A Project Report

On

“Consumer Behavior
Towards
Chevrolet Optra”
(Phase 3 & 4)
Introduction:
GM's biggest success in India, the Optra has neatly filled the slot vacated by the Opel
Astra in the entry-luxury segment. A handsome car brimming with showroom appeal, the
Optra also has a competitive price tag and plenty of standard equipment to help it along.
Plus, Chevrolet keeps bringing out special editions, which are even better value, so
keeping an eye on this car is a good idea.:
Since Daewoo was taken over by GM, the Korean firm's products have started to be sold
under various brand-names over the world, so the car that started out as the Daewoo
Nubira is also variously called the Daewoo Lacetti, Buick Regal and here, the Chevrolet
Optra.

The fact that the Optra is a Korean car means it has been tailored to Asian needs, and so,
is quite perfect for India. A smart stylish exterior, designed by Pininfarina, exquisitely
detailed headlights, three-part grille and an attractive rear make the Optra the best looker
in its class.
It is designed to fit in as a D segment car and shares the segment with Hundai Ellantra,
Toyota Corolla, Hindustan Motors Lancer

Models Available:-
1.6 Elite
1.6 Elite LS
1.6 LT Royale
1.8 LT
1.8 LT AT

Engine Type:- Petrol 4 Cyl, 1.8L, 16V DOHC

Displacement: 1799cc
Power: 115bhp@5800rpm
Torque:158nm@4000rpm
 Research Objectives

Objective:

(1) To study Cognitive, Affective and Behavioral response towards LG refrigerators.

(2) To study the satisfaction level existing among various factors

Research Methodology

Sample: The number of sample respondents was 40 respondents

Data Collection:
The data was collected through the help of the questionnaires. The questionnaire was
structured with close-ended questions to get better insight of the respondents.

Data collection Methodology:

A study was conducted in the main shopping centres in the NaviMumbai area like
centre one, sector 17 of Vashi and Hira nandani in Kharghar. The sample was a non
probability convenience sample as only Chevrolet Optra owners were administered this
questionnaire.
 Analysis Of the Research

(1). Preference Of Attributes:

The first question that was asked to the respondents was to rate the attributes according to
their preference on the scale of 1 to 5 with 1 being least preferred and 5 being most preferred.

35

30

25 1

20 2
3
15
4
10 5

0
Space Mileage Comfort Speed Brand Others
Inside

The maximum of the respondents preferred comfort, mileage, speed and inside space as the
most important attributes which determine the buying behavior of the respondents. Thus it
was found out that all the asked for attributes were important for the customers while buying
a luxury sedan but comfort was the most prominent followed by Mileage and speed.

(2). Influencers:

Self
family
friends
advertisement
dealer
About 40 % of the respondents mentioned that they themselves were solely responsible for
their purchase decision. 25% said that family members influenced their decision. Word of
mouth again plays a stellar role in influencing a customer for these luxury and costly items.
So friends here scored 28%. Advertisements also played a important role in the purchase
making decision of a luxury cars. Advice of dealers was not accepted because of their selfish
motives involved.

(3). Choice of Models:

Elite
Royal
LT
LT AT

The next question that was asked to the respondents was which Chevrolet Optra variant they
preferred and the most preferred variant was the Royal followed by Elite and LT. No
preference was shown for the Automatic version i.e LT AT

(4). Satisfaction Level:

80
70
60 1
50 2
40 3
30 4
20
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10
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The next question was to rate their satisfaction level from the Optra in terms of different
terms or factors with 5 being very high and 1 being very low. Most of the customers ranked it
the highest in terms of Advertising, and half of them approved its Value for money
positioning. The other preferred features were Mileage and drive smoothness. The After sales
services provided by the company were also satisfactory. The most disappointing feature was
its Dealer network.

(6). Features Of Advertising:

Presentation
Theme
Information
Branding
Other

The respondents were then asked to mention the features of advertisements which they found
was most attractive. Most of the respondents found the presentation as very good, while the
other three i.e information, Branding and Theme scored almost equal preference.

(7) Preference for Promotion:

Test drive
Coupons
Exchange offers
Others
Test drive came out as a single best contributor for promotion of the car.followed with
exchange offers and others like travelogues etc. Also the gift vouchers as well as the lucky
draw will be an effective way to promote the product.

Limitations

1) Sample that I had taken was convenience sample to a large extent, so it may not
be the true representative of the actual population..
2) The Sample size taken was not very large in numbers. I had taken a sample of 40
respondents.
One of the general drawbacks could be the tendencies of the respondents to filter, amplify
or hide the information.
Dear Respondent,
This survey is being conducted by PGDBM students of Institute for Technology and Management,
Kharghar on study of “Consumer Behavior towards Chevrolet Optra”. The information provided
by you will be used for the academic purposes only.

1) Please tell us the level of importance you attach to the following attributes while
buying a luxury car. (5-Very important, 4-Important, 3-Somewhat important, 2-Not
important, 1-Can’t Say)
Space Inside 
Mileage 
Comfort 
Speed 
Brand 
Others (Please Specify) _________

2) Who contributed most to the purchase decision of your car?

Self 
Friends 
Dealers 
Family Members 
Advertisements 

3) Please tell us which Chevrolet Optra variant are you using?

Elite 
Royal 
LT 
LT AT 
4) Please tick your preference for the following in terms of your satisfaction level for
Chevrolet Optra ?

Very Poor Very Good

Value For 1 2 3 4 5
Money
Dealer 1 2 3 4 5
network
Power and 1 2 3 4 5
performance
Interiors 1 2 3 4 5
Mileage 1 2 3 4 5
Advertising 1 2 3 4 5
Features and 1 2 3 4 5
aesthetics
Drive 1 2 3 4 5
Smoothnes
After Sales 1 2 3 4 5
Service

5) Please mention what is the best feature of Chevrolet optra advertisement?

Presentation 
Theme 
Information 
Branding 
Others(pls specify) ________

6) Which for you is the other preferable attributes and preferences for promotion?
Test drives 
Coupons 
Exchange offers 
Others (Please Specify) ________
7) Income group you belong to (as per month)?
25001-40000 
40001-60000 
60001-75000 
>75000 

8) Age (in years):

25 or less 
25-35 
36 or more 

Thank You!!