A

RESEARCH PROJECT REPORT

ON
MARKETING STRATEGY OF MARUTI SUZUKI
(PVT) LIMITED

SUBMITTED IN PARTIAL FULLFILMENT FOR THE AWARD OF THE DEGREE

OF
BACHELOR OF BUSINESS ADMINISTRATION
(2013-2016)

SUBMITTED TO SUBMITTED BY
Mr. Rishabh Nanda ASMA SAIFI
(BBA department) BBA VI Sem.
Roll No. 8327580

MAHAVEER INSTITUTE OF TECHNOLOGY, MEERUT

AFFILIATED TO C.C.S. UNIVERSITY, MEERUT

1|Page
 poHAlli road sardana meerut

DECLARATION

I hereby declare that the dissertation “CONSUMER BEHAVIOR OF

MARUTI SUZUKI (PVT ) LIMITED’’ submitted for the BBA Degree at
CCS University Department of Business Management is my original work and
the dissertation has not formed the basis for the award of any degree, associate
ship, fellowship or any other similartitles.

ASMA SAIFI

ROLL NO 8327580

2|Page
 ACKNOWLEDGEMENT

In the first place, I thank the CCS University, Department of Business

Management for giving me an opportunity to work on this project. I would also
like to thank Miss TOSHAM SINGH for having given me his valuable
guidance for the project. Without his help it would have been impossible for me
to complete the project.

I would be failing in my duty if I do not acknowledge with a deep sense of

gratitude the sacrifices made by my parents and thus have helped me in
completing the project work successfully.

ASMA SAIFI

ROLL NO 8327580

3|Page
 PREFACE

It’s a thing of massive gratification for me to present this Project Report on the
topic “CONSUMER BEHAVIOR OF MARUTI SUZUKI (PVT)
LIMITED” completed in anunri valed organization ‘MARUTI SUZKI’.

The goal of this project report is to bring together an international group of 5-8

practitioner sand researchers from various sectors o f industry. We will discuss

the following to picareasand, prior to the workshop invite participants to

identify specific issues that they feel are particularly relevant and timely.

I myself have for a long time deeply interested in studying consumer

perception on Pepsi product. I know that even in the are as in which I have a

little knowledge I do not know enough. There are new tasks in the seared as for

which I am not yet equipped with tested, prove approaches and tools.

Newareasofchallengeandnewtechnologyproblemshas

arisen,whereIhavedone7littleworksofarandwhereIhavesofaronlyignorancerathe

r thaneven amodicumof knowledge.

4|Page
 TABLE OF CONTENTS

1. INTRODUCTION

2. COMPANY PROFILE

3. ABOUT AUTOMOBILE INDUSTRY

4. RANGE OF PRODUCT & SERVICES

o MARKET PRESENCE
o SWOT ANALYSIS OF AUTO SECTOR

5. RESEARCH METHODOLOGY

o RESEARCH OBJECTIVE
o SOURCES OF DATA COLLECTION
o QUESTIONNAIRE DESIGN
o SAMPLE DESIGN
LIMITATIONS OF THE RESEARCH

6. DATA ANALYSIS & INTERPRETATIONS

7. CONCLUSIONS

8. RECOMMENDATIONS

9 ANNEXURES

10. BIBLIOGRAPHY

5|Page
 EXECUTIVE SUMMARY

Very often, there is an analogy drawn between the state of the great Indian
roads and the pace of economic development in the country. Needless to say,
it’s not a very pleasing comparison. So the average Indian customer who rides
the roads of India is naturally extremely cautious when it comes to investing in
a vehicle. Only those rough and tough enough to survive the potholes and
nightmarish surfaces can pass muster. In such a scenario, Maruti Udyog
Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the
leader of the Indian car market for about two decades. The company has a
portfolio of 11 brands, including Maruti 800, Omni, premium small car Zen,
international brands Alto, WagonR and Swift, off-roader Gypsy, mid size
Esteem, luxury car Baleno, the MPV, Versa and Luxury SUV Grand Vitara
XL7. It has introduced upgraded versions of all its existing products completely
designed and styled in-house.

6|Page
CHAPTER-1

INTRODUCTION
AND HISTORY

7|Page
INTRODUCTION AND HISTORY

Maruti's history begins in 1970, when a private limited company named Maruti
technical services private limited' (MTSPL) is launched on November 16, 1970.
The stated purpose of this company was to provide technical know-how for the
design, manufacture and assembly of "a wholly indigenous motor car".

In June 1971, a company called 'Maruti limited' was incorporated under

the Companies Act and Sanjay Gandhi became its first managing
director.

In 1982, a license & Joint Venture Agreement (JVA) is signed between

Maruti Udyog Ltd. and Suzuki of Japan.

In 1989 the Maruti 1000 is presented after having been shown earlier.
This 970 cc, three-box is India’s first contemporary sedan.

In 1993 the Zen, a modern 993 cc, hatchback which is later exported
globally as the Suzuki Alto.

In 1994 the 1298 cc Esteem appears, a more luxurious redesigned Maruti

1000. This and other Maruti begin appearing in a plethora of different
equipment levels, to better suit India's increasingly discerning consumers.

A Zen Automatic arrives in 1996, as does the Gypsy King, a 1.3 liter
version of the compact off-roader, and a minibus version of the Omni (the
Omni E).

In 1998 the new Maruti 800 is released, the first change in design since
1986. This is simply a facelift of the existing model, to ensure steady
sales. Also, the two millionth vehicles are produced.
8|Page
 In 2000Maruti becomes the first car company in India to launch a Call
Center for internal and customer services. The new Alto model is also
released.

