BUYING PREFERANCES IN MARUTHI

SUZUKI – KANNUR

A project report submitted to the Kannur University in partial fulfilment of the

requirement for the award of degree of
BACHELOR OF COMMERCE
(2011-2014)
By

NIKHIL GEORGE

REG.NO. DB11BR0043

UNDER THE SUPERVISION AND GUIDANCE OF

MISS. BIBITHA MOL B

(DEPARTMENT OF COMMERCE)

DEPARTMENT OF COMMERCE

DON BOSCO ARTS AND SCIENCE COLLEGE,

ANGADIKADAVU, IRITTY - 670706
 DEPARTMENT OF COMMERCE
DON BOSCO ARTS AND SCIENCE COLLEGE,
ANGADIKADAVU, IRITTY - 670706

CERTIFICATE

This is to certify that the project report entitled “BUYING

PERFERANCES IN MARUTHI SUZUKI- KANNUR” is a record of genuine work
done by the candidate NIKHIL GEORGE during the period of his study at Don Bosco
Arts and Science College, Angadikadavu, Iritty - 670706, in partial fulfilment of
requirements for the award of the degree of Bachelor of Commerce of the Kannur
University, 2014.

This report has not previously formed the basis for the award of any degree, or
any other similar title by the candidate.

Place: Angadikadavu Fr. Martin Augustin

Date: 31-03-2014 Principal

 DEPARTMENT OF COMMERCE
DON BOSCO ARTS AND SCIENCE COLLEGE,
ANGADIKADAVU, IRITTY - 670706

CERTIFICATE
This is to certify that the project report entitled “BUYING PREFERANCES IN

MARUTHI SUZUKI - KANNUR” is a record of genuine work done by the candidate

NIKHIL GEORGE during the period of his study at Don Bosco Arts and Science
College, Angadikadavu, Iritty - 670706, in partial fulfillment of requirements for the
award of the degree of Bachelor of Commerce of the Kannur University, 2014.

This report has not previously formed the basis for the award of any degree, or
any other similar title by the candidate.

Place: Angadikadavu MISS BIBITHA MOL B

Date: 31-03-2014 Supervisor of the Project

 DECLARATION

I NIKHIL GEORGE, student of VIth Semester B.Com, Don Bosco Arts and

Science College Angadikadavu, hereby declare that the project entitled “BUYING
PREFERANCES IN MARUTHI SUZUKI - KANNUR” is an authentic and original
work done by me under the guidance and supervision of Name of the Guide, Assistant
Professor, Department of Commerce, in partial fulfilment of the requirements for the
award of Degree of Bachelor of Commerce of the Kannur University.

I also declare that this report has not been submitted by me fully or partly for the
award of any other Degree, Diploma or any other recognition earlier.

Place: Angadikadavu

Date: 31-03-2014
 ACKNOWLEDGEMENT

My first attempt at a project work has come to fruition not due to my merit but
due to the grace of God and the help and support I received from my teachers, family
and friends. The benevolence of God Almighty fills my heart with gratitude for guiding
me through life and for enlightening my mind and giving me strength to go through the
strenuous task of completing the project.

Fr. Martin Augustine, Principal of Don Bosco Arts and Science College, has
been a constant source of inspiration for me throughout my course. I express my sincere
thanks to him for providing me the necessary facilities to complete my project.

I would not have been able to complete this project in time, but for the constant
encouragement and guidance I received from my project guide, MISS Bibitha Mol B.
I am extremely grateful to her for patiently going through my project report and for
giving me useful suggestions to improve the report. I also gratefully acknowledge the
wholehearted support and encouragement I received from all members of the faculty for
the smooth completion of the project.

I am grateful to the Manger and all members of the staff of the for allowing me
access to the reports and other necessary data needed for completing the project and for
the useful discussions regarding the working.

Last, but not the least, I express my gratitude to my parents and other well-
wishers, for their valuable support and help in completing this project work successfully.

Thanking You All

NIKHIL GEORGE
 TABLE OF CONTENTS
CONTENTS
SL.NO TITLE PAGE NO:

List of Table

List of Charts

CHAPTER 1 Introduction to Study… 2

Importance of the study 3

Objective of the study 4

Scope of the study 5

Statement of the problem 6

Limitations of the study 7

CHAPTER 2 The Profiles…………… 9-20

Industry profile 9-15

Company profile 16-20

CHAPTER 3 Review of Literature….. 22-26

CHAPTER 4 Research Methodology…. 28-30

CHAPTER 5 Data Analysis and 32-50

Interpretation………….

Findings, Suggestions and

CHAPTER 6 52-55
Conclusion………..
56
Bibliography…………..
57-64
Appendix………………
 LIST OF TABLES

TABLE NO NAME OF TABLE PAGE NO

5.1 Opinion about favorite small car in maruthi Suzuki. 32
5.2 Particular brand of maruti Suzuki used by the customers. 33

5.3 Reasons for giving first preference to maruti while buying a 34

small car.

5.4 Reason for customer choice. 35

5.5 Sources of Customer Awareness 36
5.6 Opinion about the prices of maruthi Suzuki comparing with 37
competitors.

5.7 Opinion about the requirement of changes in small cars of 38

maruthi Suzuki.

5.8 Changes that customers are excepting in small car segment of 39

maruthi Suzuki.

5.9 Opinion about providing diesel option for Alto and WagonR. 40

5.10 Opinion about the introduction of more models in small cars 41

for improving sales.

5.11 Favorite color in car. 42

5.12 Opinion about different features of maruthi 43-44
5.13 Opinion about the price range, if maruthi Suzuki is planning 45
to launch a small car.

5.14 Opinion about the customer dealings of maruti Suzuki 46

5.15 Opinion About the after sales service provided by Maruthi. 47

5.16 Opinion about the demand of second hand maruthi Suzuki 48

cars among people.

5.17 Opinion about the difficulties experienced by the customers of 49

maruthi.

