“A STUDY OF CUSTOMER AWARENESS AND PREFERRING WITH SPECIAL REFERENCE TOABS WHEELS Pvt. Ltd., SOLAPUR”

MBA PROGRAM SOLAPUR UNIVERSITY, SOLAPUR
SVERI’s COE, MBA DEPARTMENT PANDHARPUR (2015-16) Page 1
1.1 Introduction:
Today’s society is warm with urbanization and demonstration effect. With a view
towards it, there is a drastic change coming up in all sectors even in the automobile
industries. The following information gives an insight about it. In the present context the
companies operate on the principle of natural selection “survival of the fittest”. Only those
companies will succeed which at best match to the current environmental imperatives –
those who can deliver what people are ready to buy. But real marketing does not involve
the art of selling what the manufacturers make.
Organizations gain market leadership by understanding consumer needs and
finding solutions that delight consumers. If customer value and satisfaction are absent, no
amount of promotion or selling can be compensating. Hence the aim of marketing is to
build and manage profitable customer relationship .this is a part of the strategic marketing
done by every company to achieve its objectives and goals. To maximize the profits and
long term plans every organization has to follow a strategic planning.
Marketing is much more than just an isolated business function – it is a philosophy
that guides the entire organization towards sensing, serving and satisfying consumer needs.
The marketing department cannot accomplish the company’s customer company and with
other organization throughout its entire value – delivery network to provide superior
customer value and satisfaction. Thus marketing calls upon everyone in the organization to
“think customer” and to do all they can to help build and manage profitable customer
relationship. Marketing is all around us, and we need to know that it is not only used by
manufacturing companies, wholesaler and retailers, but also by all kinds of individuals and
organizations.
There are four major, powerful themes that go to the heart of modern marketing
Theory and practice, they are:
Building and managing profitable customer
Relationships. Building and managing strong brands
What marketing is what it does and what it offers?
“Marketing is a social and managerial process whereby individual and groups obtain what
they need and want through creating and exchanging products and value with others.”

“Marketing management is the process of planning and executing the conception, pricing,
promotion and distribution of ideas, goods and services to create exchanges that satisfy
individual and organizational goals.”
“Marketing offers some combination of products, services, information, or experiences
offered to a market to satisfy a need or want” marketing is an orderly and insightful
process for thinking about and planning for markets. The process starts with researching
the market place to understand its dynamics. The marketer uses research methodologies to
identify opportunities.
1.2 Objectives of the study:
Primary objective:
To know the effective factors of awareness and preferring Volkswagen cars.
Secondary objectives:
 To study and analyze the promotional strategies of Volkswagen
 To know whether the customers are satisfied with the offers given by the dealer.
 To know which kind of offers can attract the new customers.
 To study and analyze the customer's perception regarding the usefulness/utility of
Volkswagen cars.
Importance of the study:
It is helpful in winning over their customers’ loyalty and to combat trade unionism.
It builds up a stable labor force by reducing labor turnover and absenteeism.
It raises the morale of customers. A feeling is developed among the workers that they are
being looked after properly.
One of the reasons for provision of welfare activities in recent times by certain
customers is to save themselves from heavy taxes on surplus. The motive behind provision
of welfare activities by some companies is to enhance their image and to create an
atmosphere of goodwill between the customers and management and also between
management and the public.

1.3 SCOPE OF THE STUDY
 Volkswagen Pvt. Ltd. Sales of Volkswagen four wheeler have not been catching
the market very well. In spite of being a well-known brand and company’s self-
direct marketing could not able to boost the sales of Volkswagen four wheeler.
 This study gave a fair outlook of market for its products and reasons for not
catching its market share.
 This research will help the company to know about, where potential of the
Volkswagen four wheeler lies in the market and to give the suggestions to the
company about buildup their market share.
 This survey is confined to standard model of Volkswagen four wheeler.
Limitations Of The Study:
The information given in the above part is based on market survey, meeting with the
people, and phone calls, and the other medium like internet. My project is based upon the
interaction with the people.
We have to target only a particular segment (higher class & upper middle class)
sometimes customers don’t give time.
Sometimes customers give fake information.
Customers like doctors don’t have much time to visit showroom for test drive so
we have to go to them at the time at which they are free.

RESEARCH METHODOLOGY:
“Marketing research is the function which links the customer and public to the
Marketer through information – information used to identity and define marketing
Opportunities and problems generate define and understanding of marketing as
Process”.
Objectivity in research is all-important. The heart of scientific method is the
Objective gathering of the information. Function as marketing research within the
Company as to provide the information and analytical necessary for effective.
Planning of the future marketing activity. Control of the marketing operation in the
present. Evaluation of marketing results.
Research design:
Descriptive research design includes survey & fact finding inquiries of different
kinds. The major purpose of descriptive research is description of state of affairs as it
exists at present.
Sample size
The sample size of research is 100
Methods of data collection
Data is the significant part of the research. Your all research depends upon your
data. Whatever data is collected by me during the internship in the Volkswagen, i can
divide the method the collection of my data into two parts which are thus:-
A) Primary data
Primary data are those which are collected fresh and for the first time and thus
happen to be original in chapters.
I have collected my data through direct face to face

Communication with respondents in one form or another or through personal interviews.
Through observation method i was able to record the natural behavior of group.
Sometimes i verified the truth of statements made by respondents in the context of a
questionnaire.
B. Secondary data
Secondary data are those data which are being already collected by someone else and
which have already been passed through the statistical process. I have collected my
published date form internet and the books, magazines and newspaper, Journals and
websites.

