A STUDY ON CUSTOMER BUYING

BEHAVIOUR WITH THE REFERAL

OF MARUTI SUZUKI, DINDIGUL

ABSTRACT:
With the exponential increase in the number of cars bought, this
paper attempts to explore and understand the patterns of consumer behaviour
towards buying a car. The comfort of a car was seen to be essential and
features such as good mileage, dual airbags antilock braking system along
with music system with USB/Radio/Bluetooth/AUX were considered to be
important Familiar brands, availability of parking space, advertisements and
getting better offers were seen to be some factors influencing consumers.

CHAPTER 1
INTRODUCTION OF STUDY

What is customer behavior?

Customer behaviour studies how people buy and use

products,services,experience,and ideas. It is essential because it helps
business understand their customers needs, wants and desires and create
products accordingly.
FIVE STAGES OF THE CUSTOMER BUYING
PROCESS

There are five stages of the customer buying process: finding a problem,
gathering information, finding solution, making a purchase, and reviewing
the purchase.

Find a problem

In this stage, the customer first notices when they have a problem they
want to solve. This could be anything from wanting an outfit for an upcoming
event to needing a leakly pipe in their house fixed.

Gathering information

Next, customers will want to figure out what might be causing their
problem and how to fix their problem. They might turn to the internet for
recommendations or more information about what might be causing their
problem.

Find solution

Once the customer has finished gathering information, they will

look for more specifics on how to fix their problem.

Make a purchase
This is where the customer will make a decision and spend money
on a solution.
Review the purchase

Some customer may leave are review on your website, some don’t
in either case, the customer will personally review the product or services
they received and determine.

Company profile

In 1982, a license and joint venture agreement (JVA) was signed

between Maruti Udyog Ltd., and Suzuki of Japan. At first, Maruti Suzuki was
mainly an importer of cars. In India's closed market, Maruti received the right
to import 2 fully built-up Suzuki in the first two years, and even after that, the
early goal was to use only 33% indigenous parts. This upset the local
manufacturers considerably.

Maruti Udyog Limited was founded by the Government of

India on 24 Jan 1981 with Suzuki Motor Corporation as a minor partner, only
to become the formal JV partner and license holder of Suzuki in August
2021. The first manufacturing factory of Maruti was established in
Gurugram, Haryana, in the same year.

REVIEW OF LITERATURE
Soreze, France July (2012) : The findings shows that consumer's
perceived value contribute positively to their perceptions of store brands and
the better knowledge on the aspects of store brand products due to their past
experience in purchasing the items lead to positive perceptions which
eventually will lead to good possibility for-them in re-purchasing store brands
products in the future.
Boivin (2013):lifestyle and core values also influence
Customer buying behaviour. By lifestyle, the author defines an
individual’ s interest, opinions and activities that reflect the person’
s pattern of living in the society. However, core values guide
people’ s enduring choices and desires and underlie attitudes and
behaviours.

Reisch Eberle (2014):The level of motivation affects

Customers' buying behaviour. People tend to have many needs
through any given time. Some needs are biogenic; they arise from
physiological states of tension such as hunger, thirst, or discomfort
and other needs are psychogenic; they arise from physiological
states of tension such as the need for recognition, esteem, or
belonging. Therefore, people will try to satisfy the most important
need first and then move to the next need.

Solomon (2015) : the Customer buying decision-making

process starts with the problem recognition stage. This stage
identifies the difference between the Customer’ s recognition of
needs and wants. It occurs when the Customer senses a significant
difference between his or her current state of affairs versus a
desired and ideal state. By collecting information from a number
of Customers, marketers need to identify the circumstances that
trigger a particular need.

Lorek (2016):It can be concluded that the buying behaviour of

Customers will determine the success or failure of new products
and services being marketed on the basis of their performance in
sustainability. Their overall behaviour will also have a strong
impact on the sustainability performance of all goods and services
due to the role of Customers in determining sustainability impacts
during the use and disposal phases of the consumption process.
Akhilesh Chandra Pandey (2017):Customer behaviour
towards Milk societies: A Study on measuring the customer
satisfaction of` Milk. The study on Customer behaviour is the
study of how individual make decision to spend their available
resources (time, money, effort) on consumption related items.
Customer satisfaction was measured across different attributes of
the Milk and the customer’ s preference was checked across
different parameters.

Schiffman & Kanuk (2018) : Customer behaviour is the

study of how individual customers, group or organizations select,
buy, use and dispose ideas, goods

Belch (2019):“Customer behaviour is the process and activities

people engage in when searching for, selecting, purchasing, using,
evaluating, and disposing of products and service so as to satisfy
their needs and desires” . defined Customer behaviour as
“ the process involved when individuals or groups select,
purchase, use, or dispose of products, services, ideas or
experiences to satisfy needs and wants.” Customer buyer
behaviour refers to “ the buying behaviour of final Customers
individuals and households who buy goods and services for
personal consumption

P. Rengarajan, R. Sathya (2020) : ” Buying behaviour

of selected branded Milk products” . Milk products is one of the
important thing used nowadays in urban and rural areas. Although
the country has emerged as the largest producer of Milk in 90’ s.
Market size is increasing day by day and the demand for that
product is arising. So, the companies need a proper distribution
network for availability of product at demand.
Hoyer and Macinnis (2021) : All of these final
Customers combine to make up the Customer market.” According
to “ Customer behaviour reflects the totality of Customers‟
decisions with respect to the acquisition, consumption, and
disposition of goods, services, activities, experiences, people, and
ideas by (human) decision-making units (over time).”