Marketing Mix

STUDY OF MARKETING MIX

OF

MARUTI SUZUKI INDIA LIMITED

Submitted by: Submitted To:

Chetan Gupta. Dr. Anurupa Singh.

Puneet Bansal.

Anshu Khadgawat.

Shobhit Verma.

Pankaj Kumar.

Ishan Srivastava.

Suraj Kumar.

ACKNOWLEDGEMENT

The successful completion of the project would have been far from reality without mentioning the people who made an indelible impression while making the project. All the very outset thanks to Dr. Anurupa Singh for instructing me and providing me the opportunity to participate in the project and sharing her invaluable knowledge and experience with me. Her innovative ideas provided me clarity of thoughts which helped me to think in the right way. Without her help and guidance completion of the project report would have been very difficult. I would also like to give gratitude to all the other faculties who helped me in making the project worth wile and successful.

I would also like to express my gratitude to Dr. Himashu Mohan Head IB faculty for the students. His thoughtful ideas, comments and conceptual insight into the subject kept me from floundering in my question. Despite his busy schedule he spared valuable moments for reviewing and rectifying this project work. Due to the proper guidance the making of project report became an enjoyable experience and easy to workout.

Preface

Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of

Parliament in order to meet the growing demand of a personal mode of transport

caused by the lack of an efficient public transport system

Maruti Suzuki India Limited was initially established as Maruti Udyog Limited in

the year Feb 24 ,1981 and then in the year Sep17 ,2007 it was renamed to Maruti

Suzuki India Limited as Suzuki Motor Corporation of Japan totally undertook the

company and purchased 51.26 percent of shares of the company. Thus Maruti

Suzuki India Limited became the first Indian company to produce mass vehicles

and to introduce small size and big size stylish cars in the country.

The company flourished and showed other players that the country has very huge

market and now we can see that there are different players in the market like Tata

Motors, Honda, Hyundai, etc.

Till now the company is able to maintain its market share and offers cheaper cars

with best quality and has a wide variety of vehicles from simple car to stylish,

from MUV to SUV so it’s a company which has brought revolution in the

country's car Market and is giving very tough competition to other players.

INDEX

CHAPTER I -- INTRODUCTION

1.1 OVERVIEW OF INDUSTRY AS A WHOLE

1.2 PROFILE OF THE ORGANIZATION

1.3 PROBLEMS OF THE ORGANISATION

1.4 COMPETITION INFORMATION

1.5 SWOT ANALYSIS OF THE ORGANISATION

CHAPTER II -- RESEARCH METHODOLOGY

2.1 OBJECTIVE

2.2 SCOPE OF THE STUDY

2.3 MANAGERIAL USEFULNESS OF STUDY

2.4 METHODOLOGY

2.5LIMITATIONS

CHAPTER III -- DATA ANLAYSIS

4.1 TABLES AND CHARTS

4.2 COMPARISION

CHAPTER IV -- CONCLUSIONS AND SUGGESTIONS

5.1 CONCLUSION

5.2 SUGGESTION

BIBLOGRAPHY

BOOKS, M AGAZINES, JOURNALS AND NEWSPAPERS

CHAPTER -1

INTRODUCTION OF THE COMPANY

1.1 -- Overview of industry as a whole

Maruti Suzuki India Limited – is a publicly listed automaker in the

country and the largest automobile manufacturer in South Asia with Suzuki Motor

Corporation of Japan holding a majority stake in the company. It was the first

company in the country to mass-produce and sell more than a million cars. It is

largely credited for having brought in an automobile revolution to India and thus

becaming the market leader in the country with it's headquarters located in Delhi.

The New Delhi-based company is a subsidiary of Suzuki Japan, and country's

largest OEM of passenger cars, netting about 55% of domestic sales with 13

brand line over 150 options, including the family car Maruti 800, premium

hatchback Ritz, and popular compact A-Star.

The company runs two production sites. Its Gurgaon facility, integrating three

plants, is able to churn out a whopping 700,000 cars annually.And the Manesar

facility, dedicated to first to market rollouts, promises to grow to an annual

assembly capacity of 300,000. Revving up its bottom line, MSIL exports Suzuki

models to Latin America, Africa, and Southeast Asia, and sporadically to Europe.