Research Methodology
Type of Research used Descriptive Research
Research Approach Survey
Research Instrument Questionnaire
Sample Design
 Sample Area
 Sample Size
 Sample Segment
 Sample Unit
 Sample method
ABS wheels Solapur Pvt. Ltd.
100
Customers of ABS wheels
ABS wheels Solapur
Simple Random Sampling
Data Collection Primary And Secondary Data

2.1 Introduction to the organization:
One of the fastest growing industries in the world is automobile industry. This
Automobile industry even has its influence on the Indian market. Probably automobile
Industries occupy a large market share in the worlds market as well as in the Indian
Industry. From this we can estimate how important the automobile industry in the
Improvement of GDP of a country is. In India automobile industry has a growth rate is at
the average of 10-12%.
Indian automobile industry since 1947:
It’s fascinating drive through history, which begins as a story of isolation and
Missed opportunities to one of huge potential and phenomenal growth.
India’s fixation with socialism and planned economies had a crippling impact on
The automotive industry in its formative years. The goal at that time for independent
India was self-sufficiency. Issues like quality and efficiency were simply not considered.
Dependence of foreign technology was banned and manufacturers were forced
To localize their products; import substitution became the order of the day. Though we
Learnt to localize, the cars we made were all outdated designs with little or no
Improvements for decades. The automotive industry stagnated under the governments
Stifling restrictions and the Indian car buyer was saddled with cars of appalling
Quality and even then there was a waiting list that at one point stretched to eight years!
This attempt at self-reliance failed miserably because of the industry’s isolation
From the best technology. The Japanese and later Korean auto industries were also
Highly protected in their formative years but they never shut the door on technology.
Instead, they relentlessly tapped the best talent pools in the world to absorb the
Knowhow to produce good cars.
One of the most important chapters in the Indian automotive industry’s history was
Written by maruti. It marked the Indian government getting into the far business in the
Early 1980’s, a radical shift in thinking after decades of treating cars with disdain. The
Maruti 800 went on to become the staple car of India and put a nation on wheels. This
Little car set a benchmark for price, size and quality and structured India as small car
Market.

It wasn’t till 1993 that things really started to change for the Indian car buyer. With
the liberalization of the economy, a host of international carmakers rushed in. But most of
them were in for a shock as Indian customers rejected their product. Indian customers
refused to allow the glitter of prestigious brands blind them to the outdated
And overpriced products they were offered.
The Indian consumer wanted super value, and rewarded the brands that delivered
it, handsomely. Hyundai and Maruti delivered, and profited. The period also saw the
emergence of the Indian players like Tata motors and Mahindra & Mahindra. They rose to
the challenge of the MNC‟s and responded brilliantly with the indica and the Scorpio this
was ironically due to the license raj that forced Indian carmakers to be innovative and
develop products frugally. India’s frugal engineering skill has now caught the world
“imagination and an increasing number of car makers are preparing to setup major
capacities here.
India is changing. and changing fast. It’s moving forward. India’s largest-selling
Car is not its cheapest car, the 800. It is the alto. People’ aspirations are rising and
So are their mistakes, have got their finger on the pulse of the market. Get the right
Product and the rewards are handsome.
The Indian auto industry is today bubbling with promise and confidence. It’s been
A long journey but to see where the Indian car industry is going. We have to see where
It has been.

VISION:
Volkswagen is expanding the research and development program for long term
electrification of drives with this commitment. The three essential goals of the fleet trial
are:
 The electric motor used in the test fleet should be powered with regenerative
electricity.
 The test vehicle stores this energy using the latest battery technology.
 These batteries need to be particularly durable and low cost to allow the electric
used drive to make the breakthrough to mass production.
Mission:
Company supports the protection of the species in equal measure at all its plants.
Accordingly, nature conservation areas and national parks should not be put to economic
use.

Automobile industry in pre-independence:
The first motorcar on the streets of India was seen in 1898, Bombay had it first
Taxicabs by the turn of the century. In 1903, an American company began a public
Taxi service with a fleet of 50 cars. For about 50 years after car arrived in India, cars
Were directly imported.
Before world war i, around 40,000 motor vehicles were imported. During the
Years between the wars, a small start for an automobile industry was made when
Assembly plant were established in bombay, calcutta and madras.
The import/assembly of vehicles grew consistently after the 1920s, crossing
30,000 units by 1930. It was during the end of the war that the importance of
Establishing an indigenous automobile in India was realized. Premier motors,
Hindustan motors and Mahindra & Mahindra set up factories in the 1940s for
Progressive manufacture rather than assembly from imported components. The
cars. They chose to make were the latest in the world when they were introduced in India
in The formative years of the industry.
Post- independence:
The government clamped down on imports and foreign investments. Companies
like Gm and ford packed their bags and left. India’s clock, thereafter, stood still while the
world raced on ahead. It would take nearly 50 years before the Indian auto industry could
catch up with the rest of the world again.
Broad banding era:
In January 1985, the government announced its famous „broad banding‟ policy
Which gave new licenses to brad groups of automotive products such as two and
Four-wheeler vehicles.
Through a liberal move, the licensing system was very much intact. A

