ST.

JOSEPH’S DEGREE COLLEGE KNL,

2009-10

CONSUMER PERCEPTION ON MARUTI ALTO let’s go KURNOOL A PROJECT WORK BY

Naveen Kumar.E
UNDER THE GUIDANCE OF

K.VISWESWARA REDDY M.A. NET.Ph.D

St. JOSEPH’S DEGREE COLLEGE
KURNOOL. AFFILIATED TO

SRI KRISHNADEVARAYA UNIVERSITY
ANANTUPUR 2009 – 2010

ST. JOSEPH’S DEGREE COLLEGE KNL,

2009-10

DECLARATION
I, the undersigned here by declare that this report entitled “A STUDYON CONSUMER PERCEPTION OF MARUTHI ALTO” in Kurnool town is a record of bonafide research carried out by me under the expert guidance of Mr. RAHEEM KHAN, M.S.A Motors authorized MARUTI dealer, Kurnool and under the supervision of Mr. RAJSEKHAR, Lecturer in Commerce. It has not previously formed the basis for the award of any degree or any diploma from any university including SRI KRISHNADEVARAYA UNIVERSITY, ANANTAPUR. Place: Kurnool Date:

Naveen Kumar.E

ST. JOSEPH’S DEGREE COLLEGE KNL,

2009-10

M.S.A. MOTORS AUTHORISED MARUTI DEALERS ABDULLAH KHAN ESTATE KURNOOL
Phone No: 221427, 222791 Fax No: 249968

CERTIFICATE
This is to certify that Mr.NAVEEN KUMAR.E has completed his project report entitled “Marketing with special reference to consumer perception on Maruti ALTO” under our observation satisfactorily.

SIGNATURE

ST. JOSEPH’S DEGREE COLLEGE KNL,

2009-10

ACKNOWLEDGEMENT
I express my sincere thanks to Ms. SHOWRILU REDDY, Principal of St. Joseph’s Degree College, for her support. I, sincerely express my thanks to Mr. VISWESWARA REDDY (Lecturer in Economics guided me with his valuable opinion. I would also like to thank the dept. of commerce for their support I would like to express my sincere thanks to Mr. RAHEEM KHAN, sales officer, M.S.A Motors, authorized MARUTI dealers, whose support enriched the project report. I am thankful to Mr. MUSTAQ AHMED, service manager and Mr. FAYAZ, service supervisor, for providing necessary and valuable information. Finally my special thanks to all my friends for their continuous inspiration and help.

ST. JOSEPH’S DEGREE COLLEGE KNL,

2009-10

CONTENTS
Title INDUSTRY PROFILE COMPANY PROFILE DEALER PROFILE CORPORATE BRIEF METHODOLOGY LIMITATIONS CONSUMER PERCEPTION MARKET SHARE STATISTICAL ANALYSIS CUSTOMER BENEFITS OF MARUTI “ALTO” FINDINGS SUGGESTIONS QUESTIONNAIRE CONCLUSION BIBLIOGRAPHY Page No 1–2 3– 7 8 9 – 12 13 – 14 15 16 – 19 20 21 – 25 26 27 28 29 – 31 32 33

2009-10 OBJECTIVES .ST. JOSEPH’S DEGREE COLLEGE KNL.

 To study the consumers attitude towards various brands of Maruti.  To understand the nature and extent of competition that is existing in present day automobile industry. .  To understand the level of consumer satisfaction about the Maruti Cars. JOSEPH’S DEGREE COLLEGE KNL.ST. 2009-10 OBJECTIVES OF THE STUDY:The following are the objectives of the study.  To suggest suitable recommendations for improving the level of customer statisfaction.  To determine the market potential for Maruti Cars.

ST. 2009-10 COMPANY PROFILE . JOSEPH’S DEGREE COLLEGE KNL.

