S U B M I T T E D T O :

G U J A R A T T E C H N O L O G I C A L U N I V E R S I T Y

: - P R E P A R E D B Y : -

B I N I T K O T H A R I

U N D E R T H E G U I D A N C E O F :

K R I S H N A J O S H I

A SUMMER TRAINING PROJECT PRESENTATIONON

COSTOMER AWARENESS AND PREFERENCE ABOUT SKODA YETI

ATTORQUE AUTOMOTIVE PVT. LTD

INDUSTURY OVERVIEW

Pre 1984 period: In this era cars were considered a luxury product, government had

full control over the production, Manufacturers were given the license to produce a

predetermined quantity, and expansion was restricted by government. In this period

market was dominated by six licensed manufacturers: TELCO, Ashok Leyland,

Mahindra & Mahindra, Bajaj Auto, Hindustan Motors, and Premier Automobiles.

1985 – 1990: In this period Maruti Udyog was formed with the joint venture between GOI

and Japanese major Suzuki. This led to give a better choice to the consumers in India.

INDUSTURY OVERVIEW

1991 – 2000: Economic liberalization started in 1991 in India which later on helped to delicense the

passenger car segment in 1993. Hero Honda emerged as a major player in two wheeler segment. In this

era a much sophisticated and unregulated automobile market started growing with the help of new

foreign technology and huge investment made by international player, as the competition increases

advanced technology was introduced to be competitive in market. A large chunk of money was spent on

increasing the service presence so as to support on road vehicles. Auto finance also started as a key

factor to affect the demand for the vehicle.

Post 2000: As the competition increases the government also helps the industry by removing

quantitative restriction and allowing 100 % FDI in Automobile industry. It also gave helping hand to

various Local manufacturers who initiated production of Vehicle.

Manufacturers focused on improving the output keeping in mind Quality and environment prospects.

COMPANY OVERVIEW

Torque Automotive Pvt. Ltd. started its journey in 2002, having one showroom and one service centre. Torque has today grown to be one of the leading Skoda dealership network in the western region having state of the art facilities in all major cities of Gujarat. Our hard work has brought us many awards from Skoda Auto India Pvt. Ltd. (such as, ‘Best marketing performance in 2007’, ‘Best dealer of the year in 2008’ and “Highest sales achievement in 2009’), awards that come as a confirmation of our growth and commitment towards our customers.

Torque Group has been operating in the automobile business with world’s leading premium brands through across the state of Gujarat. The Torque Group Gujarat strategy encompasses significant investments in branding, marketing, exclusive dealerships and after sales service for the upcoming years. The group has employee strength of over 450 people with the lowest attrition rate in the industry. Torque Group's success is principally attributed to the large set of satisfied employees and its customer centric approach. Customer service is at the centre of all the activities across at all levels in the Group.

COMPANY OVERVIEW

Business type :-Private

Industry :-Automobile

Established in :-2002

Sales volume :-500 cars/year (approx)

Employees :-450

Revenue :-2 cores (approx)

Head quarter :-Vadodara, Gujarat, India

Parent :- Skoda Auto India

Key people :-Mr. Satish Bhungaliya (Owner/Director),

Mr. Emish Mali (General Manager)

HUMAN RESOURCE DEPARTMENT

HR ACQUISITION

1. Recruitment

2. Campus Recruitment

3. Laterals Entry

HR DEVELOPMENT

1. Training

PERFOMANCE AND COMPENSATION

Performance Appraisal

Motivation

EMPOWERMENT AND PARTICIPATION

FINANCE DEPARTMENT

Recorder (accounting) of all Financial Transactions

Reporting of Financial Performance

Arranging long and short term funds – Capital and Debt

Working Capital Management

Compliance of tax and other corporate laws

Risk Management

Controllership function

Audit coordination

Investor Relations

MARKETING DEPARTMENT

The need for advertising was felt by Torque Automotive in 2006-07 when they had to project the transformation that has occurred within Torque Automotive , but as yet not communicated to the public. They came up with a product related Ad campaign and a Corporate campaign. Their aim was to let their target audience perceive their brand as International, Innovative and Speedy, which has always been their core brand value. At the All India PR awards 2007 conducted by the Public Relations Society of India (PRSI). Torque Automotive won the second prize for their corporate campaign. They gave a prelude to the campaign by exhibiting their product range and their field of pioneering.

