body-170403050917.pdf

A study on brand awareness of Maruti Suzuki with special reference to INDUS MOTORS PVT
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CHAPTER - 1
INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
1.2 STATEMENT OF THE PROBLEM
1.3 EXECUTIVE SUMMARY
1.4 SCOPE OF THE STUDY
1.5 INDUSTRY PROFILE
1.6 COMPANY PROFILE
1.7 PRODUCT PROFILE
1.8 OBJECTIVES OF THE STUDY
1.9 LIMITATIONS OF THE STUDY

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1.1 INTRODUCTION TO THE STUDY
According to the study there are several strategies that are accepted by automobile
manufacturers and dealers for advertising of their product. The main objective of this
project is to identify the brand awareness of Maruti Suzuki with special reference to
INDUS MOTORS PVT LTD, EDAPPAL.
The research design adopted for this study is Descriptive Research. Both primary data
and secondary data are used for the study. The primary data is collected through
questionnaire. Secondary data are obtained from the company websites, internet and at
workplace.
Brands can signal a certain level of quality so that satisfied buyers can easily choose
the product again. Brand loyalty provides predictability and security of demand for the firm
and creates barriers to entry that make it difficult for other firms to enter the market. Brands
also perform valuable functions for firms. Analysis is done on various perspectives such as
demographic analysis, customer preference towards the company and product. Companies
build the right relationships with the right customers.
Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an
automobile manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle
manufacturer Suzuki Motor Corporation. As of January 2017, it had a market share of 51% of
the Indian passenger car market. Maruti Suzuki manufactures and sells popular cars such as
the Ciaz, Ertiga, Alto, Swift, Celerio, Swift Dzire and Omni. The company is headquartered
at New Delhi. In February 2012, the company sold its ten millionth (ten million = one crore)
vehicle in India.

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1.2 STATEMENT OF THE PROBLEM
In the emerging knowledge based economy it has become necessary to know how
much market power lies with the brand name. The study of brand awareness is essential in
marketing planning. Customer needs and preferences keep changing where brands ultimately
command customer’s loyalty.
The realistic side of the problem is to know the acceptance level of the brand
awareness towards the product. This study will help us to understand the brand awareness
and what problems are being faced by the consumers, to which appropriate measures to be
taken to solve the problems.
This project has mainly been taken up to understand the brand awareness, buying
motives to ensure the “Brand awareness towards Maruti Suzuki” apart from this, it is to
understand the new opportunities in the market for the improvement of brand awareness and
sales towards the products.

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1.3 EXECUTIVE SUMMARY
The new millennium is not just a new beginning; it is a continuation of trends
inhuman behaviour that has 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 t yp e o f fa c t o r s influe nc e t he s e k ind s o f
b uying b e ha vio ur . Br a nd a w a r e ne s s is t he 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. Brand awareness has key role in determining the behaviour of a buyer and it has the
final decision. Until a buyer has clea r cut of view about the product he
never dare to purchase, where as awareness about a particular brand make him to take
quick decision and go forward.
The motive of any company is to generally acquire larger market share
high % of sales the Industry, This could be only achieved by building a
higher % of brand loyal customers. Any company can survive if there is a stiff
computational activity in the market and brand loyal customers. Today many major
companies in the market try to maintain and improve their branded equity. Without
creating a proper Brand awareness they cannot build brand image. Strong brands help
build the corporate image and also by making it eager for the companies launch
new brands.
Today brands are treated as major enduring assets of a company; more over brand equity are
major contributor to customer equity. This all can happen only if there
is proper brand awareness. The four wheeler industries have been expanding
rapidly are gone the day when possessing a small and mid-size cars was seen as a luxury.
Nowadays it is viewed as a mere necessity. So such awareness has key role to the
consumption.

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1.4 SCOPE OF THE STUDY
The topic of the study is “Customer’s Brand Awareness” towards Maruti Suzuki,
with special reference to Indus Motors Pvt Ltd, Edappal. This study search for brand
awareness level of customers towards various aspects of the product. We know that Maruti
Suzuki is one of the biggest selling car company in India. By its launch in the Indian market,
the sale of most popular small cars like Ford Figo, Hyundai, came down and sale of Maruti
Suzuki car is still moving up. This continuous increase in the sale of Maruti Suzuki car
leads the researcher to study on this topic. This study helps to know the factors which lead
people to select Maruti Suzuki cars as their car and also to find out which feature in the car
attracted the customers more. This study will also help the researcher to know whether the
Maruti Suzuki users are aware of safety measures and other features provided in the car.

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1.5 INDUSTRY PROFILE
The Automobile industry is the most important industry in the affecting not only the
economy but also the cultures of the world. It provides jobs for millions of people generate
billions of Dollars in this world wide reverse and provide the basic for a multitude of related
services and support Industry. The automobile has enabled people to travel and transport
goods further and faster and has opened wide market areas of business. The dream carriage
that moved own its own was realized only in the 18th Century when the first car rolled on the
street today the automobile industry has grown to its maximum. New revolutions are taking
place in this sector. The passenger car division is presenting a wide array of vehicles that are
even beyond imagination.
Now the cars are styled with gracious proportions, creative artistry merges with
industry design to produce appealing models. The demands for the passenger car are very
high and competition is too tight. Automobile manufacturing companies all over the world
are competing with each other. In the earlier times automobile manufactures of India was not
fit for competition, but today the scenario is completely changed. Indian automobile industry
is still in its infancy but growing rapidly. The opportunity in the automobile industry in India
is poised for the big leap. India is the third largest car market in Asia, surpassing China in the
process.
An Indian automobile manufactures comes with more stylish, affordable and super
quality vehicle, which stand along with the foreign brands. Now in the market car that fit for
any economic class are available. Luxury at affordable price is the new strategy that is
followed by the manufactures. This pulls most of the people to buy at least small car. Today
stepping in to 21st Century, utilizing new materials, high tech electronics, new power, source
and artificial intelligence. The type of car that automakers are capable of producing cannot
even be imagined.
THE BIRTH OF AUTOMOBILE
In the early 15th century the Portuguese arrived in China and the interaction of two
cultures led to a variety of new technologies, including the creation of a wheel that turned

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made its own power. By 1660’s small before a full sized engine powered vehicle was
created.
By the mid of 15th century the idea of self-propelled vehicle have been put into
practice with the development of experimental vehicles powered by means of spring, clock-
work, and Nicolas Joseph Cugnot of France is considered to have build the first true
automobile in 1769, designed by Cugnot and constructed by M. Berzin, it is also the first
American who obtained patent for self propelled carriage. The early steam powered vehicle
were only practical on a perfectly flat surfaces as strong as iron. First Carl Benz invented the
petrol engine in 1885 and a year later Paimler made a car driven by motor of its own design
and the rest is history. Paimler deliver 1000 rpm needed only very small and light vehicles to
carry them France too jointed the motoring sceneries 1980.
AUTOMOBILE INDUSTRY IN INDIA
In the fast moving world with the biggest countries with huge economies India has
managed to be the eleventh in the world for annual production of 2 million units
approximately. This sector in India is growing at a very fast rate and it has crossed China in
terms of selling the Units. In the matter of population India is the second largest country in
the world with a population of 1.1 billion. In this respect it is just next to China. But it has a
very small land mass as compared to China. India has become an attraction for car
manufacturers around the Globe as a graph of its ownership of car i.e. 7 per 1000 people.
Automobile industry in India comprises of 13 million direct and indirect employees.
It contributes 3.1% of India’s GDP (nominal) and the valuation of the industry is about US$
34 billion. India's motorcycle market with an annual sale of 5 million units is the second
largest around the globe. India has Fourth largest commercial vehicle market, Eleventh
largest passenger car market, fifth largest bus & truck market (by volume) around the globe.
With this growing pace India by 2016 is expected to be the seventh largest automobile market
and by 2030 world’s 3rd largest behind US & China.
Late 1890’s is the time when Automobile was introduced in India but it came into
existence only after the independence in 1947. Until 1980’s Hindustan Motors and some
small manufacturers Premier Automobiles, Tata Motors, Bajaj Auto, Ashok and Standard
Motors held an oligopoly till the time when Maruti Udyog Suzuki came into existence after
the death of the great Indian politician Sanjay Gandhi who championed the need for a

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"people's car". It quickly gained over 50% of the market share. The Maruti 800 became
popular because of its low price, high fuel efficiency, reliability and modern features relative
to its competition at the time.
From the decades in the Indian automotive industry there were only few vehicle
models but then also there is a good lead time to get a car after the booking. So with changing
economy, competition, and urge to grow big we are here with more than 100 Models and
every month with a new model to offer. Keeping in mind the comfort of the people and their
choice the models are prepared. Performance of vehicle is increasing day by day, its fuel
efficiency and reliability has no match with others around the globe. In spite of having
manufacturing of major foreign automakers based in India our Indian Domestic Automobile
Companies are leading in the Market. Tata Motors is the largest commercial vehicle
company, Maruti Suzuki is the largest passenger vehicle company & Hero Honda is the
largest motorcycle company in India. Mahindra & Mahindra, Ashok Leyland and Bajaj Auto
are some more leading automobile manufacturers.
Foreign automotive companies in India
Vehicles manufactured or assembled in India
• Nissan Motor India: Micra, sunny, Teana, X-Trail, 370z,
• BMW India: 3 Series, 5 Series, 1 Series.
• Fiat India (in collaboration with Tata Motors): Grande Punto, Linea, Palio Stile.
• Ford India: Ford Figo, Ikon, Fiesta, Endeavour.
• General Motors India
• Chevrolet (CSPIL): Spark, Beat, Aveo U-VA, Aveo, Optra, Cruze, Tavera.
• Honda Siel: Jazz, City, Civic, Accord.
• Hyundai Motor India: Santro, i10, i20, Accent, Verna Transform, Sonata
Transform.
• Mahindra Renault: Logan
• Maruti Suzuki: 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift Dzire, SX4,
Omni, Versa, Eeco, Gypsy, Grand Vitara
• Mercedes-Benz India: C-Class, E-Class.

