ANNIGERI SEVA TRUST

Y B ANNIGERI COLLEGE OF COMMERCE

DHARWAD

A INTERSHIP REPORT ON

MARKETING { CONSUMER BUYING BEHAVIOUR}

UNDERTAKEN AT

BELLAD JEEP PVT LTD HUBLI.

Submitted to
KARNATAKA UNIVERSITY, DHARWAD.

FOR THE AWARD OF BACHELOR OF COMMERCE DURING

THE ACEDEMIC YEAR 2023-24

SUBMITTED BY

Mr. SHREEJITH PURANIK

REGNO. U02EG21C0015

B.COM VI SEM

INTERNAL GUIDE EXTERNAL GUIDE

DEPT.OF COMMERCE BELLAD ENTERPRISES

DECLARATION

1,Mr SHREEJTH PURANIK of B.COM 6h semester studying

in Y.B.ANNIGERI DEGREE COLLEGE, declare that the
project work entitled "CONSUMER BUYING BEHAVIOUR
"submitted to the Karnataka university, DHARWAD is a
record of an oiginal work done by me under the guidance
of Prof. Hiremath (internal guide) of Y.B. ANNIGERI
college of B.COM, DHARWAD and this project is submitted
in the partial fulfilment of the requirement for the award
of the degree of B.COM

The results embodied in the report have not been

submitted to any other university or Institution for the
award of any degree or Diploma

Place: DHARWAD
 Executive summary.

It is true fact that if you are satisfied you recommend to others word of
mouth and customer satisfaction play a very important role in
determining market prescription in Automobile.

It is a market perception that determines the success of a company and

so it is very important for the four wheeler manufactures to measure the
willingness of existing user of a product to recommend it to others.

It is one of the most significant that purchases that an Indian household

makes this project addresses the most important question that perplexes
four wheeler manufactures.

What makes the perfect four wheeler that influences the purchase of
customer?

This project highlights the factors which influences the buying decision of
the consumer.

Finance facility is an Indian consumer ready for more?

What is the driving motive behind the effective demand of four wheeler?

Consumer expectations are the customer defined attributes of your

product or service. You cannot create satisfaction just by meeting
customers' requirements fully because this has to be met in any case.
Indian market before independence was seen as a market for imported
vehicle while assembling of cars manufactured by general motors and
other brands was the order of the day. Indian automobile industry mainly
focused on servicing, dealership, financing and maintenance of vehicles.
Later only after a decade from independence manufacturing started.
India's transportation requirement were met by railways playing an
important role till the 1950's. since independence the Indian automobile
industry faced several challenges and road blocks like manufacturing
capability was restricted by the rule of license and could not be
increased but still it lead to growth and success it has achieved today.
For nearly three decades the total production of passenger's cars was
limited to 40,000 yearly. Even the production was confined to three main
manufactures Hindustan motors, premier automobiles and standard
motors. There was no expertise or research and development initiative
taking place. Initially labour was unskilled and had to go through a
process of learning through trial and error. In the 1950's, the Morris
oxford,
Became the ambassador, the fiat 1100 became the premier Padmini.
Then in 1960's nearly 98% of the product was developed indigenously.
There were significant changes witnessed by the end of 1970's in the
automobi le industry. Strong and huge initiative like joint venture for light
commercial vehicle did not succeed. Contessa, the rover and the
premier 118NE, which were the new models, hit the market. Till later part
of 1980's Indian by and large followed a social system. The main focus
of the government was developed through heavy, long gestation, capital
intensive projects like steel manufacturing. Priority was to the quality of
the finished good and customer feedback.

