M.

Com (MANAGEMENT)

3rd SEMESTER

A STUDY ON CONSUMER PREFERENCES TOWARDS VOLKSWAGEN BRAND OF CARS

SUBMITTED BY WASIM PARMAR ROLL NO : 08

CERTIFICATE

This is to certify that Mr. Wasim Parmar of M.Com Management Semester 3rd [2013-14] has successfully completed the Project on A Study on Consumer Preferences Towards Volkswagen Brand Of Cars under the guidance of Dr. Rajashwary G

Project Guide

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Course Coordinator

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Internal Examiner

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External Examiner

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Principal

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Date: ___________ Place: Mumbai

DECLARATION

I Mr. Wasim Parmar the student of M.Com (Management) 3rd Semester (2013-14), hereby declare that I have completed the project on A Study on Consumer Preferences Towards Volkswagen Brand Of Cars

The information submitted is true and original to the best of my knowledge.

Wasim Parmar

(Signature)

ACKNOWLEDGEMENT

As I submit my project on, A Study on Consumer Preferences Towards Volkswagen Brand Of Cars I would like to give my sincere thanks to my mentor Dr. Rajeshwary G for providing me with the wonderful opportunity to expand my horizon of knowledge in this interesting subject of Research Methodology in Commerce. I would also like to express my gratitude towards my professors for providing me with an effective solution to all my queries, and guiding me towards the completion of this project. I cannot just condone the valuable opportunity given to me by the UNIVERSITY OF MUMBAI for compiling and submitting the project, which I feel is an opportunity to express my views about this project I acknowledge my indebtness to various authors for making use of valuable information liberally. It is my proud privilege to express my deep sense of appreciation and gratitude to my parents and friends for their support and co-operation in the course of the project either directly or indirectly involved in time with their valuable contribution.

Table of Contents
Page no. Chapter1 Introduction to the study Objective of the study Need of the study Significance of the study Limitations Review of literature Chapter2 Secondary Data Introduction to automobile industry History of Volkswagen Mission, Vision & Values of Volkswagen SWOT analysis, STP & competitors Achievements of Volkswagen Volkswagen in India Competitors of existing Volkswagen model in India Sales of Volkswagen India Market share of Volkswagen Customers buying behaviour towards car Chapter 3 Primary Data Questionnaire Conclusion Bibliography 2 3 3 4 5 5 7 8 12 21 22,23 24 27 33 34 35 37 41 42 48 49