11

A

PROJECT REPORT

ON

“CONSUMER BUYING BEHAVIOUR WHILE PURCHASE MARUTI

SUZUKI CAR”

BACHELOR OF BUSINESS ADMINISTRATION

[B.B.A]

SEMESTER-6th

BY

GURMEET PUNJABI T.Y.B.B.A

UNDER THE GUIDANCE OF

PROF. REEMA MADAM

S.S.AGRAWAL COLLEGE OF ARTS, COMMARCE AND

MANAGEMENT, NAVSARI

History of car

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BIRTH OF THE CAR

In 1769 the very first self-propelled car was built when Nicolas Cugnot’s, a French military

engineer designed a steam powered road-vehicle.

The vehicle was built at the Paris Arsenal, and

was used by the French Army to move cannons. It had

three wheels with the engine in the front along with the

boiler. While Cugnot's 'car' was capable of attaining

speeds of up to 6 kms/hour, it was far too heavy and slow to be of practical use.

In 1771 he again designed another steam-driven engine that ran so fast that it rammed

into a wall, recording the world’s first accident.

In 1807 Francois Isaac de Rivaz designed the first internal combustion engine. He to develop

the world’s first vehicle to run on such an engine, one that used a mixture of hydrogen and oxygen to

generate energy, subsequently used this.

This spawned the birth of a number of designs based on the internal combustion

engine in the early nineteenth century with little or no degree of commercial success. In 1860

thereafter, Jean Joseph Etienne Lenoir built the first successful two-stroke gas driven engine.

In 1862 he again built an experimental vehicle driven by his gas-engine, which ran at a speed

of 3 kms/hour. These cars became popular and by 1865 could be frequently espied on the

roads.

The next major leap forward occurred in 1876 when the four-stroke engine was devised.

Gottileb Damlier and Nicolas Otto worked together on the mission till they fell apart.

Daimler created his own engines that he used both for cars and for the first four wheel

horseless carriage. In the meanwhile, unknown to them, Karl Benz, was in the process of

creating his own advanced tri-cycle, which proved to be the first true car.

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After all this experiments we can say that the

complete car was birth only in 1885 that the first real car

rolled down on to the streets. The earlier attempts, though

successful, were steam-powered road-vehicles.

The season of experiments continued across the seas in the United States where Henry

Ford began work on a horseless carriage in 1890. He went several steps forward and in 1896,

completed his first car, the Quadricycle in 1896. This was an automobile powered by a two-

cylinder gasoline engine. The Ford Motor Company was launched in 1903 and in 1908 he

catapulted his vehicle, Model ‘T’ Ford to the pinnacle of fame. Continuing with his

innovations, he produced this model on a moving assembly line, thus introducing the modern

mass production techniques of the automobile industry.

The modern car therefore comes from a long list of venerated associates, and its

heredity will, hopefully.

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BEGINNING OF CAR IN INDIA

From the singsong rhythm of the bullock cart to the jet-age, India has travelled a long way.

An average Indian’s dream car may not be the design Honda or the stately limousine, but he sure can

dream, and afford, the Maruti now.

It was in 1898 that the first motorcar rode down India’s roads. From then till the First World

War, about 4,000 cars were directly imported to India from foreign manufacturers. The growing

demand for these cars established the inherent requirements of the Indian market that these merchants

were quick to pounce upon.

The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier Automobile Ltd.(PAL)

was established to manufacture automobiles in India. However, it was PAL who produced the first car

in India in 1946, as HM concentrated on auto components and could produce their first car only in

1949.

It was left to another company, Mahindra and Mahindra (M&M) to manufacture utility

vehicles, namely the American Jeep.

In the 50s, the Government of India granted approval to only 7 car dealers to operate in India

- HM, API, ALL, SMPIL, PAL, M&M and Telco. he protectionist policies continued to remain in

place. The 60s witnessed the establishment of the two-three wheeler industry in India and in the 70s,

things remained much the same.

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EVENTS AND MILESTONES

A behind- the- scenes look into the making of one of India's most vibrant industries. The

landmarks along the way...

