4

SUMMER TRAINING REPORT

ON

CUSTOMER MAPPING
A SURVEY OF INDUSTRIAL CUSTOMER OF LUDHIANA
(TOWARDS CARS)
Undertaken at PRESTIGE MOTORS LTD. LUDHIANA
In Partial Fulfillment of
Mater of !uine Adminitration
At
GURU NANA" DE# ENGINEERING $OLLEGE%
Lud&iana.
Su'mitted to( Su'mitted !)(
!HUPINDER SINGH !A*A #I+A, "UMAR
-AGM. ROLL NO /0101213043
PRESTIGE MOTORS M!A -500/65010.
4
A$"NO*LEGEMENT
When you g!e you"#e$%& you "e'e!e (o"e )h*n you g!e+,
The concepts learnt in academics are of no importance until they are practically applied.
In todays world it is imperative for the students of any Post- Graduate course to keep
pace with the changing technology innovations taking place across the world. In
alignment with this, I prepared a ummer !eport after my "
nd
semester of #$%.
I would like to e&press my sincere gratitude to Mr. !&u7inder Sin8& !a9a -AGM :
Preti8e Motor' for giving me the opportunity to work with his esteemed organi(ation.
I would like to thank Mr. Sonia S&arma -Sale E;e<uti=e. for giving me product
knowledge and their valua)le support throughout the pro*ect. It was very enriching and
enlightening e&perience to work under their valua)le guidance. +ithout their support
this pro*ect would not have )een possi)le.
I would also like to thank my parents and friends those who have given their support ,
contri)ution, whenever re-uired.
.inally and most important I would like to thank to faculty of G/012 -E7e<iall) to
Pro7. Param7al Sin8&. to provide me with such an opportunity that has enhanced my
learning hori(on 3ast )ut not least, I thank the almighty, and may he stand with all of
us.

#I+A, "UMAR


4
PREFA$E
The pro*ect is )ased on the $utomer 7rofile and ma77in8 to undertand t&e <onumer
'e&a=ior re8ardin8 automo'ile e<tor. The pro*ect took 4 weeks for completion. The main
motive of pro*ect report was to enhance my e&pertise and e&tensive knowledge I gained through
my course, )y applying it practically to the market of automo)ile 3udhiana.

The pro*ect has )een completed )y collecting the primary data )y interviewing the various
industrialist of 3udhiana. econdary data was also used as per the availa)ility from different
sources. In all the study was to find out at which geographical area the potential customer may
e&ist and also to study the consumer )ehavior regarding automo)ile sectors.
0uring the pro*ect, I learnt the procedures and various other aspects of marketing of automo)ile
)y applying theoretical knowledge and concepts to the )est.
/eedless to say, errors and omissions are )ound to occur.
3ast )ut not the least, I am grateful to all those who happened to )e a part of the successful
completion of this Pro*ect and my mind and heart for going hand in hand5
#i>a) "umar
4
$ONTENTS
Page no.
$&a7ter1
INTRODU$TION TO THE PRO+E$T 4
E?E$UTI#E SUMMAR, 6
INTRODU$TION TO AUTOMO!ILE HISTOR, 7"
$&a7ter5
INTRODUSTION TO #OL"S*AGEN GROUP 74
8IT9!: 9. ;93<+%G1/ "=
/I/1 %>T9#9TI;1 29#P%/I1 9. ;93<+%G1/ "6
%28I1;1#1/T 9. ;93<;%G1/ ?7
$&a7ter2
#OL"S*AGEN IN INDIA ?@
I/T!90>2TI9/ T9 P!1TIG1 #9T9! ?A
P!90>2T P!9.I31 .9! #9013 %;%I3%$31 I/
I/0I%
4"
$&a7ter@
O!+E$TI#ES O F THE STUD, 4B
RESEAR$H METHODOLOG, 4A
ANAL,SIS @@
$&a7ter4
$ON$LUSION 4@
LIMITATIONS 44
RE$OMMENDATION 46
AUESTIONAIRE 4B
!I!LIOGRAPH, 67
4