Brief introduction
The Indian automobile industry include two-wheeler, trucks, cars,
busses, and three- wheeler which play a crucial role in growth of the
Indian economy. India has emerged as Asia's fourth largest exporter of
automobiles, behind Japan, South Korea and Thailand. The country is
expected to the top the world in car volume with approximation 611
million vehicles on the nation's roads by 2050. The economic progress of
this industry is indicated by the amount of goods and services
producedwhich give the capacity for transportation and boost the sales
of the vehicles. There is huge increase in automobile production with a
catalyst effect by indirectly increasing the demand for a number of raw
materials like steel, rubber, plastics, glass, paint, electronic and services

➤ Employment opportunity

India today is well known as a potential emerging automobile market and

jobs in the automobile industry are rising. Several foreign investments
are pouring into Indian automobile industry. It has become a major three-
wheeler manufacturing in the world.

India is also the second largest manufacturer of tractors. Candidates

with the bachelor's degree in mechanical, electrical or automobile
engineering are eligible to get good job opportunities in automobile
companies.

For the candidates with diploma courses and ITI courses there are many
opportunities in this industry. Automobile companies even require IT
specializations. While technical education is offered by plenty of
engineering and polytechnic colleges in India, the eligible candidates are
selected by the companies. The considerable wide scope of automobiles
sector, it is not that surprising that more and more candidates are
dreaming to develop a career In automobile industry. With foreign
automobile companies like Volkswagen, Audi, Renault ete coming in and
targeting India as a base for manufacturing cars, the scope for career in
automobile industry is rising rapidly. ACHIVEMENTS

The first automobile was launched in India in the year 1897 in Bombay.

Today India is being recognised as a potential emerging auto market.

The industry adds up foreign players to their investments.

• 80% of the segment size is contributed by two-wheeler and motorcycle.

Indian passenger's vehicle market is dominated by cars (79%) unlike the

USA.

India crossed the 1 million mark as the fourth largest car market in Asia
recently.

Very recently history has been created in world of automobile industry by

Mr. Ratan Tata chairman TATA motors by launching the world's most
affordable car "NANO the price of the car was around 1,00,000/- which
gained instant recognition
 Company profile

Name: Bellad jeep hubli

Location : Hubli Dharwad Road, Rayapur, Dharwad -

580009 (Opposite Ngef Rayapura Darwad, Opposite New
Government Electrical Factory)

Phone no: 8951064557

Email id : @bellad-fca.com

Business: authorised car dealer

JEEP INDIA

Jeep officially launched its first vehicle produced in India -- the 2017
Compass -- at an event in Mumbai on Monday.

The Compass started rolling off the assembly line near Pune, a city
known for its automobile manufacturing in June. The vehicles produced
there will also be exported to other right-hand- drive markets including
UK, Australia and Japan.

The Compass marks a major new commitment for Jeep in India. It

already sells Wrangler and Cherokee models in the country, but those
vehicles are imported

"It is expanding into the world's largest markets such as India that is
fuelling our growth and accelerating our expansion," Paul Alcala, who
heads the company's operations in Asia, Jeep's parent company Fiat
Chrysler (FCA) said it has received more than 5,000 pre-orders for the
Compass in just over a month..

Its decision to manufacture the popular SUVs in India underscores the

battle for investment being waged by national governments.

Jeep pan India after sales services provided through the world-renowned
Mopar brand ensures that you and your jeep vehicle will never be far
from expert care. There are more than 60 dealerships in India. Among
which one is Bellad enterprises pvt ltd
Legacy of Jeep:

A HERITAGE OF HEROES

For 75 years the Jeep brand has been indelibly linked to freedom, adventure,
authenticity and passion. The brand's unwavering commitment to strength and
meaningful engineering has helped forge an extraordinary, uncommon bond
between the vehicles and their owners.

Our core values are embodied in every Jeep vehicle's DNA. Jeep vehicle owners
have long known that Go Anywhere. Do Anything. is a way of life, not just a
slogan. The Jeep badge stands for more than a brand. In truth, it's a hadge of
honour.