Also a television commercial was aired in 2007. The commercial was made in two languages- Hindi and Gujarati. It was broadcast on mainline news channels for wider coverage. There were translates placed at airports for greater visibility.

MARKETING DEPARTMENT

TORQUE AUTOMOTIVE - THE BRAND:

“ENGINEERING YOUR TOMMOROWS” has been TorqueAutomotives Brand promise. The tag line finds expression at two levels:on the hard core strategy level, that is the sum total of the essentialvalues of vehicle technology-safety, comfort, economy and ecology; onthe inspirational level, it denotes a warm and caring relationship witheach stake holder in a unique way.

LITERATURE REVIEW

(Consumer Behaviour and IMC Source:- The Isfahan Journal of Management Research - Vol.5 No.11, Nov 2006).The necessity for studying consumer behaviour arises because of the fact that busi.org have to operate, survive and progress in a highly dynamic economy where change is the rule, not the exception. The change may be sudden and extensive, or may be slow and almost imperceptible. Some of the important forces of change may be the changes in technology, changes in population and income distribution, changes in taste of consumers and their buying behaviour, changes in competition, Changes in government policies, etc. These changes often give rise to innumerable problems and throw countless challenges to the marketers. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. A firm needs to study the buying behaviour because the buyers reactions to a firms marketing strategy have a great impact on firms success.

LITERATURE REVIEW

A study of Customer Awareness in Maharashtra

Prin. L. N. Welingkar Institute of Management Development and Research

The aim of the study is to understand the behaviour of the customer in the state of Maharashtra which is one of the most developed states of India. The study is being carried out to understand the customer awareness on environment friendly car (EFC). The objective of the study is to understand the awareness levels and create awareness of the EFC so that the efforts of the manufacturing the green car will be achieved. SPSS version 17.0 has been used for analysis of the data. 500 respondents have been asked to fill in a questionnaire. The study has been done keeping in mind gender and the academic qualification of the respondents. With reference to the gender and the academic qualifications, it is observed that there is no significant difference in the awareness levels with reference to the EFC.

LITERATURE REVIEW

(Ottman 1993 and M. J. Polonsky 1994) have studied that a majority of people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics.

J. Weeks (2008) studied that green buying choices can be complicated, and green products often cost more than conventional alternatives.

Brower and Leon (1999) have urged the customers to take steps such as driving fuel –efficient, low polluting cars, eating less meat and making their homes energy efficient.

Rothe and Benson's (1974) notion of "intelligent consumption" and Fisk's (1973) concept of "ecological imperatives" reflect the need to educate the consumer to become aware of environmental problems and their relation to his/her consumption patterns

Many believe that social marketing (A. R. Andreasen, 1994) can have a major impact on the society’s myriad social problems. However, this impact can be seriously compromised if the technology is applied incorrectly or to areas in which is not appropriate. Consumers have more power than ever before

LITERATURE REVIEW

Leon G. Schiffman, (2004) has used intelligent agents to locate the best prices for the products or services, bid on various marketing offerings, bypass distribution outlets and middlemen, and shop for goods around the globe and around the clock from the convenience of their homes.

To understand about the awareness of the consumers and their behaviours, in depth, study has been done on the various literatures available in the area of green marketing. From an empirical perspective, a substantial academic and professional literature explores the areas like sustainable marketing, consumer behaviour and green car and its response in the marketplace. The methodologies of these studies vary widely but the major findings have been observed to define the research objective The above literature review gives an in-depth idea on the topic and it is also observed that not much work has been done in India in reference to the environment friendly car and customer’s behaviour with reference to the eco friendly cars.

