SUMMER TRAINING REPORT ON

A STUDY ON CONSUMER BUYING BEHAVIOR WHILE PURCHASING

MARUTI SUZUKI CARS
Undertaken at
“T.R. SAWHNEY MOTORS PVT LTD.”

Submitted in partial fulfillment of the Requirements

For the award of the degree of

MASTERS OF BUSINESS ADMINISTRATION

To

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, Delhi

UNDER THE GUIDANCE OF Submitted by

DR..VARUN KUMAR NAME: VIRESH MADAN

FACUILTY GUIDE ROLL NO: 36221303916

SHIFT: 3RD SEM (DIV –B)

Session 2016-18

[1]
 CONTENTS
S.N Topic Page No.
O
1 Certificate
2 Summer Training Appraisal
3 Acknowledgement ii
4 Executive Summary 1-2
5 Chapter 1. Introduction 3 3-55
1.1 Concept of consumer Buying
Behaviour 3
1.2 Factors affecting Buying
Behaviour 4-6
1.3 Objectives 11
1.4 Scope 12
1.5 Company Profile
1.5.1 Maruti Suzuki Company
Profile 17
1.5.2 Products Of Maruti Suzuki 19

1.5.3 Company’s Vision and

Mission 22
1.5.4 Why Maruti Suzuki 25-31
1.5.5 Competitive Strength of
Maruti Suzuki 36-38
1.5.6 Business Strategy 39-41
1.5.7 Competitors of Maruti Suzuki
44-48
1.5.8 Key Pain Industries 49-50
1.5.9 Marketing Strategies Of
Maruti Suzuki 51-53

1.5.10 SWOT Analysis 54-55

6 Chapter ii :Review Of Literature 56
7 Chapter iii: Research Methodology 56
8 Chapter iv: Data Analysis and 64-68
Interpretation

[2]
 9 Chapter v: Findings 69
10 Chapter vi: Conclusions 70
11 Chapter vii: Suggestions 71
12 Bibliography 72
13 Annexure 73-74

[3]
 ACKNOWLEDGEMENT

In this highly complex society no work can be accomplished by a single individual but need
inspiration and sincere guidance of intellectuals.

With an overwhelming sense of obligations, I emphatically express my profound thanks and

heartfelt gratitude to my guide DR.VARUN KUMAR for his valuable guidance, timely
suggestions and constant encouragement during the entire course of my training.

It is my privilege to express my profound thanks and gratitude to DR.VARUN KUMAR

(PROJECT GUIDE), Senior Assistant Professor, Tecnia Institute of Advanced Studies , Guru
Gobind Singh Indraprastha University for their kind encouragement and benevolent guidance at
every step during the course of my training

Finally, I thank all those who helped me directly and indirectly during the course of my summer
training.

[4]
 TO WHOM IT MAY CONCERN

I VIRESH MADAN, Enrolment No. 361221303916 from MBA-111Sem,Shift B of the

Tecnia Institute of Advanced Studies ,Delhi hereby declare that the Summer Training Report
(MS-201)entitled A STUDY ON MARKETING STRATEGIES OF MARUTI SUZUKI at
T.R SAWHNEY MOTORS PVT.LTD. Is an original work and the same has not been
submitted to any other institute for the award of any other degree. A presentation of the
Summer Training Report was made on DR.VARUN KUMAR and the suggestions as
approved by the faculty were duly incorporated.

Date: Signature of the student

Certified that the Summer Training Report submitted in partial fulfillment of Masters of
Business Administration (MBA) to be awarded by G.G.S.I.P University, Delhi by VIRESH
MADAN Enrolment no.36221303916 has been completed under my guidance and is
satisfactory.

Date: Signature of the Guide

Viresh Madan

Designation:

EXECUTIVE SUMMARY

[5]
Title
The Study of Consumer Buying Behavior while purchasing Maruti Suzuki Cars.

Issue
Consumer Behavior is ‘the mental and emotional processes and the observable behavior of consumer during
searching purchasing and post consumption of a product and service. People buy different products from
different brands to satisfy their needs . Consumer purchases are influenced strongly by cultural, social,
personal and psychological characteristic. Although marketers cannot control such factors, they must give
attention to them Boston Analytics, a customized knowledge services company, has announced the release of
its “Automotive Industry in India” report as a part of the series of monthly reports that analyze consumer
observations and sentiments regarding a automotive sector. According to this report consumer think about
the following aspect while making decision of purchase of a car:

CAR PURCHASING PREFERENCES

Primary Factors Of Preference

 Price and Fuel efficiency are the primary features that consumers expect today.
 There will be an increase in the importance of fuel efficiency in approximately three to five years from
now for consumers.
 Sales service brand image /prestige, and resale value are secondary factors of choice today and will
remain so for the coming three to five years.
 Environmental issues have yet to take root in India and do not shows signs of becoming a major factor
for coming three to five years .
Car size
 Affluence and aspiration are growing in parallel- The Indian consumer prefers a mid-size car.
 Our survey reveals that approximately one in two Indian consumers prefer a roomy mid-size family car.
India versus foreign brand
 There is evidence of “buy Indian” mindset across the metros.
 Approximately three in four respondents prefer an Indian brand over a foreign design one recently
launched versus established model.
 Indian consumers are divided in their preference for recently launched versus established models of cars.
 According to the results of the survey, 58%of respondents nationwide prefer a recently launched model
by a slight plurality.

Color Preference
 The color pie in the Indian car market shows that White is the most preferred color, closely followed by
Black and Silver.
 Approximately 29% of respondents preferred White ,followed by 27%and 21%of respondents opting for
Black and Silver /Grey respectively

[6]
Thus the main issue in this project is to analyzing consumer buying pattern while they make decision
regarding purchase of car especially in small car segment.

PROBLEM

Thus problem of this project report is studying the consumer buying pattern regarding small
and medium car segment with special reference to Maruti Suzuki India Pvt Ltd. and study
about the consumer perception and attitude toward the same.

[7]
CHAPTER-1 INTRODUCTION
1.1 CONCEPT OF CONSUMER BUYING BEHAVIOR
The main aim of marketing is meet and satisfy target customers need and wants buyer behavior refers to the
peoples or organizations conduct activities and together with the impact of various influences on them
towards making decision on purchase of product and service in a market .The field of consumer behavior
studies how individuals, group and organizations select ,buy, use and dispose of goods ,service ,ideas ,or
experience to satisfy their needs and desires understanding consumer behavior and knowing customer are
never simple .the wealth of product and service produced in a country make our economy strong . A behavior
of human being during the purchase is being termed as “Buyer Behavior” customer says one thing but do
another .They may not touch in deeper with their deeper motivations. They are responding to influences that
change their mind at the last minute. A buyer makes a decision whether save or spend the money.

Definition of buying behavior:

Buyer Behavior is defined as “all psychological, social and physical behaviors of potential customers as they
become aware of evaluate, purchase, consume and tell others about product and service.”

