1 | Page ACKNOWLEDGEMENT First of all I acknowledge my gratitude to Mrs. DEEPA, HR MANAGER, for giving me an opportunity to do the project at Sarathy Auto cars , Kollam and providing me with all necessary resources. I am also grateful to all staffs and officers of Sarathy Auto cars kollam for spending their valuable time for me and for their co-operation. Last but not the least I am grateful to my parents whose love and prayers had been a source of inspiration, courage and strength to undertake studies in pursuit of knowledge and face the vicissitudes of an eventful life. ANZA.A.S
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ACKNOWLEDGEMENT
First of all I acknowledge my gratitude to Mrs. DEEPA, HR MANAGER, for giving
me an opportunity to do the project at Sarathy Auto cars , Kollam and providing me with all
necessary resources.
I am also grateful to all staffs and officers of Sarathy Auto cars kollam for spending
their valuable time for me and for their co-operation.
Last but not the least I am grateful to my parents whose love and prayers had been a
source of inspiration, courage and strength to undertake studies in pursuit of knowledge and
face the vicissitudes of an eventful life.
ANZA.A.S
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PART 1
INTRODUCTION
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1.1 INTRODUCTION
An internship is a short-term experience in which you receive training and can build
skills in a specific field or career area. An internship can be paid or unpaid and can vary in
hours and length. The important element that distinguishes an internship from a short-term
job or community service is the intentional “learning agenda” that the intern brings to the
experience.
Consider doing an internship to gain career related experience during your studies or
upon graduation. Generally, an internship consists of exchange of services for experience
between the student and an organization. Students can also use in internship to determine if
they have an interest in a particular career, Crete a network of contacts or gain school credit.
Some interns find permanent, paid employment with the organization for which they worked.
This can be a significant benefit to the employer and experienced interns often need little or
no training when they begin regular employment.
Maruti has a good market share in the Indian Auto car market. Sarathy auto cars is
one of the leading maruti dealers in Kerala. They have good reputation in Kollam this study
was conducted to find out the customer perception about the pricing of Sarathy Auto Cars in
Kollam. Kollam showroom is one of the main showrooms of Maruti in Kerala.
Price is the monitory value of a product. It is one of the important factors determining
the purchase decision. Price influence the sales volume, so in a competitive market a
manufacture makes the price decisions with due care. The price has a special relation to
promotion, so indentifying the customer perception about pricing is very important. A
favorable perception towards too price of a product, can be created to familiar advertisement.
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1.2 OBJECTIVES OF THE STUDY
1. Know the customer perception towards features of their of their auto cars and price of
auto cars.
2. Find out whether the two wheeler provided by sarathy is worth the price demanded by
them.
3. The different factors affecting the buying decision of the customer
4. The objective of the study is to find out the consumer behavior of automobile products in
terms of their buying decision.
5. To study the customer preferences & tastes about four wheeler products.
6. To study consumer awareness in the range of available products
7. To study the utility aspect of four wheeler segment in consumer point of view.
1.3 SCOPE OF THE STUDY
This study helps to know the customer perception of Sarathy Auto Cars in Kollam
District. Identifying the customer perception helps to know about the reason for buying habit
of customers.
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1.4 RESEARCH METHODOLOGY
Under this study exploratory research design is applied. The topic under the study is a
new phenomenon, so it is not a formalized study. Exploratory research design is applied to
get an idea about the problem. The methodology of the study is designed as follows:
Research Design
The study is a descriptive one descriptive research studies are those studies, which
are concerned with describing the characteristics of a particular individual, or a group. It
is a guideline for a researcher to enable him to keep trade of his action and determine
whether he is going in the right direction to achieve his goal.
Research Approach
The research approach used for the study is survey method.
Research Instrument
The researcher used a structured questionnaire for this study.
Research Period
The time period allowed for the research was one month.
1.5 DATA COLLECTION
The study was based on both primary and secondary data. Primary data were
collected from customers of Maruti Cars Services provided by Sarathy Auto Cars in Kollam.
The secondary data means data that are already available. They were collected from
company records, brouchers, books, journals and from electronic sources.
1.6 LIMITATIONS OF THE STUDY
Finding and suggestions provided in the study are mainly based on the primary data.
As primary data may suffer a number of limitations, the results of analysis derived there from
are subjected to some limitations. The time available for the study was too short.
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COMPANY PROFILE
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1.7 COMPANY PROFILE
Mr.D.Somanathan, Proprietor of SarathyAutocars was in employee of Bajaj
Automobiles. He realized the possibilities of setting up a four wheeler dealership in Kollam.