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• Mitsubishi: (in collaboration with Hindustan Motors)
: Lancer, Lancer Cedia, Pajero
• Toyota K: Corolla, Innova, Camry, Liva, and Etios.
• Volkswagen India: Polo, Jetta, Passat.
•Audi India: A4, A6, Q5.
• Skoda Auto India: Fabia, Octavia, Laura, Superb.
Vehicles imported to India
• Audi: A8, TT, R8, Q5, Q7.
• Bentley: Arnage, Azure, Brooklands, Continental GT, Continental Flying Spur, Mulsanne.
• BMW: 6 Series, 7 Series, X3, X5, X6, M3, M5, M6 and Z4.
• Chevrolet: Captiva.
• Fiat: Nuova 500, Bravo.
• Honda: Civic Hybrid, CR-V.
• Jaguar: XF, XJ, XK.
• Lamborghini: Gallardo, Murciélago.
• Land Rover: Range Rover, Range Rover Sport, Discovery 4, Freelancer 2.
• Maybach: 57 and 62.
• Mercedes-Benz: CL-Class, CLS-Class, S-Class, SL-Class, SLK-Class, M-Class, Viano.
• Mitsubishi: Montero, Outlander.
• Nissan: Teana, X-Trail, 370Z,
• Porsche: 911, Boxter, Panamera, Cayman, Cayenne.
• Rolls Royce: Ghost, Phantom, Phantom Coupé, Phantom Drophead Coupé.
• Skoda: Superb.
• Suzuki: Grand Vitara.
• Toyota: Land Cruiser, Land Cruiser Prado, Fortuner*, Prius.
• Volkswagen: Beetle, Touareg, Phaeton.

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• Volvo: S60, S80, XC90.
Commercial Vehicle manufacturers in India
National Brands
• Ashok Leyland
• Force Mahindra
• Premier
• Tata
International Brands
• Volvo
• Audi
• BMW
• Mercedes-Benz
UPSWING IN INDIAN AUTO INDUSTRY:
With the world’s top car makers turning to India for automobile components, the
industry is poised to record an export target of US$ 5.9 billion in 2008-09. The sector has
emerged as one of India's fastest growing manufacturing sectors, and a globally competitive
one. India is exporting automobile components and becoming an international hub for
automobile and Component making. The country's automobile component industry can boast
a varied range of plus points which include high engineering skill, established production
lines, a thriving Domestic automobile industry and competitive costs.
FUTURE GROWTH DRIVERS:
• Higher GDP Growth
• India's huge geographic spread- Mass Transport System
• Increasing Road Development
• Increasing disposable Income with the service sector
• Cheaper (declining interest rates) & easier finance Schemes
• Replacement of aging four wheelers

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• Graduating from two wheelers to four wheelers
• Increasing dispensable income of rural agricultural sector
• Growing Concept of Second Vehicle in Urban Areas.
SOME INTERESTING FACTS:
Indian Auto Industry is the
• Fourth largest Passenger Vehicle Market in Asia
• Fourth largest Tractor Market in the World
• Fifth largest Commercial Vehicle Market in the World
• Largest Three Wheeler Market in the World
• Second largest Two Wheeler Market in the World

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1.6 COMPANY PROFILE &
1.7 PRODUCT AND SERVICES

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Company at a Glance
“If you have travelled in India, taken a route to anywhere around this great nation,
chances are you’ve driven with us”. For over three decades now, Maruti Suzuki cars have
been going places.
Maruti started out in 1982 in Gurgaon, Haryana. Little did the then quiet suburb of New
Delhi know that it was going to become the epicentre of the automobile revolution in India.
The year marked the birth of the Maruti Suzuki factory. India turned out 40,000 cars every
year. The new Maruti Suzuki 800 hit the streets to begin a whole new chapter in the Indian
automobile industry.
We set out with an obsession for customer delight, one that was unheard in the corridors of
automobile manufacturers then. It was about a commitment to create value through
innovation, quality, creativity, partnerships, openness and learning. It created a road that was
going to lead the world in to a whole new direction, laid out by Maruti Suzuki.
Today, Maruti Suzuki alone makes 1.5 million Maruti Suzuki family cars every year. That’s
one car every 12 seconds. We drove up head and shoulders above every major global auto
company. Yet our story was not just about making a mark. It was about revolutionary cars
that delivered great performance, efficiency and environment friendliness with low cost of
ownership. That’s what we call true value. We built our story with a belief in small cars for a
big future. Our story encouraged millions of Indians to make driving a way of life. India
stepped up with our vision to take on the fast lane. A comradeship had begun. Something
incredible had begun.
So, what drives us? Millions of Indians who’ve put their faith in us. A team of over 13200
dedicated and passionate professionals that turned out 15 car models with over 150 variants.
The drive is backed up by a nationwide service network spanning over 1500 cities and towns
and a sales network that spreads across 1471 cities, 2 state of art factories, which together
turn out 15 lakh cars annually. And a commitment to make Indian roads safer through a
network of training infrastructure that imparts driving skills.
Finally, our inspiration comes from one place – India’s hopes, dreams and aspirations. The
Maruti Suzuki journey has been nothing less than spectacular. But to be honest, we’ve only
just begun.

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HISTORY
Maruti was established in February 1981, though the actual production commenced only in
1983. It started 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 were the 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.
CHRONOLOGY
Under the Maruti name
In 1970, a private limited company named Surya Ram Maruti technical services private
limited (MTSPL) was 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. Maruti Limited went into liquidation in 1977. Maruti Udyog
Ltd was incorporated through the efforts of Dr V. Krishnamurthy.
Affiliation with Suzuki
In 1982, a license & Joint Venture Agreement (JVA) was signed between Maruti Udyog Ltd.
and Suzuki of Japan. At first, Maruti Suzuki was mainly an importer of cars. In India's closed
market, Maruti received the right to import 40,000 fully built-up Suzuki in the first two years,
and even after that the early goal was to use only 33% indigenous parts. This upset the local
manufacturers considerably. There were also some concerns that the Indian market was too
small to absorb the comparatively large production planned by Maruti Suzuki, with the
government even considering adjusting the petrol tax and lowering the excise duty in order to
boost sales. Finally, in 1983, the Maruti 800 was released. This 796 cc hatchback was based
on the SS80 Suzuki Alto and was India’s first affordable car. Initial product plan was 40%
saloons, and 60% Maruti Van. Local production commenced in December 1983. In 1984,
the Maruti Van with the same three-cylinder engine as the 800 was released and the installed
capacity of the plant in Gurgaon reached 40,000 units.
In 1985, the Suzuki SJ410-based Gypsy, a 970 cc 4WD off-road vehicle, was launched. In
1986, the original 800 was replaced by an all-new model of the 796 cc hatchback Suzuki
Alto and the 100,000th vehicle was produced by the company. In 1987, the company started

