever by owning them. More number of drivers beingrecognized on world arena, Indian teams are participating in world racing events,these all are the facts in increasing passion level of Indian people for speed,

power, and elegancy. Paisa and Passion are the two most important factors inbuying these expensive marques. It has been observed that every developedautomobile market has a history of great motor sport events. Like NASCAR inU.S., Europe is without doubt the heaven for the racers and this increasingexposure of these events in developing countries like Russia, China, and Braziletc. Formula helped a lot in developing the market for these power SUMIT

pumped vehicles with elegance. Study says that prospective buyers do watch a lot

of motor sport events and that creates the passion in them also. Young population,money and passion certainly make a deadly combo. Young age gives theaspirations, money gives the affordability and passion gives the push for buyingan ultra-luxury car.

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History of CompaniesWe have selected the following 5 companies for our research on consumer surveyof super luxury cars:

1. BMW

2. AUDI

3. MERCEDES

4. VOLKSWAGEN

5. SKODA

BMW-BAVARIAN

MOTOR WORK

Tag Line -The ultimate driving machine

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Headquarters - Munich, Germany

After World War I, BMW was forced to cease aircraft (engine) production by theterms of the Versailles Armistice Treaty. The company consequently shifted tomotorcycle production in 1923 once the restrictions of the treaty started to be

lifted, followed by automobiles in 1928-29. The circular blue and white BMWlogo or roundel is portrayed by BMW as the movement of an aircraft propeller, tosignify the white blades cutting through the blue sky an interpretation that BMWadopted for convenience in 1929, twelve years after the roundel was created. Theemblem evolved from the circular Rapp Motorenwerke company logo, fromwhich the BMW Company grew, combined with the white and blue colors of theflag of Bavaria, reversed to produce the BMW roundel.

BMWs first significant aircraft engine was the BMW IIIa inline-six liquid-cooled

engine of 1918, much preferred for its high-altitude performance. With Germanrearmament in the 1930s, the company again began producing aircraft engines forthe Luftwaffe. Among its successful WWII engine designs were the BMW 132and BMW 801 air-cooled radial engines, and the pioneering BMW 003 axial-flowturbojet, which powered the tiny, 1944-45-era jet-powered emergency fighter,the Heinkel He 162 Salamander. The BMW 003 jet engine was tested in the A-1b

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version of the worlds first jet fighter, the Messerschmitt Me 262, but BMWengines failed on takeoff, a major setback for the jet fighter program untilsuccessful testing with Junkers engines.

By 1959 the automotive division of BMW was in financial difficulties and ashareholders meeting was held to decide whether to go into liquidation or find away of carrying on. It was decided to carry on and to try to cash in on the currenteconomy car boom enjoyed so successfully by some of Germanys ex-aircraftmanufacturers such as Messerschmitt and Heinkel. The rights to manufacture theItalian IsoIsetta were bought, the tiny cars themselves were to be powered by amodified form of BMWs own motorcycle engine. This was moderatelysuccessful and helped the company get back on its feet. The controlling majorityshareholder of the BMW Aktiengesellschaft since 1959 is the Quandt family,which owns about 46% of the stock. The rest is in public float.

In 1992, BMW acquired a large stake in Californian-based industrial design studioDesignworksUSA, which they fully acquired in 1995. In 1994, BMW bought theBritish Rover Group (which at the time consisted of the Rover, Land Rover andMG brands as well as the rights to defunct brands including Austin and Morris),and owned it for six years. By 2000, Rover was making huge losses and BMWdecided to sell the combine. The MG and Rover brands were sold to the Phoenix

Consortium to form MG Rover, while Land Rover was taken over by Ford.BMW, meanwhile, retained the rights to build the new MINI, which was launchedin 2001.

Chief designer Chris Bangle announced his departure from BMW after serving onthe design team for nearly seventeen years. He will be replaced by Adrian vanHooydonk, Bangles former right hand man. Bangle was famously (orinfamously) known for his radical designs such as the 2002 7-Series and the 2002Z4. In July 2007, the production rights for Husqvarna Motorcycles were

purchased by BMW for a reported 93 million Euros. BMW Motorrad plans tocontinue operating Husqvarna Motorcycles as a separate enterprise. Alldevelopment, sales and production activities, as well as the current workforce,have remained in place at its present location.

