Consumer behaviour final copy 1 copy

A

PROJECT ON

CONSUMER BEHAVIOUR AND AWARENESS

IN

MARUTI SUZUKI LIMITED at KARLO AUTOMOBILE, GAYA

(In Partial fulfilment of the Degree of BBM)

Mirza Ghalib College, Magadh University, Gaya

Under supervision of: Submitted By M KASHIF RAZA KHAN GULFAM KHANDept. of Buisness Management CLASS: Mirza Ghalib College Gaya CLASS ROLL: Magadh University,Bodhgaya EXAM ROLL: REG. NO: SESSION:

TABLE OF CONTENTS

1. PREFACE2. EXECUTIVE SUMMARY3. INTRODUCTION TO THE STUDY4. IMPORTANCE OF STUDY5. ABOUT MARUTI SUZUKI LIMITED6. ABOUT KARLO AUTOMOBILES7. LITERATURE REVIEW8. RESEARCH METHODOLOGY9. DATA ANALYSIS AND FINDING10. RECOMMENDATION AND SUGGESTION11. CONCLUSION12. ANNEXURE13. BIBLIOGRAPHY

PREFACEThis project is empirical presentation of “consumer behaviour & awareness towards Maruti Udyog ltd.” In Gaya from “Karlo automobiles ltd. Bodhgaya”

Consumer behaviour & awareness occupies an important and place in an organisation. Today most business transactions are conducted online or via electronic means, consumers must be especially diligent about practicing consumer awareness -- protecting their identities and their resources against criminals who would exploit them. Consumers should be vigilant and aware of potential problems so they don't get ripped off by con artists. Consumers can learn how to protect their privacy, analyse advertisements, recognize scams and become a smart car buyer and home buyer using online and offline resources. Spending the time to become an aware consumer is well worth the effort to avoid paying more than is necessary -- or worse, leaving your entire bank account and financial history open to attack.

The organisation uses various measures to trace out and measure the consumer awareness & behaviour and satisfaction they open various “customer care and satisfaction” centres. They even conduct survey over it know about this customer.

This report is also based on the survey, which is conducted over 300 customers of Maruti vehicles (different brands) from different locality in the Gaya town.

EXECUTIVE SUMMARY

The main objective of this project is to demonstrate the newly launched  Maruti Alto 800 in the commercial vehicle

It was necessary to use the techniques of application matrix to find out the major segment where 4 wheelers have a strong presence. The survey revealed the 5 major segments dominated by 4 wheelers

And the reason for it, thus providing foundation for suggesting the ways in which Maruti Alto 800 should be marketed in these segments. The operating economics were studied in the brief to get an idea about the commercial viability of these vehicles.

The sale promotion / demo were done mostly in the locality of that area covering. Manpur, Bodhgaya, katari, Gaya town to identify the major before and pockets which can be targeted. The study of consumer & provided valuable insights in to the buying behaviour and the decision making related to commercial vehicle business.

INTRODUCTION TO THE PROJECT WORK

The main aim of my study is to appraise that whether the sales promotional on Maruti alto 800 is successful in Indian content or not for this purpose I critically examined the sales promotional activities of Maruti Suzuki (Maruti alto 800) and its impact on the target markets of Maruti alto 800 during my training in Gaya territory. And I came to a conclusion that sale promotional activities of Maruti alto 800 are getting good response from consume but there are some lacuna which need to be removed. And some imprints are needed.

Objective of project studyAs the title suggest our in is to position the Maruti alto 800 to be launched in the 4 wheeler segment, our objective are

Identify sectoral & segmental pockets Impact of luxiourous car on 4 wheeler segment Expected market share from the day of launching. Analysis of customer of Maruti alto and their mode of finance.

Research design Maruti Suzuki to splurge Rs.12 crore to produce million units of Rs.1 lakh car, profit rises 25% to Rs. 1913 crore in 2006-07

During 2000-07 the firm registered a profit after tax of Rs.1528 crore. Net income from operations, led by a sturdy growth in commercial vehicles sales, grew 33% at Rs.27, 535 crore for the year. For the Fourth quarter of the financial year, better sales realisations pushed net profit up to 26% to Rs.576 crore even through net income from operations rose 20% to Rs.8267 crore

INTRODUCTION TO MARUTI SUZUKI

Maruti Suzuki is India and Nepal's leading automobile manufacturer and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 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 10 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 kei 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 Suzuki’s are sold in India and various several other countries, depending upon export orders. Models similar to Maruti Suzuki’s (but not manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and manufactured in Pakistan and other South Asian countries

Manufacturing facilitiesMaruti Suzuki has two manufacturing facilities in India. Both manufacturing facilities have a combined production capacity of 14, 50,000 vehicles annually. During a recent meeting of the Gujarat chief minister with Suzuki Motor Corp chairman & CEO Osamu Suzuki, the Chairman had said that the work on car manufacturing plant at Mandal near Ahmadabad would be started soon.

