Company Profile Report Chevolet

CUSTOMER BEHAVIOUR TOWARDS CHEVROLET
PRODUCTS IN GULBARGA CITY
CHAPTER-1
INTRODUCTION
Marketing is typically seen as the task of creating, promoting and
delivering goods and services to Customer.
Marketing is about
understanding what Customer wants and
supplying it more efficiently.
The marketing of today includes different subjects like product

management, sales management and most importantly Customer
behaviour which includes how the Customer is retained.
Motivation for Customers, the buying patterns of Customers,

their attitude and perception towards products plays a vital role.
In this competitive market scenario, the marketing department is

much concentrated on the Customer attitude and perception towards
the products, play a vital role.
The term Customer behaviour studies how individuals groups and
organization select, use and dispose goods, ideas or experience to
satisfy their needs and desire.
1

The researcher chose the topic with immense interest to study
the Customer behaviour and to know the Customer attitude with
reference to CHEVROLET CARS in Gulbarga City.
OBJECTIVE OF THE STUDY
To study the factors influencing Customers towards Chevrolet

Cars.
To study the behaviour of Customers towards the Chevrolet Cars

in Gulbarga City.
To analyse the satisfaction level of Customers for Chevrolet Cars

products.
To study the market potential and prospects of market growth for

the Chevrolet Cars in Gulbarga city.
SCOPE OF THE STUDY
The scope for four wheeler is growing day by day since the globe
is venturing in to newer and newer uses of four wheeler with exclusive
models.
The new designs and structures of vehicles and accessories for

Customers have created a great scope.
Hence, the study helps to get insight of the Customers taste,

Preferences, attitude and ultimately the behaviour towards the
Chevrolet Cars in Gulbarga City.
RESEARCH METHODOLOGY
Sample
Sampling procedure
Contact method
1000 respondents
:
Random Sampling
Personal
Primary data
Primary data was collected through personal interview of the
existing
customers
questionnaire.
of
Chevrolet
Cars
backed
by
structured
Questionnaire includes both open ended and close
ended questions. The researcher communicated the questions orally

and the respondents answered the same which was recorded
accordingly in written form.
Secondary data:
Secondary data has been collected from the books, journals,
company brochures and documents in writing of the report.

SAMPLING METHOD
The study was taken up with a sample size of 100 respondents.
The respondents were selected randomly.
It was ensured that the sample size comprised of different

Customer groups from different areas of the Gulbarga city.
LIMITATION OF THE STUDY
Time was the major constraint which limited the extent of study.
The sample size was of 100 respondents which itself was a

limitation to the study.
The information gathered may have small percent of deviation

because of social, cultural and other factors.
The information given by the respondents may or may not be

true because in some cases, the respondents may be casual in
answering the questionnaire.
CHAPTER SCHEME
The study is divided into 5 main chapters.
The first chapter
consists of introduction to the study, objectives of the study,

methodology o the study, objectives of the study, methodology of the
study, scope of the study.
Limitations of the study and chapter
scheme.
The second chapter consists of theoretical background about

marketing, marketing process, marketing segmentation, marketing
research, marketing mix and Customer behaviour.
The third chapter consists of a brief study on CHEVROLET CARS

Ltd., which includes company profile, dealers profile.
The fourth chapter consists of Data analysis and interpretation.
The
fifth
chapter
consists
of
findings,
conclusion
and
suggestions.
CHAPTER-2
THEORETICAL BACKGROUND
MARKETING
Marketing is the analysis, planning, implementation and control

of programmes designed to bring desired exchange with targets
audiences for the purpose of personal and mutual gain.
It relies
heavily on the adaptation and co-ordination of products, price,

promotion and place for achieving response.
- Philip Kotler -
Marketing includes all these activities have to with effecting

changes in the ownership and possession of goods and services. Its
the part of economics which deals with created of time, place and
possession utilities and that phases of business activity through which
human wants are satisfied, by the exchange of goods and services for
some valuable consideration
-
American Marketing Association
Marketing consists of those efforts, which effect the transfer in

ownership of goods and care for their physical distribution.
9

- Clarke and Clarke -
Marketing Process:
Marketing process consists of analyzing marketing opportunities,
researching
and
selecting
strategies,
planning
target
marketing
markets,
designing
programmes
and
marketing
organizing,
implementing and controlling marketing effort.
Companies have to identify long and short term marketing

opportunities and research the selected market by measuring and
forecasting attractiveness of the given market.
market, the
companies
need
to develop
positioning strategy for the target market.
Having selected the

differentiating
and
The marketing strategy
must be transformed into marketing programmes by deciding on

marketing expenditures and the marketing mix. Marketing mix is one
of the key concepts in modern marketing theory.
The final step is
organizing the marketing resources and implementing and controlling

the marketing plan.
10

Marketing segmentation:
Customers behave in a group, each such group has sit5s own
model of behavior. Identifying such groups of customers is known as
market segmentation. It is a market strategy to produce and market
products that suit the needs of a particular groups of customers.
Therefore, the whole market has to be subdivided.
To develop an
understanding of its dimensions. This process of subdividing market is

referred to as market segmentation.
Definition:
It is the sub-dividing of a market into homogeneous sub-sets of
customers where any sub set may conceivably be selected as a
market target to be reached with a distinct marketing mix.
- Philip Kottler
Marketing research:
It is the systematic gathering, recording and analyzing of data
about problems relating to the marketing of goods and services.
- American Marketing Association
Why Marketing Research:
11

