Project report on chavrolet

1
A
PROJECT REPORT
ON
“Consumer Awareness of General Motors”
SUBMITTED IN THE FULFILMENT OF THE
REQUIREMENT FOR THE AWARD OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
(TWO YEAR FULL TIME PROGRAME)
2014-2016
SUBMITTED TO: - SUBMITTED BY: -
Mr. Pradeep Joshi Vijay Shankar Tripathi
QUANTAM GLOBAL CAMPUS
Mandawar (22km milestone), Roorkee-Dehradun Highway
(NH-73), Roorkee
Uttarakhand

2
CONTENTS
I.Acknowledgement
II.Executive Summary
III.Objectives / Sub objectives of the study
1. About Company
2. About Topic
3. Research Methodology
a. Primary Data : Sampling design
a) Sample area
b) Sample size
c) Sample unit
d) Sampling Technique
b.Secondary Data
4. Data Analysis & Interpretation
5. Findings
6. Suggestions
7. Conclusion
Bibliography
Annexure:

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CERTIFICATE OF COMLETIONAND ORIGINALITY OF WORK
This is to certify that the summer project report titled “Consumer Awareness of
General Motors has been accomplished by Vijay Shankar Tripathi under my
guidance and supervision. This project is being submitted by him in the partial
fulfilment of requirements for award of the MBA Degree from Quantum School of
Business, Roorkee (Uttarakhand)
This work has not been submitted by him anywhere else for the award of any degree
or diploma. All sources of information and help have been duly mentioned and
acknowledged.

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ACKNOWLEDGEMENT
I acknowledge here Mr. Junaid Aalam and Shafiq Ahmad who have been
instrumental in preparation of my project.
I acknowledge my gratitude to my parents whose support, dedication and honest
efforts have given me an immense help in doing this project.
I take the opportunity to thanks to Mr.Pradeep Joshi Faculty of Quantum School
of Business, for motivating, encouraging, guiding and supporting at every step
and sparing their valuable time for me.
Last but not the least I record my sincere thanks to all beloved and respectable
persons who helped me and could find any separate mention.

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ABOUT INDUSTRY
The automotive industry is a wide range of companies and organizations involved in
the design, development, manufacturing, marketing, and selling of motor vehicles. It
is one of the world's most important economic sectors by revenue. The automotive
industry does not include industries dedicated to the maintenance of automobiles
following delivery to the end-user, such as automobile repair shops and motor
fuel filling stations.
The term automotive was created from Greek autos (self), and Latin motives (of
motion) to represent any form of self-powered vehicle
The automotive industry began in the 1890s with hundreds of manufacturers that
pioneered the horseless carriage. For many decades, the United States led the world
in total automobile production. In 1929 before the Great Depression, the world had
32,028,500 automobiles in use, and the U.S. automobile industry produced over
90% of them. At that time the U.S. had one car per 4.87 persons. After World War II,
the U.S. produced about 75 percent of world's auto production. In 1980, the U.S. was
overtaken by Japan and became world's leader again in 1994. In 2006, Japan
narrowly passed the U.S. in production and held this rank until 2009, when China
took the top spot with 13.8 million units. With 19.3 million units manufactured in
2012, China almost doubled the U.S. production, with 10.3 million units, while Japan
was in third place with 9.9 million units. From 1970 (140 models) over 1998 (260
models) to 2012 (684 models), the number of automobile models in the U.S. has
grown exponentially
General Motor Corporation

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General Motors was founded by William “Billy” Durant on September 16, 1908. GM
held only the Buick Motor Company but in matter of years would acquire more than
20 companies including Oldsmobile.Cdilac, Oakland, today known as Pontiac.
As demand for automobile grew to unexpected heights in 1920Adding Chevrolet,
Vauxhall and Opel, diversified the selection and added to the reach of GM. During
these years GM also opened more than a dozen new plants outside US.
The current company, General Motors Company LLC, ("new GM"), was founded in
2009, after the bankruptcy of the General Motors Corporation ("old GM"). The new,
smaller, company purchased many of the assets of "old GM", including the name
"General Motors". The old company changed its name to Motors Liquidation
Company and was liquidated. The new company retained four of its major brands:
Chevrolet, Cadillac, GMC, and Buick, 3600 out of 6000 of its US dealerships, and
some of its US plants, eliminating the jobs of 20,000 of its 80,000 current employee
BRANDS
GM along with their strategic partners, produce cars and trucks, and sell and service
our vehicles, through the following brands Chevrolet, Buick, GMC, Cadillac,
Baojun, Holden, Isuzu, Jiefang, Opel, Vauxhall and Wuling. General Motors also
have significant equity stakes in major joint ventures in China including SAIC-GM,
SAIC-GM-Wuling, FAW-GM and GM Korea.
INTRODUCTION TO THE COMPANY