1. Gurgaon Manufacturing FacilityThe Gurgaon Manufacturing Facility has three fully integrated manufacturing plants and is spread over 300 acres (1.2 km2). All three plants have an installed capacity of 350,000 vehicles annually but productivity improvements have enabled it to manufacture 900,000 vehicles annually. The Gurgaon facilities also manufacture 240,000 K-Series engines annually. The entire facility is equipped with more than 150 robots, out of which 71 have been developed in-house. The Gurgaon Facilities manufactures the 800, Alto, Wagonr, Estilo,Omni, Gypsy, Ertiga and Eeco.

2. Manesar Manufacturing FacilityThe Manesar Manufacturing Plant was inaugurated in February 2007 and is spread over 600 acres (2.4 km2). Initially it had a production capacity of 100,000 vehicles annually but this was increased to 300,000

vehicles annually in October 2008. The production capacity was further increased by 250,000 vehicles taking total production capacity to 550,000 vehicles annually. The Manesar Plant produces the A-star, Swift, Swift DZire, SX4 and Ritz.

Sales and service networkAs of 31 March 2011 Maruti Suzuki has 933 dealerships across 666 towns and cities in all states and union territories of India. It has 2,946 service stations (inclusive of dealer workshops and Maruti Authorised Service Stations) in 1,395 towns and cities throughout India.] It has 30 Express Service Stations on 30 National Highways across 1,314 cities in India.

Service is a major revenue generator of the company. Most of the service stations are managed on franchise basis, where Maruti Suzuki trains the local staff. Other automobile companies have not been able to match this benchmark set by Maruti Suzuki. The Express Service stations help many stranded vehicles on the highways by sending across their repair man to the vehicle.

.

"Maruti Finance marks the coming together of the biggest players in the car finance business. They are the benchmarks in quality and efficiency. Combined with Maruti volumes and networked dealerships, this will enable Maruti Finance to offer superior service and competitive rates in the marketplace".

— Jagdish Khattar, Managing director of Maruti Udyog Limited in a press conference announcing the launch of Maruti Finance on 7

January 2002

ABOUT KARLO AUTOMOBILES PVT.LTD

Karlo Automobiles is one of the leading names in the automobile business in the state of Bihar. It has taken authorized dealership of Maruti in other towns as well, including the capital city of Patna. One comes across all popular brands of Maruti cars at the Maruti showroom at Bodhgaya. However, from the sales perspective the city has seen mostly low cost Maruti cars

Being more popular. The likes of Maruti 800, Omni, and Alto, Swift and alto 800 are making waves in Bodhgaya.

Total turnover as a 31st march 2011 is rs 100 crore approx

LITERATURE REVIEW

CONSUMER BEHAVIOURConsumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.

Each method for vote counting is assumed as social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009).

ACCORDING TO WEBSTER DICTIONARY,” consumer behaviour is all psychological, social & physical behaviour of potential consumer as they become aware of evaluate purchase ,consume & tell other people about product and services.”

ACCORDING TO KURTZ & BOONE ,”consumer behaviour consists of the act of the individual in obtaining and using goods & services including the decision preceves & determine these act”

ACCORDING TO WALTER & PAUL , “consumer behaviour is the process where why individual decide whether ,what ,when , where , how and from whom to purchase goods and services”

ACCORDING TO MOWEN, “consumer behaviour is the decision process and physical activity individual engage in when evaluating acquiring using or disposing of goods and services.”

ACCORDING TO JACOB, “ consumer behaviour reflects the totally of consumer decision with respect to the aquision usage & disposition of goods , services , time & ideas by human decision making unit.”