SWOT ANALYSIS OF SKODA YETI

STRENGTHS1. great driver visibility due to high driving position

2. well suited for off roads due to great handling capabilities3. handy and convenient features to use4. easy to drive in traffic and in city due to increased driver visibility5. also known as Skoda Sandi in some markets6. Skoda yeti has been awarded a 5-star safety rating by the euro ncap

WEAKNESS

1. skoda has not been penetrating into emerging economies as some of the other

competitors

2. slightly expensive product but hasn’t been able to capture the premium market as per

its potential

SWOT ANALYSIS OF SKODA YETI

OPPORTUNITY

1.collaborations with automobile entities to penetrate deeper in the market through distribution and servicing network

2. augmenting automobile market

3.attracting more middle income class customers

THREATS

1.Rapid technological innovations implemented in upcoming cars

2. Intense competition from national car manufacturers 3.Intense competition in thesis market

REASEARCH METHADOLOGY

The basic method adopted in conducting the study is a structured questionnaire .Questionnaire is administered on the sample respondents. However there are certain cases where personal interactive method is followed with customers to find the satisfaction level.

A. Sampling Technique Convenience Sampling

B.Sampling Unit The Consumer and dealer of car in

Rajkot city

C. Sampling Size Consumer 100

PROJECT ANALYSIS

Loyal towards Percentage of respondents

Brand/Company 67%

Dealers/ Service provider 33%

67%

33%

Loyalty

Company/Brand

Dealer/Serviceprovider

1) What do you think is more important to you before buying product.

ANALYSIS:

As we can see that a large no. of people around 67% of our sample agreed to consider Brand as

important factor while purchasing any product. Still almost one third of Customers prefers to buy it

from a specific dealer rather than Brand.

torque Automotive being the oldest dealer of SKODA has gained a huge loyalty base because of its

presence in many residential Areas.

PROJECT ANALYSIS

2) Which factors do you consider while buying a car?

Purchase Influencing Factors % of respondents

Price 19%

Mileage 15%

ROI 10%

Resale 14%

Dealer network 14%

Service reach 16%

Others 13%

19.00%

15%

10.00%

14.00%14%16.00%

13.00%

0.00%2.00%4.00%6.00%8.00%

10.00%12.00%14.00%16.00%18.00%20.00%

Factors InfluencingPurchase

ANALYSIS:

As we all know India is a price sensitive country,

pricing of the product affects the buying decision of

a customer, a large no. of customers agree that the

presence of dealer network and resale value of

product is also one of the driving factors which

affect the buying decision of Cars.

PROJECT ANALYSIS

3) Please tick the appropriate reasons for your decision of purchasing SUV vehicle:

ANALYSIS:

Reasons for purchasing SUV have increased now a days because customer want a powerful, comfortable/spacious car as from the above graph we can see that.

Reasons for purchasing SUV % of respondents

Safety 23%

Off-roading 17%

Comfortable/Spacious 21%

Powerful 24%

Style statement 9%

Others 6%

23.00%

17.00%21%

24.00%

9.00%6.00%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Reasons for purchasing SUV

Reasons forperchasing SUV

PROJECT ANALYSIS

4) How did you come to know about Skoda yeti?

ANALYSIS:

A large number of potential customers has not even heard of YETI, a large number of Customers came to know about Aria from various websites and references which is not a good things.

Awareness % of respondents

Reference 21%

Dealer 10%

Newspaper Ad 16%

Leaflets/Banners 17%

Demo activity 8%

Online 19%

Others 9%

0%5%

10%15%20%25% 21%

10.00%

16.00% 17%

8.00%

19.00%

9%

Awareness about YETI

PROJECT ANALYSIS

5) Feedback for yeti ?

