maruti ritz

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EXECUTIVE SUMMARY

The new millennium is not just a new beginning; it is a

continuation of trends in human behaviour that have been following

cyclical patterns throughout our country's history. Just because we

have entered a new era does not mean we have to start from scratch

when it comes to interpreting why certain consumers are loyal to

certain brands, and what type of factors influence these kinds of

buying behaviour. Brand awareness is the consumer's conscious or

unconscious decision, expressed through intention or behaviour, to

repurchase a brand continually. It occurs because the consumer

perceives that the brand offers the right product features, image, or

level of quality at the right price. Consumer behaviour is habitual

because habits are safe and familiar. In order to create brand loyalty,

advertisers must break consumer habits, help them acquire new

habits, and reinforce those habits by reminding consumers of the

value of their purchase and encourage them to continue purchasing

those products in the future.


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INTRODUCTION

The new business horizon will be the most challenging era for

the most of the companies delivering goods and services to the

buyers directly through their network. The increasing competition

in the global markets will make the existence of the companies

difficult as the buyers enjoy being the kingpins.

Marketing is all around us. It is one from or another. It is close

to every individual. Moving from the historical perspective, modern

marketing has taken on new dimension through various

management approaches. Marketing was defined as an exchange

mechanism, in its early days and had been conceptualized as a

function of selling. The efficacy of marketing was largely related

with the personal salesmanship through advertising strategies for

the consumer and industrial products. However, with the

recognition of the difference between marketing and selling,

concepts turned more scientific and analytical. Marketing is now

defined as a blend of behavioural and management science powered

by creativity, intuition, innovation, and inspiration tops them all.

Perhaps the most distinctive skill of professional marketers is their

ability to create, maintain, protect, and enhance brands. Branding is

the art and cornerstone of marketing. The American Marketing


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Association defines a brand as: a name, term, sign, symbol, or a

design, or a combination of them, intended to identify the goods or

services of one seller or group of sellers and to differentiate them

from those of competitors. Thus a brand identifies the seller or

maker.

What distinguished a brand from its unbranded commodity

counterparts is the consumers perceptions and feelings about the

products commodity counterparts is the consumers perceptions

and feelings about the products attributed and how they perform.

Ultimately, a brand resides in the minds of consumers. A brand can

be better positioned by associating its name with desirable benefits.

A brand is much more than a name, logo, colors, a tagline, or

symbol. These are marketing tools tactics. A brand is essentially a

marketers promise to deliver a specific set of feature, benefits and

services consistently to the buyers. The marketer must establish a

mission for the brand and a vision of what the brand must be and

do.


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INDUSTRY PROFILE

The automobile industry is one of the most important

industries in the business scenario which influence the world

economy largely. It provides jobs for millions of people and generate

billions of dollars in this world which to enhance and widen the

economy. The automobile has enabled the travelling facility to the

human kind and it has eased the way of living. The dream was came

to true only in 18th centuries when first car was rolled in the road

and it was a giant step in human history. Today it has touched its

peak. Innovative steps has proven the impossibilities before the

world which even beyond the imagination.

Nowadays, cars have been seen as the part of utility as well as

the status. It has come with gorgeous and gracious styles which has

evoked the hearts of peoples. The demand for the cars have been

increased more than before and the competition also very high.

Its going without say that; the automobile manufactures all

over the world are in stiff competition. In earlier days, India was out

of field, but today, though in introduction stage, it has a rapid

growth. So, India is now seeking its place amongst these giants ofthe world.


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Talking about the current scenario, the Indians are following

the strategy of getting high with affordable price, where, nano is the

remarkable one.

So we cant imagine the future because, new powers, sources,

and intelligence are being used. The new generation has to see these

changes with open eyes.


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INDIAN AUTOMOBILE INDUSTRY

The automobile industry in India is the 10th largest in the

world with an annual production of approximately 2million units.