In 2003 the new Suzuki Grand Vitara XL-7 appears, while the Zen and
the Wagon R is upgraded and redesigned model.

In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki
Automobiles India", to build two new manufacturing plants, one for
vehicles and one for engines

9|Page
 INTRODUCTION

“A market is never saturated with a good product, but it is very quickly

saturated with a bad one. - Henry Ford”

INDIAN AUTOMOBILE INDUSTRY

The automotive industry is one of the largest industries worldwide and in India
as well. The automotive sector is a vital sector for any developed economy. It
drives upstream industries like steel, iron, aluminum, rubber, plastics, glass and
electronics, and downstream industries like advertising and marketing, transport
and insurance.

The automotive industry can be divided into five sectors:-

1) Passenger Cars
2) Multi- Utility Vehicles (MUVs)
3) Two- and Three- Vehicles
4) Commercial Vehicles - Light Commercial Vehicles (LCVs) / Medium
and Heavy Commercial Vehicles (MHCVs)
5) Tractors
We will be looking at the Passenger car industry in India.
10 | P a g e
Despite a head start, the passenger car industry in India has not quite matched
up to the performance of its counterparts in other parts of the world. The
primary reason has been the all-pervasive regulatory atmosphere prevailing till
the opening up of the industry in the mid-1990s. The various layers of
legislative Acts sheltered the industry from external competition for a long time.
Moreover, the industry was considered low-priority as cars were thought of as
‘unaffordable luxury’.

The following table presents a comparative view of the extent of motorization in

India vis-à-vis certain other countries in the world

11 | P a g e
 Country Passenger Cars in Use Two-Wheelers in Use

per Thousand Persons per Thousand Persons

Developed Countries

U.S.A 478 14

United Kingdom 373 12

Japan 395 115

Germany 508 36

Emerging Economies

China 3 8

Indonesia 14 62

Philippines 10 14

South Korea 167 59

India 5 27

12 | P a g e
 PORTER FIVE FORCES MODEL IN THE INDIAN AUTOMOBILE
INDUSTRY

Threat from New Players: Increasing Market Strength of

Suppliers: Low
• Most of the major global players are
present in the Indian Market; a few
more are expected to enter.
• Financial strength assumes • A large number of
importance as high investments are automotive
required for building capacity. component
• Access to distribution network is suppliers are
important. Although important for all present in the
segments, having a distribution Indian automotive
network in rural areas is vital for two- industry.
wheeler makers. • Automotive players
• Lower tariffs in the post-World Trade are rationalizing
Organization era may expose Indian their vendor base
companies to threat of imports to achieve
(however, the threat may be mitigated consistency in
by non-tariff barriers that may still quality.
exist).

13 | P a g e
 Rivalry within the Market Strength of Consumers:
Industry: High Increasing

• There is keen • Increases awareness among

competition in select consumers has raised
segments (such as expectations. Thus, the ability
the Compact and to innovate (technology being
Mid-size segments the enabler) is critical.
in passenger cars, • Product Differentiation via new
and the motorcycle features, improved performance
segment in two- and after sales support is
wheelers). critical.
• New multinational • Increases competitive intensity
players may enter has limited the pricing power of
the market. manufacturers.

Threat from Substitutes:

Low-Medium

• With consumer
preferences changing,
inter-product substitution
is taking place (scooters
are being replaced by
motorcycles, and Mini
cars by Compact Mid-
size cars.

14 | P a g e
History of Indian Automobile Industry

Initially, in the post-liberalization period, the automotive sector, especially the

passenger car segment, saw a boom, derived primarily from economic vibrancy,
changes in Government policies, increase in purchasing power, improvement in
life styles, and availability of car finance. The passenger car industry was finally
deregulated in 1993. However, the automobile industry, which contributed
substantially to the industrial growth in FY1996 failed to maintain the same
momentum between FY1997 and FY1999. The overall slowdown in the
economy and the resultant slowdown in industrial production, political
uncertainty and inadequate infrastructure development were some of the factors
responsible for the slowdown experienced. In FY2000, the sector experienced a
turnaround and witnessed the launch of many new models.

Two things that stunted growth of this industry in the past have been low
demand and lack of vision on the part of the original equipment manufacturers
(QEMs). However, the demand picked up after the liberalization of the
regulatory environment, and global QEMs- who enjoy scale economies both in
terms of manufacturing and research and development (R&D) - entered the
Indian market. This has resulted in a big shift in the way business is conducted
by suppliers, assemblers and marketers.

15 | P a g e
 PASSENGER CAR INDUSTRY IN INDIA: HIGHLIGHTS

• Passenger car sales are expected to increase at a compound annual growth

rate (CAGR) of 8% over the period FY2004-2007. The six broad segments
in the car market today are- Mini, Compact, Midrange, Executive, Premium
and Luxury. In the medium term, growth in the Indian passenger car industry
is expected to be led largely by the Compact and Mid-range Segments.
• The critical success factor has changed from price to price value.
• In terms of engine capacity, the Indian passenger car market is moving
towards cars of highest capacity.
• With the launch of new models from FY2000 onwards, the market for
MUVs has been redefined in India, especially at the upper end. Currently,
the higher-end MUVs, commonly known as Sports Utility Vehicles (SUVs),
occupy a niche in the urban market. With the success of SUVs, the line of
distinction between passenger cars and MUVs in the Indian market is getting
increasingly blurred.