4
INTRODU$TION TO THE PRO+E$T
The project title is $USTOMER PROFILE AND MAPPING TO UNDERSTAND THE
$ONSUMER !EHA#IOUR REGARDING AUTOMO!ILE SE$TOR
2ustomer mapping is also known as geographical market analysis and it is the 1asiest +ay to
Identify +here :our 2ustomers 2ome .rom and +ho They %re. This pro*ect focus on to know
the profile and from which geographical part of 3udhiana the potential customer of ;olkswagen
cars can )e and what is the consumer )ehavior of various users of cars like how many cars do
they have and after how much do they like to change their cars . The whole survey has )een done
in various parts of 3udhiana city like .ocal Point, Industrial %rea, undar nagar .
.
o, in this research I studied the mapping of the customers and )ehavior of the customers.
o, overall it was great learning e&perience for me to get such an introspect a)out automo)ile
industry and various aspects related to its marketing strategy.
4
E?E$UTI#E SUMMAR,
$utomer ma77in8 is the 1asiest +ay to Identify +here :our 2ustomers 2ome .rom and
+ho They %re.
$utomer Ma77in8 Anal)i ma) in<lude(
C % customer profile to understand where to find more like them.
C #arket penetration and market share reports showing performance in e&isting
markets and e&pected performance in new markets.
C #arket ranking reports allowing company to prioriti(e resource deployment into
new markets
$utomer Ma77in8 &el7 to kno9 market 7otential ') uin8 follo9in8 te7.
Ma7 $utomer Lo<ation
2reate a Dpin mapD of where your customers live. .ind out at a glance what parts of town you
draw from and where to advertise. If you have your names and addresses in a data file, you can
order right now with no payment re-uired in advance.
Identif) ,our Trade Area
#ap your customers to see what your trade area is. 2ompare your customers with the market
potential to see your market penetration.
Define $utomer Profile
9nce you have your customers mapped, you can analy(e the demographic characteristics and
define a profile of your )est customers. .rom this it is a short step to finding more potential
customers like them.
4
Tar8et ,our Ad=ertiin8
Given your trade area, and your customer profile, you can focus advertising to the places and
media that are most likely to hit your target market.
Customer Mapping
2ustomer mapping shows organi(ations which neigh)orhoods and markets they are serving
with their products. The results of customer mapping can often )e surprising and show
trends that were otherwise unknown.
In addition, customer mapping can )e applied not only to an entire client data)ase, )ut also
to selected kinds of customers such asE
Those who have )ought certain products, or certain services
Those whose purchases e&ceed a specified amount
To gain the greatest value from 2ustomer mapping, it can )e com)ined with market share
analysis to reveal the strongest areas that are )eing reached, and those that are not )eing
reached.
Strate8ie for $utomer Ma77in8
+hat is a geographic market worth to your )usinessF #apping %nalytics will help you find
the answer. #arket potential can )e e&pressed as a function ofE
The num)er of customers purchasing
%mount purchased
.re-uency of purchase
In other words, market potential G Hhow many I how much I how often'
4
!ottom U7 or To7 Do9n Market Anal)iB
It all depends on your specific needs. #apping %nalytics can advise you on the )est
approach to si(ing any market. +e employ various methodologies and data sets to get you
the answers you need.
% 'ottom u7 approach to market si(ing starts with your customers. 8ow much and
often do they )uyF +hat is their profileF 8ow many potential customers do you
have in the market )ased on your customer profilesF 8ow can you reach themF
% to7 do9n approach starts with market and industry data. It takes a close look at a
geographic market area and profiles the consumers andJor )usinesses to let you
know their propensity to )uy your products and services.
#apping %nalytics has e&pertise in )oth these approaches to market si(ing. +e also have a
wealth of data sources through partnerships with the )est data providers in the industry. +e
can match the right data for market analysis to your )usiness and market strategy.
$luter Anal)i for $utomer Ma77in8
+e often use lifestyle clustering systems to si(e consumer markets. 2lustering systems
operate under the premise that D)irds of a feather flock together.D That means people with
similar )uying )ehaviors and demographic profiles tend to live close together. This helps
you identify neigh)orhoods or markets where your potential is highest.
2luster analysis identifies key segments in the population that are more likely to
purchase your products than the average consumer.
<nowing in which clusters people reside provides a reasona)le means of
understanding and predicting how they will )ehave.
>nderstanding which clusters are more likely than others to purchase allows )etter
targeting .
2lusters are tied to geography, allowing you to identify and prioriti(e
neigh)orhoods, trade areas and markets .
4
A<<e Market O77ortunit)
#arket analysis services from #apping %nalytics will provide the key intelligence we
need to rank and prioriti(e markets. +e will knowE
C The top new geographic markets to target )ased on customer or revenue potential
C +hich markets where we currently do )usiness have untapped potential
Gaining this market understanding is essential to growing and e&panding our )usiness. $ut
it isnKt enough on its own.
Demo8ra7&i< Site Sele<tion
+hen we work with #apping %nalytics, we will discover that demographic site selection
leads to a sound )usiness site selection decision. +e include a series of important
analyses when helping we select new sites, includingE
C 2ustomer profiling
C #apping customer locations
C 2ompetitive analysis
C Trade area development and mapping
C 0emographic, 2ensus, and market data analysis
C #arket potential analysis
$utomer Profilin8
2ustomer profiling services from #apping %nalytics create descriptive segments or groups
of your customers. 1ach segment has specific defining characteristics. % customer segment
is not as simple as applying a demographic la)el, such as Dwomen age 4@-@4D or
D)usinesses with revenue LM@== million.D
Those descriptions alone wonKt tell you enough a)out your customer. .or e&ample, not all
women age 4@-@4 have the same tendency to purchase your products. o a profile like this
may not help you much, and you may waste resources marketing and selling to the wrong
people.
ThatKs why #apping %nalytics takes a more comprehensive and disciplined approach to
4
customer profiling. +e use your own customer data, lifestyle cluster data, and analytical
techni-ues. The result is a more accurate description of your customer that can )e used to
identify areas where you can find more of your )est customers.
*&at Goe Into a $utomer Profile
+hat makes up a customer profileF It depends on whether your customers are )usinesses or
consumers. In either case, you typically start with your own customer data Hsuch as
location, purchases, spending volume', append additional consumer or )usiness data, then
group into segments that share similar characteristic
Ma77in8 $utomer Attitude
$y 2liff %llen, 2lickN, 9ct 76, "===
8owever, itKs hard to predict which car someone will )uy *ust )y knowing demographic
characteristics. +hile one person of a certain age, income level, and family situation may
drive an e&pensive imported car, his ne&t-door neigh)or might share the same demographic
profile and drive an ine&pensive domestic car. Thus, the demographic data doesnKt e&plain
the difference in automotive preferences. $ut understanding the differences in how these
two consumers perceive the features and )enefits of automo)iles could help marketers
understand their needs and interests and which cars they are likely to prefer.
$y surveying consumers a)out their attitudes toward the leading products in a market,
marketers can map customersK dominant attitudes toward products. #arket research
companies such as immons conduct detailed interviews to gather the data needed to
identify clusters of )uyer attitudes.
4
INTRODU$TION OF AUTOMO!ILE INDUSTR,
The automo)ile industry has changed the way people live and work. The earliest of modern cars
was manufactured in the year 7BA@. hortly the first appearance of the car followed in India. %s
the century turned, three cars were imported in #um)ai HIndia'. +ithin decade there were total
of 7="@ cars in the city.
The dawn of automo)ile actually goes )ack to 4=== years when the first wheel was used for
transportation in India. In the )eginning of 7@th century, Portuguese arrived in 2hina and the
interaction of the two cultures led to a variety of new technologies, including the creation of a
wheel that turned under its own power. $y 74==s small steam-powered engine models was
developed, )ut it took another century )efore a full-si(ed engine-powered vehicle was created.
$rothers 2harles and .rank 0uryea introduced the actual horseless carriage in the year 7BA?. It
was the first internal-com)ustion motor car of %merica, and it was followed )y 8enry .ords
first e&perimental car that same year.
9ne of the highest-rated early lu&ury automo)iles was the 7A=A !olls-!oyce ilver Ghost that
featured a -uiet 4-cylinder engine, leather interior, folding windscreens and hood,
and an aluminum )ody. 2hauffeurs usually drove it and emphasis was on comfort and style
rather than speed. 0uring the 7A"=s, the cars e&hi)ited design refinements such as )alloon
tires, pressed-steel wheels, and four-wheel )rakes. Graham Paige 02 Phaeton of 7A"A featured
an B-cylinder engine and an aluminum )ody.
The 7A?6 Pontiac 0e 3u&e sedan had roomy interior and rear-hinged )ack door that suited more
to the needs of families. In 7A?=s, vehicles were less )o&y and more streamlined than their
predecessor was.
The 7A4=s saw features like automatic transmission, sealed-)eam headlights, and tu)eless tires.
The year 7A@6 )rought powerful high-performance cars such as #ercedes-$en( ?==3. It was
)uilt on compact and styli(ed lines, and was capa)le of "?= kmph H744 mph'.This was the
Indian automo)ile history, and today modern cars are generally light,
aerodynamically shaped, and compact.
Fa<t C Fi8ure
4
The automo)ile industry in India is on an investment overdrive. $e it passenger car or two-
wheeler manufacturers, commercial vehicle makers or three-wheeler companies - everyone
appears to )e in a scram)le to hike production capacities. The country is e&pected to witness over
!s ?=,===crore of investment )y "=7=.
8yundai will also )e unmasking the ;erna and a )rand new diesel car. General #otors will )e
launching a mini and may )e a compact car.
#ost of the companies have made their intentions clear. #aruti >dyog has set up the second car
plant with a manufacturing capacity of ".@lakh units per annum for an investment of !s 4,@==
2rore H!s ?,"== 2rore for diesel engines and !s ",67B 2rore for the car plant itself'.
8yundai and Tata #otors have announced plans for investing a similar amount over the ne&t ?
years. 8yundai will )ring in more than !s ?,B== 2rore to India.
Tata #otors will )e investing !s ",=== 2rore in its small car pro*ect.
General #otors will )e investing !s 7== 2rore, .ord a)out !s ?@= 2rore and Toyota
announced modest e&pansion plans even as 8onda iel has earmarked !s ?,===2rore over the
ne&t decade for India - a si(ea)le chunk of this should come )y "=7= since the company is also
looking to enter the lucrative small car segment.
.Talking a)out the commercial vehicle segment, %shok 3eyland and Tata #otors have each
announced well over !s 7,=== 2rore of investment. #ahindra , #ahindras *oint venture
with International Trucks is e&pected to see an infusion of at least !s @== 2rore. Industry
performance in "==B-=A
The Indian automotive market managed to stand up to the vagaries of the economic meltdown to
show slightly growth during fiscal "==B-=A. 9verall vehicle sales at A6."?lakh grew =.67 per
cent from A4.@4lakh units in "==6-=B.
+hen ma*or automotive markets reported a ?=-4= per cent decline, only a handful of countries
managed to show growth. % few months ago, India was looking at negative growth )ut has
turned around. It is actually )etter than e&pected.
Passenger vehicle sales at 7@.@7lakh registered flat growth while commercial vehicle sales
showed a "7 per cent drop.
SIAM has a positive outlook for the current financial year. +hile it foresees a 6-B per cent
growth for the commercial vehicle segment, the industry )ody predicts a ?-@ per cent growth for
passenger vehicles
4
The passenger vehicle market has weathered the downturn largely due to market leader #aruti
u(uki which holds 4B per cent of the market. The compact car giant clocked 6.""lakh units for
"==B-=A. 2losest rival 8yundai #otor India sold ".44lakh cars, a growth of 7? per cent.
#ost premium carmakers saw volumes shrink last fiscal. Toyota <irloskar #otors num)ers fell
7@ per cent to 44,BA" units while .ord Indias sales were down 76 per cent to "6,A64 units.
8onda iel 2ars India also saw a 76 per cent drop at @",4"= units while General #otors India
was down B per cent to 47,@"4 units.
%mong commercial vehicle makers, all ma*or players saw su)stantial fall in volumes. #arket
leader Tata #otors with a 4= per cent plus share, showed "" per cent drop in num)ers at ".?4
lakh units while %shok 3eyland showed ?6 per cent drop at 46,4?".
1ithers sales volume fell ?6 per cent at 76,?47 units and .orce #otors was down "B per cent at
6,B7A units. OThe freight movement is unlikely to improve this fiscal which will impact truck
sales.
4