. which acquired the under taking of the aforesaid company. MARUTI SUZUKI which represents both the complaints. The side parties entered into a license agreement and a joint venture agreement in terms of the said license agreement and subsequent license in relation to various model of vehicles the trade mark MARUTI Suzuki is to be displayed dominantly on all products manufactured. On February 24. The Central Legislature (parliament) of India passed the MARUTI Limited act 1980. 1970 on October 30. 1980. JOSEPH’S DEGREE COLLEGE KNL.ST. as a government company for modernization of Indian automobiles industry and production of fuel efficient vehicle. 2009-10 COMPANY PROFILE The company MARUTI LTD was incorporated under the provisions of India Company’s act 1956 on June 14. 1981 MARUTI UDYOG Limited was incorporated under the India Companies’ Act 1956. Complaint no-1 in this administrative proceeding is a company registered under Indian Companies Act 1956 and complaint no-2 is a corporation duly organized under the laws of Japan the trade marks MARUTI and Suzuki join to form a hybrid trade mark. MARUTI UDYOG Limited is a joint venture of Complaint no-1 and Complaint no-2.

2009-10 The trade mark of MARUTI is duly register with respect of vehicles. Australia. Since December 1983. JOSEPH’S DEGREE COLLEGE KNL. Poland.9million vehicles including the domestic sales and export to 36 countries across the world are using the said trade mark. Denmark. etc The trade mark Suzuki is registered under the trade mark laws in 90 countries like Japan. Switzerland. Singapore. auto mobile parts and fittings. SRILANKA. but bodies. Sweden. 2. Italy. since October 25. Romania etc. till date. Argentina. greases and lubricants and the trade mark MARUTI in class 9 with respect to audio systems for vehicles under the Trade Merchandise Marks Act 1958. Australia.ST. Since 1983. The trade mark MARUTI and the logo of wing device with word mark ‘MARUTI’ underneath is also registered under the relevant trade mark laws in nineteen countries like India. France. The complainants have used the mark ‘MARUTI Suzuki’ since a very long time. under the Indian trade and merchandise Marks Act 1958. It has also applied for the registration of the trade mark MARUTI and Wing Device in class four in respect of industrial oils. 1976. they expended enormous amounts of money in publicizing an promoting their trade marks. .

TATA and TELCO who manufactured TATA Estate which was launched in 1988 and was priced 4. JOSEPH’S DEGREE COLLEGE KNL. Gujarath. Walchand Hirachand started Premier Automobiles Ltd.22 lakh. Valchand Hirachand promised to make 100% Indian cars as soon as possible.R. 2009-10 HISTORY Mr. Ghanshyamdas Birla are the Pitman’s of Indian car industry. (pal) in 1942. But after independence Jawaharlal Nehru protected him from doing so due to his socialist mindset and being fasinated by Russia (through he himself had many cars at that point of time!) The credit for making 100% Indian cars can be given to the great Mr. .D. they used to be a rush for obtaining a car. after 1950’s for every car manufactured in India minimum rupees 25000/.had to be paid as premium on the market price. Ghanshyamdas Birla in 1942 that registered Hindustan Motors (HM) at Vadodara and started its first plant at Okaha. Walchand Hirachand Seth and Mr.e. These were those kind of plants where machines and spare parts were being imported and were fixed into the body made in India in 1944. followed by Mr. Mr.ST. Mr. IN the era of licensing i. J.

000 cars was on the road by 1984(which gave a stiff competition to models launched by PAL and HM) the public got fascinated by M-800 instantly. by 1984. Deposit worth Rupees 10000/. whether the person was a middle class person or a rich person. SANJAY GANDHI forced Mrs. ARUNSHOURIE (who is the divestment minister at present) criticized Mrs. JOSEPH’S DEGREE COLLEGE KNL.ST. 2009-10 In the year 1980. GANDHI’S government for Sanjay’s venture and termed. sold it at a minimum Premium of Rs 10000/-. if I had booked a car in 1985. MR.U. The opposition didn’t let the parliament work on this issue and boycotted the parliament. After rigorous opposition M. I used to get the delivery of it in 1987 or 1988).. MARUTI as “MAAROTI” and stated that Mrs.L saw its dawn n 1981 after collaboration with Suzuki motors of Japan.g. Gandhi would have to cry for Sanjay’s venture.(paying interest rate 7%) was collected per car registered: in just 6 months they collected a whopping deposit worth rupees 135 cores. The first lot of 20. Mr. IN 1983 MUL announced a launch of its first model ‘m-800’. M-800 gave a mew side business. As the cars manufactured weren’t able to meet the demand (for e. everyone wanted to earn profit . INDIRA GANDHI to start an mobile auto company to manufactures 100% Indian car. Whoever was allotted the car. minimum 25% of cars manufactured were sold in this fashion and so the motto to stop charging premium from customers wasn’t successful it became a business for all.