Maruti is the highest volume car manufacturer in Asia, outside Japan and Korea.

It is the one of most successful automobile company since its inception. Suzuki

Motor Company was chosen from seven prospective partners worldwide. This

was due not only to their undisputed leadership in small cars but also to their

commitment to actively bring to MUL contemporary technology and Japanese

management practices (which had catapulted Japan over USA to the status of the

top auto manufacturing country in the world).

The objectives of MUL then were: - Modernization of the Indian Automobile

Industry.

- Production of fuel-efficient vehicles to conserve scarce resources.

- Production of large number of motor vehicles which was necessary for

economic growth.

Despite there being 11 companies now in the passenger car market in India

company holds about 60% of the total market share.

1.2 - Profile of the organization

Maruti Suzuki is one of country's leading automobile manufacturers 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 Indian government held an

initial public offering of 25% of the company in June 2003. As of 10 May 2007,

Govt. of India sold its complete share to Indian financial institutions. With this,

Govt. of India no longer has 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.

The company annually exports more than 50,000 cars and has an extremely large

domestic market in India selling over 730,000 cars annually. Maruti 800, till

2004, was the country's largest selling compact car ever since it was launched in

1983. More than a million units of this car have been sold worldwide so far.

Currently, Maruti Suzuki Alto tops the sales charts and Maruti Suzuki Swift is the

largest selling in A2 segment.

VISION OF THE COMPANY

Vision of the company was to maximize profit and reducing cost by maximizing

output and sales Hence MUL declared its Vision as-

“The Leader in the Indian Automobile Industry, Creating Customer Delight1 and

Shareholder's Wealth2; eventually become a pride of India”

Customer Delight1 is making sure that performance, after sales service and

customer support are best and beyond expectation. Shareholder’s wealth2 is the

prime concern for running business smoothly .MUL knows this and understands

“customer is king”, he can change the fortune of any company, hence goes

company’s brand line: COUNT ON US!

MISSION OF THE COMPANY

Mission is the statement of an organization’s purpose, what it want to accomplish in the

larger environment and its goals which are specific, realistic and motivating. Missions are

described over visions and visions demand certain objectives. The main

objectives/Missions of MUL are:

- Modernization of the Indian Automobile Industry.

- Developing cars faster and selling them for less.

- Production of fuel-efficient vehicles to conserve scarce resources.

- Production of large number of motor vehicles which was necessary for economic

growth.

MARKETING MIX

The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are price, place, product, and promotion.

Elements of the marketing mix are often referred to as 'the four Ps':

Product - A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but

ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration.

Price – The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.

Place – Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Place is not exactly a physical store where it is available Place is nothing but how the product takes place or create image in the mind of customers. It depends upon the percievedness of customers.

Promotion: represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations.

Products

Maruti 800 Swift

Zen Estilo Alto

Swift Desire A Star

Omni Gypsy

Wagon R Eco

SX 4 Grand Vitara

Kizashi Ritz

PROMOTION

Maruti Suzuki has been actively promoting motorsport in the country for over a decade

now. To popularize action sport, the Maruti Suzuki motorsport calendar is packed with

exciting motoring events. Be it for a motorsport enthusiast, an amateur or a professional,

there are events that offer the thrill and joy of motorsport to one and all. The events

include Women's Power Drive, Autocross, Treasure Hunt and professional rallies

including Maruti-Suzuki Raid-de-Himalaya and Maruti Suzuki Rally Desert Storm.

These events provide rallying thrills as well as promote safe driving habits.

For families, there are events like Women's Fun Drive and Treasure Hunt throughout the

year, across cities. There are also Mileage rallies for our brands across India. This year

we organised a Maruti Suzuki-Autocar Young Driver 2009, a nationwide search for

India's best young driving talent. This competition tested the competitors' knowledge of

traffic rules, awareness of road safety along with their real-world driving skill. The

contest was open to all individuals, between the age of 18 and 30 years, with a valid

driving license.

PLACE

The company annually exports more than 50,000 cars and has an extremely large

domestic market in India selling over 730,000 cars annually. Maruti 800, till

2004, was the country's largest selling compact car ever since it was launched in

1983. More than a million units of this car have been sold worldwide so

far.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.