Explore our legendary line-up, then create your own timeless story.
1940-1950

➤ A HERITAGE OF HEROES

The iconic JeepBrand is recognized the world over forever tied to

freedom, capability and adventure. Every Jeep vehicle has a unique
story to tell, with a rich heritage that links back to the original Willys MB.
Our story is your story. Jeep owners have long known that Go Anywhere,
Do Anything is a way of life not just a campaign slogan. Explore our
legendary line up, then create your own timeless story in a Jeep 4x4.

Born in the heat of battle, the Go-Anywhere, Do-Anything Jeep 4x4

emerged a hero to thousands of Allied soldiers around the world. The
equally heroic civilian Jeep vehicles of the 1940s firmly established the
Jeep brand as the undisputed leader in 4x4 technology
The design of the World War II jeep was the result of a long process,
involving the contributions of both U.S. military officers and civilian
engineers, the latter mostly tied to three companies: Bantam, Willys and
Ford, and has repeatedly been called a design by committee. In fall
1941, Lt. E.P. Hogan of the U.S. Quartermaster Corps wrote:

"Credit for the original design of the Army's truck -ton, 4x4, may not be
claimed by any single individual or manufacturer. This vehicle is the
result of much research and many tests. "Hogan credited both military
and civilian engineers, especially those working at the Holabird
Quartermaster Depot
1950-1960
➤ Welcome Willys Motors

The word "Jeep" became a

registered trademark of Willys-Overland in 1950. A short three years

later, the company was sold to Henry J. Kaiser for $60.8 million and
becomes Willys Motors Inc. The C.J model was updated in 1953
followed by the CJ-5 in 1955. The company was marketed as the "The
world's largest maker of 4-wheel-drive vehicles."

The 1950s saw the rise of the recreation vehicle, as well as engineering
superiority. Grass-roots enthusiasts helped launch Jeep Jamborees and
took the original freedom machine to new heights in sales thanks to
seven unique models. Willys Trucks and Station Wagons and the
Jeepster Models are not nearly as well known as the ubiquitous and
familiar "Jeep". But in fact, Willys made a number of different truck
models, including the 6-226 truck with an open rear bed (an early
"pickup"), the Forward Control model FC-150 and the 6-226 4x4 station
wagon. Read more about Willys trucks
1960-1970

➤ Introduction to a Design classic

The 1960s introduced the Jeep Wagoneer in 1962 an instant classic

designed by Brooks Stevens and advertised as "All-New, All-Jeeps." It
featured the first automatic transmission and independent suspension in
a 4x4 vehicle. The Gladiator pickup truck was introduced as a "beautiful
brute." A new "Dauntless" V6 engine in the CJ-5 and CJ-6 doubled the
power of previous engines.

The all-new Jeep Wagoneer represented unparalleled refinement and

innovation. Prestige and individuality ruled the day. The Jeep brand line-
up grew to include 14 models for work, play, recreation and luxuriously
capable transportation.Between 1967 and 1969, all rear-wheel drive only
models, which the four-wheel drives had outsold from the beginning,
were discontinued, and from then on, all Wagoneers and Cherokees had
solid axles and leaf-springs, both front and rear. At the end of 1968, the
slow-selling two-door versions were also discontinued.

For 1968 through 1971, Wagoneers were powered by Buick's 350 cu in

(5.7 L) 230 hp (172 kW; 233 PS) Dauntless V8. The Dauntless made
less horsepower than the previous AMC V8 (230 hp vs. 250), but more
torque at lower rpm (350 ft-lbf (475 N-m) at 2400 rpm versus 340 ft-lbf
(461 N-m) at 2600).

