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A SUMMER INTERNSHIP PROJECT REPORT ON
“How digital marketing creates user engagement in
Xetlynx Autocorp”
Submitted by
PRIYANSH KESARWANI
ENROLLMENT NO. - 181817027927
Under the guidance of
DR. PRABHAT K. DWIVEDI
in partial fulfilment of the requirements
for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
of
Dr. A. P. J. Abdul Kalam Technical University, Lucknow
Science & Technology Entrepreneur’s Park
Harcourt Butler Technological Institute
2018-2020

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TO WHOMSOEVER IT MAY CONCERN
This is to certify that PRIYANSH KESARWANI is bonafide students of Masters in Business
Administration, (2018-2020) in Science and Technology Entrepreneurs Park -Harcourt Butler
Technological Institute, Kanpur with dual specialization in MARKETING & IT affiliated to Dr.
A.P.J. Abdul Kalam Technical University has successfully completed the SUMMER
INTERNSHIP PROJECT WORK entitled as “How digital marketing creates user engagement
in Xetlynx Autocorp”.
This study is done under the guidance of the undersigned for the partial fulfillment of the
requirement of Master of Business Administration.
I hereby certify his work excellent/good/satisfactory to the best of my knowledge. I wish all the
best future ahead.
Mentor: Dr. Prabhat Kumar Dwivedi Academic Incharge: Dr. Satish Chandra Ojha

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ACKNOWLEDGEMENTS
The satiation and euphoria that the successful completion of the project would be incomplete
without the mention of the people who made it possible.
To acknowledge here, all those who have been a helping hand in completing this project, shall be
an endeavor in itself. Nevertheless, with all due regards and respect to the contributions made by
various persons at each stage of the project, I take this as an opportunity to thank all those who
have been instrumental in completion of my project.
I would like to take the opportunity to thank and express my deep sense of gratitude to my faculty
mentor Dr. Prabhat k. Dwivedi, Associate Professor, STEP-HBTI. I am greatly indebted to both
of them for providing their valuable guidance at all stages of the study, their advice, constructive,
positive and supportive attitude and continuous encouragement, without which it would have not
been possible to complete the project.
I am thankful to Mr. Sandeep Vaishnav, Founder, Xetlynx Autocorp for giving me the opportunity
to execute my Summer Internship Project in Xetlynx Autocorp. I would also like to thank my
Project In-charge Mrs. Sharmila Badesra, Director, Xetlynx Autocorp, who always assisted me in
every possible manner.
I also extend my thanks to all the faculties and my batch mates in Dept. of Management Studies
(STEP-HBTI), for their support and guidance throughout the course of internship. Thank you all
for being there for me always.
PRIYANSH KESARWANI

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DECLARATION
I undersigned, hereby declare that the project titled “How digital marketing creates user
engagement in Xetlynx Autocorp” submitted in partial fulfilment for the award of Degree of
Master of Business Administration of A P J Abdul Kalam Technical University is a bonafide
record of work done by me under the guidance of Dr. Prabhat K. Dwivedi, Associate Professor,
STEP-HBTI.
This report has not previously formed the basis for the award of any degree, diploma, or similar
title of any University.
26-August-2019, Priyansh Kesarwani
Science & Technology Entrepreneur’s Park
Harcourt Butler Technological Institute

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PREFACE

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PREFACE
The objective of the project to create the user engagement in Xetlynx Autocorp for their promotion
of automotive services through an app. During this we have to understand the customer needs,
pricing constraints, response, awareness, emotions and beliefs regarding the services.
The project report was started on 17st
of June after knowing all the relevant information regarding
the project, under the guidance of Mr. Prabhat Kumar Dwivedi, Associate Professor, STEP-HBTI.
The first part of my project involves the study of the automotive services of Xetlynx Autocorp for
creating user engagement through an app and website. For this I used the internet as a primary
source of information for study, also attend some days with Mrs. Sharmila Badesra (DOP,
XETLYNX AUTOCORP) to understand the strategies of XETLYNX AUTOCORP.
Since the next part of my project was to develop the questionnaire. Hence, the detailed study
provided me a rough idea in developing questionnaire and my corporate mentor guide me in
finalizing the questionnaire. For this the questionnaire was prepared which gave the vague idea
about the customers, who were really interested to tell about their views. Go through questionnaire
in different location of the Jaipur region. The marketing research was undertaken for Jaipur region
during one month. The sample size of the marketing research was taken to be 110. The
questionnaire contains various aspects like their Personal Information, Choice Preferences, and
Awareness etc. The final part of the project consists of 19 days of scanning the questionnaire.
Most important part is analyzing the information.
This report documents the work done during the summer internship at XETLYNX AUTOCORP,
Jaipur under the supervision of Dr. Prabhat Kumar Dwivedi. The report first shall give an overview
of the tasks completed during the period of internship with management details. Then the results
obtained shall be discussed and analyzed.
Report shall also elaborate on the future works which can be persuaded as an advancement of the
current work. I have tried my best to keep report simple yet technically correct. I hope I succeed
in my attempt.
Priyansh Kesarwani