PRICING

Model description Variant Ex-showroom* On the road*

Maruti Suzuki Alto Standard 234406 270201

Standard Metallic 237809 274052

LX 268084 308305

LX Metallic 271487 312155

LXi 286678 329342

LXi Metallic 290081 333192

Maruti Suzuki Wagon R Duo

LX 350254 402716

LX Metallic 353657 406577

LXi 372911 428425

LXi metallic 376313 432285

New Maruti Suzuki Wagon R

LX 328269 377143

LX metallic 331672 380999

LXi 348411 399964

LXi metallic 351814 403820

VXi 371002 425560

VXi Metallic 374405 429416

AX - Automatic 455919 521773

AX Metallic 459322 525629

ABS 401900 460568

ABS metallic 405303 464424

Maruti Suzuki swift

LXi 398624 457362

VXi 425150 487416

VXi with ABS 445175 510105

ZXi 505266 583747

Maruti Esteem

LX 429464 493404

LXi 459719 527684

VXi 485015 567676

Mauri Suzuki Baleno

LXi 580072 671975

VXi 661456 765212

Maruti Gypsy King

Hard top 520553 601937

Hard top, metallic 523446 605246

Soft top 500872 579421

Soft top, metallic 503765 582730

Maruti Versa Standard, 5 seater 364161 419414

Standard, 5s metallic 367800 423537

DX 8 seater 437554 502571

DX 8s metallic 441393 506693

DX2 475760 545858

DX2 metallic 479399 549982

Maruti 800

Standard 194775 225068

Standard Metallic 197263 227883

Air Conditioned 216192 249299

AC Metallic 218680 252114

1.3 --Problems of the organization

For most of its history, Maruti Udyog Limited had relatively few problems with

its labour force. Its emphasis of a Japanese work culture and the modern

manufacturing process, first instituted in Japan in the 1970s, was accepted by the

workforce of the company without any difficulty. But with the change in

management in 1997, when it became predominantly government controlled for a

while, and the conflict between the United Front Government and Suzuki may

have been the cause of unrest among employees. A major row broke out in

September 2000 when employees of company went on an indefinite strike,

demanding among other things like revision of the incentive scheme offered and

implementation of a pension scheme. Employees struck work for six hours in

October 2000, irked over the suspension of nine employees, going on a six-hour

tools-down strike at its Gurgaon plant, demanding revision of the incentive-linked

pay and threatened to fast to death if the suspended employees were not

reinstated. About this time, the NDA government, following a disinvestments

policy, proposed to sell part of its stake in Maruti Suzuki in a public offering. The

Staff union opposed this sell-off plan on the grounds that the company will lose a

major business advantage of being subsidized by the Government.

The standoff with the management continued to December with a proposal by the

management to end the two-month long agitation rejected with a demand for

reinstatement of 92 dismissed workers, with four MUL employees going on a

fast-unto-death. In December the company's shareholders met in New Delhi in an

AGM that lasted 30 minutes. At the same time around 1500 plant workers from

the MUL's Gurgaon facility were agitating outside the company's corporate office

demanding commencement of production linked incentives, a better pension

scheme and other benefits. The management has refused to pass on the benefits

citing increased competition and lower margins

1.4 --Competition information

Shinzo Nakanishi's rich international experience is expected to help Maruti face

bigger challenges from the likes of Honda, Toyota and Tata Motors . His earlier

assignments include Suzuki operations in China, Indonesia, Hungary, Pakistan

and West Asia, markets that are in some ways similar to India . He is also on the

board of Suzuki Motor Corporation worldwide.

Nakanishi has been associated with Maruti from the time the company was set up

and started operations in 1983. He has been chairman (non-executive) of Maruti

since 2002. Just two days after taking charge as the managing director of Maruti

Suzuki , India's leading car maker, Shinzo Nakanishi, in an e-mail interview to

Business Standard, explained how he planned to sustain his company's

domination.

Maruti is at a crucial juncture as the number of challengers to its small car

hegemony is about to multiply. How would you tackle this challenge?

