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independence, real financial saving and privacy. owever, some people perceive effects of car

use such as declining fitness due to lack of e"ercise or stress when stuck in traffic.

&bout *+ percent of car owners may not imagine living without car. /eople who drive a lot tend

to regard public transportation to be inferior )uality, unmatched with their status and standards of

living. The current driving trends indicate much more car use and fewer acceptable alternatives.

In an attempt to reduce car travel, addressing the most cars dependent will be least successful.

CAR CONSUMPTION OF WOMEN

The car market, in common with many other markets, has entered a competitive period in which,

although volume sales have increased, market values are declining as a result of high capacity,

high levels of imports and market saturation. 0omen are still far more likely than men to live in

households with no car, although the pattern is far more e)ual among younger men and women.

0omen(s increased earning power and rising economic wealth therefore make them of growing

importance in e"panding car manufacturers( threatened sales targets. #learly women are buyingsmall, fuel-efficient cars in greater and greater numbers. This reflects womens responsibility

attitude toward the environment as well as price consciousness.

OBJECTIVES

To find out the attitude of women consumers in purchasing cars.

To find out the factors that influence women car buyers.

To find out the maor information sources through which they come to know about the

carmakers and models. To find out the price range that is preferred by women and the financial sources which

they prefer to purchase cars

To find out the preferences with regard to interior comforts, safety measures and other

comforts that the carmakers offer.

To find out the level of awareness with regard utility of cars among women consumers.

NEED FOR THE STUDY

The purpose of the study is to view the 0omen #onsumers preferences and awareness about

cars. 1ver since the advent of information technology in India, there has been a steady increase

in the number of women employees in these industries. &s these working women are paid with

handsome of salaries by the companies and their working hours are varied, there is a need for

them to have safe and secure transportation with a fair degree of privacy. These factors enable

the women employee to purchase four wheelers of different brands. 2et another factor that

encourages the women employee to purchase cars is the liberal loans offered by commercial

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banks and financial institutions. This also helps the automobiles industries to develop and launch

the new products with wider variety of mi" to meet the specification and demands of women

consumers.

LIMITATIONS OF THE STUDY

The opinions collected from one respondent cannot be taken as the opinion of the whole

population. The result of the study is subected to personal bias of people. The study is done in

/alakkad city. !o the opinions of the people outside the city are unknown. 4alidity and reliability

of the data collected depend on the response given by the people. !ample si$e is limited to 3++only.

METHODOLOGY

The study was empirical in nature and was carried out to find the women consumers attitude of

purchasing car with special reference to /alakkad #ity. & standardi$ed )uestionnaire method was

administered in collecting data for the above study purpose. The sampling frame for this studywas 0omen consumers. #onvenience sampling techni)ue was selected as a sample design. The

study is e"clusively conducted in /alakkad #ity keeping in mind to find the price range,

preference and level of awareness towards the purchasing of car. !imple /ercentage and #hi

s)uare test were used for data analysis.

REVIEW OF LITERATURE

&sha 4.!.53+36, highlighted that the %aruti motor car segment within the four-wheeler industryshowed a distinct behavior, compared to the overall sales of four-wheeler. %ost of the women

consumers buy &lto car. It provides for increased comfort drivability, safety, economical and

convenience as compared to other brands. The women consumers are satisfied with their aftersale services. %ost of the women opined that, the reason behind dealing with a particular brandis 7Brand image8. /reference to &lto car followed by %aruti and others. 9iran 9umar.: 53+36

in the study an attempt has been made to the survey for improving the customer satisfaction of

yundai four-wheelers. %any suggestions have been made to overcome the problems relating toyundai. The study had helped to gain more knowledge about the car industry. The customer is

considered to be the prime focus in todays market as customers is the first person in the

business. !araswathi 53++*6 in her study on consumer satisfaction on post-sales service withreference to four-wheeler automobile industry in yderabad and !ecunderabad reflected that

%aruti, yundai and Tata were the main players in four-wheeler industry. The study indicated

that most of the respondents were aware of the service centers and received reminders from

dealers for free services. The study also found that most of the respondents were satisfied withthe over-all service offered to them. 4idhya !hankar 53++;6 in her study, focused attention on the

nature of various categori$ed of consumer perception of yundai car. The study points out that

the selection of a particular brand of yundai car is due to the influence of product factors suchduring comfort, appearance availability of spares, price etc. !awant 53++;6 did a study on buying

of four-wheelers from ++ respondents within


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did not consider the safety factor to be that important, they found that all models are more or lesse)ually safe. The criteria that ultimately played a significant role in the purchase decision of

respondents were> mileage, price, re)uired maintenance, acceleration and makers reputation.

