Consumer Attitude towards Chevrolet Spark

A case study of Frontline Automobiles, Shimoga

CHAPTER CONTENTS

Chapter 1: Introduction
 Introduction
 Objectives of the study
 Scope of the study
 Methodology
 Limitations of the study

Chapter 2: Industry Profile

 Introduction
 History of vehicles
 Vehicle industry in India
 Evolution of automobile industry
 Market segmentation

Chapter 3: Company Profile

Chapter 4: Product Profile

Firm Profile

Chapter 5: Data Analysis and Interpretation

Chapter 6: Findings, Suggestions and Conclusion

Annexure
 Questionnaire
 Bibliography

Page 1
 Chapter – 1
INTRODUCTION

 Introduction
 Objectives of the study
 Scope of the study
 Methodology
 Limitations of study

Page 2
 INTRODUCTION

This project report offers details regarding marketing of passenger cars of

Frontline Automobiles and market share of passenger cars manufactured by Chevrolet
includes the study of marketing position of “Frontline Automobiles, Shimoga”.

In the Modern World, the passenger cars are playing an important role as a
means of convenient transportation. The passenger cars have really been a boon to
mankind. It is deemed to be the best means of transportation to be in the city, in fact
it has become a fashion to ride the 4 wheeler in city some take it for fun and prestige
or status, and others for transportation from one corner to another.

In this project report an attempt is made to bring out the details regarding
history, achievements for the dynamic growth of the Frontline Automobiles and also
attempts have been made to bring out details regarding history of transportation and
history of improving of models, competition in present market of cars, more stress is
given towards the case study of Chevrolet Spark at Shimoga, who is the authorized
Dealer for Frontline Automobiles. Attempts have also been made to certain
suggestions regarding the market strategy.

The study makes an attempt to identify the buying motive of Chevrolet Spark
car with special reference to Frontline Automobiles, Shimoga. The primary objective
of the study was to find out the various drives that motivate customers to buy
Chevrolet Spark car. The research design chosen for the study was descriptive
research study.

Page 3
 The population for the study is the valuable customers from Shimoga district of
Chevrolet Spark car. The sample size for the study was 50 and the technique was
convenience sampling. The findings reveal that the majority of customers were
influenced by the comfort of the Chevrolet Spark car. There are also some suggestions
for motivating customers to buy Chevrolet Spark. It is hoped that the study will
definitely help to accomplish the need for knowing more about the customer there by
it helps the company to develop marketing strategies and achieve the major objective
from that.

OBJECTIVES

 To know about passenger Cars in India.

 To analyze the consumer attitudes towards the cars manufactured by Chevrolet
and the factors that influences their buying decisions.
 To analyze the promotional activities of Spark cars by Chevrolet
 To analyze the sales performance of Chevrolet Spark.
 To know the market share captured by the Chevrolet Spark cars.
 To know the competitors of Chevrolet Spark and their shares in the market.
 To know the specifications of various passenger cars.
 To analyze the problems faced by the Frontline Automobiles.
 To give suggestions for improving the market strategy of Frontline
Automobiles, if necessary.

Page 4
SCOPE OF THE STUDY

The study is restricted to the consumer attitude towards the Chevrolet Spark
cars at Frontline Automobiles, Shimoga.

The report includes the effect that has been taken by Chevrolet and Frontline
Automobiles, Shimoga to improve the quality and also to push up the sales. The
survey includes the post purchase and a few prospective buyers of the products.

The sample size for the study was 50 and the technique was convenience
sampling. The findings reveal that the majority of customers were influenced by the
comfort of the Chevrolet Spark car. There are also some suggestions for motivating
customers to buy Chevrolet Spark

Today the existence of an organization depends on its ability to understand the

customers and producing and delivering products or services according to those
needs.

This project indented to find out the buying motives of Chevrolet Spark car
with special reference to Frontline Automobiles. This study will help the company to
redesign their marketing strategies such as product design, sales promotion activities
etc. so as to meet the needs of customers.

Page 5
 As per the scope of the study is concerned, the study helps to find out the
various buying motives of Chevrolet Spark customers in Shimoga. It will also help the
company to know more about their customers. It is hoped that the analysis will help
the company to develop marketing strategy and achieve the major objective from that.

METHODOLOGY

Research Design
A research design is a logical and systematic plan prepared for directing a
research study. It is the program that guides the investigator in the process of
collecting, analyzing and interpreting observations.
Here descriptive research design is used for analyzing buying motive of
Chevrolet Spark cars. It is very simple and more specific than exploratory study. The
descriptive study is a fact finding investigation with adequate interpretation.
The descriptive study aims at identifying the various characteristics of a
problem under study. It reveals potential relationships between variables and also
setting the stage for further investigation later.
Sampling Technique
A part of the population is known as sample. The process of drawing sample
from a population is known as a sampling.

Non probability sampling

It is not based on the theory of probability.
It does not provide a chance of selection each population element. The merit of
this type sampling is simplicity, convenience and low cost.

Convenience sampling is the sampling technique used here. In this sampling

we select whatever sampling unit is conveniently available. It lays groundwork for
subsequent probability sampling.

Page 6
Sample Size
The researcher has to select a relevant fraction of the population, which is a
representative of the entire population. The sampling size will be small in the case of
the descriptive study where less than 1 percent is sufficient to provide reliable results.
Here the sample size is 50 samples and it is limited to the area of Shimoga city.

Collection of data

Data Sources
In this stage, there is a need to gather primary as well as secondary data.
Primary data are collected on original information gathered for a specific purpose
either through personnel interviews / questionnaires etc. Secondary data is collected
from already existing sources in various organization brochures and records.

Primary Data
 The factor-affecting consumer to buy Chevrolet Spark cars.
 Effect of advertisement.
Secondary Data
Secondary data for the study were collected from the various sources like.
 Library reference
 Technical and subject based books.
 Journals and magazines.
 Websites and other previous studies.
Tool for Data collection
A well structured questionnaire was used to collect the primary data from the
customers. The customers were given multiple choices to select their particular
answers.

Page 7
Limitations
 The study was confined to only Shimoga city. Therefore the results cannot be
generalized.
 Customers were reluctant to answer certain questions.
 The result generated out of the study is completely dependent on the nature of
the response given by the customers.
 Short span of time was a limiting factor.
 Customer satisfaction varies from time to time. It will not remain constant.
 Despite of these limitations, a sincere attempt has been made to collect and
analyze the data and present the information as accurately as possible.

Page 8
 Chapter -2
INDUSTRY PROFILE

 Introduction
 History of vehicles
 Vehicle industry in INDIA – a view
 Evolution of automobile industry
 Market segmentation

Page 9
 HISTORY OF VEHICLES

INTRODUCTION

Transport means conveyance or movement of goods and persons from one

place to another place. Transport is quite essential, as it plays a very important role in
the economic development of a country. It performs many functions such as

 It widens the market for goods by facilitating the movement from one place to
another.
 It leads to large-scale production, it intern leads to reduction in the cost of
production.
 It contributes to the development of towns and ports.
 It facilitates efficient administration.
 It is essential for national defense.
 It provides employment to millions of people.

As human beings, from ancient times to the 20th century, sought to make their
Transport facilities more efficient, they have always end devoured to more people and
property with the least expenditure of time, effort and cost improve transportation
have helped to make possible progress towards better living.

Automobile

Automobile is a self – propelled passenger vehicle designed to be operated on

ordinary roads. In general motor vehicle may be classified into several types
according to the service by the render. They may be motorcar, motorcycle, scooter,
tractor, and trailers. But all the vehicles need fuel petrol and diesels, which are
essentially used for automobile operations. As the natural resources of petrol and

Page 10
diesel are being used up rapidly there is a need for a new fuel, for which
experimentations which is going on.

History of Vehicles

The original idea of automobile cannot be attributed to any individual as many

individuals worked simultaneously on parts of assembly lines. They produced many
automobiles in short time. Ford was able to lower prices so that many more people
could afford automobiles & other manufacturers did the same. After II world war,
volks waglh, a German company began to sell many of its small cars. The small cars
where called “Beetles”, now- a – days cars are largely produced in Germany and
Japan which has greater sales throughout the world.

