A STUDY ON CONSUMER ATTITUDE TOWARDS SPATTER AUTOMOBILE

SPARES PARTS PRIVATE LIMITED AT COIMBATORE

ABSTRACT
The aim of this study is to understand the consumer attitude towards SPATTER
AUTOMOBILE SPARES PARTS PRIVATE LIMITED AT COIMBATORE. Data was
collected from 150 respondents from Coimbatore. The variables chosen for this study are
performance, reference group, service, ability and agents. Both the genders were considered,
which included different age group, religion, income level. The study targets new emerging
segment called young professionals in relations to real estate market and understanding their
buying behaviour. Questionnaire method was used to conduct the study and analysis was
done using SPSS.

CHAPTER I
INTRODUCTION
An individual with a positive attitude towards a product/service offering is more likely
to make a purchase; this makes the study of consumer attitudes highly important for a
marketer. An attitude may be defined as a feeling of favourableness or un-favourableness that
an individual has towards an object. In terms of consumer behaviour, consumer attitudes may
be defined as an inner feeling of favourableness or un-favourableness towards a product or
service offering and the 4Ps. Attitudes are an expression of inner feelings that reflect whether
a person is favourably or unfavourably predisposed to some "object" and “Attitude formation,
in turn, is the process by which individuals form feelings or opinions toward other people,
products, ideas, activities, and other objects in their environment
The nature of attitudes can be elaborated as follows:
 Attitudes are directed towards an object (product/service offering, price, store, dealer,
promotion, advertisement etc.) about which a consumer has feelings and beliefs.
 Attitudes have a direction; they could be positive or negative. A consumer could
possess feelings of like/dislike, favourableness and un-favourableness towards a
product or service as well as the mix. They vary in degrees and intensity, and can fall
anywhere along a continuum from very favourable to very unfavourable.
 Attitudes are consistent in nature, particularly with respect to the third component, i.e.
behaviour. Consumers are consistent with respect to their behaviour. However, they
are not entirely permanent and may change if the cognitive or the component is
 changed. This implies that if the consumer witnesses new experience or is exposed to
new information about product/service offering and the mix (cognition), and) feelings
are changed from dislike to like (affect), attitudes towards the offering and the mix
can undergo change. In other words, while attitudes are stable and do not change
frequently, they can be changed if something is done to change them.
 Attitudes are a learned predisposition. Attitudes are learned; they are formed as a
result of self-experiences with the product/service offering and the mix; ii) interaction
with other people, be it family, friends, peers and colleagues; iii) information obtained
from the marketer through promotion particularly advertisements as well as dealers
and salespeople. Attitude formation as a process is impacted by needs and motivation,
perception as well as learning.
 Attitudes cannot be observed directly. While attitudes are comprised of three
components, behaviour is just one of them. It is only this component that can be seen;
the cognitive and affect components cannot be seen. Thus it is said that attitudes
cannot be seen; they can only be inferred from the manner in which an individual
behaves.
 While attitudes can be inferred from our behaviour, it is not synonymous to
behaviour. It has two other components, and reflects a learned predisposition to act
favourable or unfavourable towards a product and service offering and the mix.
 g. Attitudes are situation specific; they occur within a situation. Sometimes depending
upon the situation, a consumer may exhibit a behaviour that may be inconsistent with
his/her attitude.
FUNCTION OF ATTITUDES:
A) UTILITARIAN FUNCTION:
Consumers form positive attitudes towards product/service offerings because they
provide a utility, in other words, they provide a rewarding experience through the
benefits that they provide. Consumers learn to relate a reward with the use of the
offering. On the other hand if they do not offer a rewarding experience, consumers
form a negative attitude e towards such an offering.
B) EGO DEFENSIVE FUNCTION:
Consumers form attitudes as they help defend their ego, self-image and self-concept.
If a consumer is high on ethnocentrism, and patronizes Indian products, he would
have a positive attitude towards Indian brands. He would speak for and promote such
 brands even if he knows that a foreign made product provides better value. Attitudes
are formed to protect the ego.
C) VALUE EXPRESSIVE FUNCTION:
Positive attitudes are formed when a product or service expresses a person’s values
and lifestyle, personality and self-image, and self-concept. This is because attitudes
provide people with a basis for expressing their values. In cases where there is a
mismatch between the product image and a consumer’s self-image, a negative attitude
is developed. Attitudes are a reflection of value.
D) KNOWLEDGE FUNCTION:
Attitudes are formed when consumers want to reaffirm their knowledge base, to
finally help them simplify purchase decision making. If a consumer thinks positive
about a brand, it helps reaffirm his opinion, and makes decision making simpler and
faster. Attitude helps in decision making.