4
INTRODU$TION TO #OL"S*AGEN GROUP
T)7e( Pu)lic 2ompany
HeadDuarter( Germany

Indutr)( %utomotive
Produ<t( 2ars, Trucks
Re=enue( P77?.B )illion H"==B'

O7eratin8 in<ome( P4.47 )illion H"==B'

Profit( P4.4B )illion H"==B'

Em7lo)ee( ?4A,A"BH"==B'
#e&i<le 'rand <om7anie
%udi
$entley motors ltd.
$ugatti automo)ile
Su'idiarie( 3am)orghini
eat
koda auto
cania
;olkswagen passenger car
;olkswagen commercials vehicles
4
INTRODU$TION TO #OL"S*AGEN
T)7e( u)sidiary of ;olkswagen group
Founded( #ay "B, 7A?6
Founder( .erdinand Porsche, %dolf 8itler
HeadDuarter( +olfs)urg, Germany
Area er=ed( +orldwide
"e) 7eo7le(


#artin +interkorn
H2hairman of )oard of management'


2hristian kinglerE
.erdinand piechE H)oard of management of the ;olkswagen passanger cars'
Hchairman of ;olkswagen supervisory )oard



Indutr)( %utomotive
Produ<t( 2ars, Trucks
*e'ite( ;olkswagen.com
4
*orld9ide lo<ation of =ariou #olk9a8en 7lant
4
In German% E#olkF 7ronoun<ed a -folk.% mean 7eo7le and
E*a8enF mean E$arF. Hen<e(
#olk9a8en mean G7eo7leH <arG in German% in
9&i<& it i 7ronoun<ed Iflk=aJnK.
Its current tagline or slogan is 0as %uto Hin 1nglish The 2ar'.
Its previous German tagline was %us 3ie)e (um %utomo)il, which translates toE
Out of Lo=e for t&e $ar, or, For Lo=e of t&e Automo'ile, as translated )y ;+ in
other languages.
4
Hitor) of #olk9a8en
Adolf Hitler had a keen interest in cars even though &e did not like to dri=e. In 7A??, shortly
after taking over as leader of Germany, he teamed up with Ferdinand Por<&e to make changes
to PorscheKs original 7A?7 design to make it more suited for the working man. Han Led9inka
discussed his ideas with Ferdinand Por<&e, who used many Tatra design features in the 7A?B
D<d.-+agenD, later known as the ;+ <QferRor ;olkswagen $eetle. +hen 2hrysler )rought
out the 7A?4 0eoto %irflow coupe, its design ena)led Mr. Por<&e to finali(e his design of the
$eetle. 9n "" Sune 7A?4, Dr. Ferdinand Por<&e agreed to create the GPeo7leH $arG for
HitlerH mot&er.
%fter some time, they planned to change some features regarding various aspects. These
changes included )etter fuel efficiency, relia)ility, ease-of-use, and economically efficient repairs
and parts. The intention was that ordinary 1uropeans would )uy the car )y means of a savings
scheme -GSa=e fi=e Mark a 9eek% if )ou 9ant to dri=e )our o9n <arG., which around
??4,=== people eventually paid into. The ;+ car was *ust one of many <d. programmes which
included things such as tours and outings. The prefi& G#olkG -GPeo7leHG. was not *ust applied
to cars, )ut also to other products in 1uropeT the D;olksempfQngerD radio receiver for instance.
9n "B #ay 7A?6, the Geell<&aft Lur #or'ereitun8 de Deut<&en #olk9a8en was
esta)lished )y the Deut<&e Ar'eitfront. It was later renamed G#olk9a8en9erkG on 74
eptem)er 7A?B.
;+ Type B"1
Er9in "omenda% the longstanding %uto >nion chief designer, developed the car )ody of the
prototype, which was recogni(a)ly t&e !eetle we know today. It was one of the first to )e
evolved with the aid of a wind tunnelT unlike the 2hrysler %irflow, it would )e a success.
4
/ew factory started
The )uilding of the new factory started "4 #ay 7A?B in the new town of <d.-tadt, now called
*olf'ur8, which had )een purposely )uilt for the factory workers. This factory only produced
a handful of cars )y the time war started in 7A?A. /one were actually delivered to any holder of
the completed saving stamp )ooks, though one T)7e 1 $a'riolet 9a 7reented to Hitler on 50
A7ril 1M2/ -&i @Mt& 'irt&da)..
%t the times of 7
st
world +ar, ;olkswagen +ar meant production changed to military vehicles,
the Type B" <U)elwagen -G!u<ket <arG. utility vehicle H;+Ks most common wartime model',
and the amphi)ious chwimmwagen which were used to e-uip the German forces.
$y 7A44 the factory was producing 7,=== cars a month, a remarka)le feat considering it was still
in disrepair. 0ue to roof and window damage, rain stopped production and steel to make the cars
had to )e )artered for new vehicles.
#olk9a8en 9ere firt e;&i'ited and old in t&e United State in 1M@M% 'ut onl) old t9o
unit in Ameri<a t&at firt )ear. 9n its entry to the >.. market, the ;+ was )riefly sold as a
D;ictory +agonD. ;olkswagen of %merica was formed in %pril 7A@@ to standardi(e sales and
service in the >nited tates. Production of the Type 7 ;olkswagen $eetle increased dramatically
over the years, the total reaching one million in 7A@@.
ales soared R due in part to the famous advertising campaigns )y /ew :ork advertising agency
Do)le% Dane !ern'a<&. 3ed )y art director Helmut "rone% and copywriters +ulian "oeni8 and
4
!o' Le=inon% ;olkswagen ads )ecame as popular as the car, using crisp layouts and witty copy
to lure the younger, sophisticated consumers with whom the car )ecame associated. 0espite the
fact it was almost universally known as the $eetle Hor the $ug', it was never officially la)eled as
such )y the manufacturer, instead referred to as the Type 7. The first reference to the name $eetle
occurred in >.. advertising in 7A4B, )ut not until 7AAB and the Golf-)ased /ew $eetle would
the name )e adopted )y ;olkswagen.
;olkswagen was in serious trou)le )y 7A6?. $eetle sales had started to decline rapidly in
1uropean and /orth %merican markets. The company knew that $eetle production had to end
one day, )ut the conundrum of replacing it had )een a never-ending nightmare. ;+Ks ownership
of %udi J %uto >nion proved to )e the key to the pro)lem - with its e&pertise in front-wheel
drive, and water-cooled engines which ;olkswagen so desperately needed to produce a credi)le
$eetle successor. %udi influences paved the way for this new generation of ;olkswagens, known
as the Polo, Golf and Passat.
;olkswagen Golf, sold as the ra))its in >%
+hile ;olkswagenKs range of cars soon )ecame similar to that of other large 1uropean
automakers, the Golf has )een the mainstay of the ;olkswagen lineup since its introduction, and
the mechanical )asis for several other cars of the company. There have )een si& generations of
the ;olkswagen Golf, the first of which was produced from the summer of 7A64 until the end of
7AB? Hsold as the !a))it in the >nited tates and 2anada and as the 2ari)e in 3atin %merica'. It
would )e produced in the >nited tates as the !a))it until the spring of 7AB4. The second-
generation Golf hatch)ackJSetta sedan ran from late 7AB? to late 7AA7, and a /orth %merican
version produced in Pennsylvania went on sale at the start of the 7AB@ model year.

