Naresh Project

8/7/2019 Naresh Project

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1.1EXECUTIVE SUMMARY

The new millennium is not just a new beginning; it is a continuation of trends in

human behaviour that have been following cyclical patterns throughout our country'shistory. Just because we have entered a new era does not mean we have to start from scratch

when it comes to interpreting why certain consumers are loyal to certain brands, and what

type of factors influence these kinds of buying behaviour. Brand awareness is the

consumer's conscious or unconscious decision, expressed through intention or behaviour, to

repurchase a brand continually. It occurs because the consumer perceives that the brand

offers the right product features, image, or level of quality at the right price. Consumer

behaviour is habitual because habits are safe and familiar. In order to create brand loyalty,

advertisers must break consumer habits, help them acquire new habits, and reinforce those

habits by reminding consumers of the value of their purchase and encourage them to

continue purchasing those products in the future.

Brand awareness has key role in determining the behaviour of a buyer and it has the

final decision. Until a buyer has clear cut of view about the product he never dare to

purchase, where as awareness about a particular brand make him to take quick decision and

go forward.


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1.2 INTRODUCTIONThe new business horizon will be the most challenging era for the most of the

companies delivering goods and services to the buyers directly through their network. The

increasing competition in the global markets will make the existence of the companies

difficult as the buyers enjoy being the kingpins.

Marketing is all around us. It is one from or another. It is close to every individual.

Moving from the historical perspective, modern marketing has taken on new dimension

through various management approaches. Marketing was defined as an exchange

mechanism, in its early days and had been conceptualized as a function of selling. The

efficacy of marketing was largely related with the personal salesmanship through

advertising strategies for the consumer and industrial products. However, with the

recognition of the difference between marketing and selling, concepts turned more scientific

and analytical.Marketing is now defined as a blend of behavioural and management science

powered by creativity, intuition, innovation, and inspiration tops them all.

Perhaps the most distinctive skill of professional marketers is their ability to create,

maintain, protect, and enhance brands. Branding is the art and cornerstone of marketing. The

American Marketing Association defines a brand as: a name, term, sign, symbol, or a

design, or a combination of them, intended to identify the goods or services of one seller or

group of sellers and to differentiate them from those of competitors. Thus a brand identifiesthe seller or maker.

What distinguished a brand from its unbranded commodity counterparts is the

consumers perceptions and feelings about the products commodity counterparts is the

consumers perceptions and feelings about the products attributed and how they perform.

Ultimately, a brand resides in the minds of consumers. A brand can be better positioned by

associating its name with desirable benefits.

A brand is much more than a name, logo, colors, a tagline, or symbol. These are

marketing tools tactics. A brand is essentially a marketers promise to deliver a specific set

of feature, benefits and services consistently to the buyers. The marketer must establish a

mission for the brand and a vision of what the brand must be and do.


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Brand nodding occurs when customers experience the company as delivering on its

benefit promise. The fact is that brands are not built by advertising but by the brand

experience. Brands vary in the amount of power and value they have in the marketplace. We

define brand equity as the positive differential effect that knowing the brand name has on

customer response to the product or service. Brand equity results in customers showing a preference for one product over another when they are basically identical. The extent to

which customers are willing to pay more for the particular brand is measure of brand equity.

A brand needs to be carefully managed a so that its equity does not depreciate. This

requires maintaining or improving brand awareness, perceived quality and functionality, and

positive associations. These tasks require continuous R and D investment, skillful

advertising, and excellent trade and consumer service.

Each firm wants to identify its products and distinguished them from their competitors in the

market. A firm does and confirms it by means of branding. Branding means, naming a

product for its identification and distinction. A product will gain its image and consumer

loyalty through its brand.

In the car marketing segment of Indian market, Maruti is known as the undisputed

leader. Various reasons have been attributed to its success. Some of them are low initial cost

of the vehicle which is known as the common mans car. It is also known as for its easy

handle and maintenance features and low service charges.

Another important area where Maruti scores over its competition is the well

established nation wide circle of after sale service centers. Indus is one of the well known

Maruti dealers in Kerala which play a key role in understanding the needs and wants of the

customers and their desires as well as services. It also plays a good role as a good service

centre to maintain good and effective services and provide greater level of satisfaction.

Brand awareness means the people are familiar with the product and they are likely to buy it

because they organize it. All brands have value just like physical asset value. Brand also can

be treated as assets like physical. Many companies recognize their brands as more valuable

than their physical assets. A powerful brand can create ultimate success and show bizarre

things to the business world.

As above mentioned visions in large, a keen desire has been dedicated for the

attempt in this study entitled Influence of Brand Awareness on buying behaviour with

special reference to Maruti Ritz at Indus Motors, Calicut.


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1.3 OBJECTIVES

The study has been conducted with the following objectives in mind:

1.2.1 PRIMARY OBJECTIVE

1. To know, whether buying behaviour is dependent of brand awareness or not

2. To know how brand awareness made customer to purchase product (Maruti car)

3. To understand the factors and variables of brand influence them to purchase.

4. To know what position does the brands has in the minds of customers.

5. To know how they became aware of the brand (Ritz)

6. To know level of satisfaction about the brand awareness (Ritz) offered by Maruti.

7. To know how maintain and improve brand awareness,brand loyalty.

1.2.2 SECONDARY OBJECTIVE

1. To know about the service quality of Indus Motors, Calicut

2. To understand the concept of customers abut Indus Motors, Calicut


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1.4 SCOPE OF THE STUDY

The overall scope of the present study considers all the variables and factors that

have major impact over the customers in considering particular brands. This especially

included how a customer regally evaluate recognizes the brand and what position particular

brand occupies in the customer mind.

This includes how a customer gets attracted towards the brands and what makes a brand

highly significant over their competitive brand. The study includes how brand awareness

among potential customers can be maintained and improves.

The project has been done in Kozhikode city only. The survey was confined only to

Maruti customers to presently posses only Ritz. The survey was especially focused on

existing Ritz owners for finding how they are influenced by the brand and what made them

aware of the brand. After the survey was done the data was analyzed and also relevant

suggestion were made in order to improve its brand awareness towards Ritz as well as

Maruti.


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1.5. IMPORTANCE OF THE STUDY

The motive of any company is to generally acquire larger market share high % of

sales the Industry, This could be only achieved by building a higher % of brand loyal

customers.

Any company can survive if there is a stiff computational activity in the market and

brand loyal customers. Today many major companies in the market try to maintain and

improve there branded equity. With out creating a proper Brand awareness they cannot build

brand image.

Strong brands help build the corporate image and also by making it eager for the

companies launch new brands.

Today brands are treated as major enduring assets of a company; more over brand equity are

major contributor to customer equity. This all can happen only if there is proper brand

awareness.

The four wheeler industries have been expanding rapidly are gone the day when

possessing a small and mid-size cars was seen as a luxury. Nowadays it is viewed as a mere

necessity. So such awareness has key role to the consumption.


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1.6. RESEARCH METHODOLOGY

Research methodology is the description, explanation and justification of various

methods of conducting research. This area deals with the research design, sources of data

collection, sampling design, hypothesis, and statistical tools used for the data analysis and

interpretation.

1.6.1 STATEMENT OF THE PROBLEM

Since Maruti is one of the most popular brands in India, there is a high need to

understand whether the customers are loyal to the brand and they have any kind of

influence from its awareness. Retaining customers is the main objective of any company.

So, a study to understand the influence of brand awareness seems to be not go vain.

The main objective of the study is to find out, whether there any influence of brand

awareness in buying behaviour.

1.6.2 RESEARCH DESIGN

Descriptive Research

A researcher should think about the way in which he should proceed in attaining his

objective in his research work. He has to make a plan of action before starting the research.

This plan of study of a researcher is called the research design. Descriptive research design

is used for this study. Descriptive research design is used to those studies which are

concerned with characteristics of a particular individual or a group

1.6.3. SOURCE OF DATA COOLECTION

Both primary and secondary data have been used for the study.

Primary data

Primary data are those which are collected for the first time which is original in

character. They are collected directly and are reliable. The primary data was collected

through a well structured questionnaire.


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Secondary data

Secondary data is those which have already been collected by someone else.

Secondary data has been collected from company records, text books, websites etc

1.6.4. SAMPLE SIZE.

63 respondents where selected as sample size from a sample frame of 450 existing

customers. Mathematical tool was used for obtaining the numbers, it is shown below.

n =

Where

n = minimum sample size required

N =Sample frame

P% = the proportion of respondents belonging to the specific category

Q% = the proportion of respondents not belonging to the specific category

Z = the value corresponding to the level of confidence required

E = Error value

1.6.5. PILOT STUDY AND PRE-TESTING

The sample frame for this study is 450; for conducting a pilot study, The researcher

have taken 5% of my sample frame, i.e. a size of23. In that researcher got 95% responses,

so researcher took P as 95% and Q as 5%.The level of confidence taken is 95%, so the Z

value is 1.96.If Z is 95% the E value should be 5%.The pre-test was conducted regarding to

that responds.