CONSUMER AWARENESS

In the modern economic age, when most business transactions are conducted online or via electronic means, consumers must be especially diligent about practicing consumer awareness -- protecting their identities and their resources against criminals who would exploit them. Consumers should be vigilant and aware of potential problems so they don't get ripped off by con artists. Consumers can learn how to protect their privacy, analyze advertisements, recognize scams and become a smart car buyer and home buyer using online and offline resources. Spending the time to become an aware consumer is well worth the effort to avoid paying more than is necessary -- or worse, leaving your entire bank account and financial history open to attack

1. Consumer Action

Consumers who want advice about buying big-ticket items such as a car or a home can get information on the Consumer Action Website. Tips for buying a car include comparing vehicles for performance, safety and service; finding out how much the dealer paid for the car; learning about manufacturer's rebates; comparing prices from different dealers; and avoiding costly extras such as extended warranties. Tips for buying a home include working with a real estate agent who represents you, the buyer; comparing prices of recently sold homes in the neighbourhood that are similar; and having the property inspected by a professional.

2. Health

There is so much information available about health care it is sometimes difficult to separate effective and approved remedies from scams. The Federal Trade Commission publication "Who Cares: Information about Health Care Products and Services" helps older consumers by providing links to organizations on a variety of topics. These include alternative medicine, care giving, generic drugs and hormone therapy. The FTC also provides a website with information about health scams, including false cures for cancer and ineffective weight loss products and dietary supplements

MARKETING RESEARCHMarketing research is "the function that links the consumers, customers, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.

It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues

relating to marketing products and services. The goal of marketing research is to identify and assess

how changing elements of the marketing mix impacts customer behaviour. The term is commonly

interchanged with market research; however, expert practitioners may wish to draw a distinction, in

that market research is concerned specifically with markets, while marketing research is concerned

specifically about marketing processes.

Marketing research is often partitioned into two sets of categorical pairs, either by target market:

Consumer marketing research, and Business-to-business (B2B) marketing research

Or, alternatively, by methodological approach:

Qualitative marketing research, and Quantitative marketing research

Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviours of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.

Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunities in marketing.

Role of marketing research (MR)

The task of marketing research (MR) is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing environment and the ever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment.

Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers.

Traditionally, marketing researchers were responsible for providing the relevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the "DECIDE" model:

The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process begins by precisely defining the problem or opportunity, along with the objectives and constraints Next, the possible decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable factors) are enumerated. Then, relevant information on the alternatives and possible outcomes is collected. The next step is to identify and select the best alternative based on chosen criteria or measures of success. Then a detailed plan to develop and implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated.

Marketing research characteristics

First, marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Experts in marketing research have shown that studies featuring multiple and often competing hypotheses yield more meaningful results than those featuring only one dominant hypothesis

Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of the researcher or the management. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings. The objective nature of marketing research underscores the importance of ethical considerations. Also, researchers should always be objective with regard to the selection of information to be featured in reference texts because such literature should offer a comprehensive view on marketing. Research has shown, however, that many marketing textbooks do not feature important principles in marketing research.

Classification of marketing research

Organizations engage in marketing research for two reasons: (1) to identify and (2) solve marketing

problems. This distinction serves as a basis for classifying marketing research into problem

identification research and problem solving research.

Problem identification research is undertaken to help identify problems which are, perhaps, not

apparent on the surface and yet exist or are likely to arise in the future like company image, market

characteristics, sales analysis, short-range forecasting, long range forecasting, and business

trends research. Research of this type provides information about the marketing environment and

helps diagnose a problem. For example, The findings of problem solving research are used in making

decisions which will solve specific marketing problems.

The Stanford Research Institute, on the other hand, conducts an annual survey of consumers that is

used to classify persons into homogeneous groups for segmentation purposes. The National

Purchase Diary panel (NPD) maintains the largest diary panel in the United States.

Standardized services are research studies conducted for different client firms but in a standard way.

For example, procedures for measuring advertising effectiveness have been standardized so that the

results can be compared across studies and evaluative norms can be established. The Starch

Readership Survey is the most widely used service for evaluating print advertisements; another well-

known service is the Gallup and Robinson Magazine Impact Studies. These services are also sold on

a syndicated basis.

Customized services offer a wide variety of marketing research services customized to suit a

client's specific needs. Each marketing research project is treated uniquely.

Limited-service suppliers specialize in one or a few phases of the marketing research project.