5.18 Opinion about second choice for buying a small car. 50

 LIST OF FIGURES

TABLE NO. NAME OF FIGURES PAGE NO.

5.1 Opinion about favorite small car in maruthi Suzuki. 32
5.2 Particular brand of maruti Suzuki used by the customers. 33

5.3 Reasons for giving first preference to maruti while buying a 34

small car.

5.4 Reason for customer choice. 35

5.5 Sources of Customer Awareness 36
5.6 Opinion about the prices of maruthi Suzuki comparing with 37
competitors.

5.7 Opinion about the requirement of changes in small cars of 38

maruthi Suzuki.

5.8 Changes that customers are excepting in small car segment of 39

maruthi Suzuki.

5.9 Opinion about providing diesel option for Alto and WagonR. 40

5.10 Opinion about the introduction of more models in small cars 41

for improving sales.

5.11 Favorite color in car. 42

5.12 Opinion about different features of maruthi 43-44
5.13 Opinion about the price range, if maruthi Suzuki is planning 45
to launch a small car.

5.14 Opinion about the customer dealings of maruti Suzuki 46

5.15 Opinion About the after sales service provided by Maruthi. 47

5.16 Opinion about the demand of second hand maruthi Suzuki 48

cars among people.

5.17 Opinion about the difficulties experienced by the customers of 49

maruthi.

5.18 Opinion about second choice for buying a small car. 50

CHAPTER-I

INTRODUCTION

1
1.1 INTRODUCTION

The project report focuses on the products preferred by the customers,

their Buying preference, customers’ preference towards dealers and what all
service the customer wanted

Today, the primary capital of much business is their brands. For

decades, the value of the company was measured in terms of its real estate, then
tangible assets, plants and equipment’s. However, it has recently been
recognized that a company’s real value lies outside the business itself, in the
minds of potential buyers. For the potential customer, a brand is a landmark.
Like money, it facilitates trade.

Faced with a multitude of silent or “hard –to-read” products, whose

performance cannot be assessed at first glance, customer are confused. Brand
and prices make products easier to “read”, removing uncertainty. A product
price measures it’s monetary value, it’s brand identifies the products and
reveals the facts of it’s differences functional value ,pleasure value and
symbolic value as a reflection as a buyer’s self image. One word, One Symbol

Brands vary in the amount of power and value they have in the market
place. At one extreme are brands that are not know by most buyers? Then there
are brands for which buyers have a fairly high degree of brand awareness.
Beyond this are brands with a high degree of brand acceptability. There are
brands that enjoy a high degree of brand preference. Finally there are brands
that command a high degree of loyalty.

There has been a long standing interest from marketers to

understand how consumers form their preferences toward a specific brand.
Brand preference is closely related to brand choice that can facilitate consumer
decision making and activate brand purchase.

2
1.2 IMPORTANCE OF THE STUDY

The importance of the study is to know the Brand preferred by the

customers and change in buying preference can be estimated by this study. The
marketing strategies can be designed in accordance with this change. It will be
helpful for the managers to make decisions. Hence this study should be
conducted.

Consumers brand preferences represent a

fundamental step in understanding consumer choices. A deeper understanding
of such preference dynamics can help marketing mangers’ better design
marketing program and build a long term relationship with consumers. Despite
the existence of some studies investigating how brand preference is built and
changed, most of them focus on examining factors from consumer behavior
perspective or advertising perspective. This paper aims to build a conceptual
framework of brand preferences from a new perspective, the consumer’s
experiential view.

3
 1.3 OBJECTIVE OF THE STUDY.

 To find the impact of Brand preference maruthi Suzuki cars.

 To understand the Buying preference of customers.

 To know the facilities/services expected by the customers from the

dealer.

 To know the reason why people opt four-wheeler.

 To know the significant attributes preferred by customers in a car.

4
 1.4 SCOPE OF THE STUDY.

The scope of the study is to know the “BUYING PERFERANCES IN

MARUTHI SUZUKI- KANNUR”. This study will provide solutions to the
management by understanding customer’s feedback.

The study who probes into the reason why people opt four wheeler and
what are the advantages of it. The study also goes into detail to know the
features considered by the customers while purchasing a car. Customer, have a
set of likes and dis likes about a car, so they need to be seen to.

The important case study is to know the most preferred brand by the
customers and to know why they choose that particular brand; and what are the
features that stands out from the other brands.

5
1.5 STATEMENT OF THE PROBELAM

In Indian car industry, small car segments have played a very crucial and
significant role due to its economy, efficiency and effectiveness. Due to
invasion of foreign cars into Indian markets, the pace of competition has hiked.
This has brought into market, number of Brands and their variants competing to
with each other.

All these factors have resulted in flux in the minds of the customers as to
which brand to go for. In other words, Brand-switching is gaining the
momentum. So to position the brand in the minds of the customers the
company or dealer should keep the track of this shift in preferences. Hence the
main purpose of this study is to find the “BUYING PREFERNCES IN
MARUTHI SUZUKI - KANNUR”

6
1.6 LIMITATION OF THE STUDY

I. Number of the respondents was less

II. The data was collected through questionnaire. The responds from
the respondents may not be accurate

III. Personnel biased doesn’t provide exact information

IV. The respondents were unable or unwilling to give a complete and

accurate response to certain questions

7
CHAPTER-2

INDUSTRY PROFILE AND COMPANY PROFILE

8
2.1 INDUSTRY PROFILE

The automotive industry in India is one of the larger markets in the

world. It had previously been one of the fastest growing markets globally, but
is currently experiencing flat or negative growth rates. India's passenger car and
commercial vehicle manufacturing industry is the sixth largest in the world,
with an annual production of more than 3.9 million units in 2011. According to
recent reports, India overtook Brazil and became the sixth largest passenger
vehicle producer in the world (beating such old and new auto makers as
Belgium, United Kingdom, Italy, Canada, Mexico, Russia, Spain, France, and
Brazil), grew 16 to 18 percent to sell around three million units in the course of
2011 and 2012. In 2009, India emerged as Asia's fourth largest exporter of
passenger cars, behind Japan, South Korea, and Thailand. In 2010, India beat
Thailand to become Asia's third largest exporter of passenger cars.

