The best automobile industrial area

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Working on this project is a great opportunity towards gaining valuable knowledge and experience about convention and event management and designing an event like career and education fair. We are thankful to Mr. Ken Wee and all our friends for their valuable support and guidance for completing this project.

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A research is a systematic, objective and analysis of a data about a particular target market, it is an organiasational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stake holder here we are targeting the Singapore automobile industry as target market this is necessary to visit our marketing experience about car buyer behavior. Singapore is one of the best automobile industrial area. We recently publish report on Singapore. And according to the details, evaluate to last decade's 2009 get very reduced style in automobile industries.

According to data complies by the MTAS. Motor traders association of Singapore. All these are very reputed and famous brand. In last year market share of buick75.79%, sunaru46.38% , ford45.55%,gmc44.00 and other compare to less just published by Singapore auto report2010.

Consumer buying behavior :-

Consumer buying behavior is the most complicated in the market research. Because the consumer has a lot of choices to purchases the product and he do not understand what they do or what they don't want. And this helps to understand the consumer buying behavior and also recommend influence on consumer decision making. It's very hard to consumer makes decision while purchasing the product. In my view if we were to limit discussion to the latter kind of organization then we would exclude not for profit buyer which purchase signification volumes of goods and service such as a governmental department, local authorities, hospital or automobile industries. Focus on individuals or ultimate consumers and their consumption be behavior that is what they consume, how they buy and why? It will be necessary to review a number of concept and ideas which have been borrowed from other behavioral sciences-before considering how these ideas have becomes incorporated in composite models of consumer behavior. We look first at contributions from psychology-perception, motivation and attitude. Consideration is then directed to social influences on consumer behavior with specific reference to social class, reference group and family influence with that section with a discussion of lifestyle as an explanation of how and why people consume, which illustrates how the psychological and sociological foundations have been built on by marketers. This theme is further developed by a survey of the major models of consumer behavior which illustrate the main schools of thought, concluding with Baker's composite model of consumer behavior.

In our project we are going to discuss about the consumer while choosing a car. Buying a car decision is not a day to day decision it's important for costumer to know the what they are going buy.

Why the customer buys a car?

Because they do wants? That is the simple answer to a extremely challenging question. Consumer buy thing to satisfy a actual, distinctly felt demand and consumer needs which provide a satisfied reliable life. And I am talking about for purchasing a car. That is clients require. For this, customers need influences. And there are three influences (consumer buying behavior).(By Pamela N. Danzigero)

  • Private Influences:
  • Demographic issues (age/sex/occupation/income), situational factor (outside situation which survive when a purchase is made) and level of attachment.

  • Psychological influences:
  • Consumers' different perceptions, motives and attitudes towards what and how they purchase. Many consumers, for example, are currently motivated by 'green' environmental concerns.

  • Social influences:
  • Purchases made by consumers are influenced by a range of social factors. For example, individual tastes are influenced by the social class and culture. Similarly, how consumers behave is affected by family roles and reference group (Friends / colleagues').

In my survey I asked all types of influences to the customers. And a customer can make / gathered information from many sources. Such as-

  • Individual sources: Family, friends, neighbors etc.
  • Profit-making sources: like advertising, dealers etc.
  • Community sources: Newspapers, television, radio, magazines, internet etc.
  • Practical sources: investigative, managing etc.

When customer buys a car?

Sometime of the year are better to buy a car then other, not each person has the luxury of choosing when they can buy a car. Sometimes cars die, they get in accident or they get stolen. In that case a car needs to be purchase quickly. But if you have the ability to chose what time of the year to buy your car, then this may help you. Actual the best time of year to purchase the car is Christmas and New Year Day. This is end of the year the manufacturers want to get rebates in order to finish strong. So many people's are spend weekend with his family so they have some times to buy a car. A lot of dealers still have available vehicles that they want to get clear of. But Dealers are very insistent during this period as they have calculated numbers to manage as well. And all the managers want to achieve their goals so they can get their bonuses. They do whatever they can to make a deal happen. Even they do their advertising to get more people into the dealership. So they may be more aggressive than normal earn trying to earn your business.

Sometimes the producer may not even advertise it with the exemption of a hard to find place on their website. This is so when the customer gets in to the dealership, they can draw out the great reason, get customer wound up and add a sense of urgency to the situation will cause them to be more likely to buy a car.


A focus group are form of qualitative research in which a group of people to be asked for their opinions attitudes about a specific product, package, facilities, concept, ideas and advertisement.