JOSEPH’S DEGREE COLLEGE KNL. 100 billions. “PAL” collaborated with “FLAT MOTORS”. now came the period when the private players became aggressive. In January. Ladakh. “HM” with “GM”. Spare parts of all the models are easily available and that too they are available in Lech. 2. . MUL’S market share used to be 80% which at present is 60% market share. let’s take a quick look at the models launched by MUL. And so. a lucrative business was handy (similar incidents have been noticed for “Mahada” in Mumbai and NaviMumbai). 3280/. etc. Turnover is heading towards Rs. etc. have already been sold in millions: serve the need of middle class Indians. has enough pros to attract middle class Indians. the MUL started running and simultaneously the business attached to it till 1994. “MAHINDRA & MAHINDRA” WITH “FORD MOTORS”.through having lot of cons such as lack of enough leg room.ST. A brand new air conditioned car just at Rs. 100/.per share now. AT PRESENT Prior to private players becoming aggressive and foreign companies entering the India market. M-800 Launched in 1984. 2009-10 out of it.having a face value of Rs. 02 the auditors of the company and financial analyst calculated its net worth share at Rs. “TELCO” with “DAIMLER CHRYSLER”. 50. no lumbar support. It has 2000 plus strong dealer net work and authorized service station all over India.000/.

JOSEPH’S DEGREE COLLEGE KNL. ALTO lexis. for giving world class facilities at a very low cost. It gets hungry very fast compared to other SUV’s available and has many other drawbacks. The different models in MARUTI alto are ALTO. fuel efficiency and providing world class facilities at such a low cost. It is launched with an attractive logo ALTO let’s go. and giving 16kmpl as a mileage. It 16-valve. Alto was launched in eight different colors with engine capacity of 796cc. Zen can be found running on European roads through in small numbers. successful in Europe due to its cost competitiveness and providing world class facilities at such a low cost. It is successful in India due to its cost competitiveness. Draw backs of M-800 can’t be found in this car. mesmerizes with its performance having maximum power respectively. It is the most fuel efficient car. ALTO lx. ranks 3 rd (Alto) in terms of sales. GYPSY Not so successful a sports utility vehicle. ALTO Launched in 2000 and 2001 respectively.ST. WAGON R Launched in 20 and 2001 respectively. It is successful with its spaciousness. and ALTO fun. 64bhp of engine control and . 2009-10 ZEN Launched in 1994 having 999cc engine was highly acknowledged in “GENERVA AUTO SHOW” held in 1998. A 4seater car having the capacity of 1061cc.

so can be called a complete failure. JOSEPH’S DEGREE COLLEGE KNL. 2009-10 ESTEEM (a modified version o Fm-800 launched in 1992) Launched in 1994 a mid-size car was highly sold car prior to private players entering in this segment. but now not a failure is still able to find customers due to low price and strong dealer network.ST. Doesn’t satisfy the term “luxury”. . BALENO Launched in 2000 a kind of mid size luxury car isn’t up to mark.

2009-10 DEALER PROFILE . JOSEPH’S DEGREE COLLEGE KNL.ST.

S. JOSEPH’S DEGREE COLLEGE KNL. 2009-10 DEALER PROFILE M.A Motors authorized MARUTI dealer is a registered firm under Partnership Act the firm is managed by on Mr.S. M. SHAHED ALI KHAN.S. Cuddapah and Mahaboobnagar.A motors is synonymous for customer service they have established a reputation for clear business. spares and service was commenced in the year 1998 in May 5. There are 3partners in the firm. authorized dealer in sales. Ananthapur. Dealership franchise was awarded to this firm for the Districts of Kurnool.ST. The other 2 partners are MASOOD ALI KHAN AND AHMED ALI KHAN. .A Motors. The name M. Managing Director.