After the 1971 model year, Wagoneers were exclusively AMC powered.
1970-1980

➤ The AMC Years

1969, Kaiser Jeep started a "Jeep Great Escape" advertising campaign showing
the variety of recreational uses of Jeep vehicles. Kaiser Jeep sold the company
to American Motors (AMC) in 1970 for approximately $75 million. Four-wheel-
drive vehicles were becoming very popular by 1978, AMC was producing 600
vehicles a day. In 1972, AMC introduced the Quadra-Trac 4x4 system, the first
automatic full-time four- wheel-drive system. In 1976, AMC introduced the CJ-7
The Cherokee was a rebadged reintroduction of a two-door body style Jeep
Wagoneer, with a redesigned greenhouse that eliminated In the car's C-pillar.
Instead the Cherokee sported a much wider D-pillar and a single, long fixed
rear side window with an optional flip-out section. Previously, a two-door
version had been available in the Jeep Wagoneer line (from 1963 to 1967),
although this had the same pillar and window configuration as the four-door
Wagoneer. The Cherokee replaced the Jeepster Commando, whose sales had
not met expectations despite an extensive 1972 revamp. The Cherokee
appealed to a younger market than the Wagoneer, which was regarded more
as a family SUV.
The Cherokee was marketed as the "sporty" two-door variant of Jeep's station
wagon. The term "sport(s) utility vehicle" appears for the first time in the 1974
Cherokee salesbrochure. A four-door was not added to the line-up until 1977.
Other than the base model, the trim levels of the Cherokee included the S
(Sport), Chief, Golden Eagle, Golden Hawk, Limited, Classic, Sport, Pioneer, and
Laredo.
1980-1990

➤ A New Sport Utility Vehicle (SUV)

A second-energy crisis in 1979 spurred the development of a smaller 4x4

wagon - the All-New Jeep Cherokee (XJ). It featured a uni-body design, compact
dimensions and suspension system influenced by the chief engineer of the
Renault Formula 1 racing team. AMC recorded record sales in the 80s and
discontinued the CJ-series and introduced an All-New Jeep Wrangler (YJ) in
1986. A year later, in 1987, American Motors Corporation was sold to Chrysler
Corporation and the Jeep brand became a part of Chrysler Corporation's
Jeep/Eagle Division.

The all-new Jeep Cherokee (XJ) introduced helped revolutionize the 4x4
market. The mighty XJ introduced many industry firsts, including: the first
compact 4-door SUV, first Unframe construction, and first full-time 4x4 system
with shift-on-the-fly capability.
1990-2000➤ Luxurious SUVs

After about 30 years, the classic Grand Wagoneer gave way with a "Final
Edition" model in 1991. An All-New JeepGrand Cherokee launched in 1993 and
was a larger and more luxurious cousin to the Cherokee with a smoother
motorway ride and a more spacious interior. An All-New Jeep Wrangler (TJ) was
introduced in 1997-that looked very similar to the CJ-7. The TJ used a four-link
coil suspension and featured a new interior. In 1998, the German Daimler-Benz
merged with the Chrysler Corporation (including the Jeep brand) for $36
billion.

The original Grand Cherokee was launched in 1992 as a 1993 model year
vehicle in the luxury SUV segment. The "ZJ" models, manufactured from 1992
to 1998, originally came in three trim levels: base (also known as SE), Laredo,
and Limited, subsequent trims were added, included Orvis (MY 95-98), TSI
(MY97-98). The base model included features such as full instrumentation,
cloth interior, and a standard five- speed manual transmission, while gaining
the moniker "SE" name for the 1994 model year. Power windows and locks
were not standard equipment on the base trim. The minimal price tag
differential resulted in low consumer demand, and as a result, the low-line
model was eventually discontinued. Additional standard features included a
driver-side air bag and four-wheel anti-lock braking system (ABS). The Laredo
was the mid-scale model with standard features that included power windows,
power door locks, cruise control, and a leather wrapped steering wheel.
Exterior features included medium-grey plastic panelling on the lower body
and five-spoke alloy wheels.
The Jeep Line-up Grows

The merger of Daimler-Benz and Chrysler in 1998 started to show the fruits
with the introduction of a number of new Jeep vehicles. In 2001, a new Jeep
Cherokee (KJ) replaced the long-lived Cherokee (XJ). A seven-passenger Jeep
Commander was introduced in 2006. The Jeep Compass and Patriot (MK) and
Jeep Wrangler and Wrangler Unlimited (JK) were all introduced in 2007. A new
Jeep Cherokee (KK) was introduced in 2008. The parent company Chrysler
Group LLC enters into a global alliance with Fiat SPA in 2009.