2.1 Introduction The theoretical framework of this study focuses on customer attitude and
perception with regard to the meanings of core concepts, their importance for the success of a
business and the challenges for marketers to set marketing plans and programs inline with
these concepts. First, this chapter discusses the concepts of attitude and perception. And in
the subsequent section the researches previously done on similar topics are reviewed.2.2
Perception and Attitude Perception One of the key elements of a successful marketing
strategy is the development of product and promotional stimuli that consumers will perceive
as relevant to their needs. (Henry Assael: 2001) Perception is the process of sensing, selecting
and interpreting the stimuli of the external world into an internal (mental) world. In other
word, perception is the process by which the brain attempts to describe objects and events in
the external world based on sensory inputs and knowledge. (Schiffman and Kanuk: 2000)
Kotler (2005) states that the process of perception formation passes through four steps: in the
first step, consumer receives information from outside; in the second step, he/she selects the
information; in the third step information is organized and in the last step the information is
interpret. Perception is regarded as the keystone of building knowledge, not just about
products but about everything else in the world. People have their own perception of products
and everything else. The way people select and interpret products will be very different from
the way someone else selects and interprets them. Perception plays a major role in the stage
of buying decision making where alternatives are identified. What we perceive depends on
the object and our experiences. Every day we come in contact with an enormous number of
marketing stimuli. The product and its components (package, contents, and physical
properties) are primary (intrinsic) stimuli. Communications designed to influence consumer
behavior are secondary (extrinsic) stimuli that represent the product either through words,
pictures and symbolism or through other stimuli associated with the product (price, store in
which purchased, effect of salesperson). (Henry Assael: 2001) 11
12. Two key factors determine which stimuli consumers will perceive and how they will
interpretthem: the characteristics of stimulus and the consumers’ ability to perceive the
stimulus. These twoinfluences interact in determining consumer perceptions. Stimulus
characteristics affectingperception can be divided into sensory elements and structural
elements. Both have implicationsfor product development and advertising. Sensory elements
are composed of color, smell, taste,sound and feel. The structural elements applied primarily
to print advertising, such as size,position, contrast, novelty of the ad.Consumer characteristics
affecting perception are ability to discriminate between stimuli andpropensity to generalize
from one stimulus to another.One of the basic questions regarding the effect of marketing
stimuli on perceptions is whetherconsumers can discriminate among differences in stimuli.
Do consumers perceive differencesbetween brands in taste, feel, price and shape of the
package?The ability to discriminate among stimuli is learned. Generally, frequent users of a
product arebetter able to notice small differences in product characteristics between brands.
However, in manycases, the consumers’ ability to discriminate sensory characteristics such as
taste and feel is small.As a result marketers rely on advertising to convey brand differences
that physical characteristicsalone would not impart. They attempt to create a brand image that
will convince consumers thatone brand is better than another.Consumers develop not only a
capacity to discriminate between stimuli but also capacity togeneralize from one similar
stimulus to another. The process of stimulus generalization occurswhen two stimuli are seen
as similar (contiguous), and the effects of one, therefore, can besubstituted for the effect of
another.Brand loyalty is a form of stimulus generalization. The consumer assumes that
positive pastexperiences with the brand will be repeated. Therefore, a consumer does not
need to make aseparate judgment with each purchase.Perceptual categorization is also a form
of stimulus generalization. As new products areintroduced, consumers generalize from past
experience to categorize them. (ibid)When the individual constructs a perception, he or she
assembles information to map what is happeningin the outside world. This mapping will be
affected by the following factors (Blythe: 2008):  Subjectivity: This is the existing world
view within the individual, and it is unique to that individual. For example, the information is
subjective in that the consumer will base decisions on the selected information. Each of us
selects differently from environment and each of us has differing views. 12
13.  Categorization: This is the “pigeonholing” of information, and the prejudging of events
and products.  Selectivity: This is the degree to which the brain is selecting from the
environment. It is a function of how much is going on around the individual, and also of how
selective (concentrated) the individual is on the current task. It will depend on the
individual’s interest and motivation regarding the subject area.  Expectations: It leads
individuals to interpret information in a specific way later.  Past experience: Sometimes
sights, smells or sounds from our past will trigger appropriate response. If the consumer has
had bad experiences of purchasing products, this might lead to a general perception that these
products are of poor quality.

