Research Proposal

On
LUXURY CAR BRANDS IN AHMEDABAD

Submitted By
RAZIN HUSSAIN NM

Under The Supervision Of

Mrs JAGRITI MISHRA

Submitted To

Department Of Masters In Fashion Management (MFM)

National Institute Of Fashion Technology (NIFT)
(Ministry Of Textiles, GOVT. OF INDIA)
GH-0 Road, Behind Info city
Gandhinagar 382007, Gujarat

http://www.nift.ac.in
September, 2014

DeclarationI hereby declare that the work entitled Luxury car brands in Ahmedabad submitted to Mrs
Jagriti Mishra is a record of an original work done by me under the guidance of Mrs Jagriti
Mishra of "Market research" subject of Master of fashion management in "National Institute
of fashion technology" and this project work is submitted in the partial fulfilment of the
requirement for award of post graduate degree in fashion management. The result embodied
in this project have not been submitted to any other institute for the award of any diploma or
degree.

AcknowledgementI take this opportunity to express my profound gratitude and deep regards to my guide (Mrs
Jagriti Mishra) for her exemplary guidance, monitoring and constant encouragement
throughout the course of this thesis. The blessing, help and guidance given by her time to
time shall carry me a long way in the journey of life on which I am about to embark.

Table of contentsBackground of research...4

Problem definition...4
List of illustrations...6
Chapter 1
Literature Review.....9
Research gap...17
Objective.....18
Chapter 2
Pricing.....19
Endorsement21
Competition between brands...28
Chapter 3
Research methodology....32
Research design...33
Questionnaire...35
Sampling design...44
Chapter 4
Scope of the research46
Conclusion....47
Annexure..48
Bibliography.50

CHAPTER 1

INTRODUCTION
The Automotive industry is one of the largest industries in world and one of the fastest
growing globally.1769 is the year which gave birth to steam engine automobile which was
capable of human transport. In 1807, RIVAZ designed the 1st car which was not successful
and that leads to the introduction of modern gasoline or petrol fuelled internal combustion
engine in 1885.1886 is regarded as the year of birth of modern automobile, with the BENZ
PATENT-MOTORWAGEN, by German inventor Karl Benz. India set its foot in the global
automotive industry in 1898, with the first car rolled out in the streets of MUMBAI. Cars are
produced for all the different socio-economic classes of the world. The cars that are
manufactured for high class people are known as LUXURY CARS. The luxury car market in
India is growing day by day, and at present the growth rate is 25% per month. A luxury car is
a luxuriously styled automobile which is designed to give satisfaction and comfort to its
owner. In India, Luxury cars usually have carrying capacity of 6 passengers and it starts from
20 lakhs. (Staticbrain, 2013)
The various automobile companies manufacturing luxury cars for India are: BMW, Rolls
Royce, Porsche, Mercedes, Bentley, Skoda, Audi, Chevrolet, Volkswagen, Volvo, Ford,
Mitsubishi, etc. But like in many other countries, Audi, BMW and Mercedes are majorly
controlling the Indian luxury car market.

PROBLEM DEFINITION
Once it was like, cars were bought to satisfy a kind of basic necessity. Today the automobile
industry has seen a revolutionary change with the Indian market and Luxury cars. What could
be the reason behind this huge change? Is it because of status or craze or has it become a need
for consumers? If it is craze, are the consumers not worried about savings? If it is status, do
the consumers have the same idea for all their other goods? If it is a basic need, do they use it
that way? The following survey is conducted to analyse the reason behind why is there a
sudden growth in purchasing luxury cars and is it going really help the economy grow or is it
going to lead the consumers into an empty room.