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exporting to the West, when a lot of 500 cars were sent to Hungary. By 1988, the capacity of
the Gurgaon plant was increased to 100,000 units per annum.
MARKET LIBERALISATION
In 1989, the Maruti 1000 was introduced and the 970 cc, three-box was India’s first
contemporary sedan. By 1991, 65 percent of the components, for all vehicles produced, were
indigenized. After liberalization of the Indian economy in 1991, Suzuki increased its stake in
Maruti to 50 percent, making the company a 50-50 JV with the Government of India the
other stake holder.
In 1993, the Zen, a 993 cc, hatchback was launched and in 1994 the 1298 cc Esteem was
introduced. Maruti produced its 1 millionth vehicle since the commencement of production in
1994. Maruti's second plant was opened with annual capacity reaching 200,000 units. Maruti
launched a 24-hour emergency on-road vehicle service. In 1998, the new Maruti 800 was
released, the first change in design since 1986. Zen D, a 1527 cc diesel hatchback and
Maruti's first diesel vehicle and a redesigned Omni were introduced. The 1.6 litre Maruti
Baleno three-box saloon and Wagon R were also launched.
In 2000, Maruti became the first car company in India to launch a Call Centre for internal and
customer services. The new Alto model was released. In 2001, Maruti True Value, selling
and buying used cars was launched. In October of the same year the Maruti Versa was
launched. In 2002, Esteem Diesel was introduced. Two new subsidiaries were also started:
Maruti Insurance Distributor Services and Maruti Insurance Brokers Limited. Suzuki Motor
Corporation increased its stake in Maruti to 54.2 percent.
In 2003, the new Suzuki Grand Vitara XL-7 was introduced while the Zen and the Wagon R
were upgraded and redesigned. The four millionth Maruti vehicles were built and they
entered into a partnership with the State Bank of India. Maruti Udyog Ltd was listed on BSE
and NSE after a public issue, which was oversubscribed tenfold. In 2004, the Alto became
India's bestselling car overtaking the Maruti 800 after nearly two decades. The five-
seater Versa 5-seater, a new variant, was created while the Esteem was re-launched. Maruti
Udyog closed the financial year 2003-04 with an annual sale of 472,122 units, the highest
ever since the company began operations and the fiftieth lakh (5 millionths) car rolled out in
April 2005. The 1.3 L Suzuki Swift five-door hatchbacks were introduced in 2005.

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In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki Automobiles India",
to build two new manufacturing plants, one for vehicles and one for engines. Cleaner cars
were also introduced, with several new models meeting the new "Bharat Stage III"
standards. In February 2012, Maruti Suzuki sold its ten millionth vehicles in India. For the
Month of July 2014, it had a Market share of more than 45 %.
JOINT VENTURES RELATED ISSUES
Relationship between the Government of India, under the United Front (India) coalition
and Suzuki Motor Corporation over the joint venture was a point of heated debate in the
Indian media until Suzuki Motor Corporation gained the controlling stake. This highly
profitable joint venture that had a near monopolistic trade in the Indian automobile
market and the nature of the partnership built up till then was the underlying reason for most
issues. The success of the joint venture led Suzuki to increase its equity from 26% to 40% in
1987 and to 50% in 1992, and further to 56.21% as of 2013. In 1982, both the venture
partners entered into an agreement to nominate their candidate for the post of Managing
Director and every Managing Director would have tenure of five years.
MANUFACTURING FACILITIES
Maruti Suzuki has two manufacturing facilities in India. Both manufacturing facilities have a
combined production capacity of 14, 50,000 vehicles annually. The Gurgaon manufacturing
facility has three fully integrated manufacturing plants and is spread over 300 acres
(1.2 km2). The Gurgaon facilities also manufacture 240,000 K-Series engines annually. The
Gurgaon Facilities manufactures the 800, Alto, WagonR, Estilo, Omni, Gypsy, Ertiga, Ritz
and Eeco.
The Manesar manufacturing plant was inaugurated in February 2007 and is spread over 600
acres (2.4 km2). Initially it had a production capacity of 100,000 vehicles annually but this
was increased to 300,000 vehicles annually in October 2008. The production capacity was
further increased by 250,000 vehicles taking total production capacity to 800,000 vehicles
annually. The Manesar Plant produces the A-star, Swift, Swift Dzire, SX4, Vitara
Brezza ,Ritz, Baleno and Celerio. On 25 June 2012, Haryana State Industries and
Infrastructure Development Corporation demanded Maruti Suzuki to pay an additional Rs
235 crore for enhanced land acquisition for its Haryana plant expansion. The agency
reminded Maruti that failure to pay the amount would lead to further proceedings and

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vacating the enhanced land acquisition it plans to set up a plant in Gujarat and has acquired
600 acres of land.
In 2012, the company decided to merge Suzuki Power train India Limited (SPIL) with
itself. SPIL was started as a JV by Suzuki Motor Corp. along with Maruti Suzuki. It has the
facilities available for manufacturing diesel engines and transmissions. The demand for
transmissions for all Maruti Suzuki cars is met by the production from SPIL.
INDUSTRIAL RELATIONS
Since its founding in 1983, Maruti Udyog Limited has experienced problems with its labour
force. The Indian labour it hired readily accepted Japanese work culture and the modern
manufacturing process. In 1997, there was a change in ownership, and Maruti became
predominantly government controlled. Shortly thereafter, conflict between the United Front
Government and Suzuki started. In 2000, a major industrial relations issue began and
employees of Maruti went on an indefinite strike, demanding among other things, major
revisions to their wages, incentives and pensions.
Employees used slowdown in October 2000, to press a revision to their incentive-linked pay.
In parallel, after elections and a new central government led by NDA alliance, India pursued
a disinvestment policy. Along with many other government owned companies, the new
administration proposed to sell part of its stake in Maruti Suzuki in a public offering. The
worker's union opposed this sell-off plan on the grounds that the company will lose a major
business advantage of being subsidised by the Government, and the union has better
protection while the company remains in control of the government.
The standoff between the union and the management continued through 2001. The
management refused union demands citing increased competition and lower margins. The
central government privatized Maruti in 2002 and Suzuki became the majority owner of
Maruti Udyog Limited.
MANESAR VIOLENCE
On 18 July 2012, Maruti's Manesar plant was hit by violence as workers at one of its auto
factories attacked supervisors and started a fire that killed a company official and injured 100
managers, including two Japanese expatriates. The violent mob also injured nine
policemen. The company's General Manager of Human Resources had both arms and legs
broken by his attackers, unable to leave the building that was set ablaze, and was charred to

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death. The incident is the worst-ever for Suzuki since the company began operations in India
in 1983.
Since April 2012, the Manesar union had demanded a three-fold increase in basic salary, a
monthly conveyance allowance of ₹ 10,000, a laundry allowance of ₹ 3,000, a gift with every
new car launch, and a house for every worker who wants one or cheaper home loans for those
who want to build their own houses. According to the Maruti Suzuki Workers Union a
supervisor had abused and made discriminatory comments to a low-caste worker. These
claims were denied by the company and the police. Maruti said the unrest began, not over
wage discussions, but after the workers' union demanded the reinstatement of a worker who
had been suspended for beating a supervisor. The workers claim harsh working conditions
and extensive hiring of low-paid contract workers which are paid about $126 a month, about
half the minimum wage of permanent employees. Maruti employees currently earn
allowances in addition to their base wage. Company executives denied harsh conditions and
claim they hired entry-level workers on contracts and made them permanent as they gained
experience. It was also claimed that bouncers were deployed by the company.
The police, in its First Information Report (FIR), claimed on 21 July that Manesar violence is
the result of a planned violence by a section of workers and union leaders and arrested 91
people. Maruti Suzuki in its statement on the unrest announced that all work at the Manesar
plant has been suspended indefinitely. The shutdown of Manesar plant is leading to a loss of
about Rs 75 crore per day. On 21 July 2012, citing safety concerns, the company announced
a lockout under The Industrial Disputes Act, 1947 pending results of an inquiry the company
has requested of the Haryana government into the causes of the disorder. Under the
provisions of The Industrial Disputes Act for wages, the report claimed, employees are
expected to be paid for the duration of the lockout. On 26 July 2012, Maruti announced
employees would not be paid for the period of lock-out in accordance with Indian labour
laws. The company further announced that it will stop using contract workers by March 2013.
The report claimed the salary difference between contract workers and permanent workers
has been much smaller than initial media reports - the contract worker at Maruti received
about ₹ 11,500 per month, while a permanent worker received about ₹ 12,500 a month at
start, which increased in three years to ₹ 21,000-22,000 per month. In a separate report, a
contractor who was providing contract employees to Maruti claimed the company gave its
contract employees the best wage, allowances and benefits package in the region.

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Shinzo Nakanishi, managing director and chief executive of Maruti Suzuki India, said this
kind of violence has never happened in Suzuki Motor Corp's entire global operations spread
across Hungary, Indonesia, Spain, Pakistan, Thailand, Malaysia, China and the Philippines.
Mr. Nakanishi went to each victim apologising for the miseries inflicted on them by fellow
workers, and in press interview requested the central and Haryana state governments to help
stop such ghastly violence by legislating decisive rules to restore corporate confidence amid
emergence of this new 'militant workforce' in Indian factories. He announced, "We are going
to de-recognise Maruti Suzuki Workers’ Union and dismiss all workers named in connection
with the incident. We will not compromise at all in such instances of barbaric, unprovoked
violence." He also announced Maruti plans to continue manufacturing in Manesar,
that Gujarat was an expansion opportunity and not an alternative to Manesar.
The company dismissed 500 workers accused of causing the violence and re-opened the plant
on 21 August, saying it would produce 150 vehicles on the first day, less than 10% of its
capacity. Analysts said that the shutdown was costing the company 1 billion rupees ($18
million) a day and costing the company market share. In July 2013, the workers went on
hunger strike to protest the continuing jailing of their colleagues and launched an online
campaign to support their demands

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.Vision & Core Values
s
We have chosen a road and that drives us extra miles to achieve every endeavour. Here is
what we at Maruti Suzuki believe in:
 Customer Obsession
 Fast, Flexible & First Mover
 Innovation & Creativity
 Networking & Partnership
 Openness & Learning

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HISTORY
The historical assembly
The first lot of Maruti cars
assembled in 1983.

