Project by saurabh gupta on maruti suzuki india ltd.(1)

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Project by saurabh gupta on maruti suzuki india ltd.(1)

  1. 1. A PROJECT REPORT ON “The study of consumer buying behavior towards small & medium car segment with special reference to Maruti Suzuki India Ltd.” SUBMITTED TO “ARYA COLLEGE OF ENGINEERING & RESEARCH CENTER” In partial Fulfillment for the Award of Degree of MBA + PGPM Submitted to: - Submitted by: - Ms.PREETI MA’AM SAURABH GUPTA ACERC, JAIPUR MBA 2 n d Yr. ACKNOWLEDGEMENT As Per the curriculum of 2 th semester of MBA, we have to undergone through a detailed project study. I wish to express my gratitude to Rajasthan Technical University for giving me
  2. 2. an opportunity to be a part of such kind of learning experience, which will surely enhance my knowledge and skills. I am grateful to Ms. PREETI MA’AM for their invaluable guidance and cooperation during the course of the project. They provided me with their assistance and support whenever needed that has been instrumental in completion of this project. The project has been a great experience, the learning and the exposure I got through this project was immense and will surely help me in my future pursuits. The project wouldn’t have been a success without the support of Mr. PRADEEP SHARMA ( GM-HR of Maruti Suzuki India Ltd.) Who was always there to help with their advices and constant backing. I would like to show my gratitude towards the management and staff for taking time to help me and for their suggestion and comment, which helped me a lot throughout the project. SAUR ABH GUPTA. 2
  3. 3. TABLE OF CONTENTS 1. INTRODUCTION TO THE INDUSTRY (AUTOMOBILE INDUSTRY)......................................................................8 2. INTRODUCTION TO THE ORGANIZATION.................................................................................................... 15 MARUTI SUZUKI INDIA LTD.......................................................................................................................................15 HYUNDAI MOTOR INDIA LTD....................................................................................................................................27 TATA MOTORS LTD.................................................................................................................................................40 HONDA IN INDIA ................................................................................................................................................... 56 GENERAL MOTORS................................................................................................................................................. 60 3.RESEARCH METHODOLOGY......................................................................................................................... 63 SAMPLE SIZE AND METHOD OF SELECTING SAMPLE........................................................................................................67 4.THEORETICAL FRAMEWORK........................................................................................................................ 69 5.ANALYSIS & INTERPRETATION..................................................................................................................... 74 6.FACTS & FINDING........................................................................................................................................ 79 7.CONCLUSION.............................................................................................................................................. 81 8.APPENDIX................................................................................................................................................... 83 3
  4. 4. The study of consumer buying behavior towards small & medium car segment with special reference to Maruti Suzuki India ltd. 4
  5. 5. EXECUTIVE SUMMERY Title The Study of Consumer buying behavior towards small & medium car segment with special reference to Maruti Suzuki India ltd. Issue Consumer behavior is ‘the mental and emotional processes and the observable behavior of consumers during searching purchasing and post consumption of a product and service. People buy different products from different brands to satisfy their needs. Consumer purchases are influenced strongly by cultural, social, personal and psychological characteristic. Although marketers cannot control such factors, they must give attention to them. Boston Analytics, a customized knowledge services company, has announced the release of its “Automotive Industry in India” report as a part of the series of monthly reports that analyze consumer observations and sentiments regarding a automotive sector. According to this report consumer think about the following aspect while making decision of purchase a car: CAR PURCHASING PREFERENCES Primary factors of preference • Price and fuel efficiency are the primary features that consumers expect today. • There will be an increase in the importance of fuel efficiency in approximately three to five years from now for consumers. • Sales service, brand image/prestige, and resale value are secondary factors of choice today and will remain so for the coming three to five years. • Environmental issues have yet to take root in India and do not show signs of becoming a major factor for coming three to five years. 5
  6. 6. Car size • Affluence and aspiration are growing in parallel—The Indian consumer prefers a mid-size car. • Our survey reveals that approximately one in two Indian consumers prefer a roomy mid-size family car. Indian versus foreign brand • There is evidence of “buy-Indian” mindset across the metros • Approximately three in four respondents prefer an Indian brand over a foreign one recently launched versus established model • Indian consumers are divided in their preference for recently launched versus established models of cars. • According to the results of the survey, 58% of respondents nationwide prefer a recently launched model by a slight plurality. Color preference • The color pie in the Indian car market shows that White is the most preferred color, closely followed by Black and Silver • Approximately 29% of respondents preferred White, followed by 27% and 21% of respondents opting for Black and Silver/Grey respectively Thus the main issue in this project is to analyzing consumer buying pattern while they make decision regarding purchase of car especially in small car segment. OBJECTIVE OF THE STUDY The basic objective of the project during the research and study will be focused on the following parameters: • To know consume preference regarding small & medium. • To know what features and services attract the customers. • Effect of brand image in buying behavior. 6
  7. 7. • Impact of advertisement in buying behavior • Effect of family & friends in buying behavior (Focus group) RESEARCH is a scientific and systematic search for pertinent information on a specific topic. It is also said to be the pursuit of truth with the help of study, observation, comparison and experiment. RESEARCH METHODOLOGY is a way to systematically solve the research problem. RESEARCH DESIGN Research Design is the overall description of all the steps though which the projects have preceded from the setting of objectives to the writing of the project report. The success of the project depends on the soundness of the research design, which includes problem definition, specific method of data collection and analysis and time required for the project. The research that is undertaken is “Descriptive & exploratory” in nature. The research is to find out the customers’ preference and attitude towards decision making of selecting appropriate small, medium & luxury car which suits to their need. DATA COLLECTION METHOD Two methods of collecting data used for this research are as follows: PRIMARY DATA – • Data is collected primarily through personal contact, meeting, interview and questionnaire with the concerned authority of the organization and investors. SECONDARY DATA – • Data are collected through secondary modes such as various published data, reports, related books and websites. SAMPLE SIZE 7
  8. 8. The procedure adopted to select the sample was simple random sampling. The sample consists of 50 respondents’ and was restricted to people residing in Jaipur. 1. Introduction to the Industry (Automobile Industry) Indian Automobile Industry-An Overview The automobile industry is one of the core industries in India economy, whose prospect is reflective of the economic resilience of the economy. Indian automobile industry has come a long way to from the era of the Ambassador car to Maruti 800 to latest M&M Xylo. An industry is highly competitive with a number of global and Indian companies present today. It is growing at a pace of around 18% per annum for the last five years and is projected to be the third largest auto industry by 2030 and just behind to US & China, according to a report. The industry is estimated to be a US$ 34 billion industry. With the liberalization of the economy, India has become the playground of major global automobile majors. Indian Automobile industry can be divided into three segments i.e. two wheeler, three wheeler & four wheeler segment. Two wheeler segments enjoys 75% market share of automobile industry, followed by passenger vehicles with the 16% share of market. Three wheeler segments have merely 4% share in domestic market. The domestic two-wheeler market is dominated by Indian as well as foreign players such as Hero Honda, Bajaj Auto, Honda Motors, TVS Motors, and Suzuki etc. Maruti Udyog and Tata Motors are the leading passenger car manufacturers in the country. And India is considered as strategic market by Suzuki, Yamaha, etc. The major players have not left any stone unturned to be global. Major of the players have got into the merger activities with their foreign counterparts. Like Maruti with Suzuki, Hero with Honda, Tata with Fiat and latest Mahindra with Renault. 8
  9. 9. In two-wheeler segment, motorcycles have the major share, Hero Honda, the leading bike manufacturer has more than 50% share in two-wheeler segment, followed by Bajaj Auto. In passenger car segment, Maruti Suzuki contributes the 52% market share, with complete monopoly over the small car segments. M&M enjoy the 42% market share in Multi Utility Vehicle in domestic market. Current Scenario • The Indian automobile industry crossed a landmark with total vehicle production of 10 million units. • The two-wheeler market grew by 13.6 per cent with 70, 56,317 units against 62, 09,765 units in 2004-05. • Commercial vehicles segment grew at 10.1 per cent with 3, 50,683 units against 3, 18,430 units in 2004-05. India, in auto sector, is turning to be a sourcing base for the global auto majors. The passenger car and the motorcycle segment is set to grow by 8-9 per cent in coming couple of years, says the ICRA report. The industry is likely to maintain the growth momentum picked up in 2002-03. The ICRA's analysis points on the auto sector that the passenger car market in the country was inching towards cars with higher displacements. The sports-utility-vehicle (SUV) that was getting crowded every day, would witness intense competition as many SUVs had been competitively priced, the report said. Honda, Suzuki, General Motors and Hyundai, the global automakers had already launched their premium SUVs in the market to broaden their portfolio and create product excitement in the segment estimated at about 10,000 units annually. 9