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TABLE OF CONTENTS
1. Summary 9
2. Objectives 13
3. Literature Review 15
4. Research Methodology 20
i. Research Design 22
ii. Research Instrument 22
iii. Mode of Survey 22
iv. Data Sources 23
v. Sampling Method and Size of Sample 24
5. Introduction 25
a.) About Indian Automobile Industry 26
b.) Range of Products and Services 39
c.) PEST Analysis 48
d.) Swot Analysis of Auto Sector 53
6. Company Profile 59
7. Data Analysis & Interpretation 85
8. Findings 108
9. Conclusion 102
10. Recommendations 114
11. Limitations 119
12. Bibliography 121
Appendix 123

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LIST OF TABLES
Table 1: Gender of Respondents
Table 2: Age Group (in years)
Table 3: Qualification of the Respondents
Table 4: Occupation of the Respondents
Table 5: Annual Income (in INR)
Table 6: Vehicle type of respondents
Table 7: Favorite Vehicle Brand of respondents
Table 8: How often customer go to repair center
Table 9: Preference According service time of respondents
Table 10: Customer preferences of using app
Table 11: Rating of garages useful to customers
Table 12: Customers preferences to pay for vehicle service with app
Table 13: Customers preferences of using same garage
Table 14: How many repair shop customer visits before repairing
Table 15: Why Customers choose repair shop
Table 16: Customers preference to trust in repair shop
Table 17: Customers opinion about repair cost
Table 18: Customers opinion towards web surfing
Table 19: Customers preference looking for repair shop in web
Table 20: Customers sources to know about online repairing service
Table 21: Number of Customers who booked services through online
Table 22: Respondents opinion towards booking service through online

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LIST OF FIGURES
Figure 1: Gender of Respondents
Figure 2: Age Group (in years)
Figure 3: Qualification of the Respondents
Figure 4: Occupation of the Respondents
Figure 5: Annual Income (in INR)
Figure 6: Vehicle type of respondents
Figure 7: Favorite Vehicle Brand of respondents
Figure 8: How often customer go to repair center
Figure 9: Preference According service time of respondents
Figure 10: Customer preferences of using app
Figure 11: Rating of garages useful to customers
Figure 12: Customers preferences to pay for vehicle service with app
Figure 13: Customers preferences of using same garage
Figure 14: How many repair shop customer visits before repairing
Figure 15: Why Customers choose repair shop
Figure 16: Customers preference to trust in repair shop
Figure 17: Customers opinion about repair cost
Figure 18: Customers opinion towards web surfing
Figure 19: Customers preference looking for repair shop in web
Figure 20: Customers sources to know about online repairing service
Figure 21: Number of Customers who booked services through online
Figure 22: Respondents opinion towards booking service through online

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SUMMARY

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EXECUTIVE SUMMARY
Overview of the Research
The project aims at the understanding market of Automotive services and providing car and bike
repairing services through the app. The study aims at knowing what is customer perception and
how they move towards digitalization by using the app in the automotive field in the market. The
project is all about to understand the market and analysis the attitude of a customer of the
Automotive sector. An attempt has been made to analyze the attitude towards digital app by
providing different car and bike maintenance services and the factors such as the behavior of the
potential customer, problem and issue handling during the car and bike repairing.
The purpose of this research is to analyze user engagement in the automotive market. Services of
the Automotive market is very wide demanding and acquiring a good amount of reputation and a
huge amount of sales in the Indian Market. In this research, we analyze the strategies of
XETLYNX AUTOCORP for making positive perception and engaging potential customers to use
an APP. We collect the responses from various people which help me to analysis the customer’s
views. We use primary and secondary data to complete the study. The information needed for the
research project was carried out by getting the feedback of customers through a structured
questionnaire taken into account for comparison of a different automotive service provider as they
have the adequate knowledge and experience to do so. The targeted customer groups can be high
or average income.
In various parts of the world, consumers always tend to have different kinds of services without
having to know much about that the proper usage of that service specification and benefits.
Customers are taking services from different centers which they have not used before. In a lot of
cases, consumers tend to buy without having much deep understanding about the new service.
The main concept is to aware of the customer with an app designed to convey an impression of
exclusiveness or rarity, especially in the automotive service market. Frequently, in the automotive
field, the majority of the offline market is responsible to provide car and bike repairing. The
success of digital services is determined by customer satisfaction and moving towards digital
services.
This study will help to evaluate the present position of digital engagement of users in car and bike
services. The study eventually helps to identify the vital reason why consumers like booking an
online repairing service through an app, in which way consumers will satisfied.