Now it is one of the leading Maruti Dealership in Kerala and only authorized dealers for
MarutiUdyog Ltd in Kollam District.
Sarathy own an authorized service centre and true value shop. It has started separate
Maruti department for four wheeler’s accessories and spare parts. The sale and services in
the firm is in such a way that it would suffice the needs of customers.
Slowly the firm has been able to make mark of itself on the dealership map of Maruti
in India by its remarkable enviable and miraculous feats of achievements.
The firm was established in the year 1999 and since then the firm has shown its
willingness to reach the top. Today Sarathy Automobile Dealers in Kollam District. All the
staff of the firm is committed to their work and they are doing their best to achieve the goal.
The SarathyAutocars is one of the fastest growing automobile dealers in Kollam
District. Ever since SarathyAutocars has got the certificate entitled the authorized dealer of
Maruti Suzuki India Ltd, the firm worked more efficiency as if it had got more energy to
work.
SarathyAutocars in innovative, cost effective and quality conscious in automobile
sales and servicing. The main objective of the organization is to give priority to their
employees, their clients and business partners. They keep business transparency and ethical
business practices; sharing of wealth with their employees, investors and business partners.
They also show responsibility towards our environment and society. The main objective of
SarathyAutocars is to increase the sales with maximum customer satisfaction.
1.7.1 MANAGEMENT AND DEPARTMENTS
Under the General Manager there are six departments. They are:
1. HR Department
2. Customer Care Department
3. Accounts Department
4. Spare Parts Development
5. Service Department
6. Sales Department
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1.7.2 AWARDS OF SARATHY AUTOCARS
1. The best new workshop award from MarutiUdyog Ltd in 1999-2000.
2. All Indian best workshop award, 2000
3. Excellence in sale award from Maruti Suzuki of India Ltd in 2000-2001
4. Best PDI workshop award in 2002-2003
5. Highest MGA off take per vehicle award in 2002-2003
6. Best young entrepreneur award from Maruti Suzuki India Ltd in 2004-2005
7. Highest MGA off take per vehicle from Maruti Suzuki India Ltd in 2004-2005
8. Highest MGA Maruti Insurance customer retention award from Maruti Suzuki India
Ltd in 2004-2005
9. Ranked 8th
and global category in balance score yard by 6 Maruti Suzuki India Ltd for
the year 2004-2005
10. Best young entrepreneur award in 2004-2005
11. Highest Maruti Insurance customer relation award in 2004-2005
12. Best consistent of advertising throughout the year from Maruti Suzuki India Ltd in
2005-2006
13. Best human resources practices from Maruti Suzuki India Ltd in 2005-2006
14. Best MGA off take per vehicle award in 2006
15. All India best human resources performance in 2006
16. Best exchange penetration award in 2007-2008
17. Best performance in customer satisfaction in 2008-2009
18. Highest exchange penetration in 2009-2010
19. CBH award in 2010-2011
20. Highest true value sales in 2010-2011
21. Highest sale of category B cars in 2011-2011
22. Highest exchange penetration in 2010-2011
23. Highest sale of Wagon R in 2011-2012
24. Highest sale of Alto in 2011-2012
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1.8 INDUSTRY PROFILE
Maruti has a good market share in the Indian Auto car market. Sarathy auto cars is
one of the leading maruti dealers in Kerala.
Maruti Suzuki India Limited (/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 markets.Maruti Suzuki manufactures and sells a complete range of cars
from the entry level Maruthi800 (discontinued),alto, to the hatchback Ritz, Celerio,swift ,
wagon,Zen and sedans DZire, Ciaz, kizashi and SX4, in the 'C' segment Eeco ,omni, Multi
Purpose vehicle Suzuki Ertigaand Sports Utility vehicle Grand Vitara
History
Maruti Udyog Limited was established in February 1981, though the actual
production commenced only in 1983. It started with Maruti 800, based on the Suzuki Alto kei
car which at the time was the only modern car available in India. Its only competitors were
Hindustan Ambassador and Premier Padmini. Originally, 74% of the company was owned by
the Indian government, and 26% by Suzuki of Japan. 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.
Beginnings
Maruti's history begins in 1970, when a private limited company named 'Maruti
technical services private limited' (MTSPL) is 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". In June 1971, a company called 'Maruti
limited' was incorporated under the Companies Act and Sanjay Gandhi became its first
managing director. "Maruti Limited" goes into liquidation in 1977. On 23 June 1980 Sanjay
Gandhi dies when a private test plane he was flying crashes. A year after his death, and at the
behest of Indira Gandhi, the Indian Central government salvages Maruti Limited and starts