ANALYSIS:

Looks is considered to be one of the most important things while buying any SUV, After interacting with so many customers and even sales advisors, I realized that yeti lacks in giving a sporty and attractive look. Though many of the customers prefer the look of yeti, they considered it as a brand identity of Skoda vehicle.

Rating for Looks of yeti % of respondents

1 14%

2 30%

3 16%

4 13%

5 27%

14.00%

30.00%

16%

13%

27%

Looks

1

2

3

4

5

PROJECT ANALYSIS

ANALYSIS:

When a person is investing a huge amount to buy SUV he definitely expects it to be a comfortable vehicle, yeti customers are not just happy but delighted with the comfort of yeti.More than 80 percent people consider yeti as one of the best vehicle when it comes to comfort.

Rating for Comfort of yeti % of respondents

1 4%

2 2%

3 9%

4 24%

5 61%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

1 2 3 4 5

4.00% 2.00%9.00%

24.00%

61%

Comfort

Comfort

PROJECT ANALYSIS

ANALYSIS:

Yeti with its engine has amazed so many people but a large no. of people think that the power output of yeti can further be increased.

Rating for Power of yeti % of respondents

1 9%

2 20%

3 25%

4 22%

5 24%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

1 2 3 4 5

9.00%

20.00%

25.00%22.00%

24%

Power

Power

PROJECT ANALYSIS

ANALYSIS:

Only owners feedback was taken for this question, we can see that a large no. of customer thinks that it’s not easy to maintain YETI, while interacting with them I realized it’s not the vehicle but the dealership which is causing them problem. As it takes too long for them to get back their vehicle, no pickup drop facility, Parts not available with dealer, low level of product knowledge to servicing staffs etc.

Ease of maintenance of YETI % of respondents

1 12%

2 37%

3 23%

4 16%

5 12%

12%

37%

23%

16%

12%

Ease of Maintainance

1

2

3

4

5

PROJECT ANALYSIS

ANALYSIS:

Fuel efficiency differs from person to person due to driving habit, road and traffic conditions, fuel quality, loading pattern and maintenance practices so many of the customers are getting average of 12 in city and 13 on highway while some of them are getting 10 in city and 11 in highway.

YETI FUEL EFFIENCY % OF RESPONDENTS

1 23%

2 16%

3 39%

4 6%

5 16%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 2 3 4 5

23%

16%

39%

6%

16%

Fuel Efficiency

Fuel Efficiency

PROJECT ANALYSIS

ANALYSIS:

A customer should always feel that he has made a right decision by buying the car, as the price of Yeti has been rising consistently due to increase in tax and other things many people who bought Yeti previously are very happy, but the current buyer and potential customer thinks that the vehicle is overpriced and they expect it to be lowered down.

COST % of respondents

1 22%

2 18%

3 22%

4 13%

5 25%

0%

5%

10%

15%

20%

25%

1 2 3 4 5

22%

18.00%

22%

13%

25.00%

COST

PROJECT ANALYSIS

ASTHETIC FEATURE % OF RESPONDENTS

3%

7%

11%

30%

49%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1 2 3 4 5

3%7.00%

11%

30.00%

49%

Asthetic features

Cosmetic features

ANALYSIS:

Yeti has done a tremendous job in adding features to yeti, the fit and finish of Yeti is

tremendous, as we can see that more than 75% of people are very happy with the

cosmetic features offered by yeti.

ANALYSIS:

Yeti has done a tremendous job in adding

features to yeti, the fit and finish of Yeti is

tremendous, as we can see that more than

75% of people are very happy with the

cosmetic features offered by yeti.

PROJECT ANALYSIS

ANALYSIS:

Yeti has been provided with ample space for luggage so almost every customer was happy with that though some owners who are using it as a cab suggested that they could have given a company fitted roof racks/ cargo carrier.