DATA ANALYSIS AND INTEPRETATION

TABLE NO: 4.1 - AGE LEVEL

!ource> /rimary :ata

In!"!n#!:

?rom the above table it is inferred that, 3 percent belongs to the age group of 3+-3@ years, A

percent belongs to the age group of 3@-=+ year, 33 percent belongs to the age group of =+-=@

year, A percent belongs to the age group of =@-+ and 3A percent belongs to the age group above

+ years.

TABLE NO: 4.$ - MARITAL STATUS

S.N% M&"'(&) *(&(+* N%. % "!*,%n!n(* P!"#!n(&! !ingle C+ =+

3 %arried + ;+

Total 3++ ++

S.N% A! L!/!) N%. % "!*,%n!n(* P!"#!n(&! 3+-3@ 3 3

3 3@-=+ =* A

= =+-=@ 33

=@-+ * A

@ &bove + @* 3A

Total 3++ ++
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!ource> primary data

In!"!n#!:

?rom the above table it is inferred that, =+ percent of the Despondents are single and ;+ /ercent

of the respondents are married people.

TABLE NO: 4.0 - EDUCATIONAL UALIFICATION


In!"!n#!:

?rom the above table it is inferred that, ; percent of respondents are having higher secondary

)ualification, 3 percent of the respondents are having :iploma )ualification, 3C percent of

respondents are having under graduate )ualification, Cpercent of respondents are having

/ostgraduate )ualification and percent are others.

@

S.N% E+#&('%n&) 2+&)''#&('%n N%. % "!*,%n!n(* P!"#!n(&! !# ;

3 :iploma 3

= Under graduate @3 3C

/ost graduate 33 C

@ 'thers *

Total 3++ ++


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TABLE NO: 4.4 - OCCUPATION

S.N% O##+,&('%n N%. % "!*,%n!n(* P!"#!n(&! Business + @

3 primary data

In!"!n#!:

?rom the above table it is inferred that, @ percent of respondents are business women, * percent

are government employees, 3A percent are private employees, 3@ percent are IT professionals

and 3= percent are homemakers.

TABLE NO: 4.3 - CAR USERS


In!"!n#!:

?rom the above table it is inferred that, C@ percent of respondents own a car and =@ percent do

not own a car.

C

S.N% P!%,)! %n & #&" N%. % "!*,%n!n(* P!"#!n(&! 2es =+ C@3 o ;+ =@

Total 3++ ++
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TABLE NO: 4.5 - DURATION OF CAR UTILITY


In!"!n#!:

?rom the above table it is inferred that, A percent of the respondent are using car from +- yr.=

percent were using car from -3 years, = percent were using car from 3-= years, percent were

using car from = E years and == percent were using car above years

TABLE NO: 4.6 - CONSUMER PRICE PREFERENCES


;

S.N% D+"&('%n % C&" U*&! N%. % "!*,%n!n(* P!"#!n(&! +- year * A

3 -3 year 3C =

= 3-=year C* =

=- year 33

@ &bove years CC ==

Total 3++ ++

S.N%

P"!!"&7)! P"'#! R&n! N%. % "!*,%n!n(* P!"#!n(&!

Ds. 3.@ E .@ lakhs A3 C

3 Ds. .@ - C.@ lakhs A+ @

= Ds. C.@ - *.@ lakhs ;

Ds. *.@ - +.@ lakhs 3

@ &bove Ds. +.@ lakhs 3

Total 3++ ++


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In!"!n#!:

?rom the above table it is inferred that, C percent of respondents prefer cars between Ds.3.@ -

.@ lakhs, @ percent prefer cars between Ds..@ - C.@ lakhs, ; percent prefer cars between

Ds. C.@ - *.@ lakhs, percent prefer car between Ds.*.@ - +.@ lakhs and percent prefer cars

above Ds.+.@ lakhs.

