JAIN COLLEGE OF BUSINESS ADMINISTRATION

BELAGAVI

2018-2019

Project report on

“CONSUMER BUYING BEHAVIOUR”

Carried out at

SUATRIA AUTOMOBILE

Authorized dealer for Fiat, JEEP Abarth

By

Mr.SWASTIK.K.RAJPUT

Under the guidance of

Internal guide ExternaLguide

Prof .N V Hiremath Mr. Sayed Suleman Shah

Submitted in partial fulfillment of the

Requrements of the degree of

Bachelors of businerr administration

RANI CHANNAMMA UNIVERSITY,BELAGAVI

 JAIN COLLEGE OF BBA, BCA & B.COM
BELAGAVI

(Affiliated to Rani Channamma University, Belagavi & Recognized by Govt. of Karnataka)

CERTIFICATE

This is to certify that Mr. SWASTIK.K.RAJPUT has satisfactorily completed the

Project entitled “CONSUME BUYING BEHAVIOUR” at SUTIRIA AUTOMOBILES
JEEP for the partial fulfillment of Bachelor of Degree in Business Administration affiliated
to Rani Channamma University, Belagavi during the academic year 2018-19.

Internal Guide Head of the Department Principal

Examiners: 1._________________ 2. ________________

 DECLARATION

I ,Mr SWASTIK.K.KRAJPUT of BBA 6th semester studying in jain college of BBA,

declare that the project work entitled “CONSUMER BUYING BEHAVIOUR ”submitted

to the Rani Channamma university ,belagavi, is a record of an oiginal work done by me

under the guidance of Prof . .N V Hiremath (internal guide) of jain college of BBA,

Belagavi and this project is submitted in the partial fulfilment of the requirement for the

award of the degree of bachelors in business Administration

The results embodied in the report have not been submitted to any other university or

Institution for the award of any degree or Diploma

Place: Belagavi Swastik k. Rajput

Date: R. No.:B1612067
 ACKNOWLEDGEMENT.

It is more than a pleasure to acknowledge the help received from different people, both from
the company and college.

I take the opportunity to express my humble and deep sense of gratitude to company
guide Mr. Sayad Suleman Shah for giving me an opportunity to undergo my project work
and for the valuable guidance. I thank him for enlightening mere grading various aspects of
not only my project but also the intricacies of the business field.

I extend my deep sense of gratitude to Prof .N V Hiremath (college Guide) for

valuable guidance throughout my project period.

I express my sincere thanks to Prof. Sunil Desai (principal) for having encouraged and
guided me while carrying on the project.

Lastly, I would like to thank all the faculty members of the college, executives of the
company and all other people who helped me directly or indirectly to complete the project

SWASTIK.K.RAJPUT
 Executive summary.

It is true fact that if you are satisfied you recommend to others word of mouth and customer
satisfaction play a very important role in determining market prescription in Automobile.
It is a market perception that determines the success of a company and so it is very important
for the four wheeler manufactures to measure the willingness of existing user of a product to
recommend it to others.

It is one of the most significant that purchases that an Indian household makes this project
addresses the most important question that perplexes four wheeler manufactures.

What makes the perfect four wheeler that influences the purchase of customer?

This project highlights the factors which influences the buying decision of the consumer.

Finance facility is an Indian consumer ready for more?

What is the driving motive behind the effective demand of four wheeler?

Consumer expectations are the customer defined attributes of your product or service. You
cannot create satisfaction just by meeting customers’ requirements fully because this has to
be met in any case.
 CONTENTS

PAGE.NO
PARTICULAR
CHAPTER-1:INTRODUCTION
 Industry profile 1

 Company profile
CHAPTER-2:ORGANISATION STRUCTURE

CHAPTER-3:THEORETHICAL BACKGROUND
 Outline of the study

 Research methodology

 Theoretical background of consumer buying behaviour

CHAPTER-4: ANALYSIS AND INTERPRETATION
 Consumer buying behaviour analysis and interpretation

CHAPTER-5:SUMMARY OF FINDINGS AND RECOMMENDATIONS

 Findings

 Suggestions

 Conclusion

 Bibliography

WEEKLY PROJECT ASSIGNMENT REPORTS

Industrial introduction.
Indian market before independence was seen as a market for imported vehicle while
assembling of cars manufactured by general motors and other brands was the order of
the day. Indian automobile industry mainly focused on servicing, dealership, financing
and maintenance of vehicles. Later only after a decade from independence
manufacturing started. India’s transportation requirement were met by railways
playing an important role till the 1950’s. since independence the Indian automobile
industry faced several challenges and road blocks like manufacturing capability was
restricted by the rule of license and could not be increased but still it lead to growth and
success it has achieved today.

For nearly three decades the total production of passenger’s cars was limited to 40,000
yearly. Even the production was confined to three main manufactures Hindustan
motors, premier automobiles and standard motors. There was no expertise or research
and development initiative taking place. Initially labour was unskilled and had to go
through a process of learning through trial and error. In the 1950’s, the Morris oxford,

Became the ambassador, the fiat 1100 became the premier Padmini. Then in 1960’s
nearly 98% of the product was developed indigenously. There were significant changes
witnessed by the end of 1970’s in the automobi le industry. Strong and huge initiative
like joint venture for light commercial vehicle did not succeed. Contessa, the rover and
the premier 118NE, which were the new models, hit the market. Till later part of 1980’s
Indian by and large followed a social system. The main focus of the government was
developed through heavy, long gestation, capital intensive projects like steel
manufacturing. Priority was to the quality of the finished good and customer feedback.