To make good marketing decisions a company needs good
information and the ability to evaluate the information.
Information acquired through research will impact the decisions
the company makes in setting its marketing strategy and each
part of their marketing mix.
Marketing research may, therefore, be defined as objective and

systematic collection, recording and analysis of data relevant to
marketing problems of a business in order to develop an appropriate
information base for decision making in the marketing area.
Marketing mix:
The set of controllable variables that firm blends to produce the
response it wants in the target markets.
- Philip kotler
Marketing
mix constitutes the management pertaining to four
key areas of marketing function of a business.
a. Product:
a product is a bundle of physical, functional and phychological
benefits and features. A product has specific designing, shape, weight,
12

color, functions, quality, style, name, package etc.
A product is
designed to meet the needs and expectations of customers.
b. Price:
Pricing a product is a strategic policy to capture market, and to
earn a desired profit. Price is the money value of a product. The price
of a product should match the value perceived by its buyers. Price is a
means of promoting sales and the firms share in the market.
C. Promotion:
Promotion refers to the marketing communication with the
prospective buyers with a view to persuade them to buy the product.
d. Place:
Place stands for distribution, which covers the channels of the
physical distribution of the products.
The firm should select and
manage the trade channels through which it want its products to reach
the market, at the right time.
13
MARKETING MIX
Product
Product Variety
Quality
Design
Features
Brand name
Packaging
Size
Services
Warranties
Returns
Price
Promotion
List Price
Discounts
Allowances
Payment period
Credit Terms
Sales promotion
Advertising
Sales Force
Public Relations
Direct
marketing
Place
Channels
Coverage
Assortments
Locations
Inventory
Transport
14
CUSTOMER BEHAVIOUR
Customer behaviour is the decision process and physical activity

individuals engage in, when evaluating, acquiring, using or disposing of
goods and services.
Marketin
g Stimuli
Product
Price
Other
stimuli
Economic
Technologic
al
Place
Political
Promotion Cultural
Buyers
Characteristi
cs
Cultural
Buyers
Decision
Process
Problem
Buyers
Decisio
n
Product
recognitio
choice
Social
n
Informatio
Brand
n
Search
Evaluatio
Choice
Personal
Psychological
e Time
of
Purchas
alternativ
es
Purchase
Purchas
decision
e
Amount
Post
purchase
behaviour
15
MODEL OF BUYER BEHAVIOR

These are the major factors which influence Customer behaviour
Culture
Sub Culture
Social Class
Culture:
Culture is the most fundamental determinant of the persons
wants and behaviour.
Sub Culture:
Each culture consists of Smaller subcultures that provide more
specific identification and socialization of their members subculture
include nationalities, religions, racial groups, and geographic regions.
Social Class:
Characteristics:
Those within each social class tend to behave more alike than
personal from 2 different social classes.
Persons are perceived as occupying inferior or superior positions

according to social class.
16

Social class is indicated by a cluster of variables
Ex:- Occupation, Income, wealth, education and value orientation
rather by any single variable
Individual can move from one social class to another up or down

during their life time.
Reference groups:
A person reference groups consists of all the groups that have a
direct (face to face) or indirect influence on the persons attitude or
behaviour.
Group having a direct influence on a person are called
membership groups.
Family:
The family is the most important Customer buying organization
in society, it has been researched extensively family members
constitute the most influential primary reference group we can
distinguish between two families in the buyers life.
Marketers are
interested in the roles relative influence of the husband, wife and

children in the purchase of a large variety of products and services.
There roles vary widely in different countries and social classes.
17

Roles and statuses:
A person participates in many groups family, clubs, organization.
The persons position in each group can be defined in terms of role and
status.
A role consists of a activities that a person is expected to
perform. Each role carries a status.
Personal factors:
A buyers decisions are also influenced by person characteristics.
These includes the buyers age and stage in the life cycle, occupation,
economic circumstances, life style and personality and self concept.
Occupation also influences a persons consumption pattern.
Lifestyle: People from the same subculture, social class and

occupation may lead quite different lifestyles.
A lifestyle is person pattern of living in the world as expressed in

activities, interests, opinions.
Lifestyle portrays the Whole
person. Interacting with his or her environment.
Personality and self concept:
18

Personality we mea distinguishing psychological characteristics
that
lead
to
relatively
consistent
and
enduring
responses
to
environment.
Personality
can
be
useful
variable
analyzing
Customer
behaviour, provide that personality types can be classified accurately

and that strong correlations exist between certain personality types
and product or brand choices.
Self concept (Self Image):

Related to personality it self concept (or self image) marketers
try to develop brand images that match the target marketers self
image. It is possible that a persons actual self concept (how she
views herself) and from her other self concept (how she think other see
her) which will she try to satisfy in making a purchase? Because it is
difficult to answer this question, self concept theory has had a mixed
record of success in predicting Customer responses to brand images.
Psychological factors;
A persons buying choices are influence by 4 major psychological
factors.
Motivation
19

Perception
Learning
Beliefs and attitudes
Motivation:
A person has many needs at any given time. Some needs are
biogenic, they arise from physiological status of tension.
hunger, thirst, discomfort.
Such as
Other needs are psychogenic, they arise
from psychological status of tension such as the need of recognition.