1.6.6. SAMPLING TECHNIQUE

In this study, systematic random sampling was used for selecting samples. The list of

population was given by the company.


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1.6.7. STATISTICAL TOOL

Chi-square test is used for the study. Chi-square test is one of the important tests

developed to test hypothesis. It is a non parametric test. It is frequently used for testing

hypothesis concerning the difference between a set of observed frequencies of a sample and

corresponding set of expected or theoretical frequencies.

X2

= (O E)2

/ E

Where O = observed frequencies,

E = expected frequencies,

Degree of freedom (v) = n-k

n = number of frequency classes

k = number of independent constraints.

For a contingency table with r number of rows and c number of columns the degree of

freedom is

V= (r-1) (c-1)

The following steps are required to determine the value of the chi-square test.

1. Calculate the expected frequencies

2. Take the difference between observed and expected frequencies.

3. Obtain the square of the difference.

4. Divide (O- E)

2

with the expected frequency.

5. Obtain (O E) 2/ E

The calculated value of x2

is compared with the table value of x2

for a given

degree of freedom at a certain specified level of significance. If the calculated value is

more than table value, null hypothesis is rejected and accept the alternative hypothesis. If


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the calculated value is less than table value, null hypothesis is accepted and alternative

hypothesis is rejected.

The important applications of chi-square test are given below.

y To test the variance of a normal population.

y To test the goodness of fit.

y To test the independence of attributes.

Hypothesis

Hypothesis is considered as the most important instrument in research. A hypothesis is

an assumption or some assumption to be proved or disapproved.

Hypothesis can also be divided as (1) Null Hypothesis or (2) Alternative Hypothesis.

Null Hypothesis: is a statement that no difference exists between a population parameter

and a sample statistic

Alternative Hypothesis: When the null hypothesis is rejected, then, we are accepting the

alternative hypothesis. The alternative hypothesis is the logical opposite of the null

hypothesis.

In this study

Null hypothesis (Ho): - Buying behaviour is independent of brand awareness.

Alternative hypothesis (Hi): Buying behaviour is dependent of brand awareness


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1.7. LIMITATIONS OF THE STUDY

As a study is concerned it has got its own limitations. It is obviously understood that

such limitations are unavoidable.

Some important limitations can be read as;

An in depth study was not possible due to time constraints

The study was conducted at Calicut city; it may not be applicable for the

whole country.

The study was purely confined to 63 samples. May not be applicable to

entire customers.

There are chances of bias in the data collected from the respondents

The data given by the respondents may limit to their own knowledge,

feelings and awareness.


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2.1. INDUSTRY PROFILE

The automobile industry is one of the most important industries in the business

scenario which influence the world economy largely. It provides jobs for millions of people

and generate billions of dollars in this world which to enhance and widen the economy. The

automobile has enabled the travelling facility to the human kind and it has eased the way of

living. The dream was came to true only in 18th

centuries when first car was rolled in the

road and it was a giant step in human history. Today it has touched its peak. Innovative steps

has proven the impossibilities before the world which even beyond the imagination.

Nowadays, cars have been seen as the part of utility as well as the status. It has come

with gorgeous and gracious styles which has evoked the hearts of peoples. The demand for

the cars have been increased more than before and the competition also very high.

Its going without say that; the automobile manufactures all over the world are in

stiff competition. In earlier days, India was out of field, but today, though in introduction

stage, it has a rapid growth. So, India is now seeking its place amongst these giants of the

world.

Talking about the current scenario, the Indians are following the strategy of getting

high with affordable price, where, nano is the remarkable one.

So we cant imagine the future because, new powers, sources, and intelligence are

being used. The new generation has to see these changes with open eyes.

2.1.1 THE BIRTH OF AUTOMOBILE

In the early 15th century the Portuguese arrived in china and the interaction of two

cultures lead to a variety of new technologies, including the creation of a wheel that turned

the generation. By 1660s a full sized engine powered vehicle was created.

By the mid 15th

century the idea of self propelled vehicle have been put into action

with the development of experimental vehicles powered by means of springs, clock works

and etc. .


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Nicolas Joseph cugnot of france is considered to have invented the first true

automobile in 1769, designed by cugnot and constructed by M.Berzin, it is also the first

American who obtained patent for self propelled carriage which could attain speeds up to

6km/hour. The early steam powered vehicle were only the practiced one on a perfectly flat

surface as strong as iron. In 1771 he again designed another steam driven engine which ranso fast that rammed into a well, recording the worlds first accident.

2.1.2 INDIAN AUTOMOBILE INDUSTRY

The automobile industry in India is the 10th

largest in the world with an annual

production of approximately 2million units. India is expected to overtake China as the

worlds fastest growing car market in terms of number of units sold and the automotive

industry is one of the fastest growing manufacturing sectors in India. Though several major

foreign automakers, like Ford, Suzuki, GM and Honda have their manufacturing bases in

India, Indian automobile market is dominated domestic companies. Maruti Suzuki is the

largest passenger vehicle company; Tata Motors is the largest commercial vehicle company

while Hero Honda is the largest motorcycle company in India. Other major Indian

automobile manufacturers include Mahindra & Mahindra, Ashok Leyland and Bajaj Auto.

Car manufacturers in India

The reason behind the immense growth of the India Car Industry can be attributed to

the availability of car loans, affordable rates of interest, smooth repayment facilities and the

deductions offered to the customers by the retailers.

Following are the car manufacturers in India

y Maruti Suzuki India Ltd

y Hindustan Motors

y Reva Electric Car Co

y Daimler Chrysler India Private Ltd

y Fiat India Private Ltd


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y Ford India Ltd

y General Motors India

y Honda Siel Cars India Ltd

y Hyundai Motors India Ltd

y

Toyota Kirloskar Motor Ltdy Skoda Auto India Private Ltd

y AUDI AG

y BMW

y CHEVROLET

y FORCE MOTORS

y NISSAN MOTOR CO. LTD

y PORSCHE

y ROLLS-ROYCE MOTOR

y San Motors

y TATA MOTORS

y Daewoo Motors

The varied car markets in India:The market for small cars now occupies a substantial share of 70% out of the annual

production of 1 million cars in India. Maruti Udyog, with its legendary Maruti -800 is the

leader in the small car market. A number of manufacturing plants are coming up for

advancements in the field of small cars.

Maruti Suzuki India Ltd.

Maruti Suzuki India Ltd is a publicly listed automaker in India. It is a leading four-

wheeler automobile manufacturer in South Asia. Suzuki Motor Corporation of Japan holds a

majority stake in the company. On 17 September 2007, Maruti Udyog was renamed to

Maruti Suzuki India Limited. The company's headquarters remain in Gurgaon, near Delhi.

Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in

the car segment, both in terms of volume of vehicles sold and revenue earned. Until

recently, 18.28% of the company was owned by the Indian government, and 54.2% by

Suzuki of Japan. It is the biggest car manufacturer in India and especially dominant in the

small car sector.


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Maruti Udyog Limited (MUL) was established in February 1981, though the actual

production commenced in 1983. Through 2004, Maruti has produced over 5 Million

vehicles. Marutis are sold in India and various several other countries, depending upon

export orders. Cars similar to Martis (but not manufactured by Maruti Udyog) are sold by

Suzuki in Pakistan and other South Asian countries. The company annually exports morethan 30,000 cars and has an extremely large domestic market in India selling over 500,000

cars annually. Maruti 800, till 2004, was the India's largest selling compact car ever since it

was launched in 1983. More than a million units of this car have been sold worldwide so far.

Currently, Maruti Alto tops the sales charts. Till recently the term "Maruti", in popular

Indian culture, was associated to the Maruti 800 model.

Maruti is clearly an employer of choice for automotive engineers and young

managers from across the country. Nearly 75,000 people are employed directly by Maruti

and its partners. The company vouches for customer satisfaction. Maruti Suzuki was born as

a government company, with Suzuki as a minor partner, to make a peoples car for middle

class India.

OBJECTIVES OF MARUTI SUZUKI LIMITED

1. Modernization of Indian automobile industry

2. Productions of fuel efficient, low cost, high quality vehicle to conserve scare resources

3. Production of large number of motor vehicles, which are necessary for economic growth.

Service Offered

Sales of automobiles

In the order they were launched:

1. Maruti 800, (Launched 1983)

2. Maruti Omni (1984)

3. Maruti Gypsy (1985)


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4. Maruti Wagon-R (1999)

5. Maruti Alto (2000)

6. Maruti Versa (2003)

7. Maruti Zen Estilo (2005)

8. Maruti Suzuki Swift (2006)

9. Maruti Suzuki SX4 (2007)

10. Maruti Grand Vitara (2007)

11. Maruti DZiRE (2008)

12. Maruti A-star: ( 2009)

13. Maruti Ritz: (2009)

Future Maruti Suzuki Plans

1. Maruti Omni Face-Lift in 2009

2. New Mini-SUV in 2010 Likely to be a four-door Jimny.

3. New Luxury Sedan in 2010. Likely to be version of the Kizashi.

4. New Swift in 2011

5. New Alto

Authorized Service Stations

Maruti is one of the companies in India which has unparalleled service network. To

ensure the vehicles sold by them are serviced properly Maruti has 2628 listed Authorized

service stations and 30 Express Service Stations on 30 highways across India.


