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M.Com (MANAGEMENT)

3rd

SEMESTER

A STUDY ON CONSUMER PREFERENCES TOWARDS

VOLKSWAGEN BRAND OF CARS

SUBMITTED BY

WASIM PARMAR

ROLL NO : 08

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CERTIFICATE

This is to certify that Mr. Wasim Parmar of M.Com ManagementSemester 3

rd[2013-14] has successfully completed the Project on A

Study on Consumer Preferences Towards Volkswagen Brand Of Cars

under the guidance of Dr. Rajashwary G

Project Guide _______________

Course Coordinator _______________

Internal Examiner _______________

External Examiner _______________

Principal _______________

Date: ___________

Place: Mumbai

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DECLARATION

I Mr. Wasim Parmar the student of M.Com (Management) 3rd

Semester

(2013-14), hereby declare that I have completed the project on A Study

on Consumer Preferences Towards Volkswagen Brand Of Cars

The information submitted is true and original to the best of my

knowledge.

Wasim Parmar

(Signature)

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ACKNOWLEDGEMENT

As I submit my project on, A Study on Consumer Preferences Towards Volkswagen Brand Of

Cars

I would like to give my sincere thanks to my mentor Dr. Rajeshwary G for providing me with the

wonderful opportunity to expand my horizon of knowledge in this interesting subject of

Research Methodology in Commerce.

I would also like to express my gratitude towards my professors for providing me with an

effective solution to all my queries, and guiding me towards the completion of this project.

I cannot just condone the valuable opportunity given to me by the UNIVERSITY OF MUMBAI

for compiling and submitting the project, which I feel is an opportunity to express my views

about this project

I acknowledge my indebtness to various authors for making use of valuable information

liberally.

It is my proud privilege to express my deep sense of appreciation and gratitude to my parents and

friends for their support and co-operation in the course of the project either directly or indirectly

involved in time with their valuable contribution.

http://www.managementparadise.com/forums/showthread.php?t=16316&highlight=case+study+on+loanhttp://www.managementparadise.com/forums/showthread.php?t=16316&highlight=case+study+on+loan

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Table of Contents

Page no.

Chapter1 Introduction to the study 2

Objective of the study 3

Need of the study 3

Significance of the study 4

Limitations 5

Review of literature 5

Chapter2 Secondary Data 7

Introduction to automobile industry 8

History of Volkswagen 12

Mission, Vision & Values of Volkswagen 21

SWOT analysis, STP & competitors 22,23

Achievements of Volkswagen 24

Volkswagen in India 27

Competitors of existing Volkswagen model in India 33

Sales of Volkswagen India 34

Market share of Volkswagen 35

Customers buying behaviour towards car 37

Chapter 3 Primary Data 41

Questionnaire 42

Conclusion 48

Bibliography 49