maruti suzuki
-
Upload
dushyant-sharma -
Category
Documents
-
view
198 -
download
1
description
Transcript of maruti suzuki
11
A
PROJECT REPORT
ON
“CONSUMER BUYING BEHAVIOUR WHILE PURCHASE MARUTI
SUZUKI CAR”
BACHELOR OF BUSINESS ADMINISTRATION
[B.B.A]
SEMESTER-6th
BY
GURMEET PUNJABI T.Y.B.B.A
UNDER THE GUIDANCE OF
PROF. REEMA MADAM
S.S.AGRAWAL COLLEGE OF ARTS, COMMARCE AND
MANAGEMENT, NAVSARI
History of car
11
BIRTH OF THE CAR
In 1769 the very first self-propelled car was built when Nicolas Cugnot’s, a French military
engineer designed a steam powered road-vehicle.
The vehicle was built at the Paris Arsenal, and
was used by the French Army to move cannons. It had
three wheels with the engine in the front along with the
boiler. While Cugnot's 'car' was capable of attaining
speeds of up to 6 kms/hour, it was far too heavy and slow to be of practical use.
In 1771 he again designed another steam-driven engine that ran so fast that it rammed
into a wall, recording the world’s first accident.
In 1807 Francois Isaac de Rivaz designed the first internal combustion engine. He to develop
the world’s first vehicle to run on such an engine, one that used a mixture of hydrogen and oxygen to
generate energy, subsequently used this.
This spawned the birth of a number of designs based on the internal combustion
engine in the early nineteenth century with little or no degree of commercial success. In 1860
thereafter, Jean Joseph Etienne Lenoir built the first successful two-stroke gas driven engine.
In 1862 he again built an experimental vehicle driven by his gas-engine, which ran at a speed
of 3 kms/hour. These cars became popular and by 1865 could be frequently espied on the
roads.
The next major leap forward occurred in 1876 when the four-stroke engine was devised.
Gottileb Damlier and Nicolas Otto worked together on the mission till they fell apart.
Daimler created his own engines that he used both for cars and for the first four wheel
horseless carriage. In the meanwhile, unknown to them, Karl Benz, was in the process of
creating his own advanced tri-cycle, which proved to be the first true car.
11
After all this experiments we can say that the
complete car was birth only in 1885 that the first real car
rolled down on to the streets. The earlier attempts, though
successful, were steam-powered road-vehicles.
The season of experiments continued across the seas in the United States where Henry
Ford began work on a horseless carriage in 1890. He went several steps forward and in 1896,
completed his first car, the Quadricycle in 1896. This was an automobile powered by a two-
cylinder gasoline engine. The Ford Motor Company was launched in 1903 and in 1908 he
catapulted his vehicle, Model ‘T’ Ford to the pinnacle of fame. Continuing with his
innovations, he produced this model on a moving assembly line, thus introducing the modern
mass production techniques of the automobile industry.
The modern car therefore comes from a long list of venerated associates, and its
heredity will, hopefully.
11
BEGINNING OF CAR IN INDIA
From the singsong rhythm of the bullock cart to the jet-age, India has travelled a long way.
An average Indian’s dream car may not be the design Honda or the stately limousine, but he sure can
dream, and afford, the Maruti now.
It was in 1898 that the first motorcar rode down India’s roads. From then till the First World
War, about 4,000 cars were directly imported to India from foreign manufacturers. The growing
demand for these cars established the inherent requirements of the Indian market that these merchants
were quick to pounce upon.
The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier Automobile Ltd.(PAL)
was established to manufacture automobiles in India. However, it was PAL who produced the first car
in India in 1946, as HM concentrated on auto components and could produce their first car only in
1949.
It was left to another company, Mahindra and Mahindra (M&M) to manufacture utility
vehicles, namely the American Jeep.
In the 50s, the Government of India granted approval to only 7 car dealers to operate in India
- HM, API, ALL, SMPIL, PAL, M&M and Telco. he protectionist policies continued to remain in
place. The 60s witnessed the establishment of the two-three wheeler industry in India and in the 70s,
things remained much the same.
11
EVENTS AND MILESTONES
A behind- the- scenes look into the making of one of India's most vibrant industries. The
landmarks along the way...