Services offered by such suppliers are classified as field services, coding and data entry, data

analysis, analytical services, and branded products. Field services collect data through mail,

personal, or telephone interviewing, and firms that specialize in interviewing are called field

service organizations. These organizations may range from small proprietary organizations which

operate locally to large multinational organizations with WATS line interviewing facilities. Some

organizations maintain extensive interviewing facilities across the country for interviewing

shoppers in malls.

Coding and data entry services include editing completed questionnaires, developing a coding

scheme, and transcribing the data on to diskettes or magnetic tapes for input into the computer.

NRC Data Systems provides such services.

Analytical services include designing and pretesting questionnaires, determining the best means

of collecting data, designing sampling plans, and other aspects of the research design. Some

complex marketing research projects require knowledge of sophisticated procedures, including

specialized experimental designs, and analytical techniques such as conjoint analysis and

multidimensional scaling. This kind of expertise can be obtained from firms and consultants

specializing in analytical services.

Data analysis services are offered by firms, also known as tab houses, that specialize in

computer analysis of quantitative data such as those obtained in large surveys. Initially most data

analysis firms supplied only tabulations (frequency counts) and cross tabulations (frequency

counts that describe two or more variables simultaneously). With the proliferation of software,

many firms now have the capability to analyze their own data, but, data analysis firms are still in

demand.

Branded marketing research products and services are specialized data collection and analysis

procedures developed to address specific types of marketing research problems. These

procedures are patented, given brand names, and marketed like any other branded product.

Types of marketing research

Marketing research techniques come in many forms, including:

Ad Tracking – periodic or continuous in-market research to monitor a brand’s performance using measures such as brand awareness, brand preference, and product usage. (Young, 2005)

Advertising Research – used to predict copy testing or track the efficacy of advertisements for any medium, measured by the ad’s ability to get attention (measured with AttentionTracking), communicate the message, build the brand’s image, and motivate the consumer to purchase the product or service. (Young, 2005)

Brand equity research - how favorably do consumers view the brand? Brand association research - what do consumers associate with the brand? Brand attribute research - what are the key traits that describe the brand

promise? Brand name testing - what do consumers feel about the names of the products? Commercial eye tracking research - examine advertisements, package designs,

websites, etc. by analyzing visual behaviour of the consumer Concept testing - to test the acceptance of a concept by target consumers Cool hunting - to make observations and predictions in changes of new or

existing cultural trends in areas such as fashion, music, films, television, youth culture and lifestyle

Buyer decision making process research - to determine what motivates people to buy and what decision-making process they use; over the last decade, Neuromarketing emerged from the convergence of neuroscience and marketing, aiming to understand consumer decision making process

Copy testing – predicts in-market performance of an ad before it airs by analyzing audience levels of attention, linkage, motivation, entertainment, and communication, as well as breaking down the ad’s flow of attention and flow of emotion. (Young, p 213)

Customer satisfaction research - quantitative or qualitative studies that yields an understanding of a customer's satisfaction with a transaction

Demand estimation - to determine the approximate level of demand for the product

Distribution channel audits - to assess distributors’ and retailers’ attitudes toward a product, brand, or company

Internet strategic intelligence - searching for customer opinions in the Internet: chats, forums, web pages, blogs... where people express freely about their experiences with products, becoming strong opinion formers.

Marketing effectiveness and analytics - Building models and measuring results to determine the effectiveness of individual marketing activities.

Mystery consumer or mystery shopping - An employee or representative of the market research firm anonymously contacts a salesperson and indicates he or she is shopping for a product. The shopper then records the entire experience. This method is often used for quality control or for researching competitors' products.

Positioning research - how does the target market see the brand relative to competitors? - What does the brand stand for?

Price elasticity testing - to determine how sensitive customers are to price changes

Sales forecasting - to determine the expected level of sales given the level of demand. With respect to other factors like Advertising expenditure, sales promotion etc.

Segmentation research - to determine the demographic, psychographic, and behavioural characteristics of potential buyers

Online panel - a group of individual who accepted to respond to marketing research online

Store audit - to measure the sales of a product or product line at a statistically selected store sample in order to determine market share, or to determine whether a retail store provides adequate service

Test marketing - a small-scale product launch used to determine the likely acceptance of the product when it is introduced into a wider market

Viral Marketing Research - refers to marketing research designed to estimate the probability that specific communications will be transmitted throughout an individual's Social Network. Estimates of Social Networking Potential (SNP) are combined with estimates of selling effectiveness to estimate ROI on specific combinations of messages and media.

