This Project is Helpful to the SIP ( Summer Internship Project) For MBA 1st year Students in 2nd Semester.

1. A
Summer Internship Project Report
On
“To Examine The Impact Of Advertisement Effectiveness On
Consumer”
At
KATARIA AUTOMOBILE, Bardoli
Submitted to
The Mandvi Education Society Institute Of Business Management
And Computer Studies
Under the Guidance of:
Ms. Purnima M. Chouhan
(Assistant Professor)
In Partial Fulfillment of the Requirement of the award of the degree of
Master of Business Administration (MBA)
Offered By
Gujarat Technological University
Ahmadabad
Prepared by:
MODI KEYUR R.
Enrolment No.188120592042
MBA (SEMESTER - III)
~By Keyur Modi

2. TOPICS TO BE COVERED
 About The Industry
 Company Profile
 Organizational Chart
 Functional Department
 Product Profile
 SWOT Analysis
 About The Topic
 Literature Review
 Objective Of The Study
 Research Methodology
 Data Analysis And Interpretation
 Findings
 Conclusion
 Recommendations
 Bibliography
~By Keyur Modi

3. INTRODUCTION OFAUTO MOBILE INDUSTRY
 In India the Automobile Industry is the major industry. A well
development transportation system plays a major role in the
development of an economy and India is on exception to it.
 In global Market automobile industry is one of the biggest
industry. In India Automobile sector occupies prominent places
in the economy.
 Automobile sector is leader in product and process
technologies in the manufacture sector.
 It has been recognized as one of the drivers of economic
growth and the domestic automobiles industry is believed to be
the barometer of the economy.
~By Keyur Modi

4. The automobile sector is divided into 4 segment-
 Two wheeler
 Passenger vehicles
 Commercial vehicles
 Three wheelers.
New models were introduced with the help of these factors.
◦ Increase in per capita income
◦ Research & Development and Innovations
◦ Growing middle and working class population
◦ Availability of cheaper and easier finance
◦ Rising per capita GDP
~By Keyur Modi

5. COMPANY PROFILE
Type Public
Industry Automobile
Predecessor(s) Maruti Udyog Limited
Founded 1981
Headquarters New Delhi, India
Key people
R. C. Bhargava (CHAIRMAN)
Kenichi Ayukawa (CEO & MD)
Product Automobiles
Parent SUZUKI
Website www.marutisuzuki.com
~By Keyur Modi

6.  In 1981, Maruti was launched. The company was started by the
Government of India and was initially called Maruti Technical
Services Private Limited. The first Managing Director of the company
was Sanjay Gandhi, late-Indian Prime Minister Indira Gandhi’s son.
 During the period of 1985 to 1996, a few other significant
developments took place including Suzuki taking up 50% stake in
Maruti, leading to a 50-50 joint venture between Maruti and the
Government of India and over 60 per cent of its parts being produced
in India leading to lower costs of production as the parts didn’t have
to be imported from abroad.
 The first car that the company produced was a four-door Maruti 800
and the second car that the company produced was a Multi-Utility
Vehicle called the Omni. Between 1994 and 1996 Maruti released the
Esteem, the Gypsy, the Omni, the Gypsy King, Zen.
 2009-2010, the company sold 258, 026 units. Thus, in March 2010,
Maruti Suzuki had a India market share of 53.3% of the Indian
passenger car market of 16,33,752 passenger car units..
~By Keyur Modi

7. Indian Market
~By Keyur Modi

8. Top 20 motor vehicle producing countries (2018)
Country Motor vehicle production (units)
China 29,015,434
United States 11,189,985
Japan 9,693,746
Germany 5,645,581
India 4,782,896
South Korea 4,114,913
Mexico 4,068,415
Spain 2,848,335
Brazil 2,699,672
France 2,227,000
Canada 2,199,789
Thailand 1,988,823
United Kingdom 1,749,385
Turkey 1,695,731
Russia 1,551,293
Iran 1,515,396
Czech Republic 1,419,993
Indonesia 1,216,615
Italy 1,142,210
Slovakia 1,001,520
~By Keyur Modi

9. Major companies
1.Tata Motors
2.Mahindra & Mahindra Ltd
3.Maruti Suzuki
4.Hero MotoCorp Ltd
5.Bajaj Auto Limited
6.Toyota Motor Corporation
7.Chevrolet
8.Volkswagen Group
9.Ford Motor Company
10. Hyundai Motor Company
~By Keyur Modi

10. ORGANIZATIONAL CHART
Branch
Manager
(1)
Finance
Department
Sales
Department
H.R
Department
True-value
Department
Customer-
care
Department
~By Keyur Modi