4
In the 7AB=s, ;olkswagenKs sales in the >nited tates and 2anada fell dramatically, despite the
success of models like the Golf elsewhere. The Sapanese and the %mericans were a)le to
compete with similar products at lower prices. ales in the >nited tates were "A?,@A@ in 7AB=,
)ut )y 7AB4 they were down to 766,6=A.

;olkswagen had entered the super-mini market in 7A64 with the #olk9a8en Polo, a stylish and
spacious three-door hatch)ack designed )y !ertone. It was a strong seller in +est Germany and
most of the rest of +estern 1urope, )eing one of the first foreign small cars to prove popular in
$ritain. The second generation model, launched in 7AB7 and sold as a hatch)ack and DcoupeD
Hwith the hatch)ack resem)ling a small estate car and the coupe )eing similar to a conventional
hatch)ack', was an even greater success for ;olkswagen. It was facelifted in 7AA= and was still
selling well after 7@ years, when it was replaced )y the third generation Polo in 7AA4.
The ;olkswagen /ew $eetle concept, especially in /orth %merica.
In 7AA4, ;olkswagen unveiled the +6ma)-designed 2oncept 9ne, a DretroD-themed car with a
resem)lance to the original $eetle )ut )ased on the Polo platform. Its genesis was secret and in
opposition to ;+ management, who felt it was too )ackward-looking. #anagement could not
deny the positive pu)lic response to the concept car and gave the green-light to its development
as the /ew $eetle. The production car would )e )ased on the Golf rather than the Polo, )ecause
the Polo frame was too small for the car to pass crash test standards in the >.. It has )een -uite
popular in the /orth %merica and is now gaining in the 1>.
4
;olkswagen group R the ;olkswagen $ora Hthe sedan, still called Setta in the >%', /ew
$eetle, 1%T Toledo, 1%T 3eVn, %udi %?, %udi TT and koda 9ctavia. 8owever, it was )eaten
into third place for the 7AAB 1uropean 2ar of the :ear award )y the winning %lfa !omeo 7@4
and runner-up %udi %4.
In the late A=s ;olkswagen a<Duired the three lu&ury )rands Lam'or8&ini Hthrough %udi',
!entle) and !u8atti which were mainly due to Ferdinand Pie<& and added to the group
portfolio.
;olkswagen in "==@, despite challenges, still maintained /orth %merican sales of ""4,7A@Ra
dramatic increase from the low in 7AA? when > sales totaled only 4A,@?? vehicles.;+ plans to
close out the decade with the release on several new vehicles worldwide and a )arrage of
advertising.
The .ifth-Generation Golf
;olkswagen is recogni(ed as one of the leading small diesel engine manufacturers, and is
partnering with Mer<ede and other companies to market !lueTe< <lean dieel te<&nolo8),
calling it !lue6Motion. ;olkswagen has offered a num)er of its vehicles with a TDI
-Tur'o<&ar8ed Dire<t In>e<tion en8ine.% which lends class-leading fuel economy to several
models. %ccording to the >nited tates 1nvironmental Protection %gency, four of t&e ten mot
fuel effi<ient =e&i<le availa)le for sale in the >.. in "==4 were 7o9ered ') #olk9a8en
dieel en8ine
4
Ele<tri< and alternati=e fuel =e&i<le(
$lean dieel
A !lue Motion #olk9a8en Polo
;olkswagen has )een selling <lean dieel-powered engines for the Euro7ean market since "==?.
;+ developed Tur'o<&ar8ed Dire<t In>e<tion HT0I' technology for diesel engines, and it
offers a wide array of T0I powertrains. %s modern diesel fuel e<onom) is ?= percent higher than
gasoline engines, a proportional reduction of 8reen&oue 8ae emissions is achieved with clean
diesel technology. ;olkswagen is also developing &)'rid technology for diesel-electric. % #*
Golf tur)o-diesel hy)rid concept car was e&hi)ited in the "==B Gene=a Motor S&o9, which has
a fuel economy of 6= mpg H?.? liters per 7== km'.
Ele<tri< =e&i<le(
;olkswagen and anyo have teamed up to develop a hy)rid vehicle )attery system. ;olkswagen
)oss #artin +interkorn has confirmed the company plans to )uild compact hy)rid vehicles.
4
There will definitely )e compact hy)rid models, such as Polo and Golf, and without any great
delayW, with gasoline and diesel engines.
Fle;i'le6fuel =e&i<le
The "==? ;+ Gol 7.4 Total .le& was the first full fle&i)le-fuel vehicle launched in $ra(il,
capa)le of running on any )lend of gasoline and ethanol H17=='.
4
#olk9a8en Grou7 o9n nine a<ti=e automoti=e <om7anie(
Audi ( AA.@@X ownershipT the %udi mar-ue is the sole active )rand of the former
%uto >nion, )ought from 0aimler-$en( on ?= 0ecem)er 7A44.

