suresh (gm) final

8/12/2019 Suresh (GM) Final

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BELLAD Enterprises Pvt.Ltd.

EXECUTIVE SUMMARY

This projects report containing the marketing research on Brand Awareness of

General Motors at Bellad Enterprises PVT LTD !"#li

$ ha%e chosen this topic concerned to their re&"irement as the Bellad Enterprises

PVT LTD GM ha%ing o%er '( #rands in different co"ntries) #"t mainl* ( #rands on

which $ ha%e concentrated more as per re&"irement of Bellad Enterprises PVT LTD

Beca"se as the GM is one of the #iggest companies in the world not onl*

prod"cing and selling cars and now the* concentrating to target the domestic market and

the* tr*ing to know how m"ch the domestic market or local people are aware of their

different #rands and how the* ha%e opinion regarding these #rands

+o in simple the need is to know) the awareness le%el and the c"stomers response

a#o"t #rands of GM

M* #asic intention is to make the c"stomers or people make aware of different

#rands of GM and also to know the opinion in the market and their perception and

satisfaction in the market of GM #rands

Data collection approac !

B* "sing primar* and secondar* so"rces collected the re&"ired information

' Primar* so"rce, -"estionnaire) Personal inter%iew

( +econdar* so"rce, .ompan* we#site) related information from $nternet) jo"rnals)

Te/t#ook) 0ewspapers) etc

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Sa"ple Selection Met od!

4egarding to m* project sample si5e is '66 and the sample target c"stomers are

those people who %isit the compan*7s showroom and #* random sampling thro"gh

con%enience sampling i e those c"stomers who come at the different places near the

compan* showroom !ere random sample #eca"se to make people aware of GM

different #rands) and also to check perception of people regarding #rands who alread*

know the GM #rands within !"#li3Dharwad

Met od o# Anal$sis!

$t in%ol%es a recorded o#ser%ations into dissipate statement The meas"rement and

e%al"ation of data is done "sing statistical tools and techni&"e like simple percentage

method) graphical representation with the help of data code sheet "sing M+ E/cel

software

Concl%sion and Reco""endations!

All the anal*sis and recommendations are #ased on the res"lts ha%e #een got after

the completion of s"r%e*) which is "ndertaken #* me at the compan* showrooms

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I&TR'DUCTI'&

This project report is on market research on Brand Awareness of General Motors

$t is a partial f"lfillment of re&"irement of MBA ( nd semester in Belga"m $nstit"tion of

Management +t"dies 1MBA2) Belga"m

$t was a good opport"nit* gi%en #* the Bellad7s Enterprises P%t Ltd !"#li) to

learn practical aspects of market

$ ha%e chosen this topic relating to the compan* re&"irement) to make the #rand

awareness to the domestic market people or c"stomer As the GM is one of the #iggest

companies in the world not onl* prod"cing and selling cars the market as domestic le%el

+o to make the awareness of different #rands of GM in $ndian market

+o the #asic need is to know the #rand awareness le%el of GM 8 Bellad

Enterprises P%t Ltd in !"#li3Dharwad cit*

$ collected the information #* a str"ct"red &"estionnaire that incl"des all the

re&"irements) what the compan* need

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LITERATURE REVIE(

$n marketing a #rand is the s*m#olic em#odiment of all the information connected

with a prod"ct or ser%ice A #rand t*picall* incl"des a name) logo and other %is"al

elements s"ch as images fonts) color schemes) or s*m#ols $t also encompasses the set of

e/pectations associated with a prod"cts or ser%ice which t*picall* arise in the minds of

people +"ch people incl"de emplo*ees of the #rand owner) people in%ol%ed with

distri#"tion) sale or s"ppl* of the prod"ct or ser%ice) and "ltimatel* cons"mer $n other

conte/ts the term Brand: ma* #e "sed where the legal term trademark is moreappropriate

Branding is a #asic marketing concept that is designed to set *o"r

prod"cts;ser%ices apart from the competition B* "sing a partic"lar name) phrase) design)

s*m#ol or a com#ination of these) *o" can create a "ni&"e identit*

' $t sho"ld s"ggest prod"ct; ser%ice #enefits

( $t sho"ld #e simple) memora#le) and "ni&"e

9 $t sho"ld fit the image of the compan*

< $t sho"ld ha%e positi%e connotation for the target market

= $t sho"ld #e eas* to prono"nce and to pictoriall*

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Branding is not a sales and marketing gimmick $nstead it refines and defines

corporate c"lt"re and identit* A #rand m"st ha%e meaning to its cons"mers) its

organi5ation and its emplo*ees Brand is an emotional link #etween *o" and *o"r

c"stomer $t is what people #"* when the* #"* *o"r prod"ct or *o"r compan* The most

important part of a #rand7s identit* is the promise it makes to c"stomers The essence of