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Industry Automotive
Founded 1995
Headquarters Halol (Registered Office)
Gurgaon (Marketing Office)
Key people Mr. Arvind Saxena, President and MD
Products Automobiles
Number of employees 4,000
Parent General Motors (93%)
Subsidiaries Opel India Private Limited
Chevrolet Sales India Private Limited
Slogan World's Number 1
Website chevrolet.co.in
General Motors Mission Statement:

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"G.M. is a multinational corporation engaged in socially responsible operations,
worldwide. It is dedicated to provide products and services of such quality that our
customers will receive superior value while our employees and business partners will
share in our success and our stock-holders will receive a sustained superior return
on their investment."
General Motors Vision Statement:
"Over the past 100 years, GM has been a leader in the global automotive industry.
And the next 100 years will be no different. GM is committed to leading the industry
in alternative fuel propulsion." "GM’s vision is to be the world leader in transportation
products and related services. We will earn our customers’ enthusiasm through
continuous improvement driven by the integrity, teamwork, and innovation of GM
people.
HISTORY OF GENERAL MOTORS INDIA PRIVATE LIMITED

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General Motors began doing business in India in 1928, assembling Chevrolet cars,
trucks and buses, but ceased its assembly operations in 1954. GM continued with
tie-ups with Hindustan Motors In 1994 GMIPL was formed as a joint venture, owned
50 percent by Hindustan Motors and 50 percent by General Motors, to produce and
sell Opel branded vehicles. GM bought out the Hindustan Motors interest in 1999.
GMIPL continued to produce Opel cars at the Halol facility until 2003, when it started
production of Chevrolet vehicles at that location.
In 2000, GMIPL moved its headquarters to Gurgaon. In 2003, the company opened
its technical centre operations in Bangalore, which included research and
development and vehicle engineering activities. The technical centre operations
were expanded to include purchasing and financial support services for General
Motors operations located outside of India (2006), vehicle engine and transmission
design and engineering (2007) and a vehicle design studio (2007).
GMIPL began construction of a second vehicle assembly plant in Talegaon in 2006,
which began production of Chevrolet vehicles in September 2008.
In late 2009, General Motors announced that it would put its India operation into a
50-50 venture with Shanghai Automotive Industry Corporation of China, which is the
partner of GM's main venture in China.
In October 2012, General Motors-Chevrolet announced that it has increased stake in
its Indian subsidiary to 93% by buying 43% from its Chinese partner SAIC for an
undisclosed sum.
SUBSIDIARIES OF GENERAL MOTORS INDIA PRIVATE LIMITED
The Opel brand has been discontinued from India since 2006 and was replaced
by Chevrolet. As of 2010 OIPL only provides vehicle servicing and spare parts to
existing Opel vehicle owners.
ChevroletSales India Private Limited
In 2003 Chevrolet Sales India was established and the Chevrolet brand was re-
launched in India. It replaced Opel as the only brand offering by General Motors
India Private Limited

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Some Models ofOpel
Opel Corsa B


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Opel Astra F

Opel Vectra C
CHEVROLET’S
CAR MODELS

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Chevrolet Beat
Chevrolet Sail Hatchback

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Chevrolet Sail
Chevrolet Enjoy

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Chevrolet Tavera
7.62 - 11.35 lakh

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Chevrolet Cruze
14.27 - 16.86 lakh
Chevrolet Captiva
25.14 - 27.36 lakh