As of 2010, India is home to 40 million passenger vehicles. More than

3.7 million automotive vehicles were produced in India in 2010 (an increase of
33.9%), making the country the second (after China) fastest growing
automobile market in the world in that year. According to the Society of Indian
Automobile Manufacturers, annual vehicle sales are projected to increase to 4
million by 2015, no longer 5 million as previously projected.

The majority of India's car manufacturing industry is based around three

clusters in the south, west and north. The southern cluster consisting of
Chennai is the biggest with 35% of the revenue share. The western hub near
Mumbai and Pune contributes to 33% of the market and the northern cluster
around the National Capital Region contributes 32%. Chennai, houses the India
operations of Ford, Hyundai, Renault, Mitsubishi, Nissan, BMW, Hindustan
Motors, Daimler, Caparo, Mini, and Datsun. Chennai accounts for 60% of the
country's automotive exports. Gurgaon and Manesar in Haryana form the

9
northern cluster where the country's largest car manufacturer, Maruti Suzuki, is
based. The Chakan corridor near Pune, Maharashtra is the western cluster with
companies like General Motors, Volkswagen, Skoda, Mahindra and Mahindra,
Tata Motors, Mercedes Benz, Land Rover, Jaguar Cars, Fiat and Force Motors
having assembly plants in the area.

Nashik has a major base of Mahindra and Mahindra with a SUV assembly unit
and an Engine assembly unit. Aurangabad with Audi, Skoda and Volkswagen
also forms part of the western cluster.

Another emerging cluster is in the state of Gujarat with manufacturing

facility of General Motors in Halol and further planned for Tata Nano at their
plant in Sanand. Ford, Maruti Suzuki and Peugeot-Citroen plants are also set to
come up in Gujarat. Kolkata with Hindustan Motors, Noida with Honda and
Bangalore with Toyota are some of the other automotive manufacturing regions
around the country

MARUTHI SUZUKI
Maruti Suzuki is a Japanese car company. Vehicles of this brand have
been known to be reasonably fuel efficient and are renowned for their low
maintenance costs. From photos, it is easy to make out that the vehicle s of
Maruti Suzuki follow function over form. It is important to go through the
technical specifications in order to make an informed purchase decision
The objectives of MSL then were:
1. Modernization of the Indian Automobile Industry.
2. Production of fuel-efficient vehicles to conserve scarce resources.
3. Production of large number of motor vehicles which was necessary for
economic growth.

10
ORGANIZATION VISION:

"The Leader in The Indian Automobile Industry, creating Customer

Delight and Shareholder's Wealth; A pride of India."

MILESTONES OF MARUTHI SUZUKI

Maruthi Swift
Alto (A/c and Non A/c) and Alto LXI
LPG Variant of Omani Cargo
Versa 5 Seater
Baleno LXI
New Suzuki Grand Vitara XL-7
Redesigned And All – New Zen
Wagonr and Wagonr Pride
Esteem Diesal
Zen LXI
Maruthi Versa India’s first luxury mpv
Altura a luxury estate car

TATA MOTORS

Tata Motors is all set to debut in the Philippines market. The company
formally announced the same at the 2014 Manila Auto Show, which was held
at the World Trade Center. The company will commence its business in
Philippines with exports of the Manza, the Vista, the Indigo and the Indica

11
from its passenger vehicles portfolio and the Xenon, the Ace and the Super Ace
from its commercial vehicles range. Tata Motors has appointed Pilipinas Taj
Autogroup Inc., as its distributor in Philippines.

“With Horizonext, we have embarked on a journey with a commitment

to excite our customer globally and we look forward to unfold our strategy in
the Philippines for a deeper presence in this market across several product
segments,” Tata Motors Head International Business-Commercial Vehicles RT
Wasan said.

“To start with the company has lined up the Xenon, the Super Ace and
the Ace at MIAS based on intense study and understanding of the customers
and their requirements in the Philippines,” he added.

According to Johnny Oommen, Head, International Business –

Passenger Vehicles, Tata Motors, the company will open shops in the
Philippines market with their Manza Sedan, Vista Hatch, Indigo Sedan and
Indica Hatch. Tata Motors also has plans to augment its offerings by including
other products in its portfolio on a regular basis.

Tata Motors began its international journey in 1961. Since then the
company has spread its wings in various countries such as Europe, Latin
America, Africa, Russia, Middle East, Asia and lately Australia. The company
also has presence in Thailand, Indonesia, Malaysia and Myanmar.

CHEVROLET

Chevrolet plans to reveal three new cars at the New York Auto Show
this year. According to General Motors (GM), Chevy will bring a new variant
of the seventh-generation Corvette, alongwith an updated 2015 Chevrolet

12
Cruze. Chevrolet hasn’t revealed much about its third new car, but has claimed
that it will be an important addition in its small-vehicle line-up.

Chevrolet has been intentionally obscure about its upcoming Corvette

unveiling, which could be the track-oriented Z06X model, or may end up being
just a limited-edition upgrade package for existing models such as the Stingray.
It may also be a one-off edition like the Black Widow car which was unveiled
at the 2014 Chicago Auto Show.

The Chevrolet Cruse has been in the Indian markets for quite a few
years without any update. The car was recently spotted in China without any
camouflage covering its body. Visually, the car looks much more aggressive
than its current version and has borrowed its styling cues from the Chevrolet
Malibu sedan. The interiors of the car are also expected to undergo upgrades.
Reports suggest that the updated Cruse will be available with a 2.0-litre diesel
engine that will produce 170PS of power and 400Nm of torque.