Manufacturer had to submit a phased-manufacturing programme to the ministry of
Industry specifying the indigenization progress and allowing for almost complete
Indigenization within five to seven years. The biggest hurdle was the
Foreign exchange clearance required for these projects. Except for mul, which had?
Direct access to policy-makers, every other manufacturer still
Faced a series of obstacles.
several new products were launched during this period. All three traditional
Carmakers added new models to their ranges – standard motors returned to the car
Business after 10 years, when in 1985 it introduced the standard 2000, a rover sd1
Body with the old two-liter vanguard engine. Him bought in a 1972 vauxhall victor in
1985, transplanted its ageing ambassador engine into it and the contest was born.
The arrival of Volkswagen:
Recently Volkswagen paved the way for sustainable market activities in India.
With the investment agreement signed at the end of 2006 the brand sets a new course
That unites two success stories – Volkswagen and India – in a common future.
The German brand and Europe’s largest automotive manufacturer will be entering
The Indian market to meet the rapidly growing demand for mobility. Volkswagen will
Be developing a vehicle in the foreseeable future specifically tailored to the needs of the
Indian market offering all the features of a genuine Volkswagen. It is essential to ensure
“Volkswagen quality built in India” as a genuine unique selling proposition and a
Symbol of quality.
The other cars which have their share in the Indian automobile Industry is:
The Indian auto industry has exploded in the last 14 years. And car makers are
Learning some very hard truths. While the economic reforms process was kicked of
In1991, it was only in 1993 that the automobile industry was finally relicensed and the
Restrictions were removed.

Between 1993 and 95, government regulations limited a foreign company’s stake
To a maximum of 51 percent of the equity. Hence the only method of entry for an mnc
Then was through a joint venture with a local partner. The most preferred partner was an
Existing automaker. In 1994-95 saw the announcement of quite a few jv‟s
.
Premier and peugeot to form pal-Peugeot. Gm and ck Birla to form gm India.
Mercedes Benz and Tata motors. M&m and ford to form Mahindra-ford India.
In 1995, the government announced its decision to allow foreign auto companies
To enter with a 100% stake or wholly-owned subsidiaries. This changed the
dynamics Of joint ventures in India. The other automobile industries which play a crucial
role in The Indian automobile industry are:
Daewoo motors India
General motors’ India
Mercedes-benz
Hyundai motors
Honda siel

2.2 Company profile:
The Volkswagen group with its headquarters in Wolfsburg is one of the world's
Leading automobile manufacturers and the largest carmaker in Europe. In 2006, the
Group increased the number of vehicles delivered to customers to 5.734 million (2005:
5.243 million), corresponding to a 9.7 percent share of the world passenger car market.
In Western Europe, the largest car market in the world, nearly every fifth new car
(19.9 percent) comes from the Volkswagen group. Group sales rose in 2006 to 104.9
Billion Euros (2005: 95.3 billion). Profit after tax in the 2006 financial year amounted
To 2.75 billion Euros (2005: 1.12 billion.
Volkswagen is a part of group made up of eight brands from six European countries.
Including

Eight brands with own character
The group is made up of eight brands from six European countries:
Volkswagen, Audi, Bentley, Bugatti, Lamborghini, seat, Skoda and Volkswagen
commercial vehicles. Each brand has its own character and operates an independent entity
on the market. The product range extends from low consumption small cars to luxury class
vehicles. In the commercial vehicle sector, the product offering spans pickups, busses and
heavy trucks.
44 manufacturing facilities in 18 countries worldwide
The group operates 44 production plants in twelve European countries and further
six countries in the Americas, Asia and Africa. Around the world, almost 325,000
employees produce over 24,500 vehicles or are involved in vehicle-related services each
working day. The Volkswagen group sells its vehicles in more than 150 countries. It is the
goal of the group to offer attractive, safe and environmentally sound vehicles which are
competitive on an increasingly tough market and which set world standards in their
respective classes
Volkswagen makes automotive history
When in 1937 the company known as "Gesellschaft zur vorbereitung des
Deutschemark Volkswagens MBH" was founded, no one could have guessed that it would
one day be Europe's largest carmaker. The history of the company - with all its trials and
tribulations - is first and foremost a story of impressive success.

1937-1945
On may 28th, 1937 the "gesellschaft zur vorbereitung des deutschen
Volkswagens mbh" company is founded, and on September 16th, 1938 it is renamed
"volkswagenwerk gmbh". In early 1938, in what is today Wolfsburg, work begins on
Construction of the volkswagenwerk plant which is to house production of the new
Vehicle designed by Ferdinand porsche.
During the Second World War volkswagenwerk production is switched to
Armaments. Some 20,000 forced laborers, prisoners of war, and later also
Concentration camp prisoners, work at the plant.
In September 1998, in recognition of the events of that time, Volkswagen
established a humanitarian fund on behalf of the forced laborers compelled to work at
Volkswagen during the Second World War. By the end of 2001 more than 2,050 people
In 26 countries had received humanitarian aid from the fund. Furthermore, a memorial
In remembrance of the forced labor employed at the volkswagenwerk plant is currently
being established at wolfsburg, involving contributions from present-day Volkswagen
apprentices.

