A

PRESENTATION

A Study of Customer Awareness through

Advertisement
of Maruti Suzuki in Jabalpur
AB LEASING FINANCE COMPANY
SUBMITTED BY
ANKITA JAIN
MBA- SEM Iv
DEPARTMENT OF MBA
GYAN GANGA COLLEGE OF
TECHNOLOGY

COMPANYS PROFILE

Maruti Suzuki India Ltd

Type
Founded
Headquarters
Key people
Industry
Products
Revenue
Employees
Parents

Public
1981
Gurgaon Haryana, India
RCBhargava,(Chairman)
Kenichi Ayukawa (CEO & MD)
Automotive
Cars
US.S6.8 billion (2012)
6,903(2011)
Suzuki

Our parent company, Suzuki Motor Corporation, has been a global leader in
mini and compact cars for three decades. Suzuki's technical superiority lies in its
ability to pack power and performance into a compact, lightweight engine that is
clean and fuel efficient.
The same characteristics make our cars extremely relevant to Indian customers
and Indian conditions. Product quality, safety and cost consciousness are embedded
into our manufacturing process, which we have inherited from our parent company.
Right from inception, Maruti brought to India, a very simple yet
powerful Japanese philosophy 'smaller, fewer, lighter, shorter and neater'
From the Japanese work culture we imbibed simple practices like an open
office, a common uniform and common canteen for everyone from the Managing
Director to the workman, daily morning exercise, and quality circle teams.

To reach our customers, we have built a strong sales network of 600 outlets
spread over 393 towns and cities. We provide maintenance support to customers
through 2628 workshops spread over 1200 towns and cities.

To reach our customers, we have built a strong sales network of 600 outlets
spread over 393 towns and cities. We provide maintenance support to customers
through 2628 workshops spread over 1200 towns and cities.
Over the last few years, the company strengthened the existing practices and
experimented with many new initiatives by way of (continuous improvements) to
delight its customers.
These initiatives ranged from product design and quality to network expansion,
and included new service programs to meet unsaid needs of customers.
In the field, the products are supported by rapidly expanding networks. The
company has diverse networks for new cars, spares, service, pre owned cars and so on,
and all of them were in expansion mode last year to enable the company get closer to
the customer.

INTRODUCTION

Advertising is paid form of non-personal Communication, Advertising promotes

ideas, goods and services of an Identified sponsor .It is a vital tool of marketing goods,
services and ideas .It is intended to influence the prospective customers in the market and
create an increase in sales.
The word Advertising is derived from a Latin word advert ere which
means to turn attention towards a specific thing. The Simplest meaning of an
advertisement is public announcements

OBJECTIVES OF ADVERTISING

1. To Introduce new product.

2. To sustain the established product.
3. To Increase the market shares.
4. To educate the consumers.
5. To face the competition.

TYPES OF ADVERTISING
The most commonly used advertising media are:
Television
Newspaper
Radio
Internet
Telephone and mobiles
Hoardings, boards and posters

.
.

OBJECTIVES OF THE STUDY

1. To study the most effective medium of
advertisement.
2. To analyze the effectiveness of advertisement on sales
promotion in Maruti Suzuki.
3. To study the Customer Awareness through Advertisement
of Maruti Suzuki in Jabalpur

RESEARCH METHODOLOGY
INTRODUCTION

Research methodology is a way to systematically solve the

research problem. Research is an originally contribution to
existing stage of knowledge for making advancement. The role of
research in several fields of applied economics whether related to
business or economy as a whole has greatly increased in modern
times.
Research methodology is considered as a nerve of the project
without a proper well organized research plan, it is impossible to
complete the project and reach to any conclusion. The project was
based on the survey plan. The main objective of survey was to
collect appropriate data, which work as abase for drawing
conclusion and getting result.

DATA COLLECTION
The task of data collection begins after a research problem has been defined and
research design/plan chalked out. While deciding about the method of data collection
to be used for the study, the researcher should keep in mind two types of data viz.,
primary and secondary. There are basically types of data present with the help of
which a research work can be done.

PRIMARY DATA
SECONDARY DATA
PRIMARY DATA:
Primary data are collected by the researcher himself and are original. In
collecting primary data a sufficient time and money are involved. Individual
are contacted from the field of investigation. Primary data are collected
according to the need and problem of researcher.
Example:- Survey , Questionnaire.

SECONDARY DATA:
They are in existence priory and were collected by someone else or by any
web site. It is not collected by the researcher and is not real. Secondary data
are collected by someone else but the present researcher makes use of
them. As they are collected by someone else hence needs proper
precautions before use.

ANALYSIS METHOD:
They analysis and the interpretation have been done using the
questionnaire, survey.
Questionnaire filled by 100 peoples.
PRIMARY SOURCES: Questionnaire
SECONDARY SOURCES: Websites
Statistic tool: Simple percentage analysis and tabulation is used
to analyses the data. Pie chart is used to give pictorial
representation of the analysis.
Research Area: Through an online survey.
Research Tools: Questionnaire and Interaction
Procedure of Data Collection: Personal Approach/ Online Survey
Sample Size: 100 people.

Q1. Do you have a four wheeler?

a.

Yes

a.