MODEL OF BUYING BEHAVIOR

[8]
1.2FACTORS AFFECTING BUYING BEHAVIOR
1. Cultural Factors
a) Culture: Culture is the most fundamental determinant of a person wants and behaviour
.The growing child acquires a set of values, perception, preference and behavior’s through his/her family
and other key institution.

b) Sub Culture: Each culture consists of smaller sub culture that provides more specific identifications and
socialism for its members Subculture includes nationalities, religion and geographical regions. Many sub-
cultures makes up important market segments and marketers often design products and marketing
programs tailored to their needs.

c) Social Class: Social classes do not reflect income alone but also other indicators such as occupations,
education and areas of residence .social classes differ in their speech, patterns recreational tailored to
their needs.

2. Social Factors

(a) Reference Group: People are influence by their reference groups frequently, Reference group expose
an individual to know behave lifestyles and ours. They also influence the person’s attitude. These self
–concept and they create people.

b) Family: The family is the most important consumer buying organization in society and it has been
researched extensively. Family members, constitutes the most influential, primary reference groups.
We can distinguish between two families in the buyer behaviour. The family of orientation consists of
one’s parents and sub links .From parents a person acquires an orientation towards religion, politics and
economics and sense of personal ambition .Self-worth and love a more direct influence on every day
buying behaviour is one’s family of procreation namely one’s spouse and children.

a) Role and status: A person participates in many groups throughout life, family, club and organization.
The person’s position in each group can be defined in terms of roles and status.

3. Personal Factors

[9]
 a) Age and Life cycle: People buy different goods and services over their lifetime. They
eat baby food in the earlier most foods in the growing and mature year and special diet in the
later years. Peoples taste in cloth, furniture and recreation is also age related.

b) Occupation: A person’s occupation also influences his/her consumption pattern a blue

color worker will buy work cloth, work shoes and lunch box. A company president will buy
work expensive suit, air travel, and country club membership .A Marketers trips to identify
occupational group that have above interest in their product and the service. Thus computer
software companies will design different computer software for brand managers, engineer,
lawyer and physician.

c) Lifestyle: People coming from the same sub culture, social class and occupation may
lead quite different life styles a person’s life style is the person’s pattern of living in the
worlds as in the person’s activities, interests and opinions.

4. Psychological Factors
a) Motivation; A Person has many needs at any given time some need are biogenic .
They arise from psychological status of tension such as hunger, thirst, discomfort, other need
are psychological needs a motivation is a need that is sufficiently pressing to drive the person
to act satisfying the need reduce the felt tension.

b) Learning : Where people act they learn . Learning involves changes in an individual’s
behaviour arising from most humans produce through the interplay of drives response and
reinforcement demand for a product by associating it with strong drives, using motivating
and providing positive reinforcement.

c) Beliefs and Attitude : through during learning people acquire belief and attitudes .This
in terms influence their buying behavior’s. A belief is a descriptive though that a person hold
about something .This belief may be based on knowledge, opinion or faith .They may or may
not carry on emotional charge.

[10]
An attitude is a person’s evaluation, emotional, feelings and action towards some object or idea. People
have attitude towards almost everything, religion, politics, cloth, music and so on. Attitude put them into a
frame of mind of liking or disliking an object moving towards or away from it.

MODEL OF CONSUMER BUYING PROCESS

Reorganization of unsatisfied need

Identification of Alternatives

Evaluation of Alternatives

[11]
 Purchase Decision

Post Purchase Behavior

1.  Problem Identification:
The consumer buying decision process begins with the identification of needs. These
needs can be triggered by internal and external stimuli. For example, a person may
have the desire to wear fashionable clothes from internal stimuli or by getting
suggestions from friends, which act as a form of external source. The marketer tries to
stimulate the needs and help people in identifying these needs by intelligent use of the
marketing mix variables.

2. Information Search:
When consumers identify a need, they may look for information about how to satisfy
it.

A consumer may look for information from five general sources:

1. Internal sources:
By recalling from memory, if they have satisfied a similar need in the past.

2. Group sources:
By consulting other people such as family members, friends and others.

3. Marketing sources:
Through sales people, advertisement and packaging.

4. Public sources:
Through media publicity, reports of research firms.

5. Experiential sources:

[12]
By experiencing products, that is, by handling them or by consuming or using them.
For example, a consumer may taste a particular item of fast food, and if they likes it
may make a purchase decision.

3. Listing Alternative Brands:

In this stage, the consumer analyses the information available with them to select the
right product or brand. A consumer may list out a few alternative brands that are
available in the market. The brands may be listed after collecting necessary information
from various sources.

The information of alternative brands may include the following factors:

1. Features

2. Price

3. Model

4. After-sale service

5. Warranty

4. Evaluation of Alternatives:
On the basis of the available information, consumers identify and evaluate ways to
satisfy their needs. A consumer may identify the products or brands that effectively
satisfy their needs or solve their problems, and then evaluate each brand/product
against certain criteria such as features, price, reputation of the company, and so on.

5. Purchase Decision:
Once the consumer has narrowed down the possible alternatives to just a few, there
may make a decision to purchase. The consumer will decide whether to buy, and if so,
then what, where and when to buy. Consumers may also postpone or forgo purchase
decision, if none of the shortlisted alternatives meet their needs.

[13]
6. Post-purchase Behaviour:
A marketer’s job is not complete with the purchase decision by the buyer. After
purchasing and consumption, the customer will experience some level of satisfaction.
If the product meets the expectations of the consumer, then the consumer will be
satisfied. If the performance of the product exceeds customers’ expectations, then they
will be delighted, and if it falls below the expectations, then they will be dissatisfied.

A satisfied consumer may involve in repeat purchases. A delightful customer

propagates a positive image of the brand, whereas a dissatisfied consumer may spread
a bad image of the product or the brand. Thus, a study on the post-purchase behaviour
gives a learning of the way the product is used and disposed, and helps the marketer to
design their marketing mix starting point for understanding the buyer is the stimulus-
response model shown below:-

[14]
The consumer passes through five stages : Problem recognition information search
evaluation of alternatives purchase decision and post –purchase behaviour .Clearly, the
buying process starts long before the actual purchase and has consequences long after
the purchase.

This model implies that consumers pass through all five stages in buying a product .But
this is not the case, especially in low-involvement purchase .Consumers may skip or
reverse some stages. Thus a women buying her regular brand of tooth paste goes
directly from the need for toothpaste to the purchase decision ,skipping information
search and evaluation. However, we have already used the model in above , because it
captures the full range of consideration that arise when a consumer facer a highly
involving new purchase.

We will allude again to Linda Brown and try to understand how she became interested
in buying a laptop computer and the try to understand how she became interested in
buying a laptop computer and stages she went through to make her final choice.