#randing is simplicit* and timelessness

+ome marketers disting"ish the ps*chological aspect of a #rand from the

e/periential aspect The e/periential aspect consists of the s"m of all points of contact

with the #rand and is known as the )rand e*perience. The ps*chological aspect)

sometimes referred to as the )rand i"a+e, is a s*m#olic constr"ct created within the

minds of people and consists of all the information and e/pectations associated with a

prod"ct or ser%ice The animist approach to #rand #"ilding considers the concept"al

str"ct"re of #rands) #"sinesses and people

A #rand that is widel* known in the marketplace ac&"ires )rand reco+nition.

>here #rand recognition #"ilds "p to a point where a #rand enjo*s a mass of positi%e

sentiment in the marketplace) it is said to ha%e achie%ed )rand #ranc ise. ?ne goal in

#rand recognition is the identification of a #rad witho"t the name of the compan* present

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The term )rand name is often interchangea#l* with #rand:) altho"gh it is more

correctl* "sed to specificall* denote written or spoken ling"istic elements of a #rand $n

this conte/t a #rand name: constit"tes a t*pe of trademark if the #rand name e/cl"si%el*

identifies the #rand owner as the commercial so"rce of prod"cts or ser%ices A #rand

owner ma* seek to protect proprietar* rights in relation to a #rand thro"gh trademark

registration

The act of creating p"#lic awareness of a specific #rand in order to ma/imi5e its

recognition) s"ccessf"l #rand awareness strategies sho"ld define a compan*7s "ni&"eness

and set it apart from competition -"ite simpl*) if potential c"stomers do not know a#o"t

a compan*) the* will not p"rchase from it Therefore) one of the preeminent goals of an*

#"siness sho"ld #e to #"ild #rand awareness) al#eit in as cost3effecti%e manner as

possi#le

.ons"mers tend to make p"rchasing decisions #ased on peer recommendations

and direct e/perience) as well as traditional ad%ertising methods This is wh* it is

necessar* to #"ild #rand awareness strategies o"t #* instilling tr"st among cons"mers

This tr"st m"st #e achie%ed thro"gh credi#ilit*) rather than j"st a catch* ad%ertising

campaign Promotional marketing in%ol%ing a one3to3one component is pro%ing

increasingl* effecti%e at #"ilding tr"st and ac&"iring new c"stomers

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STATEME&T '- T E PR'BLEM

After making impressi%e sale of &"alit* cars in other co"ntries GM is going to in

d"e to its different #rands in domestic market +o it is %er* m"ch necessar* to know the

awareness le%el of GM #rands in domestic market

."stomer awareness is mainl* depends on strategies "sed #* promotional

manager An effecti%e promotional method has to #e "sed to make c"stomers aware of

the prod"ct There are man* medias thro"gh which a compan* can "ndertake to sol%e this

pro#lem Brand lo*alt*) #rand image and goodwill of the firm are all contri#"tors to

make awareness of the prod"ct $f the #rand image is %er* high than an* prod"ct which is

newl* la"nched #* that compan*

The prod"ct &"ickl* #ecomes aware in the market +ome compan* spends h"ge

amo"nt of mone* in ad%ertising the prod"ct

The intention of the ad%ertising is to spread awareness of the prod"ct and

ad%ertising pla*s %ital role in the creating awareness of the prod"ct



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PURP'SE '- T E STUDY

The p"rpose of the st"d* is to know the #rand awareness of GM in the minds of

c"stomers and change in #"*ing #eha%ior can #e estimated #* this st"d* The marketing

strategies can #e designed in accordance with this change $t will #e helpf"l for the

managers to make decisions !ence) this st"d* sho"ld #e cond"cted

The rational #ehind choosing this topic is to st"d*; to know

To know the awareness le%el of GM #rands in !"#li3Dharwad cit*

To determine the factors which infl"ence the p"rchasing of the car

To know the opinion a#o"t #rands of GM

To anal*5e the e/pectations of the c"stomers

SC'PE '- T E STUDY

The main important p"rpose of the st"d* is to know the awareness le%el of GM

#rands) and $ also like to know the factors) which infl"ences the p"rchasing of the car

The st"d* is cond"cted in !"#li3Dharwad cit* at GM showroom incl"ding the other

compan*7s car showroom and #* random sampling

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'B/ECTIVES '- T E STUDY

I 0 To st%d$ )rand a1areness 1it respect to C evrolet and 'pel )rands o# 2eneral

Motors!