Maruti takes competition seriously. We will stay focused on the goal of achieving

one million sales by 2010. This will require capacity expansion and upgradation

of manufacturing facilities, for which we have already announced an investment

of Rs 9,000 crore (Rs 90 billion). The expansion of our sales and service network

is underway for the one million target.

At the same time, I believe that Maruti Suzuki is ready to play a much bigger role

in Suzuki's global operations, and my task will be to make that happen. Maruti

Suzuki's manufacturing capability has reached a level where we want to make

small cars exclusively in India for export to Europe.

Of the three million cars that Suzuki wants to sell worldwide, almost 30 per cent

have to come from Maruti Suzuki India. We have lined up certain critical

initiatives that will better the experience of our customers and partners, and I will

keep a close watch on them.

How do you plan to face the competition from Tata Motors' new car, which

has come to be known as the Rs 1 lakh car?

We have read reports that it will be launched some time in 2008. So far, we have

not seen the car. There is no clarity yet on important aspects of model such as

features, performance, safety, emission and others. 

With SX4 , Maruti has taken a vital step to grow beyond the small car

segment. How would you balance your car dominance with big car

aspirations in future?

Let me share with you the key points of Suzuki's worldwide strategy with regard

to models. Suzuki has chosen a strategy of "World Strategic Models" to drive

long term growth.

As part of this strategy, we have been developing global models which are

European in overall styling and design, and carefully modified to suit local

markets. What this means is that Indian customers get international levels of

quality and design, at the same time as customers in other key markets.

Swift , which was launched worldwide in 2005, was the first model to emerge out

of this strategy. Since then, Suzuki has launched the Grand Vitara, SX4 and

Splash as part of the World Strategic Model approach. Small cars will continue to

be in focus.

However, Suzuki is consciously expanding its image from a maker of mini-cars

and small cars, to a company that offers the full range of models.

Your predecessor, Jagdish Khattar, is known to have enjoyed excellent relations

with dealers, managers, employees and component suppliers. As the company's first

non-Indian managing director, how do you plan to continue this? Or, would you do

things differently?

I have been associated with Maruti and India for 17 years. I believe one of the

reasons for Maruti's success has been its ability to strike a balance. We have

borrowed the best in terms of Japanese technology, quality and work culture. At

the same time, in our relationship with employees, partners and customers, we

have been Indian to the core.

This balance will continue. Mr Khattar has a terrific legacy, and we can show

gratitude to his effort by building on his legacy. Maruti Suzuki has to now play a

much bigger role in Suzuki's global operations. Besides, we have to take major

initiatives to better the experience of our customers and partners.

1.5 --SWOT analysis of the organization

STRENGTHS – 1) LARGE DISTRIBUTOR NETWORK

2) AFTER SALE SERVICE

3) GOODWILL OF MARUTI SUZUKI BRAND

4) EXISTING DEALERS & SERVICE NETWORK

5) LARGE SHAREHOLDER BASE FOR CAPITAL NEEDS

WEAKNESSES –1) CANNIBALISES ITS OWN MARKET SHARE

2) SAME TYPE OF ENJINES IN ALMOST ALL CARS

THREATS –1) INCREASING COMPETITION IN THE SMALL CAR SEG.

2) COMPETITION FROM TATA, HONDA, TOYOTA …

OPPURTUNITY – 1) LARGEST ASPIRING MIDDLE CLASS

2) HUGE UNEXPLOITED MARKET

3) HIGH END CAR SEGMENT

4) OVERSEAS MARKET

CHAPTER II

RESEARCH

METHODOLOGY

2.1 OBJECTIVES

1. To study the marketing mix of the company.

2. To study the performance and expansion of the company.

2.2 SCOPE OF THE STUDY

This study covers the topics marketing mix which includes product ,place ,price

and promotion of Maruti suzuki Its scope includes performance of company in

automobile sector of the country.

2.3 MANAGERIAL USEFULNESS OF STUDY

Marketing Mix is use full for every one; scientist, doctor, engineer, chartered

accountant, business enterprise. Its usefulness in the organization makes it

distinct.

Therefore, Its managerial usefulness is,

1. To find out the total cost involved in making a product.

2. It helps in making a better product than other

3. It helps in designing the product according to taste and preference of

the consumer.

