³The study of consumer buying behavior towards Maruti Suzuki India Ltd.´

Submitted in partial fulfillment for the PGP 09-11, IILM Institute for Higher Education,Gurgaon

Submitted to: Supriya Kale

Submitted By:Koushan Das Divyabhan Singh


Table of Contents

Executive Summary............................3 Car Purchasing Preferences.................3 Objective of Study...............................5 Research...............................................6 Introduction of Automobile Industry...8 Maruti Suzuki.......................................9 Research Methodology......................10 Analyisis and Interpretation...............26 Facts and Findings..............................32 Conclusion and Recommendation......33 Questionnaire......................................34


Executive Summary
Title The Study of Consumer buying behavior towards small & medium car segment with special reference to Maruti Suzuki India ltd. Issue Consumer behaviour is µthe mental and emotional processes and the observable behaviour of consumers during searching purchasing and post consumption of a product and service. People buy different products from different brands to satisfy their needs. Consumer purchases are influenced strongly by cultural, social, personal and psychological characteristic. Although marketers cannot control such factors, they must give attention to them. Boston Analytics, a customized knowledge services company, has announced the release of its ³Automotive Industry in India´ report as a part of the series of monthly reports that analyze consumer observations and sentiments regarding a automotive sector. According to this report consumer think about the following aspect while making decision of purchase a car:


Primary factors of preference y Price and fuel efficiency are the primary features that consumers expect today. y There will be an increase in the importance of fuel efficiency in approximately three to five years from now for consumers.


Indian versus foreign brand y There is evidence of ³buy-Indian´ mindset across the metros y Approximately three in four respondents prefer an Indian brand over a foreign one recently launched versus established model y Indian consumers are divided in their preference for recently launched versus established models of cars.y Sales service. Car size y Affluence and aspiration are growing in parallel²The Indian consumer prefers a mid-size car. brand image/prestige. y According to the results of the survey. y Environmental issues have yet to take root in India and do not show signs of becoming a major factor for coming three to five years. y Our survey reveals that approximately one in two Indian consumers prefer a roomy mid-size family car. Color preference y The color pie in the Indian car market shows that White is the most preferred color. and resale value are secondary factors of choice today and will remain so for the coming three to five years. 58% of respondents nationwide prefer a recently launched model by a slight plurality. closely followed by Black and Silver y Approximately 29% of respondents preferred White. followed by 27% and 21% of respondents opting for Black and Silver/Grey respectively 4 .

Thus the main issue in this project is to analyzing consumer buying pattern while they make decision regarding purchase of car especially in small car segment. PROBLEM Thus problem of this project report is studying the consumer buying pattern regarding small & medium car segment with special reference to Maruti Suzuki India ltd and study about the consumer perception and attitude toward the same. OBJECTIVE OF THE STUDY The basic objective of the project during the research and study will be focused on the following parameters: y To know consume preference regarding small cars y To know what features and services attract the customers y Effect of brand image in buying behavior y Impact of advertisement in buying behavior y Impact of celebrity endorsement in buying behavior y Effect of family &friends in buying behavior (Focus group) 5 .

DATA COLLECTION METHOD Two methods of collecting data used for this research are as follows: - PRIMARY DATA Data is collected primarily through personal contact. RESEARCH DESIGN Research Design is the overall description of all the steps though which the projects have preceded from the setting of objectives to the writing of the project report. which includes problem definition. interview and questionnaire with the concerned authority of the organization and investors¶. reports. SECONDARY DATA Data are collected through secondary modes such as various published data. 6 . The research is to find out the customers¶ preference and attitude towards decision making of selecting appropriate small & medium car which suits to their need. meeting. The success of the project depends on the soundness of the research design. related books and websites. observation. It is also said to be the pursuit of truth with the help of study. comparison and experiment. specific method of data collection and analysis and time required for the project.RESEARCH is a scientific and systematic search for pertinent information on a specific topic. RESEARCH METHODOLOGY is a way to systematically solve the research problem. The research that is undertaken is ³Descriptive & exploratory´ in nature.