  10. 10. The commercial vehicles are likely to grow at a CAGR of 5.2 per cent. Heavy commercial vehicles market would rise at 5.5 percent and sales of light buses and trucks would achieve 4.7 per cent growth. For the tractors, the growth is 4.6 percent. Indian Auto Market Growth for the year 2005-06 • The domestic automobile industry sales grew 12.8 per cent at 89, 10,224 units as against 78, 97,629 units in 2004-05. • The automotive industry crossed a landmark with total vehicle production of 10 million units. • According to the Society of Indian Automobile Manufacturers (SIAM), car sales was 8, 82,094 units against 8, 20,179 units in 2004-05. • The growth of domestic passenger car market was 7.5 per cent • Car exports stood at 1, 70,193 units against 1, 60,670 units in 2004-05. • The two-wheeler segment, the market grew by 13.6 per cent with 70, 56,317 units against 62, 09,765 units in 2004-05. • Motorcycles had the upward march, 17.1 per cent in domestic market touching 58, 15,417 units against 49, 64,753 units in 2004-05. • Scooter segment grew by 1.5 per cent, fall at 9, 08,159 units against 9, 22,428 units in 2004-05. • Commercial vehicles segment grew at 10.1 per cent with 3, 50,683 units against 3, 18,430 units in 2004-05. • Medium and heavy commercial vehicles managed a growth of 4.5 per cent against 23 per cent growth in the year ended March 31, 2005. • Light commercial vehicles sales growth was 19.4 per cent at 1, 43,237 units against 1, 19,924 units in 2004-05. • Three-wheelers sales rose by 17 per cent at 3, 60,187 units against 3, 07,862 units in 2004-05. In this competitive scenario consumer has number of choices for selecting motorbikes as well as cars thus there are number of choices and brands available to the 10
  11. 11. customer. The basic issue with this project is to study about the consumer preference toward selecting/purchasing small & middle segment or economic car among the available alternatives. Auto industry in 2008 All the major auto companies enjoyed the high growth ride till the mid 2008. But at the end of the year, industry had to face the hard truth and witnessed the fall in sales compared to last year. In December 2008, overall production fell by 22 % over the same month last year. Global recession has hit the Indian auto industry, India is strong and growing industry but the impact of recession is evident now on industry as sales & growth of automobile companies have declined. Passenger Vehicles segment registered negative growth. One of its supporting facts is that the sales in December 2008 for passenger vehicles fell by 13.86% over December 2007. Maruti- the leading car manufacturer, registered 10% fall in sells (56293 units), as compared to December’07 (62,515 units). But interestingly, Hyundai motors, the second largest car maker of country, registered a growth in sells, with the help of export; Hyundai Motors reported 19% growth. Two Wheelers registered minor growth of 1.85 % during April – December 2008. However, Two Wheelers sales recorded 15.43 percent fall in December 2008 over the same month last year. In two wheeler segment, Hero Honda has witnessed 10% fall (215,931 units in Dec 2008) in sales as compared to December 2007 (240,532 units). Bajaj Automobile has registered 33% fall in its over all two wheeler sells, compared to last year. The company has reported 37% negative growth in bike sells. Although the year 2008 saw a record launches of new products of various categories. Maruti launched A Star, its new small segment car. Honda Motors launched the new version of Honda city, its best selling sedan, also Civic Hybrid. Hyundai motor was not also far behind, in the end of the year, Hyundai launched its much awaited sedan i20. In Bikes segments, this year was full of happening. Yamaha introduced its two new hi11
  12. 12. end models YZF & R15. Suzuki Motorcycle India also launched its legendary bike Hayabusa & Intruder in Indian market. Road Ahead- 2009 The Indian automobile market is expected to grow by 9%. Although the industry has faced the brunt of recession, the sales figures of December’08 are the true indicator of bang of global slow down. India with growing middle class, strong economy (although recession has hit the economy, but to be on positive side, will come over soon) and with trained workforce has a strong future of automobile industry. All the big foreign players are eyeing on Indian market. • Japanese company Nissan Motors has identified India as its global manufacturing hub • Hyundai has invested huge money in India and has positioned it as small car manufacturing hub in the word • General Motors, Mercedes –Benz, Skoda Auto, all have big plans for India and will invest huge funds It is sacrilege to say that the world economy has been undergoing with the huge crisis. And automobile industry is not far behind in league. Undoubtedly, the coming time would be a challenge for the automobile industry. Bike manufacturers have already started facing the problems, loan & finance for new bike is not available easily in semi urban & rural market. Banks and other financial institutions have baked out from finance. In spite of all these, this year will see a positive growth with some new launches of cars & bikes. We should not forget the launch of much awaited Tata Nano which will soon be seen on Indian roads. Bajaj Auto is planning to roll out 6 new bikes in the year 2009. Hero Honda, Suzuki Motorcycle, Yamaha India, all is set to knock the Indian market with their new products. 12
  13. 13. I believe that Indian automobile industry is bit immune in comparison to its competitors. Global big three, GM, Ford & Chrysler are not in good state of health, US Govt. has released a bailout, Considering all these facts & current situations, we can conclude the following :• Indian automobile industry may face the liquidity crunch in the upcoming months. Few projects have already been on halt. For example, Honda Motors has stopped work on its upcoming project in Rajasthan • Sells may drop in the upcoming months as the finance for the new products are easily not available. Motorcycle manufactures will face the brunt of financial institutions unwillingness of providing loans to the smaller cities. • The Government of India should make the norms and policies bit lenient like making the loan process easier & affordable, asking the public sector banks to cut the interest rates, etc. Global Recession Hits Indian Auto Industry Global recession has devastated the global auto industry with pinching effects on the Indian auto industry. India is a strong and growing economy but the hit of recession has put red marks on the entire balance sheet of the Indian economy. Among the leading car manufacturers, General Motors and Ford were the first one to file for bankruptcy. GM is struggling to stay alive and claims that the company has just enough cash to continue its operations. Even the merger talks of GM and Chrysler have been officially brought to a halt because of the liquidity crunch. U.S sales have fallen down by 32% which has directly affected the Indian car industry where GM has recorded a fall of 45%, Ford of 30% and Chrysler down by 35%. All the three major car manufacturers have reported declined growth after the hit of recession. 13
  14. 14. After the industry experienced a heavy fall in the month of August due to inflation, September proved to be a promising month with things setting out at the right place. Then again the market went in the negative terrain swayed by the wind of recession. October usually is considered to be the best month for car sales because of the festive season. Unfortunately, this year it proved to be a curse for the Indian auto industry. At one end of the spectrum, car manufacturers like Tata Motors, GM, Hyundai, Ford, Renault, Mahindra, and Maruti Suzuki are investing huge amounts to establish new production plants and line up launch of car models. At the other end of the spectrum, SIAM has cut down the growth forecast of automotive sales from 12.5% to 9.5%. This initiative taken by SIAM further forced few car manufacturers like Tata Motors and Maruti Suzuki to cut down their production which further took away the job of almost 300 workers. Even Mahindra-Renault reduced the number of production units of their Logan. In addition, the severe liquidity crunch in the U.S market has also forced many of the car buyers to cut upgrades to bigger cars and many are pushed back from buying new cars. With deteriorating car sales, even production has gone down to a great extent, which has eventually put a negative impact on the auto component industry. In October, overall car sales declined to about 9.05% over October 2007 and the car production fell down to about 12.32%. Further to that even the month of November was not successful in bringing some charm to the industry. Infect, November recorded the steepest fall in car sales in the past five years. Maruti Suzuki recorded a fall of 27%, Mahindra & Mahindra recorded a fall of about 40%, and Tata Motors showed 12% decline in the car sales. It is also said that the recent Mumbai terror attack and the cyclonic rain in South India have added to the woes of Indian car manufacturers. India is one of the most promising car industries across the globe. It has gradually strengthened its foothold in the international arena as well. The country is dealing with 14
  15. 15. many car manufacturers, dealers, and associations in various different countries including U.S. From some countries, India imports cars and car components and to some India exports. With this, the global recession is obvious to have its impact on the Indian car industry. 2. Introduction to the Organization Maruti Suzuki India Ltd. Established in December 1983, Maruti Suzuki India Ltd. has ushered a revolution in the Indian car industry. This car is meant for an average Indian individual which is affordable as well as has elegant appeal. Maruti Suzuki India Ltd. is the result of collaboration of Maruti with Suzuki of Japan. At this time, the Indian car market had stagnated at a volume of 30,000 to 40,000 cars for the decade ending 1983. This was from where Maruti took over. The company has crossed the milestone of becoming the first Indian company in March 1994, by manufacturing in totalit y one million vehicles. It is known for its massproduction and selling of more than a million cars. Maruti Suzuki India Ltd. is the India's largest automobile company which entered in the market with affirmed aim to render high quality fuel – efficient and low - cost vehicles. Sales figure in the year 1993 has reached up to 1,96,820. Maruti comes in a variety of models in the 800 segment. Its cars operate on Japanese technology, pliable to Indian conditions and Indian car users. By the year 1998-99, the company has modernize the existing facilities and expand its capacity by 1,00,000 units. 15
