Consumer Experiences On Mid Size Cars

CHAPTER I –INTRODUCTION
1
INTRODUCTION
India being the second most populated country in the world and the growth rate of Indian
economy is also high as compared to developed countries, which attracts the presence of
huge demand in the Automobile Small Car Industry. India is becoming emerging market for
worldwide auto giants. India is on growth path and has lowest passenger vehicle penetration;
there are various reasons for the growth of the Indian automobile market such as — 1. The
people have more disposable income as economy is growing. 2. Increase in the need of mo-
bility due to urbanization and leisure travel. 3. Car Finance options available from Financial
Institutes at reasonable rate of interest. 4. Availability of service centers and spare parts in
near vicinity. 5. Improvement in highway infrastructure is referred to as an automobile with a
size between that of compact and full size cars. The price range of mid size cars lies between
Rs 3 to 8 lakhs. The mid size cars have the capacity to carry 4 passengers- 2 adults and 2
children. The credit of manufacturing of these cars goes to companies’ like- Fiat India, Ford,
General Motors, Hindustan Motors, and Hyundai motors, Maruti Udyog, San Motors and Ta-
ta Motors. While the companies like- Ford, Hyundai, General Motors and Mahindra &
Mahindra are yet to launch their models under this segment. This model basically target ex-
ecutive class.
For most of the people, purchasing a car is the second most important and expensive deci-
sion, next to purchase of a house; for the automotive manufacturers, first-time car buyers give
them the opportunity to create positive brand image which definitely could be reflected in
next coming years because consumers could make repeat car purchasing. The concept of
“buying behaviour” is of prime importance in marketing and has evolved over the years. It is
very important to understand consumer buying behaviour as it plays a vital role while pur-
chasing products. Day to day human wants are growing, expectation is growing. Car Models
are no exception to this behaviour. Consumer behaviour is fairly complex as Car Purchase
implies a high level of social and psychological involvement. Consumer buying behaviour is
a blend of Economic, technological, political, cultural, demographic and natural factors as
well as Customer’s own characteristics which is reflected by his attitude, motivation, percep-
tion, personality, knowledge and lifestyle. This lead to constant modifications of Car Models
and its features in terms of their size, capacity, styling etc. and today we see a new model
coming into the market practically every quarter. Market has become very competitive and
has become very ‘important place’ to study the behaviour of consumers and also provide use-
2
ful insights what a consumer requires in a product in a constant dynamic environment. Con-
sumer Behaviour also differs for same car under below conditions:
1. New car launch in the market
2. Car is in market for 1-2 years
3. Car is in market for more than 4 years
4. Purchase of second hand car
It is only through research that a company will be able to study the buying behaviour of con-
sumers. With better understanding of consumer’s perceptions, companies determine the ac-
tions required to meet the customer‘s need. They can identify their own strengths and weak-
nesses, where they stand in comparison to their competitors, chart out the (inure progress path
and improvement. The passenger car market changed very rapidly due to the fierce competi-
tion and advance technology, therefore, it requires the automotive manufactures to under-
stand the consumer’s preference on time and take fast actions to reflect market changes
quickly. So it would be very interesting to know consumer’s preference in today’s fast-
changing passenger car market and how is the customer’s buying process.
Consumer make decisions by allocating their scarce income across all possible goods in order
to obtain the greatest satisfaction. Formally, we say that consumers maximize their utility
subject to budget constraint. Utility is defined as the satisfaction that a consumer derives from
the consumption of a good. As noted above, utility’s determinants are decided by a host of
noneconomic factors. Consumer value is measured in terms of the relative utilities between
goods. These reflect the consumer’s preferences.
THEORY OF CONSUMER PREFERENCES
Consumer preferences are defined as the subjective (individual) tastes, as measured by utility,
of various bundles of goods. They permit the consumer to rank these bundles of goods ac-
cording to the levels of utility they give the consumer. Note that preferences are independent
of income and prices. Ability to purchase goods does not determine a consumer’s likes or dis-
likes. One can have a preference for Porsches over Fords but only have the financial means to
drive a Ford.
3
OBJECTIVES
> To know the customer feeling about the attributes like looks, comfort, space inside, fuel
efficiency, reliability, in their product.
> To know which attribute performance is what in a particular product.
> To do comparative analysis of four similar products from four different brands.
> To know which brand reached the customer expectation in mid- Size cars.
4
NEED FOR STUDY
Automobiles have become an indispensable part of our lives, an extension of the human body
that provides us faster, cheaper and more convenient mobility every passing day. Behind this
betterment go the efforts of those in the industry, in the form of improvement through techno-
logical research.
What actually lie behind this betterment of the automobiles are the opinions, requirements,
likes and dislikes of those who use these vehicles. These wheeled machines affect our lives in
ways more than one. Numerous surveys and research are conducted throughout the world
every now and then to reveal one or the other aspect of automobiles this section keeps you
updated on the latest and the most interesting surveys and researches conducted in the field of
automobiles, and help you draw the right conclusion!
5
SCOPE OF THE STUDY
At the end of the study , the following aspects would be Covered:
1. Understand how consumer find any visible differences in the global vs Indian brands.
2. How does it reflect buying decisions?
3. Influence of the dealers if any in the final decision making process.
4. Environmental influence if any.
5. Extent of availability of altematives-CSD, Second Hand Cars Market -and their re-
sultant influence of decision making process altogether
6
RESEARCH METHODOLOGY
Research in common refers to a search for knowledge. Research methodology is a way to

systematically solve the research problem. It may be understood as science of studying how
research is done scientifically.
Sample Design:
Sample size taken for the study is 100 respondents.
Sources of data:
The data is collected through in two ways.
 Primary data:- The primary data was collected freshly and thus it was original in char-
acter. It has been collected through questionnaire. The questionnaires were given to
the respondents when they visited respective show rooms.
 Secondary data- Secondary data are data which have already been collected by some-
one. Its main sources are journals, Newspapers, Magazines, and Internet etc.
Area of analysis:
The study was conducted in Hyderabad city
Tools used for analysis
 Percentage analysis
7
LIMITATIONS
 The study was restricted to twin cities
 The information given by respondents may be biased
 Due time constraint more information could not be collected
 Sample size is not large enough to obtain absolute results. Variability may exits.
 The study is based on the findings of single city only i.e..the Hyderabad city only.
 The research is restricted to the mini cars segment only.
 The genuineness of data may be questioned.
8
CHAPTER II
REVIEW OF LITERATURE
9
The purpose of this study is to gain a better understanding of factors that influence consumer
buying behaviour in cars. Specifically, we consider a number of internal factors that influence
consumer behaviour including perception, motivation and learning. How a consumer’s atti-
tude, which is a lasting evaluation of a person, object, or issue, can affect what they buy also
examined.
Reviewed other factors that influence consumer purchasing decisions and buying behaviour
including personal, social, and situational issues. The personal influences on consumers are
important determinants of there needs and wants. Such factors as age, income, family status,
and chosen lifestyle are strongly related to the type of products people buy and the specific
brands they select.
Examined the stages of the consumer decision making process for buying a car: problem
recognition, information search, evaluation of alternatives between different brands of cars,
product choices and post purchase evaluation with respect to after sales service, customer re-
lationship, and resale value of the car.
THE DECISIONAL FACTORS
Buyer decision processes are the decision-making processes undertaken by consumer in re-
gard to a potential market transaction before, during, and after the purchase of the product or
service.
Consumers have to make different kinds of decisions everyday according to there different
needs. Some of the decisions are playing critical roles in consumer’s daily life, for example,
purchasing a new home or purchasing a new car, whereas sometimes the decision is made on
a virtually automatic basis. There are not a lot of published research articles available on the
decision-framing process. Puto, C. Proposed a conceptual model of the buying decision fram-
ing process.
This model focuses on the information search phase which includes two reference points: an
initial which is internal to the company-expectations and buying objectives, and a final one
that takes into account the sales message and justification/reward of the offer.
10
These two stages lead to the final choices. Burt and Babin developed a model, see Figure…
This model is in line with previous one but gives an emphasis on an evaluation phase in the
process.
This model includes five stages: problem recognition, information search, evaluation of alter-
natives, purchase decisions, and outcomes.
Locational Marketing mix is used to reinforce the advantage of the car carefully reflecting its
core values and positioning. It confirms how and why it will be of interest to various seg-
ments of the car buying public.
Influences on the consumer purchase Decision process