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Maruti Insurance

Launched in 2002 Maruti provides vehicle insurance to its customers with the help

of the National Insurance Company, Bajaj Allianz, New India Assurance and Royal

Sundaram. The service was set up the company with the inception of two subsidiaries

Maruti Insurance Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt.

Maruti Finance

To promote its bottom line growth, Maruti launched Maruti Finance in January 2002.

Maruti tied up with ABN Amro Bank, HDFC Bank, SBI, ICICI Limited, Kotak Mahindra,

Standard Chartered Bank, and Sundaram to start this venture including its strategic partners

in car finance.

Maruti True Value

Maruti True service is offered by Maruti Udyog to its customers. It is a market place for

used Maruti Vehicles. One can buy, sell or exchange used Maruti vehicles with the help of

this service in India.

N2N Fleet Management

N2N is the short form of End to End Fleet Management and provides lease and fleet

management solution to corporate. Their impressive lists of clients who have signed up of

this service include Gas Authority of India Ltd, DuPont, Reckitt Benckiser, Sona Steering,

Doordarshan, Singer India, National Stock Exchange and Transworld.

Accessories

Many of the auto component companies other than Maruti Udyog started to offer

components and accessories that were compatible. Maruti started a new initiative under the

brand name Maruti Genuine Accessories to offer accessories like alloy wheels, body cover,

carpets, door visors, fog lamps, stereo systems, seat covers and other car care products.

These products are sold through dealer outlets and authorized service stations throughout

India.


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Maruti Driving School

As part of its corporate social responsibility Maruti Udyog launched the Maruti Driving

School in Delhi. Later the services were extended to other cities of India as well. These

schools are modeled on international standards, where learners go through classroom and

practical sessions. Many international practices like road behaviour and attitudes are also

taught in these schools

Key competitors

Tata Motors

Hyundai

Ford

FIAT

General Motors

Honda


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2.2 COMPANY PROFILE

About Indus Motors

Indus Motors Company Private Limited, having its registered office at Indus House,

Chakorathukulam, Calicut and the corporate office at 2nd

floor, Opp. South Gate of Cochin

Shipyard, Thevara, Kochi- 682015, was incorporated on 11th

July, 1948 with the main

objective of dealing motor vehicles in the state of Kerala. Indus belongs to the renowned

PEEVEES Group promoted by the prominent NRI business person Mr. P.V. Abdul

Wahab, member of parliament .The PEEVEES Group has interests in educational

institutions, plantations, civil constructions and LPG & Petroleum.

At present , Indus is one among the top five dealers of Maruti Udyog Limited in the

country. Indus operates from its dealership from Cohin ,(Kalamassery, Kakkanad and

Thevara)Trivandrum. (Mettukada, Venpalavattom and Murinchapalam) and

Calicut(Panicker Road , Kottakkal, Nallalam and Calicut koya raod) . One each in Kollam,

Kayamkulam, Kottayam, Trichur, Palakkad, Guruvayoor, Mvattupuzha, Thalassery,

Kannur, Kanhangad and Vadakara.

Infrastructure and management expertise which Indus put behind their business has

borne fruit- Maruti gave two coveted awards to Indus- Thevara workshop was adjudged the

best Model Workshop in India and Indus was the second highest seller of Genuine Maruti

Spare in India. JD Power associates has rated Indus as No.1 in South India for Sale

Satisfaction.

SALES OUTLETS

Indus Motors Company pvt. Ltd has 3 car sale showrooms spread across Kerala.

Cochin

Trivandrum

Calicut.

Indus also has its own authorized service network divided has certain sections or

ease cures of Maruti owners. There are service divisions, Maruti genuine parts division,

vehicle sale division, Maruti insurance renewal division, Maruti accessories division and

Maruti true value exchange division.

The authorized service stations are situated at Kanhangad, Kannur, Thalassery,

Calicut, Palakkad, Thrissur, Kalamassery, Edappally, Kayamkulam, Kottayam, and

Trivandrum.


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SALES AND SERVICES

Indus Motors Company pvt. Ltd provides the entire range of products and services

available in the Maruti Suzuki. Indus is the pioneers of new and innovative sales strategies

like Unlimited Car Care Package: UCP that provides a Maruti customer, life long care for

his car, Inuds is the highest seller of Maruti cars in All India Ranking for April-December

2003 for models Maruti 800 and Alto.

The main aim of INDUS motors is to increase sales and all the other departments try

their maximum to increase sales.

CUSTOMER CARE DEPARTMENT

Indus customer care department termed as SSI department. I.e., Sales Service Index

department. It has 2 main functions.

Post sale follow up

Complaint resolution

MARUTI INSURANCE DEPATMENT

Insurance in Maruti is known as Maruti Insurance. Maruti has tied up with national

Insurance Company, Bajaj Allainz, New India Assurance and Royal Sundaram to fulfill this

service to all its customers.It has certain benefits as

Near cash-less accident

Faster and fair claim settlement

Dealer assisted towing facility

Faster refunds, cancellation, and policy verification

MARUTI GENUINE ACCESSORIES DEPARTMENT

Indus motor company is assured that the part bought by customers are MG parts. It

assures long life and the complete ornaments for the vehicle .All the basic accessories are

available in the INDUS motors itself.


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Many of the auto component companies other than Maruti Udyog started to offer

components and accessories that were compatible. Maruti started a new initiative under the

brand name, Maruti Genuine Accessories (MGA) to offer accessories like Alloy wheels,

Body cover, Door visors, Fog lamps, Stereo system, Seat covers and other than Car care

products. These products are sold through dealer outlets and authorized service stationsthrough out India.

EXTEND WARRENTY DEPARTMENT

EWD helps Maruti customers to extend its warranty period. It gives warranty only to

the car and not the parts.

TRUE VALUE DEPARTMENT

Mauti true value schemes started during the year2004. This department is located

main entrance of dealership service centre. It mainly deals with buying and selling of used

cars. Exchange is done on 120point checking and Indus cars have 15% profits on each

exchange. It provides Quality, Reliability, Transparency and Convenience all under one

proof.

FEATURES OF INDUS MOTORS

Indus Motors company is number one dealer of Maruti Suzuki Limited

More than 18 branches in Kerala

Winner of dealer award 2007

The infrastructure and management expertise is excellent and put others far behind

of same business

Thavara workshop was adjudged the best Model Workshop

Indus is the second highest seller of Genuine Maruti Spares in India


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OBJECTIVES OF INDUS MOTORS

PRIMARY OBJECTIVE

Profit maximization

Greatening Maruti car market in Kerala

SECONDARY OBJECTIVES

Consumer satisfaction

Creating job opportunity

Introducing new technologies in the market

Increase market values of shares

Creating goodwill

HUMAN RESOURCE AND THEIR BENEFIT

Indus Motors is anAuthorized dealer of Maruti Suzuki Ltd. Now more than 150

people are working in Indus Motorss Calicut Branch. It includes permanent and

temporary workers. The company provides the salary to workers on the basis of position &

experience. The company provides dearness allowances, commission, etc, with salary.

ORGANISATIONAL CHART

Indus Motors Pvt Ltd has excellent leaders. Who spared no effort for developing this

organization. Their valuable advices and thoughtful directions had great influence in their

employee so that it could attain peaks within short span of period.

The great department consist of Mr. SIDHIK ,Assistant General Manager of sales and Mr.

SAHEER , deputy sales manager. There are three regional sales managers, Mr. SAFARY,

Mr.KRISHNAKUMAR, Mr.ABDULZAMAD


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ORGNISATONAL CHART

Managing

director

General Manager

Sales managerAccount

officer

Service

manager

AGM. Sales receptionist workers

Deputy sales

manager

Regional

Managers

Field executives


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Technical features of Maruti Ritz

Brakes

Front Ventilated disc

Rear Drum

Suspension

front McPherson strut & coil spring

Rear Torsion beam & coil spring

Engine

Fuel options Petrol Diesel

No. of cylinders 4 4

Engine cc 1197 1248

Max power 85 ps@ 6000 rpm 75 ps@ 4000 rpm

Max torque 113 Nm @ 4500 rpm 190 Nm@ 2000 rpm

Weights

Kerb weight (kgs) Lxi-1005 Ldi-1100

Vxi-1015 Vdi-1110

Zxi-1030

GVW(kgs) 1430 1520

Seating 5

Fuel tank capacity(ltrs) 43


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Zen Estilo

Maruti Suzuki India is all set to entice the buyers with the all new variant of Zen

Estilo. The automaker has launched this new Zen Estilo with 998-cc K-series engine.

