Download MBA Marketing Project Report

[payal]

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My brother is pursuing in Final Semester of MBA Marketing Program from SMU University. He has to make a project on ‘Consumer Preferences Topic. So can anybody here who will provide sample project related to ‘Consumer Preferences Topic?

[shikha]

As you are looking for sample project report related to Consumer Preferences Topic for MBA Marketing Students, so here I am providing sample project report:

Project Report on Analysis of Car Industry in India on the Basis of Consumer Preferences:

INTRODUCTION
Objective:
The aim of the project was, to study and find the preferences of consumer for a specific car. Up to the end of nineties it was the monopoly of the Maruti Udyog. Now Indian Car Industry is one of the most competitive industries of the world. So the consumer is also differentiating while purchase. We surveyed that on what points the consumers where differentiating between various models and brands. The main motive was to know what consumer wants in the car these days.

Research methodology:
The methods adopted to collect information on small car market were mainly through primary data. We did a survey in the city Bangalore which is the most important IT hub of India. We made questionnaires and did survey. The areas we visited were those where most of the people visit often like shopping malls, parks and major car dealer showroom like Advaith Hyundai, Trident Hyundai, Mandovi motors etc. We also interviewed these dealers.

Quick glance into Indian Car Industry:
Having expanded at a brisk pace in recent years to touch an annual output of 1 million units, the Indian car industry is all set for its busiest ever period of new launches. It is estimated that nearly 50 new models or variants of existing models would be launched over the next year or so, taking the total number of models and variants available to nearly 250, a far cry from the days when consumers had to choose from just two or three models. One of the most competitive industries of the world, Indian car industry is today at a place which is hard to be reached by any industry easily. Most of the consumers are small car buyers. So, small car segment includes a large part of consumers whereas luxury segment only serves a niche market.

OVERVIEW OF VARIOUS COMPANIES IN THE INDUSTRY
Maruti Udyog Limited:
The first company in India to mass-produce and sell more than a million cars. It is largely credited for having brought in an automobile revolution to India. To this day it is the market leader in India in its segment.

GM Motors:
General Motors is one of the largest car manufacturers in the world. In India it produces car with the brand name Chevrolet. It mainly produces luxury cars but also it has a model Chevrolet Spark which is a good competitor in small car market, in luxury market its main car is Chevrolet Optra.

Hyundai Motors:
Hyundai Motors is the world's Sixth Largest Automaker. Hyundai motors has various models of cars in the market. The one flag ship car for Hyundai is Hyundai Santro they are strong competitors for Maruti.

Mitsubishi Autos:
Mitsubishi Autos has limited models in India, its flagship model is Mitsubishi Lancer, which is a luxury car in India.

Tata Motors:
Tata Motors Ltd, is a part of Tata group. Its flagship model is Tata Indica V2. It is one of the most important car in the small car segment.

Skoda Motors:
Making entry into India with its model Skoda Octavia, Skoda also serves niche segment of luxury car segment. With a very limited number of models in India.

RESULTS OF THE SURVEY
Following are the results which we found as per our survey about what a consumer sees while buying a car. We have divided the various variables into few factors so as to make calculations less and to make it easy to understand. We can clearly see that it is the price which matters most for a consumer to buy a car, after price comes after sales service provided by the company, after that comes the mileage following style comfort and performance. It is to be noted that these are the results as per our survey of sample size of 120 people however actual results may vary because the sample size required for studying the actual Indian car industry is very large and as it was a small educational project for us, we were not in a position to handle such a large size of survey. On the basis of these results, we came to know that Tatas small 1 lakh car which is soon to be a launched should be a success in India, as most of the people dont buy cars because it is not in their reach. This is also as per our survey but as I have already disclosed that the original results may vary because of the sample size requirements.

CONCLUSION
Cheap, fuel-efficient and versatile, compact hatchbacks are by far the most popular vehicles in India's rapidly growing auto market. Consumer is day by day becoming conscious about his buying. Companies have to work hard to reduce the prices of the cars to survive in the market. They have to add more and more features in the car as innovation is one of the main factors which can increase sales. As Tata is going to launch the 1 lakh car, and consumers are price conscious, it can be referred that the car will be good success in the market.

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