16 | P a g e
• Domestic car manufacturers are now venturing into areas such as car
financing, leasing, and fleet management, and used-car reconditioning /sales,
to complement their mainstay-business of selling new cars.

TRENDS IN THE INDIAN PASSENGER CAR INDUSTRY

Distribution Systems: Entry of

Product
Changing relationship technology: Foreign
of manufacturers with
Manufacturing
Technologies:
Auto finance:
Flexible
Indian
Better/ cheaper Manufacturing
Passenger Systems
Regulatory
Components:
framework:
Deregulation; Tierisation;
Structure of
De licensing; Materials: Low
demand:
weight; Synthetic
Removal of QRs; Composites
Change in

17 | P a g e
PRODUCT PROFILE:-

Model Launched Category Image

Omni 1984 Minivan

Gypsy 1985 SUV

WagonR 1999 Hatchback

Grand Vitara 2007 Mini SUV

Swift DZire 2008 Sedan

18 | P a g e
Ritz 2009 Hatchback

Kizashi 2011 Sedan

Ertiga 2012 Mini MPV

Alto 800 2012 Hatchback

Stingray 2013 Hatchback

Celerio 2014 Hatchback

19 | P a g e
Competitors:

20 | P a g e
21 | P a g e
BORADS OF DIRECTORS

Mr. R. C. Bhargava

Chairman

22 | P a g e
Mr. Kenichi Ayukawa

Managing Director & CEO

Mr. Toshiaki Hasuike

Joint Managing Director

Mr. Osamu Suzuki

Director

23 | P a g e
Mr. Amal Ganguli

Independent Director

Mr. D. S. Brar

Independent Director

Mr. Toshihiro Suzuki

Director

24 | P a g e
Mr. Kazuhiko Ayabe

Director

\Mr. Shigetoshi Torii

Director (Production)

Mr. Kinji Saito

Director

25 | P a g e
Ms. Pallavi Shroff

Independent Director

Mr. R.P. Singh

Independent Director

As a responsible corporate citizen, Maruti Suzuki India Limited ('Maruti' or "the

Company") has always believed in following highest standards of Corporate
Governance. Being a listed Company, every act of the Company, its Board
Members and its employees is the focus of public attention and accordingly,
there is a need to reinforce Maruti's commitment towards maintaining highest
standards of Corporate Governance. This Code of Business Conduct and Ethics
("Code of Conduct" or "Code") helps ensure compliance with our standards of
business conduct & ethics and also with regulatory requirements. All Senior
Management Personnel are expected to read and understand this Code of
26 | P a g e
Business Conduct and Ethics, uphold these standards in day-to-day activities
and also comply with all applicable standards, policies and procedures of the
company. This policy should be read in conjunction with applicable regulations
& existing policies & procedures of the Company. You can also contact the
Secretarial & Legal Department if you have any questions or clarifications.

27 | P a g e
 FACILITIES

Maruti Suzuki has two state-of-the-art manufacturing facilities in India. The

first facility is at Gurgaon spread over 300 acres and the other facility is at
Manesar, spread over 600 acres in North India.

The Gurgaon facility

Maruti Suzuki's facility in Gurgoan houses three fully integrated plants. While
the three plants have a total installed capacity of 350,000 cars per year, several
productivity improvements or shop floor Kaizens over the years have enabled
the company to manufacture nearly 700,000 cars/ annum at the Gurgaon
facilities. The entire facility is equipped with more than 150 robots, out of
which 71 have been developed in-house. More than 50 per cent of our shop
floor employees have been trained in Japan. Our Gurgaon facility also houses
`K' Engine plant. The `K' family engine plant has an installed annual capacity of
240,000 engines and was commissioned in 2008. Spread over an area of 20,300
m2, the `K' family engine facility is part of the Rs 9,000 crore investment plan
drawn by Maruti Suzuki and Suzuki Motor Corporation. The next generation
`K' engine like all Maruti Suzuki earlier technologies is highly fuel efficient,
while offering the best in refinement and performance. It will take the engine
technology to the next level in India. A-Star is the first car to be powered by `K'
family engine. The forthcoming models will be powered by other `K' family
engines the in-line plant layout consisting of Casting, Machining and Assembly
processes has high level of automation, effective material handling and

28 | P a g e
inventory reduction techniques in place, aimed for high operational efficiency.
The facility employs global manufacturing best practices like cold testing,
100% on line automated checks to ensure global quality.

ROAD SAFETY AND MARUTI SUZUKI

Maruti Suzuki has already trained around 450,000 persons in safe driving in the
last few years. Through the National Road Safety Mission, the company plans
to touch a total of million persons in the next few years.

Maruti Suzuki contributes towards road safety through its IDTR and MDS
initiatives.

National Road Safety


Taking forward its commitment to Road Safety, Maruti Suzuki has
adopted a National Road Safety Mission.


Under the mission Maruti Suzuki will Train 500,000 people in safe
driving in the next 3 years across India.


While utilizing the existing 2 Institutes of Driving Training and
Research (IDTR) in Delhi and the 50 Maruti Driving Schools (MDS)
across the country the company will enter into partnerships with state
governments for more IDTRs and with its dealers for more MDS.

Of the 500,000 people to be trained, at least 100,000 will be people from

29 | P a g e
 
Underprivileged section of society, who are keen to take driving
as a profession.


In addition, Maruti Suzuki will continue to support to government and
industry in their efforts for road safety.