S%)3')4ectives

'2 To know the top #rands preferred #* c"stomers among the %ario"s a%aila#le

(2 To know the awareness le%el of GM 1GE0E4AL M?T?4+2

92 To know the awareness le%el of BELLAD7+ Enterprises GM .A4 +howroom


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'R2A&I7ATI'& PR'-ILE

BELLAD E&TERPRISES PVTLTD 8 A"thori5ed Dealer for 2M

0ame, Bellad Enterprises P%t Ltd Tel, 6C9@3(('C99C;

Location, ?pp 0 G E ) P B 4oad a/, 6C9@3(('C99

4a*ap"r)!"#li3=C66(=

Farnataka

I&TR'DUCTI'& T' T E 'R2A&I7ATI'&!

Bellad Enterprises P%t Ltd is an a"thori5ed dealer for GM) for Marketing) +ales)

Accessories) +er%ice and 4epairs of GM range of %ehicles

Bellad Enterprises P%t Ltd started its operations in (669 at !"#li cit* ha%e a well3

e&"ipped workshop with all infrastr"ct"re facilities The workshop is well s"pported #*

an organi5ed spare parts di%ision The dealership incl"des departments) which are

controlled #* respected heads ha%ing well3e/perienced and d*namic personalities

Board o# directors

+ri .handrakant G Bellad 1Director2

+mt Lila%athi . Bellad 1Director2

Mr Ar%ind Bellad 1Managing Director2

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'R2A&I7ATI'& STRUCTURE '- BELLAD E&TERPRISES PVT LTD

Board of Directors

Managing Director

General Manager

+ales E/ec"ti%es

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+ales Managers +enior +er%ice Manager

+er%ice Ad%isers

+"per%isors

Mechanics


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2eneral Motors istor$

$n the Earl* ' 66 s there were nearl* '666 .ar .ompanies #"ilding and selling

.ars Motorcar firms were appearing e%er*where B* the late ' (6 s onl* (66 firms

contin"ed in B"siness Most of which later #* ac&"ision merged with m"ch more

financiall* sta#le A"tomakers

$n ' 6( Da%id B"ick incorporated B"ick Motor .ar .ompan* in Detroit 1H+A2)

which later was the 0"cle"s of the ?riginal General Motors Ltd

>illiam .apro D"rrant Fing of The .arriage Makers predicted that a million cars

a *ear wo"ld #e in demand some da* >ith the ac&"ision of B"ick in sometime ' 6orldwide 1renamed Delphi A"tomoti%e in ' =2

' (GMA. was esta#lished 1Master.ard credit2 to facilitate the c"stomer with eas*

mone*

' ( GM8 To*ota signed an agreement for GM to s"ppl* 0orth American #"ilt cars to

To*ota for sale in Iapan GM will #"ild 4!D .he%rolet .a%aliers in the H+) which

To*ota will p"rchase and sell in Iapan

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2eneral Motors Corporation

K The world s largest a"tomaker has #een the glo#al ind"str* sales leader since ' 9'

K o"nded in ' 6C emplo*s a#o"t 9(=)666 people aro"nd the world

K !as man"fact"ring operations in 9( co"ntries and its %ehicles are sold in (66

co"ntries

K $n (66


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MILEST'&ES!

9:;

.adillac A"tomo#ile .ompan* is organi5ed in Detroit #* !enr* M Leland) a precision

man"fact"rer of a"tomoti%e components

9;=?

B"ick Motor .ompan* fo"nded #* Da%id D"n#ar B"ick) is incorporated

9;=@

>illiam .rapo 1 Bill* 2 D"rant of D"rant3Dort .arriage .ompan*) lint) Michigan)

takes control of B"ick Motor .ompan*

9;=:

Sept 9 ! Hnder Bill* D"rant s leadership) General Motors .ompan* is organi5ed

incorporating the B"ick Motor .ompan*

&ov 9>! ?ldsmo#ile #ecomes the second compan* to join General Motors when ?lds

Motor works is sold to GM



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9;=;

General Motors p"rchases .adillac on I"l* ( ) ' 6

9;99

.he%rolet Motor .ompan* of Michigan is incorporated in 0o%em#er of ' '' #* Lo"is

.he%rolet) >illiam Little and Edwin .am#ell) >illiam D"rant s son3in3law

!ead&"arters are in Detroit .adillac adopts the electric self3starter as standard e&"ipment

9;>

Va"/hall Motors Ltd ) L"ton) England) is ac&"ired #* General Motors

9;>

GM enters +o"th Africa #* forming General Motors +o"th African 1Pt* 2 Limited

General Motors 1A"stralia2 Pt* Ltd is incorporated with head&"arters at Mel#o"rne

General Motors 0ew Nealand Ltd #egins assem#l* operations at Petone on A"g"st 96

9;>;