We need to select a small focus group having 8-10 people to research their thought, idea and behavior while purchasing a car. In focus group a moderator who playing the role to ask the questions which required, encourage discussion, draw the answer and audio and video taping facilities. Participants are selected according to fairly selection and recruitment qualification. Focus group providers usually provide translated. Sometimes short summery and raw data i.e. audio or video tapes are required. Most clients can watch lives. Focus group is also called as group discussion or group interview.

In focus group generally mentioned the

  • Motivate new ideas to the group of people.
  • How, one group of people can talks about their interest.
  • Exploratory research etc

Conducting the focus group

Define the purpose, i.e. objectives of the focus group:-

It means that the purpose of the project or research must be clear. And here the concept of our project is consumer buying behavior while choosing a car must be first clear. We need to be clear about our project. It helps to research easily and less prices.

Establish a timeline:-

It cannot be developed overnight. The planning has to start several weeks for the every session.

Regarding my project, I gathered the information about Singapore industrial (car automobiles).

Identify the participants:-

  • Determine the how many participants you need and invite.
  • Develop a list of participants based on the purpose of the focus group.
  • Secure the names and contacts information, make a final list and send an invitations.

Generate the question:

Actual the focus group will more than one or two hours. And you have time for a three to five question. And you may include their warm-up questions then get to the more serious questions that get at heart of the questions. The focus group will be open-ended move from general to exact. For example what would you like about edge? You could construct a new user interface from scratch, to put into the make better one?

  • Once you have a questions look, at your point declaration again.
  • Rewrite the question with good editing.
  • Arrange the question that will be comfortable for participant.

For our project, I can create a set of 15 questions of questionnaires. In these questions, some questions are personal and some questions are professional.


To success my project I have been selected Singapore as a particular location to survive my research. Singapore is one of the awarded country for automobile industries. That's why I have chosen the location of Singapore for my project.


A questionnaire is not just record of questions or form to be filled out. It is scientific device for collection of particular data. It must be emphasized that questionnaires are often only opiononnaires.

The use of postal questionnaires is most likely popular method of obtaining information from subject. The authentic structure, propose and arrangement of a questionnaire is a very expert technique; expertise in this proficiency does not develop all night.

Questionnaires are classified in to two types:

Closed Questions

These are ones in which the respondents are presented a choice of different replies. They are easy to answer and the answers easy to measure. In this sense they follow a positivistic move toward. However, because they limit choice, respondents, views may not be catered for which may cause them disturbance.

Open Questions

These questions allow free response and no predetermined replies are imposed by the researcher.

Now I am using postal questionnaires for my project because it's easy for me and for my research. It's easy for the student's research that's why I chosen it. And I am not able to survey the whole Singapore. Postal questionnaire is an easy method for researcher to regulate and examine the questions. And it is easy to me examine the intentions of respondent.

Sample of Postal Questionnaires:

Postal Questionnaire

Name of client: ...........................

Address of client: ...........................

Mobile No: ............................

E-mail: ...........................

Sample Questions:

  1. What is your gender?
  2. Male.


  3. What is your age?
  4. Under 20 years old.





    60 or older.

  5. What is your marital status?
  6. Single.



  7. What is your occupation?
  8. Owner of company/business.

    Professional (i.e. solicitor, doctor, accountant, professor, architect, etc.)

    Employee in the private or public sector.


  9. What is your monthly household income before taxes?
  10. SGD ($).

  11. What is the purpose of your car?
  12. Personal purpose.

    Business purpose.


  13. Which model of car do you own?
  14. Audi




  15. What type of color would you like?
  16. Black






  17. What requirement will you put in front deal while purchasing a car?
  18. Good mileage

    Branded Quality


    Good looking


  19. How much budget will offered while purchasing a new car?
  20. $44,999-$54,999





    $100000 Above

  21. Did you visit the dealership in person during the purchase process?
  22. Yes.


  23. Was your vehicle delivered on the date promised by the dealer/sales consultant?
  24. Yes


  25. Excluding any deposit was your vehicle primarily paid for?
  26. Installment/Loan


    Cash(bank transfer, credit card, check ,etc.)


  27. In purchasing a vehicle, which promotion does you prefer most?
  28. Price discount

    Interest free installment

    Free delivery service

    Free repair.

  29. Do you thing that your car is better than other car?
  30. Yes



Working on this project is a great opportunity towards gaining valuable knowledge and experience about convention and event management and designing an event like career and education fair. We are thankful to Mr. Ken Wee and all our friends for their valuable support and guidance for completing this project.


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