No

65
35

Do you have a four wheeler

70
60

65

50
40
35

30
20
10
0

Yes

INTERPRETATION:
65 People have 4 wheeler.
While 35 People do not have 4 wheeler

No

Q2. Are you planning to purchase any 4

vehicle?
a.

Yes

70

a.

No

30

Are you planning to purchase any vehicle

80
70
60

70

50
40
30

30

20
10
0

Yes

I NTERPRETATION:

70 people are planning to purchase 4wheeler

While 30 people are not planning to purchase 4wheeler.

No

Q3. Have you ever Test drive any Maruti car?

a.

Yes

73

a.

No

27

Have you ever Test drive any Maruti car?

80
70

73

60
50
40
30
27

20
10
0

Yes

INTERPRETATION:
73 drive/test drive Maruti car
While 27 do not drive/test drive Maruti car.

No

Q4. Are you aware about the new range of Maruti car launched
recently
a.Yes
b. No

73
27

Are you aware about the new range of Maruti car launched recently
80

73

70
60
50
40
27

30
20
10
0
Yes

No

INTERPRETATION:
73 people are aware of new range of Maruti car launched recently.
27 people are not aware of new range of Maruti car launched recently.

Q5. Have you ever seen advertisement of Maruti Car?

a.Yes
b. No

99
1

Have you ever seen maruti advertisement

120
100

99

80
60
40
20
1

0
Yes

No

INTERPRETATION:
99 people have seen the advertisements of maruti car.
While 1 people have not seen the advertisements of maruti car.

Q6. If

yes? where did you seen the ads of maruti ?

a.

a. Internet
b. Television
c. Newspaper
d. Hoardings

22
60
10
8

If yes ?where did you seen ads of maruti

70

60

60
50
40
30

22

20
10

10

Newsaper

Hoardings

0
Internet

INTERPRETATION:
60 people have seen ads on television
22people have seen advertisement while surfing internet
10 people read ads on newspaper
8 people have seen hoardings on a road

Television

Q7. According to you which medium of advertisement is most effective?

a. Internet
b. Television
c. Newspaper
d. Hoardings

38
43
10
9

According to you which medium of advertisement is most effective

50
40

43

38

30
20
10

10

Newspaper

Hoardings

0
Internet

Television

INTERPRETATION:

43 of people saying that television are most effective medium

While 38 of people saying that internet is most effective medium
While 10 of people saying that newspaper is most effective medium
While 9 of people saying that hoardings are most effective medium

8.

What is the first thing that comes to your mind when you see those ads?
a.

a. Punch line
b. Celebrity
c. Themes
d. Others

41
3
18
10

What is the first thing that comes to your mind when you see those ads
45
40
35
30
25
20
15
10
5
0

41
31
18
10

Punch line

Celebrity

Themes

Other

INTERPRETATION:
41 of people find that punch line is the 1st thing that comes to their mind.
31 of people find that celebrity is the 2st thing that comes to their mind.
41 of people find that punch line is the 1st thing that comes to their mind.
18 of people find that themes are the 3st thing that comes to their mind.
10 of people find that other thing that comes to their mind.

Q9. Which type of advertisement is good?

a.Feature based

62

b.Story based

38

Which type of advertisement is good

70
62
60
50
38

40
30
20
10
0
Features based

Story based

INTERPRETATION:
62 of people believe that feature based advertisement are good
38 of people believe that story based advertisement are good

Q10. What attribute will you consider while purchasing Maruti Car?
a. Features

24

b. Price

c. Satisfaction of needs

32%

d. Offer available in car

What attribute will you consider while purchasing maruti car

50

43

40
30

32
24

20
10
0

INTERPRETATION:
43 of people look for price
32 of people look for satisfaction of needs
24 of people look for features
1 of people look for offer available in car.

Q11. Which model of Maruti has been advertised more frequently?

a. Ritz

25

b. Swift

30

c. Wagon R

20

d. Alto

25

Which model of maruti has been advertised more frequently

35
30
25

30
25

25
20

20
15
10
5
0
Ritz

Swift

Wagon R

INTERPRETATION:
30 of people find Swift ads comes more frequently
20 of people find Wagon R ads comes more frequently
25 of people find Alto ads comes more frequently
25 of people find Ritz ads comes more frequently

Alto

Q12. Do

you think advertisement is an effective method of selling Marutii car?

a.Yes
b.No

96
4

Do you think advertisement is an effective method of selling maruti car?

120
100

96

80
60
40
20
4
0
Yes

No

INTERPRETATION:

96 of people says YES, advertisement is an effective method of selling Maruti car

While 4 of people say NO.

FINDINGS
Majority of the respondents uses four wheeler of Maruti
Suzuki.
43% of respondents indicates that ads given on television
are most effective
Majority of the respondents have good opinion about the
advertisement.

CONCLUSION

I conclude that television is one of the best media

for advertisement. It gives more impact than any
other media.
The product of Maruti Suzuki are usually taken by
the age group of 26-38 keeping this in mind
company should design such type of
advertisement which are innovative and attractive
like they are in animation format, story based
because lot of people are interested in watching
television. Now a days internet is also a best
medium of advertisement because people can get
all the information like price, colour, offers etc.