4. It helps in choosing the right medium of advertisement and the

promotional strategies.

2.4 METHODOLOGY

Research methodology is a way to solve the research problem. It can be

understood as a science of studying how research is done scientifically. Various

steps are studied to know and analyze the problem and finding logics and facts

behind them.

This means studying why a particular method we choose.

Secondary data

1. Library Research.

i. Analyzing Historical Records.

ii. Analyzing Documents.

As these methods were used in this research, now the question is why they are

used here.

1.As this research is on financial analysis so it cannot be done without analyzing

the historical data which tell the past performance and also describes the

improvement undergone.

2. Documents are to be analyzed to get true and accurate detail on the subject.

3. As the more dense information can be collected by only undergoing some

training or by joining in the particular field.

4. Also by analyzing the previously made case studies and documents one can

know what all factors have been covered and in how depth, it also helps in

making new research more informative. For researching in this field and on this

topic, this methodology is the best one to choose the research method. As due to

circumstance and need; the research method change, in spite of same

methodology.

Methodology is just a sequence of processes which are well thought of before

choosing the method and then re-verifying them to make the information more

accurate and reliable. Some steps involved in it are,

1. Gathering Data-There are different kinds of information and one has to choose

which information to use which will be appropriate.

2. Summarizing-It includes brief summary about the subject to familiarize the

reader with the subject and then communicating about the topic of research here it is

Ratio Analysis.

3. Collecting Data-Gathering information on the subject as per the topic and as per

depth required and information available.

4. Editing-After collecting data, analyzing it as per requirement to make it more

informative and attractive.

We also found the data from:-

BOOKS

MAGAZINES

JOURNALS & INTERNET.

2.5 LIMITATIONS

1. Insufficient Interaction,

There was insufficient interaction with the company, due to non availability of

time as in today’s competitive environment every personnel of the firm is busy in

performing his / her tasks and due to which researcher does not get proper

attention.

2. Lack Of Complete Knowledge,

As being a student of BBA i do not have complete knowledge as this subject is

very wide and uses various tools and techniques.

3. No Code Of Conduct,

As to attend a graduation student no firm is interested and that’s why there is no

proper code of conduct.

4. Information Misuse,

Firms do not provide secret and sensitive data as there is always a threat of misuse

of the private information.

5. Difficulty In Timely Availability Of Data,

Due to companies being very vast there is lack of availability of data in time as

the information flows through the firm’s hierarchy it makes data flow slow.

CHAPTER III

DATA

ANLAYSIS

ANALYSIS 1- Which car are you using?

which carFrequencyPercentValid PercentCumulative PercentValidMaruti Ritz5858.058.058.0Chevrolet

beat4242.042.0100.0Total100100.0100.0

Analysis: we analyzed that 58% of our respondent are using maruti swift car and

42% use getz. So we can conclude that maximum respondent use maruti swift car

ANALYSIS 2- Luxury issues in the car.

luxury issue

Frequency Percent Valid Percent Cumulative Percent

Valid not imp 22 22.0 22.0 22.0

partially imp 26 26.0 26.0 48.0

Imp 32 32.0 32.0 80.0

very imp 20 20.0 20.0 100.0

Total 100 100.0 100.0

Analysis- we analyzed that 22% of our respondent said that luxury is not

important, 26% of our respondent said that luxury is partially important, 32% of

our respondent said that luxury is important and 20% of our respondent said that

luxury is very important. So we can conclude that most of the respondent feels

that luxury is important

ANALYSIS 3- Value for money of a car.

value for money

Frequency Percent Valid Percent Cumulative Percent

Validnot

imp1818.0 18.0 18.0

partially

imp1414.0 14.0 32.0

Imp32 32.0 32.0 64.0

very imp36 36.0 36.0 100.0

Total100 100.0 100.0

Analysis- we analyzed that 18% of our respondent said that value for money is

not important, 14% of our respondent said that value for money is partially

important, 32% of our respondent said that value for money is important and

36% of our respondent said that value for money is very important. So we can

conclude that most of the respondents feel that value for money is important.

