A project

Sales and Service management of Volkswagen Unique Automobile Ltd.

By
Gaurav.P.Shinde
Submitted
to

UniversityofPune
Inpartialfulfilmenttotherequirementfor theawardofthedegreeof
Masterof Business Administration (MBA)

Through
MBA Department
-

Progressive Education Societys

Modern College of Engineering, MBA
Department, Pune
(2014-2015)

ACKNOWLEDGEMENT

I am highly in debated to Volkswagen Unique Automobiles for giving me this opportunity

to do my internship project in their esteemed organization. It has contributed immensely to
my learning.

I would like to thank my external guide, Mr.Dhiraj Patil for giving me the required support
in completingmyproject.

My profound gratitude towards our HOD, Prof. Dr. Shubhangi Walvekar for giving me
valuable guidance, suggestions and advice without which this project could not have been
completed.

I would also like to thank my internal guide Prof. Shubhangi Vanaarse for giving me the
necessary insight into my study.

Gaurav Shinde

1. EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
Now a days automobile market has been more competitive and offering a product has
become hard and complicated job for the companys dealer.
This study tries to analysis the perception of customer mind and how this information can be
used successfully by marketers to gain entry into the minds of the consumers.
This project is comprehensive A study of Sales and Service Management of Volkswagen
Unique auto mobiles ltd in Kolhapur City. This project is study the quality of service offered
by the dealer to its customers of Volkswagen cars in Kolhapur city. The project will focus on
the strength areas of the company will at the same time tries to identify the weak areas so that
it can be overcome.

Project title:
A study of Sales and Service Management of Unique Automobiles Ltd. in
Kolhapur city

Objectives:
1. To study the sales process by the dealer of Volkswagen Unique
Automobile.
2. To study the factor affecting the sales management at

Volkswagen

Unique Automobile

Hypothesis:
1) Selling process offered by the dealer was efficient and skilled.
2) Knowledgeable sales person is the most important factor that is affecting
the sales.

Scope of the study:

The study is helpful for the car dealers and service centres who provide after sales service to
the customer.This project is developed by considering all the needs of customer especially the
selling process in an authorized automobile showroom.
Satisfying the customers occupies most important position in business management.
Customers satisfaction plays a crucial at critical role as it deal with the customers and their
needs. The majority task of organization is to satisfy customers by meeting their needs and
wants. Customer satisfaction is related to human activity directed at satisfying human wants
through the exchange of goods and services.

RESEARCH METHODOLOGY

In this project descriptive type of research design has been used. The research was conducted
by approaching the customers of Volkswagen car.

DATA COLLETION:

Primary data collection : Primary data was collected by conducting a survey

Instrument: Questionnare

Secondary data collection: Sources of secondary data was books on Marketing,

broucher, and company website and data base provided by the company.

Sampling Size:100 customer of Volkswagen car

Sampling Area: The area of the research was area of Kolhapur, Maharashtra,
India.

Limitation of study:
1. Some aspects might not be covered due to time constraint or short duration of the
project.
2. Many customers hesitate to respond because of their busy schedule.

3. Reliance on the secondary data means that some of the information may be
subject to verification.
4. The study is limited to only Kolhapur

Learning through Project:

This project provides knowledge about the sales process and service management of
Unique Automobiles of Volkswagen Cars.

It provides better guidance for the sales team to improve.

It has helped to conduct the research a scientific way. The researcher has provided
the inputs in designing, the questionnaire which is an important tool of the research
A satisfied customer always helps in the word of mouth which in turn help to attract
more customers.

Contribution of the project:

This research help to nderstand the awareness level service management of Unique
Automobiles of Volkswagen Cars.
The suggestion given by the researcher to organization to focus more on the
promotional tools to wide business in other areas.

Suggestion:
1. After sales service is the area of improvement.

2. Promotional offers can be included in sales process.

3. Salespeoples can be given training session based on personality development,

communication skill etc.

Conclusion:
1) Majority of the respondent are satisfied with sales process of Volkswagen Unique
Automobiles.

2) Brand image sales service & offerings to customers schemes are the major factors
important for customer satisfaction in sales process.

3) Customer choose efficacy of salesperson as the important criteria to choose a car because
it contribution to the effectiveness & satisfaction of the service provided.

INDEX

Sr. No.

Contents

Page No.

Acknowledgement

Executive Summary

Chapter 1

Introduction

Chapter 2

Company Profile

11

Chapter 3

Research Methodology

18

Chapter 4

Theoretical Background

20

Chapter 5

34

Chapter 6

Objectives ,scope and limitations

Data Analysis and Interpretation

Chapter 7

Findings and Recommendations

49

Chapter 8

Conclusion

51

Bibliography

53

Questionnaire

55

Appendix I

36

CHAPTER 1
INTRODUCTION

INTRODUCTION

Department:

Overcome the difficulties faced in daily transactions like sales, purchase, quotation
Maintenance, as well as generation of daily, monthly reports a showroom. This project is
developed by considering all the needs of transactions taking place in a authorized
automobile showroom. It is useful to give details at any given time to the showroom
management.

The scope of the system includes enquiry by applicant, customer, supplier, model details
along with paid and due information. This system is designated to include all information of
system as well as reports & proper validations are kept to avoid mistakes during data entry
process.