1928- The first imported car was seen on Indian roads

1942- Hindustan Motors incorporated

1944- Premier automobiles started

1948- First car manufactured in India

1953- The Government of India decreed that only those firms which have a manufacturing program

should be allowed to operate

1955- Only seven firms, namely, HM, API, ALL, SMPIL, PAL, M& M and TELCO received

approval.

1960 - 1970 - The two, three wheeler industry established a foothold in the Indian scenario.

1970 - 1980 - Not much change was witnessed during this period. The major factors affecting the

industry were the implementation of the MRTP Act( Monopolies and Trade Restrictive Practices

Act), FERA (Foreign Exchange Regulation Act) and the Oil Shock of 1973 and 1979.

1980 - 1990 - The first phase of liberalization was announced by the Govt. -With the liberalization of

the Government's protectionist policies, the advantages hitherto enjoyed by the Indian car

manufacturers like monopoly, oligopoly, slowly began to disappear.

This period is also marked by the entry of a large number of firms in the market. 4 Japanese

manufacturers entered the Commercial Vehicle and Two- Wheeler market.

The Government agreed to the demand for allowing foreign collaboration in the automobile

sector

The industry witnessed a resurgence due to major policy changes like relaxation in MRTP

and FERA, delicensing of some ancillary products, broad banding of the products and modification in

the licensing policy. Also, the concessions it gave to the private sector and the new foreign

collaboration policy, all resulted in higher growth and better performance of the industry than in the

earlier decades.

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The Government of India tied up with Suzuki Inc. of Japan which produced India's most

successful car- the Maruti.

1991 - Under the Govt.'s new National Industrial Policy, the license raj was dispensed with, and the

automobile industries were allowed to expand freely.

1993 - With the winds of liberalization sweeping the Indian car market, many multinationals like

Daewoo, Peugeot, general Motors, Mercedes-Benz and Fiat came into the Indian car market.

1997 - The National Highway Policy was announced which will hopefully have a positive impact on

the automobile industry. The Government also laid down the emission standards to be met by car

manufacturers in India in the coming millennium. There were two successively stringent emission

levels to be met by April 2000 and April 2005, respectively. These norms were benchmarked on the

basis of those already adopted in Europe, hence the names Euro I (equivalent to India 2000) and the

Indian equivalent of Euro II.

1999 - The Hon’ble Supreme Court passed an order directing all car manufacturers to comply with

Euro I emission norms (India 2000 norms) by the 1st of May, 1999 in National Capital Region(NCR)

of Delhi. The deadline was later extended to 1st June, 1999.

Maruti Suzuki company history

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

meet the growing demand of a personal mode of transport caused by the lack of an efficient public

transport system. 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 modern technology and Japanese management practices (which had catapulted

Japan over USA to the status of the top auto manufacturing country in the world). A license and a

Joint Venture agreement were signed between Government of India and Suzuki Motor Company (now

Suzuki Motor Corporation of Japan) in Oct1982.

The objectives of MUL :

Production of fuel-efficient vehicles to conserve scarce resources.

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

Maruti created history by going into production in a record 13 months.

On 14 December 1983, the then Prime Minister of India, Mrs. Indira Gandhi, released

the first vehicle for sale by handing over the keys of a Maruti 800 to Mr.Harpal Singh

of Delhi.

Volume targets were routinely exceeded, and in March 1994, we became the first Indian

company to produce over one million vehicles, a landmark yet to be achieved by any other car

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

Korea, having produced over 4 million vehicles by April 2003. And from 2005-06, Maruti

Suzuki company is producing a car in every 36 second.

Maruti (subsidiary of Suzuki), has made profits every year since inception except 2000-01. In

2001-02, we made a profit (before tax) of Rs 1183 million. In 2002-03, the profit (before tax) rose to

Rs 2821 million, recording a growth of 138.4%over the previous year. Maruti revolutionized the way

Indians looked at cars. "No other car company so completely dominates its home market" - (The

Economist). MUL is the first and only car company in the world to lead its home market in terms of

both market share and in the JD Power Customer Satisfaction study (JD Power Asia Pacific 2000

India Customer Satisfaction studies). It is also the only car company in the world to be Top ranked

four times in a row (2000, 2001, 2002 & 2003).