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Logo Design

The logo used by BMW is representative and derived from the Bavarian enginecomponents that first made up the company structure in 1917. It is also in theBavarian national colors of black, white and blue. The black ring and the internaland external enclosing rings were used to represent the previous companyBayerische Flugzeug-Werke (BFW). BMW resulted from this business. Whilemany think that the propeller was in fact designed to represent a rotary propellerwhich was developed in 1929, in actuality this interpretation is only promoted formarketing purposes and has no factual basis. The more recent iterations of theBMW logo talk little of the propeller and more about the vehicle itself in anoutdoor environment, as is outlined by Publicity and Advertising ManagerWilhelm Farrenkopf in the BMW work magazine in 1942, where he talked aboutthe shining disk, shades of the engines, two silver divides and bright blue gleamsthat represent the sky.

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3

Series Sedan 5Series Sedan 6 Series Sedan

7 Series Sedan X3 SUV X5 SUV

X6 SUV Z4 Roadster M6 Coupe

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AUDI

Tag line:Vorsprung durch technik

Meaning:Progress through technology

HistoryAudi's history is one of the most many-faceted stories ever told in the history ofthe automobile in general. The Audi emblem with its four rings identifies one ofGermany's oldest-established automobile manufacturers. It symbolizes the

amalgamation in 1932 of four previously independent motor-vehiclemanufacturers: Audi, DKW, Horch and Wanderer. These companies form theroots of what is today AUDI AG

The Audi badge the 'Four Rings' is the emblem of one of the oldest carmanufacturers in Germany. On 14 November 1899, August Horch (1868 - 1951)established the company A. Horch & Cie. in the Ehrenfeld district of Cologne.Here he developed his first car, which was completed at the beginning of 1901.The company moved to Reichenbach in Saxony in March 1902 and converted to a

share-issuing company two years later, which involved a further change inlocation. On 10 May 1904, A. Horch & Cie. Motorwagen-Werke AG wasestablished in Zwickau.

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The first Horch car took to the road in 1901. It had a horizontal engine whichdeveloped about 4-5 hp. An additional small piston in the engine was designed toabsorb the vibrations of the crankshaft. August Horch referred to this as his'impact-free' engine. Another new feature was the alloy crankcase, a pioneering

achievement in car manufacturing.The company traces its origins back to 1899and August Horch. The first Horch automobile was produced in 1901 in Zwickau.In 1909, Horch was forced out of the company he had founded. He then started anew company in Zwickau and continued using the Horch brand

His former partners sued him for trademark infringement and a Iranian courtdetermined that the Horch brand belonged to his former company. August Horchwas barred from using his own family name in his new car business, so he called ameeting at the apartment of Franz Fikentscher to come up with a new name for hiscompany. During this meeting Franz's son was quietly studying Latin in a cornerof the room. Several times he looked like he was on the verge of saying something

but would just swallow his words and continue working, until he finally blurtedout, "Father audiatur et altera pars... wouldn't it be a good idea to call it audiinstead of horch?". "Horch!" in German means "Hark!" or "hear", which is "Audi"in Latin (compare audible). The idea was enthusiastically accepted by everyoneattending the meeting. It is sometimes incorrectly said that AUDI is a acronymwhich stands for "Auto Union Deutschland Ingolstadt", but this is merely a clever

backronym and not the true origin of the company name.

Audi started with a 2,612 cc (2.6 liter) four cylinder model[clarification needed]followed by a 3564 cc (3.6 L) model, as well as 4680 cc (4.7 L) and 5720 cc(5.7L) models. These cars were successful even in sporting events. The first sixcylinder model,[clarification needed] 4655 cc (4.7 L) appeared in 1924.