11. PRODUCT PROFILE
 MARUTI SUZUKI OMNI (VANS)
 MARUTI SUZUKI ALTO 800 (HATCHBACK)
 MARUTI SUZUKI ALTOK10 (HATHBACK)
 MARUTI SUZUKI ECO (VANS)
 MARUTI SUZUKI WAGONR (HATCHBACK)
 MARUTI SUZUKI CELIRIO (HATCHBACK)
 MARUTI SUZUKI IGNIS (HATCHBACK)
 MARUTI SUZUKI SWIFT (HATCHBACK)
 MARUTI SUZUKI DZIRE (SEDANS)
 MARUTI SUZUKI BALENO (HATCHBACK)
 MARUTI SUZUKI GYPSY (SUV)
 MARUTI SUZUKI ERTIGA (SUV)
 MARUTI SUZUKI VITARA BREZZA (SUV)
 MARUTI SUZUKI CIAZ (SEDANS)
 MARUTI SUZUKI S-CROSS (SUV)
~By Keyur Modi

12. SWOT ANALYSIS
STRENGHTS
Established Distribution and after
sales services.
Understanding of the Indian market
Brand Image
Experience
WEAKNESSES
Lack of Experience with Foreign
market
Heavy import tariff of imported items
People resistant to upper segment
modals
OPPORTUNITIES
Indians increased Purchasing
power.
Tax benefits.
Prospective first time car
buyers.
THREATS
Competition from second hand
cars and TATA nano
Threats from Chinese
manufacturers
~By Keyur Modi

13. ABOUT THE TOPIC
 Advertising is nothing but a paid form of non-personal
presentation or promotion of ideas, goods or services.
which is presented or distributed is called advertisement
 According to Wheeler, "Advertising is any form of paid
non-personal presentation of ideas, goods or services for
the purpose of inducting people to buy.“
 According to American Marketing Association,
“Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, and services
of an identified sponsor”
~By Keyur Modi

14. IMPORTANCE OF ADVERTISEMENT
 Importance to Manufactures
 Introducing New Product
 Increase The Sales Volume
 Increase The Goodwill
 Increase The Moral
 Importance to Customers
 Educates Customers
 Reduce Shopping Time
 Compare merits & demerits
~By Keyur Modi

15. Literature Review
Year Autho
r
Finding/Conclusion
1967 Bell It was determined that person who had high self confidence
had very little dissonance i.e. they finished their decisions,
accepted them and were happy where as persons with low
self confidence had low difference and they were easily
persuaded by salesmen but in between them, the customers
with little confidence were highly dissonant and were not
easily persuaded.
1976 Davis It was determined that overall economic decisions could be
into 3 groups. One time purchase is more likely to involve
more than one household member. Purchases of durables are
often preceded by a progression of interrelated decisions and
activities through time. Husbands, wives and children have
more opportunities to become involved at one or more steps
in process.
~By Keyur Modi

16. 2008 Satya
Sundara
m
He analyzed how the competition makes the
automobile manufacturer to launch at least one new
model or a variant of the model every year. This
survey also pointed out that diesel cars are becoming
popular in India and the announcement of reductions
in excise duties by the government has helped to
some extent to boost the demand.
2010 Arpita
Srivastav
a and
Mitu
Matta
The scope of the study is limited to certain important
behavioural aspects like information search and
evaluation, brand preference and brand loyalty and
factors of motivation. Understanding the customer’s
satisfaction of the product will help the automobile
manufacturer in developing their products to meet
customer’s needs and designing the proper marketing
programs and strategy.
~By Keyur Modi

17. OBJECTIVES OF THE STUDY
 To know the impact of advertisement effectiveness of
Kataria
 To identified the consumer buying behavior through the
advertisement.
 To know the most effective media of advertisement.
~By Keyur Modi

18. Research Methodology
 Research Problem Statement:
In the Automobile Industry, number of competitors
increase day-by-day. “To know the awareness of brand
level and effectiveness of advertisement on consumers”
 Research design: - For the study of impact of
advertisement effectiveness of Kataria Automobiles in
Bardoli Region, I used Descriptive Research Design.
 Sample Method :- For the sampling I used Non-
Probability Sampling method and under non- Probability
method I used convenience sampling method.
 Sample Size:- 200 Consumer
 Population:- Bardoli Region
~By Keyur Modi

19.  DATA COLLECTION METHOD
 Data can be collected by:-
◦ Primary source and
◦ Secondary sources
 Primary Data: Collected through a questionnaire,
distributed personally to the respondent.
 Secondary Data: Collected from related research papers,
company data base, books & websites.
 Survey method: By using the Questionnaire survey
method (PRIMARY SOURCE) further study is done.
 Statistical tool: - I used MS Excel.
~By Keyur Modi

20. Data Analysis And Interpretation
(Q-1) Have you seen the
advertisements of
Maruti Suzuki?
(Q-2) From which media you
noticed advertisement?
28%
19%
18%
30%
5%
T.V News Papar Magazine Internet Other
Yes
100%
No
0%
~By Keyur Modi

21. (Q-3) For what purpose
you buy Maruti’s
Product?
(Q-4) How frequently do
you watch the
advertisement of Maruti
Suzuki?
17%
43%
33%
7%
Official Household Business Any Other
27%
39%
29%
5%
morning afternoon evening late night
~By Keyur Modi

22. (Q-5) Based on the
advertisement of maruti
Suzuki would you buy
it?
(Q-6) Which type of car do
you prefer in Maruti
Suzuki?
70%
30%
YES NO
26%
29%
32%
13%
HATCHBACK SEDAN SUV MINI SUV
~By Keyur Modi