India is expected to overtake China as the worlds fastest growing

car market in terms of number of units sold and the automotive

industry is one of the fastest growing manufacturing sectors in

India. Though several major foreign automakers, like Ford, Suzuki,

GM and Honda have their manufacturing bases in India, Indian

automobile market is dominated domestic companies. Maruti

Suzuki is the largest passenger vehicle company; Tata Motors is the

largest commercial vehicle company while Hero Honda is the largest

motorcycle company in India. Other major Indian automobile

manufacturers include Mahindra & Mahindra, Ashok Leyland andBajaj Auto.


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The varied car markets in India:

The market for small cars now occupies a substantial share of

70% out of the annual production of 1 million cars in India. Maruti

Udyog, with its legendary Maruti -800 is the leader in the small car

market. A number of manufacturing plants are coming up for

advancements in the field of small cars.

Maruti Suzuki India Ltd.

Maruti Suzuki India Ltd is a publicly listed automaker in India.

It is a leading four-wheeler automobile manufacturer in South Asia.

Suzuki Motor Corporation of Japan holds a majority stake in thecompany. On 17 September 2007, Maruti Udyog was renamed to

Maruti Suzuki India Limited. The company's headquarters remain in

Gurgaon, near Delhi. Maruti Suzuki is one of India'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. It is the biggest

car manufacturer in India and especially dominant in the small car

sector.


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Maruti Udyog Limited (MUL) was established in February

1981, though the actual production commenced in 1983. Through

2004, Maruti has produced over 5 Million vehicles. Marutis are sold

in India and various several other countries, depending upon export

orders. Cars similar to Martis (but not manufactured by Maruti

Udyog) are sold by Suzuki in Pakistan and other South Asian

countries. The company annually exports more than 30,000 cars and

has an extremely large domestic market in India selling over

500,000 cars annually. Maruti 800, till 2004, was the India'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 Alto tops the sales charts. Till recently the term "Maruti", in

popular Indian culture, was associated to the Maruti 800 model.

Maruti is clearly an employer of choice for automotive

engineers and young managers from across the country. Nearly

75,000 people are employed directly by Maruti and its partners. The

company vouches for customer satisfaction. Maruti Suzuki was born

as a government company, with Suzuki as a minor partner, to make

a peoples car for middle class India.


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OBJECTIVES OF MARUTI SUZUKI

LIMITED

1.Modernization of Indian automobile industry2.Productions of fuel efficient, low cost, high quality vehicle to

conserve scare resources

3.Production of large number of motor vehicles, which arenecessary for economic growth.

Service Offered

Sales of automobiles

In the order they were launched:

1. Maruti 800, (Launched 1983)

2. Maruti Omni (1984)

3. Maruti Gypsy (1985)

4. Maruti Wagon-R (1999)

5. Maruti Alto (2000)


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6. Maruti Versa (2003)

7. Maruti Zen Estilo (2005)

8. Maruti Suzuki Swift (2006)

9. Maruti Suzuki SX4 (2007)

10. Maruti Grand Vitara (2007)

11. Maruti DZiRE (2008)

12. Maruti A-star: ( 2009)

13. Maruti Ritz: (2009)


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Authorized Service Stations

Maruti is one of the companies in India which has unparalleled

service network. To ensure the vehicles sold by them are serviced

properly Maruti has 2628 listed Authorized service stations and 30

Express Service Stations on 30 highways across India.

Maruti Insurance

Launched in 2002 Maruti provides vehicle insurance to its

customers with the help of the National Insurance Company, Bajaj

Allianz, New India Assurance and Royal Sundaram. The service was

set up the company with the inception of two subsidiaries MarutiInsurance Distributors Services Pvt. Ltd and Maruti Insurance

Brokers Pvt.

Maruti Finance

To promote its bottom line growth, Maruti launched Maruti

Finance in January 2002. Maruti tied up with ABN Amro Bank, HDFC

Bank, SBI, ICICI Limited, Kotak Mahindra, Standard Chartered Bank,


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and Sundaram to start this venture including its strategic partners

in car finance.

Maruti True Value

Maruti True service is offered by Maruti Udyog to its customers. It is

a market place for used Maruti Vehicles. One can buy, sell or

exchange used Maruti vehicles with the help of this service in India.