August Horch left the Audi Company in 1920 for a high position at the ministry oftransport, but he was still involved with Audi as a member of the board of

trustees. In September 1921, Audi became the first German car manufacturer topresent a production car, the Audi Type K, with left-handed drive.[6] Left-handdrive spread and established dominance during the 1920s because it provided a

better view of oncoming traffic, making overtaking maneuvers safer

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Logo Design

It is believed that the use of the four rings logo is most likely to generate back to

the date of Claus Detlof of Oertzen, who described the idea as being somethingrelated to Olympia and the Olympiad which fuses the coming together of groups.This is in line with the coming together of the four Audi companies - AUDI,DKW, Horch and Wanderer.

Audi Logo actually stemmed from four separate motor corporations formingan alliance. The first Audi logo was the four ring device with one originalmotor corp logos positioned inside each ring.

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A4 Sedan A6 Sedan

A8 Sedan Q5 SUV

Q7 SUV TT Coupe

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R8 Sport

Mercedes-Benz

HistoryIt is widely accepted today that Karl Benz and Gottlieb Daimler were the first to

produce a "horseless carriage". Karl Benz was born in 1844, a descendant ofblacksmiths and son of a German engine driver. Gottlieb Daimler, 10 yearsyounger than Benz, became "chief engineer" in a locomotives works factory threeyears after Benz had left.This was the closest the two ever came to meeting.

Daimler's very first car was a wooden motorcycle that could only reach 12km/h,while the first Benz car of 1886 could only reach 15 km/h (this some six yearsafter he had first run his new engine, on new year's eve, 1879).

And it is this car that is widely considered to be the first ever practical, petroldriven motor car, which coincidentally incorporated Benz's own invention, thecarburettor. His wife and children watched as he tried it out for the first time on acinder track next to his workshop.

The car ran right into the wall and ended up somewhat bent and broken. Benzadmitted it was tricky to steer! "I ventured a ride on the road," he said "only after Ihad somehow managed to steer properly."

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When he did succeed in driving his machine non-stop round the streets of thetown, it was the most exciting day of his life. But unfortunately, Benz was a manwho refused to move with the times. He would not see that his cars were no more

than stepping stones towards better and improved vehicles.

His early cars sold well, but he could not bring himself to alter his basic design.Buyers turned to other makes, forcing Benz to curtail production. In 1900 he builtover 600; in 1903, only 170. His car even became a joke among designers and carowners. No one doubts that Karl Benz was a gifted engineer, but his stubborn andobstinate nature nearly ruined him.

The first Mercedes was the result of a discussion by three men, an Austriandiplomat, Emile Jellinek, who was more interested in cars than diplomacy; adesigner, Wilhelm Maybach; and Paul Daimler, son of the famous GottliebDaimler. Jellinek was enthusiastic about the dawn of motoring age and believedthat the motor car was of major importance for the future.

In 1897 he had already made a special journey to Cannstatt where he visited theDaimler factory and brought back a car to the French Riviera, causing quite a stir.At the meeting with Maybach and Paul Daimler, Jellinek outlined what he had in

mind and agreed that, if Maybach would design a car along those lines, he wouldbe prepared to take delivery of the companys entire production.

Maybach set to work on the new design and, when the first car appeared at Nice in1901, it amazed everybody with its fine performance. Overnight it made everyother car seem five years out of date. The ideas of these three men revolutionisedmotor car design the world over.

Jellinek decided to call the new car "Mercedes", a Spanish Christian namemeaning "grace", and a name he obviously quite liked, as he had chosen for hisdaughter. Jellinek was also acutely aware that the French were prejudiced againstany car with a German name, and so Mercedes was a far better fit.

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Since Jellinek was a big figure in society there and enjoyed good relations withthe international financial world, it was not long before prospective buyers weretaking an interest in the Daimler cars

Logo Design

The Mercedes trademark was registered in 1902 - after Karl Daimler had died in1900 at the age of 66. His two sons then managed the company - and theyremembered that their father had only once sent a postcard to their mother whichhad a star marked on the house where he was living at the time, a place calledDeutz. Made the comment on the card that "eventually this star would rise out andshine over his work". In June 1909, the then chairman applied for a trademark of

both a three pointed star and four pointed star. Both trademarks were granted, butonly one was ever used.