1928- The first imported car was seen on Indian roads
1942- Hindustan Motors incorporated
1944- Premier automobiles started
1948- First car manufactured in India
1953- The Government of India decreed that only those firms which have a manufacturing program
should be allowed to operate
1955- Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M and TELCO received
approval.
1960 - 1970 - The two, three wheeler industry established a foothold in the Indian scenario.
1970 - 1980 - Not much change was witnessed during this period. The major factors affecting the
industry were the implementation of the MRTP Act( Monopolies and Trade Restrictive Practices
Act), FERA (Foreign Exchange Regulation Act) and the Oil Shock of 1973 and 1979.
1980 - 1990 - The first phase of liberalization was announced by the Govt. -With the liberalization of
the Government's protectionist policies, the advantages hitherto enjoyed by the Indian car
manufacturers like monopoly, oligopoly, slowly began to disappear.
This period is also marked by the entry of a large number of firms in the market. 4 Japanese
manufacturers entered the Commercial Vehicle and Two- Wheeler market.
The Government agreed to the demand for allowing foreign collaboration in the automobile
sector
The industry witnessed a resurgence due to major policy changes like relaxation in MRTP
and FERA, delicensing of some ancillary products, broad banding of the products and modification in
the licensing policy. Also, the concessions it gave to the private sector and the new foreign
collaboration policy, all resulted in higher growth and better performance of the industry than in the
earlier decades.
11
The Government of India tied up with Suzuki Inc. of Japan which produced India's most
successful car- the Maruti.
1991 - Under the Govt.'s new National Industrial Policy, the license raj was dispensed with, and the
automobile industries were allowed to expand freely.
1993 - With the winds of liberalization sweeping the Indian car market, many multinationals like
Daewoo, Peugeot, general Motors, Mercedes-Benz and Fiat came into the Indian car market.
1997 - The National Highway Policy was announced which will hopefully have a positive impact on
the automobile industry. The Government also laid down the emission standards to be met by car
manufacturers in India in the coming millennium. There were two successively stringent emission
levels to be met by April 2000 and April 2005, respectively. These norms were benchmarked on the
basis of those already adopted in Europe, hence the names Euro I (equivalent to India 2000) and the
Indian equivalent of Euro II.
1999 - The Hon’ble Supreme Court passed an order directing all car manufacturers to comply with
Euro I emission norms (India 2000 norms) by the 1st of May, 1999 in National Capital Region(NCR)
of Delhi. The deadline was later extended to 1st June, 1999.
Maruti Suzuki company history
11
Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, to
meet the growing demand of a personal mode of transport caused by the lack of an efficient public
transport system. Suzuki Motor Company was chosen from seven prospective partners worldwide.
This was due not only to their undisputed leadership in small cars but also to their commitment to
actively bring to MUL modern technology and Japanese management practices (which had catapulted
Japan over USA to the status of the top auto manufacturing country in the world). A license and a
Joint Venture agreement were signed between Government of India and Suzuki Motor Company (now
Suzuki Motor Corporation of Japan) in Oct1982.
The objectives of MUL :
Production of fuel-efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles which was necessary for economic growth
Maruti created history by going into production in a record 13 months.
On 14 December 1983, the then Prime Minister of India, Mrs. Indira Gandhi, released
the first vehicle for sale by handing over the keys of a Maruti 800 to Mr.Harpal Singh
of Delhi.
Volume targets were routinely exceeded, and in March 1994, we became the first Indian
company to produce over one million vehicles, a landmark yet to be achieved by any other car
company in India. Maruti is the highest volume car manufacturer in Asia, outside Japan and
Korea, having produced over 4 million vehicles by April 2003. And from 2005-06, Maruti
Suzuki company is producing a car in every 36 second.
Maruti (subsidiary of Suzuki), has made profits every year since inception except 2000-01. In
2001-02, we made a profit (before tax) of Rs 1183 million. In 2002-03, the profit (before tax) rose to
Rs 2821 million, recording a growth of 138.4%over the previous year. Maruti revolutionized the way
Indians looked at cars. "No other car company so completely dominates its home market" - (The
Economist). MUL is the first and only car company in the world to lead its home market in terms of
both market share and in the JD Power Customer Satisfaction study (JD Power Asia Pacific 2000
India Customer Satisfaction studies). It is also the only car company in the world to be Top ranked
four times in a row (2000, 2001, 2002 & 2003).