The radical 2003 Jeep Wrangler Rubicon was the most capable vehicle ever
produced by the Jeep brand. A new four-door Wrangler variant was launched
and took the industry by storm. Wrangler Unlimited opened up the world of
capability to people who needed the room and utility of four doors. In 2006,
Compass and Patriot were the first Jeep vehicles to reach into the small cross-
utility segment. The Jeep Patriot (MK74) is a front-engine five-door compact
crossover SUV manufactured and marketed by Jeep, having debuted with the
Jeep Compass in April 2006 at the New YorkAuto Show for the 2007 model
year.Both cars, as well as Dodge Calibershared the GS platform, differentiated
by their styling and marketing, with the Patriot exclusively offering a four-wheel
drive system, marketed as Freedom

Drive II.
The Patriot was manufactured at Chrysler's Belvidere, Illinois assembly plant
alongside the Compass. Although the model was still selling well even as it was
essentially unchanged as it entered its 11th model year, production ended with
the 2017 modelyear.

2010-Today
➤ Weathering a Storm to New Heights
An All-New redesigned 2011 Grand Cherokee was launched to rave reviews and
refreshed in 2013 with many new styling cues and a new 3.0L EcoDiesel engine.
The All- New 2014 Cherokee replaced the Liberty, promising to redefine the
midsize segment. And in 2015, the Jeep brand entered the small SUV market
with the Renegade, once again bringing capability and Jeep, brand style to a
whole new market.
The Jeep, brand resonates with consumers around the world as global sales
increase to highest point in over 75-year history with 1.41 million units sold
worldwide for 2016. Strategic launches of the all-new Grand Cherokee,
Renegade and Compass vehicles,
SWOT ANALYSIS OF SUTARIA AUTOMOBILES.

➤ Strengths(vigor) in the SWOT analysis of Jeep:

1) Strong image and brand reputation -The image of Jeep as a brand is very
strong and it has built a good reputation in the consumers' minds over the
years. The brand advocates spreading positive word of mouth about the
company's vehicles.

2) The iconic design which is associated with ruggedness and reliability "You
don't have to carry a designer bag that costs more than a car to look cool" The
design of Jeep vehicles have included itself in the iconic ones in the automobile
industry. The design of the vehicle itself speaks volumes about the brand and
does not need any introduction.

3) Excellent Off-road Capabilities - "four wheels moves the body. Two wheels
move the soul" The Jeep vehicles have been established for excellent towing
capabilities or we can say strong vehicle segment. This is mainly because of its
4×4 and all-wheel drive abilities.

4) Adventurous brand name -The name of the brand is identified as

adventurous in itself. This clearly indicates the utility and the segment of the
car it is targeting to making it easy for marketing the products.

➤ Weaknesses(fragility) in the SWOT analysis of Jeep:

1) High priced vehicles "your attitude is like a price tag, it shows how valuable
you are" The Jeep vehicles are priced higher in comparison to its competitors.
People who love the brand Jeep are the ones who are mostly interested in
buying it because of this limiting the scope of targeting more customers.
2) Same design over the years - "creativity occurs in the moment, and in that
moment we are timeless" Yes, people recognize Jeep from its design yet they
are using the similar design for a long time which may build a negative
perspective on no innovation in people's minds.

3) Low Global Penetration - The market penetration at the global level is low
which may be because of multiple reasons. This affects the image of the brand
as Jeep poses itself as an international brand.

➤ Opportunities(chances) in the SWOT analysis of Jeep:

1) Enter into growing markets-They can look for entering some growing
markets with a slightly lower cost models to increase their reach and establish
itself as a truly global brand.

