Brand Preference of Car Users in Chitwan (Summer Project)

Executive Summary

This report has been prepared as a partial requirement for the fulfillment of the Degree of Bachelor in Business Administration (BBA). The main purpose of this study is to determine the brand preference of cars in Chitwan. This includes the study undertaken to know about the situation of products in the market and to understand what factors influence the purchasing decision of customers. The research has followed the descriptive research design. 40 respondents were taken as a sample for the study. The major source of data was primary which was collected through a questionnaire. Various statistical tools are used to categorize, edit, code, tabulate, process, and analyze responses generated. Data obtained were analyzed with the help of MS Excel. Through this research, it is known that Hyundai is the most used brand of cars followed by other car brands such as Suzuki, Honda, Ford, Volkswagen, and Nissan. Better features, better design, better safety features, and reasonable prices are the most important factor when purchasing a car. Even though people claim to prefer a certain brand of car, they are most likely to switch to other car brands. Most car users see advertisements for cars through T.V. and social networking sites. The most preferred car brand is Toyota. Current mobile car companies need to focus on the attributes of price, aftersales service, design, and fuel consumption since these attributes are considered very important by the respondents.

Report Title: Brand Preference of Car Users in Chitwan

Prepared By: Prajwal Sharma

Degree: Bachelor

Program: Bachelor of Business Administration (BBA)

Specialization: Sales and Marketing Management

College: Birendra Multiple Campus

University: Tribhuvan University

Year: 2022

Brand Preference of Car Users in Chitwan | Summer Project | Research Report | 2022

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Note: This summer project (research report) was prepared by Mr. Prajwal Sharma for the partial fulfillment of the requirement for the degree of Bachelor of Business Administration (BBA). So, it is advised to use this report only for literature review, or as guidance. Copying or practicing plagiarism is strictly forbidden.