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Profit loss account

Mar ' 11 Mar ' 10 Mar ' 09 Mar ' 08 Mar ' 07

Income

Operating income 36,561.50 29,317.70 20,729.40 18,066.80 14,806.40

Expenses

Material consumed 28,806.80 22,435.40 16,339.80 13,622.00 11,063.70

Manufacturing expenses 2,159.60 1,278.20 909.70 670.60 489.80

Personnel expenses 703.60 545.60 471.10 356.20 288.40

Selling expenses 960.00 916.00 738.20 560.20 499.90

Adminstrative expenses 614.00 404.60 389.20 326.30 274.50

Expenses capitalised -25.70 - -22.30 -19.80 -14.30

Cost of sales 33,218.30 25,579.80 18,825.70 15,515.50 12,602.00

Operating profit 3,343.20 3,737.90 1,903.70 2,551.30 2,204.40

Other recurring income 745.70 617.70 547.60 456.10 361.10

Adjusted PBDIT 4,088.90 4,355.60 2,451.30 3,007.40 2,565.50

Financial expenses 24.40 33.50 51.00 59.60 37.60

Depreciation 1,013.50 825.00 706.50 568.20 271.40

Other write offs - - - - -

Adjusted PBT 3,051.00 3,497.10 1,693.80 2,379.60 2,256.50

Tax charges 820.20 1,094.90 457.10 763.30 705.30

Adjusted PAT 2,230.80 2,402.20 1,236.70 1,616.30 1,551.20

Non recurring items 38.90 44.30 -55.90 37.90 -23.00

Other non cash adjustments 18.90 51.10 37.90 76.60 33.40

Reported net profit 2,288.60 2,497.60 1,218.70 1,730.80 1,561.60

Earnigs before appropriation 12,338.50 10,501.80 8,244.40 7,368.10 5,947.10

Equity dividend 216.70 173.30 101.10 144.50 130.00

Preference dividend - - - - -

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Dividend tax 35.10 28.80 17.20 24.80 21.90

Retained earnings 12,086.70 10,299.70 8,126.10 7,198.80 5,795.20

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Board of Directors

Name Designation

Mr. Manvinder Singh Banga Director

Mr. Kumar Mangalam Birla Director

Mr. Kinji Saito Director

Mr. R.C. Bhargava Director

Mr. Shinichi Takeuchi Joint Managing Director

Mr. Amal Ganguli Director

Ms. Pallavi Shroff Director

Mr. Shinzo Nakanishi Chairman / Chair Person

Mr. S.V. Bhave Director

Mr. Jagdish Khattar Managing Director

Mr. O Suzuki Director

Mr. Hirofumi Nagao Joint Managing Director

Key Executives

Name Designation

Mr. S.Ravi Aiyar Company Secretary & Chief Legal

Officer

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Product of Maruti Suzuki

Current product in the market

Car model Car name Car model Car name

Maruti

800

Out from market

Maruti Suzuki

A-star

3.60 to 4.38 lacs

Maruti Suzuki

Alto

2.32 to 3.28 lacs

Maruti Suzuki

Alto k10

3.10 to 3.75s lacs

Maruti Suzuki

Eeco

2.82 to 3.80 lacs

Maruti Suzuki

Zen Estilo

3.27 to 4.14 lacs

Maruti Suzuki

Grand Vitara

16.94 to 18.27 lacs

Maruti Suzuki

Kizashi

16.50 to 17.50 lacs

Maruti Suzuki

Omni

2.09 to 3.28 lacs

Maruti Suzuki

Ritz

4.02 to 5.39 lacs

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Maruti Suzuki

Swift

4.09 to 5.56 lacs

Maruti Suzuki

Swift Dzire

4.95 to 7.20 lacs

Maruti Suzuki

Swift sport

Maruti Suzuki

Sx4

7.00 to 9.01 lacs

Maruti Suzuki wagon r

3.36 to 4.21 lacs

Maruti

Gypsy

5.44 to 5.63 lacs

Maruti Suzuki

Versa

Maruti Suzuki

Zen

Out from market

Maruti Suzuki

Swift

To be announced

Upcoming product in the market

Car model Car name Car model Car name

Maruti Suzuki

Cervo

2.00 to 2.50 lacs

Maruti Suzuki

Swift Dzire

To be announced

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Maruti Suzuki

Xl7

To be announced

Maruti Suzuki

Sx4 hatch

To be announced

Maruti Suzuki

Rill concept

To be announced

Maruti Suzuki

Jimny

To be announced

Maruti Suzuki

Apt

To be announced

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Visions

1. Modernization of the Indian Automobile Industry

2. Developing cars faster and selling them for less.

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

4. Production of large number of motor vehicles which was necessary for economic growth.

5. Market Penetration, Market Development Similarly Product Development and

Diversification.