All of these forms of marketing research can be classified as either problem-identification research or as problem-solving research.

There are two main sources of data - primary and secondary. Primary research is conducted from scratch. It is original and collected to solve the problem in hand. Secondary research already exists since it has been collected for other purposes. It is conducted on data published previously and usually by someone else. Secondary research costs far less than primary research, but seldom comes in a form that exactly meets the needs of the researcher.

A similar distinction exists between exploratory research and conclusive research. Exploratory research provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution. Conclusive research draws conclusions: the results of the study can be generalized to the whole population.

Exploratory research is conducted to explore a problem to get some basic idea about the solution at the preliminary stages of research. It may serve as the input to conclusive research. Exploratory research information is collected by focus group interviews, reviewing literature or books, discussing with experts, etc. This is unstructured and qualitative in nature. If a secondary source of data is unable to serve the purpose, a convenience sample of small size can be collected. Conclusive research is conducted to draw some conclusion about the problem. It is essentially, structured and quantitative research, and the output of this research is the input to management information systems (MIS).

Exploratory research is also conducted to simplify the findings of the conclusive or descriptive research, if the findings are very hard to interpret for the marketing managers.

Marketing research methods

Methodologically, marketing research uses the following types of research designs:

Based on questioning

Qualitative marketing research - generally used for exploratory purposes -

small number of respondents - not generalizable to the whole population -

statistical significance and confidence not calculated - examples

include focus groups, in-depth interviews, and projective techniques

Quantitative marketing research - generally used to draw conclusions -

tests a specific hypothesis - uses random sampling techniques so as to

infer from the sample to the population - involves a large number of

respondents - examples include surveys and questionnaires. Techniques

include choice modelling, maximum difference preference scaling,

and covariance analysis.Based on observations

Ethnographic studies - by nature qualitative, the researcher observes

social phenomena in their natural setting - observations can occur cross-

sectionally (observations made at one time) or longitudinally (observations

occur over several time-periods) - examples include product-use analysis

and computer cookie traces. See also Ethnography and Observational

techniques.

Experimental techniques - by nature quantitative, the researcher creates a quasi-artificial environment to try to control

spurious factors, then manipulates at least one of the research to get background information, then conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nation-wide survey (quantitative research design) in order to devise specific recommendations for the client.

MARUTI SUZUKI MISSION

PURPOSE TO CREATE ECONOMIC ASSET FOR ROAD TRANSPORTATION FOR THE BULK MOVEMENT OF GOODS AND PEOPLE PARTICIPATE MANAGING THESE OVER THE LIFE OF ASSETS IN ORDER TO CREATE AND CAPTURE ECONOMIC VALUES.

MARUTI SUZUKI VISION To be world class corporate constantly furthering the interest of all its stake holders

CORE VALUE

INTEGRITY

CUSTOMER FOCUSCORPORATECITIZENSHIP

PASSION FOR ENGINEERING

Research Methodology

The survey on the topic “consumer behaviour and awareness towards Maruti udhyog ltd.”was carried by personal interview of about 300 maruti owners present in the Gaya town.

Some of the major area was survey was emphasized are:-

Magadh university Gaya college Mirza galib college Lic office NIIT Civil line police station A. p .colony S.B.I Bajaj Allianz HDFC bank & magadh gramin bank ICICI prudential life insurance Bodh Gaya town Itwan village Income & sales tax office

The sales is based on the primary data collected by moving government sector and institutes and banking institution etc., secondary data as well as collected from website of Maruti udhyog ltd.

The data are analysed by the satistitical method and are representing by some pictorial figures like bar diagram and pie diagram.

It has been tried to get the result correct and the figures are in approx

DEMAND BY THE OWNERS OVER THE PARTICULAR BRAND

Dashboard and a/c should be changed Seat should be adjustable Bumper is always loose Seating arrangement & luggage carrier should be more spacious Front glass should be developed There should be power steering & power station Interior decoration should be more Speed and pickup should be increased Need powerful break Shocker should be equivalent

MOST IMPORTANT LIKED BY THE OWNER IN THEIR BRAND

The purchasing of vehicle by the people depends upon the requirement of the owners they also purchase the vehicle thinking certain feature about the particular brands.

A question was asked during the survey “what is the most important feature they liked in their brands” we have joined various type of features for the particular brand whether are Maruti 800 , omni, a-star, alto 800 etc by the owners.