  16. 16. Recently to ward off the growing competition, Maruti has completed Rs. 4 billion expansion project at the current site, which has raised the total production capacity to over 3,20,000 vehicles per annum. With the coming of each and every year, the total production of the company exceed by 4,00,000 vehicles. In the small car segment it produces the Maruti 800 and the Zen. The big car segment includes the Maruti Esteem and the Maruti 1000. Along with them, the company also manufactures Maruti Omni. Other models include Wagon R and the Baleno. Headquarter in Gurgaon, on 17 September 2007; Maruti Udyog was renamed to Maruti Suzuki India Limited. Both in terms of volume of vehicles sold and revenue earned, the company is India's leading automobile manufacturers and the market leader in the car segment. Sales recorded in June 2008, is Rs. 4,753.58 crores. Now let’s have a look on Maruti’s products like Maruti 800, Omni, Wagon R, Swift, Alto, Zen Estilo, Ritz, Gypsy, Esteem, A-star, SX4, Grand Vitara. SMALL & MEDIUM CAR SEGMENT IN INDIA Small cars are classified according to the price range which varies from 1 to 3 laks. It has the capacity to carry 4 passengers- 2 adults, 2 children. These are basically entry level cars which are preferred by service group and middle income group. These cars are basically manufactured by - Maruti Udyog and Reva. While companies like Volkswagon and Reva are yet to launch their models in the market. Maruti 800 16
  17. 17. Driving with the high quality of fuel efficiency and economical purchasing price have enhanced the popularity of the Maruti 800. Its lowest fuel consumption cost has made this car forever better choice for the buyer. Its easy accommodating small structure of 4.4 meters of radius has made it an user friendly car. For its easy to park structure, it is very comfortable to parking anywhere, even if the space is too little. It can be smoothly driven in an overcrowded street or in a narrow lane. Various safety features of Maruti 800 give assurance of secured driving to the buyer. Here is an overview on few salient features of Maruti 800. • Side impact beams • Laminated windshield • Additional body reinforcement Other extra new features: • Collapsible steering columns • High mount stop lamp • Clear lens Headlamps • Front Grille • Dual Tone interior upholstery • Bharat stage III : Hi-tech 32 ECM and ultra-refined engine • Suzuki budging • Clear multi reflector headlights • Attractive tail lamp • Specifically placed crumple zone There are three variants found in Maruti 800: • Maruti 800 STD BS III • Maruti 800 AC BS III 17
  18. 18. • Maruti 800 Duo Maruti 800 STD BS III Its weight is 650kg. It is without Air-conditioner Maruti 800 AC BS III To give the comfort of an Air conditioner, especially during sultry summer days, Maruti 800 is running its name as the low cost air-conditioned car. Its weight is 655kg. Maruti 800 Std. & AC variants are available in Bharat Stage III version. Maruti 800 Duo Maruti 800 Duo runs both on petrol and LPG. With the soaring petrol prices, the 800 Duo is a great relief for the car users from the economic point of view. In addition to this, being factory fitted it is completely safe to drive. As far as power and performance is concerned, it delivers a power of 35ps@5000 rpm and torque of 56Nm@2500 rpm. Maruti Alto Maruti Alto is one of the best selling car in India. It has included different new features in it like clear lens headlamps, sparkling tail lamps, dynamic front grill and bumper, stylish fabric, rotary control for AC etc. Other features that are really important for the comfort and safety of the passenger are electronic power steering, excellent services back up, convenient cup holders, high rigid monocoque frame made of high tensile steel, front and rear seat belts, booster assisted brakes etc. Its better mileage and low engine friction make this car most fuel efficient car in A2 segment (petrol). 18
  19. 19. It has three variants: • Maruti Alto • Maruti Alto Lx • Maruti Alto Lxi Maruti Alto It has new features like front bumper,dynamic front grill, S mark, clear lens headlamps, clear lens tail lamps etc. Maruti Alto Lx Along with the features that are present in Alto, there are many additional new features like rotary control for AC, integrated rear seat head restraints etc. Maruti Alto Lxi Along with all the features that are present in Alto LX and Alto, another distinctive extra feature included in this model is electronic power steering. Maruti Omni Maruti Omni can accompany anybody during the lazy holidays. Its seating capacity can accommodate a group of people going for picnic or outing. Stylish, smart and sporty looks of newly launched Maruti Omni is very comfortable. Its reclining and sliding front seat, enough leg space and ample headroom make it more spacious. Its sleek sliding door and new side body graphics are giving new taste to the car lovers. Apart from this, smart new steering wheel, clear lens headlamps and head lamp leveling device are lining up to market this car properly. With 37 bhp @ 500rpm and torque of 6.32 kgm @ 3000 rpm, this car is running strong 19
  20. 20. over the years. MPFI engine fulfills all the Bharat III emission norms. The features that make this car safe and secure are like side impact door beams, thermoplastic bumpers, booster assisted disc brakes, secured seat belts, laminated glass winshield etc. Turning radius of 4.1 m, Omni solves the purpose of narrow lane driving, keen turning and small space parking. • 5 seater Maruti Omni • 8 seater Maruti Omni • LPG Maruti Omni 5 seater Maruti Omni 5 seater Maruti Omni has capacity to arrange seating for five. In 5 seater Maruti Omni behind the front seats there is an arrangement for 3 seats in a row one after another. 8 seater Maruti Omni 8 seater Maruti Omni is with the accommodation facility for eight. In 8 seater Maruti Omni behind the front’s seats there is a seating arrangement for two long seats to accommodate six more occupants. Those both rear seats are arranged face to face which give scope to gossip with each other while going for family picnic or friendly freak out. LPG Maruti Omni LPG Maruti Omni is the most cost saving new car of the Maruti Omni. Its 5 seater accommodation arrangement with LPG kit ( Vialle, Netherlands) fitted by the factory keeps it noticeable to the buyers. It has capacity of 62.1 ltr LPG cylinder / reserve fuel tank (petrol, 5 ltr). It runs with the power of 27bhp@ 4500rpm. Maruti Zen Estilo 20
  21. 21. Zen Estilo is Maruti's latest launch pad in the automobile sector. Estilo, Spanish word for "style", radiates both Japanese simplicity and European sophistication & is made perfectly suitable for Indian roads. The car is much more roomier than Zen & its plush & sleek interiors impart a more royal touch to its persona. Sporting a much larger engine of 1061 cc., the car's elevated size offers extra boot space. Best feature boasts of its superior air conditioning which eases the task of beating the sultry summers. With a capacity of 64 bhp. & a low-end torque of 84 nm (i.e. 3500 rpm), the new model ensures the Indian market with a smooth & comfortable drive. The car exhibiting fine upholstery matched up with its' color theme has an immense stamina to sweep away the customer with its' elan appearance. Other salient characteristics include: Modern design, Two tone color design, Redesign seats. Other Features Maruti Zen Estilo has a series of other plus points which makes is an instant hit among Indian buyers. They are: * spacious * Handy driver's side airbag * Rear defogger, tachometer & ABS * Electronic power steering * Black bumpers * Hatchbacks * Dual tone theme There are three variants found in this car:- 21
  22. 22. • Maruti Zen Estilo Lx • Maruti Zen Estilo Lxi • Maruti Zen Estilo Vxi Maruti Zen Estilo Lx This model has certain specific points such as no body colored side or back door handles, outside door mirrors, accessory socket. Though, it has rear door child lock & steering lock. Maruti Zen Estilo Lxi This variant of Estilo is almost the same like its other model LX. It has body colored bumpers & back door handles. Though, it is fully air conditioned like others & has numerous other qualities. Maruti Zen Estilo Vxi Estilo Vxi bosts of almost all the benefits, thus, fitting easily in the ultra modern automobile category. The model has an electrical adjustable ORVM, side door handles, outside door mirrors & a host of other plus points. Though, certain features are optional in it which are: * SRS airbag (driver side) Maruti Swift Competing with the other cars of Maruti, Maruti Swift is gradually making its position in the world of mid-sized family car. Maruti Swift has come up with the special technical 22
  23. 23. specifications of 16 valve 4-cylinder, 1300 cc engine generating power of solid 87bhp @ 6000 rpm. Maruti swift is equipped with various safety features and well advanced equipments. There are four variants in this car: • Swift LXi • Swift VXi • Swift ZXi • Swift Diesel'Ldi' • Swift Diesel 'Vdi' Swift LXi 3 assist grips, 3 spoke urethane steering wheel, antenna, cabin light (3 position), console box (lower), cup holders (front 2, rear1), front door trim pockets, green tinted glass window, halogen headlamps, headlamp leveling device, heater and manual Air conditioning, OVRM (internally adjusted), rear fog lamps, wind screen wiper 2 speed plus 1 speed intermittent, tailgate opener key type, trip meter (digital display), sun visors (both sides), brake assist , child lock (rear door), high mounted stop lamp, power steering, rear seat belts etc. are the features available in this model. Swift VXi Apart from the features found in other model, striking features of this model are black colored A & B pillars, 12v accessory socket in center console, day and night rear view mirror, door ajar warming lamp, driver's seatbelt warning lamp, tachometer, driver's seat belt warning lamp, vanity mirrors (sun visor co-driver side), rear seat head restraints, fabric accented door trims, central door locking (4 door), front and rear electronic windows, front fog lamps, light off/ key reminder, manual air-conditioning, key not removed warning buzzer, etc. Swift ZXi Special features that have made this model more market friendly are rear window demister, rear parcel shelf, rear window wiper, room lamp and luggage room, keyless 23
  24. 24. entry,dual front airbags, colored outside door mirror cowls, colored outside door handles, 12v accessory socket in luggage room, driver seat height adjuster, central door locking (5 doors), seat belts 3-point ELR with shoulder adjusters, seat belts front 3-point ELR with pretensioning,tailgate opener electromagnetic type etc. Maruti Swift Diesel Before making a buying decision for a car, comfort is always the first priority that we usually look for. Make no compromises with your comforts, as 'Maruti Swift Diesel' incorporates the best comfort features which any swanky car does have these days. There are two variants this car: • • Maruti Swift Diesel'Ldi' Maruti Swift Diesel 'Vdi' Maruti Swift Diesel'Ldi' Right from power steering to antenna and manual air conditioning to heater, you would get maximum comfort level with this 'Ldi' model. As far as safety and security is concerned, it comes with child lock (rear door), side impact beams and the icats. In addition to this, it has cabin light in three positions, sports-type spherical shift knob, sun visors on both sides, 3 assist grips and lots more inside the car. Maruti Swift Diesel 'Vdi' Apart from all those features mentioned with the Ldi, you can get front and rear electric windows and central door locking in the comfort segment. On the other hand, the Vanity mirrors, day/night rearview mirror, head restraints (rear seat) and 12V accessory socket in central console are also some of the extra features which are found inside the car. he additional external features include colored door mirror cowls and handles, front fog lamps and 165/80 R14 steel wheels with cap (tubeless) 24