Automo'ili Lam'or8&ini(% 7==X ownership )y %udi %GT company was
)ought in Sune 7AAB.

!entle) Motor Limited%( 7==X ownership )y ;olkswagen %GT the
company Hat the time known as !olls-!oyce , $entley #otors 3td.' was )ought on "B
Suly 7AAB from ;ickers, )ut did not include the K!olls-!oyceK )rand name. The !olls-
!oyce mar-uee was su)se-uently restarted )y $#+ who had licensed the )rand from
!olls-!oyce plc.
4

!u8atti Automo'ile ( 7==X ownership via the ;olkswagen .rance
su)sidiary of ;+%G, $ugatti %utomo)iles % was created after ;olkswagen purchased
the right to the $ugatti mar-ue.

SEAT% (6 Initially cooperation agreement with %udi %G, @7X H7AB4' and 7==X
ownership )y the ;+ Group since 7AA=, and was the first foreign su)sidiary in the ;+
Group.

Nkoda Auto%(6 7==X ownership since 7AAA.

4
#olk9a8en Paen8er $ar%(6 7==X ownership.

#olk9a8en $ommer<ial #e&i<le H;+2;' or K;olkswagen
/ut(fahr(eugeK H;+/' -German. R 7==X ownershipT started operations as an
independent entity in 7AA@. ;+2;J;+/ is in charge of all commercial vehicle
developments within the Group and has control over cania and is a shareholder in #%/
%G.
cania %$,E- 6=.A4X of voting rights as at "6 .e)ruary "==A .

4
$urrent #olk9a8en model
1urope2addy 3ife
1os
.o&
Golf #k4
Golf Plus
Golf ;ariant
Setta #k@
#ultivan
/ew $eetle
/ew $eetle 2onverti)le
Passat #k4
Passat 22
Phaeton
Polo #k4.
cirocco
haran
Touran
Tiguan
Touareg
4
A<&ie=ement of #olk9a8en
In 1M/0% ;olkswagen competed in the Paris-0akar !ally with the %udi-developed Iltis, placing
7st, "nd, 4th and Ath overall.
;olkswagen enlists 0akar 2hampion Sutta <leinschmidt, the first female to win the 0akar in
5001, to help design and compete a 0akar !acer.
In 5002% ;+ replaced the %0%2 ;olkswagen 3upo 2up with the newly released Polo, to
)ecome the %0%2 ;olkswagen Polo 2up.
In 500@% ;olkswagen 2ommercial ;ehicles enter the 1uropean Truck !acing series with the
;olkswagen Titan series truck - it )ecame )ack-to-)ack champions for the "==4 and "==@ series.
In 5002, the 8annover )ased team starts with a "+0 )uggy named Tarek. It places 4th outright
)ut took 7st in the "+0 and 0iesel class.
In 500@, ;+ enters the newly developed !ace-Touareg T", finishing 4th overall and "nd in the
0iesel class.
In 5004, an updated !ace-Touareg with slightly more power is entered, with driver $runo a)y,
finishing in ?rd overall and 7st in the 0iesel class5
4
In 500O, ;olkswagen released the most powerful !ace-Touareg yetE the !ace-Touareg ". .ive
vehicles enter, with driver Giniel de ;illers finishing in "nd place overall, and 7st in the 0iesel
class.
In 500M, ;olkswagen won the "==A 0akar !ally held in %rgentina. ;+Ks Touareg race models
finished 7st and "nd
*inner of numerou international a9ard and a<<olade
9orld9ide.
500/
Y .e)ruary "=, "==B - ;olkswagen Tiguan is voted >; of the year )y D9.. !9%0D maga(ine
readers
Y Sanuary "A, "==B - ;olkswagen receives award for increasing shareholder value
Y Sanuary "A, "==B - ;alue champions "==BE ;olkswagen Tiguan and Golf 1state
Y Sanuary "4, "==B - Golf GTI is one of O7= $est 2ars of "==BW
Y Sanuary 7B, "==B - +hat 2arF %ward "==BE 0ou)le for ;olkswagen
Y Sanuary 76, "==B - Pri(e for TI and 0GE O:ellow %ngel "==BW %ward for ;olkswagens 3atest
8igh-1nd Technologies
5003
Y #ay 74, "==6 - ;olkswagen models voted O2ompany 2ars of the :earW
Y %pril "=, "==6 - ;olkswagen wins 7= gold at .leet %wards "==6
Y #arch "6, "==6 - #ultiple awards for ;olkswagen advertising
Y #arch "4, "==6 - DInnovation of reasonD "==6E %ward for high temperature fuel cell from
;olkswagen
Y Sanuary 4, "==6 - ;olkswagen unveiled the cleanest ever T0I engine.
4
500O
Y eptem)er 7", "==4 - ;olkswagen !anks .irst in S.0. Power 1nvironmental tudy
Y eptem)er 7", "==4 - %erodynamic package makes ;olkswagen Passat an eye-catcher -
Y Sune "=, "==4 - ;olkswagen receives environmental award from .ederation of German
Industries -
Y #arch ", "==4 - %uto7 %ward- The Passat is 1uropes /um)er 9ne -
Y Sanuary "=, "==4 - Passat %warded !enowned +hat 2ar Trophy as $est .amily 2ar
Y Sanuary 7A, "==4 - The Passat is GermanyKs .avourite 2ar "==4-%0%2 readers award
;olkswagen the KGel)er 1ngelK pri(e -
5004 and 500@
Y #ay "?, "==@ - The Passat - receives five star rating - top result in the 1uro /2%P crash test
Y %pril B, "==@ - The Golf - more than "@ awards worldwide
Y #arch "?, "==@ - ;olkswagen Phaeton moving ahead
Y .e)ruary 74, "==@ - The new Passat launched with four different engines
Y Sanuary ?=, "==4 - The ;olkswagen Touareg Z an outstanding off-road vehicle - International
e&perts award pri(es to the ;olkswagen >; -
4