JOSEPH’S DEGREE COLLEGE KNL.ST. 2009-10 CORPORATE BRIEF .

its eyes were on the “biggies” like Toyota. The results are there for all to se. MARUTI has made profits in all the past 20 years since inception. Last year (2002-2003). barring 2001.50laks.400units. Not so well known. 2009-10 CORPORATE BRIEF The proof of MARUTI’S successful fig lit back lies in the fact that it ha today 62% of the small car segment which accounts for 80% of the India passenger car market. the Indian team’s choice of Suzuki as a partner for MARUTI was. Nissan and Honda. it sold 3.ST. Suzuki went out of its way to ensure that MARUTI was a success. But. It has today over 50 percent share of a highly competitive Indian car market and exports the largest number of cars to the developed countries of western Europe. Suzuki motor corporation was then a minor player in a four – wheeler league. it cannot to gain said that Suzuki consciously nursed MARUTI through its infancy.wheelers The giants had their top bosses present during the initial introduction phase with the Indian team. Exports have grown a phenomenal 98% during April – October by this year to cross 22. The story about a doting mother’s determination to fulfill her head strong son’s obsession leading to the genesis of MARUTI UDYOG Ltd. When the Indian team visited Japan back in the early 1980’s in its hunt for a collaborator fledgling MARUTI.26 lakh cars and the figures for the first of indicate the total sales for 2003 – 2004 may touch 4. In order to prove that it was the right choice despite being a relatively small and unknown player.it subtly messaged their egos and also convinced them about the sincerity of Suzuki’s bid. India’s leading car maker today. The constant presence of the top gun had two effects on the Indian team members . JOSEPH’S DEGREE COLLEGE KNL. is a familiar one. . a very perspicacious move.. Ego or no ego. even to the top echelons at MARUTI is how a play on ego enables Suzuki to be associated with MARUTI. obtaining land for the factory and excise tariffs. its maintain strength being in tow. No doubt. in hindsight. the government connection ( and the all – powerful doting mother) was a help to Suzuki in such matters as import clearances for manufacturing equipment (a sore point with the Indian machine tool industry then).

open office system.ST. was a far cry from the level of automation and robotisation in use in leading car factories around the world then. Kaizen (continuous improvement). walkways clearly marked. no peeling paint on the machines. gauges free of dust. Perhaps. common canteen and uniform. This substantially improves productivity and reduces operator fatigue without heavy capital expenditure. In fact. no shavings or cuttings strewn on the floor. piping sans leaks. NO doubt. communication and information sharing. in – line quality assurance processes and widespread quality circle movement. bottom – up innovation. cover plates all in place. The first product – the MARUTI 800 was no great shakes in automobile technology. near Delhi can be a culture shock for a visitor. high quality family car in large volumes which broke the entry level barriers to car owning in India and turned the automobile market in the country into a mass market. It would do other Indian companies a lot of good to sent their engineers and workers to visit the MARUTI factory and check for themselves how a factory cab be as spick and span as a hospital. multi – skilling of operators. all tools and parts and stock-in-progress neatly in place. team work. JOSEPH’S DEGREE COLLEGE KNL. many of these characteristics had been mentioned about earlier in India as relating to typical Japanese manufacturing culture but Maruti was the first Indian company where the practices were actually implemented from top to bottom. being based on a model introduced in Japan in the late 1970’s. . To achieve this. the manufacturing process instituted at MARUTI although comprising such hitech equipment like transfer line presses and CNC machines. 2009-10 It is not just new processes or product technology brought in by Suzuki that made Maruti different. the MARUTI 800 is the cheapest mini in the world at present. MARUTI has taken recourse to low cost automation a sort of halfway house between manual methods and robotisation. All this helped MARUTI in becoming what the other Indian car companies then were not – the manufacturer of a low-cost. not a wet or oily patch to be seen. immaculate house keeping ( the famous Japanese 5s way). These 100 – odd low cost automation projects were developed in house data fraction of the costs involved had the systems been bought from outside. What Suzuki brought to the table was a whole new manufacturing culture that included participative management. The MARUTI factory at Gorgon. adequate lighting and a clean atmosphere – that is the scene. flat hierarchy.

JOSEPH’S DEGREE COLLEGE KNL. A few years ago. MARUTI which had only the relatively dated M 800 in its arsenal. 2009-10 The cost of developing the system was a mere Rs. 5laks. began losing its market share. However. MARUTI was able to rapidly bring into the Indian market a large number of more contemporary models available in the Suzuki stable an effectively counter the Korean offensive. which rapidly slipped from an over whelming 70 per cent to below 40. Observers started wondering whether MARUTI would suffer the fate of the single morsel Hindustan Motors back in the 1980s. The payback on the investment was just one year. when the Koreans and then Tata Motors came in with their sophisticated entry level models. compared 35laks for purchasing a robot to do the same task. The proof of MARUTI successful fight back lies in the fact that it has today 62% of the small car segment which accounts for 80% of the Indian passenger car market. the flexibility of its manufacturing line and intimate association with local component vendors. .ST.