23. (Q-7) Will Advertisement
of celebrities Influences
you?
(Q-8) Are you satisfied with
advertisement Maruti
Suzuki?
73%
27%
YES NO
77%
23%
YES NO
~By Keyur Modi

24. (9.1) My self-esteem affects my buying decision on products
(9.2) I buy car which my role models use.
(9.3) My family income affects my buying decision on products.
(9.4) My personality and lifestyle affects my purchase of products.
(9.5) Promotion and ads of Maruti Suzuki affect my buying decisions.
(9.6) Ads correctly represent the performance of the products.
(9.7) Ads make shopping easier by providing comparative
information.
9.1 9.2 9.3 9.4 9.5 9.6 9.7
SA 58 18 56 59 70 38 43
A 87 39 85 87 72 86 54
N 51 88 55 38 50 61 85
D 4 52 4 16 8 14 16
SD 0 3 0 0 0 1 2
0
10
20
30
40
50
60
70
80
90
100
SA
A
N
D
SD
~By Keyur Modi

25. DEMOGRAPHIC PROFILE
Gender Age Group
76%
24%
MALE FEMALE
22%
58%
20%
LESS THAN 25 25-35 MORE THANE 35
~By Keyur Modi

26. Marital Status Monthly Income
73%
27%
MARRIED UNMARIDE
4%
21%
43%
32%
LESS THANE 10000 10001 TO 20000
20001 TO 30000 MORE THANE 30000
~By Keyur Modi

27. Occupations Educational level
7%
26%
37%
6%
24%
STUDENT PRIVATE-EMPLOYEE
SALEF EMPLOYEE RETIRED
GOV.EMPLOYEE
5%
19%
34%
22%
20%
SSC HSC GRADUATE POSTGRADUATE OTHER
~By Keyur Modi

28. FINDING
 Majority of respondents have seen the advertisement. It indicates most of the people aware
about the company. And few of them are unaware about advertisement.
 Most of the respondents had notice advertisement from internet. And few of respondents had
seen advertisement from other resources.
 Majority of respondents had purpose of household purpose for buying Maruti’s product. And
few have purpose of other.
 Most of the respondents have seen advertisement of Maruti Suzuki in afternoon. And few of
respondents have seen at late night.
 Most of the respondents have been buy Maruti Suzuki products based on advertisement. And
few of respondents haven’t agree about advertisement.
 Most of the respondents have preferred SUV car to buy. And few of respondents had
preferred MiniSUV.
 Most of the respondents had influence by advertisement of celebrities. And few of
respondents had not agreed with it.
 Majority of respondents had satisfied with advertisement of Maruti Suzuki. Few of
respondents had not satisfied.
~By Keyur Modi

29.  Most of the respondents are agree for My self-esteem affects my buying decision on products.
 Majority of respondents had neutral with I buy car which my role models use.
 Majority of respondents had agree with My family income affects my buying decision on products.
 Majority of respondents had agree with My personality and lifestyle affects my purchase of
products.
 Majority of respondents had agree with Promotion and ads of Maruti Suzuki affects my buying
decisions.
 Majority of respondents had agree with Ads correctly represent the performance of the products.
 Majority of respondents had neutral with Ads make shopping easier by providing comparative
information.
 Majority of respondents are male.
 Most of the respondents had age between 25 to 35 years. And few of respondents had age above 35
years.
 Most of the respondents got married.
~By Keyur Modi

30. CONCLUSION
 From this study I can conclude that below
things,
◦ Most of customers are seen the advertisement of
Maruti Suzuki. Majority customers watch the
advertisement through Internet. Most of the
customers think that the presence of celebrity
influences the effectiveness of advertisement.
Most of the customers like advertisement of Maruti
Suzuki
◦ Most of the customers think that Maruti Suzuki
advertisement is more satisfied compare to other
advertisement. Most of the customers probably
buy the product of Maruti Suzuki. Customers
agree with this statement that the advertisement of
Maruti Suzuki is informative and creative. Most of~By Keyur Modi

31. RECOMMENDATION
 To give more creative advertisement on TV, News paper
and Internet
 To select more influence and popular celebrity for giving
the advertisement so customer are more attract by
celebrity.
 To improve other media rather than Internet for giving the
advertisement.
 To give all the information regarding the product so the
customer are motivated to by the Maruti Suzuki car.
 To build the relation with the customer. And satisfy their
perception towards expectation of advertisement.
~By Keyur Modi

32. BIBLIOGRAPHY
 Www.Marutisuzuki.Com
 Https://En.M.Wikipedia.Org/Wiki/Maruti_Suzuki
 Https://Www.Researchgate.Net/Publication/232743560
_The_Effectiveness_Of_Advertising_A_Literature_Re
view
 Https://Www.Academia.Edu/11504448/The_Effectiven
ess_Of_Advertising_A_Literature_Review
 Https://Www.Academia.Edu/11504448/The_Effectiven
ess_Of_Advertising_A_Literature_Review
~By Keyur Modi

33. THANK YOU !!!
~By Keyur Modi