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Chevrolet History
Louis Chevrolet and ousted General Motors founder William C. Durant started the
company on November 3, 1911 as the Chevrolet Motor Car Company. Durant used
the Chevrolet Motor Car Company to acquire a controlling stake in General Motors
with a reverse merger occurring on May 2, 1918 and propelled himself back to the
GM presidency. After Durant's second ousting in 1919, Alfred Sloan, with his maxim
"a car for every purse and purpose," would pick the Chevrolet brand to become the
volume leader in the General Motors family.
Chevrolet’s early adoption of landmark technologies fundamentally changed the way
the world looked at cars. From the very start, the focus was on delivering high end
technology and features for its line-up of affordable cars and trucks. The first
Chevrolet — the Series C Classic Six — came with electric starters and electric
headlamps, a rarity even in luxury cars. In the decades that followed, innovations
such as safety glass, fuel injection, anti-lock brakes and electronic stability control
systems were featured on Chevrolet models.

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The general variants of car are: (All are in new models)
 Full wheel covers

A/c and heater,

Power window,

Power steering,

Day and night rear view mirror,

Alloy wheels,

Sound system with speakers,
 Wash wipe,

Remote keyless entry,

Central locking,

Leather interior,
 Tubeless tyres
Advantage of Chevrolet
 No Service cost
 No maintenance cost
 No labour cost
 No parts cost
 These are use up to 3 years or 100000 Kilometres

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MAJOR PLAYERS OF AUTOMOTIVE

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INTRODUCTION TO THE TOPIC
TITLE OF PROJECT:
“CONSUMER AWERNESS OF GENERAL MOTORS INDIA”
STATEMENT OF THE PROBLEM:
As a partial fulfilment of MBA I was required to undergo training for 2 months. With
respect to that this I have prepared this project report on “CONSUMER AWERNESS
OF GENERAL MOTORS INDIA” undertaken at M/s UNITED MOTORS.
I have been given this topic by the Manager ‘Junaid Aalam’ of ‘UNITED MOTORS.’
to understand the market condition and awareness of Consumers of General Motors.
In the findings researchers got that General Motors company is one of the best
Automotive company, because it maintain the quality, Feature and also the
Company is maintain good relationship with dealers and they are also distributing
their product to their dealers when they want and the Company also provide them in
time.
Theory is important, because it enhances our understanding of business phenomena
and helps managers to think about what they should do. Summer training or
internship training program provides opportunities to apply this theory into the real
business practice.
In the present scenario of competitive marketing, every business institution requires to
prepare strategies for efficiently utilizing their available resources and environmental
opportunities. At this stage of my learning process I also feel needs for knowing
different business strategies that a business organization follows. In this training period
I got opportunities to study on some marketing strategies of General Motors. And in
this report I am going to explain some of those strategies which I had applied in
practical during my summer training program.
Kautilya was one of the earliest to write in his Arthasastra about the need for
Consumer awareness and protection. With the growth of private sector there is a
greater need for discipline and regulation of the market. Consumers must be aware
of the sale and purchase of goods, the health and security aspects also.

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Consumer Awareness
Consumer awareness refers to the combination of the following:
(i) The knowledge of the product purchased by the consumers in terms of its quality.
For example the consumer should know whether the product is good for health or
not, whether the product is free of creating any environmental hazard or not etc.
(ii) The education about the various types of hazards and problems associated with
marketing of a product - For example, one way of marketing a product is
advertisement through news papers, television etc. Consumers should have proper
education about the bad effects of advertisement. They must also verify the contents
of the advertisement.
(iii) The knowledge about ‘Consumer Rights’ - This means that, first, the consumer
must know that he/she has the right to get the right kind of product. Secondly, if the
product is found out to be faulty in some manner, the consumer should have
knowledge of claiming compensation as per the law of the land.
(iv) The knowledge about consumer’s own responsibilities- This implies that
consumers should not indulge in wasteful and unnecessary consumption.
NEED FOR CONSUMER AWARENESS
The market today is flooded with very large number as well as varieties of goods and
services. The number of producers and final sellers of the commodities have also
increased many folds. So it has become very difficult to know as to who is a genuine
producer or seller? It is practically not possible for consumers to personally come in
contact with a producer or seller. Moreover in the age of advanced information
technology the physical distance between consumer and producer/seller has also
increased, since consumers can get their commodities at door step by booking
orders over telephone or through internet etc. Similarly from among large varieties of
commodities, it has become very difficult to know as to which one is genuine. People
think that a product which has appeared in some advertisement must be good or the
producer whose name is known through advertisement must be selling the right
product. But this may not be true always. Much information is deliberately hidden in
certain advertisements to mislead the consumers.