Though Chevrolet hasn’t revealed much about its third car, reports
suggest that it could be the next-generation Chevrolet Beat which is known as
the Chevrolet Spark in the US. Indian customers are known to opt for
hatchbacks and the Beat has been Chevrolet’s trump in this segment. GM had
recently launched the face lifted Chevrolet Beat at the 2014 Indian Auto Expo.
The car had received minor cosmetic tweaks and remained mostly unchanged
under the hood. The next-generation Chevrolet Beat will be revealed as a 2016
model.

GM has recently been in the news for all the wrong reasons. Several law
suits have been filed against the company in US over the flawed ignition switch
issue. Customers have accused the Detroit automaker of pushing the cars across
in the market despite being aware of the defects for at least a decade.

13
TOYOTA MOTOR

Toyota Motor Corporation is a Japanese automotive manufacturer

headquartered in Toyota, Aichi, Japan. In 2013 the multinational corporation
consisted of 333,498 employees worldwide and, as of January 2014, is the
fourteenth-largest company in the world by revenue. Toyota was the largest
automobile manufacturer in 2012 (by production). In July of that year, the
company reported the production of its 200-millionth vehicle. Toyota is the
world's first automobile manufacturer to produce more than 10 million vehicles
per year. It did so in 2012 according to OICA, and in 2013 according to
company data. As of November 2013, Toyota was the largest listed company in
Japan by market capitalization and by revenue.

The company was founded by Kiichiro Toyoda in 1937 as a spinoff

from his father's company Toyota Industries to create automobiles. Three years
earlier, in 1934, while still a department of Toyota Industries, it created its first
product, the Type A engine, and, in 1936, its first passenger car, the Toyota
AA. Toyota Motor Corporation produces vehicles under 5 brands, including the
Toyota brand, Hino, Lexus, Ranz, and Scion. It also holds a 51.2% stake in
Daihatsu, a 16.66% stake in Fuji Heavy Industries, a 5.9% stake in Isuzu, and a
0.27% stake in Tesla, as well as joint-ventures with two in China (GAC Toyota
and Sichuan FAW Toyota Motor), one in India (Toyota Kirloskar), one in the
Czech Republic (TPCA), along with several "nonautomotive" companies. TMC
is part of the Toyota Group, one of the largest conglomerates in the world.

BAYERISCHE MOTOREN WERKE

Bayerische Motoren Werke AG, commonly known as BMW or BMW

AG, is a German automobile, motorcycle and engine manufacturing company
founded in 1916. BMW is headquartered in Munich, Bavaria, Germany. It also

14
owns and produces Mini cars, and is the parent company of Rolls-Royce Motor
Cars. BMW produces motorcycles under BMW Motorrad. In 2012, the BMW
Group produced 1,845,186 automobiles and 117,109 motorcycles across all of
its brands. BMW is part of the "German Big 3" luxury automakers, along with
Audi and Mercedes-Benz, which are the three best-selling luxury automakers in
the world.

AUDI MOTORS

Audi is a German automobile manufacturer that designs, engineers,

manufactures and distributes automobiles. Audi oversees worldwide operations
from its headquarters in Ingolstadt, Bavaria, Germany. Audi-branded vehicles
are produced in nine production facilities worldwide. Audi has been a majority
owned (99.55%) subsidiary of Volkswagen Group since 1966, following a
phased purchase of AUDI AG's predecessor, Auto Union, from Daimler-Benz.
Volkswagen relaunched the Audi brand with the 1965 introduction of the Audi
F103 series. The company name is based on the surname of the founder,
August Horch. "Horch", meaning "listen" in German, becomes "Audi" when
translated into Latin. The four rings of the Audi logo each represent one of four
car companies that banded together to create Audi's predecessor company,
Auto Union. Audi's slogan is Vorsprung durch Technik, meaning
"Advancement through Technology". Recently in the United States, Audi has
updated the slogan to "Truth in Engineering". Audi is a member of the
"German Big 3" luxury automakers, along with BMW and Mercedes-Benz,
which are the three best-selling luxury automakers in the world.

15
2.2 COMPANY PROFILE

Maruti Udyog Limited (MUL) was established in Feb 1981 through an

Act of Parliament, to meet the growing demand of a personal mode of transport
caused by the lack of an efficient public transport system.

Suzuki Motor Company was chosen from seven prospective partners

worldwide. This was not only due to their undisputed leadership in small cars
but also to their commitment to actively bring to MSL contemporary
technology and Japanese management practices (which had catapulted Japan
over USA to the status of the top auto manufacturing country in the world).
A license and a Joint Venture agreement was signed between Govt. of
India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in
Oct 1982.

POPULAR MOTORS PVT.LTD.

POPULAR MOTORS PRIVATE LIMITED is an authorized dealer for

Maruti SUZUKI Ltd, for Marketing, Sales, Maruti Genuine Spares, Maruti
Genuine Accessories, Service and Repairs of Maruti range of vehicles.

HISTORY

Popular Motors commenced operations on 20/5/2000 in Kannur and is

one of the Good authorized dealers for Maruti Suzuki Ltd. Today they have
turnover of 4 cores, hence making them one of the Maruti dealer in India.
Popular Motors have the excellent network of sales and services center in
kannur and they are leading Maruti dealers in north Kerala. At popular

16
showroom is located near to new bus stand. The workshop located at
puthiyatheru. Carries out after sales operations, free service, paid service and
Running repairs. Besides this the workshop also in to selling of pre-owned cars
and Ranks First for the sale of pre-owned Cars in India. The stockyards situated
at attach to showroom carries the pre-delivery inspection of all the vehicles and
gets. The ready for the sales. It has paved surface stocking area of about 50 to
100 Maruti vehicles.

Quality Management System:

 Popular Motors has a documented and established quality management

system to ensure that

 The documentation structure of popular Motors can be represented in the

following manner.