Sales & Service Management System is an important requirement to be provided at any store
that will help to collect information of Enquiry Details, Customer Details, Employee
registration, Quotation, Sales related information, Spares & Service life cycle.
Sales & Service Management System mainly consist of to overcome the difficulties faced in
daily transactions like sales, purchase, quotation Maintenance, as well as generation of daily,
monthly reportsa showroom.
The essence of organization is the customer and not the product shall be the heart of entire
business system. It emphasizes on customer oriented business. Policies and program, which
are formulated to survey customer demand.

10

CHAPTER 2
COMPANY PROFILE
INTRODUCTION TO VOLKSWAGEN GROUP

Type:

Public Company

Headquarters:

Germany

Industry:

Automotive

Products:

Cars, Trucks

Revenue:

113.8 billion (2008)

Operating income:

6.61 billion (2008)

Profit:

4.68 billion (2008)

Employees:

369,928(2008)

Vehicle brand companies

Audi
Bentley motors ltd.
Bugatti automobile
Subsidiaries:

Lamborghini
Seat
Skoda auto
Scania
Volkswagen passenger car
Volkswagen commercials vehicles
11

INTRODUCTION TO VOLKSWAGEN

Type:

Subsidiary of Volkswagen group

Founded:

May 28, 1937

Founders:

Ferdinand Porsche, Adolf Hitler

Headquarters:
Area served:

Wolfsburg, Germany
Worldwide

Key customers:
Martin Winterkorn
(Chairman of board of management)
Christian kingler
(board of management of the Volkswagen passenger cars)
Ferdinand piech
(chairman of Volkswagen supervisory board of management)
Industry:

Automotive

Products:

Cars, Trucks

Website:

Volkswagen.com

12

Worldwide location of various Volkswagen plants

In German, Volks pronounced as (folks), means customers and Wagen means Car.
Hence:
Volkswagen means "customers's car" in German, in which it is pronounced
[f
lksva
n].
Its current tagline or slogan is Das Auto (in English The Car).
Its previous German tagline was AusLiebezumAutomobil, which translates to: Out of Love
for the Car, or, For Love of the Automobile, as translated by VW in other languages.

13

2.1 ORGANISATION PROFILE

What does Volkswagen, Kolhapur do?

The Volkswagen, Kolhapur is a main dealership of Volkswagen, India in Kolhapur.
Volkswagen, Kolhapur is a leading Sales & service provider of Volkswagen cars in
Kolhapur. The company Sales Volkswagen cars from the range start 4, 50,000 to 75,00,000&
purchase Cars as per customer needs. The company provides spares for different models of
Volkswagen, also the company has a very trustworthy service & workshop to the customer.
In a showroom the customer can see 9 cars at a time the showroom has a facility of state of
art. Its expertise extends across a wide range of services and technologies encompassing
development and management. The staff of Volkswagen has a diligent & adroit trained. The
service department has a capacity to service more than 10 cars at a one day. The Volkswagen,
Kolhapur combines the customer require facility in one place the company has a sales
department, spares department & service, workshop department independently to provide
better service to its customer.
When was Volkswagen, Kolhapur founded?
The Volkswagen, Kolhapur Founded in 2 Oct 2009.
Where is Volkswagen, Kolhapur located?
The Volkswagen, Kolhapur is located at
122/1, Pune-Bangalore Road, Shiroli, Kolhapur-416122
Tel: 0231-605026
Volkswagen, Kolhapur Sales following Cars:
14

Volkswagen:

The New Polo

Vento

15

New beetle

passat

Jetta
16

What services Volkswagen, Kolhapur provide?

Sales of Volkswagen Different Models
Purchase of Cars as per Customer Needs
Provide Spares of different Models
Provide Services & Workshop to Customers
How many customers work at Volkswagen, Kolhapur?

Volkswagen, Kolhapur employs more than 55+ (as of April 2014) professionals at its Sales,
Spares & Workshop Departments

17

CHAPTER 3
RESEARCH DESIGN & METHODOLOGY

Conceptualization

Method of data collection

CONCEPTUALIZATION
MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. Once can also define
research as
A scientific and systematic search for pertinent information on a specific topic. In fact,
research is anArt of scientific investigation.
The meaning of research as a careful investigation or inquiry especially through search for
new facts in any branch of knowledge.

Research is an academic activity and as such the term should be used in a technical sense.
Research comprises defining and redefining problems, formulating hypothesis or suggested
solutions; collecting, organizing and evaluating data; making deductions and reaching
conclusions; and at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis. The search for knowledge through objective and systematic method
of finding solution to a problem is research.
The systematic approach concerning generalization and the formulation of a theory is also
research. As such the term research refers to the systematic method consisting of
enunciating the problem, formulating a hypothesis, collecting the facts or data, analysing the
facts and reaching certain conclusions either in the form of solutions(s) towards the
concerned problem or in certain generalizations for some theoretical formulation.

