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Industrial Project Report
On
Customer perception about maruti suzuki
A Case Study on Max Automobiles
Submitted in the partial fulfillment for the requirement of
the Degree of Master of Business Administration
(2012-2014)
Submitted to
Punjabi University, Patiala
Supervisor
Mr.Ajay Goyal
(Sales manager)
Submitted By
Avtar singhMBA 3rd sem
Roll no.120425737
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ACKNOWLEDGEMENT
I am giving my hearty gratitude to Mr. Ajay Goyal, sales
manager of Max Automobiles Ltd. Sangrur and also to all the other
Co-workers for giving me an opportunity to do my industrial training for
Max AUTOMOBILES LTD., Sangrur
I would like to give my special thanks to Mr.Ajay Goyal,Sales Manager
of Max Autoobiles Ltd. SangrurFor Industrial Training.
Avtar
singh
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DECLARATION
I Avtar singh singh here by declared that the work which is being
presented in the project report Training Development Program is the
record of authentic out by me under the supervision of Mr. Ajay Goyal,
Sales Manager (Patiala) submitted fulfillment of the award of degree
Master of -Business administration to the University School Of
Business Studies, school of management studies punjabi iniversity
patiala.
------------------------------
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Signature
INDEX
CERTIFICATE
ACKNOWLEDGEMENT
INTRODUCTION
DECLARATION
REVIEW OF LITERATURE
COMPANY PROFILE
RESEARCH METHODOLOGY
INTERPRETATION AND DATA ANALYSIS
FINDINGS
SUGGESTIONS
CONCLUSIONS
LIMITATIONS
BIBLIOGRAPHY
ANNEXURE
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INTRODUCTION
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INTRODUCTION
WHAT IS CONSUMER PERCEPTION?
Consumer Perception is how information is collected and categorize.
Perception is affected by the amount of contact to an incentive and by individual
interpretation. If the same consumer encountered that information often and from many
sources, then the consumer's attitude toward dairy products might change enough to
influence how often the consumer chose yogurt as a breakfast food. The next step is
exploring what these consumers will buy. The importance of customer satisfaction
diminishes when a firm has increased bargaining power.
Customer satisfaction ratings can have powerful effects within organizations; they focus
employees on the importance of fulfilling customers expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability Customer
satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. As such, many
cell phone plan contracts have a lot of fine print with provisions that they would never get
away if there were, say, a hundred cell phone plan providers, because customer
satisfaction would be way too low, and customers would easily have the option of leaving
for a better contract offer.
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Consumers can evaluate a product along several levels. Its basic characteristics are
inherent to the generic version of the product and are defined as the fundamental
advantages it can offer to a customer. Generic products can be made distinct by adding
value through extra features, such as quality or performance enhancements. The final
level of consumer perception involves augmented properties, which offer less tangible
benefits, such as customer assistance, maintenance services, training, or appealing
payment options. In terms of competition with other products and companies, consumers
greatly value these added benefits when making a purchasing decision, making it
important for manufacturers to understand the notion of a total package when
marketing to their customers. For example, when manufacturing automotive parts, a high-
performing product will provide the customer base with basic benefits, while adding
spare parts, technical assistance, and skill training will offer enhanced properties to create
a total package with increased appeal to consumers.
Consumer perception theory is any attempt to understand how a consumers perception of
a product or service influences their behavior. Those who study consumer perception try
to understand why consumers make the decisions they do, and how to influence these
decisions. Usually, consumer perception theory is used by marketers when designing a
campaign for a product or brand. However, some people study consumer perception in
order to understand psychology in a much more general sense.
Human beings, in general, are complex creatures who often do not seem even to know
their own minds. It is seldom easy, and sometimes impossible, to generalize about human
behavior. Each individual is a unique product of heredity, environment and experience.
Predicting such a strangebehaviorof people is a difficult and complicated task, filled with
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uncertainties, risks, and surprises. Accurate predictions can yield vast fortunes and
inaccurate predictions can result in the loss of millions of rupees. Today, business around
the world recognizes that the consumer is the king. Knowing why and how people
consume products helps marketers to understand how to improve existing products, what
types of products are needed in the market place, or how to attract consumers to buy their
products. The era of liberalization, privatization and globalization has brought changes in
society and lifestyle of people.
Marketers can justify their existence only when they are able to understand consumers
wants and satisfy them. The modern marketing concept for successful management of a
firm requires marketers to consider the consumer as the focal point of their business
activity. Although it is important for the firm to understand the buyer and accordingly
evolve its marketing strategy, the buyer or consumer continues to be an enigma -
sometimes responding the way the marketer wants and on other occasions just refusing to
buy the product from the same marketer. For this reason, the buyers mind has been
termed as a black box, which should be opened by the seller to be a successful marketer.