1. QULITY MANUAL
2. QULITY SYSTEM PROCEDURES
3. WORK INSTRUCTIONS AND
CHECKLIST
4. FORMS AND RECORDS
5. REFERENCE STANDARDS
AND EXTERNAL MANUAL

17
The quality manual describes the ISO 9001: 2000 standards
.
adapted at popular Motors.

 The quality management system procedure manual SM/BGM/PM/O 1

contents the detail of how the processes in the organization are being
conducted, control and recorded and meet the customer demands

 The work instructions and checklist contains how the specified activities
are to be carried out.
 The forms and records support the activities carried out and controlled.
 All the external manuals and standards are controlled.

Management Commitment:

The management of popular is committed to quality management

system through leadership and actions. The management shall provide the
basic infrastructure and continually upgrade the work environment.

The management is also committed to

 The quality policy and quality objective of organization.

 Ensures that the policy is understood, implemented and maintained at all
the levels of the organization
 Ensure focus on the customer requirement throughout the organization.
 Ensure availability of necessary resources.
Review the established quality management system periodically through
the Management reviews.

18
 Customer Focus at Sales:

 The Field executives visit the customers and explain the features of the
vehicle to
Them
 Demonstration and test drives shall be given whenever required.
 The Performa invoice/price list terms and conditions will be given.
 The order booking forms duly collected from the customer and clarity
with regard to the terms and conditions are explained and the copy id
handed over to customer along with the receipt or payment made.
 Any amendment required by the customer, it should be recorded on the
order booking forms
 The delivery is insured as per the checklist duly explaining all the
features mentioned in the checklist.

Customer Focus at Service:

a) The customer can book the vehicle for the servicing/repairs either through
the telephone or personally the front office.
b) The detail shall be entered in 'booking register' by the telephone
operator.
c) The list of the vehicles shall be given to front office ~very morning to accept
The vehicles for servicing for that date.
d) The customer can bring their vehicle for servicing without booking.
However such vehicle shall be accepted only after ensuring that there is
enough capacity for the booked vehicles.

19
e) On the bases of kilometers run by the vehicle and customer requirement,
the customer shall explained about the type of the servicing/repairs and spare
parts required and to ensure that the service station has the required capacity
To accept the vehicle.

f) Before accepting the vehicle, a mutually acceptable delivery time and date
is
Fixed with the customer.
g) The customer's consent shall be taken on the estimated cost of the
Repair/service of the vehicle.
h) All the details of the work required along with the date and time of the
Delivery and the established cost shall be recorded in the job order card
before
Commencement of the work.
i) In case of any change in the terms any change in the services, the cost or the
Delivery time then the client shall be informed verbally over the phone and
Any change shall be recorded in the Job Order
Card.

The various models of vehicles from Maruti Suzuki Ltd. Sold and
serviced
At popular Motors.

 Maruti-800 car
 Maruti omni
 Zen
 Alto
 Wagon-R
 Swift

20
CHAPTER -3

REVIEW OF LITERTURE

21
3.1 REVIEW OF LITERTURE

Brand preference is an abstract term and it is necessarily formed through

more than one component. This study endeavors to put together the antecedents
and components of brand preference and tries to create a comprehensive
framework for the measurement of the brand preference in the Indian
automobile context.

American Marketing Association (1994) defines a brand as a "name,

term, sign, symbol or design, or a combination of them intended to encourage
prospective customers to differentiate a producer's product (s) from those of
competitors". The primary function of the brand is to provide convenience and
clarity in decision making, providing a guarantee of performance and
communicating a set of expectations, thereby offering certainty and facilitating
the buying process.

(Keller2002) in his study said that the brand is the sum total of all
elements of the marketing mix. Brands can also be explained based on their
elements- “... those trademark able devices that serve to identify and
differentiate the brand (e.g.; brand names, logos, symbols, characters, slogans,
jingles and packages)’’

(Phillips, 1988) In his study, Phillips has described a brand that can be
described as a "trademark that communicates a promise".

Broadbent and Cooper (1987) in their study noted that, if the brand is to
be successful, images and symbols must relate to and indeed exploit the needs,
values and lifestyles of consumers in such a way that the meanings involved
give added values, and differentiate the brand from other brands. Park et al.

22
 (1996) in their article stated that, symbolic and functional attributes that
the market place associates with the brand. Symbolic attributes are those that
satisfy internally generated needs for self-enhancement, role position, group
membership or ego identification, whereas, functional brand attributes solve an
externally generated consumption related problem.

Ambler and Styles (1996) describe two different views of defining a

brand. The first is the product plus view, when the brand is seen as an addition
to the product, and in this view, a brand is also called an identifier. The second
is the holistic view that communicates the focus on the brand itself that is
considered to be much more than just the product.

Rogers, 1995; Mason, 1990 in their study explained how consumers

form preferences for various goods and services using theories of adoption.

Ravichandran.K and Narayanarajan.S (2004) studied factors

determining the brand preference of consumer durables. They concluded that
the study with brand preference of consumer durables is largely influenced by a
number of factors such as advertisement, price, quality, performance,
availability of spares, and after-sales service. Moreover, these factors play a
vital role in the decision- making process and in the brand preference.

Kotta Thomas. L (1992) in his study examines the influence of extrinsic

cause viz. price, reputation of the product and advertising that has been
investigated in a main experimental setting using multi-item measures. The

23
results indicate that all the three signals affect consumer's quality perception
and they have an indirect influence on purchase intent.

Tickwell, Paul A, M Horgan, Dianne D and Keeny Charles Text (1993)

investigated the implications of loyal and non-loyal brands and in this study
they found that significant differences exist between loyal and non-loyal brands
and also a high correlation exists between self-image and product user rating.

Dorsch ET a1, (2000) studied Consumer choice behaviour using the

five-step process (need-information search- evaluation of alternatives-
purchase-post-purchase evaluation) problem solving paradigm or through the
progression of consumer choice from a product class to brand choice. Abdul
Haneef.