CHAPTER 2

LITERATURE REVIEW
AUTOMOBILE INDUSTRY OF INDIA
The Automotive industry is one of the largest industries in the world and one of the fastest
growing globally as well as in India. India manufactures over 3,212,988 vehicles (including 2
wheeler and 4 wheeler) and exports about 2,898,659 in 2013. India is the world's second
largest manufacturer of motorcycles. India's passenger car and commercial vehicle
manufacturing industry is the sixth largest in the world. In 2009, India emerged as Asia's
fourth largest producer of motor vehicles, behind china, Japan and South Korea. And also
India has second fastest growing automobile market in the world. According to the Society of
Indian Automobile Manufacturers, annual car sales are projected to increase up to 5 million
vehicles by 2015 and more than 9 million by 2020. By 2050, the country is expected to top
the world in car volumes with approximately 611 million vehicles on the nation's roads.
A chunk of India's car manufacturing industry is based in and around Chennai, also known
as

the

DETROIT

of

India

with

the

operations

of BMW, Ford,

and

Hyundai and Nissan headquarters in the city. Chennai accounts for 60 per cent of the
country's automotive exports. Gurgaon and Manesar near New Delhi are hubs where all of
the Maruti

Suzuki cars

in

India

are

manufactured. The Chakan corridor

near Pune, Maharashtra is another vehicular production hub with companies like General
Motors, Volkswagen, Skoda, Mahindra

and

Mahindra, Tata

Motors, Mercedes

Benz, Fiat and Force Motors having assembly plants in the area. Ahmedabad with the Tata
Nano plant, Halol with General

Motors in Gujarat,

Audi in

Aurangabad,

Hindustan

Motors in West Bengal are some of the other automotive manufacturing regions around the
country. Even the states like Haryana, Rajasthan, Uttarakand, Karnataka, Punjab, Utter
Pradesh, Himachal Pradesh, and Telangana is having production hubs in India.
(mapsofindia, 2013)

LUXURY CAR BRANDS

Luxury vehicle is a marketing term for a vehicle that provides luxury, pleasant or desirable
features beyond the necessity, at increased expense. It suggests a vehicle with greater
construction precision, comfort, equipment, performance, design ingenuity, technological
innovation,

or

features

that

convey brand image,

status,

or

prestige

or

any

other discretionary feature or combination of features. In every era of automobile history

there is a group of car marques and models that have been expensive to purchase, due to their
alleged superiority of their design and engineering. Aimed at wealthy buyers, such
automobiles might be generically being termed luxury cars. "This term is also used for unique
vehicles produced during "an era when luxury was individualistic consideration and
coachwork could be tailored to an owner like a bespoke suit.
The various automobile companies manufacturing luxury cars for India are: BMW, Rolls
Royce, Porsche, Mercedes, Bentley, Skoda, Audi, Chevrolet, Volkswagen, Volvo, Ford,
Mitsubishi, etc. But like in many other countries, Audi, BMW and Mercedes are majorly
controlling the Indian luxury car market.

THREE MAJOR LUXURY CAR BRANDS IN INDIA

AUDI AG

The Audi badge the 'Four Rings' is the emblem of one of the oldest
car manufacturers in Germany. It symbolises the 1932 merger of the four independent motorvehicle manufacturers: Audi, DKW, Horch and Wanderer. Together with the NSU brand,
which joined in 1969, these companies are the roots of the present-day AUDI AG. After the
war the Audi name which is a Latin word means HEAR was disappeared, but again revived
in 1965, using the four rings as a logo. Also, the name is sort of a pun on 'hoerch', German for
'hear', name of one of the founders. The company itself is more than a century old. The four
rings in the logo have nothing to do with the Olympic rings.
Audi oversees worldwide operations from its headquarters in Ingolstadt, Bavaria, Germany.
Audi-branded vehicles are produced in nine production facilities worldwide. Audi has been a
majority owned (99.55%) subsidiary of Volkswagen Group since 1966, following a phased
purchase of Audi AG's predecessor, Auto Union, from Daimler-Benz. Volkswagen launched
the Audi brand with the 1965 introduction of the Audi F103 series. Audi's slogan
is Vorsprung durch Technik, meaning "Advancement through Technology.

Recently in the United States, Audi has updated the slogan to "Truth in Engineering". Audi
is a member of the "German Big 3" luxury automakers, along with BMW and MercedesBenz, which are the three best-selling luxury automakers in the world.