At the turn of the century, 40% of the automobile where powered by steam,
38% by electricity and 22% by Gasoline. In the face of gasoline cars unreality, noise
and vibration and the steamers complications thirst. The electric offered attractive
selling points notably, instant self starting silencer and minimum maintenance the first
automobile the exceed 100 km/hr was an electric car.

The peak years of electric acceptance was 1912, when 20 companies where in
the trade and 33.842 cars where registered in U.S. the country in which electric car
had a maximum acceptance. It was another application of battery power. The electric
self – starter than did as much as any thing to doom the electric car by eliminating the
dreaded hand crank and making the internal combustion engine car amenable to
operation by women.

Page 11
 The electric car came in for its share during the general re-examination of the
automobile following 2nd world war, many variations on these were proposed and a
number of vehicles where constructed and marketed. The problems of battery weight,
low speed and short range where notably diminished. However, and new forms of
battery tubular lead acid, silver peroxide – zinc, cobalt ceramic were expensive exotic
are dangerous. Manufactures of gasoline powered cars resisted proposals electric
propulsions on the grounds that, like the steam car, it posed technical problems of
such complexity that solutions world require large expenditure and many years.

Universal change over to the electric automobile, seriously proposed in some

quarters as an anti pollution imperative, would have vast effects on the carry two
persons, i.e., the driver and the passengers. Automobiles are produced in large
automated factories that build many vehicles.

Early experiments on vehicles

Leonardo Da Vinli considered that the idea of the self propelled car. In 1760,
J.H. Gene viol’s, suggested mounting small windmills on a car like vehicle, their
power to used to wind springs that would move the road wheel. Generous idea
probably described from a wind mill car of a boat in 1714, two – misted wind
carriages were running in the Netherlands in 1600 and a special of 20 miles per hour
with a load of 28 passengers was claimed for at least one of them. The first record
suggestion of wind use was probably Robert Voltaire’s unrealized plan for a car
powered by windmills geared to the wheels.

In 1748, a carriage propelled by a large clockwork engine was demonstrated in

Paris by the versatile inventor Jacques Devanlanson and the air engine is through to
have oriented by a German physicist Otto van guricke. In the 17 th century Dutch

Page 12
inventor, Christian Huygens, produced an engine that worked by air passenger, Denis
Pippin of France built a model engine on the vacuums principle.

History of Indian car automobile industry

The automobile sector saw a boom in the post liberalization period. The
buoyancy in the auto sector was primarily due to a vibrant economy with an average
GDP growth of approximately 6% changes in Government policies increase in
purchasing power (especially of the upper middle class), increase in life styles,
availability of car finance etc. Though the market has boomed, the individual players
are likely to see set back in the near picture done in tense competition. Several joint
ventures have been signed and several are expected in the future.

The smooth sailing sector saw a sudden jerk in last quarter of 1996. The
automobile industry, which contributed substantially to industrial growth in 1995 –
96, failed to maintain the same momentum in the first half of 1996 – 97. The
automobile production has fluctuated throughout the first half of the current year
though if recovered in December 1996, posting a growth of 17%, the rate of growth of
25%, which the industry manages in 1995 – 96 will not be sustained with production
still out patching rates in most of the segments of the market.

Auto stocks plummeted, with the large players suffering more casualties than
the smaller ones. Industry sources point out to the slow down in sales, building up of
inventories and slashing of production targets as the cause of the crash while one
school of thought believes that this is a temporary phases was caused by the special
custom duty of 2% levied on the auto industry in 96 – 97 budget (as most of the new
entrants import 50 – 60% of their components in the form of CKD/SKD kits and post

Page 13
election fuel hike. The other school of thought argue that this hike was offset by the
cut in duty on plastics, electronic components, tyre (natural rubber) and steel.

Evolution of the automobile industry

Initial years
 Cars regarded as luxuries.
 Manufacturing was licensed; capacity expansion restricted.
 Import of cars was restricted to state trading corporation and foreign diplomats.
 High custom duty
 Sheep excise duties and sales taxes
 Market dominated by just two players premium automobiles ltd., and Hindustan
Motors Ltd.

1980’s
 Entry of Maruti Suzuki India Ltd., better product at lower price; enjoyed
Government support.
 Sellers market.
 Long waiting periods.
 Restriction on capacities.
 Limited choice.
 License requirements.
 High import duties.
 Auto finance became available but was limited to a few players.
 MUL captured a major market share PAL and HM were able to maintain volumes
but their market shares full drastically.

Page 14
1990’s

 Cars perceived as necessaries.

 Still a seller market.
 Long waiting periods continue
 Development of the mind price and luxury segments
 Increase in competition with the entry of foreign manufacturers especially after the
mid 90’s.
 Superior models and more choice.
 Change in the kind of products offered at present hire purchases schemes is more
prevalent than leasing; this is likely to be reversed in the future.
 Increase in importance of the sales and service network and infrastructure.

The 1990s began the decade in a recession, which resulted in weak auto sales and
operating losses. In addition, the Invasion of Kuwait by Iraq caused a temporary
jump in oil prices. However, the automakers recovered fairly quickly. In the mid-
1990s, light truck sales (which included Sport utility vehicles, Pickup trucks and
Minivans) began to rise sharply. Due to the Corporate Average Fuel Economy
standards differentiating between passenger cars and light trucks, the automakers
were able to sell large and heavy vehicles without fear of the CAFE fines. Low oil
prices also gave incentives for consumers to buy these gas-guzzling vehicles. The
American automakers sold combined, and even separately, millions of pickup
trucks and body on frame SUVs during this period. Imports such as the Toyota
4Runner, Land Cruiser, Tacoma, and Nissan Pathfinder and Frontier were also
hugely popular during this time period.

Page 15
2000 onwards
The automakers also continued their trend of purchasing or investing in foreign
automakers. GM purchased a controlling interest in Saab in 1990 and Daewoo
Motors in 2001, and invested in Subaru in 1999 and Fiat in 2000. They also
purchased the Hummer name from AM General in 1998. Ford purchased Volvo in
1999 and Land Rover in 2000. GM and Ford also established joint ventures with
Chinese auto companies during this period. GM's joint ventures are with Shanghai
GM, SAIC-GM-Wuling Automobile, and FAW-GM Light Duty Commercial
Vehicle Co Ltd. Ford's joint ventures are with Chang'an Ford and Jiangling Ford.

While the American automakers were investing in or buying foreign competitors,

the foreign automakers continued to establish more production facilities in the
United States. In the 1990s, BMW and Daimler-Benz opened SUV factories in
Spartanburg County, South Carolina and Tuscaloosa County, Alabama,
respectively. In the 2000s, assembly plants were opened by Honda in Lincoln,
Alabama, Nissan in Canton, Mississippi, Hyundai in Montgomery, Alabama and
Kia in West Point, Georgia. Toyota opened an engine plant in Huntsville,
Alabama in 2003 (along with a truck assembly plant in San Antonio, Texas) and is
building an assembly plant in Blue Springs, Mississippi. Volkswagen has
announced a new plant for Chattanooga, Tennessee. Also, several of the Japanese
auto manufacturers expanded or opened additional plants during this period. For
example, while new, the Alabama Daimler-Benz and Honda plants have expanded
several times since their original construction. The opening of Daimler-Benz plant
in the 1990s had a cascade effect. It created a hub of new sub-assembly suppliers
in the Alabama area. This hub of sub-assemblies suppliers helped in attracting
several new assembly plants into Alabama plus new plants in nearby Mississippi,
Georgia and Tennessee.

Page 16
In 1998, Chrysler and the German automaker Daimler-Benz entered into a "merger
of equals" although in reality it turned out be an acquisition by Daimler-Benz.
Thus the Big Three American-owned automakers turned into the Big Two
automakers. However, a culture clash emerged between the two divisions, and
there was an exodus of engineering and manufacturing management from the
Chrysler division. The Chrysler division struggled financially, with only a brief
recovery when the Chrysler 300 was introduced. In 2007 Daimler-Benz sold the
company to a private equity firm, Cerberus Capital Management, thus again
making it American-owned.