18

METHOD OF DATA COLLECTION

Data collection can be grouped into the two types:
1. Primary Data
2. Secondary Data.
1. Primary Data:
Data, which is collected for this specific purpose at hand, is called Primary Data. It is
customize according to the need of the researcher and focuses exclusively on the current
research problem. The collection of Primary Data is costly and time consuming
In situations where it is impossible to use the secondary data keeping in the view the
requirements of the study or in case where there is no secondary data available, the only way
is to collect Primary Data.
This study is based on the primary data that was collected from 30 existing customers by the
researcher through:
Drafting Questionnaire
2. Secondary Data:
Secondary Data may be defined as data that has been collected earlier for some purpose of
the present study. Any data that is available prior to the commencement of the research
project is Secondary Data and therefore Secondary Data is called Historical Data. Source of
Secondary data is classified into two categories that are published statistics and unpublished
statistics.
The secondary data was gathered from company manuals and brochures, company files and
records, reference books mentioned in the Bibliography. Group of elements is referred as
sample and the process is of selection is called Sampling.

19

CHAPTER 4
THEROTICAL BACKGROUND

History of Volkswagen

Adolf Hitler had a keen interest in cars even though he did not like to drive. In 1933,
shortly after taking over as leader of Germany, he teamed up with Ferdinand Porsche to
make changes to Porsche's original 1931 design to make it more suited for the working man.
Hans Ledwinka discussed his ideas with Ferdinand Porsche, who used many Tatra design
features in the 1938 "KdF-Wagen", later known as the VW Kferor Volkswagen Beetle.
When Chrysler brought out the 1934 DeSoto Airflow coupe, its design enabled Mr. Porsche
to finalize his design of the Beetle. On 22 June 1934, Dr. Ferdinand Porsche agreed to
create the "Customers's Car" for Hitler's mother.
After some time, they planned to change some features regarding various aspects. These
changes included better fuel efficiency, reliability, ease-of-use, and economically efficient
repairs and parts. The intention was that ordinary Europeans would buy the car by means of a
savings scheme ("Save five Marks a week, if you want to drive your own car"), which
around 336,000 customers eventually paid into. The VW car was just one of many KdF
programmes

which

included

things

such

as

tours

and

outings.

The

prefix

"Volks"("Customers's") was not just applied to cars, but also to other products in Europe;
the

"Volksempfnger"

radio

receiver

for

instance.

On

28

May

1937,

the

GesellschaftzurVorbereitung des Deutschen Volkswagens was established by the

Deutsche Arbeitsfront. It was later renamed "Volkswagenwerk" on 16 September 1938.
VW Type 82E
Erwin Komenda, the longstanding Auto Union chief designer, developed the car body of the
prototype, which was recognizably the Beetle we know today. It was one of the first to be
evolved with the aid of a wind tunnel; unlike the Chrysler Airflow, it would be a success.

20

New factory started

The building of the new factory started 26 May 1938 in the new town of KdF-Stadt, now
called Wolfsburg, which had been purposely built for the factory workers. This factory only
produced a handful of cars by the time war started in 1939. None were actually delivered to
any holder of the completed saving stamp books, though one Type 1 Cabriolet was
presented to Hitler on 20 April 1938 (his 49th birthday).
At the times of 1st world War, Volkswagen War meant production changed to military
vehicles, the Type 82 Kbelwagen("Bucket car") utility vehicle (VW's most common
wartime model), and the amphibious Schwimmwagen which were used to equip the German
forces.
By 1946 the factory was producing 1,000 cars a month, a remarkable feat considering it was
still in disrepair. Due to roof and window damage, rain stopped production and steel to make
the cars had to be bartered for new vehicles.
Volkswagens were first exhibited and sold in the United States in 1949, but only sold
two units in America that first year. On its entry to the U.S. market, the VW was briefly
sold as a "Victory Wagon". Volkswagen of America was formed in April 1955 to standardize
sales and service in the United States. Production of the Type 1 Volkswagen Beetle increased
dramatically over the years, the total reaching one million in 1955.
Sales soared due in part to the famous advertising campaigns by New York advertising
agency Doyle, Dane Bernbach. Led by art director Helmut Krone, and copywriters Julian
Koenig and Bob Levinson, Volkswagen ads became as popular as the car, using crisp
layouts and witty copy to lure the younger, sophisticated consumers with whom the car
became associated. Despite the fact it was almost universally known as the Beetle (or the
Bug), it was never officially labeled as such by the manufacturer, instead referred to as the

21

Type 1. The first reference to the name Beetle occurred in U.S. advertising in 1968, but not
until 1998 and the Golf-based New Beetle would the name be adopted by Volkswagen.
Volkswagen was in serious trouble by 1973. Beetle sales had started to decline rapidly in
European and North American markets. The company knew that Beetle production had to
end one day, but the conundrum of replacing it had been a never-ending nightmare. VW's
ownership of Audi / Auto Union proved to be the key to the problem - with its expertise in
front-wheel drive, and water-cooled engines which Volkswagen so desperately needed to
produce a credible Beetle successor. Audi influences paved the way for this new generation
of Volkswagens, known as the Polo, Golf and Passat.

Volkswagen Golf, sold as the rabbits in USA

While Volkswagen's range of cars soon became similar to that of other large European
automakers, the Golf has been the mainstay of the Volkswagen lineup since its introduction,
and the mechanical basis for several other cars of the company. There have been six
generations of the Volkswagen Golf, the first of which was produced from the summer of
1974 until the end of 1983 (sold as the Rabbit in the United States and Canada and as the
Caribe in Latin America). It would be produced in the United States as the Rabbit until the
spring of 1984. The second-generation Golf hatchback/Jetta sedan ran from late 1983 to late
1991, and a North American version produced in Pennsylvania went on sale at the start of the
1985 model year.