6. Partner relationship management, Value chain, Value delivery network

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Theoretical background…………

CONCEPT OF CONSUMER BUYING BEHAVIOR

The main aim of marketing is meet and satisfy target customers need and wants buyer

behaviour refers to the peoples or organization conduct activities and together with the impact of

various influences on them towards making decision on purchase of product and service in a market.

The field of consumer behaviour studies how individuals, groups and organizations select, buy, use

and dispose of goods, service, ideas, or experience to satisfy their needs and desires understanding

consumer behaviour and knowing customer are never simple. The wealth of products and service

produced in a country make our economy strong. A behaviour of human being during the purchase is

being termed as "Buyer behaviour". Customer says one thing but do another. They may not be in

touch with their deeper motivations. They are responding to influences that change their mind at the

last minute. A buyer makes take a decision whether save or spend the money.

Definition of buyer behaviour:

Buyer behaviour is defined as "all psychological. Social and physical behaviours of

potential customers as they become aware of evaluate, purchase, consume and tell others about

products & service."

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MODEL OF BUYING BEHAVIOR

The wealth of product and services produced in a country make our economy strong.

Almost all the products, wish are available to buyers, have a number of alternatives supplies that is

substitute products are available to consumers, who make a decision to buy a product. Therefore, a

seller most of his time seeks buyers and tries to please them.

Marketing stimuli

Other stimuli

Product

Price

Place

Promotion

Economic

Technological

Political

Cultural

Buyers

Characteristic

Buyer’s

Decision process

Cultural

Social

Personal

Psychological

Problem

Recognition

Information search

Evaluate of

alternatives

Purchase decision

Buyer’s decision

Product choice

Brand choice

Dealer choice

Purchase

Timing

Purchase

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FACTOR AFFECTING BUYING BEHAVIOR

1. Cultural Factors.

a. Culture: Culture is the most fundamental determinant of a

person wants and behaviour. The growing child acquires a set of values, perception,

preference and behaviours through his/her family and other key institution.

b. Sub-Culture: Each culture consists of smaller subculture

that provides more specific identification and socialism for its members. Subculture

includes nationalities, religion and geographical regions. Many sub-cultures makes up

important market segments and marketers often design products and marketing programs

tailored to their needs.

c. Social Class: Social classes do not reflect income alone but

also other indicators such as occupation, education and areas of residence. Social classes

differ in their dress speech, patterns recreational tailored to their needs.

2. Social Factors:

a. Reference Group: People are influence by their reference

groups frequently. Reference group expose an individual to know behave lifestyle and

ours. They also influence the person’s attitude. There self- concept and they create

peoples.

b. Family: The family is the most important consumer buying

organization in society and it has been researched extensively. Family members,

constitutes the most influential, primary reference group. We can distinguish between two

families in the buyer behavior. The family of orientation consists of one’s parents and sub

links. From parents a person acquires an orientation towards religion, politics and

economics and sense of personal ambition. Self worth and love. a more direct influence

on every day buying behavior is one’s family of procreation namely one’s spouse and

children.

c. Role and Status: A person participates in many groups

throughout life, family, club, and organization. The person’s position in each group can

be defined in terms of roles and status.

3. Personal Factors:

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a. Age And Life Cycle: People buy different goods and

services over their lifetime. They eat baby food in the earlier most foods in the growing

and mature year and special diet in the later years. Peoples taste in cloth, furniture and

recreation is also age related.

b. Occupation: A person’s occupation also influences his/her

consumption pattern. a blue colour worker will buy work cloth, work shoes and lunch

box. A company president will buy work expensive suit, air travel, and country club

membership. A marketer trips to identify occupational group that have above interest in

their product and the service. Thus computer software companies will design different

computer software for brand manager, engineer, lawyer and physician.

c. Lifestyle: People coming from the same sub culture, social

class and occupation may lead quite different life styles. a person’s life style is the

person’s patterns of living in the world as in the persons activities, interests and opinions.