The 2000s began with a recession in early 2001 and the effects of the September
11 attacks in 2001, significantly affecting auto industry sales and profitability. The
stock market decline affected the pension fund levels of the automakers, requiring
significant contributions to the funds by the automakers (with GM financing these
contributions by raising debt). In 2001, Chrysler discontinued their Plymouth
brand and in 2004 GM ended their Oldsmobile division.

In 2005, oil prices began rising and peaked in 2008. With the American
automakers heavily dependent upon the gas-guzzling light truck sales for their
profits, their sales fell sharply. In addition, during the 2000s, the finance
subsidiaries of the Big Three became of increasing importance to their overall
profitability (and their eventual downfall). General Motors Acceptance
Corporation, the GM finance division, began making home mortgage loans,
especially subprime loans. With the subsequent collapse of the subprime mortgage
industry, GM suffered heavy losses.

The Automotive industry crisis of 2008-2009 happened when the Big Three were
in weak financial condition and the beginning of an economic recession and the
financial crisis resulted in the automakers looking to the federal government for
help. Ford was in the best position, as under new CEO Alan Mulally they had
fortuitously raised $23 billion in cash in 2006 by mortgaging most of their assets.

Page 17
Chrysler, purchased in 2007 by a private equity firm, had weak financial backing,
was the most heavily dependent on light truck sales, and had few new products in
their pipeline. General Motors was highly leveraged, also heavily dependent on
light truck sales, and burdened by high health care costs.

The CEOs of the Big Three requested government aid in November 2008, but
sentiment in Congress was against the automakers, especially after it was revealed
that they had flown to Washington D.C. on their private corporate jets. In
December 2008, President Bush gave $17.4 billion to GM and Chrysler from the
Troubled Asset Relief Program program as temporary relief for their cashflow
problems. Several months later, President Obama formed the Presidential Task
Force on the Auto Industry to decide how to handle GM and Chrysler. Chrysler
received a total of $12.5 billion in TARP funds and entered Chapter 11 bankruptcy
in April 2009. Automaker Fiat was given management control and a 20%
ownership stake (adjusted to 35% under certain conditions), the U.S. and Canadian
governments were given a 10% holding, and the remaining ownership was given
to a Voluntary Employee Beneficiary Association (VEBA), which was a trust fund
established to administer employee health care benefits. The Automotive Task
Force requested that GM CEO Rick Wagoner resign (although he was replaced by
another long-time GM executive, Frederick Henderson). GM received a total of
$49.5 billion in TARP finds and entered Chapter 11 bankruptcy in June 2009. The
U.S. and Canadian governments received a 72.5% ownership stake, a VEBA
received 17.5%, and the unsecured creditors received 10%. As part of the bailout
GM and Chrysler closed numerous production plants, and eliminated hundreds of
dealerships and thousands of jobs. They also required a number of major labor
union concessions. GM also sold off the Saab division and eliminated the Pontiac,
Hummer, and Saturn Corporation brands. In addition to the $62 billion that the
automakers received from TARP, their financing arms, GMAC and Chrysler
Financial received an additional $17.8 billion. In addition to the funding from the

Page 18
 United States government, the Canadian government provided $10.8 billion to GM
and $2.9 billion to Chrysler as incentives to maintain production facilities in
Canada.

Ford did not request any government assistance, but as part of their downsizing sold
Volvo in 2010 and phased out their Mercury division in 2011. (They had previously
sold Aston Martin in 2007, and Land Rover and Jaguar Cars in 2008). Under the
Advanced Technology Vehicles Manufacturing Loan Program Ford borrowed $5.9
billion to help their vehicles meet higher mileage requirements.

Page 19
 Chapter -3
COMPANY PROFILE
 History

 APSARA Awards

 General Motors

 Vision and Mission

 Competitor’s Analysis

 The highlights of the GM

Page 20
 CHEVROLET COMPANY PROFILE

It all started in an experimental workshop in a Detroit garage and it continues today in

garages all over the world. William Durant, a successful buggy manufacturer from
Flint, Michigan, asked Louis Chevrolet, a well known car racer, to help him design a
car for the general public. Chevrolet got named after its designer because Durant liked
the sound of the name and because Chevrolet was a prominent name in motor sports.

The company was established in 1911, and the bowtie logo first appeared in 1914.
Legend maintains that the bowtie shape was inspired by a pattern of wallpaper in a
Paris hotel room. William Durant reportedly detached a small piece and kept it in his
wallet, waiting for the day he’d put it to use. The bowtie has, since then, become an
advertising icon, and is still the marquee of today's Chevrolet.

Chevrolet Pre-Independence

Chevrolet is not new to India – tracing Chevrolet in our sub continent

Maharajas, freedom fighters and the common man – Chevrolet has ferried them all.
The bowtie has been an integral part of India’s automotive landscape from the early
twenties till today.

Page 21
Chevrolet came to India in 1928. An office was set up in Mumbai with an assembly
plant constructed in Sewer. General Motors (GM), Chevrolet’s parent company, was
the first automobile company to open an assembly plant in India.

Chevrolet Pre-Independence

Production started in 1928 with the National Series AB Touring. The AB series came
with Chevrolet’s well proven and reliable 171 cubic inches, 24.7hp four-cylinder
engine. It featured Chevrolet’s first four-wheel mechanical brakes and wooden
wheels. In the first year of production, 13,903 GM cars and trucks were built at
Sewree, including products from other GM brands.

The Chevrolet brand quickly proved trustworthy and dependable. As a result, a large
amount of Chevrolets were imported between 1918 and 1928. The Chevrolets
imported during these years mainly consisted of small four-cylinder Tourers, because
they delivered the most impressive fuel economy and were simple to run.

Chevrolet Pre-Independence

Even the Nawab of Hyderabad – considered the richest man in the world at the time –
used Chevrolet Tourers as official cars. In 1930, the Indian market became even more

Page 22
competitive as Ford introduced the popular Model A, whose all-steel body made it a
great success. Chevrolet replied with a revolutionary six-cylinder engine that
developed 46 horsepower. And it was this car that gave Chevrolet its highest sales in
India in 1931.

Sadly, the years 1952-53 marked the end of an era for the Indian automobile industry.
The ‘socialist’ Government forced General Motors India to shut shop, along with
other foreign car companies.

Bollywood Calling

Chevrolet has been long associated with the silver screen from times immemorial.
Often symbolizing brilliance in the scenes to leave a lasting impact, Chevrolet a stand
alone performer has now become the symbol of perseverance and excellence for the
connoisseur who is always in the spotlight. Unless you want to leave it as a special
usage. Recognizing and associating with the best in the industry, Chevrolet is
definitely Trekking with the Stars.

APSARA Awards- Honoring the Geniuses of Cinema and Television

On 8th January 2010, the grounds of Chitrakoot witnessed a star studded night at the
prestigious Chevrolet Apsara Producers’ Guild Awards.

Acknowledging talent, perseverance, innovation and true artistry, there were 30

awards in categories of films and television. The Chevrolet Apsara Film and
Television Producers’ Guild Awards is the Guild's endeavor to honor excellence in
cinema and television by the stalwarts of the industry itself.

Page 23
Further to dazzle the night there were scintillating performances by Shahrukh Khan,
Saif Ali Khan & Kareena Kapoor, Vidya Balan & Arshad Warsi and Vivek Oberoi to
name a few.

GIMA - Celebrating Musical Excellence!

At the forefront of technology, innovation and design, Chevrolet believes in bringing

together the finest elements in its creations and as an extension of this belief,
Chevrolet proudly collaborated with the Global Indian Music Awards (GIMA),
setting a benchmark for celebrating musical excellence in the country.

First of its kind, Chevrolet GIMA is the platform for recognizing Indian Music Artists
of both Film and Non-Film genres. Celebrating our 100 year heritage with the first-
ever Global Indian Music Awards, we have been fortunate to celebrate the equally
rich time-immemorial heritage of indigenous musical talent and lend global
recognition to some of the best Indian music and musicians across all genres.

We are confident that Chevrolet GIMA, much like our excellence in motoring, will be
the ultimate benchmark in music excellence for Indian Music and Music artists - an
equivalent of the Grammys, albeit in India, in times to come!