BRANDING

The Audi emblem is four overlapping rings that represent the four marques of Auto Union.
The Audi emblem symbolises the amalgamation of Audi with DKW, Horch and Wanderer:
the first ring from the left represents Audi, the second represents DKW, third is Horch, and
the fourth and last ring Wanderer. Its similarity to the Olympic rings caused the International
Olympic Committee to sue Audi in International Trademark Court in 1995, to which they
lost.
As part of Audi's centennial celebration in 2009, the company updated the logo, changing
the font to left-aligned Audi Type, and altering the shading for the overlapping rings. Audi
also developed Sound Branding Toolkit including certain instruments, sound themes, rhythm
and car sounds which all are supposed to reflect the AUDI sound character.

SLOGANS
Audi's

corporate tagline is Vorsprung-durch-Technik,

meaning "Progress

through

Technology".

SPONSORSHIP
Audi is a strong partner of different kinds of sports. In football, long partnerships exist
between Audi and domestic clubs including FC Bayern Munich, Hamburger SV, 1. FC
Nuremberg, and Borussia Monchengladbach and international clubs including Chelsea FC
Real Madrid CF, FC Barcelona, AC Milan, Ajax Amsterdam, Queens Park Rangers
F.C. and Persepolis F.C.

BMW

BMW stands for Bayerische Motoren Werke or Bavarian Motor Company. The company was
established in 1913 and based in Munich, Germany. It started out as an aero engine
manufacturer, hence the company logo. The logo comprised of four quadrants of alternating
white and blue colour. It is a stylized representation of an airplane propeller spinning against
the clear blue sky. The logo represents a white propeller blade against a blue sky. It reflects
the origins of BMW as a maker of military aircraft engines during WWI. Also, white and
blue are the traditional colours of Bavaria.
BMW became an automobile manufacturer in 1929 when it purchased Fahrzeugfabrik
Eisenach, which, at the time, built Austin Sevens under licence under the Dixie marque.
BMW's team of engineers progressively developed their cars from small Seven-based cars
into six-cylinder luxury cars and, in 1936, began production of the BMW 328 sports car.
Aircraft engines, motorcycles, and automobiles would be BMW's main products until World
War II. Due to certain political crisis during the war and the automobile manufacturing
stopped altogether.
After the war, BMW survived by making pots, pans, and bicycles until 1948, when it
restarted motorcycle production. Meanwhile, BMW's factory in Eisenach fell in the Soviet
occupation zone and the Soviets restarted production of pre-war BMW motorcycles and
automobiles there. Slow sales of luxury cars and small profit margins from micro cars caused
the BMW board to consider selling the operation to Daimler-Benz. However, Herbert Quandt
was convinced to purchase a controlling interest in BMW and to invest in its future.
BMW grew in strength, eventually acquiring the Rover Group (most of which was later
divested), and the license to build automobiles under the Rolls-Royce marque.

MERCEDES

The Mercedes-Benz logo is one of the most famous brands in the world. The Benz logo is a
simplistic three-pointed star that represents its domination of the land, the sea, and the air.
The famous three-pointed star was designed by Gottlieb Daimler to show the ability of his
motors for land, air and sea-usage. It was first seen on a Daimler in 1909, and was combined
with the Benz laurel wreath in 1926 to signify the union of the two firms. Mercedes-Benz is
the world's oldest automobile manufacturer.
Mercedes-Benz is a German automobile manufacturer; a multinational division of the
German