M, Abdul Karim.B. A and Edwin Gnanadhas. M (2006) in their study

noted that consumer behaviour is influenced strongly by cultural, social,
personal and psychological factors. Cultural factors include the set of basic
values, perceptions, wants and behaviour learned by a member of society from
the family and other important institutions. The social factors include
consumer's family, small group, social roles and status. The personal
characteristics such as buyer's age, lifecycle stage, occupation, economic
situation and lifestyle influence a buyer's decision. A person's buying choices
are further influenced by four major psychological factors: Motivation,
Perception, Learning, Beliefs and Attitudes.

24
 Wee (2003) conducted a study to identify the factors affecting adoption
of new product innovations in the consumer electronic industry of Singapore
using qualitative and quantitative research techniques, the researcher
considered two brands and using factor analysis, seven factors were identified
as critical in effecting adoption of a player: relative advantage, perceived risk,
complexity, compatibility, observability, image and trialability.

Smita Sharma (2006) in her study pointed out the importance of celebrity
endorsement in advertisement and concluded that advertisers use endorsers to
add excitement and glamour to their brands. Basically, celebrity endorsements
give a brand a touch of glamour in the minds of people, and the hope that a
famous face will provide added appeal and name recognition in a crowded
market.

Suresh. A.M and Raja. K.G (2006) made an attempt to measure the
customer satisfaction with small cars. In this study, the customer satisfaction is
measured by using the following variable attributes under different dimensions,
namely, after sales service, ability to understand customer needs, behavior and
knowledge of the mechanics, warranty, prompt delivery, 24 hours customer
care, information about the cars, horse power, engine capacity, power steering,
technology, fuel capacity, acceleration, easy finance, convenience and
accessibility, ground clearance, easy processing and documentation, price,
discount and rebates, fuel efficiency, maintenance cost, luggage capacity,
safety measures, model and color of the car, music accessories, engine pickup,
availability of spares, cost of labour and spares.

Karjaluoto et al. (2005) investigated the consumer choice in the context

of the mobile phone industry in Finland and the study was conducted to assess

25
consumer motivations in mobile phone choice. Seven estimated factors
influencing mobile phone choice were: Innovative services, multimedia,
design, brand and basic properties, outside influence, price.

Doyle, (2002) in his study pointed out the important product decisions in
any marketing context are product, variety, product performance, product
features, product design, product presentation, sizes, etc.

Kotler, (2003) in his study stated that consumer surveys often reveal that
quality is one of the important, if not the most important decision factors for
consumers and product quality stands for the ability of a product to perform its
functions.

R.C.Bhargava, Seetha (2010) in their book, The Maruti Story, focuses

on the journey & developments of Maruti Suzuki India Limited. Mr.Bhargava
in his book pointed that Maruti Udyog established new standards of quality,
productivity, industrial relations and customer care in the Indian automobile
industry and the manufacturing sector at large.

26
 CHAPTER- 4

RESEARCH METHODOLOGY

27
4.1 RESEARCH METHODOLOGY:

Research methodology encompasses the design and procedure employed

to conduct scientific research. The methodology of study define the study type
and sub-type, hypotheses, independent and dependent variable, data collection
method and statistical analysis plan.

4.2 RESEARCH DESIGN

DESCRIPTIVE RESERARCH

4.3 POPULATION:

Infinite

4.4 SAMPLE SIZE:

30 Customers

4.5 PERIOD OF STUDY:

18-01-2014 to 20-03-2014 (61 days)

28
4.6 SAMPLE TECHNIQUE:

Convenience Sampling

4.7 SOURCES OF DATA:

The information necessary for this survey is collected by tapping

primary and secondary data.

Primary data:

a) Questionnaire

a) Personal interaction

b) Direct interview

29
 Secondary data:

a) Related information from internet

b) Organization Report

c) Company prospectus

4.8 DATA ANALYTICAL TOOLS

 Percentage Method

 Ranking Method

 Five Scale Method

 Three Scale Method

30
 CHPTER- 5

DATA ANALYIS AND INTERPERATION

31
5.1. Opinion about favorite small car in maruthi Suzuki

Table -1

Rank No of respondents Percentage

Alto 9 30%
Swift 18 60%
Wagonr 3 10%

5.1 Opinion about favorite small car in maruthi Suzuki

Interpretation

The above graph shows that 60% of respondent likes swift and 10% of
them prefer wagonr and rest of them like alto.

32
5.2. Particular brand of maruti Suzuki used by the customers

Table -2

Rank No of respondents Percentage

Alto 13 43.33%
Swift 13 43.33%
WagonR 4 13.33%

5.2 Particular brand of maruti Suzuki used by the customers

Interpretation

From this graph, we can understand that among public the small car Alto
and Swift are used by 43.3% respectively and rest of them are using maruti
wagonr.

33
5.3. Reasons for giving first preference to maruti while buying a small
car

Table-3

Rank No of respondents Percentage

Good facility 6 20%
Quality service 9 30%
Price 5 16.67%
Good design 2 6.7%
Better mileage 8 26.6%

5.3 Reasons for giving first preference to maruti while buying a small
car

Interpretation

The above graph shows that 30% of customers give first preference to
maruthi because of its quality service, and the 6.70% of customers give first
preference to maruthi because of its good design.

34
5.4. Reason for customer choice

Table-4

Rank No of respondents Percentage

Brand name 4 13.3

Features 7 23.3

Price 7 23.3

Mileage 12 40

5.4 Reason for customer choice

Interpretation.

It is found that the choice of 40% people is maruthi just because of its
mileage and the choice of 23.3% people is maruthi because of its price and
features.13.3% opt maruthi because of its brand name.