11
Profit loss account
Mar ' 11 Mar ' 10 Mar ' 09 Mar ' 08 Mar ' 07
Income
Operating income 36,561.50 29,317.70 20,729.40 18,066.80 14,806.40
Expenses
Material consumed 28,806.80 22,435.40 16,339.80 13,622.00 11,063.70
Manufacturing expenses 2,159.60 1,278.20 909.70 670.60 489.80
Personnel expenses 703.60 545.60 471.10 356.20 288.40
Selling expenses 960.00 916.00 738.20 560.20 499.90
Adminstrative expenses 614.00 404.60 389.20 326.30 274.50
Expenses capitalised -25.70 - -22.30 -19.80 -14.30
Cost of sales 33,218.30 25,579.80 18,825.70 15,515.50 12,602.00
Operating profit 3,343.20 3,737.90 1,903.70 2,551.30 2,204.40
Other recurring income 745.70 617.70 547.60 456.10 361.10
Adjusted PBDIT 4,088.90 4,355.60 2,451.30 3,007.40 2,565.50
Financial expenses 24.40 33.50 51.00 59.60 37.60
Depreciation 1,013.50 825.00 706.50 568.20 271.40
Other write offs - - - - -
Adjusted PBT 3,051.00 3,497.10 1,693.80 2,379.60 2,256.50
Tax charges 820.20 1,094.90 457.10 763.30 705.30
Adjusted PAT 2,230.80 2,402.20 1,236.70 1,616.30 1,551.20
Non recurring items 38.90 44.30 -55.90 37.90 -23.00
Other non cash adjustments 18.90 51.10 37.90 76.60 33.40
Reported net profit 2,288.60 2,497.60 1,218.70 1,730.80 1,561.60
Earnigs before appropriation 12,338.50 10,501.80 8,244.40 7,368.10 5,947.10
Equity dividend 216.70 173.30 101.10 144.50 130.00
Preference dividend - - - - -
11
Dividend tax 35.10 28.80 17.20 24.80 21.90
Retained earnings 12,086.70 10,299.70 8,126.10 7,198.80 5,795.20
11
Board of Directors
Name Designation
Mr. Manvinder Singh Banga Director
Mr. Kumar Mangalam Birla Director
Mr. Kinji Saito Director
Mr. R.C. Bhargava Director
Mr. Shinichi Takeuchi Joint Managing Director
Mr. Amal Ganguli Director
Ms. Pallavi Shroff Director
Mr. Shinzo Nakanishi Chairman / Chair Person
Mr. S.V. Bhave Director
Mr. Jagdish Khattar Managing Director
Mr. O Suzuki Director
Mr. Hirofumi Nagao Joint Managing Director
Key Executives
Name Designation
Mr. S.Ravi Aiyar Company Secretary & Chief Legal
Officer
11
Product of Maruti Suzuki
Current product in the market
Car model Car name Car model Car name
Maruti
800
Out from market
Maruti Suzuki
A-star
3.60 to 4.38 lacs
Maruti Suzuki
Alto
2.32 to 3.28 lacs
Maruti Suzuki
Alto k10
3.10 to 3.75s lacs
Maruti Suzuki
Eeco
2.82 to 3.80 lacs
Maruti Suzuki
Zen Estilo
3.27 to 4.14 lacs
Maruti Suzuki
Grand Vitara
16.94 to 18.27 lacs
Maruti Suzuki
Kizashi
16.50 to 17.50 lacs
Maruti Suzuki
Omni
2.09 to 3.28 lacs
Maruti Suzuki
Ritz
4.02 to 5.39 lacs
11
Maruti Suzuki
Swift
4.09 to 5.56 lacs
Maruti Suzuki
Swift Dzire
4.95 to 7.20 lacs
Maruti Suzuki
Swift sport
Maruti Suzuki
Sx4
7.00 to 9.01 lacs
Maruti Suzuki wagon r
3.36 to 4.21 lacs
Maruti
Gypsy
5.44 to 5.63 lacs
Maruti Suzuki
Versa
Maruti Suzuki
Zen
Out from market
Maruti Suzuki
Swift
To be announced
Upcoming product in the market
Car model Car name Car model Car name
Maruti Suzuki
Cervo
2.00 to 2.50 lacs
Maruti Suzuki
Swift Dzire
To be announced
11
Maruti Suzuki
Xl7
To be announced
Maruti Suzuki
Sx4 hatch
To be announced
Maruti Suzuki
Rill concept
To be announced
Maruti Suzuki
Jimny
To be announced
Maruti Suzuki
Apt
To be announced
11
Visions
1. Modernization of the Indian Automobile Industry
2. Developing cars faster and selling them for less.
3. Production of fuel-efficient vehicles to conserve scarce resources.
4. Production of large number of motor vehicles which was necessary for economic growth.
5. Market Penetration, Market Development Similarly Product Development and
Diversification.