4. Psychological Factors:

a. Motivation: A person has many

needs at any given time some need are biogenic. They arise from psychological status of

tension such as hunger, thirst, discomfort, other need are psychological needs. a motive is

a need that is sufficiently pressing to drive the person to act satisfying the need reduce the

felt tension.

b. Learning: Where, people act they

learn. Learning involves changes in an individual’s behaviour arising from most humans

produce through the interplay of drives response and reinforcement demand for a product

by associating it with strong drives, using motivating and providing positive

reinforcement.

c. Beliefs And Attitude: through

during learning people acquire belief and attitudes. This in terms influences their buying

behaviours. A belief is a descriptive though that a person hold about something. This

belief may be based on knowledge, opinion or faith. They may or may not carry on

emotional charge.

An attitude is a person’s evaluation, emotional, feelings and action towards

some object or idea. People have attitude towards almost everything, religion, politics,

cloth, music and so on. Attitude put them into a frame of mind of linking or disliking an

object moving towards or away from it.

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MODEL OF CONSUMER BUYING PROCESS

Reorganization of

unsatisfied need

Identification of Alternatives

Evaluation of Alternatives

Purchase Decision

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1. Reorganization of unsatisfied need: When a person has an unsatisfied need, the buying

process begins to satisfy the nature of high wants indicates the speed with which a person

moves to fulfil the unsatisfied wants which is of high pressing need on the basis of need and

its urgency from the order of priority. Marketers should finish the information of selling

points.

2. Identification Of Alternatives: Different alternatives are available in market. The consumer

knows about the brand of product. this gives maximum satisfaction. There are many sources,

friends, neighbour, etc. and marketer, salesmen, advertising display, sales, promotion,

newspaper, television etc.

3. Evaluation Of Alternatives: This is a critical stage specially with regard to costly items.

Consumers have different views on different alternatives. The attributes, tests, colours, price,

durability, etc have different preferences. All the details of the attributes ate provided by the

marketers on the basis of the number of alternatives.

4. Purchase Decision: By considering the likes and dislikes of alternatives, one is about to take

a decision as to buy or not to buy one will consider with reference to product, type, price,

quality, etc. A seller can facilitate such consumers to understand the product through the

product through advertisement.

5. Post Purchase Behaviour: Feedback information is important as far as seller is concerned. A

brand preference naturally repeats sales to a marketer. A satisfied buyer is a silent

advertisement. If the purchase brand fails to give the expected satisfaction to buyer, it affects

the sales negatively. A satisfying experience of buyer tends to strength the brand preference.

Post Purchase Behaviour

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Research Methodology

Research is as old as the academic continuousness of human mind. Requisitions

admin important feature of human mind and its working all the items. Curiosity admin

always a vital force that motivates sensitive human mind to prove into future, to know what

was not known and further the feature of knowledge. This is why research has been always

an integral part of academic pursuits in all the time and at all stage of the development of

human civilization.

“The success of any business is based to a very great extent on quality of its

marketing decision. Wrong decision sooner or later is reflected in disappointing sales.

Conversely, correct decision contributes to higher profit and growth….marketing executive

decisions are based on three things: experience, intuition, and research.

………..David J. Schwartz

Research is a multinational concept some definition given by scholars are reproduced

below in order to get overview of research concept:

“Research is considers to more formal systematic intensive process of

carrying out the scientific method of analysis. It involves a more systematic

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structure of investigation usually resulting some sort of formal record

procedures and report of result or conclusion.”

………..John Best

Problems Identification

Problem identification is one of the most important parts in taking out a

project report. As the problems are not identified in correct manner a survey will not able to

understand or it will be very difficult for him to bring out the proper data and information from the

project will know all the problems, his work will become easier and he will come out an appropriate

data.

To learn the concept for attracting the buyers.

To learn the consumer behaviour regarding cars.

To study the dominating factors responsible for the market trend.

To identify the potential buyers.

To analyze the competitive market.

Objectives of study

The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden

and which has not been discovered as yet. Though each research study has its own specific

purpose and objectives.

Primary objectives:

1) To track the brand awareness in viewpoint of customers.