35
5.5. Sources of Customer Awareness

Table-5

Rank No of respondents Percentage

Tvadvt 10 33.3
Magazines 4 13.3
Friends 6 20
Existing customer 10 33.3
Any other specify Nil Nil

5.5 Sources of Customer Awareness

Interpretation.

The above graph shows that 33.3% came to know about maruthi from
TV advertisements and through existing customer and the respondents who
came to know about this car through magazines is 13.3% and respondents who
came to know through friends such is 20%.

36
5.6. Opinion about the prices of maruthi Suzuki comparing with
competitors
Table-6

Rank No of respondents Percentage

Highly satisfied 5 16.6%
Satisfied 17 56.6%
Neutral 3 10%
Average 4 13.33%
Highly Diss- satisfied 1 3.33%

5.6Opinion about the prices of maruthi Suzuki comparing with

competitors

Interpretation.

From this graph, the 56.6% of the respondents are satisfied, 16.6% are
highly satisfied and 10% are neutral and rest of are 13.33% - average and
3.33% are highly diss-satisfied with the prices.

37
5.7. Opinion about the requirement of changes in small cars of maruthi
suzuki

Table-7

Rank No of respondents Percentage

YES 20 66.67%

NO 10 33.33%

5.7 Opinion about the requirement of changes in small cars of maruthi

suzuki

Interpretation.

From this graph 66.67% of the respondents’ demands for changes and
rest 33.33% are satisfied with the current level.

38
5.8. Changes that customers are excepting in small car segment of
maruthi suzuki

Table-8

Rank No of respondents Percentage

Increase mileage 7 23.3%
Add New facilities 8 26.66%
Reduce price 5 16.6%
Changes in design 6 20%
Introduce diesel model 4 13.3%

5.8 Changes that customers are excepting in small car segment of maruthi
suzuki

Interpretation.

From the respondents they are suggested to increase mileage that’s

23.3% and 20% of are requested to change designs which currently follows and
the 16.6% peoples shown to reduce the price range and new suggestion is to
introduce diesel models that’s 13.3% And the main suggestion is to add new
facilities which is higher than all 26.66%.

39
5.9. Opinion about providing diesel option for Alto and WagonR

Table-9

Rank No of respondents Percentage

Will be successful 22 73.33%

Will be failure 8 26.67%

5.9 Opinion about providing diesel option for Alto and WagonR

Interpretation.

The 73.33% of the respondents replied that providing diesel option for
Alto and WagonR will be a successful attempt and the rest 26.67% replied
negatively.

40
5.10. Opinion about the introduction of more models in small cars for
improving sales.

Table 10.

Rank No of respondents Percentage

Strongly agree 9 30%
Agree 15 50%
Neutral 6 20%
Diss- satisfied Nil Nil
Highly Diss- satisfied Nil Nil

5.10 Opinion about the introduction of more models in small cars for
improving sales.

Interpretation.

The percentage of customer’s who agree on the above statement is 50%

and the 30% of the respondents strongly agree on the above statement and 20
of them are neutral about this statement Dissatisfied and Highly Dissatisfied
level is zero.

41
5.11. Favorite color in car

Table-11

RANK No of respondents Percentage

BLACK 16 53.33%

RED 7 23.33%

BLUE 7 23.3%

5.11 Favorite color in car

Interpretation.

From the survey that 23.33% of the respondent opt four-wheeler as in

the color combination is blue and also red also opt 23.3% and the more than
half of them are that’s 53.33% likes black four-wheeler for the comfort /
convenience and status.

42
 5.12. Opinion about different features of maruthi

Excellent Very good Neutral Average Poor

RANK Number % Number % Number % Number % Number %
Facility 6 20% 9 30% 5 16.6% 6 20% 4 13.3%
Design 9 30% 6 20% 9 30% 3 10% 3 10%
Service 17 56.6% 10 33.3% 2 6.66% 1 3.33% Nil Nil
Mileage 13 43.3% 10 33.3% 6 20% 1 3.33% Nil Nil

43
5.12 Opinion about different features of maruthi

Interpretation.

In this figures the statement shows that facility 17 Members as excellent

10 members as very good and 6 members as neutral and 4 members as average
13.3 as poor.

44
5.13. Opinion about the price range, if maruthi Suzuki is planning to
launch a small car.

Table-13

Rank No of respondents Percentage

150,000- 300,000 13 43.33%

300,000- 600,000 12 40%

600,000-900,000 5 16.6%

Opinion about the price range, if maruthi Suzuki is planning to launch a

small car.

Interpretation.

The Preference 16.6% of respondents chosen the range between

600,000- 900,000 and 40% of them selected 300,000-600,000 and the majority
are 43.33% opted in-between 150,000- 300,000.

45
5.14. Opinion about the customer dealings of maruti Suzuki.

Table-14

Rank No of respondents Percentage

Excellent 7 23.3%

Very good 16 53.3%

Neutral 3 10%

Average 4 13.3%

Poor Nil Nil

5.14 Opinion about the customer dealings of maruti Suzuki.

Interpretation.

The 23.3% evaluated the dealing towards customers as excellent, and

53.30% customers remarked it as very good. The 13.30% expressed it as
average.

46
5.15. Opinion About the after sales service provided by Maruthi.

Table-15

Rank No of respondents Percentage

YES 24 80%

NO 6 20%

5.15 Opinion About the after sales service provided by Maruthi.

Interpretation.

In this form which shows the rate of the after sale service according
to the experience of the respondents, 20% of them evaluate the after sale
service as no, and the rest 80% said yes, there is a provision to after sale
service.

47
5.16. Opinion about the demand of second hand maruthi Suzuki cars
among people

Table-16

Rank No of respondents Percentage

Very high demand 4 13.3%

High demand 17 56.6%

Neutral 9 30%

5.16 Opinion about the demand of second hand maruthi Suzuki cars
among people

Interpretation.

The 57% of people have a high demand for the second hand maruthi
cars and about 13.30% have a very high demand for the same.