Revamped, visually upgraded, comfortable and more stylish, the new version is available in ahost of new colour options. This 2009 variant of Zen Estilo is priced between 3.12 lakh to

3.96 lakh (both ex-showroom,Delhi).

The all fresh look of the recently launched car Zen Estilo is not all that Maruti has to offer.

This car also claims a fuel efficiency of 18.2 kpl with its 998-cc K-series engine. This small

car from Maruti Suzuki India has passed ARAI test and is BSIV & ELV compliant.

While the new ZEN Estilo with KB-Series engine comes with an upgraded engine, the other

accessories and car parts have been given a new touch. For better visibility during winters,

this recently launched car has integrated fog lights both at front and rear of the car. The other

added options available with this new model of ZEN Estilo include washers and wipers at

both ends, ABS and driver airbag.

Adorning the look of a miniaturized family van, Zen Estilo is truly a Spanish expression of

style. With aerodynamic body and unique bean shape, this car is designed to match pace with

the changing taste and lifestyle of 'Vibrant India'. Besides the stylish look, this new

hatchback also has posh-looking two-tone beige/chocolate brown complimentary

combination. This combination has been chosen to put in a touch of newness and refreshing

feel to the interiors. Even the seat-covers are embossed with new organically designed

geometric patterns. Some of the upgraded interior accessories of the new variant of Zen

Estilo are digital fuel display, speedometer and new multi function displays.

A perfect combination of comfort, power and pleasure, the refreshed and new model of

Maruti Suzuki Zen Estilo with KB-Series engine has new transmission technology. The new

Zen Estilo forms a part of A2 compact segment of Maruti Suzuki cars.

* Colour Options Available - Ecru Beige, Dusky Brown, Emerald Blue and Quantum

Orange.

* Variants Available - Zen Estilo LX, Zen Estilo LXI, Zen Estilo VX and Zen Estilo VXI


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Technical features of Maruti Ritz

Length 3600

Width 1475 (LX/LXi), 1495 (VXi)Height 1595

Wheel Base 2360

Tread, Front 1295

Tread, Rear 1290

Turning Radius 4.6 m

Seating Capacity 5

Ground clearance 165 mm

Max power (PS / rpm) 68 PS @ 6200 rpm

Max. Torque (Nm / rpm) 90 Nm @ 3500 rpm

Engine K10B

Engine Capacity 998 cc

Engine Type 3 cyl

Transmission 5 MT

Drive 2WD

Clutch Type Dry, single disc, diaphragm type

Kerb Weight (kg) 845 (LX, LXi), 865 (VXi)

GVW (kg) 1275

Tyre Size (Tubeless) 145 / 70 R13 (LX, LXi), 155/65 R13 (VXi)

Fuel Tank Capacity (l) 35

Front Brake Ventilated Disc

Rear Brake Drum

Transmission Type

Manual - 5 Speed,

Fr: McPherson strut with Torsion type roll control

device

Suspension System Rr: Coil spring, Gas filled shock absorbers with threelink rigid and isolated trailing arm

Power Steering Electronic Power steering (EPS) (Lxi & Vxi)


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SWIFT

Maruti Swift, the Indian Compact Car Giant has always caused ripples in the market

with its design, technology and interior layout. But, when it is with the most modern

technology at the best price possible and it has performance, efficiency and safety to add, the

SWIFT stands out in a very bizarre and modern crowd. This was perhaps the most eagerly

awaited car launch of the decade. The SWIFT was developed totally on a new mindset- to

create a Japanese car developed in Europe for todays global market.

Suzuki Swift, which was launched in May 2005, has been a huge hit in India. This

compact car was an effort by Maruti to incorporate fresh design and concepts into their

models. A car with eye-catching features, it is a delight to watch. Placed in the category of

B-segment cars, Swift is appreciated for quality of power, response and fuel efficiency. Some

striking features of the car are Dynamic European styling, Rally based suspension system,

All-Aluminium hypertech engine and Automatic climate control

Design and Interiors

The car has great design and equally good interiors. It has a clean-sheet design, built

on a newly developed platform with three and five-door models on offer. It has adopted

contemporary mechanicals. Features like torsion beam rear suspension and electronic brake

force distribution have been incorporated. Enough legroom and luggage space is available in

the car. The automobile has fabric accented trendy looking door trims. The boot can

accommodate plenty of luggages. The long wheelbase and width of the car mean high level

of comfort and spaciousness.

Engine

The car is equipped with 1298cc engine with 4 cylinders and 16 valves. The maximum power

is 87bhp @ 6000rpm, and maximum torque 113Nm @ 4500rpm. As for fuel distribution, it is

Multipoint injection.

Safety

A range of safety features have been incorporated in Maruti Suzuki Swift. The car is

available with a number of safety features like collapsible steering column, front seatbelt pre-

tensioners with load limiters, and energy absorbing trim all around. Active safety

technologies include dual front airbags, and antilock braking system together with electronic

brake-force distribution have been roped in.


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Technical Specifications of Maruti Swift

Body Type Hatchback

Numbers of Doors 5

Seating Capacity 5

Tire 165 / 80 R14 / 185/70 R14 (tubeless)

Weights

Kerb Weight 980 kgs. (LXi) / 1000 kgs. (VXi) / 1010 kgs. (ZXi)

Gross Vehicle Weight 1415 kgs.

160 kmph

Fuel Tank Capacity 43 litres

Engine

Capacity 1298cc

Number of Cylinders 4

Number of Values 16

Bore x Stroke 74.0 x 75.5 mm

Compression Ratio 9.0:1

Maximum Power 87bhp @ 6000rpm

Maximum torque 113Nm @ 4500rpm

Fuel distribution Multipoint Injection


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ALTO

Brilliant performer-Outstanding fuel efficiency. Impressive read handling, refined

MPFI -engine. Stunning looks. Excellent pick up and acceleration. The Alto is a brilliant car

that promises to deliver an enticing blend of unbeatable performance, comfort and driving

experience. The car is designed for effortless, and comfortable driving as just relax. More

over enjoy every moment in Alto.

The Maruti Alto is the Indian-built Suzuki Alto version, manufactured by Maruti Suzuki in

India. It was launched in the local Indian market on September 27, 2000 although the Maruti

Alto brand name was very successfully being used to export the Maruti Zen to Europe from

India since around 1994having captured over40% market share in Belgium and 33% in

Netherlands by 1998 It is the best-selling hatchback in India. Since 2006, It is India's largest

selling carand crossed the 1 million production figure in February 2008 becoming the 3rd

Maruti model to cross the million mark in India after Maruti 800 and Maruti Omni and 4th

overall joining Hyundai Santro. Besides being exported to Europe from 1994-2004, it has

also been exported to several other countries.

Specifications

The Alto is powered by a 796 cc gasoline engine with 3 cylinder, 4 valves per cylinder

MPFI engine with 32bit ECM.

y Maximum Power: 47 PS (35 kW)

y Acceleration 0-100 km/h: approximately 20 seconds

y Top Speed: 137 km/h (85 mph)

Variants

The Alto is offered in the following variants

y Base model - (non-ac, launched in 2004, Mumbai price approx. 2.4 lakh Rs of

December2008

y LX - Base model with A/c, cup holders, fabric seats , remote fuel lid opener and few

small changes, Mumbai price approx. 2.7-2.75 lakh Rs. as of December2008

y LXi - Same as LX with power steering, Mumbai price 2.85-2.9 lakh Rs. as of

December2008)


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There used to be a VX/VXi model with a 4-cylinder 1061 cc engine (64 bhp/80 Nm torque)

launched in August 2001. This has now been discontinued. But this VX model is still sold in

certain European countries. The Alto VX model also featured a tachometer which was

absent in LX model. All models are equipped with 5-speed manual transmission.

The popularity of the Alto has increased over the past few years, mainly due to the reduction

in prices. This reduction in prices has mainly come in due to the reduction in excise duty

over time. Alto was the first brand In Indian Domestic Automotive History to sell over

200,000 units in a single financial year, the last 100,000 units being sold in 5 months. Alto

was the only brand to sell over22,000 units in a single month, making it the largest selling

car in India.