  25. 25. Maruti Wagon R Wagon R with its 1061cc low friction engine does not only run, but always fly high with its super power of 64bhp@6200rpm and faster acceleration. Its smooth pick up has made this car more popular than other cars in this category. Its on board computer of 16 bit capacity always keeps an eyes on the performance of the engine. Its engine configuration of 4 valves per cylinder capacity keeps its fuel consumption lower than other cars. Its Dual Distribution less Digital Ignition (DDLI) gives better start and ideal power distribution. At the same time its mileage of 14.15 kmpl and other features make it more reliable car to the buyer. There are four variants in this car:• • • • • Wagon R Lx Wagon R Lxi Wagon R Vxi Wagon R Ax Wagon R Duo Wagon R Lx It is well equipped with chrome plated grille, clear headlamps and tail lamps, right outside rear view mirror, front wiper (2 speed + intermittent), new plush upholstery, air conditioner with heater, full flat front seat, remote fuel lid opener, new headlamp leveling device etc. Wagon R Lxi Along with the features that are present in WagonR LXi, few exclusive features present in this model are central door locking (all 5 doors), electronic power steering, roof rails, newly added body colored bumpers, right outside rear view mirrors etc. 25
  26. 26. Wagon R Vxi Apart from the features that are present in WagonR LXi ,few exclusive special features are only available in this model like side molding, front power window, rear defogger, full wheel covers, boot lamp, day/ night rear view mirror, electronic tachometer, “Key Not Removed” warning buzzer, “Lights On” warning buzzer, vanity mirror, newly added accessory socket, two tone leather steering wheel cover; newly added anti lock braking system (ABS), dual SRS airbags, key less entry etc. Wagon R AX Along with the common features that are present in other models, this model contains special features like right and left outside rear view mirror, new added roof rails etc. Wagon R Duo This extremely dynamic and vibrant variant of WagonR is flooded with all the latest technologies and features not only externally but internally too. As the name itself suggests, it has been designed to run on both petrol as well as the CNG mode whichever ways you want it to be. The car has got some latest modifications such as 3 spoke steering, matching door trim fabric and much more. It has been stuffed with some highly safety features such as intelligent computerized anti theft system (iCATS), dual SRS air bags that minimizes the force of impact on passengers during jerks, and crumple zone. Apart from Maruti Suzuki, for my researches I have to study some other company through secondary resource .these are as follow . . . 26
  27. 27. HYUNDAI INDIA LTD Hyundai Motor India Ltd. Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, South Korea and is the second largest car manufacturer and the largest passenger car exporter from India. HMIL presently markets 33 variants of passenger cars across segments. The Santro in the B segment, the Getz Prime, i10 and the Premium hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the Sonata Embera in the E segment and the Tucson in the SUV segment. Hyundai Motor India Ltd, continuing with its tradition of being the fastest growing passenger car manufacturer, registered total sales of 489,328 vehicles in the calendar year (CY) 2008, an increase of 49.6 percent over CY 2007. In the domestic market it clocked a growth of 22.4 percent with 245387 units in 2008, while overseas sales grew by 92.5 percent, with exports accounting for 243,931 units in 2008. HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts of the most advanced production, quality and tee sting capabilities in the country. In continuation of its commitment to provide the Indian customer with global technology, HMIL commissioned its second plant in February 2008 which produces an additional 300,000 units per annum, raising HMIL's total production capacity to 600,000 units per annum. HMIL has invested to expand capacity in line with its positioning as HMC's global export hub for compact cars. Apart from the expansion of production capacity, HMIL currently has 251 strong dealer networks across India, which will be further bolstered in 2009. In 2008, HMIL also successfully completed 10 glorious years of operations in India 27
  28. 28. and to commemorate its achievements, initiated a unique trans-continental drive from Delhi to Paris in two of its hugely popular i10 Kappa cars. The drive created automobile history by completing a distance of 10,000km in just 17 days after which the i10s were showcased at the Paris Motor Show in October. In fact it was at the Paris Motor Show that HMIL first unveiled the Hyundai i20 and the car received a phenomenal response from the auto enthusiasts across the world. Hyundai Motor India also accomplished the landmark of producing the fastest 20th lakh cars in India in 2008. Like 2008, the year 2007 had also been a significant year for Hyundai Motor India. It achieved a significant milestone by rolling out the fastest 400,000th export car. Hyundai exported to over 95 countries globally; even as it plans to continue its thrust in existing export markets, it is gearing up to step up its foray into new markets. 2007 also saw the launch of the i10 and yet another path-breaking record in its young journey by rolling out the fastest 1,500,000th car. Hyundai's new model i10 made a clean sweep of all the 'Car of the Year 2008' awards from the leading automotive magazines and TV channels like BS Motoring, CNBCTV18 AutoCar, NDTV Profit Car & Bike India and Overdrive magazine. The i10 was also the choice of the discerning automotive media of the country as they conferred the prestigious 'Indian Car of the Year' (ICOTY) award to the i10 as well. The Santro and the Accent also received the 'TNS Voice of the Customer - 2008' award for the Premium Compact Car (Santro) and the Entry Mid size Car (Accent). In March 2008 it achieved yet another milestone by rolling out the fastest 500,000th export car. In 2007, the Hyundai Verna had also bagged some of the most prestigious awards starting with the Overdrive magazine’s ‘Car of the Year 2007’, the ‘Best Mid-size Car of the Year’ award from NDTV Profit Car & Bike India, the ‘Best Value for Money Car’ from CNBC Autocar and 'Performance Car of the Year' from Business Standard 28
  29. 29. Motoring. Hyundai cars have been a favorite at all awards ceremonies and has won many awards. The Sonata Embera won the 'Executive Car of The Year 2006' award from Business Standard Motoring magazine and NDTV Profit Car & Bike India had declared the Tucson as the 'SUV of The Year 2006'. Not only this, HMIL has also been awarded the benchmark ISO 14001 certification for its sustainable environment management practices. About HMC Established in 1967, Hyundai Motor Co. has grown into the Hyundai-Kia Automotive Group which was ranked as the world’s fifth-largest automaker in 2007 and includes over two dozen auto-related subsidiaries and affiliates. Employing over 75,000 people worldwide, Hyundai Motor posted sales of US$74.9 billion in 2007 on a consolidatedbasis and US$32.8 billion on a non-consolidated basis (using the average currency exchange of 929 won per US dollar). Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms. Corporate website: www.hyundai.co.in Hyundai i10 The Hyundai Motor group takes a new plunge in the market by launching the most dynamic and vibrant car called Hyundai i10. Designed with all the latest technologies and luxurious features inside, it can become the fantasy of any car lover. It has been designed in the most extraordinary and inventive way that can cater to the needs of a modern day customer in a efficient way. It consists of streamline body-line and waistline molding that lends it a sporty look. It has also been stylized with a Sun Roof that can offer its users with a feel of fresh air while driving. It do consist of Tailgate and Rear Washer Wiper that solves the problem of visibility during rainy days and makes it crystal clear. The same type of luxurious 29
  30. 30. design has been carried forward in the interior as well. It has a Rotary type AC Vents that can give you a cooling comfort in summers and I-shift that makes the changing of gears an easy task. Keeping safety as the major concern, it has been couched with all the safety features like Dual Air bags with seatbelt Pretentioners that can give instant protection at times of accident and Multi Reflector Fog Lamp that ensures maximum visibility during adverse weather conditions. Variants • Hyundai 1.1 iRDE • Hyundai i10 Kappa Hyundai 1.1 iRDE The new generation muscle power of Hyundai 1.1 iRDE is equipped with latest technology and evident in the high performance car beating the best. i10 takes this image of Hyundai miles ahead with its immense efficiency and intelligent responsive drive engine. This variant is a 1.1 L powerhouse with optimally designed ECU that yields an output level perfect for the car. 1.1iRDE has some special standard features Outside Rear View Mirror, Tinted Glass, Clear Headlamps & Rear Combination Lamp. Hyundai iRDE is available in three models : • D-lite • Era • Magna Hyundai i10 Kappa Hyundai has launched its popular small car, the Hyundai i10, with a new 1.2 liter engine which it calls the Kappa. It is a new fuel V saving power unit. This ergonomically designed car uses new technologies that cut weight to boost fuel economy. The Kappa engine is an aluminum block, four-cylinder engine that features double overhead cam shaft and breathes through 16 valves. This car features all top end features sunroof, 2-Din audio system, a unique red pack for the Sportz interiors and some class leading safety features like anti-lock braking system (ABS) and dual 30
  31. 31. airbags. 31
  32. 32. Hyundai i20 Price range – Rs 4.5 to 6 lacks. Hyundai i20 is the new epitome of the modern premium compact, the perfect combination of fresh ideas, novel solutions and top technology. The alluring Hyundai i20 is economical, comprised with sharp and stylish features and is very spacious. This car is like a complete package available with optimum comfort, safety and reliability. Along with eye catching exterior characteristics, the interior is also outstandingly designed with the usage of superior quality material. Hyundai i20 is incorporated with high levels of comfort and diversified convenience features like auxin and USB port, cool glove box, adjustable and power driven steering wheel, kappa engine and manual transmission. In its segment, i20 is one of the safest model in the market integrated with ABS with EBD and dual front, side and curtain airbags. Some essential characteristics of Hyundai i20 are : • Fuel Tank capacity (liters) – 45 • No. of cylinders - 4 • Maximum Power (ps/rpm) - 80 / 5200 • Maximum Torque (kgm/rpm) - 11.4 / 4000 • Type - 5-Speed Manual Variants:• Hyundai i20 MAGNA • Hyundai i20 ASTA • Hyundai i20 ASTA (O) Hyundai i20 MAGNA This model is equipped with many striking features like Child-Safety Rear Door Locks, Central Locking (5 DR), RHD Controls, Immobiliser, Rear Parcel Tray, Body Coloured Side Door Handles and bumpers, Ash Tray, Glove Box Cooling, Coat Hook, 32