N2N Fleet Management

N2N is the short form of End to End Fleet Management and

provides lease and fleet management solution to corporate. Their

impressive lists of clients who have signed up of this service include

Gas Authority of India Ltd, DuPont, Reckitt Benckiser, Sona Steering,Doordarshan, Singer India, National Stock Exchange and

Transworld.

Accessories

Many of the auto component companies other than Maruti

Udyog started to offer components and accessories that were

compatible. Maruti started a new initiative under the brand name

Maruti Genuine Accessories to offer accessories like alloy wheels,


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body cover, carpets, door visors, fog lamps, stereo systems, seat

covers and other car care products. These products are sold through

dealer outlets and authorized service stations throughout India.

Maruti Driving School

As part of its corporate social responsibility Maruti Udyog

launched the Maruti Driving School in Delhi. Later the services were

extended to other cities of India as well. These schools are modeled

on international standards, where learners go through classroom

and practical sessions. Many international practices like road

behaviour and attitudes are also taught in these schools

COMPANY PROFILE

About Indus Motors

Indus Motors Company Private Limited, having its registered

office at Indus House, Chakorathukulam, Calicut and the corporate

office at 2nd floor, Opp. South Gate of Cochin Shipyard, Thevara,

Kochi- 682015, was incorporated on 11th July, 1948 with the main

objective of dealing motor vehicles in the state of Kerala. Indus

belongs to the renowned PEEVEES Group promoted by the


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prominent NRI business person Mr. P.V. Abdul Wahab, member of

parliament .The PEEVEES Group has interests in educational

institutions, plantations, civil constructions and LPG & Petroleum.

At present , Indus is one among the top five dealers of Maruti

Udyog Limited in the country. Indus operates from its dealership

from Cohin ,(Kalamassery, Kakkanad and Thevara)Trivandrum.

(Mettukada, Venpalavattom and Murinchapalam) and

Calicut(Panicker Road , Kottakkal, Nallalam and Calicut koya raod) .

One each in Kollam, Kayamkulam, Kottayam, Trichur, Palakkad,

Guruvayoor, Mvattupuzha, Thalassery, Kannur, Kanhangad and

Vadakara.

Infrastructure and management expertise which Indus put

behind their business has borne fruit- Maruti gave two coveted

awards to Indus- Thevara workshop was adjudged the best Model

Workshop in India and Indus was the second highest seller of

Genuine Maruti Spare in India. JD Power associates has rated Indus

as No.1 in South India for Sale Satisfaction.


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PRODUCT PROFILE

RITZ

Maruti Suzuki Ritz - An outstanding combination of sporty

styling, compact size andavant-gardetechnology.

The largest car maker of India, Maruti Suzuki, has launched its

much awaited model 'Maruti Ritz'. This car is sure to revolutionize

the Indian auto industry because of its exceptional features and eye-

catching design. Possessing clean, bold and stylish design, Maruti

Ritzwill attract people for its superb interior and exteriors.

Maruti Suzuki Ritzis available in both petrol and diesel variants.


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This car has been designed keeping the comfort of passengers in

mind and at the same time keeping the cost low. The fuel efficiency

and mileage ofMaruti Ritzis expected to beat its competitors and is

expected to rank top in its class. The new car is available with a

suspension of 170 mm and 14-inch alloy wheels, which enables

comfortable driving on Indian roads.

Maruti Ritzalso offers the car lovers with options in engine. The

recently launched car is available in two different engine options.

The first version comes with a brand new K-series of 1.2 liters, four-

cylinder, 85 PS petrol engine whereas, the second version with a 1.3

liters, 16-valve, 75 PS diesel engine. The performance ofMaruti Ritz

is expected to match with the performance of cars like Swift and

A-star

.

Variants

Maruti Ritzis available in six variants including 3 variants in petrol

type and 3 variants in diesel versions.