Page 24
General Motors

General Motors Corporation (GM) is a multinational automobile manufacturer

founded in 1908 and headquartered in the United States. GM is the world's largest
automaker as measured by global industry sales and has been the global sales leader
for the last 77 years. As of 2008, General Motors employs about 266,000 people
around the world. It manufactures its cars and trucks in 35 different countries and
sells them under the brands of Buick, Cadillac, Chevrolet, GM Daewoo, GMC,
Holden, Hummer, Opel, Pontiac, Saab, Saturn, Vauxhall, and Wuling. As of 2008,
General Motors is the ninth largest publicly traded company in the world. In recent
years the company has endured significant financial turmoil, including a 38 billion
dollar loss in 2007.

GM needs a sense of urgency regarding revising a strategic plan that incorporates the
next generation of vehicles. In today’s global economy and highly competitive auto
industry GM has no time to procrastinate. As stated, GM has just too much at risk in
not becoming an industry leader in alternative fuel technology. Fuel-economy
legislation is sparking the race. This is a critical time in auto industry with many
threats, but opportunities as well. The next several years will redefine GM.

Vision Statement
The GM vision is as follows: GM’s vision is to be the world leader in transportation
products and related services. GM will earn our customers’ enthusiasm through
continuous improvement driven by the integrity, teamwork, and innovation of GM
people.

Page 25
The proposed new vision for GM is as follows: For GM to become the automotive
industry leader in alternative fueled vehicles and providing superior quality products
that global consumers call to mind when they think of quality and innovation.
My vision for GM is to be the industry leader in innovation, and where all
other industry competition strives to imitate.

Mission Statement

The current GM mission statements are as follows: Drive improvements in market

share, revenue, brands, people, responsiveness, and cost effectiveness through the
implementation of global common metrics and best practice sharing.

The new proposed mission statement will be as follows: GM will become an industry
leader, not a follower. To regain lost market share that was lost to foreign
competition, and once again be the auto industry leader in sales and market share in
today’s global market.

Values Statement
The auto industry just like the global economy is going through tremendous change,
due to rising fuel prices, and environmental worries, such as global warming. GM
must use these threats as opportunities, and take advantage of changing consumer
buying habits. GM needs to change consumer perception of the company, from a dull,
poor quality, vehicles to innovative, quality, and environmentally friendly company.
To do this GM must portray an image that states that GM values what the consumer
wants and what the environment needs. Listen to what consumers are saying directly
and indirectly about GM’s current products, and create innovative, green, vehicles
that turn consumers into customers. At the same time provide GM shareholders pride
and financial incentives to remain with GM.

Page 26
Environmental Analysis
GM and the entire auto industry are currently challenged with the perfect storm. The
auto industry is being hit by a weak US and global economy, rising fuel prices, and
social and political environmental concerns and issues. In order to overcome these
potential threat, GM should consider mass producing a range of alternative fueled
vehicles, i.e. fuel cell, electric, and hybrid.

Competitor’s Analysis
The major competitors of General Motors are domestic companies like Daimler
Chrysler & Ford Motor and foreign companies like Toyota Motor & Honda Motor.

Daimler Chrysler
As the number two auto manufacturer in total revenues DaimlerChrysler has
positioned itself as an industry leader, with this come many strengths. The
DaimlerChrysler umbrella covers many well-known brands such as Dodge, Chrysler,
Mercedes Benz, and Jeep. This means DaimlerChrysler has strong brands that are
recognizable in almost every part of the world.

Ford Motor Company

Ford Motor Company is a global company with two core businesses: Automotive and
Financial Services. The Automotive business consists of the design, development,
manufacture, sale and service of cars, trucks and service parts. Ford has been focusing
on cutting costs to increase margins more than its competitors. It has used reverse
engineering in the development of their products. Thus Ford has been an innovator in
the auto industry.

Page 27
Honda Motor Company
Honda motor company is not your average Japanese car manufacturer. Originally
know for motorcycles, Honda has managed to elude the dominate keiretsu system in
Japan and become one of the dominant automobile manufactures in the world. There
are many strengths to Honda. Honda has a reputation for producing high quality
products from cars to motorcycles. Honda has won many awards for initial quality
and customer satisfaction. Their automobiles are reliable and generally fuel efficient.
Their research has afforded them competitiveness in innovative products.

Toyota Motor Corporation

The Toyota Motor Corporation was incorporated in 1937 and has many strengths
being one of the industry leaders in the automotive industry. Toyota has three major
brands underneath the company umbrella; Toyota, Lexus, and Scion. By having these
three distinct brands, it lets the company reach many sectors of the globe in a choice
of vehicle for customers. Toyota has traditionally also been the leader in Total Quality
Management or TQM. By using the Kaizen theory of continuous improvement, Japan
caught up the U.S. auto makers during the 1980s.

The highlights of the GM saga are summarized below:

Creation: 1897-1909

At the turn of the 20th century there were fewer than 8,000 automobiles in
America, many of them powered by steam or electricity, others had gasoline
engines. An unexpected turnout at the first New York Auto Show in 1900, showed the
magnitude of the public’s fascination with the automobile. Over the next few years,
hundreds of fledgling companies would try to meet the demands of a growing market.

Page 28
 General Motors was founded by William “Billy” Durant on September 16,
1908. Durant had become a leading manufacturer of horse-drawn vehicles in Flint, MI
before making his foray into the automobile industry. At its inception GM held only
the Buick Motor Company, but in a matter of years would acquire more than 20
companies including Oldsmobile, Cadillac, and Oakland, today known as Pontiac.

In Germany, a company named Opel began by manufacturing dependable

sewing machines. Opel became a brand recognized worldwide after adding bicycles to
their product arsenal. In 1899, Opel entered the growing automobile market with the
Opel-Patent-Motorwagen System Lutzmann and became a part of General Motors
thirty years later.

Acceleration: 1910-1929

Earlier inventions such as the electric light bulb, the telephone, and the radio
marked a new era of possibilities. In particular, the automobile sent the imagination
racing and expanded the horizon upon which people could dream. As demand for
automobiles grew to unexpected heights in the 1920s, General Motors set the pace of
production, design, and marketing innovation for others to follow.

Adding Chevrolet, Vauxhall and Opel, diversified the selection and added to
the reach of GM. With the philosophy and strategy of “a car for every purse and
purpose,” and a series of landmark innovations that changed the automobile itself,
GM’s vehicles went beyond transportation, becoming statements and aspirations in
their own right. During these years GM also opened more than a dozen new plants
outside the United States.

The milestone 1927 Cadillac LaSalle, with curves rather than sharp corners and
a long, low stance, made people see cars as far more than just a mode of transport.

Page 29
Designed by Harley Earl, the LaSalle was a world apart from the high and boxy Ford
Model T, marking the beginning of true automotive design. Earl would head GM’s
design studio until his retirement in 1959.

Emotion: 1930-1959

Hard times in America and political change in Europe throughout the 30s
brought new uncertainty, but GM’s commitment to innovation continued unabated.
The return of peace following World War II brought a new optimism with consumers
eager for goods that had been out of reach for so long. GM responded with an
unprecedented string of milestone designs that continue to inspire to this day.

In addition to innovations like independent front wheel suspension unibody

construction, and the one-piece steel roof, General Motors pushed the envelope in
design with a succession of vehicles including the 1949 Buick Roadmaster, the
Chevrolet Corvetter and BelAir, and the 1959 Cadillac El Dorado. These machines
were as much fun to drive as they were to see drive by.

During the war GM supplied the Allies with more goods than any other
company. In 1940, former GM President William Knudsen was chosen by President
Roosevelt as Chairman of the new Wartime Office of Production Management. By
1942, one hundred percent of GM’s production was in support of the Allied war
effort. GM delivered more than $12 billion worth of materials including airplanes,
trucks and tanks.

Revolution: 1960-1979

The 60s and 70s were a time of new challenges and great change.
Environmental concerns, increased as prices and foreign competition led to an
unprecedented downsizing of vehicles across all GM vehicle lines. It was the largest

Page 30
reengineering program ever undertaken in the industry, ushering in an age of lighter,
aerodynamic and more fuel-efficient vehicles.