In the 1980s, Volkswagen's sales in the United States and Canada fell dramatically, despite
the success of models like the Golf elsewhere. The Japanese and the Americans were able to
compete with similar products at lower prices. Sales in the United States were 293,595 in
1980, but by 1984 they were down to 177,709.
Volkswagen had entered the super-mini market in 1976 with the Volkswagen Polo, a stylish
and spacious three-door hatchback designed byBertone. It was a strong seller in West
Germany and most of the rest of Western Europe, being one of the first foreign small cars to
22

prove popular in Britain. The second generation model, launched in 1981 and sold as a
hatchback and "coupe" (with the hatchback resembling a small estate car and the coupe being
similar to a conventional hatchback), was an even greater success for Volkswagen. It was
facelifted in 1990 and was still selling well after 15 years, when it was replaced by the third
generation Polo in 1994.

The Volkswagen New Beetle concept, especially in North America.

In 1994, Volkswagen unveiled the J-mays-designed Concept One, a "retro"-themed car with
a resemblance to the original Beetle but based on the Polo platform. Its genesis was secret
and in opposition to VW management, who felt it was too backward-looking. Management
could not deny the positive public response to the concept car and gave the green-light to its
development as the New Beetle. The production car would be based on the Golf rather than
the Polo, because the Polo frame was too small for the car to pass crash test standards in the
U.S. It has been quite popular in the North America and is now gaining in the EU.

Volkswagen group the Volkswagen Bora (the sedan, still called Jetta in the USA), New
Beetle, SEAT Toledo, SEAT Len, Audi A3, Audi TT and Skoda Octavia. However, it was
beaten into third place for the 1998 European Car of the Year award by the winning Alfa
Romeo 156 and runner-up Audi A6.
In the late 90s Volkswagen acquired the three luxury brands Lamborghini (through Audi),
Bentley and Bugatti which were mainly due to Ferdinand Piech and added to the group
portfolio.
Volkswagen in 2005, despite challenges, still maintained North American sales of 224,195
a dramatic increase from the low in 1993 when US sales totaled only 49,533 vehicles.VW
plans to close out the decade with the release on several new vehicles worldwide and a
barrage of advertising.

23

The Fifth-Generation Golf

Volkswagen is recognized as one of the leading small diesel engine manufacturers, and is
partnering with Mercedes and other companies to marketBlueTec clean diesel technology,
calling it Blue-Motion. Volkswagen has offered a number of its vehicles with a TDI
(Turbocharged Direct Injection engine), which lends class-leading fuel economy to several
models. According to the United States Environmental Protection Agency, four of the ten
most fuel efficient vehicles available for sale in the U.S. in 2004 were powered by
Volkswagen diesel engines

Electric and alternative fuel vehicles:

Clean diesel
A Blue MotionVolkswagen Polo
Volkswagen has been selling clean diesel-powered engines for the Europeanmarket since
2003. VW developed Turbocharged Direct Injection (TDI) technology for diesel engines,
and it offers a wide array of TDI powertrains. As modern diesel fuel economy is 30 percent
higher than gasoline engines, a proportional reduction ofgreenhouse gases emissions is
achieved with clean diesel technology. Volkswagen is also developing hybrid technology for
diesel-electric. A VW Golf turbo-diesel hybrid concept car was exhibited in the 2008
Geneva Motor Show, which has a fuel economy of 70 mpg (3.3 liters per 100 km).
Electric vehicles:
Volkswagen and Sanyo have teamed up to develop a hybrid vehicle battery system.
Volkswagen boss Martin Winterkorn has confirmed the company plans to build compact
hybrid vehicles. There will definitely be compact hybrid models, such as Polo and Golf, and
without any great delay, with gasoline and diesel engines.

24

Flexible-fuel vehicles
The 2003 VW Gol 1.6 Total Flex was the first full flexible-fuel
flexible fuel vehicle launched in Brazil,
capable of running on any blend of gasoline and ethanol (E100).

Audi : 99.55% ownership; the Audi marque is the sole active brand of the former Auto
Union, bought from Daimler-Benz
Benz on 30 December 1964.
Automobili Lamborghini:, 100% ownership by Audi AG; company was bought in June
1998.

Bentley Motors Limited,:100%

Limited 100% ownership by Volkswagen AG; the company (at
the time known as Rolls--Royce
Royce & Bentley Motors Ltd.) was bought on 28 July 1998
from Vickers,, but did not include the 'Rolls-Royce'
'
' brand name. The Rolls
Rolls-Royce
marquee was subsequently restarted
restarte by BMW who had licensed the brand from RollsRoyce plc.

Bugatti Automobiles : 100% ownership via the Volkswagen France subsidiary of

VWAG, Bugatti Automobiles SAS was created after Volkswagen purchased the
the right to the
Bugatti marque.

SEAT, :- Initially cooperation agreement with Audi AG, 51% (1986) and 100%
ownership by the VW Group since 1990, and was the first foreign subsidiary in the
VW Group.

Volkswagen Commercial Vehicles (VWCV) or 'Volkswagen Nutzfahrzeuge'

(VWN) (German) 100% ownership; started operations as an independent entity in
1995. VWCV/VWN is in charge of
o all commercial vehicle developments within the
Group and has control over Scania and is a shareholder in MAN AG..