It has been highlights some important features graded by owner

DEMAND BY THE OWNERS OVER THE PARTICULAR BRAND

Thought the owners calculate various feature about the brands of the Maruti. But they have also not forget to count certain shortcoming , demerits and some change or improvements in the particulars models

They have told overall performing of Maruti vehicle is good but they have identified some shortcoming after driving the models like Maruti 800, omni & alto 800

ENGINE CAPICITY :- 796CC MILAGE :- 16.1 KM/L CYLINDER :- 3 VALVE :- 6 FUEL TYPE :- PETROL FUEL TANK :- 28 LITRE TURNING RADIUS :- 1.5 METRE GROUND CLEARANCE:- 170 MILLI METRE MAX POWER :- 387PS @5000RPM MAX TORQUE :- 59NM @2500 RPM ENGINE TYPE :- MPFI

FEATURES Smooth running with good balance on the road Easy maintenance Cheap and best for small family Good for town & city like Gaya & Patna (when there is traffic problem) Comfortable , safe and secure Fuel efficient and good mileage

ENGINE CAPICITY :- 796CC MILAGE :- 19.73 KM/L CYLINDER :- 3 VALVE :- 12 FUEL TYPE :- PETROL FUEL TANK :- 28 LITRE TURNING RADIUS :- 4.6 METRE GROUND CLEARANCE:- 160 MILLI METRE MAX POWER :- 47PS @5000RPM MAX TORQUE :- 62NM @2500 RPM ENGINE TYPE :- MPFI

FEATURES

STYLIST FRONT BUMPER LUGGAGE COMPARTMENT CARPET FRONT DOOR POCKET ROTARY CONTROL FOR AC BOOSTER ASSISTED BRAKES

MILAGE :- 14.7 KM/L CYLINDER :- 3 VALVE :- 12 FUEL TYPE :- PETROL FUEL TANK :- 4.1LITRE TURNING RADIUS :- 4.6 METRE GROUND CLEARANCE:- 165 MILLI METRE MAX POWER :- 33.3@5000RPM MAX TORQUE :- 57NM @2500 RPM ENGINE TYPE :- MPFI

FEATURES

RECLINING FRONT SEAT STEERING LOCK FRONT SEAT BELT(ELR) 2 SPEED WINDSHEILD WIPER FRONT & REAR THERMOPLASTIC BUMPER BODY GRAPHICS

ENGINE CAPICITY :- 998CC MILAGE :- 20.2 KM/L CYLINDER :- 3 VALVE :- 12 FUEL TYPE :- PETROL FUEL TANK :- 35 LITRE TURNING RADIUS :- 4.6 METRE GROUND CLEARANCE:- 160 MILLI METRE MAX POWER :- 68PS @5000RPM MAX TORQUE :- 90 NM @2500 RPM ENGINE TYPE :- MPFI

FEATURES

BODY COLOURED WIDE BUMPERED AC WITH HEATER POWER STEERING POWER WINDOW CABEN LAMP CHILD LOCK

ENGINE CAPICITY :- 796CC MILAGE :- 19KM/L CYLINDER :- 3 VALVE :- 12 FUEL TYPE :- PETROL FUEL TANK :- 35 LITRE TURNING RADIUS :- 4.6 METRE GROUND CLEARANCE:- 165 MILLI METRE MAX POWER :- 68PS @5000RPM MAX TORQUE :- 90NM @2500 RPM ENGINE TYPE :- K10B

FEATURES CHILD LOCK(REARDOOR) FRONT DOOR LAMB STEERING LOCK SEAT FABRIC POWER WINDOW CENTRAL DOOR LOCK

ENGINE CAPICITY :- 1196CC MILAGE :- 14.1 KM/L CYLINDER :- 4 VALVE :- 16 FUEL TYPE :- PETROL FUEL TANK :- 40LITRE TURNING RADIUS :- 4.5METRE GROUND CLEARANCE:- 160 MILLI METRE MAX POWER :- 73PS @5000RPM MAX TORQUE :- 101NM @2500 RPM ENGINE TYPE :- ALUMINIUM