2) To find out the brand acceptability/preference in viewpoint of customers.

3) To find out the factors which are important while purchasing laptop products.

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4) To know the satisfaction level of customers.

5) To track the factor affecting brand awareness and perception in view point of

customers.

Secondary objectives:

To study the attitude of consumers regarding the Maruti Suzuki cars.

Scope of Study

To study about consumer buying behaviour while purchase car. There by providing

significant information to the company.

This study is used in future plan.

This study is used in other researcher

Importance of Study

This project report and survey is quite necessary as well as important in the current

market situation, many multinational companies come into the market with wide range of models in

cars, it is quite difficult for any company to hold the market share, so this study helps to know the

cars.

Nowadays, new technology comes out frequently in automobiles, so it is very

difficult for the car markers to make a genuine product. So this study also emphasize that how far the

new technology is accepted by the consumers, so that company can prepare a genuine product

considering the prospective buyers, all over.

Limitation Of study

Following are the major limitation the research study

1. Scope/area of study is restricted to only Surat city.

2. Time duration of study is duly 6 weeks.

3. Study considered only sample of 100 customers.

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4. Some respondent may not give proper response than it is totally useless

Research Methodology………

Research design

The formidable problem that follows the task of defining the research problem is the

preparation of the design of the research project, popularly known as the research design.

Decisions regarding what, where, when, how much, by what mean concerning an inquiry or a

study constitute the research design.

“Research design is the plan structured and strategy of investigation conceived so as to

obtain answers to research problems and to control variance.”

Different types of research design have emerged on account of the different prospective

from which research study can be viewed. However a frequently used classification system is

to group research design under three broad categories;

1. Exploratory.

2. Descriptive.

3. Causal.

Here the present study seeks to find out the consumer behavior of Maruti SUzuki a

brand of laptop products in Surat city. This is related to the projection of brand position

electronic market. Which defines the descriptive nature? So the research design is selected

namely descriptive research design.

Source of data

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All the market research requires a vast reservoir of information. There may be

different type information and data. The specific problem can be solved or objectives can be

achieved by collecting specific information and data. The research objectives or problem

decides the nature of source of data.

(1) Secondary data:

Secondary data are data collected for another purpose and already exist somewhere.

Secondary data provide starting point for research and offer the advantage of low cost and

ready availability but secondary data don’t mean more accurate data. It originated within the

firm it also constitute important source for these research study

Secondary data are two types:

1) Internal.

2) External.

(a) Internal secondary data:

Internal data are those found within the organization for which the research Is begin

undertaken. They are not readily available to be used in the original from for research

purpose. A large number of internal secondary data depends upon the companies operating

procedure and systematic recording of the data and information.

The important from of internal secondary data are price list customers correspondence

and service records.

For this research study researcher use list, product packaging list as an internal

secondary data.

(b) External secondary data:

These are the sources of secondary data, which are generally published and are

available in different from different sources as mention earlier in this page.

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For this research study the important and useful sources of external secondary data

was libraries, web sites, companies published product information book and

bibliography/reference.

(2) Primary data:

Primary data are those data that have been observed and recorded by the researcher for the

first time to their knowledge. It is the data gathered for a specific purpose or for a research

project/dissertation. When the needed data to not exist or are dated inaccurate, incomplete or

unavailable then most suitable sources of data will be primary data. The normal procedure to

collect primary data is to interview some people individually or in-group or through

questionnaire some time with the help of personal interview.

Data collection method:

Both kind of data use collected through the different methods.

(1) Secondary data:

The data use collected directly from the available sources. (mentioned in the sources of data).

(2) Primary data:

These are various research approaches from which a researcher has to select best

suitable approach tabbing into consideration the type of research design. Following use the

different research approaches through which primary data can be collected.

Observation

Focus group

Surveys

Behavioural

Experiments.

For study of consumer behaviour of Maruti Sujuki, survey research approach is selected as a

method of data collection. Because it is the best suitable approach was learning about

consumer knowledge, belief, brand awareness, brand preference, and satisfaction with brand

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and to measure magnitude of brand loyalty in the general population, which is most important

and essential for this research study.

Data collection Tool:

The primary Data constitutes important source for this research study there are two main

research instruments for collection of this primary data from the sources. The most suitable and

effective research instrument for this research study to collect the primary data is

QUESTIONNAIRE.