25

Achievements of Volkswagen

In 1980, Volkswagen competed in the Paris-Dakar Rally with the Audi-developed Iltis,
placing 1st, 2nd, 4th and 9th overall.
Volkswagen enlists Dakar Champion JuttaKleinschmidt, the first female to win the Dakar in
2001, to help design and compete a Dakar Racer.
In 2003, VW replaced the ADAC Volkswagen Lupo Cup with the newly released Polo, to
become the ADAC Volkswagen Polo Cup.
In 2004, Volkswagen Commercial Vehicles enter the European Truck Racing series with the
Volkswagen Titan series truck - it became back-to-back champions for the 2004 and 2005
series.
In 2003, the Hannover based team starts with a 2WD buggy named Tarek. It places 6th
outright but took 1st in the 2WD and Diesel class.
In 2004, VW enters the newly developed Race-Touareg T2, finishing 6th overall and 2nd in
the Diesel class.
In 2005, an updated Race-Touareg with slightly more power is entered, with driver Bruno
Saby, finishing in 3rd overall and 1st in the Diesel class!
In 2006, Volkswagen released the most powerful Race-Touareg yet: the Race-Touareg 2.
Five vehicles enter, with driver Giniel de Villers finishing in 2nd place overall, and 1st in the
Diesel class.
In 2009, Volkswagen won the 2009 Dakar Rally held in Argentina. VW's Touareg race
models finished 1st and 2nd
In 2010,Building on one of the best-known environmental labels in the automobile industry,
"BlueMotion", Volkswagen is sending out a new signal for sustainable mobility.

In 2011, the Volkswagen Group clearly exceeded prior-year deliveries, selling over eight
million vehicles for the first time in a twelve-month period. The Group brands also closed
2011 on a high note, delivering 650,000 vehicles to customers in the month of December.
26

In 2012, The Volkswagen Group today presented its "Best Apprentice Award 2012" to its top
young achievers from all over the world.

In 2013,Volkswagen Group grows deliveries almost 5 percent to over 9.7 (2012: 9.3) million
vehicles

27

Winner of numerous international awards and accolades worldwide:

2008
February 20, 2008 - Volkswagen Tiguan is voted SUV of the year by "OFF ROAD" magazine
readers
January 29,

2008 - Volkswagen receives award for

increasing shareholder value

January 29, 2008 - Value champions 2008: Volkswagen Tiguan and Golf Estate

January

24,

2008

Golf

January

18,

2008

What

GTI

is

Car?

one

of

Award

10

2008:

Best
Double

Cars
for

of

2008

Volkswagen

January 17, 2008 - Prize for TSI and DSG: Yellow Angel 2008 Award for Volkswagens

Latest

High-End Technologies

2007
May 16, 2007 - Volkswagen models voted Company Cars of the Year April 20, 2007 Volkswagen wins 10 gold at Fleet Awards 2007
March 27, 2007 - Multiple awards for Volkswagen advertising
March 26, 2007 - "Innovation of reason" 2007: Award for high temperature fuel cell from
Volkswagen
January 4, 2007 - Volkswagen unveiled the cleanest ever TDI engine.

2006
September 12, 2006 - Volkswagen Ranks First in J.D. Power Environmental

Study

September 12, 2006 - Aerodynamic package makes Volkswagen Passat an eye-catcher June 20, 2006 - Volkswagen receives environmental award from Federation of German
Industries

March 2, 2006 - Auto1 Award- The Passat is Europes Number One

28

January 20, 2006 - Passat Awarded Renowned What Car Trophy as Best Family C

January 19, 2006 - The Passat is Germany's Favourite Car 2006-ADAC readers award
Volkswagen the 'Gelber Engel' prize -

2004 to 2005

May 23, 2005 - The Passat - receives five star rating - top result in the Euro NCAP crash test

April 8, 2005 - The Golf - more than 25 awards worldwide

March 23, 2005-Volkswagen Phaeton moving ahead

February 16, 2005 - The new Passat launched with four different engines

January 30, 2004 - The Volkswagen Touareg an outstanding off-road vehicle International experts award prizes to the Volkswagen SUV

2006

Australias Best Cars Awards - Best Mid-Size Car over $28k: Jetta TDI

Australias Best Cars Awards - Best Sports Car: Golf GTI

Australias Best Cars Awards - Best Small Car: Polo TDI

2007

Australias Best Cars Awards - Best Small Car: Polo TDI

Australias Best Cars Awards - Best Sports Car: Golf R32

2009

Drive Car of the Year - Best Luxury Car under $60k: Passat CC 125TDI
Australian International Design Awards - Automotive and Transport Category: Passat
CC
Carsguide Car of the Year: Golf
Drive Car of the Year: Golf 118TSI
Drive Car of the Year - Best Small Car under $20k: Golf 118TSI
Drive Car of the Year - Best Performance Car under $60k: Golf GTI
Australias Best Cars Awards - Best Mid-Size Car over $30k: Golf 118TSI
Wheels Car of the Year: Golf

29

2010

Australias Best Cars Awards - Best SUV under $40k: Tiguan 103TDI
Money Magazine - Best Value SUV: Tiguan 147TSI

Drive Car of the Year - Best Luxury Car under $60k: Passat CC 125TDI
CarsalesCustomerss Choice Awards - Medium Car: Passat