Esteem or belonging. A need becomes a motive when it is aroused to
a sufficient level of intensity.
A motive is a need i.e., sufficiently
pressing to drive the person to act.
Perception:
A motivated person is ready to act. How the motivated person
actually acts is influenced by his or her perception of the situation.
Perception is the process by which an individual selects

organizers interprets information inputs to create a meaningful picture
of the world.
20

Learning:
When people act they learn.
Learning involves changes in a individuals behaviour arising from
experience.
Most human behaviour is learned learning theorists believe that
learning is produced though the interplay of drives, stimuli, cues,
responses and reinforcement.
21

Beliefs and attitudes:
Beliefs:
A belief is a descriptive thought that a person holds about
something. Belief may be based on knowledge, opinion or faith these
beliefs make up product and brand images and people act on their
images.
If some beliefs are wrong and inhibit purchase the
manufacturers will want to launch a campaign to correct these beliefs.
Attitudes:
An attitudes is a persons enduring favorable or unfavourable
evaluation emotional feelings and action tendencies towards some
object idea.
People have attitude towards almost everything religion, politics,

clothes, music, food. Attitudes put them into a frame of mind of liking
or disliking an object moving towards or away from it. Attitudes lead
people to behave in a fairy consistent way towards similar objects.
22
CHAPTER-3
COMPANY PROFILE
ABOUT CHEVROLET CARS MOTOR COMPANY
Established in 1967, Chevrolet Cars motor co. has grown into the
Chevrolet Cars mobis and over two dozen auto related subsidiaries
and affiliates.
Employing over 68,000 people worldwise, Chevrolet
Cars posted US$27.383 billion in sales (on a non consolidated basis).

Chevrolet Cars motor vehicles are sold in 193 countries through some
5000 dealership and showrooms.
Chevrolet Cars motor co., is a
sponsor of the 2006 FIFA germany world cup.
Further information
about Chevrolet Cars motor and its products is available.
Chevrolet
Cars motor India Limited (HMIL) is a wholly owned subsidiary of

Chevrolet Cars motor company, south korea and is the second largest
and the fastest growing can manufacturer in India.
HMIL presently
markets 31 variants of passenger cars in six segments. The santro in

the B segment, getz in the B+ segment, the accent in the c segment,
the elantra in the d segment, sonta embera in the E segment and the
Tucson and Terracan in the SUV segment.
The company recorded combined sales of 252, 851 during

calendar year 2005 with a growth of 17.26% over year 2004. HMIL is
23

Indias fastest growing car company having rolled out 10,00,0000 cars
in just 90 months since its inception and is the largest exporter of
passenger cars with exports of the over Rs. 1,800 crores.
HMIL has
recorded a growth of 27.2% in exports over the year 2004.
HMILS Fully integrated state of the - art manufacturing plant

near Chennai boasts some of the most advanced production, quality
and testing capabilities in the country.
In continuation of its
investment in providing the Indian customer global technology, HMIL

has announced plans for its second plant, which will produce 300,000
units per annum, raising HMILs total production capacity to 600,000
per annum by 2007.
HMIL is investing to expand capacity in line with its positioning as

HMCs global export hub for compact cars. Apart from expansion of
production capacity, HMIL plans to expand its dealer network, which
will be increased from 157 to 200 this year. And with the companys
greater focus on the quality of its after sales. Service, HMILs service
network will be expanded to over 1,000 in 2006.
The year 2005 has been a significant year for Chevrolet Cars
Motor India.
It achieved a significant milestone by rolling out the

24

fastest 200,000th export car. HMIL exports to over 60 countries
globally and made a foray into the highly competitive UK market by
exporting its first shipment of 820 cars.
HMIL has many awards in its bouquet. Recently Sonata Embera

won Executive Car of the year 2006
award by Business standard
motoring magazine and TUCSON has been declared as SUV of the

year
by NDTV profit car and bike awards 2006.
The mid size
Sedam Accent won two wards, Accent petrol no. 1 Entry mid size
car and accent Diesel no. 1 mid size diesel car by TNS.
declared The star company
business standard this year.
It was
amongst unlisted companies by
Getz got the coveted Car of the year
2005 award twice over. It was declared a winner by both business

standard motoring and CNB TV 18 Auto car Auto awards.
Hundai
Elantra won the CNBC TV 18 Auto car Best value for money car
award.
HMIL was also the manufacturer of the year two years in a row
in 2002 and 2003. ICICI overdrive awards declared Chevrolet Cars as
the Car maker of the year in 2003.
Chevrolet Cars products with
state of the art technology have also been winning many accolades
over the years. Santro bagged top honours in JD power Asia Pacific for
25

three years. Accent was ranked No.1 in JD power Asia Pacific APEAL for
two years and also got business standard motoring jury award for its
CRDI model.
HMIL has also been awarded the benchmark ISO 14001

certification for its sustainable environment management practice.
Chevrolet Cars is committed to making vehicles that

make the world a better place to live in. from design stage to
production, all processes are concentrated on making cars that
pollute a lot less and exceed global benchmarks.
Chevrolet Cars Motor India has been awarded the benchmark ISO
14001 certification for its sustainable environment management
practices. Living up to its commitment of providing global standards of
quality and process management in India, Chevrolet Cars had put in
place an environment management system (EMS) at its manufacturing
plant in Chennai right from its project stage. The certification process
was completed in a record time of 10 months with zero NCRs. The
assessment was done by TUV SUDDEUTSCHLAND and covered areas
like Awareness Training, Technology upgradation, recycling, waste
management and fulfilling government regulations.
26