The sample consists of 50 respondents¶ and was restricted to people residing in Delhi. 7 .SAMPLE SIZE The procedure adopted to select the sample was simple random sampling.

Like Maruti with Suzuki. With the liberalization of the economy. Tata with Fiat and latest Mahindra with Renault. TVS Motors. The domestic two-wheeler market is dominated by Indian as well as foreign players such as Hero Honda. three wheeler & four wheeler segment. The major players have not left any stone unturned to be global. etc. Yamaha. India has become the playground of major global automobile majors. It is growing at a pace of around 18% per annum for the last five years and is projected to be the third largest auto industry by 2030 and just behind to US & China. Indian Automobile industry can be divided into three segments i. Indian automobile industry has come a long way to from the era of the Ambassador car to Maruti 800 to latest M&M Xylo. followed by passenger vehicles with the 16% share of market. Maruti Udyog and Tata Motors are the leading passenger car manufacturers in the country. whose prospect is reflective of the economic resilience of the economy.e. Bajaj Auto. Two wheeler segments enjoys 75% market share of automobile industry. And India is considered as strategic market by Suzuki. 8 . Three wheeler segments have merely 4% share in domestic market.Introduction to the Automobile Industry The automobile industry is one of the core industries in India economy. two wheeler. according to a report. and Suzuki etc. Hero with Honda. Major of the players have got into the merger activities with their foreign counterparts. The industry is estimated to be a US$ 34 billion industry. Honda Motors. An industry is highly competitive with a number of global and Indian companies present today.

By the year 1998-99. is the result of collaboration of Maruti with Suzuki of Japan. Maruti Suzuki India Ltd. Sales figure in the year 1993 has reached up to 1. Established in December 1983. Recently to ward off the growing competition. the company has modernize the existing facilities and expand its capacity by 1.In two-wheeler segment. Maruti comes in a variety of models in the 800 segment. Hero Honda. the Indian car market had stagnated at a volume of 30. Maruti has completed Rs. Maruti Suzuki contributes the 52% market share.000 to 40. In passenger car segment. Maruti Suzuki India Ltd.000 units. motorcycles have the major share. with complete monopoly over the small car segments.96. At this time. pliable to Indian conditions and Indian car users.820. Maruti Suzuki India Ltd. Its cars operate on Japanese technology. The company has crossed the milestone of becoming the first Indian company in March 1994. is the India's largest automobile company which entered in the market with affirmed aim to render high quality fuel ± efficient and low . 4 billion 9 . followed by Bajaj Auto. by manufacturing in totalit y one million vehicles.cost vehicles. Maruti Suzuki India Ltd.00. This car is meant for an average Indian individual which is affordable as well as has elegant appeal. It is known for its mass-production and selling of more than a million cars. the leading bike manufacturer has more than 50% share in two-wheeler segment. M&M enjoy the 42% market share in Multi Utility Vehicle in domestic market. has ushered a revolution in the Indian car industry.000 cars for the decade ending 1983. This was from where Maruti took over.

These cars are basically manufactured by . Along with them. is Rs. While companies like Volkswagon and Reva are yet to launch their models in the market. the company is India's leading automobile manufacturers and the market leader in the car segment. Maruti Udyog was renamed to Maruti Suzuki India Limited.58 crores Small & medium car segment in india Small cars are classified according to the price range which varies from 1 to 3 lakhs. Headquarter in Gurgaon. which has raised the total production capacity to over 3. Other models includes Wagon R and the Baleno.000 vehicles per annum. 10 .expansion project at the current site. These are basically entry level cars which are preferred by service group and middle income group. 4.20. on 17 September 2007. 2 children. Both in terms of volume of vehicles sold and revenue earned. the company also manufactures Maruti Omni. It has the capacity to carry 4 passengers. In the small car segment it produces the Maruti 800 and the Zen.753. Sales recorded in June 2008.00. The big car segment includes the Maruti Esteem and the Maruti 1000. the total production of the company exceed by 4.Maruti Udyog and Reva.2 adults. With the coming of each and every year.000 vehicles.