Marketing mix influences
 Product
 Price
 Promotion
 Place
Psychological Influences
 Motivation
 Personality
 Perception
 Learning
 Values, beliefs
 Lifestyle.
11
‘Price’ – Reflecting the Positioning Strategy
The company should have a clear understanding of its key target market for e.g. (Young peo-
ple and other price-conscious car buyers) for small car segments and should design – pricing
strategies to best address their needs and the positioning of the car.
‘PROMOTION’ – COMMUNICATION
Publicity in the form of motoring reviews and test drives are critical to the success of a trade
launch as this activity should generate sufficient consumer curiosity and interest in the new
models. By getting potential car buyers to test drive a car, product usage increases. This has a
knock-on effort to car sales. The primary above the line medium used to promote and com-
municate a new car is through advertising. The choice of TV and outdoor advertising makes
perfect marketing sense.
Socio- Culture Influences like the Cultural Influence, caste setup and hierarchies, sex
Role playing also laterally or directly influences the final decision
The consumer’s behaviour is also influenced by (other) social factors as the reference groups,
family, social rules and statuses
A buyer’s decisions are also strongly influenced by personal characteristics, like:
 Age and Life-cycle Stage

 Occupation or Profession
 Economic Situation
 Lifestyle
Understanding the automotive purchase process is crucial for automotive manufacturers and
dealers. Huge amount of information available to consumers require manufacturers and deal-
ers to understand consumer decision-making and the modes of influence which can affect
consumer new car purchasing.
Kotler et al. describe the customer buying behaviour as the buying behaviour of the final cus-
tomers who purchase goods and services for personal consumption. A company get great ad-
vantage by understanding how customers respond to marketing stimuli that include the four
P’s : product, price, place and promotion.
12
Other stimuli in the customer’s environment such as economics, technological, political and
cultural also affect all customer’s buying decision. All these stimuli enter the buyer’s black
box where they, through the buyer decision process, are turned into a set of buyer responses.
A consumer behavioural model, wheelof consumer Analysis, was created by J. Paul Peter and
Jerry C. Olson (1994) as a basis for explaining car buying behavior.
According to the American Marketing Association, consumer behavior is defined as the dy-
namic interaction of affect and cognition, behaviour, and environmental events by which hu-
man beings conduct the exchange aspects of their lives.
Marketers can analyse consumer behaviour situation according to the three elements using
the Wheel of Consumer Analysis the environment, behaviour, and affect/cognition. However,
because these three factors interact and influence each other, no one factor can be isolated
from the other.
Parenthood changes the area of responsibility whereby parents are expected to use their pow-
er in the interests of there infant, not themselves.
The children are used in literature and films to Symbolise a lessening in materialistic tenden-
cies of parents, and the author proceed to show that there are differences between the materi-
alism levels of parents (lower) and non-parents (higher).
Many researches have been done on the consumer buying process and associated behaviour,
but the study done by Valerie S. Flokes (from The University of Southern California) actually
helped to discover the new meaning of the buying behaviour.
He concluded, “It is the interaction of the situation and the individual that leads to be behav-
iour. The study of consumer behavior is justified as a separate domain of inquiry because
when situational cues lead people to perceive themselves as customers, they then interpret the
world differently than when they do not perceive themselves as customers, and that influ-
ences their behavior”.
13
A study conducted by Evan Hirsh, Steve Hedlund & Mark Schweiger in 2001 about the per-
ception of the brands, which concludes that in the absence of a strong brand, price is the only
possible way to affect near-term demand. Hence, curtailing incentives is an effort to “build
brand” is not likely an economically viable option.
Many manufacturers have made brand positioning and development a key item on their mar-
keting agenda. Yet brands are not the product of manufacturer’s efforts. Instead, consumers
base their understanding of an automotive brand’s value on their accumulated experience
with that brand’s products. If you want to change the brand, change the products- for the bet-
ter.
The research conclude on the buying behaviour of cars and what role does the brand play in it
by Sankar Radhakrishnan in June 2001 was a great help for conducting survey on the con-
sumer behaviour for buying cars with relation to the perception of brands.
A thought-provoking point thrown up by the survey was the view that advertising does not
have any impact on the choices of a particular brand by the prospective buyer. Buying a new
car often set in motion by emotion need-based factor. The study found that the more rational
reasons for buying a car are frequently sparked off by the psychological benefits that owning
a car bring.
Emotions also work throughout the purchase process, right down to the choice of the brand.
The study found that both rational and emotional factors trigger the decision to buy a car and
also operate throughout the purchase process.
The study drives home a point that branding is here to stay. “This is especially true of the cat-
egory such as cars, where it is often difficult to distinguish between the competing models on
purely technical or functional parameters. The brand thus become the most meaningful dif-
ferentiator and a safe choice”. While the functional parameters do trigger the decision to pur-
chase a car and also operate through the purchase process.
Many researches have been done on the consumer buying behaviour, but the study done by
Valerie S. Folkes (from The University of Southern California) actually helped to discover
the new meaning of the buying behaviour.
14
He concluded, “It is the interaction of the situation and the individual that leads to behavior.
The study of consumer behavior is justified as a separate domain of inquiry because when
situational cues lead people to perceive themselves as customers, they then interpret the
world differently than when they do not perceive themselves as customers, and that influ-
ences their behavior”.
A Study conducted by Evan Hirsh, Steve Hedlund & Mark Schweiger in 2001 about the per-
ception of the brands, which concludes that in the absence of a strong brand, price is the only
plausible way to affect near term demand. Hence, curtailing incentives in an effort to “build
brand” is not likely an economically viable option.
Many manufacturers have made brand positioning and development a key item on their mar-
keting agenda. Yet brands are not the product of manufacturer’s marketing efforts. Instead,
consumers base their understanding of an automotive brand’s value on their accumulated ex-
perience with that brand’s products. If you want to change the Brand, change the product –
for the better.
All these points were found very useful from the marketer’s perspective to improve the image
of the brand in the minds of the consumers. Since brand from an important attribute for the
decision making of a high involvement product like a car.
The ethical and non-ethical practices is marketing are under exercise also. Marketing practise
is now busy integrating the potential of information and communication technologies through
the utilization of databases and Internet marketing. Billions of potential consumers can now
be reached this way.
Singhapakdi (1999) showed that marketing managers who perceive an ethical problem in a
situation are more likely to have an ethical intention. Hence, we suggest that marketing pro-
fessionals engage in more thought and reflect on their marketing practices on the Internet.
This could lead to a greater consciousness and hence to the development of more ethical in-
tentions and practices.
15
The question of adopting an ethical marketing behavior does not only boil down to providing
s firm’s policy concerning information privacy, it should also be demonstrated in marketing
actions.
According to Cherrier (2005) there are two ways to view ethical consumption: Conservative
and liberal. According to the conservative view consumers need to obey a prescriptive set of
ethical norms in order to consume ethically.
As the number of marketing messages increases, the more difficult it is to reach out with the
intended marketing message. The cluttered marketing environment and the continuous expo-
sure of marketing communication are challenging for marketers. (Rosengren, 2008)
Consumer perception and purchase of fair-trade products have been a topic of intrigue for
researchers for a long time, because of the complexities involved in accurately measuring
why and how consumers go for ethical goods. Previous research has attributed the fair-trade
concept to be of interest to only a small group of usually ethically minded consumers, and
recently to more highly educated high-income women.
Demographics also played a great part in the ethical purchases of consumers, with research
from Littrell and Dickson (1999) that fair trade buyers were demographically homogeneous
and consisted of highly educated, well off women in their forties, with a large portion being
teachers, health professionals and social workers.
Forte & lamont (1998) found out that there is an increase in purchase based on a company’s
role in the society, with consumers more likely to purchase from a company that is actively in
social activities in their communities than those which are not.
Social responsibility and ethical purchase is not the dominant issue in consumer purchase de-
cision (Boulstridge & Carrigan, 2000) cited in pelsmacker et al (2005) as most consumers do
not carry out what they say they will do during answering research questions.
According to Boulstridge and Carrigan, (2000) consumers are expecting that companies have
high ethical behaviour and are willing to pay more for products produced by companies with
high ethical behaviour.
16
However, products from companies that are unethical are still bought, but they are expected
to be cheap. The consumer’s way of retribution against unethical companies are through will-
ingness to pay high prices. Another aspect is how the business ethics affect business relation-
ships.
According to Zineldin (2000) long term relationship are built on ethical and moral under-
standing which is crucial for mutual benefits and a rewarding relationship. Furthermore, the
important of business ethics is determined by consumers interest in a just and good society.
Making the decision regarding an automobile is not at all different. It vibrates on the same
platform and requires similar decisional inputs before the consumer arrives at the final word.
THE NATIONAL SURVEYS