 Brief introduction

The Indian automobile industry include two-wheeler, trucks, cars, busses, and three-
wheeler which play a crucial role in growth of the Indian economy. India has emerged
as Asia’s fourth largest exporter of automobiles, behind Japan, South Korea and
Thailand. The country is expected to the top the world in car volume with
approximation 611 million vehicles on the nation’s roads by 2050. The economic
progress of this industry is indicated by the amount of goods and services produced
which give the capacity for transportation and boost the sales of the vehicles. There is
huge increase in automobile production with a catalyst effect by indirectly increasing
the demand for a number of raw materials like steel, rubber, plastics, glass, paint,
electronic and services

 Employment opportunity

India today is well known as a potential emerging automobile market and jobs in the
automobile industry are rising. Several foreign investments are pouring into Indian
automobile industry. It has become a major three-wheeler manufacturing in the world.
India is also the second largest manufacturer of tractors. Candidates with the
bachelor’s degree in mechanical, electrical or automobile engineering are eligible to get
good job opportunities in automobile companies.

For the candidates with diploma courses and ITI courses there are many opportunities
in this industry. Automobile companies even require IT specializations. While technical
education is offered by plenty of engineering and polytechnic colleges in India, the
eligible candidates are selected by the companies. The considerable wide scope of
automobiles sector, it is not that surprising that more and more candidates are
dreaming to develop a career In automobile industry. With foreign automobile
companies like Volkswagen, Audi, Renault etc coming in and targeting India as a base
for manufacturing cars, the scope for career in automobile industry is rising rapidly.

ACHIVEMENTS

 The first automobile was launched in India in the year 1897 in Bombay.
 Today India is being recognised as a potential emerging auto market.
 The industry adds up foreign players to their investments.
 80% of the segment size is contributed by two-wheeler and motorcycle.
 Indian passenger’s vehicle market is dominated by cars (79%) unlike the USA.
 India crossed the 1 million mark as the fourth largest car market in Asia
recently.
Very recently history has been created in world of automobile industry by Mr.
Ratan Tata chairman TATA motors by launching the world’s most affordable car
‘NANO’ the price of the car was around 1,00,000/- which gained instant recognition
 in the automobile industry around the globe. It heralded the coming to age of the
Indian automobile industry.

COMPANY INFORMATION.

NAME Sutaria Automobiles

TYPE Partnership

FOUNDED 1939. 0AUTHORISED DEALER FOR FCA 2017

MANAGING PARTNER Mr. Niraj Shah

SHOWROOM Kangarali industrial area, Bauxite rode, Belgaum.

Turn Over

TEL 0831-4201435

MAIL ID [email protected]

BUSINESS Authorised car dealers of Fiat, Abarth &Jeep

SUTARIA AUTOMOBILES.

Sutaria Automobiles has a history of more than 70 years in the Automobiles industry. This
family owned business has its roots established in 1939 and has been associated with the
leading auto-makers serving vast geographical areas and covering a number of business
sector and customer segments.
Sutaria Automobiles takes pride and pleasure being associated with one of the India’s
leading automobile companies—Fiat, Jeep and Mahindra

Sutaria Automobiles aim to engage itself as the number one provider for customer
satisfaction and the number one place of choice for customer buying new Automobiles with
the diverse background and years of industry knowledge that has been passed down from
generation in the family owned business combining with modern technology Sutaria
Automobiles and every member of the organisation aims to continue to rise.

In 2014 Sutaria Automobiles took the dealership of Fiat then later in 2017, it was said to be
FCA (Fiat Chrysler Automobiles) have 3 brands under one roof i.e.Fiat, Abarth and Jeep.

JEEP INDIA
Jeep officially launched its first vehicle produced in India -- the 2017 Compass -- at an event
in Mumbai on Monday.
The Compass started rolling off the assembly line near Pune, a city known for its automobile
manufacturing in June. The vehicles produced there will also be exported to other right-hand-
drive markets including U K, Australia and Japan.
The Compass marks a major new commitment for Jeep in India. It already sells Wrangler and
Cherokee models in the country, but those vehicles are imported
"It is expanding into the world's largest markets such as India that is fuelling our growth and
accelerating our expansion," Paul Alcala, who heads the company's operations in Asia,
Jeep’s parent company Fiat Chrysler (FCA) said it has received more than 5,000 pre-orders
for the Compass in just over a month.
Its decision to manufacture the popular SUVs in India underscores the battle for investment
being waged by national governments.
Jeep pan India after sales services provided through the world-renowned Mopar brand
ensures that you and your jeep vehicle will never be far from expert care. There are more than
60 dealerships in India. Among which one is SUTARIA AUTOMOBILES IN BELGAUM.
  Legacy of Jeep:

A HERITAGE OF HEROES

For 75 years the Jeep® brand has been indelibly linked to freedom, adventure,
authenticity and passion. The brand’s unwavering commitment to strength and
meaningful engineering has helped forge an extraordinary, uncommon bond between
the vehicles and their owners.