This research is done at Delhi Duration of the study:.It refers to the search for knowledge.The basic objective of the project during the research and study will be focused on the following parameters: y To know consume preference regarding small & medium cars y To know what features and services attract the customers y Effect of brand image (Maruti Suzuki)in buying behavior y Impact of advertisement in buying behavior y Impact of celebrity endorsement in buying behavior y Effect of family &friends in buying behavior (Focus group) Type of research: .³The study of consumer buying behavior towards small & medium car segment´ The study showing the consumer buying behavior in small & medium car segment.RESEARCH METHODOLOGY Title of the study:. It can be defined as scientific and systematic search for pertinent information on a specific topic.Approx 30 days Objective of the study:. Research plays an important role in the project work. 11 . The results of the project are completely based upon the research of the facts and figures collected through the different ways of research. It is careful investigation or inquiry through search for new facts of any branch of knowledge. with special reference to Maruti Suzuki India ltd It describe the attitude behind the purchasing of car by any middle income level segment.

research methodology is a way to systematically solve the research problem. It is also said to be the pursuit of truth with the help of study. Research design. and its purpose is to design a study that will test the hypotheses of interest. In some cases the research will fall into one of these categories. observation. the sampling procedure. and analysis and procedure. comparison and experiment. Conducting exploratory research. by conducting a survey or an experiment) must be addressed. The issue of how the data should be obtained from the respondents (for example. precisely defining the variables. Research can classified in one of three categories:  Exploratory research  Descriptive research  Causal research These classifications are made according to the objective of the research. but in other cases different phases of the same research project will fall into different categories. 12 .That is why it is also called a movement from known to unknown. RESEARCH is a scientific and systematic search for pertinent information on a specific topic. It details the procedures necessary for obtaining the required information. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study. and designing appropriate scales to measure them are also a part of the research design. the field method. the data collection method. and provide the information needed for decision making.A research design is a framework or blueprint for conducting the marketing research project. This section includes the overall research design. determine possible answers to the research questions. Research is the original contribution to the existing stock of knowledge..

and how aspects of the research should be defined. and forming hypotheses. Such preparation allows one the opportunity to make any required changes before the costly process of data collection has begun. Exploratory research is characterized by its flexibility. descriptive research should define questions. gathering explanations. why. longitudinal studies are not necessarily representative since many people may refuse to participate because of the commitment required. However. Longitudinal studies are time series analyses that make repeated measurements of the same individuals. but rather. where. but it does not seek to test them. thus allowing one to monitor behavior such as brand-switching. Exploratory research can be performed using a literature search. and case studies. Cross-sectional studies sample the population to make 13 . determine the proportion of the population that uses a product. and the method of analysis prior to beginning data collection. There are two basic types of descriptive research: longitudinal studies and crosssectional studies. seek to interview those who are knowledgeable and who might be able to provide insight concerning the relationship among variables. exploratory research studies would not try to acquire a representative sample. Case studies can include contrasting situations or benchmarking against an organization known for its excellence. Exploratory research may develop hypotheses. clarifying concepts. focus groups. or predict future demand for a product. Exploratory research has the goal of formulating problems more precisely. As opposed to exploratory research. surveying certain people about their experiences. people surveyed. gaining insight. eliminating impractical ideas.  Descriptive research is more rigid than exploratory research and seeks to describe users of a product. In other words. the who. When surveying people. what. when.

14 .Sampling is simply the process of learning about population on the basis of learning about population on the basis of a sample drawn from it. The primary objective of the sampling survey is to obtain accurate and reliable information about universe with minimum cost. Under this method a desired number of sample units are selected deliberately depending upon the object of the enquiry so that only the important items representing the true characteristics of the population are included in the sample. A special type of cross-sectional analysis is a cohort analysis. Non probability sampling is based on the personal judgment. It accomplishes this goal through laboratory and field experiments. which tracks an aggregate of individuals who experience the same event within the same time interval over time. For sampling I have chosen non-probability sampling technique.  Causal research seeks to find cause and effect relationships between variables. Here I use descriptive type of research design Sample size and method of selecting sample Sample size:. time and energy and to set out the limits of accuracy of such estimates.measurements at a specific point in time. Non-probability sampling is of two types:y y purposive sampling quota convenience sampling I have chosen convenience sampling under non-probability sampling technique keeping all constrains in mind a sample size of 50 people is selected from Delhi. Cohort analyses are useful for long-term forecasting of product demand.