1945-1949
After the end of the second world war, in mid June 1945, responsibility for
Volkswagen work is placed in the hands of the British military government. Under the
Management of Major Ivan Hirst, mass production of the Volkswagen beetle is
Started.
1949-1960
On march 8th, 1950 the type 2 goes into production, expanding the company's
Product range. The Volkswagen bus, still today known to many as the "vw bully",
Soon creates rising demand thanks to its multifunctional capabilities. In 1956 a
Separate manufacturing base for the transporter is established in Hanover, at the
Same time setting down the roots of today's Volkswagen commercial vehicles brand.
In 1955 employees and dealers from Germany and abroad celebrate the
Production of the one millionth Volkswagen beetle in wolfsburg.

1960-1980
On February 17th, 1972 Volkswagen breaks the world car production record:
with 15,007,034 units assembled, the beetle surpasses the legendary mark achieved by
the ford motor company's model t, popularly known as the "tinlizzy", between 1908 and
1927.
In 1973 the pass at is the first model of the new generation of Volkswagen
Vehicles to go into production - with front-wheel drive, a water-cooled four-cylinder
Engine and a range of engines up to 110 bhp. The pass at is built in line with the
Modular strategy, by which standardized components usable in a range of different
Models provide significant rationalization in January 1974 the first golf is built at the
wolfsburg plant. The compact saloon quickly becomes a hit, and advances to become the
legitimate heir to the legendary beetle. The same year also sees the launch of the sporty
sirocco, which was to continue in production until 1981.
In 1976 the first golf rolls off the production line. The car, with its110 php
engine, creates a real furor on the roads - and lays the foundations for the birth of a legend.
1980-1990
In June 1983 production of the second-generation golf begins. The car is
Designed for a largely automated assembly process, and in the specially erected
Final assembly hall, designated hall 54, robots are deployed for the first time in
Vehicle manufacture.

2000-2003:
In august 2002, at Volkswagen Slovakia, as. In Bratislava, mass production of
The Touareg, a luxury-class off-road vehicle, is started, marking the Volkswagen
Brand's move into an entirely new market segment
1990-2000:
With the production launch of the Lupo 3l Tdi, the first production car to offer fuel
consumption of just three liters per 100 kilometers, in July 1999, Volkswagen
Once again makes automotive history.
In December 2002 The "Auto 5000 Gmbh" Company, Operating A Plant At The
Group's Site In Wolfsburg, Starts Production Of The Touran Compact Van. A Special
Collective Pay Model Has Been Developed, Aimed At Implementing Lean Production
And Involving Flat Hierarchies, Team Working, Flexible Working Hours And The
Deployment Of More Process Expertise By The Workforce.
In 2003 Production Of The Fifth-Generation Golf Is Started, Embodying A
New Dynamism In Its Design And Engineering.
2.2 COMPANY PROFILE
Volkswagen its subsidiaries, is a German multinational automotive manufacturing
company headquartered in wolfsburg, lower Saxony, Germany. It designs, manufactures
and distributes passenger and commercial vehicles, motorcycles, engines, and turbo
machinery and offers related services including financing, leasing and fleet management.
In 2012, it produced the second-largest number of motor vehicles of any company in the
world, behind Toyota and ahead of general motors. It has maintained the largest market
share in Europe for over two decades. As of 2013, it ranked ninth in the fortune global
500 list of the world's largest companies. In 2014, it reached production output of 10.14
million vehicles.
Volkswagen group sells passenger cars under the Bentley, Bugatti,
Lamborghini, Audi, porsche, seat, Skoda and Volkswagen Marques; motorcycles under

the Ducati brand; and commercial vehicles under the man, Scandia,
Nepean and Volkswagen commercial vehicles marquees. It is divided into two
primary divisions, the automotive division and the financial services division, and has
approximately 340 subsidiary companies. The company has operations in approximately
150 countries and operates 100 production facilities across 27 countries. VW has two
major joint-ventures in china (faw-Volkswagen and shanghai Volkswagen).
Volkswagen held a 19.9% non-controlling shareholding in Suzuki between 2009
and 2015. An international arbitration court ordered Volkswagen to sell the stake back to
Suzuki. Suzuki paid $3.8bn to complete the stock buy-back just hours prior to
the Volkswagen emissions violations which engulfed Volkswagen.
Volkswagen is a public company and has a primary listing on the Frankfurt stock
exchange, where it is a constituent of the euro stock market index, and secondary listings
on the London stock exchange, Luxembourg stock exchange, new York stock
exchange and six SWISS exchange. As of September 2012, the state of lower
Saxony holds 12.7% of the company's shares, granting it 20% of the voting rights.
2.3Subsidiaries of company:
Volkswagen commercial vehicles manufacturing company Volkswagen commercial
vehicles is a German multinational commercial vehicles manufacturer
Headquartered in Hannover, lower Saxony, Germany, and a wholly owned subsidiary of
Volkswagen group.
Founded: 1995
Parent organization: Volkswagen group
Audi
Automobile manufacturer
Audi is a German automobile manufacturer that designs, engineers, produces, markets and
distributes luxury automobiles. Audi oversees worldwide operations from its headquarters
in Ingolstadt, Bavaria, Germany.