Our core values are embodied in every Jeep vehicle’s DNA. Jeep vehicle owners have
long known that Go Anywhere. Do Anything. ® is a way of life, not just a slogan. The
Jeep badge stands for more than a brand. In truth, it’s a badge of honour.

Explore our legendary line-up, then create your own timeless story.
1940 – 1950

 A HERITAGE OF HEROES

The iconic JeepBrand is recognized the world over — forever tied to freedom,
capability and adventure. Every Jeep vehicle has a unique story to tell, with a rich
heritage that links back to the original Willys MB. Our story is your story. Jeep owners
have long known that Go Anywhere, Do Anything is a way of life — not just a campaign
slogan. Explore our legendary line up, then create your own timeless story in a Jeep 4x4.

Born in the heat of battle, the Go-Anywhere, Do-Anything Jeep 4x4 emerged a hero to

thousands of Allied soldiers around the world. The equally heroic civilian Jeep vehicles
of the 1940s firmly established the Jeep brand as the undisputed leader in 4x4
technology.
The design of the World War II jeep was the result of a long process, involving the
contributions of both U.S. military officers and civilian engineers, the latter mostly tied
to three companies: Bantam, Willys and Ford, and has repeatedly been called a design
by committee. In fall 1941, Lt. E.P. Hogan of the U.S. Quartermaster Corps wrote:
"Credit for the original design of the Army's truck 1⁄4-ton, 4×4, may not be claimed by
any single individual or manufacturer. This vehicle is the result of much research and
many tests."Hogan credited both military and civilian engineers, especially those
working at the Holabird Quartermaster Depot

1950-1960
  Welcome Willys Motors

The word “Jeep” became a registered trademark of Willys-Overland in 1950. A short

three years later, the company was sold to Henry J. Kaiser for $60.8 million and
becomes Willys Motors Inc. The CJ model was updated in 1953 followed by the CJ-5 in
1955. The company was marketed as the “The world’s largest maker of 4-wheel-drive
vehicles.”

The 1950s saw the rise of the recreation vehicle, as well as engineering superiority.
Grass-roots enthusiasts helped launch Jeep® Jamborees and took the original freedom
machine to new heights in sales thanks to seven unique models.Willys
Trucks and Station Wagons and the Jeepster Models are not nearly as well known as
the ubiquitous and familiar "Jeep". But in fact, Willys made a number of different
truck models, including the 6-226 truck with an open rear bed (an early "pickup"), the
Forward Control model FC-150 and the 6-226 4x4 station wagon. Read more about
Willys trucks.
1960 – 1970

 Introduction to a Design classic

The 1960s introduced the Jeep® Wagoneer in 1962 an instant classic designed by Brooks
Stevens and advertised as “All-New, All-Jeep®.” It featured the first automatic
transmission and independent suspension in a 4x4 vehicle. The Gladiator pickup truck
was introduced as a “beautiful brute.” A new “Dauntless” V6 engine in the CJ-5 and
Cj-6 doubled the power of previous engines.

The all-new Jeep® Wagoneer represented unparalleled refinement and innovation.

Prestige and individuality ruled the day. The Jeep brand line-up grew to include 14
models — for work, play, recreation and luxuriously capable transportation.Between
1967 and 1969, all rear-wheel drive only models, which the four-wheel drives had
outsold from the beginning, were discontinued, and from then on, all Wagoneers and
Cherokees had solid axles and leaf-springs, both front and rear. At the end of 1968, the
slow-selling two-door versions were also discontinued.
For 1968 through 1971, Wagoneers were powered by Buick’s 350 cu in (5.7 L) 230 hp
(172 kW; 233 PS) Dauntless V8. The Dauntless made less horsepower than the previous
AMC V8 (230 hp vs. 250), but more torque at lower rpm (350 ft⋅lbf (475 N⋅m) at 2400
rpm versus 340 ft⋅lbf (461 N⋅m) at 2600).
After the 1971 model year, Wagoneers were exclusively AMC powered.
1970-1980

 The AMC Years

In 1969, Kaiser Jeep started a “Jeep® Great Escape” advertising campaign showing the
variety of recreational uses of Jeep vehicles. Kaiser Jeep sold the company to American
Motors (AMC) in 1970 for approximately $75 million. Four-wheel-drive vehicles were
becoming very popular – by 1978, AMC was producing 600 vehicles a day. In 1972,
AMC introduced the Quadra-Trac® 4x4 system, the first automatic full-time four-
wheel-drive system. In 1976, AMC introduced the CJ-7.

The Cherokee was a rebadged reintroduction of a two-door body style Jeep Wagoneer,

with a redesigned greenhouse that eliminated the car's C-pillar. Instead the Cherokee
sported a much wider D-pillar and a single, long fixed rear side window with an
optional flip-out section. Previously, a two-door version had been available in the Jeep
Wagoneer line (from 1963 to 1967), although this had the same pillar and window
configuration as the four-door Wagoneer. The Cherokee replaced the Jeepster
Commando, whose sales had not met expectations despite an extensive 1972 revamp.
The Cherokee appealed to a younger market than the Wagoneer, which was regarded
more as a family SUV.
The Cherokee was marketed as the "sporty" two-door variant of Jeep's station wagon.
The term "sport(s) utility vehicle" appears for the first time in the 1974 Cherokee
salesbrochure. A four-door was not added to the line-up until 1977. Other than the base
model, the trim levels of the Cherokee included the S (Sport), Chief, Golden Eagle,
Golden Hawk, Limited, Classic, Sport, Pioneer, and Laredo.