And customers have varied taste.The scope of the project during the research and study will be focused on the following parameters: y To know consume preference regarding small & medium cars y To know what features and services attract the customers y Effect of brand image (Maruti Suzuki)in buying behavior y Impact of advertisement in buying behavior 15 .Two methods of collecting data used for this research are as follows: y PRIMARY DATA ± Data is collected primarily through personal contact. interview and questionnaire with the concerned authority of the organization and respondents¶. Research for the Importance of the Brand image of the company¶s which is kept in mind by customers while buying any product. Method of selecting sample :. student and businessmen) so as to remove any type be biased results. As two-wheeler is a durable thing. As customer is king of the market. Scope of study:. related books and websites. That¶s why I have designed a Questionnaire for the customers. Today every product is made according to desire or need of the company. the customer interacts with the company only for little time. Therefore it becomes very difficult to get the actual feedback from the customer. Only consumers¶ satisfaction can predict the actual scenario of the market. y SECONDARY DATA ± Data are collected through secondary modes such as various published data.This sample contains a mix type of customer (Servicemen. reports. meeting.

These are y The sample consists of 50 customers and was restricted to people residing in Delhi y Sample of the population (universe)might be not the representative of whole y Customer perception is not always static. anthropology and economics. It attempts to understand the buyer decision making process. how.It is the study of when. why. both individually and in groups. where and what people do or do not buy products. reference groups. It also tries to assess influences on the consumer from groups such as family.y Impact of celebrity endorsement in buying behavior y Effect of family &friends in buying behavior (Focus group) Limitation of study:-Every research study has its limitations likewise this research has some limitation . payer and buyer. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. with the customer playing the three distinct roles of user. social. It blends elements from psychology. Customer behavior study is based on consumer buying behavior. friends.They frequently change their attitude y Selection of car is also depends on income level of respondents y This research is based on current economic condition which is not seem to be good Theoretical framework Consumer behavior:. sociology. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re16 . and society in general.

g.g. Each method for vote counting is assumed as a social function but if Arrow¶s possibility theorem is used for a social function. anonymity. and disposing of products and services so as to satisfy their needs and desires' The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how y The psychology of how consumers think. signs. family. products). reason. Social functions can be categorized into social choice and welfare functions. With that in mind. customer relationship management. y The behavior of consumers while shopping or making other marketing decisions. Some specifications of the social functions are decisiveness. brands.. Marketing provides services in order to satisfy customers. unanimity. selecting. customization and one-to-one marketing. to the end of the cycle. using. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. the consumer Belch and Belch define consumer behavior as 'the process and activities people engage in when searching for. social welfare function is achieved. neutrality. purchasing. and select between different alternatives (e. media). the productive system is considered from its beginning at the production level. culture. 17 . personalization. No social choice function meets these requirements in an ordinal scale simultaneously. monotonocity.. evaluating. homogeneity and weak and strong Paretooptimality. y The psychology of how the consumer is influenced by his or her environment (e. feel. A greater importance is also placed on consumer retention.discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer.

experiences. people may go back and forth between the stages. but may be ill-suited for long distances and for rainy days. and y How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Finally. secure. One model of consumer decision making involves several steps. a person may resume alternative identification during while evaluating already known alternatives. for example. your car is getting more difficult to start and is not accelerating well. use. ride a taxi. ride the bus. you return a product to the store because you did not find it satisfactory). take your car in for repair.. In reality. y How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer. The second step is information search²what are some alternative ways of solving the problem? You might buy a new car. The third step involves evaluation of alternatives. For example. The first one is problem recognition²you realize that something is not as it should be.y Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome.g. and dispose of products." Information Search and Decision Making Problem Recognition. buy a used car. services. One "official" definition of consumer behavior is "The study of individuals. Perhaps. groups. or ideas to satisfy needs and the impacts that these processes have on the consumer and society. and sometimes a post-purchase stage (e. or organizations and the processes they use to select. we have the purchase stage. A skateboard is inexpensive. 18 . or ride a skateboard to work.