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Rights:-
1. Right to Safety—to protect against hazardous goods
2. Right to be Informed—about price, quality, purity
3. Right to choose—access to a variety of goods and services at competitive
prices.
4. Right to be Heard—consumers interest and welfare must be taken care of
5. Right to seek Redressal—protection against unfair trade practices and settling
genuine grievances.
6. Right to Consumer Education. —Knowledge about goods and issues related
to consumers.
Duties:-
1. Get a bill for every important purchase and also the Warranty card
2. Check the ISI mark or Agmark on the goods
3. Form consumer awareness groups
4. Make a complaint on genuine grievances.
5. Consumers must know to exercise their rights.

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CHAPTER- 3
REASEARCH
METHODOLOGY

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RESEARCH METHODOLOGY
Business research is of recent origin and is largely supported by business
organizations that hope to achieve competitive advantages. Research methodology
lays down the various steps that are generally adopted by a researcher in studying
the problem.
Research methodology is a way to systematically solve the research problems. It
may be understood as a science of studying how research is done scientifically.
It includes the overall research design, the sampling procedure, data collection
method and analysis procedure
.
OBJECTIVESOF THE STUDY
The purpose of research is to discover answers to questions through the application
of scientific procedure. The main aim of research is to find out the truth is hidden and
which has not been discovered as yet. The objectives of the study are as follows –
1. To analyse consumer awareness of General Motors India
2. To analyze weather customers are satisfied or not after purchasing their
Chevrolet Car.
3. To know the expectations and suggestions of the customers towards
improvements in the Chevrolet Cars and after sales services
REASEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of
data in a manner that aims to combine relevance to the research purpose which
economy in procedure.
My research design is descriptive. In my research, I conducted a market Survey of
mapping the width and depth of various models of Chevrolet.
Main characteristics of research design can be summarized in two words-

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1- Anticipation
2- Specification
SOURCES OF DATA
In our research we have made use of both primary and secondary data.
 Primary Data
 Personal interview
 Survey
 Secondary Data
 Article published in internet.
 Internet
 News Papers
SAMPLING DESIG
Sampling technique
 Random sampling technique
Sample size
 50 Customers
Sampling area
 Gorakhpur
METHODS OF DATACOLLECTION
 Interviews

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 Questionnaires
 Internet
LIMITATIONS OF THE STUDY
 Less time
 Privacy Issues
 Money

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STEPS IN THE RESEARCH PROCESS
Identifying & Defining Problem/ Opportunity
Planning the Research Design
Selecting a Research Method
Selecting the Sampling Procedure
Data Collection
Evaluating the Data
Preparing and presenting the Research Report

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CHAPTER - 4
DATA ANALYSIS&INTERPRETATION

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Q.1 which of the following car do you currently own?
a. Spark
b. Beat
c. Tavera
d. Enjoy
e. Sail
e. Any other
Particulars No. of respondents Percentage (%)
Spark 12 24%
Beat 22 44%
Tavera 06 12%
Enjoy 03 06%
Sail 05 10%
Any other 02 04%
Total 50 100

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INTERPRETATION
From the above data it was found that 44% people own Beat, while 24% own
Spark,12% own Tavera, 10% own Sail, 6% own Enjoy and 4% own Other brands.
24%
44%
12%
6%
10% 4%
Spark
Beat
Tavera
Enjoy
Sail
Any other

35
Q2. Who was involved in the purchase decision of your new vehicle?
a. Yourself
b. Family
c. Friends
d. Colleagues
Yourself 17 34%
Family 16 32%
Friends 13 26%
Colleagues 04 08%
Total 50 100
INTERPRETATION
From the above data I analyze that 34% people themselves were involve in their
purchase decision, 32% people family were involved in their purchase decision,
34%
32%
26%
8%
Yourself
Family
Friends
Colleagues

36
26% friends were involved in an individual purchase decision and 8% colleagues
were involved in an individual’s purchase behavior.