The second generation Maruti Alto is based on the new Suzuki Alto, and is unveiled at the

2008 Paris Motor Show. It is based on the Suzuki A-Star Concept global car.

Technical Specifications

ENGINE

Displacement (cc) 796(cc)

No: cylinders/ arrangement/ valves 3 cylinders, in line 4 valves per cylinders

Type F c engine MPFI

PERFORMANCE

Max power (bhp/rpm) 47bhp@6200rpm

Max: torque(m/rpm) 62nm@3000rpm

ENGINE

Min: tuming radius (m) 4.6(m)

Type Power steering

BANKERS

Type Powerful 8- inch boosters assisted disk

breaks half instantly breaking


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Swift D-Zire

The new Swift DZire joined the Swift and SX4 in Suzuki's Indian lineup and is

intended to "redefine the market and stir excitement in the entry level sedan segment". It's a

good news for the consumers because Swift DZire, which comes both in diesel and petrolengines, offers luxury feature options including integrated stereo, steering mounted audio

controls, automatic climate control and power windows as well. Not only this but, it is also

equipped with latests safety features like Dual Airbags, ABS with EDB, collapsible

steering column and an i-CATS anti-theft facility. It's true to say that many of these features

are being offered for the first time in this segment in the Indian car market

Variants

Petrol Diesel

LXI LDI

VXI VDI

ZXI ZDI

Range of Colours

There is a wide range of colors for the customers. The newly Swift DZire is offered in seven

colours:

y Arctic White

y Silky Silver

y Clear Beige

y Midnight Black

y Bright Red

y Azure Gray

y Sovereign Blue


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DZire Petrol DZire Diesel

ENGINE

Type MPI petrol/in-line/SOHC Multijet/DDis/DOHC

Fuel distribution Multipoint injection Common Rail

Capacity 1298 1248

No. of cylinders 4 4

No. of valves 16 16

Bore x Stroke 74 x 75.5 69.6 x 82

Compression ratio 9.0:1 17.6:1

Maximum power

(Bhp@rpm)87@6000 75@4000

Maximum torque

(Nm@rpm)113@4500 190@2000

Air charging system Naturally aspiratedFixed geometry turbo charger

with intercooler

TRANSMISSION

Type

5 speed manual, with

synchromesh in all gears,

one reverse

5 speed manual, with

synchromesh in all gears, one

reverse

Front Track (mm) 1470

Rear Track (mm) 1480

Turning radius (m) 4.7

Boot Space (liter)440 (Zxi & Zdi)

464 (Lxi, Ldi, Vxi & Vdi)

CHASSIS All Variants

SteeringRack and pinion,

Pinion type electronic power assisted

Front Brakes Ventilated Discs

Rear Brakes Drum


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Maruti A - Star

On November 19, 2008 Maruti A Star is launched especially for the car lovers

spread all across the world. This car represents beginning of a new revolution with its

outstanding performance and unmatched looks. Comprised with five world class features,this car is environmental friendly car which has supreme engineering functionalities.

Features :

This car includes few special features like :

y Engage drive - To achieve perfection, this feature takes care of road handling and

maneuverability.

y Ergo drive - To render high fuel efficiency and performance, aluminum 998cc

DOHC KB series engine provides 67PS@6200rpm.

y Aero drive - For providing smooth drive, this car aerodynamic looks and windows

design are combined with aero theme interiors.

y Assure drive - For adding more safety, this car is provided with TECT ( Total

effective car technology) with ABS and dual airbags.

y Green drive - This is highly eco friendly car provided with Euro 3 compliant, Euro 4

and Euro 5, low emissions and recyclability feature.

Colors;

Bright red, Desert brown, Healing green, Silky silver, Paradise blue, Midnight black,

Sunlight copper, Arctic white, Azure grey.


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ENGINE

Type KB-Series

No. of cylinders 3

No. of valves 12

Capacity 998 cc/cm3

Box * Stroke 73.0 * 79.5

Compression Ratio 10:1

Maximum Power 67/6200 Ps/rpm

Maximum Torque 90/3500 Nm/rpm

Fuel distribution Multipoint Injection

Chassis

Steering Rack & pinion, Power assisted

Brakes - Front/Rear Ventilated Discs/Drums

Suspension -

Front/Rear

MacPherson strut & coil spring/Isolated

trailing link & coil spring

Shock absorbers Gas filled

Tyre (tubeless) 155/80R13

Capacity

Seating Capacity 5 Persons

Fuel Tank Capacity 35 Litres

Weights

Kerb weight (min.

with full options)860 - 880 kg

Gross vehicle weight 1320 kg


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Suzuki SX4

Maruti Suzuki India Ltd.. is out with it's cutting edge new model, Maruti Suzuki

SX4, a joint venture made by two of automobile czars, Suzuki and Maruti. The model closely

follows the Swift platform, therefore, it is easily available with exclusive features whichmakes it all the more desirable among car connoisseurs. A mini SUV (sport utility vehicles)

style, SX4 is almost like a car in it's construction & comfort context.

The model is found in two- and four- wheel drive. With two variants, the model is all set to

conquer the Indian auto biz market. These are commonly referred as the "Urban Line" & the

"Outdoor Line", where the latter is more like an SUV in appearance compared to the first

one. The car is expected to have 1590cc petrol engine making it capable enough to deliver a

power of 94bhp and a torque of 13.4kgm.

Variants

Maruti Suzuki SX4 is a charming sedan easily available in two variants :

y Maruti Suzuki SX4 Vxi

Maruti Suzuki SX4 Zxi

SX4 Vxi

The Maruti SX4 Vxi variant has certain distinct technical specifications in it's wheel & tyre

category. With steel wheel type having 15 inch size & 195/65 R15 tyres, the variant marks

its' individuality.

SX4 Zxi

The Maruti SX4 Zxi variant differs equally as far as it's wheel & tyre quality is concerned.

The wheel type is alloy & it's size is of 16 inch. While the tyre type is 205/60 R16. This

variant is also available with leather option.


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Engine

Capacity : 1298cc

Number of cylinders : 4

Number of valves : 16

Bore x Stroke : 74.0 x 75.5 mm

Compression ratio : 9.0:1

Maximum power : 87bhp @ 6000rpm

Maximum torque : 113Nm @ 4500rpm

Fuel distribution : Multipoint injection

Chassis

Steering : Rack & pinion, power assisted

Brakes Front : Ventilated Discs

Rear : Drums

Suspension Front : MacPherson strut and coil spring

Rear : Torsion beam and coil spring

Tyres : 165/80 R14 / 185/70 R14 (tubeless)

Weights

Kerb weight : 980 kgs. [LXi] / 1000 kgs. [VXi] / 1010 kgs. [ZXi]

Gross vehicle weight : 1415kgs

Maximum speed : 160kmph

Fuel tank capacity : 43 litres


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Maruti Baleno

This mid size car with its bold and elegant looks along with its smart performance is

becoming the part of the dream of many car lovers.

Colors

y Pearl Silver

y Silky Silver

y Superior White

y Midnight Black

y Bean Blue

Maruti Baleno is present in two variants :

Baleno Sedan VXi

Baleno Sedan LXi

Baleno Sedan, VXi

Along with the features present in LXi, there are many other extra features available in thismodel like leather steering cover, automatic climate control, rear spoiler with LED stop lamp,

stylish alloy wheels, MP3 music system, silver finish centre garnish, remote keyless entry

etc.

Baleno Sedan, LXi

It has various effective comfort and safety features like tilt adjust power steering, central lock

door locking, electric windows, tachometer, tripmeter, "key not removed" warning buzzer,

AC illumination system, cigarette lighter, ash tray illumination, electrically operated AC

louvre switches,semi concealed windshield wiper(2 speed plus 2 controlled intermittent),

front and rear mud flaps, day/night inside rear view mirror, velour floor carpet, front

doorarmrests and pockets (both sides), rear door child lock, lockable glove box, side impact

beams etc.


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WAGON-R

The Maruti Wagon-Ris a made-for-India version of Suzuki Wagon R. Maruti

Suzuki India Limited has recently revamped its looks and introduced a new look WagonR

which sheds the boxy look at the back

Initial launch

The Wagon-R was born out of Japanese kei-jido-sha restrictions which dictated a limited

length and engine size. This boxy, tall-boy design has now completed seven years of

presence on Indian roads.

Maruti's launch of the car was ill-timed. Despite being one of the world's first tall-boy

designs (along with models from Daihatsu and Daewoo), the Wagon-R was not first-to-

market in India.

A less avant garde version of the Hyundai Atos was the first tall-boy design to hit the Indian

roads. It preceded the Maruti-Suzuki Wagon R by a two year lead.

Design & Trim Options

The car comes with a variety of trim levels. These include the LX (sans power steering),

LXi (power steering), VXi (fully loaded) and the AX (automatic). The car normally comes

with a 5-speed manual transmission and seats 4 (including the driver) comfortably.

The Wagon R's bread-box shape did not immediately cut ice with the Indian consumer and

the car saw slow sales initially.

Specifications

The car is powered by a 1061 cc four cylinder, sixteen valve, multipoint fuel-injected engine

producing 64 bhp (47.7 kW) at 6200 rpm and 84 newton-meter (62 ftlbf) of torque at 3500

rpm.

The LPG version, christened DUO, was recently launched; this runs on petrol as well as on

LPG. Also the internal controls have been given a more sportier look with bright metal

finish.


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Other features new in the Vxi (the top end manual transmission model) are Electrically

adjustable outside Rearview mirrors. This is the first on any B-Segment car in India.

Driving impressions

Light kerb weight(750775 kg) makes for a nimble car with good acceleration and a top

speed of 160 km/h (99 mph). The car's fuel economy is somewhere in the range of 13 to 14

km/l (7.7 to 7.1 l/100 km) in city driving and 18 to 20 km/l (5.6 to 5.0 l/100 km) on the

highway.