Tata Motor’s Nano has been ranked last among entry level small cars in terms of customer
satisfaction, according to market research from TNS.
In the “2010 four-wheeler Total Customer Satisfaction (TCS)” study by TNS Automotive,
Maruti Suzuki India’s (MSI) best selling model Alto topped the entry level small car catego-
ry. Omni and the once bread-and-butter model M800 followed the list. The customer expecta-
tions even at the bottomend are rising. The owners of Tata Nano expect more in terms of de-
sign and Maruti 800 owners expect better servicing as the year go by.
Nano has been issues following fire incidents with six reported cases since its launch in 2009.
Tata motors had offered to provide additional safety measures free of cost as a precautionary
measure, although it claimed that Nano is absolutely safe. The Study pointed out that car
owner in Northern India are relatively less satisfied compared to those in other parts of the
country, primarily because of after sales services as the age of the car grows. Apart from the
entry level compact car segment, MSI’s Swift Estilo and A-star jointly topped the premium
compact car category in customer satisfaction. The survey covered 9,300 car buyers, opting
for 56 models.
Affordability & Credit: In Indian terms even, small cars are costly – the average small car
costs around 12 times average annual disposable income. Small, fuel efficient cars will re-
17
main the main market. It is not only a matter of the cost of the vehicle in the showroom, it is
also the total cost of ownership. But what is changing is that Vehicle demand used to be driv-
en by government, by institutions and private companies – now it is being driven by private,
middle-class consumer demand. And for this set of consumers, affordability is the key issue.
The financing and taxation will continue to shape the market for larger cars. The medium
segment is still dominated by company cars, the sort of thing that medium to high level man-
agers get. Either companies buy fleets, or they offer employees finance. And in this segment
a lot will depend on whether there are new fringe benefit taxes.
Attitudes: Indians are savers, they are frugal, they are cost conscious, and they are very driv-
en by value for money. Most companies believe that this means that medium sized cars will
remain hard to sell in volume – but that despite the conservatism of consumers, attitude
changes will drive small car sales. There is a huge social shift in India. People are coming
from rural areas to the citied, two wheelers are giving way to four wheelers, and as a result
the very small 800 – 1000 cc car market is going to grow very fast. Plus, we are moving to an
era of dual incomes, husband and wife both working, and we are also seeing new concerns
about two – wheeler safety that support small car sales.
A growing Percentage of vehicles in the Indian market will run on alternative fuels.
Crisil Research said the Nano price point would see a 64 per cent increase in the number of
families that can afford a car.
However, it forecast that at the significantly redefined threshold for car ownership in India,
annual car sales have the potential to increase by 20 per cent over 2007-08.
India’s entry-level car market is estimated at 400,000 units a year, primary consisting of
Maruthi – Suzuki’s 800 and Alto and some base models of the Hyundai Santro and Maruthi’s
Wagon-R, cars that are priced below Rs 300,000 to Rs 3,50,000 on the road.
The Nano, which is expected to hit the market in September/October 2008, will be priced at
roughly Rs 1,30,000 (Rs 100,000 excluding VAT and transport costs), promising to be the
world’s cheapest car.
18
Several other manufacturers – Bajaj Auto, Ford and Honda among them – also plan entry
level car launches, but they are unlikely to be at price points as low as the Nano.
The immediate potential demand for a car at 1.6 million units is based on non-car owner re-
spondents who were asked whether they were aspiring to buy a new car – any car—in the
next 12 months.
The survey had a simple size of 1 million households, extrapolated to 215.9 million house-
holds in India with at least one earner.
The survey analysis suggests that the potential buyers of cars are household with an annual
income of Rs 200,000 and above that do not own a car.
The analysis considers all households that can afford a small car and do not currently own a
single car. According to the survey, which had a sample size of nearly a million households,
over 12.88 million households out of the 19 million households with annual income above Rs
200,000 currently do not own a car (either new or second hand).
In case of household with annual income between Rs 1,50,000 and Rs 2,00,00, there are 10
million households that own a two-wheeler, but do not currently have a car.
The survey shows nearly 55 per cent of the 1.6 million demand is expected from rural India
and smaller towns, with the near-term demand from the six super metros estimated at 0.25
million. Within this, as many as 0.8 million non-car households, who were planning to buy
only a two-wheeler may now aspire for a car due to the lower price point for a car like the
Nano.
19
CHAPTER III – INDUSTRY PROFILE
20
INTRODUCTION
The Indian auto industry is one of the largest in the world. The industry accounts for 7.1 per
cent of the country's Gross Domestic Product (GDP). The Two Wheelers segment with 80 per
cent market share is the leader of the Indian Automobile market owing to a growing middle
class and a young population. Moreover, the growing interest of the companies in exploring
the markets further aided the growth of the sector. The overall Passenger Vehicle (PV) seg-
ment has 14 per cent market share.
1ndia is also a prominent auto exporter and has strong export growth expectations for the
near future. Overall automobile exports grew 15.81 per cent year-on-year between April-
February 2017-18. In addition, several initiatives by the Government of India and the
major automobile players in the Indian market are expected to make India a leader in the
2W and Four Wheeler (4W) market in the world by 2020.
MARKET SIZE
Production of passenger vehicles, commercial vehicles, three wheelers and two wheelers
grew at 14.41 per cent year-on-year between April-February 2017-18 to 26,402,671 vehicles.
The auto industry is set to witness major changes in the form of electric vehicles (EVs),
shared mobility, Bharat Stage-VI emission and safety norms. Electric cars in India are
expected to get new green number plates and may also get free parking for three years
along with toll waivers@. India's electric vehicle (EV) sales increased to 25,000 units
during F Y 2016-17 and are poised to rise further on the back of cheaper energy storage
costs and the Government of India’s vision to see six million electric and hybrid vehicles in
India by
2020.
21
Investments
In order to keep up with the growing demand, several auto makers have started investing
heavily in various segments of the industry during the last few months. The industry has
attracted Foreign Direct Investment (FDI) worth USS 18.413 billion during the period
April 2000 to December 2017, according to data released by Department of Industrial
Policy and Promotion (DIPP).
Some of the recent/planned investments and developments in the automobile sector in
India are as follows:
 The only electric automaker in India, Mahindra and Mahindra Ltd. has partnered
with Uber for deploying its electric sedan e-Verito and hatchback :20 Plus on
Uber platforms in New Delhi and Hyderabad .
 Mahindra & Mahindra (M & M) is planning to make an additional investment of
Re 500 crore (USS 77.23 million) for expanding the capacity for electric vehicles
in its plant in Chakan.
Government Initiative:
The Government of India encourages foreign investment in the automobile sector and
allows 100 per cent FDI under the automatic route.
Some of the recent initiatives taken by the Government of India are –
22
 The Government of Karnataka is going to obtain electric vehicles under FAME
Scheme and set up charging infrastructure across Bengaluru, according to Mr R V
Deshpande, Minister for Large and Medium Industries of Karnataka.
 The Ministry of Heavy Industries, Government of India has shortlisted 11 cities in
the country for introduction of electric vehicles (EVs) in their public transport