The study of consumer behavior also includes an analysis of factors that influence
purchase decisions and product use. Understanding how consumers make purchase
decisions can help marketing managers in several ways. For example, if a manager
knows through research that fuel mileage is the most important attribute for a certain
target market, the manufacturer can redesign the product to meet that criterion. If the firm
cannot change the design in the short run, it can use promotion in an effort to change
consumers decision making criteria. For example, an automobile manufacturer can
advertise a cars maintenance-free feature while downplaying fuel mileage.
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REVIEW OF
LITERATURE
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REVIEW OF LITERATURE
Passenger Car Industry in India and profile of the study area
The Indian Automobile Industry has got a tremendous market potential. With the growth
of population and change in their pattern of life style as a result of urbanization, there has
been a rapid increase in demand for Indian automobiles. The purpose of this chapter is to
survey the growth of Automobile Industry in India and their role in economic
development and to bring out the profile of the study area. The entire discussion has been
divided into three main sections. The first section traces the growth of Automobile
Industry. The second section discusses origin, growth and other aspects of Passenger Car
Industry. The third section gives a brief profile of the study area.
The Indian Automobile Industry has flourished like never before in the recent years. This
extraordinary growth that the Indian automobile industry has witnessed is a result of a
major factor namely, the improvement in the living standard of the middle class and an
increase in their disposable incomes. Moreover, the liberalization steps, such as,
relaxation of the foreign exchange and equity regulations, reduction of tariffs on imports,
and refining the banking policies initiated by the Government of India, have played an
equally important role in bringing the Indian Automobile Industry to great heights. The
increased demand for Indian automobiles has resulted in a large number of multinational
auto companies, especially from Japan, the U.S.A., and Europe, entering the Indian
market and working in collaboration with the Indian firms. Also, the institutionalization
of automobile finance has further paved the way to sustain a long term high growth for
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the industry. The Future Growth Drivers like higher GDP Growth, Indias huge
geographic spread mass transport system, increasing road development, increasing
disposable income with the service sector, cheaper (declining interest rates) and easier
finance schemes, replacement of aging four wheelers, graduating from two wheelers to
four wheelers, increasing dispensable income of rural agricultural sector, growing
concept of second vehicle in urban areas. India produced about eight million two-
wheelers, three million passenger cars and utility vehicles in 2009 - 2010. It ranks second
in the world in the production of the two-wheelers and thirteenth in the production of
the passenger cars.
Statement of the Problem
Due to the emergence of globalization and liberalization there is a stiff competition
among the variety of car industries which are focusing attention in capturing the Indian
markets. Cars though considered as luxury once, now occupies a part of day-to-day life
and has become a necessity. Namakkal, which is selected for the study, is one of the main
growing markets for car manufacturers. People who were not ready to spend their money
on luxuries have now changed their attitude that yesterdays luxuries are todays
necessities. To be a successful marketer it is absolutely essential to read the minds and
perceptions of the prospective buyers of cars. In addition to the above, the due weight age
which is given by the Government for the growth of passenger car industry and the
involvement of the consumers in the selection of a particular brand of car have also made
the researcher to undertake a study on the passenger car industry with special reference to
the perceptions, behavior and satisfaction of owners of cars.
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COMPANY
PROFILE
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COMPANY PROFILE
MARUTI SUZUKI
Formerly known as Maruti Udyog Limited, is an automobile manufacturer in
India. It is a subsidiary of Japanese automobile and motorcycle manufacturer Suzuki. As
of November 2012, it had a market share of 37% of the Indian passenger car market.
Maruti Suzuki manufactures and sells a complete range of cars from the entry level 800,
Esteem and Alto, to hatchbackRitz, A-Star, Swift, Wagon R, Zen and sedans DZire,
Kizashi and SX4, in the 'C' segment Eeco, Omni, Multi Purpose vehicle Suzuki Ertiga
and Sports Utility vehicle Grand Vitara. The company's headquarters are on Nelson
Mandela Road, New Delhi. In February 2012, the company sold its ten millionth vehicles
in India.