for example. leading to a feeling of performance.. which ultimately improves the consumer¶s self-esteem. A handgun may aim bullets with precision.g.g. leading to a feeling of power. which enables the user to kill an intruder. To achieve this goal. a home. Thus. which means that the intruder will not be able to harm the consumer¶s family. Focusing on the large motor will do less good than portraying a successful person driving the car. a car) or are highly significant in the consumer¶s life in some other way (e. In advertising. which achieves the desired end-state of security. It is important to consider the consumer¶s motivation for buying products. we can use the Means-End chain. In general. a word processing program or acne medication). consumer involvement will be higher for products that are very expensive (e.Consumer involvement will tend to vary dramatically depending on the type of product. it is important to portray the desired end-states. 19 .. a consumer may see that a car has a large engine. leading to fast acceleration. wherein we consider a logical progression of consequences of product use that eventually lead to desired end benefit.

thus. the consumer must be able to retrieve one¶s restaurant from memory before it will be considered. through brochures. For example. If the price is sufficiently inexpensive and gas efficient. firms that make products that are selected predominantly through external search must invest in having information available to the consumer in need²e. and visit several dealerships. or news coverage.Information search and decision making.g. read reviews in Consumer Reports. A compensatory decision involves the consumer ³trading off´ good and bad attributes of a product. it is very important that marketing programs achieve ³top of mind´ awareness. the consumer may ask friends¶ opinions. For example. few people will search the Yellow Pages for fast food restaurants.. Internal search involves the consumer identifying alternatives from his or her memory. For certain low involvement products. consult several web sites. the consumer may then select it over a car with better acceleration that 20 . a car may have a low price and good gas mileage but slow acceleration. Before buying a car. web sites. Thus. consumers are more likely to use an external search. For high involvement products. for example. Consumers engage in both internal and external information search.

For example. a decision will involve a noncompensatory strategy. Some consumers are also more 21 . one may be more careful choosing a gift for an inlaw than when buying the same thing for one self. For example.´ and y ³Impulse´ purchases²unplanned buys. consumer characteristics (how interested is a consumer. Alternatively. product characteristics (how important is this product? How complex is the product? How obvious are indications of quality?). in analyzing product characteristics and making the best possible deal?). The amount of effort a consumer puts into searching depends on a number of factors such as the market (how many competitors are there. or one that he or she remembers that is needed only once inside the store. For example.costs more and uses more gas. other good features such as taste and low calories cannot overcome this one ³non-negotiable´ attribute. but rather because the consumer wants a ³change of pace. A number of factors involve consumer choices. Occasionally. Two interesting issues in decisions are: y Variety seeking (where consumers seek to try new brands not because these brands are expected to be ³better´ in any way. a person may buy an item which is currently on sale. a parent may reject all soft drinks that contain artificial sweeteners. consumers will be more motivated. a shopper may plan to buy vegetables but only decide in the store to actually buy broccoli and corn. Here. In some cases. generally. This represents a somewhat ³fuzzy´ group. and situational characteristics (as previously discussed). and how great are differences between brands expected to be?).

Some consumers are put off by perceived risk. Which product to buy (pick-up or passenger car?). Individual members of families often serve different roles in decisions that ultimately draw on shared family resources.g.. Consumers will tend to change their behavior through learning²e.. 22 . can taste the difference between generic and name brand foods while many cannot. while others are more convenience oriented. when looking for a new car. Some like variety more than others. The decision maker(s) have the power to determine issues such as: y y Whether to buy.motivated to comparison shop for the best prices. Some individuals are information gatherers/holders. Personality impacts decisions. Perception influences decisions. some people are more committed to recycling than others who will not want to go through the hassle). Family Decision Making. Thus. and some are more receptive to stimulation and excitement in trying new stores. but they may make their wishes known by asking for specific products or causing embarrassing situations if their demands are not met. many marketers offer a money back guarantee. Influencers do not ultimately have the power decide between alternatives. who seek out information about products of relevance. Consumers differ in the values they hold (e. for example.g. For example. These individuals often have a great deal of power because they may selectively pass on information that favors their chosen alternatives. Some people. they will avoid restaurants they have found to be crowded and will settle on brands that best meet their tastes. Selective perception occurs when a person is paying attention only to information of interest. We will consider the issue of lifestyle under segmentation. the consumer may pay more attention to car ads than when this is not in the horizon.