Maruti Ritz ZDi Maruti Ritz 1.2 Maruti Ritz ZXi


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Maruti Ritz GT Maruti Ritz Vxi Maruti Ritz VDi

Technical features of Maruti Ritz

Brakes

Front Ventilated disc

Rear Drum

Suspension

front McPherson strut & coil spring

Rear Torsion beam & coil spring

Engine

Fuel options Petrol Diesel

No. of cylinders 4 4

Engine cc 1197 1248

Max power 85 ps@ 6000 rpm 75 ps@ 4000

rpm

Max torque 113 Nm @ 4500

rpm

190 Nm@ 2000

rpm


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Weights

Kerb weight

(kgs)

Lxi-1005 Ldi-1100

Vxi-1015 Vdi-1110

Zxi-1030

GVW(kgs) 1430 1520

Seating 5

Fuel tank

capacity(ltrs)

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The Suzuki Splash is acity carintroduced in model year 2008 and

jointly developed betweenSuzuki Motor CorporationandAdam Opel

AG which will also market their version as theAgila. It debuted as

aconcept carat the 2006Paris Auto Showand the production model

debuted at the 2007Frankfurt Auto Show. The Splash is slotted

below theSwiftin the European market lineup, and uses a

shortened wheelbase version of its chassis. In the Japanese market

lineup, however, it is slotted between the Swift and theSolio.

The car was launched with two petrol engines, a 3-cylinder 1.0-litre

and 4-cylinder 1.2-litreFamily 0, and a 4-cylinder version

ofFiat'sMultiJetdiesel engine. Unlike its predecessor, the Wagon R+,the Splash has five seats as standard.

It was introduced to the Japanese market on 20 October 2008,

available as Splash 1.2 for 1,239,000 and the UK as a rebadged

Vauxhall Agila.Maruti Suzukireleased the Splash in India as Maruti

Suzuki Ritz. In China, it was released by Changhe Suzuki towards
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the end of 2010.[1]The Splash also went on sale in New Zealand in

2011. This reflected the popularity Suzuki's small cars have had in

recent years.

European market B is divided into segments, a compact car front-wheel drive. Platform, the Swift (second generation, ZC # system) is

based on that. Body size in comparison with Swift is smaller than

the one handed Takashi Tamotsu, also 30 mm shorter wheelbase is

2,360 mm. Engine cylinder 3 series (K10B type) 1000 cc petrol

engine, inline four-cylinder (K12B type) 1200 cc gasoline engine and

series made by Fiat 1300 cc is available in four-cylinder direct-

injection diesel multi-jet, 5 MT or 4 AT and combination of is.

2008 Suzuki in the management of General Motors until the U.S.(GM) has equity participation, the splash from GM related to its

subsidiary in the European OEM has been supplied. Opel said,

"Agila" model of two generations (the first model Wagon R + was the

sister car) is sold as. The Suzuki world strategy of two stages[2]has

been regarded as the first vehicle type, the other has been made by

India manufacturing and sales in the multi Suzuki India. The future

of manufacturing and sales will be held in China.

IndiaIn the Indianautomarket Suzuki Splash is known as Maruti Suzuki

Ritz. Maruti Suzuki has changed its name because the name Splash

was already registered by Ford. This car has written another success

story for Maruti Suzuki. Ritz crossed sales figure of what other

foreign manufacturers are dreaming about in India. There are more

than 200,000 Ritz on Indian roads so far in a span of 37months,without any significant advertisement support, which is a record in

its own. Ritz is competing with Hyundai I10, Ford Figo, Chevrolet

Beat, VW Polo, Tata Indica, Fiat Punto, Skoda Fabia and her own

sibling Suzuki Swift.
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In India Maruti Ritz is available with tn variants, five each with

petrol and diesel engine options. The petrol variants of Maruti Ritz

are powered by the companys popular 1.2L, 1197 cc, K12M KB

series petrol engine. The light weight all aluminum K12M engine

delivers 85 PS (63 kW; 84 hp) of maximum power at 6000 rpm with113 Nm (83 lbft) of maximum torque 4000 rpm. The mileage it

delivers in city is around 14.5kmpl in city and 18kmpl on highway.

The diesel variants of Maruti Ritz are powered by the Fiats 1.3L

Multijet diesel engine. The 1.3L, 1248 cc, DDiS diesel engine which is

well known for its excellent fuel efficiency and performance. This

engine delivers 75 PS (55 kW; 74 hp) of maximum power at 4000

rpm with 190 Nm (140 lbft) of maximum torque at 2000 rpm. The

mileage it delivers is 17.7 kmpl in city while on highway it gives

21kmpl. While the petrol 1.2 engine (also used inSwift& DZire)

seems underpowered even having stats of 85 PS (63 kW; 84 hp) .