1980-1990
 A New Sport Utility Vehicle (SUV)
A second-energy crisis in 1979 spurred the development of a smaller 4x4 wagon – the
All-New Jeep® Cherokee (XJ). It featured a uni-body design, compact dimensions and
suspension system influenced by the chief engineer of the Renault Formula 1 racing
team. AMC recorded record sales in the 80s and discontinued the CJ-series and
introduced an All-New Jeep® Wrangler (YJ) in 1986. A year later, in 1987, American
Motors Corporation was sold to Chrysler Corporation and the Jeep brand became a
part of Chrysler Corporation’s Jeep/Eagle Division.

The all-new Jeep® Cherokee (XJ) introduced helped revolutionize the 4x4 market. The
mighty XJ introduced many industry firsts, including: the first compact 4-door SUV,
first Unframe construction, and first full-time 4x4 system with shift-on-the-fly
capability.

1990 – 2000
  Luxurious SUVs
After about 30 years, the classic Grand Wagoneer gave way with a “Final Edition”
model in 1991. An All-New JeepGrand Cherokee launched in 1993 and was a larger and
more luxurious cousin to the Cherokee – with a smoother motorway ride and a more
spacious interior. An All-New Jeep Wrangler (TJ) was introduced in 1997 – that looked
very similar to the CJ-7. The TJ used a four-link coil suspension and featured a new
interior. In 1998, the German Daimler-Benz merged with the Chrysler Corporation
(including the Jeep brand) for $36 billion.

The original Grand Cherokee was launched in 1992 as a 1993 model year vehicle in the
luxury SUV segment. The "ZJ" models, manufactured from 1992 to 1998, originally
came in three trim levels: base (also known as SE), Laredo, and Limited, subsequent
trims were added, included Orvis (MY 95–98), TSI (MY97–98). The base model
included features such as full instrumentation, cloth interior, and a standard five-
speed manual transmission, while gaining the moniker "SE" name for the 1994 model
year. Power windows and locks were not standard equipment on the base trim. The
minimal price tag differential resulted in low consumer demand, and as a result, the
low-line model was eventually discontinued. Additional standard features included a
driver-side air bag and four-wheel anti-lock braking system (ABS). The Laredo was the
mid-scale model with standard features that included power windows, power door
locks, cruise control, and a leather wrapped steering wheel. Exterior features included
medium-grey plastic panelling on the lower body and five-spoke alloy wheels.

2000-2010
  The Jeep Line-up Grows
The merger of Daimler-Benz and Chrysler in 1998 started to show the fruits with the
introduction of a number of new Jeep® vehicles. In 2001, a new Jeep® Cherokee (KJ)
replaced the long-lived Cherokee (XJ). A seven-passenger Jeep Commander was
introduced in 2006. The Jeep Compass and Patriot (MK) and Jeep Wrangler and
Wrangler Unlimited (JK) were all introduced in 2007. A new Jeep Cherokee (KK) was
introduced in 2008. The parent company Chrysler Group LLC enters into a global
alliance with Fiat SPA in 2009.

The radical 2003 Jeep® Wrangler Rubicon was the most capable vehicle ever produced
by the Jeep brand. A new four-door Wrangler variant was launched and took the
industry by storm. Wrangler Unlimited opened up the world of capability to people who
needed the room and utility of four doors. In 2006, Compass and Patriot were the first
Jeep® vehicles to reach into the small cross-utility segment.
The Jeep Patriot (MK74) is a front-engine five-door compact crossover
SUV manufactured and marketed by Jeep, having debuted with the Jeep Compass in
April 2006 at the New YorkAuto Show for the 2007 model year.Both cars, as well
as Dodge Calibershared the GS platform, differentiated by their styling and marketing,
with the Patriot exclusively offering a four-wheel drive system, marketed as Freedom
Drive II.
The Patriot was manufactured at Chrysler's Belvidere, Illinois assembly plant alongside
the Compass. Although the model was still selling well even as it was essentially
unchanged as it entered its 11th model year, production ended with the 2017 modelyear.

2010 – Today
 Weathering a Storm to New Heights
An All-New redesigned 2011 Grand Cherokee was launched to rave reviews and
refreshed in 2013 with many new styling cues and a new 3.0L EcoDiesel engine. The All-
New 2014 Cherokee replaced the Liberty, promising to redefine the midsize segment.
And in 2015, the Jeep® brand entered the small SUV market with the Renegade, once
again bringing capability and Jeep® brand style to a whole new market.

The Jeep® brand resonates with consumers around the world as global sales increase to
highest point in over 75-year history with 1.41 million units sold worldwide for 2016.
Strategic launches of the all-new Grand Cherokee,

Renegade and Compass vehicles.

 SWOT ANALYSIS OF SUTARIA AUTOMOBILES.

 Strengths(vigor) in the SWOT analysis of Jeep :

1) Strong image and brand reputation –The image of Jeep as a brand is very strong and
it has built a good reputation in the consumers’ minds over the years. The brand
advocates spreading positive word of mouth about the company’s vehicles.