37
Q3. How long have you used your car?
a) Less than 6 months
b) More than 6 months but less than 1 year
c) 1-3 years
d) More than 3 Years
Less than 6 months 9 18%
More than 6 months but
less than 1 year
18 36%
1-3 years 18 36%
Above 3 05 10%
Total 50 100

38
INTERPRETATION:
From the above data i came to know that 36% people own their vehicle for 1-3
years, 36% of other used their vehicle for more than 6 months but less than 1
year. 18% people own their vehicle for 6 months only and 10% people own for
more than 3 years.
18%
36%
36%
10% Less than 6 months
More than 6 months but less than 1 year
1-3 years
Above 3

39
Q4. What are the factors on the basis of which you purchase the car?
b. Features
c. Brand
d. Service
e. Mileage
f. Space
g. Engine power
g.Any other
Price 15 30%
Features 16 32%
Brand 04 08%
Service 02 04%
Mileage 06 12%
Space 03 06%
Engine power 03 06%
Any other 01 02%
Total 50 100

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INTERPRETATION:
From the above analysis it was found that 32% owners go for the features of the
product while 30% go with price, 12% go with mileage, 8% go with brand of the
product, 6% go with space and engine power and 4% go with the service of the
product and rest 2% go with other prospects of vehicle given below.
Any other includes
Status, Personal and family needs, Brand loyalty, purpose of use
30%
32%
8%
4%
12%
6%
6%
2%
Price
Features
Brand
Service
Mileage
Space
Engine power
Any other

41
Q.5 Are you Aware about all cars of Chevrolet?
a. Yes
b. No
Yes 34 68%
No 16 32%
Total 50 100
INTERPRETATION:
From the above analysis it was found that 68% people are aware of all the brands
of Chevrolet while 32% people are unaware about all the products of the brand
Chevrolet.
68%
32%
Yes
No

42
Q.6 Do you think celebrity endorsement increase the awareness level of the consumer?
a. Yes
b. No
Yes 44 88%
No 06 12%
Total 50 100
INTERPRETATION:
From the above analysis it was found that 88% people say that endorsement
through celebrity increases awareness but 12% say that it doesn’t increases
awareness.
88%
12%
Yes
No

43
Q7. What is the most important source of information regarding these products?
a. TV
b. Newspaper
c. Friends & Relative
d. Any Other
TV 12 24%
Newspaper 16 32%
Friends & Relative 20 40%
Any others 02 04%
Total 50 100
24%
32%
40%
4%
TV
Newspaper
Friends & Relative
Any others

44
INTERPRETATION:
From the above data we come to know that 32 % people come to know by friends
and relatives while 34% people come to know by news paper, 24% people come to
know by TV and 4% people say they come to know by other sources.

45
Q8. Do you compare the price of car you buy, at other showroom
a. Yes
b. No
Yes 42 84%
No 08 16%
Total 50 100
INTERPRETATION:
From the above data we come to know that 84% people do compare the price
of the car in other showroom while 16% people say they don’t compare the
price.
84%
16%
Yes
No

46
Q9. Do you go regular for the service & maintenance at given time
a. Yes
b. No
Yes 32 64%
No 18 36%
Total 50 100
INTERPRETATION:
From the above data we come to know that 64% people go for regular service
and maintenance at given time while other 36% people are not able to appear for
service due to some or the other reason.
64%
36%
Yes
No

47
Q10. Do you examine all the features of car communicated by dealers when
you buy?
a. Yes
b. No
Yes 47 94%
No 03 06%
Total 50 100
INTERPRETATION:
From the above data we come to know that 94% people examine all the features of
the car while 6% do not check all the features of the vehicle.
94%
6%
Yes
No

48
Q11. With respect to after sales service on 1 to 4 scales give points to your
dealer
a. Poor
b. Average
c. Good
d. Excellent
Poor 0
Average 28 58%
Good 20 40%
Excellent 02 04%
Total 50 100
58%
40%
4%
Poor
Average
Good
Excellent

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INTERPRETATION:
From the above data, we come to know that 58% people say that there is average
after sales service, 40% say that there is good after sales service and 4% say that
there is excellent sales service.