A new version of Ritz was launched in India in mid-2012.This

version sports a new ZDI variant, 3 new colours and improved fuel

effeciency.

LITERATURE REVIEW

THEORATICAL PRESPECTIVE

Brand awareness is the potential capacity that a consumer

recognizes or recall the name of the brand of a certain category of a

product. Thus, brand awareness is an exercise of identification of

the brand name under different conditions and, therefore, the
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probability of a brand name coming to the consumer and the facility

with which this happens.

Awareness essentially means that customers know about the

existence of the brand, and also recall what categories the brand is

in. The lowest level of awareness is when the customers have to be

reminded about the existence of the brand name, and its being a

part of the category. There after is the stage of aided recall, i.e., upon

the mention of the category, the customer can recognize the

companys brand from among a list of brands. Then is the stage of

unaided recall, where in a customer mentions the companys brand

among a list of brands in the category. The highest level of

awareness is when the first brand that the customer can recall upon

the mention of the product category is the companys brand. This is

called top-of-mind recall. (Arunkumar & N Meenakshi,2006)

Brand awareness, influenced by the advertising recall, affects

the decision of purchase not only in the aspects of the behaviour, but

even at the effective level, forming positive attitude towards the

product that lead to buying of this product and to obtaining major

quotas for the company.

Brand awareness is an instrument of predominant selection

amongst consumers without experience of use of the product and

stops experimentation with new product and brands.


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Band awareness is a dimension of brand equity that affects the

decision of the consumer both at the effective level and at the

behaviour level. In the affective area, a brand known by the

consumers creates a feeling of pleasure and familiarity in them.

Awareness of the name acts as an anchor to which every thing

else about the brand is liked, much like the name of a person acting

as an anchor for tying all associations about him. Building

awareness involves making the brand visible to the relevant target

audience by various promotional methods such as publicity,

sponsorship, events, advertising, instigating word-of-mouth

promotion etc. (Arunkumar & N Meenakshi, 2006)

The buyer means not only one who make the process of

buying, but, it involves the initiator, influencer, payer, decider and

user. The buyer conducts the transaction. He visits stores, makes

payments, and effects the delivery. Usually, the buyer is the only

player whom the marketers can see being involved in the decision

making process. Merely interviewing him about the purchase does

not serve the purpose of the marketer who wants to explore the

consumer decision making process, as at the time of purchase all

other evaluations have been completed, which he involved several

other players as well. The importance of these players is crucial in

deciding the relevant market mixes. . (Arunkumar & N Meenakshi,

2006)


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Finally, brand awareness favors the certain of associations brought

about by the product, which are in the origin of the creation of brand

image.

BUYING BEHAVIOUR

The new millennium will be the most challenging era for the

most of the companies delivering goods and services to the buyers

directly through their network. The increasing competition in the

global markets will make the existence of the companies difficult as

the buyers enjoy as the kingpin of their business. The increasing

competition in the market for the goods and the services will

provide the best options to the buyers towards the customer value,

satisfaction and the delight chain.

In the developing economies and near monopoly markets the

sellers do not pay adequate attention towards the buyers and make

them in a disadvantageous position. On the contrary in the buyers

market the customers can choose the goods and services. Thisphenomenon can be explained in reference to the Indian market

also. Let us take an example of an Indian car market in the mid-

seventies which was largely dominated by the Ambassadorbrand of


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Hindustan Ltd, had Fiatfor the class market. During this period the

car market had sellers dominance and enjoyed near monopolistic

condition. The car market scenario was in transition since mid-

eighties after the market invention of Maruti Udyog Ltd. and has

become highly competitive after the introduction of the new

economic policy in early 90s. Since, we can simply understand that,

the current market for cars in India is a buyers market, which is very

competitive in terms of quality, price, services, comforts and value

for the money, which are cannot be calculated at a time, but take a

long thinking and discuss. It is in fact that buyers market where the

consumer exercises his franchises to choose the brand and hence he

plays key role in making the brands sustain in the market.