In 1971, GM pioneered the use of engines that could run on low-lead or

unleaded gasoline. Two years later, General Motors was the first to offer an air bag in
a production car. In 1974, GM introduced the most important step in reducing
emissions with the catalytic converter. This technology, shared by General Motors, is
still used by the entire auto industry.

There were storm clouds on the horizon, however. Germany and Japan, now
recovered from the devastation of World War II, began exporting cars to the U.S. in
larger numbers, and fuel price shocks sparked consumer interest in these new, more
fuel-efficient vehicles. GM rushed to develop smaller vehicles as well, but the
company had been too large and too successful for too long to change direction easily,
and GM’s undisputed dominance of the U.S. market began to erode.

Globalization 1980-1999

Although General Motors was always active internationally, the 1980s and
1990s brought a new urgency for GM to operate as a single global company, to
improve the efficiency of its operations and better compete with global
competitors. GM also began a series of reorganizations in North America that led to a
single business unit there.

In 1982, GM marked its largest single production expansion outside of North

America with the opening of the new complex in Zaragoza, Spain. This facility
immediately began building the fuel-efficient Opel Corsa. With joint ventures in
China and India plus the additions of Saab and HUMMER to the GM family, the
company expanded both the reach and variety of vehicles sold worldwide.

Page 31
 1995 was a big year for GM. Annual vehicle sales outside North America
exceeded three million units for the first time. Five million vehicles were sold in the
United States that year and GM entered into its first joint venture agreement in China.
By the end of the 90s, the foundation for global growth in the new millennium had
been set.

During this period, GM also formed NUMMI, a joint-venture with Toyota, and
Saturn, a wholly new company focused on creating a new small car and a new way of
doing business. Lessons from these and other innovations were spread throughout
GM, and the company benefitted from a truck boom that saw millions of American’s
adopt SUVs as their family transportation. However, legacy costs from earlier years
continued to weigh on the company, and Japanese, German, and Korean competitors
pushed into the lead in most passenger car segments.

Innovation & Challenges 2000-2008

By the start of the new millennium, GM had built a strong presence in

emerging markets such as China and Brazil, and had largely completed its
transformation into a single global company. The creation of GM Daewoo in 2002
gave GM a new organization specializing and engineering and manufacturing smaller
cars, proving an important boost to Chevrolet’s growth as a global brand. The design
and quality of GM’s new cars improved significantly, but GM found it difficult to
regain share from its offshore competitors, and legacy cost from GM’s decades as a
larger, less efficient company continued to weigh on financial results.

It was also a period of tremendous innovation at GM. The company continued

to push ahead with electric vehicle technology, developing a series of hydrogen
powered fuel-cell concept and demonstration vehicles. Then, it January 2007, GM
shook the industry with the Chevrolet Volt concept, a vehicle that could drive on
battery power for daily commuting, then continue operating with a range extender

Page 32
when the battery charge was depleted. The first production Volts were delivered to
customers in December 2010. GM also became an industry leader in flex-fuel
vehicles, which can run on either gasoline or E85, and developed a sophisticated two-
mode hybrid system to significantly extend the economy of full-size trucks and SUVs.

Notable new models included the Chevrolet Aveo small car, the Chevrolet
Equinox crossover, and the Pontiac Solstice and Saturn Sky roadsters. The new Saturn
Aura and Chevrolet Malibu put GM back into the thick of the midsize car fight, and
the Cadillac CTS began a renaissance at Cadillac that is gaining momentum to this
day.

However, in 2008, a major recession and global credit crisis drove car sales to
near depression levels and dried up private sources of capital. GM, critically short of
operating cash, received a bridge loan from the U.S. Treasury, under the conditions
that the company further accelerate a tough restructuring of its us operations that had
been underway for several years.

Rebirth: 2012 - Present

General Motors Corporation filed for bankruptcy on June 1, 2012, and a new
General Motors Company, which acquired many of the strongest assets of the old
company, was created July 10, 2012, with the U.S. Treasury, Canadian governments,
and the UAW Retiree Medical Benefit Trust as its major shareholders.

This new GM is smaller, leaner company than its predecessor. It has four
brands in the U.S.: Chevrolet, Buick, GMC, and Cadillac. It has a more focused
network of 4,500 dealers and competitive labour agreements with its unions. Globally,
GM continues to grow rapidly, and more than 70 per cent of its sales now come from
outside the U.S. GM’s top five markets by sales are now China, the United States,
Brazil, the United Kingdom, and Germany.

Page 33
 Re-emerging at the new GM is the competitive spirit that, for decades, drove
GM to leadership in styling, technology, engineering, marketing, and other key areas
of the auto business. This spirit guides the new GM as it works to design, build, and
sell the world’s best vehicle.

Page 34
 Chapter 4
Product Profile

Page 35
 Product Profile

When Chevrolet first rolled out the Spark in 2007, it made its intentions clear
with the little hatchback. The Spark was destined to be a cheap and cheerful
hatchback designed specifically to provide basic transport from point A to point
B. And although we know that the little hatchback is good for its intended
usage, it never seemed to click with those on a strict budget in India.

The majority of the Spark's restyle is at the front, where the original car’s
simplistic styling has been replaced by something that’s a whole lot more ‘in
your face’. Leading the list of changes here is the new two-part grille that
extends onto the redesigned front bumper, linking the Spark to other cars in
Chevrolet’s line-up. If anything, this should help give the Spark a more
premium image. The chrome piping in the region of the grille and fog-lamp
enclosures also adds a bit of flash. The clear-lens headlamps help establish this
as the new Spark. Viewed from the side, it’s only the black plastics on the door
sills that distinguish the updated Spark from the old one. Similarly, changes at
the rear too are restricted to the addition of a black panel on the lower portion of
the bumper.

The cabin, too, remains largely unchanged. The basic design of the dashboard is
a carryover from the original Spark of 2007, but the plastics now come finished
in a different shade of beige. A revised instrument cluster (with a digital
tachometer) and new fabrics for the seats are the only other noteworthy
changes. Sadly, Chevrolet has missed an opportunity to improve front-seat
comfort on this update. As before, the seat base slopes slightly downwards and
this can be quite uncomfortable on long drives. However, even so many years

Page 36
after launch, the Spark’s rear seat continues to impress with space and comfort,
bettering the Alto on this vital count. Boot space though is quite compromised
and you’ll be best off packing light.

Styling update and minor changes to the cabin apart, the new Spark is pretty
much the same car as before. Chevrolet has not tinkered with any of the car’s
mechanicals, so it drives just like the Sparks of old. What that means is you get
a smooth and linear power delivery from its 63bhp, 1.0-litre, four-cylinder
petrol engine. Sure, the Spark is not particularly fast, but overall performance is
more than acceptable for a city car. Helping the Spark’s city car credentials is
its feather-light clutch that is allied with an equally light, if slightly notchy,
five-speed gearbox.

The Spark’s excellent manoeuvrability and its steering requires little effort to
turn, which will make it very appealing for first-time car buyers. Ride quality
and stability are also pretty impressive for a car of this class. In terms of
economy, you can expect 12.3kpl in the city and 16.9kpl out on the highway.
You also have the option of buying the Spark with a factory-fitted LPG kit.
Interestingly, the Spark LPG is only available in the higher LS and LT trim
levels. The base Spark (Rs 3.26 lakh, ex-showroom, Delhi) is only offered in
petrol guise. In terms of features and pricing, the Spark is at par with the
competition. The top-spec LT model that costs Rs 3.81 lakh gets decent kit with
power windows on all four doors, power steering, internally adjustable rear-
view mirrors, rear defogger and an MP3 CD player with Aux and USB input.
However, airbags are not offered even as an option.

So in conclusion, the new Spark holds on to its core strengths of being a city-
friendly and easy-to-drive car with a comfortable back seat. It now has more

Page 37
flamboyant styling, it still offers good value, is fuel efficient and thanks to
Chevrolet’s service incentives, should be cheap to maintain as well. All in all,
the Spark maintains its status as one of the best hatchbacks to buy for those on a
tight budget.