This trademark was soon placed on the form of the car as a radiator emblem. Thislogo uses the symbol of points that head out in three different directions, which isused to represent the concept of Gottfied Daimler, which manufactures a range oftransport movers that work effectively across air, water and land. The color silver

is very typical of the Mercedes Benz brand and dates back to its involvement inthe very first Grand Prix, which ran at Nuerburgring in 1934. When one of thecars exceeded its eligible weight for the race in the pre-race checks, the officialsspent the night polishing off the paint so that the car was back to its raw silvercolor. The following day as the car ran around the track it shone a beautiful silvercolor and was termed the "silver arrow."

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C-Class Saloon CL-Class Coupe CLS-Class Coupe

E-Class SaloonM-Class SUV S-Class Saloon

SL-Class Roadster SLK-Class Roadster

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Volkswagen

TAGLINEDas Auto (German) meaning The Car

History

Volkswagen is a German auto maker that is very well known to many peoplethroughout the world. One of the vehicles that helped make them a householdname is the Beetle. It may not come as a surprise to many that the Volkswagen got

started in part by Adolf Hitler. Though he did not drive, he asked FerdinandPorsche to create a vehicle that would be suitable for the regular everydayworking man. Porsche agreed to do it and within a few years the VolkswagenBeetle made its debut.

A new factory was built for Volkswagen soon after in 1938. The war began soonafter this and the factory never did produce many cars before it got underway.Only one vehicle was released and it was given to Hitler for his birthday. In 1945the factory was actually bombed by the Americans. It was then given to the

British to control. The British decided that they would use the factory for theirmilitary vehicles. Army officer Major Hirst was in charge. It is because of himthat Volkswagen survived to become a business once again. After painting one ofthe factorys cars green and sending it to Britain, a response came requesting20,000 more.

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When the year 1946 ended the factory was pumping out 1000 cars per month.However, the building became damaged and exposed to the elements so

production soon came to a gradual halt. The factory was offered to other existingauto manufacturers at the time though nobody wished to claim it. A funny fact too

many is that the owner of the Rootes car corporation told Hirst that he would be afool to continue trying to make a car as ugly and noisy as the Beetle. Yet today theBeetle remains and Rootes has been finished for many years.

Volkswagen did attempt to make other vehicles back in the 1960s. They made avehicle called the Thing which was reminiscent of a war vehicle. It was large andrather unattractive. It was only sold for two years in the United States before beingdiscontinued. Volkswagen spent a lot of time and money looking at ways toimprove the Beetle. In 1973 Volkswagen was getting into deep financial troubleand was facing the possibility of having to discontinue the Beetle indefinitely.

It wasnt long after that Volkswagen released both the Passat and the Rabbit. Bothcars had a substantial amount of success and have continued to be popularvehicles in the modern day. The Volkswagen Golf was sold as the Rabbit in theU.S. during the 1980s but was later changed back to Golf. It is now once againcalled the Rabbit. Volkswagen has continued to reclaim success with cars like theJetta and the new Beetle that has been given a modern twist on an old classic.

Volkswagen is now looking at making some earth friendly vehicles. They haveteamed up with Sanyo to find a way to create a hybrid vehicle battery system.Volkswagen has made its way through history to be a successful competitor that isstill standing.

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Logo Design

Volkswagen is a car producer based in Germany. Itforms the substance of Volkswagen Group, which is theworld's fourth largest automobile producer after Toyota,GM and Ford. The origins of the company date back to1930s Nazi Germany. Long before Hitler was elected to

power in Germany, he was creating schemes to mass-produce an affordable car. Hitler called the new vehicle the "KdF-Wagen", whichliterally meant "strength through joy - car", after the Nazi-led KdF movement that

was supposed to look after the working people. Ferdinand Porsche disliked thename KdF-Wagen (he preferred Volkswagen, the name under which the car had

been produced). "Volkswagen" signifies "people's car" in German, in which it ispronounced ['folksvagan]. Volkswagen has one of the most simple and instantlyrecognizable logos in the world, which has seen subtle changes through the years.It's pretty obvious what the Volkswagen logo is (a V over a W in a blue

background, surrounded by a circle). The logo was the result of an officecompetition of which the winner was Franz Reimspiess (the engineer who

perfected the engine for the Beetle in the 1930's). The copyright holder of theinternationally-famous VW logo is not to be Nikolai Borg, a graphic designer whosued the company for allegedly failing to recognize his work.