The consumer makes the decision on buying of any product of

the company by problem solving carefully weighing and evaluating

perceived use values and product attributes. This process is

commonly known defined as rational decision making while the

emotional responses.

Buying decision concerning products and brands are heavily

influenced by the available and anticipated economic resources.

Besides the economic resource of consumers, the cognitive resource

representing the mental capacity of storing and analyzing various

information processing activities also play a vital role not only in

decision making process but also in satisfying received thing.


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More over, knowledge plays key role in all level,

especially in developing awareness about a particular product as

well as brand. Comprehensive knowledge about the goods and

services, image of the company, promotional packages etc. all these

things develop conviction among buyers and add awareness.

EMPERICAL PERSPECTIVE

Brand awareness

The likelihood that consumers recognize the existence and

availability of a company is their product or service. Creating brand

awareness is one of the key steps in promoting a product.

Investopedia explains Brand awareness is an important way

of promoting commodity-related products. This is because for these

products, there are very few factors that differentiate one product

from its competitors. Therefore, the product that maintains the

highest brand awareness compared to its competitors will usually

get the most sales.

For example, in the automobile industry, a lot of people go behind

the Maruti only because they are aware of its peculiarities and other


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variety of factors.. However, consumers are very aware of the other

brands in terms of their images and names. This higher rate of brand

awareness equates to higher sales and also serves as an economic

moat that prevents competitors from gaining more market share

Consumer Buying Behaviour

Possibly the most challenging concept in marketing deals with

understanding why buyers do what they do (or dont do). But such

knowledge is critical for marketers since having a strong

understanding of buyer behaviour will help shed light on what is

important to the customer and also suggest the important influences

on customer decision-making. Using this information, marketers can

create marketing programs that they believe will be of interest to

customers.

As you might guess, factors affecting how customers make

decisions are extremely complex. Buyer behaviour is deeply rooted

in psychology with dashes of sociology thrown in just to make things

more interesting. Since every person in the world is different, it is

impossible to have simple rules that explain how buying decisions

are made. But those who have spent many years analyzing customer


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activity have presented us with useful guidelines in how someone

decides whether or not to make a purchase.

RESEARCH METHODOLOGY

Research methodology is the description, explanation and

justification of various methods of conducting research. This area

deals with the research design, sources of data collection, sampling

design, hypothesis, and statistical tools used for the data analysis

and interpretation.

STATEMENT OF THE PROBLEM

Since Maruti is one of the most popular brands in India, there

is a high need to understand whether the customers are loyal to the

brand and they have any kind of influence from its awareness.

Retaining customers is the main objective of any company. So, a

study to understand the influence of brand awareness seems to be

not go vain.

The main objective of the study is to find out, whether there

any influence of brand awareness in buying behaviour.


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RESEARCH DESIGN

Descriptive Research

A researcher should think about the way in which he should

proceed in attaining his objective in his research work. He has to

make a plan of action before starting the research. This plan of

study of a researcher is called the research design. Descriptive

research design is used for this study. Descriptive research design

is used to those studies which are concerned with characteristics of

a particular individual or a group

SOURCE OF DATA COOLECTION

Both primary and secondary data have been used for the study.

Primary data

Primary data are those which are collected for the first time

which is original in character. They are collected directly and are

reliable. The primary data was collected through a well structured

questionnaire.

Secondary data


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Secondary data is those which have already been collected by

someone else. Secondary data has been collected from company

records, text books, websites etc

PILOT STUDY AND PRE-TESTING

The sample frame for this study is 450; for conducting a pilot

study, The researcher have taken 5% of my sample frame, i.e. a size

of 23. In that researcher got 95% responses, so researcher took P

as 95% and Q as 5%.The level of confidence taken is 95%, so the Z

value is 1.96.If Z is 95% the E value should be 5%.The pre-test was

conducted regarding to that responds.

Hypothesis

Hypothesis is considered as the most important instrument in

research. A hypothesis is an assumption or some assumption to be

proved or disapproved.