PRODUCT PROFILE

Car Model Ex-Showroom Price (New Delhi)

Maruti Suzuki Alto 800

2.38 - 3.49 lakhs

Maruti Suzuki Omni 2.41 - 2.47 lakhs

Maruti Suzuki Eeco

2.98 - 3.98 lakhs

Maruti Suzuki Alto K10 3.15 - 3.28 lakhs

Maruti Suzuki Estilo 3.38 - 4.25 lakhs

30 | P a g e
 Maruti Suzuki Wagon R 1.0 3.49 - 4.34 lakhs

Maruti Suzuki A-Star 3.72 - 4.58 lakhs

Maruti Suzuki Celerio 3.76 - 4.79 lakhs

Maruti Suzuki Stingray 4.01 - 4.56 lakhs

Maruti Suzuki Ritz

4.23 - 6.16 lakhs

Maruti Suzuki Swift

4.42 - 6.71 lakhs

Maruti Suzuki Swift

DZire
4.85 - 7.32 lakhs

Maruti Suzuki Gypsy 5.42 - 5.79 lakhs

31 | P a g e
 Maruti Suzuki Ertiga
5.80 - 8.49 lakhs

Maruti Suzuki SX4

7.15 - 9.54 lakhs

Maruti Suzuki Kizashi 16.53 - 17.53 lakhs

Maruti Suzuki Grand

Vitara 22.68 - 24.61 lakhs

32 | P a g e
 DEPARTMENTAL OVERVIEW

33 | P a g e
 KEY SUCCESS FACTOR

The Quality Advantage

Maruti Suzuki owners experience fewer problems with their vehicles than any
other car manufacturer in India (J.D. Power IQS Study 2004). The Alto was
chosen No.1 in the premium compact car segment and the Esteem in the entry
level mid - size car segment across 9 parameters.
A Buying Experience like No Other
Maruti Suzuki has a sales network of 307state-of -the-art showrooms across 189
cities, with a workforce of over 6000 trained sales personnel to guide MUL
customers in finding the right car.

Quality Service across 1036 Cities

In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest across all 7
parameters: least problems experienced with vehicle serviced, highest service
quality, best in-service experience, best service delivery, best service advisor
experience, most user-friendly service and best service initiation
experience.92% of Maruti Suzuki owners feel that work gets done right the first
time during service. The J.D. Power CSI study 2004 also reveals that 97% of
Maruti Suzuki owners would probably recommend the same make of vehicle,
while 90% owners would probably repurchase the same make of vehicle.

One Stop Shop

At Maruti Suzuki, customers will find all car related needs met less than one
roof. Whether it is easy finance, insurance, fleet management services,
exchange- Maruti Suzuki is set to provide a single-window solution for allcar
related needs.

34 | P a g e
The Low Cost Maintenance Advantage
The acquisition
sition cost is unfortunately not the only cost customers face when
buying a car. Although a car may be affordable to buy, it may not necessarily be
affordable to maintain, as some of its regularly used spare parts may be priced
quite steeply. Not so in the case of a Maruti Suzuki. It is in the economy
segment that the affordability of spares is most competitive, and it is here where
Maruti Suzuki shines.

Lowest Cost of Ownership

The highest satisfaction ratings with regard to cost of ownership among all
models
odels are all Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800,
Alto and Omni.

Technological Advantage
It has introduced the superior 16 * 4 Hypertech engines across the entire Maruti
Suzuki range. This new technology harnesses the power of a bra
brainy 16-bit
computer to a fuel-efficient
efficient 4-valve
4 valve engine to create optimum engine delivery.
This means every Maruti Suzuki owner gets the ideal combination of power and
performance from his car.

35 | P a g e
CONSUMER BEHAVIOUR:-

It is defined as all psychological, social and physical behavior of potential

customers as they become aware, evaluate, purchase, consume, and tell to
others about product and services.

Buying behavior involves both individual ( psychological) and group

process.

Buyer behavior is reflected from awareness right through post

purchase evaluation indicating satisfaction and non satisfaction ,
from purchaser

Buyer behavior includes communication, purchasing and

consumption behavior

Consumer behavior is basically social in nature hence the social

factors play important roles in shaping buying behavior

Buyer behavior includes both customer and industrial behavior.

“Hence consumer behavior is an orderly process whereby the consumer

interacts with the environment for making a purchase decision on
products.”

36 | P a g e
DIVERSITY OF CONSUMER BEHAVIOR:-

Customer and consumer words are referred as synonyms but the difference
exists

Customer - the purchaser of product or service , may or may not be

the end user

Consumer- the end user , may or may not be the purchaser

New age of business demands differentiation of customers by

individual differences in consumer expectations, preferences and
influences.

Firms need to go into deep of consumer behavior to analyze and act to

achieve objectives

CONCEPT & NEED FOR STUDYING CONSUMER BEHAVIOR:-

Consumer behavior can be said to be the study of how individual make decision
on how to spend their available resource

s (time, money, effort) on various consumption related items. This simple

definition of consumer behavior tells the markets to resolve every activity
around the ultimate consumers & gauge their behavior by specially focusing on:

Who buys products or services?

How do they buy products or services?
Where do they buy them?
How often they buy them?

37 | P a g e
 Why do they buy them?
How often they use them?

These questions will help in understanding better what factors influences the
decision making process of the customer.

CONSUMER DECISION MAKING PROCESS:-

Stimuli- need, reasons, influences, gathering information

Information processing- process , analyze information about product

Decision making - on the basis of analysis , decision to go for

Response- response to buy without any prejudice

For industrial buyers the process is almost similar only with addition
of re-buy, modified re buy or new task.