6. Partner relationship management, Value chain, Value delivery network
11
Theoretical background…………
CONCEPT OF CONSUMER BUYING BEHAVIOR
The main aim of marketing is meet and satisfy target customers need and wants buyer
behaviour refers to the peoples or organization conduct activities and together with the impact of
various influences on them towards making decision on purchase of product and service in a market.
The field of consumer behaviour studies how individuals, groups and organizations select, buy, use
and dispose of goods, service, ideas, or experience to satisfy their needs and desires understanding
consumer behaviour and knowing customer are never simple. The wealth of products and service
produced in a country make our economy strong. A behaviour of human being during the purchase is
being termed as "Buyer behaviour". Customer says one thing but do another. They may not be in
touch with their deeper motivations. They are responding to influences that change their mind at the
last minute. A buyer makes take a decision whether save or spend the money.
Definition of buyer behaviour:
Buyer behaviour is defined as "all psychological. Social and physical behaviours of
potential customers as they become aware of evaluate, purchase, consume and tell others about
products & service."
11
MODEL OF BUYING BEHAVIOR
The wealth of product and services produced in a country make our economy strong.
Almost all the products, wish are available to buyers, have a number of alternatives supplies that is
substitute products are available to consumers, who make a decision to buy a product. Therefore, a
seller most of his time seeks buyers and tries to please them.
Marketing stimuli
Other stimuli
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Buyers
Characteristic
Buyer’s
Decision process
Cultural
Social
Personal
Psychological
Problem
Recognition
Information search
Evaluate of
alternatives
Purchase decision
Buyer’s decision
Product choice
Brand choice
Dealer choice
Purchase
Timing
Purchase
11
FACTOR AFFECTING BUYING BEHAVIOR
1. Cultural Factors.
a. Culture: Culture is the most fundamental determinant of a
person wants and behaviour. The growing child acquires a set of values, perception,
preference and behaviours through his/her family and other key institution.
b. Sub-Culture: Each culture consists of smaller subculture
that provides more specific identification and socialism for its members. Subculture
includes nationalities, religion and geographical regions. Many sub-cultures makes up
important market segments and marketers often design products and marketing programs
tailored to their needs.
c. Social Class: Social classes do not reflect income alone but
also other indicators such as occupation, education and areas of residence. Social classes
differ in their dress speech, patterns recreational tailored to their needs.
2. Social Factors:
a. Reference Group: People are influence by their reference
groups frequently. Reference group expose an individual to know behave lifestyle and
ours. They also influence the person’s attitude. There self- concept and they create
peoples.
b. Family: The family is the most important consumer buying
organization in society and it has been researched extensively. Family members,
constitutes the most influential, primary reference group. We can distinguish between two
families in the buyer behavior. The family of orientation consists of one’s parents and sub
links. From parents a person acquires an orientation towards religion, politics and
economics and sense of personal ambition. Self worth and love. a more direct influence
on every day buying behavior is one’s family of procreation namely one’s spouse and
children.
c. Role and Status: A person participates in many groups
throughout life, family, club, and organization. The person’s position in each group can
be defined in terms of roles and status.
3. Personal Factors:
11
a. Age And Life Cycle: People buy different goods and
services over their lifetime. They eat baby food in the earlier most foods in the growing
and mature year and special diet in the later years. Peoples taste in cloth, furniture and
recreation is also age related.
b. Occupation: A person’s occupation also influences his/her
consumption pattern. a blue colour worker will buy work cloth, work shoes and lunch
box. A company president will buy work expensive suit, air travel, and country club
membership. A marketer trips to identify occupational group that have above interest in
their product and the service. Thus computer software companies will design different
computer software for brand manager, engineer, lawyer and physician.
c. Lifestyle: People coming from the same sub culture, social
class and occupation may lead quite different life styles. a person’s life style is the
person’s patterns of living in the world as in the persons activities, interests and opinions.