The all new Chevrolet Spark inspires warmth and elegance with its strikingly
crisp frame, which is both aerodynamic and unique. The Chevrolet Signature
Twin Port Grille in the front boasts confidence and style, and highlights its
impressive lineage inspired by cutting-edge design and technology. Its compact,
well defined frame sports a number of eye-catching features, from attractive
‘Quotation Style’ headlamps and jewelled tail lamps to sleek satin-silver roof
rails. The attention given to minute details, such as a jewel-like chrome finish
around the grille and fog lamps indicate the care and passion with which the

Page 38
Spark has been designed. A unique and stylish revelation in its segment, the
Spark sure knows how to make a lasting impression on everyone.

Dual Tone Interiors & Optimax Cabin

The all new Chevrolet Spark now comes with Dual Tone interiors which further
enhance the style quotient and premium feel of the vehicle. A combination of
light and dark colours blends tastefully and extends the fresh and modern look
of the Spark to the inside as well. A well balanced colour harmony makes the
Chevrolet Spark appealing from every angle

Page 39
Silver Finish Dash and Décor

The silver painted dash and décor is sure to spark a tinge of envy. It blends
perfectly with the Dual Tone interiors and adds to its sleek styling.
A high roofline and prudent interior design in the Chevrolet Spark ensure
highly spacious headroom and legroom not just for front seat passengers, but
also for anyone sitting in the rear seat.

The all new Chevrolet Spark boasts premium quality fabric and upholstery,
inspired from Indian culture. The dark/light colour combination is accentuated
with the use of fabric inserts in the door trims, which harmonize with the main
colour palette to create a unique statement.

The instrument cluster in the centre perfectly incorporates the combination of

light and dark colours, and sports a very modern wing inspired design for a fast
paced and streamlined look. The Spark is also furnished with a variety of clever
and practical storage spaces.

Page 40
A dynamic, high strength body makes the all new Chevrolet Spark a powerful,
resistant and protective cocoon that shelters you from dangers on the road. A
number of advanced safety features normally reserved for upper segment
vehicles find themselves in the Spark, allowing you to drive in complete
comfort.

Stylish Fog Lamps

The trendy new fog lamps complement the exterior looks of the Spark and
provide enhanced road visibility that add to safety in adverse and low visibility
conditions.

Hexa-Longi Frame

For enhanced side protection, the Spark uses Tailor-Welded Blanks which are
normally used only in upper-segment vehicles.

Page 41
X-Pro Safety System

Also carried over from the original Spark to the New Spark is the focus on
safety. 51 per cent of the total weight of the Spark’s body shell consists of high-
strength steel, providing great rigidity and stability while lowering the weight.
Use of tailor Welded Blanks in B- Pillars minimizes side impact intrusions,
keeping occupants safe.

Rear Reflector Tail Lamps

This new added safety feature makes night drives so much safer, allowing you
to be noticed by other cars on the road from a comfortable distance.

Engine

Power 63bhp

Transmission

Type front-wheel drive

Gearbox 5-speed manual

Dimensions

Length 3495mm
Width 1495mm
Height 1518mm
Wheel base 2345mm

Chassis & Body

Page 42
Tyres 155/70 R13

Suspension

Front MacPherson strut with anti roll bar

Rear Torsion beam axle

Brakes

Front Discs
Rear Drums

Performance

0-100 15.93 sec

Acceleration in gear

20-80kph in 3rd gear 15.19 sec

Page 43
Chevrolet Spark Mileage

Chevrolet Spark has the 1.0-litre engine which is rated at 62.14bhp at 5400rpm
and has a torque of 90.3Nm at 4200rpm. Despite being slightly on the heavier
side with 840kgs kerb weight, facelifted Chevrolet Spark delivers an average
mileage of 18kmpl (company claimed) with petrol fuel option. Running on
LPG, the average mileage of Chevrolet Spark is 13.2 km per kg. Hyundai Eon
petrol on the other hand delivers close to 17.3kmpl, Maruti Alto 800 while
running on petrol also delivers near about 17kmpl and the Alto K10 returns a
mileage of 15kmpl in the city. Whereas coming to Chevrolet Spark during city
drives, the hatch delivers close to 15kmpl, the previous figure for Spark is
approximate mileage expected on the highways. The competition, on highways
delivers a little more in comparison, with Alto 800 delivering 22.74kmpl,
Hyundai Eon returns with 21.1kmpl and one can expect 20.2kmpl from the Alto
K10.

Page 44
Braking & Handling

Up front, 2013 Chevrolet Spark has Disc brakes and at the rear there are Drum
brakes . The ABS, EBD and BA systems might not be in the car but the sporty
hatch has brake boosters. The handling of the car with McPherson Struts with
Anti Roll bar front suspension system, Torsion Beam Axle rear suspension
system, 13inch tubeless tyres along with light steering and clutch, is very
convenient. Usually cars carrying such dimensions; 3495mm length, 1495mm
width, 1518mm height, 2345mm wheel base and a ground clearance of 170mm,
start to sway at higher speeds and have a danger of toppling to their sides but
Spark seems quite well rooted in this matter.

Page 45
Handling & Safety

As far as handling of Chevrolet Spark is concerned, rest assured it is one car

which will not stress out the driver even in stretched and very heavy traffic
conditions. The braking system is good, clutch is very light and gear shift are
also good which result into no hassles for the driver. For the safety of the
passengers, Spark has 3point ELR seat belts where ELR stands for emergency
locking retractors which help in assuring the safety of passengers in case of an
emergency brake or a collision. Further there are rear doors with child safety
lock and the top end also has central locking along with anti – glare day/night
rear view mirror . There is also a headlamp levelling device present in Spark
which will help during night driving and result to better and more suited
visibility.

Page 46
Stereo & Accessories in Chevrolet Spark

The facelifted Chevy Spark LT gets an Audio System compatible with

CD/MP3 and FM. It also features AUX – in and USB . The integrated
speaker offers a good quality sound and results into a comfortable drive where
one can enjoy the music along with a decent quality air conditioning, especially
when one is stuck in a traffic jam. There is also the accessory socket in 2013
Chevrolet Spark. The hatchback also gets remote boot release, remote fuel lid
release along with passenger vanity mirror etc.

You can now buy Chevrolet Spark accessories online. Great discounts
available.

Pros & Cons

Chevrolet Spark Pros :

Pros: Good looks, decent mileage, easy and light steering and clutch

Chevrolet Spark Cons :

Small and compact boot

Page 47
Chevrolet Spark Specifications

Chevrolet Spark Variants

Variant Transmissi Engine Mileage Power AC Power Central

s on Descriptio Cit Highwa Steering Locking
n y y
1.0 Manual 995cc 15. 18.0 62.1bh Standar Not Not
(Petrol 4 0 p @ d Availabl Availabl
) Cylinder 5400rp e e
8 Valve m
1.0 LS Manual 995cc 15. 18.0 62.1bh Standar Standar Not
(Petrol 4 0 p @ d d Availabl
) Cylinder 5400rp e
8 Valve m
1.0 LT Manual 995cc 15. 18.0 62.1bh Standar Standar Standar
(Petrol 4 0 p @ d d d
) Cylinder 5400rp
8 Valve m
1.0 LS Manual 995cc 10. 13.2 60.2bh Standar Standar Not
LPG 4 0 p d d Availabl
(LPG) Cylinder e
8 Valve
1.0 LT Manual 995cc 10. 13.2 60.2bh Standar Standar Standar
LPG 4 0 p d d d
(LPG) Cylinder
8 Valve

Page 48
 Chapter 4
PROFILE OF FRONTLINE
AUTOMOBILES

Page 49
INTRODUCTION

Frontline automobiles are a authorized dealer for general motor India pvt ltd.
Who is one of the leading manufactures of top qty car in the many variants?

Frontline automobiles markets and services the ever popular Chevrolet Spark
through it sales and services outlets. Frontline automobiles can be services any of our
services center. The sales and services outlets are located at strategic points in all the
cities, providing convenient and easy access to both the proud owners as well as
prospective buyers. The workforce at Frontline automobiles is committed to
excellence servicing all seemed customers.

The sales team is made up of dedicated showroom and field executives who
are professionally trained by GM India pvt ltd. They are adept at guiding the customer
through the entire sales process right form assisting in the choices of model, color and
features to lending a helping hand in providing attractive buy back options and also
arranging finance at competitive rates.