Hypothesis can also be divided as (1) Null Hypothesis or (2)

Alternative Hypothesis.


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Null Hypothesis: is a statement that no difference exists between a

population parameter and a sample statistic

Alternative Hypothesis: When the null hypothesis is rejected, then,

we are accepting the alternative hypothesis. The alternative

hypothesis is the logical opposite of the null hypothesis.

LIMITATIONS OF THE STUDY

As a study is concerned it has got its own limitations. It is

obviously understood that such limitations are unavoidable.

Some important limitations can be read as;

An in depth study was not possible due to timeconstraints

The study was conducted at Calicut city; it may not beapplicable for the whole country.

The study was purely confined to 63 samples. May notbe applicable to entire customers.

There are chances of bias in the data collected from therespondents


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The data given by the respondents may limit to theirown knowledge, feelings and awareness.

Table No.4.1.Showing the Gender of the study

Chart No. 4.1

Male, 46

Female, 17

0

5

10

15

2025

30

35

40

45

50

Male Female

Gender

Sl.No Gender No. of

respondents

Of

respondents

2 Male 46 73

3 Female 17 27

Total 63 100


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INTERPRETATION:

As stated in the study, there were 63 respondents is the sample

selected for the study. Out of them, 46 (73) were male and

17(23) were female.

Table No. 4.2 Showing the Age of the respondents

SL

No.

Category No. of

respondents

of

respondents

1 18-25 8 12

2 25-35 35 56

3 35-45 13 21

4 45&above

7 11

Total 63 100


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Chart No. 4.2

INTERPRETATION:

The above chart concludes that, out of the 63 samples of the study, 8

were (12) between the age 18-25, 35were (56) between 25-35,

13 were (21) between 35-45, and 7 (11) were 45 and above.

0

10

20

30

40

50

60

18-25 25-35 35-45 45& above

Age

%

Age

No.ofrespondent

s


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Table No. 4.3 .Showing the Occupation

Sl.

No

Occupation No. of

respondents

of

respondents

1 Business 36 57

2 Professional 13 21

3 Student 5 8

4 Employee 9 14

Total 63 100

Chart. No. 4.3

0

10

20

30

40

50

60

Business Professional Student Employee

Occupation

%


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INTERPRETATION:

Among the 63 samples taken for the study, 36 respondents (57)

were found as business men, 13 (21) as professional, 13 (8) as

student and 9(14) as employee.

Table No. 4.4. Showing, How the respondents came to know

about Indus Motors?

Sl.

No

Source No.

Respondents

of

Respondents

1 Myself 9 15

2 Family 20 32

3 Advertisement 12 19

4 Friends 11 17

5 Others 11 17

Total 63 100


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Chart. No. 4.4

INTERPRETATION:

The chart shows that, out of 63 samples, 15% of them came to know

about company by themselves.32% via family, 19% via

advertisement, 17% via friends and 17% through others.

0

5

10

15

20

25

30

35

Myself Family Advertisement Friends Others

%


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SUGGESTIONS

Service quality can be increasedCars publicity can be developed, which will add awarenessMust focus on customer feedback, which results in customer

satisfaction and it lead to recommend product.

Give sufficient offers to increase sale.


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CONCLUSION

As customers, we buy a lot of things every day. We buy, not

only after having any pre assumption about the product but also

having nothing. Needs must be fulfilled. People go any where to get

his dreams come true. In such a time, all business leaders are

striving hard to get more customers and spare no effort to get them

satisfied.

The era is not like past. Customers are the leaders of the

business, not the company. The customer will decide to make a

product success or not. They are the key players. So that, every

companies are running behind these customers offering them large

priorities and convincing them its peculiarities. Buidling brands,

quality, image are the short cut to it.

Today majority has a brand oriented life. If any one satisfied with a

brand, he will be continuing with the same. In such a time, every

brand had to try best to put awareness about it. Maruti has great

such effects on customers which had help to increase their sales.

Indus Motors is one of the finest dealers of Maruti in India. They

have a good scale of sales every year and they provide a good piece

of services to them. This study has impartial results on its findings

so that it can be conclude that brand awareness has a great range of

influence on buying behaviour

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