Volkswagen's Car Market and Buying Behaviour In India-A Study of Consumer Perception

By

ACKNOWLEDGEMENT

I would like to express my gratitude to research coordinator, colleagues, family and friends for their relentless support and guidance, without them I would not be able to deliver this work.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, and this dissertation has not been submitted for any examination at academic as well as professional level, previously. It is also representing my very own views and not essentially those that are associated with the university.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

CHAPTER 1: INTRODUCTION1

1.1 Inquiry Overview1

1.2 Background of the Study1

1.3 Problem Statement2

1.4 Rationale/ Nature of the study2

1.5 Conceptual and Theoretical Framework2

1.6 Research Aim and Objectives4

1.7 Research Questions4

1.8 Significance of the Research4

1.9 Organization of the Dissertation5

1.10 Ethical Considerations5

1.11 Limitation of the Research5

CHAPTER 2: LITERATURE REVIEW7

2.1 Introduction7

2.2 Background of the Study7

2.3 Indian Car Industry8

2.4 Volkswagen in India9

2.5 Concept of Buyer Behavior10

2.6 Buyer Behavior Model11

2.7 Factors Influencing Consumer Behavior13

2.8 Buying Behaviour of Indian Consumers14

2.9 Consumer Perception15

2.9.1 Characteristics of Perception16

2.9.2 Components of Perception16

2.10 Quality Cues18

2.10.1 Cue Utilization18

2.10.2 Choice and 1mportance19

2.10.3 Interaction19

2.10.4. Cue Combination20

CHAPTER 3: METHODOLOGY21

3.1 Introduction21

3.2 Onion Research Model21

3.3Research Philosophy22

3.4 Research Design23

3.5 Research Strategy23

3.6 Data Collection Method23

3.7 Research Instrument24

3.8 Sampling24

3.9 Literature Search24

3.10 Data analysis24

3.11 Reliability25

3.12 Validity25

3.13 Time Horizon26

3.14 Summary27

CHAPTER 4: FINDINGS & ANALYSIS28

4.1 Introduction28

4.2 Design and Application of Questionnaires28

4.3 Descriptive Analysis29

4.3.1 Chart 1: Your age range is29

4.3.2 Table 1: Your average salary range per year is29

4.3.3 Chart 2: Brand of Car do you use30

4.3.4 Table 2: Rate the brand of car you use31

4.3.6 Chart 4: Have you seen Volkswagen cars and their advertisements32

4.3.7 Table 3: What comes to mind when you see the Volkswagen brand?33

4.3.8 Table 4: The reason why you did not buy a Volkswagen car34

4.3.9 Table 5: The factor to influence you to buy a Volkswagen car35

4.3.10 Table 6: Why you bought your present car? Please rank from the highest order of preference36

4.4 Analysis of the Findings & Literature Review37

4.5 Summary41

CHAPTER 5: CONCLUSION & RECOMMENDATIONS42

5.1 Introduction42

5.2 Conclusion42

5.3 Recommendations45

5.3.1 Volkswagen Need To Compete with Other car manufacturers in India45

5.3.2 Volkswagen should focus more On Affordability of the Customer and Keep Low Pricing45

5.3.3 Volkswagen needs to concentrate more On Marketing Department as Compare to Other Departments to gain competitive advantage in Car manufacturing industry45

5.3.4 Volkswagen should focus more on after sale services46

5.3.5 Mileage, power .High Quality, affordable pricing and Products with Innovated Features46

5.3.6 Volkswagen needs to Identify Current and Potential Consumers47

5.4 Summary48

5.5 Suggestions for Future Research48

REFERENCES50

APPENDIX57

Survey Questionnaire57

CHAPTER 1: INTRODUCTION

1.1 Inquiry Overview

The main objective of this research is to identify the consumer perception and buying behavior with respect to the Volkswagen India car market. Questionnaires will be used but its findings simply support the main results gain from the qualitative data collection. This research will be organized in successive chapters and will expose the overall consumer perception of the Indian car market and will be focusing on consumer behavior.

1.2 Background of the Study

For the study conducted, there was a requirement of the resources ...