  33. 33. Tachometer, Low Fuel Warning, Door & Tailgate Ajar Warning, Battery saver, 60:40 Rear Seat Folding, Clutch Foot Rest, Cigar Lighter, Luggage Lamp, Audio Input Auxiliary & USB and Roof Antenna. Hyundai i20 ASTA Along with few prominent features included in the magna model, this variant comprises Front Seat belt Pretensioner, Rear door locks, Central Locking (5 DR), Keyless Entry with Folding Key, Front - Fog Lamps, ABS with EBD, Front Dual Airbags, Alloy Wheels, 4 Speakers with 2 Front Tweeters, Passenger Side Seat Back Pocket, Centre Console Tray, Leather Wrapped & Chrome finish TGS Knob, Leather Wrapped Steering Wheel, Seat Belt Warning (All 5 seats), Height Adjustable Driver Seat, FATC Air Conditioner with Heater, Electrically Adjustable ORVM and folding ORVM and Steering Audio Remote. Hyundai i20 ASTA (O) Including all features of ASTA model, this variant also consists Side & Curtain Airbags. Hyundai Accent Hyundai Accent was ceremonially launched at Frankfurt International Motors Show on 15 September, 1999. It came in two versions, i.e. Petrol and Diesel Versions in India initially, while in Europe it was introduced only with the Petrol version. Initially Accent came up with the manual transmission which in turn started getting available in automatic transmission. The car was powered by 1.5 litre, 94 bhp engine. • Hyundai Accent GLE • Hyundai Accent GLS • Hyundai Accent Viva • Hyundai Accent Viva CRDi • Hyundai Accent CRDi 33
  34. 34. Hyundai Accent GLE This model has many distinctive features like 60:40 split folding rear seats, automatic trunk lamps, body colored door handles, bumper with or without molding, door trims and consoles, high mounted stop lamps (HMSL), Mist (one stoke wiper blades), semi cloth upholstery, trip odometer, rear license garnish, waistline molding, wiper (3 no. of speed), cross bar under dash board, crumple zone, dual horn, engine sub frame etc. Hyundai Accent GLS Features that are striking in this models are tinted glass, remote boot release, split rear seats, tachometer, remote fuel cap release, sun visors with vanity mirror, power telescopic antenna, luxury full cloth upholstery, energy absorbing collapsible steering column, full size wheel cover etc. Hyundai Accent Viva Accent Viva has some special features which are making this model more and more popular to the buyers. Its popular features are like full fabric door trims, front fog lamps, dual member side impact, and protection beams etc. Hyundai Accent Viva CRDi This model with its advanced comfort and safety equipments are running strong in the market. The highlighting features that are not very common in other models are map reading lamps (front/ rear), trunk lamps (automatic), glove box (with lock), foot rest, coat hook, audio 4 speaker CD changer, leather wrapped gear shaft knob, cross bar under dashboard, dual horn etc. Hyundai Accent CRDi This model is well equipped with various safety and comfort features like body colored bumpers, full door arm rest, heater and air-conditioner, tinted glass, vanity mirror LH, 34
  35. 35. tachometer, power steering and power windows, front and rear speakers, dualmember side impact beams, rear seat belts, rear defogger, day and night mirror, fog lamps, full size wheel covers etc. Hyundai Getz Prime Getz Prime is one of the most esteemed brands of Hyundai Motors, India, with which they are again trying to monopolize their hold on the automotive sector. The newest version of the Getz has captured the hearts of all car connoisseurs yearning for style with grace. Giving tough competition to all leading auto brands, Getz Prime is available with two petrol engine options, 1100 cc and 1300 cc. With a competitive price, the lucrative brand has many highlighted features such as an all new hep look projected in a bit more rounded shape & modern in nature. Adorned gracefully with a larger & sleekly designed glasshouse, Hyundai's latest venture is surely going to give others a run for their money. Variant Getz Prime from Hyundai is available in four variants, almost alike but differing in some or the other points. These are popularly: • Getz Prime 1.1 GLE • Getz Prime 1.1 GVS • Getz Prime 1.3 GLS • Getz Prime 1.3 GLX Hyundai Getz Prime 1.1 GLE & 1.1 GVS Hyundai Getz Prime 1.1 GLE & Hyundai Getz Prime 1.1 GVS are almost same models. Though they differ from the other two variants in following manner: • 995 is their kerb weight (Kg) • 1086 as displacement (cc) • 66.6/5500 is the maximum engine power (ps/rpm) • 10.4/3200, the max. torque (kgm/rpm) 35
  36. 36. • 155/80 R13 as tyre size. Hyundai Getz Prime 1.3 GLS & 1.3 GLX Hyundai Getz Prime 1.3 GLS & Hyundai Getz Prime 1.3 GLX, on the other hand are almost similar in their features. • 1012-1033 is the kerb weight (Kg) • 1341 as displacement (cc) • 82.9/5,500 is the maximum engine power (ps/rpm) • 11.8/3200 as max. torque (kgm/rpm) Though the tyre size differ in both. While 1.3 GLS has 175/70 R13 (GLS) as size type, 1.3 GLX is marked with 175/65 R14 (GLX) size type. Hyundai Santro In the field of mid size car, Santro Xing is capturing the market very rapidly. Its design, style, space and other special features has made it one of the highest purchasable car among any economy class. It has five variants: • • • • • • Santro XK Santro XK (Non AC) Santro XL Santro XO Santro AT Santro CNG Santro XK Along with the other features that are present in Santro XK (Non AC), other features present in this model are air conditioner, day and night inside rear view mirror, chrome1 radiator grille etc. Santro XK (Non AC) This model of Santro is without Air-conditioner. It has features like dual side impact beams, standard inside rear view mirror, clear head and rear lamps, half wheel cover, 36
  37. 37. S vinyl molded roof lining, 2 cup holders, seating capacity of 5, semi cloth upholstery, chrome1 radiator grille, B and C pillar trims, low fuel warning etc. Santro XL Along with the features available in Santro XK, added features in this model are 4 doors CLS, passenger side OVRM, tinted glass, map pocket front door driver side, front door full size arm rest, door trim with fabric insert, hydraulic power steering, power windows (front) etc. Santro XO Along with the features present in other models, there are some special features present exclusively in this model like B/C bumper, waistline molding, chrome2 radiator grille, rear parcel tray, deluxe floor console, exclusive molded door trim, driver side seat under tray, internally adjustable OVRMs, rear wiper and washer, rear defogger, passenger side vanity mirror etc. Santro AT Excluding the special features in other models , Santro AT has almost all the common features of other models. Santro CNG Hyundai Motor India adds to its glitter by launching Santro CNG thus making it even more economical and eco-friendly car. This new variant of Santro offers its buyers with one more option to muse over because of its estimated low running cost of only Rs.1/km thus increasing the savings of the consumer up to 60- 70% . To ensure the better safety, CNG kits contains advanced Lambda control system to provide Euro III emission norms. The car also has an optional manual selector switch which makes the user to make a choice between gasoline or CNG. The CNG on-board cylinder has an approximate capacity of 12 kg with a 2 year warranty on CNG kit and its fitments. 37
  38. 38. Hyundai Verna The clean, modern and trendy texture of the Verna portrays itself as an object of panache. Rich in style and swift in movement, makes Verna the ultimate symbol of elegance. Verna is although a medium segment luxury sedan, however it has well been crafted in a way that it projects a very sporty look on itself. The below mentioned traits of Verna in the domain of luxury, comfort and design is such that it could impeccably create a sensation amongst every generation. Salient features • Integrated wrap around headlights • Micro antenna • Led high mounted stop lamp • 5.5J x 14" Alloy wheel • Gauge cluster and trip computer • Portable ash tray • Ample storage space • Rear center and seat armrests • Adjustable power steering wheel • Fully automatic temperature control • Bigger disc brakes Models • Verna i (Petrol) • Verna Xi (Petrol) • Verna XXi (Petrol) Verna i (Petrol) It comes with 2 tone interiors, power window/steering, central locking system and an ample internal storage space. 38
  39. 39. Verna Xi (Petrol) This version has an exclusive front seat center armrest along with seat back pockets and seat back hook. It also has an additional feature of a dual height adjustable driver seat. Verna XXi (Petrol) This version comes with the alloy wheels along with the leather wrapped steering wheel. It also has a luggage net and a trip computer dedicated to this version only. It also comes with the option of ABS (anti-lock braking system). 39
  40. 40. TATA MOTORS LTD. Tata Motors Ltd. Tata Motors Limited is India’s largest automobile company, with revenues of Rs. 35651.48 crores (USD 8.8 billion) in 2007-08. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world’s fourth largest truck manufacturer, and the world’s second largest bus manufacturer. The company’s 23,000 employees are guided by the vision to be “best in the manner in which we operate, best in the products we deliver, and best in our value system and ethics.” Established in 1945, Tata Motors’ presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company’s manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat power trains. The company is establishing a new plant at Sanand (Gujarat). The company’s dealership, sales, services and spare parts network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India. Tata Motors, the first company from India’s engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired in 40
  41. 41. 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea’s second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, with an option to acquire the remaining stake as well. Hispano’s presence is being expanded in other markets. In 2006, it formed a joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the company’s pickup vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having been launched in Thailand at the Bangkok Motor Show 2008. Tata Motors is also expanding its international footprint, established through exports since 1961. The company’s commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia and Senegal. The foundation of the company’s growth over the last 50 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. With over 2,500 engineers and scientists, the company’s Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centres in Pune, Jamshedpur, Lucknow, in India, and in South Korea, Spain, and the UK. It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle, India’s first Sports Utility Vehicle and, in 1998, the Tata Indica, India’s first fully indigenous passenger car. Within two years of launch, Tata 41