Rogers Model for the Adoption and diffusion of Innovations Adoption

curve

[15]
The Innovation adoption curve of Rogers is a model that classifies
adopters of innovation into various categories, based on the idea that
certain individuals are inevitably more open to adaptation than other’s, it
is also defined to as Multi –Step Flow Theory or Diffusion of Innovation
Theory.

 1. Innovator. They are a small group of people exploring new ideas and
technologies. It includes "gadget fetishists!" In an online marketing context
there are a lot of specialist blogs and media sites to engage them, Egad get and
Gizmo do for examples.

 2. Early Adopters. Considered to be Opinion Leaders who may share

positive testimonials about new products and services, seeking improvements
and efficiency. Engagement requires little persuasion as they're receptive to
change. Provide guides on how to use the product/service.

 3. Early Majority.  These are Followers who will read reviews by earlier
adopters about new products before purchasing. They can be engaged with
reviews and via YouTube, where they will look for your products.

 4. Late Majority. To generalize, these are skeptics who are not keen on
change and will only adopt a new product or service if there is a strong feeling
of being left behind or missing out. They can be engaged with providing
marketing material, evidence, reviews from Opinion Leaders and case studies
to show how it works.

 5. Laggards. The descriptor says it all! Typically they prefer traditional

communications and will adopt new products when there are no alternatives.
Laggards will come on board when 'others' have written about your
products/services, they have research evidence, statistics or felt pressure from
others.

[16]
1.3 OBJECTIVES OF STUDY:-

1. To know why people choose Maruti Suzuki cars.

2. To know what factors influence the buyers before buying the car.
3. To know who is the biggest competitor of Maruti Suzuki Company.
4. To know whether the customers are satisfied with Maruti Suzuki cars
or not.
5. To find out whether the customers find the price reasonable or not.

[17]
1.4 SCOPE OF STUDY:-

The scope of study on Project “Consumer buying Behaviour while

Purchasing Maruti Suzuki Cars” is as follows:
1. This will tell about the behaviour of buyer while buying Maruti
Suzuki cars.
2. This study will tell about the history of Maruti Company
3. We will get to know why Maruti Suzuki Company is still a first
choice of the buyers.
4. This study will tell who the biggest threat to Maruti Suzuki Company
is.
5. This study will also tell which factors influence the buying decision of
buyer.
6. From this study will get to know the SWOT analysis.
7. This study will tell us about the limitations of Maruti Suzuki
Company.

[18]
HISTORY OF CAR

Birth of the Car

In 1769 the very first self –propelled car was built when Nicolas Cugnot’s, a French military engineer
designed a steam powered road vehicle. The vehicle was built at the Paris Arsenal, and was used by
the French Army to move cannons .It had three wheels with the engine in the front along with the
boiler. While Cugnot’s car was capable of attaining speeds of up to 6kms/hour, it was far to heavy
and slow to be of practical use.

In1771 he again designed another steam-driven engine that ran so fast that it rammed into a wall,
recording the world’s first accident.

In 1807
François Isaac de Rivaz designed the first internal combustion engine. He to develop the world’s first
vehicle to run on such an engine, one that used a mixture of hydrogen and oxygen to generate energy,
subsequently used this. This spawned the birth of a number of designs based on the internal
combustion engine in the early nineteenth century with little or no degree of commercial success. In
1860 thereafter, Jean Joseph Etienne Lenoir built the first successful two-stroke gas driven engine
.In1862 he again built an experimental vehicle driven by his gas-engine, which ran at a speed of
3kms/hour. These cars became popular and by 1865 could be frequently espied on the roads. The next
major leap forward occurred in 1876 when the four stroke engine was devised. Gottileb Damlier and
Nicolas Otto worked together on the mission till they fell apart. Daimler created his own engines that
he used both of cars and for the first four wheel horseless carriage. In the meanwhile, unknown to
them, Karl Benz, was in the process of creating his own advanced tri-cycle, which proved to be the
first true car.
After all this experiments we can say that the complete car was birth only in 1885 that the first real
car rolled down on the streets. The earlier attempts, though successful, were steam-powered road-
vehicles.

[19]
BEGINNING OF CAR IN INDIA

From the singsong rhythm of the bullock cart to the jet age, India has travelled a long way.
An average Indian’s dream car may not b ether design Honda or stately limousine, but he is
sure can dream, and afford Maruti now.

In 1897, the first car ran on an Indian road. Through the 1930s, cars were imports only, and
in small numbers.
An embryonic automotive industry emerged in India in the 1940s. Hindustan Motors was
launched in 1942, long-time competitor Premier in 1944, building Chrysler, Dodge,
and Fiat products respectively.[4] Mahindra & Mahindra was established by two brothers in
1945, and began assembly of Jeep CJ-3A utility vehicles. Following independence in 1947,
the Government of India and the private sector launched efforts to create an automotive-
component manufacturing industry to supply to the automobile industry. In 1953, an import
substitution programme was launched, and the import of fully built-up cars began to be
restricted.

The 1952 Tariff Commission

In 1952, the government appointed the first Tariff Commission, one of whose purposes was
to come out with a feasibility plan for the indigenization of the Indian automobile industry. In
1953, the commission submitted their report, which recommended categorizing existing
Indian car companies according to their manufacturing infrastructure, with licensed capacity
to manufacture a certain number of vehicles, with capacity increases allowable, as per
demands, in the future. The Tariff Commission recommendations were implemented with
new policies that would eventually exclude companies that only imported parts for assembly,
as well as those with no Indian partner. In 1954, following the Tariff Commission
implementation, General Motors, Ford, and Rootes Group, which had assembly-only plants
in Mumbai, decided to move out of India.[5]
The Tariff commission policies, including similar restrictions that applied to other industries,
came to be known as the "license raj", which proved to be the greatest undoing of the Indian
automotive industry, where bureaucratic red tape ended up causing demand to outstrip
supply, with month-long waiting periods for cars, scooters, and motorcycles.
The Hindustan Motors (HM) was set up in 1942, and in 1944, Premier Automobile Ltd.
(PAL) was established to manufacture automobiles in India. However, it was PAL who
produced the first Car in India in 1946, as HM concentrated on auto components and could
produce their first car only in 1949.
It was left to another company, Mahindra and Mahindra (M&M) to manufacture utility
vehicles, namely the American jeep.

[20]
In the 50s,the Government of India granted approval to only 7 car dealers to operate in India-
HM,API,ALL,SMPIL,PAL,M&M AND TELCO,HE protectionist policies continued to
remain in place. The 60s witnessed the establishment of the two –three wheeler industry in
India and in the 70s , things remained much the same.