TABLE NO: 4.8 - FINANCIAL SOURCES UTILI9ED TO PURCHASE CAR


In!"!n#!:

?rom the above table it is inferred that, =A percent of respondents choose bank, 3+ percent

choose private financials, A percent choose loan through dealership and 33 percent purchase car

with their own source of income.

*

S.N% F'n&n#'&) S%+"#! N%. % "!*,%n!n(* P!"#!n(&!

Bank ;* =A

3 /rivate financials + 3+

= Foans through dealership =* A

'wn source of income 33

@ Fease + +

Total 3++ ++


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TABLE NO: 4. - INFORMATION SOURCES TO PURCHASE CAR

S.N

%

In%";&('%n S%+"#! N%. % "!*,%n!n(* P!"#!n(&!

T4 33

3 Internet = ;

= %aga$ines + 3+

Deferral C 3=

@ 0alk into show room @* 3ATotal 3++ ++


In!"!n#!:

?rom the above table it is inferred that, percent of respondents use T4, ; percent use

internet, 3+ percent use maga$ines, 3= percent collect through referral and 3A percent walks into

showroom to find out the information about car for purchase.

TABLE NO: 4.1< - COLOUR PREFERENCE


In!"!n#!:

?rom the above table it is inferred that, 3C percent of the respondent prefer dark colors, @

percent prefer light colors and 3A percent prefer Bright colors.

A

S.N% C%)%"* N%. % "!*,%n!n(* P!"#!n(&! :ark @3 3C

3 Fight A+ @

= Bright @* 3A

Total 3++ ++
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TABLE NO: 4.11

FIRST PREFERENCE TO INFLUENCE THE CHOICE OF PURCHASING CAR


In!"!n#!:

?rom the above table it is inferred that, =3 percent give first preference for cost, percent give

first preference for fuel efficiency, @ percent give first preference for e"terior appearance, 3;

percent give first preference for safety and reliability and 3@ percent give first preference for

brand.

+

S.N% F(%"* 'n)+!n#! #=%'#! % B+>'n N%. % "!*,%n!n(* P!"#!n(&!

#ost C =3

3 ?uel efficiency 33

= 1"terior appearance + @

!afety and reliability @ 3;

@ Brand @+ 3@

Total 3++ ++


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In!"!n#!:

?rom the above table it is inferred that, 3 percent of respondents prefer manual transmission and

;C percent prefer automatic transmission.

TABLE NO: 4.14 - SAFETY MEASURES

S.N% T>,!* % S&!(> M!&*+"!* N%. % "!*,%n!n(* P!"#!n(&! #entral locking with test alarm 3+ +

3 #entral locking with remote + 3+

= Fow fuel warning lamp @+ 3@

:ay and night mirror C *

@ #hild safety rear door locks ; =;

Total 3++ ++


In!"!n#!:

?rom the above table it is inferred that, + percent of respondents would like to have central

locking with test alarm as a safety measure, 3+ percent would like to have central locking with

remote, and 3@ percent would like to have low fuel warning lamp, * percent would like to have

day and night mirror and =; percent would like to have child safety rear door locks. -

TABLE NO: 4.13 - PRIORITY ON E?TERIOR ATTRACTION

3

S.N% E@(!"'%" N%. % "!*,%n!n(* P!"#!n(&! &lloy wheels 3C =

3 'rdinary wheels 3

= &lloy wheels with tubeless tyres @3 3C

!tylish body look **

@ Bumpers =+ @

Total 3++ ++


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!ource> primary :ata

In!"!n#!:

?rom the above table it is inferred that, percent of respondents e"pect year warranty,

percent e"pect 3 years, 3= percent e"pect = years, = percent e"pect years and percent

e"pect @ years.

TABLE NO: 4.16 - DURATION OF CAR USAGE

S.N% D+"&('%n N%. % "!*,%n!n(* P!"#!n(&! 3 years 3 C

3 =years C+ =+

= years =+ @

@years 3 3

@ &bove @ years @C 3*

Total 3++ ++


In!"!n#!:

?rom the above table it is inferred that, C percent of the respondents use the same car for 3 years

only, =+ percent of the respondents use the same car for = years, @ percent of the respondents

use the same car for years, 3 percent of the respondents use the same car for @ years and 3*

percent of the respondents use the same car for more than @ years.