  42. 42. Indica became India’s largest selling car in its segment. In 2005, Tata Motors created a new segment by launching the Tata Ace, India’s first indigenously developed minitruck In January 2008, Tata Motors unveiled its People’s Car, the Tata Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009. A development, which signifies a first for the global automobile industry, the Nano brings the comfort and safety of a car within the reach of thousands of families. The standard version has been priced at Rs.100,000 (excluding VAT and transportation cost). Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head room. It can comfortably seat four persons. Its monovolume design will set a new benchmark among small cars. Its safety performance exceeds regulatory requirements in India. Its tailpipe emission performance too exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution level than two-wheelers being manufactured in India today. The lean design strategy has helped minimize weight, which helps maximize performance per unit of energy consumed and delivers high fuel efficiency. The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint. The years to come will see the introduction of several other innovative vehicles, all rooted in emerging customer needs. Besides product development, R&D is also focusing on environment-friendly technologies in emissions and alternative fuels. Through its subsidiaries, the company is engaged in engineering and automotive solutions, construction equipment manufacturing, automotive vehicle components manufacturing and supply chain activities, machine tools and factory automation solutions, high-precision tooling and plastic and electronic components for automotive and computer applications, and automotive retailing and service operations. 42
  43. 43. True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is engaged in community and social initiatives on labour and environment standards in compliance with the principles of the Global Compact. In accordance with this, it plays an active role in community development, serving rural communities adjacent to its manufacturing locations. With the foundation of its rich heritage, Tata Motors today is etching a refulgent future. Tata Indigo Indigo with its market catching features like leather upholstery, beige interiors, LCD screen etc has made its position in the automobile industry. Indigo is available in Petrol and Diesel models. • Petrol Variants o o • Indigo GLS Indigo GLX Diesel Variants o o • Indigo LX Indigo LS Dicor Variants o Indigo LS Dicor o Indigo LX Dicor Petrol Variants Petrol engine gives maximum of 85PS @ 5500rpm with 32 bit micro processor. It gives maximum torque of 11 kgm @ 3000rpm. Indigo GLE 43
  44. 44. It is equipped with various features like manual power steering, manual front and rear windows, grey bumpers, half wheel covers, partial fabric lining on seat, molded roof lining, high mounted stop lamp etc. 44
  45. 45. Indigo GLS This model also has various features like digital clock, anti-glare rear view mirror, cabin lamp with spot reading lamp (front and rear) etc. Indigo GLX To mention few of the features present in this model along with the features of rest of the two models, there are available power steering and power windows, rear fog lamps, rub rails on door, full wheel covers, both sides outer rear view mirrors, rear defogger, central locking, audio warning signal for driver seat belt and many more. Diesel Variants It has maximum power output of 70PS @ 4500rpm and maximum torque of 13.52 kgm @2500 rpm. It has turbo-charged Indirect Ignition Diesel engine with inter cooler facility. Indigo LX It has various features like power steering and power windows (front and rear), full wheel covers, body colored bumpers, rub rails on door, full fabric lining on seats, molded roof lining, central locking, rear defogger, high mounted stop lamp, audio warning signal for driver seat belt etc. Indigo LS It has various features like manual front and rear windows, partial fabric lining, fabric insert door pads, anti-submarine front seats etc. Dicor Variants The DICOR (common rail diesel) version of Tata Indigo is available in two variants which has already hit th bull's eyes. The beefy & bony structured sedan has the capacity to deliver maximum torque of 140Nm @ 1800 - 3000 rpm. The Indigo Dicor from Tata Motors has been made apt for Indian roads especially with its driver & co passengers oriented positive attributes such as : • Anti-submarine front seats 45
  46. 46. • New electronic instrument cluster with engine RPM meter • Rear Seat with double folding backrest • Video player with MP3: with headrest mounted LCD screens • 1.4-litre as rail diesel engine Indigo LS Dicor Tata Indigo LS Dicor features manually operated outer rear view mirror, black dials, & Benz silver as the new pattern for console & AC fascia. It has no mounted LCD screens. Indigo LX Dicor Tata Indigo LX Dicor on the other hand features manually operated with chrome strip outer rear view window, black dials with chrome rings & star check as the new pattern for its console & AC fascia. Tata Indigo XL Price range: 5.2 to 7.7 lakhs Tata Indigo XL is the latest model to have hit the booming auto sector. Well equipped with cutting edge technological inputs, the car has created a stir with its sleek design & special features. Tata motors have definitely come up with one of their best models ever in according with the international standards. This car is luxurious, classy, attractive and quiet spacious in nature. Also, this car creates an instant impact on any true car lover with its refined interiors, upholstery and equipment levels. Features: Tata Indigo XL is equipped with excellent high end characteristics like: • 32 bit microprocessor • 1396 cc , 16 valve engine 46
  47. 47. • Power of 100 PS • 200 mm wheel base • Fuel tank capacity: 42 ltrs. Variants: • Tata Indigo Classic: • Tata Indigo Grand : Tata Indigo Classic This variant is available in both petrol and Dicor engines, equipped with certain characteristics such as: • Rear AC console • Power windows • Multi focal reflector • Chrome inserted doors • 6 way manual adjustable seats • Steel wheel rim with wheel cap Tata Indigo Grand Besides features available in classic variant this car is available with assorted and some distinguished characteristics such as : • Integrated seat mounted LCD screens and DVD player • Advanced car kit • Voice tag activation • Audio line out • Ignition sense detection • 6 way powered adjustable seats • 9 spoke alloy wheels 47
  48. 48. Tata Indigo Marina Indigo Marina being one of the market catching car in the category of utility vehicles is the perfect blend of luxury and space. It is categorized according to the fuel used in this car : • Indigo Marina LS-Diesel • Indigo Marina -Petrol o o • Indigo Marina GLS Indigo Marina GLX Indigo Marina LX DICOR Indigo Marina–Diesel This category car is with turbocharged 1405cc indirect ignition diesel engine having capacity of maximum output of 70PS @ 4500 rpm and maximum torque of 13.5 kgm@ 2500 rpm. Indigo Marina LS It has various advanced features like front and rear cabin lamp with spot reading lamp, aluminum gear shift knob, HVAC system, 4 spoke wheel, manual rear and front windows, body colored bumpers, black door handles, roof rails, rub rails on door, full wheel covers, digital clock, partial fabric seats, retractable luggage cover, side impact beams, collapsible steering column etc. Indigo Marina –Petrol Fully equipped with 32 bit micro processor and 1405 cc MPFI Petrol engine, this variant delivers maximum power of 85 PS @ 5500 rpm and maximum torque of 11kgm @ 3000 rpm. 48
  49. 49. Indigo Marina GLS This model along with the features of Indigo Marina GLE comes with various other features like HVAC system, aluminum gear shift knob, 4 spoke wheel, power steering, body colored bumpers, rub rails on door, full wheel covers, stylish grip and cover for hand brake lever etc. Indigo Marina GLX Indigo Marina GLX is equipped with several added features apart from the features of Indigo Marina GLS like front and rear central locking, leather wrapped gear shift knob, rear ash tray, 4 spoke beige leather wrapped wheel, power windows, body colored door handles, AC fascia with cubic print, engine compartment lamp, overhead utility box, beige full fabric seats, front and rear fog lamps, rear defogger, rear washer and wiper etc. Indigo Marina LX Dicor The new Dicor version of Tata Indigo Marina is in many ways similar to the Tata Indigo's Dicor version. Exhibiting a new head with an intake system, the classy sedan can yield maximum power of 70 PS /4000 rpm with its 32-bit microprocessor based comprising of 1366 cc DICOR (Direct Injection Common Rail), 16-valve engine featuring the Dual Over Head Camshafts and a Variable Geometry Turbocharger (VGT). Other Features • Maximum torque of 140 NM @ 1800-3000 rpm • Scuff plates for front, rear & for tail gate sill • Low level fuel and high coolant temperature indicator • Anti-submarine type front seats • Audio warnings-'key in-door open' & 'key out-door open- • Audio-visual warning for driver's seat belt. 49
  50. 50. Tata Indica Incorporating the attributes of three best selling cars, Tata Indica has made its own mark in the fierce market of motor segment. Making of Tata Indica Car with the concept of main distinguishing features of three popular cars i.e., with the overall structure of Maruti Zen, interior space like Ambassador and cost nearly to Maruti 800 was a challenging venture for Tata Motors. Its fully foldable rear seat has made this car more accommodating for extra luggage. Conception from Italian design house, I.D.E.A and TUD 5 Peugeot power plant, Tata Indica is known for its striking features like tea drop highlights and bisson tail lamps. For safe and secure driving and to give proper comfort, side-impact beams, rigid monochrome frame and child safety locks are attached to this car. Different Tata Indica models are: • Tata Indica Vista (Rs. 3.5 to 4.5 lacs)* • Tata Indica V2 (Rs. 3 to 4 lacs)* o o • • • DLS DLE Tata Indica V2 Xeta (Rs. 2.5 to 4 lacs)* o GL o GLX o GLG o GLS o GLE Tata Indica V2 Turbo (Rs. 3.5 to 5 lacs)* o DLS o DLG o DLX Tata Indica V2 Dicor (Rs. 4 to 4.5 lacs)* o DLS o DLG 50
  51. 51. 51
  52. 52. Tata Indica Vista New looks of Tata Indica Vista makes turn heads as well as driving this car is a fresh new experience. It is equipped with power steering, front power windows and is also available in three new engines with new gear boxes. Three elements are there in new Indica Vista known as Terra, Aqua and Aura. This car changes the way you look at style, comfort, performance and Tata Indica V2 Tata Indica V2 with its special features and appealing looks is capturing market rapidly. There are two models for Tata Indica V2 :- DLS With power steering and other features like internally adjustable OVRM, sill valence, body colored bumpers, and the wheel arch flair have made this car comfortable and secured for driving. DLE Adjustable internally OVRM on the driver's side, sill valence, grey wheel arch flairs add a new touch in terms of security as well as elegance. Tata Indica V2 Xeta In the collection of cars of Tata motors Indica V2 Xeta has added a new era in the world of cars. Its extra efficient Torque Advantage petrol engine delivering 12.4 kgm torque , instant pick-up and fewer gear changes has made its driving smoother and 52