Marutians meet the invincible
Prime Minister, Mrs, Indira
Gandhi and Minister
of Industry, Mr. N. D. Tiwari
courtesy
Mr. V. Krishnamurthy, Chairman
and MD, Maruti.

A landmark day in the life
of every Marutian
Prime Minister, Mrs,
Indira Gandhi visits
the Gurgaon factory on
Dec 14th, 1983
.
A masterpiece in master hands
The Prime Minister is presented
with a model of the Maruti car in
silver filigree work.
.
 An iconic car, an iconic first
Owner
Prime Minister, Mrs. Indira
Gandhi gives
away the keys of the first Maruti
800 to the
first customer, Mr. Harpal Singh -
Dec, 1983.

The legacy rolls on
Chairman presenting a
plaque to the
Prime Minister on Dec 14,
1985.

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
India's first iconic MUV is all set to
blaze the roads afire
November 1984, India roads
witness the Iconic Omni.

The royal visit
Prime Minister, Mr. Rajiv Gandhi
being
shown around the plant on Dec
14, 1985.

India learns to go off the
road
India's first off roader, the
invincible
Maruti Gypsy is launched
in Dec, 1985.

Maruti drives to foreign soils
Signing an agreement with
Hungary,
for the export of Maruti cars.

A new land, a new owner
The Minister of Industries, Mr.
Vengala Rao,
handing over the keys to the
Deputy
Prime Minister of Hungary.
 The test of power
Prime Minister, Mr. Rajiv
Gandhi visits
the Suzuki Pavilion (IITF
87), where the
1000 CC prototype was
displayed.

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
When performance meets
excellence
Mr. R. C. Bhargava, our MD,
receiving the
Productivity Award for Best
Performance during 1987-88,
from Mr. Vengala Rao, the
Minister of Industries.

Luxury on Indian roads
India's first luxury sedan, Maruti
1000, launched in 1990.

Accolades for the best in
class corporate performers
Mr. R. C. Bhargava
receiving The 1991
Corporate Performance
Award by the Economic
Times- Harvard Business
School Association.

India's first premium hatchback
The launch of 'ZEN' in 1993

10 years of owning the first
Maruti!
The owner of the first Maruti car
being felicitated by Mr. K.
Senga,
Director- Marketing and Sales,
Maruti, on the 10th anniversary of
the sale of our first car.

The Indian sedan gets a
new look
Esteem was launched in
1994.

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
In kind hands
Mother Teresa holding aloft the
key of the millionth
vehicle, presented to her by the Mr.
R. C. Bhargava, MD, Maruti.


Maruti Care on wheels
Maruti launches India's first 24
hour- On-road service in May,
1996.

The grand Maruti
expansion
The third manufacturing
plant, inaugurated on Dec
2, 1999.

Delhi Government and Maruti join
hands to take driving skills to
international levels
Maruti launched the Institute of
Driving Training and Research in
2000.

Customer Supreme
The first car company in India, to
start a customer care centre in
2000.

The True Value of a
Maruti
Maruti launches its first
True Value outlets in
Bangalore and Delhi in
2001.

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
The creators
Swift, with the team of engineers in
May, 2005

What's in a name?
Maruti Udyog Limited is renamed
Maruti Suzuki India Limited in
2007.
.

Making Indian roads safer!
Maruti launched National
Road Safety Programme in
2008.

Innovation meets style
Maruti launched A-star, world's 5th
strategic model in Nov, 2008.

25 years of excellence
Maruti celebrates 25 years of
delivering excellence on Dec 14,
2008.

Maruti ups its reputation
The Reputation Institute
completes its 2009 Global
Reputation Pulse
Study - MSIL's global
reputation ranking up from
77 to 49- all
companies, all sectors.
Global reputation ranking
up
from 4 to 3 - Global Car
Companies category.

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
The Golden Peacocks of
environment
Awarded the Golden Peacock for
excellence in the field
of environment management in
automobile sector, in 2009.

A million in 365 days
Maruti rolls out the 1 millionth
cars in 1 year on 23rd March,
2010.

Maruti penned down
Mr. R.C. Bhargava,
presenting the book, 'The
Maruti Story'
to the Prime Minister, Mr.
Manmohan Singh in 2010.

Excellence honored
Mr. R. C. Bhargava honored with
The Order of the Rising Sun,
Gold and Silver Star, by the
emperor of Japan in 2011.

Customer's delight
Maruti Suzuki ranked no.1 in
customer satisfaction for
an unprecedented 13th time in a
row (JD Power
Customer Satisfaction Index
Study conducted in 2012).

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MISSION
India comes home in a Maruti Suzuki, and we're not surprised! It's been our mission to
provide a car for every individual, family, need, budget and way of life.
EVOLUTION OF MARUTI SUZUKI LOGO
Maruti Suzuki India Limited formerly known as the Maruti Udyog Limited is the subsidiary
of the Suzuki Motor Corporation in Japan. Producing cars since 1981, the Maruti has been
the leader of Indian car market over two and half decades. It has two manufacturing units
located at Manesar and Gurgaon, south of New Delhi. Over 1.2 million, vehicles annually
were produced by these facilities.
The Maruti Suzuki logo has undergone changes over the years like other car logos. The logo
was repositioned as well as the tag line. In the earlier logo, the names of the two companies
were on top of each other. However, the new company logo shows the names of the two
companies side by side. The font used is the same; but the colour becomes brighter, which
adds more life than other car logos. The tag line of the earlier version read ‘Count on Us’ but
has now been changed to ‘Way of Life’ in the new logo. With the new look company logo,
the fame was achieved among other car logos in the market.

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Aside from the evolution of a new logo, the Maruti Suzuki Company showcases a wide range
of car models designed according to the needs of its customers.
PRODUCT AND SERVICES
Model Launched Category Image
Omni 1984 Minivan
Gypsy 1985 SUV
WagonR 1999 Hatchback

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Swift 2005 Hatchback
Dzire 2008 Sedan
Eeco 2009 Minivan
K10 2010 Hatchback
Ertiga 2012 Mini MPV

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Alto 800 2012 Hatchback
Celerio 2014 Hatchback
Ciaz 2014 Sedan
Baleno 2015 Hatchback
S-Cross 2015 Mini SUV

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Vitara Brezza 2016 Mini SUV
Ignis 2017 Hatchback
Maruti Ignis
specifications
2017 SUV
SALES AND SERVICE NETWORK
Maruti Suzuki has 1,820 sales outlets across 1,471 cities in India. The company aims to
double its sales network to 4,000 outlets by 2020. It has 3,145 service stations across 1,506
cities throughout India. Maruti’s dealership network is larger than that of Hyundai, Mahindra,
Honda, Tata, Toyota and Ford combined. Service is a major revenue generator of the
company. Most of the service stations are managed on franchise basis, where Maruti Suzuki
trains the local staff. Other automobile companies have not been able to match this
benchmark set by Maruti Suzuki. The Express Service stations help many stranded vehicles
on the highways by sending across their repair man to the vehicle.

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NEXA
In 2015 Maruti Suzuki launched NEXA, a new dealership format for its premium cars.
Maruti currently sells the Baleno, S-Cross and Ignis through NEXA outlets. S-Cross was the
first car to be sold through NEXA outlets. Several new models will be added to both channels
as part of the Company’s medium term goal of 2 million annual sales by 2020.
MARUTI INSURANCE
Launched in 2002 Maruti Suzuki 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 Maruti Insurance
Distributors Services Pvt. Ltd and Insurance Brokers Pvt. Limited.
This service started as a benefit or value addition to customers and was able to ramp up
easily. By December 2005 they were able to sell more than two million insurance policies
since its inception.
MARUTI FINANCE
To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January 2002.
Prior to the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti
and Maruti Countrywide with Citi Group and GE Countrywide respectively to assist its client
in securing loan. Maruti Suzuki tied up with ABN Amro Bank, HDFC Bank, ICICI Limited,
Kotak Mahindra, Standard Chartered Bank, and Sundaram to start this venture including its
strategic partners in car finance. Again the company entered into a strategic partnership with
SBI in March 2003. Since March 2003, Maruti has sold over 12,000 vehicles through SBI-
Maruti Finance. SBI-Maruti Finance is currently available in 166 cities across India.
Citicorp Maruti Finance Limited is a joint venture between Citicorp Finance India and Maruti
Udyog Limited its primary business stated by the company is "hire-purchase financing of
Maruti Suzuki vehicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank
Overseas Investment Corporation, Delaware, which in turn is a 100% wholly owned
subsidiary of Citibank N.A. Citi Finance India Limited holds 74% of the stake and Maruti
Suzuki holds the remaining 26%.[ GE Capital, HDFC and Maruti Suzuki came together in
1995 to form Maruti Countrywide. Maruti claims that its finance program offers most