ST. JOSEPH’S DEGREE COLLEGE KNL. 2009-10 METHODOLOGY .

2009-10 METHODOLOGY In the present study the required information is collected by th Random Sampling Method. A questionnaire was developed for the purpose of collecting Only and the sample size primary date relevant to the objectives of the study. Direct interview technique is used to get the required information from the respondent. mileage and rating of MARUTI ALTO.e. selected for the survey is 100 customers. JOSEPH’S DEGREE COLLEGE KNL. the questionnaire is divided into 3 sections. Features which attracted them to buy. The second section of questionnaire is to collect the information about MARUTI ALTO i. The first section of the questionnaire is prepared mainly for collection the personal information about the customer. . The Researcher has selected a sample area was restricted to Kurnool town of AP. For proper data collection. The third section of the questionnaire is meant to know the vehicle preferred by the customer to MARUTI ALTO and suggestions o improve MARUTI ALTO. The questionnaire consists of questions relating o various aspects of the study.ST. A: PRIMARY DATA COLLECTION: For collecting primary data researcher uses the close ended questionnaire.

SCOPE OF THE STUDY: The scope of the study of the present work is confined to ‘Consumer Perception of MARUTI ALTO’ The source of the data for study was primary in nature. percentages. The use of the secondary data form various sources were also made.ST. . A comprehensive questionnaire was developed for that purpose. 2009-10 B. For interpretation of data. pie-diagrams and bar diagrams have been applied. JOSEPH’S DEGREE COLLEGE KNL. The company profile gives a detail report of the past records of the organization. SECONDARY DATA COLLECTION: Date pertaining to the company is collected from the catalogues and company’s brochures. Averages.

2009-10 LIMITATIONS . JOSEPH’S DEGREE COLLEGE KNL.ST.

JOSEPH’S DEGREE COLLEGE KNL. 3. tabulation and interpretations we are not experienced in this field we were unable to draw necessary results.ST. . Research work needs a lot of statistical work. 2. collection. 2009-10 LIMITATIONS 1. Another important limitation is the bias of the researcher and customer. Time was not sufficient enough to carry on the research work satisfactorily as we were given only a month period otherwise the work would have been satisfactory. 4. The survey was conducted only in Kurnool town and hence it reflects the attitudes of people of this area and not the total market.

JOSEPH’S DEGREE COLLEGE KNL.ST. 2009-10 CONSUMER PERCEPTION .

Perception = Sensation + Comprehension + Interpretation. comparing it to a huge store of images in memory and providing an interpretation. the new information will be disserted to confirm to the established beliefs. As part of perception. or frame of reference. Perception is a complex process by which people select and interpret sensory stimulation in to a meaningful picture of the world. but it is a powerful factor in decision making. This is . If an in consistency is discovered. We pay attention in exception. the mind is capable of receiving information. This phenomenon on is called selective attention. That is. 2009-10 CONSUMER PERCEPTION The process of receiving organizing and assigning meaning to information or stimuli detected by our five senses is known as perception. However the perceptual process is selective in very specific ways. In doing so two major groups of factors. A fundamental aspect of perception is that it represents the receiver’s effort to organize receives stimuli into a meaningful structure.ST. Every day we come in contact with an enormous number o marketing stimuli. Though important visual stimuli are one factor in perception. Perception occurs quickly and often with very little information. selective distortion. consumers make use of all the five senses. of all the marketing stimuli our senses are exposed to. JOSEPH’S DEGREE COLLEGE KNL. new information is compared with a person’s existing stare of knowledge. Perception plays a major role in the stage of buying decision process where alternatives are identified when something is sensed. only those with the power to capture and hold our attention have the potential of being perceived.