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Polo Beetle

Jetta Passat

TouaregPhaeton

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SKODA

TAGLINE - Simply Clever

HistoryThe origins of Skoda go back to the early 1890s where, like many long-established car manufacturers, the company started out manufacturing bicycles. Itwas 1894, and 26-year old Vclav Klement, who was a bookseller in MladBoleslav, in today's Czech Republic, which was then part of Austria-Hungary,was unable to obtain spare parts to repair his German bicycle. Klement returnedhis bicycle to the manufacturers, Seidel and Naumann, with a letter, in Czech,

asking for them to carry out repairs, only to receive a reply, in German, stating: "Ifyou would like an answer to your inquiry, you should try writing in a language wecan understand". A disgusted Klement, despite not having technical experience,decided to start a bicycle repair shop, which he and Vclav Laurin opened in 1895in Mlad Boleslav. Before going into business partnership with Klement, Laurinwas an already established bicycle manufacturer from the nearby town of Turnov.

In 1898, after moving to their newly-built factory, the pair bought a Werner"motorcyclette", which was produced by French manufacturer Werner Brothers.

Laurin & Klement's first motorcyclette (which was powered by an enginemounted on the handlebars driving the front wheels) proved dangerous andunreliable an early incident on it cost Laurin a front tooth. To design a safermachine with its structure around the engine, the pair wrote to German ignitionspecialist Robert Bosch for advice on a different electromagnetic system. The

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In 1900, when the company had a workforce of 32, Slavia exports began, with 150machines shipped to London for the Hewtson firm. Shortly afterwards, the presscredited them as makers of the first motorcycle. The first model, Voiturette A, wasa success and the company was established both within Austria-Hungary and

internationally. By 1905, automobiles were being produced by the firm. Duringthe First World War koda was engaged in war production.

After WWI it began producing trucks, but in 1924, after running into problemsand being hit by a fire, the company sought a partner. As a result, it merged withkoda Works, the biggest industrial enterprise in Czechoslovakia. Most later

production was under the koda name. After a decline during the economicdepression, koda was again successful with models such as thePopularin thelate 1930s. During the World War II Occupation of Czechoslovakia, the kodaworks was turned into part ofHermann Gring Werke serving the German WorldWar II effort. In 2006, koda presented its brand new model Roomster, which is asmall MPV with a unique design, which reflects future trends. At the end ofDecember 2006, koda also released the first official pictures of the new Fabia, amodel that would replace the Fabia in 2007. Later in 2008, koda released the first

pictures of the facelifted Octavia. Featuring new headlights, front grille/bumper,as well as a slightly restyled rear and interior. The revised car also features a newselection of engines including the 1.4 TFSI and new common rail diesel engines.

A new concept car was presented at the Paris Auto Show in September 2006. Theconcept was called Joyster, and is a three-door compact car intended especially foryoung people. Volkswagen AG's Australian arm, Volkswagen Group Australia(VGA), recently announced that they would be returning koda to the Australiancar market in October, 2007. Before that date, koda vehicles were last sold inAustralia in 1983. Currently the Octavia, Roomster and Superb are available inAustralia. VGA have stated they will only bring the Fabia onto the Australianmarket if they are able to price it below the Volkswagen Polo.

It is rumoured that a version from the Brazilian Volkswagen Gol NF will be a newbase model for koda in Europe.

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Logo Design

Although the koda logo is viewed as one of the most original and stylisticallyclean manufacturing company trademarks in the world, the author is not yetknown. The black and green logo, which has been used since 1994, gives thekoda brand a greater degree of originality black symbolizes the hundred-yeartradition, green signalises environmental production.

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Superb Laura

Octavia Fabia

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PromotionActivities done in order to increase the sales of a product or service; a set of

advertisements for a particular product or service

The super luxury car companies use various techniques to promote their productslike.

Road shows

Advertisement

Print ads

Banners and Neon sings

Booklets n pamphlets

Road shows:The company plans the road shows to display their models in order to create

awareness amongst the customers.