systems under the FAME (Faster Adoption and Manufacturing of (Hybrid) and
Electric Vehicles in India) scheme.
 Energy Efliciency Services Limited (EESL). under Ministry for Power and New
and Renewable Energy. Government of India. is planning to procure 10,000 6-
vehicles via demand aggregation, and has already awarded contracts to Tata
Motors Ltd for 250 e-cars and to Mahindra and Mahindra for 150 e-cars.
 The government is planning to set up a committee to develop an institutional
framework on large-scale adoption of electric vehicles in India as a viable clean
energy mode, especially for shared mass transport, to help bring down pollution
level in major cities.
Road Ahead
The automobile industry is supported by various factors such as availability of skilled
labour at low cost, robust R&D centres and low cost steel production. The industry also
provides great opportunities for investment and direct and indirect employment to skilled
and unskilled labour.
The indian automotive aftermarket is estimated to grow at around 10-15 per cent to reach
USS 16.5 billion by 2021 from around US$ 7 billion in 2016. It has the potential to
23
Generate upto US$300 billion in annual revenue by 2026, create 65 million additional
Jobs and contribute over 12% to India’s gross domestic product.
24
COMPANY PROFILE
25
MARUTI CARS IN INDIA
Maruti Suzuki India Ltd (formerly Maruti Udyog Ltd) is lndias largest passenger car compa-
ny, accounting for over 50 per cent of the domestic car market. The company offers full range
of cars from entry level Maruti Alto to stylish hatchback Ritz, A star, Swift, Wagon R, Estilo
and sedans DZire, 8X4 and Sports Utility vehicle Grand Vitara. The company is a subsidiary
of Suzuki Motor Corporation of Japan. The Japanese car major held 56.21% stake in Maruti
Suzuki as on 31 December 2017.
The company is engaged in the business of manufacturing. purchase and sale of motor vehi-
cles and spare parts (automobiles). The other activities of the company include facilitation of
pre-owned car sales, fleet management and car financing. They have four plants. three located
at Palam Gurgaon Road, Gurgaon. Haryana and one lo cated at Manesar Industrial Town,
Gurgaon, Haryana.
The company has nine subsidiary companies, namely Maruti Insurance Business Agency Ltd,
Maruti Insurance Distribution Services Ltd. Maruti Insurance Agency Solutions Lti Maruti
Insurance Agency Network Ltd, Maruti Insurance Agency Services Ltd, Maruti Insurance
Agency Logistics Ltd, True Value Solutions Ltd. Maruti Insurance Broker Ltd and J J
Impex(De1hi) Pvt Ltd.
Maruti Suzuki india Ltd was incorporated on February 24, 1981 with the name Maruti Udyog
Ltd. The company. was formed as a government company, with Suzuki as a minor partner, to
make 3 peoples car for middle class India. Over the years, the companys product range has
widened, ownership has changed hands and the customer has evolved.
In October 2, 1982, the company signed the license and joint venture agreement with Suzuki
Motor Corporation, Japan. In the year 1983, the company started their productions and
launched Maruti 800. In the year 1984, they introduced Maruti Omni and during the next
year, they launched Maruti Gypsy in the market. In the year 1987, the company forayed into
the foreign market by exporting first lot of 500 cars to Hungary.
26
1n the year 1990, the company launched Indias first three-box car, Sedan. 1n the year 1992,
Suzuki Motor Corporation, Japan increased their stake in the company to 50%. In the year
1995 the company commenced their second plant. In the year 1997, they Started Maruti Ser-
vice Master as model workshop in India to look after sales services In the year 1999 the third
plant with new press, paint and shops became operational. in the year 2000. the company
launched Maruti Alto in the market.
In the year 2002, Suzuki Motor Corporation increased their stake in the company to 54.2%.
In January 2002. the company introduced to finance companies in Mumbai. Also. they found
one new business segment. Maruti True Value for sales. purchase and trade of pre-owned
cars in india. 1n the year 2005, the company held the first world strategic model from Suzuki
Motor Corporation the SWIFT in India. In the year 2006. they launched WaganR Duo with
LPG and also the New Zen Estilo.
During the year 2006—07, the company commenced operations in the new car plant and the
diesel engine facility at Manesar, Haryana. In November 2006. they inaugurated a new insti-
tute of Driving Training and Research (IDTR), which was set up as a collaborative project
with Delhi Government at Sarai Kale Khan in South Delhi.
During the year 2007-08. the company signed an agreement with the Adani group for export-
ing 200.000 units annually through the Mundra port in Gujarat. They launched Swifi Diesel
and SX4- Luxury Sedan with Tag line MEN ARE BACK during the year. In July 2007, the
company launched the new Grand Vitara, a stylish, muscular and 5 - seater in the MUV seg-
ment. The company changed its name from Maruti Udyog Ltd to Maruti Suzuki India Ltd
with effect from September 17, 2007.
During the year. the company entered into a joint venture agreement with Magneti Marelli
Powertrain SpA and formed Magneti Marelli Powertrain India Pvt Ltd for manufacturing
Electric Control Units. Also they entered into another joint venture agreement with Futaba
Industrial Co Ltd and formed FMI Automotive Components Ltd for manufacturing Exhaust
Systems Components.
27
During the year, the company signed pact with Shriram City Union Finance Ltd, a part of
Shriram Group, Chennai, to offer easy, transparent and hassle-free car finance to its custom-
ers, particularly in semi urban and rural markets. The agreement is a joint initiative of the two
companies for providing competitive car finance to people in Tier ~ 11 and Tier-Ill cities
across the country.
During the year 2008-09 the company launched a new A2 segment car branded the A Star in
India and in Europe as the new Alto. They raised their production capacity to a landmark of 1
million cars. In july 2008,the company launched Maruti 800 duo which is duel fuel LPG cum
Petrol model car.
In April 2009 the company released a new Ritz K 12M engine in Gurgaon plant. During the
year 2009-10,the company rised the capacity of their next generation K series engine plant to
more than 5,00,000 units per annum.They started work on an additional plant of 2,50,000
cars per annum capacity at Manesar.The company launched their 5th world strategic model,
the Ritz. They also came out with the spacious multi purpose van Eeco and the all new Wag-
on R with a K series engine.
During the year 2010-11,the company launched refreshed varients of Wagon R and Alto with
the new Kseries engines. Sx4 was offered with Super Turbo Diesel engine.The company
launched the Suzuki Kizashi Indias first sports luxury sedan.The company developed in
house technology and launched factory fitted CNG varients for five of its model.
During the year 2011-12 the company started the work to commission another diesel engine
plant of 3,00,000 annual capacity in Gurgaon. At the 2012 Delhi Auto Expo,the company un-
veiled the Ertiga- life utility vehicle.The global premiere of Ertiga marks the entry of the
company in the UV segment, which will help further strengthen its leadership position in the
industry.The company also showcased the XA- Alpha a concept compact SUV.
During the year 2012-13 the company started the work on the Gujarat site.During this period,
Suzuki Japan decided that India will now be responsible for the exports market of Africa, the
Middle east and its neighbouring countries,It also has to determine the products to be manu-
factured for these markets and if necessary , established assembly plants overseas.This deci-
sion will greatly help the growth of its exports.
In 2014-15 Maruti launched a successful sedan ,Ciaz model cars . The S- cross creates a new
market segment which combines the comfort and luxury of a sedan with the power and styl-
28
ing of an SUV. Both these products have been enriched with a number of premium features
and enhanced performance levels. In January this year. The Honorable Chief Minister of Gu-
jarat, laid the foundation stone of the Gujarat plant.
During the year 2015-16 two new Products introduced by the company, namely the Baleno
and the Brezza. exceeded its expectations of demand, and both cars had a waiting periOd 0f