Thus the goal is mildly ambiguous first impression that heightens the consumer’s interest. Even messages received undistorted are subject to selective retention. Selective perception: It is the process by which consumers are naturally attentive to information which relates to their current needs. There are many communication implications in this selectively process. Different perceptual processes: 1. If the ad is to figure but. Marketing stimuli include features. JOSEPH’S DEGREE COLLEGE KNL. into the recipient’s memory. advertising. . will necessarily be accepted as fact by consumers. to grasp and hold attention. If the distance is large a moderate claim may be more believable than a dramatic claim and therefore more effective is moving consumers in the desired direction. message and pricing. 2009-10 We attain only part of what we have selectively perceived. For example. The hope is that numerous exposures will fetch the message marketer has to guide consumers to see what he would like them to see in the stimuli and as understanding of consumer perceptual process helps in a great deal. In designing a message. even if it is factually correct. an ad must be involving enough to stimulate the consumer to seek more information. Selecting distortion tells us that marketer cannot assume that a message.ST. The Consequently. ads are repated repeated many times. This is known as selective retention. the distance between the audience‘s current belief and the position proposed by the message must be considered. which supports their beliefs and attitudes.

based on the level of attributes present in the products.ST. 2009-10 a) Consumer tends to filter or screen out information which is not need related and that which contradicts their existing beliefs and attitudes. a) Products are classified by consumers as high prices low quality. cheap. also called the ‘first noticeable difference1. 4. Different perceptions thus The setting of an advertisement influence The store in which a product is placed (or) hold: This refers to the smallest This is detectable difference between the two values of the same stimulus. b) Context affects perception: perception about products. Perceptual integration: It is the process by which people Establish the connection between a stimulus and its back ground. JOSEPH’S DEGREE COLLEGE KNL.. medium sized etc. . to complete the missing elements in an incomplete stimulus. distributed affected its image. 2. a) Closure is the tendency of a person. 3. c) Consumers generalize by linking new information to existing or familiar information. b) Consumers also categories information by association with the brand name and brand image. Perceptual organization: It is the process by which consumer categories information regarding products.

b) Often leading brands advertise and caution consumers to be aware of limitations.ST. Unless the difference is strength is beyond the o. The same brand in ‘new’ exciting colors. ‘improved’ ‘smoother’.k. This is why marketers bring out product variants. JOSEPH’S DEGREE COLLEGE KNL. It becomes so much a part of their surrounding that consumers get adapted to it and ignore the stimulus. ‘bigger’. main training a very small difference in order to avoid legal tangles. as many cheaper brands copy their packaging. newer packaging and new advertisement. it is not felt by the consumer and either the new version or the old version of the product is likely to die. . 5. Perceptual adoption: A frequency repeated stimulus ‘wears out’ because consumes no longer notice it. ‘tastier’. 2009-10 a) Consumers have to perceive a difference between product variance claiming ‘strong’.

ST. JOSEPH’S DEGREE COLLEGE KNL. 2009-10 MARKET SHARE .

JOSEPH’S DEGREE COLLEGE KNL.ST. 2009-10 DIAGRAM REPRESENTING THE MARKET SHARE OF MARUTI …. But its market share remains about 50% Figure in % 2008-2009 55 2005-2006 62 2005-2006 2006-2007 2008-2009 2006-2007 58 .

ST. 2009-10 STATISTICAL ANALYSIS . JOSEPH’S DEGREE COLLEGE KNL.

e. Only 22 respondents (22%) felt that the price was high.of Customers 22 0 NA BL E HI G H % of customers 78% W LO 22% The above table suggests that nearly 78% of the respondents i. we can say that the pricing of MARUTI ALTO is appropriate. of Customers % of customers 90 80 70 60 50 40 30 20 10 0 78 No. 78 members felt that the price was reasonable.ST. JOSEPH’S DEGREE COLLEGE KNL.. 2009-10 DIAGRAM SHOWING THE CUSTOMERS RESPONSIVE TO THE PRICE Price REASONABLE HIGH LOW 78 22 78% 22% No. RE A SO . Hence.

JOSEPH’S DEGREE COLLEGE KNL.ST. OF RESPONDENTS 23 25 38 14 % OF RESPONDENTS 23% 25% 38% 14% FAMILY FRIENDS ADVERTISEMENTS MECHANICS . 2009-10 MILEAGE DIAGRAM REPRESENTING EXTENTION OF INFLUENCING FACTORS CATEGORY NO.

. 2009-10 14 23 FAMILY FRIENDS ADVERTISEMENTS 38 25 MECHANICS Nearly 23% of the respondents said that were influenced by their family 25% by their friends while 38% were influenced by the advertisements.ST. As stated by the company. JOSEPH’S DEGREE COLLEGE KNL. Only 10% of the customers got 19-22 kmpl. 60 50 40 30 20 10 37% 0 13-16 37 53 Series1 Series2 10 53% 16-19 10% 19-22 As it is clear from the above table. majority of the respondents 53% get a mileage around 1619 kmpl. only 37% got a poor mileage of 13-16 kmpl. which is near to the 20kmpl. It can be seen that the sales can be improved by effective advertising the mechanics influenced 145 of the respondents.