Profile
Originally, 18.28% of the company was owned by the Indian government, and 54.2% by
Suzuki of Japan. The BJP-led government held an initial public offering of 25% of the
company in June 2003. As of May 2007, the government of India sold its complete share
to Indian financial institutions and no longer has any stake in Maruti Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the actual
production commenced in 1983 with the Maruti 800, based on the Suzuki Alto key car
which at the time was the only modern car available in India, its only competitors- the
Hindustan Ambassador and Premier Padmini were both around 25 years out of date at
that point. Through 2004, Maruti Suzuki has produced over 5 Million vehicles. Maruti
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Suzukis are sold in India and various several other countries, depending upon export
orders. Models similar to those made by Maruti in India, albeit not assembled or fully
manufactured in India or Japan are sold by Pak Suzuki Motors in Pakistan.
The company exports more than 50,000 cars annually and has domestic sales of 730,000
cars annually. Its manufacturing facilities are located at two facilities Gurgaon and
Manesar in Haryana, south of Delhi. Maruti Suzukis Gurgaon facility has an installed
capacity of 900,000 units per annum. The Manesar facilities, launched in February 2007
comprise a vehicle assembly plant with a capacity of 550,000 units per year and a Diesel
Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and
Gurgaon facilities have a combined capability to produce over 14, 50,000 units annually.
About 35% of all cars sold in India are made by Maruti. The company is 54.2% owned
by the Japanese multinational Suzuki Motor Corporation per cent of Maruti Suzuki. The
rest is owned by public and financial institutions. It is listed on the Bombay Stock
Exchange and National Stock Exchange of India.
During 2007 and 2008, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported.
In all, over six million Maruti Suzuki cars are on Indian roads since the first car was
rolled out on 14 December 1983. Maruti Suzuki offers 15 models, Maruti 800, Alto,
Maruti Alto 800, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4, Omni, Eeco,
Gypsy, Grand Vitara, Kizashi and the newly launched Ertiga. Swift, Swift DZire, A-star
and SX4 are manufactured in Manesar, Grand Vitara and Kizashi are imported from
Japan as completely built units(CBU), remaining all models are manufactured in Maruti
Suzuki's Gurgaon Plant. The company is believed to be moving towards introduction of a
new version of Maruti 800 by November 2012, which will be more fuel efficient, though
slightly costlier than Alto and existing Maruti 800. The Suzuki Motor Corporation,
Maruti's main stakeholder, is a global leader in mini and compact cars for three decades.
Suzukis strategy is to utilize light-weight, compact engines with stronger power, fuel-
efficiency and performance capabilities. Nearly 75,000 people are employed directly by
Maruti Suzuki and its partners. It has been rated first in customer satisfaction among all
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car makers in India from 1999 to 2009 by J D Power Asia Pacific. Maruti Suzuki will be
introducing new 800 cc model by Diwali in 2012.The model is supposed to be fuel
efficient, hence more expensive.
Timeline of Maruti Suzuki
1970
A private limited company named 'Maruti technical services private limited'
(MTSPL) 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".
1971
In June, A company called 'Maruti limited' was incorporated under the Companies
Act and Sanjay Gandhi became its first managing director.
1977
'Maruti limited' goes into liquidation.
1978
A commission of inquiry headed by Justice A. C. Gupta, which probed the
'Maruti scandal', submits its report.
1980
On, 23 June, Sanjay Gandhi dies when a private test plane he was flying crashed.
1981
The Indian Central government at the behest of Indira Gandhi salvages Maruti
limited and starts looking for an active collaborator for this company.
Maruti Udyog Ltd was incorporated under the provisions of the Indian Companies
Act, 1956.
1982
License and Joint Venture Agreement(JVA) signed between Maruti Udyog Ltd.
and SMC of Japan
1983
Maruti 800, a 796 cc hatchback, Indias first affordable car, is released in the
market.
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Production was started under the JVA commences.
1984
Omni, a 796cc MUV, released.
Installed capacity of the plant in Gurgaon, reaches 40,000 units
1985
Launch of Maruti Gypsy (970cc, 4WD off-road vehicle)
1986
Maruti 800 ( New Model-796cc, hatchback Car)
100,000 vehicles produced by the company.
1987
The company's first export, when a lot of 500 cars were sent to Hungary.
1988
Installed capacity is increased to 100,000 units in Gurgaon.
1989
Maruti 1000(970cc, three-box), Indias first contemporary sedan is released into
the market.
1991
65 percent of the components, for all vehicles produced, are indigenized
(produced locally)
Liberalization of the Indian economy opens new opportunities but also brings
more competition to segment.
1992
Suzuki increases its stake in Maruti to 50 percent, making the company a 50-50
JV with the Government of India the other stake holder.