2) Target the Millennial Generation - Jeep should be looking forward to having

a right mix of product portfolio which can be targeted to tap the millennial
generation. This is very important for a versatile brand like Jeep to not miss this
segment of customers in the coming years.

3) Growing health-conscious population - This is also a good opportunity for

Jeep to explore as the current generation is health

conscious who likes to travel, hike, and do other adventurous stuff. Jeep is
already placed with a good brand name with such segment so it won't be
difficult for them to further use that as a huge opportunity.

4) Innovation through technology - The Company is largely dependent on its

age-old design and brand name. They can look for some technological
advancements, in-house or through partnership, which can help them to
transition as per the current needs of the customers.
➤ Threats(ultimatum) in the SWOT analysis of Jeep:

1) The invention of Electric vehicles - The entrance and efficiency of electric

vehicles in the automobile industry has become a looming threat to every car
company in the world and Jeep is no untouched. They will have to re-think
their strategy according to the future of how people are going to travel.

2) Increasing fuel prices - The prices of fuel and maintenance are ever
increasing because of which people are moving towards the cheaper options
like gas, use of cabs, electric, etc. Jeep needs to keep these things in mind for
next level of strategies.
) Increasing pollution and changing government regulations - With changing
environment conditions because of continuous increase in pollution is making
it difficult for countries to carry on with the traditional fuel vehicles, therefore,
they are changing/limiting the use of such vehicles. This is another area of
threat not only for Jeep but other similar brands as well.

Production Information.

The Compass is assembled at plants in Mexico, Brazil, China and India. North
American and European models are manufactured in Toluca, Mexico; moved
from Belvidere, Illinois. In Brazil, the second-generation Jeep Compass start
production the 26 September 2016 at FCA new Goiana, Pernambuco Assembly
Plant. Production of the first-generation Compass and Patriot ended early
2017, with production of the second-generation Compass beginning in spring
of 2017 for North American models. Assembled at Fiat's facility in Ranjangaon,
Maharashtra, it is Jeep's first model assembled in India.

Vehicle after manufacturing based on the requirement

Of dealership's the cars are sent to logistics department before sending it to
logistic department vehicle are sent to PDI (pre-delivery inspection)
department. Then cars are sent to

through road transport to the dealers.

Pune Rajangaon is the place where the legendary jeep's model is

manufactured.
renowned model Jeep Compass is manufactured Pune Ranjangaon.I take pride
to tell that Indian manufactured Jeep Compass are exported to United
Kingdom, Australia. There are many cars manufactured by Jeep but we(stuaria
automobiles) Authorized dealers for Sales, Service and Spares for Jeep
Compass and Fiat Cars, For customers who are looking for higher variants they
would be passed on to the dealers who have the authorization to sell those
cars, Company focus is to sell Jeep compass as it is the product which is made
in India and there are many people out there are purchasing the and we have
got a good response from the customer about the Jeep compass.

There are other two model in Jeep which are imported to India and other
country and Jeep is now one among the growing automobile company globally.
There are more than approximately 20,000 units of jeep compass are sold this
year.

As we've told you earlier, it is the first Jeep model to be manufactured in India
and it's taken a long time for it to happen. Maharashtra's Chief Minister
Devendra Fadnavis was present at the roll out ceremony and he said that when
he first went to Detroit, he drove the Wrangler and that's when he told the FCA
officials there that a Jeep had to be manufactured in India and well, here it is.
Last month the company unveiled the

SUV in India for the first time and we got a glimpse of what the car looks like. In
fact, we've even gotten behind the wheel of the new Compass and we told you
all about it in our exclusive review.
 Organisational service

Jeep Dealership Organizational Service Chart

|
General Manager
|
---------------------------------
| | |
Sales Manager Service Manager Parts Manager
| | |
----------------- ---------------- ----------------
| | | | | | | | |
Sales Finance CRM Technicians Parts Inventory Customer
Consultants Specialists Specialists Service