ATTITUDE
After consumers perceive and process information, they develop beliefs about and
preferences for the brands based on the information they have processed. These beliefs and
preferences define consumer attitudes toward a brand. In turn, their attitudes toward a brand
often directly influence whether they will buy it or not. (Henry Assael: 2001)
Attitudes are not directly observable but must be inferred from what people say or
what they do. Consistency of purchases, recommendations to others, top rankings, beliefs,
evaluations and intentions are related to attitudes. (Schiffman and Kanuk: 2000)
Attitudes may be positive, negative, or neutral (valence); may vary in intensity
(extremity); can be more or less resistant to change; and may be believed with differing levels
of confidence or conviction. (Keith Walley et al.: 2009)
According to Schiffman and Kanuk (2000), attitude consists of three major
components: a cognitive component (belief), an affective component (feelings or emotions)
and a conation component (behavioural intention).The cognitive component is related to
knowledge and perceptions that are acquired by a combination of direct experience with the
attitude object and related information from various sources. This knowledge and resulting
perceptions commonly take the form of beliefs, i.e. the consumer believes that the attitude
object possesses various attributes and that specific will lead to specific outcomes.
 And affective component of an attitude constitute the emotions and feeling of a
consumer about a product or brand. And this component indicates the extent to which the
individual rates the attitude object as ‘favourable’ or ‘unfavourable’, ‘good’ or ‘bad’. The
conation component is concerned with likelihood or tendency that an individual will
undertake a specification or behave in a particular way with regard to the attitude object.
Cognitive Component Brand beliefs Affective Component Brand evaluation Conative
Component Intention to buy Behaviour
A primary means by which attitudes toward goods and services are formed is through
the consumer’s direct experience, marketers frequently attempt to stimulate trial of new
products by offering cents-off coupons or even free samples. The family is an extremely
important source of influence on the formation of attitudes, for it is the family that provides
us with many of our basic values and a wide range of less central beliefs.
Impact of advertising messages on attitude formation is the level of realism that is
provided. Attitudes that develop through direct experience (e.g. product usage) tend to be
more confidently held and more enduring. Attitudes are relatively consistent with behaviour
they reflect. However, despite their consistency, attitudes are not necessarily permanent they
do change. One method for changing motivation is known as functional approach. According
to this approach, attitudes can be classified in terms of four functions:
 The utilitarian function,
 The ego defensive function,
 The value expressive function
 The knowledge function.

The utilitarian function when a product has been useful or helped us in the pat, our
attitude toward it tends to be favourable. One way of changing attitudes in favour of a
product is by showing people that it can serve a utilitarian purpose that they may not have
considered.
The ego defensive function most people want to protect their self-images from inner
feelings of doubt. They want to replace their uncertainty with a sense of security and personal
confidence
The value expressive function Attitudes are an expression or reflection of consumer’s
general values, lifestyle and outlook.
 The knowledge function Individuals generally have a strong need to know and
understand the people and things they encounter. The consumer’s ‘need to know’, a cognitive
need, is important to marketers concerned with product positioning.

Indeed, many product and brand positioning are attempts to satisfy the need to know
and improve the consumer’s attitudes toward the brand by emphasizing its advantages over
competitive brands. An attitude can serve more than one function, but in many cases a
particular one will be dominant. By identifying the dominant function a product serves for
consumers (i.e. what benefits it provides); marketers can emphasize these benefits in their
communications and packaging. Ads relevant to the function prompt more favourable
thoughts about what is being marketed and can result in a heightened preference for both the
ad and the product. (Michael Solomon et. al.:2006)
The revised version is called the theory of reasoned action. The model is still not
perfect, but its ability to predict relevant behaviour has been improved. Some of the
modifications to this model are considered here. Intentions vs. behaviorMany factors might
interfere with actual behaviour, even if the consumer’s intentions are sincere. He or she might
save up with the intention of buying a stereo system. In the interim, though, any number of
things – being made redundant or finding that the desired model is out of stock – could
happen. It is not surprising, then, that in some instances past purchase behaviour has been
found to be a better predictor of future behaviour than is a consumer’s behavioural intention.
The theory of reasoned action aims to measure behavioural intentions, recognizing
that certain uncontrollable factors inhibit prediction of actual behavior.Social pressure the
theory acknowledges the power of other people in influencing behaviour. Many of
ourbehaviors are not determined in isolation. Much as we may hate to admit it, what we think
others would like us to do may be more relevant than our own individual preferences.
The more favourable attitude a person has towards a product/ service, the more likely
that person is to buy that product/service. The overall attitude towards an object is expected
to be related to behaviours towards an object.
Correlation and factor analysis is used to explain the relationship between reference
group and experience. Result from the study showed that prior experience of a product
influences both attitude towards a product and actual behaviour.
PROBLEM OF THE STUDY

The problem undertaken for study purpose is consumer attitudes towards using
SPATTER AUTOMOBILE SPARES PARTS PRIVATE LIMITED .Preferential status
of consumers on what basis the consumer prefers his brand and which influences him to buy
such a brand and also how his buying motive is created are analyses and concluded the exact
buying behaviour of the consumer towards using the same brand.