6'7 months. On 4 October 2016, Maruti Suzuki announced that its
Premium hatchback Baleno has crossed cumulative domestic sale of one lakh units. On 13
May 2016, Maruti Suzuki announced the launch of an updated version of its small car Alto
800 with more attractive front design, fresh interiors, vibrant colours, higher fuel efficiency
and new features.
On 27 May 2016, Maruti Suzuki announced that it will proactively and voluntarily recall
75,419 Baleno cars (petrol and diesel) manufactured between 3 August 2015 and 17 May
2016 to upgrade the airbag controller software. Of these, 15,995 Baleno diesel cars manufac-
tured between 3 August 2015 and 22 March 2016 will also be attended to for inspection and
replacement of a faulty fuel filter. The Baleno cars covered in the recall include 17,231 units
of exports. In addition, 1,961 DZire diesel cars (only AGS variant) will be attended to for in-
spection and replacement of a faulty fuel filter.
On 27 May 2016, Maruti Suzuki announced that it had begun exports of its Light Commer-
cial Vehicle Super Carry to South Africa and Tanzania. At that time, the
company said that it also plans to export the vehicle to SAARC nations in due course.
On 6 July 2016. Maruti Suzuki announced that its popular premium mid-size sedan
Ciaz has crossed one lakh cumulative sales mark in the domestic market. The car was
lunched in October 2014. On 28 July 2016, Maruti Suzuki announced that its premium
retail showroom under the NEXA brand has completed one year of operations. At that
time, the company said that NEXA is expected to contribute 15% of its sales by 2020.
29
Maruti Suzuki announced increase in prices of select models ranging from Rs 1,500 to
Rs 5,000 (Ex-showroom Delhi) with effect from I August 2016. It also announced
increase in price by up to Rs 20,000 for Vitara Brezza and up to Rs 10,000 for Baleno.
The company attributed the price hike to factors like segment wise demand, foreign
exchange movements and strategic objectives of the company. On 12 August 2016,
Maruti Suzuki announced that the cumulative enrolment at its various driving training
facilities has touched a record 3 million since it started driving training in the year
2000.
On 30 August 2016’ Maruti Suzuki announced the launch of limited edition of its most
popular hatchback Swift as Swift Dzire. 0n 1 September 2016, Maruti Suzuki
announced the launch 0ffirst light commercial vehicle (LCV) Super Carry in the
The company has invested about Rs 300 crore towards the
development of the Super Carry domestic market.
On 15 September 2016’ Maruti Suzuki announced that it has signed a Memorandum of
Understanding (MoU) with Uber india to train over 30,000 individuals / Uber partner -
drivers in safe driving over a period of 3 years.
On 23 September 2016, Maruti Suzuki announced that it has attained cumulative
exports of 15 lakh vehicles. These vehicles have been exported to over 100 countries
including Europe, Latin America and Africa_
30
15 November 2016: Maruti Suzuki announced that it will set up a firstof-its-kind
Industrial Training Institute in Mehsana, Gujarat.
On 25 November 2016, Maruti Suzuki announced the launch of limited edition of its
small car Wagon R as Wagon R Felicity with an array of new features. On 9 December
2016. Maruti Suzuki India signed a Memorandum of Understanding (MoU) with Ola,
the online cab aggregator, to train aspiring Ola driver-partners. The company said that
its partnership with Ola will create entrepreneurship opportunities for aspiring Ola
drivers—partners.
On 13 January 2017, Maruti Suzuki India announced the launch of IGNIS, its premium
urban compact vehicle for the millennials. The company, alongwith its suppliers, has
invested over Rs 950 crore towards the development of IGNlS. IGNIS has 98.5%
localization.
On 27 January 2017, Maruti Suzuki announced the launch of a new VXi+ variant of its
Small car WagonR with a wide array of new features including Projector headlamps,
Stylish front grill, alloy wheels and side skirts, Dual Airbags, Anti-Lock braking
System with Electronic brake - force distribution system. as optional. Maruti Suzuki
announced a price hike ranging from Rs 1,500 to Rs 8,014 (Ex—showroom Delhi)
across models with effect from 27 January 2017 due to increase in commodity,
transportation and administrative costs-
31
On 30 January 2017’ Maruti Suzuki inaugurated its 200th premium retail showroom
NEXA in the country at Hyderabad. At that time, the company said that NEXA is now
present in 121 cities and had already sold over 1.85 lakh vehicles since its inception.
on 15 February 2017,. Maruti Suzuki announced the launch of limited edition of its
compact multi purpose vehicle Ertiga.
On 20 February 2011 Maruti Suzuki announced that its two Smart Hybrid vehicles
viz. Ciaz SHVS and Ertiga SHVS have crossed cumulative sales of 1 lakh units. 5 mart
Hybrid Vehicle by Suzuki (SHVS) is a technology which uses an integrated starter
generator and an advanced high Capacity battery to supplement the engines power.
SHVS technology makes it more efficient than the conventional set-up and saves
energy while decelerating/braking.
On 2 March 2017: Maruti Suzuki announced that its popular urban sports utility
vehicle Vitara Brezza crossed one lakh cumulative sales milestone in the domestic
market. On 27 March 2017, Maruti Suzuki announced that its popular urban sports
utility vehicle Vitara Brezza has clocked sales of over 1.1 lakh units in the first year of
its launch.
On 31 March 2017. Maruti Suzuki announced that its popular midsize sedan Ciaz will
be sold exclusively through its premium retail outlets NEXA from 1 April 2017. On 16
May 2017, Maruti Suzuki announced the launch of updated version of its sedan Dzire.
32
On 25 May 2017, Maruti Suzuki announced that it has decided to set up automobile
skill enhancement centres across 15 government-run Industrial Training Institutes
(ITIs) across 1 1 states over a period of three months.
0n 1 July 2017, Maruti Suzuki announced that it has passed on the entire benefit of the
goods and services tax (GST) rates on vehicles to its customers and as a result the ex -
showroom prices of Maruti Suzuki models were cut by upto 3% with effect from 1
July 2017. However, owing to withdrawal of tax concessions on mild hybrid vehicles,
the price of Smart Hybrid Ciaz Diesel model and Smart Hybrid Ertiga Diesel has
increased.
On 7 July 2017, Maruti Suzuki announced that the National Company Law Tribunal
(NCLT) has approved the scheme of amalgamation of Maruti Suzuki India Limited
and seven of its wholly owned subsidiary companies viz. Maruti Insurance Business
Agency Limited, Maruti Insurance Distribution Services Limited, Maruti Insurance
Agency Network Limited, Maruti Insurance Agency Solutions Limited, Maruti
Insurance Agency Services , logistics Limited and Maruti Insurance Broker Limited.
0n 30 August 2017~ Maruti Suzuki announced transformation of its retail
across India. The new showrooms, christened Maruti Suzuki ARENA with
modern and offer a warm, friendly and comfortable environment to its
customers. On 29 September 2017, Maruti Suzuki announced the launch of parent
Suzuki Motor Corporations global ECSTAR brand of lubricants, coolants, and car care
products in Indian
33
On 1 October 2017.. Maruti Suzuki announced the launch of new version of its
premium urban Offering S-CI'OSS. Maruti further said at that time that it has sold over
53,000 units of S-Cross in the domestic market and exported over 4,600 units since its
launch in August 2015.
On 5 October 2017, Maruti Suzuki announced the launch of a refreshed version of its
compact car Celerio. Maruti further said at that time that Celerio has achieved the three-
lakh sales mark within a short span of less than four years. On 1 December 2017, Maruti
Suzuki announced the launch of the bold, sporty and trendy CelerioX compact car. The
model is an extension of Maruti Celerio compact car.
On 27 December 2017, Maruti Suzuki announced that it has entered into an agreement
With the Government of NCT 0f Delhi the-art Automated Driving to set up state-of- tv.
The company will invest approximately Rs 15 crores for setting up driving test centres.
While Maruti Suzuki will set up the centres and maintain them for three years.
At the time Of approval 0f Q3 December 2017 results on 25 January 20 rd of Directors 0f