HMI is also working on a backward integration strategy that will
support vendors of the company in implementing EMS.
Chevrolet Cars motor company.S.Korea, the parent of HMI, has

been
doing
considerable
work
on
sustainable
environment
management. The company has a well defined framework in place for

developing products that reduce pollutant emissions and processes for
preservation of natural resources and energy along all the stages of
the product life cycle from production, sales, use to disposal.
The
company has also been in the forefront of development of environment

friendly technologies like Hybrid Electric Vehicles (HEVs) and Fuel Cell
Electric vehicles (FLEVs) and has been awarded the ISO 14001
certification for all its three major plants in Ulsan, Asan and Jeunju in
S.Korea.
SOCIAL RESPONSIBILITY
Hundai, as a responsible corporate citizen is committed to
sustainable
social
development
and
the
preservation
of
the
environment. All the companys key manufacturing units, including the

Indian Plant have the ISO 14001 certification for its environment
27

management practices. As a part of its social responsibility programs,
the company conducts various campaigns to spread awareness of in
car safety and safe driving practices, particularly targeted against
drunken driving, speed etc.
As a part of its community development projects, the company

has adopted a new villages around its factory in Tamil Nadu and has
been working towards the social and economic development of these
villages, assisting them in the area of primary health care, education,
basic amenities and employment opportunities.
Dream, Strive, Achieve is the mantra of every individual

working in this Rs. 4800 crore company situated in Sprawling
550 acre facility located in Tamil Nadu.
CAREER OPPORTUNITIES
Dream, Strive, Achieve is the mantra of every individual
working in this Rs. 4800 crore company situated in a sprawling 550
acre facility located in Tamil Nadu.
HMI houses state of the art
production techniques and has a workforce of more than 2700
28

employees. HMI is a wholly owned subsidiary of Chevrolet Cars motor
corporation Korea, which is $ 15 billion strong company.
Chevrolet Cars brings with itself the latest in technology. Quality

and people practices ensuring in providing the right sync to produce
the best cars by bringing out the best in people.
You could play a
decisive role in transforming the automobile landscape in India by

being part of this adrenaline pumped team.
You can find out more
about careers with us. Email your resume to recruit@htmil.net. So that

we can spot the right opportunity for you.
See the career openings at present.
Click on our current
opportunity.
29
30
31
ORGANISATION STRUCTURE
MANAGING
DIRECTOR
GENERAL
MANAGER
Product
Manager
Sales
Executive
Delivery
boys
Office
supervisor
Work
Manager
Sales
Manager
Account
Service
Adviser
Assistant
Assistant
Senior
Technician
Workers
Helpers
32
SALES DEPARTMENT
Department Hierarchy
Managing
Director
General
Manager
Product Manager
Product Manager
Sales consultant
Delivery boys
33
WORK PROFILE
SALES MANAGER
The sales manager is engaged in catering the needs of the total
sales department. He also looks after the customers needs and makes
a provision and arrange for financial availability on customers
demands.
SALES EXECUTIVE:
The executive is involved in guiding the customers about the
features of the product.
He provides complete product knowledge
about the technical aspects and fuel consumption and benefits over
the other brands available in the market to potential Customers.
SALESMAN:
The salesmen are spread out into the field attracting more and
more customers the firm has appointed two salesman in each taluk of
the district.
34
SERVICE DEPARTMENT
Managing
Director
Works manager
Service Adviser
Spares incharge
Assistant
Senior Technician
Workers
helpers
35
WORK PROFILE
RECEPTION
At the reception the customers are greeted and the record of the
services provided to different vehicles is maintained.
A seating
provision made, accompanied by a television set to the customers so

that the customers find a good time while their vehicles are being
services.
WORKS MANAGER:
The manager supervises the performance of all the personnel
engaged in the service department. He is entitled to perform all the
necessary activities falling under his purview.
SUPERVISOR:
The supervisor is in charge of the services to be provided to the
vehicles. He has to determine the kind of service the vehicle needs
when it is brought to the workshop. He has to supervise the working of
the workers. The supervisor is provided with 3 workers in his team.
WORKERS:
36

The workers provide their services to the vehicles depending
upon the instructions of the supervisor depending upon the speed and
accuracy. The worker is assigned work.
HELPERS:
These are the people who further assist the workers.
They
engage themselves in carrying the instructions placed by the workers

or sometimes also the supervisors.
WORKFLOW:
The department maintains the record of the business in the
format provided by the company through its software.
It also
maintaining a job card that will be filled in by the supervisor depending

upon the requirements the customers need to be provided to their
vehicle. Further this job card will be sent to the spares department to
get the required spare parts for the vehicle.
On receiving all the
necessary accessories the servicing will be done.