FEATURES

HEATER INTERIOR COLOUR BADGING AIR CONDITION FRONT CABEN LAMB REAR CABIN LAMB

ENGINE CAPICITY :- 998CC MILAGE :- 18.7 KM/L CYLINDER :- 3 VALVE :- 12 FUEL TYPE :- PETROL FUEL TANK :- 35LITRE TURNING RADIUS :- 4.6METRE GROUND CLEARANCE:- 165 MILLI METRE MAX POWER :- 68PS @5000RPM MAX TORQUE :- 90NM @2500 RPM ENGINE TYPE :- K10B

FEATURES BLUE –TENT HEAD LAMBS STYLISH TAIL GATE WHEEL CAPS FRONT CABIN LAMBS(3 POSTION) GLOVE BOX WIDE OPENING DOOR

ENGINE CAPICITY :- ( P)1197CC,(D)1248CC MILAGE :- (P)17.7KM/L CYLINDER :- 4 VALVE :- 16 FUEL TYPE :- PETROL.DIESEL FUEL TANK :- 43LITRE TURNING RADIUS :- 4.7METRE GROUND CLEARANCE:- 170 MILLI METRE MAX POWER :- (P) 85PS @6000RPM (D)90PS@4000RPM MAX TORQUE :- (P)113NM @4500 RPM(D)190NM@2000RPM ENGINE TYPE :- K-SERIES/DDIS

FEATURES CENTRAL LOCKING POWER STEERING AIR CONDITION DOUBLE HORN REAR FOG LAMB FRONT FOG LAMP

ENGINE CAPICITY :- 998CC MILAGE :- 19 KM/L CYLINDER :- 3 VALVE :- 12 FUEL TYPE :- PETROL FUEL TANK :- 35LITRE TURNING RADIUS :- 4.5METRE GROUND CLEARANCE:- 170 MILLI METRE MAX POWER :- 67PS @5000RPM MAX TORQUE :- 90NM @2500 RPM ENGINE TYPE :- K-SERIES

FEATURES

FEATURES

FEATURES

SHARE OF MODELS IN MARUTI

DIFFERENT BRANDS OF MARUTI

Though the Maruti is leading vehicle producers of india but some of its brand is more popular and has good market share in the city.

omniesteemalto 800wagon Rzenswiftsx4maruti 800

From the above figure we conclude following things.

1. New brand of Maruti are present in market inspite of that consumers still have the faith in Maruti 800, that is why it has 23% in total brand of Maruti

2. Omni requires 24% market share3. Alto 800 occupies 39 % market share4. Zen occupies 7% market share5. Esteem and wagon R has low share that is 2 % each in Maruti brand6. SX4 & swift occupies 4 % market share each in Maruti brand

DEMAND FOR DIFFERENT MODELSAfter asking the question about the remarks of the various models . We have got the following data

Maruti 800

very good good

average

Omni

very good good

average

Alto 800

very goodgoodaverage

A - star

very goodgoodaverage

NAME OF THE SERVICE CENTREProviding servicing to the vehicle is one of the most critical requirements and considering over this point various company has open their servicing centre in the city and town. Being the largest car manufacturing units “Maruti udhyog ltd” has also setup its authorised servicing centre region by region.

Karlo is been authorised by the “Maruti udhyog ltd.” As authorised servicing centre in Gaya. But some other centre which are known as “M.A.S” is also prevailing in city such as “Maruti care , auto care , pioneer etc these “M.A.S” centres are somehow able to attract many customers.

The following diagram will show the condition of centres which are providing servicing for the vehicle.

a. 40% of the total owners go for local mechanics or workshop and other town for the servicing of their vehicles. Some of these customer also.

b. 25% owners come to “Karlo Automobiles Ltd.” For the servicing of their vehicle. Some of these customer also.

c. 17% of the vehicle owners go to Auto care (which is M.A.S.) for the service of their vehicle

d. 11% owners go to Maruti care which is also a M.A.S. for the servicing of the vehicle

TYPES OF SERVICE As it discussed earlier that type of service depends upon the running upon the running of the vehicle therefore the servicing data is almost the same as of running of vehicle.

81% vehicle has travelled more than 10000 km . therefore these customers are paying servicing charge free of cost.

9% vehicle has travelled between 10000-6000 km . therefore they have been given 2nd service by the servicing centre free of cost

7% vehicle has travelled between 6000-1000 km . therefore they have been given 3rd service by the centre .

3% vehicle has travelled less 1000 km . therefore they have been provided first servicing.

