Comments by the Faculty
The XYZ group comprises of over 100 operating companies in seven business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals. The group has operations in more than 80 countries across six continents, and its companies export products and services to 85 countries. The project work has been carried out in the Bearings division. The project is essentially focused on Consumer
Involvement theory which basically means how the consumer is involved in the purchase of various products in the market and how the consumer is responding towards the product after purchasing the product. The objectives of this study were to study and analyze the consumer decision making process with respect to the purchase and usage of automobile spares, and, to recommend factors which should be included in the Integrated Marketing Communication.
It has been revealed that, the Indian Bearing market is also growing at a much rapid pace. It was also indentified that, the most of the factors considered in the study have significant effect on the overall satisfaction of the customers. It is recommended that surveys should become a regular feature of every company so that changes in the customer priorities could be traced in time. The present study was an attempt to implement Consumer Involvement theory in a real company scenario. While undertaking the present study, the student needed prepare a questionnaire, conduct the survey, analyze data and propose recommendation. The project was a great exposure for the student to connect a number of marketing concepts with real life