Adam ?pel AG) #ased in 4"sselsheim) German*) is ac&"ired #* GM and takes its place

as a ke* mem#er of the General Motors famil*

9;?=

The ' 96 .adillac V3'@ is the ind"str* s first prod"ction car to offer si/teen3c*linder

engine and immediatel* sets a new standard for power) performance 8 l"/"r*

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9;?9

General Motors 3 !olden s Ltd is formed thro"gh merger of !olden s Motor Bod*

B"ilders Ltd and GM 1A"stralia2 Pt* Ltd

9;@=

GM cele#rates prod"ction of its (=3millionth car

9; =

.he%rolet introd"ces the Powerglide transmission) #ecoming the first competitor in the

low3price field to offer f"ll* a"tomatic shifting

9; 9

B"ick s Le+a#re and OP3966) two c"stom3#"ilt s"per3streamlined concept cars) are

introd"ced to test GM s new ad%ances in st*ling and mechanical feat"res

9; >

Power steering is offered #* .adillac) ?ldsmo#ile and B"ick

9; ?

The .he%rolet .or%ette is introd"ced $t is the first %ol"me prod"ction sports car and the

first prod"ction car with a plastic #od* to #e prod"ced in &"antit*

9; :

GM marks its =6th anni%ersar* with a *ear3long Golden Milestone cele#ration The

theme was rom the Progress of the Past 3 the Promise of the "t"re



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9; ==

The all3new .he%rolet A%eo sedan makes its worldwide de#"t at A"to +hanghai) .hina s

premier a"to show

General Motors $ndia

9;;@

General Motors $ndia incorporates a =63=6 joint %ent"re compan* with the . F Biria

Gro"p of .ompanies)

9;;;

General Motors $ndia #ecame a f"ll s"#sidiar* of GM

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GM $ndia Prod"cts

GM $ndia Plant located on


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2M India E*pansion Plans ,3 General Motors $ndia s !alol facilit* in G"jarat is

"ndergoing "a4or e*pansion to f"rther increase its capacit* to : ,=== %nits in >== to

pro%ide world class %ehicles made in $ndia to the discerning $ndian cons"mer

T E C EVR'LET MILEST'&S

9;99

.he%rolet Motor .ompan* of Michigan is incorporated in 0o%em#er #* Lo"is .he%rolet)

and >illiam D"rant

9;9:

.he%rolet joins General Motors .o3poration

9;>@

K GM s#irst E%ropean asse")l$ plant at Copen a+en is to #"ild .he%rolets for sale in

+candina%ian co"ntries) the Baltics) and German*) Poland) .5echoslo%akia) A"stria)

!"ngar* and 4"ssia

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K The first GM %ehicle assem#led o"tside the H + and .anada) a C evrolet %tilit$

tr%c5, comes off the .openhagen assem#l* line

9;>;

.he%rolet introd"ces its new si/3c*linder engine for "se in commercial %ehicles

9; ?

C evrolet Corvette is introd%ced

K It is the #irst %ol"me prod"ction sports car

The #irst prod"ction car with a plastic #od* to #e prod"ced in &"antit*

9; :

.he%rolet introd"ces the El .amino) designed to com#ine #ig car comfort with the "tilit*

of a pick"p tr"ck) as a ' = model

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9; ;

.he%rolet introd"ces the .or%air General Motors 0ew Nealand Ltd #egins assem#l*

operations at Petone on A"g"st 96

9; ?

.he%rolet introd"ces its "idsi6e Mali)% as a ' @< model

In 9; ?, one o%t o# ever$ ten cars sold in t e United States 1as a C evrolet.

9;

.he%rolet introd"ces the 3#od* .arnaro as a ' @ model

9;D la"nched in new Fadett D

' C' new model Fadett E model la"nched

' C( prod"ction of the ?pel .orsa Begins

1983 (6 million cars #"ild As#estos3free cl"tch as standard e&"ipment

' C< new +enator model first passenger car in the world sold with +"percharged Diesel

engine as standard 0ew Fadett G+$ ( door co"pe la"nched

' C= ?pel is the first man"fact"rer in German* to fit .ATAL $. .?0VE4T

E4+ as standard +ingle point f"el injection standard with .orsa and

Fadett

' C@ new ?pel ?mega la"nched s"per saloon with E"ro $ norms

' C ?pel completes '(= *ears in B"siness

' CC ?pel la"nches Vectra in !;B and 0;B #od* st*les >ith E"ro $ norms

' C ?pel installs E"ro $$ engines on all petrol models as standard e&"ipment

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' 6 new a"tomated plant to man"fact"re '=6)666 cars ann"all* with emplo*ment

of (666

' ' ?pel at '+T

position in the market and La"nch of The Astra !;B model

' ( ?pel Astra 0;B model la"nched 0ew model < wheel dri%e Monter* and rontera

also la"nched All ?pels E"ro $$

' 9 ?pel at n"m#er one position in the market with models a%aila#le in all segment to

choose from ?pel also wins the Golden >rejicjiQRaward

' < new ?mega la"nched with @ . L engine as standard) ?mega also wins Golden

+teering >heel award La"nch of Tigra ( door co"pe with '@ %al%e engines as standard

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TAMACC-Texas Association of Mexican American Chambers of

Commerce - Chairmans Legislative Leadership Award (March 200 !

