Executive Summary

Project title:
A Study on Brand Awareness of Audi in and around Panvel.

This thesis work gives insights on future potential of luxury cars in India and Panvel in particular. Audi has
entered the Indian luxury car market with Audi A4 in January 2008 when it launched its first vehicle in India.
There were already many players who had made their feets firm in the competitive market like India. Audi is
having 12 exclusive dealers in India and Audi Panvel is one among them.

Objectives:

1 . To create brand awareness of Brand Audi in and around Panvel.

2 . To know the market share of Audi in Panvel.
3 . To know the customer preference when it comes to luxury cars.
4 . To know how consumer perceive Audi as a brand.
5 . To know find out the potential customers of luxury cars i.e. prospecting.

Scope:

The scope of the study includes all the existing customers of luxury cars especially Audi, BMW and Mercedes.
The study was conducted by targeting only those customers who own luxury cars or who can own luxury cars.
The study focuses only on awareness of Audi among the upper middle class and upper class of the society, it
does not focus on issues related with price sensitivity, product quality etc. of any luxury cars. The study
attempts to capture the views of the customers for to know their preference for luxury cars.

Key Players: Audi, BMW, Mercedes.

Limitations:
1. During the survey most of the respondents contacted had newly purchased the car thus they could not
respond accurately.
2. The research is directly concerned with the study of human preference and behavior and achieving absolute
mathematical accuracy towards this was not possible.
3. Secondary data about Audi Panvel was rarely found as the organization did not want share more about it as
they found it confidential in nature.
4. The market of the product was too niched and it was difficult to meet the customers in person many of the
time.
5. The responses could be biased, as the consumers may not be willing to give correct information