A few special automated equipments are available for the radiant
servicing of the vehicles.
These equipments reduce the time
consumption and provide the best service.
Special Equipment available:
Pneumatic guns
37

Clutch holder
Breaking extractor
Magnet holder
Mechanical ratcher
Multi-utlity roller text bench
Functions:
Pre-delivery inspections
Service repair
Final Inspection
Accident repair, denting and washing
Training
EXPLANATION
Before
delivering
vehicle
to
the
customer
the
workshop
department workers check the vehicle whether it is in a good condition

or not.
38

The work starts from servicing the vehicle, according to the
customers needs the service is done.
First the job card is to be
prepared here.
After complete services are rendered the inspection is done

infront of the customer. It is called final inspection.
39
SPARES DEPARTMENT
Managing
Director
General
manager
Spares
Manager
Assistant
40
WORKPROFILE
SPARES MANAGER
The manager manages all the activities of the activities of the
spares department right from placing an order to the company to
regularly checking the stock and meeting all the spares requirements
of the firm.
ASSISTANT SPARES:
The assistant serves as a helping hand to the manager in all the
activities he perform in regard with the spares department.
WORKFLOW:
The firm records and maintains the transactions in the format
provided by the company through a software. It maintains a job card
that has a specified format which should be filled in by the customers
themselves or is filled in by the service department based on the
requirements of the service the customer needs.
This department deals with proper maintenance of spares

required for vehicles. This includes spare parts required for the smooth
maintenance of the vehicles.
Accessories refer to the extra items,
41

which makes vehicle look grand. Some of the accessories are seat
covers, wheel caps etc.
WORK PROFILE:
SPARES MANAGER:
The manager manages all the activities of the spares department
right from placing an order to the company to regularly checking the
stocks and meeting all the spares requirements of the firm.
ASSISTANT SPARES:
The assistant serves as a helping hand to the manager in all the
activities h perform in regard with the spares department.
WORKFLOW
The firm records and maintains the transactions in the format
provided by the company through a software. It maintains a job card
that has a specified format should be filled in by the customers
themselves or is filled in by the service department based on the
requirements of the service the customer needs.
42

This department deals with proper maintenance of spares
required for vehicles. This includes spare parts required for the smooth
maintenance of the vehicle.
Accessories refer to the extra items,
which makes vehicle look grand.
Some of the accessories are seat
covers wheel caps etc.
Functions:
Procurement of spares and accessories
Issue of spares and accessories to workshop
Counter sales
Inventory control of spares
Training
Explanation:
It includes procurement of spares and accessories required by
stores, and it also includes proper checking of shortages.
As and when servicing is carried on in workshop requirement of
spares and accessories will be high, so all these work should be carried
by this department itself.
43

Spares and accessories are sold on the counter while servicing a
particular vehicle if any spares are required they are sold through this
counter only.
Ex:- Nuts, bolts etc.
Here each and every kind of spare parts are maintained properly.
Highly moving spares are having more demand and should be kept full
without shortages the manager is responsible for all the shortage and
proper maintenance.
Training is given to the employees who are working in spares

department. If new accessories come to the showroom. Then proper
training is necessary for them, so spares manager undertakes this
work.
ACCOUNTS / FINANCE DEPARTMENT

DEPARTMENT HIERARCHY
Managing
Director
General
manager
44
SeniorCashier
Accountant
No firm can operate without adequate funds. They are lifeblood

of any company this department is pivotal for any organization. This
department deals with maintaining the accounts and checking the
accounts. If contain the proper checking of accounts related to cash
transactions while purchasing the vehicles. All accounts work is done
through computers.
FUNCTIONS:
Bank Transactions
Daily Reconciliation
Party ledger
Expense control
EXPLANATION:
45

The customers who have purchase the vehicles on loan basis are
concerned to Bank. So the transactions are done through banks.
In this section, daily records of various accounting transactions
are maintained and verified.
Each and every customers ledger account is been prepared.
Because, the customer might have taken the vehicle on loan or cash.
But it is necessary for checking the total sales.
Proper steps are taken by the management to control the
expenses related to operation in the business.
46
CHAPTER-4
ANALYSIS AND INTERPRETATION OF THE

STUDY
1. Table showing Classification of Respondents on the Basis of
Qualification and Occupation
Qualificati
Under
Post
Graduat
on /
Graduat
Graduat
e
Occupation
e
e
Inservice
0
7
6
Administrat
0
4
10
Diplom
a
Othe
r
Total
0
0
2
0
15
14
ors
Own
45
11
10
67
Business
Student
Housewife
Others
Total
0
0
0
0
1
1
2
60
0
0
0
27
0
0
0
1
0
0
0
12
1
1
2
100
From the above table it was noted that, of the total respondents,
67 percent were businessmen, comprised of 67 percent graduates, 16
percent post graduates, 15 percent others and 2 percent diploma
holders. where as 15 percent were servicemen comprised of 47
percent graduates, 40 percent post graduates and 13 percent others
followed by 14 percent administrators comprised of 71 percent post
graduates and 29 percent graduates, other comprised of cent percent
47

graduates, where as 1 percent students were comprised of cent
percent graduates and 1 percent house wives were comprised of cent
percent graduates.
48