>==?

(669 Ellis $sland Medal of !onor Award 3 Michael Liao

Top =6 Best .ompanies for !ispanic >omen to >ork for in the H + ) Latina

Style maga5ine) (669

M.A Minorit* Achie%ers Award) Ma* (669 3 Iocel*n Allen3!arp

'66 Emerging B"siness Leaders) Detroiter Maga5ine 1A"g"st $ss"e

p"#lication2) Ma* (669 3 Tan*a !a*es) P"#lic Polic* .enter

Board of Directors Award) LA +ED 1Latin3Americans for +ocial and Economic

De%elopment) $nc 2) (669 3 4oderick D Gill"m) GM Vice President) .orporate

4esponsi#ilit* 8 Di%ersit*

Top =6 !ispanics in B"siness and Technolog*) Hispanic Engineer &

Information Technology maga5ine) April (ang

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Corporation of the "ear# $o%thern Christian Leadership Conference

($CLC! &etroit Chapter# 200'

>==>

Prism Award) (66(

.hair Award) H + !ispanic .ham#er of .ommerce) (66( 3 ?rlando Padilla

Top =6 .orporations for M"ltic"lt"ral B"siness ?pport"nities 1Di%=62 #*

i!"###$com ) (66(

Dream Maker Award) Detroit !ispanic De%elopment .orporation) (66(

.orporate Trail#la5er Award) Minorities in % siness maga5ine) (66( 3 ?rlando

Padilla

.orporation of the ear) H + !ispanic .ham#er of .ommerce) ?cto#er (66(

0ational Asian American .orporate Achie%ement Award) ?rgani5ation of

.hinese Americans) ?cto#er (66( 3 4a* G o"ng

!elen Feller Achie%ement Award in Emplo*ment ?pport"nit*) American

o"ndation for the Blind) (66(

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!ispanic Engineer 0ational Achie%ement Awards .orporation 1!E0AA.2 3

?rlando Padilla

Black Engineer of the ear 4ecognition Awards 3 Valorie !orton) +herri

!ankerson) Belden Lo%e

E/ec"ti%e of the ear) 'frican 'merican on Wheels maga5ine) Ian"ar* (66( 3

4od Gill"m

SAMPLI&2

+ampling allows "s to concentrate o"r attention "pon relati%el* small n"m#er of

people and hence de%ote more energ* to ens"re that the information collected from them

acc"rate

Sa"ple! 4epresentation of a partic"lar pop"lation And is the s"#set of the pop"lation

.oncerned to m* project) the sample represented is) as sample si5e of '66 people in

n"m#er 8 the sample is consisting of the %isitors of compan* showroom and other

companies7 car showrooms at !"#li cit*

Sta+es in t e selection o# a sa"ple



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De#ine t e tar+et pop%lation

Speci#$ t e sa"plin+ #ra"e

Speci#$ sa"plin+ %nit

Speci#$ sa"plin+ "et od

Deter"ine sa"ple si6e

Speci#$ sa"plin+ plan

Select t e Sa"ple

De#ine t e tar+et pop%lation!

.oncerned to m* project) $ ha%e selected the target pop"lation asS the c"stomers

come to the compan* showroom and also thro"gh random sampling the c"stomers who

come to other compan*7s showroom

Speci#$ t e sa"plin+ #ra"e!

.oncerned to m* project) the sampling frame held in !"#li3Dharwad cit*) here

#asicall* the GM car showroom and c"stomers come to other compan*7s car showroom

thro"gh con%enience sampling

?ther compan*7s car showroom

' Mar"ti 140+2

( Tata Motors 1Manick#ag2

9 To*ota 1+hodha Motors2



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< !*"ndai 1Bellad2

Speci#$ t e sa"plin+ %nit!

+ampling "nit consisting of the selected sample

Speci#$ sa"plin+ "et od!

.oncerned to the project) $ am "sing the non3pro#a#ilit* sampling method $ e

thro"gh random sample

Deter"ine sa"ple si6e!

!ere the sample si5e selected is '66

RESEARC DESI2&



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DATA C'LLECTI'& MET E'DS

The information necessar* for this s"r%e* is collected #* tapping primar* and

secondar* so"rces the so"rces are,

Pri"ar$ So%rces!