IMPORTANCE OF THE STUDY

Now- a- days the consumer goods are increasing day by day. In the dynamic world so
many brands of spares parts are produced and marketed by a single manufacturer. The
decision whether to buy or not depends only on the consumer’s motive. The present market is
the consumer oriented market and how they are treated as the decisive force. The foresaid
reason has given a fillip to the researcher to make out a study about the consumer buying
behaviour and their position in choosing the particular brand of spares parts

SCOPE OF THE STUDY

This study aims at evaluating the consumer attitudes towards using

SPATTER AUTOMOBILE SPARES PARTS PRIVATE LIMITED at Coimbatore
.This study also aims at finding out the problems faced by the consumers and examines the
factors which influence the brand choice

CHAPTER II
REVIEW OF LITERATURE
LITERATURE REVIEW
1. E. Thangasamy & Dr. Gautam Patikar (2014): The consumers aim at attaining
optimum consumer surplus, be it durables or non- durables, while making such
purchases to satisfy their wants. For this reason, the marketers do continually rely on
research studies about the dynamic consumer attitude to position their product
planning and development strategies to meet the requirements efficiently. This
complex consumer attitude does, therefore, necessitate a critical investigation by the
researchers in every nook and corner of the world. In this paper researcher has study
about attitudes of consumer, the attitudes of consumer not same for any locality. The
 Attitude of consumer are depend on their income, standard of living, size of family
there are factors influence of consumer attitude.
2. Rakesh Kumar (December 2013):The term consumer attitude is defined as the attitude
that consumer display in searching for, purchasing, using, evaluating and disposing of
product, services and ideas that they expect will satisfy their needs. Consumer attitude
is the process whereby, individuals decide whether, what, when, where, how, and
from whom to purchase goods and services. Due to the increase in income level and
easy finance being provided by all the financial institutes, the four wheelers sales have
been significantly increased. This papers us analysis the attitude of consumer towards
four wheelers Industries. And how the consumer has preferences specific brand,
quality products, good services and so on.
3. D. ARTHI & K. MALAR MATHI (Oct 2013): Customer playing the three distinct
roles of user, payer and buyer differ in their intention towards a product, some
purchase for need, while some purchase for the want of status, status seeking
consumers are those who give much importance to the non-functional attributes of the
product such as beauty, attractiveness, brand, social comparison, prestige etc. than the
functional attribute. Car a common means of transport is bought by people not only
for the transportation purpose; it is also bought for comfort, convenience, fun, and
prestige/status. The research paper has indicated consumer has buy four wheelers for
increasing the income and to show their status.
4. Ratan Binodini Amiya Priyadarsini (May 2013): As India’s economy continues to
grow at a rapid pace, the automobile industry will be a key beneficiary. This is widely
true across automotive markets—from those serving customers with four-wheelers to
those offering commercial vehicles. The main factors behind such growth are the
increasing affluence of the average consumer, overall GDP growth, the arrival of
ultra-low-cost cars, and the increasing maturity of Indian original equipment
manufacturers (OEMs). However, India’s path to mass motorization will be very
different from that of developed countries; it must first develop the new technologies,
business models, and government policies that will pave the way to increased
automobile penetration. The automotive sector is one of the core industries of the
Indian economy, whose prospect is reflective of the economic resilience of the
country. This research paper is giving the information for how the automobile sector
has grown up in this city due to increasing the GDP rate in the city.
5. Dr. H. S. Adithya (Jan 2013): Automobile Industry is one of the fastest growing
sectors in our country. Cars were once considered as a luxury and now it has become
a necessity. They have become a part and parcel of today’s life and most of the car
manufacturers target the middle class segment to a great extent. The introduction of
small cars is a classic example for this. Today’s consumer has plenty of options
available to him. We are in a consumers market where the marketers do not merely
satisfy a need but try to achieve consumer delight. The decision to purchase a car is
not a one man decision. The purchase is normally influenced by many including their
own perceptions and attitude. The author has clearly defined in this paper perception
of consumer towards car owner and their attitudes of purchasing decision. Every
consumer decision different so they analysis then give the opinion.
6. Prof. Elizabeth Chacko, Ms. Punnya Selvaraj (2014): The Automobile Industry is
growing and if compared the sales and production of four wheelers is more. Also if
we compare the four wheeler models like car which can be driven by females were
least in market because the market was male dominant. But now there is drastic
change. Earlier car which can be driven by female was only Maruti 800, all other like
Tata Sumo, Bolero, Ambassador etc. In this new era we can see segment for small
four wheeler car quite large. This research paper has most innovative, author are
analysis only female consumer Pattern and how they driving new car and also the
purchasing pattern of their brand, Services, quality, mileage etc.
7. Prof. Madhavi Dhole, (June 2013): The automobile sector is a key player in the
global and Indian economy. Indian automobile industry embarked on a new journey
in 1991 with de licensing of the sector and subsequent opening up for 100 prevent
FDI through automatic route. In India, the automobile industry provides direct
employment to about 5 lakh persons. In this paper the author has given information
about the history of automobile sector and they also inform how the Indian market are
developing & increasing by financial way so the consumer purchasing power has
increasing.
8. K.P Najeemudeen and Dr. N. Panchanatham (December 2014): India’s automobile
industry is one of the key drivers that boost the economic growth of the country.
Spurred by rapid economic growth, personal vehicle ownership in India is increasing
at a fast pace. The relative popularity of the various vehicle segments by size and
price are also undergoing marked changes. A fast-paced shift towards private
motorized transport is a substantial change, especially in a country where motorized
 and non- motorized informal transport serves the majority of the trips, along with
public transport in bigger cities. The research paper has giving knowledge about the
automobile sector and how it was small and not that much develops and now it’s too
much growth and also getting perpetual succession.
9. Vikram Shende (February 2014): The automobile industry today is the most lucrative
industry. Due to increase in disposable income in both rural and urban sector and
availability of easy finance are the main drivers of high volume car segments. Further
competition is heating up with host of new players coming in and global brands like
Porsche, Bentley, and Ferrari all set to venture in Indian market. All segments in
Indian Car industry were studied and found that buyer has different priority of
attitudes in each segment, whereas main driver for car purchase is disposable income.
Now a days competition has too much increasing due to this every company will try
to capture the market and develop their business, similarly four wheelers sectors are
increasing due to easy finance available, different-different attractive scheme has
come so consumer can easy affordable the four wheelers.
10. M.C. VIJAYAKANTH URS, A N SANTOSH KUMAR, A.N. HARI RAO (May,