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competitive interest rates to its customers, which are lower by 0.25% to 0.5% from the
market rates.
MARUTI TRUEVALUE
Maruti True service offered by Maruti Suzuki to its customers. It is a market place for used
Maruti Suzuki Vehicles. One can buy, sell or exchange used Maruti Suzuki vehicles with the
help of this service in India. As of 1 July 2016 there are 1040outlets.
N2N FLEET MANAGEMENT
N2N is the short form of End to End Fleet Management and provides lease and fleet
management solution to corporates. Clients who have signed up of this service include Gas
Authority of India Ltd, DuPont, Reckitt Benckiser, Doordarshan, Singer India, National
Stock Exchange of India and Transworld. This fleet management service includes end-to-end
solutions across the vehicle's life, which includes Leasing, Maintenance, Convenience
services and Remarketing.
MARUTI ACCESSORIES
Many of the auto component companies other than Maruti Suzuki started to offer components
and accessories that were compatible. This caused a serious threat and loss of revenue to
Maruti Suzuki. Maruti Suzuki started a new initiative under the brand name Maruti Genuine
Accessories to offer accessories like alloy wheels, 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 Suzuki launched the Maruti Driving
School in Delhi. Later the services were extended to other cities of India as well. These
schools are modelled 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. Before driving actual vehicles participants are trained on simulators.
At the launch ceremony for the school Jagdish Khattar stated "We are very concerned about
mounting deaths on Indian roads. These can be brought down if government, industry and the
voluntary sector work together in an integrated manner. But we felt that Maruti should first
do something in this regard and hence this initiative of Maruti Driving Schools.

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AWARDS AND RECOGNITION
The Brand Trust Report published by Trust Research Advisory, a brand analytics company,
has ranked Maruti Suzuki in the thirty seventh position in 2013 and eleventh position in
2014 among the most trusted brands of India.
Viewers' Choice Car of the Year published by CNBC-TV18 OVERDRIVE, Overdrive is
India’s No.1 Auto Publication for Cars and Bikes in India, has awarded Maruti Suzuki
Baleno the Viewers' Choice Car of the Year 2016

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1.8 OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE
 To know the brand awareness of Maruti Suzuki in Edappal.
SECONDARY OBJECTIVES
 To study the level of brand awareness on Maruti Suzuki by customers.
 To find out whether the customers are aware of negative and positive
features of Maruti Suzuki
 To find out whether Maruti Suzuki could satisfy family needs of the
customers.
 To find out the reason behind selecting Maruti Suzuki as their car.
 To find out whether the customers are fully satisfied in using Maruti
Suzuki
1.9 LIMITATIONS OF THE STUDY
 Sample is limited to 50 due to lack of time.
 Due to lack of time, the investigator could not consider all the factors leading to
the study.
 Slowest process.
 Time consuming.

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CHAPTER- 2
LITERATURE REVIEW

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LITERATURE REVIEW
Today the primary capital of many businesses is their brands. For decades the value
of a company was measured in terms of its real estate, then tangible assets, plants and
equipments. However it has recently been recognized that company’s real value lies outside
business itself, in the minds of potential buyers or consumers.
“A brand is both, tangible and intangible, practical and symbolic, visible and invisible under
conditions that are economically viable for the company”
(Kapferer, 1986).
Brands are built up by persistent difference ever the long run. They cannot be
reduced just to a symbol on a product or a mere graphic and cosmetic exercise. A brand is the
signature on a constantly renewed, creative process which yields various products. Products
are introduced, they live and disappear, but brands endure. The consistency of this creative
action is what gives a brand its meaning, its content, and its characters’: creating a brand
requires time and identity.
The American Marketing Association defines the term ‘Brand’ as “A name, term,
symbol or design, or a combination of them, which is intended to signify the goods or
services of one seller or group of sellers and to differentiate them from those of competitors.”
More importantly, a brand promises relevant differentiated benefits. Everything an
organization does should be focused on enhancing delivery against its brand’s promise.
Combining a few different definitions, a brand is the name and symbols that identify:
• The source of a relationship with the consumer
• The source of a promise to the consumer
• The unique source of products and services
• The single concept that is created inside the mind of the prospect
• The sum total of each customer’s experience with the corporate

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The evolution of Branding
According to Manohar David of Philips (Director and Senior Vice President, Philips
India Limited, 1996), a challenge loving, risk taking Brand Manager, who retired after a 31
year marketing career with Philips, and responsible for its brand success has to say;
“In the 1970’s, products were made from the manufacturing, rather than the customer point
of view. But with the focus shifting to the consumer, marketing has assumed a much larger
role”.
Significant parameters in brand building literature have experienced a dramatic shift
in the last decade. Branding and the role of brands, as traditionally understood, have been
subject to constant review and redefinition. A traditional definition of a typical brand was:
“the name, associated with one or more items in the product line, which is used to identify the
source of character of the item(s)” (Kotler, 2000).
The American Marketing Association’s (AMA) Definition of a brand is “a name,
term, sign, symbol, or design, or a combination of them, intended to identify the goods and
services of one seller or group of sellers and to differentiate them from those of competitors”.
Within this view, whenever a marketer creates a new name, logo, or symbol for a new
product, he or she has created a brand, (Keller, 2003).
He recognizes, however, that brands today are much more than that. As can be seen,
according to these definitions brands had a simple and clear function as identifiers. Before the
shift in focus towards brands and the brand building process, brands were just another step in
the whole process of marketing to sell products. For a long time, the brand has been treated in
an off-hand fashion as a part of the product, (Urde, 1999). Branding is a major issue in
product strategy (Kotler, 2000). As the brand was only part of the product, the
Communication strategy worked towards exposing the brand and creating a brand image.
Within the traditional branding model, the goal was to build a brand image, (Aaker and
Joachimsthaler, 2000); a tactical element that drives short-term results. It is mentioned that
the brand is a sign–therefore external-whose function is to disclose the hidden qualities of a

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product which are inaccessible to contact (Kapferer, 1997). The brand served to identify a
product and to distinguish it from competition.
In the journey from product-centric brands to customer-centric brands, many
consumer companies have locked in on a transitional concept – segment-specific brands.
While brand Nike focuses on physically active consumers, brand Disney focuses on parents
with small children. This is a significant step in the right direction and it reflects growing
awareness of the power of customers.
A brand differentiates a product in several forms and it can be broadly divided into
two categories- The tangibles (rational), and the intangibles (emotional and symbolic). Either
way, while the product performs its basic functions, the brand contributes to the
differentiation of a product (Keller, 2003). These dimensions “distinguish a brand from its
unbranded commodity counterpart and gives it equity which is the sum total of consumers’
perceptions and feelings about the product’s attributes and how they perform, about the brand
name and what it stands for, and about the company associated with the brand” (Achenaum,
1993). A strong brand provides consumers multiple access points towards the brand by
attracting them through both functional and emotional attributes (Keller, 2003). The tangible
dimensions that brand creates are product innovations, high qualities, and/or attractive prices
etc. Those are often observable from the product’s marketing mix and product performance
(Keller, 2003).
The intangible values of a brand will include those that cannot be quantified. These
intangibles go beyond the product level to become a synaptic process in the brain. In other
words, consumers will be able to respond to this particular brand without the presence of the
product (Bedbury, 2002). More importantly, an intimate rapport may be developed between
the consumers and their brands (Roberts, 2004; Fournier, 1998; Muniz and Schau, 2005). The
attributes of a branded product add value for consumers, the intermediaries, and the
manufacturers. The most significant contribution of a strong brand to consumers would be the
reduced searching time and cost when they are confronted with a set of identical products. It
helps consumers to identify and locate a product with less information processing and
decision time because of the expected quality from accumulated brand
knowledge.(Pelsmacker et al., 2004). Consumers will be able to develop associations and