4. Psychological Factors:
a. Motivation: A person has many
needs at any given time some need are biogenic. They arise from psychological status of
tension such as hunger, thirst, discomfort, other need are psychological needs. a motive is
a need that is sufficiently pressing to drive the person to act satisfying the need reduce the
felt tension.
b. Learning: Where, people act they
learn. Learning involves changes in an individual’s behaviour arising from most humans
produce through the interplay of drives response and reinforcement demand for a product
by associating it with strong drives, using motivating and providing positive
reinforcement.
c. Beliefs And Attitude: through
during learning people acquire belief and attitudes. This in terms influences their buying
behaviours. A belief is a descriptive though that a person hold about something. This
belief may be based on knowledge, opinion or faith. They may or may not carry on
emotional charge.
An attitude is a person’s evaluation, emotional, feelings and action towards
some object or idea. People have attitude towards almost everything, religion, politics,
cloth, music and so on. Attitude put them into a frame of mind of linking or disliking an
object moving towards or away from it.
11
MODEL OF CONSUMER BUYING PROCESS
Reorganization of
unsatisfied need
Identification of Alternatives
Evaluation of Alternatives
Purchase Decision
11
1. Reorganization of unsatisfied need: When a person has an unsatisfied need, the buying
process begins to satisfy the nature of high wants indicates the speed with which a person
moves to fulfil the unsatisfied wants which is of high pressing need on the basis of need and
its urgency from the order of priority. Marketers should finish the information of selling
points.
2. Identification Of Alternatives: Different alternatives are available in market. The consumer
knows about the brand of product. this gives maximum satisfaction. There are many sources,
friends, neighbour, etc. and marketer, salesmen, advertising display, sales, promotion,
newspaper, television etc.
3. Evaluation Of Alternatives: This is a critical stage specially with regard to costly items.
Consumers have different views on different alternatives. The attributes, tests, colours, price,
durability, etc have different preferences. All the details of the attributes ate provided by the
marketers on the basis of the number of alternatives.
4. Purchase Decision: By considering the likes and dislikes of alternatives, one is about to take
a decision as to buy or not to buy one will consider with reference to product, type, price,
quality, etc. A seller can facilitate such consumers to understand the product through the
product through advertisement.
5. Post Purchase Behaviour: Feedback information is important as far as seller is concerned. A
brand preference naturally repeats sales to a marketer. A satisfied buyer is a silent
advertisement. If the purchase brand fails to give the expected satisfaction to buyer, it affects
the sales negatively. A satisfying experience of buyer tends to strength the brand preference.
Post Purchase Behaviour
11
Research Methodology
Research is as old as the academic continuousness of human mind. Requisitions
admin important feature of human mind and its working all the items. Curiosity admin
always a vital force that motivates sensitive human mind to prove into future, to know what
was not known and further the feature of knowledge. This is why research has been always
an integral part of academic pursuits in all the time and at all stage of the development of
human civilization.
“The success of any business is based to a very great extent on quality of its
marketing decision. Wrong decision sooner or later is reflected in disappointing sales.
Conversely, correct decision contributes to higher profit and growth….marketing executive
decisions are based on three things: experience, intuition, and research.
………..David J. Schwartz
Research is a multinational concept some definition given by scholars are reproduced
below in order to get overview of research concept:
“Research is considers to more formal systematic intensive process of
carrying out the scientific method of analysis. It involves a more systematic
11
structure of investigation usually resulting some sort of formal record
procedures and report of result or conclusion.”
………..John Best
Problems Identification
Problem identification is one of the most important parts in taking out a
project report. As the problems are not identified in correct manner a survey will not able to
understand or it will be very difficult for him to bring out the proper data and information from the
project will know all the problems, his work will become easier and he will come out an appropriate
data.
To learn the concept for attracting the buyers.
To learn the consumer behaviour regarding cars.
To study the dominating factors responsible for the market trend.
To identify the potential buyers.
To analyze the competitive market.
Objectives of study
The purpose of research is to discover answers to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden
and which has not been discovered as yet. Though each research study has its own specific
purpose and objectives.