Sex and Qualification
Qualificati
on / Sex
Male
Female
Total
Under
Post
Graduat
Graduat
Graduat
e
e
e
0
55
27
0
4
0
0
59
27
Diplom
a
Othe
r
Total
1
1
2
12
0
12
95
5
100
From the above table it was noted that of the total respondents,
95 percent were male of which 58 percent were graduates, 29 percent
were post graduates, 12 percent were of other qualification and 01
percent were diploma holders, where as 5 percent were female of
which 80 percent were graduates and 20 percent were diploma
holders.
49
50

Sex in Relation with Occupation
Occupatio
n / Sex
Male
Female
Total
Inservice
Administrato
rs
Own
Busines
s
Studen
t
Hous
e
wife
Other
s
Tota
l
14
1
15
14
0
14
63
4
67
1
0
1
0
1
1
2
0
2
94
6
100
94 percent were male of which 15 percent were inservice, 15 percent
were administrators, 67 percent were having own business and 02
percent were of other occupation, where as 04 percent were female
who were business women.
51
52

occupation in relation with monthly income
Occupation
/ Monthly
Income
In
Servic
e
Administrato
rs
Own
Busines
s
Studen
t
Hous
e
Wife
Other
s
Total
Below
00
01
01
00
00
00
02
15000
15000-
15
14
66
01
00
01
97
25000
25000-
00
00
00
00
00
01
01
35000
Above
00
00
00
00
00
02
100
35000
Total
15
15
67
01
00
02
100
66 percent were businessmen who full under monthly income group of
15000-25000, 15 percent were servicemen falling under income group
of 15000-25000, 14 percent were administrators falling under income
group of 15000-25000, 01 percent were administrators with monthly
income of below 15000, 01 percent were businessmen with monthly
income of below 15000 followed by 01 percent of other occupation
with monthly income between 25000-35000.
53
54

5. Table showing Sex of the Respondents
Sex
Male
Female
Total
No. of Respondents
94
06
100
From the above table it was found that, of the total respondents
94 percent were male and 6 percent were female.
55
56

6. Table Showing Qualification of the respondents
Qualification
Under Graduate
Graduate
Post graduate
Diploma
Others
Total
Respondents
00
59
27
02
12
100
From the above table, it was noted that of total respondents, 59

percent were graduates, 27 percent were post graduates, 2 percent
were diploma and 12 percent were of other qualification.
57
58

7. Table Showing Marital Status of the Respondents
Marital Status
Single
Married
Total
No. of Respondents
01
99
100
99 percent were married and 01 percent were single.
59
60

8. Table Showing Occupation of the Respondents
Occupation
In service
Administrator
Own Business
Students
Housewife
Others
Total
No. of Respondents
15
14
64
01
01
02
100
84 percent were businessmen, 15 percent were servicemen, 14
percent were administrators, 2 percent were of other occupation, 1
percent were students and 1 percent were housewives.
61
62

9. Table Showing Monthly Income of the Respondents
Monthly Income
Below 15000
15000 25000
25000 35000
Above 35000
Total
No. of Respondents
02
97
01
00
100
From the above table it was noted that, of the total respondents
97 percent fall under monthly income group of 15000 25000, 2
percent fall under income group of below 15000 and 1 percent fall
under income group of 25000 35000.
63
64

10. Table Showing the uses of Chevrolet Cars Products
Usage
Yes
No
Total
Respondents
100
20
100
From the above table it was noted that, 80 percent of the

respondents have used Chevrolet Cars products and remaining 20
percent said no.
65
66

11. Table Showing the comparison of Chevrolet Cars Products
prices with other Brands
Particulars
Weight
High
Average
Below average
Poor
Total
4
3
2
1
4
No. of
respondents
0
98
1
1
100
Actual Score
0
294
2
1
297
An attempt is made to study the comparison of Hundai Motors

Products prices and follows weightage is give below.
Likerts Scale Technique
Actual Score
x 100
Total Score
=
=
297
x100
4 x100
297
x100 75 percentage
400
From the above table and calculation it was noted that on an

average 75 percent of the respondents were opinion about the
comparison of Chevrolet Cars Products prices with other brands was
high.
67
68

12. Table Showing the comparison in performance of Chevrolet
Cars with other brands
Excellent
Very good
5
4
No. of
respondents
15
44
Poor
Good
Satisfactory
Total
3
2
1
5
0
36
5
100
Particulars
Weight
Actual Score
75
16
0
72
5
168
An attempt is made to study the comparison of Chevrolet Cars

products prices and follows weightage is given below.
Likerts Scale Technique
Actual Score
x 100
Total Score
168
x100
5 x100
168
x100 34 percentage
500
From the above table and calculation it was noted that on an

average 34 percent of respondents were of opinion about the
comparison in performance of Chevrolet Cars with Other brands was
Excellent.
69
70