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assumptions through brand name, package, label etc. A strong brand also offers high brand
credibility: it becomes a signal of the product quality and performance. This reduces the risks
involved in the purchase including the functional, physical, financial, social, psychological,
and time risks (Swait and Erdem, 2004; Keller, 2003). Consumers do not only benefit from
the
Functional values of a brand, they also benefit from the emotional aspects. A strong brand
mixes and blends the product performance and imagery to create a rich, deep, and
complementary set of consumer responses towards the brand (Zamardino and Goodfellow,
2007). Hence consumers are attracted to more dimensions of a brand and will be more likely
to effectively bond with the brand. Consumers also use the brand as a means of self image
reflection, symbolic status, and an anchor in this forever changing world. Finally, a brand
smoothes consumers’ communication process to others and enrich their everyday lives (Holt,
2004; Keller 2003; Fournier, 1998).
In terms of the branding benefits to intermediaries such as retailers and wholesalers,
a strong brand with high brand recognition and brand awareness speeds up the stock turnover
rate, lowers the selling cost, and leads to higher sales. Consumers will also be more inclined
to (re)purchase in their stores and spread word of mouth to others. These in turn facilitate the
in store activities related to the selling of the products with the brand. On the other hand, a
strong brand also implies that the manufacturer supplying the products will be more
committed to the in-store promotions (Webster, 2000). For manufacturers, a strong brand is a
valuable asset to the company. A well recognized brand serves as a signal, and it increases
the likelihood for consumers to place the product in their consideration or choice set
(Swaitand Erdem, 2004). Manufacturers will also win a reputable name through consumers’
positive attitudes and evaluation towards the brand. As discussed previously, manufacturers
with strong brands are more committed to their retailers, and the retailers will in return invest
more effort and resource in maintaining the relationship. Therefore, a strong brand leads to
mutual trust and commitment, and fosters the manufacturer-retailer relationship (Morgan and
Hunt, 1994). Sometimes, the manufacturers may even gain greater bargaining power over
their retailers, and are presented with more distribution channels (Pelsmacker et al., 2004).
Furthermore, a price premium can be imposed on a strong brand because of the brand’s
perceived higher quality over the competitors’ brands (Keller, 2003). A unique product
positioning can be created by a strong brand, which may act as an entry barrier, such as the

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retention of intellectual property rights, patents, or trademarks etc (Keller, 2003). This entry
barrier can also be established through consumer’s repurchase behavior, because it enhances
the sales forecast predictability and secures the demand (Keller, 2003). Moreover, because of
these loyal customers (i.e. implying higher customer retention rate), a company will find it
easier to extend its brand, and lower its marketing costs. Several studies have proved that a
higher customer retention rate will enhance a firm’s financial performance and lead to a
higher shareholder value (Srivastava, et al. 1998; Anderson et al. 2004). A strong brand also
affects a company’s financial bottom line directly in case of a merger or acquisition, because
buyers are usually required to pay an extra cost over the fair value of the firm. This results in
a positive goodwill (i.e. intangible asset) which will be booked on the balance sheets (Elliot
and Elliot, 2007). Overall, a branded product adds value to all parties associated with it.
However it does not automatically create value. Only through adoption of an appropriate
marketing communication strategy will the brand be successful. The key to branding is that
consumers perceive the brand differently as compared to other brands in the same product
category (Keller, 2003). This statement is supported by (Pennington and Ball, 2007), they
define branding as “the process in which a customer or customers, define, label, and seek to
purchase a subset of an otherwise undifferentiated or unbranded product”. On the surface it
appears that it is up to the consumers to determine a brand’s strength, but in fact it is the
branding process that creates a unique mental map in a consumers’ mind and guides their
behavior (Keller, 2003).In this context, it is vital for organizations to shift the locus of the
consumer relationship from product brands toward a trusted and credible umbrella brand and
further move the implementation of tactical activities with targeted consumers or segments,
rather than at the brand level.
Corporate brands
Adored, venerated and coveted by customers and organizations alike, corporate brands
represent one of the most fascinating phenomena of the business environment in the 21st
century (Olins 2000, Lewis 2000, Pauvit 2000, Balmer 2001, Newman 2001, Balmer and
Greyser 2003). Their importance is irrefutable. Brands in their various guises are integral to
our everyday existence (Sherry, 1995). Corporations have only begun to realize the financial
clout of an effective brand in the last 10 years. All efforts are now being made to ensure that
decisions inside of a corporation are created synergistically and represent a clear message to

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customers and prospects. In an era when the emphasis is moving from product branding to
corporate branding (Balmer, 1995; Mitchell, 1997), there is a need to better appreciate the
management approach for corporate branding as this needs managing differently from
product branding.
Corporate branding draws on the traditions of product branding, in that it shares the
same objective of creating differentiation and preference. However, this activity is rendered
more complex by managers conducting these practices at the level of the organization, rather
than the individual product or service, and the requirement to manage interactions with
multiple stakeholder audiences. The researches had done also highlight the differences
between a corporate brand and a product brand (King, 1991). These are that the audiences go
beyond a primary focus on customers to include all other stakeholders, the points of contact
with these stakeholders are more diverse, and stakeholder audiences' discriminators are more
complex, extending beyond products and services to include intangibles such as people and
policies. It is well supported, this distinction between product and corporate brands by
highlighting three core, distinguishing attributes (Ind, 1998):
Intangibility - whilst a product or service is tangible, an organization is intangible to all
audiences except employees. An individual's perception of an organization is therefore based
upon his/her experiences of its communications, symbolism and behavior (Birkigt and
Stadler, 1986) and from these signals an image is constructed.
Complexity - with a product or service brand, continuity of experience is achievable. For a
corporate brand this is made harder by the variety of audiences and points of contact, or
interfaces.
Responsibility - A corporate brand has a broader social responsibility or 'ethical imperative'.
Whilst these characteristics make the corporate brand more difficult to model and manage, a
number of authors have noted the potential for harnessing this asset. The researchers assert
that a strong and favorable corporate brand offers an organization a number of distinct
benefits (Balmer, 1995). As well as being an important discriminator in increasingly
competitive markets, it creates consistency in consumer demand; offers added value to
products and services; contributes to a company's financial margins; affords protection from

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competitors; attracts high quality personnel to the organization. (Hatch and Schultz, 2001)
support this view claiming that corporate brands offer managers the potential to reduce costs,
give customers a sense of security, provide a corporate seal of approval for products and
create common ground inside organizations. To further support these claims Balmer cites
research by (Worcester, 1986), which showed a strong correlation between company
familiarity and favorability, and research by (Keller and Aaker, 1992) which highlighted the
positive impact of the corporate brand to new product introductions and brand extensions.
The study draws from marketing theory to identify three brand name typologies, which
I have discussed under the ‘Methodology’ section.
Customer Centric Branding
Brand values must be calculated on an individual customer basis, and segment-
specific brands need to be developed. There is a shift in focus from traditional product brand
organizations to customer-segment focused organizations. Brand experience is finally the
aggregate of consumer perceptions that come from interacting with a brand.
A successful brand experience is the process of exposing consumers to the various
attributes associated with a particular brand and creates an environment in which the
consumer will be surrounded by the positive elements attached to the brand. A successful
brand experience can operate on multiple levels, including adding a new communication
channel to reach the consumer, adding a service element to the product that extends a
stronger offer, and extending the brand across seemingly unrelated products and services. The
overall brand experience represents a way to bring the consumer to the brand and establish a
close relationship. A brand means much more even than its product and service features.
Brands are built from nothing less than the sum of a customer’s experiences with a product,
service or company. Customers’ total brand experience determines whether a customer buys
anything more from the company and, just as importantly, whether the customer spreads
awesome or awful word of-mouth to friends and family. In effect, the brand experience
moves a consumer up the ladder of loyalty from a mere consumer to a brand evangelist. The
balance between expectation and experience is why think of a brand as a promise, and the
customer experience as the fulfillment of that promise. No doubt a customer experience that

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veers wildly from its brand promise will erode the belief in that brand promise pretty quickly.
Companies that promise one thing through their advertising and branding and badly let
customers down through the customer experience are undermining a huge investment and one
of their most valuable assets. The difference between a brand promise and the actual
customer experience is the “experience gap”, and that erodes organizational brand equity
faster than anything else, as no consumer likes to be promised one thing and delivered
another. Any company that wants to establish a customer experience strategy must do it with
a full and realistic evaluation of what their brand stands for and what their brand promise is.
Any company that fails to align their customer experience strategy with their brand strategy
will be in danger of creating an “experience gap” that will erode any brand equity they have
built in the marketplace.
To create excellent customer experiences, it’s essential to gain deep insight into the
customer’s needs and wants. In other words, brands are multifaceted and complex—certainly
much more than a name or image. If a consumer is not aware of a brand, they will never
consider it even though it may
be just what they want or need. First impressions and appearances are very important, and so
is the quality of the foundation and building blocks, especially over the long term. Brands,
like houses, have unique personalities

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CHAPTER-3
RESEARCH METHODOLOGY

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3.1 RESEARCH METHODOLOGY
Research in common parlance refers to search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on a specific
topic. In fact research is an art of scientific investigation. The advanced learner’s dictionary
of current English lays down the meaning of research as a care full investigation or inquiry
especially through search for new fact in any branch of knowledge.”In short, the search for
knowledge objective and systematic methods of finding solution to a problem in research”.
RESEARCH DESIGN
“A research design is the arrangement of condition for condition and analysis of
data in a manner that aims to combine relevance to the research purpose with economy in
procedure”. In fact, the research design is the conceptual structure within which research is
conducted. A constitutes the blueprint of the collection, measurement and analysis of the
data.
SOURCES OF DATA
Sources of data can be classified into two ways,
 Primary data
 Secondary data
Primary Data
It refers to the first hand information which is original in character that an investigator
himself collected from the respondent. Primary data required for the study were generated
from individuals, questionnaire and also from the discussion made with people. In this
research the researcher collect primary data through questionnaire method. Collected for the
purpose of study.