FACTOR INFLUENCING BUYING BEHAVIOR:-

Individual factors

Cognitive thinking process – perception , attitudes , Needs/motives

Personal characteristics – demography, lifestyles ,personal traits

Environmental factors

Culture- values ,beliefs, sub cultural / cross cultural factors

Social class- social class , society

Influence groups – family, opinion leaders, reference group

38 | P a g e
 Situational variables – purchase occasion , market communication,
shopping behavior, price , sales influence , product position

CONSUMER SATISFACTION:-

All business firms have realized that marketing is a core element of

management philosophy & the key to its success lies in focusing more & more
on the consumer satisfaction . That is, it will be the customer who will decide
where the firm is heading. Thus the challenge before the marketer is to ensure
that they should satisfy every customer.

Satisfaction is an important element in the evaluating stage. Satisfaction refers

to the buyers state of being adequately rewarded in a buying situation for the
sacrifices he has made one the customer purchase & use the product they may
then become either satisfy or dissatisfied.

Satisfied Customers are people who are happy with the product & services& are
willing to come back & pay for it again.

CONSUMER RESEARCH:-

Consumer research is the methodology used to study consumer behavior

research offer set diverse to identify consumer needs it is used to identify both
felt & unfelt needs, to learn how consumers. Perceive product & brand & stores.

39 | P a g e
What their attitudes are before and after promotional campaigns & how & why
they make their consumption decision.

STEPS OF RESEARCH

To decide objective of the Study:-

This step is also research problem. Problem definition is the most critical part of
the research process. Research problem definition involves specifying the
information needed by management. The main objective of the study is:

To study the awareness of Maruti Suzuki & PERFECT automobiles in
Rajkot.


To find out the level of customer satisfaction with the offers, discount and
services offered by Maruti Suzuki & PERFECT automobiles.

To decide research design & application:-

Research design involves defining the research problem, determining how to
collect the data and from whom, establishing the way the data will be analyzed
estimating costs and the preparation of the research approach. For this study,
descriptive research was selected.

40 | P a g e
To decide Source of data there are two sources of data


Primary Data


Secondary Data

Primary data:-

Primary data is the original data collected specifically for the problem.

Reason for selecting primary data:-

In terms of primary data a questionnaire has been used to interview desire

sample units that give accurate and up to data information as well better
to research problem.

Research approaches: - Primary data can be collected in five main ways:

through Observation, focus groups, surveys, behavioral data, and experiments.

Research instruments:-Marketing researchers have a choice of three

mainresearch Instruments in collecting primary data:

 Questionnaires: - A questionnaire consists of questions presented

torespondents for their answers. Because of its flexibility, the
questionnaire is by far the most common Instrument used to collect
41 | P a g e
 primary data. Questions can be open-ended or closed-Ended.

 Qualitative measures: - Some marketers prefer more qualitative

methodsfor gauging consumer opinion because consumer actions do not
always match their answers to survey questions. Qualitative research
techniques are relatively unstructured measurement approaches that
permit a range of possible responses, and they are a creative means of
ascertaining consumer perceptions that may other-Wise be difficult to
uncover.

 Mechanical devices: -Mechanical devices are occasionally used

inmarketing research .Mechanical devices like galvanometers measure
the respondent’s interest or emotions aroused by exposure to a specific ad
or picture.

Secondary data:-
Data potentially useful in solving a current problem but that were collected for a
different purpose.

Reason for selecting secondary data:-

Secondary data can be gathered quickly and inexpensively, compared to
primary data; it is clear useful to study analyzing the recent development in the
telecom industry.

Research instruments:-Marketing researchers have a choice of three

mainresearch Instruments in collecting primary data:

42 | P a g e
  Questionnaires: - A questionnaire consists of questions presented
torespondents for their answers. Because of its flexibility, the
questionnaire is by far the most common Instrument used to collect
primary data. Questions can be open-ended or closed-Ended.

Qualitative measures: - Some marketers prefer more qualitative methods

 for gauging consumer opinion because consumer actions do not always

match their answers to survey questions. Qualitative research techniques

are relatively unstructured measurement approaches that permit a range
of possible responses, and they are a creative means of ascertaining
consumer perceptions that may other-Wise be difficult to uncover.

 Mechanical devices: -Mechanical devices are occasionally used

inmarketing research .Mechanical devices like galvanometers measure
the respondent’s interest or emotions aroused by exposure to a specific ad
or picture.

Secondary data:-
Data potentially useful in solving a current problem but that were collected for a
different purpose.

Reason for selecting secondary data:-

Secondary data can be gathered quickly and inexpensively, compared to
primary data, it is clear useful to study analyzing the recent development in the
telecom industry.

43 | P a g e
Contact methods:-Once the sampling plan has been determined, the
marketingresearcher must decide how the subject should be contact.

44 | P a g e
OBJECTIVES OF THE STUDY
The present study of the marketing strategy of the Maruti Suzuki (Pvt.) Limited
revolves around the following broad objectives:

(i) To study the evolution and growth of the Maruti Suzuki (Pvt.) Limited
in the context of the automobile revolution in India;
(ii) To study the growth strategy of the Maruti Suzuki (Pvt.) limited and
the marketing methods followed by it in this regard.
(iii) To study the small car revolution in India and the contribution of the
Maruti Suzuki (Pvt.) limited to it.
Basically the main objective of the survey is to try to identify whether
Maruti Suzuki Pvt. Limited is maintaining the service level desired by
the consumers. It also tries to study the company on different customer
value attributes and analysis its performance, to assess the service
quality gap (expectation –perception) for Maruti.