Australias Best Cars Awards - Best Medium Car under $50k: Jetta 103TDI

Drive Car of the Year - Best Small Car: Golf 118TSI

Money Magazine - Best Value Small Car: Golf 118TSICarsguide Car of the Year:
Polo

Drive Car of the Year: Polo 77TSI

Drive Car of the Year - Best City Car: Polo 77TSI

Australias Best Cars Awards - Best Light Car over $20k: Polo 66TDI

2011

Drive Car of the Year - Best City Car: Polo 77TSI

Australias Best Cars Awards - Best Light Car over $20k: Polo 66TDI Comfortline

Australias Best Cars Awards - Best Small Car under $35,000: Golf 90TSI
Trendline

Australias Best Cars Awards - Best Medium Car under $50k: Jetta 118TSI
Comfortline

Australias Best Cars Awards - Best Luxury SUV over $60k: Touareg V6 TDI

Drive Car of the Year - Best Convertible: Golf Cabriolet

CarsalesCustomerss Choice Awards - Medium Car: Passat

Australias Best Cars Awards - Best SUV under $40k: Tiguan 103TDI

Top Gear Australia Magazines Car of the Year: Scirocco R

4x4 Australias Ute of the Year: Amarok

Delivery Magazine Ute of the Year: Amarok

International Pick-Up of the Year: Amarok

30

2012

4x4 Australias Ute of the Year: Amarok

4x4 Australia's Best in Class: Amarok

Wheels Magazine Gold Star Value Awards - Best Value Premium Medium Car $4565K: Passat V6 Highline

Mother and Baby Magazine Awards - Family Car of the Year: Passat Wagon 125TDI

Drive Car of the Year - Best Convertible: Golf Cabriolet

Australias Best Cars Awards - Best Luxury SUV over $60k: Touareg V6 TDI

Wheels Magazine Gold Star Value Awards - Best Value Small Car under $35K: Golf
BlueMotion

Drive Car of the Year - Best City Car: Polo 77TSI

Australias Best Cars Awards - Best Light Car over $20k: Polo 66TDI Comfortline

MOTOR Magazine Bang For Your Bucks Award: Polo GTI

2013

Motoring.com.au Recommends - City Car: Polo

Carsguide Car of the Year: Golf 90TSI Comfortline

Australias Best Cars - Best Sports Car under $50k: Golf GTI

Money Magazine Best of the Best - Best Value Small Car: Golf 90TSI

Wheels Magazine Gold Star Value Awards - Best Value Small Car to $25k: Golf
90TSI

Motoring.com.au Recommends - Family Car Under $30k: Golf

Wheels Magazine Gold Star Value Awards - Best Value Medium Car to $45k: Jetta
118TSI

Motoring.com.au Recommends - SUV over $50k: Touareg

Australias Best Cars Awards - Best Luxury SUV over $60k: Touareg V6 TDI

Overlander 4WD of the Year Award: Touareg

Drive Car of the Year - Best Convertible: Golf Cabriolet

31

Wheels Magazine Gold Star Value Awards - Best Value Convertible to $60k: Golf
Cabriolet.

2014

Carsales Car of the Year - Best Tradie Vehicle: Amarok

Delivery Magazine Best Ute of 2014: Amarok
Carsales Car of the Year - Best Family Car under $30K: Golf
Carsales Car of the Year - Best City Car: Polo

32

CHAPTER 5
OBJECTIVES, SCOPE AND LIMITATIONS

33

Objectives:
1. To study the sales process by the dealer of Volkswagen Unique
Automobile.
2. To study the factor affecting the sales management at Volkswagen Unique
Automobile
3. To study the efficacy of sales person towards the service provided.

Scope of the study:

Now a days automobile market has been more competitive and offering a product as become
hard and complicated job for the companys dealer. The scope of the study is helpful for the
car dealers and service centres who provide after sales service to the customer, as well as for
car manufacturing companies who provides some facility to the customer. This study tries to
analysis the perception of customer mind and how this information can be used successfully
by marketers to gain entry into the minds of the consumers.

Limitation of study:
1. Some aspects might not be covered due to time constraint or short duration of the
project.
2. Many customers hesitate to respond because of their busy schedule.
3. Reliance on the secondary data means that some of the information may be subject to
verification.
4. The study is limited to only Kolhapur.

34

CHAPTER 6
DATA PRESENTATION, ANALYSIS& INTERPRETATION

35

1) kind of car do you prefer to have

SEDAN

35

HATCHBACK 65

35

65

Sedan

Hatchback

Interpretation: from the above chart it shows that 65% of the respondents preferred to
go for Hatchback carwhereas
whereas 38% of the respondents preferred to have a Sedan car
car.
Hence it can be interpreted that most of the customers are preferring Hatchback car over
sedan cars.

36

2)various
various sources of information about Volkswagen cars?

Advertisement
Roadside Hoardings
Newspaper Advertisement
Friends and Relatives

25
40
21
4

The variuos sources of information about volkswagen cars

4%

10%

25%

21%
40%

Advertisment

Roadside Hoardings

Friends and Relatives

Internet Advertisment

Newspaper Advertisment

Interpretation: from the above chart it shows that 40% of respondents get information
from Roadside Hoardings, while 25% get information from pamplets, showrooms, etc. 21%
of customers look at newspapers for information while 10% check internet for details and 4%
rely on the reviews received from friends and relatives.