2) The iconic design which is associated with ruggedness and reliability– “You don't
have to carry a designer bag that costs more than a car to look cool” The design of Jeep
vehicles have included itself in the iconic ones in the automobile industry. The design of
the vehicle itself speaks volumes about the brand and does not need any introduction.

3) Excellent Off-road Capabilities – “four wheels moves the body. Two wheels move the
soul” The Jeep vehicles have been established for excellent towing capabilities or we can
say strong vehicle segment. This is mainly because of its 4×4 and all-wheel drive
abilities.

4) Adventurous brand name –The name of the brand is identified as adventurous in

itself. This clearly indicates the utility and the segment of the car it is targeting to
making it easy for marketing the products.

 Weaknesses(fragility) in the SWOT analysis of Jeep:

1) High priced vehicles – “your attitude is like a price tag, it shows how valuable you
are” The Jeep vehicles are priced higher in comparison to its competitors. People who
love the brand Jeep are the ones who are mostly interested in buying it because of this
limiting the scope of targeting more customers.

2) Same design over the years – “creativity occurs in the moment, and in that moment
we are timeless” Yes, people recognize Jeep from its design yet they are using the
similar design for a long time which may build a negative perspective on no innovation
in people’s minds.
3) Low Global Penetration – The market penetration at the global level is low which
may be because of multiple reasons. This affects the image of the brand as Jeep poses
itself as an international brand.

 Opportunities(chances) in the SWOT analysis of Jeep:

1) Enter into growing markets – They can look for entering some growing markets with
a slightly lower cost models to increase their reach and establish itself as a truly global
brand.

2) Target the Millennial Generation – Jeep should be looking forward to having a right
mix of product portfolio which can be targeted to tap the millennial generation. This is
very important for a versatile brand like Jeep to not miss this segment of customers in
the coming years.

3) Growing health-conscious population – This is also a good opportunity for Jeep to

explore as the current generation is health

conscious who likes to travel, hike, and do other adventurous stuff. Jeep is already
placed with a good brand name with such segment so it won’t be difficult for them to
further use that as a huge opportunity.

4) Innovation through technology – The Company is largely dependent on its age-old

design and brand name. They can look for some technological advancements, in-house
or through partnership, which can help them to transition as per the current needs of
the customers.

 Threats(ultimatum) in the SWOT analysis of Jeep:

1) The invention of Electric vehicles – The entrance and efficiency of electric vehicles in
the automobile industry has become a looming threat to every car company in the world
and Jeep is no untouched. They will have to re-think their strategy according to the
future of how people are going to travel.

2) Increasing fuel prices – The prices of fuel and maintenance are ever increasing
because of which people are moving towards the cheaper options like gas, use of cabs,
electric, etc. Jeep needs to keep these things in mind for next level of strategies.
3) Increasing pollution and changing government regulations – With changing
environment conditions because of continuous increase in pollution is making it difficult
for countries to carry on with the traditional fuel vehicles, therefore, they are
changing/limiting the use of such vehicles. This is another area of threat not only for
Jeep but other similar brands as well.

Production Information.

The Compass is assembled at plants in Mexico, Brazil, China and India. North
American and European models are manufactured in Toluca, Mexico; moved from
Belvidere, Illinois. In Brazil, the second-generation Jeep Compass start production the
26 September 2016 at FCA new Goiana, Pernambuco Assembly Plant. Production of
the first-generation Compass and Patriot ended early 2017, with production of the
second-generation Compass beginning in spring of 2017 for North American models.
Assembled at Fiat's facility in Ranjangaon, Maharashtra, it is Jeep's first model
assembled in India.
Vehicle after manufacturing based on the requirement
Of dealership’s the cars are sent to logistics department before sending it to logistic
department vehicle are sent to PDI (pre-delivery inspection) department. Then cars are
sent to

through road transport to the dealers.

Pune Rajangaon is the place where the legendary jeep’s model is manufactured. The
most
renowned model Jeep Compass is manufactured Pune Ranjangaon.I take pride to tell
that Indian manufactured Jeep Compass are exported to United Kingdom, Australia.
There are many cars manufactured by Jeep but we(stuaria automobiles) Authorized
dealers for Sales, Service and Spares for Jeep Compass and Fiat Cars,For customers
who are looking for higher variants they would be passed on to the dealers who have the
authorization to sell those cars, Company focus is to sell Jeep compass as it is the
product which is made in India and there are many people out there are purchasing the
and we have got a good response from the customer about the Jeep compass.
There are other two model in Jeep which are imported to India and other country and
Jeep is now one among the growing automobile company globally. There are more than
approximately 20,000 units of jeep compass are sold this year.
As we've told you earlier, it is the first Jeep model to be manufactured in India and it's
taken a long time for it to happen. Maharashtra's Chief Minister Devendra Fadnavis
was present at the roll out ceremony and he said that when he first went to Detroit, he
drove the Wrangler and that's when he told the FCA officials there that a Jeep had to
be manufactured in India and well, here it is. Last month the company unveiled the
SUV in India for the first time and we got a glimpse of what the car looks like. In fact,
we've even gotten behind the wheel of the new Compass and we told you all about it in
our exclusive review.

ORGANISATIONAL CHART.
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ORGANISATIONAL SERVICE CHART.