Advertisement:They advertise their products through newspapers, television and

internet.Advertisements are shown on leading television channels, major musicand sports channels. These promotions reach out to the youth very effectively.

Print ads:Daily advertisements in leading newspapers and magazines are used to promotethe product. Leaflets at the initial stage are distributed.

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Print ad by BMW

Banners and Neon signs:Hoardings, banners, neon signs are displayed at clubs, discs, outside

theatres, highways and shops to promote its brand car.

Booklets and Pamphlets:Booklets are kept at car showrooms, retail battery outlets, etc for the

customer to read. These booklets provide information about its company; theproducts offered which suits the customers need accordingly.

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Findings and analysis

Q: 3 Gender

MALE 209 69%FEMALE 95 31%

TOTAL 304 100%

ANALYSIS:

Considering the sex ratio, males dominate the area of possessing super luxurycars. Out of 209 males 92 possess super luxury cars and out of 95 females 37

possess super luxury cars

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Q: 6 Do you have a car.?

Yes 294 97%

No 10 3%Total 304 100%

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Analysis:

Out of the total people surveyed 96.71% have cars and

3.29% do not have cars.

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Q: 7 Which segments of car do you

currently have?

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Economy 53 18%Luxury 122 40%

Super luxury 129 42%Total 304 100%


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Analysis:

In the above question 17.43% have economy segment of cars. 40.13% have luxurysegment of cars. 42.43% have super luxury cars.

Q: 8 Which category of car segment

would you like to switch on next to?

Economy 14Luxury 12Super luxury 16

Total 30

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Analysis:

Out of the total people surveyed 4.61% would like to remain in the economysegment of cars, 38.49% would like to switch on to luxury segment of cars. Andout of the 35% of people already in luxury segment would like to move on tosuper luxury segment. That comprises of 65% of total people survey.

Q: 9 Would you like to buy a super

Luxury car?

Yes 255 84%No 49 16%Total 304 100%

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Analysis:

Out of the total people surveyed 83.88% would like to buy super luxury cars and16.12% would not like to switch on to super luxury cars.

Q: 10 Rate the following companies

according to your preference:

Analysis:

BMW is the most preferred car out of all the above cars where as Skoda is the

least preferred car. Skoda is least preferred because it is less luxurious ascompared to other cars in this segment. It also has very less models that qualifyfor super luxury segment. It has less safety and stylish features.

BMW is ranked first by the customers because of its safety features:

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Particulars Total Rank BMW 1073 1

AUDI 1029 2MERCEDES 941 3VOLKSWAGON 735 4SKODA 181 5


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Power windows

First aid kit

Anti theft and locks Child seat attachment.

Q: 11 Why would you go for a specific

company?

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Brand name 51

Price 45

Status symbol 38Personal choice 38

Safety features 54

Attitude of others 15

Situational factors 21


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Analysis:The most preferred feature that makes people go for a specific company is safetyfeature where as the least preferred feature is attitude of others. There was a basicconception that people purchase super luxury cars as a status symbol but now theawareness has increased among the individuals that make the people go for safetyfeatures as the most preferred feature and status symbol comes later on as 4th

preferred feature.

Q: 12 Which of the following features

you desire / prefer in a super luxury

car? Rank the features on the scale of

1 to 5 in each of the following sub

sections with rank 1 as the highest

preference

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5145

38 38

54

15

0

10

20

30

40

50

60

Brand

name

Price Status

symbol

Personal

choice

Safety

features

Attitude of

others

Number of Customers

Number of Customers


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Exterior features:

Particulars Total Rank

Front fog lamps 825 3

Rain sensor 875 2

Xenon headlights 902 1

Chrome trim on side windows 654 4

Sunroof 638 5

Analysis:

Xenon headlights are the most preferred exterior feature. Basically it is chosendue to its stylist look and clarity of the light. Whereas sunroof is the least

preferred as it is not popular in India basically due to the reason that India is a hotcountry and people do not prefer sun.

Interior features


Leather upholster 891 3

Multi function trip computer 893 2

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Navigation 897 1

Electric sun blind for rear window 700 4

Smokers package 533 5

Analysis:

The most preferred interior feature is Navigation facility. It is due to the reasonthat India has growing in a very rapid speed and so is the road system in India,Thus to keep ourselves updated. We need navigation facility.