The service quality gap can be assessed on the following 5

dimensions of service quality gap :-

Tangibles – the appearance of physical facilities, equipments,

personnel and communication material.
Reliability – The ability to perform dependable service and
accuracy.
Empathy – The provision of caring, individualized attention to
customers.
Responsiveness – The willingness to help customers and to
provide prompt service.
Assurance – The knowledge and courtesy of employees and their
ability to convey trust and confidence.

45 | P a g e
SCOPE OF RESEARCH

There is a tremendous amount of scope for future research in this area , that is
the Automobile Industry, some possibilities can be:

Comprehensive research on all the competitors in the market.

Research on the buying behavior which would include brand
performance, brand attitudes, product satisfaction, purchase behavior,
purchase intentions, brand awareness, segmentation studies, etc.
Study of perceptions among people regarding automobiles (Maruti) and
their preferences of the type of vehicles (cars).

46 | P a g e
METHODOLOGY

A strategic analysis was done on “The customer satisfaction with respect to car
models offered by Maruti Suzuki Pvt. Limited.”

UNIVERSE: All consumers /customers in South Delhi and surrounding areas.

SAMPLE SIZE: 50 people

AREAS COVERED:MEERUT

47 | P a g e
ANALYSIS TECHNIQUES

Quantitative analysis is performed using the data collected at each outlet to

estimate the presence of MARUTI SUZKI.

Tools Utilized

o Percentage Analysis

o Graph Chart

48 | P a g e
RESEARCH METHODOLOGY

INTRODUCTION

Marketing research is a process of collecting and analyzing marketing

information and ultimately to arrive at certain conclusion.

IMPORTANCE OF MARKETING RESEARCH

Marketing research has its important not only for consumer market but also it

survey effectively to the producer of goods and services. The use of marketing

research in consumer market may be explained on the basis of following

services rendered by it.

1. It increases the position of a company in specified industry.

2. It indicated the present future trend of industry and point out how the

companies’ affairs are being turned up.

3. It helps in development and introduction of New Product.

49 | P a g e
RESEARCH DESIGN: This is a compressive matter plan of the study

undertaken, giving a general statement of the method used and procedure

followed.

DATA SOURCE:The various source of information broadly divided in two

categories.

1. PRIMARY SOURCE: Source from where first hand information

and gathered directly are called primary source and thus information

collected is called PRIMARY DATA.

Questionnaire should be such that the respondent would have free hand in

responding and let the designed information filter through lengthy discussion.

Both open-ended question and closed ended question is selected for the above

purpose.

FIELD WORK : The questionnaire prepared by researcher and the researcher

himself also filled these whole interviewing the respondent.

50 | P a g e
 • SECONDARY SOURCE: The source of information already

gathered for some other purpose are available, is called secondary

data.

51 | P a g e
DATA COLLECTION METHOD

The following methods are widely used for the collection of data:-

1. Survey Method.

2. Observation Method.

In the above-mentioned method, survey and observation method were

mainly used for the undertaken topic. Survey method was mostly used for

collection for data to personal interview with the help of a framed

questionnaire in the case of retailer, consumer, distributors etc.

As far as retailer is concerned survey and observation method was also used

to get some data by watching the retailer.

RESEARCH INSTUMENT:In this regard an instrument refers to the

means by which research is conducted.

SAMPLING PLAN: The sample was chosen was judgmental and

convenience basis. The sample consisted of consumer, retailers etc.

52 | P a g e
 Methodology undertaken

Marketing research is done by taking the information from distributors as

Devyani Beverages Pvt. Ltd. & Hindustan Coca Cola Ltd., is a concern,

which marketing its products having different brands.

Thus a survey method of marketing research is essentially exploratory in

nature.

COLLECTION of DATA

The information required determined by the objectives of the research and the

situation leading to the research. In this case an exploratory study is needed for

a potential opportunity

In this the schedule is used to gather the information.

Schedule should be such that the respondent would have free hand in

responding and let the designed information filter through lengthy discussion.

Both open-ended question and closed ended question is selected for the above

purpose.

For interview of retailer schedule is prepared the language is used which they

can understand clearly such as English.

SAMPLING UNIT: Meerut

53 | P a g e
 Retailers

Distributors

SAMPLING SIZE: Sample Frame is 2 and in this 213 respondents are taken.

DATA SOURCE

1. SECONDARY SOURCE: With regard to my study

secondary data of my study is collected as:

• Analysis of sales records of products of company distributors.

• Analysis of signage and chilling aid of products of company

distributors.

• Magazines, Newspapers

• Company’s websites

54 | P a g e
CHAPTER-4

DATA
ANALYSIS
AND
INTERPRETATION

55 | P a g e
SALESMANSHIP:-

The knowledgeable salesman helps the people in buy good products .They tells
people about the coming model and all the specifications of that model.

Interpretation-

86% people agreed that the sales persons are knowledgeable and
14%strongly
strongly disagreed that the sales persons are knowledgeable.

56 | P a g e
Before sales services:-

If the company is a famous one then the before sales service is very better as
they didn’t want their customer to get.

Analyzing the reviews of the respondents

EMPLOYEE SPENT NUMBER OF PERCENTAGE

ENOUGH TIME RESPONDENTS
WITH YOU BEFORE
SALES

Strongly disagree 0 0%

disagree 0 0%

Neither disagree nor 0 0%

agree

agree 64 64%

Strongly agree 36 36%

57 | P a g e
Interpretation-

64% people agreed that the sales persons spent enough time with them
before the sales and 36% strongly agreed with this.