ANALYSIS 4- Price issues in the car.

price issue

Frequ

ency Percent Valid Percent Cumulative Percent

Valid

not

imp1

6

16.0 16.0 16.0

partia

lly

imp2

0

20.0 20.0 36.0

Imp4

444.0 44.0 80.0

very

imp2

0

20.0 20.0 100.0

Total

100100.0 100.0

Analysis- we analyzed that 16% of our respondent said that price is not important,

20% of our respondent said that price is partially important, 44% of our

respondent said that price is important and 20% of our respondent said that price

is very important. So we can conclude that most of the respondent feels that price

issue is important.

ANALYSIS 5- Brand image of a car.

brand image

Frequ

ency Percent Valid Percent Cumulative Percent

Valid

not

imp2

2

22.0 22.0 22.0

partia

lly

imp2

6

26.0 26.0 48.0

Imp3

232.0 32.0 80.0

very

imp2

0

20.0 20.0 100.0

Total

100100.0 100.0

Analysis- we analyzed that 22% of our respondent said that brand image is not

important, 26% of our respondent said that brand image is partially important,

32% of our respondent said that brand image is important and 20% of our

respondent said that brand image are very important. So we can conclude that

m0st of the respondent feel that brand image issue is important.

ANALYSIS 6- After sales service

after sales service

Frequency Percent Valid Percent Cumulative Percent

Validnot imp10 10.0 10.0 10.0

partially imp22 22.0 22.0 32.0

Imp50 50.0 50.0 82.0

very imp18 18.0 18.0 100.0

Total100 100.0 100.0

Analysis- we analyzed that 10% of our respondent said that after sales service

issue are not important, 22% of our respondent said that after sales service issue

are partially important, 50% of our respondent said that after sales service issue

are important and 18% of our respondent said that after sales service issue are

very important. So we can conclude that m0st of the respondent feel that after

sales service issue is important

ANALYSIS 7- Reliability of a car

reliability

Frequ

ency Percent Valid Percent Cumulative Percent

Valid

not

imp1

2

12.0 12.0 12.0

partia

lly

imp2

8

28.0 28.0 40.0

Imp4

040.0 40.0 80.0

very

imp2

0

20.0 20.0 100.0

Total

100100.0 100.0

Analysis- we analyzed that 12% of our respondent said that reliability issue are

not important, 28% of our respondent said that reliability issue are partially

important, 40% of our respondent said that reliability issue are important and 20%

of our respondent said that reliability issue are very important. So we can

conclude that most of the respondent feel that reliability issue is important

ANALYSIS 8- Top Speed

top speed

Frequency Percent Valid Percent Cumulative Percent

Validnot imp22 22.0 22.0 22.0

partially imp26 26.0 26.0 48.0

Imp32 32.0 32.0 80.0

very imp20 20.0 20.0 100.0

Total100 100.0 100.0

Analysis- we analyzed that 22% of our respondent said that speed is not

important, 26% of our respondent said that speed is partially important, 32% of

our respondent said that speed are important and 20% of our respondent said that

speed are very important. So we can conclude that m0st of the respondent feel

that speed issue is important.

ANALYSIS 9- Mileage of a car.

Mileage

Frequ

ency Percent Valid Percent Cumulative Percent

Valid

not

imp1

0

10.0 10.0 10.0

partia

lly

imp2

2

22.0 22.0 32.0

Imp5

050.0 50.0 82.0

very

imp1

8

18.0 18.0 100.0

Total

100100.0 100.0

Analysis- we analyzed that 10% of our respondent said that mileage is not

important, 22% of our respondent said that mileage is partially important, 50% of

our respondent said that mileage is important and 18% of our respondent said that

mileage is very important. so we can conclude that m0st of the respondent feel

that mileage is important.

ANALYSIS 10- Engine Power

engine power

Frequ

ency Percent Valid Percent Cumulative Percent

Valid

not

imp2

2

22.0 22.0 22.0

partia

lly

imp2

6

26.0 26.0 48.0

Imp3

232.0 32.0 80.0

not

imp2

0

20.0 20.0 100.0

Total

100100.0 100.0

Analysis- we analyzed that 22% of our respondent said that engine power is not

important, 26% of our respondent said that engine power is partially important,

32% of our respondent said that engine power is important and 20% of our

respondent said that engine power is very important. So we can conclude that

most of the respondent feels that engine power is important.