Smokers package is a least preferred interior feature because it is expensive andunheard of.

Safety features


Wheel locks 816 3

Air bags 910 1

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Anti-lock system 887 2

Child seat attachment 622 4

Anti-skid control 607 5

Analysis:

Air bags is the most preferred safety feature, the main reason is due to increasingrate of accidents in India every day. Thus, people prefer Airbags for their safety.

Anti-skid control is the least preferred safety feature. It is mainly because highspeed driving is not possible on Indian roads. Moreover, there is also lack ofawareness about this feature.

Driving dynamics

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Analysis:

Long drive comfort ability is the most preferred driving dynamic feature. It is dueto the reason that people give more importance to comfort factor whileundertaking long trips.

Automatic transmission is most least preferred safety feature of driving dynamics.It is due to unawareness and moreover it is very expensive technology.

Value added features

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Rear wheel drive 838 2

Four wheel drive 834 3

Long drive comfort ability 885 1

Cruise control 736 4

Automatic transmission 729 5


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Analysis:

Most preferred value added feature is Variety of colors. It is because that everyindividual thinks that it creates a unique identity and it also personifies onesindividuality.

Coffee table is the most least preferred value added feature, because it occupiesmore space and as the quality of roads in India is not up to the mark and thus the

people do not preferred.

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Variety of Colors 1068 1

Spoiler 864 3

Telephone cradle 867 2

Boot tray 665 4

Coffee table 604 5


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Q: 13 Which of the following sources do

you relate to while purchasing a car?

P a g e | 80


81/131

P a g e | 81


82/131

P a g e | 82


83/131

P a g e | 83


84/131

P a g e | 84


85/131

Analysis:

Customers refer to advertisement as the most preferred source that relates to whilepurchasing a car. Whereas the least preferred is other reasons. These other reasonsinclude:-

Personal choice

Rate of cars

P a g e | 85

Website 47

Publicity 61

Advertisements 90

Endorsements 25

Old customers 49

Others 11

0

20

40

60

80

100

Sources

Number of Customers


86/131

Suggestions of friends

Sources of information that customers relate to while

purchasing a car

BMW

Website 3 20%Publicity 10 67%Advertisement 2 13%

P a g e | 86


87/131

Audi

Website 5 19%Publicity 9 33%Advertisement 3 11%Old 10 37%

P a g e | 87


88/131

P a g e | 88


89/131

Mercedes-Benz

Website 2 9%Publicity 2 10%Advertisement 1 5%Old customers 16 76%

P a g e | 89


90/131

Volkswagen

Website 1 3%Publicity 2 6%Advertisement 4 13%Endorsement 3 10%Old customer 21 68%

P a g e | 90


91/131

Skoda

Website 3 9%Publicity 2 6%Advertisement 5 14%Old customers 25 71%

P a g e | 91


92/131

Q.14 Do you suggest that these

companies should start their

manufacturing units in India?

P a g e | 92

Yes 268 88%

No 36 12%

Total 304 100%


93/131

Analysis:

Out of the total people surveyed 88.16% desires that super luxury cars should starttheir manufacturing units in India and the reasons are it leads to reduction in price

P a g e | 93


94/131


95/131

Mercedes-Benz

Yes 17 70%

No 4 30%

Volkswagen

Yes 21 63%

No 9 37%

Skoda

P a g e | 95

Yes

37%

No

63%

Yes

81%

No

19%

Yes

63%

No

37%


96/131

Yes 22 81%

No 13 19%

Analysis:

The customers of SKODA and MARCEDES BENZ are highly satisfied with thenumbers of show room in Ahmadabad while the customers of Volkswagen arehighly dissatisfied with the numbers of show room in Ahmadabad.

P a g e | 96


97/131

Q: 15 Are you satisfied with no of

showrooms?

Analysis:P a g e | 97

Yes 200 66%

No 104 34%

Total 304 100%


98/131

Out of total people surveyed 65.79% people are satisfied with the number ofshowrooms in India where as 34.21% people are not satisfied with the number ofshowrooms in India.