manufacturer Daimler

AG

and

its

headquarter

is

in

Stuttgart, Baden-

Wrttemberg, Germany. The brand is used for luxury automobiles, buses, coaches, and
trucks.
The name first appeared in 1926 under Daimler-Benz but traces its origins to DaimlerMotoren-Gesellschaft's 1901 Mercedes and to Karl Benz's 1886 Benz Patent Motorwagen,
which is widely regarded as the first automobile. Mercedes-Benz's slogan is "Das Beste oder
nichts" (means "The best or nothing"). Mercedes-Benz is part of the "German Big 3" luxury
automakers, along with Audi and BMW, which are the bestselling luxury automakers in the
world.
Many technological innovations have been introduced by this company throughout the years
of their journey in the automobile industry including, internal combustion engine automobile,
honeycomb radiator, fuel injection, safety cell, airbags etc. These innovations made a big
change in the automobile industry and now in present era, it is been used by other brands as
well for better power and safety of the car.
Benz has also participated in FORMULA ONE world championship in 1954 and 1955. It also
part owned Team McLaren for few years. In 2010, Benz took over Brawn GP and renamed it
as Mercedes GP and from this season on, a team works for Mercedes-Benz. (carwala, 2012)

SPONSORSHIP
German national football team is sponsored by Mercedes-Benz. It also sponsors Bundesliga
club Vfb Stuttgart and provides the naming right for their stadium, the Mercedes-Benz arena.

ACHIEVEMENTS
Mercedes has also developed multi concept cars such as hybrid-electric, and fuel cell
powertrain. In 2007 Frankfurt motor show, Benz showed 7 hybrid models and in 2009 they
came with three Blue Zero concepts. Each car features a different powertrain - batteryelectric, fuel-cell electric and gasoline-electric hybrid.

LUXURY BRANDS IN INDIA IN 2013

2013 was a bad year for the whole automobile industry in India. It showed a slow economy,
but it was a good year for the luxury car makers in India. AUDI closed its sales at 10,002
units, a clear increase of 11% over a year ago. And at the same time, Mercedes-Benz ended it
with a sale of 9003 unit, which is an increase of 32% for the company. However the sales
report of both this company is not comparable in India because AUDI reports wholesale
figures (sales to dealers) and Mercedes reports retail figures (sales to consumers). According
to the society of Indian Automobiles Manufactures, car sales have been slowed and it
dropped 5% to 1.6 million units in April-November period, as the buyers postponed purchase
and due to higher ownership costs. But luxury car users remain the same as they were not
susceptible to macro-economic swings and they were literally waiting for the new models to
launch. In India, AUDI claims that they are the very first luxury car manufacturer to sell more
than 10,000 units in a single year. 2013 was an awesome year for AUDI India in terms of
growth, performance and expansion. Our strong leadership is a result of our diverse product
portfolio, network expansion, and unique marketing activities and after sales service at part
with global standards, said Joe King, head of Audi India, in a statement. Mercedes-Benz, too
said 2013 marked its best sales performance since entering the Indian market in 1994. We
are very satisfied with our performance in 2013, which we called the Year of Offensive. We
are happy that our new A-Class, new E-Class and the SUV (sport utility vehicle) portfolio
saw robust demand amidst challenging market conditions, said Eberhard Kern, managing
director and chief executive at Mercedes-Benz India. (livemint, 2013)

COMPETITIVE ANALYSIS-MERCEDES, AUDI & BMW

We all know Germany for its technological innovations and power. And also, we know about
the competition between the BIG manufactures of cars which is born in this very same place,
Germany. The main objective of these brands is to increase production and to reach top of the
table. In India, brands like Honda, Hyundai, Maruti etc. manufactures luxury cars, but rich or
elite class of society always prefer BMW, AUDI or MERCEDES-BENZ. These 3 are the
major players in luxury car segment all over the world. People see these brands as a symbol
of pride or its a status symbol for them.
These brands even maintain a healthy competition between them for their special edition cars
which comes under different brand names which they acquired in their past. When Audi
launched special edition cars in the name of RS series, BMW came with M series and
MERCEDES-BENZ with AMG series. These are more powerful, stylish and expensive
than their original models, and still, there is a huge market in India for the same. Even though
these special versions come under different brand names, customers has to pay more price
and it brings huge profit for these luxury brands as, they dont have to spend more on
advertisement or for other marketing strategies.
Special edition cars are meant for limited customers, for those diehard fans of these brands.
In 2013, the total sale of these limited versions all over the world was 70,000.
RS from Audi is a better model than their regular model S in terms of engine power and
other technological innovations. REN SPORT is the expansion of RS which means car
race in German. All the new technologies are first implemented on RS models and then it is
implemented on the normal models of Audi. And that makes RS models more superior and
costly in market. RS versions are launched only in selected markets and there is only 9 RS
model. In India, there is 12 Audi series in which there are only 2 versions of RS. Europe is
the main market for RS versions of Audi.
BMW special editions are known as M series which means motorsports. Till 1978, they
only produced sports cars under this M label, but after that they even started manufacturing
passenger cars. For the past 10years, the body of BMW M series is made of ultra-light
weight carbon fibre materials. It looks more like sports cars or even better than them. BMW
is an exciting brand, and M series is such a happening product. It is manufactured only for
the diehard fans of BMW said Mr. Frederic nishk, president of BMW. Out of the 13 M
models introduced by BMW, 2 are available in Indian market.

