INTRODUCTION
1.01: Importance of This Study.
Today the automobile industry is growing at an approximate rate of 18% per annum.
As per surfindia.com in India there are 100 people per vehicle, while this figure is 82 in China. It is expected that Indian automobile industry will achieve mass motorization status by 2014. The numbers of car brands becoming available to the consumer are increasing day after day.
With the rise in the Indian economy the income level of the middle income groups is also rising. There is an ease in credit facilities becoming available to the consumers. In such circumstances, who wouldn’t prefer buying an automobile, as it also acts as a status symbol for many people.
In today’s time the favourite car will differ for every person ranging from a Maruti, a Ford, a Chevy (Chevrolet) or even a Beemer (BMW). The options available to the Indian consumer have increased to a great extent since years, where prior it would have been only a Fiat Padmini or an Ambassador from Hindustan Motors.
The customer today has become aware of the various products available to him because of Television, radio, Newspaper’s – magazines, internet and varied other sources or channels of communication.
No systematic evaluation of the impact of these developments on marketing strategies has been studied. This study is taken up keeping in view the above needs.
1.02: OBJECTIVE
The main objective of doing this research is to throw light on the problems, Global automobile manufacturers face in marketing their products in India.
The automobile industry is growing rapidly and shows no signs of stopping.
The sales are on a rise for better, luxurious and high powered vehicles.
Along with the demand the Ind ...