58 | P a g e
During sales services:-

The during sales service helps the customer in getting updates what kind of
engine is there present in the car.

Analyzing the reviews of the respondent’s

EMPLOYEE SPENT NUMBER OF PERCENTAGE

ENOUGH TIME RESPONDENTS
WITH YOU DURING
SALES

Strongly disagree 0 0%

Disagree 4 4%

Neither disagree nor 0 0%

agree

Agree 62 62%

Strongly agree 34 34%

59 | P a g e
Interpretation-

62% agreed that sales persons spent enough time with them during the sales,
while 34% strongly agreed that the sales persons spent enough time with them

During sales and only 4% disagreed with this.

60 | P a g e
After sales services:-

Analyzing the reviews of the respondents

EMPLOYEE SPENT NUMBER OF PERCENTAGE

ENOUGH TIME WITH RESPONDENTS
YOU AFTER SALES

Strongly disagree 0 0%

Disagree 22 22%

Neither disagree nor 0 0%

agree

agree 54 54%

Strongly agree 26 26%

61 | P a g e
Interpretation-

6 0 % a g r e e d t h a t t h e s a l e s p e r s o n s s p e n t e n o u g h t i me w i t h t h e m
a f t e r sales, 26%
% strongly agreed with this and 14% disagreed that the
salespersons
persons spent enough time with them after sales.

62 | P a g e
Display of Merchandize:-

Analyzing the reviews of the respondent’s

DISPLAY OF NUMBER OF PERCENTAGE

MERCHANDIZE RESPONDENTS

Strongly disagree 0 0%

disagree 0 0%

Neither disagree nor 0 0%

agree

agree 94 94%

Strongly agree 6 6%

63 | P a g e
Interpretation-

94% agreed that the display of merchandize was

a t t r a c t i v e a n d 6 % strongly agreed that the display of merchandize was
attractive

64 | P a g e
Product availability:-

Analyzing the reviews of the respondents

AVAILABILITY OF NUMBER OF PERCENTAGE

THE PRODUCT RESPONDENTS

Strongly disagree 0 0%

Disagree 4 4%

Neither disagree nor 0 0%

agree

Agree 91 91%

Strongly agree 5 5%

65 | P a g e
Interpretation

91% agreed that the availability of the product was there, 5%

stronglyagreed that the availability was there while only 4% said they
disagreed with this.

66 | P a g e
CHAPTER-5
FINDINGS
AND
RECOMENDATIOS

67 | P a g e
FINDINGS:-

First I would like to present my survey findings. The main findings of my

survey are as follows:

It is found in the survey that males are the main decision maker for buying
the car. As per the data, 65% of male and 35% of female makes purchase
decision.
The main purchasing factors for the Maruti Suzuki are Quality and Brand
image. The data reveals that 42% influences on Quality and 32% influenced
for the Brand.
88% of the total respondents are using product since from a long time. The
majority of the respondents are using Maruti Suzuki products from more
than 3 years.

68 | P a g e
RECOMMENDATION:-

According to the respondents feedback, MUL needs to launch new & better
models in the small car and luxury car segment and upgrade its existing models
in the mid – size car segment.

MUL needs to offer more & more services to remain in competition.

Availability of spare parts of cars manufactured by MUL should be made

more effective.

Maruti’s vehicles are still number one in terms of service standards, other
factors like fuel efficiency, trouble-free operation etc., but still it needs to
improve as its existing model like Maruti 800 is becoming outdated in
technological terms & other foreign players like Hyundai, General Motors are
using latest technologies

69 | P a g e
LIMITATIONS

The scope of the project is limited in the sense that only Maruti Suzuki Private
Limited has been undertaken for consumer research.

The extent of the survey was New Delhi only. So the arguments or the
suggestions given in the report may not hold true for other locations in India.

It was assumed that the information given by the respondents is authentic and
best of their knowledge.

Some of the view given was completely views by customers as they were in a
hurry and were not considered in the data analysis.

The result of the study is applicable to the survey area only.

Time is also one of the important limitations.

Dull process and unwilling respondent also affect the result of the study.

70 | P a g e
STRENGTHS

1. Brand Name: Maruti Suzuki has emerged as a strong brand name in

recent times. Backed with the parent company Maruti Suzuki this is
recognized as a strong player in worldwide automotive market, Swift has
definitely a value associated with it any individual will like associatd
with.
2. Large Distribution Network: With a strong dealer network of around
3000 dealers al around the country, Maruti Suzuki has made its presence
felt in each and every corner of India.
3. Wide Product offerings at different price points: Maruti Suzuki has
launched various models in various segments and hence has a very good
product mix of offerings as different price points.
4. Cheapest cars in respective segments: Maruti Suzuki has always followed
an aggressive pricing policy. As a result it has its cars priced at lowest
possible rates in respective segments.
5. Encouraging Exports: Backed by a strong production and a global setup
at Gurgaon, Maruti Suzuki is exporting a lot. An export of worth Rs.
1,325 crores has been achieved in last six months.
6. Awarded Many Awards: Maruti Suzuki has been awarded with many
awards and recognitions like “The Star Company” amongst unlisted
companies by Business Standard this year. Its various models like Swift
has achieved many awards, thereby increasing the brand value of the
company.
7. Economy with technology: Maruti Suzuki’s cars have always seen as a
company producing cars blending economy with technology. Swift’s
71 | P a g e
 initiative of putting a 16-bit microprocessor on board has proved as one
of the major reasons for its success and that too for the lowest price in its
segment.