In 2005, MERCEDES-BENZ bought the Swedish automobile manufacturing company AMG

and right after that, they introduced their premium model or special edition cars in the name
AAG. Right now it contributes only 2% of total market but in coming years it will play an
important role in the sales of Mercedes-Benz. Company is trying to sell 30,000 units per year
by 2017 and from 23 AMG models to 30 models. E 63, CLA 45 are the two models
introduced in India by Benz. (RAKESH, 2013)

CAR MODELS AND ITS PRICE

BMW

PRICE

AUDI

PRICE

BENZ

PRICE

In RS
1

22.65 32.50 A3

22.95

Series

lakhs

32.66

A
Class

lakhs
X1

30.75

-36 Q3

lakhs

25.35
37 lakhs

26.20
27.90
lakhs

B
Class

28.31
30.49
lakhs

34.30 42.50 A4

28.30

Series

lakhs

57.82

CLS

95.15
lakhs

lakhs
3GT

42.75 lakhs

A6

Series

42.63
87.33

G
Class

1.85
Crores

lakhs
X3

44.90 lakhs

Q5

45.39
60.11

M
Class

lakhs

54.80
lakhs
2.49
crores

49.90 59.20 TT

54.59

CLA

68.50

Series

lakhs

lakhs

Class

lakhs

X5

64.90 70.90 Q7

60.30

SLK

lakhs

77.18

Class

lakhs

73.90
lakhs
1.26
crores

Z4

71.90 lakhs

A7

85.88

GL

73.95
lakhs

lakhs

1.70
crores
7

1.03 1.87 RS5

1.01

C-

32.85

Series

crores

crores

Class

lakhs

1.07
crores
6

1.12 1.75 A8 L

1.13

S-

1.10

Series

crores

crores

Class

1.40
crores

RS7

1.31

SPORTBACK crores

45.53

Class

lakhs1.29
crores

R8

1.65

SLS

2.24
CRORES
(OICA, 2013)

AMG

2.52
Crores

CHAPTER 3

RESEARCH GAP
Several researches have been conducted on the luxury car market including in-depth studies
on various prestigious car brands. The Ahmedabad market is an upcoming market with huge
potential. This study would be conducted taking Ahmedabad as a sampling frame as very few
of the major research works have focused on Ahmedabad as a subject of study.

OBJECTIVES

To study and compare major luxury car brands in Ahmedabad, Gujarat.

To study the consumer preference with respect to luxury car brands.

RESEARCH METHODOLOGY
The research methodology is a way to systematically solve the research problems. It may be
understood as a science to studying how the research is done scientifically. We study various
steps that are generally adopted by researcher in studying his research problem along with the
logic behind them. It is necessary for the researcher to know not only the research topic but
also the methodology.