Hence it can be interpreted that most of respondents get information from Roadside
Hoardings while others received it by reading panplets, newspapers, websites. And very few
got the information from relatives
ves friends

37

3) factors considered while buying car?

Advertisement
Low purchase price
Good fuel efficiency
Vehicle performance
Selling process

3
12
15
29
41

Buying cars

Advertisement

Low price purchase

Good fuel efficiency

Vehicle performance

Selling process

Interpretation: from the above chart it shows that 41% of the customers considered
the performance of Vehicle before buying while 29%
29 opted for fuel efficiency, 15
15%
considered were focusing on Low purchase price, and 12%
12 considered the brand while 33%
considered Attractive design and styling.

Hence it can be interpreted that most of customers considered performance of the vehicle
before buying car, then customers were concerned about the fuel efficiency, Low purchase
price, and Brand. While very few of the customers were focusing on Attractive design and
styling.

38

4) Rating the factors that affect selling process

Communication skills
Technical skills
Humans skills (understanding customer needs )
Knowledge of sales persons

RATING THE FACTORS THAT AFFECT SELLING

PROCESS

17

45

30

Interpretation: from the above chart it shows that 45% of the customers responded that
human skills as a factor affecting selling process whereas 30% rated communication skills
and 17% opted for knowledge of sales person about cars and 8% of customers rated the
Technical skills.

Hence it can be interpreted that most of customers rated it as human skills. Some of
customers rated it as communication skills. And less of customers rated to technical skills and
knowledge
dge of salesperson and company want to focus on knowledge of person aand technical
skills to improve selling process
39

5) Sales customers promptly address customers as they enter the showroom

Strongly Agree
Agree
Disagree
Neither Agree nor disagree

37
23
9
31

Sales people promptly address customers as they enter

the showroom

31%

37%

9%

Strongly Agree

23%

Agree

Disagree

Neither Agree nor disagree

Interpretation: from the above chart it shows that 37% of customers Strongly agree that they
were promptly addressed by the sales person upon entering the showroom, while 23% person
agreed to be addressed by the sales person 31% of customers neither agreed nor disagreed to the
fact, while 9% disagreed to it.
Hence it can be interpreted that respondent said that they were greeted immediately after entry
which was good sign of service given by the dealer and that they were greeted immediately which
show that things could
d be improved because customer tend to turn to some other option for the
service

40

6 ) Waiting time before a salesperson attended the customer

3-5minutes
6-10minutes
11-15minutes
more than 15minutes

53
36
9
2

YOU HAVE TO WAIT BEFORE A SALESPERSON ATTENDED

TO YOU
more than
11-15minutes
15minutes 15minutes
2%
9%

3-5minutes
53%

6-10minutes
36%

Interpretation: from the above chart it shows that 53% of customers responded that
they had to wait for 3-55 minutes before a sales person attended to them, whereas 36% of said
that their waiting time was 6-10
10 minutes, while 9% of customers had to wait for 11
11-15
minutes and 2% of them had to wait for more than 15 minutes for a sales person to attend to
them.

This indicates majority of salesperson may be busy with other customer as they can deal with
one customer at a time, but things can be
b improved.

7)Sales person are well groomed and courteous

41

Strongly Agree
Agree
Disagree
Neither Agree nor disagree

56
21
6
17

Sales people are well groomed and courteous

17%
6%
56%

21%

Strongly Agree

Agree

Disagree

Neither Agree nor disagree

Interpretation: from the above chart it shows that 56% of customers strongly agreed
that the sales person were well groomed and courteous in their services while 21% agreed to
the fact and 17% of customers disagreed about the sales person to be well groomed and
courteous. 6% of customers neither agreed nor disagreed to it.

Hence it can be interpreted that salespeople are building a good rapport with customers which
helps to make themselves friendly with customer that reduce the gap between them.

42

8 )Sales people were knowledgeable

wledgeable about their products
Strongly Agree
Agree
Disagree
Neither Agree or Disagree

45
30
7
18

Sales people were knowledgeable about their products

18%
7%

45%
30%

Strongly Agree

Agree

Disargee

Neither Agree or Disagree

Interpretation: from the above it shows that 45% of the respondents strongly agree that
the sales person have thorough knowledge of their products while 30% agreed
agreed that the sales
person are knowledgeable,18% said that
tha the sales person have adequate knowledge whereas
7% disagreed totally about sales personknowledge
Hence it can be interpreted that most of the respondents strongly agree that the sales person
have thorough knowledge of their products and some of few customers differ that sales
person knowledgeable
able about their products.

43

9) Test drive was offered by the salesman

Yes
No

72
28

A test drive offered do you by the salesman

No
28%
Yes
[PERCENTAGE]

yes

No

Interpretation: from the above chart it shows that 72% of customers agreed to have
been offered a test drive by the sales person while 28% disagreed to being offered one.

Hence it can be interpreted that unviability of cars model may divert the customers mind.

44

10) Salesperson adequately explained service policy

Strongly Agree
Agree
Disagree
Neither Agree nor disagree

49
32
10
9

Sales people adequetly explained service policy

Neither Agree nor
disagree
9%
Disagree
10%

Strongly Agree
49%

Agree
32%

Strongly Agree

Agree

Disagree

Neither Agree nor disagree

Interpretation: from the above chart it shows that 49% of customers strongly agreed to
be have been explained the service policy thoroughly while only 32% of customers agreed to
have been explained the service policy. 10% of customers disagreed to the fact while 9% of
customers neither agreed nor disagreed to it.