1993
Zen (993cc, hatchback Car), which was later exported in Europe and elsewhere as
the Alto
1994
Esteem1.3L (1298cc, three-box design) LX released in market, Maruti's second
sedan model.
Produced the 1 millionth vehicle since the production commenced. The first
company in India to do so.
1995
Esteem1.3L (1298 cc, three-box design) VX released in market.
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Maruti 1000 production of Maruti 1000 stopped.
Second plant opened , installed capacity reached 200,000 units
1996 Five new models launched:
Gypsy (E) (970cc, 4WD 8 seater)
Omni (E) (796cc, MUV, 8 seater)
Gypsy King (1298cc, 4WD, off road vehicle)
Zen Automatic (993cc, hatchback car)
Esteem 1.3L (1298 cc, three-box design) AX
Launch of 24-hour emergency on-road vehicle service, the first of its kind in the
country.
United Front government formed, Murasoli Maran new Industries Minister.
1997
Government nominated Mr. S.S.L.N. Bhaskarudu as the Managing Director on
August 27, as the then current Managing director, R.C.Bhargava, was completing
his tenure. Creating a conflict with Suzuki
1998 Esteem (1299cc, three-box) LX, VX and AX models released.
New Maruti 800 (796cc, hatchback Car) Standard and Deluxe released the first
change in design since 1986.
Two million vehicles produced.
1998
Zen D (1527 cc diesel, hatchback car) model released.
Zen VX & Zen VX Automatic model released.
New (Omni & Omni E) (796cc, MUV) model released.
1999
Six new releases:
Maruti 800 EX ( 796cc, hatchback car)
Zen LX (993cc, hatchback car)
Zen VXi (993cc, hatchback car with power steering)
Omni XL (796cc, MUV, high roof)
Baleno (1600cc, three-box) released. Advertised as 'Maruti Suzuki Baleno'
Wagon R launched in market.
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2000
First car company in India to launch a Call Center for internal and customer
services.
New Alto model released.
Altura, a luxury estate car released into the market.
2001
Zen LXi
Maruti True Value launched in Bangalore and Delhi
Maruti Versa, Indias first luxury multi-purpose vehicle launched.
Alto Spin LXi, with electronic power steering
Alto Vxi
Customer information centers launched in Hyderabad, Bangalore and Chennai
2002
WagonR Pride
Esteem Diesel. All other variants upgraded
Maruti Insurance. Two new subsidiaries started: Maruti Insurance Distributor
Services and Maruti Insurance Brokers Limited
Alto Spin LXi, with electronic power steering
Special edition of Maruti 800, Indias first color-coordinated car
Maruti True value in Mumbai Maruti Finance in Mumbai with 10 finance companies
Suzuki Motor Corporation (SMC) increases its stake in Maruti to 54.2 percent
2003
New Suzuki Grand Vitara XL-7
Redesigned and all-new Zen
New upgraded WagonR
Enters into partnership with State Bank of India
4 million vehicles Produced since start of production.
Maruti Udyog Ltd is listed on BSE and NSE after a public issue, which is
oversubscribed 10 times.
2004
New (non A/C) variant of Alto released.
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Alto becomes India's new best selling car overtaking Maruti 800.
LPG variant of 'Omni Cargo'
Versa 5-seater, a new variant created
Baleno LXi, a new variant created
Esteem undergoes cosmetic changes and is re-launched with a price cut. Maruti Udyog 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 (5 millionth) car rolls out in April, 2005
Growth in overall sales by 15.8%
Suzuki Swift (1298cc 87 BHP 4Dr Hatch) Introduced into the Indian Market.
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MAX AUTOMOBILES PVT. LTD.
MaxAutomobiles, incorporated as a private limited company in 1989, became a deemed
public company in Jun.'95 and was converted into a public limited company in Aug.'95. It
is promoted by Rajinder Kaur Bhattal, former cabinet minister in the Government of
Punjab and D S Sangha, a NRI. The company is a profit making one with the sole
dealership for Maruti Udyog in the Patiala district of Punjab. It has a workshop for the
service and repair of the vehicles sold in Sangrur. It now proposes to set up an additional
workshop facility at Ludhiana and opening a new showroom at Sangrur, besides
expansion and modernization of its existing workshop. The company came out with a
public issue in Jan.'96 to part-finance the project. The company was awarded the All
India Skill Competition Shield (region-wise), by Maruti Udyog, for the year 1994-95. In
1997-98, the company won 'Regional Skill Competition Trophy' organized by Maruti
Udyog for the fourth consecutive year. During 1999-2000, the new workshop at Mukatsar
and Ultra Modern Workshop at Sangrur has been commissioned. Also, in the year under
review the company was awarded numerous awards i.e. trophy for "Minimum
Complaints", "Best Upgraded Workshop Trophy in Category `B' workshops", etc, by
Maruti Udyog Ltd.