RESEARCH DESIGN
Redman and Moray define research as a systematized effort to gain new knowledge
Research is an art of scientific investigation. It is also a process of systematic study. It is an
area of investigation which includes collection, analysis and interpretation of data. Research
has to proceed systematically in the already planned direction with the help of a number of
steps in sequence. To make the research systemized the researcher has to adopt certain
methods. The method adopted by the researcher to complete the project is called Research
methodology. A Research design is the arrangement of condition for collection and analysis
of data in a manner that aims to combine relevance to the research purpose with economy in
procedure. Research design is purely and simply the framework and plan for the study that
guides the collection and analysis of data. It is a blue print that is followed in completing a
study.

Exploratory research design is used in this research to explore how well the luxury
cars have covered the entire market of upper middle class and the higher class from the
comparative analysis of the above mentioned major brands and the customer preference
towards it.

METHOD OF COLLECTING DATA AND VARIOUS DATA SOURCES

For this study the following approach was adopted. This research includes both Primary and
Secondary data. The primary data will be collected by getting some questionnaires filled by
the customers and few personal interviews are conducted for a complete study. Secondary
data is being collected through internet, various websites. Some articles on the research topic
were also taken into consideration. Observation method is also adapted for data collection.
And this is Exploratory Research Design as am exploring the automobile market.

PRIMARY DATA
It is collected directly from executives and customers. Information is collected from
executives through personal and direct interview to collect primary data. Detailed and
structured questionnaire is formed to suit the objectives of the study which contain definite
and predetermined questions, and it is given to selected people. Primary data is the data that
is collected for the first time by the researcher.

METHODS OF PRIMARY DATA COLLECTION

The Main three methods used in primary data collection are:
a. Questionnaire
b. Interview
c. Observation

SECONDARY DATA
It is used mainly to support the primary data. Secondary data is collected through books,
annual reports, significant literature front the organization and previous reports, magazines,
vouchers etc.

TOOLS FOR COLLECTING DATA

The basic tool for collecting data in this research was through getting the questionnaires filled
through the customers.
SAMPLING DESIGN
A Sample design is a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure that the researcher would adopt in selecting sample. Sample
design may lay down the number of items to be included in the sample, i.e. the size of the
sample. Sample design is determined before the datas are collected.
SAMPLING FRAME
The area of sampling or the frame selected for this research is Ahmedabad, Gujarat. The main
target for this study is the customers of luxury car brands in Ahmedabad. The number of
respondents surveyed would be 100. This will include the current and potential buyers of the
mentioned brands.
SAMPLING PROCEDURE
Non- probability sampling
Non-probability sampling is a sampling technique where the samples are gathered in a
process that does not give all the individuals in the population equal chances of being
selected.
Convenience sampling
In this method of sampling, the unit of the sample is recorded according to the convenience
of the researcher.

In this research, Non-probability and convenience sampling method is used.

SAMPLE SIZE
The sample size for consumers is 96. For rounding off, 100 respondents would be surveyed.
We compute this figure by taking into consideration the confidence level as 95%
Confidence interval is 10. Population size is 1, 00,000
To decide the sample size, we have to use this formula:
Z 2 * (p) * (1-p)
SS =
c2

Where:
Z = Z value (e.g. 1.96 for 95% confidence level)
p = percentage picking a choice, expressed as decimal
(.5 used for sample size needed)
c = confidence interval, expressed as decimal
(e.g., .04 = 4)
SAMPLING UNITS
Respondents visiting car showrooms of selected brands across all ages and gender and
potential or actual buyer of the above mentioned brands.
QUESTIONNAIRE DESIGN
Survey would be used as a tool for data collection and hence a structured questionnaire would
be administered on the selected sample elements. The questionnaire would consist of both
open and close ended questions including multiple choices and yes/no type questions. Likert
scale would also be employed in the questionnaire.

CHAPTER 4

STATISTICAL ANALYSIS
Question 1:
Which of the following group you belong to?
[ ] Government

[ ] Employed in private Sector

[ ] Business man

[ ] Others

OCCUPATION

NO. OF

PERCENTAGE

RESPONDENTS

(%)

Government Employee

7(%)

Employed in private sector

18

18(%)

Business Man

42

42(%)

Others

33

33(%)

Total

60

100(%)

From the samples I have taken to conduct this research, 42% belongs to business man group
(out of 100 samples).
Question 2:
Do you own a luxury car?
[ ] Yes

[ ] No
OPTIONS

NO. OF

PERCENTAGE

RESPONDENTS

(%)

Yes

57

57(%)

No

43

43(%)

Total

100

100(%)

Out of these 100 respondents, 57% is using luxury cars.