2013) Automobile Industry has played a major role in the Indian economy during the
last decade. With the Indian market opening its wings to MNC‘s, the competition has
become severe in terms of product quality and service. This has brought forward the
focus on customer satisfaction especially at the dealer level. Companies now are
becoming more responsive, they offer a better product and keep improving it through
Total Quality Management technique. Dealers are coring part of this they are not just
sale the four wheelers to the customer but also providing after sale services. When the
dealers are giving good services or qualities for any product then consumer are
satisfy. Consumer are important part of market with them not any product will sale in
market.
11. M.C. Vijayakanth Urs, A N Santosh Kumar, A.N. Hari Rao (OCT 13) Customer
satisfaction is the key to business servers. According to a study Customer in India are
more concerned with the service that are performed at timely manner with the
affordable cost The Dealer in India must be responsive to all the needs of their
customer; simply providing a good product at a good price is no longer enough.
Satisfied customer’s form the foundation of any successful business as customer
satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth.
 Customer are satisfy only they get good or positive services from the dealers. It is
good enough to the dealers when they maintain proper quality so customer can attract.
12. Dr. M. Prasanna Mohan Raj, (January 2013): The heterogeneous attitude of
consumers towards the choice of various brands in a particular segment can be
explained by the influence of various factors underlying their decisions and its brand
equity. The objective of this study is the identification and study of factors influencing
customers’ brand preferences of the economy segment SUV’s and MUV’s as well as
brand equity as a function of product choice. This paper has indicate how the
customer are prefer the particulars brand for example there are people select specific
brand in four wheelers like Maruti or TATA, so people are purchase car which they
really like. Brand factors are core part for customer point of view.
13. Gupta Bhuwan, Agarwal Nisha (2013): The Indian Automobile Industry has got a
incredible market potential. With the growth of population and change in their pattern
of life style as a result of urbanization, there has been a rapid increase in demand for
Indian automobiles. The purpose of this chapter is to survey the growth of
Automobile Industry in India and their role in economic development and to bring out
the profile of the study area. In recent days India is witnessing a change in
consumerism. The market is now mainly consumer driver. The focus is shifting for
product based marketing to need based marketing. Consumer is given many options to
make a decision. Passenger car segment is no omission to this general trend. In this
paper the author has indicate costumer preferences to their car and how they behave
for taking decision to purchases car
14. .Dr.G.Syamala, VinayakGhosh (DEC2012): The automotive industry in India is one
of the largest in the world; it is one of the fastest growing industries globally. Its
passenger car and commercial vehicle segment is the sixth largest in the world. Indian
small car market is increasing by leaps
andbounds.Theindigenousmarketforsmallcarsnowoccupiesasubstantialshareofaround7
0%ofthean nuclear production in India which is about one million. Almost all
automobile in India are competing with each other in terms of design, innovation,
pricing and technology. The following paper is an attempt to study the satisfaction
level of customers who own small car. The research covers the areas of Aundh,
Pashan, Baner in Pune, Maharashtra. The author has informed in this paper about the
small car and consumer satisfaction regarding this for example Maruti alto, maruti
 800, Chevrolet Beat. The small car buy only the small family, they are satisfy to
purchase small car with good mileage and services.
15. Dr. K. Ravichandran (December):This paper has made a scientific approach to
identify the key factors that influence the consumers (1) while selecting the
appropriate four wheelers especially cars by considering the parameters such as
mileage, maintenance cost, brake failure, comfort and brand which are obscure and
imprecise in nature. With regards to the selection of four wheelers like cars, the
consumers are in dilemma to identify and select an appropriate model. The survey has
been conducted in an automobile industry by analysing the customer’s preferences in
a car. Whenever any consumer buys four wheelers they should identify which
company has providing good quality, services, and mileages and most important after
sale services so consumer can buy without any hesitation.
16. Nikhil Monga (February 2012):The concept of “ attitute” is of prime importance in
marketing and has evolved over the years. It is important to understand consumer
attitute as it plays a vital role in creating an impact on purchase of products. The
human wants are unlimited and always expect more and more. Car Models are no
exception to this attitute. This lead to constant modifications of Car Models & its
features and today we see a new model coming into the market practically every
quarter. The market is a very important place to study the attitude of consumers and
also provide useful insights what a consumer requires in a product. It is only through
research that a company will be able to study the attitude of consumers. The four
wheelers sectors has launch any car before they launch they analysis the market,
locality, income level of particulars group or family for example TATA Nano has
capture middle class people and they get good response and also increasing sales.
17. NATARAJ S; DR. N.NAGARAJA (June 2012): Online bookings and online purchase
are the current wave in Indian car industry. Internet is gradually hitting the core of
every industry including the car industry. It creates a greater awareness of the vehicle
and influences the buyer to purchase. Internet is believed to have a greater impact on
the sales process and will definitely give higher level of sales satisfaction. In this
paper has giving the information about online purchase or booking four wheelers, due
to rising the competition company has develop their strategy to sell the car for
example now a days most popular website is CarDekho.com and CarTrade.com both
of this getting nice response from customer and customer will satisfy.
18. Minwir Al-Shammari (November 2014) in today's high competitive global market,
the importance of the service sector has sharply increased in both the developing and
already developed countries. Service providers are primarily focused on delivering
superior service quality to achieve high levels of customer satisfaction and loyalty.
This research paper has the author has study or examine the quality providing by
automobile company and whether the consumer are really satisfy with this services.
To develop the reputation in the business market every company have to do the good
services and maintain the quality.
19. Third edition Michael Solomon,Gary Bamossy Consumer Attitude. The field of
consumer attitude covers a lot of ground: it is the study of the processes involved
when individuals or groups select, purchase, use or dispose of products, services,
ideas or experiences to satisfy needs and desires. In its early stages of development,
the field was often referred to as buyer attitude, reflecting an emphasis on the
interaction between consumers and producers at the time of purchase. Consumer
response may often be the ultimate test of whether or not a marketing strategy will
succeed. In its early stages of development, the field was often referred to as buyer
attitute, reflecting an emphasis on the interaction between consumers and producers at
the time of purchase. Every consumer decision, purchase attitude, power are different
its not analysis for quickly. In this book the author has given details how the