LUGGAGE SPACE % OF RESPONDENTS

1 6 %

2 6%

3 29%

4 19%

5 40%

6.00%6.00%

29%

19.00%

40.00%

Luggage Space

1

2

3

4

5

PROJECT ANALYSIS

ANALYSIS:

Yeti is equipped with so many of the safety features For other variants mostly all the customers were satisfied with the safety features offered. This will be good for customer from safety point of view.

SAFETY FEATURE % OF RESPONDENTS

1 8%

2 13%

3 24%

4 16%

5 39%

8%

13.00%

24.00%

16%

39%

0% 10% 20% 30% 40% 50%

1

2

3

4

5

Safety Features

Safety Features

PROJECT ANALYSIS

ANALYSIS:

Majority of people thinks that ABS/EBD is one of the most important features of SUV and Yeti. As is helps in controlling the vehicle at the time of emergency while driving at a high speed. Now days almost all the vehicles are installing ABS in their vehicle due to demand from customers side.

6) Feature importance:

ABS/EBD % OF RESPONDENTS

1 8%

2 6%

3 23%

4 27%

5 37%

ABS/EBD0%

10%

20%

30%

40%

1 2 3 4 5

8% 6.00%

23.00%27%

37%

ABS/EBD

ABS/EBD

PROJECT ANALYSIS

ANALYSIS:

Airbags are considered to be one of the important passive safety features of any car; many respondents think that two Airbags are more than enough for any vehicle while a large chunk of customers are in favor of more than 2 airbags in vehicle so as if there is any side impact passengers sitting at back row also should not have any injury.

MORE THAN 2 AIRBAGS % OF RESPONDENTS

1 24%

2 14%

3 20%

4 13%

5 29%

0%

5%

10%

15%

20%

25%

30%

1 2 3 4 5

24%

14.00%

20.00%

13.00%

29.00%

More than 2 AIRBAGS

> 2 AIRBAGS

PROJECT ANALYSIS

ANALYSIS:

Cruise control helps a driver to drive vehicle at a constant speed without giving acceleration to vehicle, it is a growing trend in India but due to non-availability of good roads and heavy traffics this feature is also not of a much use.

CRUISE CONTROL % OF RESPONDENTS

1 33%

2 27%

3 13%

4 16%

5 11%

Cruise control0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

1 2 3 4 5

33.00%

27.00%

13%16.00%

11.00%

Cruise control

Cruise control

PROJECT ANALYSIS

ANALYSIS:

Chiller Box is considered to be a must for all high end class cars, as Yeti is meant for long journey and family journey purpose; it helps in keeping some drinks and chocolate for children.Even customers who are using Yeti for taxi purpose thinks it’s an important feature and it makes customer more comfortable while going for long journeys.

GLOVEBOX CHILLER % OF RESPONDENTS

1 7%

2 13%

3 33%

4 22%

5 25%

0%

5%

10%

15%

20%

25%

30%

35%

1 2 3 4 5

7%

13%

33%

22.00%25.00%

Chiller Box

Chiller Box

PROJECT ANALYSIS

ANALYSIS:

SKODA-AUTO has introduced 2 wheeldrive version of Yeti. Then Yeti waslaunched in an All-wheel drive versionbut not so many people are fond of allwheel drive in India

ALL WHEEL DRIVE % OF RESPONDENTS

1 21%

2 9%

3 33%

4 20%

5 17%

21.00%

9.00%

33.00%

20.00%

17%

AWD

1

2

3

4

5

PROJECT ANALYSIS

ANALYSIS:

SKODA-AUTO has introduced 2 wheeldrive version of Yeti. Then Yeti waslaunched in an All-wheel drive versionbut not so many people are fond of allwheel drive in India

ASTHETIC FEATURE % OF RESPONDENTS

1 15%

2 20%

3 27%

4 13%

5 25%

0.00% 10.00% 20.00% 30.00%

1

2

3

4

5

15.00%

20.00%

27%

13.00%

25.00%

Reverse parking sensor/camera

Reverse parkingsensor/camera

PROJECT ANALYSIS

ANALYSIS:

Twin Exhaust helps to reduce engine strain and helps engine to perform better, it is also considered as an accessory by customer to enhance the

looks of vehicle.