Question 3:
If no, do u plan to buy luxury car?
[ ] Yes

[ ] No
OPTIONS

NO. OF

PERCENTAGE

RESPONDENTS

(%)

Yes

40

40(%)

No

13

13(%)

Total

53

53(%)

As this question is applicable only for those who do not have a luxury car, the total
number of respondents is 53 and 40% of the people wish to buy a luxury car and they
follow these brands very much.
Question 4:
Which brand do you prefer?
[ ] BMW

[ ] MERCEDES

[ ] AUDI
LUXURY BRANDS

NO. OF

PERCENTAGE

RESPONDENTS

(%)

BMW

27

27(%)

Mercedes

46

46(%)

Audi

27

27(%)

Total

100

100(%)

This table shows that 46% of respondents prefer Mercedes than BMW and Audi.

Question 5:
Which brand is technologically updated?
[ ] BMW

[ ] MERCEDES

[ ] AUDI
LUXURY BRANDS

NO. OF

PERCENTAGE

RESPONDENTS

(%)

BMW

43

27(%)

Mercedes

50

46(%)

Audi

39

27(%)

Even though the respondents had the privilege to select more than one brand, most of
them chose Mercedes (50%) and half of them think that Mercedes is technologically updated.
Question 6 :
Identify which brands Advertisement is given below?

NO. OF
ANSWERS

RESPONDENTS
IDENTIFIED
CORRECT BRAND

PERCENTAGE

Audi(correct answer)

45

45(%)

N/A

47

47(%)

WRONG ANSWER

8(%)

TOTAL

100

100(%)

(%)

By showing this advertisement of Audi without its Logo, 45% of respondents identified the
brand.
Question 7:
Identify which brands Advertisement is given below?

NO. OF
ANSWERS

RESPONDENTS
IDENTIFIED
CORRECT BRAND

PERCENTAGE

BMW(correct answer)

46

46(%)

N/A

47

47(%)

WRONG ANSWER

7(%)

TOTAL

100

100(%)

(%)

By showing this advertisement of BMW without its Logo, 46% of respondents identified the
brand.
Question 8:
Identify which brands Advertisement is given below?

NO. OF
ANSWERS

RESPONDENTS
IDENTIFIED
CORRECT BRAND

PERCENTAGE

Mercedes(correct answer)

65

65(%)

N/A

26

26(%)

WRONG ANSWER

9(%)

TOTAL

100

100(%)

(%)

By showing this advertisement of Mercedes without its Logo, 65% of respondents identified
the brand.
Now, these three images are given to find how strong the advertisements of BMW, Audi and
Mercedes and did that make an impact on customers. It shows that Mercedes is more popular
than Audi and BMW and 65% of respondents recognised the Ad of Mercedes even without
the Logo on it. 45% recognised the Ad of Audi and 46% recognised the Ad of BMW.
Question 9:
Rank the following parameters on the preference of your purchase
ATTRIBUTES

POOR

SATISFACTORY

GOOD

EXCELLENT

TOTAL

Quality

28

31

39

100

Colour

and 0

54

38

100

Finish
Features

12

30

56

100

Durability

14

51

33

100

Mileage

52

26

13

100

Here, respondents were asked to select any one brand and then they had to rank its attributes.
The above table shows the combined statistical analysis of all the three brands together. 39%
of the respondents say that the quality is excellent. 54% said colour and finish is good. 56%
said features are Excellent. 51% said durability is good and 52% said Mileage is satisfactory.