50
Q12. How was your new vehicle delivered to you?
a. Authorized dealer
b. Agent of the dealer
c. Auto finance company /bank
d. Self-pick up
Authorized dealer 21 42%
Agent of the dealer 13 26%
Auto finance company/
bank
0
Self- Pick up 16 32%
Total 50 100
INTERPRETATION
From the above data we come to analyse that 42% people got their delivery through
authorized dealer, 32% people take their vehicle self and 26% people take their
vehicle through agent.
42%
26%
32%
Authorized dealer
Agent of the dealer
Auto finance company/ bank
Self- Pick up

52
Based on data gathered from the customers, which was analysed, the
following observations are made.
i. Most of the customers have only average satisfaction i.e. 60% of the
customer use the product till three months or less and 40%of the customer
use the product above 3 years.
ii. Most of the people are satisfied with its low maintenance cost and after sales
service provided by Chevrolet.
iii. Based on the fuel consumption, most of the people are satisfied with it.
iv. Based on the safety and comfort, design, space, maintenance most of the
people are satisfied with it.
v. People are satisfied, who owns a Chevrolet.
vi. Features and style has a selling preposition for Chevrolet.

54
On the basis of findings following suggestions have been proposed.
General Motors Company has to implement good customer relationship
management strategy that enhances customer satisfaction level.
The company can for the undertaken R&D to improve the existing feature which
field help increase in the customer satisfaction.
The company should promote about the entire feature offered by it.
As majority of the customer give opinion that they are satisfied is the factor, services
and design of the product of the company should tale not only maintain the existing
standard but also enhance them.
As such Chevrolet should focus on the aspects, which will enhance the customer
satisfaction and thus the maker share.

56
General Motors have good market share in Gorakhpur (Uttar
Pradesh) for compactcar.
The company is offering good services, which is reflected on the
satisfaction of the customer.
Majority of the customerare satisfied with the design of the vehicle.
General Motors are providing better facilities compared to other
brand.

57
BIBLOGRAPHY
BOOKS
MARKETING MANAGEMENT by PHILIP KOTLER, KOSHI & JHA
WEBSITE
s

58
ANNEXURE
QUESTIONNAIRE
Respected Sir / Ma’am,
As part of our MBA program at Quantum School of Business, Roorkee, I have
undertaken a project work on the topic ………..
I would be grateful if you spare few minutes in filling up the following questionnaire.
THANK YOU
DATE............... SIGNATURE
Q.1 which of the following car do you currently own?
a. Spark
b. Beat
c. Tavera
d. Enjoy
e. Sail
e. Any other
Q2. Who was involved in the purchase decision of your new vehicle?
a. Yourself
b. Family
c. Friends
d. Colleagues

59
Q3. How long have you used your car?
a) Less than 6 months
b) More than 6 months but less than 1 year
c) 1-3 years
d) More than 3 Years
Q4. What are the factors on the basis of which you purchase the car?
b. Features
c. Brand
d. Service
e. Mileage
f. Space
g. Engine power
g. Any other
Q.5 Are you Aware about all cars of Chevrolet?
a. Yes
b. No

60
Q.6 Do you think celebrity endorsement increase the awareness level of the
consumer?
a. Yes
b. No
Q7. What is the most important source of information regarding these
products?
a. TV
b. Newspaper
c. Friends & Relative
d. Any Other
Q8. Do you compare the price of car you buy, at other showroom
a. Yes
b. No
Q9. Do you go regular for the service & maintenance at given time
a. Yes
b. No
Q10. Do you examine all the features of car communicated by dealers when
you buy?
a. Yes
b. No

61
Q11. With respect to after sales service on 1 to 4 scales give points to your
dealer
a. Poor
b. Average
c. Good
d. Excellent
Q12. How was your new vehicle delivered to you?
a. Authorized dealer
b. Agent of the dealer
c. Auto finance company /bank
d. Self-pick up

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