TWIN EXHAUST % OF RESPONDENTS

1 8%

2 7%

3 16.%

4 29%

5 40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 2 3 4 5

8% 7%

16.00%

29%

40.00%

Twin Exhaust

Twin Exhaust

PROJECT ANALYSIS

RELATIVE BRAND RATING % OF RESPONDENTS

YETI 17%

CAPTIVA 23%

ARIA 12%

OUTLANDER 26.5%

XUV500 21.5%

7) Relative Brand Rating: please rank the vehicles as per your preference (1 being the best)

17%

23%

12%

27.00%

21.00%

0%

5%

10%

15%

20%

25%

30%

Yeti Captiva Aria Outlander Xuv 500

Rated as No. 1

Rated as No. 1

ANALYSIS:Captiva and Outlander are being

considered as the top sought brand by

customers while Xuv is on third rank

followed by Yeti, Aria is not being

considered as a Family car as many people

consider it as a tourist vehicle. Yeti is being

ranked on an average position where many

people think that this is one of the best

product offering from SKODA-AUTO.

PROJECT ANALYSIS

ANALYSIS:A large number of customers are not happy with the service provided by dealership, before/during and even after the sale is done. Many of customers are facing various issues with vehicle due to negligence of dealers.

8) How will you rate the service offered at TORQUE AUTOMOTIVE PVT. LTD dealerships:

(1 being lowest and 5 highest)

DEALERSHIP RATING % OF RESPONDENTS

1 48%

2 27%

3 9%

4 10%

5 6%

48.00%

27%

9% 10.00%6%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

1 2 3 4 5

Dealership rating

Dealership rating

PROJECT ANALYSIS

ANALYSIS:

We can see that around 57% of people are not satisfied with the demo/ test drive given to them, the basic reason which I have identified is lack of maintenance of Test drive vehicle.

9) Are you satisfied with the Information/Demo/Test drive given to you:

INFORMATION FROM SALES ADVISOR % OF RESPONDENTS

YES 57%

NO 43%

57%

43%

Information

Yes

No

FINDINGS

Torque motors do communication from their customers by the way of telephone.

Secondly they stand there employees to the place of the customer to take their feedback

They send their employees for the insurance paperwork, to take their car from their place tothe service station.

The main tool of the communication are face to face, telephone, and through messageremainders.

SKODA at the time of launching Yeti has taken help of various promotional tools and triedto make an impact on customers mind, but after some time their focus started changing.

Due to low promotion Yeti has a very less awareness in Market; moreover SKODA has beensceptical about the positioning of Yeti.

SKODA-AUTO is an extremely well established brand.

Further initiatives and efforts could see SKODA-AUTO at the very top for the entire rangeof products dealing with high class comfortable vehicle.

Current owners are facing a lot of problem relating to service of vehicle and even with thelow availability of parts.

One of the main problem is that customer advisors directly focus on price rather thanshowing them vehicle and its features.

Yeti has a huge potential in the market as almost all the current owners are well satisfiedwith vehicle and its performance.

The biggest issue with yeti is its look which is not being accepted by customers.

SUGGETIONS

Though it’s not a big issue but we should try to make people more brand loyal than dealer loyal so that in case the dealerchose to go with competitors product we should not lose our customer base.

Company can adopt a better value chain model so as to reduce the cost of product and price them which attracts acustomer and also profitable for seller. SKODA-AUTO with a network of more than 800 dealer across India has a goodpresence; still company has a large scope in Tier 3 and Tier 4 cities.

SKODA should promote yeti as the segment to which Skoda is targeting for yeti are upper middle class or higher classpeople who have a large no. of options available in the market. If people themselves are searching for vehicle andcurrent customers are referring yeti to potential customers than obviously there is a market pull for the product but dueto lack of awareness of product it’s not being converted in final sale.