 RESEARCH METHODOLOGY

RESEARCH PROBLEM AND OBJECTIVE:

Research in common parlance refers to search for knowledge. Research is an academic

activity and as such it is used in a technical sense. According to Clifford Woody,
research comprises defining problems, formulating hypothesis or suggesting solutions,
collecting, organizing evaluating data, making deductions and research conclusions to
determine they fit the formulating hypothesis.

Primary objective:

The primary aim is to interpret the satisfaction level of customers using jeep car and to
find out the areas in which it needs to improve to develop a better perception in the
mind of its customers. It entails as to suggest Honda how to become a no. 1 customer
oriented company

Secondary objective:

To go in detail, the research includes the study of comparative satisfaction level of

customers using different car brands; the various areas where competitors supersede
and the areas where the competitors lack.
Furthermore the research aims to find out the relative market capitalization of Honda
in the two wheeler industry and to suggest some concrete and absolute measures to give
a rise to its share in the two wheeler segment.

Research Process

Extensive Literature Survey: before starting the research in-depth study of the topic
was done to form a clear picture of what and how research is to be done.

Formulating the Research Problem: The next step was to find out the problem of
the case. Then the problem was understood thoroughly and rephrasing the same into
meaningful terms from analytical point of view. This step is of greatest importance in
the entire research.

Design of Questionnaire: A questionnaire was developed for the survey. The

questionnaire is of structured type. Most of the questions were based on 5 point bipolar
Liker Scale.

Determining The Sample Size: Next step is to determine the number of to be

targeted from various ages, monthly salary, and gender. So a total of 20 people were
surveyed.

Collecting the Data: The data was collected from various class of people based on
age, sex, income, location.

Analysis of Data: The data collected from various people was segregated into
various categories in order to analyze it. Analysis was done based on more than 22
different parameters.
 Generalization and Interpretation: Data was tested and upheld several times,
and then generalizations were drawn from the analysis.

Preparation for the report: Lastly report about the research is made.

 WHAT IS CONSUMER BUYING BEHAVIOUR?

Consumer buying behaviour signifies more than just the approach of consumer towards
buying a product. Marketing efforts therefore also emphasize on consumer’s
consumption of services, ideas and activities. The manner in which consumer buys a
product is extremely important to marketers. It involves understanding a set of
decisions (what, why, when, how much and how often) that the consumer makes over
the time.

Consumer buying behaviour is the process involved when individuals or groups select,
use, or dispose products, services, ideas or experiences (exchange) to satisfy needs and
desires. Consumer behaviour is the scientific learning of how people buy, what they
prefer to buy, when they need to buy and why they buy i.e. the reason to buy. It mingles
elements from psychology, anthropology, sociology, and economics. It makes an effort
to understand the buyer decision processes or the buyer decision making process, both
individually and in groups. It examines special characteristics of individual consumers
such as demographics, psychographics, and behavioural variables in an attempt to
understand the needs of the people. It also tries to assess influences on the consumer
with the help of groups such as family, friends, reference groups, and society as a whole.

Factors Influencing Consumer Buying Behaviour

The factors influencing consumer behaviour are classified into two types as follows : •
Internal Factors • External or Environmental Factors.

The external factors do not have any effect on the decision process of consumers, but
percolate or filter through the personal determinants, to influence the decision process.
The factors that influence consumer buying behaviour in general are:
• Motivation and participation of consumers in purchasing a specific product.

• Consumer’s attitude

• Personality and self concept of any individual consumer

• Ability to remember i.e. learning and memorizing power of the consumer.

• The channel or way through which Information processing takes place.

The most common external influences or factors are:

• Cultural influences- Influences of culture of the individual buyer

• Sub-cultural influences

• Social class influences – Influences related to the individual buyers specific society,
religion etc

• Social group influences – The social group in which individual buyer resides influences
the buying behaviour.

• Family influences – It is also an important influences usually observed in

variousconsumers.

• Personal influences • Other influences

 SAMPLING PLAN

Sampling Methodology Descriptive

Sampling Unit 50

Sampling Area Belgaum

Sampling Technique Convenience sampling

Sampling approach Survey

Research instrument questionnaire

Method of contact Personal approach

Telephone survey
To understand the buying behaviour of the costumer we have to understand the
different stages of sales process

The sales process consists of:

1. Inquiry

2. First personal contract

3. Need analysis

4. New car presentation

5. Test dive

6. New car offer

7. Trade in offers

8. Finance offers

9. Follow up

10. Booking

11. Delivery

12. Customer retention

All the steps of sales process is important to close a deal or win a deal

To understand the buying behaviour most importantly it is divided n

stage. Pre delivery, delivery, post delivery so we picked up the data of
Jeep compass customer who had enquired about the car to understand
their needs.