4
#olk9a8en in India
!ecently ;olkswagen paved the way for sustaina)le market activities in India. +ith the
investment agreement signed at the end of "==4 the )rand sets a new course that unites two
success stories Z ;olkswagen and India.
;olkswagen %G is to )uild a new production plant in Pune in the Indian state of #aharashtra.
+ith investment totaling some 47= million euros, a full production plant with a press shop, )ody
shop, paint shop and assem)ly lines is to )e )uilt on the "?= hectare site in the 2hakan industrial
park near Pune. The German )rand and 1uropes largest automotive manufacturer will )e
entering the Indian market to meet the rapidly growing demand for mo)ility. ;olkswagen will )e
developing a vehicle in the foreseea)le future specifically tailored to the needs of the Indian
market offering all the features of a genuine ;olkswagen.
.or the first step the ;olkswagen )rand will )ring locally produced vehicles to the Indian market
up from the third -uarter of "==6. To accompany the growing supply of ;olkswagen Passenger
2ars, the Group has esta)lished a separate Indian sales company in "==6, initially for
;olkswagen as well as for %udi. O;olkswagen Group ales India Private 3imitedW registered in
#um)ai will distri)ute locally manufactured and imported vehicles in India.
Thus, ;olkswagen can )ring one of itKs upper-premium sedan as the first locally produced vehicle
to the Indian market. In %pril "==4, ;olkswagen produced the 74 millionth of its )estseller. The
Passat has )ecome the very image of automotive progress, representing what O#ade in
GermanyW means. This long-term success is confirmed )y numerous accolades from e&perts,
*ournalists and customers who have put the car through its paces in recent months. This image is
characteri(ed )y vehicle si(e, drive technologies, safety features such as air)ags, %$ and 1P
4
in addition to -uality details including galvani(ed )odies. Imported vehicles such as the premium
ports >tility ;ehicle Touareg will complement the range.
#ariou 7oition of #olk9a8en Dealer in India
4
$urrent E;itin8 Dealer in India
Lud&iana 6 Preti8e Motor% Lall) Motor India Pri=ate LimitedP
A&meda'ad 6 #olk9a8en A&meda'ad
%utomark #otors Pvt.3td
!an8alore 6 Elite Motor P=t.Ltd
!an8alore 6 #olk9a8en Pala<e $ro
$&andi8ar& 6 Genu Motor% S9ami Automoti=e P=t.Ltd.
$o<&in 6 #olk9a8en $o<&in
1;# #otors , ;ehicles India Pvt 3td
$&ennai 6 #olk9a8en $&ennai
%$!% #otors Private 3imited
$oim'atore 6 #olk9a8en $oim'atore
!amani 2ars Private 3imited
Del&i 6 DD Auto9orld Pri=ate Limited
Del&i 6 "a&)a7 #e&i<le *ork Pri=ate Limited
Del&i *et 6 #olk9a8en Del&i *et
+orldclass %utomo)iles Pvt. 3td.
4
Goa 6 #olk9a8en Goa
2aculo %utomotive Pvt. 3td
H)dera'ad 6 Orion Motor
+ai7ur 6 #olk9a8en +ai7ur
Tanya 2ars Pvt 3td
"olkata 6 #olk9a8en "olkata
93 1&clusive Pvt 3td
Mum'ai 6 #olk9a8en Do9nto9n Mum'ai
Pune 6 #olk9a8en Pune
;idyut #otors Pvt. 3td
Surat 6 #olk9a8en Surat
/av*ivan %uto -uare Pvt. 3td
4
INTRODU$TION TO PRESTIGE MOTORS
P!1TIG1 #9T9! is a division of 3%33: #9T9!, owned )y the /!I 3ally family
and the 9fficial dealer for ;olkswagen %G in India and first ;olkswagen passenger car
dealer in Pun*a) currently operational in 3udhiana at /ational 8ighway-7 HG. T. !oad'
since #arch-"==B.
Miion(
The strategic intent is to )e the premier partner in the Indian automotive market, providing
products and service that e&ceed the current standards.
Strate8)(
% long-term strategy is )eing the leading )enchmark company in the Indian automotive
market )y constant investments in our people and facilities.
Aualit) Poli<)(
Prestige #otors are fully committed towards total customer satisfaction. +e )elieve in
continual professional improvement. 8ence we keep updating our systems and facilities to
offer the very )est forE
Total 2ommitment to customer satisfaction.
.ocus on employees involvement and improve retention.
+ork professionally and honestly.
Preti8e Motor Sale
8ighly -ualified ales Team is ready to advise customers on any specific want and
need that would re-uire and will assist in making the right choices.
P!1TIG1 #9T9! offers all facilities that are re-uired )y todays demanding
customers. In sales a good inventory of cars so that one can see, test drive
4
Produ<t Profile for model a=aila'le in India(

Paat
Te<&ni<al 7e<ifi<ation
;ehicle #odel Passat T0I ".= 1&clusive
1ngine Type 4-cylinder diesel engine
0isplacementHlitersJcc' ".=7J7A4Bcc
#a&. Tor-ueH/# at !P#' ?"=J76@=-"@==
Transmission 4 speed 0G-direct shift gear)o&
$oreJtrokeHmm' B7JA@.@
#a&. Power outputHkwHP' [ !P# 7=?H74=' at 4===
1mission 2ategory 1uro 4
Price "@7B"6A
4
+etta
Te<&ni<al 7e<ifi<ation
;ehicle #odel Setta 7.4 3 HPetrol' Setta 7.4 3 T0I H0iesel'
Setta 7.A 3 T0I
HTrendline'J2omfortline
1ngine Type 4-cylinder diesel
engine
4-cylinder diesel engine
0isplacementHlitersJcc' 7.4J7@A@cc 7.AJ7BA4cc
#a&. Tor-ueH/# at !P#' 74BJ?B== "@=J7A==
Transmission @ speed manual
gear)o&
@ speed manual J4 speed
automatic 0G gear)o&
#a&. Power outputHkwHP' [
!P#
6@H7="' at @4== 66H7=@' at 4===
4
Price 7,??@,B@7 7,44?,47?J 7,67?,444
Touare8
Te<&ni<al 7e<ifi<ation
;ehicle #odel Touareg ?.= ;4 T0I Touareg @.= ;7= T0I
1ngine Type 4-cylinder \;tur)o
diesel
7=-cylinder \; )i-tur)o
diesel
0isplacementHlitersJcc' ?.=J"A46 @.=J4A"7
#a&. Tor-ueH/# at !P#' @@=J""@=-"@== 6@=J"===
$oreJtoke mm B?.=JA7.4 B7.=JA@.@
2ompression !atio 76.=E7 7B.@E7
#a&. Power outputHkwHP' [
!P#
764[4===-44== "?=[?6@=
4
.uel Type 0iesel @72N 0iesel @72N
Introdu<in8 POLO in India
;olkswagen India will launch its first small car, the Polo, in the domestic market in
the early part of "=7=. The car will )e priced and positioned in line with the %"
compact car category, which includes models such as #arutiKs wift , !it(, and )e
)uilt on a new platform. The Polo will )e made at the companyKs new
manufacturing facility at 2hakan, Pune, with locally sourced auto components
)eing a)out @= per cent.