Founder: August Horch
Founded: July 16, 1909, Zwickau, Germany
Ceo: Rupert Stadler
Stock Price: Nsu (Etr)€ 797.35 -2.65 (-0.33%)
11 Sep, 5:36 Pm Gmt+2 - Disclaimer
Headquarters: Ingolstadt, Germany
Parent Organization: Volkswagen Group
Subsidiaries: Seat, Lamborghini, Ducati,Audi India, Quattro Gmbh, Faw-
Volkswagen, Cosworth, Audi Of America,Audi Senna
Automobile Manufacturer
Škoda Auto, More Commonly Known As Škoda, Is A Czech Automobile Manufacturer
Founded In
1895 As Laurin & Klement. It Is Headquartered In Mladá Boleslav, Bohemia, Czech
Republic.
The Car Manufacturer Was Acquired By Škoda Works In 1925.Wikipedia
Founded: 1895, Mladá Boleslav, Czech Republic
Ceo: Winfried Vahland
Founders: Václav Laurin, Václav Klement
Seat
Seat, Is A Spanish Automobile Manufacturer With Its Head Office In Marmoreal, Spain. It
Was Founded On May 9, 1950, By The Institute National De Industrial, A State-Owned
Industrial Holding
Company.Wikipedia
Founder: Instituto Nacional De Industria
Founded: May 9, 1950, Barcelona, Spain
Ceo: Jürgen Stackmann
Parent Organization: Audi, Volkswagen Group

Lamborghini
Manufacturing Company Automobile Lamborghini S.P.A. Is An Italian Brand And
Manufacturer Of Luxury Sports Cars And, Formerly, Suvs, Which Is Owned By The
Volkswagen Group Through Its Subsidiary Brand Division
Audi. Wikipedia
Founder: Ferruccio Lamborghini
Founded: May 1963, Sant'agata Bolognese, Italy
Ceo: Stephan Winkelmann
Parent Organization: Audi, Volkswagen Group
Bentley Motors Limited:
Automaker Company Bentley Motors Limited Is A British Luxury Automaker, And A
Wholly Owned Subsidiary Of The German Company Volkswagen Ag.
Ceo: Wolfgang Dürheimer
Founded: January 18, 1919, Cricklewood, United Kingdom
Founders: H. M. Bentley, W. O. Bentley
Bugatti:
Car Manufacturer Automobiles Ettore Bugatti Was A French Car Manufacturer Of High-
Performance Automobiles, Founded In 1909 In The Then German City Of Molsheim,
Alsace By Italian-Born Ettore
Founder: Ettore Bugatti
Founded: 1909, Molsheim, France
Defunct: 1963

MAN SE:
Automotive industry company man se, formerly man is a German mechanical engineering
company and parent company of the man group. Man is based in Munich. Its primary
output is for the automotive industry, particularly heavy trucks.
CEO: Georg Pachta-Reyhofen
Stock Price: Man (Etr)€ 94.91 +0.21 (+0.22%)
11 Sep, 5:35 Pm Gmt+2 - Disclaimer
Headquarters: United Kingdom
Founded: 1758, Germany
Subsidiaries: Nepean, Man Truck & Bus, Man Diesel, More
SCANIA AB:
Automotive industry company Scandia aktiebolag, commonly referred to as scania just
Scandia, is a major swedish automotive industry manufacturer of commercial vehicles –
specifically heavy trucks and buses.
Headquarters: Sodertalje, Sweden
CEO: Per Hall berg
Founder: Gusted Erikson
Founded: 1891, Malmo, Sweden
Number Of Locations: 10

Bugatti automobiles:
Automobile manufacturer bugatti automobiles S.A.S. is a French high-performance
luxury automobiles manufacturer and a subsidiary of Volkswagen with its head office
and assembly plant in Molsheim, Alsace, France.
Founded: 1998

2.4 Company Structure:

3.1 BASIC CONCEPTS
Review Of Literature & Theoretical Framework
Product features can be easily copied and that is why markets have considered
brands as a major tool for creating product differentiation. Even when it is possible to
differentiate a product with characteristics, consumers are not able or don´t feel motivated
to analyze them (Kotler and Gartner 2002).
Image and brand
A person´s attitudes and actions towards an object are determined by what a person knows
or assumes to know about the object (blanch 1996), in other words the person´s attitudes
are determined by their beliefs. The fishbone model explains that there is a link between
beliefs and attitudes. There are three kinds of beliefs:
• Descriptive
• Inferential
• Informational.
A study by fishbone and AJZEN (1975) describes the descriptive beliefs as those that
derive from a direct experience with the product. “The informational beliefs are those
influenced by outside sources of information such as advertising, friends, relatives and so
on. The inferential beliefs are formed by making inferences (correctly or incorrectly)
based on past experience as this experience relates to the current stimulus”.
In marketing it is common to talk about an image. An image is “the set of beliefs,
ideas and impressions that a person holds of an object” (Kotler 1991, cited in blanch
1996). According to Papadopoulos (1993) the image of an object results from peoples’
perceptions. Each perception occurs at an individual level and therefore each object has a
different image for each individual observer. A customer bases his actions on what he
thinks he knows (beliefs) therefore the image is very important to a company. The image