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Secondary Data
The secondary data are those which have already being collected by someone else,
which have already passed through the statistical process. The main source of secondary data
collection is:
 Books
 Internet
Sampling
If the information is collected only from a representative part of the population/
universe, we can say that the data are collected through sampling. Sampling Techniques
In this project, convenient sampling is used for selecting respondents.
Convenient sampling
Convenient sampling technique is used to this project. A convenient sample is
obtained by selecting a convenient population unit. As the name implies in the method the
research choose the sample units on the basis of convenience or accessibility. This form of
sampling is commonly use “The man on the street” form of interviewing at times his
associates may be interviewed sample because they are assessable. It is one of the non
random sampling.
Sample Size
A sample size of 100 samples is selected for the study.
Tools Of Data
The researcher obtained the response from these respondents by using structured and
closed- end questionnaire.
Data Processing Analysis Instruments
After the information has been collected it needs to be interpreted. This s very difficult
task and requires high degree of skill judgment and objectively. In the absence of these,
there is very likelihood of the data being misused to proof things that are not at all true.

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Percentage Analysis
The data collected has been tabulated and the percentage of respondents of each
factor has been calculated using tally mark operation data collected has been converted into
quantitative figure. The percentage of analysis has been done to draw the conclusion.
Percentage refers the special kinds of ratio. Percentages are used in marking
comparison between or more series of data. Percentages can also used to the compare the
relative terms, the distribution of two or more series of data.
The easy and simplicity of calculating general understanding of its purpose and the
universal applicability of the presence static have made it most widely and standardized tool
in researchers.
Since, the percentage reduced everything to a common base and thereby allows
meaningful comparison to be made with the data. The percentage analysis is conducted
by dividing the number of respondents with total population sample.
Analysis Formula
No. Of Respondents
PERCENTAGE = X 100
TotalNo. Of Population

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CHAPTER- 4
DATA ANALYSIS AND INTERPRETATIONS

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TABLES AND DIAGRAMS
Table No: 1
Year of used
Scale No. of respondents Percentage of
respondents
0-2 2 4
2-4 15 30
4-6 14 28
6-8 12 24
More than 8 7 14
Total 50 100
Source (Primary Data)
Chart No: 1
INTERPRETATION:
Above table shows that 4% of the respondents were used between 0-2 yrs, 30% of the
respondents are between 2-4 yrs, 28% of the respondents are between 4-6yrs, 24% of the
respondents are between 6-8 yrs and 14% of the respondents were used more than 8yrs.
4
30
28
24
14
0
5
10
15
20
25
30
35
0-2 4-Feb 6-Apr 8-Jun More than 8
Year of used

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Table No: 2
Car variant from Maruti Suzuki
respondents
RITZ 6 12
SWIFT 44 88
KIZASHI 0 0
Total 50 100
Chart No: 2
INTERPRETATION:
The majority of the respondents (88%) were using SWIFT another 12% of
respondents were using RITZ, and KIZASHI were not used by the respondents.
12
88
0
Car varient from Maruti Suzuki

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Table No: 3
Brand familiarity in past
respondents
CELERIO 2 4
DZIRE 4 8
RITZ 2 4
Others 42 84
Total 50 100
Chart No: 3
INTERPRETATION:
From the responses of the customers we can understand that 4% of customers were
familiar with Celerio and Ritz, 8% of customers were familiar with Dzire and 84% of
respondents were familiar with other.
0
10
20
30
40
50
60
70
80
90
CELERIO DZIRE RITZ OTHERS
BRAND FAMILIARITY IN PAST

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Table No: 4
Factors influencing the customer
respondents
Brand name 24 48
Price of the Car 10 20
Fuel efficiency 10 20
Performance 6 12
Total 50 100
Chart No: 4
INTERPRETATION:
As per the table shows 48% of respondents were influenced on brand name, 20%
of respondents were influenced on price of the car and fuel efficiency and 12% of respondents
were based on performance.
48
20
20
12
Factors influencing the customer
Brand name
Price of the Car
Fuel efficiency
Performance

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Table No: 5
Familiarity with hatch back segment
Scale No. of respondents Percentage of respondents
Extreme familiar 19 38
Quite familiar 31 62
Moderately Familiar 0 0
Slightly Familiar 0 0
Total 50 100
Chart No: 5
INTERPRETATION:
The majority of the respondents (62%) were quite familiar, 38% of respondents
were extreme familiar and moderately and slightly familiar respondents were none.
0
10
20
30
40
50
60
70
Extreme
familiar
Quite familiar Moderately
Familiar
Slightly
Familiar
38
62
0 0
Familiar with hatch back segment

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Table No: 6
Know about Maruti Suzuki
TV & Newspaper Ad 28 56
Recommended by Others 20 40
Internet 2 4
Others 0 0
Total 50 100
Chart No: 6
INTERPRETATION:
Above table shows that 56% of the respondents were know about Maruti
through TV and Newspaper advertisement, 40% of the respondents know through
recommended by others, 4% of the respondents are through internet and none for others
56
40
4 0
Know about Maruti Suzuki
TV & Newspaper Ad
Recommended by Others
Internet
Others

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Table No: 7
Rank the factors
respondents
Brand Name 15 30
Safety 13 26
Color 7 14
Interior 7 14
Others 8 16
Total 50 100
Chart No: 7
INTERPRETATION:
The majority of the respondents (30%) were ranked on brand name, 30% of
them were on safety, 16% of respondents were ranked on others, and 14% of respondents were
ranked on color and interior.
0
5
10
15
20
25
30
Brand Name Safety Color Interior Others
30
26
14 14
16
Rank the factors

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Table No: 8
Maruti Suzuki brand gives status
respondents
Completely agree 10 20
Mostly agree 34 68
Completely disagree 6 12
Total 50 100
Chart No: 8
INTERPRETATION:
The above chart shows that 20% of the respondents were completely agree that
Maruti Suzuki brand give status in front of the society, 68% of them mostly agree and 12% of
the respondents were completely disagree.
20
68
12
Maruti Suzuki brand gives status
Completely agree
Mostly agree
Completely disagree

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Table No: 9
Efficiency of Car
Excellent 1 2
Very Good 19 38
Good 15 30
Average 13 26
Poor 2 4
Total 50 100
Chart No: 9
INTERPRETATION:
From the responses of the customers we can understand that 2% of respondents were
evaluate that efficiency of car is excellent, 38% of them were saying very good, 30% of
respondents were evaluated as good, 26% of them were average and 4% of respondents were
evaluated as poor.
0
5
10
15
20
25
30
35
40
Excellent Very Good Good Average Poor
2
38
30
26
4
Efficiency of car

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Table No: 10
Safety measures of Maruti Suzuki
respondents
Familiar 8 16
Quite familiar 37 74
Moderately Familiar 5 10
Slightly Familiar 0 0
Total 50 100
Chart No: 10
INTERPRETATION:
The majority of respondents (74%) of them were quite familiar with safety measures
of Maruti Suzuki, 16% of them were of familiar, 10% of respondents of them were moderately
familiar and 0% of them for slightly familiar.
0
10
20
30
40
50
60
70
80
Familiar Quite familiar Moderately
Familiar
Slightly
Familiar
16
74
10
0
Safety measures ofMaruti Suzuki

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Table No: 11
Satisfaction with the color variance
respondents
Strongly agree 12 24
Agree 31 62
Neutral 7 14
Disagree 0 0
Strongly disagree 0 0
Total 50 100
Chart No: 11
INTERPRETATION:
As per table shows that 62% of respondents were agree the color variance of
Maruti Suzuki, 24% of them were strongly agree, 14% of respondents were neutral and 0% of
them were disagree and strongly disagree.
24
62
14 0 0
Satisfaction with the color variance
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

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Table No: 12
Celebrity influence in Advertisement
respondents
Yes 0 0
No 50 100
Total 50 100
Chart No: 12
INTERPRETATION:
The 100% of respondents were responding that celebrities were not influenced by
advertisement.
0
100
0
20
40
60
80
100
120
Yes No
Celebrity influence in Advertisement

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Table No: 13
Awareness of the promotional activities
respondents
Always 7 14
Frequently 24 48
Sometime 17 34
Often 2 4
Never 0 0
Total 50 100
Chart No: 13
INTERPRETATION:
The majority of respondents (48%) were saying frequently notice the
advertisement, display and road shows of Maruti Suzuki, 34% of them were noticed
sometime, 14% of respondents were always noticed, 4% of them were often and none of
them were for never.
0
10
20
30
40
50
Always Frequently Sometime Often Never
14
48
34
4
0
Awarenessof the promotional
activites