%estionnaire!

.oncerned to m* project) $ am "sing the str"ct"red &"estionnaire with open3ended)

close ended And the &"estionnaire was addressed to the c"stomers who %isited the

compan* showroom and also other companies7 showroom and those c"stomers who

%isited the market area thro"gh con%enience sample

Personal Interaction!

T$pe o# Intervie1! +tr"ct"red $nter%iew) it refers to the e/tent to which an inter%iewer is

restricted to following the wording and instr"ctions in the &"estionnaire

Secondar$ So%rces!



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.ompan* >e#sites

4elated $nformation from $nternet

.ompan* 4eports

Books and P"#lications

MEASURI&2 T''LS!3 Descripti%e t*pe of research) "sing the &"estionnaire with

rating scale) ?pen 8 .lose3 ended &"estions

A&ALYSIS (IT 2RAP S A&D C ARTS

9. Do $o% o1n a carH

Q1 Do you own a car

"es '2(

)o *+(

"es '2(

)o *+(

Total n%")er o# sa"ple Yes &o



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9== ?>K :K

The a#o%e graph shows that 9(J of the respondents are owners of cars and @CJ

of respondent ha%e not owned car

@. ( enever $o% t in5 o# a car 1 ic )rand co"es to $o%r "ind.

Q4 Wenever you think of a car wich brand comes to your mind

+

2

,-,,

2-

,0-

2

0-

,0,-202-'0

'-0-

.M M/L TATAMotors

1%ndai iat onda To1ota ord 3thers

&o.Sa"ples

2M MUL Tata $%ndai -iat onda To$ota

-ord 't ers

9== : @> 9 99 > 9= >



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rom the a#o%e graph it shows that


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Total &o o# Sa"ples Yes &o

9== ; @

rom the a#o%e graph we can see that) in the total sample si5e of '66 @J of the

respondents were aware of Bellad Enterprises p%t ltd GM car showroom at !"l#i)

and


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9== 9> >< >= = ?> @

The a#o%e graph shows that majorit* of the respondent came to know a#o"t GM

cars thro"gh 0ewspapers) TV ads 8 friends

Maga5ines) !oarding and $nternet pla* a small role

:. ( ic )rands o# 2M are $o% a1are o#H

Q, Which brand of "# are you aware of Chevrolet

+( 3pel(

9oth+ (

)one

0(

9lan:

( Chevrolet

3pel

9oth

)one

9lan:

Total &o C evrolet 'pel Bot &one Blan5



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9== : @ :: = @

!ere we can see that o"t of @ respondents) CJ respondents are aware of onl*

.he%rolet #rand and


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The a#o%e graph ill"strates the e/pectation le%el of c"stomers towards the GM

prod"cts ?"t of @ respondents) 'C respondents ha%e strongl* agreed that

whate%er the* e/pected from the #rand has li%ed "p to their e/pectations


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Total &o E*cellent 2ood Avera+e Poor Blan5

9== >= @: >: = @

!ere from a#o%e we can see that) the opinions made #* the c"stomers towards the

GM #rands =6J respondents ha%e opinion of the GM prod"cts are good ('J

respondents ha%e rated it as e/cellent #rand ( J of them said that #rands are

a%erage and no c"stomer ha%e read GM prod"ct as poor

99. ( ic #actors do $o% pre#er 1 ile p%rc asin+ car.

Q11 Which factors do you !refer while !urchasin+ car

*,0

,'

2-

,+

2

0

-

,0

,-

20

2-

'0

9 r a n d

) a m e

$ a f e t

1

C o m f

o r t

A e s t h

e t i c < r i c e

M a i n t e

n a n c

e 3 t h e r

Belga"m $nstit"te of Management +t"dies 1MBA2 Page 3 =(


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According to s"r%e* it is fo"nd that Mileage) Price and Maintenance are the most

cr"cial feat"res considered while p"rchasing a .ar

9>. Ran5 t e #ollo1in+ on t e scale o# 9 to :.

Startin+ #ro" 9 to :, 9 #or t e "ost pre#erred and : #or t e least pre#erred0.