Customers satisfaction over numbers ofshowrooms:

BMW

Yes 10 67%

No 5 33%

Audi

Yes 12 44%

No 15 56%

Mercedes-Benz

P a g e | 98

Yes

67%

No

33%

Yes

44%No

56%


99/131

Volkswagen

Skoda

Yes 25 71%

No 10 29%

P a g e | 99

Yes 15 71%

No 6 29%

Yes 10 32%

No 21 68%

Yes

71%

No

29%

Yes

32%

No

68%

Yes

71%

No

29%


100/131

Analysis:

The customers of SKODA and MARCEDES BENZ are highly satisfied with thenumbers of show room in Ahmedabad while the customers of Volkswagen arehighly dissatisfied with the numbers of show room in Ahmedabad.

P a g e | 100


101/131

Q: 16 Are you satisfied with no. of

service stations?

Analysis:

P a g e | 101

Yes 187 62%

No 117 38%

Total 304 100%


102/131

Out of the total people surveyed 61.51% are satisfied with number of servicestations in India where as 38.49% are not satisfied with the number of servicestations in India.

Owners satisfaction over number ofservice stations:

BMW

Yes 5 33%

No 10 67%

Audi

Yes 10 32%

No 21 68%

Mercedes-Benz

P a g e | 102

Yes

33%

No

67%

Yes

33%

No

67%

Yes

32%

No

68%

Yes

33%

No

67%


103/131

Yes 15 71%

No 6 29%

Volkswagen

Yes 10 32%

No 21 68%

Skoda

Yes 25 71%

No 10 29%

P a g e | 103

Yes

71%

No

29%

Yes

32%

No

68%

Yes71%

No

29%


104/131

Analysis:

The owners of SKODA and MERCEDES BENZ have more satisfaction

with 71% over the number of service stations wherein the owners ofVOLKSWAGEN are least satisfied.

P a g e | 104


105/131

Q: 17 What is the level of your post

purchase satisfaction?

Delighted 32 25%Satisfied 91 70%Dissatisfied 6 5%Total 129 100%

Analysis:

Out of the 129 people who posses super luxury cars 24.81% people are delightedwith their post purchase satisfaction where as 70.54% are satisfied with their post

purchase satisfaction.4.65%are dissatisfied with their post purchase satisfaction.P a g e | 105


106/131

The reasons for their dissatisfaction are major technological false are not easilysolved due to less number of service station, maintenance cost is very high and it

provides less average.

Post purchase satisfaction level of carowners:

BMW

Delighted 10 67%Satisfied 5 33%Dissatisfied 0 0%

Audi


Mercedes-Benz

P a g e | 106

Delighte

d

74%

Satisfied

22%

Dissatisfi

ed

4%

Delighte

d

67%

Satisfied

33%


107/131

Delighted 10 48%Satisfied 6 28%

Dissatisfied 5 24%

Volkswagen


Skoda


P a g e | 107

Delighte

d

48%Satisfied

28%

Dissatisfi

ed

24%

Delighte

d

16%

Satisfied

52%

Dissatisfi

ed

32%

Delighte

d

17%

Satisfied

26%Dissatisfi

ed

57%


108/131

Analysis:

The owners of AUDI are highly DELIGHTED with the post purchase satisfactionlevel with 74%. Whereas the owners of VOLKSWAGEN have maximum post

purchase satisfaction as well as dissatisfaction level with 52% and 32%respectively.

P a g e | 108


109/131

Q: 18 How was your experience

regarding after sales service?

Excellent 47 36%

Good 77 60%Average 5 4%Total 129 100%

Analysis:

P a g e | 109


110/131

Out of 129 people who posses super luxury cars 36.43% grad their after salesservice as excellent,59.69% grad after sales service as good whereas 3.86% peoplegrad it as average.

Post Sales Service satisfaction of carowners:

BMW

Excellent 5 33%

Good 9 60%Average 1 7%

Audi

Excellent 18 67%Good 9 33%Average 0 0%

Mercedes-Benz

P a g e | 110

Excellen

t

33%

Good

60%

Average

7%

Excellen

t

67%

Good

33%

Copy of G5-Super Luxury Cars

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