The car is priced between Rs. 350,000 (LX) to Rs. 485,000 (AX).

In 2000 until 2007, the Wagon R is rebadged as Opel Agila. The Agila was built at a

General Motors factory in Gliwice, Poland and used Vauxhall/GM Engines and

transmissions.

In India, the Wagon R is sold as "Maruti Suzuki WagonR", having Suzuki's 1.1 L F10D

petrol engine producing 64 bhp (48 kW). Also, a new LPG version called DUO has been

introduced lately, which runs both on Petrol and LPG.

In Indonesia, the car is called Suzuki Karimun and offered with a 1000 cc (until 2006) and

1100cc (2007 onwards)petrol engine, whilst in China it forms the base for both the

Changhe-Suzuki Beidouxing and Changhe-Suzuki F-MPV.


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THE FEATURES OF WAGONR

BRAKES

Antilock brake system n.a

Front 62bhp

Rear Drums 180mm

ENGINE

Bore 4 stoke n.a

Brake horse power n.a

Construction Cast iron

Displacement 1061cc

1061cc Petrol

Ignition Multi point fuel injection

Layout 4 cylinder in-line

Torque 4.8 gm @3500rpm

Valve gear 4 valves per cylinder

STEERING

Type Rack & pinion-power assisted


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Maruti Esteem

Sophisticated big structured Maruti Suzuki esteem is one of the old car of the Maruti

Udyog group. To run this huge car its engine is made of lightweight all-aluminum. This

contemporary engine has capacity of 65 bhp at 6000 rpm .

According to *Mileage (Auto India, Nov 2005), Esteem holds the topmost position on

mileage among the other category of cars including the small cars.

There are three models of Maruti Suzuki Esteem:

y Maruti Esteem (Lx)

y Maruti Esteem (Lxi)

y Maruti Esteem (Vxi)

Colors that make the body of the car appealing to any viewer are found in different

shades in this car :

y Superior White

y Metallic Pearl Silver

y Metallic Silky Silver

y Metallic Icy Blue

y Metallic Fawn Mist

y Metallic Midnight Black

Maruti Esteem (Lxi)

This model is more upgraded version of Maruti Suzuki (Lx). Apart from the features that are

already in MarutiSuzuki (Lx), there are other few more added features existing in Maruti

Suzuki (Lxi). For comfort this model specially has rear view mirror on the left side, power

steering and power window (front).

The special interior feature of this model is chrome plated parking lever nob.


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To mention the extra features for the exterior of this model, there are body side moulding

and full wheel cover.

Maruti Esteem (Vxi)

The striking features that are found in the most upgraded model of this car, always attract

the valuable buyers .Along with the other features that have in Maruti Suzuki Esteem (Lx)

and Maruti Suzuki Esteem (Lxi), this model possesses few more advanced standard

equipments.

For the comfort sake, this model is being upgraded with outside rear view mirror on the left

side, power antenna, kenwood defogger, central locking etc.

Interior of this model is upgraded with silver finish rear and front power window switch

garnish, cigarette lighter, vanity mirror, and silver finish louvers, garnish and bezels.

Some extra exterior features are front fog lamps with clear lens, body colored door handles,

body colored side view mirrors, rear spoiler etc.


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Maruti 800

Driving with the high quality of fuel efficiency and economical purchasing price have

enhanced the popularity of the Maruti 800. Its lowest fuel consumption cost has made this

car forever better choice for the buyer.

Its easy accommodating small structure of4.4 meters of radius has made it an user friendly

car. For its easy to park structure , it is very comfortable to parking anywhere, even if the

space is too little. It can be smoothly driven in an overcrowded street or in a narrow lane.

Various safety features of Maruti 800 give assurance of secured driving to the buyer. Here is

an overview on few salient features of Maruti 800 :

y Side impact beams

y Laminated windshield

y Additional body reinforcement

Other extra new features :

y Collapsible steering columns

y High mount stop lamp

y Clear lens Headlamps

y Front Grille

y Dual Tone interior upholstery

y Bharat stage III : Hi-tech 32 ECM and ultra-refined engine

y Suzuki badging

y Clear multi reflector headlights

y Attractive tail lamp

y Specifically placed crumple zone

There are two variants found in Maruti 800:

y Maruti 800 STD BS III

y Maruti 800 AC BS III

y Maruti 800 Duo


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Maruti 800 Std BS III

Its weight is 650kg. It is without Air-conditioner.

Maruti 800 AC BS III

To give the comfort of an Air conditioner, especially during sultry summer days, Maruti 800

is running its name as the low cost air-conditioned car. Its weight is 655kg.

Maruti 800 Std. & AC variants are available in Bharat Stage III version

Engine

Type

4 stroke cycle, water cooled SOHC (1C2V)

No. of cylinders 3

Piston displacement 796 cc

Maximum output (Std.,AC) 37 bhp at 5000 rpm

Maximum torque (Std.,AC) 59 Nm at 2500 rpm

Power Transmission

Std., AC 4-forward, all synchromesh,

1 reverse

Steering

Steering Rack & pinion

Suspension

Front McPherson strut & coil spring

Rear Coil spring with gas filled shock absorbers

Brakes

Front Disc

Rear Drum

Tyres

Tyre size (Radial) 145/70 R-12

Capacity

Fuel tank capacity 28 liters (BS III)


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3. LITERATURE REVIEW

3.1 THEORATICAL PRESPECTIVE

Brand awareness is the potential capacity that a consumer recognizes or recall the

name of the brand of a certain category of a product. Thus, brand awareness is an exercise of

identification of the brand name under different conditions and, therefore, the probability of

a brand name coming to the consumer and the facility with which this happens.

Awareness essentially means that customers know about the existence of the brand,

and also recall what categories the brand is in. The lowest level of awareness is when the

customers have to be reminded about the existence of the brand name, and its being a part of

the category. There after is the stage of aided recall, i.e., upon the mention of the category,

the customer can recognize the companys brand from among a list of brands. Then is the

stage of unaided recall, where in a customer mentions the companys brand among a list of

brands in the category. The highest level of awareness is when the first brand that the

customer can recall upon the mention of the product category is the companys brand. This

is called top-of-mind recall. (Arunkumar & N Meenakshi,2006)

Brand awareness, influenced by the advertising recall, affects the decision of

purchase not only in the aspects of the behaviour, but even at the effective level, forming

positive attitude towards the product that lead to buying of this product and to obtaining

major quotas for the company.

Brand awareness is an instrument of predominant selection amongst consumers

without experience of use of the product and stops experimentation with new product and

brands.

Band awareness is a dimension of brand equity that affects the decision of the

consumer both at the effective level and at the behaviour level. In the affective area, a brand

known by the consumers creates a feeling of pleasure and familiarity in them.

Awareness of the name acts as an anchor to which every thing else about the brand is

liked, much like the name of a person acting as an anchor for tying all associations about

him. Building awareness involves making the brand visible to the relevant target audience

by various promotional methods such as publicity, sponsorship, events, advertising,

instigating word-of-mouth promotion etc. (Arunkumar & N Meenakshi, 2006)


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The buyer means not only one who make the process of buying, but, it involves the

initiator, influencer, payer, decider and user. The buyer conducts the transaction. He visits

stores, makes payments, and effects the delivery. Usually, the buyer is the only player whom

the marketers can see being involved in the decision making process. Merely interviewing

him about the purchase does not serve the purpose of the marketer who wants to explore theconsumer decision making process, as at the time of purchase all other evaluations have

been completed, which he involved several other players as well. The importance of these

players is crucial in deciding the relevant market mixes. . (Arunkumar & N Meenakshi,

2006)

Finally, brand awareness favors the certain of associations brought about by the product,

which are in the origin of the creation of brand image.

BUYING BEHAVIOUR

The new millennium will be the most challenging era for the most of the companies

delivering goods and services to the buyers directly through their network. The increasing

competition in the global markets will make the existence of the companies difficult as the

buyers enjoy as the kingpin of their business. The increasing competition in the market for

the goods and the services will provide the best options to the buyers towards the customer

value, satisfaction and the delight chain.

In the developing economies and near monopoly markets the sellers do not pay

adequate attention towards the buyers and make them in a disadvantageous position. On the

contrary in the buyers market the customers can choose the goods and services. This

phenomenon can be explained in reference to the Indian market also. Let us take an example

of an Indian car market in the mid-seventies which was largely dominated by the

Ambassadorbrand of Hindustan Ltd, hadFiatfor the class market. During this period the

car market had sellers dominance and enjoyed near monopolistic condition. The car market

scenario was in transition since mid-eighties after the market invention of Maruti Udyog

Ltd. and has become highly competitive after the introduction of the new economic policy in

early 90s. Since, we can simply understand that, the current market for cars in India is a

buyers market, which is very competitive in terms of quality, price, services, comforts and

value for the money, which are cannot be calculated at a time, but take a long thinking and

discuss. It is in fact that buyers market where the consumer exercises his franchises to

choose the brand and hence he plays key role in making the brands sustain in the market.