consumer attitude changes for their lifestyle, culture, income level etc. sometime
consumer attitude or their decision are unique in nature.
20. Dr. khaled ibn Abdul-raheman Al-jeraisy : As a consumer attitude defined as the
activity of the consumer engages in when looking for a goods and a services to satisfy
his need or want and when evaluating, obtaining, using. In addition to related decision
making processes. When any consumer has to take decision to buy the product he
should analysis or getting information for particulars product then he will purchase to
take decision. After the purchasing the product and using this consumer are satisfy.
For example when the consumer are take decision to buy four wheelers they he will
get information for other people about this car and then he purchase. Sometime
company has giving the test Drive also if customer likes than they buy otherwise they
move to buy other four wheelers.
21. Inamullah khan (March 2012): The results show that customer satisfaction has
significant while customer attitude has impact on customer loyalty. The implications
of the study are that a company should better manage their relationships with the
 customers as a competitive policy in four wheelers market place. The crucial part of
this when the company has providing better services and also the good quality the
consumer can trust blindly for this company and company has to fulfil the all
requirement which consumer wants. It is significant important to analyse it in the
context of customer attitude and customer satisfaction, these two variables are of
immense important to analyses the customer loyalty. Firms can maximize level of
profitability by providing safe and sound products and services to their loyal
customers. With this the company has not just giving good product but they provide
after sales service to the customer. Dacia-Group Renault -focus to customers’
satisfaction: The decision of a company with global vision is oriented mainly on
product markets rather than on the domestic market. Since 2000 we witness
companies focus on knowing how to conquer a market (marketing know- how), to the
will to choose strategic alternatives, sustained by the will to act according to a
strategy anchored to the changes in the company’s marketing environment. Thus, now
the company becomes a producer of product proposals offered to the market, the
consumer produces satisfaction, the distribution produces exchanges, and the
environments are producing beliefs. The best example of this long time ago Mahindra
& Renault are merger but now a days when the Renault has launch their individual
four wheelers i..e Renault Duster in Mumbai area it is good responses for this car,
even with attractive colours consumer are not just satisfy but also delight. Renault are
capture the market very quickly and they not just launch on four wheelers they are try
to doing something innovative so consumer car attracting more for this company.
22. K. J. Vinodini (Jan-Mar 2014): The Automobile Sector plays a very important role in
the economy, where they manufacture millions of wheelers and sell it year by year.
This sector is the fastest growing sector where it holds the ‘n’ number of customers
for their vehicles. The wants are unlimited in nature; though a person belongs to a
middle class family his desire in a four wheeler can‘t be predicted. People may belong
to rural or urban area but they want to change their lifestyle at least by consuming a
car. The four wheeler market is getting expanded day by day with new innovations.
As we all know due to increasing the population, competition also increasing day by
day, year by year. Every new company has entered in the market specially in four
wheelers sector. Paul Greenberg CRM at the speed of light, Third Edition: In the
business market selling a product like four wheelers or any luxury car is not that much
easy task for sales persons. When he talks to the consumer for the car feature, whether
 the customer agree with him and whatever he said about the product. In whole process
of marketing if businessman really want to do the satisfy the customer then Customer
Relationship has crucial part of marketing process. To make a good relationship with
the customer, businessman or Dealers has give special offers, Discount, Schemes, to
providing easy finance when the customer buy four wheelers. When the term CRM is
use in business process, we are typically talking about a set of possible interaction that
lead to a result from a customers. This is governed by business rules that are set by the
company.
23. Philip Kotler, Marketing Management: analysis, planning, implementation, and
control. 9th edition . The aim of four wheelers industries has to satisfy target
customers needs & their wants. To identify or analysis consumer market and
consumer attitute is not that much easy task. The four wheelers sectors has introduce
any product they looking first or analysis the individual, family, group, high class
people as well as low class people. With that or after the analysis whole market they
launch product. For example in six to seven year ago luxury car like BMW, Mercedes
are not that much popular in Mumbai area, as income level are increasing for people
they are starting to launch in Mumbai are now they are running well in this area. Due
to increasing the technology four wheelers market has try to do every time innovative,
creative. For that second example in four wheelers more comfort in that TV facility,
Google map, automatic lock system etc.
24. Consumer Attitude sixth edition by Leon G. schiffman and Leslie Lazar kanuk: To
run successful business in the business Market, business man has to focusing on
competitors and also the customer satisfaction. As especially in four wheelers
industries making innovative ideas that have been developing world class four
wheelers in the market. Due to changing pattern & lifestyle needs wants to the
consumer. Whenever four wheelers industry has making the product it aim to helping
the safety of every individual customer. When the four wheelers sectors build up any
product they take care and protect the consumers its creating good image in customers
mind. The luxuries example in that Jaguar, Range Rover, Land Rover this four
wheelers are highly costly in the market but there are consumer for showing their
status they can buy this. In Mumbai area this kind of four wheelers are hardly for few
consumer either top industrialist or Politician. Consumer Attitute , Having, and being:
25. sixth edition by Michael R. Solomon Consumer satisfaction is determine by the
person’s overall feeling toward the product after purchase. There are many factors
 influencing preference of product quality, including price, brand name, and product
performance. Satisfaction is often determining by the degree to which a product’s
performance is consistent with the consumer’s prior expectations of how well it will
function. Consumer satisfaction is determining by overall feelings, or attitude, a
person has about a product after has been purchasing consumer engage in a constant
process of evaluating the things they buy as they integrate these products into their
daily consumption activity. C
26. onsumer Attitute ninth edition by Leon G. Schiffman, Leslie Lazar Kanuk: It is
important to understand how consumer attitudes vary from situation to situation. For
instance, it is useful to know whether consumer preferences for various brand of like
Maruti, Mahindra, Renault, Mitsubishi etc. first identify consumer needs and then
develop product & services to satisfy those needs. Consumer research also is used to
better understanding consumption attitute. Many of these applications of consumer
research are managerial in perspective, they are designed to helps a market make
specific marketing decision concerning product, price, promotion, and distribution. It
also able the marketer to build consumer meaning into the product or services by
discovering which attributes are most important to the target market and integrating
them into the product or services design