Explanation:
1. General Manager:
o Oversees the entire dealership operations.
2. Department Heads:
o Sales Manager: Manages the sales team and showroom
operations.
o Service Manager: Supervises the service department and
technicians.
o Parts Manager: Manages parts inventory and parts sales.
3. Functional Departments:
o Sales Department:
  Sales Consultants: Assist customers with vehicle selection
and purchases.
 Finance Specialists: Handle financing and leasing options for
customers.
 CRM (Customer Relationship Management): Manage
customer interactions and relationships.
o Service Department:
 Technicians: Perform vehicle maintenance, repairs, and
inspections.
 Customer Service: Assist customers with service
appointments, inquiries, and issues.
o Parts Department:
 Parts Specialists: Assist customers with parts purchases and
inquiries.
 Inventory Specialists: Manage parts inventory, ordering,
and stocking.
RESEARCH METHODOLOGY

RESEARCH PROBLEM AND OBJECTIVE:

Research in common parlance refers to search for knowledge. Research is an

academic activity and as such it is used in a technical sense. According to
Clifford Woody. research comprises defining problems, formulating hypothesis
or suggesting solutions, collecting, organizing evaluating data, making
deductions and research conclusions to determine they fit the formulating
hypothesis.

Primary objective:

The primary aim is to interpret the satisfaction level of customers using jeep
car and to find out the areas in which it needs to improve to develop a better
perception in the mind of its customers. It entails as to suggest Honda how to
become a no. 1 customer oriented company

Secondary objective:

To go in detail, the research includes the study of comparative satisfaction level

of customers using different car brands; the various areas where competitors
supersede and the areas where the competitors lack.
Furthermore the research aims to find out the relative market capitalization of
Honda in the two wheeler industry and to suggest some concrete and absolute
measures to give a rise to its share in the two wheeler segment.

Research Process
Extensive Literature Survey: before starting the research in-depth study of the
topic was done to form a clear picture of what and how research is to be done.

Formulating the Research Problem: The next step was to find out the problem
of the case. Then the problem was understood thoroughly and rephrasing the
same into meaningful terms from analytical point of view. This step is of
greatest importance in the entire research.

Design of Questionnaire: A questionnaire was developed for the survey. The

questionnaire is of structured type. Most of the questions were based on 5
point bipolar Liker Scale.

Determining The Sample Size: Next step is to determine the number of to be

targeted from various ages, monthly salary, and gender. So a total of 20 people
were surveyed.

Collecting the Data: The data was collected from various class of people based
on age, sex, income, location.

Analysis of Data: The data collected from various people was segregated into
various categories in order to analyze it. Analysis was done based on more than
22 different parameters
Generalization and Interpretation: Data was tested and upheld several times,
and then generalizations were drawn from the analysis.

Preparation for the report: Lastly report about the research is made.

➤ WHAT IS CONSUMER BUYING BEHAVIOUR?

Consumer buying behaviour signifies more than just the approach of consumer
towards buying a product. Marketing efforts therefore also emphasize on
consumer's consumption of services, ideas and activities. The manner in which
consumer buys a product is extremely important to marketers. It involves
understanding a set of decisions (what, why, when, how much and how often)
that the consumer makes over the time.

Consumer buying behaviour is the process involved when individuals or groups

select, use, or dispose products, services, ideas or experiences (exchange) to
satisfy needs and desires. Consumer behaviour is the scientific learning of how
people buy, what they prefer to buy, when they need to buy and why they buy
Le. the reason to buy. It mingles elements from psychology, anthropology,
sociology, and economics. It makes an effort to understand the buyer decision
processes or the buyer decision making process, both individually and in
groups. It examines special characteristics of individual consumers such as
demographics, psychographics, and behavioural variables in an attempt to
understand the needs of the people. It also tries to assess influences on the
consumer with the help of groups such as family, friends, reference groups, and
society as a whole.