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OBJECTIVES

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Objectives
Objectives -:
1. To evaluate the customer’s perception and expectation towards the Automotive services.
2. To identify the factors influencing user engagement.
3. To identify what preferences respondents had for servicing their vehicle.
4. To evaluate the awareness and satisfaction towards XETLYNX AUTOCORP.
In various parts of the world, consumers always tend to
have different kinds of services without having to know much about that the proper usage of that
service and service’s specifications. Customers are taking inadvertently different brand services
which they have not used before. In a lot of cases, consumers tend to use services without having
much deep understanding about the new service.
This study will help to evaluate the present position of digital engagement of users in car and bike
services. The study eventually helps to identify the vital reason why consumers like booking an
online repairing service through an app, in which way consumers will satisfied.

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DATA ANALYSIS
&
INTERPRETATION

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Data Analysis & Interpretation
1. Gender of Respondents
GENDER NUMBER OF RESPONDENTS
Male 56
Female 44
Table 1
Figure 1: Gender of Respondents
Discussion
From the above data and graph, we observe that there was a good mix of respondents based on
gender. We can conclude that both genders are having vehicles either bike or car and want service
quality for their vehicles. The participation of men and women is somewhere balanced, which is
good for research to analyze the data.
44
56
0 10 20 30 40 50 60
Female
Male
Number of Respondents

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2. Age Group of Respondent
AGE GROUP NUMBER OF RESPONDENTS
18 to 28 91
29 to 39 7
40 to 50 2
51 to 61 0
Above 61 0
Table 2
Figure 2: Age Group (in years)
Discussion
From the above data and graph, we can conclude that most of the respondents are in the age group
of 18-28. This is justified as the major target segment for a car and bike repairing services would
fall in that age group, as they would have the required level of income to maintain car and bike
services and also they have an interest in knowing how to use services via online. Another
observation is the number of people in the age group 29-39. This goes to show that the younger
adults are also aware of the online car and bike repairing app at the doorstep.
18 - 28
29 - 39
40 - 50 51 - 60 Any Other
18 - 28
29 - 39
40 - 50
51 - 60
Any Other

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3. Qualification of Respondents
QUALIFICATION NUMBER OF RESPONDENTS
Less than undergraduate 7
Under Graduate 21
Graduate 44
Post Graduate 26
Any Other 2
Table 3
Figure 3: Qualification of Respondents
Discussion
From the above data and graph, we can conclude that most of the respondents are in the group of
Graduates. Then the maximum respondents are under the group of Under Graduates and Post
Graduates and Any Other group contained the Ph.D. degree holders and other qualified people.
This is justified as the major target segment for the repairing services would fall into the qualified
group. The level of qualified people shows that well-educated people are also interested in the
Online repairing service App.
Less than
undergraduate
7%
Under Graduate
21%
Graduate
44%
Post Graduate
26%
Any Other
2%

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4. Occupation of Respondents
OCCUPATION NUMBER OF RESPONDENTS
Employed 22
Self Employed 8
Un-Employed 3
Housewife 0
Students 67
Table 4
Figure 4: Occupation of Respondents
Discussion
From the above data and graph, we can conclude that most of the respondents are in the group of
Students which shows that students preferring their interest in these types of services. Then the
respondents are under the group of Employed, which means that this group is also preferring online
booking of repairing services due to lack of time. And other respondents are also interested in
Online repairing services.
22
8
3
0
67
Employed
Self Employed
Un-Employed
Housewife
Students
0 10 20 30 40 50 60 70 80
Number of Respondents