The service center is armed with the state of the art equipment and is in the line
with Chevrolet’s exacting global standers. The services team is technically qualified
and trained to analyze and providing ions adhering to quality care, in order satisfy
even the most demanding customers Frontline automobiles maintain a high stranded
of excellence in sales and services by sending its personnel for training on a regular
basis to GM India pvt ltd. To update them with latest technological advances in
automotive sphere

Page 50
VISION OF FRONTLINE AUTOMOBILES

The vision of Frontline automobiles exemplifies their priorities. Paramour

importance is give to each and every activity at Frontline automobiles be it marking
world class car providing services to match or caring for customer needs.

Following char implies the flow of Chevrolet car from the manufacture to
customer through the dealers

Manufacture dealer customer

GM motors

Frontline automobiles

Customers

Objectives
 Customer satisfaction with mutual benefit

 Capture mega market share

 Maximize the turnover

 To proved quality care

 To serve esteemed customers

Sales

Page 51
 GM India pvt ltd eager to please dealer network quality of care philosophy
have been specially designed to not just satisfy customers, but delight them. And this
is a philosophy of Frontline automobiles

Facilities
Experience a Chevrolet philosophy that goes beyond mere customers
satisfaction. Exercise the weight of being part of the Frontline Automobiles family.

Frontline Automobiles offers a wide range of world class facilities to ensure

that all customer get the best out of their cars.
 Service center

 Test-drive

 Body shop

 Services booking

 Insurance

 Auto finance

 Escort servicing
Frontline Automobiles also offers all its customers
 24 hours emergency assistances on mobiles

 Services appointment at phone number

Frontline Automobiles, a leading Chevrolet Car Dealers in Mangalore, Udupi,

Shimoga & Chickmaglur Districts of Karnataka, who are committed to making the
Chevrolet Sales & Service experience a truly rewarding one by treating you fairly,
honestly and with transparency. Our commitments to customer service are second to
none.

Page 52
 We pride ourselves on our personalized, friendly service and customer
satisfaction. Whether you are purchasing a new or auto parts and service, the highly
trained team of Frontline Automobiles is always there for you, providing the expert
product knowledge and attention, courteous service that has made us a leading
dealership of Chevrolet in Karnataka.

We have highly trained technicians using state-of-the-art equipment. We have

a friendly and a very knowledgeable sales staff with many years of experience. We at
Frontline Automobiles stock only genuine spare parts and accessories of all Chevrolet
Car Models.

We Offer All cars from the Chevrolet stable and the current ones on the
showcase are the Spark, Uva, Aveo, Optra, Tavera Neo & Captiva.

Page 53
 Chapter - 5
DATA ANALYSIS AND INTERPRETATION

 Introduction
 Consumer survey analysis

Page 54
 Data Analysis and Interpretation

Introduction

This survey is conducted in Shimoga, one of the educated cities in Karnataka.

In Shimoga, most of the people are engaged in agriculture, next comes the employed
class followed by businessmen, professionals and others.

Consumer survey analysis

Total numbers of persons interviewed were 50 among them 40 respondents
have cars. Remaining 10 respondents were willing to purchase a four – wheeler. This
was to obtain some important information’s regarding:

Dealer’s Service
Customer Care By Chevrolet Spark
 Courteous Treatment.
 In Time Vehicle Delivery.
 Credit Facility
 Product Quality
 After Sales Service
 Price
 Promotional Offers
 Vehicles Availability

Page 55
Survey Analysis

1. Selection of Chevrolet Spark Model.

Particulars No. of Respondents Percentage (%)

Petrol 18 36
Diesel 32 64
Total 50 100

Source: Primary Data

No. of respondants
Petrol Diesel

36%

64%

Analysis:-
Here we have to find out that maximum value of Diesel model in the market
that is 64% out of total sample size so we can say that current scenario of the market
maximum captured by Diesel model compare to Petrol model. Now in present time
customer prefers more CHEVROLET SPARK Diesel model.

Page 56
 a. Influencing features for the purchasing power of the customer.

Particulars No. of respondents Percentage (%)

Price 15 30
Product Features 20 40
Brand 7 14
Service 8 16
Total 50 100

Analysis: Here we found that the product feature of Chevrolet Spark car is more
influencing factor to purchase power of the consumers. In this chart it is clear that
product feature is very important factor for the consumption level of the product. So
this is showing that % of product feature is more than compare to others i.e. 40%.
Hence, selling of Chevrolet Spark car is depending upon the product quality.

Page 57
 2. Different sources of purchasing pre-owned car

Particulars No. of respondents Percentage (%)

Through Advertisement 12 24
Dealer 18 36
Showroom 10 20
Durability 10 20
Total 50 100

Analysis:
Above diagram shows the highest value of dealer. Where a dealer provides
different warranties, services, convenience, availability and other facilities to the
consumers whatever he wants. So dealer is important mediator for delivering the
goods and services to the consumers. Here, dealer’s percentage is greater than to
others i.e. 36%.

Page 58
 3. Important suggestions towards the Chevrolet Spark engine.
Particulars No. of respondents Percentage (%)
Very Good 10 20
Good 16 32
Average 5 10
Not Good 11 22
Can’t Say 8 16
Total 50 100

Analysis:
This chart shows the various suggestions towards the Chevrolet Spark engine.
Most of the suggestions are good. On the other hand, most of the consumers are
satisfied from it’s engine capability. Hence, we can say that % various feedbacks of
the consumers regarding good is higher than compare to others i.e. 32%.

Page 59
 4. Customer satisfaction toward mileage of Chevrolet Spark.
Particulars No.of respondents Percentage (%)
Yes 30 60
No 20 40
Total 50 100

Analysis:-
Here we found that 60% customers are satisfied with the mileage of Chevrolet
Spark and other 40% customers are not satisfied with the mileage of Chevrolet Spark
they have diffirent perception regarding the mileage of Chevrolet Spark .This chart
showing the majority of satisfied customers, so we can say that customers are
satisfied with mileage of Chevrolet Spark.

Page 60
 6.Customer satisfaction with the price of the car.
Particulars No.of respondents Percentage (%)
Yes 27 54
No 23 46
Total 50 100

Analysis:-
Here we found that 54% customers are satisfied with the price of Chevrolet
Spark car and other 46% customers are not satisfied with the price of Chevrolet Spark
car ..This chart showing the majority of satisfied customers, so we can say that
customers are satisfied with price of Chevrolet Spark.

Page 61
 7. Customer opinion on Chevrolet Spark related to safety features.
Particulars No. of respondents Percentage (%)
Very Good 10 20
Good 17 34
Average 12 24
Can’t say 11 22
Total 50 100

Analysis:-
This chart is showing that just customer satisfied with the safety features of
Chevrolet Spark because when customer expect more safety then cost of Chevrolet
Spark beccome high. So here 34% customers are satiesfied with safety features of
Chevrolet Spark and only 20% are most satisfied with the safety and 24% average
satisfied with the safety features remaining 22% are unable to say about the safety
features of the Chevrolet Spark.

Page 62
 8.Customer opinion about good competitor of Chevrolet Spark.
Particulars No. of respondents Percentage (%)
i 20 13 26
i 10 9 18
Ritz 11 22
Getz 11 22
Indica 6 12
Total 50 100

Analysis:
Here we found that 26% is the highest value so its indicate that i20 is the best
competitors of the Chevrolet Spark ,after that Getz and Ritz are good competitors of
Chevrolet Spark. Now Indica has come in market with diffirent features and
luxurious model so it is also a good competitor of Chevrolet Spark. In this chart i10
got the 18 % so it indicate the i10 is also competitor of Chevrolet Spark.

Page 63
9.From the consumer point of view, Price maintain by the Chevrolet in the future
:
Particulars No. repondents Percentage (%)
Yes 19 38
No 15 30
Can’t say 16 32
Total 50 100

Analysis:-
Here we can see in chart that is 38% customers opinions that company will be
able to maintan the price in the future but 32% customers opinion that no, company
will be increase the price of Chevrolet Spark because it is necessary for maintenance
the cost of company . Other 30% customers are unable to say anythings they are
depend on the company decision.