Factors Influencing Consumer Buying Behaviour

The factors influencing consumer behaviour are classified into two types as
follows:. Internal Factors External or Environmental Factors.
The external factors do not have any effect on the decision process of
consumers, but percolate or filter through the personal determinants, to
influence the decision process. The factors that influence consumer buying
behaviour in general are:
Motivation and participation of consumers in purchasing a specific product.

Consumer's attitude

Personality and self concept of any individual consumer

• Ability to remember ie. learning and memorizing power of the consumer.

• The channel or way through which Information processing takes place.

The most common external influences or factors are:

• Cultural influences- Influences of culture of the individual buyer

• Sub-cultural influences

• Social class influences - Influences related to the individual buyers specific

society, religion etc

Social group influences - The social group in which individual buyer resides
influences the buying behaviour.

• Family influences - It is also an important influences usually observed in

variousconsumers.

• Personal influences Other influences

Sampling methodology descriptive

Sampling unit 50

Sampling technique Convenience sampling

Sampling approach survey

Research instrument questionnaire

Method of contact Personal approach

Telephone survey
To understand the buying behaviour of the costumer we have to understand
the different stages of sales process

The sales process consists of:

1. Inquiry

2. First personal contract

3. Need analysis

4. New car presentation

5. Test dive

6. New car offer

7. Trade in offers

8. Finance offers

9. Follow up

10. Booking

11. Delivery
12. Customer retention

All the steps of sales process is important to close a deal or win a deal

To understand the buying behaviour most importantly it is divided n stage. Pre

delivery, delivery, post delivery so we picked up the data of Jeep compass
customer who had enquired about the car to understand their needs.

We took the data of the customers who are already proud owners of jeep
compass to understand their needs and achievements we also went through
the data of customers who have not purchased Jeep compass and have
brought other cars to understand what made them to buy competition model

To go through this process we prepared the set of questionnaire which can give
us the required data to understand the buying behaviour.
 FINDINGS

1. I found out that most of the customers preferred SUV nowadays. Therefore
Jeep is amongst preferred SUV...

2. The customers were price sensitive and would prefer a diesel car rather than
a petrol car may be due to price difference in both fuels.

3. For jeep company's brand name is enough for the customers to buy the cars.
The company has potential buying customers apart from that I found out that
most of the people brought the car by word of mouth communication through
their friends and then followed by advertisement in various medias

4. Lastly I found that most of the customers were very satisfied with the
ambience in the showroom and also satisfied with the knowledge of sales staff.

5. With my survey I also understood that most of the people preferred

automatic car for convenience for city driving necessity these days
 SUGGESTION

1. As per survey people would like to buy more cars like Compact SUV Jeep has
the ocean of opportunity kick back with the present demand

2. India is a developing country customers buy cars on Finance and if leep

comes up with the package of Finance along with the cars, Jeep will have more
conversion rate.

3. Jeep should be looking at the training their manpower on regular basis and
refresher training quarterly to keep their manpower updated with present
technology and trend.

4. Hospitality is at par at the Jeep dealership but it can be taken to the next
level where customers get delighted.

5. Demo car play an vital role customer should get the hands on the wheel of
the preferred model at their door step

6. Test drive is most important key stage where majorly customer get
convinced it has adequate and consultant should have knowledge how to deal
with it.
 Conclusions:

As per the objective of the study the main aim was to know the consumer
buying behaviour towards jeep compass an entry level luxury SUV.

According to the result obtained majority of the jeep compass luxury cars
customers were satisfied with product because of its high quality and also
knowledge of manpower and showroom hospitality

The respondents also say that the brand image of Jeep will continue to develop
new market segments and continue to expand. Taking advantage of its brand
image to identify with new customers and in new markets.

Overall I had a great experience; the experience I gained will stay with me for a
lifetime. The training has nurtured my ideas towards the world, the people and
me.
BIBLOGRAPY,

➤ WEBSITES:

1. https://www.jeep-india.com

2. https://en.wikipedia.org/wiki/Wiki

3. www.automobilcindustry.com