is an asset of the company in which the company has invested time and money (blanch
1996). Competent food technologists could replicate coca cola’s “secret formula”, but
what differentiate coca cola from all other cola beverages are its distinctive logo or brand
and packaging, which is the work of many years of promotion and advertising and also
supported by near-universal availability. (baker and Belington 2002). Brand names are
very important. There are some products where the brand image has great significance,
which is why choosing a brand name for a product is not easy. A word can have a
symbolic function arising from all the associations it produces in consumer´s minds.
Certain words derive their functional significance by being associated with particular
objects. (Collins 2007). A brand is “a name, term, sign, symbol, or de-sign, or
combination of them which is intended to identify the goods and services of one sellers
and to differentiate them from those of competitors” (Kotler 1992 p442; cited by Keller
1993 p2).
Collins (2007) concludes in her study that there are six to seven points what make a
good brand name:
a) Be unique, original;
b) Be distinctive, but possibly remindful of the product category it is to go in;
c) Be easy to read in all the countries in which the brand is to be marketed;
d) Be easy to say in all the countries in which the brand is to be marketed;
e) Be of such a verbal form as to have semantic and/or symbolic under-
tones/overtones, to convey the intended “feeling tone” to the consumer, and so
elicit a consumer response, in line with the marketing objectives of the brand
have staying power (Collins 2007 p361).
The brand name is a commonly used cue to simplify the evaluation of a product or
ser-vice. Using a familiar word as a name is advantageous because it is easy to recall but
using a distinctive word is easier to recognize (Keller 1993).
According to Grabby, (1993) brand image is the collection of ideas, feelings, emotional
reactions and attitudes, which arise from the evocation of the brand. Company image
takes part in the brand image.
Marion and Michel (1986, cited by Grabby 1993) exposed that there are three concepts of
image that are necessary to understand and can be applied to brands, companies or

COUNTRIES:
1. “Desired image” refers to the target image that emerges from the strategic
planning process of the company.
2. “Diffused image” concerns the execution of plans by such actors as company
employees and associated agents (e.g., advertising agencies, retailers), and al-
most always varies to a greater or lesser degree from the first.
3. “Registered Image” Refers To The Image Actually Held By Consumers And Other
Publics. It is formed on the basis of actions of the company and the actors it
controls, but also of inputs from other actors in the general business environment
(e.g., governments, trade unions, and the media).
The brand is very important for a company because the most valuable asset for a company
is perhaps the knowledge that has been created about the brand in consumers’ minds
through marketing. Brand awareness in general is when consumers think about a product
category and associate it with a brand. High levels of brand awareness and a positive
brand image increase the probability of brand choice. Brand awareness on people’s minds
consists of brand recognition and brand recall performance. Brand recognition is the
ability of consumers to confirm prior exposure to the brand when given the brand as a cue.
Brand recall is the ability of consumers to retrieve the brand when it is given a product
category. (keller 1993)
Keller (1999) defines brand image as, “the perceptions about a brand as reflected by the
brand associations held in consumer memory.” Brand associations are divided into
attributes, benefits and attitudes. The attributes are the descriptive features that
characterize a product. There are the product-related attributes that are the ingredients
necessary for performing the service or product, commonly unknown by a consumer, and
the non-product-related attributes that are the external aspects of a product. The main types
of non-product-related attributes are the price information and packaging or product
appearance information. The benefits are what consumers think a product or service can
do; there are three kinds of benefits: functional benefits (what a product can do),
experiential benefits (what it feels like to use the product) and symbolic benefits (social
approval or personal expression) (Keller 1993).
Figure 1.2: dimensions of brand knowledge

Country Equity, Country Image And Country Of Origin
Studies from Petra Zeugner-Roth Et al. (2008) and Hsieh et al. (2004) show that
the image of a particular country influences the consumer’s attitudes and behavior
towards products or brands from that country. The name of a country can act in a
similar way as the name of the brand. (Petra Zeugner -Roth Et Al. 2008). For example
“made in Japan”, “made in the U.S.A.” or “made in Germany” are labels that are
generally better evaluated by consumers than products with the label “made in
Hungary” or “made in china”.
according to Iverson and hem (2001 p14 cited In Petra Zeugner-Roth Et al.
2008) a country’s equity is the “commercial value that a country possess due to positive
or negative product related associations and affect in a given target market.” Other
researches papadopoulos and heslop say (2003, cited in petra zeugner-roth et al. 2008)
that the country equity is the real or perceived assets and liabilities that are associated
with a country and distinguish it from others. Conclusively, marketers use country of
origin cues in order to add value and differentiate their products (baker and belington
2002).

People often judge a foreign product before the purchase even though they
don’t know the true quality of a product if they don´t buy it. Consumers use the country
image as a halo when they are not familiar with the country’s products. They infer
about a brand’s product attributes and this affects their attitude toward the brand
indirectly through product attribute rating. That means that the national image is
transported to the product (Han 1989). While obviously not all products without a
known brand name that are produced in one country have bad quality, the image of that
country that may not be favorable is transferred and this prejudices the products from
that country.
On the other hand if a consumer is familiar with a country’s products,
country image becomes a construct that summarizes consumer’s beliefs about
product attributes and this affects their attitudes toward the brand (han 1989). As han
(1989 p223) says “country image, like brand image can be viewed as a summary
construct. Consumers may abstract information about a country’s products because
brands with identical country of origin have very similar product characteristics”.
Nevertheless not all the
Products of a country have good quality but those products are benefiting from the
favorable country image they have.
Hsieh et al. (2004) summarizes the country image definition into three groups:
• Overall country image
• Aggregate product country image
• Specific product country image.
They define the overall country image as the total of all descriptive, inferential and in-
Formational beliefs that a consumer has about a country.
“Aggregate product country image is the entire cognitive ‘feel’ associated with a
particular country’s products or with the perceived overall quality of the products from
a particular country. Specific product country image is the overall perception
consumer’s form of specific product categories from a particular country” (Hsieh et al.
2004 p253)