TABLE NO: 4.18

CAR USERS: WHAT CAR USER FEELS ABOUT CARS

SEATS ARE COMFORTABLE


In!"!n#!:

S.N% S!&(* &"! #%;%"(&7)! N%. % "!*,%n!n(* P!"#!n(&!

!trongly agree 3 C3

3 &gree ;3 =C

= eutral 3

:isagree 3 @ !trongly :isagree + +

Total 3++ ++


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?rom the above table it is inferred that, C3 percent of the respondents strongly agree that their

seats are comfortable, =C percent agree percent were neutral disagree respectively.

TABLE NO: 4.1 - AIR CONDITIONER WORKS WELL


In!"!n#!:

?rom the above table it is inferred that, C+ percent of the respondents strongly agree that their air

conditioner works well, =@ percent agree, 3 percent were neutral and = percent disagree.

TABLE NO: 4.$< - STORAGE SPACE IS ADEUATES.N% S(%"&! *,! &"! &!2+&(! N%. % "!*,%n!n(* P!"#!n(&!

!trongly &gree A ;

3 &gree @ 3;

= eutral *

:isagree + 3+

@ !trongly :isagree 3

Total 3++ ++

@

S.N% A'" C%n'('%n!" N%. % "!*,%n!n(* P!"#!n(&!

!trongly agree 3+ C+3 &gree ;+ =@

= eutral 3

:isagree C =.

@ !trongly :isagree + +

Total 3++ ++


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In!"!n#!:

?rom the above table it is inferred that, ; percent of the respondents strongly agree that their

storage space is ade)uate, 3; percent agree, percent were neutral, 3+ percent disagree and 3

percent strongly disagree.

TABLE NO: 4.$1 - CAR ACCELERATE ADEUATELY


In!"!n#!:

?rom the above table it is inferred that, @ percent of the respondents strongly agree that their car

accelerate ade)uately, A percent agree, percent were neutral, = percent disagree and 3 percent

strongly disagree.

C

S.N% C&" #!)!"&(! &!2+&(!)> N%. % "!*,%n!n(* P!"#!n(&!

!trongly agree A+ @

3 &gree A* A

= eutral 3

:isagree C =

@ !trongly :isagree 3

Total 3++ ++


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TABLE NO: 4.$$ - PARKING THE VEHICLE EASILY


In!"!n#!:

?rom the above table it is inferred that, =* percent of the respondents strongly agree that they can

park their vehicles easily, = percent agree, 3 percent were neutral, 3 percent disagree and

3 percent strongly disagree.

TABLE NO: 4.$0 - VEHICLES HANDLES WELL IN THE CITY AND HIGHWAYS

S.N% C&" =&n)!* 'n (=! #'(> &n ='=&> !)) N%. % "!*,%n!n(* P!"#!n(&! !trongly agree A ;

3 &gree A3 C

= eutral *

:isagree 3@ !trongly :isagree 3

Total 3++ ++


In!"!n#!:

?rom the above table it is inferred that, ; percent of the respondents strongly agree

that their cars handles well in the city, and highways C percent agree, percent were neutral.

3 percent were disagreeing and percent were strongly disagreeing.

CHI-SUARE ANALYSIS

TABLE NO: 4.$4 - AGE AND INFORMATION SOURCE TO PURCHASE CAR

S%+"#! TV In(!"n!( M&&'n!* R!!""&) W&) 'n(%

*=% "%%;

T%(&)

;


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A!3+-3@ C + + 3 3

3@-=+ 3 C * + 3 =*

=+-=@ C * 3

=@-+ 3 C 3 *

&bove + * * + * @*

Total 33 = + C @* 3++

N+)) H>,%(=!*'*

There is no significant relationship between age and information source to purchase car.

&t @H level of significance, :.?. C, #.4. 3.@C, T.4. 3C.=!ince the calculated value is less than the table value, the null hypothesis is accepted, and hence

we conclude that there is no relationship between age and information source to purchase car.