EVENTS AND MILESTONES

A behind- the- scenes look into the making of one of India’s most vibrant industries. The
landmarks along the way..
1928-The first imported car was seen on Indian roads.
1942- Hindustan Motors incorporated
1944-Premier automobiles started
1948-First car manufactured in India
1953-The Government of India decreed that only those firms which have a manufacturing
program should be allowed to operate.
1955-Only seven firms namely –HM, API, ALL, SMPIL, PAL, M&M and TELCO
Received approval
1960-1970- The two, three wheeler industry established a foothold in the Indian scenario.
1970-1980- Not much change was witnessed during this period .The major factors affecting
the industry were the implementation of the MRTP ACT (Monopolies and trade Restrictive
Practices Act),FERA (Foreign Exchange Regulation Act)and the oil shock of 1973 and 1979.
1980-1990 –The first phase of liberalization was announced by the Govt.-With the
liberalization of the government’s protectionist policies ,the advantage hitherto enjoyed by
the Indian car manufactures like monopoly,oligopoly,slowly began to disappear.
This period is also marked by the entry of a large number of firms in the market, 4 Japanese
manufactures entered the Commercial Vehicle and two-wheeler market. The Government
agreed to the demand for allowing foreign collaboration in the automobile sector the industry
witnessed a resurgence due to major policy changes like relaxation in MRTP and FERA, DE
licensing of some ancillary products ,broad banding of the products and modifications in the
licensing policy. Also, the concessions it gave to the private sector and the new foreign
collaborations policy , all resulted in higher growth and better performance of the industry
than in the earlier decades .
The Government of India tied up with Suzuki Inc. of Japan which produced India’s most
successful car –The MARUTI

[21]
1991-Under the Government new national industrial policy, the license raj was dispensed
with, and the automobile industry were allowed to expand freely .
1997-The National Highway Policy was announced which will hopefully have a positive
impact on the Automobile industry. The Government also laid down THE EMISSION
standards to be met by car manufactures in India in the coming millennium.
Europe, Hence the name EURO 1 (equivalent to india 2000)and the Indian equivalent to the
of EURO second .
1999-The “Honorable “Supreme court passed an order directing all car manufacture to
comply with Euro First emission norms (India 2000 norms) by the first of May ,1999 in
National capital Region of Delhi. The Deadline was later extended to 1st JUNE 1999.
2000
• IDTR (Institute of Driving Training and Research) launched jointly with Delhi
government to promote safe driving habits.
2001
• Launch of customer information centers in Hyderabad, Bangalore, and Chennai.
2002
• SMC increases its stake to 54.2 per cent.
• Launch of Maruti Finance with 10 finance companies in Mumbai.
• Start of Maruti True value in Mumbai.
2003
• Production of 4 millionth vehicles.
Listed on BSE and NSE after a public issue oversubscribed 10 times.

2004
• Maruti closed the financial year 2003-04 with an annual sale of 472122 units, the
highest ever since the company began operations 20 years ago.

2005
• The fiftieth lakh car rolls out in April, 2005.
2006.
• Maruti tops power csi survey for record seventh time in a row
2007
• Gov. of India awarded O SUZUKI with coveted Padma Bhushan

[22]
• Board of directors give approval to new name MUL to become maruti Suzuki India
limited.
2008
• M-800 crosses 25 lakh mark
• MSIL celebrates SILVER JUBILEE
• MSIL launches national road safety program.
2009
• Capacity to manufacture expanded from 800,000 to a million units(Gurgaon plus
Manesar) annually
• All India engineering export promotion council(EEPC) award.
• MSIL achieved highest sales ever in Dec’2009

COMPANY PROFILE
MARUTI SUZUKI COMPANY PROFILE

Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, to
meet the growing demand of a personal mode of transport caused by the lack of an efficient
public transport system. It was established with the objectives of - modernizing the Indian
automobile industry, producing fuel efficient vehicles to conserve scarce resources and
producing indigenous utility cars for the growing needs of the Indian population. A license and a
Joint Venture agreement were signed with the Suzuki Motor Company of Japan in Oct 1983, by
which Suzuki acquired26% of the equity and agreed to provide the latest technology as well as
Japanese management practices. Suzuki was preferred for the joint venture because of its track
record in manufacturing and selling small cars all over the world. There was an option in the
agreement to raise Suzuki’s equity to 40%, which it exercised in 1987. Five years later, in1992,
Suzuki further increased its equity to 50% turning Maruti into anon-government organization
managed on the lines of Japanese

COMPANY HISTORY AND BACKGROUND

The Evolution Maruti’s history of evolution can be examined in four phases: two phases during
pre-liberalization period (1983-86, 1986-1992) and two phases during post-liberalization period
[23]
(1992-97, 1997-2002), followed by the full privatization of Maruti in June 2003 with the launch
of an initial public offering (IPO).The first phase started when
Maruti rolled out its first car in December 1983. During the initial years
Maruti Had 88 employees, a capital of Rs. 607 MN and profit of Rs. 17 MN without any tax
obligation. From such a modest start the company in just about a decade (beginning of second
phase in 1992) had turned itself into an automobile giant capturing about 80% of the market
share in India. Employees grew to 2000 (end of first phase 1986), 3900 (end of second phase
1992) and 5700 in 1999. The profit after tax increased from Rs18.67 mn in 1984 to Rs. 6854.54
MN in 1998 but started declining during1997-2001.During the pre-liberalization period (1983-
1992) a major source of
Maruti’s strength was the wholehearted willingness of the Government of India to subscribe to
Suzuki’s technology and the principles and practices of Japanese
Management. Large number of Indian managers, supervisors and workers were regularly sent to
the Suzuki plants in Japan Practices
THE OBJECTIVES OF MUL
• Production of fuel efficient vehicles to conserve scarce resources
• Production of lager number of motor vehicles which was necessary for economic growth
• Maruti created history by going into production in record 13 months.
• On 14 December 1983,the then Prime Minister of India ,
• Volume targets were routinely exceeded, and in March 1994, we became the first Indian
company to produce over one million vehicles, a landmark yet to be manufacturer in Asia.
Outside Japan and Korea having produced over four million vehicles by April 2003 and from
2005 -06 Maruti Suzuki Company is producing a car in every 36 seconds.

The Path to Success for Maruti was as follows:

(a) teamwork and recognition that each employee’s future growth and prosperity is totally dependent on the
company’s growth and prosperity

(b) strict work discipline for individuals and the organization

(c) constant efforts to increase the productivity of labor and capital

(d) steady improvements in quality and reduction in costs

(e) customer orientation

(f) long-term objectives and policies with the confidence to realize the goals

(g) respect of law, ethics and human beings. The “path to success” translated into practices that Maruti’s
culture approximated from the Japanese management practices.