SCOPE OF THE STUDY

This survey helps us to know the satisfaction level of the customer for the service offered by
the different car brands. The research will focus on exploring the key areas where the
customer is most satisfied and dissatisfied. This study also helps to know which luxury car
brand is leading in Indian market, especially in Ahmedabad, Gujarat. The research will help
us get a clear idea as to why is there a sudden growth in the Indian (Ahmedabad) market for
luxury car1s and the reason behind it. The analysis will also help us understand the future
results of the growth. The study would be conducted in 3 month duration and the scope of
sampling will extend to Ahmedabad area.

BIBLIOGRAPHY
carwala. (2013). Retrieved september 7, 2014, from www.carwale.com:
http://www.carwale.com/mercedesbenz-cars/

carwala. (2012). Retrieved september 7, 2014, from www.carwale.com:

http://www.carwale.com/mercedesbenz-cars/
livemint. (2013). Retrieved september 7, 2014, from www.livemint.com:
http://www.livemint.com/Industry/FxqjANDjaUawee4pNG7eyL/Audi-Mercedesbreak-previous-sales-records.html
livemint. (2013). Retrieved september 7, 2014, from www.livemint.com:
http://www.livemint.com/Industry/FxqjANDjaUawee4pNG7eyL/Audi-Mercedesbreak-previous-sales-records.html
mapsofindia. (2013). Retrieved september 6, 2014, from www.automobiles.mapsofindia.com:
http://automobiles.mapsofindia.com/automobile-industry-in-india/
OICA. (2013). Retrieved september 7, 2014, from www.oica.net.
RAKESH, P. (2013). Mathrubhumi wheels. calicut, kerala: Mathrubhumi Publishers.
Staticbrain.(2013). Retrieved September 7, 2014, from www.statisticbrain.com:
http://www.statisticbrain.com/cars-produced-in-the-world/
Staticbrain. (2013). Retrieved September 7, 2014, from www.statisticbrain.com:
http://www.statisticbrain.com/cars-produced-in-the-world/

A STUDY ON LUXURY CAR BRANDS IN

AHEMDABAD, GUJARAT
QUESTIONNAIRE

1. Which of the following group you belong to?

[ ] Government

[ ] Employed in private Sector

[ ] Business man

[ ] Others

2. Do you own a luxury car?

[ ] Yes

[ ] No

3. If no, do u plan to buy luxury car?

[ ] Yes

[ ] No

4. Which brand do you prefer?

[ ] BMW

[ ] MERCEDES

[ ] AUDI
5. Which brand is technologically updated?
[ ] BMW

[ ] MERCEDES

[ ] AUDI

6. Identify which brands Advertisement is given below?

[ ] BMW

[ ] MERCEDES

[ ] AUDI

[ ] DONT KNOW

7. Identify which brands Advertisement is given below?

[ ] BMW

[ ] MERCEDES

[ ] AUDI

[ ] DONT KNOW

8. Identify which brands Advertisement is given below?

[ ] BMW

[ ] MERCEDES

[ ] AUDI

[ ] DONT KNOW

9. Rank the following parameters on the preference of your purchase

Poor

Satisfactory

Good

Excellent

Quality
Colour &
Finish
Features
Durability
Mileage

10. Which brand provide better after sale services?

[ ] BMW

[ ] MERCEDES

[ ] AUDI

11. What are the factors that affect most while purchasing a luxury car?

(Choose the most appropriate from the given six alternatives)

Brand

and Engine

Specifications

Power

Shape

Availability

and

Brand
Image

Looks
BMW
MERCEDEZ
Audi

12. Which brand do u think have a better public relation?

[ ] BMW

[ ] MERCEDES

[ ] AUDI

NAME

Gender
[ ] Male [ ] Female
Age group
[ ] 18- 25 years

[ ] 26-35 years

[ ] 36-45 years

[ ] 46-55 years

[ ] above 56 years

Marital Status
[ ] Unmarried

[ ] Married

Annual Income
[ ] Below 25 lakh

[ ] between 25 30 lakh

[ ] Between 30-50 lakh

[ ] above 50 lakh

Price

External
Influence