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The consumer makes the decision on buying of any product of the company by

problem solving carefully weighing and evaluating perceived use values and product

attributes. This process is commonly known defined as rational decision makingwhile the

emotional responses.

Buying decision concerning products and brands are heavily influenced by theavailable and anticipated economic resources. Besides the economic resource of consumers,

the cognitive resource representing the mental capacity of storing and analyzing various

information processing activities also play a vital role not only in decision making process

but also in satisfying received thing.

More over, knowledge plays key role in all level, especially in developing

awareness about a particular product as well as brand. Comprehensive knowledge about the

goods and services, image of the company, promotional packages etc. all these things

develop conviction among buyers and add awareness about the brand or product. (Marketing

Management, Rajagopal, Vikas publishinf House Ltd, 2004).


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3.2 EMPERICAL PERSPECTIVE

Brand awareness

The likelihood that consumers recognize the existence and availability of a company

is their product or service. Creating brand awareness is one of the key steps in promoting a

product.

Investopedia explains Brand awareness is an important way of promoting commodity-

related products. This is because for these products, there are very few factors that

differentiate one product from its competitors. Therefore, the product that maintains the

highest brand awareness compared to its competitors will usually get the most sales.

For example, in the automobile industry, a lot of people go behind the Maruti only because

they are aware of its peculiarities and other variety of factors.. However, consumers are very

aware of the other brands in terms of their images and names. This higher rate of brand

awareness equates to higher sales and also serves as an economic moat that prevents

competitors from gaining more market share

Consumer Buying Behaviour

Possibly the most challenging concept in marketing deals with understanding why

buyers do what they do (or dont do). But such knowledge is critical for marketers since

having a strong understanding of buyer behaviour will help shed light on what is important

to the customer and also suggest the important influences on customer decision-making.

Using this information, marketers can create marketing programs that they believe will be of

interest to customers.

As you might guess, factors affecting how customers make decisions are extremely

complex. Buyer behaviour is deeply rooted in psychology with dashes of sociology thrown

in just to make things more interesting. Since every person in the world is different, it isimpossible to have simple rules that explain how buying decisions are made. But those who

have spent many years analyzing customer activity have presented us with useful

guidelines in how someone decides whether or not to make a purchase.


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Table No.4.1.Showing the Gender of the study

Chart No. 4.1

INTERPRETATION:

As stated in the study, there were 63 respondents is the sample selected for the study. Out of

them, 46 (73) were male and 17(23) were female.

Male, 46

Female, 17

0

5

10

15

20

25

30

35

40

45

50

Male Female

Gender

Sl.No Gender No. of respondents Of respondents

2 Male 46 73

3 Female 17 27

Total 63 100


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T l i

SL No. of respondents

1 1

-

5

1

5-

5

5 56

5-

5 1

1

5& above 7 11

Total 63 100

Chart No. 4.2

INTE ET TION:

The above chart concl es that out ofthe 6 samples of the study, were (1 ) between

the age 1 - 5, 5were (56) between 5- 5, 1 were ( 1) between 5- 5, and 7 (11)

were 5 and above.

0

10

20

30

40

50

60

18-25 25-35 35-45 45& bove

Age

%

Age

No.ofrespondents


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5

Table No. 4.3 .Showing the Occupation

Sl. No Occupation No. of respondents of respondents

1 Business

6 57

Professional 1

1

Student 5

Employee 9 1

Total 63 100

Chart. No. 4.3

Among the 6 samples taken for the study, 6 respondents (57) were found as business

men, 1 ( 1) as professional, 1 ( ) as student and 9(1 ) as employee.

0

10

20

30

0

50

60

B s ness P ofess on

S

den E p oyee

Occ p on

%


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5

Table No. 4.4. Showing, How the respondents came to know about Indus Motors?

Sl. No Source No. Respondents of Respondents1 Myself 9 15

Family

0

Advertisement 1

19

Friends 11 17

5 Others 11 17

Total 63 100

Chart. No. 4.4

INTERPRETATION:

The chart shows that, out of 6 samples, 15% of them came to know about company by

themselves. % via family, 19% via advertisement, 17% via friends and 17% through

others.

0

5

10

15

20

25

30

35

%


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Table No.4.5 Showing the satisfaction level due to the Style of Mauti Ritz

Sl. No Opinion No. of respondents %.of Respondents

1 Highly satisfied 25 40%

2 Satisfied 22 35%

3 Cant say 7 11%

4 Dissatisfied 9 14%

5 Highly Dissatisfied 0 00%

Total 63 100%

Chart. No. 4.5

INTERPRETATION:

Above chart shows that, out of 63 samples of the study 40% are of the opinion that they are

highly satisfied with the new owned Maruti Ritz. 35% of them revealed only satisfaction

where 11% cant rate it. Only 14% opinioned as dissatisfaction, no one found highly

dissatisfied.

2522

7

9

00

5

10

15

20

25

30

Highly satis

ie ! Satis

ie ! Ca " t say Dissatis

ie ! Highly

Dissatis

ie !

Style of Car

Series1


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55

Table No. 4.6. Showing the Locality of Indus Motors


1 Highly satisfied 41 65%

2 Satisfied 9 14%

3 Cant say 2 3%

4 Dissatisfied 4 7%

5 Highly Dissatisfied 7 11%

Total 63 100%

Chart No. 4.6

INTERPRETATION:

From above chart we can understand that, out of 63 samples of the study 65% are of the

opinion that they are highly satisfied with the location of Indus Motors Calicut. 14% of them

revealed only satisfaction where 3% cant rate it. Only 7% opinioned as dissatisfaction, 11%

found highly dissatisfied

41

9

2 47

05

10

15

20

25

30

35

40

45

Highly satis#

ie $ Satis#

ie $ Ca % t say Dissatis#

ie $ Highly

Dissatis#

ie $

Localityof I us


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Table No. 4.7. Showing the Price of the Car.


1 Very High 7 11%

2 High 19 30%3 Medium 35 56%

4 Low 2 3%

5 Very Low 0 0%

Total 63 100%

Chart No. 4.7

.

INTERPRETATION:

The above chart shows that out of 63 samples of the study, 11% responded that the price of

car is very high. 30% opinioned as high, where, about half of the samples (56%) respondedas medium. 3% pointed as low and no one replied very low.

7

19

35

2 00

5

10

15

20

25

30

35

40

Very High High Me & iu ' L ( w Very L ( w

Price ofthe car


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Table No. 4.8. Showing Mileage of the Car.


1 Excellent 11 18%

2 Good 22 35%

3 Average 21 33%

4 Poor 7 11%

5 Terrible 2 3%

Total 63 100%

Chart No. 4.8

INTERPRETATION:

This chart tells us about the opinion of the samples. Out of 63, 18% of them viewed as

excellent, 35% as good, 33% as average, and 11% as poor and as 3% terrible. This denotes

that, majority of them has the opinion that the mileage is good.

1122

21

7

20

5

10

15

20

25

) xcelle 0 t G1 1 2

3

verage4 1 1

r Terri 5 le

Mileage oft e Car


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Table No. 4.9. Showing the response to the Maintenance Cost is very Low


1 Strongly agree 1 6 7

9%

7

Agree7

18 8

%8

Cant say 6 9%9

Somewhat disagree 17

19%

5 Strongly Disagree 6 10%

Total 63 100%

Chart No. 4.9

INTERPRETATION:

This chart shows the samples responds aboutthe maintenance cost ofthe carthey owned,

Rit . Amongst the 6 samples, 9% of them strongly agreed that its very low. % as

agree, 9% as cant say, 19% as somewhat disagree and 10% has the opinion that, they are

strongly disagree ofthe maintenance costis low.

1821

6

12

6

0

5

10

15

20

25

S@ A

onB C

yD B A

eeE B A

eeF D

nG @

s D y So H eI P D @

d Q sD B A

ee

S@ A

onB C

y

R Qs

D B Aee

Main anace cost


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Table No. 4.10. Showing the Publicity of Car


1 Very good 28 44%

2 Good 23 36%

3 Neutral 3 5%

4 Bad 3 5%

5 Poor 6 10%

Total 63 100%

Chart No. 4.10

INTERPRETATION:

This chart is about the responds of samples about publicity. Majority ( 44%) has the opinion

that the publicity of the car is very good. 36% says as good, 5% as neutral. Only 5% has the

opinion as bad and as poor was marked by only 10%.

28

23

3 3

6

0

5

10

15

20

25

30

Very gS S T U S S T

Neutral BaT V S S

r

Publicityof ar


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Table No. 4.11. Showing, the Car is comfortable than I expect.