*


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TABLE NO: 4.$3 - MARITAL STATUS AND COLOUR PREFERENCE

C%)%+"

M&"'(&) S(&(+*

D&" L'=( B"'=( T%(&)

!ingle C 3 3+ C+

%arried =C CC =* +

Total @3 A+ @* 3++

ull ypothesis

There is no significant relationship between marital status and colour preference.&t @H level of significance, :.?. 3, #.4. +.AC3, T.4. @.AA

!ince the calculated value is less than the table value, the null hypothesis is accepted, and hence

we conclude that there is no relationship between marital status and colour preference.

FINDINGS OF THE STUDY

3A percent of the respondents belong to the age group of above + years. ;+ percent of the

respondents are married people. C percent of respondents are having /ostgraduate )ualification

and percent are others. @ percent of respondents are business women, * percent are

government employee, 3A percent are private employee, and 3@ percent are it professionals and

3= percent are homemakers. C@ percent of respondents own a car and =@ percent do not own a

car. C percent of respondents prefer cars between 3.@ - .@ lakhs and @ percent prefer cars

between .@ - C.@ lakhs. =A percent of respondents choose bank, 3+ percent choose privatefinancials, A percent choose loan through dealership and 33 percent purchase car with their own

source of income. percent of respondents use T4, ; percent use internet, 3+ percent use

maga$ines, 3= percent collect through referral and 3A percent walks into showroom to find out

the information about car. 3C percent of the respondent prefers dark colors and 3A percent prefer

Bright colors. =3 percent give first preference for cost, 3; percent give first preference for safety

and reliability and 3@ percent give first preference for brand. =@ percent of the respondents give

first preference to air conditioners. 3 percent of respondents prefer manual transmission and ;C

percent prefer automatic transmission. + percent of respondents would like to have central

locking with test alarm as a safety measure and =; percent would like to have child safety rear

door lock. = percent of the respondents were attracted by alloy wheels and percent of the

respondents were attracted by stylish body look. = percent of the respondents e"pect years

warranty and percent e"pect @ years warranty. 3 percent of the respondents use the same car

for @ years and 3* percent of the respondents use the same car for more than @ years. C3 percent

of the respondents strongly agree that their seats are comfortable. C+ percent of the respondents

strongly agree that their air conditioner works well. ; percent of the respondents strongly agree

that their storage space is ade)uate and 3 percent strongly disagree and feel that the storage space

A


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is not ade)uate. @ percent of the respondents strongly agree that their car accelerate ade)uately.

=* percent of the respondents strongly agree that they can park their vehicles easily, 3 percent

disagree and 3 percent strongly disagree and said that parking their vehicles is not very

easy. ; percent strongly agree that their car handles well in the city and C percent agree that

their car handles well in the highways.

SUGGESTIONS

The respondents were aware about cars through entire information source. !o the company

should come out with, the most effective dissemination of information about cars, through all

possible advertisement strategy. %ost of the respondents those who were highly aware about cars

belong to the age group of =+ - =@, ence the company should target the above age group to

offer the car according to their preferences. The survey indicates that more respondents prefer

low price models 5Ds. 3.@ - .@ lakhs6. ence suggestions is made that manufacturer must offer

car of above price range to women consumers. &s more respondents prefer light colors with air

conditioner facility in the cars, suggestions are made to the manufacturer to give high priority tothese features. ?urther child safety rear door locks as safety measures and stylish e"teriors are

preferred by most of the consumers, Therefore manufacturer must have a conscience to these

suggestions.

CONCLUSION

The most preferred car must be compact, air conditioned, stylish and safety measure such as

child lock system. &s the consumers belong to upper middle income group, the company shouldfacilitate attractive loan offers by having tie-ups with commercial bank. igh focus and weight

age must be given to attribute preferred by women while launching the new product. The year of

warranty they e"pect for a car shows that the awareness has reached the mass female. &fter sales

service also considered by the women consumer, hence high priority should be given for after

sales service with sufficient staff and networking infrastructure.

BIBLIOGRAPHY

9othari, #.D, J0esear+h Methoology " Methos 3 4e+hni5ues, 5!econd edition6, ew :elhi>0ishwa /rakashan 53++36.

Daan !a"ena, JMar6eting Management, 3ndedition, ew :elhi> Tata %c '"ford University

/ress 53++;6. %c


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/hilip 9otler and 9evin Fane 9eller, JMar6eting Management, :orling 9inersley 5India6 /vtFtd, 3++;

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