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Table No: 14
Maintenance cost of Maruti Suzuki
respondents
Low 0 0
Average 5 10
High 33 66
Very high 12 24
Total 50 100
Chart No: 14
INTERPRETATION:
From the response of customers we can understand that 66% of respondents
were saying that the maintenance cost of Maruti Suzuki were high, 24% of them were very
high, 10% of respondents were saying average cost is required and 0% of respondents were
saying low.
0 10
66
24
Maintenance cost of Maruti Suzuki
Low
Average
High
Very high

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Table No: 15
Uncomfortable with your car
respondents
Yes 4 8
No 46 92
Total 50 100
Chart No: 15
INTERPRETATION:
The 92% of respondents were saying no about being uncomfortable with the vehicle
and 8% of them were saying yes.
8
92
0
10
20
30
40
50
60
70
80
90
100
Yes No
Uncomfortability with the vehicle

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Table No: 16
Maruti Suzuki’s value for the price in the hatchback segment
Scale No. of Respondents Percentage of
Respondents
Strongly agree 6 12
Agree 26 52
Neutral 14 28
Disagree 4 8
Strongly disagree 0 0
Total 50 100
Chart No: 16
INTERPRETATION:
The majority of respondents (52%) of them were agreeing the price value of the
hatch back segment, 28% of them were neutral, 12% of the respondents were strongly agree
the value price in the hatch back segment, 8% of the respondents were disagree and none of
them were strongly disagree.
0
10
20
30
40
50
60
Strongly
agree
Agree Neutral Disagree Strongly
disagree
12
52
28
8
0
Maruti Suzuki'svalue for the price in
the hatch back segment

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Table No: 17
Recommend the car
respondents
Yes 40 80
No 10 20
Total 50 100
Chart No: 17
INTERPRETATION:
The majority of the respondents (80%) were saying yes for recommend the car for
others and 20% of them were not recommending the car.
80
20
0
20
40
60
80
100
Recommendthe car

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Table No: 18
Satisfaction level of Maruti Suzuki
Scale No. of Respondents Percentage of
Respondents
Highly satisfied 7 14
satisfied 30 60
Neither satisfied nor
dissatisfied
8 16
Dissatisfied 3 6
Highly dissatisfied 2 4
Totals 50 100
Chart No: 18
INTERPRETATION:
The table shows that14% of respondents were highly satisfied the Maruti Suzuki car,
60% of them were satisfied, 16% of customers were neither satisfied nor dissatisfied, 6% of
them were dissatisfied and 4% of the respondents were highly dissatisfied the Maruti Suzuki
car.
14
60
16
6 4
0
10
20
30
40
50
60
70
Highly satisfied satisfied Neither
satisfied nor
dissatisfied
Dissatisfied Highly
dissatisfied
Satisfaction level of Maruti Suzuki

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CHAPTER- 5
5.1 FINDINGS
5.2 SUGGESTIONS
5.3 CONCLUSION

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5.1 FINDINGS
 30% of the respondents were used Maruti Suzuki car 2-4 years.
 88% of the respondents were using Swift.
 84% of the respondents were familiar with other.
 48% of the respondents were influenced on the brand name of the car.
 62% of the respondents were quite familiar with the hatch back segment.
 56% of the respondents know about Maruti Suzuki through TV& Newspaper Ad.
 30% of the respondents were ranked factor as Brand name.
 68% of the respondents were mostly agreeing that Maruti Suzuki brand gives status.
 38% of the respondents were opinion that the efficiency of car was very good.
 74% of the respondents were quite familiar with the safety measures of Maruti
Suzuki.
 62% of the respondents were agreeing the satisfaction of color variance.
 100% of the respondents were saying celebrities were influencing the advertisement.
 48% of the respondents were frequently aware about the promotional activities.
 66% of the respondents were saying maintenance cost of Maruti Suzuki were high.
 92% of the respondents were saying that they were not uncomfortable with their car.
 52% of the respondents were agreeing the Maruti Suzuki’s value for the price in the
hatchback segment.
 80% of the respondents were recommending the Maruti Suzuki’s car to others.
 60% of the respondents were satisfied the satisfaction level of Maruti Suzuki.

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5.2 SUGGESTIONS
 Price is the main factor that makes attraction towards the product, so have concentrate
on to other facilities such as sufficient leg space and interior design.
 Awareness about the product shall be increase through various promotional
techniques.
 After sale services helps for attract new customer and also retain existing one, pay
more attention to provide services to customers.
 Sales executive have a main role in customer attraction, train them for promote the
sales.
 Conduct exchange mela by giving proper announcement.
 Customers are the king of the market, they know what to produce. Give them more
awareness and knowledge about product through effective advertisement.
 Promote good services; it will help for word of mouth marketing.
 Must make visual and audio advertisement more effective, so that it could reach up to
the customer.

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5.3 CONCLUSION
The present study is done in Maruti Suzuki Group of Companies, Calicut. The
main objective of the study is to understand the brand awareness of Maruti Suzuki with
special reference to Indus Motors Pvt Ltd, Edappal. From the study it has been found that the
majority of the respondents were satisfied the Maruti car because of its brand credibility and
sufficient leg space, some of them were rejecting the Maruti because of the less fuel
efficiency and high rate for the spare parts. While some of the customers were not willing to
comment on to some queries. Few of the customers expressed their dissatisfaction of after
sale services. Company provides adequate training to the employees, during the time of initial
placement. Monthly review system and feedback from distributing will help to know more
about customer’s expectation.

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ANNEXURE
 BIBLIOGRAPHY
 QUESTIONNAIRE

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BIBLIOGRAPHY
BOOK:-
Research methodology- Kothari, C. R
Vishva Prakashan publication, 2004
New Delhi
WEBSITES:-
www.automobileindustry.com
www.marutisuzuki.com
www.Maruti.com
http://www.indusmotorspvtltd.com

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QUESTIONNAIRE
Customer’s Brand Awareness on MARUTI SUZUKI
Name:
Place:
Job:
Contact No.:
Age:
a) 18-25 year b) 26- 30 year c) 31-35 year
d) 36- 40 year e) Above 40 year
Marital Status:
a) Single b) Married
1. How many years you have been using the vehicle?
a) 0-2 years b) 2-4 years c) 4-6 years d) 6-8years
e) More than 8 years
2. Your car variant from Maruti?
a) RITZ b) SWIFT c) KIZASHI
3. Are you familiar with any of the following Maruti Brands in the past?
a) CELERIO b) DZIRE c) RITZ d) Others
4. Which factor is influenced you more on preferring this car as yours?
a) The brand name b) price of the car c) Fuel efficiency
d) Performance

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5. How familiar are you with hatchback segment?
a) Extreme familiar b) Quite familiar c) Moderately familiar
d) Slightly familiar
6. How did you know about MARUTI SUZUKI?
a) Television & newspaper ads b) Recommended by others
c) Internet d) Others
7. Rank the following factors which is the Prime thing for choosing
MARUTI SUZUKI as your car?
a) Brand name b) Safety c) Interior d) color e) others
8. Do you Agree that MARUTI SUZUKI’s Brand give you a status in front of
Society?
a) Completely Agree b) Mostly agree c) Completely disagree
9. How would you evaluate the fuel efficiency of your car?
a) Excellent b) Very good c) Good d) Average e) Poor
10. Are you satisfied with the safety measures provided in MARUTI SUZUKI?
a) Familiar b) Quite familiar c) Moderately familiar
d) Slightly familiar
11. Are you satisfied with color variance of MARUTI SUZUKI?
a) Strongly agree b) Agree c) Neutral d) Disagree
d) Strongly disagree

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12. What do you think, the car maintain the credibility of the Brand name
MARUTI SUZUKI?
a) Always b)Frequently c) Sometime d) Often e) Never
13. Do celebrities in advertisement influence your car purchase?
a) Yes b) No
14. Did you ever notice Advertisement, Displays& Road shows of MARUTI
SUZUKI?
a) Always b) Frequently c) Sometime d) Often e) Never
15. What do you think of the maintenance cost of MARUTI SUZUKI?
a) Low b) Average c) High d) Very high
16. Have you ever felt uncomfortable with your MARUTI SUZUKI?
a) Yes b) No Please Specify…………………..
17. Do you think MARUTI SUZUKI is valuable for these price cars in the
same Segment?
a) Strongly agree b) Agree c) Neutral d) Disagree
e) Strongly disagree
18. Would you recommend Maruti Suzuki Cars to others?
a) Yes b) No

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19. In overall what is your opinion about the satisfaction from Maruti?
a) Highly satisfied b) Satisfied c) Neither satisfied nor dissatisfied
d) Dissatisfied e) Highly Dissatisfied
20. Write your suggestions for improvement:
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________

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