1 Strongly agree 17

W

7%W

AgreeW X

X

7%

X

Cant say 11 17%

Y

Somewhat disagree 1X

%

5 Strongly DisagreeY

6%

Total 63 100%

Chart No. 4.11

INTERPRETATION:

This chart contains the data about comforts of the car. 7% has strongly agreed the

assumption. 7% of them agreed, 17% replied as cant say. 1 % showed as somewhat

disagree and 6% disagreed strongly.

17 23

11

8

40

5

10

15

20

25

S a b on c d y e c b ee f c b ee g e n h a s e y So i e p q e a

d r se c b

ee

S a b on c d y

s rs

e c bee

ComfortofCar


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Table No. 4.12. Showing the Quality of Car.


1 Very High 24 38%2 High 27 43%

3 Medium 4 6%

4 Low 8 13%

5 Very Low 0 0%

Total 63 100%

Chart No. 4.12.

INTERPRETATION:

From above chart, we can understand that out or 63 samples, about half (38%) of them have

very high opinion about the quality of car. 43% showed high where only 6% indicated as

medium and 13% as low. There was no opinion as very low.

24

27

4

8

00

5

10

15

20

25

30

Very High High Me t iu u L v w Very L v w

QualityofCar


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Table No. 4.13. Showing the Design of the Car.


1 Excellent 19

w

0%x

Goodx

9y

6%

w

Average 10 16%

y

Poory

6%

5 Terrible 1x

%

Total 63 100%

Chart No. 4.13.

INTERPRETATION:

This chart concludes that, out of 6 samples, 0% are with opinion thatthe cars design is

excellent, 6% viewed as good, 16% as average. 6% opinioned as poor and only 1% has the

view ofterrible.

19

29

104 1

E ce

en

ood ve

e Poo

e

b e

0

10

15

20

25

0

35

Design ofte Car

Se

es1


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Table No. 4.14. Showing, Indus contact me to ensure feed back.


1 Strongly agree

5 56%

Agree

%

Cant say 0 0%

Somewhat disagree

6%

5 Strongly Disagree 0 0%

Total 63 100%

Chart No. 4.14.

INTERPRETATION:

From above chart, we can understand that 56% ofthe samples have strongly agreed forthis

question. % only agreed and only 6% has the some what disagree. No one opinioned as

cant say and strongly disagree

56% 38%

0%6%

00%

10%

20%

30%

40%

50%

60%

S on y ee ee n s y So j e k l

d m s

ee

S on y

n ms

ee


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Table No. 4.15. Showing, would u recommend the product?


1 Definitely

o

0 6

o

%

Probably 1

%

Maybe 1

%

o

Probably noto

6%

5 Definitely not 0 0%

Total 63 100%

Chart No. 4.15.

INTERPRETATION:

The charttells that, when the samples were asked whetherthey recommend the product or

not, 6 % answered that definitely do, % answered probably and 6% replied probably

not. % has no assurance and no one found as definitely not.

64%

28%

2%6%

0%0%

10%

20%

30%

40%

50%

60%

70%

ef n

e y P ob b y

ybe P ob b y no

ef n

e y no


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65

Table No. 4.16. Showing the rate of Service of Indus Motors.

Sl. No Opinion No. of respondents %.ofRespondents

1 Excellent

z z

5

z

%{

Good{

6|

1%

z

Average|

6%

|

Poor 0 0%

5 Terrible 0 0%

Total 63 100%

Chart No. 4.16

INTERPRETATION:

This chart shows that, out of 6 samples, 5 % ofthem replied as excellent aboutthe service

ofthe company. 1% indicated as good and 6% as average. There couldnt fine any one who

has the opinion of poor and terrible

53%

41%

6%0% 0%0%

10%

20%

30%

40%

50%

60%

E } ce~ ~

en

ood ve

e Poo

e

b ~ e

Service ofIndus


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66

CHI SQUARE TEST

Chi-square is a statistical test commonly used to compare observed data with data we would

expect to obtain according to a specific hypothesis.

Hypothesis:

Null Hypothesis (H0):- Buying behaviour is independent of brand awareness

Alternative Hypothesis Hi):- Buying behaviour is independent of brand awareness

= (O-E/E)

Where,

2

= the test statistic that asymptotically approaches a 2

distribution.

Oi = an observed frequency;

Ei = an expected (theoretical) frequency, asserted by the null hypothesis;

n = the number of possible outcomes of each event.

Table 4.17: Observed Frequency

Responds High Middle Low Total

High 30 5 0 35

Middle 8 14 0 22

Low 3 3 0 6

Total 41 22 O 63

Table 4.18: Expected Frequency

Responds High Middle Low Total

High 22.77 12.22 0 35(34.99)

Middle 14.31 7.68 0 22(21.99)

Low 3.90 2.09 0 6(5.99)

Total 41(40.98) 22(21.99) 0 63


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4.19: Chi square table

Oi Ei Oi-Ei ( Oi-Ei)2

( Oi-Ei)2

/E

30 22.77 07.22 52.16 02.29

8 14.31 -06.31 39.81 02.78

3 03.90 00.9 00.81 00.20

5 12.22 -07.22 52.12 04.26

14 07.68 06.32 39.97 05.06

3 02.09 00.91 00.82 00.33

0 0 0 0 00.00

0 0 0 0 00.00

0 0 0 0 00.00

Total 14.92


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Since expected value are less than five in some of the sells. Researcher has done Yates

correction. Researcher has converted 33 table into 2 table.

Table 4.20:Observed Frequency

Responds High Middle Total

High 30 5 35

Middle 11 17 28

Total 41 22 63

Table 4.21: Expected Frequency

Responds High Middle Total

High 22.77 12.22 35(34.99)

Middle 18.22 9.77 28(27.99)

Total41(40.99) 22(21.99)

63

4.22: Chi square table

Oi Ei Oi-Ei Oi-Ei-.5 ( Oi-Ei-.5) 2 ( Oi-Ei-.5) 2 /E

30 22.77 7.23 06.73 45.92 1.98

11 18.22 7.22 -07.72 59.59 3.27

5 12.22 7.22 07.72 59.59 4.87

17 9.77 7.23 -06.73 45.29 4.63

Total 14.75


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Expected Frequency = (Row total * Column total) / Grand total

Degree of freedom = (r 1) * (c 1) = (3 1)*(3 1) = 4

Table value = 9.488

Level of significance = 5 %

Calculated value of chi square = 14.75

Comparing calculated value (14.75) with the table values with degree of freedom as

4 at 5% level of significance, it is found that the calculated value is higher than table value,

which means the calculated value falls in the critical region. So the null hypothesis is

rejected and the alternative hypothesis is accepted. That means, The Buying behaviour and

Brand awareness is dependent.


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5.1. SUMMARY

SUMMARY

This part Summaries the main points emerging from the study, as brought out in the

proceeding chapter of this project. As already mentioned this study is the Influence of

Brand Awareness on Buying Behaviour with special reference to Maruti Ritz survey was

conducted at Indus Motors, Calicut.

A sample of 63 respondents have been selected from a total of 450 customers of

Indus Motors , and a questionnaire prepared to collect the information for the study was

distributed to the selected respondents for replies. Wherever needed, the questionnaire has

been used as a schedule.

In all there are five chapters in this project report. The first chapter presents the topic

of the study, its objectives, scope, limitations and research methodology, including

hypothesis. The next two chapters are review of literature and industrial profile. The fourth

chapter, by far the largest, analysis of the data collected through the questionnaire to know

whether buying behaviour is dependent of brand awareness or not. And the last chapter

summaries the findings, suggestions and conclusion.

5.2 FINDINGS


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Buying behaviour is dependent of brand awareness.

Variables like price, mileage, style, design has great influenced in customers

purchase

The brand has great position in the minds of customers which had reflected in

their consumption

Customers got awareness about the brand via friends, media and etc.

Majority of the customers are highly satisfied with the brand offered by

Maruti

Out of 63 samples, 53% are of the opinion that, service offered by the

company is excellent and 41% viewed as good (table no. 4.16)

The most one who purchased this car was business men (57%) (table no. 4.3)

40% of the samples have high satisfaction in the style of particular

brand(Ritz), (table no. 4.5)

66% of the samples are highly satisfied with the current locality of Indus

Motors, (table no. 4.6)

About the price of car, 49% has the opinion that its medium. Only 18%

noted as very high, (table no. 4.7)

18% viewed that mileage of car is excellent, 35% as good and 33% as

average, (table no. 4.8)

About the maintenance cost, 29% has strong opinion as it is low, where 33%

have a medium, (table no. 4.9)

Majority (44%) are of the opinion that my car has very good publicity, (table

no. 4.10)

27% of the respondents have strong opinion that they got more comfortable

than they expect, 37% of them are not away from their opinion, (table no.

4.11)

Majority has responded that quality of their car is high, (table no. 4.12)

46% of the respondents have good opinion about the design of car, amongst,

30% has got the eye as they viewed as excellent, (table no. 4.13)

64% of them are very happy with company so, they replied that they

definitely recommend the product, (table no. 4.15)


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5.3 SU

Naresh Project

Documents

Transcript of Naresh Project