13. Table Showing the Awareness Towards Chevrolet Cars
Awareness
Yes
No
Total
Respondents
100
00
100
From the above table it was analysed that cent percent of

respondents were aware of Chevrolet Cars.
71
72

14. Table Showing the Media Through which respondents
came to know about the brand
Media
T.V.
Newspaper
Publicity
Friends
Family
Advertisement hoardings
Others
Total
Respondents
24
30
0
29
14
3
0
100
30 percent came across the brand through print media, 29 percent
came across the brand through friends, 24 percent came across the
brand through, television, 14 percent came across the brand through
family members and 03 percent came across the brand through
advertisement hoardings.
73
74

15. Table showing the factors, which made respondents to
prefer Chevrolet Cars products
Factors
Price
Quality
Brand name
Safety
Others
Total
Respondents
0
70
13
2
15
100
Fro the above table it was noted that of the total respondents 70
percent preferred the Hundai product because of its quality, 15 percent
preferred the Chevrolet Cars product because of other factors 13
percent preferred the Chevrolet Cars product because of brand name
and 02 percent preferred the product because of safety factor.
75
76

16. Table showing the satisfaction with Chevrolet Cars
Products
Satisfaction
Yes
No
Total
Respondents
100
00
100
From the above table it was noted that cent percent of the
respondents were satisfied with the performance of the Chevrolet Cars.
77
78

17. Showing Classification of Respondents on the basis of
reasons for satisfaction
Attributes
Price
Quality
Brand name
Mileage
Others
Total
Respondents
0
17
10
73
0
100
73 percent were satisfied because of mileage, 17 percent were
satisfied because of quality and 10 percent were satisfied because of
brand name.
79
80

18. Table Showing the Recommendation Regarding
Improvements by the Respondents
Factors
Respondents
00
31
65
4
0
100
Availability
Colours
Style
Quality
Others
Total
65 percent recommended improvement in the styling of Chevrolet Cars
products, 31 percent recommended improvement in colours, finishing
of
Chevrolet
Cars
products
and
04
percent
recommended
improvements in quality of the Chevrolet Cars products.
81
82

19. Table Showing the satisfaction with the range of Chevrolet
Cars
Satisfaction
Yes
No
Total
Respondents
100
0
100
From the above table it was noted that cent percent of the
respondents were satisfied with the range of Chevrolet Cars.
83
84
CHAPTER-5
FINDINGS, CONCLUSION & SUGGESTIONS

FINDINGS
It was found from study that 44 percent of respondents felt that

the performance of Chevrolet Cars is very good.
It was found from study that 98 percent respondents felt that

Chevrolet Cars products deal with average range of prices.
It was found from study that 100 percent respondents were used
of Chevrolet Cars.
It was found from study that 97 percent respondents fall under

monthly income group of 15000-25000.
It was found from study that 80 percent of respondents were

aware of Chevrolet Cars products.
It was found from study that print media was effective in creating
awareness about the product for customer.
85

It was found from study that 70 percent of respondents preferred
Chevrolet Cars for its quality.
It was found from study that cent percent respondents were

satisfied with Chevrolet Cars products.
It was found from the study that 73 percent of the respondents

were satisfied with Chevrolet Cars because of its mileage.

recommended, improvement in style of Chevrolet Cars motor
products.

were male who were graduates.
86
CONCLUSION
The study concludes with a note that the Customers in Gulbarga

city represents a diversified set with different social, cultural and
economical background. The survey conducted for the purpose of the
study provides an insight into the Customers taste, expectations,
preference, attitude and behaviouir towards the Chevrolet Cars
products.
Chevrolet Cars has been able to grab the attention of the people
with its unique range of products suiting different preferences and
tastes of different section of potential customers and prospects. In a
very short time of period Chevrolet Cars has been able to enjoy good
awareness level regarding its product and which in turn has ignited the
buying decision making process in the minds of prospects.
The authorized dealer for Chevrolet Cars products in the city

have put in stringent efforts to popularize the brand of Chevrolet Cars
and have succeeded to target the customers and bring into its fold.
87
SUGGESTIONS
1. It is suggested that the company and dealers have to use the

print and television media for promotional and advertising
activities as they have been able to reach maximum people.
2. The dealers have to take up efforts to popularize the schemes
and benefits they are extending to the customers for buying the
Chevrolet Cars products.
3. The majority of the users of Chevrolet Cars products were
males, it is suggested to target the female customers and bring
them into its customer base.
4. It is suggested Chevrolet Cars to bring its products with various
colour finishing.
88
BIBLIOGRAPHY
1. Marketing Management ( Ninth Edition )

By Philip Kotler
2. Marketing
By Patanshetty Palekar
3. Internet: www.Chevrolet Cars.org
89
QUESTIONNAIRE
1. Name
2. Age
3. Sex
: Male
Female
4. Education:
a)
c)
e)
Under Graduate [
Post Graduate
[
Others
]
]
[
b)
d)
Graduate
Diploma
[
[
]
]
b)
Married
]
5. Marital Status
a)
Single
]
6. Occupation
a)
In Service
b)
Administrator
c)
e)
Own Business
House wife
[
[
]
]
d)
f)
]
Student
Others
[
[
]
[
]
7. Monthly income
a)
Below 15000
c)
]
25000-35000
[
[
b)
15200-25000
d)
]
Above 35000
8. Have you used Chevrolet Cars Products?