In other words county image is what consumers know or think they know about a
country’s technological innovativeness, manufacturing ability, and flair for style and
design
(Roth And Romeo 1992).
Almost all of the studies on country image use only a single measure of product quality
Rating. Roth and romeo (1992) summarized the research from authors who used more
Than one measure. Their work is cited in almost all the researches of coo (country-of-
Origin) from 1993 to the present. They defined the country image dimensions in four
Points:
a) “innovativeness: use of technology and engineering advances
b) Design: appearance, style, colors, variety
c) Prestige: exclusivity, status, brand name reputation
d) Workmanship: reliability, durability, craftsmanship, manufacturing
quality.”(roth and romeo 1992 p5)

Table no: 1: Which car (fuel based) do you prefer?
(Source: Market Survey)
Graph -1
Interpretation:
The above table shows that, respondents go for diesel one with sound quality. 34
Percent respondents preferred petrol cars, 50 Percent Respondents preferred diesel cars
and 16 Percent customers preferred L.P.G cars.
0
10
20
30
40
50
60
Petrol Diesel L.P.G.
Series1
Customer preference No of Respondents Percentage
Petrol 34 34
Diesel 50 50
L.P.G. 16 16
Total 100 100

Table No. 2: What do you feel great about your car when compared to other cars in
the market?
Customer perspective No of customers Percentage
Fuel efficiency 30 30
Low maintenance 18 18
Sound quality 22 22
Safety 30 30
Total 100 100
Source: market survey
Graph-2
Interpretation:
The above table and graph shows that 30 percent respondents prefer the Fuel
efficiency, 18 percent respondents prefer the Low maintenance, 22 percent respondents
prefer the Sound quality and 30 percent respondents prefer the safety.
0
5
10
15
20
25
30
35
Fuel efficiency Low maintenance Sound quality safety

Table No. 3:What kinds of offers do you like or expect from the dealer?
Offers No. Of Respondents Percentage
Free insurance 16 16
Special discount on sale of cars 14 14
Extending the service the period 40 40
Finance availability with % interest 30 30
Total 100 100
Graph-3
Free Insurance Special Discount Extending The Finance Availability
On Sales Of Cars Service Period With 0% Interest
Interpretation:
The above table and graph shows that 16 percent respondents prefer the Free
Insurance, 14 percent respondents prefer the special discount on sales of cars, 40 percent
respondents prefer the Extending The Service Period and 30 percent respondents prefer
the Finance Availability With 0% Interest.
0
5
10
15
20
25
30
35
40
1 2 3 4

Table No. 4: What more do you expect from your dealer?
Expectations of customer No. Of Respondents Percentage
Information about new cars 20 20
Information about service and mileage 36 36
Assistance regarding loan and insurance 20 20
Understanding customer needs 24 24
Total 100 100
Graph-4
Interpretation:
The above table and graph shows that 20 percent respondents Information about
new cars, 36 percent respondents prefer the Information about service and mileage, 20
percent respondents prefer Assistance regarding loan and insurance and 24 percent
respondents prefer the Understanding customer needs.
0
5
10
15
20
25
30
35
40
Information About
New cars
Information about
service and mileage
Assistance regarding
loan and insurance
Understanding
customer needs
Series1

Table No. 5: Where do you get your car serviced regularly?
Place of service No .of Respondents Percentage
At authorized service center 70 70
At a local workshop near home 30 30
Total 100 100
Graph-5
Interpretation:
The above table and graph shows that 70 percent respondents prefer At authorized
service center, 30 percent respondents prefer At a local workshop near home.
0
10
20
30
40
50
60
70
80
At authorized service center At a local workshop near home
Series1

Table No. 6: What other brand(s) will you seriously consider before making this car
Purchase?
Brand name No of Respondents Percentage
Honda 24 24
Merc 30 30
Skoda 36 36
Volkswagen 10 10
Total 100 100
Graph-6
Interpretation:
The above table and graph shows that 20 percent respondents prefer Honda, 36
percent respondents prefer the MERC, 20 percent respondents prefer Skoda and 24
percent respondents prefer the Volkswagen.

Table No 7: Can you share your experience with after sale service support?
Post service experience No of customers Percentage
Very satisfied 10 10
Satisfied 60 60
Ok 18 18
Not satisfied 12 12
Total 100 100
Graph-7
Interpretation:
The above table and graph shows that 10percent respondents are very satisfied, 60
percent respondents are satisfied, 18 percent respondents are ok and 12 percent
respondents are not satisfied.
0
10
20
30
40
50
60
70
Very satisfied satisfied Ok Not satisfied
Series1

Table No 8: Which bank do you prefer in getting financial help while purchasing a car?
Name of the bank No. of Respondents Percentage
ICICI 42 42
HDFC 12 12
SBI 40 40
OTHERS 6 6
Total 100 100
Graph-8
Interpretation:
The above table and graph shows that 42 percent respondents prefer ICICI loans,
12 percent respondents prefer the HDFC loans, 40 percent respondents prefer SBI loans
and 06 percent respondents prefer the others loan service.
0
5
10
15
20
25
30
35
40
45
ICICI HDFC SBI Others
Series1

