How will Generation Y’s Skill in Network Marketing impact ‘Purchase Social Responsibility’ in the Automobile Sector in India?

Master's Thesis , 2014 , 82 Pages , Grade: 1,3 German Grade (A+)

Leadership and Human Resources - Generation Y, Generation Z

Gen Y in India is highly active and enthusiastic when it comes for finding information but when the same Gen Y is subjected towards giving feedback or towards a rating system, they become pessimistic. Nevertheless the automobile industry has failed to gain Purchase Social Responsibility due to short-term profit goals and lack of ability to see a big picture in a competing market. The young owners (age ranging from 25-35) of Original Equipment Manufactures (OEMs) and dealers in market pertain greed to earn more in short span of time.
Due to negligence in understanding the volatile Indian Rules and Regulations of Automobile industries cars are pulled back from the markets which again causing a chain reaction and companies have to face losses. Although the companies were doing great in terms of Purchase Social Responsibility. Where is the problem?
What if the current opportunity of growth is lost by the young guns of India – A nightmare? What if I say there are 58 million tweets per day per yet no sign of even 10% of channelized feedback to the manufacturers? SMEs owners have evolved from experienced bullies to young guns.
Government rules and regulations for conserving environment but who cares when it comes for survival. What is social media doing in business? It is fun and entertainment. .!! Change in demographics in ground level business.
The unknowns and the untold truth about the Automobile Industry and the growing Generation Y, the answer starts with Chapter 1 of, “How will Generation Y’s Skill in Network Marketing impact ‘Purchase Social Responsibility’ in the Automobile Sector in India?”.

Table of Contents

• Chapter 1 Introduction
• Chapter 2 Literature Review
  • 2.1 – Purchasing Social Responsibility (PSR)
  • 2.2 Automobile Industry and Supply Chain Management
  • 2.3 Network Marketing and Youth in India
  • 2.4 Social Shopping, Crowd Shopping and Online Game and Shopping
  • 2.5 - Customer Relationship Management and Business Intelligence Integration
• Chapter 3 Research Methods
  • 3.1 Statement of Problem
  • 3.2 Objectives of Study
  • 3.3 Scope of Study
  • 3.4 Research Design
  • 3.5 - Preliminary Investigation
  • 3.6 Sources of Data
  • 3.7 Design Structure of Interview
  • 3.7-Importance of Different Phases of Interviews
  • 3.8 Target Sample for Interviews
  • 3.9 - Limitation of the Study
• Chapter 4 Results and Findings
  • 4.1 - Interviews and Connecting Dots
  • 4.2 Results
• Chapter 5 Discussions and Conclusions

Objectives and Key Themes

This Master's thesis explores the impact of Generation Y's skill in network marketing on "Purchase Social Responsibility" (PSR) within the Indian automobile sector. The study aims to understand how this demographic's expertise in digital marketing influences their purchasing decisions, considering ethical and sustainable factors.

• The role of network marketing in shaping consumer behavior among Generation Y
• The influence of social responsibility on purchase decisions in the automobile industry
• The integration of digital marketing strategies in promoting PSR
• The impact of online platforms and social media on consumer awareness and engagement regarding PSR
• The challenges and opportunities for automobile manufacturers in fostering PSR among Generation Y consumers

Chapter Summaries

Chapter 1 introduces the research topic, outlining the significance of understanding Generation Y's influence on PSR in the Indian automobile sector. Chapter 2 delves into a comprehensive literature review, exploring key concepts such as PSR, network marketing, and the Indian automobile industry. The chapter examines the role of social media and online platforms in shaping consumer behavior and promoting ethical consumption.

Chapter 3 presents the research methodology employed in the study, including the statement of the problem, research objectives, and scope. The chapter discusses the data collection methods, target sample, and limitations of the study. Chapter 4 presents the results and findings of the research, analyzing the data collected through interviews and other sources. The chapter highlights key insights into Generation Y's attitudes and preferences regarding PSR in the automobile sector.

Keywords

This research focuses on the key concepts of Purchase Social Responsibility (PSR), Generation Y, network marketing, automobile sector, India, digital marketing, online platforms, consumer behavior, ethical consumption, and sustainable practices. The study explores the intersection of these areas, analyzing how digital marketing strategies and social media influence consumer decision-making within the context of PSR.

• College: Würzburg-Schweinfurt University of Applied Sciences (Hochschule für angewandte Wissenschaften Würzburg-Schweinfurt)
• Course: How will Generation Y’s Skill in Network Marketing impact ‘Purchase Social Responsibility’ in the Automobile Sector in India?
• Grade: 1,3 German Grade (A+)
• Author: Rashesh Dave (Author)
• Publication Year: 2014
• Pages: 82
• Catalog Number: V283380
• ISBN (eBook): 9783656832126
• ISBN (Book): 9783656829829
• Language: English
• Tags: Automobile, Network Marketing., Purchase Social Responsibility, Generation Y, Automobile sector in India, Crowd Sourcing