Maruti SUZUki discussed and approved a revision 0f calculating royalty payment 10 Japa-
nese parent Suzuki Motor Corporation which result in lower royalty payments for Maruti Su-
zuki for new model agreement starting the I nis This would, be implemented after approval
by the Board of Suzuki Motor Corporation.
34
On 7 February 2018, Maruti Suzuki showcased new compact car Concept FutureS at
Delhi Auto Expo 2018 in New Delhi. On 8 February 2018, Maruti Suzuki announced
the launch of an updated version of its premium hatchback Swift at Auto Expo 2018 in
New Delhi. The all-new Swift comes offers the acclaimed auto gear shift technology
for the convenience of customers. Built on Suzukis innovative 5th generation
HEARTECT platform. the all-new Swift has a superior power to weight ratio with an
improved acceleration performance.
35
CHAPTER IV
DATA INTERPRETATION
AND ANALYSIS
36
DEMOGRAPHICS
1. Age group of respondents.
age no of respondents percentage of respondents

20-30 20 20%
30-40 40 40%
40-50 30 30%
above 50 10 10%
no of respondents
20-30
30-40
40-50
above 50
INTERPRETATION -
Out of 100%... the no of respondents who drive cars as per their age has been segregate.
From the above table it is clear that 40% of respondents were of the age 30-40,30% of the
respondents were between 40-50,20% of the respondents are between 20-30 and 10% of the
respondents are above 50.
37
2. Gender of the respondents.
gender no of respondents percentage of respondents