Table No. 9: How do you feel when an unknown sales person approaches you knowing your
full details to demonstrate about any product?
Customer Opinion No. Of respondents Per centage
I will not respond 20 20
Lost my privacy 20 20
Interested in knowing (if i fell a need of it) 60 60
Total 100 100
Graph-9
Interpretation:
The above table and graph shows that 20 percent respondents prefer because “I
will not respond”, 20 percent respondents prefer because” Lost my privacy”, 60 percent
respondents prefer because “Interested in knowing”.
0
10
20
30
40
50
60
70
I will not respond Lost my privacy Interested in
knowing (if i fell a
need of it)
No. Of respondents
No. Of respondents

Table No. 10: What’s your opinion on a brand ambassador for the cars?
Customer union in ambassador No. Of Respondents Percentage
Very necessary 86 86
Not needed 14 14
Waste of money for manufacturer 00 00
Total 100 100
Graph-10
Interpretation:
The above table and graph shows that 86 percent respondents says very necessary,
and 16 percent respondents says Not needed”.
0
10
20
30
40
50
60
70
80
90
100
Very Necessary Not Needed Waste of money for
manufacturer
Series1

Table No. 11: What’s your opinion on the price list of Volkswagen cars?
Respondents opinion No. Of Respondents Percentage
Affordable by common man 12 12
Affordable only by rich man 84 84
Can’t say 04 04
Total 100 100
Interpretation:
The above table and graph indicate that More than 80% of customers think that
Volkswagen cars are Affordable only by rich men. These cars are too expensive for an
economic/common Man of the society.
0
10
20
30
40
50
60
70
80
90
Affordable by
common man
Affordable only by
rich man
Can’t say
Series1

FINDINGS
 The above table shows that, respondents go for diesel one with sound quality.
 The above table and graph shows that 30 percent respondents prefer the Fuel
efficiency, 18 percent.
 The above table and graph shows that 16 percent respondents prefer the Free
Insurance, 14 percent.
 The above table and graph shows that 20 percent respondents Information about
new cars, 36 percent.
 The above table and graph shows that 70 percent respondents prefer At authorized
service center, 30 percent respondents prefer At a local workshop near home.
 The above table and graph shows that 20 percent respondents prefer Honda, 36
percent respondents.
 The above table and graph shows that 10percent respondents are very satisfied, 60
percent respondents are satisfied.

CONCLUSION:
The present research project on the customer awareness and preference of
Volkswagen cars helps to analyze and understand the present market scenario in the
City of Solapur. Merc and Skoda are the strongest competitors so Volkswagen is
Required to work on its weaknesses like offers at the time of convincing customers and
Giving various financial plans.
At last I would like to say that Volkswagen should maintain and improve its market
Share in Maharashtra by improving its services and providing customer satisfaction.

SUGGESTIONS
 Please try to increase the number of service centers.
 Keep service stations at main locations of the city where many customers feel
Easy to go to service centers.
 The service men in the service centers are unable to understand the problems
 Told by us, and they are not resolving the cars problems.
 Provide information on service and mileage regularly.
 Please provide information about new cars along with their price lists at least once
in 6 months.

ANAXURE
Dear Sir/Madam,
I am Mr. Vaibhav Arun Bhandare M.B.A.-II year student of SVERI’s College of
Engineering, (Department of M.B.A.) Doing my project work entitled ‘customer
awareness and preferring ABS wheels Pvt. Ltd."
The information furnished by you will be kept confidential and used for academic
purpose only.
QUESTIONNAIRE
Name…
Contact No…………………….
Designation/Occupation:………………………….
E-Mail-Id:…………………………
1. Which Car (Fuel Based) Do U Prefer?
A) Petrol
B) Diesel
C) L.P.G.

2. What do you feel great about your car when compared to other cars in the
Market?
A) Fuel Efficiency
B) Durability
C) Low Maintenance
D) Sound Quality
E) Safety
3. What Kinds Of Offers Do You Like Or Expect From The Dealer?
A) Free Insurance
B) Special Discount On Sale Of Cars
C) Extending The Service Period
D) Finance Availability With 0% Interest
4. What more do you expect from your dealer?
A) Information About New Cars
B) Information About Service And Mileage
C) Assistance Regarding Loans And Insurance
D) Understanding Customer Needs

5. Where do you get your car serviced regularly?
A) At Authorized Service Centre
B) At A Local Workshop Near My Home
6. What other brand(s) will you seriously consider before making this car
Purchase?
A) Honda
B) Merc
C) Skoda
D) Volkswagen
7. Can you share your experience with after sale service support?
A) Very Much Satisfied
B) Satisfied
C) Ok
D) Not Satisfied
8. Which bank do you prefer in getting financial help while purchasing a car?
A) Icici
B) Hdfc
C) Sbi
D) Others

9. How Do You Feel When An Unknown Sales Person Approaches You By Knowing
Your Full Details To Demonstrate About Any Product?
A) I Will Not Respond
B) Lost My Privacy
C) Interested In Knowing (If I Feel A Need Of It)
10. What’s Your Opinion On A Brand Ambassador For The Cars?
A) Very Necessary
B) Not Needed
C) Waste Of Money For Manufacturer
11. What’s Your Opinion On The Price List Of Volkswagen Cars?
A) Affordable By Common Man
B) Affordable Only By Rich Man
C) Can’t Say
Thanks for taking the time to fill out this questionnaire and for providing valuable
information which will be used for my project work, market research studies and reports.
We do not share or sell your name, address or any other data with any outside company
for any purpose.

“A STUDY OF CUSTOMER AWARENESS AND PREFERRING WITH SPECIAL REFERENCE TOABS WHEELS Pvt. Ltd., SOLAPUR”

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