  53. 53. faster. Its highly advanced MPFI engine has 32 bit microprocessor . It also includes sports 12 sensor,along with a knock control sensor and this is for controlling damage from adulterated fuel. Their spacious cabins with ample elbow room and leg space have made this car luxurious. Indica V2 Xeta has come up with four specific models with few differences in each: GL In the V2 Xeta GL variant comfort and safety aspects has been prioritized. It incorporates some of the best features which a car should have these days, like Anti Submarine Seats, Child safety locks on Rear Doors, Low Fuel & High Engine Temperature warning lamps, Remote Release of Fuel Lid Latch, Tailgate Latch and lots. GLX Its secured central locking system, power steering , four power windows give the comfort as well as safety statement of this car. The H-VAC system give nice cold feelings during the hot days. Its body colored bumpers, OVRMs, door handles and the wheel arch flairs are the striking features of this car. GLG With the different looks and almost with the alike features of the GLX , GLG has also captured the market. It has front power window facility. GLS With facilities like power steering, body colored bumpers, internally adjustable OVRM, sill valence, wheel arch flairs, this particular model is hitting the market. GLE 53
  54. 54. To mention the special features of this model, it has sill valence, grey wheel arch flairs and internally adjustable OVRM on the side of the driver. Tata Indica V2 Turbo Featuring turbo engine to offer turbo charger, Tata motors has come up with Indica V2 turbo. Attributes that make turbo diesel engine more advanced are 68PS@ 4500 rpm and torque of 68PS @ 4500rpm. Indica V2 Turbo is available in three models : DLS This variant comes with some of the outstanding features like air conditioning system, New Internally adjustable Outer Rear View Mirror (ORVM) in the driver's side, Utility Tray with Coin Holder and lots more. DLG DLG with its power steering and front power windows, is a very comfortable car with its HVAC system of cooling and, is reliable car with its central locking system. DLX DLX is the most advanced version of Indica V2 Turbo for its added few features along with the features of DLG. Its leathered wrapped steering, luxurious seats and adjustable headrest provide total comfort of long-driving. Tata Indica V2 Dicor Tata V2 Indica with its exceptional features and eye-catching visual aspects is ruling i the market. Its two variants are DLG and DLS. It is equipped with various exceptional features viz. New clear lens head & tail lamps, internal antenna,New Clear Lens Head 54
  55. 55. Lamps, Side Intrusion beam on all 4 Doors, Anti - submarine seats, etc. Indica V2 Dicor is available in two models : DLS In this era of advanced and innovative four-vheelers, DLS is running on the top with its exceeding characteristics. In addition to above mentioned features, it incorporates special Air Conditioning System to provide you with more easiness and comfort. DLG It has earned a popularity among the buyers with its market captivating appearance and few spectacular characteristics. It is fitted with Ventilation and Air Conditioning system, Rear demister, New Front fog Lamps and Audio Warnings - Key-in belt not fastened /key-out head lamps on & door open / key-in door open. To enhance the comfort level, it is outfitted with • Door trims with fabric inserts • Map pocket with card holder • Heating • Rear seat backrest folding and refolding facility with 60:40 split seat 55
  56. 56. HONDA MOTORS LTD. Honda in India Honda Siel Cars India Ltd., (HSCI) was incorporated in December 1995 as a joint venture between Honda Motor Co. Ltd., Japan and Siel Limited, a Siddharth Shriram Group company, with a commitment to providing Honda’s latest passenger car models and technologies, to the Indian customers. The Honda City, its first offering introduced in 1997, revolutionized the Indian passenger car market and has ever since been recognized as an engineering marvel in the Indian automobile industry. The success of City as well as all its other models has led HSCI to become the leading premium car manufacturer in India. The total investment made by the company in India till date is Rs. 1620 crores, further investment of RS. 1000 crore is planned and being currently invested for the coming second plant in Rajasthan. The company has a capacity of manufacturing 100,000 cars. Showcase Manufacturing Facility HSCI’s state-of-the-art manufacturing unit was set up in 1997 at Greater Noida, U.P with an investment of Rs. 450 crore. The green-field project is spread across 150 acres of land (over 6,00,000 sq. m.). The initial installed capacity of the plant was 30,000 cars per annum, which was thereafter increased to 50,000 cars on a two-shift basis. The capacity has further been 56
  57. 57. enhanced to 1,00,000 units annually in February 2008 . The capacity expansion was necessitated by the excellent performance of all the Honda models, particularly the growing demand for City in India. Several modifications were done by the company with the objective of offering higher quality products to its customers, faster and quicker. The expansion process also included expansion of the covered area in the plant, from 1,07,000 sq. m. to 1,31,794 sq. m. HSCI currently produces the All New City, Civic and Accord models in India and the premium SUV, CR-V is sold as a fully imported unit from Japan. The company operates under the stringent standards of ISO 9001 for quality management and ISO 14001 for environment management. Sales and Distribution Network Honda SIEL Cars India has a strong sales and distribution network spread across the country. The network includes 103 facilities in 60 cities. HSCI dealerships are based on the “3S Facility” (Sales, Service, Spares) format, offering complete range of services to its customers. The City is manufactured with 74% indigenization level. Product Range Honda SIEL Cars’ product range in India includes the All new City in the mid-size segment, Civic in the Lower D segment and Accord in the luxury segment and third generation all-new CR-V (both 2.0L 2 WD and 2.4L 4WD) in the SUV segment. While the All New City , Civic and Accord are manufactured at the company’s plant, the CRV is imported from Japan as a Completely Built Unit. Honda City ZX Honda City ZX is one of the stylish sedan with sophisticated and trendy exterior. It boasts marvelous interiors - luxurious and relaxing. It gives superior performance with VTEC (Variable Valve Timing and Lift Electronic Control) engine at all speeds and varying conditions. 57
  58. 58. The vehicle has good maneuverability which suits the Indian roads. It has a very good front suspension with unique lateral force canceling spring and H-torsion beam at the rear enhances stability and comfort. The AC system is also at the top of its class. 58
  59. 59. New Variants. All New Honda City: Making awe-inspiring changes in the design and technology, Honda has introduced its classy model of City in a whole new avatar. More eyecatching front face adds an element of dynamism in the over all outlook of Honda City. It has been refined to become more aerodynamic, inspired by the arrow-shot form, for better performance on the road. Tilt steering wheel with integrated controls, digital console, sporty dash board panel not only looks attractive but also makes the interiors of all new City more pleasurable. The all new Honda city car comes packed with 16 valve I-VTEC engine that pumps out a fuel efficient power output of 118 ps@6600 rpms with torque of 146Nm@4800 rpms. The price range of all new Honda City starts from Rs. 8.15 Lacs upto Rs. 9.50 Lacs. Company Name Segment USP Honda SIEL Cars India Ltd. (HSCI) Sedan Fuel Economy Model Variants • City ZX EXi • City ZX GXi • City ZX CVT • City ZX VTEC • City I VTEC Safety:• The fuel tank is located in the middle of the vehicle to give enough distance from both the front and rear impact in case of a collision. • It is fully equipped with pedestrian safety systems. • Have neck shock mitigation seats. • It has been designed to soften the impact of collision from any direction. 59
  60. 60. GENERAL MOTORS INDIA LTD. General Motors. Incepted in 1908, General Motors has captured the forefront of technological innovations in the automotive sector. The company has always stood a shade above the rest. In 1911, it introduced the electric self-starter, in 1933, developed the front wheel suspension, called the Knee – Action. With around 17% share in the world of auto market, General Motors is a global leader among car manufacturer. Their products are being exported in over 170 countries and its manufacturing base is spread across 43 countries. The company has an annual production of about 85 lacs. The many variants of the company are Cadillac, Oldsmobile, Chevrolet, Pontiac, Holden, Vauxhall, Geo, Opel, Saturn and many more. In 1975, it initiated the installation of the industry's first catalytic converters in all cars in U.S. The company delivered “The GM EV1”- the first electric vehicle to the world. EVJ (an electric passenger vehicle) is the latest invention of General Motors. In 1994, General Motors India was formed as a result of collaboration between General Motors Corporation and C.K. Birla Group of Companies. Its manufacturing plant was located at Halol, 40 km north of Vadodara in Gujarat. GM India has introduced the latest manufacturing methods and human factor practices to this plant and therefore is the benchmark for advanced technologies in the Indian automotive industry. The company was formed with a total investment of 100 million dollars. General Motors has perfectly combined Indian creativity, American management and German engineering and produced premium automobiles in a world class manufacturing atmosphere. Its Opel Astra is the best selling model worldwide and the third bestselling car ever produced. The company possess a widely distributed dealer network and fully functional after sales support system. They provide solid backing for 60
  61. 61. their customers after they purchase the product and help assure total customer satisfaction and enthusiasm. Chevrolet Aveo With the assurance of safety and technologically advanced equipments, Chevrolet Aveo provides complete statement of reliability and efficiency. Safety features like tailor welded blanks, high- strength steel structure, B-pillar, height adjustable safety belt anchors, rear child safety door locks, front safety belt pretensioners etc really confirm the security of the passenger. It has four variants:• Aveo 1.4 E* • Aveo 1.4 • Aveo 1.4 LS • Avon 1.6 LT • Aveo 1.4 E* It is well equipped with 1.4L DOHC 94 PS, 5 Speed MT, chrome radiator grille, wide 185/60 R14 tyres, pullout type door handle, two tone beige interiors, power steering and power window, central locking, rear defogger with timer, remote trunk lid opener, engine service soon indicator etc. Aveo 1.4 Its added, more modified features than the lesser upgraded model are like HVAC, tilt steering column etc. Aveo 1.4 LS It has striking features like fog lamps; body color door handles and outside rear view mirrors; electric trunk release; silver finish on IP, door trim and floor console; sun glass holder; height adjustable driver's seat; headlamp/ seatbelt/ key inside reminder, single DIN Radio MP3 player etc. 61
  62. 62. Aveo 1.6 LT Its main mentionable features along with the other features which are associated with the rest of the models, are 1.6L DOHC 102 PS, 5 speed MT; double DIN MP3 system with 6 speakers; rear spoiler with CHMSL; chrome coated exterior handles and trunk lid garnish ; 14" alloy wheels; electrically adjustable OVRM; wood finish on IP and door trim; car alarm and key less entry system etc. 62