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Key Executives
Chairman S Rahul Inder Singh Sidhu
Whole-time Director Simran Bajwa
Whole-time Director S Kuldeep Singh Bhattal
Director Neha Sidhu
Board of Directors
Chairman S Rahul Inder Singh SidhuWhole-time Director Simran Bajwa
S Kuldeep Singh Bhattal
Director Neha Sidhu
Rajnish Sharma
Ramesh Kumar
Additional Director Isher Singh
Nasib Chand
BankersPunjab National Bank
Auditors
Auditor
Dalbir & Associates
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MARKETING STRATEGY
MOBILES is now looking to strength its position through a slew of new launches.
According to Mr. ANIRUDH GUPTA, CEO, Marketing, mobiles Ltd.
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 consumers. Their
strategy is to provide work for women to create awareness among confined consumers.The
Company has long run opportunity for growth and profitability. They have high relative
market share and high Growth rate. SWIFT, SWIFT DESIRE AND ZEN ESTILO is the
fast growing and has potential to gain substantial profit in the market. QUESTION
MARK: there are also called as wild cats that are new products with potential for success
but there cash needs are high and cash generations low. In auto industry of MARUTI
SX4, GRAND VITARA, A STAR there has been improving the organization reputation.
As they want successful not only in Indian market but as well as in global market. CASH
COW: It has high relative market share but compete in low growth rate as they generate
cash in excess of their needs.
For the communication strategy, the company is working on an online model through
which it will be able to interact with customers on the internet.
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.
PRODUCT PROFILE
TAG LINE -: CHANGE YOUR LIFE
Maruti 800 is a City Car manufactured byMaruti Suzuki in India. It is
a rebadged version of the Suzuki. Over 2.5 million Maruti 800s have been sold
since its launch in 1983.
It has gone beyond being just a car; it has actually changed the lifestyles of
countless people, by bringing the joy of motoring to millions across the
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length and the breadth of the country. Today, India best selling continues to
be the final word on value and economy at the entry-level segment.
SWIFT DZIRE
Tag line -: THE HEART CAR
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A car having everything you desire stunning looks, luxurious interiors, enough power to
capture your heart. Just slide in desire and take it for a spin. Its sure steals many of hearts
including yours.
ALTO
Tag line-: LET & GO
The alto is a great combination of economy, practicality and styling. A run away
success on the roads of Europe, it exemplifies the benchmark in build,
quality and reliability in a compact car. This is testified by the 24 hour
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endurance record set on August 3, 2003 of covering 3082kms in 24 hours at an
average speed of 128 kmph.
ALTO-800
TAG LINE -: LET & GO
The Alto 800 has all-new bodywork and interiors. It replaced the first generation Maruti
Alto, and while keeping the 796 cc engine, there have been several modifications. The
price of the Alto, already India's best-selling car, was actually lowered with the model
change. Various methods were found to lower the price, including the lowering of the
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weight of each individual component by one gram each, and also by building their own
robots for manufacturing the car.
ALTO K-10
TAG LINE -: LET & GO
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Maruti Suzuki has launched a new version of Maruti Alto in the Indian auto market in
August 2010. The new Maruti Alto K10 is equipped with the company's 1.0 L, K-
series petrol engine which also currently powers the A-Star and Wagon R.
WAGONR
TAG LINE -: FOR THE SMARTER RACE
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The Wagon RS original tall body design, spaciousness, ergonomically designed
interior and flexible seating all set apart from other cars. It complements the
buyers unique personality enables him to live a multi-dimensional life by the
sheer excellence of its engineering and its versatility.
ZEN ESTILO
TAG LINE -: SURRENDER TO THE NEW ZEN
If you are looking for a car with drop dad looks and unmatched performances, then you
need look beyond the Zen. With its new contemporary and aggressive look, the Zen preserves its
core values of driver appeal, unmatched reliability and economy.600000 satisfied.
Customers in India and around the world bear testimony to this fact.
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ERTIGA
TAG LINE -: LIVE LIFE WITH
The Ertiga is full of thoughtful little features that will make every journey more
relaxed and comfortable. Ertiga stylish, bold looks and aerodynamic styling will
make you fall in love even before you step inside, the elegant and thoughtfully
designed cabin will take your breath away.