Primary objectives:
1) To track the brand awareness in viewpoint of customers.
2) To find out the brand acceptability/preference in viewpoint of customers.
3) To find out the factors which are important while purchasing laptop products.
11
4) To know the satisfaction level of customers.
5) To track the factor affecting brand awareness and perception in view point of
customers.
Secondary objectives:
To study the attitude of consumers regarding the Maruti Suzuki cars.
Scope of Study
To study about consumer buying behaviour while purchase car. There by providing
significant information to the company.
This study is used in future plan.
This study is used in other researcher
Importance of Study
This project report and survey is quite necessary as well as important in the current
market situation, many multinational companies come into the market with wide range of models in
cars, it is quite difficult for any company to hold the market share, so this study helps to know the
cars.
Nowadays, new technology comes out frequently in automobiles, so it is very
difficult for the car markers to make a genuine product. So this study also emphasize that how far the
new technology is accepted by the consumers, so that company can prepare a genuine product
considering the prospective buyers, all over.
Limitation Of study
Following are the major limitation the research study
1. Scope/area of study is restricted to only Surat city.
2. Time duration of study is duly 6 weeks.
3. Study considered only sample of 100 customers.
11
4. Some respondent may not give proper response than it is totally useless
Research Methodology………
Research design
The formidable problem that follows the task of defining the research problem is the
preparation of the design of the research project, popularly known as the research design.
Decisions regarding what, where, when, how much, by what mean concerning an inquiry or a
study constitute the research design.
“Research design is the plan structured and strategy of investigation conceived so as to
obtain answers to research problems and to control variance.”
Different types of research design have emerged on account of the different prospective
from which research study can be viewed. However a frequently used classification system is
to group research design under three broad categories;
1. Exploratory.
2. Descriptive.
3. Causal.
Here the present study seeks to find out the consumer behavior of Maruti SUzuki a
brand of laptop products in Surat city. This is related to the projection of brand position
electronic market. Which defines the descriptive nature? So the research design is selected
namely descriptive research design.
Source of data
11
All the market research requires a vast reservoir of information. There may be
different type information and data. The specific problem can be solved or objectives can be
achieved by collecting specific information and data. The research objectives or problem
decides the nature of source of data.
(1) Secondary data:
Secondary data are data collected for another purpose and already exist somewhere.
Secondary data provide starting point for research and offer the advantage of low cost and
ready availability but secondary data don’t mean more accurate data. It originated within the
firm it also constitute important source for these research study
Secondary data are two types:
1) Internal.
2) External.
(a) Internal secondary data:
Internal data are those found within the organization for which the research Is begin
undertaken. They are not readily available to be used in the original from for research
purpose. A large number of internal secondary data depends upon the companies operating
procedure and systematic recording of the data and information.
The important from of internal secondary data are price list customers correspondence
and service records.
For this research study researcher use list, product packaging list as an internal
secondary data.
(b) External secondary data:
These are the sources of secondary data, which are generally published and are
available in different from different sources as mention earlier in this page.
11
For this research study the important and useful sources of external secondary data
was libraries, web sites, companies published product information book and
bibliography/reference.
(2) Primary data:
Primary data are those data that have been observed and recorded by the researcher for the
first time to their knowledge. It is the data gathered for a specific purpose or for a research
project/dissertation. When the needed data to not exist or are dated inaccurate, incomplete or
unavailable then most suitable sources of data will be primary data. The normal procedure to
collect primary data is to interview some people individually or in-group or through
questionnaire some time with the help of personal interview.
Data collection method:
Both kind of data use collected through the different methods.
(1) Secondary data:
The data use collected directly from the available sources. (mentioned in the sources of data).
(2) Primary data:
These are various research approaches from which a researcher has to select best
suitable approach tabbing into consideration the type of research design. Following use the
different research approaches through which primary data can be collected.
Observation
Focus group
Surveys
Behavioural
Experiments.
For study of consumer behaviour of Maruti Sujuki, survey research approach is selected as a
method of data collection. Because it is the best suitable approach was learning about
consumer knowledge, belief, brand awareness, brand preference, and satisfaction with brand
11
and to measure magnitude of brand loyalty in the general population, which is most important
and essential for this research study.