Weaknesses

1. Lack of in house R & D: Maruti Suzuki do not have a comprehensive R &

D department.
2. New model introduction to only cosmetic changes: There is no major
design changes incorporated in Maruti Suzuki products. Only some
cosmetic changes have been made.
3. Dominance mainly at lower level: Maruti Suzuki dominance in Indian
market is only at its lower level segments like Swift in B-Segment and
Accent n C-Segment. It has to focus on its upper segment models to
strengthen its position in Indian car industry.

OPPORTUNITIES

1. Rise of Indian middle class and small cities: As a phenomenonal growth

is seen in recent times in Indian middle class and the purchasing power of
working class individuals. Also a rise in small cities across the country
has given a great opportunity to Maruti Suzuki for achieving a higher
growth rate in coming times.
2. A Booming Economy: Indian economy is growing at a rate of on an
average of 7% every year thereby giving an opportunity of larger sales in
each and every segment.

72 | P a g e
 3. Rising exports: With a export of Rs. 1,325 crores in last six months,
Maruti Suzuki has a great opportunity of achieving a export target of Rs.
2,700 crores in this fiscal year.

THREATS

1. Many players fighting for the same cake: There a many major players in
the B-Segment and since the size of market is not expanding rapidly,
Maruti Suzuki has a major threat in form of tough competition.
2. Entry of new players: with coming of Tata Indica and other players
planning to come out with much more models in B-Segment, the
competition is just getting hotter.
3. Cannibalism: to some extent the Zen is affecting Swift because of its
price. Thus Maruti Suzuki has to focus more on its positioning strategy of
Zen and Swift.

73 | P a g e
 CHAPTER-6

CONCLUSION

74 | P a g e
CONCLUSION:-

• From the survey conducted it is observed that Maruti Suzuki has a good
market share.

• From the study conducted the following conclusions can be drawn. In

order the dream comes into reality and for turning liabilities into assets
one must have to meet the needs of the customers.

• The factors considered by the customer before purchasing cars are price,
comfortablity and availability.

• Finally I conclude that, majority of the customers are satisfied with the
Maruti Suzuki because of its good quality, reputation, easy availabilities.
Some customers are not satisfied with the Maruti Suzuki because of high
price, lack of after sales services, comfortablity and life etc. therefore, if
slight modification in the marketing programme such as dealers and
outlets, promotion programmers, product lines etc., definitely company
can be as a monopoly and strong market leader.

• Maruti Suzuki has also to take care of its competitors into consideration
and more importantly its customers before making any move.

75 | P a g e
 Bibliography
Books:

(a) R.C. Kothari Research Methodology

(b) Philip Kotler Marketing Management

Magazines

(1) Pepsi & Coke Journals

(2) Business Today
(3) Business India
(4) Business World

Newspaper

(1) Times of India

(2) Economic Times

Web Site

http://www.maruti.com
http://www.marutisuzki.com
www.myenjoyzone.com

76 | P a g e
 Annexure

QUESTIONNAIRE :

Name : - ______________________________________________

Address: - _______________________________________________

Age : - _________________ Gender : - _________________

Contact No.: - _________________________

Q-1. What are the basic features you look for in a car?

(Rank Between 1 to 13)

Rankings

(a) Looks/Appearance

(b) Mileage

(c) Brand Name

(d) Price

(e) Car Accessories

77 | P a g e
(f) Power Steering

(g) Speed

(h) Colour

(i) Airbags

(j) ABS (Breaking System)

(k) Defogger

(l) Effective AC System

(m) Alternative Fuel System (LPG/CNG)

If any other essential feature, please mention

____________________________________________________

78 | P a g e
Q-2. What type of cars do you prefer?

Small Cars

Mid Size Cars

Premium Cars

Luxury Cars

Q-3. What are the different car accessories you prefer?

Audio-System

Seat Covers

Key-less entry

Alloy Wheels

Rear Spoiler

Q-4. Small cars generally give better service than large ones.

Agree

Disagree

79 | P a g e
Q-5. What type of services you prefer at the time of purchase of car/

Test-drive

Proper product information

Good Salesmanship

Q-6. What after sales services you prefer?

Car servicing

On-road services

Repairing of defective parts within the time period of

warranty

Q-8. Which car of MUL do you think has the highest resale value?
Alto

Omni

Maruti 800

Maruti Zen

Wagon R

Versa

80 | P a g e
 Maruti Esteem

Baleno

Swift

Maruti Zen Classic

Maruti Gypsy

Grand Vitara

Q-9. Have you visited MUL’s service stations?

Yes

No

(1)If yes, how many times______ ______(&)

where __________________________________________

Q-10. Are you satisfied with the current services provided by MUL?
Yes

No

81 | P a g e
Q-11. Product Information provided by authorized dealers of MUL so that the
customer gets satisfied withtheproducthewantto purchase is:-

Excellent

Very Good

Good

Fair

Poor

Q-12. Is the availability of spare parts of cars manufactured by MUL

effective?

Yes

No

Q-13. Do you find promotional strategies of MUL effective?

Effective

Not Effective

82 | P a g e
Q-14. Are you satisfied with the price ranges offered by MUL?

Satisfied

Dissatisfied

Neither satisfied nor dissatisfied

83 | P a g e