Questionnaire is a standardized form of recording answer of the basis of set questions. It

is very popular and widely used technique of data collection. It is useful method of data

collection, as it provides standardized method of data analysis and flexibility for research study

because this technique helps us to achieve speed and accuracy in recording data.

So for this research study the primary data was collected through effective research

instrument, i.e. QUESTIONNAIRE. Research has selected a questionnaire as a data collection

instrument that therefore it is prepared with due consideration of company sells executive and

project guide.

The questionnaire is in the printed form (in English language). Separate questionnaire

should be grafted for customers. It contain – number of questions customers questionnaire

about consumer behavior of Maruti SUzuki brand. The questions are in different form like,

Open – ended questions

Close – ended questions

Dichotomous question.

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PRE – TESTING

It is not 100% sure that initially drafted questionnaire would be perfect one. It must be

with some or many draw back without testing the questionnaire, we cannot prove its

accuracy. To achieve the perfections and accuracy in questionnaire, pre – testing is essential.

Normally, pre – testing shows the reaction of respondents and suggestions that

required the changes in research instruments. Therefore, research also carried out pre –

testing survey of 20 customers. On the basis of this pre – testing results, the final

questionnaire is drafted for the actual field work, which is free forming most of the

drawbacks.

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SAMPLING DESIGN

It is procedure required right from defining a population the actual selection of sample

elements. There are seven steps involved in this process:

Define the PopulationDefine the Population

Identifying the sampling unitIdentifying the sampling unit

Specifying Sampling MethodSpecifying Sampling Method

Determination of Sample SizeDetermination of Sample Size

Specify the Sampling PlanSpecify the Sampling Plan

Identify the Sampling FrameIdentify the Sampling Frame

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Types of Sampling Simple random sampling

Sampling unit City Level

Sample size 100

Sampling area In Surat

Varachha road (70)

Puna patiya(30)Sampling frame Customer Lists

Data collection:

Types of data: Primary data

Secondary data

Sources of dataPrimary data collected through questionnaire, personal interview

Secondary data collected through magazines, websites,

companies articles,

Select the SampleSelect the Sample

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Data Analysis and Interpretation.......

i) Income wise distribution of respondent:-

Monthly Family Income

>25000 26000-50000

51,000 - 100,000

100,000 <

Total

No. of Respondents 50 31 13 06 100Percentage 50 31 13 6 100

Chart:-

INTERPRETATION:

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The above chart indicate that 50%, respondent monthly income of less than 25000, 31%

of 26000 to 50000, 13% of 51000 to1,00,000, 6% of more than1,00,000.

Age wise distribution of customers:-

Age 20-30 31-40 Above 40

Total

No. of Respondents 82 16 02 100

INTERPRETATION:

From the above chart we can infer that most of respondents are from 20-30 age group i.e.

82%, 16% are from 31-40 age group, 2% are from the age group of above 40.

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II) Do You own car?

Response Yes No Total

No. of Respondents

100 0 100

Percentage 100 0 100

Chart:-

INTERPRETATION:

From the above chart we can infer that all the respondents are using the laptop i.e. 100%.

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III) From where you want to purchase the Maruti Suzuki car?

Dealer’s of MS No. of respondents

Dhru motors 19

Katariya motors ltd. 42

Kiran automobiles ltd. 28

Other 11

Total 100

Chart:-

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INTERPRETATION:

The above graph show that 42% have purchased car from Katariya automobiles ltd, 28%

from Kiran motors, 19% from Dhru, 11% from others.

IV) Why have you purchased Maruti Suzuki car? (Multiple choice)

Chart:-

INTERPRETATION:

From the above charts we can infer that in 27% (32) respondents prefer Good model

for MS car, 19% (23) respondents purchase car related to price, 15% (18) respondents

Option Responses

Good model 32

Price 23

Durability 18

Economic 11

Good financial deal 21

After sales service 16

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purchased car related to durability,9%(11) respondents purchase car related to economic

car,17%(21) respondents purchased car related to good financial deal,13%(16) respondents

purchase car related to after sales service,

V) How did you confirmed your final order with dealer?