[24]
 Company vision and mission
Vision:
Visions of any company are those values on which company works. As the MUL is started by Governmental
initiatives it tends to be more consumer oriented and hence cost effective, but on the other hand Suzuki’s
participation ensures not only need of the profit, but of the need of maximum profit. The only way for this
Nora’s dilemma of selecting principals for company’s working vision ,was to maximize profit and reducing
cost by maximizing output and sales Hence MUL declared its Vision as-

“The Leader in the Indian Automobile Industry, Creating Customer Delight1 and
Shareholder's Wealth2; eventually become a pride of India”
Customer Delight1 is making sure that performance, after sales service and customer support are best and
beyond expectation. Shareholder’s wealth2 is the prime concern for running business smoothly. MUL knows
this and understands “customer is king”, he can change the fortune of any company, hence goes company’s
brand line: COUNT ON US!

Mission:
Mission is the statement of an organization’s purpose, what it want to accomplish in the larger environment and its
goals which are specific, realistic and motivating. Missions are described over visions and visions demand certain
objectives.

The main objectives/Missions of MUL are:

 Modernization of the Indian Automobile Industry.

 Developing cars faster and selling them for less.
 Production of fuel-efficient vehicles to conserve scarce resources.
 Production of large number of motor vehicles which was necessary for economic growth.
 Market Penetration, Market Development Similarly Product Development and Diversification.
 Partner relationship management, Value chain, Value delivery network.

PROFILE

[25]
Year of Establishment February 1981

"The Leader in The Indian Automobile Industry, Creating

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

Industry Type Automotive

Public- (BSE MARUTI, NSE MARUTI)
Four Wheelers
Listings & its codes

BSE - Code:[1]532500
FoundedNSE - Code:
1981 MARUTI
Bloomberg: MUL@IN
Reuters: MRTI.BO

Headquarters Gurgaon, Haryana, India

Joint Venture
With Suzuki Motor Company, now Suzuki Motor
Corporation, of Japan in October 1982.
Key people Mr. Shinzo Nakanishi, Managing Director and CEO
Registered & Corporate
Office
11th Floor, Jeevan Prakash
Industry25, Kasturba
Automotive
Gandhi Marg
New Delhi - 110001, India
Tel.: +(91)-(11)-23316831 (10 lines)
Fax: +(91)-(11)-23318754, 23713575
ProductsTelex: Cars
031-65029 MUL IN

Works Revenue ▲US$3.5 billion (2009)

Palam Gurgaon Road
Gurgaon -122015
Haryana, India
Employees 6,903 [2]
Tel.: +(91)-(124)-2340341-5, 2341341-5

Website www.marutiudyog.com
Parent Suzuki

Website MarutiSuzuki.com

Products of Maruti Suzuki Company

Current product in market
[26]
Model Launched Category Image

Omni 1984 Minivan

Gypsy King 1985 SUV

WagonR 1999 Hatchback

Swift 2005 Hatchback

Swift DZire 2008 Sedan

Eeco 2009 Minivan –

K10 2010 Hatchback

[27]
Ertiga 2012 Mini MPV

Alto 800 2012 Hatchback

Celerio 2014 Hatchback

Ciaz 2014 Sedan

Baleno 2015 Hatchback

S-Cross 2015 Mini SUV

Vitara
2016 Mini SUV
Brezza

Ignis 2017 Hatchback

Hatchback
Baleno RS 2017

Organization structure of Maruti Suzuki

[28]
Maruti has believed, since the very beginning that it is its employees who could make it into an organization with a

difference .Accordingly, as against the traditional hierarchical

System of management, which causes unnecessary delays in decision-making, we have built up a flat organization with

a family type of atmosphere at our place of work.

The company is divided into different divisions according to the various functional areas. A Divisional Manager heads

each Division. Divisions are further divided into Departments that are headed by Department Managers who report to

the respective Divisional Managers. Designations in the company are based on the functional responsibility and not

levels as in terms of the company’s philosophy designations and functional responsibility are de-linked from the salary

levels.

The total operations of the Company are divided into Divisions like Marketing & Sales, Spares, Engineering, Q.A. &

Services, Production, Production Engineering, Materials, Information Services, Finance, Personnel & Administration,

etc. Each division is furthering divided into Departments and headed by Departmental Managers who is assisted by

Supervisory Executives.

The hierarchy diagram of MSIL

[29]
 DIVISIONS AND DEPARTMENTS

 Marketing Strategy & Developmen

 Marketing
 Sales
 Exports
 Web-IT, E-Commerce

BOARD OF DIRECTORS

Name Designation Name Designation

Managing Director &

R C Bhargava Chairman / Chair Person Shinzo Nakanishi
CEO
Shuji Oishi Director Tsuneo Ohashi Director
Keilchi Asai Director Osamu Suzuki Director
Kenichi Ayukawa Director Amal Ganguli Director
Manvinder Singh
Pallavi Shroff Director Director
Banga
Davinder Singh
Director Hirofumi Nagao Director
Brar

[30]
Market share

MARKETING STRATEGIES OF MARUTI SUZUKI

[31]
TARGET SEGMENT
To reach to Rural and lower middle class customers .They begin with small
concentrated markets appealing to local culture and aspirations of the targeted
areas.

STRATEGY
Their Strategy is to capture the Rural Market by employing women who belong
to their local community through which their product can reach to local
consumer’s .Their strategy is to provide work for women to create awareness
among confined consumers.

PROCESS
They started with Project Shakti in which their basic aim is to educate a rural
person about their products through women who belongs to their own local
community and who can communicate well in their language with them. .In this
way many educated women get work in rural sector and on the other hand HLL
Corporate Social Responsibility (C.S.R) also increases towards society by
introducing educative programs for the benefit of the rural sector.
MODE OF COMMUNICATION
They reach to customers by giving advertisements in the T.V or through radio,
through wall painting or through promotional activities like weakly haats, mela
or local bazars and most importantly, their policies were flexible and they could
adapt to fast changing marketing situations.
Through Internet e-mail usage, communication media like telephone and mail
facility this mode of communication is possible to a great extent .ITC’S
extensive India-wide distribution network enables its greeting cards reach over
12,000 multi Brand outlets in over 700 cities across the country . In the past 3
years, 10,000 greeting card designs have reached these outlets with the help of
ITC’s web –enabled e-commerce model-Communication Model ITC markets.

TARGET MARKETING
[32]
Today, Segmentation, Targeting and Positioning (STP) is a familiar
strategic approach in Modern Marketing. It is one of the most commonly
applied marketing models in practice. In our poll asking about the most
popular marketing model it is the second most popular, only beaten by
the venerable SWOT / TOWs matrix. This popularity is relatively recent
since previously, marketing approaches were based more around
products rather than customers. In the 1950s, for example, the main
marketing strategy was 'product differentiation'.
The STP model is useful when creating marketing communications
plans since it helps marketers to prioritize propositions and then develop
and deliver personalized and relevant messages to engage with different
audiences.

This is an audience rather than product focused approach to communications which helps deliver
more relevant messages to commercially appealing audiences. The diagram below shows how
plans can have the flow from

[33]
 Audience options > Audience selection > Production positioning

STP is relevant to digital marketing too, where applying marketing personas can help develop
more relevant digital communications as shown by these alternative tactical customer
segmentation approaches.