Note. however. Who is right? There is no clear answer here. 23 . y The purchaser may disregard instructions (by error or deliberately). Conflicting pressures are especially likely in families with children and/or when only one spouse works outside the home. Where to buy it. y The purchaser may have to make a substitution if the desired brand is not in stock. and When to buy. One spouse may believe that it is important to save for the children¶s future.y y y Which brand to buy. but not which brand. this introduces some problems since the purchaser can be targeted by point-of-purchase (POP) marketing efforts that cannot be aimed at the decision maker. Note that many decisions inherently come down to values. From the point of view of the marketer. It should be noted that family decisions are often subject to a great deal of conflict. and that there is frequently no "objective" way to arbitrate differences. that the role of the decision maker is separate from that of the purchaser. The situation becomes even more complex when more parties²such as children or other relatives²are involved. the other may value spending now (on private schools and computer equipment) to help prepare the children for the future. The reality is that few families are wealthy enough to avoid a strong tension between demands on the family¶s resources. Also note that the distinction between the purchaser and decision maker may be somewhat blurred: y The decision maker may specify what kind of product to buy.

One is impression management.Some family members may resort to various strategies to get their way. Emotion involves making an emotional display to get one¶s way (e. One is bargaining²one member will give up something in return for someone else. a child may promise to walk it every day if he or she can have a hippopotamus. 24 . Authority involves asserting one¶s "right" to make a decision (as the "man of the house. argue that a new TV will help the children see educational TV when it is really mostly wanted to see sports programming. Also note that individuals may simply try to "wear down" the other party by endless talking in the guise of reasoning (this is a case of negative reinforcement as we will see subsequently). or the one who makes the most money). Alternatively. Another strategy is reasoning²trying to get the other person(s) to accept one¶s view through logical argumentation. its potential is limited by legitimate differences in values illustrated above.. the wife says that her husband can take an expensive course in gourmet cooking if she can buy a new pickup truck. Note that even when this is done with a sincere intent. For example. Various manipulative strategies may also be used. or argue that all "decent families make a contribution to the church").. a man cries if his wife will not let him buy a new rap album)." the mother of the children. where one tries to make one¶s side look good (e.g.g.

25 .

Through we can find out the potential market for car manufacturing companies 26 .ANALYSIS & INTERPRETATION Interpretation Objective of the study : Consumer buying behavior towards small & medium car segment For this research project .-Among 50 participants.84% respondents are currently having car . 1 Do you use cars? Respondants status regarding car 16% Yes 84% No Interpretation. So the findings are as follows Q.I choose the questionnaire as research tool and take 50 participants who either willing to buy a car or having a car in small and middle segment.

y 29% are owning Hyundai.Q. y 19% are having Tata.2 Which car do you use? No of respondants 2% 7% 19% 43% Maruti Honda GM Tata 29% Hyundai Interpretation:-Among 84% respondents who having his own car y 43% participants are having Maruti.3 Is the present car up to your expectations? Present car expectation Yes Yes 79% No No 21% 27 . y 7% are owing Gm and rest are the customer of Honda Motors Q.

performance and easy servicing fulfill their expectation Q. their expectation are fulfilled by the car and rest are unsatisfied with their car performance y Some factor like mileage .Interpretation:y Approx 79% participants are satisfied with their current car i. My research is focus on middle income prospects and thus y 74% respondents are planning to buy a new car y 26% respondents are not willing to buy new car in near future 28 . 4 Are you planning to buy a new car in the near future? Future planning for new car No 26% Yes No Yes 74% Interpretation:Every person wants to buy a car for himself or for his family.e.