85 .ST. 15 AUTHORIZED SERVICE CENTER LOCAL WORK SHOPS AUTHORIZED SERVICE CENTER. 2009-10 DIAGRAM RESPONDING PREFERENCE OF A SERVICE AT DIFFERENT CENTERS CENTER NO. OF RESPONDENTS % OF RESONDENTS AUTHORIZED SERVICE CENTER LOCAL WORK SHOPS 85 15 85% 15% LOCAL WORK SHOPS. JOSEPH’S DEGREE COLLEGE KNL.

85%. 25 GETZ. DIAGRAM REPRESENTING NEXT PREFERRED CAR VEHICLE PREFERRED NO. 48 Series2 Series1 ZEN. JOSEPH’S DEGREE COLLEGE KNL. went to the authorized service center. 25% 20 INDICA. a majority of the respondents. 17% 10 INDICA. GETZ ZEN. OF CUSTOMERS % OF CUSTOMERS INDICA SANTRO ZEN GETZ 17 25 48 10 17% 25% 48% 10% 60 50 40 30 SANTRO.ST. SANTRO SANTRO. ZEN . 2009-10 When asked about where they get the vehicle serviced. 15% of respondents did it at the local work shops. 10 . 17 0 INDICA . 10% GETZ. 48% .

ST. 10% respectively. prefer ZEN. JOSEPH’S DEGREE COLLEGE KNL. majority of them 48%. 17%. . 2009-10 It is clear from the above table. INDICA. and GETZ is 25%. Preference for SANTRO.

2009-10 CUSTOMER BENEFITS OF MARUTI “ALTO” . JOSEPH’S DEGREE COLLEGE KNL.ST.

5. The McPherson stunt suspension (front only) gives a smooth ride even over the roughest road. 7. The plush. narrow lanes and park in tighter spaces. 3. Availability of spare parts is good which another encouraging factor is. flexible seats can comfortably fit your passengers as well as your luggage. 6. easy-to –ate-oper controls and a new-look speedometer dial. 2. 8. The well designed dashboard has easy-to read. Safety features like high mount stop lam. Slim dimensions and a tight turning radius of just 4. 2009-10 Customer Benefits of MARUTI ALTO 1. collapsible steering column. 4. 9.4m guarantee amazing Maneuverability. Of unbeatable purchase price and its lowest cost per kilometer. MARUTI ALTO is the single choice when it comes to a value for money Car. rear seat safety belts and quick impact rakes ensure complete peace of mind land secured driving.ST. . Amazing cooling power of MARUTI ALTO’S Air conditioning even on the hottest of days. Where ever you go there’s a MARUTI workshop close to you. making it easier for you to negotiate sharp corners. JOSEPH’S DEGREE COLLEGE KNL.

2009-10 FINDINGS .ST. JOSEPH’S DEGREE COLLEGE KNL.

. After sale services are satisfying customers. 4. 8. MARUTI ALTO is mostly preferred by doctors Mode of purchase is by cash and installment Price of vehicle is considered reasonable. JOSEPH’S DEGREE COLLEGE KNL. 2. The major influencing factors on the customers to purchase the Vehicles family and then advertisement.SANTRO and Indicia V2 are preferred by the customers to MARUTI ALTO. 2009-10 FINDINGS 1. 5. Maintenance and mileage. 9. It is equally used for the both general and professional use. 6. 3.ST. Mileage given by MARUTI ALTO is 18 – 20 kmph 7. The features mainly attracting the customers are cost.

2009-10 SUGGESTIONS .ST. JOSEPH’S DEGREE COLLEGE KNL.

9. 3. Lighting system must be improved. 10. Brake system should be improved. 5. 2. JOSEPH’S DEGREE COLLEGE KNL. 8. Model should be changed. Space to place the Luggage should be improved. Height system should be improved 7. More advertising at company and deals level can help to increase to Sales. Slight provisions to improve mileage of vehicle. 4. 2009-10 SUGGESTIONS 1. . Steps can be taken to increase to size of the vehicle. A/C should be improved. 6.ST. Door system should be changed.