Response No. of respondents

Percentage

By personal 53 20

By fax 10 30

By phone 33 10

By post 04 40

Total 100 100

Chart:-

INTERPRETATION:

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The above chart indicate that final order with dealer 20%respondents have by personal order

30% have by fax, 10% have by phone, 40% have by post

VI). Form where you are getting information about your car?(multiple choice)

Chart:-

Sources No. of Responses

Car magazine 18

News papers 28

Friends 13

T.V. programs 22

Internet 25

Colleges 06

Relatives 19

Exhibition 00

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INTERPRETATION:

The above chart indicate that 18 of respondent getting information about MS car from car

magazine, 28 from news paper, 13 from friends, 22 from T.V programs, 25 from internet,

6 from colleges,19 from relatives, 00 from exhibition.

VII) When features of Maruti Suzuki car have affected you mostly?( multiple choice)

Chart:-

Features No. of Responses

percentage

Colour 35 29

Price 21 18

Exterior 18 15

Model 15 13

Interior 16 13

Design 14 12

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INTERPRETATION:

From the above charts we can infer that in 29%(35) respondents affected color for MS car,

18%(21) respondents affected price for MS car,15%(18) respondents affected exterior for MS

car,13%(51) respondents affected model for MS car,13%(16) respondents affected interior

for MS car,12%(14) respondents affected Design for MS car

VIII) When you buying car, did you accepted an alternatives specification?

Chart:-

Option Responses

Yes 78

No 22

Total 100

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INTERPRETATION

From the above chart determine the accepted an specific alternatives 22 %( 78) respondents

have accepted alternatives specification, and 78 %(22) respondents have not accepted

alternatives specification

IX) If yes indicate alternative specification.

Features No. of Responses

colour 14

Engine size 40

Body shape 26

Exterior 05

Interior 04

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Chart:-

INTERPRETATION:

From the above chart determine the feature of alternatives 16%(14) respondents indicate

colour, 45%(40) respondents have indicate engine size, 29%(26) have indicate body shape,

6%(05) have indicate exterior, 4%(04) have indicate interior.

X) Have you recommend any one about your car?

Option Responses

Yes 77

No 23

Total 100

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INTERPRETATION:

The above graph indicates that 77% respondents recommended about MS car, 23%

are not recommended about MS car.

XI) If yes to who have you recommended?

Option Responses

friends 16

Neighbour 15

Relatives 14

Colleges 10

Business Relatives 30

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Chart:-

INTERPRETATION:

The above chart show that recommended respondents 16 respondents have friends, 15

have recommended neighbor,14 have relatives, 10 have colleges,30 have business

relatives.

XII) Which are the benefits of Maruti Suzuki car, do you think?

Option Responses

Easy to drive 32

High speed 24

Low Maintenance 29

Comfortable 14

Any others 13

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Chart:-

INTERPRETATION:

Above chart describe the benefit of Maruti Suzuki car about thinking of respondents, 32

respondents have think benefit is easy to drive, 24 respondents have think high speed, 29

respondents have think low maintenance, 14 respondents have think comfortable, 13 have

others benefits

Findings.......

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Suggestions.......

O Maruti Suzuki Company should use the qualitative spare parts- petrol and diesel pipe, etc..

O There is need to developed the large cars which is competitive and economic

O There is need to provide etc.. benefits to the customers like services, extra facilities to female customers etc...

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Conclusions.......

The study is a partial fulfilment of Degree or graduation, the study is pertaining to the

behaviour of customers of Maruti Suzuki cars. The researcher has used the behaviour subject

because it is necessary for firm to know the behaviour of customers towards product.

O Majority of customers preferred Maruti Suzuki Cars due to reasonable price, after sales services, good finance deal etc...

O The customers are preferring to recommend to the other people about Maruti Suzuki Cars like friends and relatives.

O The customers of Maruti Suzuki have loyalty towards firm due to high satisfaction.

Finally the research can be concluded that it is useful to both researcher as well as others who want to referred it.

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Bibliography.......

MARKETING MANAGEMENT:

Philip Kotler (Author)

PRENTICE HALL OF INDIA PVT. LTD

MARKETING RESEARCH

G.C.Berry (Author)

WEB SITE (GOOGLE)

WWW.SONY.com

www.google.com