male 70 70%
female 30 30%
no of respondents
80
70
60
50
40
no of respondents
30
20
10
0
male femlae
INTERPRETATION-
From the above presentation it is clear that 70% of the respondents are male and 30% of the
respondents are female.
38
3. Education level of the respondents.
education no of respondents percentage of respondents

ug 40 40%
pg 30 30%
professional studies 15 15%
no formal education 15 15%
no of respondents
ug
pg
professional studies
no formal education
INTERPRETATION-
From the above presentation it is clear that 40% of the respondents are UG,30% have a
PG,15% have done their professional studies, and 15% have no formal education.
39
4. The income pattern of the respondents.
income per annum no of respondents percentage of respondents

below 1 lakh 10 10%
1 lakh - 3 lakhs 20 20%
3 lakhs - 5 lakhs 30 30%
above 5 lakhs 40 40%
no of respondents
below 1 lakh
1 lakh - 3 lakhs
3 lakhs - 5 lakhs
above 5 lakhs
INTERPRETATION-
As per the above data presentation it is clear that 10% of the respondents have an annual in-
come below 1 lakh , 20 % of the respondents have an annual income ranging between 1 lakh
to 3 lakhs , 30 % of the respondents have an annual income ranging between 3 lakh to 5 lakh,
40 % of the respondents have an annual income above 5 lakh.
40
FOR PRODUCT RATING
cars /ratings poor avg good very good excellent

dzire 4 4 4 52 36
Tata tigor 12 14 20 30 24
honda amaze 4 8 28 28 32
Hyundai xcent 8 12 12 50 18
60
50
40
dzire
tata tigor
30
honda amaze
20 hyundai xcent
10
0
poor avg good very good excellent
INTERPRETATION
Dzire,
Out of 100 respondents,
36% rated that the product as excellent,
52% rated that the product was very good,
4% rated that the product as good,
4% rated that the product as average,
4% rated that the product as poor,
41
Tata Tigor,
Honda Amaze,
Hyundai Xcent,
FOR PRODUCT RATING
Dzire ranks first.

Honda Amaze ranks second.
Tata Tigor ranks third.
Hyundai Xcent ranks fourth.
42
FOR SPACE INSIDE

dzire 0 0 20 30 50
tatatigor 0 8 32 40 20
hyundaixcent 0 12 20 56 12
80
70
60
50 dzire
40 tata tigor
honda amaze
30
hyundai xcent
20
10
0
INTERPRETATION
Dzire,
43
Tata Tigor,
Honda Amaze,
Hyundai Xcent,
FOR SPACE ATTRIBUTE
Dzire ranks first.

Tata Tigor ranks second.
Honda Amaze ranks third.
44
DEALERS SATISFACTION

dzire 0 0 12 48 40
Tata tigor 6 10 20 52 12
60
50
40
dzire
30 tata tigor
honda amaze
20 hyundai xcent
10
0
INTERPRETATION
Dzire,
45
Tata Tigor,
Honda Amaze,
Hyundai Xcent,
FOR DEALER SATISFACTION
Dzire ranks first.

Hyundai Xcent ranks third.
Tata Tigor ranks fourth.
46
FUEL CONSUMPTION

dzire 0 0 12 52 36
Tata tigor 4 4 44 36 12
60
50
40
dzire
30 tata tigor
honda amaze
20 hyundai xcent
10
0
INTERPRETATION
Dzire,
47
Tata Tigor,
Honda Amaze,
Hyundai Xcent,
FOR FUEL CONSUMPTION
Dzire ranks first.

48
COMFORT

dzire 0 0 20 44 36
Tata tigor 4 8 40 28 20
60
50
40
dzire
30 tata tigor
honda amaze
20 hyundai xcent
10
0
INTERPRETATION
Dzire,
49
Tata Tigor,
Honda Amaze,
Hyundai Xcent,
4% rated that the product as poor.
FOR COMFORT ATTRIBUTE
Dzire ranks second.

Honda Amaze ranks first.
Tata Tigor ranks third.
50
RELIABILITY

dzire 4 0 4 16 76
Tatat igor 16 0 0 52 32
80
70
60
50 dzire
40 tata tigor
honda amaze
30
hyundai xcent
20
10
0
INTERPRETATION
Dzire,
51
Tata Tigor,
Honda Amaze,
Hyundai Xcent,
FOR RELIABILITY ATTRIBUTE

Dzire ranks first.
52
LOOKS

dzire 0 4 8 44 44
Tata tigor 8 4 16 40 32
60
50
40
dzire
30 tata tigor
honda amaze
20 hyundai xcent
10
0
INTERPRETATION
Dzire,
53
Tata Tigor,
Honda Amaze,
Hyundai Xcent,
FOR LOOKS ATTRIBUTE
Dzire ranks seconds.

Tata Tigor ranks fourth..
54
OVERALL RATING
cars /ratings very useful useful some what useful not useful
dzire 50 30 20 0
Tata tigor 45 35 20 0
honda amaze 52 40 8 0
Hyundai xcent 50 40 10 0
60
50
40
dzire
30
tata tigor
20 honda amaze
hyundai xcent
10
0
very useful some not useful
useful what
useful
INTERPRETATION
Dzire,
50% rated that the product as very useful,
30% rated that the product was useful, To study the promotional activities for Airtel broad
band services. To identify the customers impact on sales promotional activities of Airtel
broad band service.
20% rated that the product as some what useful.
55
Tata Tigor,
35% rated that the product was useful,
Honda Amaze,
Hyundai Xcent,
FOR OVERALL RATING
Dzire ranks third.