0(

,0(20(

'0(

0(

-0(

*0(

50(

+0(

40(

,00(

.M M/L Tata To1ota 1%ndai iat onda ord

+

5

*

-

'

2,

Belga"m $nstit"te of Management +t"dies 1MBA2 Page 3 =9

Total &o Brand&a"e

Sa#et$ Co"#ort Aest etic Price Maintenance

't er9== @ 9= 9? > 9: >@


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According to s"r%e* it is fo"nd that Mar"ti) Tata) !*"ndai and To*ota are the

most preferred #rands rated #* respondents

Belga"m $nstit"te of Management +t"dies 1MBA2 Page 3 =hether the Brands of GM ha%e li%ed "p to *o"r e/pectation

a2 +trongl* agree W #2 Agree W c2 0either agree nor Disagree W

d2 Disagree W e2 strongl* disagree W

>hat is *o"r opinion a#o"t Brands of GMU

a2 E/cellent W #2 Good W c2 A%erage W d2 Poor W

C >hich factors do *o" prefer while p"rchasing car

a2 Brand 0ame W #2 +afet* W c2 .omfort W d2 Aesthetic W

e2 Price W f2 Maintenance W g2 $f an* other) specif*RRRRRRRRRRRRRRRR

4ank the following on the scale of ' to C

1+tarting from ' to C) ' for the most preferred and C for the least preferred2

a2 GM W e2 !*"ndai W

#2 MHL W f2 iat W

c2 TATA Motors W g2 !onda W

d2 To*ota W h2 ord W

'9 An* s"ggestions on GM Brand

RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR 0ame, RRRRRRRRRRRRRRRRRRRRRRRRR ?cc"pation,RRRRRRRRRRRRRRRRRRRRRR

Address, RRRRRRRRRRRRRRRRRRRRRRRR Ann"al $ncome,RRRRRRRRRRRRRRRRRR

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RRRRRRRRRRRRRRRRRRRRRRRRR Ph 0o, RRRRRRRRRRRRRRRRRRRRRRR

T an53Yo% #or Yo%r co3operation

MASTER C'DE S EET

l67o Q1 Q2 Q Q4 Q5 Q% Q( Q, Q- Q10 Q11 Q12 Q1, 2 4 , , , 4 To introd"ced less price car 2 2 * , , ' ' 2 , 5 * To introd"ced B 8 . +egment car ' , Mar%ti 2 , , * ' ' ' 2 More ad%ertisements

2 , , ' 2 , 2 To introd"ced diesel car 2 2 , , * ' , 2 2 To introd"ced less price car

* 2 , , , * ' ' 2 * , To introd"ced diesel car

5 , Tata * ' , , * ' 2 ' ' ' To introd"ced B 8 . +egment car + 2 2 , , ' , 5 2 More ad%ertisements4 2 5 , , * ' 2 2 5 To introd"ced less price car

,0 , Mar%ti , 2 , , * ' , 2 To introd"ced diesel car ,, 2 + , , ' ' 2 , * + To introd"ced less price car ,2 2 2 , , , ' ' ' 5 2 To introd"ced B 8 . +egment car ,' 2 , , , * ' 2 , 5 , More ad%ertisements, , Mar%ti 2 , , ' 2 2 To introd"ced diesel car , 2 5 , , * ' , 2 ' 5 More ad%ertisements,* , Mar%ti 2 , , * ' 2 ' * 2 To introd"ced diesel car

,5 2 , , , * ' , , To introd"ced B 8 . +egment car ,+ , !*"ndai , , ' 2 2 5 To introd"ced diesel car ,4 2 ' , , * ' , , 5 ' To introd"ced less price car 20 2 2 2 2 2 2, 2 2 , , * ' ' ' , 2 More ad%ertisements22 2 * , , , ' 2 , 5 * More ad%ertisements2' , Mar%ti 2 , , * ' 2 2 To introd"ced diesel car 2 2 , , , ' ' 2 2 , To introd"ced B 8 . +egment car 2 2 2 , , * ' 2 ' 2 To introd"ced diesel car 2* 2 , , * ' , * To introd"ced less price car 25 , Tata ' , , * ' 2 2 ' ' To introd"ced diesel car 2+ 2 2 , , ' , , 5 2 To introd"ced less price car 24 2 5 , , * ' 2 , 5 To introd"ced B 8 . +egment car '0 , Mar%ti 2 , , * ' ' ' 2 More ad%ertisements', 2 , , , , ' 2 , * , To introd"ced diesel car '2 2 2 , , , ' , 2 5 2 More ad%ertisements'' , !*"ndai , , * ' ' 2 5 To introd"ced diesel car ' 2 ' , , ' 2 ' ' To introd"ced B 8 . +egment car

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' 2 2 , , * ' , ' 2 To introd"ced less price car '* 2 , , , * ' 2 2 * , To introd"ced B 8 . +egment car '5 , Mar%ti 2 , , * ' , 2 More ad%ertisements'+ 2 + , , ' 2 , 5 + To introd"ced diesel car

'4 2 2 2 2 5 2 0 , Tata ' , , * ' 2 , ' To introd"ced diesel car , 2 2 , , ' ' , 2 , 2 To introd"ced B 8 . +egment car 2 2 2 , , * ' ' 2 5 2 To introd"ced diesel car ' 2 5 , , * ' 2 ' 5 To introd"ced less price car