We took the data of the customers who are already proud owners of jeep
compass to understand their needs and achievements we also went
through the data of customers who have not purchased Jeep compass and
have brought other cars to understand what made them to buy
competition model

To go through this process we prepared the set of questionnaire which

can give us the required data to understand the buying behaviour.
 Consumer buying behaviour

1. Which car are you currently driving? What variant and why?

2. Which are the features that you like the most in your car ?

3. Would you recommend this model to your friends?

4. What are the other models that you consider before buying new car?

5. Which was the media to which lead to your car?

6. Which car you prefer the prefer the most petrol/diesel?

7. Before purchase did you had any specific model or variant in your mind?

8. Did anybody in your family drive this car?

9. Car purchase was through cash or finance? Which finance and why?

10. New car was a replacement of existing model or additional car?

11. How was the overall experience in the showroom the most one which you liked?

12. How is the knowledge of sales person, does that made you to buy?

13. Was T.D offered to you? Did that helped you to decide the car and the variant?

14. How was your overall experience of sales process?

15. Was the promised car delivered to you?

Model……………………. variant…………………………..
Colour……………………
Outcome of the questionnaire will give us the result about buying behaviour of the
costumers

1.
 1. Which car are you currently driving? What variant and why?

substitute Hatchback sedan SUV luxury car

Respondent 14 18 10 1

Sales

16% 28%

hatchbaack

sedan
20%
SUV

luxury car

36%

Interpretation:
1. 36%of customers are upgrading themselves from sedan to SUV
2. 28% of customers are upgrading themselves from hatchback to SUV
3. 20% of customers are from compact SUV to a proper SUV
4. 16% of customers who own Luxury cars are looking for an additional car as
SUV
2. Which are the features that you like inn you car the most to decide the
purchase of the car?

subtitle automatic looks sunroof Fuel efficient

respondent 23 15 7 6

Sales

12%
14%
44% automatic
looks
sunroof
fuel efficent

30%

Interpretation

1. 44% of customers preferred an automatic in their car

2. 30% of customers wanted a model which suits their personality

3. 14% of customers wanted sunroof in their car

4. 12% were the only costumers who were particular about fuel efficient
 3. Would you recommend this model to your family and friends?

Subtitle YES NO

respondent 50 0

Sales

YES
NO

100%

Interpretation

1. 100% satisfaction towards recommending the car that they drive

4. What are the other models that you consider before buying new car?
 subtitle Polo No Jeep Baleno Vento Swift Brezza
respondent 20 10 2 5 5 4 4

Sales
8%
8%

40%
10% Polo
No
Jeep
Baleno
Vento
Swift
Brezza
10%

20%
4%

Interpretation

1. Looking at the chart it shows that the customers before purchase they compare the car
and finalise

5. Which was the media to which lead to your car?

 subtitle Friends advertisement Personal visit colleague

respondent 30 10 7 3

Sales
4%
7%

22% friends
advertisnment
personal visit
colleauge

67%

Interpretation

1. The survey show that the most trusted some even today is friends mouth to mouth
marketing and the next effective marketing is advertisement followed by personal
visits and colleagues
6. Which car do you prefer petrol /diesel?

subtitle petrol diesel

respondent 30 20

Sales

40%

petrol
diesel

60%

Interpretation:

1. 60% of customers prefer petrol variant due to price difference in fuel and product
price
2. 40% of customers prefer diesel due to their heavy running or they love to drive a lot
7. Before purchase did you had in specific model or variant in your mind?

subtitle Basic model Top end model No

respondent 30 15 5

Sales

10%

basic model
30% top end model
no

60%

Interpretation:

1. Most of the customers before purchase they prefer entry level model or basic model
and later after educating they end up with other variants
8. Did anybody in your family or friends drive this car?

subtitle Friend/family NO
respondent 45 5

Sales
10%

friends family
no

90%

Interpretation

1. Most of the customers purchase the cars what their friends or family drive
2. 90% of customers dive the same of friends and family
3. 10% of customers bought different cars
9. Car purchase was through cash or finance?

subtitle cash finance

respondent 08 42

Sales
16%

cash
finance

84%

Interpretation

1. 84% of the customers purchase car from finance

2. 30% of the customer purchase car from cash
10. New car was the replacement of existing model or additional car?

subtitle replacement additional

respondent 43 07

Sales
4%

replacemnt
additional

96%

Interpretation

1. Survey shows the trend of purchase only 15% of customers buy car in replacement
2. 85% of the customers buy an additional car
11. How was the overall experience in the showroom the most on which you liked?

 Very satisfied
 Extremely satisfied
 Fairly satisfied

subtitle Very satisfied Extremely satisfied Fairly satisfied

respondent 38 2 10

Sales
20%

4%
very satisfied
extremely satisfied
fairly satisfied

76%

Interpretation

1. 76% of the customers were very satisfied

2. 20% of the customers were extremely satisfied
3. 4% of the customers were fairly satisfied
 12. How is the knowledge of the sales person dose that made you to decide?
 Very satisfied
 Extremely satisfied
 Fairly satisfied

subtitle Very satisfied Extremely satisfied Fairly satisfied

respondent 33 10 7

Sales

14%

20% very ssatisfied

extremely satisfied
fairly satisfied

66%

Interpretation

1. 66% of customers were happy about the knowledge

2. 20% of customers which made them to take decision as hey were extremely satisfied
3. 14% of customers were fairly satisfied
 13. Was test drive offered to you? Did that help you to decide the car and variant?