CHAPTER III
RESEARCH METHODOLOGY
DEFINITION OF RESEARCH

“The manipulation of things, concepts or symbols for the purpose of generalizing to extend,
correct or verity knowledge, whether that knowledge aids in construction of theory or in the
practice of an art.”
- D.Slesinger and M.Stephenson
RESEARCH DESIGN:

A research design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in
procedure. Regarding this project, descriptive research design concern with describing the
perception of each individuals or narrating facts on welfare measures and diagnostic design
helps in determine the frequency with which something occurs or it’s associated with
something else. These two research design help in understand the characteristic in a given
situation. Think systematically about aspects in given situation, offers idea for probe and
research help to make certain simple decision.

DESCRIPTIVE RESEARCH

In this research it deals with descriptive research type. It includes surveys and fact-finding
enquiries of different kinds. The major purpose of descriptive research is description of the
state of affairs as it exists at present

SAMPLE DESIGN

A sample design is a definite plan determined before any data are actually
collected for obtaining a sample from a given population. Sampling is used to collect data
from limited numbers whereas census is used for large numbers. For the research, sampling
method was used.

There are different types of sample design based on two factor namely the representation
basis and the element selection technique .There are two main categories under which various
sampling method can be put. There are

1. Probability sampling
2. Non probability sampling
In this particular research the A study is on probability sampling. And in the simple random
sample is used.