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5. Annual Income of Respondents
ANNUAL INCOME NUMBER OF RESPONDENTS
Below 1 Lakh 65
2 Lakh-5 Lakh 28
5Lakh – 10 Lakh 5
Above 10 Lakh 2
Table 5
Figure 5: Income of Respondents
Discussion
From the above data and graph, we can conclude that most of the respondents are belong to low
income (Below 1 Lakh) due to more participation of students which shows that students showing
their interest in these types of services. Then the next maximum respondents are belonging to
income between 2Lakh – 5 Lakh, which means that this group is employed and self-employed
people who had participated in the research. And other respondents (i.e. 7% approx.) whose
income is more than 5Lakh are also interested in the Online repairing services.
65
28
5
2
Below 1 Lakh
2 Lakh-5 Lakh
5 Lakh – 10 Lakh
Above 10 Lakh
0 10 20 30 40 50 60 70
Number of Respondents

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6. Type of Vehicle Customer had
VEHICLE TYPE NO OF RESPONDENT
Bike 63
Bike, Scooty 1
Car 16
Car, Bike 8
Car, Bike, Scooty 1
Cycle 1
Scooty 20
Scooter 0
Table 6
Figure 6: Vehicle Type of Respondents
Discussion
From the above data and graph, we can see that most of the respondents (approx. <50%) had Bike
and Scooty. Then only 16 respondents had a car which shows that all types of vehicle users had
participated in a survey. On the other hand, we can see that some of the respondents have all the
collection of vehicles like Car, Bike and Scooty and also, we can conclude that none of the
respondents have scooters.
63
1
16
8
1
1
20
0
0 10 20 30 40 50 60 70
Bike
Bike, Scooty
Car
Car, Bike
Car, Bike, Scooty
Cycle
Scooty
Scooter
Customer Vehicle Type

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7. Customer Vehicle Brand
13. Preferences of Customer to go for same garage / service company each time
RESPONSES NO OF RESPONDENT
Very important 54
Quite important 36
Neutral 11
Not important 4
Of no interest 5
Table 13
Figure 13: Customer preferences of using same garage.
Discussion
This response was obtained to understand the preference of customers using the same garage for
their vehicle repairing. We conclude from the above graph that 54% of Respondent is more
desirable to use the same garage for repairing where they previously went due to satisfaction and
various other factors. Then the next 36% of respondents belong under the group of ‘Quite
Important’ which shows they also prefer the same garage. 11% of respondents belong to the
‘Neutral’ group that shows they do not prefer the same garages they go where they found
0
10
20
30
40
50
60
Very important Quite important Neutral Not important Of no interest
54
36
11
4 5

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14. Preferences of Customer when their car/bike breaks down, then how many repair
shops they go and ask for the price to fix it
RESPONSES NO OF RESPONDENT
Only one 43
Two repair shops 39
Three repair shops 16
Four repair shops and more 12
Table 14
Figure 14: Customer preferences for asking the price in repair shops.
Discussion
This response was obtained to understand the customer preference when their car/bike breaks
down, then how many repair shops they go to and ask for the price to fix it. From the above graph,
we conclude that 43% of respondents go to only one repair shop where they always go for
repairing. Then 39% of respondents go to two repair shops before repairing the vehicle whereas
28% of respondents visit greater than three repair shops for price and quality issues.
0 5 10 15 20 25 30 35 40 45
Only one
Two repair shops
Three repair shops
Four repair shops and more
43
39
16
12

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15. Preferences of Customer when they choose repair shop
APPENDIX
Questionnaire on Customer Behaviors of Car & Bike Services
Part 1- Personal Information
Name -: ………………………………………………………………………………………….
Gender -:
a.) Male b.) Female c.) others
Age –:
a.) 18 – 28 b.) 29 – 39 c.) 40 – 50 d.) 51 – 60 e.) Any Other
Qualification -:
a.) Less than undergraduate
b.) Under Graduate
c.) Graduate
e.) Post Graduate
f.) Any Other
Occupation -:
a.) Employed
b.) Self Employed
c.) Un-Employed
d.) Housewife

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e.) Students
Annual - Income -:
a.) Below 1 Lakh
b.) 2 Lakh-5 Lakh
c.) 5 Lakh – 10 Lakh
d.) Above 10 Lakh
Part 2 – Customer Behaviors
1.) Please indicate which type of vehicle you have
a.) Car b.) Bike c.) Others
2.) What is the Brand of your Car/Bike -:
………………………………………………….
3.) How often do you go to the Repair Centre for your vehicle?
a.) Every 3 months or more often
b.) Between 3 – 6 months
c.) Between 6 months – 1 year
d.) Between 1 – 2 years
e.) Between 2 – 4 years
f.) 4 years or over
4.) What would be the best time for you to use this service?
a.) Weekday- day time
b.) Weekday- evenings

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FULL
REPORT IS
NOT FREE
CONTACT
8565848586