Data collection Tool:
The primary Data constitutes important source for this research study there are two main
research instruments for collection of this primary data from the sources. The most suitable and
effective research instrument for this research study to collect the primary data is
QUESTIONNAIRE.
Questionnaire is a standardized form of recording answer of the basis of set questions. It
is very popular and widely used technique of data collection. It is useful method of data
collection, as it provides standardized method of data analysis and flexibility for research study
because this technique helps us to achieve speed and accuracy in recording data.
So for this research study the primary data was collected through effective research
instrument, i.e. QUESTIONNAIRE. Research has selected a questionnaire as a data collection
instrument that therefore it is prepared with due consideration of company sells executive and
project guide.
The questionnaire is in the printed form (in English language). Separate questionnaire
should be grafted for customers. It contain – number of questions customers questionnaire
about consumer behavior of Maruti SUzuki brand. The questions are in different form like,
Open – ended questions
Close – ended questions
Dichotomous question.
11
PRE – TESTING
It is not 100% sure that initially drafted questionnaire would be perfect one. It must be
with some or many draw back without testing the questionnaire, we cannot prove its
accuracy. To achieve the perfections and accuracy in questionnaire, pre – testing is essential.
Normally, pre – testing shows the reaction of respondents and suggestions that
required the changes in research instruments. Therefore, research also carried out pre –
testing survey of 20 customers. On the basis of this pre – testing results, the final
questionnaire is drafted for the actual field work, which is free forming most of the
drawbacks.
11
SAMPLING DESIGN
It is procedure required right from defining a population the actual selection of sample
elements. There are seven steps involved in this process:
Define the PopulationDefine the Population
Identifying the sampling unitIdentifying the sampling unit
Specifying Sampling MethodSpecifying Sampling Method
Determination of Sample SizeDetermination of Sample Size
Specify the Sampling PlanSpecify the Sampling Plan
Identify the Sampling FrameIdentify the Sampling Frame
11
Types of Sampling Simple random sampling
Sampling unit City Level
Sample size 100
Sampling area In Surat
Varachha road (70)
Puna patiya(30)Sampling frame Customer Lists
Data collection:
Types of data: Primary data
Secondary data
Sources of dataPrimary data collected through questionnaire, personal interview
Secondary data collected through magazines, websites,
companies articles,
Select the SampleSelect the Sample
11
Data Analysis and Interpretation.......
i) Income wise distribution of respondent:-
Monthly Family Income
>25000 26000-50000
51,000 - 100,000
100,000 <
Total
No. of Respondents 50 31 13 06 100Percentage 50 31 13 6 100
Chart:-
INTERPRETATION:
11
The above chart indicate that 50%, respondent monthly income of less than 25000, 31%
of 26000 to 50000, 13% of 51000 to1,00,000, 6% of more than1,00,000.
Age wise distribution of customers:-
Age 20-30 31-40 Above 40
Total
No. of Respondents 82 16 02 100
INTERPRETATION:
From the above chart we can infer that most of respondents are from 20-30 age group i.e.
82%, 16% are from 31-40 age group, 2% are from the age group of above 40.
11
II) Do You own car?
Response Yes No Total
No. of Respondents
100 0 100
Percentage 100 0 100
Chart:-
INTERPRETATION:
From the above chart we can infer that all the respondents are using the laptop i.e. 100%.
11
III) From where you want to purchase the Maruti Suzuki car?
Dealer’s of MS No. of respondents
Dhru motors 19
Katariya motors ltd. 42
Kiran automobiles ltd. 28
Other 11
Total 100
Chart:-
11
INTERPRETATION:
The above graph show that 42% have purchased car from Katariya automobiles ltd, 28%
from Kiran motors, 19% from Dhru, 11% from others.
IV) Why have you purchased Maruti Suzuki car? (Multiple choice)
Chart:-
INTERPRETATION:
From the above charts we can infer that in 27% (32) respondents prefer Good model
for MS car, 19% (23) respondents purchase car related to price, 15% (18) respondents
Option Responses
Good model 32
Price 23
Durability 18
Economic 11
Good financial deal 21
After sales service 16
11
purchased car related to durability,9%(11) respondents purchase car related to economic
car,17%(21) respondents purchased car related to good financial deal,13%(16) respondents
purchase car related to after sales service,
V) How did you confirmed your final order with dealer?