, iat , , ' , 2 To introd"ced diesel car 2 * , , * ' 2 2 * To introd"ced diesel car

* , Mar%ti 2 , , * ' , * 2 To introd"ced less price car 5 2 4 , , * ' 2 , ' 4 More ad%ertisements+ , Tata ' , , ' ' ' 5 ' To introd"ced B 8 . +egment car 4 2 , , * ' 2 , To introd"ced diesel car 0 2 2 , , * ' , 2 2 To introd"ced less price car , 2 2 , , , ' ' 2 * 2 To introd"ced diesel car 2 2 5 , , * ' 2 ' 5 5 To introd"ced less price car ' , Mar%ti 2 , , * ' , 5 2 To introd"ced B 8 . +egment car

2 , , , ' 2 2 , More ad%ertisements2 2 , , * ' , , ' 2 To introd"ced B 8 . +egment car

* 2 ' , , * ' 2 , * ' More ad%ertisements5 , !*"ndai , , * ' ' ' To introd"ced diesel car + 2 2 2 2 5 2 4 2 5 , , 2 ' , 2 5 5 To introd"ced diesel car

*0 , Mar%ti 2 , , 2 ' ' 2 2 To introd"ced B 8 . +egment car *, 2 + , , , ' 2 ' , + To introd"ced diesel car *2 2 2 , , , ' , 5 2 To introd"ced less price car *' , Tata ' , , 2 ' 2 2 ' To introd"ced diesel car * 2 2 , , ' , 2 2 More ad%ertisements* 2 , , 2 ' 2 , To introd"ced less price car ** 2 ' , , 2 ' ' ' * ' To introd"ced diesel car *5 , Mar%ti 2 , , 2 ' 2 , ' 2 To introd"ced B 8 . +egment car *+ 2 5 , , ' , 2 5 5 To introd"ced diesel car *4 2 * , , 2 ' ' 2 * To introd"ced less price car

50 , Mar%ti 2 , , 2 ' 2 ' 2 To introd"ced diesel car 5, 2 , , , , ' , * , To introd"ced less price car 52 2 2 , , 2 ' 2 2 5 2 More ad%ertisements5' 2 ' , , 2 ' , , 5 ' To introd"ced less price car 5 , !*"ndai , , ' 2 , To introd"ced B 8 . +egment car 5 2 2 , , 2 ' ' ' ' 2 More ad%ertisements5* , iat , , 2 ' 2 , * To introd"ced diesel car

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55 2 , , 2 ' , 2 To introd"ced less price car 5+ , Mar%ti 2 , , ' ' 2 5 2 To introd"ced diesel car 54 2 2 , , 2 ' 2 ' 5 2 To introd"ced B 8 . +egment car +0 2 ' 2 2 '

+, 2 2 , , , ' 2 2 , 2 More ad%ertisements+2 2 5 , , 2 ' , , 5 5 To introd"ced diesel car +' , Tata ' , , 2 ' 2 , ' To introd"ced diesel car + 2 + , , ' ' ' 2 + To introd"ced less price car + 2 2 , , 2 ' 2 , 2 To introd"ced diesel car +* 2 * , , 2 ' , 2 * * To introd"ced B 8 . +egment car +5 , Mar%ti 2 , , 2 ' ' 2 ' 2 To introd"ced diesel car ++ 2 5 , , ' 2 ' 5 5 To introd"ced less price car +4 2 2 , , 2 ' , 2 More ad%ertisements40 , iat , , 2 ' 2 2 To introd"ced less price car 4, 2 ' , , ' ' , 2 * ' To introd"ced B 8 . +egment car 42 2 5 , , ' ' 2 , 5 5 To introd"ced less price car 4' 2 2 , , 2 ' ' , 5 2 To introd"ced B 8 . +egment car 4 2 , , ' 2 ' More ad%ertisements4 2 2 , , 2 ' , , ' 2 To introd"ced diesel car 4* , !*"ndai , , 2 ' ' 2 * To introd"ced less price car 45 2 2 , , 2 ' 2 2 2 To introd"ced diesel car 4+ 2 ' , , ' ' ' 5 ' To introd"ced B 8 . +egment car 44 2 + , , 2 ' 2 , 5 + To introd"ced diesel car

,00 2 2 , , 2 ' , 2 2 To introd"ced diesel car

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BIBL'2RAP Y

4E E4E0.E B??F+,

Marketing 4esearch, T"ll and !awkins

Marketing Management, Philip Fotler

I&TER&ET (EB SITES!

www gm co in

www che%rolet co in

www opel co in

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suresh (gm) final

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