ANALYSIS 11- Pick Up

pick up

Frequ

ency Percent Valid Percent Cumulative Percent

Valid

not

imp2

2

22.0 22.0 22.0

partia

lly

imp2

6

26.0 26.0 48.0

Imp3

232.0 32.0 80.0

very

imp2

0

20.0 20.0 100.0

Total

100100.0 100.0

Analysis- we analyzed that 22% of our respondent said that pick up are not

important, 26% of our respondent said that pick up are partially important,32% of

our respondent said that pick up are important and 20% of our respondent said

that pick up are very important. so we can conclude that most of the respondent

feel that pick up is important.

ANALYSIS 12- Resale Value

resale value

Frequ

ency Percent Valid Percent Cumulative Percent

Valid

not

imp1

0

10.0 10.0 10.0

partia

lly

imp1

6

16.0 16.0 26.0

Imp5

252.0 52.0 78.0

not

imp2

2

22.0 22.0 100.0

Total

100100.0 100

Analysis- we analyzed that 10% of our respondent said that resale value are not

important, 16% of our respondent said that resale value are partially

important,52% of our respondent said that resale value is important and 22% of

our respondent said that resale value are very important

ANALYSIS 13- Power window

power window

Frequ

ency Percent Valid Percent Cumulative Percent

Valid

not

imp1

2

12.0 12.0 12.0

partia

lly

imp2

8

28.0 28.0 40.0

Imp4

040.0 40.0 80.0

very

imp2

0

20.0 20.0 100.0

Total

100100.0 100.0

Analysis- we analyzed that 12% of our respondent said that power window are

not important, 28% of our respondent said that power window are partially

important,40% of our respondent said that power window are important and 20%

of our respondent said that power window are very important. so we can

conclude that m0st of the respondent feel that power window is important.

ANALYSIS 14- Power Steering

power steering

Frequ

ency Percent Valid Percent Cumulative Percent

Valid

not

imp1

2

12.0 12.0 12.0

partia

lly

imp2

8

28.0 28.0 40.0

Imp4

040.0 40.0 80.0

very

imp2

0

20.0 20.0 100.0

Total

100100.0 100.0

Analysis- we analyzed that 12% of our correspondent said that power steering are

not important, 28% of our correspondent said that power steering are partially

important,40% of our respondent said that power steering are important and 20%

of our respondent said that power steering are very important. So we can

conclude that m0st of the respondent feel that power steering is important

ANALYSIS 15- Trouble Free Performance

trouble free performance

Frequ

ency Percent Valid Percent Cumulative Percent

Valid

not

imp2

2

22.0 22.0 22.0

partia

lly

imp2

6

26.0 26.0 48.0

Imp3

232.0 32.0 80.0

very

imp2

0

20.0 20.0 100.0

Total

100100.0 100.0

Analysis- we analyzed that 22% of our respondent said that trouble free performance is not important, 26% of our respondent said that trouble free performance is partially important, 32% of our respondent said that trouble free performance is important and 20% of our respondent said that trouble free performance is very important. So we can conclude that m0st of the respondent feel that trouble free performance is important

CHAPTER IV

CONCLUSIONS

CONCLUSIONS

1. Maruti being the market leader in India is cashing its goodwill in terms of good

brand recall, trust on brand, brand value and customer satisfaction.

2. Maruti has much better after sales service and when it comes to comparison

customers often look for it as it is serving its customers well and to the fullest.

3. While selecting a promotional strategy one must carefully analyse all the options

available to management.

4. Televisions and recommendations by friends and families affect the purchase

decision of a customer.

BIBLIOGRAPHY

1. www.marutisuzuki.com.

2. www.wikipedia.com.

3. www.indiatimes.com.

4. www.googleimages.com.

5. Surveys by Angel Research.

6. Survey by J.D Power Asia Pacific.

Magazines, Journals And Newspaper

1. Hindustan Times.

2. Economic Times.

3. India Today.

4. Business Today.

5. I.M Pandey, Financial Management, Edition 2009.

6. Financial Management, ICAI, Edition 2009.