ST. 2009-10 QUESTIONNAIRE . JOSEPH’S DEGREE COLLEGE KNL.

If Yes. Monthly Income a) 10000-15000 [ c) Above 20000 [ a) Three [ ] c) Five [ ] ] ] b) Four [ ] d) More than Five [ ] No ( ) b) 150000-20000 [ ] Occupation : 2.ST. What do you use the vehicle for? ______________ 6. Did you own any other four wheelers before buying? MARUTI ALTO? Yes ( ) No ( ). 3. 2009-10 Consumer perception on MARUTI ALTO QUESTIONAIRE Dear Sir/ Madam. Do you have a Maruti ALTO? Yes ( ) 4. PERSONAL DATE:NAME Age Gender Address : : : : ********************************* 1. Mode of purchase? a) Cash [ ] b) Installment [ ] . Number of members in the family.NAVEEN Kumar am bonafide BBM Final year student doing project work for knowing the Consumer Perception on MARUTI ALTO. E. Specify: _________ 5. Kindly. I. JOSEPH’S DEGREE COLLEGE KNL. extend your cooperation in this information will be kept confidential.

Where do you Service your vehicle? a) Authorized servicing center [ b) Local work shop [ a) Indicia [ c) Zen [ ] ] ] b) SANTRO [ d) Getz [ ] ] 14. JOSEPH’S DEGREE COLLEGE KNL. Features of MARUTI ALTO Excellent a) Pickup b) Brake system c) Look d) Mileage e) Speed f) Lighting g) Maintenance h) Dealer service [ [ [ [ [ [ [ [ ] ] ] ] ] ] ] ] Good [ [ [ [ [ [ [ [ ] ] ] ] ] ] ] ] Average [ [ [ [ [ [ [ [ ] ] ] ] ] ] ] ] poor [ [ [ [ [ [ [ [ ] ] ] ] ] ] ] ] 10. What features attracted you to this car? c) Maintenance a) Friends 9. ] 13. Which vehicle do you prefer to MARUTI ALTO? . What is the actual mileage given by MARUTI ALTO? 12.ST. Price of vehicle a) High c) Low a) Cost [ [ [ ] ] ] [ [ ] ] ] b) Model d) Mileage b) Family d) Mechanics [ [ [ [ ] ] ] ] b) Reasonable [ ] 8. 11. 2009-10 7. Would you recommend MARUTI ALTO to your friends and Relatives? Yes ( ) No ( ). Who motivated you to buy this MARUTI ALTO? c) Advertisements [ ______________.

ST. JOSEPH’S DEGREE COLLEGE KNL. Are you satisfied with the after sales service? 19. BY NAVEEN KUMAR. 18. Availability of spares is _________________a) Excellent c) Average [ [ ] ] b) Good d) Poor [ [ ] ] 17. Do you think that the advertisements of MARUTI are Influencing the customers? Yes ( Yes/ Satisfactory / No.E . Respondent’s Signature. 2009-10 15. Since how long have you been using this car? a) 1 year [ c) 3-5 Years ] [ b) 2-3 Years [ ] ] ) ] d) More than 5 Years [ ) No ( 16. Suggestions to MARUTI ALTO: 1) ______________________________________________________ 2) ____________________________________________________ Thanking You.

JOSEPH’S DEGREE COLLEGE KNL. 2009-10 CONCLUSION .ST.

ST. JOSEPH’S DEGREE COLLEGE KNL. . MARUTI ALTO is India’s largest selling car. Launching new formulations can make MARUTI ALTO the pioneer in the market of cars. Sales promotional activities ad advertising at the company and dealer level should be improved. 2009-10 CONCLUSION The study was useful in understanding the consumer perception of MARUTI ALTO. MARUTI ALOT is India’s best loved car. an achievable dream. It is the most attractively priced car.

ST. JOSEPH’S DEGREE COLLEGE KNL. 2009-10 BIBLIOGRAPHY .

MARUTI ALTO.ST. JOSEPH’S DEGREE COLLEGE KNL.COM . 2009-10 BIBLIOGRAPHY MARKETING MANAGEMENT PRIDUCT MANAGEMENT BUSINESS WORLD BUSINESS TODAY THE HINDU PHILIP KOTLER RAMANUJ MAJUMAR WWW.

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