In addition, STP focuses on commercial effectiveness, selecting the most valuable segments for a
business and then developing a marketing mix and product positioning strategy for each
segment.

How to use STP?

Through segmentation, you can identify niches with specific needs, mature markets to find new
customers, deliver more focused and effective marketing messages.

The needs of each segment are the same, so marketing messages should be designed for each
segment to emphasize relevant benefits and features required rather than one size fits all for all
customer types. This approach is more efficient, delivering the right mix to the same group of
people, rather than a scattergun approach.

You can segment your existing markets based on nearly any variable, as long as it’s effective as
the examples below show:

[34]
Well known ways to segment your audience include:

 1. Demographics

Breakdown by any combination: age, gender, income, education, ethnicity, marital status,
education, household (or business), size, length of residence, type of residence or even 
profession/Occupation.

An example is Firefox who sell 'coolest things', aimed at younger male audience. Though, Moshi
Monsters, however, is targeted to parents with fun, safe and educational space for younger
audience.

 2. Psychographics

This refers to 'personality and emotions' based on behaviour, linked to purchase choices,
including attitudes, lifestyle, hobbies, risk aversion, personality and leadership traits. magazines
read and TV. While demographics explain 'who' your buyer is, psychographics inform you 'why'
your customer buys.

There are a few different ways you can gather data to help form psychographic profiles for your
typical customers.

1. Interviews: Talk to a few people that are broadly representative of your target audience.
In-depth interviews let you gather useful qualitative data to really understand what makes
your customers tick. The problem is they can  be expensive and difficult to conduct, and the
small sample size means they may not always be representative of the people you are trying to
target.

2. Surveys: Surveys let you reach more people than interviews, but it can be harder to get as
insightful answers.

3. Customer data: You may have data on what your customers tend to purchase from you,
such as data coming from loyalty cards if an FMCG brand or from online purchase history if
you are an ecommerce business. You can use this data to generate insights into what kind of
products your customers are interested in and what is likely to make them purchase. For
example, does discounting vastly increase their propensity to purchase? In which case they
might be quite spontaneous.

 3. Lifestyle

This refers to Hobbies, recreational pursuits, entertainment, vacations, and other non-work time
pursuits.

Companies such as on and off-line magazine will target those with specific hobbies i.e.
FourFourTwo for football fans.

[35]
Some hobbies are large and well established, and thus relatively easy to target, such as the
football fan example. However, some businesses have found great success targeting very small
niches very effectively. A great example is the explosion in 'prepping' related businesses, which
has gone from a little heard of fringe activity to a billion dollar industry in recent years.
Apparently now 3.7 million American's think of themselves as preppers or survivalists. A great
way to start researchign and targeting these kind of niches is Reddit, where people create
subReddits to share information about a given interest or hobby.

  4. Belief and Values

Refers to Religious, political, nationalistic and cultural beliefs and values.

The Islamic Bank of Britain offers Sharia-compliant banking which meets specific religious
requirements.

A strange but interesting example of religious demographics influencing marketing that you
might not have guessed is that Mormons are really into 'multi-level marketing'. They're far more
likely to be engaged in the practice than any other US group. Going the extra mile with
demographic research can lead to discovering new marketing opportunities and thinking outside
the box. For example, did you know 55-64-year-olds are the most likely age group to buy a new
car? But you don't tend to see them in the car ads. An opportunity waiting to be seized!

 5. Life Stages

Life Stages is the Chronological benchmarking of people’s lives at different stages.

An example is Saga holidays which are only available for people aged 50+. They claim a large
enough segment to focus on this life stage.

 6. Geography

Drill down by Country, region, area, metropolitan or rural location, population density or even
climate.

An example is Neiman Marcus, the upmarket department store chain in the USA now delivers to
the UK.

 7. Behaviour

Refers to the nature of the purchase, brand loyalty, usage level, benefits sought, distribution
channels used, reaction to marketing factors.

In a B2B environment, the benefits sought are often about ‘how soon can it be delivered?’ which
includes the ‘last minute’ segment -  the planning in advance segment.

[36]
An example is Parcelmonkey.co.uk who offer same day, next day and international parcel
deliveries.

  8. Benefit

Benefit is the use and satisfaction gained by the consumer.

Smithson Stationary offer similar products to other stationery companies, but their clients want
the benefit of their signature packaging: tissue-lined Nile Blue boxes and tied with navy ribbon!

Market targeting
The list below refers to what’s needed to evaluate the potential and commercial attractiveness of
each segment.

 Criteria Size: The market must be large enough to justify segmenting. If the market is
small, it may make it smaller.

 Difference: Measurable differences must exist between segments.

 Money: Anticipated profits must exceed the costs of additional marketing plans and other
changes.

 Accessible: Each segment must be accessible to your team and the segment must be able
to receive your marketing messages

 Focus on different benefits: Different segments must need different benefits.

Product positioning
Positioning maps are the last element of the STP process. For this to work, you need two
variables to illustrate the market overview.

In the example here, I’ve taken some cars available in the UK. This isn’t a detailed product
position map, more of an illustration. If there were no cars in one segment it could indicate a
market opportunity.

[37]
Expanding on the extremely basic example above, you can unpack the market by mapping your
competitors onto a matrix based on key factors that determine purchase.

[38]
This chart is not meant to be any kind of accurate representation of the car market, but rather just
illustrate how you could use a product positioning map to analyze your own businesses current
position in the market, and identify opportunities. For example, as you can see in the gap below,
we've identified in a possible opportunity in the market for low-priced family cars.

We're not saying this gap actually exists, I'm sure you could think of cars that fit this category, as
the car market is an extremely developed and competitive market. However, it does show how
you can use the tool to identify gaps in your own market.

[39]
SWOT ANALYSIS
Maruti Suzuki is the market leader in India and has an amazing brand equity
.Maruti is known for the service it provides and is synonymous with Maruti
Suzuki ,its Strengths, Weaknesses, Opportunities and Threats
: STERNGHTHS:

1. Contemporary technology. Japanese Management practices (that had captured Japan over USA to the
status of top Auto manufacturing country in the world)
2. Early mover advantages.
3. Recruitment is done in very tedious manner ensuring talent and best professionals, working, culture.
4. After sale services, distribution, R&D.
5. Is considered to be the most fuel efficient cars producing company in the industry

WEAKNESS:

1. Still depends upon SUZUKI COPORATION, Japan For tech. support, 10% components are
manufactured outside India.
2. Though MUL has launched luxury cars as well it’s still considered as poor man’s brand.
3. Bureaucracy, Technological disadvantages, Decades of isolation, is still having a negative impact on
the company.
4. Have to import there diesel engines from Fait.