Hence it can be interpreted that most of customers strongly agreed to be have been explained
the service policy by salesperson and some of few customers deny that salesperson explain
service policy , it can be necessary to improved.

45

11) Salesperson
alesperson fulfil the commitment made with respect the to date and time of delivery.

Yes
No

52
48

The salesperson fulfill the commitment made with respect the to

date and time of delivery

48%

52%

yes

No

Interpretation: from the above chart it shows that 52% of customers agreed to have
been received the delivery as per the commitment made by the sales person with respect to
date and time whereas 48% disagreed to fulfilment of the delivery commitment.

Hence
ce it can be interpreted that some of respondents said dealers fulfils the commitment and
other respondent said dealer did not fulfil the commitment which
ich shows that dealers have
take extra efforts to fulfil the commitment.

46

12) Overall Rating about sales and service management at Unique Automobiles
Poor
Good
Excellent
Fair

31
39
12
18

Rate our sales and service management

18%

31%

12%

39%

Poor

Good

Excellent

Fair

Interpretation: from the above chart it shows that Service as Excellent whereas 39%
rayed it as Good and 31% rated it as service being Poor and 18% of customers rated it as
being Fair and12%
% of customers rated the Sales.

Hence it can be interpreted that most of customers agreed that service is excellent and other
respondent said that still dealer need to improve sales service.

47

CHAPTER 7
FINDINGS & RECOMMENDATION

48

FINDINGS:

Entire sample which has been taken was owner of hatch back car and most of them
have positive perception about the service of car dealer
Majority of the customer prefer to go Authorized dealer for purchasing their new
vehicle
The sales person was prompt in their service as almost all the customers were
attended immediately after their entry in the showroom
Sales person are very proactive in their service to handle the customer by rapport
building
Sales person behaviour with the customer as good as most of the respondent said they
had not face any problem regarding salesperson behaviour
The dealer and sales person are committed to time period of delivery.
Dealer was concern about service and information to be given as the respondent said
they were given test drive of car.
Most of the respondent visit another dealers from other then the one dealer they
purchase

SUGGESTIONS:
1 After sales service is the area of improvement.
2. Promotional offers can be included in sales process.
3. Salespersons can be given training session based on personality development,
communication skill etc.

49

CHAPTER 8
Conclusion

50

Conclusion:
1) Majority of the respondent are satisfied with sales process of Volkswagen Unique
Automobiles.
2) Brand image sales service & offerings to customers schemes are the major factors
important for customer satisfaction in sales process.
3) Customer choose efficacy of salesperson as the important criteria to choose a car because
it contribution to the effectiveness & satisfaction of the service provided.

51

BIBILOGRAPHY

52

BIBLIOGRAPHY

1. Kotler P. , (2012) , Marketing Management by, Pearson education, New Delhi,

no.429
2. Richard .R. Still ,Edward .W .Cundiff & Norman A. P. Govoni , Sales Management
Decision, Strategies & cases ,no.16
3.

Kothari .C.R , (2004) , Research Methodology (Methods and Techniques) ,no.55 , 95

4. http://de.volkswagen.com/de.html ,DATE: 21/7/2014 , TIME: 2.00pm

5. http://de.volkswagen.com/de/models.html ,DATE: 18/8/2014 ,TIME: 9.35pm
6. http://www.volkswagenag.com/content/afb/content/de/homepage.html
DATE:9/9/2014 ,TIME: 11.50am

53

APPENDIX I

54

Questionnaire:

1) Personal Detail:
A) Name
B) Age
c) Income
D) occupation
f) Address for communication (email Id/ Mobile no.)

Q.2) Which kind of car do you prefer to have?

Sedan

Hatchback

Q.3)What are the various sources of information about Volkswagen cars?

Advertisement

Roadside Hoardings

Newspaper Advertisement

Friends and Relatives

Q.4)Which factors did you considered while buying car?

Advertisement Brand

Low purchase price

Good fuel efficiency

Vehicle performance

55

Q.5)How will you rate the factors that affect selling process

Knowledge of sales person about the cars

Communication skills

Technical skills

Humans skills (understanding customer needs )

Q.6) Salespersons promptly address customers as they enter the showroom

Strongly Agree

Agree

Disagree

neither agree nor disagree

Q.7) How long did you have to wait before a salesperson attended to you

3-5minutes6-10minutes
11-15minutesmore than 15minutes

Q.8) Salespersonsare well groomed and courteous?

Strongly Agree
Disagree

Agree
neither agree nor disagree

56

Q.9) Salespersons were knowledgeable about their products?

Strongly Agree

Agree

Disagree

neither agree nor disagree

Q.10) Was a test drive offered do you by the salesman

Yes

No

Q.11 ) Salespersons adequately explained service policy?

Strongly Agree

Agree

Disagree

neither agree nor disagree

Q.12) Did the salesperson fulfil the commitment made with respect the to date and time of
delivery
Yes

No

Q.13) Did you visit another dealer from other than one from you purchase the new vehicle
Yes

No

Q.14) Are you satisfied with overall service provided by the Volkswagen unique automobiles
Strongly Agree

Agree

Disagree

neither agree nor disagree

57

58