  63. 63. 3. RESEARCH METHODOLOGY Title of the study :- “The study of consumer buying behavior towards small & medium car segment” The study showing the consumer buying behavior in small & medium car segment with special reference to Maruti Suzuki India ltd. It describe the attitude behind the purchasing of car by any middle income level segment. This research is done at jaipur. Duration of the study :- In June 2009, I have been assigned a project on the consumer buying behavior towards small & medium car segment as a part of our course curriculum. the duratiion of the research is approxmetly 45 days. Objective of the study:- The basic objective of the project during the research and study will be focused on the following parameters: • To know consume preference regarding small & medium cars. • To know what features and services attract the customers. • Effect of brand image (Maruti Suzuki) in buying behavior. • Impact of advertisement in buying behavior. • Impact of celebrity endorsement in buying behavior. • Effect of family & friends in buying behavior (Focus group). Type of research:- It refers to the search for knowledge. It can be defined as scientific and systematic search for pertinent information on a specific topic. It is careful investigation or inquiry through search for new facts of any branch of knowledge. Research plays an important role in the project work. The results of the project are completely based upon the research of the facts and figures collected through the different ways of research. 63
  64. 64. That is why it is also called a movement from known to unknown. Research is the original contribution to the existing stock of knowledge. This section includes the overall research design, the sampling procedure, the data collection method, the field method, and analysis and procedure. RESEARCH is a scientific and systematic search for pertinent information on a specific topic. It is also said to be the pursuit of truth with the help of study, observation, comparison and experiment. research methodology is a way to systematically solve the research problem. Research design ;- A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are also a part of the research design. The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study. Research can classify in one of three categories:  Exploratory research  Descriptive research  Causal research These classifications are made according to the objective of the research. In some cases the research will fall into one of these categories, but in other cases different phases of the same research project will fall into different categories.  Exploratory research has the goal of formulating problems more precisely, clarifying concepts, gathering explanations, gaining insight, eliminating impractical ideas, and forming hypotheses. Exploratory research can be 64
  65. 65. performed using a literature search, surveying certain people about their experiences, focus groups, and case studies. When surveying people, exploratory research studies would not try to acquire a representative sample, but rather, seek to interview those who are knowledgeable and who might be able to provide insight concerning the relationship among variables. Case studies can include contrasting situations or benchmarking against an organization known for its excellence. Exploratory research may develop hypotheses, but it does not seek to test them. Exploratory research is characterized by its flexibility.  Descriptive research is more rigid than exploratory research and seeks to describe users of a product, determine the proportion of the population that uses a product, or predict future demand for a product. As opposed to exploratory research, descriptive research should define questions, people surveyed, and the method of analysis prior to beginning data collection. In other words, the who, what, where, when, why, and how aspects of the research should be defined. Such preparation allows one the opportunity to make any required changes before the costly process of data collection has begun. There are two basic types of descriptive research: longitudinal studies and cross-sectional studies. Longitudinal studies are time series analyses that make repeated measurements of the same individuals, thus allowing one to monitor behavior such as brand-switching. However, longitudinal studies are not necessarily representative since many people may refuse to participate because of the commitment required. Cross-sectional studies sample the population to make measurements at a specific point in time. A special type of cross-sectional analysis is a cohort analysis, which tracks an aggregate of individuals who experience the same event within the same time interval over time. Cohort analyses are useful for long-term forecasting of product demand. 65
  66. 66.  Causal research seeks to find cause and effect relationships between variables. It accomplishes this goal through laboratory and field experiments. 66
  67. 67. Here I use descriptive type of research design Sample size and method of selecting sample Sample size:- Sampling is simply the process of learning about population on the basis of learning about population on the basis of a sample drawn from it. The primary objective of the sampling survey is to obtain accurate and reliable information about universe with minimum cost, time and energy and to set out the limits of accuracy of such estimates. For sampling I have chosen non-probability sampling technique. Non probability sampling is based on the personal judgment. Under this method a desired number of sample units are selected deliberately depending upon the object of the enquiry so that only the important items representing the true characteristics of the population are included in the sample. Non-probability sampling is of two types:• purposive sampling quota • convenience sampling I have chosen convenience sampling under non-probability sampling technique keeping all constrains in mind a sample size of 50 people is selected from Jaipur. This sample contains a mix type of customer (Servicemen, student and businessmen) so as to remove any type be biased results. Research for the Importance of the Brand image of the company’s which is kept in mind by customers while buying any product. As two-wheeler is a durable thing, the customer interacts with the company only for little time. Therefore it becomes very difficult to get the actual feedback from the customer. That’s why I have designed a Questionnaire for the customers. As customer is king of the market. Today every product is made according to desire or need of the company. And customers have varied taste. Only consumers’ satisfaction can predict the actual scenario of the market. 67
  68. 68. Method of selecting sample :- Two methods of collecting data used for this research are as follows: • PRIMARY DATA – Data is collected primarily through personal contact, meeting, interview and questionnaire with the concerned authority of the organization and respondents’. • SECONDARY DATA – Data are collected through secondary modes such as various published data, reports, related books and websites. 3.6 Scope of study:- Te scope of the project during the research and study will be focused on the following parameters: • To know consume preference regarding small & medium cars • To know what features and services attract the customers • Effect of brand image (Maruti Suzuki)in buying behavior • Impact of advertisement in buying behavior • Impact of celebrity endorsement in buying behavior • Effect of family &friends in buying behavior (Focus group) Limitation of study:- Every research study has its limitations likewise this research has some limitation .These are • The sample consists of 50 customers and was restricted to people residing in Jaipur. as study is restricted to the Jaipur • Sample of the population (universe) might be note the representative of whole • Customer perception is not always static. They frequently change their attitude • Selection of car is also depends on income level of respondents • This research is based on current economic condition which is not seem to be good 68
  69. 69. 4. THEORETICAL FRAMEWORK Consumer behavior:- It is the study of when, why, how, where and what people do or do not buy products. It blends elements from psychology, sociology, social, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as a social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and strong Paretooptimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009). 69
  70. 70. Belch and Belch define consumer behavior as 'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires' The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); • The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); • The behavior of consumers while shopping or making other marketing decisions; • Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; • How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and • How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Information Search and Decision Making Problem Recognition. One model of consumer decision making involves several steps. The first one is problem recognition—you realize that something is not as it should be. Perhaps, for example, your car is getting more difficult to start and is not accelerating well. The second step is information search—what are some alternative ways of solving the problem? You might buy a new car, buy a used car, take your car 70
  71. 71. in for repair, ride the bus, ride a taxi, or ride a skateboard to work. The third step involves evaluation of alternatives. A skateboard is inexpensive, but may be ill-suited for long distances and for rainy days. Finally, we have the purchase stage, and sometimes a post-purchase stage (e.g., you return a product to the store because you did not find it satisfactory). In reality, people may go back and forth between the stages. For example, a person may resume alternative identification during while evaluating already known alternatives. Family Decision Making. Individual members of families often serve different roles in decisions that ultimately draw on shared family resources. Some individuals are information gatherers/holders, who seek out information about products of relevance. These individuals often have a great deal of power because they may selectively pass on information that favors their chosen alternatives. Influencers do not ultimately have the power decide between alternatives, but they may make their wishes known by asking for specific products or causing embarrassing situations if their demands are not met. The decision maker(s) have the power to determine issues such as: • Whether to buy; • Which product to buy (pick-up or passenger car?); • Which brand to buy; • Where to buy it; and • When to buy. Note, however, that the role of the decision maker is separate from that of the purchaser. From the point of view of the marketer, this introduces some problems since the purchaser can be targeted by point-of-purchase (POP) marketing efforts that cannot be aimed at the decision maker. Also note that the distinction between the purchaser and decision maker may be somewhat blurred: • The decision maker may specify what kind of product to buy, but not which brand; 71

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