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SWIFT
TAG LINE -: YOU RE THE FUEL!The hot looks, sexy interiors, the automatic climate control, the air bags, the
power steering moreover, all so affordable. The wait is over. Swift has
entered MUL sport folio.
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GYPSY
TAG LINE -: THERE IS A GYPSY IN EVERYONE
It is manufactured in India by Maruti Suzuki. It was introduced the in the Indian market
in December 1985 with the 970 cc f-10 a Suzuki engine and while sales were never very
high it became very popular with law enforcement.
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OMNI
TAG LINE -: FITS ALL
The Omni is truly Indias Original Multipurpose Vehicle. Today it is available in
six avatars 5 seater, 8 seater, car go, ambulance, CNG and LPG. It meets diverse needs
across different user segments and can double up both as a people carrier and a goods
carrier. This faithful workhouse is easy on the pocket, yet tough on the job.
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EECO
TAG LINE -: HAPPINESS FAMILY SIZE
Equipped with twin AC, large sliding doors and flexible seating, the Versa encourages
families and friends to enjoy long drives and gateways together. In spite of being so
spacious, its design allows for easy maneuverability in the city.
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RITZ
TAG LINE -: JOY INSIDE
Model of 2009 known by the name Suzuki splash having attractive back with maximum ground
clearance.
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A-STAR
TAG LINE -: STOP @ NOTHING
Powered by state of art 998 cc engine, its the best fuel efficient car in its categorywith, mileage coming around 20km per liter.
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KIZASHI
TAG LINE -: GREAT THINGS ARE ON THE WAY
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The Kizashi is available with all- wheel drive or standard front-wheel drive. Unusually a
switch on the dash engages the all-wheel drive; it can be turned off when not needed to
slightly enhance fuel economy.
GRAND VITARA
TAG LINE -: PLAY IT YOUR WAY
Maruti Suzuki Grand Vitara is so good looking car and very strong car, good feature.
Maruti Suzuki Grand Vitara is good seat and easily comfortable seat and good space.
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OBJECTIVE OF THE STUDY
1. To find out the customer perception about their cars.
2. To judge the satisfaction level of car owners of different brands.
3. To find in detail about the consumer behaviour and their preferences.
4. To find in detail about the consumer behaviour and their preferences.
5. To access the impact of sales promotion scheme.
6. To know about the mode of information gathering.
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RESEARCH METHODOLOGY
Research is the solution of the problem, whether created or already generated.
Interview
Questionnaire design
Objective of the study
The specific objectives of my study:-
1. To study the preference with reference of people Maruti cars.
2. To examine the satisfaction of the existing customers.
3. To study the future prospects towards Maruti cars.
4. To study the expectations of consumers for maruti services.
(1) Research Design:
The research design is a master plan specifying the
method and procedures for collecting and analyzing needed
information. The research design in this project is
DESCRIPTIVE and Descriptive research includes
surveys and fact-finding inquiries of different kinds. Casual
research is used to know the cause and affect relationship.
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(2) Data Collection Methods:
The source of data includes primary and
secondary data sources.
(a) Primary Sources:
Primary data has been collected directly from
sample respondents through interview method and with the help of
structured questionnaire.
(b) Secondary Sources:
Secondary data has been collected through from
standard textbooks, Newspapers, Magazines & Internet
(3) Research Instrument:
Research instrument is used for the primary
data collection is questionnaire.
(a) Sampling Technique:
Non-Probability Convenience Sampling
(b) Sampling Size:
100 Respondents
(c) Sampling Unit:
Sangrur
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INTERPRETATION
AND ANALYSIS
DATA INTERPRETATION AND ANALYSIS
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1 Do you have faith in maruti Suzuki brand ?
Table: I
YES NO
80 20
Graph: I
Out of 100% , 80 % customers faith on maruti Suzuki . These 80% customers are very
satisfied with us and I continue my interaction with them.
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2. do you think that maruti suzuki car give value for money ?
Table: II
DEZIRE5-7 lakh
SWIFT 4-6 lakh
RITZ 2-4 lakh
ALTO 800 2-3 lakh
Graph: II
When I ask to them the people are ready to pay the value according to chart .
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3. Are you satisfied with maruti Suzuki car ?
Table: III
Yes 80
No 20
Graph: III
yes80%
no
20%
REPORT
80 % people are satisfied by the maruti car and 20% people are not satisfied from
maruti Suzuki .
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4. What type of model you have in petrol?