OPPURTUNITY:

1. First company to roll out suitably designed cars before 2008 as per Govt.’s Proposal of new ethanol
(renewable) mixed fuel.
2. Other companies’ lacks economy of scale, so market is still open.
3. Demand is rising
4. Growing market as there is a considerable increase in the demand levels.

THREAT:

1. Numbers of new Technology driven players and manufactures are in market.

2. Government reducing support and cutting down the Gas supply quota.
3. Rapid technological changes
4. New players coming in India
5. Fuel prices are increasing at a very fast rate resulting in slowing down the growth rate of the market
6. Increase in interest rates has inverse result on car sales and is a great threat to the company.

[40]
 CHAPTER-2
LITERATURE REVIEW
The study of consumer behavior elaborates as how people construct their buying
preferences to Utilize their resources like time, money , effort, on consumption
related things (Schiff Man and Kanuk, 1997. Consumer Behavior is a study of the
process concerned when
People choose, purchase, use, or eliminate product, service, ideas, or experiences to
Satisfy wants and needs. The studies By Chidambaram and Alfred (2007) suggested
That there are few factors which helps in affecting preferences of customers. The
study
Unveiled the important factors which influence the behavior of consumer like fuel
efficiency, Brand name, good quality, reasonable, durability.
The study by Clement Sudhakar and Venkatpathy (2009) established the significance
of Peer group in the purchase behavior of a car pertaining to Coimbatore District .It
also Revealed the impact of friends this is bigger for the purchase of small sized and
mid-sized Cars. The study by Banerjee, Ipsita (2011) investigated about car
Acquisition and OwnershipTrends in Delhi city of motorized vehicle owing
households. It concluded that household Income is the prime factor of the number and
size of cars that household buys, besides that Family size is proved to be irrelevant
factor as it was found that smaller vehicles were preferred even by lager family.The
study of White (2004) discussed the factors those plays the vital role in choice of car
buyers and observed that consumer negotiate with dealers over price and pursue them
to every extent to avail incentives as well as low-interest payment plans. He concluded
that with an increasing trend of multi-car households, car dealers and advertisers
should target the right audience, taking into consideration the power of children and
the impact of life stage.
Even after the fact that man are the primary buyers of most new cars, study concluded,
the motor trade has traditionally been contemptuous of men’s role in the car buying
process.

CHA[TER 3- RESEARCH METHODOLOGY

[41]
Research is as old as the academic continuousness of human mind. Requisitions admin important feature of
human mind and its working all the items. Curiosity admin always a vital force that motivates sensitive
human mind to prove into future, to know what was not known and further the feature of knowledge. This is
why research has been always an integral part of academic pursuits in all the time and at all stage of the
development of human civilization.

The success of any business is based to a very great extent on quality of its marketing decision. Wrong
decision sooner or later is reflected in disappointing sales. Covertly, correct decision contributes to higher
profit and growth… marketing executive decisions are based on three things experience, institution and
research.

David J. Schwartz

Research is a multinational concept some definition given by scholars are reproduced below in order to get
overview of research concept:

“Research is considers to more formal systematic intensive process of carrying out the scientific method of
analysis. It involves a more systematic structure of investigation usually resulting some sort of formal record
procedures and report of result or conclusion.”

RESEARCH PROBLEM

Thus problem of this project report is studying the consumer buying pattern regarding small and medium car
segment with special reference to Maruti Suzuki India ltd and study about the consumer perception and
attitude towards the same .

SCOPE OF THE STUDY

The scope of study on project “Consumer buying behavior while purchasing Maruti Suzuki cars” is as
follows:

1. This will tell about the behavior of buyer while buying Maruti Suzuki Cars.
2. This study will tell about the history of Maruti company.
3. We will get to know why Maruti Suzuki company is still a first choice of the buyers
4. This study will tell who is the biggest threat to Maruti Suzuki company .
5. This study will also tell which factors influence the buying decision of buyer
6. From this study will get to know the SWOT analysis.
7. This study will tell us about the limitations of Maruti Suzuki company

[42]
 RESEARCH DESIGN

The formidable problem that follows the task of defining the research problem is the preparation of
design of the research project, popularly known as the research design.
Decisions regarding what, where, how much, by that, mean concerning an inquiry or a study
constitute the research design.

“A detailed outline of how an investigation will take place. A research design will typically include
how data is to be collected, what instruments will be employed, how the instruments will be used and
the intended means for analyzing data collected”

Different types of research design have emerged on account of the different prospective from
which research study can be viewed . However a frequently used classification system is to group
research design under three broad categories :

1) Exploratory
2) Descriptive
3) Casual

Here the present study seeks to find out the consumer behavior of Maruti Suzuki a band of laptop
product in Surat city. This is related to the projection of brand position electronic market. Which
defines the descriptive nature? So the research design is selected namely descriptive research design.

SOURCE OF DATA

All the market research requires a vast reservoir of information. There may be different type
of information and data . The specific problem can be solved or objectives or problem decides the
nature of source of data.

There are two types of data

Primary
Secondary

Here the source of data is secondary Data .

LIMITATIONS OF THE STUDY

[43]
 1. The major shortcoming faced by the researcher is lack of time due to which
analysis was confounded to a limited area of study.
2. Asking Questions to the people one by one is a time consuming
3. People were not willing to answers the questions properly
4. There is no surety that the answers given by people are correct.

CHAPTER -4 DATA ANALYSIS AND INTERPRETATION

[44]
 ANALYSIS OF DATA

In the study, an attempt was made to understand the choice and preference of consumers for
different car brands and the factors that influence their buying behavior. Therefore, different
factors influencing the buying behaviour of consumers for cars are studied. Data analysis is an
attempt to organize and summarize the data in order to increase results usefulness.
For the analysis of primary Data, the statistical tools which are used are tables’ pie Charts and
Bar Graphs

Figure 1:-Model of MARUTI Car Posses by Respondents

60.00%

50.00%

40.00%

Series 3
30.00%
Series 2
Series 1
20.00%

10.00%

0.00%
Maruti Wagon-R MARUTI ALTO -800 MARUTI OMNI

Interpretation:-

As per the survey conducted, 50% of the Respondents are the owners of Maruti ALTO-800
Cars; 33.33% are the owners of Maruti Wagon-R Cars; whereas 16.67% are the owners of
and Maruti Omni .The Maruti Alto 800 possess by higher number of respondents because of
its wave front design ,fresh and specious interiors and easy driving.

FIGURE 2:-Maruti has a wide variety of cars

NO. OF RESPONDENTS

[45]
 NO.OF RESPONDENTS

Strongly Agree
AGREE

Interpretation:-

As per the survey 58% of the total respondents are strongly agreed and 41% are agreed that
Maruti Suzuki has a wide variety of cars to choose such as Maruti wagon-R, Maruti Swift,
Maruti Omni, Maruti zen,Maruti dzire etc.

Figure 3:-Maruti Car are worth their Prices.