DThe all-new platform for the Polo has )een designed keeping Indian road
conditions in mind. The Polo will )e )enchmarked against the market leader in this
segment, which is #aruti u(ukiKs wift. T&e Polo 9ould 'e a=aila'le in t&e
7etrol and t&e dieel en8ine =ariant.
2ompany hope to sell around ?=,=== units in "=7=. Then, )y "=74, and hope to
cross the 7==,=== mark, )y which time the car market in India would have crossed
two million units
Till date, ;+ India has invested !s ?,B== crore H!s ?B )illion' in setting up its
operations in India. The facility at 2hakan has an annual capacity of up to 77=,===
cars on a single shift.
4
$om7etitor of e;itin8 #olk9a8en model in India
$om7etitor of +ETTA -1@61/lak&.
8onda 2ivic
8yundai onataH1m)erra'
koda 9ctavia
koda 3aura
Toyota 2orrola %ltis
.iat @==
$om7etitor of Paat-5@lak&.
Toyota 2amry
8onda %ccord
$#+ ?series
koda uper)
4
4
O!+E$TI#ES OF THE STUD,
The study has )een under taken to analy(e the customer profile and mapping to understand the
consumer )ehavior regarding automo)ile sector.
O-.e')!e#
To know the customer profile.
To analy(e the e&act segregation of the industry of 3udhiana.
To know at which geographical segment the potential customer e&ist..
To know the consumer )ehavior regarding cars on following parameterE
Ha' To analy(e the factors that influence the customer )efore )uying a car..
H)' To find out the replacement pattern of customers.
Hc' To find out the purchase pattern.
4
RESEAR$H METHODOLOG,
% research process consists of stages or steps that guide the pro*ect from its conception through
the final analysis, recommendations and ultimate actions. The research process provides a systematic,
planned approach to the research pro*ect and ensures that all aspects of the research pro*ect are
consistent with each other.!esearch studies evolve through a series of steps, each representing the
answer to a key -uestion.
This chapter aims to understand the research methodology esta)lishing a framework of
evaluation and revaluation of primary and secondary research. The techni-ues and concepts used during
primary research in order to arrive at findingsT which are also dealt with and lead to a logical deduction
towards the analysis and results.
RESEAR$H DESIGN
I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and criti-ue the industry norms and reports, on which certain
issues shall )e selected, which I feel remain unanswered or lia)le to change, this shall )e further taken
up in the ne&t stage of e&ploratory research. This stage shall help me to restrict and select only the
important -uestion and issue, which inha)it growth and segmentation in the industry.
The various tasks that I have undertaken in the research design process are E
0efining the information need
0esign the e&ploratory, descriptive and causal research.
4
RESEAR$H PRO$ESS
The research process has four distinct yet interrelated steps for research analysis
It has a logical and hierarchical orderingE
0etermination of information research pro)lem.
0evelopment of appropriate research design.
1&ecution of research design.
2ommunication of results.
1ach step is viewed as a separate process that includes a com)ination of task , step and specific
procedure. The steps undertake are logical, o)*ective, systematic, relia)le, valid, impersonal and
ongoing.
E?PLORATOR, RESEAR$H
The method I used for e&ploratory research was
Primary 0ata
econdary data
PRIMAR, DATA
/ew data gathered to help solve the pro)lem at hand. %s compared to secondary data which is
previously gathered data. %n e&ample is information gathered )y a -uestionnaire. ]ualitative or
-uantitative data that are newly collected in the course of research, 2onsists of
4
original information that comes from people and includes information gathered from
surveys, focus groups, independent o)servations and test results. 0ata gathered )y the researcher
in the act of conducting research. This is contrasted to secondary data, which entails the use of
data gathered )y someone other than the researcher information that is o)tained directly
from first-hand sources )y means of surveys, o)servation or e&perimentation. Primary data is
)asically collected)y getting -uestionnaire filled )y the respondents.
SE$ONDAR, DATA
Information that already e&ists somewhere, having )een collected for another purpose. ources
include census reports, trade pu)lications, and su)scription services. There are two types
of secondary dataE internal and e&ternal secondary data. Information compiled inside or outside
the organi(ation for some purpose other than the current investigation !esearching
information, which has already )een pu)lishedF #arket information compiled for purposes
other than the
current research effortT it can )e internal data, such as e&isting sales-tracking information, or it
can )e research conducted )y someone else, such as a market research company or the >..
government. econdary source of data used consists of )ooks and we)sites . #y proposal is to
first conduct a intensive secondary research to understand the full impact and implication of the
industry, to review and criti-ue the industry norms and reports, on which certain issues shall
)e selected, which I feel remain unanswered or lia)le to change, this shall )e
further taken up in the ne&t stage of e&ploratory research.
DATA $OLLE$TION
0ata collection took place with the help of filling of -uestionnaires. The -uestionnaire method
has come to the more widely used and economical means of data collection. The common factor
in all varieties of the -uestionnaire method is this reliance on ver)al responses to -uestions,
written or oral. I found it essential to make sure the -uestionnaire was easy to
read and understand to all spectrums of people in the sample. It was also important as
4
researcher to respect the samples time and energy hence the -uestionnaire was designed in such
a way, that its administration would not e&ceed 4-@ mins. These -uestionnaires were personally
administered. The first hand information was collected )y making the people fill the
-uestionnaires. The primary data collected )y directly interacting with the people.
DETERMINING THE SAMPLE PLAN AND SAMPLE SIQE
TARGET POPULATION
It is a description of the characteristics of that group of people from whom a course is intended.
It attempts to descri)e them as they are rather than as the descri)er would like them to )e. %lso
called the audience the audience to )e served )y our pro*ect includes key
demographic information Hi.e.T age, se& etc.'.The specific population intended as )eneficiaries of
a program.
The target population is the population I want to make conclude an ideal situationT the sampling
frames to matches the target population. % specific resource set that is the o)*ect or target
of investigation. The audience defined in age, )ackground, a)ility, and preferences, among
other things, for which a given course of instruction is intended.
I have selected the sample trough imple random ampling
SAMPLE SIQE (
This involves figuring out how many samples one need.
The num)ers of samples you need are affected )y the following factorsE
Y Pro*ect goals
Y 8ow you plan to analy(e your data
Y 8ow varia)le your data are or are likely to )e
Y 8ow precisely you want to measure change or trend
4
Y The num)er of years over which you want to detect a trend
Y 8ow many times a year you will sample each point
SAMPLE SIQE
I have targeted 7"= people for the purpose of the research. The target population influences the
sample si(e. The target population represents 3udhiana region. The people were from different
professional )ackgrounds. The details of our sample are e&plained in chapter named primary
research where the divisions are e&plained in demographics section.
ERRORS IN THE STUD,
Inter=ie9er error
There is interviewer )ias in the -uestionnaire method. 9pen-ended -uestions can )e )iased )y
the interviewers views or pro)ing, as interviewers are guiding the respondent while the
-uestionnaire is )eing filled out. The attitudes the interviewer revels to the respondent during the
interview can greatly affect their level of interest and willingness to answer openly. %s
interviewers, pro)ing and clarifications ma&imi(e respondent understanding and yield complete
answers, these advantages are offset )y the pro)lems of prestige seeking, social desira)ility and
courtesy )iases.
Auetionnaire error
The -uestionnaire designing has to careful so that only re-uired data is concisely reveled and
there is no redundant data generated. The -uestions have to )e worded carefully so that the
-uestions are not loaded and does not lead to a )ias in the respondents mind.
The respondents selected to )e interviewed were not always availa)le and willing to co operate
also in most cases the respondents were found to not have the knowledge, opinion, attitudes or
4
facts re-uired additionally uninformed response errors and response styles also led to survey
error.
Sam7lin8 error
+e have taken the sample si(e of 7@=, which cannot determine the )uying )ehavior of the total
population. The sample has )een drawn from only /ational 2apital !egion.
Reear<& Dei8n
!esearch design is a conceptual structure within which research was conducted. % research
design is the detailed )lueprint used to guide a research study towards its o)*ective. It is a series
of advanced decision taken together comprising a master plan or a model for conducting the
research in consonance with the research o)*ectives. !esearch design is needed )ecause it
facilitates the smooth sailing of the various research operations, there)y making research as
efficient as possi)le yielding ma&imum information with the minimum effort, time and money.
4