48
5. 17. Opinion about the difficulties experienced by the customers of
maruthi.

Table-17

Rank No of respondents Percentage

Yes 8 26.67%

No 22 73.3%

5.17 Opinion about the difficulties experienced by the customers of

maruthi

Interpretation.

The above graph states that, 73.3% of the maruti customers doesn’t
experienced any difficulties, whereas 26.67% experienced some sort of
difficulties.

49
5.18. Opinion about second choice for buying a small car

Table-18

Rank No of respondents Percentage

Ford 4 13.3%
Hyundai 6 20%
Tata 1 3.33%
Chevrolet 10 33.3%
Volkswagen 9 30%

5.18 Opinion about second choice for buying a small car

Interpretation.

The above graph shows the second choice while buying a car,
customer’s preference for Chevrolet car is 33.3% and for Volkswagen is 30%
and of Tata is 3.33%, Ford and Hyundai 13.3% and 20% respectively.

50
 CHAPTER-6

FINDINGS, SUGGESTION AND

CONCLUSION

51
6.1 FINDINGS

 In small car segment of maruthi Suzuki, swift is more preferred

because of its facility.

 Most of the maruthi customers are currently using swift and alto

 The reason for giving first preference to maruthi while buying a small
car because is of its quality service

 The main reason for customer choice to maruthi is its mileage

 Sources of customer awareness about maruthi are from Tv

advertisement and from the existing customers

 Opinion about the price of maruthi comparing with competitor’s is

satisfied

 Customers are expecting to add new facility to the introduction of a

new segments cars.

 73.33% of the customer optioned that diesel option for alto and wagonr
will be a successful

 The introduction of new models of cars is a marketing technique for

improving sales.

 Most of the customers preferred black color for their cars.

52
 The interested price range of cars is 150,000-300,000.
 The customer dealings of maruthi is very good
 The second hand maruthi cars have high demand among people.
 The people’s second choice for buying a new car is cherolet.

53
 6.2 SUGGESSTION

o Since most of the customers are looking for new models of maruthi, it’s
better for the company to introduce innovative models

o Most of the maruthi customers are using swift and alto, if the
introduction of its new models can help to compete with others.

o Introduction of the diesel option for alto and wagonr will be a successful
and will gets more sale margine.

o It will be good for the company if they introduce small car segments to
their existing product mix.

o The interested price rang of the customers is in between 150,000-

300,000.

54
6.3 CONCLUSION

Kannur although a small city is dwelled by middle and higher class

people in majority. Thus the market for four wheeler has never been a death
here. But of all the varieties available in this segment small cars are most
preferred.

Customers in this segment want to adopt change into their life style.
This has fostered entry of varieties of small cars available nation-wide to
flourish in this market. This has enhanced the competition in this car segment.
But maruthi with stood this competition by retaining its market share to be the
highest.

The results of the survey conducted show that maruthi swift brand is the
most preferred car and it also showed the buying behavior of customers that the
most of the customers purchase car based on mileage followed by price and
maintains.

55
 BILOGRAPHY

WWW. MARUTHI SUZUKI. IN

WWW. WIKIPEDIA.COM

WWW.GOOGLE.COM

56
APPENDIX

57
Questionnaire

Questionnaire on Brand preference of maruthi Suzuki - Kannur.

Name ………………………………………………………………

Age : a) 20-30 b) 30-40 c) 40-50

Gender: Male Female

Occupation: …………………………………………………

1. Which is your favourite small car in Maruthi Suzuki..?

a) Alto b) Swift

b) Wagonr

58
2. Which particular brand of Maruthi Suzuki are you using currently..?

a) Alto b) Swift c) Wagonr

3. Why you are giving first preference to Maruthi While buying a small
car.

a) Good facility b) Quality Service

c) Price d) Good Design

e) Better Mileage

4. Reason for your choice

a) Brand Name b) Features

c) Price d) Mileage

5. How did you get to know about Maruthi Suzuki…?

a) T.v Advt c) Friends

b) Magazines d) Existing Customer

e) Any other please specify............................................

59
6. You satisfied about the price of Maruthi Suzuki Small Car Company
with other

a) Highly satisfied b) Satisfied

c) Neutral d) Average

e) Highly Dissatisfied

7. Do you want Any changes in small cars of Maruthi Suzuki

Yes No

8. If yes what kind of Changes are you excepting in small car Segment
of Maruthi Suzuki?

a) Increase Mileage b) Add New Facilities

c) Reduce price d) changes in Design

e) Introduce Diesel Model

60
9. What is your opinion if they provide diesel option for Alto and Wagonr

a) Will be Successful b) Will be failure

10. Do you feel that the introduction of more models with in the small car
segment will improve sale of Maruthi Suzuki

a) Strongly Agree b) Agree

c) Neutral d) Dissatisfied

e) Highly Dissatisfied

11. Which is your favorite color in Car

Black Red Blue

61
12. Rate the following features of Maruthi Suzuki

Excellent very good Neutral Average Poor

Facility

Design

Service

Mileage

13. If Maruthi Suzuki is planning to launch small car, which will be the price
range that you prefer.

a) 150,000-300,00 c) 600,000-900,000

b) 300,000-600, 0000

62
14. What is your opinion about their customer dealings?

a) Excellent b)very good

c) Neutral d) Average

e) Poor

15. Are you provided with after Sale Service?

Yes No

15. The Demand of second hand Maruthi Suzuki cars among people

Very high Demand High Demand

Neutral

63
16. Do you experience any type of difficulty by your car?

Yes No

17. Which is your Second Choice while buying a small car

a) Ford b) Hyundai

c) Tata d) Chevrolet

e) volkswagon

19. In your opinion, what are the options that should be included by the
company introducing new car?

………………………………………………………………………………
………………………………………………………………………………
……………………………………………………………………………..

20. Suggestions.

………………………………………………………………………………
………………………………………………………………………………
…………………………………………………………………………

64
65