A vehicle is designed after taking review from many people, and so many of qualified engineers and designers design inkeeping in mind various things. But I would suggest that a small modification in its front look can be done so as to makeit look different from a regular Skoda Car.

Almost all the current and potential customers are happy with the comfort of yeti; Skoda can promote its car keeping inmind this point which can prove to be biggest differentiator from other vehicles.

Customers can be given guidance so as to give them a proper knowledge about the driving habit which will help them in

getting high average.

Many people are not aware of product because of which they feel it doesn’t worth the price its charging, we should givethem proper information regarding project.

Though the customers are very happy with the features given in Yeti but many of them are not happy with the quality ofplastic used as some of them are facing problem with low quality of plastic, this can be improved, some of them evenraised question on the excess no. of roof utility box provided which was not necessary in the vehicle.

Yeti provides enough space for luggage, though it can offer roof racks to customers while buying car at some discountedprice.

SUGGETIONS

An option to customers can be given who want to add additional airbags in car at the time of booking itself by paying additional

cost.

Due to low usage on Indian roads Cruise controls are not very much in demand, but we should try to create awareness about it, as

it’s very useful on highways, it helps to differentiate Yeti from other vehicles.

Fog Lamps is largely used feature of any vehicle, we should try to promote it as it helps in clear visibility.

Many people are still thinks that AWD is not necessary for them and it’s a less used feature but in Indian roads where roads are

uneven and at many places where there are no roads, it is a very useful feature, so people should be given proper knowledge about

this feature.

As Yeti is a big vehicle reverse parking camera/sensors help in parking vehicles, so people should be informed about this feature

and we should tell them about the advantage of this feature.

Yeti has 1900 cc engine and dual exhaust helps the vehicle to give a better performance, so dual exhaust is a must for Aria

irrespective of variants.

Yeti customers are totally a different segment, they should be given preference in servicing of vehicle, An Yeti servicing should not

take more than a day, dealership service centres should keep a track on the stock of parts of Yeti as many of customers keep on

waiting for parts for more than 2-3 months.

PRODUCT RELATED:

Yeti is being designed by Top designers of SKODA-AUTO keeping in mind the expectation and also the financial constraints, no

doubt it’s a master piece created by them. But as per my personnel opinion after interacting with costumers, I would like to suggest

some important concerns of customer

Positioning is one of the very critical aspects of any product, just by labeling the product as a crossover does not make it a

crossover. The brand should produce sufficient evidence that it belongs to a new breed.

Skoda should promote yeti as a large number of owners are happy with the product but due to low awareness the sale of yeti is low.

SUGGETIONS

Skoda should also take part in vehicle exhibition of premium cars which is organized by various organizations.

All the promotional offers/ discounts of month should be informed to dealers as soon as possible because a large number of

inquiries which is being made on first week of month are lost to competitor

DEALERSHIPS/ SERVICE RELATED

Sales Advisors should be motivated so as to sell Yeti.

Dealerships should give preference to yeti owners in service, not more than 24 hours should be taken to service the vehicle.

Dealers should also maintain a proper stock of parts of Yeti, if they don’t have any part available they should arrange for it.

Sales advisors should focus on customers rather than filling up green forms.

Test drive vehicles should be maintained carefully as almost every dealerships vehicle has some problem.

Sales Advisors should use the Video player which is provided to them while dealing with Yeti Customers.

Various kinds of Rally/ Events related to Yeti could be organized in a particular city.

CONCLUSION

The present research project on the customer awareness and preference

of Skoda Yeti helps to analyze and understand the present market scenario in

the city of Rajkot. Volkswagen are the strongest competitors so Skoda is

required to work on its weaknesses like offers at the time of convincing

customers and giving various financial plans. At last I would like to say that

Skoda should maintain and improve its market share in Gujarat by improving

its services and providing customer satisfaction