a)
Yes
b)
No
]
90
91

9. Please name the brand you are aware of (X/)
a)
Chevrolet Cars
b)
Maruti
]
c)
e)
g)
Toyota
Opel
Honda
i)
]
Mistubishi
[
[
]
]
[
d)
f)
h)
Ford
Mahindra
Tata
j)
Others
[
[
[
]
]
]
[
]
10. Which of the following Chevrolet Cars product are you aware of?
a)
c)
e)
g)
Spark
Aveo-U-Va
Captiva
Tavera
[
[
[
[
]
]
]
]
b)
d)
f)
h)
Beat
Chevrolet Aveo
Cruze
Optra Magnum
[
[
[
[
]
]
]
]
11. How do you compare Chevrolet Cars project prices with others
brands?
(X/)
a)
c)
High
Below Average
[
[
]
]
b)
d)
Average
Poor
[
[
]
]
12. How do you compare the performance of Chevrolet Cars Products

with
other (X/)
a)
c)
e)
Excellent
Poor
Satisfactory
[
[
[
]
]
]
b)
d)
Very good
Good
[
[
]
]
13. Where you aware of Chevrolet Cars Products before

a)
Yes
b)
No
92

14. If yes how did you come to know? (X/)
a)
c)
e)
T.V.
Publicity
Family
g)
]
Others
[
[
]
]
[
b)
d)
f)
Newspaper
Friends
Advertisement
[
[
[
]
]
]
]
15.
Which of the following factors made you prefer Chevrolet Cars
products?
a)
c)
Price
Safety
e)
]
Others
]
[
b)
d)
Quality
Brand Name
]
[
]
[
]
16. Have you satisfied with Chevrolet Cars Products?
a)
Yes
b)
No
17. Yes then put out the reasons for satisfaction with Chevrolet Cars
Motor Products
a)
c)
Price
Brand Name
e)
]
Others
]
[
b)
d)
Quality
Mileage
[
[
]
]
]
18. On what following aspects you recommend improvements.
a)
c)
e)
Availability
Style
Others
[
[
]
]
[
b)
d)
Colours
Quality
[
[
]
]
]
93

19. Are you satisfied with the range of Chevrolet Cars?
a)
Yes
b)
No
20. Suggestions:
94

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CUSTOMER BEHAVIOUR TOWARDS CHEVROLET

PRODUCTS IN GULBARGA CITY

understanding what Customer wants and

supplying it more efficiently.

The marketing of today includes different subjects like product

Motivation for Customers, the buying patterns of Customers,

In this competitive market scenario, the marketing department is

CUSTOMER BEHAVIOUR TOWARDS CHEVROLET

PRODUCTS IN GULBARGA CITY

CUSTOMER BEHAVIOUR TOWARDS CHEVROLET

PRODUCTS IN GULBARGA CITY

OBJECTIVE OF THE STUDY

To study the factors influencing Customers towards Chevrolet

To study the behaviour of Customers towards the Chevrolet Cars

To analyse the satisfaction level of Customers for Chevrolet Cars

To study the market potential and prospects of market growth for

CUSTOMER BEHAVIOUR TOWARDS CHEVROLET

PRODUCTS IN GULBARGA CITY

SCOPE OF THE STUDY

The new designs and structures of vehicles and accessories for

Hence, the study helps to get insight of the Customers taste,

CUSTOMER BEHAVIOUR TOWARDS CHEVROLET

PRODUCTS IN GULBARGA CITY

Questionnaire includes both open ended and close

ended questions. The researcher communicated the questions orally

CUSTOMER BEHAVIOUR TOWARDS CHEVROLET

PRODUCTS IN GULBARGA CITY

It was ensured that the sample size comprised of different

CUSTOMER BEHAVIOUR TOWARDS CHEVROLET

PRODUCTS IN GULBARGA CITY

LIMITATION OF THE STUDY

The sample size was of 100 respondents which itself was a

The information gathered may have small percent of deviation

The information given by the respondents may or may not be

CUSTOMER BEHAVIOUR TOWARDS CHEVROLET

PRODUCTS IN GULBARGA CITY

The study is divided into 5 main chapters.

The first chapter

consists of introduction to the study, objectives of the study,

Limitations of the study and chapter

The second chapter consists of theoretical background about

The third chapter consists of a brief study on CHEVROLET CARS

The fourth chapter consists of Data analysis and interpretation.

CUSTOMER BEHAVIOUR TOWARDS CHEVROLET

PRODUCTS IN GULBARGA CITY

Marketing is the analysis, planning, implementation and control

heavily on the adaptation and co-ordination of products, price,

Marketing includes all these activities have to with effecting

American Marketing Association

Marketing consists of those efforts, which effect the transfer in

CUSTOMER BEHAVIOUR TOWARDS CHEVROLET

PRODUCTS IN GULBARGA CITY

implementing and controlling marketing effort.

Companies have to identify long and short term marketing

positioning strategy for the target market.

Having selected the

The marketing strategy

must be transformed into marketing programmes by deciding on

The final step is

organizing the marketing resources and implementing and controlling

CUSTOMER BEHAVIOUR TOWARDS CHEVROLET

PRODUCTS IN GULBARGA CITY

understanding of its dimensions. This process of subdividing market is

Why Marketing Research: