DEPARTMANT OF MANAGEMENT

Summer Training Report On

Woman Consumer Attitude Towards Purchasing a Car
Submitted To

PUNJAB TECHNICAL UNIVERSITY JALANDHAR

In the partial fulfillment of Requirements for the award of Degree of
Masters in Business Administration

Submitted By
AABID HUSSAIN SHAH (Roll No: 1433086)
Under the Guidance Of
Mr.Vikram Jeet Thakur
HOD Department of Management

Mr. Arif Lateef Gilkar

HR

INNOCENT HEARTS GROUP OF INSTITUTIONS JALANDHAR

Certificate
.

ACKNOWLEDGEMENT
Worthy success can never be accomplished without adequate experience and expert
guidance from well qualified people
First of all I thank my parent who helped me for the completion of the project. I express
my intense gratitude to Pof.Deepak Paul Director Innocent Hearts Group of Institutions
Loharan who gave me an opportunity to take post-graduation in this college.
I express my gratitude to Mr.Vikram Jeet Thakur, HOD of Department
of Management, who guided me in doing this project.
It would not have been possible for me to complete this project on
effectiveness of recruitment training without the cooperation and support rendered
by the employees of Peaks Auto.Pvt. Ltd (Maruti Suzuki).

DECLARATION
I hereby declare that this project titled WOMAN CONSUMER ATTITUDE
TOWARDS PURCHASING A CAR is based on the original work carried out by
me under the supervision of Mr. Arif Lateef Gilkar, is an original and bonafied
work carried out in partial fulfillment of the requirements of the award of the
degree of Masters in Business Administration of Punjab Technical University.
This is my original work and not submitted for any other
diploma, fellowship, award or prizes. This is my sole effort.

Aabid Hussain Shah

Place: Anantnag

CONTENTS

1. INTRODUCTION
In todays competitive world, every company has to study consumer purchasing power and behaviors
prior to develop a marketing plan for their product. This enables the marketer to understand who
constitute the market, what and why the market buys, who participate in and Influences the buying
process, and how, when and where consumer buy. But such knowledge is critical for marketers since
having a strong understanding of buyer behavior will help shed light on what is important to the
customer and also suggest the important influences on customer decision-making. Using this
information, marketers can create marketing programs that they believe will be of interest to
customers. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to
make things more Interesting. Since every person in the world is different, it is impossible to have
simple rules that explain how buying decisions are made. Contemporary approaches to business
emphasize the importance of adopting a consumer focus. Marketing, in particular, begins and ends
with the consumer from determining his or her needs to ensure post-purchase satisfaction.

The roles of women in the society have changed tremendously in this 21st
century. Apart from managing the household they have spared time to work for their families
which have changed their perspective towards things. Most of the marketers know that the needs
of women are different and it has become necessary for them to have a deep understanding of
how and why they are different. The purpose of this study is to ascertain the key factors
influencing the women respondents brand preference in selection of their scooter. The result of
Exploratory Factor Analysis revealed five factors namely Comfort, Efficiency, Affordability,
Familiarity and Quality of Service as the determinants of preference.
Women are leading in every field of study as the literacy rate and working
rate have increased since Independence. It was very difficult for them to move from one place to
another, to make their mobility easier the marketers thought of introducing brand new cars day
by day with latest technology that makes easy drive for women consumers. Now-a-days, there
are number of models available in the markets and in order to sustain in the present market it has
become essential for the marketers to know the pattern of consumer brand preferences. Brand
preference is nothing a measure of brand loyalty in which consumers will choose a particular
brand in presence of competing brands. A brand saves consumers time in choosing their
products. Hence, the analysis of brand preference is an important area for the marketers to

develop the marketing strategies for their brands. In 21st century, women is economically
empowered as the proportion of working women is increasing, which has shown a dramatic
effect on purchasing patterns of any product. Therefore every manufacturer has to know about
the psychology of the consumers especially women and their brand preference towards the
vehicle as the competition is intense. To suit the varied requirements of diverse users,
manufactures produce different models of vehicles and the product (i.e. car) has gone for a
complete revamp and the advanced technology have almost been phased out. Due to these
changes in the car segment, it has become imperative to have a fresh perspective of urban female
consumers and the key factors to prefer the various brands. In order to design marketing program
to suit this segment
The purpose of the study is to view the Women Consumers preferences and awareness about
cars. Ever since the advent of information technology in India, there has been a steady increase
in the number of women employees in these industries. As these working women are paid with
handsome of salaries by the companies and their working hours are varied, there is a need for
them to have safe and secure transportation with a fair degree of privacy.
These factors enable the women employee to purchase four wheelers of different brands. Yet
another factor that encourages the women employee to purchase cars is the liberal loans offered
by commercial banks and financial institutions.
This also helps the automobiles industries to develop and launch the new products with wider
variety of mix to meet the specification and demands of women consumers.
2.2. Buying Behavior of Women
The rapid rise in employment among women. A far greater proportion of women are employed in
less well-paid sectors, but women are making inroads in the higher echelons of business and as
entrepreneurs. Of greater long-term significance is the gradual rise in women's wealth. Disparity
remains as far as rates of pay for women are concerned, but key note has identified trends and
report findings that support the view that women are gaining a far greater share of the UK's
personal assets as a result of a wide range of factors most notably, early financial
independence.
The women have to set up independently and acquire their own assets at a young age. Key
Markets reviewed for this report show the following key trends: a more cautious pattern of
consumer spending in the light of the recent corrections in interest rates and the housing market,

and a consequent reluctance to spend on `big-ticket' items; and major alterations in patterns of
distribution, e.g. the growing dominance of the supermarket retailers and increasing parity in
patterns of demand between the sexes, which is paralleled by the rise of
Internet retailing.
2.3. Car Consumption of Women
The car market, in common with many other markets, has entered a competitive period in which,
although volume sales have increased, market values are declining as a result of high capacity,
high levels of imports and market saturation. Women are still far more likely than men to live in
households with no car, although the pattern is far more equal among younger men and women.
Women's increased earning power and rising economic wealth therefore make them of growing
importance in expanding car manufacturers' threatened sales targets.
Initially women were given the responsibility of managing the household works. But as time
passed, the responsibility of them increased from household management to supporting the bread
earner of their family. This change had drastic impact on their perception and attitude as their
experience were different. This made the researcher to think of the present study of brand
preference of women respondents in Coimbatore city and it is clear from the study that women
respondents prefer to choose the brand of cars which is Affordable for their budget, comfort and
efficient to drive, which provides the best quality of services and which is familiar among their
groups. Hence the marketers are advised to adopt a lower or reasonable pricing strategies based
on different income segments and are also advised to stimulate sales by modifying the products
characteristics through Quality Improvement, Feature Improvement and Style Improvement as
many of the respondents prefer to choose cars which have comfort and efficiency while driving.
It can also be seen that familiarity is one of the factors affecting their choice of brand of cars.
Hence, marketers can go for advertisement and other promotional measures to grab the attention
of such groups. As there is cut throat competition in the market only by considering all these
factors the marketers can sustain in the near future.

Maruti Suzuki India Pvt Ltd