Among 50 participants y 54%of respondents prefer to buy a car of Maruti y 30% participants like to purchase a car of Hyundai y 20% respondants prefer TATA brand (Research is conducted before the launching of nano ) y 12% and 4 % are preferring ratio for respectively GM cars and Honda cars 29 .Q. 5 Which brand would you prefer? Most prefer Brand Honda 3% Maruti Hyundai TATA Hyundai 25% Maruti 45% GM Honda TATA 17% GM 10% Interpretation:.

Q. How frequently do you change your car? Why? Reason o changing he ca Fedup & Reseal 38% 54% 36%Advance echnology Fashion & ends o he 2% 8% Interpretation:-Generally middle class respondents never echange their car so frequently so far. among 50 respondents y 38% preferred mileage follow by looks and style as 26% y Comfort is taking third place by 24% followed by service and spares Q.8. 6 Why would you prefer the above mentioned car? Reason for preferance 26% 24% Mileage Looks and style Comfort Service and spares 10% Other 2% Interpretation:-The reason for the preference. They will change their car after more then two year or above but the reason behind the changing the car are as follows 30 .

9 What does affects your buying behavior generally while selecting any car in small & medium segment? Fact r i fl ci consumer behavior Famill Brand St le features friends Advertisment Technical advancement Interpretation:-Middle class segment generally influenced by family &friends followed by brand as y 58% respondents influenced by family and friends y 26 % participants chane their decision due to brand because they are brand conscious y Style & features are influenced only 6% 31 .y Almost 54% participants said tat they fed up with their car y Near 36% respondents wants to change their car due to advance technology y Approx 8% change their car due to fashion & trend \ Q.

Facts & finding Findings :y In present Maruti is leading in small & medium car segment followed by Hyundai y Existing customer are satisfied with their present car performance like mileage .servicing etc y In current scenario Maruti will be market leader followed by Hyundai y Middle class segment like to buy any brand due to mileage followed by looks & style y They change their cars after two years or more. due to fed up with car and for new advance technology y They highly influenced by family and friends while making purchase 32 .

y Most middle class person prefer Maruti Suzuki in this segment and usually they use car for their transport. y Maruti Suzuki and Hyundai.CONLUSION & RECOMMENDATION y From the analysis of the responses received from the customers in Delhi. y Servicemen still would like to go for small & medium car but with mileage with the first considerable thing followed by looks and style and power.. service and spares were considered later.Tata Motors are the biggest competitor in the small & madium car market. So companies should advertise their product targeted to families y Gradually Hyundai & TATA captured the market of Maruti due to their new launching in small cars like TATA nanoetc and Maruti should come up with more cheaper cars with the regular Maruti Advantages like mileage. Other attributes like comfort. y Study shows that middle class segment highly influenced by family & friends while purchasing the car. overall findings show that Maruti Suzuki is the most prefered brand among the participants. y Among the five attributes ( which we considered important for customers¶ purchasing decision ) customers gave highest consideration to mileage followed by the looks and style. 33 .

3 Is the present car up to your expectations? o Yes o No Elaborate (Why Yes / Why No) __________________________________________________________________ __________________________________________________________________ ______ Q. 1 Do you use cars? o Yes o No Q. 5 Which brand would you prefer? o o o o o Maruti Honda GM TATA Hyundai  If other.Questionnaire Objective: Consumer buying behavior towards small & medium car segment Q. 6 Why would you prefer the above mentioned car? o Mileage 34 . Q. 4 Are you planning to buy a new car in the near future? o Yes o No Q.. then please specify««««««««««.2 Which car do you use? «««««««««««««««««« Compa ny Model Mar uti Honda GM TATA Hyundai Q.

then please specify««««««««««. then please specify««««««««««. Personal Information: Name : Occupation : 35 .. o Family or Friends o Advertisement o Brand o Style & Features o Technical Advancement o Other Issue  If other.8.o o o o Looks and style Comfort Service and spares Other  If other. How frequently do you change your car? Why? o 6-12 Months o Up to 2 years o More than 2 year o Till the life of the bike  Reasons Status Fashion & Trend Advance Technology Fed up & Reseal Other  If other. Q. then please specify««««««««««...

Above 45 Signature 36 . 26-35 2.Age Date : Place : : 1. 36-45 3.

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