[46]
 NO.OF RESPONDNTS

HIGHLY SATISFIED

SATISFIED

Interpretation:-

75% of the Respondents are satisfied and 25% of the Respondents are strongly satisfied with
the price of Maruti cars and are happy to spend money to buy Maruti cars.

FIGURE 4:- Maruti cars are serving better than other brand cars.

[47]
 No. of Respondents

STRONGLY AGREE
AGREE

Interpretation:-
66.67% of respondents are agreed and 33.33% of respondents are strongly agreed that Maruti
cars serve better than other brands like Hyundai, TATA and Ford etc. because it provides
reassurance to existing customers about resale their car and it is also very approachable and
receptive to customer complaints.

FIGURE 5:-Features on the basis of which you select the Present car.

[48]
 6

2 Column2
Column1
1 MEAN VALUE

0
cy rs ok
s e e
ic en r io o r vic Valu
te L Se
Effi In le ale
uel Sa eas
F
fter R
A

INTERPRETATION

As per the survey conducted the mean value of fuel efficiency is 4.92,after sale service is 4.02
followed by looks ,interiors and resale value with the mean value are 2.50,2.16 and 1.33. It
means majority of respondents has given first choice or rank to fuel efficiency of car and
second rank to the after sale services on the basis of which they have selected their present
Maruti cars.

[49]
FIGURE 6;- Nearest Competitor of Maruti

60%

50%

40%

Series 3
30%
Series 2
NO. OF RESPONDENTS
20%

10%

0%
HYUNDAI TATA M$M HONDA

Interpretation:-

50% of the Respondents think that Hyundai is the nearest competitor to Maruti Suzuki,
Followed by TATA, Mahindra and Honda with 25%,16.67% and 8.33%

FIGURE 7:- Factors forcing you to purchase a Maruti car

[50]
 5
4.5
4
3.5
3
2.5
2
1.5
1 Column3
0.5 Column2
0 Column1
DS T D ES EN
T
IEN EN RAN TUR M
FR EM B A E
R TIS FE A NC
O R
ILY
E ND V
M A DV EA L AD
FA TYL IC
A
S N
CH
TE

INTERPRETATION

As per the survey conducted brand has highest mean value is 4.75, technical advancement is
3.82% followed by style and features, family or friends and advertisement. It means majority
of respondents gives the first choice or rank to brand car of car and second rank to the
Technical advancement which force to them to purchase a Maruti car.

FIGURE 8:-DO YOU SUGGEST TO YOUR FRIENDS TO PREFER A

Maruti Car

[51]
 120%

100%

80%

Series 3
60%
Series 2
NO.OF RESPONDENTS
40%

20%

0%
YES NO CANNOT SAY

INTERPRETATION:-

100% means all the respondents are satisfied with MARUTI car and they suggest to prefer a
MARUTI car.

CHAPTER -5 FINDINGS

[52]
 Maruti Alto-800, Maruti Wagon -R is the most demanded car by the customers
 People think that Maruti Suzuki has a wide variety of cars to choose
 Price of the Cars was found reasonable by most of the Respondents
 Majority of Respondents think that Maruti cars serve better than other brand cars.
 While purchasing a new car, fuel efficiency is the feature which people think will
affect their purchase decision.
 People consider Hyundai as the biggest competitor of Maruti Suzuki cars .
 Brand Image is a key point to affect the purchase decision of the customers
 Maruti Suzuki cars have good fuel efficiency, low maintenance charge with
competitively priced and wide variety and color options.
 Majority of the respondents were found satisfied with the performance and quality of
workmanship of Maruti Suzuki cars and are happy to buy a Maruti car in future.
 People generally refer MARUTI SUZUKI CARS to their friends, relatives and family
members.

CHAPTER -6 CONCLUSIONS

 Maruti has its vast networks of dealers and service centers they are able to provide
Good after Sale Service and are able to maintain Good Relationship with customers
which are their strongest point.

[53]
  Maruti is also benefitted with its Goodwill and brand name which is already in
market .So Maruti can use these as an opportunity to bring new and innovative car
models in market and try to attract more and more customers.
 With the rapid increase in car brands, customers really have to think hard while making
a choice or deciding for the Maruti Suzuki car to be purchased .Due to increased
competition, more and more work is to be done by the marketing department so as to
understand the purchase behaviour of the consumers.
 After the Survey, it can be concluded that Maruti Suzuki cars have a very Good future
in India but it has to work hard because new competitors are entering in the market and
launching new cars with attractive designs.

CHAPTER 7-RECOMMENDATIONS

 Facade/Quality of Dealership should be improved.

 Proper Uniform of Sales Executives should be mandatory.
 Proper visiting cards should be available to Executives.
 Maruti Suzuki should launch existing and new cars with attractive designs and with
good performance.

[54]
  Mostly dealers don’t have their specific website so every dealer should have their own
websites, so consumers don’t face problem while accessing information about cars.
 Maruti should regard as generous discount offers during Festival Seasons like Navratri,
Dussehra, and Diwali To Gear up their sales volume.
 Maruti should advertise in sports because sports are increasingly cutting into the share
of mass entertainment channels.

BIBLIOGRAPHY
WEBSITES_:-

 Www.marutiudyog.com

 Gurgaon.nic.in/maruti.htm

[55]
 Auto.indiamart.com

 Economictimes.indiatimes.com

 www.Scribd.com

 www.Car Dekho .com

 www.Surf india.com


[56]
 ANNEXURE
Q1. Which model of Maruti car does you Posses?
A)Maruti Swift (C) Maruti Wagon-R
B)Maruti Alto (D) MARUTI Omni
Q2.Maruti has a wide variety of cars?
Strongly Agree No Disagre Strongly
Agree Opinion e Disagree
Range

Q3.Maruti car are worth their price?

Strongly Agree No Disagre Strongly
Agree Opinion e Disagree
Range

Q4.Maruti cars are serving well than other brand cars?

Strongly Agree No Disagre Strongly
Agree Opinion e Disagree
Range

[57]
Q5.Please gives first ranks to your First choice among the following
trial on the basis of which you select the present car?

Fuel Interiors Looks After Resale

Efficienc Sale Value
y Service
Range

Q6.Which could be the nearest competitor of Maruti?

Hyundai Honda TATA FORD MAHINDRA
Range

Q7.Which are the factors forcing you to purchase Maruti Car? Please
gives first rank to your first choice?
Famil Advertisemen Bran Styles Technical
y t d &feature Advancemen
s t
Rang
e

Q8.Do you suggest to your friends to prefer a Maruti Car?

(a) Yes (B)No
(C) Cannot say.
Q9.Your suggestion regarding Maruti Cars.(if any)

[58]
……………………………………………………….
………………………………………………………
………………………………………………………..
Thank You!!
Sir/Madam for spending your precious time in filling this
Questionnaire, Your opinion Values a lot for us.
Date:-
Place:-
Signature:-

[59]
[60]