Hyundai Xcent ranks second.
56
CHAPTER V
FINDINGS
57
FINDINGS
 Honda Amaze is having better engine capacity of 1498cc while compared with other
cars
 Dzire is having better mileage of 28.4 KM/L while compared with other cars.
 Honda AMAZE is having the better Power 98. 6 BHP while compared with other
cars.
 Honda Amaze and Dzire both are having the better No. of Cylinders of 4 while com-
pared with other cars.
 Hyundai Xcent is having the better Fuel Tank Capacity (Liters) of 43 while compared
with other cars.
 T ATA TIAGO IS having the better Turning Radius of 4.9 meter; while compared
with other cars.
 DZIRE is having the most PRODUCT RATING while compared with other cars.
 Honda Amaze is more comfort while compared to other cars.
 Honda Amaze more attractive look while compared with other cars.
58
CHAPTER VI
SUGGESTIONS
AND
CONCLUSIONS
59
SUGGESTIONS
 Customer Satisfaction can be improved by increasing headroom for customers whose
height is more than six feet
 The waiting period for diesel version of some cars (Swift, Swift Dzire, SX4) is too
long. Steps should be taken to increase the production of those cars.
 The colour choices on cars available can also be increased
 The sales person may avoid directly or indirectly Compelling the customers to choose
a particular model car. Customers may doubt that the sales person mayrecommend a
car that is not fast-selling.
 Since many customers complained that a test drive was not satisfactory, Maruti Suzu-
ki must offer maximum test drives.
 A test drive of the allotted car may be given to the customer before delivery to satisfy
him that the car is in perfect condition.
 Maruti Suzuki may send SMS regarding car-care tips, in addition to service reminders
for periodic services, in order to show that customers are the real concern of Maruti
Suzuki.
60
CONCLUSION
Consumer behavior consists of all human behavior that goes in making before and post pur-
chase decisions. One can succeed in the competitive market only after understanding the
complex consumer behavior. An understanding of the consumer enables the marketer to take
marketing decisions which are compatible with the consumer needs.
From study there are major class of consumer behavior determinants and expectations namely
social, psychological, political, geographical, demographicand Product & Technology. Fur-
ther classification of human behaviors under maincategories will enable car manufacturer to
align their strategies in concurrence tocustomer behavior. While purchasing mini segment car
though customer is highly costconscious but this segment is also upgrading their require-
ments and due to rise indisposable income. with in segment migration is observed.
61
BIBLIOGRAPHY
62
BIBLIOGRAPHY
BOOKS
 Agrawal Meenu, Consumer Behaviour and Rural Marketing in India, New century
Publication New Delhi, ISBN : 978-81-7708-215-9 (2009).
 Anisimova Tatiana Anatolevena. “The effect of corporate brand attributes on attitudi-
nal and behavioural consumer loyalty”. Journal of Consumer Marketing, Vol.24,
No.7, pg. 395405 (2007). '
 Balakrishan, M. ‘Rural Market: End of Lone Road for the Consumer Marketers,
(1977).
 Batra Satish K, Kazmi SHH, “Consumer Behaviour-Text and Cases” 2nd edition Excel
Books, New Delhi, ISBN: 978-81-7446-644-0 (2008).
 Bhagaban Das, Mohanty Sangeeta, Sahil Nikhil. “Categorizing consumers buying be-
havior; A factor analysis in consumer durable Market.” International Journal of Busi-
ness Management, September (2008).
NEWSPAPERS:
# TIMES OF INDIA
# BUSINESS LINE
# THE ECONOMIC TIMES
WEBSITES:
1. www.allindianewspapers.com
2. www.blog.euromonitor.com
3. www.censusindia.gov.in/
4. www.censusindia.gov.in/2011-prov
63
QUESTIONNAIRE
64
QUESTIONNAIRE
DEMOGRAPHICS
1. Age group of the Respondents.
Gender No. of respondents % of respondents
Male
70 70%
Female 30 30%
2. Gender of Respondents.
Age No. of respondents % of respondents
20-30 20 20%
30-40 40 40%
40-50 30 30%
Above 50 10 10%
3. Education level of the respondents

Education No. of respondents % of respondents
UG 40 40%
PG 30 30%
Professional
15 15%
studies
No formal
15 15%
studies
65
4. The income patterns of the respondents
No. of respond-
Income per annum % of respondents
ents
Below 1,00,000 10 10%
1,00,000-3,00,000 20 20%
1,00,000-5,00,000 30 30%
Above 5,00,000 40 40%
ANALYSIS
Q1 YOUR EXPERIENCE FOR PRODUCT RATING
Cars/ Rating Poor Average Good Very Good Excellent
Swift
Tata Tiago
Xcent
Honda Amaze
Q2 YOUR EXPERIENCE ON SPACE INSIDE THE CAR
Swift
Tata Tiago
Xcent
Honda Amaze
66
Q3 DEALERS SATISFACTION ON DEALING WITH THE CUSTOMERS WITH
RESPECT TO THE CAR
Swift
Tata Tiago
Xcent
Honda Amaze
Q4 YOUR EXPEREINCE ON FUEL CONSUMPTION
Swift
Tata Tiago
Xcent
Honda Amaze
Q5 YOUR EXPEREINCE COMFORT
Swift
Tata Tiago
Xcent
Honda Amaze
67
Q6 YOUR EXPEREINCE RELIABILITY
Swift
Tata Tiago
Xcent
Honda Amaze
Q7 YOUR EXPEREINCE LOOKS
Swift
Tata Tiago
Xcent
Honda Amaze
Q8 OVERALL RATING
Swift
Tata Tiago
Xcent
Honda Amaze
68

Consumer Experiences On Mid Size Cars

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Consumer Experiences On Mid Size Cars

Uploaded by

Copyright:

Available Formats

CHAPTER I –INTRODUCTION

1. New car launch in the market

2. Car is in market for 1-2 years

3. Car is in market for more than 4 years

4. Purchase of second hand car

THEORY OF CONSUMER PREFERENCES

> To know which attribute performance is what in a particular product.

At the end of the study , the following aspects would be Covered:

2. How does it reflect buying decisions?

3. Inﬂuence of the dealers if any in the ﬁnal decision making process.

4. Environmental inﬂuence if any.

Research in common refers to a search for knowledge. Research methodology is a way to

Sample size taken for the study is 100 respondents.

The data is collected through in two ways.

The study was conducted in Hyderabad city

Tools used for analysis

 The study was restricted to twin cities

 The information given by respondents may be biased

 Due time constraint more information could not be collected

 The research is restricted to the mini cars segment only.

 The genuineness of data may be questioned.

THE DECISIONAL FACTORS

Influences on the consumer purchase Decision process

 Age and Life-cycle Stage

THE NATIONAL SURVEYS

2W and Four Wheeler (4W) market in the world by 2020.

April 2000 to December 2017, according to data released by Department of Industrial

Policy and Promotion (DIPP).

Some of the recent/planned investments and developments in the automobile sector in

India are as follows:

Uber platforms in New Delhi and Hyderabad .

 Mahindra & Mahindra (M & M) is planning to make an additional investment of

in its plant in Chakan.

allows 100 per cent FDI under the automatic route.

Some of the recent initiatives taken by the Government of India are –

Scheme and set up charging infrastructure across Bengaluru, according to Mr R V

Deshpande, Minister for Large and Medium Industries of Karnataka.

 The Ministry of Heavy Industries, Government of India has shortlisted 11 cities in

Electric Vehicles in India) scheme.

and Renewable Energy. Government of India. is planning to procure 10,000 6-

 The government is planning to set up a committee to develop an institutional

framework on large-scale adoption of electric vehicles in India as a viable clean

level in major cities.

The automobile industry is supported by various factors such as availability of skilled

and unskilled labour.

Jobs and contribute over 12% to India’s gross domestic product.

exchange movements and strategic objectives of the company. On 12 August 2016,

popular hatchback Swift as Swift Dzire. 0n 1 September 2016, Maruti Suzuki

The company has invested about Rs 300 crore towards the

development of the Super Carry domestic market.

On 15 September 2016’ Maruti Suzuki announced that it has signed a Memorandum of

drivers in safe driving over a period of 3 years.

On 23 September 2016, Maruti Suzuki announced that it has attained cumulative

including Europe, Latin America and Africa_

Industrial Training Institute in Mehsana, Gujarat.

announced a price hike ranging from Rs 1,500 to Rs 8,014 (Ex—showroom Delhi)

transportation and administrative costs-

compact multi purpose vehicle Ertiga.

Hybrid Vehicle by Suzuki (SHVS) is a technology which uses an integrated starter

energy while decelerating/braking.

skill enhancement centres across 15 government-run Industrial Training Institutes

(ITIs) across 1 1 states over a period of three months.

Agency Limited, Maruti Insurance Distribution Services Limited, Maruti Insurance