Subtitle NO YES

respondent 38 12

Sales
24%

NO
YES

76%

Interpretation

1. 76% of the customers were not offered test drive

2. 24% of the customers were offered test drive
 14. How was the overall experience of sales process?
 Very satisfied
 Extremely satisfied
 Fairly satisfied

subtitle Very satisfied Extremely satisfied Fairly satisfied

respondent 33 14 3

Sales

6%

28%

vry satisfied
extremly satisfied
fairly satisfied

66%

Interpretation

1. 66% of customers were very satisfied with the sales process

2. 28% of customers were extremely satisfied
3. 6% of customers were fairly satisfied
 15. Was the promised car delivered to you?
Model.... variant......... colour.........

subtitle YES NO
respondent 47 3

Sales
6%

YES
NO

94%

Interpretation

1. 94% of customers got their car on committed date of delivery

2. 6%of customers were who did not get their car on promised date
 FIINDINGS

1. I found out that most of the customers preferred SUV nowadays. Therefore Jeep is
amongst preferred SUV..
2. The customers were price sensitive and would prefer a diesel car rather than a petrol
car may be due to price difference in both fuels.
3. For jeep company’s brand name is enough for the customers to buy the cars. The
company has potential buying customers apart from that I found out that most of the
people brought the car by word of mouth communication through their friends and
then followed by advertisement in various medias
4. Lastly I found that most of the customers were very satisfied with the ambience in the
showroom and also satisfied with the knowledge of sales staff.
5. With my survey I also understood that most of the people preferred automatic car for
convenience for city driving necessity these days.
 SUGGESTION

1. As per survey people would like to buy more cars like Compact SUV Jeep has the
ocean of opportunity kick back with the present demand
2. India is a developing country customers buy cars on Finance and if Jeep comes up
with the package of Finance along with the cars, Jeep will have more conversion rate.
3. Jeep should be looking at the training their manpower on regular basis and refresher
training quarterly to keep their manpower updated with present technology and trend.
4. Hospitality is at par at the Jeep dealership but it can be taken to the next level where
customers get delighted.
5. Demo car play an vital role customer should get the hands on the wheel of the
preferred model at their door step
6. Test drive is most important key stage where majorly customer get convinced it has
adequate and consultant should have knowledge how to deal with it.
 Conclusions :

As per the objective of the study the main aim was to know the consumer buying behaviour
towards jeep compass an entry level luxury SUV.

According to the result obtained majority of the jeep compass luxury cars customers were
satisfied with product because of its high quality and also knowledge of manpower and
showroom hospitality

The respondents also say that the brand image of Jeep will continue to develop new market
segments and continue to expand. Taking advantage of its brand image to identify with new
customers and in new markets.

Overall I had a great experience; the experience I gained will stay with me for a lifetime. The
training has nurtured my ideas towards the world, the people and me.
 WEEKLY PROJECT ASSESMENT REPORT
Name: Swastik k Rajput
Register Number: B1612067
Organization Name: Sutaria automobiles
Week and Date: Week 1. 8/12/18 - 14/12/18
External Guide Name : sayad shah
Topic Name: consumer buying behaviour
Data Sheet:
Sl. No Work Date
1 Approach the guide 8.12.18
2 sunday 09.12.18
3 Introduction to the company 10.12.18
4 Introduction of automobile industry 11.12.18
5 Visited departments 12.12.18
6 Basic study on organisation 13.12.18
7 Study on concept 14.12.18
8 Off day 15.12.18

Internal Guide External Guide Student

(Sign) (Sign) (Sign)
 WEEKLY PROJECT ASSESMENT REPORT
Name: Swastik k Rajput
Register Number: B1612067
Organization Name: Sutaria automobiles
Week and Date: Week 1. 8/12/18 - 14/12/18
External Guide Name : sayad shah
Topic Name: consumer buying behaviour
Data Sheet:
Sl. No Work Date
9 Off day 16.12.18
10 Detail study on concept 17.12.18
11 Introduction to clients 18.12.18
12 Work with clients 19.12.18
13 Gathered information 20.12.18
14 Report typing 21.12.18
15 Off day 22.12.18

Internal Guide External Guide Student

(Sign) (Sign) (Sign)
 WEEKLY PROJECT ASSESMENT REPORT
Name: Swastik k Rajput
Register Number: B1612067
Organization Name: Sutaria automobiles
Week and Date: Week 1. 8/12/18 - 14/12/18
External Guide Name : sayad shah
Topic Name: consumer buying behaviour
Data Sheet:
Sl. No Work Date
16 Sunday 23.12.18
17 Prepared questionnaire 24.12.18
18 survey 25.12.18
19 survey 26.12.18
20 survey 27.12.18
21 Report work 28.12.18
22 Gathered data 29.12.18

Internal Guide External Guide Student

(Sign) (Sign) (Sign)
 WEEKLY PROJECT ASSESMENT REPORT
Name: Swastik k Rajput
Register Number: B1612067
Organization Name: Sutaria automobiles
Week and Date: Week 1. 8/12/18 - 14/12/18
External Guide Name : sayad shah
Topic Name: consumer buying behaviour
Data Sheet:
Sl. No Work Date
23 Sunday 30.12.18
24 Report typing 31.12.18
25 Report typing 01.01.19
26 Report typing 02.01.19
27 Report typing 03.01.19
28 Off day 04.01.19
29 Correction from internal guide 05.01.19
30 Sunday 06.01.19
31 Off day 07.01.19

Internal Guide External Guide Student

(Sign) (Sign) (Sign)
 BIBLOGRAPY.

 WEBSITES:
1. https://www.jeep-india.com
2. https://en.wikipedia.org/wiki/Wiki
3. www.automobileindustry.com