1st2nd3rdpaid/s

SATISFACTION FROM SERVICING CENTRE Since servicing play an important role for the owner’s vehicle. Therefore the service centre tries maximum effort to satisfy the owners by their working ability are some customers who are not satisfied.

It has been tried to highlights the satisfaction & dissatisfaction of different owners from different servicing centre.

auto caresatisfieddissatisfied

poineersatisfieddissatisfied

maruti caresatisfactiondissatisfaction

karlosatisfieddissatisfied

Running of the vehicle

upto 1000 1000-6000 6000-10000 more than 100000

102030405060708090

Running of the vehicle plays a vital role in deciding the service provided to the vehicle are following the criteria on which the type of service detailed :-

a. Less than 1000 km or one month 1st serviceb. Between 1000 km -6000 km or 6m/s 2nd servicec. Between 6000 km – 10000 km or 1 year 3rd serviced. More than 1000 km paid service

The following report was found after conducting the survey

a. The vehicle of 81 % owners has travelled more than 10000 km or one year b. 7% owners vehicle has travelled between 6000-10000 km or 1 yearc. 9% vehicle has travelled between 1000-6000 km or 6 m/sd. Only 3% owners vehicles has travelled less than 1000 km or 1 month

RECOMMENDATION AND SUGGESTION

i. Karlo automobile ltd. Should advertse about itself by giving their advertisement ob T.V, newspapers &by distributing pamphlets or by placing holdings on road side.

ii. Karlo should try to increase the ratio of satisfied customers from its servicing as its 66.6% only

iii. Karlo should try to improve their quality of workiv. Some programme should be carried out by Maruti Udhyog Ltd. To adjust new

facilties in old models like A/Cv. Maruti Udhyog ltd. Should provide a mobile servicing van

Why customer don’t go to karlo When the question were asked by the customer then there was a question from each of customer’s whether they are in touch with KARLO AUTOMOBi We have got an amazing results as answer which are been graded below.

52% told that they were unaware about the opening of the “KARLO AUTOMOBILES LTD” 27% told that they are the regular customers of “KARLO AUTOMOBILES LTD” 21% have told that they will visit “KARLO AUTOMOBILE LTD” in the coming future.

PROBLEMS

More than 50% customers are unaware about “karlo automobile ltd” centre ,Bodh-Gaya

Many customers told that that “KARLO AUTOMOBILE “ BodhGaya is located outside the town

Many customers are aware of “KARLO AUTOMOBILE” but don’t know about its servicing centre.

The quantity of work is not up to mark of both deptt. (sales & service)

CONCLUSION THE SUGGESTION WILL ACT AS GUIDE FOR FUTUE PROJECT , WHICH MAY NOT BE PROPER TRIGGERS ONLY . THE AUTHORISED CONCERN SHOULD THINK UPON THE PROBLEMS AND SUGGESTION AS MACRO LEVEL IN ORDER TO STRENGTHEN THE BUISNESS OF MARUTI UDHYOG

ANEXXURE

QUESTIONNAIRE

Topic :- consumer awareness & behaviour towards Maruti Suzuki ltd.

1. Name of the respondent : ........................................................2. Age : ........................................................3. Sex : ........................................................4. Address : ........................................................5. Contact number : ..........................................................6. Occupation : ............................................................7. Income group : ..........................................................8. Do you have a car

yes/no9. How did you come to know about the brand:

a) Tv adv. b) Dealerc) Sales mand) Print media

10.Do you plan purchase a car in the future yes / no

11.Do you know thta there is a dealer of Maruti in gaya yes / no

12.If yes, how did you come to know about it a) Tv adv.b) Dealer’s sales manc) Print mediad) Any others..............

13.According to you impact of adv. On sale is:a) Very muchb) Very lessc) Can’t say

14.Do you think price of Maruti car is appropriate

yes / no.

15.Reason for you brand performance :a) Easy to maintain c ) Mileage e ) after sale

service b) Comfort d ) safety f ) look

Thank you, for your kind cooperation

BIBLIOGRAPHY

TO COMPLETE THE PROJECT SOME OF THE FOLLOWING THINGS WERE USED FOR THE SOURCES OF INFORMATION

MARETING MANAGEMENT A BOOK BY “V.S RAMASWAMY & S. NAMAKUMARI” WEBSITE OF “MARUTI UDHYOG LTD” PERSONAL INTERVIEW OF “KARLO AUTOMOBILE LTD” MEMBER