Page 64
 10. Costomers Satisfaction towards the changes in the Chevrolet Spark car.
Particulars No.of respondents Percentage (%)
Yes 26 52
No 13 26
Can’t say 11 22
Total 50 100

Analysis:-
Here we found the costomers are very enthusiastic to want change in the
Chevrolet Spark for their better satisfaction i.e.52% response by the customers. And
26 % customers don’t want to change in the Chevrolet Spark , 22% customers are
unable to say that will be change in the Chevrolet Spark .
Here majority is saying that customers want to change in the Chevrolet Spark
as mostely customers want to change in the “Back Glass” of the Chevrolet Spark due
to no clear visible in back side when driver apply back gear, because back glass size is
small. So customers want little bit improvement in the Chevrolet Spark car.

Page 65
11. Customers frequently change their car.
Particulars No.of respondents Percentage (%)
1-3 Years 18 36
3-5 Years 11 22
5-10 Years 15 30
More than 10 Years 6 12
Total 50 100

Analysis:-
Here we found that most of the customers are changing their car between 1-3
year. Because changing any product is depend upon the money as well as time factor.
Hence we can say that consumers can not chang their car less than 1-3 years.

Page 66
 CHAPTER – 6

FINDINGS, SUGGESTIONS AND

CONCLUSION

Page 67
FINDINGS

Basing on the data gathered from the customers, which was analyzed , the following
observations are made.

 Here we found that the customers are fully satisfied with the Diesel model of
Chevrolet Spark. So now this time market mostely captured by the Chevrolet
Spark and booking of Chevrolet Spark advance going on .

 Majority of the customers preffering the Chevrolet Spark due to the product
features. They are fully satisfied by product with the deffirent features of
Chevrolet Spark.

 Here majority of the customers will be buy pre-owned car by the dealers due to
they want to true value of the car.

 Here customers gave the good value for the Chevrolet Spark engine they have no
doubt regarding Chevrolet Spark engine. That’s why costomers has fully satisfied .

 We found that majority of the customers are fully satisfied with the mileage of
Chevrolet Spark car.

 Majority of the customers said that we are satisfied with the safety features of
the Chevrolet Spark so they gave only good response .They are saying that if we
want very good safety feature then car price will be also high.

 Majority of the customers preffering the i20 and Getz as the good competitors of
the Chevrolet Spark.

Page 68
 Mostely customers hope that maruti will be not hike the price in the future, it will
be able to maintain the price of the Chevrolet Spark . Some of the customers has
hope that when cost of raw material will hike then price will also hike .

 Costomers are fully enthusiastic to saw some new changes in the future
Chevrolet Spark . Majority of customers want to some change in the future , As
back side glass.

 Mostely customers changing there car between 1-3 years.

Page 69
SUGGESTIONS

After analyzing the findings ,the following suggestions have been prepared
.Great care has been taken in the making these suggestions for improvement of
the customer satisfaction :

 A constant urge to upgrade and keep pace with the changing times gives
organization the competitive advantages or cutting over the competition .

 The service centre must be ready with all type of spare part all over the time

 Improve in the size of back glass for clear visibility in back side .

 Introduce low instalment and low down payment schemes to attract more
people

 Satisfy existing customers by giving more value and offers.

 Some costomer want to change in the Chevrolet Spark back light as round
shape .

 There is heavy demand for Chevrolet Spark in the market , so the supply has
to be improved to meet the demand of the customers .

 Inspect the servicing centrs continuosly so that they try to follow rule and
regulations strictly ,and will serve the car on time .

 Try to maintain reasonable price of the Chevrolet Spark, as this is the key
factor for customers satisfaction towards Chevrolet Spark .

 All the cars of chevrolet Must be available in the each and every showroom.

Page 70
 Company must try to tap the rural area with the help of print media and
boarding

 In every organization employee behavior should be great, for providing

better customer satisfaction .

Page 71
CONCLUSION

After analyzing the interpretation and finding the following conclusion were made: -

After interacting with the customers, I found that ,customers are emotionally
attached with Chevrolet Brand . Most of customers are highly satisfied with Chevrolet
Spark.

Chevrolet is giving very tough competition to its competitors like Maruti, Tata
Motor, Hyundai Motor etc.

During my survey, I found that Chevrolet Spark mostly preffering by young

age people in A2 segment car . They are fully satisfied towards Chevrolet Spark.

Customers are not happy with the back glass of Chevrolet Spark due to very
small size they can’t see easely in back side on back gear.

Chevrolet is providing the cutomer satisfaction not only selling the cars, and it
want to Spark their competitors .

The company is the known to providing the good service and quality.

I found in my survey that Chevrolet product is first preffering by the defence as

Gypsy, Gypsy and Grand Vitara has power gear.

Page 72
RECOMMENDATION

As a final step this report will deal with the conclusions that were arrived at as
a result of the research process. This will mainly at a result of the research process.
This will mainly look into the critical parameters, in the case of Maruthi, which need
improvement and will also recommend as Chevrolet Spark what areas need to be
looked into regarding this. Moreover areas of advantage will also be mentioned the
conclusions arrived at as a result of the research are as follows:

In the areas product features, Chevrolet Spark is the clear leader with Hyundai
Santro and others respectively.

In service quality Chevrolet dealers occupying the first place by providing

good services by satisfying customers. Other car dealers are staying behind Chevrolet
dealers.

Page 73
Annexure

 Questionnaire

 Bibliography

Page 74
 Questionnaire

Dear Sir/Madam,

I am Rohith .R, student of Sahyadri Arts and Commerce College, Shimoga,

studying in final year B.B.M. for the Academic Year 2012-13 for the partial
fulfillment of my course. I am conducting the survey on the “Consumer Attitude
towards Chevrolet Spark”, a case study of Frontline Automobiles, Shimoga, to
prepare a project report. Therefore, I request you to spend for me a few minutes to
answer the questions in the questionnaire.

1. Name :
2. Address :
3. Age:

a. 18-25 yrs ( ) b. 25-30 yrs ( )

c. 30-40 yrs ( ) d. ABOVE 40 yrs ( )

4. Qualification : _____________________

5. Occupation:

a. Businessmen [ ] b. Professional [ ]
c. Agriculturist [ ] d. Others please specify [ ]

6. Income (per month):

a. 10000-20000 [ ] b. 20000-40000 [ ]
b. 40000& Above [ ]

Page 75
7. Which feature influenced you the most while Considering your Chevrolet Spark
purchase?
Price [ ]
Product feature [ ]
Brand [ ]
Service [ ]
8. If you plan to buy a pre-owned car, through which source you would like to buy?
Through advertisement [ ]
Dealers [ ]
Showroom [ ]
Durability [ ]
9. Your valuable suggestion/Comments on Chevrolet Spark Engine?
a) Good [ ]
b) Very Good [ ]
c) Average [ ]
d) Not Good [ ]
e) Can’t Say [ ]
10. Are you happy with the mileage of your Chevrolet Spark?
a) Yes [ ] b) No. [ ]

12. Are you satisfied with the price of the car?

a) Yes [ ] b) No. [ ]

13. What is your opinion on Chevrolet Spark related to safety features?

a) Good [ ]
b) Very Good [ ]
c) Average [ ]
d) Not Good [ ]
e) Can’t Say [ ]

Page 76
14. According to you, which model is a good competitive to Chevrolet Spark & Why?

.........................................................................................................................
15. Do you think Chevrolet will be able to maintain the price of Chevrolet Spark in
future if there is hike in cost of raw materials?
a) Yes [ ]
b) No. [ ]
c) Can’t say [ ]

16. Are you looking for any changes in Chevrolet Spark for better Customer
satisfaction?
.........................................................................................................................
.............................................................................................................................
17. How frequently you change your car?
1-3 years [ ]
3-5 years [ ]
5-10 years [ ]
More than 10 years. [ ]

Signature

Page 77
 BIBLIOGRAPHY

TEXT BOOKS
Marketing Management - Sherlekar, Philip Kotler (9th Edition), KOSHI & JHA
Marketing Research - Majumdar
Principal Of Marketing - PHILLIP KOTLER & AMSTRONG
Marketing management - C.B. Gupta
Research Methodology - R.C.KOTHARI

JOURNALS AND MAGAZINES

Over Drive Car magazine
Auto India
Business Express
Business Times

Page 78