Table: IV
Lx 10
Lxi 10
Vxi 21
Zxi 16
Graph: IV
Lx means very base model only have heater, lxi means base model having ac and heater,
vxi model have ac, heater and some more car kits like mud flaps perfume etc., zxi is the
top model having music system and all other features having the low models.
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5. Which type of model you have in diesel?
Table: V
Ldi 3
Vdi 17
Zdi 3
Graph: V
ldi
13%
Vdi
74%
Zdi
13%
REPORT
These are petrol mode ldi, vdi, zdi. All are as same as petrol mode only the mode
is different. That is diesel.
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6. What is the color of your car?
Table: VI
White 20
Silk silver 45
Black 10
Other 5
Graph: VI
Many customers are like to purchase silk silver color because it is a shiny color. It shines
in night mode. White color is also preferable. Black and other color is preferable by the
hobbies person.
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7. What mileage it give you in petrol?
Table: VII
16.1kmpl 4
19.1kmpl 3
17.4kmpl 43
18.3kmpl 7
Graph: VII
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Normally company assured mileage of cars in petrol mode about 20 kmpl, but its
depend on the area, as in Sangrur area is very rush .
8. What mileage its give you in diesel?
Table: VIII
25.2km/l 4
21.7km/l 5
23.4km/l 3
20.77km/l 11
Graph: VIII
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As we know customers are purchasing a car only basis of some of the points that
are above and which they prefer most is I got after interacting with them.
10. Would you like to purchase more car or wants to exchange the exist one in future?
Table: XI
Yes 65
No 15
Graph: XI
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79% of customers are agreed that yes they are satisfied with our service and 21%
are not agreed by the maruti Suzuki service which makes us proud and
differentiate us from others. Another point is we have more than 250 service
centers in all over the country sop that wherever our customers are go we are their
to help .
12. How much money you have spent on your car in a month?
Table: XIII
Below 5000 5
5000 10000 70
Above 10000 5
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Graph: XIII
Her I got that how much actually a user spend his part of money on his her car. Most of
the customers are spending about 5000-10000 on their cars it includes petrol/diesel, alloywheels, wheel covers etc. above 10000 is very few because they are very much luxuries
to spend on their car, below 5000 are only spend up to their limited income.
13. What do you expect from the services of Max Auto?
Table: XIV
Good 53
Partially good 26
Worst 1
Graph: XIV
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Customers are agreed that yes they are satisfied by our services as I already cleared that
we have more than 250 service centers in all over the country.
14. Have you recommend your family members to purchase this car?
Table: XV
Yes No
65 15
Graph: XV
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81% customers are saying that they recommend their other family members as well as
their friends and other relatives to purchase cars of maruti Suzuki.
15. How many members are using this car?
Table: XV
No. of Family members No. of Respondents
1-2 50
2-4 25
Above 4 5
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Graph: XV
In a family there are mostly 4 members in which at least 2 drives car, but in big family or
in joint family the riders are more.
FINDINGS
About 80% of car users are using the brand maruti Suzuki. They have faith in
maruti suzuki. Company has created goodwill among the customers which will
help them to recommend car to friends and relatives
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Customer is highly satisfied with the car service and provided by maruti suzuki
which help in customer retention.
The analysis report says that most of the users are using petrol mode car. The
most popular cars are Swift, Dzire & Ritz. The customer highest priority is for the
mileage
70% People are like the brand maruti Suzuki and other people like different
brand.
The analysis report says that their cars are popular in the market because of some
its special features like, look, features, price, availability, mileage etc.
CONCLUSION
Maruti Suzuki is No.1 automobile industry in India and has changed over the time to suit
the needs of their customers. Maruti is the only company in India with a lots of small car
models. It holds more than 50% market share in India. Maruti paves the way to customers
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in all walks of life to buy the car with many models to choose. As the interest rate are
heading and as it is easy to avail car loans in the present trend, the demand for cars is
increasing and .
The survey conducted for among various players in the small car segment automobile
industry led to the conclusion that consumers do not usually go for feature rich car. Most
often the companies fail to communicate those features to the audience. Like in case of
Maruti Suzuki A-Star which was one of top feature rich product but not in the minds of
consumers, Consumers did not take A-Star to the level that was expected by the company
when they introduced it in the market in the 9th Auto Expo.
Common pattern observed in the positioning of small cars:
They are often not marketed as a family car. Its prime focus is youth. As per the
consumer analysis of Indian automobile sector, it shows the Indian buying behavior is
influenced largely by the family. The first preference of an Indian family is to buy a car
for the whole family.
Pricing has been a big concern for the small cars. The clutter present in this segment
makes it extremely difficult to price it according the competitor which might be
providing better performance, style and comfort at the same price.