PROBABILITY SAMPLING:
Probability sampling is based on the concept of random selection; the sample may be
either unrestricted or restricted. When each sample elements is drawn individually from the
population at large, then the sample so drawn is known as ‘unrestricted sample’, Whereas all
other forms of sampling are covered under the term ‘restricted sample’.
The most frequently used probability samples are:
 Simple random sample
 Systematic sample
 Stratified sample (proportionate & disproportionate)
 Cluster sample
NON- PROBABILITY SAMPLING:
Non-probability sampling is that sampling procedure which does not afford any basis
for estimating the probability that each item in the population has of being included in the
sample.
 Judgment sampling
 Convenient sampling
 Quota sampling.
 Snowball sampling
SAMPLING METHOD

In this research systematic sampling method is used to collect the primary data by
using questionnaire.

SYSTEMATIC SAMPLING

A Systematic sample is selected at random sampling. When a complete list of the population
is available, this method is used. If a sample of 10 students is to be selected from 100
students, under this method item is picked up from the sample frame and k is the sample
interval.

POPULATION SIZE

The overall population size is 500.

SAMPLE SIZE:

The total sample size of 100 has been taken for this study. Both male and female
employees have been interviewed.

TOOLS FOR DATA COLLECTION

There are several ways of colleting the appropriate data. While deciding about the
method of data collection to be used for the study, the researcher should keep in mind, that
there are 2 types of data.

1. Primary data

2. Secondary data

PRIMARY DATA
 Primary data are those which are collected a fresh and for the first time and thus
happen to be original in character. Primary data can be collected either through experiment or
through survey.

SECONDARY DATA

The secondary data on the other hand are those which have already been collected
by someone else and which have already been passed through the statistical process. In this
study, the data was collected from the primary source through interview schedule.

STATISTICAL TOOLS APPLIED

 Percentage Analysis
 Weighted Average
 One-way ANOVA
 Chi-square test

STATISTICAL TECHNIQUES

This phase consists of the data analysis of the data collected based on the stratified
simple random probabilistic sampling technique. The data collected were analyzed using the
following methods.

PERCENTAGE ANALYSIS

The number of responses of each category is summarized to percentage format for

the convenience to use other statistical tools namely pie chart and bar diagrams.

PERCENTAGE ANALYSIS:

Percentage refers to a special kind of ratio. Percentage analysis test is done to find out the
percentage of the response of the respondents. In these tool various percentage are presented
by the way of Bar-diagram, Pie charts in order to have better understanding of the analysis.

FORMULA:

Number of respondents
 Percentage = ------------------------------------------------ × 100

Total number of respondent

WEIGHTED AVERAGE:

Mean in which each item being averaged is multiplied by a number (weight) based on
the item's relative importance. The result is summed and the total is divided by the sum of the
weights. Weighted averages are used extensively in descriptive statistical analysis such as
index numbers. Also called weighted mean.
FORMULA:

WEIGHTED AVERAGE = ΣWXi / ΣWi

ΣWXi = The sum of weights (let x1, x2, x3… xn)

ΣXi = occur with weights (w1, w2, w3…wn)

ONE-WAY ANOVA:

Under the one-way ANOVA, we consider only one factor and then observe that the reason
for said factor to be important is that several possible types of samples can occur within that
factor.

Analysis of varience table for one-way ANOVA

SOURCES OF SUM OF DEGREES OF MEAN SQUARE F-RATIO

VARIATION SQUARES FREEDOM

BETWEEN n1 (X1-X)2 +…+ (k-1) SS BETWEEN MS BETWEEN

SAMPLES nk(Xk-X)2 (k-1) MS WITHIN

WITHIN ∑(Xij-X)2+….+ (n-k) SS WITHIN

SAMPLES ∑(Xki-Xk)2 (n-k)
TOTAL ∑(Xij-X)2
(n-1)
i=1,2,…
j=1,2..
This ratio is used to judge whether the difference among several means is significant or is just
a matter of sampling fluctuations.

Statistical tools

Chi-square test

This test allows us to determine whether two attributes are independent of each
other. In this study chi-square has been used to test if there is an association between various
variables and the overall level of satisfaction of safety and welfare measures.

X2 = Σ {(Oi – Ei) 2 / Ei }

Applying Yates’s correction:

X2 = Σ {(|Oi – Ei |- 0.5) 2 / Ei }

Phi Coefficient

Chi-square test tells us about the significance of relation between variables; it

provides no answer regarding the magnitude of the relation between the two variables. This
can be achieved by computing the Phi coefficient which is a non-parametric measure of
coefficient of correlation. It gives the magnitude of the relation or the degree of association
between the two variables.

ϕ= [ X2 / n ]

LIMITATIONS OF STUDY

 Time is the important limitation. Due to time constraints only limited population is
taken for the study.
 Findings based on this study cannot be used in other organizations.
 There are chances of misrepresentation responses.
 The biased view of the respondent is another cause of the limitation