Name: Pawan Jain Class: T.Y. B.B.A. Roll No.

: 60

College: NAVNIRMAN INSTITUTE OF MANAGEMENT Project Guide: Mr. Mehul Ganjawala .

SYNOPSIS
1. Introduction to Audi
super mini Ingolstadt August Horch The largest shareholder of Audi AG is Volkswagen AG, which holds over 99 percent of the share capital. Volkswagen AG includes the consolidated accounts of Audi AG in its own financial statements. In recent years, the possibility of Audi being spun off or otherwise divested by Volkswagen has been mooted. SEAT

History of Audi
August Horch In 1909, Horch was forced out of the company he had founded. He then started a new company in Zwickau and continued using the Horch brand. His former partners sued him for trademark infringement, and the German Supreme Court (Reichsgericht in Berlin), finally determined that the Horch brand belonged to his former company. Since August Horch was barred from using "Horch" as a trade name in his new car business, he called a meeting with close business friends, Paul and Franz Fikentscher from Zwickau, Germany. At the apartment of Franz Fikentscher, they discussed how to come up with a new name for the company. During this meeting, Franz's son was quietly studying Latin in a corner of the room. Several times he looked like he was on the verge of saying something but would just swallow his words and continue working, until he finally blurted out, "Father audiatur et altera p ars... wouldn't it be a good idea to call it audi instead ofhorch? "Horch!" in German means "Hark!" or "hear", which is "Audi" in Latin. The idea was enthusiastically accepted by everyone attending the meeting. The first Audi car, the Type B, 10/28PS was delivered early in 1910.

inline-four engine August Horch left the Audi Company in 1920 for a high position at the ministry of transport, but he was still involved with Audi as a member of the board of trustees. In September 1921, Audi became the first German car manufacturer to present a production car, the Audi Type K, with left-handed drive. Left-hand drive spread and established dominance during the 1920s because it provided a better view of oncoming traffic, making overtaking safer

1. Brand loyalty American Marketing Association

1. The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category (sales promotion definition).

2. The degree to which a consumer consistently purchases the same brand within a product class (consumer behavior definition)

1. Objectives of the study 2. Primary Objectives A. ) To evaluate the preference of consumers while purchasing any vehicle. B. ) To find out whether the customers are loyal to the company or not

1. Sub-Objectives

II. To act as a source of information for the Audi automobile industry b) Analyzing the satisfaction level of consumers with their existing vehicles

1. Importance of Study This report will be important for the Audi company in finding out the brand loyalty and the will come to know how many of their customers are loyal to the company. They can come to know about the reasons for loyalty and disloyalty from the customer side. Research Methodology: Type of Research Design: I have chosen descriptive research design as I am analyzing the Brand loyalty of customers on Au di . Collection Of Sources of Data: Data are collected from various secondary sources

Data Collection Techniques: Data are collected from companys website, magazines and other related websites

Sampling Size The sample size of the survey was 100 respondents from Surat city. Sampling Method convenient sampling Method is selected for analyzing purpose. Sampling Frame: The sampling frame to study brand loyalty on Audi are bhattar, city light, Godhdoh, Varacha , piplod, Sample element Sampling elements are the people from whom the samples have been drawn. As per the report sampling elements are businessmen, students. Survey tools: The survey tool used to study the consumer buying behavior in automobile industry is a structured questionnaire Open ended and close ended questions and Personal Interviews. Mean, median, mode are some of the survey tools that are being used.

1. Analysis of data Analysis of data is done on the basis of comparisons of ratios with other cars, features etc.

1. Limitation of study

Sample size Time constraints Questions left blank

1. Scope of Study