It has been observed that Indian apart from the interiors; prefer to buy a car with a large
boot space and a big leg room. This is also seen as a big reason why small cars are not
considered for long distance travelling.
SUGGESTIONS
The company should keep in mind the need of young generation.
Company should improve the promotion strategy of product.
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Company should improve the promotion strategy of Add-on services.
It will be beneficial for the company to make the warehouse near to the showroom
and there should be roof facility, adequate security facility in the warehouse.
The Company should know its customers satisfaction level throughout
doing periodic surveys. Periodic surveys can treat customer satisfaction directly.
Company should improve/upgrades its employees product knowledge, market
situation, and its competitors knowledge by giving proper training to employee.
Company should upgrade its new product.
The Company should not only concentrate on the customer satisfaction but also
the company led to monitor their competitors performance in their areas of
operations
LIMITATIONS
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This is a time consuming research method & the respondents did not have
sufficient time for giving information for such type of research.
People were reluctant to give responses for such type of research.
People also did not give proper response for Questionnaire & interview, because
of short time.
Study is restricted to only Sangrur city.
BIBLIOGRAPHY
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en.wikipedia.org/wiki/Maruti_Suzuki
smallbusiness.chron.com
www.scribed.com
www.marutisuzuki.com
Allen, T. Harrell,New Methods in Social Science Research, New York: Praeger
Publishers, 1978
Bailey, Kenneth D., Methods of Social Research, New York, 1978
Berdie, Douglas. R., and Anderson, John F., Questionnaires: Design and use,
Metuchen N J,: The Scarecrow Press, Inc., 1974
C. Dharmaraj & M. Sivasubramanian, A study on Factors contributing Brand
Preference of Passenger Cars
Kothari, C R.,Research Methodology, University of Raj, Jaipur
Philip Kotler, Marketing Management, the millennium edition
http://www.scribed.com/http://www.marutisuzuki.com/http://www.scribed.com/http://www.marutisuzuki.com/7/29/2019 Maruti Jass
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ANNEXURE,Respected Sir
I am LABH singh the student of MBA(IC) 8 th sem University School Of
Business Studies, Guru Kashi Campus, Talwandi Sabo(Bathinda) is undergoing a training
MBA . I need your full support to fill this questionnaire. Kindly fill this questionnaire. I
shall be very thankful to you for this.
Name Phone no.
City State
Income age
1. Do you have a car of maruti Suzuki?
Yes ( ) No ( )
2. Which car model do you have?
Dzire ( ) Swift ( ) Ritz ( ) Other ( )
3. Which type of model it is?
Petrol ( ) Diesel ( ) CNG ( ) LPG ( )
4. What type of model you have in petrol?
Lx ( ) Lxi ( ) Vxi ( ) Zxi ( )
5. Which type of model you have in diesel?
Ldi ( ) Vdi ( ) Zdi ( )
6. What is the color of your car?
White ( ) silk silver ( ) black ( ) other ( )
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7. What mileage its give you in petrol?
16.1km/l ( ) 19.1km/l ( ) 17.4km/l ( ) 18.3km/l ( )
8. What mileage its give you in diesel?
20.2km/l ( ) 21.7km/l ( ) 23.4km/l ( ) 20.77km/l ( )
9. Why should you prefer this type of model?
Features ( ) Look ( ) Price ( ) Availability ( )
10. Would you like to purchase more car or wants to exchange the exist one in future?
Yes ( ) No ( )
11. Are you satisfied by our services?
Yes ( ) No ( )
12. How much money you have spent on your car in a month?
Below 5000 ( ) 5000-10000 ( ) Above 10000 ( )
13. What you expect from our services in future?
Good ( ) Partially Good ( ) Worst ( )
14. Have you recommend your family members to purchase this car?
Yes ( ) No ( )
15. How many members are using this car?
1-2 ( ) 2-4 ( ) Above 4 ( )
THANK YOU
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FINDINGS
1. About 80% of car users are using the brand maruti Suzuki. They have faith in
maruti suzuki. Company has created goodwill among the customers which will help
them to recommend car to friends and relatives
2. Customer is highly satisfied with the car service and provided by maruti suzuki
which help in customer retention.
3. The analysis report says that most of the users are using petrol mode car. The
most popular cars are Swift, Dzire & Ritz. The customer highest priority is for the
mileage
4. 70% People are like the brand maruti Suzuki and other people like different brand.
5. The analysis report says that their cars are popular in the market because of some
its special features like, look, features, price, availability, mileage etc..
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