4
ANAL,SIS

%/%3:I 8% $11/ 09/1 $: T+9 #1T890
7. G!%P8I2%3 #1T890
". P1!21/T%G1 #1T890
4
T)7e of
!uine
Inter7retation
T)7e of t&e 'uine Manufa<turer Tradin8 Ser=i<e
No. of re7ondent @15 /1 23
Per<enta8e 3/R 14R 3R
4
.rom this analysis it came to know that in 3udhiana the 6BX of the )usiness is
manufacturing, 7@X )usiness is trading and 6X )usiness is service. It means the
3udhiana industry is a manufacturing industry.
Lo<ation of indutrie
Lo<ation Ind.
Area
Fo<al
7oint
Sunder Na8ar
No. of
re7ondent
5MM 1M5 2M
Per<enta8e 4OR 2OR /R
4
Inter7retation
.rom this analysis it came to know that most of the industry of 3udhiana is
concentrated around focal point area H?4X' and industrial area H@4X' and the then
sunder nagar HBX'.
T)7e of manufa<turin8 indutr)

Inter7retation
T)7e of Manf8.
indutr)
$)<le
7art
Auto 7art Hoier) C
d)ein8
For8in8 Ot&er
No. of indutrie 120 /2 35 41 3O
Per<enta8e 25R 50R 1/R 15R 1/R
4
.rom this analysis it came to know that in 3udhiana the ?"X industry is cycle
industry and then followed )y %uto parts industry H"=X', 8osieryH7BX' and rest
)y others industries.
Per<enta8e of =ariou <ar <om7anie
Inter7retation
Preferred !rand Maruti H)undai Honda Tata To)ota Ot&er
No. of <ar 2O5 15O 1@@ 10M 34 114
Per<enta8e 2MR 1@R 14R 15R /R 15R
4
.rom this analysis it came to know that ?AX of the domestic car market is owned
)y maruti and then followed )y 8ondaH7@X' , 8yundaiH74X', TataH7"X',
ToyotaHBX' and othersH7"X'.
Pri<e 9ie Ditri'ution of <ar
Pri<e ran8e of
<ar
263lak& 3615lak& 15650lak& 50620lak& 20Slak&
No. of <ar @@M 245 /@ 55 5@
Per<enta8e @/R 2/R MR 5R 2R
Inter7retation
4
.rom this analysis it came to know that the cars with range ?-6lakhs holds 4BX of
the market while the cars with range 6-7"lakhs holds ?BX of the market and rest of
the market is holed )y other range of cars. +hich means most of the market is hold
)y ?-6lakhs and 6-7"lakhs cars.
Mode of Pur<&ae

Mode of Pur<&ae $a& Finan<e
No. of re7ondent 155 @0/
Per<enta8e 52R 33R
4
Inter7retation
.rom this analysis it came to know 66X of customer prefers to purchase cars on
finance due to various reasons. %nd this ratio also show the purchasing power of
the customer
Preferred !ank for Finan<e
Total no. of respondents-"A=
Preferred !ank I$I$I HDF$ NationaliLed An) ot&er
No. of
re7ondent
M0 44 /@ O1
Per<enta8e 21R 1MR 5MR 51R
4
Inter7retation
.rom this analysis it came to know ?7X of people prefer I2I2I )ank, "AX of
people /ationali(ed )ank, 7AX of people prefer 80.2 )ank and "7X of people
prefer others )ank for financing the cars. 8ence I2I2I is the prior option chosen )y
the customers to finance their cars.


4
$on<luion
The a)ove study shows that 3udhiana industry is manufacturing industry and most of the
industry resides in focal point and industrial area. In manufacturing industry cycle industry, auto
parts industry and hosiery industry are ma*or industries. %nd among car companies maruti holds
the ma*or part of the market followed )y 8yundai, 8onda, Tata and then other companies. %nd
most num)er of cars hold )y customers are in the range ?-6lakhs H?@X' and then 6-7"lakhs
range. #ost of the customers H66X' prefer to purchase cars on finance. #ost customers change
their cars after ?-4 year interval. %s this result may not )e suita)le to all the regions of the
country )ecause of the culture, standard of living and volume of the market. The research
concludes that ;olkswagen have great opportunity to penetrate in the market.
4
LIMITATIONS OF THE RESEAR$H PRO+E$T
The research study suffers from following limitationsE
The 3udhiana market was too vast and it was not possi)le to cover each and every
customer in the availa)le short span of time.
Generally, the respondents were )usy in their work and were not interested in
responding.
!espondents were reluctant to disclose complete and correct information a)out
themselves and their organi(ation..
#ost respondents were reluctant to provide e&act information as in why they preferred
particular companys car.
The research was conducted in present prevailing conditions. There can )e some
fluctuations in the market, which can offset the findings.
The pro*ect is carried out for the period of 4@ days only.
4
#easurement of customer satisfaction is comple& su)*ects, which uses non-o)*ectives
method, which is not relia)le.
The sample unit was also 7"= respondents
Re<ommendation
;olkswagen should increase their service stations.
.acilities regarding after sales services should )e increase.
People were not aware a)out ;+ )rand, there should )e more )rand awareness in the
market.
They should increase advertisement activities.
People didnt recogni(e difference )etween prestige motors , Prestige 8onda, that
should )e rectified.
They should promote more road shows in the respective areas.
The company should promote a)out the entire feature offered )y it.
4
4
AUESTIONNAIRE FOR THE $USTOMER
PROFILE MAPPING
Name TTTTTTTTTT.
A1( *&at i )our a8eB
-a. 50620 -'. 206@0 -<. @0640 -d. 40S
A5( Are )ou a(
-a. Main earnin8 mem'er -'. Ot&er earnin8 mem'er
A2( *&at i )our o<<u7ationB
-a. !uineman -'. Salaried -<. Self Em7lo)ed
If !uineman
-a. $om7an) Name (
-'. Dei8nation (
-<. Addre(

A@( *&at t)7e of 'uine are )ou doin8B
-a. Manufa<turin8 -'. Tradin8 -<. Ser=i<e Indutr)
If Manufa<turin8(
-a. $)<le 7art -'. Auto 7art -<. Hoier)UD)in8 -d. For8in8

-e. An) ot&er -7e<if).TTTT.

A4( Ho9 man) =ariou ot&er unit do )ou &a=eB
Pla<e 1TTTTTTTTTTTTTTTTTTTTTTTTTTTT
Pla<e 5TTTTTTTTTTTTTTTTTTTTTTTTTTTT
Pla<e 2TTTTTTTTTTTTTTTTTTTTTTTTTTTT
Pla<e @TTTTTTTTTTTTTTTTTTTTTTTTTTTT
AO( *&at i )our mont&l) &oue&old in<omeB
-a. !elo9 40%000 -'. 40%00061% 00%000 -<. 1% 00%00061%40%000

-d. A'o=e 40% 00%000
A3( Num'er of <ar <urrentl) o9ned
,ear of Pur<&ae Make Model
4
BIBLIOGRAPHY
7. !esearch methodology Z 2.!. kothari.
*E!SITES(6
httpEJJ www.volkswagen.co.in
httpEJJ www.prestigemotors.co.in
httpEJJ www.automo)ile.com
httpEJJ www.google.com

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Staff of Preti8e Motor