Response No. of respondents
Percentage
By personal 53 20
By fax 10 30
By phone 33 10
By post 04 40
Total 100 100
Chart:-
INTERPRETATION:
11
The above chart indicate that final order with dealer 20%respondents have by personal order
30% have by fax, 10% have by phone, 40% have by post
VI). Form where you are getting information about your car?(multiple choice)
Chart:-
Sources No. of Responses
Car magazine 18
News papers 28
Friends 13
T.V. programs 22
Internet 25
Colleges 06
Relatives 19
Exhibition 00
11
INTERPRETATION:
The above chart indicate that 18 of respondent getting information about MS car from car
magazine, 28 from news paper, 13 from friends, 22 from T.V programs, 25 from internet,
6 from colleges,19 from relatives, 00 from exhibition.
VII) When features of Maruti Suzuki car have affected you mostly?( multiple choice)
Chart:-
Features No. of Responses
percentage
Colour 35 29
Price 21 18
Exterior 18 15
Model 15 13
Interior 16 13
Design 14 12
11
INTERPRETATION:
From the above charts we can infer that in 29%(35) respondents affected color for MS car,
18%(21) respondents affected price for MS car,15%(18) respondents affected exterior for MS
car,13%(51) respondents affected model for MS car,13%(16) respondents affected interior
for MS car,12%(14) respondents affected Design for MS car
VIII) When you buying car, did you accepted an alternatives specification?
Chart:-
Option Responses
Yes 78
No 22
Total 100
11
INTERPRETATION
From the above chart determine the accepted an specific alternatives 22 %( 78) respondents
have accepted alternatives specification, and 78 %(22) respondents have not accepted
alternatives specification
IX) If yes indicate alternative specification.
Features No. of Responses
colour 14
Engine size 40
Body shape 26
Exterior 05
Interior 04
11
Chart:-
INTERPRETATION:
From the above chart determine the feature of alternatives 16%(14) respondents indicate
colour, 45%(40) respondents have indicate engine size, 29%(26) have indicate body shape,
6%(05) have indicate exterior, 4%(04) have indicate interior.
X) Have you recommend any one about your car?
Option Responses
Yes 77
No 23
Total 100
11
INTERPRETATION:
The above graph indicates that 77% respondents recommended about MS car, 23%
are not recommended about MS car.
XI) If yes to who have you recommended?
Option Responses
friends 16
Neighbour 15
Relatives 14
Colleges 10
Business Relatives 30
11
Chart:-
INTERPRETATION:
The above chart show that recommended respondents 16 respondents have friends, 15
have recommended neighbor,14 have relatives, 10 have colleges,30 have business
relatives.
XII) Which are the benefits of Maruti Suzuki car, do you think?
Option Responses
Easy to drive 32
High speed 24
Low Maintenance 29
Comfortable 14
Any others 13
11
Chart:-
INTERPRETATION:
Above chart describe the benefit of Maruti Suzuki car about thinking of respondents, 32
respondents have think benefit is easy to drive, 24 respondents have think high speed, 29
respondents have think low maintenance, 14 respondents have think comfortable, 13 have
others benefits
Findings.......
11
Suggestions.......
O Maruti Suzuki Company should use the qualitative spare parts- petrol and diesel pipe, etc..
O There is need to developed the large cars which is competitive and economic
O There is need to provide etc.. benefits to the customers like services, extra facilities to female customers etc...
11
Conclusions.......
The study is a partial fulfilment of Degree or graduation, the study is pertaining to the
behaviour of customers of Maruti Suzuki cars. The researcher has used the behaviour subject
because it is necessary for firm to know the behaviour of customers towards product.
O Majority of customers preferred Maruti Suzuki Cars due to reasonable price, after sales services, good finance deal etc...
O The customers are preferring to recommend to the other people about Maruti Suzuki Cars like friends and relatives.
O The customers of Maruti Suzuki have loyalty towards firm due to high satisfaction.
Finally the research can be concluded that it is useful to both researcher as well as others who want to referred it.
11
Bibliography.......
MARKETING MANAGEMENT:
Philip Kotler (Author)
PRENTICE HALL OF INDIA PVT. LTD
MARKETING RESEARCH
G.C.Berry (Author)
WEB SITE (GOOGLE)
WWW.SONY.com
www.google.com